Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Introduction into Digital Marketing - Google Success Online

98 views

Published on

Digital Marketing is a broad spectrum: Here's more than you ever wanted to know on what makes up the different elements of digital marketing. This was a 3 hour presentation I did in conjunction with Google Success Online.

Published in: Marketing
  • Be the first to comment

Introduction into Digital Marketing - Google Success Online

  1. 1. $ $ $ Intro to Digital Marketing Taylor Ryan CMO, Valuer.ai Strategies, Tools, and Guide July2018
  2. 2. About me 2 I've co-founded 5 startups CMO of a venture backed Ai Company 11+ years experience Published a few marketing ebooks Consulted on SEO/SEM for 4+ years Mentor, startup junkie, technical marketer, and growth hacker CMO, Valuer.ai Aboutme
  3. 3. We NEED You! We’re looking for 10-20 agents for the Tech BBQ event Free Ticket! Help us represent the brand, meet startups, get in free (Tickets Cost - 1.112 DKK) SEPT 24-25 - 2018 Monday + Tuesday in CPH Sign up at: http://jointhehunt.co Becomean Agent Here’s your chance!
  4. 4. Fun Fact 4 I was on an American Reality Show: House Hunters International FunFact
  5. 5.  Teaching Students In 2016, success online began teaching students to meet the high demand for digital marketers  Initiated by Google Since 2012 and has taught over 30,000 Danish companies in digital marketing for free.  Partners Danish Business Authority, PwC, Danish Industry, The Danish Chamber of Commerce, ASE, FDIH, IT-Industry and IVÆKST are partners of Success Online . About 5 About Success Online
  6. 6. Get Certified Complete the Success Online Digital Learning Process and get a certificate from Google and IAB here: g.co/succesonline GetCertified 6
  7. 7. Agenda Building Experience Build a Website Your Brand On Site SEO KPIs Why are you here? 01 02 03 Understanding you before we start Working on something real Building your first website + brand Logo, style sheet, color theory Https, Site structure, Site map Foundation, Analytics, etc 04 05 06 7What we’re talking about today
  8. 8. Agenda AB Testing CRM / integrations Listing Sites Content Strategy Amplification User Acquisition 07 08 09 sign ups + emails Tools + How to Connecting Sales w/ marketing Put your site online Content is king Boosting your content 10 11 12 8 What we’re talking about today
  9. 9. Agenda SEM Entrepreneurs Mindset Re-calibration The Future Learning Social Media 13 14 15 Different channels + B2B/B2C Overview and understanding It’s not what you think Upcoming trends Communities + how to learn more 16 18 19 9 Holy shit there’s more Execution is everything Wrap Up
  10. 10. My Goal For Today Provide Value.
  11. 11. Whyareyou here? 11Why are you here?
  12. 12. I can't get a job because I don't have experience and I have no experience because I can't get a job WE FALSELY BELIEVE 12 Building Experience
  13. 13.  Content  PR / Amplification  SEO  SEM  Social Media  Email Marketing  Website Design  CRO / UX  Automation  Onboarding Marketing is about understanding systems 13 Building Experience
  14. 14. The principle holds that 10,000 hours of "deliberate practice" are needed to become world-class in any field. Building Experience 14"10,000-Hour Rule"
  15. 15. Building Experience 15 Theoretical ExperienceVS  Understanding Principles  Hours of doing the work
  16. 16. Hustle Now  Write for Free  Create  Keep attending events  Build a website 16 Building Experience
  17. 17. BuildaWebsite 17 Build a website
  18. 18. Builda Website 18 Build a Website The key to it is working through the hard stuff
  19. 19. Builda Website Go Build a Website - Seriously 19 Pick a topic you likeThere are dozens of these types of sites  I recommend wordpress  You won’t be motivated by something you hate
  20. 20. Hosting Challenge yourself Builda Website  Cheaper than 1 beer a month  $3-$5 per month  But where can I go to find out how to do this?
  21. 21. Buy a domain Naming isn’t that hard Builda Website  It’s cheap $12.99  Buy it where you get hosting  Don’t over-think it  Don’t spend a whole day on this
  22. 22. Get a Theme Don’t start From Scratch Free Themes Exist Too! Builda Website  Buy a theme ($20 - $65)  Pick a theme with lots of downloads, templates, and a good rating  Some themes are better for specific types of businesses:  ecommerce, software, app, services, etc.
  23. 23. YourBrand 23 Your Brand
  24. 24. YourBrand 24Your Brand Everything is subjective
  25. 25. 25 Tone Color Theory Get a Logo Get a Branding Style Sheet Your Brand Your Brand
  26. 26. Our staff consists of experts who often have a decade or more of experience in their field Logo 26 Make your own Expert Buy a logo Make a Friend Logo  Konker.io  Fiver.com  Logojoy.com  Photoshop
  27. 27. Our staff consists of experts who often have a decade or more of experience in their field Style sheet 27 Expert Fonts, look, and Colors https://frontify.com/styleguide or https://www.brandmaster.com/solutio ns/online-brand-book-software/ Style sheet
  28. 28. Color Theory 28 Expert Pick your color scheme https://coolors.co/ http://paletton.com/#uid=1000u0klll laFw0g0qFqFg0w0aF https://color.adobe.com/create/colo r-wheel/ Color Theory
  29. 29. How do these two sound different? My Standard: 29 Tone Tone  Communication style should reflect the people coming to your site  “An old friend explaining something at brunch”
  30. 30. OnSiteSEO 30On Site SEO OnSite SEO
  31. 31. SEO (Search Engine Optimization)OnSite SEO 31 Anyone can learn this stuff
  32. 32. OnSiteSEO HTTPS 32  SSL  Google Algo – “Carrot and Stick”  Many hosting providers are different  It’s FREE and easy!
  33. 33. OnSiteSEO Mobile Optimized 33  Better UX  Most themes are mobile friendly these days  To check, right click and inspect, click mobile  AMP pages  Search console On Site SEO
  34. 34. Effected by: Image size Hosting type (CDN vs Traditional) Plugins Bloated scripts Errors on page Inefficient caching Marketing 53% of all visitors, leaves the website if it hasn't loaded within 3 seconds. 34OnSiteSEO Site Speed
  35. 35. OnSite SEO 35 Site Structure
  36. 36. Create a Site Map Yoast or other online site map creator OnSite SEO 36 Submit Site Map: Submit for crawling on google
  37. 37. Examples: 37OnSiteSEO Technical SEO Technical SEO  H1,H2,H3,etc  Broken Links (301s + 404s)  Alt text  Meta Descriptions*  Schema Markup  Bloated scripts  Errors on page  Inefficient caching  Subdomain vs sub category  keywords
  38. 38. 38 OnSiteSEO Factors that effect rank on SERP
  39. 39. Focus:  Relevancy to product/service  Number of searches  Number of results (competition)  Keyword Density Myth  LSI  Keyword Cannibalization 39OnSiteSEO Build a Keyword List  A ton of online guides  More tools than ever make it easy  Many different strategies for organic vs paid On Site SEO You’re not alone:
  40. 40. KPIs 40KPIs (Key Performance Indicators)
  41. 41. KPIs show how valuable you really are Traffic Backlinks Referring Domains Open Rates Organic Keywords Keywords Leads / MQL Sign ups Referrals Emails UR / DR Just some of things we can measure Conversions Social Shares CPC / CPM / CPL (Cost Per Click) Downloads KPIs 41 KPIs
  42. 42. KPI s 42 Foundational work: Tracking is So Important! KPIs  Analytics  Search Console  Ahrefs
  43. 43. What it tells you: 43 KPIsAnalytics  Insert a tracking pixel code in the HTML (header / footer )  Use a Plugin  Traffic  Demographic  Behavior  Trends  Best Channels  Conversions  Goal tracking
  44. 44. What it tells you: 44 KPIsSearch Console  Insert a tracking pixel in the HTML  Or Use a Plugin like yoast  Structured data  Crawl errors (404s)  Some search data  Mobile friendly  Geotargeting
  45. 45. What it tells you: 45 KPIsAhrefs  Site strength  Growth  UR / DR  Keywords  Shares  Best content  *Let’s dive in on this later
  46. 46. User Acquisition 46User Acquisition
  47. 47. User Acquisition 47User Acquisition Getting users to willingly give you their info, join you for the ride, or make a purchase
  48. 48. UserAcquisition Build an Email List 48 Embed sign up form  Everywhere Sign Up Forms  Subscribers  Customers / Leads  Boost your reach / Audience  Potential for referral network  Outbound marketing
  49. 49.  Sign up to get something free  Newsletter  Demo User AcquisitionOther Types of Sign Ups 49
  50. 50.  Popup / Exit Popup  Push Notification User AcquisitionMore Types of Sign Ups 50
  51. 51. ABTesting 51 AB Testing
  52. 52. ABTesting AB Testing 52  1 Variable at a time  CTAs  Pictures  Text  *Emails –Subject lines
  53. 53. ABTesting 53  User testing  Video Recording  Heat Maps Heat Maps + user testing
  54. 54. CRM+ Integration 54 CRM + Integration
  55. 55. CRM+ Integration CRM + Integration (Customer Relationship Management) Track your customers Connect your sign up form with a CRM for tracking potential deals / customers / clients 55
  56. 56. Listing sites 56 Listing sites
  57. 57. Listing Sites Get listed on Directories and Listing sites 57  Great for local SEO  Gives you a chance to get searched locally  Backlinks  You’re next to all your competitors
  58. 58. Listing Sites 58
  59. 59. Takes a short time for Google to mail you a serial code via post Listing sites Easiest way to get found! 59 Listing sites
  60. 60. 60 Content Strategy Strategy
  61. 61. 61 ContentStrategy Content Strategy The best marketers are story tellers. You’re compelled to want more.
  62. 62. Content is King 105+ types of content http://www.convinceandconvert.com/conte nt-marketing/content-to-fill-calendar/ Content Strategy 62
  63. 63. The why behind the why Content Strategy 63  Discovery  Awareness  Legitimizes your business + expertise Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
  64. 64.  Referral Traffic  Backlinks + Linking domains  Keywords+  Higher DR rating = more likely to show up in SERP  Social Media and Reach Content Strategy Benefits of good content: 64
  65. 65. 65Content Strategy Content Strategy
  66. 66. Buyer Personas  Who will buy this product  What are their pain points  What are the most common questions you get?  Most common questions  What are the industry secrets?  What do people in your own industry struggle with understanding?  What other topics do people in your industry find interesting?  What do people in your industry have in common? 66
  67. 67. Content Strategy 67Marketing Funnel:
  68. 68. Content Strategy 68 Marketing Funnel:
  69. 69. Content Strategy 69 Skyscraper technique  Stealing the best content  Your competitors best content  Industry Publishers best content  https://backlinko.com/skyscraper- technique
  70. 70. Content Strategy 70Ahrefs: Top Content
  71. 71. Content Strategy How long should a blog post be? 71  Cover a topic in more detail  Long posts have better engagement  Search engine algorithms want “meaningful engagement
  72. 72. Content Strategy Diversity of topics 72  Long Content = Better for SEO  SERP ranking  Boost authority  Forget short keywords
  73. 73. ContentStrateg Still don’t know what to write? 73
  74. 74. Truth 1 piece of content can change an entire industry and make a company millions Content Strategy 74
  75. 75. Content Strategy 75  Relevant  Improve the understanding / Context  Helps improve skimability  SEO  More sharable How Can I Create Good Visuals?
  76. 76. Content Strategy 76  Practice  Voice to text – Dictation.io or any other solution  Find someone who does! TheHub.com  Article writing services exist at $5 - $100 per article (fiverr, Konker, Upwork, etc)  Use a plagiarism checker like Content-watch.ru How Can I Write Good Text
  77. 77. How Can I Create Original Video? Content Strategy 77 Video Production:  The camera in your phone is better than most cameras 8 years ago  Every 13 year old+ knows how to take video and edit it Equipment:  Your cell phone camera is good enough  Cheap microphones online  Create a rig with a LCD light for next to nothing
  78. 78. How Can I Create/Edit Videos? Content Strategy 78 Screen Capturing:  Camtasia, useloom, screenr, or google it  Video Editing:  iMovie, Premiere, Finalcut, Camtasia, etc
  79. 79. How Can I Create Good Videos w/out Footage? Content Strategy 79 Stock footage:  Storyblocks, slidely, dissolve Explainer  Powtoon, Go!Animate, Moovly, Rawshorts
  80. 80. SEO for VIDEO Content Strategy 80  Better Thumbnails  Quality Audio / Video  Interesting title  keyword in title  Transcript in description  Add links early in description  Add video to sitemap / rich snippets  Allow embedding  Share on social  Related searches as tags  HD gets more views Content Strategy
  81. 81. SoMe Where else does good content live? QandA Email ForumsBlogs and articles are not the only places to drive traffic with good content
  82. 82. The best content is everything  Cover your topic from every angle  Use every medium to explain, display, and describe  Visuals, graphics, memes, etc  skimmable  Give people a chance to share it  Value
  83. 83. Amplification 83 Amplification
  84. 84. Amplification 84Amplification You can write the greatest article in the world but if nobody reads it, it doesn’t matter. Give your content a chance to catch the audience and not fade into obscurity
  85. 85. Amplificati onThe Pareto Principle: 80 / 20 Rule Amplificatio n
  86. 86. One of the biggest marketing differentiatorsof good marketers Amplificati on 80% of the traffic comes from 20% of the content 80% of content marketers don’t amplify Amplificatio n
  87. 87. One of the biggest marketing differentiators Locate Similar Articles Amplify your reach 1 Write your outreach Get Contact Details 4 Email and Follow up 2 3 Process Amplificatio n
  88. 88. If you wrote about someone in your article, they’re FAR more likely to share Find articles that cover a similar topic, try to target small/medium publishers Amplificat ion 88 Find Similar ArticleCreate “Mentioned List” 2 types
  89. 89. Amplification 89Amplification
  90. 90. Amplificat ion 90 Get Emails  Not personal emails so it’s ok by GDPR  Not directly selling anything to them  A lot of this data is out there and FREE Yes… it’s that easy Amplifica tion
  91. 91. Amplificatio n Extensions for chrome Automated Tools = $$$: 91  Pricey  Faster  More organized Goolge Inbox tools  Not Free / FREE  Faster Scraping + Email Outreach Tools Amplificatio n
  92. 92. 92 What do I say in my outreach? Amplificatio n  Be Complimentary!  You inspired me  Direct Ask  Share my awesome content  We used a link to your site  *Be helpful 15-20% response rate!
  93. 93. SocialMedia 93 Social Media
  94. 94. SocialMedia 94 We’re all on it, all the time …But it doesn’t mean we’re experts. Social Media
  95. 95. SoM e Social media 95  B2B vs B2C  C Level Executives notice when it’s not there  Not one size fits all  What platform does your audience use the most?
  96. 96. SoMe Linkedin 96  Best for B2B  Broetry  Algo updates are all about “meaningful engagement”  Articles + Groups are a waste SoMe
  97. 97. SoMe Facebook 97  Better for B2C  Best deal on SEM  Algo updates are targeting sketchy growth hackers SoMe
  98. 98. SoMe Instagram 98  Best for B2C  Best for younger demographic  Fashion, apparel, and lifestyle brands work  Influencers are out of their minds SoMe
  99. 99. SoMe Pinterest 99  Best for B2C  Best for DIY + Infographics  Best ratio of creators vs users  Post all original visuals, infographics, SoMe posts SoMe
  100. 100. SoMe Twitter 100  Mix of everything  Best way to get in touch with MAJOR influencers  I’ve never been a huge fan, but it can drive traffic  Influencers are out of their minds SoMe
  101. 101. SEM 101 SEM (Search Engine Marketing)
  102. 102. SEM 102 With a large enough budget, you could afford to reach every potential customer in your market SEM
  103. 103. SEM Statistics on ads SEM 103  60% of mobile banner clicks are accidental - Digital Content Next  You are more likely to be bitten by a shark than click a banner ad
  104. 104. SEM You MUST learn by doing SEM 104  Most expensive is linkedin  Lead ads converts best of all  Adwords is the hardest to master  Each platform different by industry
  105. 105. Lead Ads SEM 105 Keeps users on the platform  Better UX / Faster load times  Better CPL / CPC
  106. 106. Lead Gen Ads aka “Lead Ads” SEM 106  Keeps users on the platform  Better UX / Faster load times  Better CPL / CPC
  107. 107. Lead Gen Ads aka “Lead Ads” SEM 107  New Form  Name it something specific (you can’t delete them!)
  108. 108. SEM 108  Add the fields required for the form (name, email, etc)  Add Privacy policy (required)  Thank you page
  109. 109. SEM 109  Once you create your lead ad, immediately pause it in your Ads Manager account. Then locate your ad in Ads Manager and click “preview.” Next, select “View post permalink with comments” to retrieve the permalink (URL in the search bar) of the new page. FREE LEADS ON FACEBOOK
  110. 110. SEM 110  Now you can share this permalink on your Facebook Fan Page, profile, and in your Facebook Group. Here’s what it looks like when I share the permalink on one of my fan pages: FREE LEADS ON FACEBOOK
  111. 111. Linkedin SEM 111  Expensive  Only go for sponsored content  Custom audiences / targeting works the best
  112. 112. LinkedinSEM 112  Send people to your website / landing page  Lead gen form  Get video views (new)
  113. 113. LinkedinSEM 113
  114. 114. Linkedin 114 Targeting Custom Audiences
  115. 115. Adwords SEM 115
  116. 116. Adwords SEM 116 Types of Ad Campaigns
  117. 117. Adwords SEM 117 Keyword Planner
  118. 118. Adwords SEM 118 Keyword Match Type
  119. 119. Adwords SEM 119  Create Ad Groups  10-20 ads per ad group.  Boost quality score with better text/landing pages
  120. 120. Find a company that will pay to let you learn- while doing 120 SEM
  121. 121. Entrepreneur’s mindset 121 Entrepreneur’s mindset
  122. 122. Entrepreneur’s mindset 122 What is a “wantrepreneur?” Entrepreneur’s mindset
  123. 123. Do this for the right reasons 123  Want to work on cool shit  Learn  Solve a problem – personally effected  Love of a field/tech/interest Entrepreneur’s mindset
  124. 124. Re-calibration 124 Re-calibration
  125. 125. Re-calibration 125Re-calibration “What’s a backlink? CMO of a venture backed company
  126. 126. Re- calibration Get things done. 126  MVP (minimum viable product)  Work out the entire process before starting  What is the goal?  Why? Ideas vs Execution
  127. 127. Re- calibration 127 Branding Strategists  Why do strategists hate the word “growth hacker?”
  128. 128. Good / Bad Bosses Remember that negative feeling 128 Re- calibration  You will work for someone dumber than you. I promise  Never treat someone else in that way
  129. 129. TheFuture 129 The Future
  130. 130. Data Scrapping Visualization Machine learning TheFuture 130
  131. 131. Automation Integration Process > Manual Workflow TheFuture 131
  132. 132. Engagement Hacking CSR Engagement Focus Fake Users / Arguments TheFuture 132
  133. 133. Customer Focus Curated UX Chatbots Smarter search Voice TheFuture 133
  134. 134. Growth Hacking The innovators of Marketing TheFuture 134
  135. 135. Learning 135 Learning
  136. 136. Learning 136Learning There is always so much more to learn.
  137. 137. Learning This is what learning looks like 137  Meet with like-minded marketers  Join forums / slack groups  Get your hands dirty
  138. 138. Warpup 138 Wrap up
  139. 139. Connect With Me 139 TR@valuer.ai Taylor Ryan Taylor RyanCMO, Valuer.ai
  140. 140. We NEED You! We’re looking for 10-20 agents for the Tech BBQ event Free Ticket! Help us represent the brand, meet startups, get in free (Tickets Cost - 1.112 DKK) SEPT 24-25 - 2018 Monday + Tuesday in CPH Sign up at: http://jointhehunt.co Becomean Agent Here’s your chance!
  141. 141. Questions ? Questions?
  142. 142. 142 Than kYou ..

×