The Beginner's Guide to Digital Marketing (in 2019) by Sales Buddy

11/5/2018 Salesbuddy | Paperchase
http://beacon.by/magazine/v4/99452/pdf?type=print 1/35
The
Beginner's
Guide to
Digital
Marketing
(in 2019)
PRESENTS

Table of Contents
1. Cover Page
2. Tableof Contents
3. Introduction
4. About TheAuthor
5. It's Timeto Add a 5th 'P' to the4Ps of
Marketing. (Participation)
6. Publishing Great, FlexibleContent Produces
MoreCustomers
7. 5Tips for MoreEffectiveContent Marketing
8. TheFutureof Digital Marketing, Data, and
Social Media In uencers
9. Talkwith Us

Introduction
Thanks for downloading our eBook.
We hope that you enjoying reading this guide
as much as we enjoyed writing it.
In this eBook, you'll learn how Digital
Marketing has changed drastically in recent
years and how theacademic eld of Marketing
needs to adapt. Reading dusty old textbooks
about this ever-evolving scienceis no longer
suf cient. As the Internet continues to grow,
weneed to do thesameas marketers.
Whether you'rea recent graduatefrom
business school or a traditional marketer with
decades of experience, this guidewill provide
you with someuseful tips on how to succeed
in a digital landscape.
Corey Singleton

About The Author
Hi, I'm Corey
Corey grew up in a franchising family. He has been a franchisor
and franchisee, as well as an advisor to franchising executives and
other types of growing companies. Our team of experts have
managed everything from revenue generation to accounting and
creating a productive business culture at scale for a variety of
business concepts.
Corey Singleton, the entrepreneur and investor, spent years
working with marketing agencies. When Corey asked “What’ll be
my ROI?” he often received blank stares. Corey knew if he bought
a set of tires, they’d come with a warranty. Even a $15 steak in a
restaurant could be sent back if it wasn’t good.
This longtime owner and student of marketing decided to create a
marketing services ﬁrm offering business leaders that qualify an
opportunity to pay for marketing completely from sales results.

It’s Time to Add a
5th ‘P’ to the 4 Ps of
Marketing.
(Participation)
CHAPTER ONE

It’s Time to Add a 5th ‘P’ to the 4 Ps of
Marketing. (Participation)
The 4 Ps of Marketing need an update for the Digital Age—
participation is now more relevant than ever.
Ahh, “the4Ps of Marketing”. Nothing quitetakes mebackto my undergraduatestudies
likethat sweet, comforting phrase. Looking back, it seems somewhat naiveto have
thought that everything I would need to know about marketing could besummed up in
just 4Ps, as if it wereas easy as A-B-C.
I honestly don’t remember much from themarketing classes that I tookin college. All that
remains in my memory arehazy recollections of late-night study sessions, dry 2-hour long
lectures, and that warm sensation your body gets as you’restarting to fall asleep.

It was rareto nd a professor that was engaging and encouraged students to participatein
theconversation. This unfortunatescenario madeit even easier to dozeoff. Thecourse
material and classes wereboring, overly conceptual, and didn’t really teach memuch
about how marketing was being conducted in today’s world.
However, thanks to thepower of strong coffeeand energy drinks, I eventually madeit
through and got to whereI am today—a hopeless caffeineaddict.
During my studies, I always thought it was strangeto learn about such a cutting-edge eld
by reading the8th edition of a bookoriginally written in 2001. To put things in context:
our textbookwas written in thepre-TSA era, when you didn’t haveto wait for hours in line
at theairport security and feel likea criminal for wanting to board a ight to JFK, LAX, or
O’Hare.
Sure, I memorized lots of great abbreviations likeSEO, SEM, CRM, PPC, and thelikes, but
wenever got in-depth with thesetopics as a class. However, if there’s onething that was
ingrained in my mind during my studies, it’s the4Ps of Marketing.

OK, class. Let’s review:
#1: Product – You want to makemoney? Join thehuman race. Now, go createsomething
peoplewill pay for. For this example, I’m going to sell artisanal lemonade.
#2: Place– Wheream I going to sell this delicious, organic, artisanal lemonadethat’s been
handcrafted and fresh squeezed from select, locally-sourced lemons from theItalian
countrysideof Sorrento? Somewherewith lots of trendy, upscalerestaurants and pricey
cafés, most likely.
#3: Price – $10a glass, I guess? That sounds about right to me.
#4: Promotion – How do I brand myself, what kind of buyer persona am I targeting, and
what methods of promotion will I use? I’m going to target young, af uent inhabitants of
Portland who enjoy quality beverages and ascribeto an upper-class lifestyle. I’ll makemy
lemonadeappear unique, exclusive, and unattainableto themasses. MaybeI could
have somekind of invite-only, taste testing events and useword-of-mouth to start a buzz
about my product around thecity.
Now that we’vereviewed theoriginal 4Ps of Marketing, I’d liketo introduceyou to the5th
‘P’ that you may not havelearned in class (or don’t remember). It’s called Participation.
#5: Participation – Here’s wherewearrivein uncharted territory. You’renot going to nd
any dusty, old textbooks teaching you about Participation, but it’s absolutely vital to your
marketing campaign’s success. Studies actually show that as peopleget moreinvolved in
an activity and commit to onesmall decision, it’s harder to turn back.

If a small group of peoplewereto show up to the tastetesting event for my artisanal
lemonade, I would beableto easily convert them into potential customers by inviting
them to taste different avors, pickup thebottle, listen to our uniqueprocess of brewing
thelemonadeand theorigin of our ingredients, etc.
In educational theory, learners areoften split up into groups, such as auditory, visual, or
kinestheticlearners. Whilewemay process information moreeasily through certain
media than others, I am a rm believer that everyoneis an experiential learner—welearn
by doing. Takemy days in college, for example. I learned morein theclasses in which my
professors sparked conversations and encouraged participation than in theones that
didn’t.
Let’s go backto thecontext of marketing. Themoreinvolved your target market, themore
likely they areto remember your product and makea futurepurchase. Even as a marketer, I
can bea sucker for this typeof strategy. When I go to thegrocery store, therearealways
sales reps handing out samples for new food products. Even if I’m not interested initially, I
end up thinking twiceabout making a purchase onceI tastethosedelicious, new potato
chips, or whatever product it may be.
Using passivemarketing (e.g. placing ads on a website) just aren’t enough to get peopleto
buy any more. You haveto get their attention, createa call to action, and encouragethem
to participate. Oncethey’vetaken thebait, it’s just a matter of setting thehookand reeling
them in.
Practically speaking, how do you encouragepeopleto participateand how do you
separateyourself from thehordeof popup ads and CTA’s out there? You haveto leverage
your humanity. What do I mean by this? In a world in which everything has gonedigital, we
still cravegenuinerelationships and interaction with oneanother. Adding a personal
touch to your marketing material and seeking to establish a connection with your target
market is essential to standing out among theautomated marketing and social media
campaigns. This strategy is called H2H (Human-to-human)marketing.
Tell your target market a littlebit about yourself, invitethem to start a conversation with
you or participate, and show them that you care. Oneof themost effectiveways of
showing someoneyou careis setting apart your valuabletimefor them.

Publishing Great,
Flexible Content
Produces More
Customers
CHAPTER TWO

Publishing Great, Flexible Content Produces
More Customers

How to Convert Even the Most Difficult Customers

For just oneminute, stop and try to thinkof a pieceof magneticcontent that would
convert even themost dif cult customers.
Chances are, you probably couldn’t. Not even Warren Buffett would know exactly what to
publish if heweren’t so exiblein thecontent heproduced.
Companies that areactively publishing — whether on blogs, social media networks, or
other platforms — not only havehuge exibility in their offered content, but also havean
incredibleadvantageto attract thecustomers that they otherwisewouldn’t know about.

Why? Thereasons arecountless—but perhaps themost important oneis dueto the
scenarios that can’t beplanned for. Thedesign and structureof content never been under
themicroscopelikeit is today. And quitefrankly, it hasn’t comea moment too soon.
Technology Is Now Sexy.
Theway a potential client views the“cool factor” is oneof themost important things in
today’s market. Now, even formerly geeky things likeproducts, ideas, systems, and
softwarehavebecomesexy. Therefore, thecontent that talks about thesetrending topics
should besexy as well.
Theblueprint of your content-producing machineessentially acts as a conduit for
customer feedbackand suggestions. In other words, themoreyou learn from your
customers, themoreof a leader you will be(and appear to be)when new and/or potential
customers read your content.
Innovation, magneticcontent, and guaranteed ROI is something that everyonewants—
and can truly have—if they would just makea decision about which educated and expert
advicethey should follow.
Simply Answering Questions to Search Queries Is Dead
Thinkbackover thepast few decades—when Googlestill used their clunky logo and Jeff
Bezos was still working out of a caravan.
Well, backin theinternet’s equivalent of thestoneage, peopleused to go to a search bar
and typein a question, and 9times out of 10, they got a pretty decent answer.
Takeprimitivesearch engines likeAskJeeves, for publishers rst started with questions
that inevitably needed answering without any feedbackfrom consumers whatsoever.
Then, they wroteanswers and customers wereobtained through that authored content.
But things havechanged for thebetter. Thenew proverbial pearl amongst swineis pre-
publication user research.

Implementing user research helps you avoid thepitfalls of publishing pointless content—
which potential or activecustomers haveabsolutely no interest in. User research
eliminates theserisks and opens thedoors and windows of themansion you’rebuilding. It
also brings in countless possibilities and eradicates wasted spaceon your websitewhich
would otherwiselead to lower pagerankings.
“Peoplearereally fascinating and interesting … and weird! It’s really hard to guess their
behaviors accurately.” — Peter Koechley, Upworthy
You Have Something Better Than A Crystal Ball

Not even thegreatest businesspeoplecan guess exactly what their clients or potential
clients want to read in advance.
Thebig, bad boys of theadvertising business thinkthat they know what readers want —
but that couldn’t befurther from thetruth. If they could, then why arethey currently
suffering record lows in new accounts?
This is becausebusinesses havea ne-tuned strategy with gravitas that gets them further
in oneweekwith a customer than thosefat cats could hopefor in a year. Not only do they
conduct thequalitativeuser research data and understand thecomplex natureof the
consumer, but they also incorporatenuanced datasets to know what works — and they y
with their customers as a result of this extra effort.
Ad Agencies: Beheaded Queens of the Internet Stone Age

In theinternet stoneage, peopleentered queries in their search bars and inevitably hit
pages lled with hyperlinks wherethey weregiven cursory instructions on thetopicthey
weresearching for. Now, welivein theageof theInternet of Things (IoT). Our smart cars,
virtual assistants, and futuristicwatches demand better sources that areperpetually
updated in real timewith solid, reliableinformation.

Predicting what kind of information peoplewill requirein thefutureis not impossible. If
you understand data trends, pay attention to thezeitgeist of theinternet, and
comprehend its limitless possibilities, you will ultimately succeed. And if you don’t, that’s
becauseyou tooksomepoor advice.

5 Tips for More
Effective Content
Marketing
CHAPTER THREE

5 Tips for More Effective Content Marketing
Content Marketing is more relevant than ever.
With over 3.5billion searches per day passing through Google, SEO(Search Engine
Optimization)is an increasingly important part of today’s marketing strategies.
Sure, I could havegiven an honorablemention to other search engines likeBing or Yahoo.
But Googleand its subsidiaries make up 90.5% of all search traf c, making it the
unanimous king of search engines.
In addition to adding HTML tags and meta descriptions, measuring keyword density, and
making other tweaks to keep Googlebot happy, posting plenty of high-quality content is
thekey to making your websiterankhigher in Google’s SERP (Search EngineResults Page).
For this reason, effectiveContent Marketing is extremely important for your success in
thedigital marketplace. Great content not only drives traf cto your websitebut
also gives you theopportunity to engagewith visitors.

Content Marketing doesn’t just involveranking high in SERPs on but also reaching
maximum exposureon social media networks, blogs, and whichever platform you can nd
to publish your content.
So, how do you makeyour content marketing efforts moreeffective?
5 Tips for More Effective Content Marketing:
1. Content Length
You may haveheard theinfamous quote, “themodern human has a shorter attention span
than a gold sh.” Whilethis may seem hard to believe, it has actually been proven
scienti cally.
According to researchers, theaveragehuman attention span has dropped to 8seconds,
making it lower than theaveragegold sh’s attention span of 9seconds.
Oneof themain causes for our short attention spans is our constant exposureto media
and our non-stop useof mobiledevices. Undoubtedly, this number is getting shorter by
theday as peoplearebecoming overwhelmed by moreand morecontent
and advertisements.
Unfortunately, Googledoesn’t strugglewith ADD likeyou and I (and gold sh)do. On the
contrary, Googleevaluates longer content as higher quality than shorter content, meaning
that you haveto walkthetightropeof writing for humans and search engines.
Therefore, make your content easily skimmablewith a quicksummary at theend in order
to keep your content lengthy, yet easily consumableby readers.
2. Posting Frequency
Both an art and a science, posting frequency is oneof thekey aspects of a successful
content marketing campaign. Post too often and you’ll beignored or get marked as spam.
Post too littleand you won’t makean impact.

Thereis no magicnumber for thefrequency of your posts. Instead, that will depend on
both theplatform and themedium (blogs, videos, posts, etc.). In addition to choosing the
right posting frequency, nding a good posting scheduletakes research and trial and error.
3. Posting Schedule
For your content to makethemaximum impact on your target market, you’ll need to
research peakusagetimes for various platforms and scheduleaccordingly. Depending on
theaudience, peaktimes can vary widely throughout theday.
For example, Instagram users tend to beactivelater at night than LinkedIn users who are
moreactiveduring theearly morning, lunchtime, and right after work.

This is becausetheyounger audienceof Instagram is activeafter school hours and the
middle-aged, working audienceof LinkedIn is browsing their feed beforeand after workor
at lunch.
This great articledetails theoptimal posting times for various social networks.
4. Post Unique Content
Googledoesn’t promotecontent that is a merecarbon copy of what everyoneelseis
saying; you haveto say something uniqueand providea fresh perspective. However,
saying something that seems completely disconnected from what themajority is saying
will makeyour content appear irrelevant.

Thetricky part is nding thebalancebetween thetwo and making your content relevant,
yet distinct. With SEO, this is doneby using a good mixtureof both positiveand negative
keywords. A positivekeyword is what helps your content match thesearch query. Usetoo
many positivekeywords, however, and your content will bemarked as a copy/pasteof
other content on theweb.
This is wherenegativekeywords comein. Combining positivekeywords with keywords
that no oneelseis using into your content shows search engines that you arecreating a
synthesis of ideas. In reality, thereareno new ideas—just new combinations of existing
ones.
After you’vepassed thesearch enginetest, you’ll haveto say something that adds value
and maintains thereader’s interest. Many content marketing campaigns fail becausethey
aretoo focused on pleasing Googleand not their audience.
5. A/B Testing and Automation
Automate your posting and use A/B Testing to gaugetheeffectiveness of your content.
Certain content marketing programs useA/B Testing and gather information from
interactions to makebetter decisions. The program then adds theinformation into
algorithms that learn to weed out theweakcontent.
This takes theguessworkout of A/B Testing and lets natural selection takeits course.
Conclusion
By using these5tips, you’ll have an edgeover thecompetition and stand out amongst the
crowd of content creators out there. Search engines likeGoogleand social networks like
Facebookand Twitter show no signs of slowing down anytimesoon, meaning that we’ll
haveto play by their rules for theforeseeablefuture.
Thegood news is that onceyou’vefound a winning formula and a good sourceof leads,
you can expect to stay at thetop along with theindustry giants.

The Future of Digital
Marketing, Data, and
Social Media
Influencers
CHAPTER FOUR

The Future of Digital Marketing, Data, and
Social Media Influencers
Data: It Simply Exists
Anyonewho claims to bethenext Nostradamus of digital marketing is likely to provide
someentertainment value, but shouldn’t betaken too seriously. Thetruth is that the
futureof digital marketing is far from certain. Regardless, making predictions is the
averagedigital marketer’s 50/50swing at sounding likea genius—should their guess come
true.
Data, on theother hand, tells us a much different story. In theInformation Age, welivein a
world of endless data, and it’s never been easier for us to get our hands on it. However,
data doesn’t draw any conclusions. Data is both apolitical and unbiased. It simply exists.

So, whilewemight not beableto predict thefuture, wecan go to thedata to seewhat lies
plainly beforeus. What’s thefutureof digital marketing? Despitewhat somedigital
marketers may tell us, let’s closeour eyes and listen to what thedata says.
The Rise of the Micro-In uencer
Likethe nal few minutes of an episodeof Scooby-Doo, consumers areunmasking their
favoritein uencers one-by-oneand discovering who they really are—product pushers.
Certainly, largein uencers on multipleplatforms will continueto havea major in uence
in 2019, but thereis a certain level of betrayal felt by consumers after popular social
media in uencers began to plug products in overdrivein recent years.
What was oncea trusting relationship between a consumer and an in uencer has now
becomemerely another form of overt advertisement. Product marketing specialist
Cornelia Klimekrecently said in a post at Hit Search Unlimited, “I predict thein uencer
market will seea downturn thanks to a perceived lackof authenticity on behalf of the
marketer. It worked well initially becausecustomers felt their best friends weretelling
them theproduct was awesome. Peopledon’t want recommendations that areblatant
ads.”
This is wherethemicro-in uencer steps in. By using theterm “micro”, weare
differentiating product pushers from authenticleaders of thought and lifestylewho have
a small, yet extremely engaged audience. With just 10,000or followers, most micro-
in uencers haveyet to succumb to thetemptation to plug every hair care, tire, and
supplement product on theinternet.
Micro-in uencers can besourced from all over theworld and thereareplenty of them. It’s
a logical step to ght past consumer skepticism of thosewho sold their blogging soul to
thehighest bidder to reach out to thosestill deemed credible. So, will themicro-in uencer
takeover in 2019? It’s certainly a trend to watch.

“Alexa, Explain Digital Marketing to Me.”
Voicerecognition softwareis getting better and better by theday. It’s been predicted that
by 2020nearly 50% of all searches will takeplacevia voice. That data is showing that this
trend is going oneway and oneway only — upwards. With voice-activated products such
as Siri, GoogleHome, and Alexa dominating themarket, it’s only logical to assumethat
even morecompetitors will jump into thegameas well.
As thetechnology improves and spreads, digital marketers will haveto gureout how to
competewhen everything except the#1search result is not even spoken by Siri or Alexa.
It’s been said, “askand you shall receive”, but in 2018, you might only receivewhat Siri or
Alexa giveyou the rst time.
Understanding this trend will beparticularly important for thedigital marketer in 2019,
especially as regular search enginemarketing (SEM)will continueto demand thelion’s
shareof attention. Whileit has declined in recent years, thedata tells us that it will only
declineat a very gradual rateas other marketing opportunities emerge. Increased privacy
restrictions, particularly in Europe, makethecollection of consumer data all themore
dif cult, reducing theimpact of targeting theindividual consumer.
The Future Will Always Need a Good Pitch
As always, thedata is conclusiveand a bad pitch will never win theday. Themodern
consumer lives in theland of a trillion clicks and marketers will always haveto givethem a
better reason to trust their clickover therest. You might bethemost technologically
savvy individual on theplanet, but if you area marketer and you arebad at your craft, you
will still losebig. Oren Klaff is a living digital marketing legend who would still be
successful at marketing even if heweresent backto theStoneAge.
Hesuccinctly sums up theneed to begood at your craft with this quote, “Theright pitch
creates an immediate, positivereaction about your deal and lets you get past the
gatekeepers that stop other deals from reaching thedecision makers.” Hewould go on to
elaborateby pleading with marketers to “correctly set theframeand tell thestory.”
“Theright pitch creates an immediatepositivereaction about your deal and lets you get
past thegatekeepers that stop other deals from reaching thedecision makers.” – Oren
Klaff

Yes, thedata is giving us somepretty good indications on wherethefutureof digital
marketing is going in 2019. However, don’t let thebells and whistles distract you from
being good at a timeless craft. A bad pitch on thefanciest tech platform on theworld is
still just lipstickon a pig.
Watch thedata in 2018, practiceyour craft, and thefuture.
About the Author Corey Singleton
"As a business owner, I put big money into sales and marketing without ever really
knowing what results I was going to get. Tired of this ambiguity, I decided to createa new
kind of sales support company: onethat provides a guarantee.

Need Leads?
LET'S TALK
Talk with Corey to learn how Sales
Buddy generates hot leads and sends
them directly to your CRM/Inbox,
guaranteed.

The Beginner's Guide to Digital Marketing (in 2019) by Sales Buddy

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