The document discusses the importance of a comprehensive digital marketing strategy, highlighting the vast number of internet users and various digital channels, including email, social media, and affiliate marketing. It emphasizes the need for effective content marketing and engagement with target audiences while noting that email remains a highly effective tool for customer acquisition and retention. Additionally, the document illustrates the significance of optimizing content across different formats and platforms to reach consumers in an age of content overload.

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So far,
there are
3.345 billion*
active Internet users
on the planet.
* November 2015 estimate reported by InternetWorldStats.com
That’s almost half
the global population.

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Your website
is NOT
a digital marketing
strategy.

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Marketing today
has become all about
creating customer
awareness & engagement
through digital channels.

8. 15-11-20 Verbaccino.com 7WHO are your target customers?
Before you start, ask yourself…

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HOW
are you going to
find, convert & retain
those customers?
Then ask yourself…

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DIGITAL CHANNELS include:
• Display advertising
• Search engine marketing
• Affiliate marketing
• Mobile marketing
• Email marketing
• Social media marketing

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Some types of display ads:
• Button ads
• Banner ads
• Pop-up ads

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AD BLOCKERS
are on the
rise.
Problem for marketers:

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To increase the visibility
of a website
in SERPS
(search engine results pages).
The goal of SEM:

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SEM methods include:
• Paid advertising
• SEO (Search Engine Optimization)
which considers...
 how search engines work
 which search engines are popular
 frequency of search terms & keywords

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Definition:
“A way for a company to sell its products
by signing up individuals or companies
("affiliates”) who market the company's
products for a commission.”
– Small Business Encyclopedia, Entrepreneur.com

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You can offer
an affiliate program
to other businesses.

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You can be
the affiliate
of another
business

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There are
3.734 billion
mobile users
worldwide.
That’s 51%
of the global population.

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SMS
(Short Message Service)
MMS
(Multimedia Message Service)
No Internet connection required, just a mobile plan:

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EMAIL
is by far
the most important
digital channel
for
brand awareness,
customer acquisition,
conversion and retention.

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• There are now
2.6 billion email users
worldwide.
• It’s the only
communication tool
with a near
100% adoption rate
across all companies,
large or small.
EMAIL IS EVERYWHERE

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• Most people check their email on a
daily basis.
• 70% of Americans say they always
open emails from their favorite
companies.
• Email is 40 times better than Facebook
& Twitter at acquiring customers.
• Email marketing generates an average
4,300% ROI for businesses in the U.S.
EMAIL IS EFFECTIVE

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• 48% of emails are opened on mobile devices.
• However, only 11% of emails are optimized
for mobile.
• 69% of mobile users delete emails that are
not optimized for mobile.
• 64% of decision-makers read their email via
mobile devices.
• 91% of consumers check their email at least
once a day on their smartphone.
EMAIL IS MOBILE

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Many countries now have
legislations to restrict the use of
unsolicited email.
In Canada,
you must comply with
CASL
(Canadian Anti-Spam Legislation)
http://fightspam.gc.ca

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There are
2.206 billion
active social media users
worldwide.
That’s 30%
of the global population.

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FACEBOOK
now has over
1.5 billion
registered
user accounts.
It’s the world’s
#1 social network
in terms of
membership.

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TWITTER
now
has over
288 million
active users
worldwide.

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LINKEDIN
is essential for
professional networking.

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PINTEREST has an enthusiastic
community
of daily
users
who are more likely
to make a purchase.

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INSTAGRAM
now has over
400 million users
around the world
& is growing fast.

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The
most
visited
social
network
in the
world.

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SNAPCHAT
is popular with
millenials.
400+ million stories
are created
each day.

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Digital channels
are just vehicles.
For them to work,
you need to add fuel:
a valuable & consistent
stream of CONTENT.

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PICK
YOUR
MAIN
CONTENT
PLATFORM.

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It could be a
BUSINESS BLOG.

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It could be a
PODCAST

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It could be a
VIDEO
CHANNEL

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It could be PICTURES

47. Q: So what should you do
with all this content?
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A: Content marketing.

48. CONTENT MARKETING:
the process of
creating & sharing
relevant material
(written, visual, audio, etc.)
that your target audience will
find
valuable
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49. Where
can
you
find
great
content
ideas?15-07-22 www.verbaccino.com 48

50. EDUCATE
your audience.
What questions do your customers have?
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51. What
are your
customers’
favourite
content snacks?
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ENTERTAIN
your
audience.

52. INSPIRE
your
audience.
What are
your customers’
goals & aspirations?
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to find out
what your customers
are talking about.
What are their interests,
challenges or pain points?

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Try
your
hand
at

55. Why is the QUALITY
of your content so
essential?
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56. Because we’re
surrounded
by mediocre
content.
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57. We’ve entered the age of
content overload.
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58. What are the
OBJECTIVES
of content marketing?
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59. 1. To position
yourself as a
THOUGHT
LEADER.
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60. 2. To develop a
RELATIONSHIP
with your
audience.
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61. 3. To build
a fan base of
BRAND
AMBASSADORS.
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62. How
can you
ignite
your content?15-11-20 Verbaccino.com 61

63. Repackage your content
to fit different formats.
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64. Make your content
sharable via social media.
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B2C, B2B…
Remember:
it’s all about P2P.
Be human!

66. Content marketing takes a significant
investment of time & labour, and a
commitment to quality & consistency.
It’s a long game,
not a quick fix.
But if you stick with it,
content marketing
can build a loyal audience
faster than anything else.
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67. • Seth Godin, author of Purple Cow
• Jay Baer, author of Youtility & Hug Your Haters
• Mark Schaefer, author of The Content Code
• Michael Stelzner of Social Media Examiner
• Guy Kawasaki, author of The Art of Social Media
• Ann Handley, author of Everybody Writes
• Joe Pulizzi of the Content Marketing Institute (CMI)
• Erik Qualman, author of Socialnomics
• Ted Rubin, author of Return on Relationship
• Chris Brogan of Owner Media Group
• Lee Odden of TopRank Online Marketing
• Gary Vaynerchuk, author of Jab, Jab, Jab, Right-Hook
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THOUGHT LEADERS

68. RECOMMENDED PODCASTS
• Entrepreneur On Fire with John Lee Dumas
• Hack the Entrepreneur with Jon Nastor
• Marketing Smarts from MarketingProfs.com
• Online Marketing Made Easy with Amy Porterfield
• ProBlogger Podcast with Darren Rowse
• The Smart Passive Income Podcast & Ask Pat with Pat Flynn
• The Social Media Marketing Podcast with Michael Stelzner
• The Marketing Companion with Mark Schaefer & Tom Webster
• The Content Champion Podcast with Loz James
• The Showrunner with Jon Nastor & Jerod Morris
• Unemployable with Brian Clark
• Youpreneur.FM with Chris Ducker
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The
end.
Verbaccino.com

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