This document provides an overview of key concepts in digital marketing. It discusses the importance of inbound versus outbound marketing and content versus interruptive advertising. Other topics covered include omnichannel marketing, engaging audiences through content, retargeting, analytics, search engine optimization, and using various online and social media platforms. The document emphasizes knowing the target audience and having clear metrics to measure success.

1. Defining Digital
Marketing
Joseph Orlando
TorchLite Group

2. Digital Dialog
• Inbound v Outbound
– Content v. gimmick
• Omni channel
• Content Draw
– Engage!
– Consistent!
– Concise!
• Retargeting
• Pixel
• BackLinks
• Permission based-audience coverts
at a 750% higher rate than
interruption-based marketing.
– Examples: subscription based email
marketing, social media, blog
subscribers, webinar attendees, etc.
• Metrics
• Analytics
• SEO /SERP
• Permission based examples of SEO,
keyword targeting, landing page
strategy, content/blog strategy, etc.
–
• Content as “bait” – don’t try to tell
everyone everything right away
– Conversational
– Use visuals
– Call to action
– Persistent key words
– Infographics
– White Paper and News Resource
– Forums

3. Linear Outbound

4. Holistic Approach - Inbound
SEO
PPC
Blog
eMail
Mobile
Forums
Content
YouTube
PodCasts
Webinars
Proximity
Back Links
Q&A Sites
Retargeting
Social Media
Omnichannel
Research Resource
Real Time Impressions

5. Hash email
DMP
Facebook
Website
Automation
RTB
Dialing Up Digital

6. KNOW WHO YOU WANT TO REACH!

7. The World Wide Web Can Be Customized!
• Advertisers can select time of day; demographic;
platform and geographic location where they want ads
to appear
• The ad could appear driven by what content someone
online is seeking by keywords, content, related topics
so ads appear at the most appropriate time
• There are numerous online tools (many FREE!) to use
to create ads, audiences, channel, budgets, and
consistency across a number of platforms (edit once
and update across a number of channels)
• A majority of these free resources are often the best
sources for monitoring, metrics and analytics

8. Every
man
and
woman
Ages One
to One
Hundred
MASS
DISTRIBUTION

9. 30-40 year
old males
in zip
code
xxxxx
Every
man
and
woman
Ages One
to One
Hundred
MASS
DISTRIBUTION
35-55 year
old small
business
owner
Parents with
children
getting
ready for
college
16-25 year
old new
parents

10. Remember - FORMAT
Know your customer well enough to know whether they
prefer to peruse the web using a mobile, a tablet or a
desktop/mobile computer. Be certain, images and text
can be easily and comfortably experienced on each
device type.
KEY: Your Call to Action (CTA) should be always in view
not buried at the bottom or lost on the top when they
scroll.
ACT
NOW

11. It Doesn’t HAVE to Cost So Much!
Some Free Digital Resources
• HotJar
• Google Ads
• Google Analytics
• Google Keyword Planner
• Google Tag Manager
• Google Search Console
• Ahref
• Drupal
• SemRush
• Moz
• TweetDeck
Reports by
Device Type
Heat Map Shows
Where Visitors
Go
Top Performing
Keywords

12. Nurturing Backlinks
Developing active backlinks
improve SEO and SERP
These directional links drive
additional traffic to your site(s)
and add authority

14. UTM Code
Urchin Tracking Module
Custom URL to track source, medium and campaign – even for offline campaigns!

15. Retargeting

16. Simply HAVING the
information is NOT
enough… if the
data doesn’t drive
action…
it is wasted!

17. Metrics
• MQL versus SQL
• SQL to Quote
• Quote to Close
• Lifetime Customer Value (LTV)
• Customer Acquisition Cost (COCA)
• CPC
• Click Through Rate (CTR)
• CTA Success
• CVR
• Bounce Rates
• Page Views & Per Session
• Cost Per Impression
• Variant Landing Page Performance
• Unique Visits (Traffic to Lead Ratio)
• Link Back Quality
Key Performance Indicators

18. Information - an A$$et Worth Protecting
• PII/PHI
• Unstructured Databases
• Secure Data Management
Platforms
• Well Managed GRC
• Monitoring and Alerts on
Anomalies
• Don’t Ignore Unknown and/or
Encrypted Network Traffic
• Maintain Chain of Custody
Logs

19. Keep It Private!
• Today, almost everywhere, there are regulations
surrounding what enterprises can do with personal
information.
• Must have a business purpose to justify collecting
and keeping Personal Information
• Must enable individuals to opt-out of marketing
communications
• Must demonstrate the ability to protect the
Personal Information at nearly the highest levels of
data protection

20. Introvert or Extravert
1 | Facebook
3 - eBizMBA Rank | 1,100,000,000 - Estimated Unique Monthly
Visitors | 3 - Compete Rank | 3 - Quantcast Rank | 2 - Alexa Rank |
2 | YouTube
3 - eBizMBA Rank | 1,000,000,000 - Estimated Unique Monthly
Visitors | 4 - Compete Rank | 2 - Quantcast Rank | 3 - Alexa Rank |
3 | Twitter
12 - eBizMBA Rank | 310,000,000 - Estimated Unique Monthly
Visitors | 21 - Compete Rank | 8 - Quantcast Rank | 8 - Alexa Rank |
4 | LinkedIn
18 - eBizMBA Rank | 255,000,000 - Estimated Unique Monthly
Visitors | 25 - Compete Rank | 19 - Quantcast Rank | 9 - Alexa Rank
| 5 | Pinterest
22 - eBizMBA Rank | 250,000,000 - Estimated Unique Monthly
Visitors | 27 - Compete Rank | 13 - Quantcast Rank | 26 - Alexa Rank
|
The Most Popular Social Networking
Sites | eBizMBA Last Updated August 1, 2016.

21. There’s MORE than Facebook?
• Facebook
• Email
• Twitter
• Pinterest
• Google+
• Facebook Like
• WhatsApp
• SMS
• Reddit
• LinkedIn
• StumbleUpon
• Buffer
• Tumblr
• Yummly
• Digg
• Delicious
• Evernote
• Amazon
Universal
Registry
• Amazon
Wishlist
• AOL Lifestream
• AOL Mail
• Arto
• Bitly
• Blogger
• Box
• Diigo
• Diigolet
• Facebook Send
• Fancy
• Flipboard
• FriendFeed
• Google
Bookmarks
• Gmail
• Hootsuite
• Houzz
• Instapaper
• Kaboodle
• Kik
• Line
• Menéame
• Microsoft
OneNote
• Newsvine
• Odnoklassniki
• Outlook
• Pinboard
• Plurk
• Pocket
• Printer
Friendly
• PrintFriendly.c
om
• Slashdot
• Soup
• Tapiture
• Techmeme
• TinyURL
• Typepad
• Viadeo
• VKontakte
• Wanelo
• We Heart It
• Wordpress
Blog
• Wykop
• XING
• Yahoo! Mail
• Yammer

22. Digital Delight
Steps to Success
• Distill Clear Objectives
• KNOW YOUR TARGET!
• Set Reasonable Expectations
• Collaborate on an Iterative
Holistic Strategy
• Well Defined and Relevant
Metrics
• Stay the Course
• Exploit Real Experience
Digital Danger
• “How do you know when you
arrive if you don’t know where
you are going?”
• “The web is a game changer!”
• “This is a Marketing thing! This is
an IT thing!”
• “Can’t manage what you can’t
measure.”
• “Let’s try It for awhile.”
• “Let’s give it to someone who has
the spare time to focus on this.”

23. If it were easy –
everyone would be
doing it!
Let experience be
your guide.
Questions?
Joe@jgorlando.com
352-409-5869
TORCHLITE
GROUP