![PILLARS OF DIGITAL MARKETING:
#8 AFFILIATE MARKETING
• Affiliate marketing is the process of earning a commission by
promoting other people’s products.
• [Publisher] happy because he earned a commission (4-20%)
• [Advertiser/Company] happy because they have a new sale from a
customer that they might not have normally been able to reach…
• [Customer] happy because they learned about a product from you
that will hopefully fulfill a need or desire.
• Cost effective alternative to online advertising
• Affiliate marketing can boost traffic to your site, but you only pay
for visits that result in sales.
• Affiliate networks:
• CJ Affiliate , Linkshare, Amazon Associates, Share a sale](https://image.slidesharecdn.com/digitalmarketingworkshop-150812022156-lva1-app6892/85/Digital-Marketing-Workshop-50-320.jpg)
Uploaded byCatherine Quiambao
Digital Marketing Workshop
The document provides a comprehensive guide on winning in freelance digital marketing, detailing strategy formation, buyer personas, and key digital marketing pillars such as SEO, content marketing, and social media. It emphasizes the importance of data-driven decision-making, understanding consumer behavior, and adapting to mobile trends. Additionally, it highlights tools and methods for measuring effectiveness and adapting strategies to enhance user engagement and ROI.
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Digital Marketing Workshop
- 2. HOW TO WINAT FREELANCE DIGITAL MARKETING
- 5. • Catherine Quiambao, MarketingStrategist • Brand Marketer for 8 years • Freelance Marketing Consultant for 3 years • Founder/Community Engager at Freelancing.ph • Author DigitalBrandist.com • GBS-CIDP PH Liaison • Wife and mum
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- 7. @MarketingCath "A man's truewealth is the good he does in this world"
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- 9. DIGITAL MARKETING DEFINED “Digital Marketingis the practice of targeted, measurable, and interactive marketing of products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.” - Mobile Storm “Any way we use digital media to influence users.” - Simon Heseltine, Senior Director at AOL DM = Data + Creativity + Value + Keeping it real
- 10. WHAT DIGITAL MARKETING ISNOT Traditional marketing - print, radio, TV and billboards • Successful over a long period of time but aren’t as effective in today’s modern age • Rely on eyeballs, reach and impression • No concrete way of measuring effectivity or ROI Digital marketing • New approach to marketing which offers a unique understanding of consumer behavior. • Striking difference between Traditional and Digital Marketing is the degree of data you can acquire and measure
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- 14. DIGITAL MARKETING TRENDS •UK would be the first country to break the 50% threshold for digital advertising • Globally around 30% of ad spend goes on digital media, while in the US the figure is 28%. Source: Strategy Analytics Advertising Forecast
- 15. DIGITAL MARKETING TRENDS • Makingmobile a priority in your marketing and media focus is a MUST.
- 16. MILLENIALS: WHO ARETHEY? • Millenials (Gen Y) generally refer to “the generation of people born between the early 1980s and the early 2000s”.
- 17. MILLENIALS: WHO ARETHEY? • They don’t believe advertising • They’re price sensitive • They want a voice • They want the lowest effort means of interaction • They use their time on their terms
- 18. CREATING A DIGITAL MARKETINGSTRATEGY
- 19. STEP #1 ESTABLISH ASPECIFIC GOAL • First, understand your current position. • Environment scan • Competitive Analysis • Specific, Measurable, Attainable, Relevant, Time-bound • Break your goal into daily targets to make sure it is realistic • Ex. At Mint.com, Noah Kagan set two goals: get 100,000 users within six months of the public launch, and a write-up in a major publication like The Wall Street Journal or Wired. • Don’t list too many goals, focus on 3 per quarter • Management by objective (MBO) • Review your goals on a regular basis.
- 20. STEP #2 CREATING YOURBUYER PERSONA • Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. • Behavioral drivers • Obstacles to purchasing • Mindset • Based on qualitative and quantitative data you have. • Surveys, interviews, purchase behaviors, Google Analytics Data, social media insights, Customer Feedback/Reviews • New businesses – look at competitors • Typically you have more than one persona • NOTE: Please do not target EVERYONE
- 21. STEP #2 CREATING YOURBUYER PERSONA A. Stay At Home Busy Mum • This group of 40-49 y.o. mums are typically busy taking care of their family’s daily needs. Sending their kids to school during weekdays and spending some quality time with them during weekends. They rarely have the time for themselves, let a alone shop for their personal luxuries. B. Self-driven Working Female • This younger female group of mostly 30-39 year olds are juggling their professional career as well as building relationship with their husbands. Although most of them have no children yet, starting a family is in their short-term plans. They earn about $4,000-$10,000 on a monthly basis. They are forward thinkers and open-minded.
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- 23. STEP #3 CRAFT ANROI DRIVEN STRATEGY Now what? • TIP #1: Use your data and insights to craft a sound digital marketing strategy that addresses each of your persona’s needs. • You should have a better idea of who, how, and where you should be marketing to achieve the greatest level of success. • Demographics -> target your ads more effectively • Psychographics -> write more engaging copy for each persona
- 24. STEP #3 ROI DRIVENSTRATEGY • TIP #2: Brands need to be hyper-focused on delivering experiences rather than delivering messages. • CASE: Airbnb and HomeAway, two companies that provide a platform that matches travelers with private rental accommodations. • To fend off the new entrant, HomeAway developed and spent millions of dollars on a digital branding strategy that described why it was different from Airbnb. • Airbnb, focused its efforts on creating unique and compelling experiences for its consumers, comparing itself to no one. • Today, HomeAway has a market cap of roughly $3 billion, while Airbnb’s valuation has soared to $20 billion.
- 25. STEP #3 ROI DRIVENSTRATEGY • TIP #3: Tap online channels which are relevant to your target market. • TIP #4: Make sure your owned assets speak well about your brand and give a pleasant experience for your user • Brand building • Lead generation • Customer engagement • TIP #5: Track, measure, evaluate • Eliminate hope marketing by naming, measuring and reacting to every feeder channel.
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- 27. PILLARS OF DIGITAL MARKETING 1UX Design/ Website 2 Content Marketing 3 Email Marketing 4 CRM/Automation 5 Social Media 6 PPC/Adwords 7 Mobile Marketing 8 Affiliate Marketing 9 SEO
- 28. PILLARS OF DIGITAL MARKETING:#1 WEBSITE • Website is the home of your business’ online presence. • Branding is maximize but overall user experience is still pleasant • Users should be able to find value in your website • Conversion should happen in 2-3 clicks • Subscribe • Sale • Download • Stream • Contact information for support is within reach • Search Engine optimized (discussed in detail later on)
- 29. PILLARS OF DIGITAL MARKETING:#1 WEBSITE • Why It's Brilliant: • Easy to consume. • Copy used in the calls-to-action is very compelling. • The sub-headline is great as it provides social proof and addresses a pain point.
- 30. PILLARS OF DIGITAL MARKETING:#1 WEBSITE • Why It's Brilliant • Simple and straight to the point • Gives easy access to Jill's thought leadership materials, which is important to establishing her credibility as a keynote speaker. • It's easy to get in touch -- her primary call-to-action.
- 31. PILLARS OF DIGITAL MARKETING:#2 CONTENT • BIG Content is still king. • It is the bloodstream and language of digital marketing • Copywriting, photography, video, audio and animation. • Quality, original content is a prized possession as ever. • Value Adding • By positioning content as a helpful resource to buyers, it becomes a valuable lead generation tactic, capable of enticing buyers to provide their own personal data in exchange for something of value • 80-20 or if not 90-10 • It’s the lure that attracts both readers and search robots.
- 32. PILLARS OF DIGITAL MARKETING:#2 CONTENT • Why It's Brilliant: • Qualcomm’s Spark Platform • Their “newsroom,” has been a critical audience engagement tool for the company • The site functions as a content hub filled with articles and videos. • “Spark” conversations by acting more like a publisher than a marketer.
- 33. PILLARS OF DIGITAL MARKETING:#2 CONTENT • Why It's Brilliant: • Chipotle’s Scarecrow Video & “Cultivating Thought” Campaign= 14M views • Focus on changing the way people think about fast food • Touted by many as a bold and innovative • Went viral and sparked conversation, majority of them positive.
- 34. PILLARS OF DIGITALMARKETING: #3 EMAIL MARKETING • Your buyers are constantly plugged into their email accounts • 91% of consumers reported checking their email at least once a day • Email is the workhorse of online communications. • Drives social media interactions. • Email is the dominant use of the mobile Internet. • Tools and apps: Mailchimp, Constant Contact, Aweber, Campaign Monitor
- 35. PILLARS OF DIGITALMARKETING: #3 EMAIL MARKETING • Why It's Brilliant: • Subject line: "Uh-oh, your prescription is expiring." • You've gotta love 'em for reminding you your prescription needs updating. • Clever co-marketing at the end: If you don't know where to go to renew your subscription, the information for an optometrist is right in the email.
- 36. PILLARS OF DIGITALMARKETING: #4 AUTOMATION AND CRM • Marketing automation - initial import of a lead into a database, to every touch point a lead has with a marketing campaign • A huge time saver • Reach each one of your unique customers. • Makes the most of your staff resources • Provides detailed reports • Saves you money • Simple even for people who are not technically inclined • Reach out to a potential lead right from the beginning of their interaction. • Customer Relationship Management is all about how customers and leads are managed, organized and communicated to. • Tools and Apps: Infusionsoft, Hubspot, Ontraport, Zoho
- 37. PILLARS OF DIGITALMARKETING: #4 AUTOMATION AND CRM • Marketing Automation with a CRM at work, as shown by Infusionsoft
- 38. PILLARS OF DIGITALMARKETING: #5 SOCIAL MEDIA • Social media content can be created by a company and/or customers and/or the public. • Way for people to communicate and interact online. • Alternate page in the absence of a website or can act as an extension of your site. • Make it a point to engage with your audiences on whichever channels they use most frequently. • Use it for social media monitoring tools and social analytics.
- 39. PILLARS OF DIGITALMARKETING: #5 SOCIAL MEDIA • Tip #1: Set a goal for your social media account • Tip #2: Build and engage with a community • Linkedin • Facebook • Twitter • Google Plus • Youtube • Vimeo • Vine • Pinterest • Instagram • Tip #3: You do not need to be present in ALL • But you must have a list of priority accounts which your target market use most frequently • Tip #4: Different content mix and posting schedules work for each platform – customize!
- 40. PILLARS OF DIGITALMARKETING: #5 SOCIAL MEDIA
- 41. PILLARS OF DIGITALMARKETING: #5 SOCIAL MEDIA • More Tips! • Create a brand guideline and crisis management plan • Know your audience • Be human • Be responsive (4-24hrs response time) • Integrate your campaigns • Utilize targeted advertising • Be efficient, use tools • Content: Buzzsumo, Topsy • Scheduling: Hootsuite, Buffer • Analytics: Crowdbooster, Twittercounter
- 42. PILLARS OF DIGITALMARKETING: #5 SOCIAL MEDIA • Why It's Brilliant: • Beautiful images + recipes + creative use of hashtags. • 2-3 hashtags are acceptable • Works in FB, Twitter, Vine, IG • Key Takeaway: Add an image or montage that shares a tip or tells a story.
- 43. PILLARS OF DIGITALMARKETING: #5 SOCIAL MEDIA • Why It's Brilliant: • Over half a million views and thousands of likes, comments and shares. • Brand was hardly mentioned • This isn’t a commercial—they’re telling a story. • Key Takeaway: Post a video that will help your fans or inspire them.
- 44. PILLARS OF DIGITALMARKETING: #6 PAID ADVERTISING • Pay-per-click (PPC), a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. • What is Google AdWords? • AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. • Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. • The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
- 45. PILLARS OF DIGITALMARKETING: #6 PAID ADVERTISING
- 46. PILLARS OF DIGITALMARKETING: #7 MOBILE MARKETING • When it comes to marketing, you want to be wherever your customers are — and today, they’re on their smartphones.
- 47. PILLARS OF DIGITALMARKETING: #7 MOBILE MARKETING • If you’re not optimizing your website, emails, and landing pages for mobile, you’re missing a valuable opportunity to catch your customers while they’re on-the-go • Mobile Ads • Mobile Search • Local Social • Mobile Apps • Mobile Websites • Smartphone usage as a payment device • Use analytics to understand how your target audiences are accessing your site. • Are they transacting or using it to gather information? Are they mostly on Android or iOS; smartphones or tablets?
- 48. PILLARS OF DIGITALMARKETING: #7 MOBILE MARKETING • Why It's Brilliant: • #OnlyInTheApp “Happier Hour” nationwide campaign • Variety of ways to keep a user on track and participate in the offer. • Remind at the start of Happier Hour (by adding it to your calendar app) • Remind when you were physically nearby a Taco Bell • Share with a friend by sending them a funny gif
- 49. PILLARS OF DIGITALMARKETING: #7 MOBILE MARKETING • Why It's Brilliant: • Ikea mobile app, a catalogue with an interactive platform • Virtually place certain products in your room by using input from the devices camera and overlaying the product • Result - 6.2 million installs, being the number 1 downloaded marketing app for a brand; users spent average of 8 minutes with the app compared to 3 minutes with just the catalogue.
- 50. PILLARS OF DIGITALMARKETING: #8 AFFILIATE MARKETING • Affiliate marketing is the process of earning a commission by promoting other people’s products. • [Publisher] happy because he earned a commission (4-20%) • [Advertiser/Company] happy because they have a new sale from a customer that they might not have normally been able to reach… • [Customer] happy because they learned about a product from you that will hopefully fulfill a need or desire. • Cost effective alternative to online advertising • Affiliate marketing can boost traffic to your site, but you only pay for visits that result in sales. • Affiliate networks: • CJ Affiliate , Linkshare, Amazon Associates, Share a sale
- 51. PILLARS OF DIGITALMARKETING: #8 AFFILIATE MARKETING • Why It's Brilliant: • Adam Carolla’s Support The Show campaign • Carolla offers free entertainment via the podcast and asks support in order to pay the bills. • He’s just requesting his listeners to take a few seconds to get to Amazon through his affiliate link • Less direct but can still be very effective
- 52. PILLARS OF DIGITALMARKETING: #9 SEO • SEO - Search engine optimization, the process of increasing the number of visitors to a website by achieving high rank in the search results of a search engine. • Creating content and integrated campaigns does you little good if your hard work never gets found.
- 53. PILLARS OF DIGITALMARKETING: #9 SEO • SEO Process • Keyword Research and Analysis • On Page SEO • Off Page SEO • Link building
- 54. PILLARS OF DIGITALMARKETING: #9 SEO • Relevant • High Traffic • Commerci ality • Competi- tion Tool: Google Keyword Planner • Keyword Research and Analysis •
- 55. PILLARS OF DIGITALMARKETING: #9 SEO • Tool: Rank Tracker, SEO Quake, Moz Bar, ahrefs • Identify your relevant keywords based on the factors • Use it to optimize your website, product descriptions, blog posts, and paid ads
- 56. PILLARS OF DIGITALMARKETING: #9 SEO • On Page SEO • Content • Title Tag • URL • Image Alt text • Related Tools • MozBar • Open Site Explorer • Term Target
- 57. PILLARS OF DIGITAL MARKETING:#9 SEO • Off Page SEO and Link building • Techniques that can be used to improve the position of a website in the search engine results page (SERPs). • Done outside or off your main page/website • Off Page SEO and Link building=Online Reputation Management • Community creation in social networking sites • Blogging/Guest blogging • Forum Postings • Directory Submission (Zoom Info) • Social Bookmarking (Digg, Reddit, Stumbleupon) • Link Exchange, Link Baiting, Cross-Linking
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- 60. THE POWER OF GOOGLEANALYTICS • Google Analytics is a freemium web analytics service offered byGoogle that tracks and reports website traffic. • Allows you to gain a complete understanding of which digital marketing tactics are flourishing along with which tactics are simply proving a waste of valuable resources. • You can test new tactics and make informed decisions about which activities to keep to help you reach and exceed your digital marketing KPIs.
- 61. GOOGLE ANALYTICS METRICS • Audiencestatistics • Review unique visitors per month, demographics and new vs returning visitors • Engagement levels • Is your content engaging site visitors? • Traffic sources • “Where did you hear about us?” • Conversion rates
- 62. GOOGLE ANALYTICS METRICS Geo BreakdownReferral Traffic
- 63. FACEBOOK INSIGHTS Reach andFollower Data Engagement Per Post Best Time To Post
- 64. LAST WORDS • Neverstop learning – digital marketing is evolving • Specialize in not one but at least two aspects of digital marketing • Enroll in courses, enhance your skills, get certified • Practice/ application will make you a better marketer • Blog about your experiments and experiences • Your online branding matters • Build your portfolio, case studies, campaigns • Follow thought leaders and engage with them • Enjoy the process!
- 65. FOR MORE INFORMATION, CONNECTWITH US: www.freelancing.ph cath@freelancing.ph Facebook.com/freelancing.ph Facebook.com/groups/freelancing.ph Twitter.com/freelancing_ph Linkedin.com/company/freelancing- philippines
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Editor's Notes
- #51 /