March 17, 2017. De La Salle University Manila. I shared my hands-on experience in launching a digital marketing campaign that is compatible for small, medium and large business models. I offered some technical guide that would allow students to explore the world of digital marketing in a strategic manner. Thanks to JEMA (Junior Entrepreneurs’ Marketing Association) for inviting me. I hope to see you again soon. Official pics: https://www.facebook.com/jomerbgregorio/posts/1582066558500957

1. Technical DIGITAL
#DLSUjemadigitalmarketing
GuideMARKETING

2. Our 4
Strategic Steps

3. MARKET RESEARCH

4. WHY IS MARKET RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Creates a tailored Marketing Strategy
Carefully Plans your marketing activities ahead
Creates an Optimized Digital Marketing Strategy
based on your allocated budget

5. HOW TO DO MARKET RESEARCH?
2. Identify the KEY Products
And Services
1. Identify your UNIQUE
SELLING POINT (USP)
3. Identify your TARGET
MARKET

6. 4. Identify the Goals And Objectives of the
campaign
a. Lead Generation
b. Increased social media followers
c. Boost brand awareness
d. Generate Sales
5. Identify Key Competitors and check their
activities online
HOW TO DO MARKET RESEARCH?

7. SAMPLE MARKETING RESEARCH PROFILE
USP – unparalleled service quality, offers mobile tinting,
competitive pricing, recognised as nationwide leader in tinting
cars in the UK.
Key Products/Services – luxury car tinting service.
Target Market – luxury car owners and ordinary car owners.
Goals and Objectives – Land/rank in first page of Google UK for
multiple keywords.
Key competitor – URL provided by client, can’t be shown due to
an NDA.

8. MARKETING STRATEGY

9. Provides you with a CLEAR ROADMAP on marketing
Provides you with a CLEAR APPROACH towards
achieving business goals and objectives
Enables you to reach TARGETED AUDIENCES
effectively
Ensures you spend your ADVERTISING BUDGET wisely
Increases RESULTS, CONVERSIONS and ultimately your PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?

10. Goal Setting
Approach: Direct or Indirect Marketing
Channels and Tactics
Offers and Promotions
Execute Steps and Strategies
HOW TO CREATE A MARKETING STRATEGY?

11. SAMPLE MARKET STRATEGY PROFILE

12. Top Digital Marketing
AND STRATEGIES
CHANNELS

13. Social Media Marketing
Search Engine
Optimization
Pay-per-click (PPC)
Marketing

14. Search engine
OPTIMIZATION

15. SEO is the process of making your website and
business WORTHY for ranking at the top of SEARCH
ENGINE RESULTS PAGES
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a
search engine
50% of mobile visitors who conducted local
search visited a store within the day.
And 34% conducted on computer did the same.

16. SEO in the Flesh

17. The SEO Framework

18. The SEO Content Framework
Without content, the Internet
itself is nothing or not as useful as
we see these days.
A website content is the text, image, video, and
infographic that you usually find in a website.

19. The SEO
Interesting
Topics
Catchy
Headlines
Regular Content
Creation
Genuine and
Helpful Content
Content Framework

20. The SEO Content Frame Work

21. The SEO Backlink Framework
But the search engines along with their
super genius scientists have always
found a way to make their algorithm
safe with the abuse of mass link
builders and other spam SEO
experts/agencies.
Links, or backlinks, is
probably the holy grail of
search engine optimization.
Some even said that the exact algorithm of
most search engines especially Google
heavily rely on links which connect
everything in the entire world-wide-web.

22. Outreach
Guest Post
Local
Directories
Video
Submissions
Expert
Interviews
Top Backlink Strategies

23. Expert Interviews (Sample)

24. Guest Post (Sample)

25. Actual Results of this Strategy
Starting numbers:
Top 3: 23 keywords
Top 4-10: 19 keywords
Current numbers:
Top 3: 34 keywords
Top 4-10: 46 keywords
Improvement:
Top 3: 11 keywords
Top 4-10: 27 keywords!!

26. Social Media
(Paid and Organic)
MARKETING

27. SMM is the process of utilizing the TOP SOCIAL SITES
to create brand awareness, drive conversation and
connect to the most targeted audience as possible
Social media users have risen by 2.51
billion this year per Statista.com
Up to 96% of Small Business Owners use Social
Media Marketing.

28. 2 Faces of Social Media Marketing
Paid MarketingOrganic

29. Top Social Media Marketing Network
Facebook, Twitter, Instagram,
Linkedin, Snapchat, Pinterest.

30. Organic Social Media Marketing
Organic social media strategies that works:
1. Posting company/brand updates
2. Upcoming events
3. Employee pictures
4. Quotes
5. Memes
6. Blog potsts/tips
Organic social media marketing is the process of
using social media marketing without paying for
advertising.

31. Organic Social Media Marketing
Pros and Cons
Cons:
1. Least reach (has been declining in
the last 3-4 years)
2. Results will not be that big
3. Can’t create meaningful traction
Pros:
1. Does not cost any money
2. Can be done by you or your employee
3. Good strategy to get a hang of it

32. Organic Social Media Marketing in the Flesh

33. Organic Social Media Marketing in the Flesh

34. Paid Social Media Marketing
1. Sales related offer (direct promotion of products and
services)
2. Lead generation
3. Retargeting
4. Website traffic generation
5. Blog posts (for more likes and clicks)
6. Legitimate boosting of page likes
Paid social media marketing is the process of using social media
channels for more reach and results.
Paid social media strategies that works:

35. Paid Social Media Marketing
Pros and Cons
Pros:
1. Reach are potentially endless
2. Results are potential big (depending
on how smart you use the network)
3. You can do testing's and see results
pretty quickly
4. Advance targeting features
Cons:
1. Potentially cost a lot of money
2. You might loss money if you don’t
properly monitor your account.

36. Paid Social Media Marketing in the Flesh
Right ad paid social media
ads on Facebook.

37. Paid Social Media Marketing in the Flesh
Timeline paid social media ad on
Facebook.

38. Paid Social Media Marketing in the Flesh
Timeline paid social media ad on
Facebook (our internal content
promotion)

39. MARKETING
Pay-Per-Click (PPC)

40. PPC Marketing is the process of using top
PPC networks such as Google Adwords to
reach potential customers who:
Already have a NEED for products
and services
Are ACTIVELY SEARCHING for these
needs online

41. Google PPC Ads in the Flesh

42. Since the use of Ad Blocker plugins has become rampant since last year,
Companies are now slowly shifting their online advertising method to NATIVE
ADVERTISING
Popular international media websites are
already using this form of advertising in
their sites
It is used by local counterparts including
GMANetwork.com and ABS-
CBNNews.com among others

43. Native PPC Ads in the Flesh

44. PPC Marketing Process
Searchers Search Engines Advertiser

45. PPC Marketing
Important Aspects

46. PPC Marketing (Sample)
Ads Messages:
The New Age Service Management. The New TSM
Serving Small, Medium and Enterprise Clients.
Gain up to 20% ROI as you pay monthly.
Landing page – website.
Offer: Get 20% ROI.
CTA: Call Now or enquire now!
Conversions: Closed to 1M AUD worth of opportunity.
Keywords – field service management, field
management software.

47. Actual PPC Marketing Results (Sample)

48. IMPLEMENTATION
Marketing

49. Three Most Important Aspects of
Marketing Implementation
1. The actual marketing STEPS AND
GUIDELINE
2. Stick to the MARKETING PLAN and
STRATEGY
3. Work CONSISTENTLY

50. Marketing
OPTIMIZATION

51. While many have succeeded in their Digital Marketing campaigns, many
have also failed miserably
The reason for failure is NOT that the campaigns lack creativity, quality
materials and qualified personnel

52. It’s because they failed to
establish Marketing Analysis and
Optimization

53. MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
1. Identify what’s working and what’s not
2. Check which marketing channels produce the most
traffic and conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5. Check which keywords have the most traffic (and
use them later for paid ads)

54. MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
1. Web analytics utilization
2. Data analysis
3. Optimized activities and re-
planning based on actual data
MARKETING OPTIMIZATION

55. TOP 3RD PARTY ANALYTICS
Google Analytics
Clicky
Statcounter
HubSpot
Adobe Marketing Cloud
GoSquared
Moz Analytics
Webtrends
MARKETING OPTIMIZATION

56. TOP HOSTED ANALYTICS
Piwik Open Web Analytics
Visitors
Pageviews
Traffic Referrals
Traffic Sources
Average Session Duration
Percentage of New Sessions
TOP WEB ANALYTICS METRICS
Demographics
Mobile and Desktop Users
MARKETING OPTIMIZATION

57. Analytics Snapshot in the Flesh

58. Analytics Snapshot in the Flesh
List of all traffic channels or
sources of visitors that
went to our DMP website.
Organic search tops all of
them, which means our
organic exposure is
definitely high!

59. Case Study for Optimization
Scenario: A logistic company in Manila wants to get rank for keywords relevant to their business such as
logistics company manila, logistics forward manila, etc.
For months we had done the SEO game plan I explained in the last slide.
Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the title
and put “Manila” in it.
Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.

60. Case Study for Optimization – 1st Page

61. Final Recap
Final Recap

62. Like my Page on Facebook to get the download link of this
presentation later today.
https://www.facebook.com/jomerbgregorio
Don’t forget to use #dlsujemadigitalmarketing for your
social posts and selfies ☺