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The Basics of Digital Marketing
- 1. Digital Marketing Riley Waugh April 21st, 2016
- 2. The Basics ● Uses digital technology to: ○ Target and reach potential customers ○Promote “thought leadership” in your industry ○Generate leads or ecommerce sales ○Build your brand presence 2
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- 7. “Hmm, this guy looks Unregistered presidential…” or undecided “I wonder what his views Want to know more on immigration are?” “His views match mine Weighing candidates more than that other guy.” “Aw yeah! I’m doing Voting my civic duty.” “My choice is the best, Getting in pointless everyone should know.” internet debates 7
- 8. Sales Funnel - Strangers ● Unaware or uninterested in your brand ● How to get the most out of them ○ Entertain ○ Use broad appeal ● Content: sponsor an event that interests your target audience 8
- 9. Sales Funnel - Leads ● Awareness, interest, and first communication ● How to get the most out of them ○ Educate, persuade ○ Present with general information ○ Make it visually memorable ● Content: infographic, checklist 9
- 10. Sales Funnel - Prospects ● Consideration, intent, comparison ● How to get the most out of them ○ Educate, persuade, convert ○ Have them ask the right questions ○ Answer those questions with targeted content ○ Reassure their choice to purchase with social proof ● Content: case studies, white papers, eBooks, guides, instructive blogs 10
- 11. Sales Funnel - Customers ● Like your product and have converted/purchased ● How to get the most out of them ○ Build in a feedback loop/way to collect reviews and testimonials ○ Turn them into Advocates ● Content: follow up emails 11
- 12. Sales Funnel - Advocates ● Repeat customers and those who give you word of mouth business ● How to get the most out of them ○ Manage relationships ○ Reward ○ Retarget ● Content: special offers, giveaways, coupons 12
- 13. The Types of Media 13
- 15. Types of Media - Paid ● Advertisements that primarily target Strangers ● Pay Per Click (PPC): search and display ○ AdWords - you place your ads on someone’s website (costs money) ○ AdSense - you allow ads to be on your website (earns money) ● Social network ads ○ Banner ads, promoted posts 15
- 16. Types of Media - Owned ● Communication channels within the company’s control ● Primarily targets Leads & Prospects ● Website ● Social media ● Content ○ Blog posts, research/studies, white papers, etc. 16
- 17. Types of Media - Earned ● “Organic” traffic and attention ● Primarily targets………. ● Social media shares or direct news/influencer coverage ● Search Engine Optimization (SEO) ○ On page (architecture) vs. off page (links) ○ User intent: transactional/informational/navigational (aka do/know/go/buy) 17
- 19. WordPress Plugins ● SEO: Yoast or Squirrly, XML Sitemap, W3 Cache ● A/B testing: Title Experiments ● Blog organizer: Editorial Calendar ● Email subscriber list: OptinMonster 19
- 20. More info ● Helpful blogs ○ Moz, Search Engine Land, Search Engine Journal, WordStream, Unbounce, Design Modo, Single Grain, Top Rank, Distilled, Backlinko, PPC Hero, Seer Interactive, Kissmetrics ● Questions? ○ Email me at RileyAWaugh@gmail.com ○ Slideshare 20
- 21. Thank you! 21
Editor's Notes
- More than social media! Internet as the core promotional medium (lots of great tools on the market) Target -> be featured in the media as a source or a subject, be reviewed by influential bloggers Promote -> conduct original research on your industry, be viewed as respected voice Leads for b2b, ecom for b2c Presence -> maybe you just want to be in front of your customer more Employs customer-centric or “inbound” tactics Selling an idea vs selling a product Value-add vs interruption
- To be a good marketer, you have to put yourself in the mind of your target customer. Target Trump: frustrated Republican voters; he doesn’t have to appeal to everyone Trump: it’s okay to have haters, because they were never your target market anyway Trump: you want to be a little polarizing, so that people take action Product Trump = benefit by having major change List features & benefits Showcase product in range of media (pics, video, etc.) “Packaging” - web and graphic design, UX/UI Price Trump: partially self-financed campaign aligns with brand image of prestige Price should align with brand image Use vouchers, discount codes, referral discounts Adequately convey value Promotion Trump: eye-catching comments that spread quickly over Twitter Ratio of digital and traditional marketing? Measure engagement, effectiveness, and conversions with analytics Types of media (will cover later) Place Are ecommerce locations (Amazon, Etsy) in line with business goals? Optimized for all devices? Social media channels Trump: he’s everywhere, social media for the younger set, well document feud with Megyn Kelly on TV for older voters
- One of many ways to break down the funnel
- Social proof Testimonials Reviews
- From Webopedia: “AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.” AdSense (Google AdSense) is an advertising placement service by Google. The program is designed for website publishers who want to display targeted text, video or image advertisements on website pages and earn money when site visitors view or click the ads.
- A Brand Advocate is a “person, or customer who talks favorably about a brand or product, and then passes on positive word-of-mouth (WOM) messages about the brand to other people”. http://www.webopedia.com/TERM/B/brand_advocate.html Do/Know/Go/Buy - Moments on mobile (Think with Google) https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf Beginner’s Guide to SEO (Moz) https://moz.com/beginners-guide-to-seo
- SEO blogs Moz Hubspot Backlinko Single Grain Digital Advertising blogs PPC Hero Seer Interactive Kissmetrics Search Engine Land Search Engine Journal WordStream Design blogs Unbounce Design Modo Content Matrix (Distilled) - https://www.distilled.net/blog/the-content-matrix/ Types of Content (Curata) - http://www.curata.com/blog/the-content-marketing-pyramid-how-to-generate-more-with-less/