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Intro to Digital Marketing (slideshare)
The document outlines a comprehensive digital marketing course covering topics such as budgeting, planning, content strategy, and analytics, aimed at enhancing online marketing skills. It emphasizes the importance of understanding customer behavior, utilizing analytics, and employing effective strategies across various digital channels including social media, email marketing, and SEO. Additionally, it stresses the significance of adapting to market trends and creating engaging digital content to drive business growth.
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Intro to Digital Marketing (slideshare)
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- 2. Table of Contents2 1.Introduction ……………………………………………….……….……….Page 4 2.Digital vs Traditional Marketing .............................Page7 3. Budgeting……………………………………………………………….…… Page 8 4.Planning ……………………………………………….………..…………… Page 15 5.Content Strategy………………………………………….….……………Page 16 6.Landing Pages…………….………………………………………………… Page 20 7.Channels ……………………………………………………….………..…… Page 21 8.Social Media ………………….……………………….……………….…… Page 22 9.Email Marketing ………………………….………….………….….…… Page 24 10.Lists and Segmentation ……………………….……………….…… Page 28 11.Video Marketing …………………………………………………….…… Page 36 12.Success Metrics ……………………………..…….……………….…… Page 40
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- 4. Introduction 4 • Inthis course, we will discuss planning, budgeting, channels, content strategy and analytics for your digital marketing. • For each of the these, we cover them in more depth with specific strategies and tactics in further courses. For additional courses: https://www.vbout.com/blog/category/product-video/
- 5. Introduction 5 That stateof digital behavior today: • 91% of consumers check emails daily. • 66% of consumers have made a purchase online after an email marketing message. (source: Brandmuscle). • Over 70% of individuals, in B2B and B2C, conduct research online before making a buying decision. • Digital marketing spend is increasing as more actions and business happens online than ever.
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- 7. Digital vs TraditionalMarketing • Getting content seen is a push and pull tactic and involves practices like SEO. • Reaching targets is a complex web of sites. • Optimizing your content for different devices. • Using analytics to test what works. • Designing content so customers flow through buyer’s journey seamlessly. • Enough info to help a customer make a decision and purchase instantly. 7
- 8. Budgeting 8 • 80%of corporations plan to increase digital marketing budgets in the next 12 - 18 months. (Source: "The Future of Digital Marketing, Oct 2015”) • The part of your budget for online activities (content, social and mobile) depends on your goals, target market and industry. • You also have to understand your typical customer’s behavior to know what activities will result in new or repeat business.
- 9. Budgeting 9 Defining yourtypical customer as a “persona” is necessary for planning. Useful questions to ask are: • Do they spend a lot of time online? • Where do they like to spend time online? • What are they doing online? • Are they researching products like yours online? • Are they buying services or goods like yours online?
- 10. Budgeting 10 • Toanswer these questions use: market research, competitors’ activities, typical customers digital footprint, surveys, and testing. • The more time your customers spend online researching or buying your products, the more resources you should dedicate to digital. • Pay attention to the difference between vanity metrics and real metrics when deciding where to invest time and money.
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- 12. 12 As in thechart, your budget for digital is generally broken down into: • Social media • Email marketing • Mobile marketing • Display advertising • Search marketing (PPC, banner ads) usually receives the largest portion Budgeting
- 13. 13 • Determine thebest platform to achieve your goals and maximize your ROI. • Focus on platforms where you are in full control of both targeting and cost. • Spend on activities that help you reach the right people on the right channels, at the right time, in the right way. • If you are in a very competitive space, you may need sites and spaces that are less competitive to engage your target. Budgeting
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- 15. Planning Start these questions: •What do you want to achieve? • Who are you trying to serve? • What value are you offering? Most companies want more sales. Be as specific as possible: sales of what and to whom? Put planning into percentages, numbers. Clearly define goals that tie into business goals. 15
- 16. Content Strategy “Build itand they will come” doesn’t apply to inbound marketing. Develop your strategy with these steps: • Identify target audience needs. • Write on themes that matter to them the most. • Focus on topics that solve their problems. • Use content to develop a trusted relationship with them. • Your content is not a direct sales tool for your products and services. • The focus is developing the relationship first. 16
- 17. Here’s a modelto visualize strategy. It includes: • What to create. • Purpose or goal for content. • Channels for distribution. • Stages like “listening,” “analyzing” and “optimizing.” (Source: Content Marketing Institute 2013) 17 Content Strategy
- 18. First design yourhome page. You have 7 seconds to build trust to keep a visitor interested in learning more or purchasing. Successful web design will: • Be easy to navigate. • Communicate your value proposition clearly. • Feature professional photos and layout. • Have contact information clearly displayed. • Include call to action buttons to guide your visitors to various actions. 18 Content Strategy
- 19. Content Strategy Arguably yoursecond most important web pages are landing pages. These are separate from your site and have one goal for a visitor to complete. Usually the goal is to collect an email address or make a purchase by offering something your target customer will value. They should contain the following: • CTA • Video • The offer • Client testimonials 19
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- 21. Channels Channels in digitalinclude: • Social media • Email marketing • SEM (search engine marketing) • Content marketing • App development Let’s have a look at the basic tactics for each. 21
- 22. Social media Which sites? •You have The Big 4: Facebook, Twitter, LinkedIn and Google+. • Depending on your target, others may make more sense for your brand and goals. • Research other common sites and know where your buyer persona is most active and engaged. • These could include: Pinterest, Instagram, YouTube, Snapchat. 22
- 23. Social Media Key tipsto grow your numbers of followers: • Engage with influencers. • Produce content that connects with your target. • Reply to comments and moderate all activities. • Be consistent with daily or weekly posts. • Reach your target at the times they are online. • Post at different times and republish old content. • On some channels a post only “lives” for 6 minutes. • Use analytics to optimize post times and content. 23
- 24. Email Marketing Email do’sand don’t: • Don’t send too frequently. • Don’t send irrelevant or repetitive content. • Do personalize and send offers that address the needs for that segment or group. • Do include an “opt-out” button – it’s not just nice, but important to not get marked as spam. • Do use email automation to design campaigns and let them run, also called drip campaigns. • Do use analytics to track click through rates, open rates, time spent reading, etc. • Do use these numbers to optimize your content. 24
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- 26. Email Marketing 26 Tipsfor successful campaigns: 1) Build a solid email list. Two most common ways to do: • Build landing pages. • Collect emails through pop-ups on your website. 2) Segmentation for your lists. • Segmenting by certain data will allow you to send personalized messages. • Personalized, relevant messaging have higher percentage of closing sales.
- 27. Email Marketing 27 Marketerswho use list segmentation: • 39% saw greater open rates. • 28% see lower opt-out and unsubscribe rates. • 24% see better email deliverability and increased sales leads. (Source: eMarketer)
- 28. Lists and segmentation Youcan use many characteristics for different reasons. What to choose depends on your product, goals, target and offers. Here are some common items to use: • Geographic location • Level of interest • Content type (infographic, ebook, webinar) • Frequency of purchase • Socio-economic factors • Demographics: age, gender, education 28
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- 30. Mobile responsive Mobile isessential in 2016. Tips: • Current coding ensures content will fit any new devices to the market. • Make sure load times for pages are low. • Make sure images and content are easy to scroll through on different devices. • Test and view all content on different devices to see how easy they are to navigate and read. 30
- 31. Mobile responsive 31 Considerbuilding apps: • For better more robust user experience. • Increases engagement. • More flexibility and features than responsive sites (ex: push notifications, beacons). About 80% of time spent on mobile phones is using apps. (Source: business2community, Oct 2015)
- 32. SEO: Search EngineOptimization Help people find your content, websites and landing pages by practicing SEO. SEO is a series of strategies and tactics to increase traffic to a website by obtaining a high- ranking placement in the search results page of a search engine. • Use keywords that your target use to search for products like yours. • Google trends is one common tool used to determine the best keywords. 32
- 33. SEO: Search EngineOptimization Tips: • Long tail keywords, meta descriptions, and using major keywords in an article that match the headline and subject also improve SEO. • Earning back links from other sites for offsite SEO is also extremely beneficial for rankings too These SEO practices influence your organic search results. It’s very competitive so you’ll have to work at this and use best practices. 33
- 34. Paid Adverting The nextway to increase search results and visibility for your site, products and content are with paid ads. Definition: Paid search marketing is advertising in sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or when your ad is displayed (cost-per- impression - CPM). 34
- 35. Paid Adverting Tips: • Manysites offer PPC ads with different rates. • Pay close attention to how well they target specific audiences. • Everyone is on Facebook, for instance, you want to make sure Facebook ads will be seen by your target. • Test and analyze your ads using different photos, tag lines, sites, times to post and more. 35
- 36. Video marketing 36 Videomarketing is one of the best ways to captivate your audience and hold their digital attention spans. Useful stats: • In Q2 2014 alone, U.S. consumers watched 38.2 billion videos. • By 2018, 69% of total Internet traffic will be video (Cisco). • Every minute, 48 hours of video are being uploaded to YouTube.
- 37. Video marketing Tips: • Createa clear, short video of your product or service. • Videos increase understanding of a product or service by 74%. (source: Business2Community) • Create fun, interesting, useful content for YouTube, the number 2 search engine in the world. • Increase shares by creating more videos: 15 min video is likely to be shared 37% more than those 30 seconds to a minute. 37
- 38. Analytics • Analytics provideguidance on what to change to meet your goals. • Tools like A/B testing provide data to see what works better to get closer to your targets. • Develop KPI’s (key performance indicators) to measure success. • Measure ROI (return on investment) from marketing activities. 38
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- 40. Success metrics Your KPIs,Success Metrics, are determined by your goals. Here are examples of items to measure to see if you’re reaching your goals. • Customer’s acquisition from social media • Traffic from organic search (SEO) • Traffic from paid search • Email open rates • Click through rates • Referrals (inbound links) 40
- 41. Success metrics: OrganicSearch 41
- 42. Success metrics: SocialMedia 42
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- 44. Would you likemore educational content from Vbout.com? These slides are part of a FREE Online Digital Marketing Course taught by Vbout's Founder and CEO, Richard Fallah. Richard has over 10 years experience as an entrepreneur and has created some of the most cutting-edge technology for digital marketing today. With our course you will: Increase your skills by learning the best practices for social media, content marketing, PPC, SEO, analytics and more. Grow your business by learning how to market your business online and generate more leads with your digital assets. Advance your marketing career by learning digital strategies using cutting-edge technology that increases marketing ROI. Sign-up here: academy.vbout.com
Editor's Notes
- #9 Talking point - These findings were based on an online survey of 262 digital marketing executives at B2C and B2B companies.
- #10 Talking point - As a first step, it is useful to create a buyer persona in order to determine the online behavior or your target.
- #11 Talking point – Forrester Research has some great figures and projections to keep in mind as you’re budgeting, however, as mentioned, these could be different depending on your industry, target market and goals.
- #13 Talking point – Once you’ve decided the percentage of your overall budget to dedicate to digital marketing, the next step is to allocate amounts for the different digital activities.
- #14 Talking point – Be careful with those that provide “vanity” boosts, such as likes on Facebook or other followers that may not be in your target market. 100 new followers that match your buyer persona are worth more than 1,000 followers that won’t convert because they have no need for your services.
- #17 Talking points – You will have to go back to the buyer personas mentioned earlier and identify the needs of your target audience. Once those needs are outlined, develop your content around themes that matter to them the most.
- #20 Talking points – This could be a webinar, a contest, a product, or an eBook. To learn more about landing pages, please watch our course on design, usability and branding.
- #24 Talking points – Being active on social channels where your audience spends time is important for all businesses. You can learn a lot from engaging with your customers, thereby strengthening your brand and you can also gain new customers. Social media however is a very crowded and competitive space and to be seen and heard you must have a strategy for posting and sharing.
- #25 Talking points: An Econsultancy survey showed email was rated the top channel by ROI, ahead of SEO and content marketing. Email marketing, used correctly can be a beneficial and cost-effective tool to meet your goals.
- #33 Talking point – when searching for products and services like yours
- #34 Talking point – when searching for products and services like yours
- #35 Talking Point – You have probably seen a lot of these ads. How effective are they? When used properly used, it can be an incredibly cost effective way to generate leads.
- #36 Talking Point – You have probably seen a lot of these ads. How effective are they? When used properly used, it can be an incredibly cost effective way to generate leads.
- #39 Talking point – ROI is necessary to make sure your efforts are contributing to your company’s growth.