digital marketing 101
Post on 29-Nov-2014
92 Views
Preview:
DESCRIPTION
TRANSCRIPT
1
Digital Marketing
iBoomerang.com | @iboomerang | (937) 387-0655
101
2
What is Digital Marketing?01
SECTION
3
“The promotion of products or brands via one or more forms of electronic media.”
Digital Marketing[di-ju-tul marh-ki-ting]- noun
4
in other words…
5
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
6
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
7
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
8
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
9
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Social Media
10
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
11
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
DigitalReputation
12
Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
Digital Advertising
DigitalReputation
13
“So digital marketing is the same as tradition marketing but on the
internet?”
14
Not quite…
15
In the old days…
16
Marketing meant interrupting customers.
17
Customers received messages whether they wanted to or not.
18
Common methods included:
19
This method is now called
Outbound Marketing
20
Digital Marketing paved the way for
Inbound Marketing
21
or “pulling” customers towards you
22
Digital MarketingBasics02
SECTION
23
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
Digital Advertising
DigitalReputation
24
Websites & SEO
Why Are Websites Important?• Your business informationo Products and Serviceso About Meo Contact• 24/7/365 Salesman• Drive Businesso Use URL in “traditional
marketing” mediumso Use SEO
25
Websites & SEO
Search Engine Results Page
(SERP)
Keyword or Keyphrase
26
Websites & SEO
Best Practices• Good Website Design
Clean and concise
navigation
Calls out main focus
Highlights Benefits
Leads to rest of site
27
Websites & SEO
Best Practices• Good Website Design
• Informative Content
Subhead
Bullet Points
Graphics
Content
28
Websites & SEO
Best Practices• Good Website Design
• Informative Content
• Relevant Keywords
29
Websites & SEO
Best Practices• Good Website Design
• Informative Content
• Relevant Keywords
• Meta Data
30
Websites & SEO
Best Practices• Good Website Design
• Informative Content
• Relevant Keywords
• Meta Data
• Earn Backlinks
31
Blog
Best Practices• Blog Ofteno Higher Search Resultso More indexed pages = more traffic = more leads = $$
$• Varietyo Company News (new carriers, new products, etc.)o Industry Newso How-To Guides, Top 10 Lists, etc.o Client Case Studies
• Share
32
Digital Advertising
Types
Pay-Per-Click(PPC)
Display Advertising
Social Media Advertising
33
Digital Advertising
Types
Pay-Per-Click(PPC)
34
Digital Advertising
Types
Display Advertising
35
Digital Advertising
Types
Social Media Advertising
36
Digital Advertising
Types
Pay-Per-Click(PPC)
Best Practices
Display Advertising
Social Media Advertising
• Read Rules Carefully• Eye-Catching Graphics• Call-to-Action
37
Email Marketing
Best PracticesDear Brittany,
38
Email Marketing
Best Practices• Personalize Dear Brittany,
39
Email Marketing
Best Practices• Personalize
• Compelling Headlines
Dear Brittany,
40
Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
Dear Brittany,
41
Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
Dear Brittany,
42
Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
• Clean Design
• Interesting Graphics
Dear Brittany,
43
Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
• Clean Design
• Interesting Graphics
• Contact Information
44
Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
• Clean Design
• Interesting Graphics
• Contact Information
• Privacy Policy
45
Mobile Marketing
Best Practices• Mobile-Friendly Website
46
Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
47
Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
48
Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
49
Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
• Segment customer lists
50
Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
• Segment customer lists
• Timing is Everything
51
Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
• Segment customer lists
• Timing is Everything
• Test & Learn
52
Streaming Audio & Video
Best Practices
53
Streaming Audio & Video
Best Practices• Be Organized
54
Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
55
Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
56
Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
• Optimize to Help SEO
57
Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
• Optimize to Help SEO
• Be Consistent
58
Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
• Optimize to Help SEO
• Be Consistent
• Engage
59
Social Media
Best Practices
60
Social Media
Best Practices• Set up Business accounts
61
Social Media
Best Practices• Set up Business accounts
• Network
62
Social Media
Best Practices• Set up Business accounts
• Network
• Listen
63
Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
64
Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
65
Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
• Promote
66
Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
• Promote
• Measure
67
Digital Reputation
Best Practices• Establish Credibility
68
Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
69
Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
70
Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
• Ask
71
Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
• Ask
• Respond
72
Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
• Ask
• Respond
• Publish
73
Digital Marketing Strategy
03SECTION
74
1 P.A.M.Persona, Audience, Message
PersonaWhat is your demeanor?What is your communication style?How would I describe my business?
AudienceWho is your ideal audience?Which platform is my audience on?How will I engage with my audience?
MessageWhat message are you sending?Will my message help my audience?What am I looking to achieve with social media?
75
2Test Multiple MediumsEarned Media, Paid Media, Owned Media
Earned Media
Paid Media
Owned Media
Generating traffic through organic means
Paying for advertising to attract customers
Communication channels within your control
Websites
& SEO
EmailMobile& Text
Streaming Audio & Video
Blog
Social
Media
Digital Advertising
DigitalReputation
Websites
& SEOBlog
Pay-Per-Click Display AdsSocial Media
Advertising
77
3 AnalyzeMeasuring Results and ROI
Best Practices• Google Analyticso Number of Visitorso How long they stayedo What they did on the site• Google Webmaster Toolso Keywords that worko Keywords to add into content
• Social Network Analyticso Likes, Comments, Shareso Effective Content
Digital Marketin
g
Websites & SEO
EmailMobile& Text
Streaming Audio & Video
Blog
Social
Media
Digital Advertising
DigitalReputation
78
In Summary…
79
Set Goals
Develop Channel
s
Create Content
Build Audienc
e
Analyze Results
Marketing Plan
80
Questions?
top related