digital marketing 101
DESCRIPTION
Digital Marketing 101 covers the very basics of digital marketing. You will learn about each digital marketing channel, some best practices, and how to create and implement a digital marketing strategy.TRANSCRIPT
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Digital Marketing
iBoomerang.com | @iboomerang | (937) 387-0655
101
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What is Digital Marketing?01
SECTION
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“The promotion of products or brands via one or more forms of electronic media.”
Digital Marketing[di-ju-tul marh-ki-ting]- noun
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in other words…
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Social Media
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
DigitalReputation
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Promoting your business via…
Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
Digital Advertising
DigitalReputation
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“So digital marketing is the same as tradition marketing but on the
internet?”
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Not quite…
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In the old days…
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Marketing meant interrupting customers.
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Customers received messages whether they wanted to or not.
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Common methods included:
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This method is now called
Outbound Marketing
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Digital Marketing paved the way for
Inbound Marketing
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or “pulling” customers towards you
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Digital MarketingBasics02
SECTION
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Digital Marketi
ng
Websites
& SEO
Mobile
& Text
Streaming Audio & Video
Blog
Social Media
Digital Advertising
DigitalReputation
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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
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Websites & SEO
Search Engine Results Page
(SERP)
Keyword or Keyphrase
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Websites & SEO
Best Practices• Good Website Design
Clean and concise
navigation
Calls out main focus
Highlights Benefits
Leads to rest of site
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Websites & SEO
Best Practices• Good Website Design
• Informative Content
Subhead
Bullet Points
Graphics
Content
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Websites & SEO
Best Practices• Good Website Design
• Informative Content
• Relevant Keywords
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Websites & SEO
Best Practices• Good Website Design
• Informative Content
• Relevant Keywords
• Meta Data
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Websites & SEO
Best Practices• Good Website Design
• Informative Content
• Relevant Keywords
• Meta Data
• Earn Backlinks
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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
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Digital Advertising
Types
Pay-Per-Click(PPC)
Display Advertising
Social Media Advertising
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Digital Advertising
Types
Pay-Per-Click(PPC)
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Digital Advertising
Types
Display Advertising
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Digital Advertising
Types
Social Media Advertising
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Digital Advertising
Types
Pay-Per-Click(PPC)
Best Practices
Display Advertising
Social Media Advertising
• Read Rules Carefully• Eye-Catching Graphics• Call-to-Action
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Email Marketing
Best PracticesDear Brittany,
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Email Marketing
Best Practices• Personalize Dear Brittany,
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Email Marketing
Best Practices• Personalize
• Compelling Headlines
Dear Brittany,
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Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
Dear Brittany,
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Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
Dear Brittany,
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Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
• Clean Design
• Interesting Graphics
Dear Brittany,
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Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
• Clean Design
• Interesting Graphics
• Contact Information
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Email Marketing
Best Practices• Personalize
• Compelling Headlines
• Brief, Informative Copy
• Clear Call-to-Action
• Clean Design
• Interesting Graphics
• Contact Information
• Privacy Policy
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Mobile Marketing
Best Practices• Mobile-Friendly Website
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Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
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Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
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Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
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Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
• Segment customer lists
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Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
• Segment customer lists
• Timing is Everything
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Mobile Marketing
Best Practices• Mobile-Friendly Website
o QR Code
• Mobile-Friendly Emails
• Ask for permission
• Segment customer lists
• Timing is Everything
• Test & Learn
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Streaming Audio & Video
Best Practices
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Streaming Audio & Video
Best Practices• Be Organized
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Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
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Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
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Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
• Optimize to Help SEO
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Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
• Optimize to Help SEO
• Be Consistent
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Streaming Audio & Video
Best Practices• Be Organized
• Provide Notes
• Create Content, Not Ads
• Optimize to Help SEO
• Be Consistent
• Engage
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Social Media
Best Practices
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Social Media
Best Practices• Set up Business accounts
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Social Media
Best Practices• Set up Business accounts
• Network
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Social Media
Best Practices• Set up Business accounts
• Network
• Listen
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Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
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Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
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Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
• Promote
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Social Media
Best Practices• Set up Business accounts
• Network
• Listen
• Be Visual
• Use Unique Functionality
• Promote
• Measure
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Digital Reputation
Best Practices• Establish Credibility
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Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
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Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
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Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
• Ask
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Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
• Ask
• Respond
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Digital Reputation
Best Practices• Establish Credibility
• Build Your Persona
• Branch Out
• Ask
• Respond
• Publish
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Digital Marketing Strategy
03SECTION
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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?
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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
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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
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In Summary…
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Set Goals
Develop Channel
s
Create Content
Build Audienc
e
Analyze Results
Marketing Plan
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Questions?