1Digital Marketing =
Marketing (in a digital world)
2True or false: "build and they will come" is NOT a viable business strategy
True
3Marketing Ladder (or funnel)
- Awareness
- Trial
- Repeat
- Loyal
- Advocate
4AIDA Model
Awareness, Interest, Desire, Action
5Best way to know what type of marketing works
By running a carefully controlled experiment
6Conversion Types
- Retail
- Lead Generation
- Search Engine
- Media
- Social Media
- Affiliate Marketing
- Marketplace
7#1 Goal of Web Design
Conversion
8Good Web Design Optimizes
Usability
93 Key Questions for Conversion Centered Design
1. What do you offer?
2. Why should I pick you?
3. What do you want me to do next?
10NSAMCWADLP
Never Start a Marketing Campaign Without a Dedicated Landing Page
11Landing Page Types
- Single-product
- Multi-product
- Lead generation
- Subscription
- Long copy
- Single-purpose
12Client Interview Goal
- Understand the business & view through the lens of a marketer
- Learn how to help the client succeed
13Research Preparation for Client Interviews
- Company website & social media
- News research
- Competitors
- LinkedIn
14Interviewer Bias
Projecting your thoughts onto the interviewee
15Interviewee bias
"Pleasing" the interviewer, conveys detachment from the business and product
16Closed Loop Marketing Cycle
- Analytics
- Market Planning
- Execution
- Feedback
18Analytics is a critical part of measuring
- What's working
- What isn't working
- Diagnosing issues
19Empathy maps are designed to portray what the user
- Says
- Thinks
- Feels
- Does
20How to Develop Empathy Maps
- Collect research
- Generate sticky notes for each quadrant
- Converge to cluster and synthesize
- Polish and plan
213 Angles of Searches
- Onsite SEO
- Offsite SEO
- SEM
224 Factors to Create Keyword Lists
1. Relevance of search intent
2. Traffic
3. Competition
4. Current ranking
23Ranking Factors Unique to Local Search
- Maps/My Business Profile
- Name / Address / Phone number
- Structured Citations
- Reviews
24Successful On-SIte SEO
- Maximize relevance
- Optimal keyword targeting
- High-Quality Pages and Content
25Types of Off-site SEO Links
- Natural Outbound Links
- No-Follow links
26Link Building Types for Off-Site SEO's
- Editorial
- Manual
- Manufactured
27Peter Drucker -
"The purpose of a business is to create and keep a customer"
28What is Digital Strategy
- Strategy
- Marketing Strategy
- Digital Strategy
- Digital Execution
292 Types of Demand
- Demand Generation
- Demand Harvesting
30Other DIgital Marketing Tactics
- Conversion Rate Optimization (CRO)
- Mobile Application
- Affiliate Marketing
- Influencer Campaigns
- Direct Messaging
- Innovative Stuff
31Key Components of Omnichannel Marketing
1. Customer at center
2. Capture data (inbound)
3. Use Data (outbound)
4. Journey across channels (circular)
325 R's for Omnichannel Marketing
1. Right Message
2. Right Person
3. Right Time
4. Right Channel
5. Relevant
33SEM (Search Engine Marketing) =
Paid Search & PPC (Pay Per Click)
34Keyword Match Types
- Broad Match
- Modified Broad Match
- Phrase Match
- Exact Match
- Negative Match
35Keyword Research
- Search yourself (be the customer)
- Competitive (when would competitor appear)
- Keyword Planner (find needles in haystack)
36Key Components of Creating SEM Ads
- URLs
-Headlines
- Description
37Display Ad Targeting
- Audiences (interests/demographic)
- Content
- Retargeting/Remarketing
38Effective Display Ads: Users must
- See the ad
- Process the ad
- Decide to investigate (i.e., click)
- Convert
39Banner Ad Displays
- Interest
- Value Proposition
- Action