Digital Marketing is a broad spectrum: Here's more than you ever wanted to know on what makes up the different elements of digital marketing. This was a 3 hour presentation I did in conjunction with Google Success Online.

1. $
$
$
Intro to
Digital
Marketing
Taylor Ryan
CMO, Valuer.ai
Strategies, Tools, and Guide
July2018

2. About me
2
I've co-founded 5 startups
CMO of a venture backed Ai Company
11+ years experience
Published a few marketing ebooks
Consulted on SEO/SEM for 4+ years
Mentor, startup junkie, technical marketer,
and growth hacker
CMO, Valuer.ai
Aboutme

3. We NEED You!
We’re looking for 10-20 agents for the Tech BBQ event
Free Ticket!
Help us represent the brand, meet startups, get in free
(Tickets Cost - 1.112 DKK)
SEPT 24-25 - 2018
Monday + Tuesday in CPH
Sign up at:
http://jointhehunt.co
Becomean
Agent
Here’s your chance!

4. Fun Fact 4
I was on an American Reality Show:
House Hunters International
FunFact

5.  Teaching Students
In 2016, success online began teaching
students to meet the high demand for
digital marketers
 Initiated by Google
Since 2012 and has taught over 30,000
Danish companies in digital marketing for
free.
 Partners
Danish Business Authority, PwC, Danish Industry,
The Danish Chamber of Commerce, ASE, FDIH,
IT-Industry and IVÆKST are partners of Success
Online
.
About
5
About Success Online

6. Get Certified
Complete the Success Online Digital Learning Process
and get a certificate from Google and IAB here:
g.co/succesonline
GetCertified
6

7. Agenda
Building Experience
Build a Website
Your Brand
On Site SEO
KPIs
Why are you here?
01
02
03
Understanding you before we start
Working on something real
Building your first website + brand
Logo, style sheet, color theory
Https, Site structure, Site map
Foundation, Analytics, etc
04
05
06
7What we’re talking about today

8. Agenda
AB Testing
CRM / integrations
Listing Sites
Content Strategy
Amplification
User Acquisition
07
08
09
sign ups + emails
Tools + How to
Connecting Sales w/ marketing
Put your site online
Content is king
Boosting your content
10
11
12
8
What we’re talking about today

9. Agenda
SEM
Entrepreneurs Mindset
Re-calibration
The Future
Learning
Social Media
13
14
15
Different channels + B2B/B2C
Overview and understanding
It’s not what you think
Upcoming trends
Communities + how to learn more
16
18
19
9
Holy shit there’s more
Execution is everything
Wrap Up

10. My Goal For
Today Provide Value.

11. Whyareyou
here?
11Why are you here?

12. I can't get a job because I don't have
experience and I have no
experience because I can't get a job
WE FALSELY
BELIEVE
12
Building
Experience

13.  Content
 PR / Amplification
 SEO
 SEM
 Social Media
 Email Marketing
 Website Design
 CRO / UX
 Automation
 Onboarding
Marketing is about
understanding systems
13
Building
Experience

14. The principle holds that 10,000 hours of
"deliberate practice" are needed to become
world-class in any field.
Building
Experience
14"10,000-Hour Rule"

15. Building
Experience
15
Theoretical ExperienceVS
 Understanding Principles  Hours of doing the work

16. Hustle
Now
 Write for Free
 Create
 Keep attending events
 Build a website
16
Building
Experience

17. BuildaWebsite
17
Build a website

18. Builda
Website
18
Build a
Website
The key to it is working through the hard stuff

19. Builda
Website Go Build a Website - Seriously 19
Pick a topic you likeThere are dozens of these types of sites
 I recommend wordpress  You won’t be motivated by something you hate

20. Hosting
Challenge yourself
Builda
Website
 Cheaper than 1 beer a month
 $3-$5 per month
 But where can I go to find out how to do this?

21. Buy a domain
Naming isn’t that hard
Builda
Website
 It’s cheap $12.99
 Buy it where you get hosting
 Don’t over-think it
 Don’t spend a whole day on this

22. Get a Theme
Don’t start From Scratch
Free Themes Exist Too!
Builda
Website
 Buy a theme ($20 - $65)
 Pick a theme with lots of downloads, templates, and a good rating
 Some themes are better for specific types of businesses:
 ecommerce, software, app, services, etc.

23. YourBrand
23
Your Brand

24. YourBrand
24Your Brand
Everything is subjective

25. 25
Tone
Color Theory
Get a Logo
Get a Branding Style Sheet
Your
Brand
Your
Brand

26. Our staff consists of experts who
often have a decade or more of
experience in their field
Logo 26
Make your own
Expert
Buy a logo
Make a Friend
Logo
 Konker.io
 Fiver.com
 Logojoy.com
 Photoshop

27. Our staff consists of experts who
often have a decade or more of
experience in their field
Style
sheet
27
Expert
Fonts, look, and Colors
https://frontify.com/styleguide
or
https://www.brandmaster.com/solutio
ns/online-brand-book-software/
Style
sheet

28. Color
Theory
28
Expert
Pick your color scheme
https://coolors.co/
http://paletton.com/#uid=1000u0klll
laFw0g0qFqFg0w0aF
https://color.adobe.com/create/colo
r-wheel/
Color
Theory

29. How do these two sound
different?
My Standard:
29
Tone Tone
 Communication style should
reflect the people coming to your
site
 “An old friend explaining something at
brunch”

30. OnSiteSEO 30On Site SEO
OnSite
SEO

31. SEO (Search Engine
Optimization)OnSite
SEO
31
Anyone can learn this stuff

32. OnSiteSEO
HTTPS
32
 SSL
 Google Algo – “Carrot and Stick”
 Many hosting providers are different
 It’s FREE and easy!

33. OnSiteSEO
Mobile Optimized
33
 Better UX
 Most themes are mobile friendly these
days
 To check, right click and inspect, click
mobile
 AMP pages
 Search console
On Site SEO

34. Effected by:
Image size
Hosting type (CDN vs Traditional)
Plugins
Bloated scripts
Errors on page
Inefficient caching
Marketing
53% of all visitors,
leaves the website if it
hasn't loaded within 3
seconds.
34OnSiteSEO Site Speed

35. OnSite
SEO
35
Site Structure

36. Create a Site Map
Yoast or other online site map creator
OnSite
SEO
36
Submit Site Map:
Submit for crawling on google

37. Examples:
37OnSiteSEO Technical SEO
Technical SEO
 H1,H2,H3,etc
 Broken Links (301s + 404s)
 Alt text
 Meta Descriptions*
 Schema Markup
 Bloated scripts
 Errors on page
 Inefficient caching
 Subdomain vs sub category
 keywords

38. 38
OnSiteSEO
Factors that effect rank on
SERP

39. Focus:
 Relevancy to product/service
 Number of searches
 Number of results (competition)
 Keyword Density Myth
 LSI
 Keyword Cannibalization
39OnSiteSEO
Build a Keyword List
 A ton of online guides
 More tools than ever make it easy
 Many different strategies for organic vs
paid
On Site SEO
You’re not alone:

40. KPIs
40KPIs (Key Performance
Indicators)

41. KPIs show how valuable you really are
Traffic
Backlinks
Referring
Domains
Open Rates Organic Keywords
Keywords Leads / MQL
Sign ups
Referrals
Emails
UR / DR
Just some of things we can measure
Conversions Social Shares
CPC / CPM / CPL
(Cost Per Click) Downloads
KPIs
41
KPIs

42. KPI
s
42
Foundational
work:
Tracking is So Important!
KPIs
 Analytics
 Search Console
 Ahrefs

43. What it tells you:
43
KPIsAnalytics
 Insert a tracking pixel code in the
HTML (header / footer )
 Use a Plugin
 Traffic
 Demographic
 Behavior
 Trends
 Best Channels
 Conversions
 Goal tracking

44. What it tells you:
44
KPIsSearch Console
 Insert a tracking pixel in the HTML
 Or Use a Plugin like yoast
 Structured data
 Crawl errors (404s)
 Some search data
 Mobile friendly
 Geotargeting

45. What it tells you:
45
KPIsAhrefs
 Site strength
 Growth
 UR / DR
 Keywords
 Shares
 Best content
 *Let’s dive in on this later

46. User
Acquisition
46User Acquisition

47. User
Acquisition
47User Acquisition
Getting users to willingly give you their info, join you for the ride, or make a purchase

48. UserAcquisition
Build an Email List
48
Embed sign up form
 Everywhere
Sign Up
Forms
 Subscribers
 Customers / Leads
 Boost your reach / Audience
 Potential for referral network
 Outbound marketing

49.  Sign up to get something free
 Newsletter
 Demo
User
AcquisitionOther Types of Sign Ups
49

50.  Popup / Exit Popup
 Push Notification
User
AcquisitionMore Types of Sign Ups
50

51. ABTesting
51
AB Testing

52. ABTesting
AB Testing
52
 1 Variable at a time
 CTAs
 Pictures
 Text
 *Emails –Subject lines

53. ABTesting 53
 User testing
 Video Recording
 Heat Maps
Heat Maps + user
testing

54. CRM+
Integration
54
CRM +
Integration

55. CRM+
Integration CRM + Integration
(Customer Relationship Management)
Track your customers
Connect your sign up form with a CRM
for tracking potential deals / customers /
clients
55

56. Listing
sites
56
Listing sites

57. Listing
Sites
Get listed on
Directories and
Listing sites
57
 Great for local SEO
 Gives you a chance to get searched locally
 Backlinks
 You’re next to all your competitors

58. Listing
Sites
58

59. Takes a short time for Google to mail you a serial code via post
Listing
sites
Easiest way to get found!
59
Listing
sites

60. 60
Content
Strategy
Strategy

61. 61
ContentStrategy
Content
Strategy
The best marketers are story
tellers. You’re compelled to want
more.

62. Content is
King
105+ types of content
http://www.convinceandconvert.com/conte
nt-marketing/content-to-fill-calendar/
Content
Strategy
62

63. The why behind the
why
Content
Strategy 63
 Discovery
 Awareness
 Legitimizes your business + expertise
Content marketing costs 62% less than traditional marketing and generates about 3 times as many
leads. (Source: DemandMetric)

64.  Referral Traffic
 Backlinks + Linking domains
 Keywords+
 Higher DR rating = more likely to
show up in SERP
 Social Media and Reach
Content
Strategy Benefits of good
content:
64

65. 65Content
Strategy
Content
Strategy

66. Buyer Personas
 Who will buy this product
 What are their pain points
 What are the most common questions you get?
 Most common questions
 What are the industry secrets?
 What do people in your own industry struggle with
understanding?
 What other topics do people in your industry find interesting?
 What do people in your industry have in common?
66

67. Content
Strategy
67Marketing Funnel:

68. Content
Strategy
68
Marketing Funnel:

69. Content
Strategy
69
Skyscraper technique
 Stealing the best content
 Your competitors best content
 Industry Publishers best content
 https://backlinko.com/skyscraper-
technique

70. Content
Strategy
70Ahrefs: Top Content

71. Content
Strategy
How long should a blog post
be?
71
 Cover a topic in more detail
 Long posts have better engagement
 Search engine algorithms want “meaningful engagement

72. Content
Strategy
Diversity of topics
72
 Long Content = Better for
SEO
 SERP ranking
 Boost authority
 Forget short keywords

73. ContentStrateg Still don’t know what to
write?
73

74. Truth
1 piece of content can change an entire
industry and make a company millions
Content
Strategy
74

75. Content
Strategy
75
 Relevant
 Improve the understanding / Context
 Helps improve skimability
 SEO
 More sharable
How Can I Create Good Visuals?

76. Content
Strategy
76
 Practice
 Voice to text – Dictation.io or any other solution
 Find someone who does! TheHub.com
 Article writing services exist at $5 - $100 per article (fiverr,
Konker, Upwork, etc)
 Use a plagiarism checker like Content-watch.ru
How Can I Write Good Text

77. How Can I Create Original Video?
Content
Strategy
77
Video Production:
 The camera in your phone is better than most
cameras 8 years ago
 Every 13 year old+ knows how to take video and edit
it
Equipment:
 Your cell phone camera is good enough
 Cheap microphones online
 Create a rig with a LCD light for next to nothing

78. How Can I Create/Edit Videos?
Content
Strategy
78
Screen Capturing:
 Camtasia, useloom, screenr, or google it 
Video Editing:
 iMovie, Premiere, Finalcut, Camtasia, etc

79. How Can I Create Good Videos w/out Footage?
Content
Strategy
79
Stock footage:
 Storyblocks, slidely, dissolve
Explainer
 Powtoon, Go!Animate, Moovly, Rawshorts

80. SEO for VIDEO
Content
Strategy
80
 Better Thumbnails
 Quality Audio / Video
 Interesting title
 keyword in title
 Transcript in description
 Add links early in description
 Add video to sitemap / rich snippets
 Allow embedding
 Share on social
 Related searches as tags
 HD gets more views
Content
Strategy

81. SoMe
Where else
does good
content
live?
QandA
Email
ForumsBlogs and articles are not the only places
to drive traffic with good content

82. The best content is everything
 Cover your topic from every angle
 Use every medium to explain, display, and
describe
 Visuals, graphics, memes, etc
 skimmable
 Give people a chance to share it
 Value

83. Amplification 83
Amplification

84. Amplification
84Amplification
You can write the greatest article in the world but if nobody reads it, it doesn’t
matter.
Give your content a chance to catch the audience and not fade into obscurity

85. Amplificati
onThe Pareto Principle:
80 / 20 Rule
Amplificatio
n

86. One of the biggest marketing differentiatorsof good marketers
Amplificati
on
80% of the traffic comes from 20% of
the content
80% of content marketers don’t
amplify
Amplificatio
n

87. One of the biggest marketing differentiators
Locate Similar Articles
Amplify your reach
1
Write your outreach
Get Contact Details
4
Email and Follow up
2
3
Process
Amplificatio
n

88. If you wrote about someone in your
article, they’re FAR more likely to
share
Find articles that cover a similar
topic, try to target small/medium
publishers
Amplificat
ion
88
Find Similar ArticleCreate “Mentioned List”
2 types

89. Amplification
89Amplification

90. Amplificat
ion
90
Get Emails
 Not personal emails so it’s ok by GDPR
 Not directly selling anything to them
 A lot of this data is out there and FREE
Yes… it’s that easy
Amplifica
tion

91. Amplificatio
n
Extensions for chrome Automated Tools = $$$:
91
 Pricey
 Faster
 More organized
Goolge Inbox tools
 Not Free / FREE
 Faster
Scraping + Email Outreach
Tools
Amplificatio
n

92. 92
What do I say in my outreach?
Amplificatio
n  Be Complimentary!
 You inspired me
 Direct Ask
 Share my awesome content
 We used a link to your site
 *Be helpful
15-20% response rate!

93. SocialMedia
93
Social Media

94. SocialMedia
94
We’re all on it, all the time …But it doesn’t mean we’re experts.
Social Media

95. SoM
e
Social
media
95
 B2B vs B2C
 C Level Executives notice when it’s not there
 Not one size fits all
 What platform does your audience use the
most?

96. SoMe
Linkedin
96
 Best for B2B
 Broetry
 Algo updates are all about “meaningful engagement”
 Articles + Groups are a waste
SoMe

97. SoMe
Facebook
97
 Better for B2C
 Best deal on SEM
 Algo updates are targeting sketchy growth hackers
SoMe

98. SoMe
Instagram
98
 Best for B2C
 Best for younger demographic
 Fashion, apparel, and lifestyle brands work
 Influencers are out of their minds
SoMe

99. SoMe
Pinterest
99
 Best for B2C
 Best for DIY + Infographics
 Best ratio of creators vs users
 Post all original visuals, infographics, SoMe posts
SoMe

100. SoMe
Twitter
100
 Mix of everything
 Best way to get in touch with MAJOR influencers
 I’ve never been a huge fan, but it can drive traffic
 Influencers are out of their minds
SoMe

101. SEM
101
SEM (Search Engine
Marketing)

102. SEM
102
With a large enough budget, you could afford to
reach every potential customer in your market
SEM

103. SEM
Statistics on ads
SEM 103
 60% of mobile banner clicks are accidental - Digital Content Next
 You are more likely to be bitten by a shark than click a banner ad

104. SEM
You MUST learn by doing
SEM
104
 Most expensive is linkedin
 Lead ads converts best of all
 Adwords is the hardest to master
 Each platform different by industry

105. Lead Ads
SEM
105 Keeps users on the platform
 Better UX / Faster load times
 Better CPL / CPC

106. Lead Gen Ads aka “Lead Ads”
SEM
106
 Keeps users on the platform
 Better UX / Faster load times
 Better CPL / CPC

107. Lead Gen Ads aka “Lead Ads”
SEM
107
 New Form
 Name it something specific (you can’t delete them!)

108. SEM
108
 Add the fields required for the form (name, email, etc)
 Add Privacy policy (required)
 Thank you page

109. SEM
109
 Once you create your lead ad, immediately
pause it in your Ads Manager account. Then
locate your ad in Ads Manager and click
“preview.” Next, select “View post permalink
with comments” to retrieve the permalink
(URL in the search bar) of the new page.
FREE LEADS ON
FACEBOOK

110. SEM 110
 Now you can share this
permalink on your Facebook
Fan Page, profile, and in
your Facebook Group.
Here’s what it looks like
when I share the permalink
on one of my fan pages:
FREE LEADS ON
FACEBOOK

111. Linkedin
SEM
111
 Expensive
 Only go for sponsored content
 Custom audiences / targeting works the best

112. LinkedinSEM 112
 Send people to your website / landing page
 Lead gen form
 Get video views (new)

113. LinkedinSEM 113

114. Linkedin 114
Targeting
Custom Audiences

115. Adwords
SEM
115

116. Adwords
SEM
116
Types of Ad Campaigns

117. Adwords
SEM
117
Keyword
Planner

118. Adwords
SEM
118
Keyword Match Type

119. Adwords
SEM
119
 Create Ad Groups
 10-20 ads per ad group.
 Boost quality score with better text/landing
pages

120. Find a company
that will pay
to let you
learn- while
doing
120
SEM

121. Entrepreneur’s
mindset
121
Entrepreneur’s
mindset

122. Entrepreneur’s
mindset
122
What is a “wantrepreneur?”
Entrepreneur’s
mindset

123. Do this for the right
reasons
123
 Want to work on cool shit
 Learn
 Solve a problem – personally effected
 Love of a field/tech/interest
Entrepreneur’s
mindset

124. Re-calibration
124
Re-calibration

125. Re-calibration
125Re-calibration
“What’s a backlink? CMO of a venture backed company

126. Re-
calibration Get things done.
126
 MVP (minimum viable product)
 Work out the entire process before starting
 What is the goal?
 Why?
Ideas vs Execution

127. Re-
calibration
127
Branding Strategists
 Why do strategists hate the word
“growth hacker?”

128. Good / Bad Bosses
Remember that negative
feeling
128
Re-
calibration
 You will work for someone dumber than you. I promise
 Never treat someone else in that way

129. TheFuture
129
The Future

130. Data
Scrapping
Visualization
Machine learning
TheFuture
130

131. Automation
Integration
Process > Manual
Workflow
TheFuture
131

132. Engagement
Hacking
CSR
Engagement Focus
Fake Users / Arguments
TheFuture
132

133. Customer
Focus
Curated UX
Chatbots
Smarter search
Voice
TheFuture
133

134. Growth Hacking
The innovators of
Marketing
TheFuture
134

135. Learning
135
Learning

136. Learning
136Learning
There is always so much more to learn.

137. Learning
This is what learning looks
like
137
 Meet with like-minded marketers
 Join forums / slack groups
 Get your hands dirty

138. Warpup
138
Wrap up

139. Connect With Me
139
TR@valuer.ai
Taylor
Ryan
Taylor
RyanCMO,
Valuer.ai

140. We NEED You!
We’re looking for 10-20 agents for the Tech BBQ event
Free Ticket!
Help us represent the brand, meet startups, get in free
(Tickets Cost - 1.112 DKK)
SEPT 24-25 - 2018
Monday + Tuesday in CPH
Sign up at:
http://jointhehunt.co
Becomean
Agent
Here’s your chance!

141. Questions
?
Questions?

142. 142
Than
kYou
..