This is a very basic overview of digital marketing strategies and tools. Great for educating potential clients or new employees. Also covers basic marketing skills and marketing education.
2. Outline
▪ What is digital marketing?
▪ Why are people going online?
▪ Benefits of digital marketing
▪ What does digital marketing consist of?
▪ How digital marketing evolved
▪ SEO
▪ PPC
▪ Social Media
▪ Mearsuring ROI
3. What is digital marketing?
▪ The implementation of strategies designed to increase market share, mind share,
and heart share using digital tools.
▪ What is Market Share?
▪ What is Mind Share?
▪ What is Heart Share?
5. Benefits of Digital Marketing
▪ Gives you more control over the
customer experience.
▪ Provides convenience
▪ Increases satisfaction
▪ Drives brand loyalty
▪ Reduces the selling cycle
▪ Reduces the cost of sales
▪ Builds your brand
▪ Provides Target results
▪ It is measureable
▪ Cost effeictve
6. Tools used in Digital Marketing
▪ Website (Design and UE)
▪ Search Engine Optimiztion
▪ Pay Per Click
▪ Email Marketing
▪ Display advertising
▪ Affiliate Marketing
▪ Chat Bots and Live Chat
▪ Content Marketing
▪ Online Reputation Management
▪ Video Marketing
▪ Directory Management
▪ ROI Measuring Tools
▪ Call Tracking
▪ Analytics
7. Digital Marketing Objectives
▪ Marketing to the right people at the right time in the right places
▪ Motivate your audience to take action
▪ Increase ROI
▪ Increase lifetime spend of each custiomer
10. Advantages of SEO
▪ Your website will be found
▪ Improve your competitive edge
▪ Expand your customer base and target
audience
▪ Cost effective
▪ Long term standings
▪ Free traffic
▪ Higher sales (ROI)
▪ Global reach
▪ All the results can be measured
▪ Better conversion
▪ Pull marketing
▪ Increased visibility
▪ Your own 24 hour marketing team and
shop front
11. Disadvantages of SEO
▪ Takes a lot of work and time in many cases
▪ The more competitive your market, the harder it is to get good SEO
▪ Ongoing process
▪ Domain age plays a role
▪ Can’t always guarantee you rank for what you want to rank for
▪ Dependent on user interaction
12. Basic SEO
▪ Title tags
▪ H1 tags
▪ Fresh and engaging content
▪ Alt text
▪ Image optimization
▪ Focus on user experience
▪ Sitemaps
▪ Keyword research
▪ Anchor text links
▪ User friendly URLs
▪ Unique content
▪ Mobile optimization
▪ Site speed
▪ Page authority and Domain authority
15. Advantages of PPC
▪ Very fast
▪ Guaranteed first page on Google
▪ Easy to measure ROI
▪ Can pay for ads almost anywhere
▪ Flexible
▪ Can make millions
16. Disadvantages of PPC
▪ Can cost millions
▪ Less trusted
▪ Complicated
▪ Pay regardless of sales
▪ Restricted to text and or image ads
▪ Traffic stops when you stop paying
▪ Can be expensive
▪ No Guarantees
17. PPC Strategy
▪ Research keywords
▪ Choose target demographic
▪ Write engaging attractive ads
▪ Be mobile compatible
▪ Focus on quality of the ads and
content on the site
▪ Utilize long tail search keywords
▪ Create a dedicated landing page
▪ Constantly monitor ad performance
▪ Focus on ROI
▪ Split test multiple ads and campaigns
▪ Test and retest your campaigns
▪ Deliver on your ad promises
20. Advantages of Social Media Marketing
▪ Best targeting possible
▪ Can yield high ROI
▪ Generally lower cost than PPC
▪ Reroutes traffic easily
▪ Can go viral
▪ Increase Mind Share quicly
▪ Increase heart share quickly
▪ Target people on an emotional level
▪ Can be fun
▪ Engages audience like no other
marketing can
▪ Can be worked into every digital
marketing strategy
21. Disadvantages of Social Media Marketing
▪ If you aren’t careful or genuine you can hurt, not help your reputation
▪ More time consuming than other digital marketing tools
▪ No short term ROI
▪ Everything is public
▪ Can cause you to lose focus on the end result desired
22. Social Media Strategy
▪ Write engaging enticing content to link to
▪ Target the right people for your product or service
▪ Write engaging ads
▪ Reply often and be a part of the online community
▪ Use a lot of video when possible
▪ Be specific in what you hope to accomplish
▪ Use the right technologies for the right audience
25. Tools of Measuring ROI
▪ Analytics
▪ Call Tracking Metrics
▪ Ecommerce tracking
26. What are you measuring?
▪ Everything
▪ Cost per click
▪ Cost per visit
▪ Time on site
▪ Entrance pages
▪ Exit pages
▪ Bounce rate
▪ Cost per customer acquisition
▪ Click through rate
▪ Everything Cont…
▪ Conversion rates
▪ Best converting pages
▪ Best converting ads
▪ What service or items sell best
▪ Which traffic sources send the best
traffic
▪ And more…
29. Content Marketing Advantages
▪ You own the content
▪ You can create a following
▪ When done correctly, others will share your content for you
▪ Free foundation for advertising your products and services
▪ Market to a wide demographic
▪ Subconsciously sell your products and services
32. Digital Marketing Overview
▪ SEO
▪ User experience and page
optimization
▪ Domain and Page Authority
▪ PPC
▪ Right ads for the right people in the
right place at the right time
▪ Quality of ad and landing page
▪ Social Media
▪ Engage your audience
▪ Make it fun or otherwise
emotionally engaging
▪ Content Marketing
▪ Engaging content you own
▪ Measure Everything