When you are just starting your company, digital marketing can be overwhelming: where do you start, what do all the terms mean, what is SEO, etc.? This presentation is a high-level overview of the building blocks for a digital marketing campaign, a digital marketing 101.
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Digital Marketing for Startups
1. get started with
DIGITAL MARKETING
with
Emily Reeves Dean
re a d e r.w r i t e r. s e e ke r
c r e ati n g o r d e r f r o m c h a o s
2. 20 YEARS AD AGENCY EXPERIENCE
RESEARCH
DIGITAL MARKETING
CONTENT MANAGEMENT
ANALYTICS
PROJECT MANAGEMENT
COMMUNICATIONS STRATEGY
TECHNOLOGICAL EXPLORER
A B O U T M E
re a d e r.w r i t e r. s e e ke r
c r e ati n g o r d e r f r o m c h a o s
7. Target Audience Research
• Segments and personas
• Why are they coming to your site?
• What questions are they asking?
Key Word Research
• Moz
• Google Keyword Planner
Competitive Research
• How can you differentiate?
Content Delivery
• Text
• Photos
• Video
• Graphics
• Downloads
• Links
CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
WEBSITE
8. CONTENT OUTLINE
ARCHITECTURE
TECHNOLOGY
DESIGN
CONTENT
ANALYTICS
Organization
• Easy site navigation
• How will a visitor move through the site?
• What gets the most prominence?
• Will there be landing pages for specific
messages?
Features
• Email sign-up
• Contact forms
• eCommerce
• Interactive elements
• Paywall/membership access
WEBSITE
15. ORGANIC
PAY PER CLICK (PPC)
DISPLAY/BANNER ADS
The Algorithms
• Keywords used in site content
• Keywords used in page titles and descriptions
• Keywords used in page URLs
• Freshness of content
• H1 tags, alt image tags, image names
• Backlinks
• Site load time
• Mobile-friendly
SEARCH
16. ORGANIC
PAY PER CLICK (PPC)
DISPLAY/BANNER ADS
Google AdWords
• Purchase a set of keywords
• Users search keywords -> see ads
• Users click on ad
• You pay, per ad click
Robust Targeting and Budgeting Options
• Target by country, region, city or geographical
area
• Target by device (mobile or desktop)
• Budget by campaign, time of day or day or
week
Some Details
• Copy matters: make sure your link goes to
content relevant to that term
• Advertisers can bid on your brand name
• Advertisers cannot user your brand name in
ad copy
• Get specific with broad match, exact match,
phrase match, negative keywords
SEARCH
17. ORGANIC
PAY PER CLICK (PPC)
DISPLAY/BANNER ADS
Can Be Purchased Through Search/AdWords
Campaigns
• Appear next to content on various websites in
text, image or video format
• Best for increasing awareness, not for CTAs
• Target in a variety of ways: specific websites,
time of day, geography, etc.
SEARCH
20. TOPICS
TYPE
SCHEDULE
Considerations
• Do your thoughts advance a concept or idea?
• Are your thoughts actionable?
• How commercially relevant are your thoughts?
• Do you have data and research that back-up
your thoughts?
• Is your point-of-view new and fresh?
• Does your information offer a new insight?
• Can your thought leadership influence others?
• Will recipients of your thought leadership
change the way they think or act about
something?
CONTENT
21. TOPICS
TYPE
SCHEDULE
Some Options
• Events
• Lists
• Checklists
• Review articles
• Comparison
• How to
• Industry news
• Case study/testimonial
• Multimedia article
• Live blog
• Infographic
• White paper
• Tips and tricks
• Best practices
• Buying guides
• Opinions
• Predictions
• Tutorials: written, video, graphics
• Quizzes
• Calculators
CONTENT
25. SHAREABLE CONTENT
ENGAGEMENT
TRACKING
Drivers
• What do you want people to think, say or do
when seeing your content?
• Know your audience
• Target the message to specific audiences and
segment if necessary
SOCIALMEDIA
30. RETARGETING
SOCIAL ADS
TEST AND LEARN
Is The Phone Listening?
• Target people who have visited your site or
searched for your product
• Ads “follow” users around the Internet
• Most visitors don’t take action the first time
they visit your site
• Keeps your brand top-of-mind
PAIDMEDIA
31. RETARGETING
SOCIAL ADS
TEST AND LEARN
Targeted
• Appear like regular posts in social streams
• Can also appear like display ads by content
• Very targeted
• Visually engaging
PAIDMEDIA
32. RETARGETING
SOCIAL ADS
TEST AND LEARN
Incrementally Increase
• Small amounts of money can have a big
impact in digital media buys
• Split A/B testing
PAIDMEDIA
35. DATABASE
EXECUTE
OPTIMIZE
Own It
• Build list organically through website signups
• Encourage subscribers to share (if you have
great content)
• Keep it clean
• Provide preferences for people to select how
often they want to hear from you
EMAIL
36. DATABASE
EXECUTE
OPTIMIZE
Remember, They Opted In
• Map the content
• Use images
• Make it mobile friendly
• Text 15 pt minimum
• Follow SPAM compliance
• Use a service provider (i.e., Mailchimp,
Constant Contact)
EMAIL
37. DATABASE
EXECUTE
OPTIMIZE
Look At The Analytics
• Test subject lines
• Look at open rates
• Look at click-through rates
• Look at open frequencies
EMAIL
40. WHAT
WHY
HOW
Influencers, Advocates, Passionate Followers
• Significant follower counts
• Active engagement with followers
• Has power to influence people in your target
audience
• Represent the brand characteristics
• Like a celebrity endorsement
AMBASSADORS
42. WHAT
WHY
HOW
Initiate Contact
• Direct messages
• Comments
• Website applications
• Agents
Compensation
• Product
• By average engagement
• By number of followers
• Reciprocal promotion
AMBASSADORS