We break down the tactics, tips, and tools we can use to grow our businesses. Digital marketing can be confusing for small businesses. Here we break down our recommendations on strategies for growing a business.

1. Digital Marketing Best
Practices and Analytics
An Overview of Tools and Practices

2. “Would you tell me, please,
which way I ought to go from
here?” asked Alice.
“That depends a good deal on
where you want to get to,” said
the Cat.“I don't much care
where,” said Alice.
“Then it doesn’t matter
which way you go,”
said the Cat.

3. Good ROI (Return on Investment)

4. Good marketing is an investment. It only
becomes an expense when you don’t get
a return (or you don’t know what that
return is).

5. Who I am?
Tyler Brooks - Quantitative Growth Strategist
Founder // Analytive
MBA and BA in Entrepreneurship
Google Analytics and Adwords Certified
Email: tyler@analytive.com
Cell: 574-780-4207

6. Part 1: Define Your Goals

7. Micro and Macro
Conversions

8. Macro
● Make a purchase
● Visit a store
● Sign up to volunteer
● Download a coupon
● Make a donation
Micro
● Sign up for an email list
● Engage on social media
● Watch a video
● Download a whitepaper
Your analytics
should track
these!!!!!!

9. Macro
● Make a purchase
● Visit a store
● Sign up to volunteer
● Download a coupon
● Make a donation
Micro
● Sign up for an email list
● Engage on social media
● Watch a video
● Download a whitepaper

10. Personas

11. Questions to Ask
When developing personas
Source: https://cdn2.hubspot.net/hub/137828/file-17623295-pdf/product%20classes/buyer%
20personas/developing-personas.pdf

12. What is their demographic information?

13. What is their job and level of seniority?

14. What does a day in their life look like?

15. What are their pain points?
What do you help them solve?

16. What do they value most? What are their
goals?

17. Where do they go for information?

18. What experience are they looking for
when seeking out your products or
services?

19. What are their most common objections
to your product or service?

21. Part 2: The Funnel

22. Your Website
($$$)
Email Marketing

23. Your Website
Email Marketing

24. Part 3: The Tools

25. Website

26. A Good Website Answers:
● What do you do?
● Why do I (the customer) care?
● How do I get in touch with you?

27. Website Building Tools

28. Website Building Tools

29. Website Building Tools

30. Website Technical Optimization
● Mobile Friendly
● Loads quickly
● Visually Appealing
● On-site SEO optimization

31. SEO

32. Traditional SEO is a function of:
● Content (keywords and relevant text)
● Links (how many people link back to your site)

33. Is your website the best result
for the query?

34. Social Media

35. 0.3%
Total Social Media Sales

36. Most articles on social media are like:

38. You suck at social media.
But it’s not all your fault.

39. The deck is stacked against you.

43. 10%Conversion Rate

45. At $100 per conversion:
Email - $1,000
Facebook - $150

46. Facebook doesn’t want you
to succeed organically.

47. They want you to pay them to reach
your own followers.

48. Social media will continue to have
diminishing returns.

49. In other words, the original promise of
social media to create meaningful
relationships with your customers is
basically dead.

50. So what do you do?

51. Option 1: Drive engagement

52. Engage Emotionally

53. Emotional Engagement:
● Joy
● Anger
● Sadness
● Humor
● Interest/Curiosity
● Usefulness/Value

54. Case Study

55. 12,000 Customers in First Two Days

56. What They Do Differently:
● Content Creation
● Highly Human
● Humorous
● Great Product

57. People want to be entertained.

58. Fundamentally, this is TV advertising
adapted to social media.

59. *Also, results not typical.

60. Option 2: Move Followers to Other
Channels

61. Your Website
($$$)
Email Marketing

62. Email Marketing

63. Good email marketing needs to be a part
of your content strategy.

68. Email Marketing
● Subject
○ Engaging
○ Intriguing
○ Determines open rate
● Body/Content
○ Write with customers in mind
○ Determines click-thru rate

69. PPC

70. PPC (Pay Per Click) advertising is the
easiest to quantify

71. ● Targets Intent
● Useful for searched terms
● Display network ads can do
remarketing
● Useful for products people
know they want
● Targets
Demographics/Interests
● Useful for products people
don’t know they want

72. Part 4: Putting It Together

73. What do I want to accomplish?

74. Goal: I want to build an email list that I
can market to in the future.

75. Steps:
● Goal - Build an email list
● Medium - Social PPC
● Create:
○ Email course
○ Landing Page
○ Facebook Ad
○ Define Analytics
● Budget - $35

79. Results:
$35 spend
55 clicks
~20 subscribes
$1.75 per email

80. Why Does This Work:
● We have a goal
● We go where people are
● We give value
● We have a way to measure the goal

81. “I don’t have a digital product.”
● Use geotargeting (location based ads)
● Add a coupon or a discount (free drink, free app, etc.)
● Go back and read point two ^ (GIVE AWAY FREE
STUFF!)
● Key each coupon so you can track them

82. Why It Makes Sense to Buy Your Customers a Beer
● Free Beer (Cost is 25%)
○ Beer is $5 ($1.25)
● Most people buy two! If you give away a beer and
someone buys another one, you still make $2 in revenue
after COGS.

83. “The Advertising man studies the consumer. He
tries to place himself in the position of the buyer.
His success largely depends on doing that to the
exclusion of everything else.”
-Claude Hopkins

84. Who I am?
Tyler Brooks - Quantitative Growth Strategist
Founder // Analytive
MBA and BA in Entrepreneurship
Google Analytics and Adwords Certified
Email: tyler@analytive.com
Cell: 574-780-4207

85. Credit:
Store by Chameleon Design from the Noun Project