August 10, 2017 at Chiang Kai Shek College. I shared my professional and expert knowledge regarding Digital Marketing to some 30-40 Filipino-Chinese marketing students of Chiang Kai Shek College Narra Campus. The title of my presentation is “Digital Marketing 101 for Filipino Millennials” where I spend more than an hour discussing what they must know about digital marketing. I hope to be back soon! Official FB photos: https://www.facebook.com/pg/jomerbgregorio/photos/?tab=album&album_id=1783996464974631

3. What Really is Digital Marketing?
Digital marketing simple put is the utilization of digital channels to help
businesses reach or target customers online in a cost-effective way.
Digital marketing like traditional
marketing can help any business to
grow their brand awareness or
generate sales/inquiries.

4. With the proliferation of digital
channels and the fact that most
people spend time online is a
testament that digital marketing is the
next big thing in reaching more
potential customers and
Digital Marketing is the FUTURE!
help a business grow without
spending too much.

5. Multiple studies confirm the importance of
DIGITAL MARKETING including:

6. What’s In It for Me? You May Ask!

7. Start looking at how to become a good
and effective digital marketer!
Want a High-paying JOB?

8. 2 Faces of Digital Marketing

9. How it Looks Like in Real Life

10. Yes you can if you follow what
I’ll be teaching you today!
Can I Do that Myself?

11. Our 4 Strategic Steps

13. WHY IS MARKET RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Creates a tailored Marketing Strategy
Carefully Plans your marketing
activities ahead
Creates an Optimized Digital Marketing
Strategy based on your allocated
budget

14. HOW TO DO MARKET RESEARCH?
2. Identify the KEY
Products And Services
1. Identify your UNIQUE
SELLING POINT (USP)
3. Identify your
TARGET MARKET

15. 4. Identify the Goals And Objectives of the
campaign
a. Lead Generation
b. Increased social media followers
c. Boost brand awareness
d. Generate Sales
5. Identify Key Competitors and check their activities online
HOW TO DO MARKET RESEARCH?

16. SAMPLE MARKETING RESEARCH PROFILE
USP – unparalleled service quality, offers mobile
tinting, competitive pricing, recognised as
nationwide leader in tinting cars in the UK.
Key Products/Services – luxury car tinting
service.
Target Market – luxury car owners and ordinary
car owners.
Goals and Objectives – Land/rank in first page of
Google UK for multiple keywords.
Key competitor – URL provided by client, can’t be
shown due to an NDA.

18. Provides you with a CLEAR ROADMAP on
marketing
Provides you with a CLEAR APPROACH towards
achieving business goals and objectives
Enables you to reach TARGETED AUDIENCES
effectively
Ensures you spend your ADVERTISING BUDGET
wisely
Increases RESULTS, CONVERSIONS and ultimately your
PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?

19. Goal Setting
Approach: Direct or Indirect Marketing
Channels and Tactics
Offers and Promotions
Execute Steps and Strategies
HOW TO CREATE A MARKETING STRATEGY?

20. Goals: Achieve multiple first
page listings in 4-6 months.
Approach: Indirect marketing via
SEO.
Channels: SEO, content
marketing, link building and PPC
(for support)
Promotions: n/a as its an SEO
campaign. Usually are
discounts, exclusive promos,
etc.
Execution: few days after
contract signing.
SAMPLE MARKET STRATEGY PROFILE

22. Social Media
Marketing
Search Engine
Optimization
Pay-per-click (PPC)
Marketing

24. SEO is the process of making your website and business WORTHY for
ranking at the top of SEARCH ENGINE RESULTS PAGES
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by
using a search engine
50% of mobile visitors who conducted local
search visited a store within the day.
And 34% conducted on computer did the
same.

25. SEO in the Flesh

26. The SEO Framework

27. The SEO Content Framework
Without content, the Internet
itself is nothing or not as useful
as we see these days.
A website content is the text, image, video, and
infographic that you usually find in a website.

28. Content
Framework

29. The SEO Content Frame Work

30. The SEO Backlink Framework
But the search engines along with
their super genius scientists have
always found a way to make their
algorithm safe with the abuse of
mass link builders and other spam
SEO experts/agencies.
Links, or backlinks, is
probably the holy grail of
search engine
optimization.
Some even said that the exact algorithm
of most search engines especially
Google heavily rely on links which
connect everything in the entire world-
wide-web.

31. Top Backlink Strategies

32. Expert Interviews (Sample)

33. Guest Post (Sample)

34. Actual Results of this Strategy
Starting numbers:
Top 3: 23 keywords
Top 4-10: 19 keywords
Current numbers:
Top 3: 34 keywords
Top 4-10: 46 keywords
Improvement:
Top 3: 11 keywords
Top 4-10: 27 keywords!!

36. SMM is the process of utilizing the TOP SOCIAL SITES to
create brand awareness, drive conversation and connect to
the most targeted audience as possible
Social media users have risen by 2.51
billion this year per Statista.com
Up to 96% of Small Business Owners use
Social Media Marketing.

37. 2 Faces of Social Media Marketing
Paid MarketingOrganic

38. Top Social Media Marketing Network
Facebook, Twitter, Instagram, Linkedin, Snapchat, Pinterest.

39. v
Organic Social Media Marketing
Organic social media strategies that works:
1.Posting company/brand updates
2.Upcoming events
3.Employee pictures
4.Quotes
5.Memes
6.Blog potsts/tips
Organic social media marketing is the process of using social
media marketing without paying for advertising.

40. Organic Social Media Marketing
Pros and Cons
Cons:
1.Least reach (has been declining
in the last 3-4 years)
2.Results will not be that big
3.Can’t create meaningful traction
Pros:
1.Does not cost any money
2.Can be done by you or your
employee
3.Good strategy to get a hang of it

41. Organic Social Media Marketing in the Flesh

42. Organic Social Media Marketing in the Flesh

43. Paid Social Media Marketing
1.Sales related offer (direct promotion of
products and services)
2.Lead generation
3.Retargeting
4.Website traffic generation
5.Blog posts (for more likes and clicks)
6.Legitimate boosting of page likes
Paid social media marketing is the process of using
social media channels for more reach and results.
Paid social media strategies that works:

44. Paid Social Media Marketing
Pros and Cons
Pros:
1.Reach are potentially endless
2.Results are potential big
(depending on how smart you use
the network)
3.You can do testing's and see
results pretty quickly
4.Advance targeting features
Cons:
1.Potentially cost a lot of money
2.You might loss money if you don’t
properly monitor your account.

45. Paid Social Media Marketing in the Flesh
Right ad paid social media
ads on Facebook.

46. Paid Social Media Marketing in the Flesh
Timeline paid social media ad on
Facebook.

47. Paid Social Media Marketing in the Flesh
Timeline paid social media ad
on Facebook (our internal
content promotion)

49. PPC Marketing is the process of using top
PPC networks such as Google Adwords to
reach potential customers who:
Already have a NEED for
products and services
Are ACTIVELY SEARCHING for these needs online

50. Google PPC Ads in the Flesh

51. Since the use of Ad Blocker plugins has become rampant since last
year, Companies are now slowly shifting their online advertising method
to NATIVE ADVERTISING
Popular international media websites
are already using this form of
advertising in their sites
It is used by local counterparts
including GMANetwork.com and ABS-
CBNNews.com among others

52. Native PPC Ads in the Flesh

53. PPC Marketing Process
Searchers Search Engines Advertiser

54. PPC Marketing
Important Aspects

55. PPC Marketing (Sample)
Ads Messages:
The New Age Service Management. The New TSM
Serving Small, Medium and Enterprise Clients.
Gain up to 20% ROI as you pay monthly.
Landing page – website.
Offer: Get 20% ROI.
CTA: Call Now or enquire now!
Conversions: Closed to 1M AUD worth of opportunity.
Keywords – field service management,
field management software.

56. Actual PPC Marketing Results (Sample)

58. Three Most Important Aspects of
Marketing Implementation
1. The actual marketing STEPS AND
GUIDELINE
2. Stick to the MARKETING PLAN and
STRATEGY
3. Work CONSISTENTLY

60. While many have succeeded in their Digital Marketing campaigns,
many have also failed miserably
The reason for failure is NOT that the campaigns lack creativity,
quality materials and qualified personnel

61. It’s because they failed to
establish Marketing Analysis
and Optimization

62. MARKETING OPTIMIZATION
vWHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
1. Identify what’s working and what’s not
2. Check which marketing channels produce the
most traffic and conversions
3. Check your visitor’s DEMOGRAPHICS and
BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5. Check which keywords have the most traffic
(and use them later for paid ads)

63. MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
1. Web analytics utilization
2. Data analysis
3. Optimized activities and re-
planning based on actual data
MARKETING OPTIMIZATION

64. TOP 3RD PARTY ANALYTICS
Google Analytics
Clicky
Statcounter
HubSpot
Adobe Marketing Cloud
GoSquared
Moz Analytics
Webtrends
MARKETING OPTIMIZATION

65. TOP HOSTED ANALYTICS
Piwik Open Web Analytics
Visitors
Pageviews
Traffic Referrals
Traffic Sources
Average Session Duration
Percentage of New Sessions
TOP WEB ANALYTICS METRICS
Demographics
Mobile and Desktop Users
MARKETING OPTIMIZATION

66. Analytics Snapshot in the Flesh

67. Analytics Snapshot in the Flesh
List of all traffic channels
or sources of visitors that
went to our DMP website.
Organic search tops all of
them, which means our
organic exposure is
definitely high!

68. Case Study for Optimization
Scenario: A logistic company in Manila wants to get rank for keywords relevant to their business
such as logistics company manila, logistics forward manila, etc.
For months we had done the SEO game plan I explained in the last slide.
Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the
title and put “Manila” in it.
Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.

69. Case Study for Optimization – 1st Page

70. Final Recap

71. Like my Page on Facebook to get the download link
of this presentation later today.
https://www.facebook.com/jomerbgregorio