Digital Marketing Channels Guide
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Digital Marketing 101 covers the very basics of digital marketing. You will learn about each digital marketing channel, some best practices, and how to create and implement a digital marketing strategy.
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Digital Marketing Channels Guide
- 1. Digital Marketing 101 iBoomerang.com | @iboomerang | (937) 387-0655 1
- 2. What is Digital Marketing? SECTION 2
- 3. Digital Marketing [di-ju-tul marh-ki-ting] - noun “The promotion of products or brands via one or more forms of electronic media.” 3
- 4. in other words… 4
- 5. Promoting your business via… Digital Marketing Websites & SEO 5
- 6. Promoting your business via… Digital Marketing Websites & SEO Email 6
- 7. Promoting your business via… Digital Marketing Websites & SEO Email Mobile & Text 7
- 8. Promoting your business via… Digital Marketing Websites & SEO Email Mobile & Text Streaming Audio & Video 8
- 9. Promoting your business via… Digital Marketing Websites & SEO Email Mobile & Text Streaming Audio & Video Social Media 9
- 10. Promoting your business via… Digital Marketing Websites & SEO Email Mobile & Text Streaming Audio & Video Blog Social Media 10
- 11. Promoting your business via… Digital Marketing Websites & SEO Email Mobile & Text Streaming Audio & Video Blog Social Media Digital Reputation 11
- 12. Promoting your business via… Digital Marketing Websites & SEO Email Mobile & Text Streaming Audio & Video Blog Social Media Digital Advertising Digital Reputation 12
- 13. “So digital marketing is the same as tradition marketing but on the internet?” 13
- 14. Not quite… 14
- 15. In the old days… 15
- 16. Marketing meant interrupting customers. 16
- 17. Customers received messages whether they wanted to or not. 17
- 18. Common methods included: 18
- 19. This method is now called Outbound Marketing 19
- 20. Digital Marketing paved the way for Inbound Marketing 20
- 21. or “pulling” customers towards you 21
- 22. Digital Marketing Basics SECTION 22
- 23. Digital Marketing Websites & SEO Email Mobile & Text Streaming Audio & Video Blog Social Media Digital Advertising Digital Reputation 23
- 24. Websites & SEO Why Are Websites Important? • Your business information o Products and Services o About Me o Contact • 24/7/365 Salesman • Drive Business o Use URL in “traditional marketing” mediums o Use SEO 24
- 25. Websites & SEO Search Engine Results Page (SERP) Keyword or Keyphrase 25
- 26. Websites & SEO Best Practices • Good Website Design Clean and concise navigation Calls out main focus Highlights Benefits Leads to rest of site 26
- 27. Websites & SEO Best Practices • Good Website Design • Informative Content Graphics Subhead Content Bullet Points 27
- 28. Websites & SEO Best Practices • Good Website Design • Informative Content • Relevant Keywords 28
- 29. Websites & SEO Best Practices • Good Website Design • Informative Content • Relevant Keywords • Meta Data 29
- 30. Websites & SEO Best Practices • Good Website Design • Informative Content • Relevant Keywords • Meta Data • Earn Backlinks 30
- 31. Blog Best Practices • Blog Often o Higher Search Results o More indexed pages = more traffic = more leads = $$$ • Variety o Company News (new carriers, new products, etc.) o Industry News o How-To Guides, Top 10 Lists, etc. o Client Case Studies • Share 31
- 32. Digital Advertising Types Pay-Per-Click (PPC) Display Advertising Social Media Advertising 32
- 33. Digital Advertising Types Pay-Per-Click (PPC) 33
- 34. Digital Advertising Types Display Advertising 34
- 35. Digital Advertising Types Social Media Advertising 35
- 36. Digital Advertising Types Pay-Per-Click (PPC) Best Practices Display Advertising Social Media Advertising • Read Rules Carefully • Eye-Catching Graphics • Call-to-Action 36
- 37. Email Marketing Best Practices Dear Brittany, 37
- 38. Email Marketing Best Practices • Personalize Dear Brittany, 38
- 39. Email Marketing Best Practices • Personalize • Compelling Headlines Dear Brittany, 39
- 40. Email Marketing Best Practices • Personalize • Compelling Headlines • Brief, Informative Copy Dear Brittany, 40
- 41. Email Marketing Best Practices • Personalize • Compelling Headlines • Brief, Informative Copy • Clear Call-to-Action Dear Brittany, 41
- 42. Email Marketing Best Practices • Personalize • Compelling Headlines • Brief, Informative Copy • Clear Call-to-Action • Clean Design • Interesting Graphics Dear Brittany, 42
- 43. Email Marketing Best Practices • Personalize • Compelling Headlines • Brief, Informative Copy • Clear Call-to-Action • Clean Design • Interesting Graphics • Contact Information 43
- 44. Email Marketing Best Practices • Personalize • Compelling Headlines • Brief, Informative Copy • Clear Call-to-Action • Clean Design • Interesting Graphics • Contact Information • Privacy Policy 44
- 45. Mobile Marketing Best Practices • Mobile-Friendly Website 45
- 46. Mobile Marketing Best Practices • Mobile-Friendly Website o QR Code 46
- 47. Mobile Marketing Best Practices • Mobile-Friendly Website o QR Code • Mobile-Friendly Emails 47
- 48. Mobile Marketing Best Practices • Mobile-Friendly Website o QR Code • Mobile-Friendly Emails • Ask for permission 48
- 49. Mobile Marketing Best Practices • Mobile-Friendly Website o QR Code • Mobile-Friendly Emails • Ask for permission • Segment customer lists 49
- 50. Mobile Marketing Best Practices • Mobile-Friendly Website o QR Code • Mobile-Friendly Emails • Ask for permission • Segment customer lists • Timing is Everything 50
- 51. Mobile Marketing Best Practices • Mobile-Friendly Website o QR Code • Mobile-Friendly Emails • Ask for permission • Segment customer lists • Timing is Everything • Test & Learn 51
- 52. Streaming Audio & Video Best Practices 52
- 53. Streaming Audio & Video Best Practices • Be Organized 53
- 54. Streaming Audio & Video Best Practices • Be Organized • Provide Notes 54
- 55. Streaming Audio & Video Best Practices • Be Organized • Provide Notes • Create Content, Not Ads 55
- 56. Streaming Audio & Video Best Practices • Be Organized • Provide Notes • Create Content, Not Ads • Optimize to Help SEO 56
- 57. Streaming Audio & Video Best Practices • Be Organized • Provide Notes • Create Content, Not Ads • Optimize to Help SEO • Be Consistent 57
- 58. Streaming Audio & Video Best Practices • Be Organized • Provide Notes • Create Content, Not Ads • Optimize to Help SEO • Be Consistent • Engage 58
- 59. Social Media Best Practices 59
- 60. Social Media Best Practices • Set up Business accounts 60
- 61. Social Media Best Practices • Set up Business accounts • Network 61
- 62. Social Media Best Practices • Set up Business accounts • Network • Listen 62
- 63. Social Media Best Practices • Set up Business accounts • Network • Listen • Be Visual 63
- 64. Social Media Best Practices • Set up Business accounts • Network • Listen • Be Visual • Use Unique Functionality 64
- 65. Social Media Best Practices • Set up Business accounts • Network • Listen • Be Visual • Use Unique Functionality • Promote 65
- 66. Social Media Best Practices • Set up Business accounts • Network • Listen • Be Visual • Use Unique Functionality • Promote • Measure 66
- 67. Digital Reputation Best Practices • Establish Credibility 67
- 68. Digital Reputation Best Practices • Establish Credibility • Build Your Persona 68
- 69. Digital Reputation Best Practices • Establish Credibility • Build Your Persona • Branch Out 69
- 70. Digital Reputation Best Practices • Establish Credibility • Build Your Persona • Branch Out • Ask 70
- 71. Digital Reputation Best Practices • Establish Credibility • Build Your Persona • Branch Out • Ask • Respond 71
- 72. Digital Reputation Best Practices • Establish Credibility • Build Your Persona • Branch Out • Ask • Respond • Publish 72
- 73. Digital Marketing Strategy SECTION 73
- 74. 1 P.A.M. Persona, Audience, Message Persona What is your demeanor? What is your communication style? How would I describe my business? Audience Who is your ideal audience? Which platform is my audience on? How will I engage with my audience? Message What message are you sending? Will my message help my audience? What am I looking to achieve with social media? 74
- 75. 2 Test Multiple Mediums Earned Media, Paid Media, Owned Media Earned Media Generating traffic through organic means Paid Media Paying for advertising to attract customers Owned Media Communication channels within your control Websites & SEO Mobile Email & Text Pay-Per-Click Display Ads Streaming Audio & Video Blog Social Media Digital Advertising Digital Reputation Websites & SEO Blog Social Media Advertising 75
- 76. 3 Analyze Measuring Results and ROI Best Practices • Google Analytics o Number of Visitors o How long they stayed o What they did on the site • Google Webmaster Tools o Keywords that work o Keywords to add into content • Social Network Analytics o Likes, Comments, Shares o Effective Content Digital Marketing Websites & SEO Email Mobile & Text Streaming Audio & Video Blog Social Media Digital Advertising Digital Reputation 77
- 77. In Summary… 78
- 78. Set Goals Develop Channels Create Content Marketing Plan Build Audience Analyze Results 79
- 79. Questions? 80
Hinweis der Redaktion
- First, let’s go over the phrase “digital marketing.”
- Or in other words…
- … it’s promoting your business using websites and SEO,
- Mobile and text marketing
- Streaming radio and videos
- Blogging
- Maintaining a good reputation
- So you might be thinking that digital marketing is the same as what’s known as traditional marketing, but on the internet.
- Marketing was done by interrupting customers
- Common methods of traditional advertising includes TV commercials, Radio commercials, telemarketing calls, print ads in newspaper and magazines, and junk mail. I’m sure we’ve all been a victim of traditional marketing.
- This method of interrupting a customer is now called Outbound Marketing. You are pushing your message OUT to the consumer. And these channels were really successful for a long time, but they aren’t as effective in today’s modern age.
- With the internet and digital marketing, we’ve paved the way for Inbound Marketing.
- Or pulling the customers towards you. Inbound marketing helps take care of two big problems that come with traditional marketing – one-way communication and no real time feedback. Traditional marketing channels aren’t conductive to dialogue between the marketer and the customer. Also, the rapid explosion of Internet and social media has meant that ‘real time’ communication is key. While traditional marketing is all about impressions, digital marketing focuses on the more important aspect of creating an experience for users. I’ll get into more specific strategies in a little bit, but first I want to talk about the different digital marketing channels.
- Here again are the 8 main channels of Digital Marketing. We’re going to start with Websites and Search Engine Optimization, or SEO.
- In today’s society, it’s essential that you have a website. Whether you pay a little extra to get a custom site or use one of the subsites provided by USABG, having an online presence is important because it helps your company get found online and provides your target audience with information about your products or services. It also serves as a kind of 24/7 salesman because anyone can hop on at any time to learn more about the products that you sell and then contact you for either additional information or to purchase a product. The website also drives business because you can include your web address in your traditional marketing mediums and help boost viewership by using Search Engine Optimization.
- First, make sure you have a good website design. It should be clean with eye-catching graphics, have clear and intuitive navigation, and be informative. When creating your website, just be sure that the overall design is user friendly. If your website is unattractive to your audience, they will not stay on your site and this can hurt your efforts.
- What I mean by this is to add relevant keywords (or the terms people search for) to your content in ways that are readable. Analyze search traffic to learn more about your target audience, and then add relevant keywords to your website content. Some suggestions for pages are FAQs sections, customer testimonials, linking your website to a blog, or even providing video and audio transcription on your site. You can see here the keywords that Starbucks includes on their company page.
- Fill out your meta data. This information tells search engines what your website and its pages are about and affects how a search engine ranks your website. It also appears in the search engine results to inform the searcher what the website is about. Notice the meta data includes the same keywords that can be found in the content on the actual page.
- One good way to earn backlinks is by blogging. Blogging allows you to establish yourself as an expert in your field and provide your audience with valuable information they can use. Since blogs are updated regularly, it’s an easy way to keep your audience coming back to your site, and this builds brand loyalty. It also builds your credibility with OTHER industry experts, who should link back to your blog when they write a related article.
- The first main type of digital advertising is called Pay-Per-Click or PPC. These are the sponsored listings that appear at the top and on the side of search engines. Companies only have to pay for the ad when a user click on the ad.
- The second type is called Display Advertising. These are the banners ads that appear on different websites, often at the top and on the sides.
- As for some best practices: First, read the rules carefully. Facebook, for example has an 80/20 rule where your advertisement cannot consist of more than 20% text. You should use good images so that more people will be interested in your ads, and you should make sure there is a clear Call-to-Action. A call-to-action is the text that tells the viewer what to do, so you’re ads might say something like “Get a Quote” or “Sign up for my newsletter.”
- Come up with compelling headlines to grab the interest of the reader.
- As with digital advertising, have a clear call-to-action. The user should know exactly what you want them to do or the purpose of the email.
- Include your contact information so the reader knows how to reach you if they have more questions.
- And it’s highly recommended to include a privacy policy link that explains to the reader how their information is being used.
- Like Kayla mentioned before, you should also taken advantage of QR codes. These markers are printed on your other marketing materials, and then a mobile user can scan the image and will be immediate sent to your website.
- Did you know that 51 percent of consumers most often check their email on a smartphone or tablet? Did you know that if an email doesn’t look good on a mobile device, 80 percent of their readers simply delete it!? This is why it’s important to create emails that are mobile-friendly. Key elements of a good mobile-friendly email include: Short headers; Large text and buttons (finger tapping size); Single column layout
- Gather preferences and critical information during the opt-in process and leverage your CRM data. Combine those preferences with segmentation data and customer insights to create high-value messages that target users based on their preferences, needs, and interests.
- Finally, test and learn. Find the most effective text messages and the best times to send them.
- Provide notes for listeners to review before and during the episode Episode notes can be as simple as a bulleted list in a downloadable text document, or as complex as a live web page. Notes also help the hearing impaired enjoy your content.
- Use proper tagging of metadata This is important to ensure your podcast can be found and organized by podcasting software and directories. Metadata is additional information embedded in an object that provides descriptive information to software about that object.
- Be Consistent. If you’re going to do a podcast or YouTube series, make the time in your schedule to do them and keep to it. Consistency will keep your listeners and viewers coming back.
- There are billions of people using social media today, and social media marketing is a digital marketing tactic that many companies have started to implement. One simple way to market via social media is to simply create social media accounts and interact with and engage your audience.
- One of the first things you’ll want to do when setting up social accounts is to network with other professionals and businesses. Not only will they help you promote yourself, they’ll also give you content ideas that you can use to attract new clients.
- You should really get to know the ins and outs of each network and learn to appreciate them for their unique functionality. For example, it’s OK to send 5 tweets every hour, but if you post that often on Facebook, Facebook will see that as spam and intentionally hide your posts from news feeds. There is a unique benefit to each social network out there.
- And finally, measure your results. If a particular type of post gets more likes and shares than another, make more of those types of posts. You should also keep track of the number of followers you have and compare the monthly and eventually yearly statistics.
- The key to building a good online reputation is establishing your credibility. The more trustworthy you appear, the better chance potential and current clients will keep coming back to you. There a few ways we can do this…
- It’s not enough to only be active on your own social media platforms. You need to branch out and participate in social media discussions that revolve around other topics of your brand’s interest. Staying active on other channels increases visibility, draws attention to your own page and guarantees that your message will get delivered to the right people at the right place.
- You also want to respond to the reviews to keep that conversation going. Always respond to any negative reviews, but you have to be careful when you do it. It’ll be difficult, but you have to refrain from becoming too defensive. Take a deep breath and explain your side of the story when you respond. If you’re too hostile or block the review or don’t respond at all, this can turn off other potential clients.
- And finally, you should publish your reviews. Share them on other social networks and your website. Make them available to as many people as possible.
- The first step is to determine your persona, audience, and message so you choose the appropriate marketing channels for you. For your persona, question what is your demeanor. Are you more of an extravert and energetic, optimistic and quirky, easy-going and laid-back, or introverted and slightly eccentric? Then evaluate your communication style. Are you fast-talking and enthusiastic, articulate and persuasive, long-winded to cover all sides and options, or a polite listener and thoughtful? And then how would you describe your business? Does your brand have a personality now? Does it look like most of the companies in the category, or is it unique? Then you want to consider your audience. Who are your targeting with your content and which channels are they on? For example, if you’re focusing on the senior market, you’re probably best staying off of Twitter. However, if you’re looking to sign up those recent college graduates who just got kicked off of their parents’ plan, Twitter is the perfect choice. Finally, you want to think about the messages you’re sending. Are they informative and will they help your audience or does it just sound like you’re talking to yourself?
- There are also 3 types of content: Dedicated, Supplemental, and Social.
- Finally, you want to continuously measure your results. Set up your website on Google Analytics and Google Webmaster Tools to keep track of the number of visitors you have had to your website and how long they stayed there. Google will also tell you the most successful keywords for your website. As long as you set up BUSINESS accounts on social media, you’ll have access to analytics. This is an easy way to keep track of likes and shares and which content is the most successful.
- First, set your marketing goals. Ask yourself what you want to accomplish through digital marketing. Then, set up all of your marketing channels, create content, and build your audiences. Finally, you want to measure your results to find what is working the best.