
WM401 Intro to Digital Strategies
3/20/20
- Course, Instructor, and Student Introductions
- Introduction of digital marketing and the customer journey
- Marketing research, segmentation, targeting, & goal setting
- Websites, SEO, and PPC advertising
- Affiliate/influencer, content, social media, & email marketing
- Creating a digital marketing strategy project
3/27/20
- Review of day one project and fine-tuning of digital strategy
- Importance of branding
- Anatomy of marketing campaigns
- Measurement and analytics
- Digital marketing roles and disciplines
- Personal branding
- Creating digital marketing campaigns project
Notes
1st Day
- Introduction of digital marketing and the customer journey
- Strategy
- it’s the map that informs all the marketing actions
- Customer Journey
- You influence customer journey
- Awareness > consideration > purchase > retention > advocacy
- Awareness:
- Social ads targeted for this demo/keyword users
- Consideration
- Engagement: this is a section within “Consideration”. We already know who these people are.
- Content Marketing
- Social Media Marketing
- Email Marketing
- Subscription: in between engagement and conversion. Also know as a mini- conversion.
- Engagement: this is a section within “Consideration”. We already know who these people are.
- Purchase
- Conversion: offers or deals, free trial, upgrades—there are levels of conversion too.
- Excitement: helps lead to retention and loyalty. Excitement in your purchase / brand. Enforces the customer’s purchase decision.
- Ascension: Cross & up selling. Increases loyalty.
- Awareness:
- Advocacy:
- Promotion: Affiliate / influencer
- Intent-Based Customer Journey
- Promotion: Affiliate / influencer
- Marketing research, segmentation, targeting, & goal setting
- Research
- Define problem: case studies, consultants
- Design research
- Collect data:
- Analyze data: look for patterns and trends
- Report
- 4 types of Market Segmentation
- Demographic
- Geographic
- Psychographic
- Behavioral
- Goal Setting
- Vision: overall
- Goal: general. Make sure marketing is inline with the company’s overall goals.
- SMART objectives.
- Set KPIs
- Research
- Affiliate/influencer, content, social media, & email marketing
- Digital Marketing Strategy
- Digital Channels: know where target is on.
- Website best practices
- SEO
- PPC
- Digital Channels: know where target is on.
- Digital Marketing Strategy
2nd Day
Review
- Map the customer journey
- Create buyer/target customer personas
- Identify goals, objectives, and KPIs
- Evaluate & audit existing digital channels and assets
- Create content plans and action steps for owned, earned, and paid media
Continuation of digital channels/media/assets
- Digital channels: Your website is the hub, which you want to drive traffic to through social media and other channels. Social media should never be the hub.
- Social Media Marketing
- Is a channel for engagement and promotion (brand, products, or services)
- Stages:
- Social Listening: tuning into social conversations
- Social Influencing: leading and directing follower opinions and behaviors
- Social Networking: connecting with industry influencers and thought leaders
- Social Selling: converting by integrating with your funnel system
- Example:
- asos
- Clothing and accessories retailer
- 7.6 million Instagram followers
- Campaign: #AsSeenOnMe
- Created user-generated content (UGC) & fantastic customer engagement
- GE
- Multinational conglomerate
- 215,000 YouTube subscribers
- GE employees videos
- Humanizes the company
- Showcases new technologies
- Attracts high quality talent
- Airbnb
- Travel and accommodation platform
- 14.6 million Facebook likes
- Campaign: #TripsOnAirbnb
- 24-hour Facebook Live (6 streams) to launch Airbnb Experiences
- 6.2 million views in 13 countries
- Women’s March
- Movement
- Network of grassroots movements
- Hashtag: #WomensMarch
- March in Washington DC and smaller marches around the world drew 5 million people
- asos
- Benefits:
- Improves brand awareness and loyalty
- Broadens reach through social search
- Humanizes your brand
- Boosts customer engagement and helps with crisis management
- Targeted advertising and remarketing capabilities
- Turns employees and customers in advocates
- Email Marketing: mass communication for
engagement & promotion (products/services)
- Long-form direct communication
- Types
- Transactional: provide customer service
- Relational: engage subscribers and nurture relationships
- Promotional: generate sales
- How It Works
- Audience: segment and target
- Content: create and curate long and short form
- Automate: create automated and segmented drip campaigns
- ROI: delivers the best of all digital channels
- Core: central to customer lifecycle management
- Scalable: as your list grows or you expand geographically
- Best Practices
- Use a dynamic sign up form on website
- Focus on offer
- Link to a email service provider
- Trigger “welcome” series of automated emails
- Track traffic back to your website (UTM parameters)
- Encourage social media connection
- Elicit call-to-action or conversion
- Test different versions
- Benefits
- Delivers the best ROI of all digital marketing
- Impacts considerations, purchase, retention, and advocacy
- Behavioral marketing tool
- Highly targeted and personalized
- Automation capability
- Affiliate & Influencer Marketing: A
marketing arrangement where a company pays an external website or popular
person/brand/creator for traffic or sales generated from its referrals
- Example
- The Podcast
- Affiliate offer to podcaster on their website
- 50% off first payment
- The Podcast
- How It Works
- Claim a niche market
- Identify niche partners
- Develop compelling creative
- Continuously recruit new partners
- Nurture your affiliate relationships
- Example
- Influencers Marketing: Leveraging the
popularity, reach, and ability to influence of individuals/brands through
partnership, sponsorship…
- How It Works
- Look for influencers whose interests/passions match the tone of your brand (not just any mommy blogger)
- Understand their community and what moves their audience
- Create experiences for influencers to react to and share
- Invest in each relationship to earn trust – grow with them
- Customize your approach with each individual influencer
- Improves brand awareness, advocacy, promotion
- Broader reach through their establish…
- How It Works
- Content Marketing
- Value of Good Content
- Like
- Provides value without selling
- Engages your audience
- Opens up conversations
- Trust
- Helps people along the customer journey
- Nurtures customer relationships
- Encourages advocacy
- Like
- 3 Stages of Content
- TOFU: top of the funnel facilitates awareness
- Blog
- Vlog
- Social media posts
- Infographics
- Podcast
- Microsite
- MOFU: middle of the funnel facilitates
evaluation by offering lead magnets
- Educational resources
- Software download
- Discount/coupon
- Quiz/survey
- Webinar
- Event
- BOFU: bottom of the funnel
- TOFU: top of the funnel facilitates awareness
- Benefits
- Contributes to all digital marketing
- Affects every stage of the customer journey: aware, engage, subscribe, convert, excite, ascend, advocate, promote
- Builds trust, credibility, and likeability
- Eliminates some of sales process by influencing purchase decisions
- Cost-effective: 3x more leads than paid ads
- Value of Good Content
Anatomy of digital marketing campaigns
- Objective
- Key Performance Indicators
- Monthly new leads
- Cost per conversion
- Engagement rate
- Content
- Blog post
- Video
- Download
- Traffic Source
- Blog subscribers
- Google search
- Facebook ads
- Call-to-action
- Read more
- Subscribe to YouTube channel
- Click to download
Importance of measurement and the basics of analytics
- What is
- Data: facts or statistics to reference
- Analytics: patterns and trends
- Insights: actionable value
- How to measure
- integrated tools
- Google ads reports
- Standalone tools
- Direct feedback
- integrated tools
- Website Analytics
- Real time: What’s happening right now?
- Audience: Who visits the website?
- Acquisition
- Behavior
- Conversions
- Always Consider Context
- Historical: what does the history tell us to expect? E.g. seasonal slump
- External: what changes outside your contral might affect metrics? E.g. Google algorithm updates
- Contextual: how are you pulling the data? E.g. looking at raw numbers vs percentages
- Internal: have you made changes to strategy? E.g. website changes
Digital marketing roles and disciplines
- Strategist: responsible for identifying buyer/target personas, mapping the customer journey, establishing key success metrics, measuring and optimizing content, and ensuring all digital marketing activities
- Project Manager: Serves as a liaison between the digital marketing team and the rest of the organization managing the digital team and the requests from other departments.
- Inbound Marketing: Responsible for attracting traffic and qualified prospects, and converting them to leads by building and managing content, optimizing lead nurturing process, and executing multi-channel marketing campaigns.
- Content Writer: Writes copy in all forms (blog,
website, email, etc.) with knowledge of SEO and ability to write in a variety
of voices, to different audiences.
- Resource: https://copyblogger.com/
- Graphic Designer: Concepts and designs the graphic elements of marketing. Graphics are central to the brand and necessary for audiences to understand, remember, and differentiate messages beyond the text.
- Website Designer: A visual designer with website coding knowledge that creates the look, layout, and features of a website, executes all visual design stages creating wireframes, user flows, process flows, and site maps.
- Front End Developer: Implements visual elements a user sees and interacts with on a website using HTML, CSS, and Javascripts.
- Analytics Manager: Responsible for analyzing raw data and translating it into valuable insights by developing the right strategies for data collection and analysis, defining metrics, and selecting and configurations.
- SEO Specialist: Analyzes, reviews and implements changes to websites so they are optimized for search engines, thereby maximizing traffic quantity and quality to a website by improving page rank within search engines.
- PPC Specialist: Implements pay-per-click media strategies through new and existing campaigns by analyzing keywords and optimizing them for performance, testing ads, researching competitors, and creating reports.
- Email Marketing Manager: Responsible for creating and running email marketing campaigns, managing email.
- Social Media Marketing Manager: Responsible for creating and running social media campaigns and content while monitoring, responding, and building social connections across channels.
Strategies for building your personal brand online
- Personal Branding: Marketing yourself and your career as a brand by establishing and promoting your skills, expertise, experience, and values.
- Importance
- People are Googling you – i.e. screening you online
- Manage your online presence
- Cultivate opportunities and your career as a whole
- Make connections for yourself and your company
- Distinguish yourself from competitors
- Establish industry expertise and recognition
- Building your Brand: reinforce your
qualificaitonsand crage as trong presence with fresh content oan your
experticse
- Audit your search results
- Clean up unwanted content
- Define youself
- build
- Build Your Credibility: publish
- Write strategic content in the right places
- Pitch to third parties and get your content syndicated
- Keep track of engagement and analyze trends and patterns
- Consider using social media management tool
- Build Your Audience
- Get endorsements or mentions from respected instry leaders
- Reach out to who you know who could help you
- Connect with inspirational influencers and mentors
- Learn how they connect with
- Build Opportunities
- Networking
- Ongoing engagement
- Ongoing content creation: Canva.com (resource)
- Speaking gigs
- Interviews
- Blog exchanges
- Write a personal branding statement
- Who are you and what makes you unique?
- What is your vision for what you want to accomplish?
- What is your mission with your work, your life?
- What are your professional goals?
- Who is your audience? Who can you help?
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