PSU – Intro to Digital Strategies Certificate

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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.
      • 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.
  • Advocacy:
    • Promotion: Affiliate / influencer
      • Intent-Based Customer Journey
  • 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
  • Affiliate/influencer, content, social media, & email marketing
    • Digital Marketing Strategy
      • Digital Channels: know where target is on.
        • Website best practices
        • SEO
        • PPC

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
    • 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
    • How It Works
      • Claim a niche market
      • Identify niche partners
      • Develop compelling creative
      • Continuously recruit new partners
      • Nurture your affiliate relationships
  • 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…
  • 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
    • 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
    • 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

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
  • 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.
  • 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?

Afternoon project

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