Digital Marketing 

Business is not one thing (ITM, Marketing, Finance)

It is all of them together and about seeing the business as a whole

What comes before, Business Strategy or Business Marketing

Business Strategy; Derived from our Strengths, Resources, and Capabilities

Strengths

What do you do better in the eyes of the consumer?

Resources

What assets do we have access to?

Capabilities

What are we capable of doing now? What abilities can you develop in the future

Strategy

What should we do with them? Lead to goals

Tactics

How should we do it? Leads to Objectives and KPI's

KPI

Key Performance Indicator; makes sure you're meeting you're objectives and measures your success must be specific goals; put numbers to it

Measure each step to determine success or failure Quantitative (Revenue, Profit)

Two Ways to Develop Competitive Advantage

Cost Leadership and Differentiation

Cost Leadership

Running ones’ business efficiently and at the best price

Lower costs = higher profits for same goods

Lower costs can provide lower than typical market prices which can increase consumer demand and increase market share

Sustainability - can survive tough economic times

Lower costs provide more capital to re-invest in growth initiatives

Differentiation

How you set yourself apart from others

Be Unique, Different, and Better

Are you better for the customer or just unique?

Apple vs. PC’s

Low Cost Leader - Walmart

Differentiator - Publix

Role of CEO

Long term profitable growth

In an ethical manner

Profit

Don't have to take any money out like Revenue

Who Benefits from Profitable and Ethical Companies

Investors Owners Customers Employees Community

Primary Goal of a Business

Get and Keep customers Get a Customer: Drives Revenue Keep a Customer: Drives Profit

Why do You Want to Keep Customers?

Loyalty provides more sustainability for business

What are TWO Core Functions that Support Getting and Keeping Customers

Innovation

Creating something that somebody does not know they need

Marketing

Marketing Plan

Mission and Vision Mission statement and Vision statement Situation Analysis Goals and Objectives Goals are Strategic Objectives are Tactics Target Marketing Strategy Who are we marketing our products to? Implement Evaluate Control

Goals

Strategic Focus Big Ideas Qualitative

Objectives

Tactical Focus Step-by-step process to reach goals (customer specific product specs)

Mission Statement

What are you good at today?

Vision Statement

What do you want to be good at in the future?

Situation Analysis

Industry Company Customers Competitors

Customers

Develop Customer Personas Who are they? What do they value? Where do they consume information?

Who Should We Market To?

Customer Universe Segmentation Targeting Positioning

Customer Universe

Take notice of everybody Fiji Water - not marketed towards those who are thirsty

Segmentation

Breaking people into groups that the product can satisfy

Targeting

Targeting a certain group of people

Positioning

What provides from the most value to the customer

Product

What is the product?

Pricing

How are you pricing?

Promotion

How are you promoting your product?

Inbound Marketing

Pull Strategy Attract leads by providing content that is helpful for them and will organically lead to engagement Website Email Social Media Application

Outbound Marketing

Push Strategy Show content to as many users as possible to increase chances of reaching an interested audience CMS - Content Managing System HubSpot

Buyers Journey

Awareness Interest Consideration Conversion Retention

Awareness

Content marketing Display and Video Advertising Social Media Marketing

Consideration and Convention

Search Engine optimization Paid search

Retention

Email Marketing Automation Analytics

Discover Process

Finding out more about the other party involved and what they expect from experience

Define Client's Goals

Client expresses what they want and you guide them

Conduct Industry and Competitive Analysis

Expert grasp of the client’s industry and its competition

Deep Diving into Data

What are they doing and how are they doing it? Campaigns Website Social Media Analytical data

Audit Client's Marketing Assets

Look at all their assets and all their social media, campaigns, etc.

SEO Analysis

Understand competitive landscape and provide your client with some insight into opportunities that exist

Interview the Stakeholders

Getting buy-in from every part of the organization is important Get a better grasp on the business situation of the company so that you can align the marketing goals with those of the company

Experience the Brand

Turn to the customer way Bring qualitative information back to the client and discuss your experience - what’s good and what’s not so great

Two Primary Business Goals

Get Customers Keep Customers

Push Strategy for Outbound Marketing

Show content to as many users as possible to increase chances of reaching an interested audience

Offline Channels

Broadcast TV Radio Billboards Print Event Marketing

Online Channels

Pay Per Click Video and Display Ads Some Email

Pull Strategy for Inbound Marketing

Attract lead by providing content that is helpful for them and will organically lead to engagement

Digital Channels

Website Blogging Social Media SEO CTA’s Email Landing Pages Analytics

Contacts

Your contacts are the hear of your inbound marketing efforts Anybody your company markets to, sells to, partners with, engages with, or employs An individual who you’re creating a relationship with Identify what customers you match better with

STP

Customer Universe

Buyer Personas

Semi-fictional representation of your ideal customer based on real data and some select educated speculation about demographics, behaviors, motivations, and goals

Content Marketing Help you understand your customers and prospective customers better Once you have decided on your content marketing goals, you need to consider who the people who typically buy from you are, the people you want to market to. For this you can create a buyer persona

Demographic

Location Income Gender Age Occupation

Psychographic

Beliefs Life goal Opinions Musical taste

Behavioral

Product use Product adoption Online activities

Domain Name

Home page for website

Transport Layer Security

Encryption method to protect privacy of purchase methods

Web Hosting

Company owned or server space on a larger provider

Website Benefits

Cost Effective Credibility Full Control Better Marketing Reduced Overhead 24 hour availability

Cost Effective Website

There are a variety of options available, ranging from free to expensive. Free websites, depending on your budget and business needs, may be a good starting place. You can always add to or improve upon your free site later

Credibility Website

Consumers expect companies to have websites today. They trust a business more if it has a website

Full Control Website

When you own your own website, you have more choices about how it looks and the features it has

Better Marketing Website

With your own website, you have more leeway to communicate with and sell to your customers

Reduced Overhead

Most consumers prefer to get a business’s information online

Website Purpose

Drive Traffic Drive Conversion Maximize Revenue Per Conversion

Search Traffic

Consumer types in search words Search engines takes customer to organic and padi websites

Direct Traffic

Customer types in email address Website address could have come from traditional or digital advertising

Referral Traffic

Click on a link from another site Cross linking between relevant sites helps both (BACKLINK)

Three Consumer Questions

What are you offering? Why should I pick you? What do you want me to do next?

Website Purpose for Consumer

Relevant Useful Actionable Great User Experience (Navigation and Layout) Trustworthy

Lead Generation Website

Getting a customer is a primary goal of a business if there are not current customers then leads must be generated from the target market

Affiliate Marketing

A visitor clicks on one of their affiliate’s links

Marketplace

eBay and Craigslist do not sell directly consumers, but instead provide a platform for C2C transactions

Portfolio Website

An online portfolio also be called a digital portfolio or e-portfolio is an online representation of work you have created, as well as your skills and experiences

Friction Versus Delight

DON’T make it hard for your potential customer Keywords Words that people use to search for answers Landing Pages Taking somebody where the want to go immediately A Website’s answers to the keyword question

How Do We Reduce Friction on a Website

Attention Context Clarity Credibility Closing Continuance

Effective Channel

Relevant Personalized Educational Addresses needs and interests Includes explicit CTAs Demonstrates you are the solution

Marketing Process

SRC = Great Products and Services Persona - People who match with what you offer Message - Outline to tell the story well Channels - where do my customers get their information Evaluation - What worked, not worked Apply Learning to Next Campaign

Content Marketing

Content marketing drives valuable search traffic and email and social media engagement to increase the number of valuable actions taken by your target audience It begins a relationship, a familiarity and trust as you repeatedly show up when people search online for information or just to be entertained

Benefits of Content Marketing

Grow awareness of brand or business Recruit advocates for your brand Increase and improve search engine rankings, or SEO Generate new business leads, nurture sales prospects, and convert customers Enhance understanding of your business proposition

Qualities of Highly Effective Content

Relevant Addresses Needs Personalized Includes a CTA (Call to Action) Valuable Presents Solution

Content Marketing Strategy

An ever-evolving plan that outlines your content marketing goals and target audience Determines the content needs for you target audience Define user journey Aligns to business objectives Should always be tweaked and modified Sets out the objectives and scope of your project

Keyword Research

Helps guide your content development Content marketers can look at the things that people are searching for and the questions that they ask Google

Content Topics

Get the right kind of visitors to your site by creating the content people are actually searching for

Identify keywords that have high search volume, helping you to create content that pulls more visitors and potential customers to your website

Identify content gaps on your website by comparing new keyboard topics to your existing content topics

Provide unbiased statistical rationale for creating your content themes Identify

Identify new opportunities and stay fresh by using emerging themes and trends based on what people are searching for

Why Video Marketing?

Video is a versatile and engaging content format that only gives us a real-life picture of what is going on It is very accessible to anyone with internet access, both to watch and produce

Basic Questions About Video Marketing

Who’s your target audience? What’s the goal? Where’s the video going to live? What’s the budget? What are the creative requirements?

Explainer Videos

an help educate people about your product and can be used in conjunction with instructions, customer services activities, and a whole other range of applications

Interview Videos

can help to encourage conversation between sides, or showcase a special gusset or influence

Product Review and Demo Review Videos

can be created by brand ambassadors in exchange for free products. If you can find people in your industry looking to boost their social following, this can be a great way of essentially getting free advertising

Live Videos

the best change to get up close and personal with your audience, and it works well on social channel in particular