OVERVIEW OF DIGITAL MARKETING • What is Digital Marketing? • Why are people going online? • Benefits of digital marketing • What does digital marketing consist of? • Digital marketing objectives • SEO (Search engine optimization) • PPC (Pay Per Click) • SMM (Social Media Marketing) • Content Marketing • Digital Marketing Measurement
WHAT IS DIGITAL MARKETING? Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
Why are people going online? • For information on a new products, service or locations • If they have a question • If they are looking for help • If they want more information on certain individuals or organization • Meeting attendants • Business contacts • General Information
Benefits of digital marketing • Cost effective • It is measurable • Provides targeted results • Builds your brand • Reduces the cost of sales • Puts the consumer in control • Provide convenience • Increases satisfaction
What does digital marketing consist of? • Web design (user experience) • Search engine optimization(SEO) • Email marketing • Display advertising(banner ads) • Content marketing • Content Management • Sales Enablement • Analytics
Digital marketing objectives • Researching • Internet Business Analysis • Build • Implement • Measure • Manage Results • Efficiency and Effectiveness • Level of activity
SEO (Search engine optimization) Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines.
Advantage of SEO: • Your website will be found • Improve your competitive edge • Cost Effective • Free Traffic • Higher Sales (ROI) • Global Reach • All the results can be measured • Increased Visibility Disadvantage of SEO: • Digital Marketing Overview Basic SEO services in UK • Make SEO friendly URL’s • Unique and relevant titles on every page • Optimize content to include keywords (use selected keywords once every 100 words) • Use your keywords as anchor text when linking) • Include website analytics (Google Analytics)
PPC (PAY PER CLICK) PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
Basic Pay per click (PPC) strategy • Digital Marketing Overview Basic pay per click services in USA • Research, research, research, research, etc • Keyword research (what keywords are you going to target?) • Choose which demographic you are going to target • Location, location, location • Make an offer they can’t refuse in your PPC ad (SEO Copywriting) • Be dynamic • Utilize long tail keywords • Timing is everything • Create dedicated landing pages with CTA’s • Research all the keyword generators • Review your Google quality score
SOCIAL MEDIA MARKETING(SMM) Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.
Content Marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Digital Marketing Measurement • Digital Marketing Overview Digital marketing measurement Calculation • Google analytics • Google webmasters tools • Basic Google search • Google ad words • Social media monitoring tools • Sentiment analysis tools