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Best Marketing Agencies for Results-Driven Growth
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- 3. What is digitalmarketing? Any kind of marketing that happens on a digital platform
- 4. Digital marketing doesn't includeonly inbound marketing methods or only outbound marketing methods. Instead, it encompasses all marketing strategies, as long as they're digital. Digital Marketing
- 5. Outbound tactics aimto put marketing messages in front of as many people as possible in the online space — regardless of whether it's relevant or welcomed. Outbound Marketing
- 6. A business methodologythat attracts customers by creating valuable content and experiences tailored to them. Inbound Marketing
- 7. Marketers who employdigital inbound tactics use online content to attract their target customers to their websites by providing information that's helpful to them. What sets inbound marketing apart?
- 8. Differentiating Inbound andDigital Marketing Digital Marketing A term used to describe online marketing tactics of any kind, regardless of whether they're considered inbound or outbound Inbound Marketing A methodology that uses digital marketing assets to attract, engage, and delight customers online
- 9. In fact, focusingon a single channel can create a poor customer experience and prevent you from successfully nurturing your leads. Limiting your reach can have consequences.
- 10. Making a positiveimpression on your audience requires the delivery of relevant content when they need it and how they want it. Making a Positive Impression
- 11. A lead readsa blog post about an issue. The marketing email they may receive later might showcase a customer testimonial. Later, when they use social media, they'll see an retargeted advertisement about your products or service. An Example of Digital Marketing in Action
- 12. Content Marketing Your contentis what populates your website. Your blog and other pieces like eBooks and guides fall under this category, as well as your graphics, interactive tools, and videos.
- 13. SEO Search engine optimization,or SEO, is the practice of optimizing your website and its content to increase your chances of appearing in search engine results pages.
- 14. Social Media Marketing Socialmedia channels, like Twitter, Facebook, and LinkedIn allow individuals, organizations, news distributors, and businesses to follow each other's online activity, engage in virtual conversations, and share content.
- 15. Native Advertising Native advertisingoften refers to boosted social media posts on platforms, like Twitter, Facebook, LinkedIn, and Instagram, as well as pay-per-click or PPC ads, like Google search ads.
- 16. Ad Retargeting Traditional advertisingis considered an outbound tactic. But because digital marketing provides marketers with data to better target customers, you can use retargeting technologies to deliver ads directly to individuals who have previously visited your website.
- 17. Email Marketing As thecommunication channel of choice for most businesspeople and used by the majority of internet users, email is a powerful tool you can leverage to reach members of your audience directly.
- 18. However, by takingan inbound approach to email, you can use email marketing to deliver helpful, personalized, and targeted content to your prospects that they'll be pleased to receive.
- 19. • Digital marketingis any kind of marketing that happens on a digital platform. • To continue to delight your leads and customers, you need to create relevant content on the channels they use the most. • To effectively implement a digital marketing strategy, you will likely need to incorporate a mixture of content marketing, SEO, social media marketing, advertising, and email marketing. Key Takeaways: What is digital marketing?
- 20. A Closer Lookat Digital Marketing Channels
- 21. If your companyis business-to- business (B2B), your digital marketing efforts are likely to focus on online lead generation, with a goal of connecting your leads with a salesperson directly. Digital Marketing & B2B Businesses
- 22. If your organizationis business-to- consumer (B2C), it's likely that the goal of your digital marketing efforts is to attract potential leads to your website and have them become customers without ever needing to speak to a salesperson. Digital Marketing & B2C Businesses
- 23. Target Content Accordingto: The characteristics of the person who will be consuming it (that's where buyer personas come in). How close that individual is to making a purchase (i.e., their lifecycle stage).
- 24. Awareness Stage Content ●Infographics ● Short videos
- 25. Consideration Stage Content ●eBooks ● Free samples ● Webinars
- 26. Picking the Perfect Paint Anindividual wants to paint the inside of their home, but they don't know what color. As they consider which color (the solution), they pick up paint chip cards from their hardware store. These cards are created by a provider based on their individual solution.
- 27. Consideration Stage Content ●Ebooks ● Free Samples ● Webinars
- 28. Decision Stage Content ●Case studies ● Testimonials
- 29. GoPro is famousfor its unique point- of-view style video footage, all filmed from the company's fisheye lens. What you might not know is that so much of the video content you see on GoPro's YouTube channel wasn't made by GoPro — rather, it's created by their loyal customers. GoPro & Digital Marketing
- 30. Delta Airlines isa prolific user of social media, specifically on Twitter. The brand uses the platform to engage potential passengers in a variety of ways that are both timely and emotionally stimulating. Delta Airlines & Digital Marketing
- 31. Mastercard bases itsbrand on the stories and adventures that cardholders experience. Priceless Cities, Mastercard's travel blog, is a resource that showcases how their different customers use their different credit cards to pay for their trips. MasterCard & Digital Marketing
- 32. Red Bull hasbecome well-known for the sponsorship of extreme sports, not just the energy drink they sell. Instead of creating digital content related to the energy drink, Red Bull captures its audience with articles and videos about the latest news in the extreme sports community. Red Bull & Digital Marketing
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- 34. ● Build yourbuyer personas. ● Identify your goals and the digital marketing tools you’ll need. ● Evaluate your existing digital channels and assets. ● Plan your campaigns. Creating a Digital Marketing Strategy
- 35. Build your buyer personas. Forany marketing strategy — digital or not — you need to know who you're marketing to. The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them.
- 36. What are buyerpersonas? Semi-fictional representations of your ideal customer(s) that can be created by researching, surveying, and interviewing your business’s target audience
- 37. ● Map MyPersona ● HubSpot Persona Template ● HubSpot Buyer Persona Tool Tools to Create and Track Buyer Personas
- 38. Identify your goalsand the digital marketing tools you’ll need. Your marketing goals should always have a direct connection to the fundamental goals of your business.
- 39. For example, sayyour business's goal is to increase online revenue by 20%. To help contribute to that success, your marketing goal might be to generate 50% more leads through your website.
- 40. ● HubSpot MarketingPlan Template ● Inbound Goal Calculator Tools to Set Effective Marketing Goals
- 41. 1. User interface 2.Features & native integrations 3. Customer support 4. Learning resources 5. Userbase & reviews When determining if a marketing tool is right for you:
- 42. 1. User interface 2.Features & native integrations 3. Customer support 4. Learning resources 5. Userbase & reviews When determining if a marketing tool is right for you:
- 43. 1. User interface 2.Features & native integrations 3. Customer support 4. Learning resources 5. Userbase & reviews When determining if a marketing tool is right for you:
- 44. 1. User interface 2.Features & native integrations 3. Customer support 4. Learning resources 5. Userbase & reviews When determining if a marketing tool is right for you:
- 45. 1. User interface 2.Features & native integrations 3. Customer support 4. Learning resources 5. Userbase & reviews When determining if a marketing tool is right for you:
- 46. Evaluate your existing digitalchannels and assets. When reviewing your existing digital marketing channels and assets to determine what to incorporate in your strategy, it's helpful to first consider the big picture — this will prevent you from feeling overwhelmed or confused.
- 47. Owned media Refers tothe digital assets your brand or company owns — whether that's your website, social media profiles, blog content, or imagery. Owned channels are what your business has complete control over.
- 48. Earned media Refers tothe exposure you earn through word-of- mouth marketing. Whether that's content you’ve distributed on other websites (like guest blog posts), PR work you’ve been curating, or the customer experience you’ve delivered. Earned media is the recognition you receive as a result of these efforts.
- 49. Paid media Refers toany vehicle or channel you finance money on to catch the attention of your buyer personas. This includes things like Google Ads, paid social media posts, native advertising, or any other medium through which you pay in exchange for increased visibility.
- 50. ● Landing pageon your website (owned) ● Shareable so your audience can distribute it via their social media profiles (earned) ● Content offer on a paid Facebook ad (paid) Can a piece content be more than one form of media?
- 51. At the heartof digital marketing is content. Content helps convert your website visitors into leads and customers while improving your brand’s online presence. Plan your campaigns.
- 52. Make a listof your existing owned content and rank each item according to what has previously performed best in relation to your current goals. Audit Your Existing Content
- 53. Evaluating your pastearned media against your current goals can help you get an idea of where to focus your time. Look at where your traffic and leads are coming from (if that’s your goal) and rank each earned media source from most effective to least effective. Audit Your Earned Content
- 54. This process involvesmuch of the same process. You need to evaluate your existing paid media across each platform (e.g., Google Ads, Facebook, Twitter, etc.) to figure out what’s most likely to help you meet your current goals. Audit Your Paid Media
- 55. Based on yourfindings and the gaps you’ve identified, make a content creation plan outlining the content that’s necessary to help you hit your goals. Develop a Content Creation Plan
- 56. ● Title ● ContentFormat ● Goal ● Promotional channels ● Why you’re creating the content ● Priority level of the content A content creation plan should include:
- 57. • When implementinga digital marketing strategy, you need to: build your buyer personas, identify your goals and the digital marketing tools you'll need, evaluate your existing digital channels and assets, and plan your campaigns. • Your content will likely be a mixture of owned, earned, and paid media. You'll want to make sure to audit for each before kicking off a new digital marketing campaign. Key Takeaways: Implementing digital marketing