Essential Elements of Digital Marketing

These are presentation notes from a session on Digital Marketing held for the Economic Development Development Council of Jefferson County, WA.

  • What do we mean by “Digital Marketing?”
    • The use of Internet-based tools to attract potential clients
    • Organic Search
      • Google/Bing
      • Understand that everything is PERSONAL, LOCATION filtered and also SOCIAL filtered
    • Paid search advertising
    • Contextual Search
      • Huge shift taking place RIGHT now
      • Impact of mobile
      • Google, Bing, Apple are all attempting to understand what is actually meant by a search and refine results based on things like recency, location, context, your network, and relevance.
      • See it in search results
      • Google Now/Siri
    • Organic Social Media
      • Dip in to the river
      • Focus on where your CUSTOMERS are, not where your friends are
    • Paid Social Media advertising
    • Editorial/Informational Content
    • Website
      • Own it. Make sure you can update it or at least understand it.
      • This is an equalizer – don’t settle for bad design
    • Email
      • Still the best tool for sales
      • Key priority should be to develop an email list
      • Make sure your emails are optimized for mobile – 75% will delete it if they can’t read it
      • Keep them simple and on-poin
    • E-Commerce
    • Reputation Management
  • Really?
    • Yes, no exceptions
    • 89 percent of consumers use the Web to obtain information on products, brands, and services
    • Internet now surpasses word of mouth in terms of customer acquisition
      • People spend more time on the Internet than watching primetime television
      • 1 in 5 consumers visit a brand’s Facebook page to learn more
      • 51 percent say Internet influence will increase in their lives in the next year
    • Doesn’t mean you need all of it
    • But you’d be crazy not to take advantage of targeting/tracking/engagement
  • 10 Steps to Enduring Success with Digital Marketing
    • 1. Have clear business goals
      • Know what problem you’re solving
      • Know your mission and vision
      • Be passionate
      • Translate these into specific, measurable outcomes
    • 2. Have a customer-centric marketing plan
      • You have an idea/product/service – great
      • What problem is it solving?
      • WHO needs the problem solved?
      • Place the customer at the CENTER of all of your planning
        • Digital marketing is ALL ABOUT the WHO and the WHAT
    • 3. Develop clear customer personas
      • What is a persona?
        • Personas are your ideal customers
        • Personas identify customer DEMOGRAPHICS, CHARACTERISTICS, MOTIVATORS, & GOALS
      • Bob – is a Business Owner who believes in self-teaching. He is 45, owns a business and realizes that he loves to learn – he soaks up everything he can and knows where to find more. He reads books, attends online seminars and can spout the latest business lingo. He researches before he makes a decision and relies heavily on information from his network. He craves a combination of coaching, teaching and DIY and demands the ability to dive deeper into subjects on his own. He wants help on things he does not understand and validation on the things he is working on to make sure he is on the right course.
      • Focus on LIKELY TARGETS
      • Personas help you to be clear
      • Personas help you to be relevant
      • Personas help you to add value
      • Resource: http://searchenginewatch.com/article/2235164/The-Quick-Guide-to-Developing-Customer-Personas
    • 4. Understand where your customers spend time online
    • 5. Think of yourself as a publisher – a magazine
    • 6. Develop an integrated content strategy
      • Web, social media, email should work together
      • Content should be keyword rich, and goal-oriented – think CONVERSIONS
      • Should play well with search/social media advertising (more on that later)
      • Track analytics
    • 7. Let’s talk search and context
      • SEO As it Used to Be
      • SEO Morphing into Context/Intent
        • To improve accuracy Google and Bing both are attempting to understand what is actually meant by a search and refine results based on things like recency, location, context and of course relevance http://goo.gl/PVUx2I
        • Google now answers questions; So does Siri
        • Social signals matter a lot
        • Quality of info matters–make sure you’re best-of-breed
        • Authority matters–claim authorship and build a reputation
    • 8. Give Google/Bing/Apple and their partners as much info as you can
    • 9. Don’t guess – test AND analyze
      • Use Google Ads/Facebook ads to SELL, as well as to research and test ideas/products/services
      • Google keywords
      • How to test
      • Review analytics and KNOW what your conversions are
    • 10. Develop a routine – be joyful – and CONNECT WITH CUSTOMERS
      • Understand that marketing is mission-critical
        • Online marketing is marketing YOU can control (if you wish)
      • Have monthly goals
        • Revenue
        • Editorial
        • Networking
      • Build in a set time every day
        • Limit your time every day
        • Focus on your goals
        • Be mindful of ROI – focus on the 80/20
      • Use software to automate where appropriate
        • Schedule your social media
          • Natively
          • http:/buffer.com
          • http://postplanner.com
        • Schedule your web
          • Works with WordPress
      • Batch process
        • Write a month’s worth of posts at once
        • Write a week’s worth of posts at once
      • Don’t treat as a chore – cherish the opportunity
  • Questions
    • Introvert vs. Extrovert
    • How to use SM when you start a business?
    • How to determine which groups to engage in to use my time effectively?
    • Is it good to time yourself
    • LNKD: Should you go for large broad groups or smaller niche groups?
    • LNKD: Should I make a point of engaging the same people?
    • TWTR: How do people use Twitter?
    • FB: Is FB limited to Event-based businesses?
    • BLOG: Should my blog be invite only?
    • Can a writer be part of the culture without a smart phone?

Leave a Reply

Required fields are marked *