digital marketing beginner's guide

A Digital Marketing Guide for Traditional Marketers

Digital Marketing Strategy and Tactics

I'm Eric Metelka, founder and CEO of the Digital Media Certification, the standard of professional excellence for digital marketers. I am a former management consultant and the former digital marketing manager at BestVendor.

What I Am Going to Cover

☐ Introduction

☐ What Is Digital Marketing?

☐ How To Set Up Your Customer Funnel

☐ Tactics to Maximize Conversions

Proctor & Gamble launched their TV campaign for Old Spice onFebruary 9th, 2010

Google Searches for ‘Old Spice’

And over 10 million YouTube views by April

YouTube video Response campaign July 12th-14th - 205 30 second videos

Google Searches for ‘Old Spice’

231% 2700%

60% 300%

Subscribers Followers

Fans Visits

Sales

125%

• Digital is additive to traditional campaigns

• Viral traffic is short-lived• Increased top of funnel

distribution due to increased followers/subscriptions

• Still need to convert to purchase

Integrate digital into brand strategy

What did P&G learn?

Why Digital?

You Can Measure It

You Can Measure It

Types of Digital Marketing

How To Set Up Your Customer Funnel

Traditional Customer Funnel

Different Tactics to Acquire and Convert Customers

Google Analytics - freeKISSmetrics - paid

Mixpanel -piad

1. Define Top of Funnel(who is your customer?)

2. Define Bottom of Funnel(what is your end goal?)

1. Define Top of Funnel(who is your customer?)

3. Define Middle of Funnel

Clearly Define Goals

Make Goals Actionable

Clearly Define Goals

Tactics to Maximize Impressions

Paid vs. Free Media

Paid Media~10% of TRAFFIC

Free Media~90% of TRAFFIC

ONLY 18% OF CLICKS GO HERE

82% GO HERE

Do the Math!

CPC < Price * Conversion % ?

Consider Paid Advertising Consider Other Tactics

How Google Works

Digital Marketing Tactics Work

Together!

Go where your customer is

Tactics to Maximize Conversions

Landing Pages

Capture Email

Call-to-Action

Know What Your Customer Wants

Test What Works

Know What Your Customer Wants

Onboarding Emails Convert Sign-Ups to Activation

Email Reminders Convert to

Engagement & Purchase

Tactics to Maximize Retention

Social Media

Ask questions

Pictures Engage 50%+ More on Facebook

Talk to Your Customers

Talk to Your Customers

Provide Excellent Content

Newsletters Provide

Personal & High Quality

Content

Have a Re-Engagement

Email Flow for Lost Customers

Customers will come back if they love you

Digital Marketing Reading List

• Kissmetrics Blog -http://blog.kissmetrics.com/• Andrew Chen – http://andrewchen.co• Danielle Morrill – http://distributionhacks.com• Rand Fishkin – http://moz.com/rand• SEOMoz blog – http://SEOmoz.org/blog• Inbound – http://inbound.org

Email: e.metelka@gmail.com

Twitter: @eric3000

LinkedIn: /in/emetelka

Facebook: /e.metelka

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