digital marketing beginner's guide

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A Digital Marketing Guide for Traditional Marketers Digital Marketing Strategy and Tactics

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Page 1: Digital Marketing Beginner's Guide

A Digital Marketing Guide for Traditional Marketers

Digital Marketing Strategy and Tactics

Page 2: Digital Marketing Beginner's Guide

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.

Page 3: Digital Marketing Beginner's Guide

What I Am Going to Cover

☐ Introduction

☐ What Is Digital Marketing?

☐ How To Set Up Your Customer Funnel

☐ Tactics to Maximize Conversions

Page 4: Digital Marketing Beginner's Guide

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

Page 5: Digital Marketing Beginner's Guide

Google Searches for ‘Old Spice’

And over 10 million YouTube views by April

Page 6: Digital Marketing Beginner's Guide

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

Page 7: Digital Marketing Beginner's Guide

Google Searches for ‘Old Spice’

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231% 2700%

60% 300%

Subscribers Followers

Fans Visits

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Sales

125%

Page 10: Digital Marketing Beginner's Guide

• 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?

Page 11: Digital Marketing Beginner's Guide

Why Digital?

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You Can Measure It

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You Can Measure It

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Types of Digital Marketing

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How To Set Up Your Customer Funnel

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Traditional Customer Funnel

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Different Tactics to Acquire and Convert Customers

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Google Analytics - freeKISSmetrics - paid

Mixpanel -piad

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

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

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

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3. Define Middle of Funnel

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Clearly Define Goals

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Make Goals Actionable

Clearly Define Goals

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Tactics to Maximize Impressions

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Paid vs. Free Media

Paid Media~10% of TRAFFIC

Free Media~90% of TRAFFIC

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ONLY 18% OF CLICKS GO HERE

82% GO HERE

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Do the Math!

CPC < Price * Conversion % ?

Consider Paid Advertising Consider Other Tactics

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How Google Works

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Digital Marketing Tactics Work

Together!

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Go where your customer is

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Tactics to Maximize Conversions

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Landing Pages

Capture Email

Call-to-Action

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Know What Your Customer Wants

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Test What Works

Know What Your Customer Wants

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Onboarding Emails Convert Sign-Ups to Activation

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Email Reminders Convert to

Engagement & Purchase

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Tactics to Maximize Retention

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Social Media

Ask questions

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Pictures Engage 50%+ More on Facebook

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Talk to Your Customers

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Talk to Your Customers

Provide Excellent Content

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Newsletters Provide

Personal & High Quality

Content

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Have a Re-Engagement

Email Flow for Lost Customers

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Customers will come back if they love you

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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

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Email: [email protected]

Twitter: @eric3000

LinkedIn: /in/emetelka

Facebook: /e.metelka

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