digital marketing beginner's guide
TRANSCRIPT
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: [email protected]
Twitter: @eric3000
LinkedIn: /in/emetelka
Facebook: /e.metelka
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