digital marketing strategy 101

Digital Marketing Strategy 101 by Javed Mohammed

[email protected]

Marketing: In simple terms

Marketing, is “find a need and fill it by taking it to the market.”

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Know your Market

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B2B: Business To Business

• Deep, vertical markets

• Consultative Selling

• Rational Decision

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B2C: Business To Consumer

• Broad large markets

• Direct Selling or through retailer

• Emotional Decision

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C2C or P2P: Consumer To Consumer or Peer To Peer

• Broad large markets

• Direct Selling

• Emotional Decision

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Know your Customer

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Understand your customers Demographics, Psychographics or

Firmographics

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Know how your customer makes decisions?

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Understand Push vs Pull Marketing

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Push: Traditional Marketing

Manufacturer, Retailer promote and push product to the customer through Advertising, in-store promotions etc.


Pull: Cool Marketing of Today

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Customer researches, connects with peers and arrives at the Product or Service they want


So let’s bring heaven and earth together (ie digital and marketing)

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What’s all the fuss about Digital?

It’s just a way to connect with customers using digital technologies instead of traditional media advertising eg Print, TV, Radio, etc.


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OK What is Digital + Marketing?

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Digital Marketing Definition

“Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques.”

(Wikipedia)


Enough with definitions let’s dive in


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Digital Marketing is like a

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A lot of tools at your disposal.


Digital Marketing

CONTENT MARKETING

SOCIAL MEDIA

MARKETING

EMAIL MARKETING

MOBILE MARKETING

SEARCH MARKETING

BRAND MARKETING

OPTIMIZATION

Here are some of the buzz words of Digital Marketing


Now let’s go Deeper

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You can create different types of content and tools to engage your

prospects & customers

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But first you have to know where to start

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It Starts with the Buyers journey and you

have to identify the customer and meet them at each touch point with the correct content, or help that they

need.

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Buyers Journey has 3 Stages Awareness Consideration Decision

Problem


Buyers Journey: Life Cycle Awareness Consideration Decision

Problem

ATTRACT CONNECT ENGAGE MEASURE CONVERT NURTURE

Build Awareness Reach audience in target market

Address their concerns and help them complete the puzzle, generate leads

Identify KPIs and measure diligently

Convert leads into sales

Get Attention

New Offers, Referrals


Buyers Journey: Content Awareness Consideration Decision

Slide Ware

Blog Articles WhitePapers

Case Studies

Testimonials

Webinars

Podcasts

Video

InfoGraphics

SEO

Problem

E-Newlsetter

eBooks

ROI Calculator

In-person Demo

CONNECT ENGAGE MEASURE CONVERT


Buyers Journey: Search Awareness Consideration Decision

Problem

RESEARCH CONTENT PLACEMENT MEASURE CONVERT NURTURE

Optimize Content Using Keywords

Promote Content via Blogs, Social (Organic) as well as PPC

Identify KPIs and measure ROI

Downloads SignUps Sales Click Thru Rate Search Rank Links

Audience & Keywords 5 W’s

New Offers, Referrals


But there is so much out there!

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The Media and Promotions you use fall into different types


OWNED MEDIA

EARNED MEDIA PAID

MEDIA

Website Blog Social Media Channels Mobile Apps Email Marketing

Paid Search Paid Content Display Ads Digital Signage

Word of Mouth PR & Press Coverage Blogger Coverage Social Networks

Overlap of Media types


So how do you figure out which kind of content to create or curate?


Checklist for Creating Content

Identify target customers

Have clear objective (& SMART Goals)

Calculate your budget

Select the Media

Create the Message

Measure results and make tweaks

Rinse & Repeat


Oh yes and don’t forget the

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Remember, there is no free-lunch. You pay for your digital marketing with Time or Money.


Digital is “good” but you don’t have to throw out the baby with the

bathwater!


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Integrated Marketing: Weaves traditional & digital marketing

TV Radio Print Direct Mail

Web


Mobile Social

Search

So there you have it, Digital Marketing is huge like the ocean and the whale


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Digital Marketing

CONTENT MARKETING

SOCIAL MEDIA

MARKETING

EMAIL MARKETING

MOBILE MARKETING

SEARCH MARKETING

BRAND MARKETING

WebSite

Blog

SEM

SEO Display Ads

Messaging

Image

Emotional Connection

Packaging

Search

Banners Location Based/ Proximity

SMS/MMS

Apps

Landing Pages

Newsletter

Links

Slide Ware

Articles

WhitePaper

Case Study

Video

InfoGraphic

Photos

Votes

Comments

Testimonials

Webinars

Personas Positioning

PPC, CPC, CTR, Conversion

Web Analytics

Keywords, Links Meta Data

Podcasts

Banners

OPTIMIZATION

A/B Testing

Usability Testing Click Analysis &

Heat Mapping

Community

DIGITAL MARETING STRATEGY MAP


Need Help with your Digital Marketing

Project?

Contact me Javed Mohammed

[email protected] javedinc.wordpress.com

1 (408) 728-8920


mailto:[email protected]