Introduction to Digital Marketing 101
Easy to Learn and implement hands on guide for Digital Marketing
Cecilia Figueroa
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Introduction to Digital Marketing 101
Easy to Learn and implement hands on guide for Digital Marketing
Cecilia Figueroa
About This Book
Skyrocket your business goals with this hands on guide Key Features
- Online advertising
- Online marketing campaigns
- Mail marketing
- Website marketing
- Opt-in email
- Mobile marketing
- Marketing data
- Digital s trategy
- Consumer marketing
Description
Social media marketing has stemmed from people's communication habits. Nowadays, social networking platforms are essential in practice, even in marketing. To understand thechanges and transformations the field of marketing has undergone until now, it is important to know its origin.
This complete guide will help you start selling and marketing your business by teaching you both SEO/SEM and web usability. You will learn the analytical part of Google Analytics andonline advertising through Google AdWords. This book will introduce you to Web 2.0, and at the end of it, you may also want to make a career change to digital marketing!
- Have you ever wondered how you can work smart with products that offer a range of essential applications for businesses?
- What are the prerequisites for a successful business?
- What will happen if your company does not use digital marketing for your business?
- Do you know what are the newest and best technologies, applications, web tools, and virtual customer relationship management products that your competitors are using right now to work smarter and more efficiently?
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What Will You Learn
- Design, organize, and monitor strategies.
- Optimize your website SEO.
- Create, manage, and evaluate Google Ads campaigns, and display advertising and payment campaigns.
- Integrate mobile marketing and mail marketing campaigns.
- Use Google Analytics.
- Improve the accessibility and usability of a website and UX.
- Stand out on LinkedIn.
- Apply Big data and machine learning to digital marketing.
Who This Book Is For
Anyone who, for personal, academic, and/or professional reasons, wants to learn the basics of digital marketing. It is also a good start for marketers who would like to know their audiences and define strategies that best suit them. Table of Contents
1. Define your audience: Marketing plan & value proposition.
2. Content strategy: Key process to improve content creation.
3. Use social media for your business.
4. Social ads: Make peoplethink and talk.
5. SEO for beginners: Title, URL, & CTR
6. Search engine marketing (SEM): Position your brand in the market (PPC & paid search)
7. Display advertising to target your audience: Facebook, target audience, keywords, & search terms.
8. Create a campaign with email marketing: Segmentation, email automatization, split test, A/B testing, & optimization.
9. Analyze what people do in your website: Google Analytics & Big data.
10. Launch your career in digital marketing: Digital Marketing jobs, LinkedIn, networking, Big data, machine learning, & elevator pitch About the Author
Cecilia Figueroa is an expert in digital marketing and specializes in tactical and strategic innovation to achieve maximum business success. With ten years of experience in the sales and business world, in 2016 she switched to digital marketing and has been designing marketing campaigns for American and European companies. Your LinkedIn Profile: https://www.linkedin.com/in/cecilia-figueroa/
Frequently asked questions
Information
CHAPTER 1
Marketing and Its Business Importance
Structure
- Begin with a plan
- The digital marketing framework
- Organizing your marketing plan to market your business
- Marketing questions
Objective
Begin with a plan
- Positioning and measurement: Before starting with marketing, the company must have everything ready to measure each one of the actions that are carried out. Positioning the website with keywords related to, for example, the bestselling toys, would be the first step to consider in the strategy. To measure this action, you should always have Google Analytics inserted in the code of the website. It is a very effective and free tool used to gather valuable information about visits and traffic received.
- Content strategy: Positioning is not achieved of its own accord. Opening a blog and providing relevant content for users will allow faster positioning and better quality, as well as offering an extra to the visitors. In the content strategy of Lego, two things should be taken into account. On the one hand, you can have a detailed and rich product file so that a potential client finds all the necessary information without having to leave the page: operation, recommendations, photos, even some videos are the most necessary elements. On the other hand, a content blog could present the novelties of the catalog, the sector, and tutorials on how to use a toy drone, for example, or lists of gift recommendations.
- Social networks: They are very important when sharing content. Having an account in each of the social networks gives visibility to the brand. However, not all networks are equally productive for all sectors. In the case of Lego, you can use Twitter, Facebook, Instagram, and even YouTube. Here, the company not only has to limit itself to publishing products and articles from the blog itself, but the company also has to actively participate in daily conversations, stay up to date, and get in touch with users who follow accounts. Launching paid campaigns on social networks with a large number of followers in a timely manner can also increase the reach and therefore online sales.
- Blogs in newsletters: If both your web page and blog allow you to send emails with offers and news, you have to create periodic newsletters to inform those interested customers. There are tools that allow you to generate them in a very simple way, and you do not need any excessive investment. In fact, they should not be too frequent so as not to tire the receivers. They also allow measuring the activity they generate and checking the sales obtained from emailing. A toy store and leisure products could get a lot of performance with a newsletter delivery just before Christmas, or on Black Friday.
- SEM and payment positioning: When we talk about search engine marketing (SEM), we usually refer to paid ad campaigns in search engines, although really, being purists, the SEM refers to any marketing action within the search engines, paid or not.
The digital marketing framework
- The information is shared by social networks.
- Exchange of information takes place.
- It allows more specific searches of products.
- You can ask your customers to give feedback.
- It lets you talk about the brand freely.
What does customer journey mean?
- Brand awareness: Information about the company or the product should be shared.
- Interest: The company generates interest in the product by explaining how it works and what are the benefits of using the product or service.
- Desire: The client is clear on what they are looking for and generates an emotional connection with the brand. In this stage, the terms used are usually long tail keywords, such as âluxury cars in the USâ. Therefore, search channels come into play.
- Action: The company defines the persuasion actions of the public based, above all, on its differential value as a brand and on the resources it uses to attract potential clients (for example, discounts and promotions).
- Post action: It is necessary to plan in detail each step of the purchase process and define future actions in order to retain customers. In this stage, one-on-one channels become relevant.
Organizing your marketing plan to market your business
- What: In this section, you must describe what product or service lines are going to be offered and to which customers. Fo...