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2. Table of Contents 2
1.Introduction ……………………………………………….……….……….Page 4
2.Digital vs Traditional Marketing .............................Page7
3. Budgeting……………………………………………………………….…… Page 8
4.Planning ……………………………………………….………..…………… Page 15
5.Content Strategy………………………………………….….……………Page 16
6.Landing Pages…………….………………………………………………… Page 20
7.Channels ……………………………………………………….………..…… Page 21
8.Social Media ………………….……………………….……………….…… Page 22
9.Email Marketing ………………………….………….………….….…… Page 24
10.Lists and Segmentation ……………………….……………….…… Page 28
11.Video Marketing …………………………………………………….…… Page 36
12.Success Metrics ……………………………..…….……………….…… Page 40

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4. Introduction 4
• In this course, we will discuss
planning, budgeting, channels,
content strategy and analytics for
your digital marketing.
• For each of the these, we cover
them in more depth with specific
strategies and tactics in further
courses.
For additional courses:
https://www.vbout.com/blog/category/product-video/

5. Introduction 5
That state of digital behavior today:
• 91% of consumers check emails daily.
• 66% of consumers have made a purchase online
after an email marketing message. (source:
Brandmuscle).
• Over 70% of individuals, in B2B and B2C, conduct
research online before making a buying decision.
• Digital marketing spend is increasing as more
actions and business happens online than ever.

6. Introduction 6

7. Digital vs Traditional Marketing
• Getting content seen is a push and pull tactic
and involves practices like SEO.
• Reaching targets is a complex web of sites.
• Optimizing your content for different devices.
• Using analytics to test what works.
• Designing content so customers flow through
buyer’s journey seamlessly.
• Enough info to help a customer make a
decision and purchase instantly.
7

8. Budgeting 8
• 80% of corporations plan to increase digital
marketing budgets in the next 12 - 18
months. (Source: "The Future of Digital Marketing, Oct
2015”)
• The part of your budget for online activities
(content, social and mobile) depends on
your goals, target market and industry.
• You also have to understand your typical
customer’s behavior to know what activities
will result in new or repeat business.

9. Budgeting 9
Defining your typical customer as a
“persona” is necessary for planning.
Useful questions to ask are:
• Do they spend a lot of time online?
• Where do they like to spend time online?
• What are they doing online?
• Are they researching products like yours
online?
• Are they buying services or goods like yours
online?

10. Budgeting 10
• To answer these questions use: market
research, competitors’ activities, typical
customers digital footprint, surveys, and
testing.
• The more time your customers spend
online researching or buying your
products, the more resources you should
dedicate to digital.
• Pay attention to the difference between
vanity metrics and real metrics when
deciding where to invest time and money.

11. 11
Budgeting

12. 12
As in the chart, your budget for
digital is generally broken down into:
• Social media
• Email marketing
• Mobile marketing
• Display advertising
• Search marketing (PPC, banner ads)
usually receives the largest portion
Budgeting

13. 13
• Determine the best platform to achieve
your goals and maximize your ROI.
• Focus on platforms where you are in full
control of both targeting and cost.
• Spend on activities that help you reach
the right people on the right channels, at
the right time, in the right way.
• If you are in a very competitive space,
you may need sites and spaces that are
less competitive to engage your target.
Budgeting

14. Budgeting
14

15. Planning
Start these questions:
• What do you want to achieve?
• Who are you trying to serve?
• What value are you offering?
Most companies want more sales.
Be as specific as possible: sales of what
and to whom?
Put planning into percentages, numbers.
Clearly define goals that tie into business
goals.
15

16. Content Strategy
“Build it and they will come” doesn’t apply to
inbound marketing. Develop your strategy with
these steps:
• Identify target audience needs.
• Write on themes that matter to them the most.
• Focus on topics that solve their problems.
• Use content to develop a trusted relationship
with them.
• Your content is not a direct sales tool for your
products and services.
• The focus is developing the relationship first.
16

17. Here’s a model to visualize
strategy. It includes:
• What to create.
• Purpose or goal for content.
• Channels for distribution.
• Stages like “listening,”
“analyzing” and “optimizing.”
(Source: Content Marketing Institute
2013)
17
Content Strategy

18. First design your home page. You have 7 seconds
to build trust to keep a visitor interested in
learning more or purchasing.
Successful web design will:
• Be easy to navigate.
• Communicate your value proposition clearly.
• Feature professional photos and layout.
• Have contact information clearly displayed.
• Include call to action buttons to guide your
visitors to various actions.
18
Content Strategy

19. Content Strategy
Arguably your second most important web pages
are landing pages. These are separate from your
site and have one goal for a visitor to complete.
Usually the goal is to collect an email address or
make a purchase by offering something your target
customer will value.
They should contain the following:
• CTA
• Video
• The offer
• Client testimonials
19

20. Landing Page 20

21. Channels
Channels in digital include:
• Social media
• Email marketing
• SEM (search engine marketing)
• Content marketing
• App development
Let’s have a look at the basic
tactics for each.
21

22. Social media
Which sites?
• You have The Big 4: Facebook, Twitter,
LinkedIn and Google+.
• Depending on your target, others may
make more sense for your brand and goals.
• Research other common sites and know
where your buyer persona is most active
and engaged.
• These could include: Pinterest, Instagram,
YouTube, Snapchat.
22

23. Social Media
Key tips to grow your numbers of followers:
• Engage with influencers.
• Produce content that connects with your target.
• Reply to comments and moderate all activities.
• Be consistent with daily or weekly posts.
• Reach your target at the times they are online.
• Post at different times and republish old content.
• On some channels a post only “lives” for 6 minutes.
• Use analytics to optimize post times and content.
23

24. Email Marketing
Email do’s and don’t:
• Don’t send too frequently.
• Don’t send irrelevant or repetitive content.
• Do personalize and send offers that address the
needs for that segment or group.
• Do include an “opt-out” button – it’s not just nice,
but important to not get marked as spam.
• Do use email automation to design campaigns and
let them run, also called drip campaigns.
• Do use analytics to track click through rates, open
rates, time spent reading, etc.
• Do use these numbers to optimize your content.
24

25. 25
Email
Marketing:
Stats

26. Email Marketing 26
Tips for successful campaigns:
1) Build a solid email list. Two most
common ways to do:
• Build landing pages.
• Collect emails through pop-ups on
your website.
2) Segmentation for your lists.
• Segmenting by certain data will allow
you to send personalized messages.
• Personalized, relevant messaging have
higher percentage of closing sales.

27. Email Marketing 27
Marketers who use list segmentation:
• 39% saw greater open rates.
• 28% see lower opt-out and
unsubscribe rates.
• 24% see better email deliverability
and increased sales leads.
(Source: eMarketer)

28. Lists and segmentation
You can use many characteristics for
different reasons. What to choose depends
on your product, goals, target and offers.
Here are some common items to use:
• Geographic location
• Level of interest
• Content type (infographic, ebook,
webinar)
• Frequency of purchase
• Socio-economic factors
• Demographics: age, gender, education
28

29. Lists and segmentation
29

30. Mobile responsive
Mobile is essential in 2016. Tips:
• Current coding ensures content will fit
any new devices to the market.
• Make sure load times for pages are low.
• Make sure images and content are easy
to scroll through on different devices.
• Test and view all content on different
devices to see how easy they are to
navigate and read.
30

31. Mobile responsive 31
Consider building apps:
• For better more robust user experience.
• Increases engagement.
• More flexibility and features than
responsive sites (ex: push notifications,
beacons).
About 80% of time spent on mobile phones
is using apps.
(Source: business2community, Oct 2015)

32. SEO: Search Engine Optimization
Help people find your content, websites and
landing pages by practicing SEO.
SEO is a series of strategies and tactics to
increase traffic to a website by obtaining a high-
ranking placement in the search results page of a
search engine.
• Use keywords that your target use to search
for products like yours.
• Google trends is one common tool used to
determine the best keywords.
32

33. SEO: Search Engine Optimization
Tips:
• Long tail keywords, meta descriptions, and
using major keywords in an article that match
the headline and subject also improve SEO.
• Earning back links from other sites for offsite
SEO is also extremely beneficial for rankings
too
These SEO practices influence your organic
search results. It’s very competitive so you’ll
have to work at this and use best practices.
33

34. Paid Adverting
The next way to increase search results and
visibility for your site, products and content
are with paid ads.
Definition: Paid search marketing is
advertising in sponsored listings of a search
engine or a partner site by paying either
each time your ad is clicked (pay-per-click -
PPC) or when your ad is displayed (cost-per-
impression - CPM).
34

35. Paid Adverting
Tips:
• Many sites offer PPC ads with
different rates.
• Pay close attention to how well they
target specific audiences.
• Everyone is on Facebook, for instance,
you want to make sure Facebook ads
will be seen by your target.
• Test and analyze your ads using
different photos, tag lines, sites,
times to post and more.
35

36. Video marketing 36
Video marketing is one of the best ways to
captivate your audience and hold their digital
attention spans.
Useful stats:
• In Q2 2014 alone, U.S. consumers watched
38.2 billion videos.
• By 2018, 69% of total Internet traffic will be
video (Cisco).
• Every minute, 48 hours of video are being
uploaded to YouTube.

37. Video marketing
Tips:
• Create a clear, short video of your product or
service.
• Videos increase understanding of a product
or service by 74%. (source: Business2Community)
• Create fun, interesting, useful content for
YouTube, the number 2 search engine in the
world.
• Increase shares by creating more videos: 15
min video is likely to be shared 37% more
than those 30 seconds to a minute.
37

38. Analytics
• Analytics provide guidance on
what to change to meet your
goals.
• Tools like A/B testing provide data
to see what works better to get
closer to your targets.
• Develop KPI’s (key performance
indicators) to measure success.
• Measure ROI (return on
investment) from marketing
activities.
38

39. AB Testing 39

40. Success metrics
Your KPIs, Success Metrics, are
determined by your goals. Here are
examples of items to measure to see if
you’re reaching your goals.
• Customer’s acquisition from social
media
• Traffic from organic search (SEO)
• Traffic from paid search
• Email open rates
• Click through rates
• Referrals (inbound links)
40

41. Success metrics: Organic Search 41

42. Success metrics: Social Media
42

43. 43
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