This is a very basic overview of digital marketing strategies and tools. Great for educating potential clients or new employees. Also covers basic marketing skills and marketing education.

1. Digital Marketing
Overview
What is digital marketing and how is it changing

2. Outline
▪ What is digital marketing?
▪ Why are people going online?
▪ Benefits of digital marketing
▪ What does digital marketing consist of?
▪ How digital marketing evolved
▪ SEO
▪ PPC
▪ Social Media
▪ Mearsuring ROI

3. What is digital marketing?
▪ The implementation of strategies designed to increase market share, mind share,
and heart share using digital tools.
▪ What is Market Share?
▪ What is Mind Share?
▪ What is Heart Share?

4. Why Digital Marketing
▪ Why are people going online.

5. Benefits of Digital Marketing
▪ Gives you more control over the
customer experience.
▪ Provides convenience
▪ Increases satisfaction
▪ Drives brand loyalty
▪ Reduces the selling cycle
▪ Reduces the cost of sales
▪ Builds your brand
▪ Provides Target results
▪ It is measureable
▪ Cost effeictve

6. Tools used in Digital Marketing
▪ Website (Design and UE)
▪ Search Engine Optimiztion
▪ Pay Per Click
▪ Email Marketing
▪ Display advertising
▪ Affiliate Marketing
▪ Chat Bots and Live Chat
▪ Content Marketing
▪ Online Reputation Management
▪ Video Marketing
▪ Directory Management
▪ ROI Measuring Tools
▪ Call Tracking
▪ Analytics

7. Digital Marketing Objectives
▪ Marketing to the right people at the right time in the right places
▪ Motivate your audience to take action
▪ Increase ROI
▪ Increase lifetime spend of each custiomer

8. SEO
Search Engine Optimization

9. SEO
▪ What is SEO

10. Advantages of SEO
▪ Your website will be found
▪ Improve your competitive edge
▪ Expand your customer base and target
audience
▪ Cost effective
▪ Long term standings
▪ Free traffic
▪ Higher sales (ROI)
▪ Global reach
▪ All the results can be measured
▪ Better conversion
▪ Pull marketing
▪ Increased visibility
▪ Your own 24 hour marketing team and
shop front

11. Disadvantages of SEO
▪ Takes a lot of work and time in many cases
▪ The more competitive your market, the harder it is to get good SEO
▪ Ongoing process
▪ Domain age plays a role
▪ Can’t always guarantee you rank for what you want to rank for
▪ Dependent on user interaction

12. Basic SEO
▪ Title tags
▪ H1 tags
▪ Fresh and engaging content
▪ Alt text
▪ Image optimization
▪ Focus on user experience
▪ Sitemaps
▪ Keyword research
▪ Anchor text links
▪ User friendly URLs
▪ Unique content
▪ Mobile optimization
▪ Site speed
▪ Page authority and Domain authority

13. PPC
Pay-per-Click

14. PPC
▪ What is PPC

15. Advantages of PPC
▪ Very fast
▪ Guaranteed first page on Google
▪ Easy to measure ROI
▪ Can pay for ads almost anywhere
▪ Flexible
▪ Can make millions

16. Disadvantages of PPC
▪ Can cost millions
▪ Less trusted
▪ Complicated
▪ Pay regardless of sales
▪ Restricted to text and or image ads
▪ Traffic stops when you stop paying
▪ Can be expensive
▪ No Guarantees

17. PPC Strategy
▪ Research keywords
▪ Choose target demographic
▪ Write engaging attractive ads
▪ Be mobile compatible
▪ Focus on quality of the ads and
content on the site
▪ Utilize long tail search keywords
▪ Create a dedicated landing page
▪ Constantly monitor ad performance
▪ Focus on ROI
▪ Split test multiple ads and campaigns
▪ Test and retest your campaigns
▪ Deliver on your ad promises

18. Social Media
Social Media Marketing

19. Social Media
▪ What is Social Media Marketing

20. Advantages of Social Media Marketing
▪ Best targeting possible
▪ Can yield high ROI
▪ Generally lower cost than PPC
▪ Reroutes traffic easily
▪ Can go viral
▪ Increase Mind Share quicly
▪ Increase heart share quickly
▪ Target people on an emotional level
▪ Can be fun
▪ Engages audience like no other
marketing can
▪ Can be worked into every digital
marketing strategy

21. Disadvantages of Social Media Marketing
▪ If you aren’t careful or genuine you can hurt, not help your reputation
▪ More time consuming than other digital marketing tools
▪ No short term ROI
▪ Everything is public
▪ Can cause you to lose focus on the end result desired

22. Social Media Strategy
▪ Write engaging enticing content to link to
▪ Target the right people for your product or service
▪ Write engaging ads
▪ Reply often and be a part of the online community
▪ Use a lot of video when possible
▪ Be specific in what you hope to accomplish
▪ Use the right technologies for the right audience

23. Measuring ROI
Be specific and measure often

24. ROI
▪ What is ROI

25. Tools of Measuring ROI
▪ Analytics
▪ Call Tracking Metrics
▪ Ecommerce tracking

26. What are you measuring?
▪ Everything
▪ Cost per click
▪ Cost per visit
▪ Time on site
▪ Entrance pages
▪ Exit pages
▪ Bounce rate
▪ Cost per customer acquisition
▪ Click through rate
▪ Everything Cont…
▪ Conversion rates
▪ Best converting pages
▪ Best converting ads
▪ What service or items sell best
▪ Which traffic sources send the best
traffic
▪ And more…

27. Content Marketing
Create a following

28. What is content marketing?

29. Content Marketing Advantages
▪ You own the content
▪ You can create a following
▪ When done correctly, others will share your content for you
▪ Free foundation for advertising your products and services
▪ Market to a wide demographic
▪ Subconsciously sell your products and services

30. Content Marketing Disadvantages
▪ Takes more time
▪ If not done consistently you can lose followers
▪ Can be considered spamy

31. Digital Marketing
Summary
Putting it all together

32. Digital Marketing Overview
▪ SEO
▪ User experience and page
optimization
▪ Domain and Page Authority
▪ PPC
▪ Right ads for the right people in the
right place at the right time
▪ Quality of ad and landing page
▪ Social Media
▪ Engage your audience
▪ Make it fun or otherwise
emotionally engaging
▪ Content Marketing
▪ Engaging content you own
▪ Measure Everything