Digital Marketing: Strategies, Elements, and Tools

MAIN ELEMENTS OF DIGITAL MARKETING

– User Experience in digital devices
UX refers to a person’s emotions and attitudes about using a particular product, system or service.

Valuable: Create value to customer thought digital device

1. Useful: Your content should be original and fulfill a need

2. Usable: Site must be easy to use

4. Desirable: Image, identity, brand, and other design elements are used to evoke emotion and appreciation

5. Findable: Content needs to be navigable and locatable onsite and offsite

6. Accessible: Content needs to be accessible to people with disabilities

7. Credible: Users must trust and believe what you tell them

SEO. Search Engine Optimization Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

• –  Technical crawlability for Search Engine indexing

• –  Website content coding

• –  Keyword relevance for content

• –  Link backs (referral links)

• –  Social Media interactions

• –  Content update frequency

• –  Website user experience

• –  Integration with Google services

0. ASO. App Store Optimization: Is the process of improving the visibility of a
   mobileapp (such as an iPhone, iPad, Android, BlackBerry or Windows Phone app) in an app store (such as iTunes for iOS, Google Play for Android, Windows Store for Windows Phone or BlackBerry World for BlackBerry).

   1. Keyword research

   2. App description

   3. App logo

   4. Screenshots

   5. Benchmarking

   6. Video trailer

   7. Application Name

   8. Category

   9. Manage reviews in all platforms

   10. Analytics

SEM. Search Marketing Optimization: Is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

1. Channels: Google, Facebook, Linkeding…. Mainly

2. Display and Search

3. Retargeting

4. Copywriting

5. CPC, CPM and CPA

6. Quality Score

7. Landing pages

8. Tracking

Analytics: Is a freemium web analytics service that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. All the platforms in the market has its own analytic platform: Facebook, Linkedin, Twitter, etc.

Email MKT & CRM is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or
current customer could be considered email marketing.

1. Target buyer persona

2. Create contents: Subject, Copywriting, HTML

3. Email design

4. Call to actions Landing Pages

5. Email Platform

6. Personalization

7. Database segmentation

8. Integration with CRM SaaS

9. Lead Nurtutring and Automation

10. Analytics

Affiliate Marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s
own marketing efforts.

1. Structure:
   o Merchant

   o Network o Publisher o Customer

2. Amazon Program

3. Ad models: CPM, CPL, CPA

4. Models:

CH. 3 ON-PAGE SEO Web Creation and SEO

INDEX WEBSITE ON GOOGLE

Website Indexation is the process by which a search engine adds web content to its index through “crawling” webpages for keywords, metadata and related signals.

Why do we need to index our site?

1. If we do not index our website, our website does not exist for Google.

2. How many times Google index our website?

3. Google takes into consideration “everything” Metatags, Keywords and overall experience and what else?

GOOGLE ANALYTICS
Google Analytics is a freemium web analytics service that tracks and reports website traffic.

1. Link GA with our website with WordPress.

2. Target your online visitors.

3. Evaluate traffic flow through your website.

4. Know what users are searching on your website.

5. Targeted Campaigns.

6. Customized Data/Reports

7. Integration with other google services and platforms.

8. A/B Testing (comparing two versions of a webpage/email/marketing assets and

   measuring the difference in their performance).

SEARCH CONSOLE

→ we need to demonstrate that we are the website and the domain owners.

SITEMAP FOR GOOGLE

Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL (when last updated, how often it changes, how important it is relative to other URLs on the site) so that search engines can more intelligently crawl the site.

CH. 8 EMAIL market

1. EMAIL market definition

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services.
It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.

1. Why email marketing ?

1. a)  Build relationships to engage with the audience.

2. b)  Generate and boost brand awareness.

3. c)  Promote content among users, leads or customers.

4. d)  Channel to generate leads

5. e)  Market your service/products.

6. f)  Nurture leads to convert them into customers.

7. g)  It is free or at least you can get started with the freemium version

8. h)  Easy integtration with othe elements of the digital ecosystem

9. i)  Contents and AB testing

2. Email marketing strategy

   1. a)  Setup your goals but first we need to gather data (MKT plan and

      other sources.

   2. b)  Define you audience. Which is you buyer persona?

   3. c)  Create and design your contents: newsletter, videos, pdf, etc…

   4. d)  Email Campaign Type.

   5. e)  Schedule. Allocate all your contents in time.

   6. f)  Measure your results with KPIS: open rate, number of clicks, CTR,

      google analytics, CRM, etc…

2. Build a database

Create good content: buyer persona, analytics, listening social media tools, analyze = good content and engagement.
Social media and share buttons and email share a friend button.
Make segmentations by buyer persona using application and social media platforms.
Social media contest to gather mails and information.
Ask visitors for feedback about your website and other platforms.
Gamification. Develop an app or a fremium version related to your product.
A/B testing with different copy, subjects, contents, landing pages, etc…
Co-marketing or co-branding with other websites or platforms.
Affiliate Marketing with platforms and publishers to gather leads.

THE UX PROJECT

1. Choose the objective of the project.

2. Choose the message and the benefit.

3. How you are going to position your product (web or app).

4. The Buyer Persona: You need to produce at least one.

5. Customer Journey: You need to produce at least one.

6. Wireframes and prototypes: You need to produce at least 3. One of them

   need to be responsive.

7. User Flows: You need to produce at least one.

8. Present your project.

CREATING A WEBSITE IN WORDPRESS
1. Choose the Content Management Systems (CMS)

The idea of a CMS is based on using intuitive tools to build and manage our website without knowledge of coding.
CMS looks like other apps that we use daily such us Facebook, Dropbox or Google Docs.

2. Why WordPress

It is free and Open Source
SEO friendly
Easy to use
Large Community
Integrates With Any Service/Application

3. Choose the name for your website, get a domain and the hosting. How to Install WP

Brandable and easy to remember
Include all -related keywords or at least take into consideration, because is very important, we will see in the second block: Index website on google
Use Bluehost or any other host that you trust. Bluehost is optimized for WP and can install WP for us;

4. Get familiar with the WP User Interface. Main menu

GOOGLE ADWORDS

Adwords is an online advertising service developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, and video content within the Google ad network to web users.

Basics models

1. Search is based on queries and keyword

2. Display is based on banner and other formats

Google Adwords

1. Campaign structure

2. Set up a campaign

3. Quality Score

• –  Your click-through rate (CTR).

• –  The relevance of each keyword to its ad group.

• –  Landing page quality and relevance.

• –  The relevance of your ad text.

• –  Your historical AdWords account performance

• 0. 0. Basics concepts

        1. Organic and paid

        2. Design landing page

        3. Login to Adwords

        4. Basic tour:

  1. Choosing KWs based on Queries 2. Taxonomy
  3. Build the Snippet

FACEBOOK ADS

Facebook ads are purchased on an auction basis, where advertisers are charged based on either clicks or impressions, there are plenty of different ad.

Basics models

1. Display
2. Several formats

Facebook Ad

1. Campaign structure

2. Set up a campaign

   1. Choose objective

   2. Set budget

Channels / Display

1. Media
2. Blogs
3. Websites

Process

Choose your media mix,   Negotiate Ad payment models,   Ask for type and formats of banners,   Evaluate budget and content creation effort

Target your audience

1. Spot,    Google Analytics,   Thinkwithgoogle,  Followerwonk,   Social Mention

2. They are searching for

1. Answer The Public

2. Adwords Planner

3. Google Trends

4. Majestic SEO

5. SEMrush