Digital Marketing 101
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Transcript of Digital Marketing 101
Website Optimization
Search: Organic + Paid
Content: Blog, Social, Email
Questions?
1
2
3
4
Agenda
Goals + Channels
5
1a. Business Goals
Align your marketing strategy with your
overall business strategy:
Increase brand awareness
Expand market share
Increase sales ($ vs %)
Reduce costs
(1) Reach
• Video
• Search: Text & Display Ads
• Press Releases & Social Media
• Competitions
(2) Interest
• Blog
• Landing Pages
• White Papers, Videos, & infographics
(3) Convert
• Email Sign Up
• Donation
• Volunteer
• Spread the Word
KEY MEASURES
• Impressions
• Web Traffic
• Inbound links
• Time on Site
• Bounce Rate
• Leads
• Sales ($)
• Listserve Size
• Shares
• Repeat Purchases
• Shares
• Referrals
1b. Marketing Funnel Overview
(4) Engage
• Email Marketing
• Social Media
Website Optimization
Clear Conversion
Clear CTA
Good UX
Make it intuitive.
Speed
Make content fast.
Analytics
Track and iterat.e
2.
Themes + Keywords
Add Metatags
Add keywords to URLs
Share content via a blog + SM
Have others link back to you
3a. SEOGoogle: #2 most popular website. 92% of traffic goes to 1st page. 33% to 1st search result.
Create an account + Create campaign
Set a budget, keywords, bids
Ad Creatives
Tracking code for conversions
Iterate, iterate, iterate
3b. PPC96% of Google’s revenue comes from paid search ads.
4. Content
Create a content pool and repurpose it
across multiple channels.
Blog (2-4/week):
• Wordpress vs Medium
Social Media (5-10/week):
• FB, Twitter, LinkedIn
• Let the data tell you which platform
Email Marketing (1-2/month):
• Mailchimp (analytics, templates, UX, testing, free up to 2,000 users)
About Fifth Tribe
Fifth Tribe is a Washington DC Metro digital agency that
serves businesses, government agencies, & non-profits.
Services
• Product Development
• Design & Branding
• Web and Mobile Apps
• Digital Marketing
twitter.com/fifthtribe
facebook.com/fifthtribe
Khuram Zaman
Chief Executive Officer
Contact Us