Digital Marketing Advances

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There are so many new things happening in digital, and I have to be honest and say that I miss working with people in the know.

That’s a direct shout out to you, KoMarketing Associates and Klunk & Millan.

Most aspects of today’s marketing hinge on digital, but it has become a kind of “word of the day.” So let’s break it down and then see what all the new cool advances are.

Digital Marketing 101: It all stems from the web.  It is then parlayed into how your website functions on a mobile device and how well your website is found via search engines and PPC (i.e. SEM), hence…how well it is optimized. But, before we go any further, here is a quick reference.

In essence, “Digital Marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and continuing to develop and evolve its brand identity.” Which really truly is most of what we marketers do all day, for the exception of maybe sending out flyers…although in some aspect that could fall into a sub bucket of digital as you are more than likely hoping that people will come back to your website to either purchase, download, or learn more about your product or service.

One major advantage of digital, or online, marketing is that everything is traceable. You can see how your website is doing, where your web traffic is coming from, the level of engagement customers have with your website, what the conversion factor is and most importantly of all, what marketing initiatives are paying off the most!

Digital Marketing Advances: So what’s “hot” right now that might be useful for you to at a minimum look into?  Well, none of it is rocket science but it’s good to get a pulse check and make sure that the things you think might work, are actually what some experts say will as well.

Below I highlight the portions of the article I think might get you the most bang for your buck, regardless of the kind of business you are running, B2B or B2C:

  • Facebook Look Alike Audiences – “Let’s say you have an email marketing database over 5,000 contacts and are in the heating and cooling industry. You can upload this onto Facebook’s advertising platform and target the EXACT demographic similar to your existing customers!” (This one is news to me and I think it’s pretty darn clever.)
  • Email marketing – “According to econsultancy.com, email marketing remains the best digital channel for ROI. Start strategizing heavily as to how you will make this for of online marketing work for you business in 2015!”
  • Blogging – “We like to refer to blog content as the match that starts the fire. When you write a compelling blog, it has the potential to rank well organically in the search engines.”
  • YouTube (owned by Google) – “By implementing videos into your online marketing mix, you can start to get search engine exposure for the videos that you upload onto YouTube! There are a lot of great tricks to obtain more video SEO Exposure. Choosing a proper title tag, uploading a transcript and embedding the YouTube video are just some of the tricks for optimal SEO exposure.”
  • Content Contribution – “If you want your content to be seen by more eyeballs and gain more exposure, start contributing content to other blogs in similar fields.”
  • Digital PR – “You can build off of the content contribution by implementing a Digital PR strategy. If you reach out to various media related websites and send them over a solid pitch, they might just write an article on your company or feature your CEO in a blog post.”

As you may notice, I did not include SEO on here…I would assume, hopefully accurately, that this is a no brainer if you want to succeed in digital marketing.  So focus on your title tags, meta descriptions, new content, alt tags, and link building and drive your SEO rankings up!

Good luck!

Marketing Syllabus

There have been times when I’ve toyed with the idea of getting in to teaching.  Let’s pretend that today is the day and put down a straw man of a Marketing Syllabus for high school students.

I would break the elective up in to 5 stages. But before divining in, we would look at B2B vs. B2C marketing and explore fun, and equally boring, examples of companies that fall in to the B2B & B2C spaces.  Companies such as:

B2C companies: Wendy’s & any hotel chain

B2B companies: Hubspot & Intel

B2B & B2C companies: Coke & Reebok (explore why that is)

The next step would be to explain what digital means, as people use the term rather loosely, as it does encompass many things, but most all of it hinges on web.

So what are the 5 stages that would take up the majority of the semester?

Stage 1: Digital/Social Marketing – explain how both of these work and how important it is to track metrics and show ROI

(explain ROI).  Also talk about PPC & SEO and explain how those two work.

Stage 2: Traditional Marketing – go over mailings, PR, advertising & emails – explain how far things have come and what agencies and marketing departments do.

Stage 3: Strategy – A strategy is the glue that holds it all together.  The strategy needs to hinge on company goals that marketing supports through the efforts mentioned above.

Stage 4: Metrics – Metrics/Analytics/Data/ROI/KPI’s – so many words and so many acronyms but all are important for one reason only, to explain what the department has accomplished.  Google Analytics is one tool to rely on, as are specific CRM systems & email platforms that would allow for customer tracking and their readiness to buy.

Stage 5: Exam! Creating a marketing roadmap for a specific business, either B2B or B2C – this would be my favorite part from the kids.  A number of companies in both B2B and B2C spectrums would be in a box and they could choose their assignment.  The assignment would come with some hypothetical information about the company as well as what the marketing department is expected to do.  The students would then need to put together a strategic roadmap of the various kinds of marketing activities that would drive towards a set of goals & show examples of some of those initiatives.

All kidding aside, this would be such a pleasure to teach as I have seen many things done before and many of them haven’t worked out for one main reason – the plan wasn’t followed and everyone was simply reacting to a bunch of “who’ll scream the loudest” scenarios.  Flexibility in certain instances is one thing, being completely unprepared for everything and being unsure of what you’ll do tomorrow is quite another.

What do you all think?  Would you take this kind of course? 🙂

P.S. Course two would be about new product introductions and planning for new product launches!

Earth Day

 

Today we celebrate Earth Day.  What will you do on this special day? Will you bike to work?  Will you use a reusable water bottle? Will you bring a reusable bag for your grocery shopping?

Whatever you do today, do it every day.  Happy Earth Day!

Here are some activities you can partake in with the kiddos.

Making the Most of Your LinkedIn Profile

I have blogged a lot about LinkedIn, just click on the LinkedIn category on the right, and the features the platform has as well as what to do to get noticed.  I recently read an interesting article that sums up some of the don’ts for LinkedIn users and I have to say I need to add one more to the very end of their list.  Connecting with too many people.  People who you don’t actually know.  People you don’t even bother creating a custom message to.  Because, I simply decline those requests.

What are your thoughts on the below, and on the whole article as a whole?

Mistake #1: Horrible photo.

Mistake #2: Non descriptive headline.

Mistake #3: Forgetting that you have a LinkedIn profile.

Mistake #4: Simply scanning in your resume and not elaborating.

Mistake #5: Don’t connect or network with others.

Linda’s tips:

Mistake #1: Not personalizing your “I want to connect with you” emails.

Mistake #2: Not creating a custom LinkedIn url for your profile.

Mistake #3: Not updating information on a regular basis – regardless of being employed or unemployed.

Mistake #4: Not asking for recommendations while employed somewhere.

Mistake #5: Not keeping an eye on who’s viewed your profile and seeing if they might be a good connection to have.

International CRODAY

APRIL 9TH, JOIN THOUSANDS OF MARKETERS ONLINE TO CELEBRATE CONVERSION-FOCUSED MARKETING!

Tomorrow is international CRODAY!  Will you participate? http://www.croday.com

The Rise of the Marketer

Just a great report I want to share with you. Click on the image to be sent to the report.