Marketing Fundamentals
June 22-23, 2016
Day 1
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Overview of digital marketing -
Review of main marketing channels -
Hands-on activity: you become the consultant
Day 2
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Content marketing
-
Hands-on activity: all about you(sers)
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The trifecta: tracking, data & stats
-
Optimization
-
Certification
2
Schedule
Any questions on Day 1 material?
2
Before We Begin
Content Marketing
Back to the basics.
Index:
1. What is content?
2. Content marketing tips
Content
Content marketing is a big deal, and can make or break your digital marketing efforts.
Content can be:
- A blog post
- Your meta and title data on your website
- Your website itself
- The words on you Facebook ad
- Your YouTube video
- An Instagram photo
Content can be distributed:
- On your website or blog
- Other websites and blogs
- Publishing channels like Quora or LinkedIn
- Your social networks
Helpful Tips
- Content marketing is all about creating text, images and videos that people will be attracted to and want to consume
- You can reuse and repurpose content - that great video you paid a freelancer to shoot? Yeah, post the crap out it.
- Look at what your competitors are doing
- Looks at the competition for your content
- One important part of content writing is to make sure the topics you’re creating content about are desirable
•Google keyword tool
•Quora threads
The Google Keyword Tool
DEMO
Activity!
- Break into consultant groups of 2-3 and pick your own or a company below
- Draw out a user profile - tell us who your customers are?
- Identify 2 channels for your digital strategy
- Tell us how you would set up targeting and ads
Take 15 minutes
We'll ask 3 groups to share after
METRICS
Ads
- Reach/Impressions
- CTR
- Relevance score
- Cost
Organic
- Views
- Likes
- Comments
But metrics are only half the story
Ad #1: $50 in cost, 10,000 impressions, 30 clicks
Ad #2: $30 in cost, 1,000 impressions, 50 clicks
Ad #3: $12 in cost, 500 impressions, 12 clicks
KPIs
Ads
•Conversions
•Cost per conversion
•Conversion rate
•Average order size
•Referrals
Organic
•Conversions
•Shares/referrals
Advanced KPIs
ROAS = revenue / ad spend
ROI = (revenue – cost ) / cost
LTV = average purchase value * number repeat purchases * referral rate * churn %
KPIs tell the 2nd half of the story
Ad #1: $50 in cost, 10,000 impressions, 30 clicks, 1 conversion $50 CPA
Ad #2: $30 in cost, 1,000 impressions, 50 clicks, 1 conversion $30 CPA
Ad #3: $12 in cost, 500 impressions, 12 clicks, 1 conversion, $12 CPA
Tracking
Ad platform tracking (Facebook analytics, adwords conversion tag, Twitter pixel, etc.)
3rd party tracking (Google analytics, Mixpanel, Bitly, Branch Metrics, etc.)
Tracking in-platform
Campaign: objective/type + macro targeting/budget/bidding (aggregated across all ad sets)
Web conversions + $250/day + Demo_Geo
Ad set: targeting + bidding + budget
Demo_Geo_Lookalike 1% + $5 CPA + $50/day
Ad: image identifier + headline + copy
Lebron 8s + “Freshest Kicks” + “Sale copy”
URL Tagging
www.example.com/?utm_source=FacebookAd&utm_campaign=CampaignName_AdSetName&utm_content=AdName&utm_medium=paid
===
www.nike.com/?utm_source=FacebookAd&utm_campaign=WebConv_250-day_Detroit-Men-18-24-Lookalike-1_Detroit-Men-18-24_50-day_5-CPI&utm_content=Lebron-8s_Freshest-Kicks_Sale-Copy&utm_medium=paid
Buzzword: Optimizing
Poor performance
•Pause an entity
•Lower bid/budget
•Tighten targeting
Good performance
•Find more targets/keywords like that
•Raise bid/budget
•Expand targeting
•
Advertising Best Practices
•Segment, segment segment
•Bids/budgets by profit
•Continually try new creative
•Relevance/quality score
Mini-Activity: Optimize this!
100 impressions / 10,000 potential impressions
0.4% CTR
Relevance/quality score = 1
1 conversion
$400 CPA
Period of time: 3 months
Optimizing Caveats
Raising bid increases risk
•10% CVR of 100 clicks = 10 conversions @ $100 cost = $10 CPA
•5% CVR of 1000 clicks = 50 conversions @ $2000 cost = $40 CPA
People can be fickle
•Average conversions = 10
•Monday’s conversions = 15
•Tuesday’s conversions = 5
History doesn’t always repeat; 80%/20% budget
•Last year competition = 1; CVR = 25%
•This year competition = 3 CVR = 8%
Competitive Research
Always have ~3 competitors in mind
•Find them
•Study them
•Poach from them
B2C v B2B
Business-Consumer
•Sales scale
•Direct response
•Lower value per sale
•More low touch points required
•Top channels: social organic/ads, affiliate/influencer, content
Business-Business
•Targeted sales
•Longer sales cycle
•Higher value per sale
•More high touch points required (often ending in sales outreach)
•Top channels: content, PPC, email
Time for a walk? Through?
Raise your hand for:
Facebook ads
Social organic
Email campaign
Adwords account
Marketing Fundamentals (June 2016) DAY 2
By Leah Yanuszeski
