Marketing Fundamentals

 

June 22-23, 2016

 

 

Day 1

  • Overview of digital marketing

  • Review of main marketing channels

  • Hands-on activity: you become the consultant

 

Day 2

  • Content marketing

  • Hands-on activity: all about you(sers)

  •  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

Made with Slides.com