Introduction to Digital Marketing 101 , livre ebook

Introduction to Digital Marketing 101
by
Cecilia Figueroa
FIRST EDITION 2019
Copyright © BPB Publications, India
ISBN: 978-93-89328-189
All Rights Reserved. No part of this publication may be reproduced or distributed in any form or by any means or stored in a database or retrieval system, without the prior written permission of the publisher with the exception to the program listings which may be entered, stored and executed in a computer system, but they can not be reproduced by the means of publication.
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About the Author
Cecilia Figueroa announced her decision to leave her job as a data manager, as it required a specific treatment aimed at achieving objectives that had little or nothing to do with those that arise from the management of knowledge in its broader sense.
Then, she decided to specialize as an inbound marketing consultant, at a time when these names did not even exist. She started with management of social networks and writing text for web and blogs. She began to measure and analyze the results of her writing, and started designing marketing strategies from scratch and creating e-books, videos, and practically everything that creativity allowed me.
She firmly believes that enhancing our creativity is the key to developing ourselves personally and professionally which allows us to expand our knowledge, increase our intelligence, and multiply our capabilities. She has always considered herself a creative person, but now she also researches about it in order to help other entrepreneurs to grow and create.
In addition to her mentoring program, she helps other entrepreneurs through her marketing consulting. She helps them achieve their goals, increase their sales, and position themselves favorably in their sector through strategic planning and implementation of services such as advertising with Facebook Ads, copywriting, persuasive writing, and developing a corporate identity.
About the Reviewer
Halil Burak Cetinkaya is a software engineer with more than 5 years of experience. He dedicates his time and effort to get better at everything. He is very passionate about everything associated with software development. He has developed many applications in his entire career. He is hardworking and always likes to learn and discover new things. He also likes to help other people. He is always open to connect with new people and broaden his network.
Preface
The main motivation that led to this research work was the need to know how the companies of the twenty-first century have been successful and the psychology behind that. There are very few books dedicated to the analysis of how companies achieve success and which factors lead to failure.
If you are looking to enter digital marketing and need to understand what role each strategy plays in the marketing mix of a companyfrom a global point of view, this book will be particularly useful. With the firm intention of moving away from other more academic works that focus on digital marketing as a theoretical object of study, these pages are intended to be, instead, a guide and support for your business, even a source of inspiration for the many moments when questions such as these arise:“What kind of business should I start?”
It is imperative to know which marketing model can be coupled with your business. Marketing is defined as the use of different strategies that are formulated through market studies and areaimedat promoting a product for sale and use. Marketing is very important, as this is the basis for identifying the needs of the market and knowing how to satisfy them effectively.
This book is for anyone who, for personal, academic, and/or professional reasons, wants to learn the basics of digital marketing. It is also a good start for marketers who would like to know their audiences and define the strategies that best suit them. To better understand this chapter, the reader should be familiar with bare minimum technical and conceptual skillssuch as client work, pitching, social network, keywords, rank, optimization, and psychological principles of persuasion and decision-making.
Errata
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Table of Contents
1. Marketing and Its Business Importance
Structure
Objective
Begin with a plan
The digital marketing framework
What does customer journey mean?
Organizing your marketing plan to market your business
Case Study: Model 3, Tesla
What: The mass appeal
Who: The middle-class millennial
When: Customers are partners
Why: Smart objectives
How: Tesla “makes its own rules” strategy
What is a customer journey map?
Conclusion
2. Content Marketing
Structure
Objective
What is content?
Elements of content
Content marketing
Content purposes
The content plans
Plan
Create
Distribute
Analyze
Direct content
Steps to implement your content strategy
Decide what content to create
Execute plan and measure
Create content
Content for blog
Channels to do direct marketing actions
Content audit
SEO audit
Where do I start the content audit?
Tell a story
Making business a story
An example of storytelling: the Lego story
Storytelling and content marketing are not the same
A story can be content, and vice versa
Write stories
Curate content
Promote and distribute your content
SEO tips
The website
Structure of the website
Content pages
Steps to successfully define your content strategy
What is content strategy?
Key points to convey the value proposition of a company
How to better develop content marketing in 2019
Tips for creating good SEO content
How to optimize the audio-visual part of the content?
Optimizing videos
Measure the content
Match your marketing goals with content measurement
Do not limit yourself to creating content! Do “content campaigns”!
Generate engagement, the basis of your strategy
Have the hand tools died?
Platforms of social relations, your spine
Conclusion
3. Use Social Media for Your Business
Structure
Objective
Social media landscape
What is social media
POST
TALKING
The process
Why social media matters
Social media channels
Channel overview
Facebook
Description
Profile and cover photos
Call to action
Username
How to create a post
Content plan for social media
Facebook content
Post content that interests your customers
Post a variety of content
End every post with a question
Don’t post too frequently
Allow fans to write on your wall
Don’t share Twitter posts on your Facebook page
Use contests, but in moderation
Get creative with the contests
Try selecting a monthly topic
How to improve the metric of your fan page
Avoid being overly promotional
Customize your Page Tabs
Adding Tabs+
Adding an app to a page
Share content on Facebook using JavaScript SDK without opening a popup
With URL redirects
Integrating with Facebook APIs
Incorporate live video in your campaigns
Going live with Facebook
Editorial calendar
Implement and monitor campaigns
Social media campaign with clear and well-defined objectives
Specific
Measurable
Attainable
Relevant
Time-based
Development of the strategy
Type of pubic to address
Most appropriate social network
Measuring impact
What characteristics should a marketing KPI have?
Measurement - Analysis - Optimization
Brand recognition
Generate traffic
Generate leads
Convert buyers
Retention and repurchase
Calculation of return on investment (ROI)
Conversions
Web traffic
Scope
Keys to measure the performance of social networks
Know what they are
Knowing what they are not
How to build KPIs in social networks
Facebook metrics
Reach or number of followers and fans
Facebook Insights
Twitter analytics
Engagement or number of active followers
Number of shares
Comments
Mentions
Type of content
Social traffic
Conclusion
Common questions about social media marketing
What is social media marketing?
How can we measure our social media actions?
How do we develop a social media plan?
How can we integrate the management of social media in a company?
Conclusion
4. Social Ads – Make People Think and Talk
Structure
Objective
Introduction to social media advertising
Components that make ads work
Choose the appropriate social network for your business
Making display ads meet your goals
Key