Digital Marketing-Ladner

From the "preview" and the "from" description, the consumer will ask:

(1) who sent this? (2) what is the point? (3) Should I care

Brand awareness

(horrible.... Difficult to measure)

The Customer Journey Map

-Customer journey probably involves many touch points. -Don't use last click attribution (attributes last click as a conversion) -Should use multi-channel attribution

email marketing: SECOND Create Content

-How you like our products -transactional -news, sales, discounts, promos -"we miss you" :(

EMAIL MARKETING

-Often first thing checked in the morning -used by a large percentage of americans -Email the #1 performing digital marketing tool

Four Components of a Digital Marketing Strategy (DMI)

1. Approach (Framework/principles) 2. Audience (Situation analysis, information gathering, audience definition) 3. Activities (Obj., tools, action plan, budget) 4. Analysis (Measurement, analysis iteration)

Email marketing

1. List 2. Inbox 3. Email-Open 4. Click 5. Conversation 6. Sale 7. Lifetime value

Email Types (class)

1. News: Batch & Blast 2. Transactional: Receipts of confirmations 3. Lead Nurturing 4. Segmented messages 5. Drip campaigns

Creating a content marketing strategy

1. Start with your customers 2. Your Brand's Story 3. Channel Strategy 4. Listen 5. Measure Program 6. Answer Key Questions 7. Calendar/Schedule 8. Budget

Unique open rate

16-20%

Unique click-through-rate

2%

Unique click-to-open

20%

2.B Audience Information gathering (What is everybody up to?)

A quick Google search gives you lots of information. Ask yourself: How good are they at what they are doing? What are their prices? What are their delivery options? What is their range of products? How well do they articulate the value of their goods? Google Tools Analytics, Alerts, Adwords Keyword Planner, Trends

Welcome Series

A series of emails that introduce your company. These are automated and produces higher engagement.

Owned Media

Any media that you control and is unique to your brand (ex. website, blog)

Paid Media

Any media that you pay to promote to your customers (ex. PPC, Display ads, Social ads)

2.A Audience Situation Analysis

Ask yourself: Where am I now? How do I measure up to competitors? How effectively have I been so far? What are my main strengths and weaknesses? How successful have previous activities been?

AIDA

Attention Interest Desire Action

Emails trigged by an action: "If X happens do Y"

Automation

What are the 5 A's

Aware Appeal Ask Act Advocate

A company should keep their call to action

Close to top

What re the 4 C's of the digital marketing mix?

Co-Creation Currency Communal Activation Conversation

Batch and blast emails

Common but really impersonal and ineffective. You know when you receive these

On Brand

Consistent messaging from a company across content

________________ reflects the success of the purpose of an email sent to the consumer.

Conversion Rate

Recommended best practices for email marketing

Create an exclusive club Show that you care Get personal Keep readers on their toes

3. Activities (Obj., tools, action plan, budget)

Determine your competitive advantage and utilize your value proposition Take a SMART approach to your entire plan Segment your budget and successfully decide where best to spend resources Possibly use social media referrals KPIs Reorganize and run different types of action plans.

To make sure fake emails are not being added to a list, companies will use

Double Opt ins

Earned Media

Essentially online word of mouth (ex. Consumer review on Yelp)

To bring your email to a powerful conclusion, you should have a ___________ in the final spot of above the fold

Focused call to action

2.C Audience Building a customer profile

For your audience, you should know: age, gender, where they work, where they live, if they have children, their marital status, their hobbies, what their preferences and needs are You can rank your audience based on how easy or hard they are to reach. You could also include: What are they interested in? What are they trying to do online? How are we responding? Why are they online? What are they looking for? How did they get there? What devices do they use and when, where, and how do they use those devices? How can their problems be solved?

1. Approach (Framework/principles)

In Traditional Marketing you have to set up everything up front. Digital allows you to test the waters. Run small campaigns, make sure it works and then commit. The Customer - Always first. Listen to them (social media), use analytics. Collect information about them. Could do more in-depth research.

Reasons for content marketing

Increase sales Cost savings Better customer who have loyalty

What are the 5 steps to a powerful digital marketing strategy?

Know What You Want (& Set the Objective) Analyze Your Past (& Learn From Your Mistakes) Remember Who You're Talking to (& Speak Their Language) Identify Your Means (& Stick to Your Budget) Make the Plan (& Don't Stick to It)

5 steps to a powerful digital marketing strategy

Know what you want (& Set the Objective) Analyze your past (& Learn From Your Mistakes) Remember Who You're Talking to (& Speak Their Language) Identify your means (& Stick to Your Budget) Make the Plan (& don't stick to it)

What are the 7 steps in the email marketing process?

List Inbox Email Open Click Conversion Sale Lifetime Value

google's guidelines for creating valuable content on your website

Make content: informative useful credible engaging

What are the 5 steps for consumer decision making?

Need Recognition Information Gathering Evaluate Alternatives Purchase Post-Purchase Evaluation

Some Types of Content Marketing

Newsletters Online Video Case Studies Webinar/webcasts Social Media Marketing Blogs White Papers E-‐books Onsite Articles Mobile Content Online Presentations Infographcis Press releases

Best form of advertising

Online reviews

Segmentation of email customers should be done based on

Past purchases Past email responses Customer preferences Demographics Geographically Clicked on link

1. Start with your customers

Personas

7 Building Blocks of Content Marketing

Plan Audience Story Channels Process Conversations Measurement

What sets the stage and attempts to garner attention for an email

Preview

Consumer Decision Making

Problem Recognition Search Process Evaluate Alternatives Decision stage [purchase] Evaluation of Decision [purchase]

What are the 3 ways you segment emails by?

Recency Frequency Monetary

Starting point of building ANY marketing strategy

Research and consumer insights

Examples of Inbound Marketing

SEO

What are some tried and true digital marketing strategies?

Search Marketing Social media marketing Online reviews Email campaigns

Examples of Outbound Marketing

Search and display

4. Analysis (Measurement, analysis iteration)

Search optimization

Ladner killed the 4 P's and replaced it with

The 4 C's Co-Creation Currency Communal Activation Conversation

Ladner killed AIDA and replaced it with

The 5 A's Aware-passively exposed to a long list of brands Appeal-Memorable Factors Ask-Search and talk Act-Bought it Advocate-recommend.......or don't

Bounce Rate

The rate at which your emails are not delivered

Metrics to track effectiveness

Traffic Shares Time spent on site Direct Sales/Conversions Qualitative feedback SERP Ranking Customer Loyalty Subscriber Growth

Email Types (Ladner Notes)

Transactional Announcement Thank You Loyalty Confirmation Reminder Education

First fundamental question of content marketing

Who are you

A content marketing strategy should start

With your customers

Native Advertising

a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

Inbound Marketing

a technique for drawing customers to products and services via content marketing (Consumer to Company)

4. Listen

a. Find the online conversations about the company brand. b. Listen, read about their interactions and needs and interests. c. Identify how they talk about the competition.

2. Your Brand's Story

a. How can your story compel your target audience? b. What is unique about you? c. Tell a Story (Follow the general structure for storytelling) i. Conflict ii. Tension iii. Climax iv. Resolution

6. Answer Key Questions

a. Make a business case for your organization b. What does your organization provide, what are they good at providing?

email marketing: FIRST Build Email List

a. Purchase b. Segment -Responds to email -Demographics -Geographically -Past-purchase -Clicked on link

7. Calendar/Schedule

a. Put someone in charge of the process. b. Create guidelines for how to communicate.

Budget

a. What are the biggest opportunities for the business? b. How can they rank?

3. Channel Strategy

a. What part of my story can be mapped to specific channels? i. Do I already have content or do I need to create it?

CRM

allows a company to automated and optimize digital marketing efforts across multiple channels by catering catering email content toward the lead's interest and sending automated emails

Targeted emails

better and more data than ever is available to consumers to do this.

Content Marketing

creating and distributing content that is relevant and valuable. The goal of content marketing should be to attract, acquire, and engage an audience in order to drive profitable action. New Google Updates focus on high quality content that is relevant and valuable.

Content marketing should be focused on

driving traffic to the website or a dedicated landing page.

From line

first part of an email that a recipient examines. Basically the consumer is going to analyze to see if they are familiar with your company

Social media marketing content should be

focused on engaging. Could also be focused on brand awareness, customer retention, and customer satisfaction.

For online retailing, the best goal of an email marketer is to

generate additional purchases

Open Rate

is a measure of how many people on an email list open (or view) a particular email campaign. The open rate is normally expressed as a percentage

SEO/Social Media

often at the heart of a content strategy

Do not send emails to consumers more than

once a week

A good indicator of quality of a subject line is

open rate

Content must be ________ and ________ to the consumer

relevant, valueable

Triggered emails

sent by browsing behavior, abandonment, purchase, confimations, etc.

Transactional emails

sent email based on confirmed transaction or receipt. This is more like a "thank you email". These have high open rates.

Drip campaign

series of emails based on behavior (automated and timed)

To improve conversions your email marketing should have a

targeted, dedicated landing page

CTR

the number of unique clicks divided by the number of emails that were opened

Conversion Rate

the percentage of users who take a desired action (calculated as: taking the number of conversions and dividing that by the number of total ad clicks)

Landing Page

the section of a website accessed by clicking a hyperlink on another web page, typically the website's home page.

Most important part of any email is

the subject line

Outbound Marketing

the traditional form of marketing where a company initiates the conversation and sends its message out to an audience (Company to Consumer) (Ex. Search and Display)

Preview

what sets the stage and attempts to garner attention for the email. How are you making someone curious about your email?

Automation can be combined for more targeted emails

• Automation adds personalization. You can send emails based on the information of a user: o Transaction data o Web Analytics Data o Contact History • Should be thinking about what communication things can we predict and how we can speak to the customer. • Events that can be automated: browsing, cart abandonment, thank you emails, reactivation, replenishment, welcome, receipts, birthdays/holidays.