Digital Marketing Foundations

Questions to ask as a Marketer

1. How will my buyer become aware of their problem? 2. How will my buyer become aware of their solution? 3. How would they become interested in MY solution? 4. How would they become interested in MY brand? 5. What would motivate them to convert brands?

3 Types of Media

1. Paid 2. Owned 3. Earned

Marketing Strategy

1. What are we selling? 2. Who are our customers? 3. Who's are competition? 4. How do we reach people?

One Page Marketing Plan

Make one section about PRODUCT/SERVICE (Problem, Solution, Key Metrics, Costs) Make one section about Market (Advantages You Have, Segments, Channels, Sources of Revenue)

Objectives & Key Results (OKR)

O- Where doe we want to go? KR- How do we know we're there?

Key Insights (3 Types of Media)

Owned -Number of Visitors -Where they're coming from -Most visited pages -How long they've stayed Paid -Which ads are working -What targeting is making sense -How much you're spending to acquire a customer Earned Media (MOST DIFFICULT) -Social Media fan base -Mentions and interactions on Twitter, Instagram, etc.

Value Proposition

Sell the RESULT/EXPERIENCE of using the product/service

Buyer Journey Map

Template that maps out different aspects of the buyer in relation to the funnel slices

Key performance indicators (KPIs)

The quantifiable metrics a company uses to evaluate progress toward critical success factors

Marketing Funnel

Top Level- Awareness Middle Level- Interest & Desire Bottom Level- Action & Loyalty