FUNDAMENTALS OF DIGITAL MARKETING

Why is optimising customer touchpoints online beneficial for businesses?

Optimising customer touchpoints online is a valuable way for businesses to build brand loyalty and trust. Once a business understands the relevant touchpoints their customer takes, the next step is to develop content that will keep customers engaged.

Why are search engines a great place for a business to be found?

People who search are actively looking for information, products or services

What can social media analytics tools help you measure when assessing campaign results?

Whether the visitor clicked on a paid ad or organic listing

what's a full social media strategy?

- Create a social media plan - Set up accounts on appropriate social media sites - Sign up to a social media management tool - Create a list of posts to be automatically posted in the coming weeks

What are the benefits of data in online marketing?

- Data can be accessed and analysed in real time - Data helps you make informed decisions

what helps you choose a new market for your new business?

- Market insight tools (how the market reacts to product/services) - Search trends by location (what the market usually searches for)

what business goals can you achieve with social media?

- Raise the profile of the business - Attract new customers and grow the customer base - Discuss new products with customers - Drive more traffic to your store

how does social media analytics help with?

- Tell how many visitors interact with her website - Show how visitors found the site

What information will analytics give you?

- Where website visitors are located - Which website visitors turn into paying customers - What content visitors interact with

what does web analytics tell you about organic seach

- Which search engines visitors use - How traffic is trending over time - How many visitors are using mobile devices However, it won't tell you explicitly whether your site's content is relevant to your keywords.

how can you increase your websites visibility to interested customers in their search result?

-accurate labels for images helps search engines pick them up when people make relevant searches. Using generic file names, like image3.jpg, can be counterproductive as they're unlikely to appear in a specific search. -Page titles -using the kinds of keywords that interested people might be searching for - such as 'fair trade' or 'cappuccino' - will mean that Seth's website is more likely to be displayed in their search results.

Google Search Console

-allows you to track a site's search performance -It can help show whether you're using proper keywords in your content as your audience (understanding the keywords used by the audience landing on your pages/site) -It can recommend better page titles for you to use

Paid search ad results

-are targeted at people who are already looking for a particular kind of product or service -you're only charged if users click on the ad, not by how many times it appears in the search results.

Analytics helps in what ways

-how people interact with your website -Show which pages of a website are most popular. -Log which items of the website are clicked on. -Identify where in the world visitors are logging on from.

whats are the steps to creating good contents

1 Find out who your audience is 2 Segment your audience into groups 3 Create specific content targeted to these audience profiles 4 Publish the content and promote it to your audience check all the channels that are available, and decide what content to create based on the needs of your audience. Once you have this information, you could consider building a content calendar to help you stay organised. Then, you can begin creating and publishing it, before promoting the content across online channels.

what are the steps to video content creation

1 Plan the video release schedule 2 Storyboard the video content 3 Decide on a location and source props 4 Find a video crew and film the videos 5 Edit then upload the videos

what are the steps of online business strategy

1st step: define business goals 2nd step: write a mission statement 3rd step: identify your company's selling points (USP) Once this strategy is in place, you can launch your website, develop a targeted digital marketing campaign, and establish a client base.

steps to creating SEO plan

1st. Do keyword research 2nd. See where I appear in search results for specific keywords 3rd. Look for gaps in my SEO performance 4th. Review results and adjust plan

how long should ad videos be

2 minutes or less

What should your search ad have in order to promote more clicks?

A call to action. Your call to action, or CTA, could be 'Click to learn more' or 'Book now' prompting the user to complete an action once reading/viewing your advert.

Businesses should focus on social media platforms with _______.

A relevant audience

Which section of Google Analytics can tell you whether visitors have found your website via social media?

Acquisition. Through the acquisition tab on Google Analytics you can see where and when people arrived on your site from social media. If tracking your links using UTMs, you can also track which specific social posts referred them.

How can you take advantage of video for your product/services without actually making a video?

Advertise on other people's videos. Even if you haven't created a video of your own, you can still take advantage of the medium by advertising your business on someone else's video using many different formats. For example, text ads and pop-ups.

What is a key benefit of having an online presence for a business?

Being visible when people search for a business like yours

When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

Bid value, together with quality score, is one of the components that will dictate your ad's position in the search results page. By increasing your bid on specific keywords you're more likely to outrank your competitor's ads.

What technology do search engines use to 'crawl' websites?

Bots

Which of the following is the easiest way for visitors to learn about a business while visiting a website?

Browsing your product pages and reviewing the Frequently Asked Questions page

What can conversion tracking in search help you measure?

Conversion tracking keeps count of how many transactions are completed on your site when referred from a search ad. This is done by placing a piece of tracking code called a 'tag' on your website.

Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?

Creating a business listing in online local directories

What is an example of product merchandising?

Displaying very specific, featured products on your home page. Product merchandising is all about how you display specific products to stimulate interest and entice customers to make a purchase.

When describing the purpose of content, what is missing? 'To entertain, to inspire, to _______ and to convince'.

Educate

what involve a need for prior interest or a customer base to target online?

Email marketing. Print advertising. Retargeting advertising. These all involve a need for prior interest or a customer base to target.

what do these tools do?

Google Market finder- High search traffic on vintage record terms from Portugal Google Keyword Planner - Low competition on search ads in Portugal. Google Keyword Planner is a useful tool for looking at the volume of search ads. Tools such as Google or Bing's keyword planner will give you insight into what terms are used for search ads in that region and in what volume. This will give you a good indication whether or not there is a good appetite for your product in that market. Google Analytics - People in Portugal are looking at his website. Google Analytics can help you keep track of things like who's looking at your website and what pages they look at most and adapt your strategy as needed.

If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?

Heat map. A heatmap is a visualisation map which allows you to see where and how visitors interact with your website. The brighter or hotter an area is, the more interactions occur on that section of the site.

Which of these is an important factor in the paid search auction system?

How relevant your ads are

why is a different content important

If lots of sites use the same content then it will be hard for any one of them to stand out in the search list.

Once you've worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?

Incorporate it within marketing materials across all channels to help raise customer awareness

In what way can display advertising be effective?

It drives traffic to your website

What type of information can KPIs provide?

KPIs can help you to make smart business decisions from long-term projections about your business's growth and development. You can use these to evaluate how successful your online efforts may be towards reaching your business goals.

do search engines affect website's rankings?

No. Social media is a great way to improve his visibility, but search engines don't recognise the number of likes or followers an account has, so this won't help the search rankings.

Which of the following statements is true when describing how retargeting ads work?

Once a user visits your site, the code drops an anonymous browser cookie. Once a visitor has visited a site, a small piece of data called a 'cookie' is added to the user's web browser. This means your adverts can then be displayed to them when they visit certain websites within the retargeting network.

what are the four main stages of a data cycle?

Plan - Start by identifying the goals of the campaign Do - Then, begin collecting the relevant data Check - Once you have that, review your data Act - Lastly, take action to test the hypothesis.

When incorporating videos into a digital strategy, which of the following tactics provides value to customers?

Publishing a how-to video on their website. Creating a how-to video for a product or service that a business sells can help answer customer queries, encourage sales and increase engagement with the brand. While providing value to the customer, these videos can also help businesses reach multiple goals.

In an SEM auction, your Quality Score is based on which aspect of your ad?

Relevance. Quality Score measures the relevance of your web page against the copy in your ad. For example if you run ads stating 'Cheap Shoes' but your website page doesn't showcase anything about shoes then this will affect your Quality Score.

Which of these is a good practice to keep in mind when sending emails to your contacts?

Run an A/B test on your subject line to determine which one works best. Rather than taking the chance of your email not being opened, read, or even being blocked, it's good practice to run split testing on your email subject line. This way you can see which subject line is more successful and also further understand your customers' behaviour and interests.

Which of the following is primarily meant to target new customers online?

Search advertising. Search advertising gives businesses the opportunity to present themselves in front of new users who are using search engines to find a product, service or answer a question. The other options all involve a need for prior interest or a customer base to target.

Which of the following is an accurate definition of what a content marketing campaign involves?

The creation and promotion of online materials with the goal of increasing interest in a product or service

What makes the data cycle useful?

The data cycle helps you make the most of your collected data. You can use it to help you prepare, action and inform your business decisions online. The four main stages of the cycle are: Plan, Do, Check and Act.

What should you consider when developing your website content?

What your customers are looking for

a web server

a computer system that receives requests for a web files and sends those files to the device it was serached from

what's a cookie

a data

If a person adds a product to a shopping basket but then leaves the website, which of the following tactics is most likely to encourage that person to return and purchase the product?

a display ad

KPI (Key Performance Indicator)

a measure of achievement that can be attributed to an individual, team, or department

SWOT analysis

a planning tool used to analyze an organization's strengths, weaknesses, opportunities, and threats

Every website is hosted on

a server.

search engine marketing (SEM)

aka Pay-per-click advertising. costs money. Let's you buy ad space on a search results page and bid for keywords to display your content in search engines. Whoever wins gets to show their search ad

Google Display Network

an ad network Ad networks find ad spaces on websites, and sort out payment so you won't have to.

negative keywords

are a word or phrase that you don't want your ad to appear for if a person uses them in a search. This is useful when you want to exclude certain keywords due to them not being relevant or related to your service/product. Identifying negative keywords means when people see Anna's ad it's because it's relevant to what they are looking for. For example, if someone were to search for 'Watercolour family portrait' Anna wouldn't want her ad to appear as her portraits are photographs. Similarly, if someone were to search for 'Buy landscape photo' Anna's portraits wouldn't be relevant either.

short-tail keywords of SEO

are search phrases with only one or words high search volume more competition

organic search results

are the main list of results the search engine displays. They are usually the main focus on the results page. There's no cost for businesses to appear in the organic results.

title and meta description

are used by the search engine to generate the actual search result, so they'd appear in the search results page. In this case, Eric should use the phrase 'fruit and vegetables' in both his title and his meta data description. A good title shows the company name and highlights what the page would be about, like 'Blake's Produce: Fresh Fruit and Vegetables'. A good meta description is two short sentences that just summarise the page. title: Blake's Produce: Fresh Fruit and Vegetables meta description: Fresh fruit and vegetables grown locally and delivered straight to your door

A browser (google chrome, safari, firefox)

figures out where online content is hosted and displays it to the user.

Title tags

helps a search engine understand what your page is about?

social media profile

is a quick, simple and cheap way to engage your audience with your business once your social media profile is esestablished, you can then look at longer-term investments such as building a mobile app and a good website

a hyperlink

is a shortcut to other pages on your site or elsewhere on the web.

The 'See, Think, Do, Care' framework

is a useful way to understand the online customer journey. Being aware of this journey helps a business to identify where they should invest their efforts in connecting with customers.

search engine optimisation (SEO).

is free. Let's you tag keywords within your content and that increases the chance of your website appearing higher up in search engine rankings.

IP address

is made up of a string of numbers that can be located by any device connected to the internet.

hosting (hostgator, bluehost,...)

it's a online space you need to lauch a website

clickthrough rate

looks at the number of times someone has clicked on a link and gone through to your website

long-tail keywords of SEO

means longer keyword phrases that are very specific to whatever you're selling. These have a low search volume, which means there's less competition, so it's more likely to be relevant to a user's queries.

what do these terms mean in the web analytics world?

meteric - measurable ex:Time spent on site dimension - an item or place ex: a site accssed through a phone and in country from Italy conversion - people that purchased an item from site or subscribed for a youtube channel

what do you need when creating keywords?

relevance, traffic and competition (a call to action) when she's choosing keywords. 'Cardiff weddings' isn't relevant enough as it could refer to any part of the wedding process. 'Wedding photography business based in Cardiff'' is too specific and also quite long to type, so it's unlikely it would get a lot of traffic. 'Wedding photography Cardiff' are a good balance, though Michelle would still need to monitor them to see how they perform.

Google Adwords

shows the performance of a keyword before you decide to bid on it. This means you can invest your marketing budget where it will have the most impact for your business.

Exact Match keywords

when building your search ads, minor variations, like plurals, can still trigger the ad With Exact Match keywords, users who search for your keywords or close variants will still be able to see your ads. This helps businesses to still be visible to people who accidentally add extra characters or make minor mistakes with spelling and grammar during their search

what features should you include on every page of your website?

your business logo leading to the homepage and a search field