Lesson 1Online fundamentalsDiploma in Digital Marketing

Course Educator: Richard Hegarty

The Start of Your Success

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• Richard Hegarty

• Course Educator

• Head of Digital Marketing

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Webinar Interaction

Lesson 1

About us

Course Agenda

Traditional versus Digital

W.H.C.P

The 4Ps

Case Study

Summary

Course Interaction

Q & A

Course Agenda

Part 1: Who is Your Target Audience

Lesson 1: Online Fundamentals - The Start of Your Success

Lesson 2: Target Audience - Who is Your Customer

Part 2: Acquiring Your Lead Flow

Lesson 3: Google PPC & SEO - Acquiring the right Leads for less

Lesson 4: Affiliate Marketing - Strategic Partnerships Online

Lesson 5: Facebook - Targeted Advertising for Lead Generation

Part 3: Monetisation Your Lead Flow

Lesson 6: Sales Funnel - Nurturing Your Leads

Lesson 7: Data Driven Marketing and Sales - Maximum Return

Lesson 8: Strategy – Retention and Recurring Revenue

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Lesson Recordings & Assignments

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Assignments are available on Friday of each week

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Log in to your members area:www.shawacademy.com

Assignments are available on Friday of each week

Lesson Recordings & Assignments

Generate a Revenue on Line You have all taken your first step - We are with you every step of the way

Let’s Begin

Marketing

Marketing

Marketing- Definition

Marketing in a very basic sense is the process of communicating the value of a product or service to potential customers for the purpose of selling that product or service. However, marketing is everything a company does to acquire customers and maintain a relationship

with them.

Marketing- Question

What is the difference between traditional marketing and digital marketing ?

Marketing

Traditional

What is Marketing?

Local Audience

Not Easy to Measure

More Costly

Static No Way To Interact

Digital

Infinite Audience

Local or Global

Customer Interaction – Feedback

Takes time to see results

Viral

Measurable

Marketing

Marketing

W.H.C.P

W.H.C.P

W.H.C.P

W.H.C.P

W.H.C.P

Who, How, Cost, Profit

Who is our customer

W.H.C.P – Who, How, Cost, Profit

Who

Exactly who

Age

SexLocation

Behaviour

Are you my customer ?

W.H.C.P - Who, How, Cost, Profit

How

Exactly How

PPC

FacebookPartnerships

content

The customer is connected!

W.H.C.P - Who, How, Cost, Profit

Cost CPL – Cost Per Lead

CPA - Cost Per Acquisition

W.H.C.P

Profit PPM – Percentage profit margin = ROI

$15,000 - $10,000 = $5,000 / $10,000 = 0.5 x 100 = 50%Profit Cost Net cost ROI

Shared Value

Customers goals

Business goals

Shared Value

B.L.U.F Bottom Line Up Front

B.L.U.F

The 4Ps

What are the 4ps in digital marketing ?

The 4Ps

Product

Price

Place

Promotion

Case Study

Shaw Academy

Case Study

2 Guys Office Computer Idea

Case Study

Case Study

Product

Add value

USP

Lead Generation

Lead Generation

Partnerships

Advertising

Content

What is revenue shared

Partnerships

Partnerships

Partnerships

Merchant

Publisher

Partnerships – Lead Generation

Merchant

Shaw Academy

Publisher

Group on

Revenue shared

Advertising –Lead Generation

Advertising

Facebook

Google PPC

Advertising

Is Facebook better than Google ads

Content

Blogging

Unique content

Social media Add value

High value leads

Growth

Growth

300% Growth year on year

Explosive growth

Trajectory 1 billion next 3 years

Growth

What is their score Alexa?

Over 1 million means a new

Under 1 million shows hope

Under 100,000 is a serious site

Under 60k large revenue turnover

Under 40k is far greater

Under 10k is absolutely huge

Under 1k = surprising if not publically listed

Conclusion

Why Who

How

Cost

Profit

W.H.C.P

The 4ps

Lead generation

Case Study

• Congratulations you have just laid the foundations

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Lesson 1 Summary

• The next session is “Target Audience - Who is Your Customer”

• Learning how much a customer costs you - CPL

• Gain an understanding on WHO your customer is.

• Develop an understanding on unit economics

• Understand how to market profitably

• Attend all of the lessons LIVE and your knowledge will grow

• Shaw Academy 12 Month Membership Prize during Lesson 6

• Get you Tool Kit for completing each lesson

Your Next Lesson

Lesson 2 - Tomorrow

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Target Audience- Who is Your Customer