DLSU Manila Technical Digital Marketing Guide

Technical DIGITAL

#DLSUjemadigitalmarketing

GuideMARKETING

Our 4Strategic Steps

MARKET RESEARCH

WHY IS MARKET RESEARCH IMPORTANT?

Better Understanding of your clients

Clearly defines your Target Market

Creates a tailored Marketing Strategy

Carefully Plans your marketing activities ahead

Creates an Optimized Digital Marketing Strategy based on your allocated budget

HOW TO DO MARKET RESEARCH?

2. Identify the KEY Products And Services

1. Identify your UNIQUE SELLING POINT (USP)

3. Identify your TARGET MARKET

4. Identify the Goals And Objectives of the campaign

a. Lead Generation

b. Increased social media followers

c. Boost brand awareness

d. Generate Sales

5. Identify Key Competitors and check their activities online

HOW TO DO MARKET RESEARCH?

SAMPLE MARKETING RESEARCH PROFILE

USP – unparalleled service quality, offers mobile tinting, competitive pricing, recognised as nationwide leader in tinting cars in the UK.Key Products/Services – luxury car tinting service.Target Market – luxury car owners and ordinary car owners.Goals and Objectives – Land/rank in first page of Google UK for multiple keywords.Key competitor – URL provided by client, can’t be shown due to an NDA.

MARKETING STRATEGY

Provides you with a CLEAR ROADMAP on marketing

Provides you with a CLEAR APPROACH towards achieving business goals and objectives

Enables you to reach TARGETED AUDIENCES effectively

Ensures you spend your ADVERTISING BUDGET wisely

Increases RESULTS, CONVERSIONS and ultimately your PROFITS

WHY IS MARKETING STRATEGY IMPORTANT?

Goal Setting

Approach: Direct or Indirect Marketing

Channels and Tactics

Offers and Promotions

Execute Steps and Strategies

HOW TO CREATE A MARKETING STRATEGY?

SAMPLE MARKET STRATEGY PROFILE

Top Digital Marketing

AND STRATEGIESCHANNELS

Social Media Marketing

Search Engine Optimization

Pay-per-click (PPC)

Marketing

Search engine

OPTIMIZATION

SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES

SEO is vital for Digital Marketing because:

93% of ONLINE EXPERIENCES begin by using a search engine

50% of mobile visitors who conducted local search visited a store within the day.

And 34% conducted on computer did the same.

SEO in the Flesh

The SEO Framework

The SEO Content Framework

Without content, the Internet itself is nothing or not as useful as

we see these days.

A website content is the text, image, video, and infographic that you usually find in a website.

The SEOInteresting

Topics

Catchy Headlines

Regular Content Creation

Genuine and Helpful Content

Content Framework

The SEO Content Frame Work

The SEO Backlink Framework

But the search engines along with their super genius scientists have always found a way to make their algorithm safe with the abuse of mass link builders and other spam SEO experts/agencies.

Links, or backlinks, is probably the holy grail of search engine optimization.

Some even said that the exact algorithm of most search engines especially Google heavily rely on links which connect everything in the entire world-wide-web.

Outreach

Guest Post

Local Directories

Video Submissions

Expert Interviews

Top Backlink Strategies

Expert Interviews (Sample)

Guest Post (Sample)

Actual Results of this Strategy

Starting numbers:

Top 3: 23 keywords

Top 4-10: 19 keywords

Current numbers:

Top 3: 34 keywords

Top 4-10: 46 keywords

Improvement:

Top 3: 11 keywords

Top 4-10: 27 keywords!!

Social Media

(Paid and Organic)

MARKETING

SMM is the process of utilizing the TOP SOCIAL SITES to create brand awareness, drive conversation and connect to the most targeted audience as possible

Social media users have risen by 2.51 billion this year per Statista.com

Up to 96% of Small Business Owners use Social Media Marketing.

2 Faces of Social Media Marketing

Paid MarketingOrganic

Top Social Media Marketing Network

Facebook, Twitter, Instagram, Linkedin, Snapchat, Pinterest.

Organic Social Media Marketing

Organic social media strategies that works:

1. Posting company/brand updates2. Upcoming events3. Employee pictures4. Quotes5. Memes6. Blog potsts/tips

Organic social media marketing is the process of using social media marketing without paying for advertising.

Organic Social Media Marketing Pros and Cons

Cons:

1. Least reach (has been declining in the last 3-4 years)

2. Results will not be that big3. Can’t create meaningful traction

Pros:

1. Does not cost any money2. Can be done by you or your employee3. Good strategy to get a hang of it

Organic Social Media Marketing in the Flesh

Organic Social Media Marketing in the Flesh

Paid Social Media Marketing

1. Sales related offer (direct promotion of products and services)

2. Lead generation3. Retargeting4. Website traffic generation5. Blog posts (for more likes and clicks)6. Legitimate boosting of page likes

Paid social media marketing is the process of using social media channels for more reach and results.

Paid social media strategies that works:

Paid Social Media Marketing Pros and Cons

Pros:

1. Reach are potentially endless2. Results are potential big (depending

on how smart you use the network)3. You can do testing's and see results

pretty quickly4. Advance targeting features

Cons:

1. Potentially cost a lot of money2. You might loss money if you don’t

properly monitor your account.

Paid Social Media Marketing in the Flesh

Right ad paid social media ads on Facebook.


Timeline paid social media ad on Facebook.


Timeline paid social media ad on Facebook (our internal content promotion)

MARKETING Pay-Per-Click (PPC)

PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who:

Already have a NEED for products and services

Are ACTIVELY SEARCHING for these needs online

Google PPC Ads in the Flesh

Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING

Popular international media websites are already using this form of advertising in their sites

It is used by local counterparts including GMANetwork.com and ABS-CBNNews.com among others

Native PPC Ads in the Flesh

PPC Marketing Process

Searchers Search Engines Advertiser

PPC Marketing Important Aspects

PPC Marketing (Sample)

Ads Messages:The New Age Service Management. The New TSMServing Small, Medium and Enterprise Clients.Gain up to 20% ROI as you pay monthly.

Landing page – website.Offer: Get 20% ROI.CTA: Call Now or enquire now!Conversions: Closed to 1M AUD worth of opportunity.

Keywords – field service management, field management software.

Actual PPC Marketing Results (Sample)

IMPLEMENTATIONMarketing

Three Most Important Aspects of Marketing Implementation

1. The actual marketing STEPS AND GUIDELINE

2. Stick to the MARKETING PLAN and STRATEGY

3. Work CONSISTENTLY

MarketingOPTIMIZATION

While many have succeeded in their Digital Marketing campaigns, many have also failed miserably

The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel

It’s because they failed to establish Marketing Analysis and Optimization

MARKETING OPTIMIZATION

WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?

BENEFITS of marketing analysis, tests and optimization:

1. Identify what’s working and what’s not

2. Check which marketing channels produce the most traffic and conversions

3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR

4. Uncover NEW OPPORTUNITIES

5. Check which keywords have the most traffic (and use them later for paid ads)

MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION

1. Web analytics utilization

2. Data analysis

3. Optimized activities and re-planning based on actual data


TOP 3RD PARTY ANALYTICS

Google Analytics

Clicky

Statcounter

HubSpot

Adobe Marketing Cloud

GoSquared

Moz Analytics

Webtrends


TOP HOSTED ANALYTICS

Piwik Open Web Analytics

Visitors

Pageviews

Traffic Referrals

Traffic Sources

Average Session Duration

Percentage of New Sessions

TOP WEB ANALYTICS METRICS

Demographics

Mobile and Desktop Users


Analytics Snapshot in the Flesh

Analytics Snapshot in the Flesh

List of all traffic channels or sources of visitors that went to our DMP website.

Organic search tops all of them, which means our organic exposure is definitely high!

Case Study for Optimization

Scenario: A logistic company in Manila wants to get rank for keywords relevant to their business such as logistics company manila, logistics forward manila, etc.

For months we had done the SEO game plan I explained in the last slide.

Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the title and put “Manila” in it.

Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.

Case Study for Optimization – 1st Page

Final Recap

Final Recap

Like my Page on Facebook to get the download link of this presentation later today.

https://www.facebook.com/jomerbgregorio

Don’t forget to use #dlsujemadigitalmarketing for your social posts and selfies ☺

https://www.facebook.com/jomerbgregorio