Digital marketing
1.1 Components
- Website
- Web Analytics - Google analytics
- Search Engine Optimisation
- Paid advertising - Google ads, Social media
- Social media marketing
- Video marketing
- Email marketing
1.2 The marketing funnel
1.3 Digital marketing strategy
- Buyer persona
- Unique selling proposition
- SMART Goals - (Specific, Measurable, Achievable, Realistic, Time)
- Right channels
- Iterative mindset (plan. do , check, act)
2.1 Website
- Effective to navigate & footer
- Fast page load speed
- Mobile friendly - Responsive
- Secure for visitors - SSL
- Achieves business goals
2.2 Domain name
- Stick with .com
- Make it brandable
- Easy to pronouce
- Use domain generators (https://www.nameboy.com/)
- Get domain free
2.3 Selecting a designer or developer
- Do you have examples?
- What's included?
- What's the process.
- Measuring results?
- Ongoing support?
2.4 Making your website convert
- Clear value proposition
- One clear call to action
- Use short forms (eg: only ask email for signup)
- Use landing pages
- Run A/B tests
2.5 Creating engaging web copy
- Speak to one person
- Focus on benefits
- Make it skimmable
- Use visuals
- Hire a professional
3.1 Google analytics
- Free
- Industry standard
- Standardised metrics and reports
3.2 Google analytics - Setup
- Create analytics account
- Sign in
- Add account name
- Add property name (website url / name)
- Create UA property (UA select)
- Add business details
- Add tracking code to website
- Verify tracking is working
- Connect to GA4
3.3 Tracking your campaigns
- Open URL Builder
- Add Campaigns tags
- Copy & Paste Campaign URL
- Enable Auto tagging
- View campaign reports
3.4 GoalTracking
- Click goals in admin panel
- Add a new goal
- Add goal description
- Add goal details
- Revise / edit goals
4.1 Search Engine Optimization
- Match the words on your website to the keywords in the search query
- Make Quality content
- Add a site title
- Add a site description
- Add your location
- Customise URL slugs
- Google search console
- Use keywords strategically
- Update and add content
- Image file names
- Structure your content
- Add tags and categories
4.2 Configure google search console
- Verify domain
- Verify with Squarespace
- In case of wordpress - add html verification code to SEO section of wordpress
- Verify with static site - add that html file to root of your website
- Submit sitemap
- Analyze reports
4.3 Leveraging Local SEO
- Practise of increasing the online visibility of local businesses
- Find local keywords
- Google my business profile
- Add to review sites
- Optimise website
- Create local content
4.4 Hiring an SEO Professional
- Determine SEO needs
- Find SEO professionals
- Check their track record
- Conduct an interview
- Give a paid test project
5.1 Advertising
- Google Ads
- AdWords
- Account
- Campaign
- Ad group
- Launching test search Ad
- Create a new campaign
- Pick campaign goal
- Select campaign type
- Set budget & bidding
- Choose campaign settings
- Enter keywords
- Create text add
- Add sitelink extensions
- Monitor ads & keywords
6.1 Social media marketing
- FB Pages
- FB Stories
- FB Live
- FB Groups
- FB Messenger
- FB Shops
- FB Ads
- https://www.facebook.com/business/success
- Profile
- Twitter Chats
- Lists
- Hashtags
- Polls
- Search
- Ads
- Profile
- Pages
- InMail
- Stories
- Groups
- Ads
- Analytics
6.2 Video marketing
- Determining your goals
- Research your audience
- Pick your platform
- Choose video style
- Presentations
- Product demo
- Round-ups
- Interviews
- Entertaining videos
- How-tos
- Testimonials
- Case studies
- Behind the scenes
- Create your video
6.3 Promoting videos on youtube
- Go to google ads
- New campaign
- Campaign type - video
- Set up Bid Strategy and Budget
- Set up campaign targeting
- Create ad groups
- keywords
- Create relevant ads
6.4 Email marketing
- Domain based email
- Email service provider
- Subscribe forms - (convertful & convertkit)