Hello Team MediaDex!
This is a long-overdue follow-up from the Lunch and Learn session. I plan to use this section of your website to gather & share info you can use to better understand Digital Marketing (for those of you that need it). If you have a specific question or request, don’t hesitate to contact me.
3 Pieces of Housekeeping Before we Begin
- We (Net Clicks) use a platform called Hubspot to automate many of our Digital Marketing Processes. The reason I am leading with that piece of info is that many of the videos I will reference are created and produced by Hubspot.
- Secondly…the internet is a big place, with many interpretations & opinions. If you try hard enough, you will find someone who disagrees with some of the opinions & strategies I’m sharing. They would be wrong 😉 I don’t claim to be the Elon Musk of Digital Marketing, but I’ve been doing this a long time, so I’m sharing what I believe will be helpful pieces of info to help you understand & sell.
- Digital Marketers tend to downplay the impact of TV and traditional media. That is foolish & I would like to apologize on their behalf & say they are wrong….but you may hear this in the videos.
Lesson 1 – What is Digital Marketing? A.K.A. Online Marketing.
An easy way to think about this is…if you see an advertisement on a device that is connected to the internet, it’s probably Digital Marketing.
- Types of Digital Ads – As I explained on our call, an easy way to group the ads we specialize in delivering is: Search, Video, Display, and Audio.
- Digital Marketing Platforms/Channels – Websites, e-mails, Social Media, OTT, Google, YouTube….these are where your Digital Ads appear.
- Targeting/Delivery Strategies – Pay-Per-Click, Geofence, Radius, Retargeting, Contextual, Behavioral…these are how we deliver your Digital Ads to the correct audience.
- I will provide breakout info for each of these in future lessons.
Why include Digital Marketing in a plan for your client?
- The short answer is that 93% of the US Population is online…advertise where the people are
- Increase the reach & frequency of their TV campaign, or test creative
- Reach people on their Phones & Computers
- Reach “Cord-Cutters”
- If you search for what your client does and they don’t appear on the first page of results…they need Digital Marketing.
- If you search for your client’s brand, and a competitor shows above them…they need Digital Marketing.
Not sure what a client, prospect, or competitor is doing online? We have tools for that.
- We can give their website an SEO grade & identify areas of opportunity – Example Report
- We can grade their current SEO efforts & show their online competitors – Example Report
- We can also do a competitive analysis that shows their paid efforts – Example Report
Once you have a digital marketing prospect…how do we work together?
- We work with you to identify their digital needs. Are they trying to promote a product or service? Do they want to out-position a competitor? Are they trying to build brand awareness? Do they just want to try something new?
- Who is their ideal customer? Are there certain audiences they don’t want to market to?
- Do they have Digital Metrics/Objectives they want to hit: Phone calls, Form Submissions, Online Sales…
- Then we recommend a plan of digital platforms that meet their objectives and fit into their digital budget.
- Finally, we execute and create a reporting dashboard.
Here is a slightly corny video that explains the digital marketing process with examples.
Training Video
- This is a video that tells you the types of questions you would be asked if you were interviewing for a Digital Marketing job…and the best answers. If you are new to Digital Marketing, some of these terms may be foreign to you, but I think it’s a great “fire hose” approach to get you thinking about what Digital Marketing is. The video is LONG…the best way to consume it is to look at the question/answer on the screen…if that isn’t a topic that interests you, click ahead.