2. OVERVIEW
WHAT DOES A DIGITAL
MARKETER DO?
A BRIDGE BETWEEN I.T. AND MARKETING
Website SEO
Manage Blog
Website Design
Email Campaigns
Lead Management
Paid & Organic Traffic
Social Media Management
Online Reputation Management
Build Content Calendar Around Campaigns
4. TECHNOLOGY
TOOLS OF THE TRADE
CMS
Analytics
SEO Tools
Curation Tools
Photo Editing Software
Video Editing Software
Email Subscription Services
Social Media Posting and Tracking Tools
5. ANALYTICS
RECORD OBSERVE ACT REPEAT
Watch What Is Happening In Analytics
Make Predictions Based On Traffic Trends & Actions Of Visitors
Move Traffic The Way You Want, To Meet A Goal
Take This Data Into The Next Campaign
6. CREATIVITY
FITTING IN AND BEING DIFFERENT
Take trends and see if I can fit it into the
brand's story.
By communicating with a prospect in
their language, it shows understanding
of their problem.
Compare to the market to see what the
competition is doing.
9. DATA
KPIS AND BENCHMARKS
15% of Visitors From Adwords Complete a Form
60% of Social Visitors Complete a Form
Adwords Leads Close In 1.5 - 4 Months
Social Leads Ask for A Quote After ~ 18 Months
10. LEAD WARMING
AN INBOUND MARKETING APPROACH
Different types of information appeals to different leads
at different times
AWARENESS CONSIDERATION DECISION
Guides
eBooks
Blog Posts
3rd Party Reports
Webinars
Solution Comparisons
Expert Guides
How To Videos
Podcasts
Vendor Comparisons
Case Studies
Trials, Downloads, Presentations
Virtual Tradeshows
Product Literature
11. DEVELOPING GOALS
WORKING WITH THE SALES TEAM
Constantly working on
building and working on a
list of relevant leads for
the sales team to call on.
12. MAKING A PLAN
USING MARKETING DATA TO MEET GOALS
$50,000 in New Sales
100 New Customers
665 New Leads
4434 Website Visitors
Total Cost If Only Using
Paid Traffic:
$35,472
A More Balanced
Plan Is Needed
Social Media
Organic Search
Ad Words
Other
14. AMPLIFY EFFORTS
USING TECHNOLOGY TO IMPROVE ODDS
AKA: Why is that toaster following me everywhere online?
UTMS
Fresh Berries
Delivered Daily
Get Your Free
Sample Now
IP Address
Tracking
Cookies
15. 39%OF POLLED USERS
Would click a
retargeting ad if
they were offered
a good deal.
75%SAVINGS
Retargeting, depending on
audience and initial cost of
keywords, costs less than
the first impressions.
USING RETARGETING TO IMPROVE ODDS
Source: Leadpages.com 08/2016 Survey
16. “ONLY ONE OF THE TOP 10
UNIVERSITY MARKETING
PROGRAMS REQUIRES A
DIGITAL MARKETING CLASS.”
YOU CAN START NOW
Paul Roetzer, Forbes.com 08/2014
17. Hubspot's Marketing Blog
Canva- Web-based Image Creation
Wordpress- Free CMS
RESOURCESFOR INQUIRIES & MORE
Google Analytics
Feedly- RSS Feed Organizer
Social Media Examiner