Fundamentals of Digital Marketing

Digital Marketing
Presented by
John Daniels
Lean Marketing Consultant

Agenda
• 9-30 Intro’s, welcome and context
• 10:00 What is digital Marketing
• Digital Marketing Fundamentals
– The Funnel
– Lean Canvas
• 12:30-1:30 – Lunch
Tools of Digital Marketing
– Facebook and
– Google Ads
– Analytics
– SEO (Moz)
– Mailchimp
• 3:00-4:00 Practical Demos and live Q&A

Intro’s and Welcome
What are your marketing
challenges?
What do you want from today?
Where are you from?
What is your role?

John Daniels
Who am I?
• Founder of The Lean Marketer UK
• Run Marketing Strategy Courses at the
Edinburgh Chamber of Commerce
• Managed more that £2 million of Ad Spend for
more that 300 businesses over the last 15
years
• Consulting, training and implementation
We Make Websites Make Money
• Created digital marketing strategies for more
than 350 businesses across 4 continents over
the last 20 years

Some principles for today
• Training vs Consulting
• Principles over tactics
• Direct Experience over 3rd party
• If anyone is a “guru” it’s you 

25 Digital Marketing News Sources You NEED to Be Reading
...
19 Headline Writing Tips for Viral Blog
Posts
55% of Visitors Read Your
Articles For 15 Seconds or
Less
Marketing in a "big bowl
of wrong"...
6 On-Page techniques to
avoid content
cannibalization
Discover the top 5
lessons at The Digital
Garage
Are you using Social
Selling to grow sales?
So we have 45 more
characters in AdWords
text ads… Now what?
A must read if you have
Adwords as your main source
of traffic.
Is your PPC account bleeding?
Are Conversion Tracking Errors
Manipulating Your Sales
Numbers?
Is your PPC account bleeding?
Importance of SEO in
Digital Marketing
Discovering Content Marketing
Trends Using Big Data
Get Social in
September!
LinkedIn HashTags Are Active Again.
Will You Be Using Hashtags?
Creating a landing page for your
marketing campaign that will get
you more customers!
You’re just a few steps
away from post-
conversion nirvana
What is Digital Marketing?

Customer Segments
4
3
2
1
Segment Description
4. Crowd People the have the problem but
are not yet looking
3. Solution People looking for a solution to
the problem your product solves
2. Product People looking for your product
1. Brand People looking for you by name

Channels
Direct
Google
Facebook
SEO

Conversions
• Website forms
• Social media comments and messages
• Landing pages
• Inbound phone calls
• Website purchases
• Referrals

Sales Process
• How many leads?
• Where did they come
from?
• How many were
usable?
• How many got an
appointment?
• How many got sent a
quote/proposal
• How many deals did
you close?
• How man e-commerce
sales happened?
Customers
Enquiries
Subscribers

Business
• Products
• Price
• Margin
• Frequency
• Lifetime customer
value
• What % can you
spend on customer
acquisition?
• How much can you
buy a customer for?

Goals
£
• Customers
• Turnover
• Profit

Customer
Segments
Channels
Conversions
Sales Process
Business
Customer Flow
Planning and Building

Example Calculations: Wedding Photography
• Purchase price: £1000
• Margin : 80%
(sales less cost of sales like transport and consumables)
• Referral rate: 1 in 4 clients refer a client
• Repurchase Rate: 0 (we hope)
• LTV=£1000x 0.8 x 1.25 : £1000
• Target % spend on customer acquisition: 20%
• How much can I buy a customer for? £200

Example: Business Hotel Traveller
• Room Night: £100
• Margin : 10%
(sales less cost of sales like transport and
consumables)
• Referral rate: 1 in 5 clients refer a client
• Repurchase Rate: 3 nights per stay, 4 times a year
for 5 years
• LTV=£100x 3 x 4 x 5x 1.2 : £7200
• Target % spend on customer acquisition: 20%
• How much can I buy a customer for? £1440

Exercise: Work out your Target CPA
• Cost of product/service
• Repeat purchase rate
• Margin
• Factor in Referrals

What’s your Secret
Elon Musk?
I tend to approach things from a physics
framework and physics teaches you to reason from
first principles rather than by analogy.

Exercise
• Complete your Lean Canvas

Agenda
• 9-30 Intro’s, welcome and context
• 9:30-10:30 – The Funnel
• Break
• 10:45-12:30pm – Lean Canvas
• 12:30-1:30 – Lunch
• 1:30-2:45 – Facebook and AdWords
• Break
• 3:00-4:00 Google Analytics
• 4:00-4:30 Q and A
• 4:30 Course Ends

The Tools of Digital
Marketing

CRM
Accounting System
Google Analytics
AdWords
Facebook

How to set up Google
Analytics

Google Analytics
• Who is coming to your website
• Where did the come from
• What are they doing on my website?
• Are they doing the right things?

Create and
Account
http://analytics.google.com

Create Thank-you page
Configure your form to re-
direct to the thank-you page

Link Adwords to Google
Analytics
1.Link Adwords to Analytics
2.Link Analytics to Adwords
3.Configure Conversions

Further Resources
How to be successful with AdWords
https://support.google.com/adwords/answer/6080949?utm_source=AWF
E&utm_medium=Notifications&utm_campaign=Sep16Alert&authuser=0
Google Best Practices
https://support.google.com/adwords/answer/6154846?utm_source=AWF
E&utm_medium=Notifications&utm_campaign=Sep16Alert&authuser=0

Google Analytics URL
Builder Tool
https://support.google.com/analytics/answer/1033867?hl=en

Additional Content
• Additional Info from your pre-course
Feedback
• Live Q and A
• Demos

Follow-up Call
If you feel like you would like a bit more help
getting your AdWords account
implemented, you are entitled to a no-
obligation consultation with me.
Just mail john@theleanmarketer.co.uk and
we will set it up!

Fundamentals of Digital Marketing

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