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Digital marketing intro course -- day 3 -- Summer Sampler Series

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With @katiejeanes

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Digital marketing intro course -- day 3 -- Summer Sampler Series

  1. 1. Intro To Digital Marketing
  2. 2. Make New Friends
  3. 3. How To Make New Friends: • Turn to the person behind you • Introduce yourself • Who are you? • What brings you here? • What do you know about digital marketing?
  4. 4. Agenda • Google Analytics: • What To Measure And How To Do It • Content Marketing: • How To Create Content That Converts • Course Details & Questions
  5. 5. Google Analytics: What To Measure And How To Do It
  6. 6. Four Types of Websites • Brand • E-commerce • Media • Lead Generation
  7. 7. Google Analytics • Universal Tracking Code • Event Tracking Code • Social Interaction Tracking Code • Campaign Tracking Code
  8. 8. Universal Tracking Code
  9. 9. Google Analytics Dashboard
  10. 10. Digital Marketing Measurement Model
  11. 11. Website Objectives • Why does your website exist? • Your objectives should be DUMB • Doable • Understandable • Manageable • Beneficial
  12. 12. Website Goals • Goals are specific strategies you’ll leverage to accomplish the business objectives. • Your goals should be SMART • Specific • Measurable • Attainable • Reasonable • Timely
  13. 13. Key Performance Indicators • A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives. • Find the most relevant KPI for each goal. • Focus on conversions
  14. 14. Targets • Set the parameters for success • Targets are pre- determined indicators of success or failure. • Identify targets for each KPI
  15. 15. Segments • Identify the segments that you will analyze to understand why you succeeded or failed. • Segment types • People • Behaviour • Outcomes
  16. 16. Digital Marketing Measurement Model
  17. 17. Break!
  18. 18. How To Create Content That Converts
  19. 19. A/B Testing • Test two versions of the same thing to see which one works • Version A • Version B • ALWAYS BE TESTING
  20. 20. A/B Testing In The Wild
  21. 21. What Can We Test? • Blog Posts • Videos • Images • Facebook Posts • Tweets • Email Subject Lines • Email Content • Best Days To Post • Best Time To Post • Marketing Campaigns • Calls To Action • Almost Everything
  22. 22. Campaign Tracking Code
  23. 23. Campaign Tracking Code • http://redacademy.com/? utm_source=Facebook&utm_medium=boost&utm_t erm=hootsuite&utm_content=sunset %20&utm_campaign=Summer%20Sampler
  24. 24. Activity: Create A Campaign Code • https://support.google.com/analytics/answer/1033867 • Source • Medium • Term • Content • Name
  25. 25. Questions?
  26. 26. Digital Marketing @ RED • Google Analytics • Social Media Analytics • SEO & Digital Advertising • Content Creation & Community Management
  27. 27. • Katie Jeanes • E: katie@redacademy.com • T: @katiejeanes | @redacademy

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