Digital marketing intro course -- day 3 -- Summer Sampler Series
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Transcript of Digital marketing intro course -- day 3 -- Summer Sampler Series
Intro To Digital Marketing
Make New Friends
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?
Agenda
• Google Analytics:
• What To Measure And How To Do It
• Content Marketing:
• How To Create Content That Converts
• Course Details & Questions
Google Analytics: What To Measure And
How To Do It
Four Types of Websites
• Brand
• E-commerce
• Media
• Lead Generation
Google Analytics
• Universal Tracking Code
• Event Tracking Code
• Social Interaction Tracking Code
• Campaign Tracking Code
Universal Tracking Code
Google Analytics Dashboard
Digital Marketing Measurement Model
Website Objectives• Why does your website exist?
• Your objectives should be DUMB
• Doable
• Understandable
• Manageable
• Beneficial
Website Goals• Goals are specific strategies you’ll leverage to accomplish the
business objectives.
• Your goals should be SMART
• Specific
• Measurable
• Attainable
• Reasonable
• Timely
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
Targets
• Set the parameters for success
• Targets are pre-determined indicators of success or failure.
• Identify targets for each KPI
Segments• Identify the segments that
you will analyze to understand why you succeeded or failed.
• Segment types
• People
• Behaviour
• Outcomes
Digital Marketing Measurement Model
Break!
How To Create Content That Converts
A/B Testing
• Test two versions of the same thing to see which one works
• Version A
• Version B
• ALWAYS BE TESTING
A/B Testing In The Wild
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
Campaign Tracking Code
Campaign Tracking Code
• http://redacademy.com/?utm_source=Facebook&utm_medium=boost&utm_term=hootsuite&utm_content=sunset%20&utm_campaign=Summer%20Sampler
Activity: Create A Campaign Code• https://support.google.com/analytics/answer/1033867
• Source
• Medium
• Term
• Content
• Name
Questions?
Digital Marketing @ RED
• Google Analytics
• Social Media Analytics
• SEO & Digital Advertising
• Content Creation & Community Management