Online Marketing 101: Knowing The Basics [StuartJDavidson.com]

BY Stuart davidsonUnderstanding The Basics Of Online

marketing

Online Marketing 101

Understanding Online Marketing

How can businesses create online marketing startegies that successfuly fulfil business goals

Whats the single most important thing to any business?

Marketing is ultimately about: making money

If you don't see marketing as a means of ultimately generating more profits, then you have the wrong mindset.

Online Marketing - Planning

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Audience analysis: Who are my customers and influencers?

Environment analysis: Where do my customers already exist online?

Behaviour analysis: How do my customers already buy? How can this be influenced?

Business analysis: What do we need? Who do we need? How do we proceed?

understand funnel


Online Marketing - Strategies


Content Marketing – Blogs, Podcasts, eBooks, Whitepapers etc.

Social Media Marketing – Facebook, Twitter, LinkedIn, YouTube etc.

SEO – Search Engine Optimisation, Onpage and Offpage.

Paid Advertising – Google Adwords, Social Ads, Banner Ads etc.

Public Relations – News, Press, Influencer Marketing, Outreach

32% of brands are decreasing

spending on outbound to

spend more on content

marketing

Companies spending 50%+ of their lead gen budget report a

significantly lower cost-per-

lead

Outbound vs inbound Marketing


50% 32% 3x 90%

90% of consumers find custom content

useful and believe it builds

good relationships

Per dollar, content

marketing produces 3 times more leads than advertising

Inbound Marketing Agency

HubSpot Eloqua McMurry/TMG

Lead generation: capturing prospects


Use your website to promote resources that require exchange of data to download, digest or receive.i.e. eBooks Email courses Free consultations Reports Guides

Website Wider Resources Capture

Use resoures outside of your website to promote and capture data. This provides for additional points of capture in more places.i.e. Landing pages Banner advertising Social advertising Guest posting

The data captured has to be stored somewhere, ready to be leveraged. Use a CRM and/or Email marketing software to automatically capture data from forms and input into database.i.e. MailChimp InfusionSoft

What is a cold/warm/hot lead to your business?

Need to know Create resources to capture different leads

Then

lead nurturing


Automation

Create email sequences that deliver additional value

depending on leads behavour (using triggers). Leads are most engaged in the short

period after opt-in.

Create short-term email sequences that work towards

moving leads through your funnel. Leads are still engaged now, so look to reinforce trust

and reliability while they decide.

Create long-term email sequenes that deliver value

and ensures you stay relevant, while looking to create buying

actions through regular promotional initiatives.

The leads captured are typically not ready to buy right now, else they would navigate direct to your sales pages and purchase immediately. So think about how you can deliver regular content that would gain trust, strengthen relationships and promote your products and services...

Short Term

Long Term


Understanding how to use social media for businessKey takeaways:

• Marketing is about making money• Plan first, do second• Design your funnel as a journey from discovery to fulfilment• Create different strategies to bring awareness to your business• Understand how to capture different types of leads• Learn how to convert leads to paying customers

What's next?


If you think of more questions about the webinar, please leave your comments on the forum.

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If you have any questions, please leave your comments below or on my website.

If there is anything else I can help with, then get in touch via all the normal channels. Make sure we're connected!

Online Marketing 101: Knowing The Basics [StuartJDavidson.com]

Marketing

Transcript of Online Marketing 101: Knowing The Basics [StuartJDavidson.com]