Digital Marketing : Samenvatting
Contents
1
,Chapter 1 : Your business......................................................................................................................4
Mission..............................................................................................................................................5
Target group – behaviour..................................................................................................................5
Segmentation criteria....................................................................................................................5
Trends............................................................................................................................................6
Behaviour.......................................................................................................................................6
Competitive analysis..........................................................................................................................7
Positioning – Brand identity...............................................................................................................8
Chapter 2: Inbound marketing, objectives and KPI’s.............................................................................9
Inbound marketing............................................................................................................................9
Retargeting/remarketing.................................................................................................................11
KPI’s & metrics.................................................................................................................................12
Reach...........................................................................................................................................13
Relevance/Return........................................................................................................................13
Impact..........................................................................................................................................13
Budget performance....................................................................................................................14
Chapter 3: content marketing..............................................................................................................15
Step 1: Message & big topics...........................................................................................................16
Research for ‘Sweet Spot Content’..............................................................................................16
HHH-model..................................................................................................................................16
Big Topics – subtopics..................................................................................................................17
Step 2: editorial content plan..........................................................................................................17
Step 3: Create SMART content.........................................................................................................18
Step 4: Manage conversations.........................................................................................................19
Step 5: Measure success..................................................................................................................19
Tactics to create good content........................................................................................................20
User generate content.................................................................................................................20
Consistent tone of voice and view...............................................................................................20
Get inspiration from technical formats........................................................................................20
Create once, publish everywhere................................................................................................20
Get inspiration from the news or trending topics........................................................................20
Curated content...........................................................................................................................20
Chapter 4: SEM SEO.............................................................................................................................21
1. introduction.................................................................................................................................21
2. What is SEO?................................................................................................................................22
3. How do search engines find your site?........................................................................................22
2
, 4. How to improve your SERP results...............................................................................................22
Content........................................................................................................................................22
Technology...................................................................................................................................24
Authority......................................................................................................................................27
5. SEO versus SEA.............................................................................................................................28
6. SEO support tools........................................................................................................................29
Chapter 5: general guidelines social networks: organic & paid...........................................................30
Organic content (overload)..............................................................................................................30
Algorithms...................................................................................................................................30
People..........................................................................................................................................31
Paid content.....................................................................................................................................32
Objective......................................................................................................................................33
Targeting......................................................................................................................................33
Advertising auction/bidding systems...........................................................................................33
Campaign structure:....................................................................................................................34
Paid or organic content?..................................................................................................................34
Chapter 6: Social media landscape......................................................................................................35
Facebook.........................................................................................................................................35
YouTube...........................................................................................................................................35
Instagram.........................................................................................................................................35
TikTok..............................................................................................................................................35
Pinterest..........................................................................................................................................36
LinkedIn...........................................................................................................................................36
Twitter.............................................................................................................................................36
Snapchat..........................................................................................................................................36
Twitch..............................................................................................................................................37
Selecting the best channel...............................................................................................................37
Chapter 7: Facebook............................................................................................................................37
Facebook organic.............................................................................................................................38
Facebook paid..................................................................................................................................38
1. Objectives................................................................................................................................38
2. Budget & schedule...................................................................................................................40
3. Audience..................................................................................................................................40
4. Placements...............................................................................................................................41
5. create your ad..........................................................................................................................41
6. Manage your ads.....................................................................................................................41
3
, Insights for your ads.....................................................................................................................41
Chapter 8: Instagram...........................................................................................................................42
1. Instagram for professionals.........................................................................................................42
2. Instagram’s focus in 2022-23.......................................................................................................42
3. Instagram Algorithm....................................................................................................................44
4. Hashtags......................................................................................................................................45
5. Instagram & inbound marketing..................................................................................................46
Chapter 9: YouTube.............................................................................................................................47
1. How the YouTube Algorithm works.............................................................................................47
2. YouTube for business...................................................................................................................48
3. Advertising on YouTube...............................................................................................................48
Chapter 10: online advertising.............................................................................................................50
1. Display advertising.......................................................................................................................50
2. Native advertising........................................................................................................................51
3. Mobile..........................................................................................................................................52
4. Affiliate marketing.......................................................................................................................52
5. Referral Marketing.......................................................................................................................53
6. Programmatic Advertising...........................................................................................................53
7. Targeting in a cookieless world?..................................................................................................54
Chapter 1 : Your business
Building blocks digital strategy
4
Contents
1
,Chapter 1 : Your business......................................................................................................................4
Mission..............................................................................................................................................5
Target group – behaviour..................................................................................................................5
Segmentation criteria....................................................................................................................5
Trends............................................................................................................................................6
Behaviour.......................................................................................................................................6
Competitive analysis..........................................................................................................................7
Positioning – Brand identity...............................................................................................................8
Chapter 2: Inbound marketing, objectives and KPI’s.............................................................................9
Inbound marketing............................................................................................................................9
Retargeting/remarketing.................................................................................................................11
KPI’s & metrics.................................................................................................................................12
Reach...........................................................................................................................................13
Relevance/Return........................................................................................................................13
Impact..........................................................................................................................................13
Budget performance....................................................................................................................14
Chapter 3: content marketing..............................................................................................................15
Step 1: Message & big topics...........................................................................................................16
Research for ‘Sweet Spot Content’..............................................................................................16
HHH-model..................................................................................................................................16
Big Topics – subtopics..................................................................................................................17
Step 2: editorial content plan..........................................................................................................17
Step 3: Create SMART content.........................................................................................................18
Step 4: Manage conversations.........................................................................................................19
Step 5: Measure success..................................................................................................................19
Tactics to create good content........................................................................................................20
User generate content.................................................................................................................20
Consistent tone of voice and view...............................................................................................20
Get inspiration from technical formats........................................................................................20
Create once, publish everywhere................................................................................................20
Get inspiration from the news or trending topics........................................................................20
Curated content...........................................................................................................................20
Chapter 4: SEM SEO.............................................................................................................................21
1. introduction.................................................................................................................................21
2. What is SEO?................................................................................................................................22
3. How do search engines find your site?........................................................................................22
2
, 4. How to improve your SERP results...............................................................................................22
Content........................................................................................................................................22
Technology...................................................................................................................................24
Authority......................................................................................................................................27
5. SEO versus SEA.............................................................................................................................28
6. SEO support tools........................................................................................................................29
Chapter 5: general guidelines social networks: organic & paid...........................................................30
Organic content (overload)..............................................................................................................30
Algorithms...................................................................................................................................30
People..........................................................................................................................................31
Paid content.....................................................................................................................................32
Objective......................................................................................................................................33
Targeting......................................................................................................................................33
Advertising auction/bidding systems...........................................................................................33
Campaign structure:....................................................................................................................34
Paid or organic content?..................................................................................................................34
Chapter 6: Social media landscape......................................................................................................35
Facebook.........................................................................................................................................35
YouTube...........................................................................................................................................35
Instagram.........................................................................................................................................35
TikTok..............................................................................................................................................35
Pinterest..........................................................................................................................................36
LinkedIn...........................................................................................................................................36
Twitter.............................................................................................................................................36
Snapchat..........................................................................................................................................36
Twitch..............................................................................................................................................37
Selecting the best channel...............................................................................................................37
Chapter 7: Facebook............................................................................................................................37
Facebook organic.............................................................................................................................38
Facebook paid..................................................................................................................................38
1. Objectives................................................................................................................................38
2. Budget & schedule...................................................................................................................40
3. Audience..................................................................................................................................40
4. Placements...............................................................................................................................41
5. create your ad..........................................................................................................................41
6. Manage your ads.....................................................................................................................41
3
, Insights for your ads.....................................................................................................................41
Chapter 8: Instagram...........................................................................................................................42
1. Instagram for professionals.........................................................................................................42
2. Instagram’s focus in 2022-23.......................................................................................................42
3. Instagram Algorithm....................................................................................................................44
4. Hashtags......................................................................................................................................45
5. Instagram & inbound marketing..................................................................................................46
Chapter 9: YouTube.............................................................................................................................47
1. How the YouTube Algorithm works.............................................................................................47
2. YouTube for business...................................................................................................................48
3. Advertising on YouTube...............................................................................................................48
Chapter 10: online advertising.............................................................................................................50
1. Display advertising.......................................................................................................................50
2. Native advertising........................................................................................................................51
3. Mobile..........................................................................................................................................52
4. Affiliate marketing.......................................................................................................................52
5. Referral Marketing.......................................................................................................................53
6. Programmatic Advertising...........................................................................................................53
7. Targeting in a cookieless world?..................................................................................................54
Chapter 1 : Your business
Building blocks digital strategy
4
