Digital Marketing Strategy

Digital Marketing Strategy exam 1 what are the main differences in the evolution of marketing? - today, buyers today have most of the power Buyers now have access to: Company info Product info Reviews Your competition why is it important to allow comments and reviews on websites? - 93% of consumers said they are more likely to be repeat customers at companies with remarkable service Marketing activities that draw the attention of customers through blogs, Twitter, LinkedIn, and other online sources, rather than using more traditional activities that require having to go out to get customers' attention, such as making a sales call. - inbound marketing inbound marketing does what 4 things? - -Focus is on building relationships -Delighting the customer throughout buying journey -Providing info when a customer needs it -Turning a customer into an advocate differences between outbound and inbound marketing - Outbound: -Serves marketing content to consumers on our (advertisers) terms, when we decide -Doesn't typically give consumers a choice on type of content they see -Provides limited info -Positions company as an authority Inbound: -Aims to give buyers relevant information throughout their buyer journey -Lets buyers seek out info -Provides a multitude of info -Lets buyers decide who is the authority why use inbound marketing? - • Part of the conversation • Get the right people to your site • Empower customers Buyers today have more tools to block marketing efforts (unsubscribe, block) Buyers choose to search you out- creates a willingness to what what you have to say The engage stage begins the moment _____________ - a person takes the desired action in the engage stage, we build trust by doing what 4 things? - Providing solutions Answering questions Suggesting additional relevant content Making sure info is clear and easy to find Delight revolves around providing an ________ - outstanding experience what is the inbound methodology? - Attract → engage → delight 3 examples of innovative and problem solving companies - Amazon Khan academy American girl Many companies lose sight of their missions when? - once they reach success how to practice effective goal setting? - Always keep the company purpose in mind Mission, vision statements Value propositions The broad aspiration set for the organization - goal Statements that define the qualitative outcome of the goal - objectives How u measure and monitor how you get to the objective - key results/ KPIs need to meet SMART criteria A semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses Compiled so that it sounds like it might be an actual person - buyer persona Personas DON'T replace X? - the need to find out info about individual people Objective of a persona profile is to identify your audience's X - roles, goals, challenges The average adult spends X hours per week with digital media - 20 how do you tell a good company story (3 steps)? - Start with the why Then work your way to what and how The why describes a solution and makes it memorable The active research process someone goes through leading up to making a purchase - buyer's journey 3 stages of buyer's journey - Awareness/attract stage → consideration stage → decision stage This is where your buyer has a problem or list of questions that they are trying to answer or learn more about. Content in this stage should be more industry level education and should not really feature your product or service - awareness/attract stage goal of awareness/attract stage - engagement This is where we start to discuss possible solutions to that problem. Here you provide content that starts to talk about your product more. Usually, this is where you ask for buyer information in exchange for valuable content - Consideration /engage stage goal of consideration/engage stage - leads This is where we recommend next steps. This type of content features the product/service more heavily and is designed to help a buyer make a decision about purchasing our offerings - decision/delight stage goal of decision/delight stage - sales 2 ways to generate content ideas - On your own brainstorming/plan in a group 3 ways to leverage google - Autocomplete functionality Related searches section 'People also search for' box 5 brainstorm best practices - 1) Pick someone to moderate and set a clear agenda 2) Create an atmosphere where people feel comfortable 3) Leverage brain dumps 4) Use sticky notes and other visual aids