Digital marketing
Table of Contents
Chapter 1 – Your business..........................................................3
Core commitmens:...........................................................................4
Digital maturity check:....................................................................4
Target group insights:......................................................................4
Competition:...................................................................................5
Positioning:.....................................................................................6
ESP (emo)................................................................................................................... 6
USP (funtional)............................................................................................................ 7
Summary:.......................................................................................7
Chapter 2: Inbound marketing, objectives and KPI’s...................8
Inbound marketing:.........................................................................8
Objectives & KPI:...........................................................................12
Metrics:..................................................................................................................... 12
Summary:.....................................................................................14
Chapter 3: SEM, SEO, SEA........................................................14
What is SEO, and what are keywords..............................................15
How do search engines find your site?............................................17
How to improve SERP results?........................................................17
Content:.................................................................................................................... 19
Technology:............................................................................................................... 20
Authority:.....................................................................................20
SEO support tools:.........................................................................21
SEA:..............................................................................................21
SEO vs SEA....................................................................................22
Chapter 4: Content marketing..................................................23
What is content marketing?...........................................................23
Objectives of content marketing.....................................................23
Who produces content...................................................................23
5-step-approach in content strategy...............................................23
Summary:.....................................................................................30
Chapter 5: social media general guidelines...............................31
Organic content:............................................................................31
1
SDV DM
, Paid content:.................................................................................33
Chapter 6: Social media landscape...........................................35
Chapter 7: social media: Facebook...........................................36
Chapter 8: Youtube.................................................................38
2
SDV DM
,Chapter 1 – Your business
The digital consumer:
Shows emotions and power
à cares about the opinion of others
- Reading reviews
- Following influencers
- Gathering likes
Wants ultimate convenience (=gemak)
- Easy & fast
- Personalisation
à recommend product categories bases on browsing behavior
The digital consumer:
- Well informed and uses his/her power
o Communities, forums, scores, feedback,..
o Consumers make and break a brand
- Show his/ her emotions
o Consumers easily show their emotions online
o Emotions are important in the buying process (apart from
needs)
- Wants ultimate convenience
o Once online, all monkeys looking for banana
Want fast and easy acces to information
o What we see needs to be relevant (even personalised)
3
SDV DM
, Your business
- Core commitments
- Digital maturity
- Target group insights
- Competition
- Positioning
Core commitmens:
Vision, mission, values
The golden circle
Digital maturity check:
Audit the perofrmance of your current digital channels (POE (=paid,
owned, earn media))
- What are you already doing?
- What is working, what isn’t?
- Identify strenghts and areas of improvement
Target group insights:
- Behaviour
- Trends
- Segmentation criteria
Behaviour:
- What your target audience wants
- What they consider when making a buying decision
- Likes and dislikes (frustrations)
- Things they like to see improved
- Inspiration
à you can do it with desk research, interviews, social listening and search
listening
4
SDV DM
Table of Contents
Chapter 1 – Your business..........................................................3
Core commitmens:...........................................................................4
Digital maturity check:....................................................................4
Target group insights:......................................................................4
Competition:...................................................................................5
Positioning:.....................................................................................6
ESP (emo)................................................................................................................... 6
USP (funtional)............................................................................................................ 7
Summary:.......................................................................................7
Chapter 2: Inbound marketing, objectives and KPI’s...................8
Inbound marketing:.........................................................................8
Objectives & KPI:...........................................................................12
Metrics:..................................................................................................................... 12
Summary:.....................................................................................14
Chapter 3: SEM, SEO, SEA........................................................14
What is SEO, and what are keywords..............................................15
How do search engines find your site?............................................17
How to improve SERP results?........................................................17
Content:.................................................................................................................... 19
Technology:............................................................................................................... 20
Authority:.....................................................................................20
SEO support tools:.........................................................................21
SEA:..............................................................................................21
SEO vs SEA....................................................................................22
Chapter 4: Content marketing..................................................23
What is content marketing?...........................................................23
Objectives of content marketing.....................................................23
Who produces content...................................................................23
5-step-approach in content strategy...............................................23
Summary:.....................................................................................30
Chapter 5: social media general guidelines...............................31
Organic content:............................................................................31
1
SDV DM
, Paid content:.................................................................................33
Chapter 6: Social media landscape...........................................35
Chapter 7: social media: Facebook...........................................36
Chapter 8: Youtube.................................................................38
2
SDV DM
,Chapter 1 – Your business
The digital consumer:
Shows emotions and power
à cares about the opinion of others
- Reading reviews
- Following influencers
- Gathering likes
Wants ultimate convenience (=gemak)
- Easy & fast
- Personalisation
à recommend product categories bases on browsing behavior
The digital consumer:
- Well informed and uses his/her power
o Communities, forums, scores, feedback,..
o Consumers make and break a brand
- Show his/ her emotions
o Consumers easily show their emotions online
o Emotions are important in the buying process (apart from
needs)
- Wants ultimate convenience
o Once online, all monkeys looking for banana
Want fast and easy acces to information
o What we see needs to be relevant (even personalised)
3
SDV DM
, Your business
- Core commitments
- Digital maturity
- Target group insights
- Competition
- Positioning
Core commitmens:
Vision, mission, values
The golden circle
Digital maturity check:
Audit the perofrmance of your current digital channels (POE (=paid,
owned, earn media))
- What are you already doing?
- What is working, what isn’t?
- Identify strenghts and areas of improvement
Target group insights:
- Behaviour
- Trends
- Segmentation criteria
Behaviour:
- What your target audience wants
- What they consider when making a buying decision
- Likes and dislikes (frustrations)
- Things they like to see improved
- Inspiration
à you can do it with desk research, interviews, social listening and search
listening
4
SDV DM
