DIGITAL MARKETING
INHOUD
part 1. introduction digital marketing ..................................................................................................................... 4
1. the digital consumer ....................................................................................................................................... 4
• 2. What is the impact of the digital consumer on marketing? .................................................................. 5
4 C’s of digital marketing ................................................................................................................................. 5
3. What are the challenges ................................................................................................................................. 6
5. The way to online success ............................................................................................................................... 6
Step 1: Who is your target audience ............................................................................................................... 6
Step 2: Determine who you are ...................................................................................................................... 8
Step 3: Your online marketing goals ............................................................................................................... 9
Step 4: Building your online presence ........................................................................................................... 10
Step 5: Marketing your online presence ....................................................................................................... 10
Step 6: Analyse and adapt ............................................................................................................................. 10
Part 2: inbound & content marketing, conversation management ...................................................................... 10
1. Inbound marketing ........................................................................................................................................ 11
the buying process ........................................................................................................................................ 11
Inbound marketing ........................................................................................................................................ 12
2. Content marketing ........................................................................................................................................ 14
1. Beat the algorithms ................................................................................................................................... 14
2. Produce interesting content: sweet spot & storytelling ........................................................................... 14
3. Types of content........................................................................................................................................ 15
4. How is content produced? ........................................................................................................................ 16
5. Organise your content and campaigns: content calendar ........................................................................ 16
3. Conversation management ........................................................................................................................... 18
part 3: social media landscape .............................................................................................................................. 19
Social networks ................................................................................................................................................. 20
landscape ...................................................................................................................................................... 20
What is the best channel for your business? .................................................................................................... 23
part 4: Social media: Facebook ............................................................................................................................. 24
1. Introduction .................................................................................................................................................. 24
2. Facebook organic .......................................................................................................................................... 24
1. Posts from people get priority over content from businesses .................................................................. 26
2. Facebook pushes “meaningful conversations” ......................................................................................... 26
3. Facebook groups for brands ...................................................................................................................... 27
1
, 3. facebook paid ................................................................................................................................................ 28
Objectives ...................................................................................................................................................... 28
audience ........................................................................................................................................................ 29
placements .................................................................................................................................................... 33
Budget & schedules....................................................................................................................................... 33
advert ............................................................................................................................................................ 36
Manage your ads ........................................................................................................................................... 37
Tips & tricks for your ads............................................................................................................................... 38
Part 5: Social media: Instagram ............................................................................................................................ 40
1. The Instagram Algorithm............................................................................................................................... 40
Other factors influencing the ranking ........................................................................................................... 42
2. Hashtags ........................................................................................................................................................ 43
tips & tricks ................................................................................................................................................... 43
3. IGTV ............................................................................................................................................................... 44
Get noticed .................................................................................................................................................... 44
4. Instagram Stories .......................................................................................................................................... 45
advantages .................................................................................................................................................... 45
highlights ....................................................................................................................................................... 46
5. Instagram latest trends ................................................................................................................................. 47
6. The Explore page ........................................................................................................................................... 48
7. Instagram for business: ................................................................................................................................. 49
1. Company pages ......................................................................................................................................... 49
2. Planning & Content calendar .................................................................................................................... 49
3. Instagram shops ........................................................................................................................................ 49
4. Paid advertising ......................................................................................................................................... 50
Part 6: Social media: YouTube .............................................................................................................................. 50
1. How the YouTube Algorithm works .............................................................................................................. 50
Improve organic reach on YouTube .............................................................................................................. 51
2. YouTube for business .................................................................................................................................... 51
3. Advertising on YouTube ................................................................................................................................ 52
part 7. LinkedIn ..................................................................................................................................................... 54
1. Introduction .................................................................................................................................................. 54
2. Your personal LinkedIn profile ...................................................................................................................... 55
3. Your company on LinkedIn ............................................................................................................................ 56
4. Sales via linkedin ........................................................................................................................................... 57
advertising ..................................................................................................................................................... 57
connecting ..................................................................................................................................................... 59
2
, 3. Paid (premium) account? .......................................................................................................................... 59
8. SEO .................................................................................................................................................................... 60
1. introduction .................................................................................................................................................. 60
2. what is seo..................................................................................................................................................... 61
3. How do search engines find your site? ......................................................................................................... 62
4. How to improve your SERP results? .............................................................................................................. 64
1. Content...................................................................................................................................................... 64
2. Technology ................................................................................................................................................ 68
3. Reputation ................................................................................................................................................. 68
5. SEO support tools .......................................................................................................................................... 69
SEA ........................................................................................................................................................................ 69
1. What is SEA?.................................................................................................................................................. 69
2. Google AdWords guide ................................................................................................................................. 70
Finding the right keywords............................................................................................................................ 70
The structure of your account ....................................................................................................................... 71
Budget ........................................................................................................................................................... 73
Auction .......................................................................................................................................................... 73
9. online advertising .............................................................................................................................................. 75
1. Display advertising ........................................................................................................................................ 76
Personalised banners .................................................................................................................................... 76
2. Native advertising ......................................................................................................................................... 79
3. Mobile ........................................................................................................................................................... 80
4. Affiliate marketing......................................................................................................................................... 82
5. Referral Marketing ........................................................................................................................................ 83
6. Buying & programmatic buying..................................................................................................................... 83
1. Terminology .............................................................................................................................................. 83
2. Advertising networks ................................................................................................................................ 84
3. Programmatic buying ................................................................................................................................ 84
Part 10: Measuring ................................................................................................................................................ 87
1. Measuring ..................................................................................................................................................... 87
2. Campaign management ................................................................................................................................ 90
3
, PART 1. INTRODUCTION DIGITAL MARKETING
1. THE DIGITAL CONSUMER
1) The digital consumer shows emotions and power
Online a lot of bad and good reviews and opinions, behaviour is different online than offline
Users are more informed, communities are important: they have impact
Consumers can make or break a brand, as we are more inclined to believe what other consumers say than what
the brand communicates.
The communications isn’t top down anymore because the consumers have impact on the company
2) The digital consumer cares about the opinion of others
• Reading reviews
• Following influencers
• Gathering likes
3) The digital consumer wants ultimate convenience
• Ultimate convenience = easy and fast, If you don’t see something interesting in a couple of seconds,
you click and you are gone.
• Ultimate convenience = personalisation, You only want to see messages that are relevant for you ->
personalised, tailormade messages. That is the ultimate convenience.
▪ Adjust Navigation to Visitors’ Interests: Another good ecommerce personalization example is
changing your homepage and navigation based on visitor interests
▪ Recommend Product Categories Based on Browsing Behavior? Categories based on your
previous onsite search and browsing behavior.
Resume: digital consumers …
• … is well informed and uses his/her power
▪ Communities, forums, scores, reactions and feedback, …
▪ Consumers make and break a brand
• … shows his/her emotions
▪ Consumers easily show their emotions online
▪ Emotions are important in the buying process (apart from needs)
• … wants ultimate convenience
4
INHOUD
part 1. introduction digital marketing ..................................................................................................................... 4
1. the digital consumer ....................................................................................................................................... 4
• 2. What is the impact of the digital consumer on marketing? .................................................................. 5
4 C’s of digital marketing ................................................................................................................................. 5
3. What are the challenges ................................................................................................................................. 6
5. The way to online success ............................................................................................................................... 6
Step 1: Who is your target audience ............................................................................................................... 6
Step 2: Determine who you are ...................................................................................................................... 8
Step 3: Your online marketing goals ............................................................................................................... 9
Step 4: Building your online presence ........................................................................................................... 10
Step 5: Marketing your online presence ....................................................................................................... 10
Step 6: Analyse and adapt ............................................................................................................................. 10
Part 2: inbound & content marketing, conversation management ...................................................................... 10
1. Inbound marketing ........................................................................................................................................ 11
the buying process ........................................................................................................................................ 11
Inbound marketing ........................................................................................................................................ 12
2. Content marketing ........................................................................................................................................ 14
1. Beat the algorithms ................................................................................................................................... 14
2. Produce interesting content: sweet spot & storytelling ........................................................................... 14
3. Types of content........................................................................................................................................ 15
4. How is content produced? ........................................................................................................................ 16
5. Organise your content and campaigns: content calendar ........................................................................ 16
3. Conversation management ........................................................................................................................... 18
part 3: social media landscape .............................................................................................................................. 19
Social networks ................................................................................................................................................. 20
landscape ...................................................................................................................................................... 20
What is the best channel for your business? .................................................................................................... 23
part 4: Social media: Facebook ............................................................................................................................. 24
1. Introduction .................................................................................................................................................. 24
2. Facebook organic .......................................................................................................................................... 24
1. Posts from people get priority over content from businesses .................................................................. 26
2. Facebook pushes “meaningful conversations” ......................................................................................... 26
3. Facebook groups for brands ...................................................................................................................... 27
1
, 3. facebook paid ................................................................................................................................................ 28
Objectives ...................................................................................................................................................... 28
audience ........................................................................................................................................................ 29
placements .................................................................................................................................................... 33
Budget & schedules....................................................................................................................................... 33
advert ............................................................................................................................................................ 36
Manage your ads ........................................................................................................................................... 37
Tips & tricks for your ads............................................................................................................................... 38
Part 5: Social media: Instagram ............................................................................................................................ 40
1. The Instagram Algorithm............................................................................................................................... 40
Other factors influencing the ranking ........................................................................................................... 42
2. Hashtags ........................................................................................................................................................ 43
tips & tricks ................................................................................................................................................... 43
3. IGTV ............................................................................................................................................................... 44
Get noticed .................................................................................................................................................... 44
4. Instagram Stories .......................................................................................................................................... 45
advantages .................................................................................................................................................... 45
highlights ....................................................................................................................................................... 46
5. Instagram latest trends ................................................................................................................................. 47
6. The Explore page ........................................................................................................................................... 48
7. Instagram for business: ................................................................................................................................. 49
1. Company pages ......................................................................................................................................... 49
2. Planning & Content calendar .................................................................................................................... 49
3. Instagram shops ........................................................................................................................................ 49
4. Paid advertising ......................................................................................................................................... 50
Part 6: Social media: YouTube .............................................................................................................................. 50
1. How the YouTube Algorithm works .............................................................................................................. 50
Improve organic reach on YouTube .............................................................................................................. 51
2. YouTube for business .................................................................................................................................... 51
3. Advertising on YouTube ................................................................................................................................ 52
part 7. LinkedIn ..................................................................................................................................................... 54
1. Introduction .................................................................................................................................................. 54
2. Your personal LinkedIn profile ...................................................................................................................... 55
3. Your company on LinkedIn ............................................................................................................................ 56
4. Sales via linkedin ........................................................................................................................................... 57
advertising ..................................................................................................................................................... 57
connecting ..................................................................................................................................................... 59
2
, 3. Paid (premium) account? .......................................................................................................................... 59
8. SEO .................................................................................................................................................................... 60
1. introduction .................................................................................................................................................. 60
2. what is seo..................................................................................................................................................... 61
3. How do search engines find your site? ......................................................................................................... 62
4. How to improve your SERP results? .............................................................................................................. 64
1. Content...................................................................................................................................................... 64
2. Technology ................................................................................................................................................ 68
3. Reputation ................................................................................................................................................. 68
5. SEO support tools .......................................................................................................................................... 69
SEA ........................................................................................................................................................................ 69
1. What is SEA?.................................................................................................................................................. 69
2. Google AdWords guide ................................................................................................................................. 70
Finding the right keywords............................................................................................................................ 70
The structure of your account ....................................................................................................................... 71
Budget ........................................................................................................................................................... 73
Auction .......................................................................................................................................................... 73
9. online advertising .............................................................................................................................................. 75
1. Display advertising ........................................................................................................................................ 76
Personalised banners .................................................................................................................................... 76
2. Native advertising ......................................................................................................................................... 79
3. Mobile ........................................................................................................................................................... 80
4. Affiliate marketing......................................................................................................................................... 82
5. Referral Marketing ........................................................................................................................................ 83
6. Buying & programmatic buying..................................................................................................................... 83
1. Terminology .............................................................................................................................................. 83
2. Advertising networks ................................................................................................................................ 84
3. Programmatic buying ................................................................................................................................ 84
Part 10: Measuring ................................................................................................................................................ 87
1. Measuring ..................................................................................................................................................... 87
2. Campaign management ................................................................................................................................ 90
3
, PART 1. INTRODUCTION DIGITAL MARKETING
1. THE DIGITAL CONSUMER
1) The digital consumer shows emotions and power
Online a lot of bad and good reviews and opinions, behaviour is different online than offline
Users are more informed, communities are important: they have impact
Consumers can make or break a brand, as we are more inclined to believe what other consumers say than what
the brand communicates.
The communications isn’t top down anymore because the consumers have impact on the company
2) The digital consumer cares about the opinion of others
• Reading reviews
• Following influencers
• Gathering likes
3) The digital consumer wants ultimate convenience
• Ultimate convenience = easy and fast, If you don’t see something interesting in a couple of seconds,
you click and you are gone.
• Ultimate convenience = personalisation, You only want to see messages that are relevant for you ->
personalised, tailormade messages. That is the ultimate convenience.
▪ Adjust Navigation to Visitors’ Interests: Another good ecommerce personalization example is
changing your homepage and navigation based on visitor interests
▪ Recommend Product Categories Based on Browsing Behavior? Categories based on your
previous onsite search and browsing behavior.
Resume: digital consumers …
• … is well informed and uses his/her power
▪ Communities, forums, scores, reactions and feedback, …
▪ Consumers make and break a brand
• … shows his/her emotions
▪ Consumers easily show their emotions online
▪ Emotions are important in the buying process (apart from needs)
• … wants ultimate convenience
4
