Step 2

Intro to Digital Marketing

Analytics – Google Analytics
Search – Google Search Console
SEO – Google Search Console, Google Page Speed Test, Google Mobile Friendly Test
SEM – Google Adwords and Keyword Planner
General research for all aspects of marketing – Google Search
Competitor tracking – Google Alerts
Local listings – Google, Bing, and Yahoo local listings
Social media
- Platforms – Twitter, IG, Facebook
- Advertising – Twitter ads, Facebook ads
Email marketing – Mailchimp
Creatives – Canva

A user can take the following channels to visit your site:

Keyword

A word or phrase typed into a search engine, which businesses can target as part of their advertising campaigns and SEO
Keyword research tools:

Search Engine Marketing (SEM)

A form of advertising that allows you to bid for your advertisement to show along with search results for keywords that people are typing in and that you are targeting.
SEO is a long process, but using SEM can help you get a lot more website traffic really quickly
Advertising on search engines has ZERO impact on where your website appears in organic search results.
Google Ads
- Doesn’t require a minimum budget but they recommended new advertisers start with an average budget of $5 to $50 per day
- You decide how much you want to spend and you only pay when someone clicks on your add. It is PPC (Pay-Per-Click)
- Google places search ads on the top and bottom of SERPs. How much you’re willing to pay for an ad impacts where it appears in relation to other ads

Targeted Advertising

Search advertising based on keyword targeting. You can also narrow your keyword advertising by targeting users based in a certain geographic location.
- Keyword targeting
- Location targeting
With social media advertising, you can narrow your target audience based on their interests too.
- User interest targeting
There are different targeting methods offered by different marketing platforms. Some examples include:
- Keyword
- Time of day
- Location
- Language
- Age
- Interests
- Device – Computer, tablet, mobile, even apps

Analytics tools – Help you to learn about how people are interacting with your advertising and website

Local listings: Google My Business listing and Bing Places of Business

Contact information on your site might just be a phone number and an email address

Digital real estate (that can be accessed with URL addresses)

Website
Social Media
- Should probably only have two or three social media accounts.
  - Twitter and IG are two good ones
    - Twitter lets you post links with nice cards, can also post media.
      - Good for pulling traffic into your site.
    - IG is great for pics and videos. No links though.
      - Good for brand building
  - Are too many social media accounts a bad thing? Yes. Too many becomes a burden for you, it spreads yourself too thin, requires much more work to stay active, and overwhelms your users with too many different touchpoints. Your users won’t know which platforms to follow you on. If you have three or less, they can follow you on all of them.

Information about your business that helps customers learn more about you. This content can be spread across your website and social media.

A video you posted that demonstrates your knowledge or product
Customer testimonials
Your pricing guide
Find your business on a map
Any special offers or features you might have
A form users can fill out to request more information, like an email newsletter or text notifications

The tools are easy to use, easy to acquire, and most are free

First, you need speed. Internet user’s aren’t patient. If your pages are too slow, they will probably leave.
Your site has to be mobile and tablet friendly using responsive design
- To get a sense if your site is mobile friendly, use Google’s mobile friendly test tool
You’re site should look good cross-device (PC and Mac) and cross-browser