Conquering Digital Marketing Part 2 | Brittany Whitlock | Skillshare

Conquering Digital Marketing Part 2

Brittany Whitlock, Owner of Big Mood Digital

Conquering Digital Marketing Part 2

Brittany Whitlock, Owner of Big Mood Digital

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8 Lessons (29m)
    • 1. Intro: Conquering Digital Marketing Part 2

      0:45
    • 2. Social media and the A-Team

      4:42
    • 3. Connecting Through Culture

      4:09
    • 4. Social Ads Placement

      4:08
    • 5. Types of Social Ads

      3:18
    • 6. Diving into Data

      2:50
    • 7. Diving into Customer Behavior Data

      3:20
    • 8. Dashboard Takeaway

      5:26
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About This Class

This is the second part to my Conquering Digital Marketing Class, (click here for part 1) Learn what exactly encompasses digital marketing and how to gain valuable insight on your customers to effectively grow business. In part two we focus on social media marketing, how to choose the right social platform to advertise your business, who and how are they doing it well. Additionally, we go over the most important part of marketing, closing the data loop and getting to know our customers. 

Meet Your Teacher

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Brittany Whitlock

Owner of Big Mood Digital

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Hello, I'm Brittany, my passion is the art of digital marketing and Ecommerce. From English dinnerware to German housewares, superheroes and wizards with Warner Brothers to marinas and storage; I’ve ran over 10 websites digital marketing efforts over the past 12 years. No matter the industry, B2B, B2C or non-profit  marketing is marketing and you can take inspiration and ideas from anywhere!

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Transcripts

1. Intro: Conquering Digital Marketing Part 2: how everyone thank you for joining me for conquering digital marketing. Part two. I hope you join me for conquering digital marking part one. And if you didn't go check out that class, we covered email, marketing, subject lines, storytelling in digital marketing, taking your charges to the next level. We touched on paid search, marketing and recognizing that in some of the terms involved there. But today, with Cochran Digital Marketing, Part two, we will be covering social media, marking and closing the loop, which is super important with data and analytics. So come join me and we'll talk about some of those things on Have Fun project as well. 2. Social media and the A-Team: they were gonna kick off with social media influencers to see how we can really leverage our audience, understand our brand and our culture. And it really is about brand and culture, letting our customers in our audience in Teoh look at our values and our morals of our brand. So I have a quote here says we need to remember that brand succeed when they break through . In culture, branding is a set of techniques designed to generate cultural relevance. That's from the Harvard Business Review, and I think that's a great statement. Teoh, you know, keep replaying in your mind when you're doing social because we don't want to shove product down people's throats that would social. We really want Teoh. Bring them into our culture and have them. You feel certain way about our brand in a positive way. So I'm talking about the A team. The reason I talk about the A team is because they have the most active users in a month. So I talked about Facebook, instagram and Twitter in social media. It's important to meet people where they are. So Facebook and Instagram and Twitter have a combined 2.6 billion monthly users, with the majority of that being Facebook. No surprise there. Don't think at 1.7 six 1,000,000,000 users, that's huge. So we've got a lot of eyes on it with a lot of active members, people who are logging in and checking it daily and posting you doing all these things. So what? I believe Facebook is four. I believe it's for showing the best moments people like to see personally, you know, the baby and the marriages and engagements and all the really best moment. Um, and some for brands and fun. Quick, beautiful video video is very popular now in the Facebook feeds, um, clips on, like how to czar tips or, you know, something funny. So you have a little bit more time people a little bit more invested with your Facebook posts moving on to instagram a little less time. But the quickly look and relate they have to the imaging to capture them and some type away . Ah, possibly your caption, but more your image access what they're gonna look at first looking, really, if they can make a connection with you emotionally and pretty much a split second either. Like it or even just have a reaction. They smile on their face. Impressions are important here, too. That's what that's for. Twitter. Thoughts and moments we've started with Facebook were a little more engaged and invested in the time. Instagram has been a tiny bit more time on the post, and Twitter is just so fast. It's quick thoughts and moments that just provoke, you know, good and positive vibes about your brand. So when I say the A team, it does not mean you have to be on all three by any means with social as a whole, it needs to work for you needs teamwork for your brand. You do not have very visual brand. You have nothing to post on instagram, and I don't mean product wise. I mean, Brandon, value wise don't force it, um, because post have to be pretty frequent. Yeah, at least your post saying instagram. Probably at least once a day. I would say it would be great Starting off you get two times a day. That's even better to get like things going. You really want to keep it, keep the content fresh because once people check it and they see the event updated in a while. That's where you know, people say, OK, they're not really engaged in this. I'm not gonna follow them now. Having said that, there's Pinter's out there. There's YouTube. There's Google, plus their Snapchat. There's all these other social media outlets have the makes sense for you. Even if Snapchat is the coolest thing right now, it doesn't mean you have to be on it. Um, so maybe a way to be on Snapchat that's relevant for your brand is giving your brand. You're proud of your service having an influence or talk about it on their Snapchat, where Snapchat works for them instead of you four saying it upon your brands. 3. Connecting Through Culture: So I want to talk about Facebook ads because that is a big part of digital marking nowadays , again meeting people where they are on social. Um, but no, very quickly that Facebook owned Instagram. So if you want a Christian instagram ad, you'll have to start out on Facebook. Um, creating your post, nothing will be through all the steps of creating that thinking of doing a class on social advertising. Let me know what you think in the comments. Uh, but basically, you can you're gonna choose your demographics. Um, behavior. Think Facebook does a really great job at narrowing down behaviors have a lot of data on people because of what they pose on what they like and their favorites on their profile things like that. But for placement wise, you can choose Teoh Well, that on the feeds, the instant articles that's showing up in your your feet as like an article that you may be interested in insuring videos like the Kevin Hart video we just looked at with Nike right column I would not recommend. So I don't have it checked here. Just looks to add, like people are focused on the feed. Everything on the side of like, hey, that his ads is this Sell, sell, sell it just different mindset once in the feet. I think it's a little more natural in that way. So then, if you want, participate in Instagram, I haven't checked here just because this campaign I wasn't choosing to June's Graham is very Facebook. Focus. Ah, but you can choose the feed or in stories now. And, you know, if you click through the instagram stories, um, I tend to just click right over those advertisements again. I like the feed feels more natural, more native. The audience network is great. Very low cost per click, really for all Facebook ads and instagram, which is awesome. Um, so that's just basically, if you're familiar with Google's ad network, where they post display ads and different things. Another People's websites who support the Google ad network same type of thing, but with Facebook works really well. Messenger is a new one. I don't love it because I think if you're having a conversation with your friend and then like an ad pops up, I just think that's just like a hey, I'm talking to someone right now. Why are you putting it out in there? That's my point of view on it. Um, but you have Facebook ads, Instagram ads, very low cost per click. I know that it's more of a brand awareness play here. I You're not going to get all the time direct conversions from Facebook. It's going to be a touch point, kind of like anything else nowadays, but more Facebook and social Instagram more than others. Because, basically, you know, what you're going to see is all right. I saw you on Facebook. A So I was going through our member. Your brand. You know, now it's couple hours day, whatever it is later. And now I Google search you and I click on a paid search ad that you have. And then, you know, I come back and I go through direct. I just type in your dot com name and now I buy something. So it was along the path to conversion a social ad, but it's not necessary. The last click before conversion. Eso some people say how on my Facebook ads doing how my instagram and doing, um you know, are we getting sales from them? You are and you can check this and Google analytics. We can talk about that later through the conversion path. But you are. It just made it report as you are, because most reporting is looking at the last click. Very helpful, Definite recommending, Getting new eyes on the brand. I'm connecting with your audience. Like I said, you're putting in behaviors and all of that on interest and income. And no, all these different things you can't do with AdWords to make sure you're really hitting your audience with socialize. 4. Social Ads Placement: So I want to talk about Facebook ads because that is a big part of digital marking nowadays , again meeting people where they are on social. Um, but no, very quickly that Facebook owned Instagram. So if you want a Christian instagram ad, you'll have to start out on Facebook. Um, creating your post, nothing will be through all the steps of creating that thinking of doing a class on social advertising. Let me know what you think in the comments. Uh, but basically, you can you're gonna choose your demographics. Um, behavior. Think Facebook does a really great job at narrowing down behaviors have a lot of data on people because of what they pose on what they like and their favorites on their profile things like that. But for placement wise, you can choose Teoh Well, that on the feeds, the instant articles that's showing up in your your feet as like an article that you may be interested in insuring videos like the Kevin Hart video we just looked at with Nike right column I would not recommend. So I don't have it checked here. Just looks to add, like people are focused on the feed. Everything on the side of like, hey, that his ads is this Sell, sell, sell it just different mindset once in the feet, I think it's a little more natural in that way on. So then, if you want, participate in Instagram, I haven't checked here just because this campaign I wasn't choosing to June's Graham is very Facebook. Focus. Ah, but you can choose the feed Warren stories now. And, you know, if you click through the instagram stories, um, I tend to just click right over those advertisements again. I like the feed feels more natural, more native. The audience network is great. Very low cost per click, really for all Facebook ads and instagram, which is awesome. Um, so that's just basically, if you're familiar with Google's ad network, where they post display ads and different things. Another People's websites who support the Google ad network same type of thing, but with Facebook works really well. Messenger is a new one. I don't love it because I think if you're having a conversation with your friend and then like an ad pops up, I just think that's just like a hey, I'm talking to someone right now. Why are you putting it out in there? That's my point of view on it. Um, but you have Facebook ads, Instagram ads, very low cost per click. I know that it's more of a brand awareness play here. I You're not going to get all the time direct conversions from Facebook. It's going to be a touch point, kind of like anything else nowadays, but more Facebook and social Instagram more than others. Because, basically, you know, what you're going to see is all right. I saw you on Facebook. A So I was going through our member. Your brand. You know, now it's couple hours day, whatever it is later. And now I Google search you and I click on a paid search ad that you have. And then, you know, I come back and I go through direct. I just type in your dot com name and now I buy something. So it was along the path to conversion a social ad, but it's not necessary. The last click before conversion. Eso some people say how on my Facebook ads doing how my instagram and doing, um you know, are we getting sales from them? You are and you can check this and Google analytics. We can talk about that later through the conversion path. But you are. It just made it report as you are, because most reporting is looking at the last click. Very helpful, Definite recommending, Getting new eyes on the brand. I'm connecting with your audience. Like I said, you're putting in behaviors and all of that on interest and income. And no, all these different things you can't do with AdWords to make sure you're really hitting your audience with socialize. 5. Types of Social Ads: So just like we talked about in Google AdWords portion in my concrete visual marking part one class, you can also do display and retargeting in Facebook and Instagram, which is pretty awesome. Eso again display is more saying, Hey, as a brand, I'm looking for this type of audience. Can you put in those ads? And that's That's what I was talking about in the previous lesson, just setting up her ads based on behaviors and interest. So it's more of a display ad on, and then you can do retargeting to love retargeting. A January targeting is those ads up follow you around because you've been to the site before, so that's important. The user has to have already been to your site to hit a retargeting ad, and it will show them something more relevant to what they're looking at. So you can do that both, um, on Instagram and Facebook and highly recommended. So I just thought fabletics thought OK, you fit our demographic. Here's your ad. And for booking dot com, I was looking at the highest lair Rose Hall in Jamaica, trying to book a trip which I only working. I'm going. There's a Lehrer's Eva. Literally. Best people. The best food. Hello, Jim. Ate them. Have to make in. So I'm a little biased, but amazing. Anyway, I was looking at the hotel. May said, Hey, burning, Come back. Come on. Look how beautiful this looks. Come book your trip. Um, and ultimately I did. So we're targeting really has high convergent, low cost per click again. It's a great tool to bring costumers back here. Just some more examples of some Facebook ads. So this one, you know, vary a tiddly into the feed. This would be a feat opposed. Just as if you were seeing your friends post. I see. Okay, here's Britney Whitlock. Well, this one says class pass and not the person saying instead of a profile picture, it's the brand's profile picture. So does not say sponsored somewhere on the post because they want, you know. Hey, this is an ad. We're not just trying to fool you. Um, and then I doubt this one says thousands studios, just one membership tried class spots and get 70% off any plan. Sources for class passed since a fitness. Nothing. And they're saying, Okay, you fit with no demographics are behaviors fit right into the feed. You see, like comment, share all those type of things you typically see on a post. So it's really nicely into the flow of information on Facebook that people are taking in. Same with Twitter ads. Uh, now there are brands just lend themselves very, very well social and movement watches is one of them. They really self great imagery on. They've done very well with that for early in expensive watches. But again, Twitter No, your senior are melting. The name was a Twitter handle. No reply. Reposed like the Post, and it just shows it's promoted. So it isn't ad they're not trying to trick you here. 6. Diving into Data: now we're gonna touch on data and Analytics. This is super important. Um, talked about in the beginning, all the way in the beginning, in my conference digital marking one class, you have to quote close the loop. You know, we can try all these different things, but to really understand the working of who she made some tweaks it, we should test something. You have to be looking at the data in the law. Next, close the loop. Understanding your customer behavior is invaluable. Everybody has their own opinions about, but the brand should do. Have a customer should act what they think the customer should dio. But the data will tell you what's really going on. So diving into some data, some quick hits on Google analytics. If you don't have Google Analytics set up, I highly recommend setting up super easy. Just pop a little piece of code on your website. Instantly start tracking. You know, data of your website. You can set up conversions. I love it. Like I said, free. You don't have it. Get it Access to it. Ask someone for some access because it's really invaluable. Have this information eso some key areas that I like to look at is real time stacked Superfund area because these people who are on your site right now in the moment eso what can you see? You can see where they're coming from which your l's they're hitting mobile versus desktop . Uh, you know, they came social tropical say facebook under social traffic referrals. Are they searched? Keyword. So it's really fun. Um, I particularly like this Any commerce, if you send out email marketing piece and then maybe there's a sale of some kind and you start to see people get on the website and sent it out at nine AM And I know my No. 19 a. M here, logging into this on Google analytics. Real time looking at it. Just see up that number increase. See, people you know, start to look at products are to put those products in their part. I really got just the most fun saying ever on then moving down toe audience so you can start to say Okay, I thought my target audience was this demographic. And guess what? The different age groups that I'm thinking maybe different gender split. Or maybe it's a gender split that you thought Mel versed email. You can also see the location, your device, you sage interest, affinity categories. I'll go into that in the next lesson. A new verse, returning visitors. So you know, we're getting new eyes on our site. We have repeat customers. It's always an important thing. Usually the frequency of visits. How often does an individual visit and the user flow, which also show you an example that 7. Diving into Customer Behavior Data: So the last lesson we're talking about audience tab and affinity Carrot committee categories. And so, if you under audience interest, affinity categories of Google starts to categorize users in these pretty killing categories , they name come something funny names. But again, people's naming them. But you get some idea of what your audience is also interested in besides your product or service. So in this breakdown you'll see that most people are movie lovers, shoppers or shopaholics tech files. Um, TV lovers home decor enthusiast. So those are just the people, like by the other searches. They make another website that they go to Google. People saying, Hey, they're very interested in these things and they're interested in you, too. So it's nice to get to know the customer, their lifestyle, that persona what they dio you think about them. Think about your customizer as a whole. You know, not just are they interesting your product, but one of those things Are they interested in, uh, what do you do for their hobbies? You know what? Your their average age. You have to start to create this persona for your customers. Again, I mentioned user flow eso the user flow here. You may say what I really think. They always go to the home page and then they always collect the best. And I always go to this page and then make always do this. And then you look at your user flung go. People aren't doing that must be thought. I maybe they're dropping off at certain locations and you'll see that indicated by the red there they drop off. Maybe you want them to drop off. Maybe that's the page you need them to go to, but nonetheless, you got to understand the user flow, and that can help you make educated decisions. When you're enhancing your website putting content on your website, all of those things next one will be diving into the acquisition tab. Love this AB and behavior. I spent a lot of time in both of these as well. So an acquisition. It's just nice. Quick snapshot snap snap shots. Easy to see where people coming from. So are they coming? Direct, Which means they're entering in New York, all wrapping it in. Um, I just armed is going there. They find you organically through search. They find you through your paid search ad through social who display ad. A referral would be just another website had a link to you, and that's how they got there and then other. Sometimes people just can't categorize some things, and that's usually a small number, so I wouldn't worry about it. But it's nice to know where people are coming from in the behavior tabs. Great tab. Here. I like to search a lot of your L strings because I want to see how far people are getting. How much time your spending on the page, how many people got to this page? Maybe you have a goal of, you know, I want 10% more people to make it to this page, whatever it may be on. And you can look up a word in the u. R L String. Have it a little Arkle box around where to search, and you can kind of get those numbers there instead of scrolling through all the oil. So I spent a lot of time here as well 8. Dashboard Takeaway: my last things I want to talk about is conversion Andan Earlier lesson conference Digital marketing, Part two I mentioned that, you know, social networks are always the last click to a conversion. But here you can see this, that the conversion past people are taking, um in number one. It shows. Okay. Someone went dark twice before they converted. Are you see organic? Then they went direct paid search twice you seeing in number six, they went to a social network. Then they went direct, paid, served, then direct paid search and organic. There's just so many different combinations. But no, everything you're doing is contributing. Ominous is where you really can see it here is contributing to a convergence. So set those goals in your Google analytics or set up your conversions on this is a very helpful to start to understand. Again, the customer gave you path. So what I have for you is awesome. Take away. Um, I have built the bones of a dear data and Analytics dashboard for you. So by going to this Betley link right here, what it will do is it will take you to your Google analytics account, and it will import the template for this dashboard. Now, what that means is you're not getting any of my data. And I cannot see your data just giving you the bones to set up this data. So we'll import all of your information. L tell you how many people are on your site right now. Just a quick hit. Look at what's going on in your area. On DSO will say metro area visits that convert you will have to change the goal on this one . I have my reservations confirmed goal. But you have changed a goal. Super easy. If you have golden convergent set up, Um, when you voted and they'll be a little pencil in the corner and you cook it, you just change, Uncle. Otherwise, everything pretty much you can keep as it's so the age. Okay, we're getting the same demographic age group that we thought in sessions most popular days of the week that people access your website chart on mobile desktop and tablet breakdown and then refers eso is Google, bing, yahoo, maybe some others that you didn't know and then sessions by device in metro areas. It's fun on then. Another refer one and top hours of the day Think is really important to so just a quick look at you going on some little more advanced reporting and import it into a dashboard. But let me know if you have any questions. Are really appreciate you guys joining this class, Um, and I just want to share with you some of my favorites really quick if you watch my concrete digital marketing part one class. I went over a lot of these things, but email marketing service that I really love his mail chimp. I've tested others constant contact and what not? But I really think mail chimp is super intuitive. They always on the cutting edge and always adding new features that you don't necessarily have to pay for anything. Most of it it's free. Once you have your basic plan, love it. Well, Trump's bloggers, another great source for good email marketing campaigns and what to consider. I really loved the e commerce blood Shopify dot com. There blawg is great whether an e commerce, strictly or not, a lot of good articles on marketing paid search glossary. If you wanted more terms on what I talked about, um, I give you the basics. The ones are gonna get you going. Go Channeladvisor the great glossary there. Who will add previews? A great on biased way to look at ads, search engine news and updates. Definitely search engine mine dot com. Awesome product time. Love them, Teoh. Just kind of new tech APS and other things you get integrate into a website or productivity as a business owner entrepreneur. Awesome things there. And then I have this article three secrets of customer centric search marketers from Google . Just thought it's a good read, but I really appreciate you guys joining my blasts. Um, let me know if you think of any other class ideas, my next class will be a Google AdWords for beginners. Class will really do dive in. So to see you there to thank you. Um, let me know if you guys have any questions. Happy Sweet 16