Digital Marketing Strategy 2023. Start from Scratch! | Anton Voroniuk | Skillshare

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Digital Marketing Strategy 2023. Start from Scratch!

teacher avatar Anton Voroniuk, Digital Marketer, Google Academy Trainer

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      What is an Internet Marketing Strategy?


    • 2.

      Who Are We: How to Form a Mission?


    • 3.

      Product: What Do We Offer?


    • 4.

      Why is Competitive Analysis important?


    • 5.

      How to use SimilarWeb?


    • 6.

      How to use SemRush for Traffic Analysis?


    • 7.

      How to use Serpstat to find out more about your Competitors?


    • 8.

      Competitive Analysis Tools for the platforms Facebook, Instagram, and Youtube.


    • 9.

      Competitive Analysis Practice.


    • 10.

      Why do your expectations for internet marketing and reality not coincide?


    • 11.

      How to use Google Analytics to your advantage?


    • 12.

      The importance of a CRM system.


    • 13.

      The different Types of Clients.


    • 14.

      Social media statistics and opportunities to analyze the target audience.


    • 15.

      Portraits of an Audience and filling in your table.


    • 16.

      See Think Do Care.


    • 17.

      Sources of Traffic for each niche.


    • 18.

      Why do you need a Media Plan?


    • 19.

      Google Display Network.


    • 20.

      Facebook Media Planning.


    • 21.

      Optimization. Conclusions and results.


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About This Class

What is digital marketing?

Digital marketing is an innovative way to attract a large audience to your online project. There are a wide variety of online marketing techniques that you can use, such as social media marketing, content marketing, email marketing, search engine optimization, affiliate marketing, inbound marketing, mobile marketing, display advertising, paid search, web analytics, conversion optimization, etc. In this digital marketing course, we will discuss how to make these marketing techniques work in sync with each other.

Role of digital marketing in 2022

The COVID-19 pandemic has made a significant impact on the digitization process. The digital world is a part of our lives now more than ever. According to the Q2 2021 report from the U.S. Census Bureau, U.S. retail e-commerce has reached $211.5 billion. That's up 31.8% from the first quarter and up 44.5% year-over-year.

Industry experts, marketing professionals, and digital marketers believe that digital marketing influence will continue to grow.

Types and examples of digital marketing

Nowadays, digital marketing is everywhere! Digital marketers communicate with audiences through search engine marketing, social media marketing, paid search, content strategy, display advertising, marketing analytics, big data, and machine learning. If you think that Big Tech is watching you online, you are certainly right!

Digital marketing specialists work with massive amounts of data and analytic tools to target ads better.

How to get a job in digital marketing and what is the salary?

Our digital marketing course will teach you how to develop the most effective digital marketing strategy possible. We can help you grow as a digital marketing professional. 

According to Indeed com, the average salary of a digital marketing specialist in the United States is $57,827 per year. This makes completing digital marketing courses a savvy investment in your future.

Why should you choose this digital marketing course?

So why should you choose us over other online courses and digital marketing training?  You will have the opportunity to learn digital marketing online from top internet marketing professionals:

  • We are industry experts! We have over 12 years of experience in online marketing. Our agency has Google Premier Partner and Facebook Marketing Partner status.

  • I've personally collected a vast amount of digital marketing qualifications and marketing certifications (Google Analytics Individual Qualification, Google Ads Individual Qualification, Bing Ads Accredited Professional, Search Ads360 Certified, and others)

  • We've launched over 1,500 successful marketing strategies and marketing campaigns during our careers

  • We have over 9,000 digital marketing specialists enrolled in our online courses, and they all passed their Google Analytics and Google Ads digital marketing certifications.

  • Our digital marketing courses are easy to understand.

Who Is This Course For?

  • People who are interested in learning an online profession – This digital marketing course will allow you to gain the skills needed for a career in digital marketing.

  • Marketers – This class lets you extend your skills to include marketing in a digital context, allowing you better serve your clients as a marketing specialist.

  • Entrepreneurs – Entrepreneurs can use their new knowledge from this class to run their own online digital marketing until they have the funds to hire a professional.

  • Internet marketers - This course will help you ensure that your digital marketing skills are up-to-date and help you market yourself to clients, furthering your career.

Learn how to Build an Online Digital Marketing Strategy by Answering Our 7 Key Questions:

  • What have your competitors already done?

  • What is your competitor's budget for digital marketing?

  • How to assess results from an online marketing campaign?

  • How to stop counting clicks and start making money?

  • Who are the visitors who not only visit your site but visit your site and buy something?

  • Which channels are the most effective at different stages of decision-making?

  • How to form a media plan, an advertising campaign, and how to determine an advertising budget?

Answers to these questions and many more are within this digital marketing training course. Our top-of-the-line strategy course comes with detailed visuals and in-depth videos. This course will help you organize everything you need to do in online marketing, from forming your company mission to choosing the right channels to market to, during your career. This course will provide you with the tools to analyze your marketing campaign results, examine your competitors, and promote your business successfully on the internet via your new skills as a digital marketing specialist.

What else do you get in this course?

  • TOP Digital Marketing Blogs List

  • TOP Digital Marketing Books List

  • TOP Digital YouTube Marketing Channels List

  • TOP Google's Tools for Digital Marketer List

  • TOP Tools for Digital Marketer List

Let's start your journey into the digital marketing world as a marketing specialist with a digital marketing certification!

Meet Your Teacher

Teacher Profile Image

Anton Voroniuk

Digital Marketer, Google Academy Trainer


My name is Anton Voroniuk.

I'm CEO at Webpromoexperts Digital Agency, which is a Google Premier Partner and a Facebook Marketing Partner.

I`m the leader and tutor of SkillsBooster Academy, a Google Academy agency trainer, and a digital strategist. 

We`ve already supported over 1000 small and mid-sized businesses with digital strategy and online promotion:

- Coca-Cola

- Johnson & Johnson

- BNP Paribas

- Bayer

- Sanofi

- Vodafone

- The United Nations

- The OSCE


Digital marketing is my life. 

I`ve already helped more than 200K students from more than 190 countries to grow their knowledge in digital marketing.


My hobbies include competing in triat... See full profile

Level: Beginner

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1. What is an Internet Marketing Strategy?: Die the fence as a digital marketer, do you feel like you are doing things wrong? My name is Anton burn UK and Microsoft's digital marketing strategy allows you to stay organized and become a successful digital marketing. It will start to choose the right channels and allows the results graphically chapter competitor activities and the Allies, your target audience. Our digital marketing strategy is a seven questions system guaranteed to help you succeed within this course is the knowledge needed to make an effective internet marketing strategy and make your internet marketing effective. And make sure that all your channels work in sync with each other. This course is for you. So why choose us to teach you about digital marketing? We worked in digital marketing for over 12 years and we are also a Google Premier Partner and that Facebook marketing department. The day as a part of this course, I will share my agency's knowledge of digital marketing that we've accumulated over the past five years. Okay, So let's talk about strategy for a minute. Why is heaven exam strategies such a vital part of their success without the sound strategy, your marketing campaign will have no direction. You will continuously shoot yourself in the foot with costly avoidable mistakes. You will not get the result you want. Now you might be asking yourself, well, what qualifies as a good strategy? Over the years, my company has narrowed down what makes a good strategy into the form of seven questions. In this course, we'll examine these seven questions and help your answers them so that you do can have success in your future marketing endeavors. The first question is, who are we? The answer to this question consists of your company's mission and its regions of values. The second question is, what do we offer? This question refers to the product of service we give our customers. The third question is, where are you now answering this question involves using the correct competitor analysis tools. Learn more about your competitor so that you can understand your place in the market and how the market dynamic has changed over time. The next question is, why? Why do we go online to market products? What are the results we can expect to get? How do we measure these results? And how do we determine which web analytic tools are best suited for our goals? The next question is, who is our target audience? The who are the people who visit your site to buy your product. Later on, we will discuss how to use internet analytic tools to determine your target audience and what they like. Okay, so next question is how answering this question can help you figure out how to get the target audience to your website, it to your social networks, search, advertisement and mailings. Do we need to make a website or do we need to use mobile applications? We will call, consider all these in detail, and as a result, we will form a Weibull media plan. The last question is, how do we optimize our marketing strategy? Marketing is not an exact science. You can measure arisen, but it can be challenging to predict the results. We need to experiment, form hypothesis, and evaluate results constantly. You will also learn all of this scene in this course. So let's move on and take a look at this video. In this video, I will explain the formula that we will be using within this course. Let's now see how the internet marketing strategy looks like in the form of a table. So here is our example. Let's try to fill out this table correctly. As a result, you will get a detailed analysis of your strategy with which you can use to communicate with your digital managers and digital agencies effectively. This will also help you systematically implement a strategy for all of your Internet marketing channels. A digital marketer must form a table correctly because it is the basis for building accomplished strategy. The seven question that we spoke to you about earlier, I incorporated into this table. And you will now see you them in practice. The first step we will look at is the company's mission. If you have already formed your company's mission, go ahead and booted into this tab. If you are unsure of what your company's mission is, thoroughly, discuss it with your team. Your company's mission is about what drives your company of why it exists. The second tab is your unique selling proposition. This tab is about why people should buy your product and not your competitors. And what specifically separates your product from the rest of the competition. The third type we will focus on is competitive analysis. By moving through the Competitive Analysis tab, you will understand your competitors current strengths and weaknesses, where you are in the market environment and the market dynamic. It's good to think of this tab as a kind of magic boost for your company. This is because it can give you a headstart and the process of promoting your resources. The first stop is about measurement results using key performance indicators occupies. This will give you an idea of how to prescribe goals correctly and move from analyzing data to making real sales from stock, you will be able to see where your internal sales are Carmen from clearly the stock we will specifically address why we go to the Internet to do marketing and the tools we use to measure success. The target audience stop is about finding out the who. The who is the target audience with Vichy will interact online and develop content for. The last section is the media plan top. So we just took a quick look through the strategy we will use throughout this course. You can now download this table in the materials section. You can always use this table to understand the accompanies digital direction and make sure your online marketing project is successful. Okay, We have done a basic overview of what each question is about. Now we will look at how each question is applied in practice and we will go through each step in more detail. 2. Who Are We: How to Form a Mission?: The first question of digital strategies, who are we? This is where you tell your audience about your company. It is always important to clearly understand what the company is four and its value to the world. And soon as this question allows you to combine your digital presence with you offline presence. Ever seen your company does, comes from your mission. Whether it be your marketing features on your social network pages, the text you write on your websites, and the male you sent to potential customers. It all comes from your mission. Having a good mission can help ensure that everyone is on the same page within your company, which will help you project around most mostly. Let's look at examples of good missions. An example of a good mission is Google's mission. If you're single back to 1997 when Google started, it's clear that the omission of them looked like Unreal and attainable green. Now we can start a conversation with our phone with phrases like, hey Siri or OK, Google. And we already have access to almost all of the world's information in one click, always a few words, okay, so we now know what a good mission looks like. Now let's get into how to form one for ourselves. Or source trout and Rifkin did a study and looked at how the largest companies for missions for themselves and what wars were found most often within them. We can do the same for our mission. Look at your existing mission. Now, does your company actually practice what it breaches? New starting keywords in your mission appear in online texts and in social media. I have consistently using your mission in your own advertisement. If you feel like your mission does not meet these criteria, considered a reforming in because chosen a good mission for your company can make or break your advertising campaign. Let's move on to the second tab. What we offer in the market. 3. Product: What Do We Offer?: Marketers love to use unique sales proposition or USBs to entice customers to buy their products. To summarize USB, I like to replace this with the phrase, why I was sexy. Why should customers choose to spend their time and money on us? Why does your business stand out from the rest of your competitors? You can solve this issue by using the principles of the four P marketing metrics as a title alludes to, there are four key components that you must adhere to. There are product, price, promotion, and place. By combining these four components, you gain awareness for a particular segment of the audience. As for a particular target client, you can create the value that is lacking in the current market and this will distinguish you from other companies. This is why, why are effects? It will be the basis for your promotional appeals. This is what you will write in advertising messages in Google as your banners in the Google Display Network, your posts on Facebook, Instagram, and your videos on YouTube. All this information is key to answering the question of what we offer, what our product or service is, and what our value is to the market and for our customer. The first two questions about who we are and what we offer our theoretical. Still at the same time, they allow you to combine your digital strategy and marketing strategy with your future business strategy. In the next lesson, we'll practice evaluating the competitive and widen, and how to understand what your competitors are doing on the internet. 4. Why is Competitive Analysis important?: The third question of our strategy is where, where we are now. And here is where you will do the most practical work or your digital strategy. If you talk about the opportunity that Internet marketing gives for business, one of the most important qualities is transparency. Transparency makes you very aware of what your colleagues are doing in the market. How to use promotional tools, how many audiences as they have, and where are they got them from? There are special competitor analysis tools which we will practice using now that will allow you to answer all these questions, it's critical that you look at the information that competitor analysis tools give you as not just raw data, but an actual look into the strategy of your competitors. One key point to remember is that the correct analysis of data is essential in understanding the market denim, one credit figure and one audience figure doesn't tell you if you are doing well. It only allows you to assess how you stack up with your competitors. Those such as SimilarWeb, some Raj substitute each refs, and many others allow you to look deep behind the scenes of EU competition. This can allow you to look at more developed markets and see what has worked for your competitor. Let's take a look at similar rep person. Similar web is a cool tool that allows you to break down what your colleagues in the online market are doing. You will find out what is the volume of traffic they receive, what they are traffic sources on, which channels they are receiving their audience from, and the audiences overall interests level. You can even see how the audience found the aside by looking at the past website they visited. All right, now let's choose a competitor's category to analyze using similar web. There are three categories of competitors to choose from. The first one is direct competitors. These are the ones your sales managers, kd. This is because they are the people that you are contained in the most recent and it's always a struggle because they are constantly ignoring at every customer they can get their hands on. The second category is niche competitors. They don't have the exact same product line is you, but you will share similar products. The third and most complex category are substitute products. A substitute product is a product that satisfies your potential clients needs, but the product comes from a completely different market. For example, let's say you want to learn how to build a digital strategy. You can learn it yourself. That is one market, or you can choose to hire a digital strategies to make a strategy for you that will be a substitute product. Okay, He's enough example. You want to learn how to become a better digital marketer. You can either buy it this course or you can try to find free materials on the Internet. Worse, markets can satisfy your needs, but the solution comes from two completely different markets. 5. How to use SimilarWeb?: Now I'm going to introduce you to one of the main competitive analysis tool, similar web. We first go to similar And in the search bar, we enter the science that we want to analyze. For example, I want to analyze SEMrush. So let's see what we can find out about SEMrush. The first answer we get with a tool-like similar web is how much traffic there is currently on the website. Last ones, they're received 9.2 million visits. Now let's compare SEMrush with someone else. Let's compare it with the spiteful service. In the free version, we can compare two sides. The premium version, we can compare five. What we are seeing here are the 9.2 million visits that are on the SEMrush side and the 584 thousand visits that are on spiteful. To put it mildly, we can see from these datasets by full and SEMrush in comparable, we can also see the level of engagement the audience has on these sites. Users spend an average of almost 6.6 minutes on spiteful and about 7.2 minutes on SEMrush. People on ever say about eight pages per visit on spiteful and about six pages on SEMrush bounce rates or the percentage of the audience that has only viewed one page. We can see here that there's fifo has 34.7 bounce rate and SEMrush has at 38.3 bounce rate. Using similar wrap, we can answer the question, where do we get our audience from? In addition, we can look at their source of traffic. So here we can see the direct traffic consumers is at 59.5%. This means that the audience came straight to the website by Antonio SEMrush into the address bar. As the possibility is that they have the site bookmark in the browser, and then they came directly. 3% of the traffic come from referrals, which are links from other sites. This referral links, I typically post it on blogs, forums, partner sites, and news sites. As you can see, search engines, AI, big traffic source by far, they get almost 28% of the threshold from search engines. And then they have social network that bring in almost 2.4% of the traffic and mailings bring in about 4.7% of the traffic. In the case of the media advertising, it brings 2.5% of traffic. If we scroll down, we can answer the question of the amount of traffic they received from paid and free searches. In other words, it is the percentage of traffic that comes from search engine optimization and paid search advertising. As you can see, almost 75% of the traffic comes from SQL. This is all organic traffic. Only 25% of the traffic comes from Base Search. If you go down further, we can view several statistics about social networks and grow our audience. For example, we can see which social networks gives SEMrush the most audience, YouTube in the first place, and Facebook is in second place. Going into the competitive analysis step, we can view all the data on your competitors, like how much traffic they get, how much time they spend viewing a page, what the bounce rate is, where the traffic came from. And of course, we can see at the market dynamic for the past three months using the free version of similar web, we can go back at any time to view past data and see how the traffic has changed over time. For example, in October, there were around 9.6 million visits to SEMrush, and in November, there were also 9.5 million. Then in the summer there were 9.2 million. In the paid version of similar web. You can have data of the last 37 months. Similar rep can also give us many other valuable statistics that can provide us with insight on how to go about marketing our product. I will use the UK for our example. Using similar RAB, we can see data like which markets are the most relevant to us and which sites are the most popular in a particular location. Clicking on the United Kingdom tab, we can see that the most popular sites, or Google, YouTube, Facebook, BBC, Amazon, Core UK, Twitter, and Wikipedia. Now as an example, let's analyze Skillshare. So let's see what we can find out about Skillshare. Last month, Zai received eight 0.8 million pieces and compare the previous months, we see positive dynamics of 8.92%. Users spend an average of 3.5 minutes on Skillshare platform. People on average about 3.5 pages per visit. Bounce rate is almost 46%. Let's see where Skillshare get the audience from. Here we can see that the direct traffic on Skillshare is at 46%. 1 of the traffic came from referrals, which are links from other sites. As I mentioned earlier, these referral links are typically posted on blogs, forums, partner sites, and new sites. Skillshare get about 32% of the traffic from search engines. And then they have social networks and bring in almost 15% of the traffic. And mailings bring in about 4% of the traffic. In the case of the media advertising, it brings 1.6% of traffic. Let's scroll down to see the amount of traffic they received from paid and free searches. As you can see, almost 74% of this traffic came from SEO. This is all organic traffic. Only twenty-six percent of the traffic comes from paid search. Further downwind, we can view a statistic about social networks. Youtube is in first-place and Facebook is in second place. Similarly, we can look at statistics for any other locations that interests us. For example, we can see that Skillshare has 8.8 million visits. And the reasons mainly come from the United States. By clicking on the United States link, we can see which sites are the most popular in the United States. The first place we have Google than YouTube, than Facebook, which is the same as the UK. Send me have Amazon, Apple, Twitter, Wikipedia, and Instagram. Okay, let's move on. With similar rep, we can get a general overview of your competitors traffic and understand how much the audience is involved in data science. We can apply this knowledge to form a strategy that will give us the all important management boosts that we talked about earlier. 6. How to use SemRush for Traffic Analysis?: Semrush, for the most part gives us more details and similar web does. By registering with the paid version of SEMrush, we can see the traffic and which side's and sources bringing this traffic. Let's analyze this. A website skillshare. To do this, we turn to the report Traffic Analytics section. Here we can see the number of pieces, unique visitors, pages that average user reviews, time spent on a certain page, and what the bounce rate is. Also here we can look at the distribution statistic of mobile and desktop traffic. We can even see the type of traffic such as direct referral, social networks, search. And by traffic, we can see from wish venues, the audience comes to us most often. We can also analyze where this traffic comes from and look at the traffic analysis responses to see the key channels. This is where SEMrush really comes in handy. Again, just as we used similar web to compare us by foreign SEMrush, we can do the same type of comparison here. You can see that the numbers were received at similar web and SEMrush are different. But the way the website work is the same. Each side bias browser data then processes it within its algorithm. These services will never be 100% accurate in the numbers that they report. Understand the figures that we see in similar ribbons, hemorrhagic, I used just to get a general idea of how you stack up with your competitors. As we talked about earlier, there are a lot of great features available to you on SEMrush. They are search engine optimization for keyword selection, link analysis, social advertising and content marketing can really make a huge difference in your marketing strategy. One of the tools that I really want to talk about through is SEMrush market explore. Some rash market Explorer is a service that allows you to get a general idea of the competitive environment you are in and where people who visit your site comes from. Okay, so to use this tool, we click on market Explorer. We choose the market that we are interested in. For example, the United States. And the site we will explore is similar web. We can now find out which Weber sources this audience uses. Besides similar web pharmacists data, we can see that similar web by no means holds a monopoly on the marketplace. There are other services like site like and a traps that are also quite popular. And that was a less, we can see here that similar web is still the leader because they have the highest traffic volume. If we wanted to find out more about any of these companies. We can also do that. In the last six months. We can see the dynamics of the similar web traffic and changes of the market in general. One of the many cool things about SEMrush in their ability to really analyze each demographic individually. We see here that the most active audience is people of ages 25 to 34. This makes up almost 48% of the traffic that comes to the website in the states of this audience, 67% where men and 33% were women. It's pretty safe to say that men are more prevalent in this market than women. We can also compare the traffic numbers by location. The United States is at the top, followed by India, China, the United Kingdom and Germany. Seminars can really also give you an insight into which GO markets are growing the fastest. In this case, China is number one, followed by Turkey, Germany, Netherlands, and India. Here is a list of things people are most interested in that visit this web or Sources, reference currencies and foreign exchange of beat and digs and colleague T-bills, degree, relative shows overall, market Explorer is an extremely useful tool to see what certain demographics are interested in. And it can really help you prepare an effective online marketing strategy. 7. How to use Serpstat to find out more about your Competitors?: Okay, So all you have to do to start using this tool is to sign up for Serbs that there is a paid version, but we are going to use the free trial version today. First we enter the site that we want to analyze. Then should the location that we want to examine. On one hand, we can see the q ors used to generate organic traffic to the website. On the other hand, we can see which keywords where I used for paid advertisement to generate traffic. To that same side. Again, if you don't know your competitors in-person, start is a great excuse to get to know each other. You can also see which competitors advertising in the same place as is that you are advertising data in ads. Here again, we can see who has advertised on the same search request as you have. And you can also see what the ads look like. This is a big opportunity to see what type of content is being pushed onto potential customers, like what text is commonly used and their unique sales prepositions. That just one way that you can use Serb start to help improve your marketing. Just to reiterate, we can use this tool for any market. For example, let's type in and choose the USA for the market we want to analyze. Now, we can see which search request lead people to Skillshare. We see that the largest volume of traffic comes from typos, such as things to draw in. Skillshare's shared Skills, Share skills, share skills, etc. So it's safe to say that most of the traffic comes from brand searches. We can also see which search request where most used. As a teacher of steps dot is the ability to look for who your competitors are in paid advertisements. For example, let's analyze competitors for SEMrush, for paid advertising in Google ads and analyze what ads are currently available and how they are being used. Type in We see as a section of organic cures and scroll down and we see the section competitors in organic search. We see services such as F Buckley income,, and others. So the first way to yourself start as a way to use self-starter is to work directly with key search requests. This is called coordinate search. First, we have to determine what type of project you want to develop and how popular it will be. Well, for example, I want to work with digital marketing. I make a search request for digital marketing and see its volume in the market. For example, let's test the UK market. And we're going to use Google call UK for this little experiment. Here we see that there is an exceptionally high level of popularity. So that is the demand for the UK market. The volume is 22,200. We can also evaluate any requests in any language. And from this, we can choose the appropriate base or to market to. For example, let's look at requests for digital marketing by using We can see the popularity here is much greater. There are more than 60 thousand results for digital marketing. Here we can see who has advertised on these search requests and whatever they used. And as a way to apply self-starter to your marketing campaign is to see what the audience interests level is. For example, we can see how interested they are in using Google Analytics and the web analytic service. And also we can get insights into what they are looking for in web analytics products. We can also type in and see what is interesting to an English speaking audience. This can help you see more precisely what your audience wants. In general, thought is the best tool to use if you want to know your audience, is always an advantage to know your audience, what to post and what products they are really interested in. And as I said before, there is no better tool that you can use for this dense f-stop. 8. Competitive Analysis Tools for the platforms Facebook, Instagram, and Youtube.: Similar web SEMrush and setups dot a3. Cool tools that give you an overview of your competitors and an answer to the question of what your competitors are doing. But the main thing that competitive analysis tools provide is transparency. And transparency is not only about traffic and search engines, it's about all the channels in Internet Marketing. And now I will share some universal tools that allow you to analyze almost all the popular social networks. Let's start with the leader of social media traffic, Facebook. If you want to know more about your competitors on Facebook, you will need tools such as fanpage, karma, and BuzzSumo. So what can these tools give you? Well, for starters that they can help you with, that we'll call a content strategy. Using these tools, we can know what kind of quantity or competitors opposed to when in the best time to post and what content is being received positively. Alright, let's talk about Instagram. Instagram is a great place to market products, but there is a major problem that comes with using Instagram. That will be boats. Luckily, there are many tools we can use to combat these boats while also analyzing our competitors in the process. So here are the tools, smart metrics and plants. These tools are so important because it allows us to see if we have real people paying attention and responding well to our page as opposed to what that don't contribute anything. The most popular video hosting platform by far is YouTube. Several tools can help you become successful on YouTube. These are vid, IQ, do you body, Clara, and Social Blade. There is an overwhelming amount of information these tools can give you. They can tell you which videos worked, what texts were used in the video, et cetera, et cetera. Let's talk about a male's voice second, Wouldn't it be great if you could see who your competitors are sending emails to? Well, you actually can, using, you can have complete access to your competitors mainland least. We will now do some competitive analysis practice with these tools. I can't stress enough how important tools like these guys. 9. Competitive Analysis Practice.: Okay, so let's go to the Competitive Analysis tab and try to piece together as much information as possible on a project that interests us. For example, let's analyze competitors of a certain website. First we have to go to similar web and then we enter the site that we want to analyze. For example, let's take Skillshare. The first thing we need to enter into the table is a name of the site. In this case it is Skillshare. So we add that into our table. The next thing is the traffic. Traffic on skill share is at 8.8 million. So we add that to our table. The next section is the time spent, which is the average time a user spent on Skillshare. And we can see here that it is 3.5 minutes. The number of pages viewed is 3.455 pages, and then the bounce rate is 45.95%. Then we analyze where the audience comes to the website, write it down, and then calculate the number of people from each source. 46% of the visit came from direct traffic. So we put this number in XL. And here is our answer. The website GOT 4,000,056 thousand visits from direct traffic. Referrals make up 1.16% of the traffic. Search engine optimization and advertising traffic make up almost 31.9% of the total traffic. So almost all the traffic comes from SEO seventy-three percent point eight to 3% of search traffic came from organic sources and 26.610% from advertising. Okay, Moving onto the social media, Let's see what kind of traffic comes from social networks. So 15% of the traffic comes from social networks. And lastly, the maintenance make up 4% of the traffic. I really recommend you look at how accompany has been trending in its last three months. So in this case, we currently see 8.8 million visits. We see that in October and traffic was 8.5 million and in November, slightly felt to 8.1 million reasons and started again to trend up in December. 10. Why do your expectations for internet marketing and reality not coincide?: At this time, you may work on gathering more information on your competitors and then you may insert that information into your table. Also, it will be wise to analyze the leaders of the nearby markets. It goes back to what said earlier about learning from people who are better than you to become more successful. At this point, we have answered the first question where we have figured out where you are and where your competitors I in the marketplace. And now we can move onto another important question of internet marketing. The why. Why do you go online? Every time I give a presentation to a live audience, I always, I have this question because it's so important. And basically the answers I typically get, I want more customers, I want more sales. I want to increase my brand awareness. I want more traffic going into my site. So to summarize all these, they basically want to earn more money. We will now explore how to earn more money and why people often don't achieve the goals they set for themselves. First of all, we have to set good goals to be successful. These are called smart goals. Smart goal stands for specific, measurable, achievable, realistic, and time related goals. Annual sales plans and profit plans are perfect examples of Thompson's that you should make smart goals for. The first step in making goals for these plans is to write down how much money you expect to make from your e-commerce business. Remember, when forming strategy, it's critical that you look ahead because this makes your business runs smoothly. You should make goals like, I want to get 10000 sales for my online store in one month's time, and I want to gain 2 thousand customers amongst. You should make three to four goals that have to do with cash flow. Now, put this video on pause and write down your smart goals. Once you've decided on your smart goals, compare them to what the Internet gives you in terms of profit. More often than not, the Internet gives you things that are very far from what you want to achieve when you start doing ads, your goals will tell you that you are going to do great. You'll get millions of subscribers and you will have more views, clicks and CTRL than you can ever imagine. But in reality, it's actually not that easy. More likely than not, your results will be far from the goals that you just wrote down. Our main focus is this module will be to make your strategy and measurable so that you can earn more money by doing this, we can answer the question, where is the money? So how does all of this work? First, we have to understand that there are three stages of implementing analytics in an internet project. The first stage is coverage analytics. Coverage analytics make up almost half of the market. Coverage analytics is the number of views and likes you get from your content. For example, if we're to use Google Analytics to you traffic. On my side, I can see that I had 100 thousand people on my website last months. Now the question I have to ask myself is how had this traffic affected my sales? To recap, in the coverage stage, you want to find out the amount of traffic you'll have gathered from your internet marketing channels. Once we have done this, we can move on to the conversion stage. Their conversion stage is where you start to measure your target actions and conversions. For most businesses, the conversion stage is simple. There are essentially two ways a conversion is made. It's either a coal or to your business or an application that has been filled out by a customer. Therefore, the conversion stage is about calculating the number of application and calls we get, figuring out where they came from and how much they cost us in advertising. Ideally, during the conversion stage, you want to set a monthly goal for request and calls. For example, if blend to receive 100 application in January and 150 application in February, you should know which channel they are common from and how much they will cost to acquire it. The same risk goals. You'll use a call tracking system so that you can clearly see which channels they are coming from. And how much did they cost you when done correctly? The conversion stage is wonderful. Yeah, I already mentioned the number of applications, the number of goals, and understanding how many customers you are getting. But the guys, probably only a third of the market reaches this stage. And you are not even done yet. Getting the request is not the same as making a sale. I'll show you what I mean. If you were to leave an application for web pro my experts, I will ask. Okay, which product do you want? You can order a pre-recorded video conference from all that cost ten box or you can buy a whole course from us for 300 box. Okay, We are also offer corporate training, which can cost several thousand dollars. So you guys get the point and application is not the same as the sale. We'll talk about that in the next stage. So the last stage is transactional analytics. So up to this point, all this seems pretty simple, right? If I'm getting over to a 100 application for my business set must mean my business is really on the up and up. Well, not exactly. Why? Because of serum. Serum is the actual amount of deals you can close only 5% of the market. We'll get to this stage. So out of this 200 applications, you might only get 10 customers who buy your product. So now we have familiarized ourselves with the three types of analytics, coverage, conversion and transactional. And now I'm going to go to Google Analytics and show you how they can get along all at once. 11. How to use Google Analytics to your advantage?: Today, google Analytics is an industry standard service. This program is installed on almost all sides, landing pages, Internet projects, and mobile applications. There are a lot of things that you can find out using Google Analytics. But the important thing you can find out who your clients are, and these are not the people that just visited your side. These are the people that visited your site. And both Thomsen, we really have to focus on these people because they can't help us find out what channels and what sources of traffic bring the most sales. When you first log into Google Analytics, you'll probably see a lot of information that you don't know what to do BCE. So our goal now is to put all of this data together and tried to understand what's going on. For example, if you tried to examine traffic sources to see where our audience comes from, we can see the top of the fontanel by default now became applauded Google Analytics. And we see that we have 20, 1000, thousand users and 33000 sessions. So we're doing coverage analytics here. We're not exactly how much traffic is coming to our site. As an educational project, we need to understand who is interested in our course. And from these data, we can tell that people are pretty interesting. It's also interesting to see how many people filled out an application and then signed up for our course. We had 55 people's fill out application and 16 signed up for our course. Those are great results. So naturally, we want to find out where this application came from. Most of them came directly from organic Google search request and Google CPC. And a small part came from installments and B31 bond, send Fools, and Facebook. What are transactional analytics? Transactional analytics are the final part of the conversion funnel. So for example, if we go to this e-commerce tab here we can see who bought fountains through that rep hook serum system. This data represents actual sales, not the intention to byproducts. In this case, during the week we received for transactions and we made 52000 dollar. Camera can look in detail which sources generated these transactions. And if we go into the clique tab, google Analytics has already dried to calculate our investment return. Thanks to transactional analytics, we can calculate the amount of return on investment, how much you will earn in the future, and the average cost of an order. We just looked at the three types of analytics in Google Analytics. The next important stage is to understand how a person decides to buy a Sampson. And now we are going to get into the attributional model. In analytics, we can track a user journey all the way up to the time they buy a product. In most cases, a person will not buy a product the first time he visits your site. More than likely, he's just simply aware of your product. What was appropriate marketing, the client will return to us repeatedly until finally buy something. This is what we can see in attributions reports and an assisted conversions data. Okay, On this slide we see an example of the chain of assisted conversion. This is a little bit of accompany legend. Before he bought his eight cores. This is a student who actively started information on the side. We can see ever seen he digitally touched from mailings to YouTube videos on our channel and phronesis data, we can conclude that it was actually Wyatt. 12. The importance of a CRM system.: Serum is not about marketing, it's about sales. Crm is what makes keep all of your customers. Small business representatives often ask me, how can I motivate management to start a CRM system? Honestly, a company can not be without serum system. So only in negotiation you can make with yourself is how you will be motivated to start. One. Positive motivation will be, do we want to sell more? Of course, you do. So start to serum. Negative motivation would be, do you want your manager to leave your company and still all of you customers? Of course, you don't start a CRM system. In a nutshell, serum is loyalty. And it plays a significant role in our marketing. Marketing and sales are like Yin and Yang and serum is deceased and join them together. How does amongst usually n from a manager's point of view, he or she comes to marketing and ask, marketing, How are you doing? Marketing and sales. We had a great wants. We generated 1 thousand calls and then they all throw a party and rejoice because the job is done. And then let's say the same manager and says domestically, world's down to the sales department and ask sales, how are you doing? There is a reply. Those bumps up in marketing gave us substandard leads. They do the easy part. We are the ones that do all the work. So who is right in this situation? Isn't that 1000? That market and generated or the people up and sales that say that the marketing department was given them bed leads. This is where a good CRM system shows its value because when Coracle implemented, it can tell us which leads we received a bet and which ones are good. Typically, on Facebook, we can get many applications, but the quality will be poor. After all of those obligation that goes through the marketing funnel, only a fraction of them will be real sales. On the other end of the spectrum, we have Lincolnian, where we'd have costly applications, but at the same time, they will bring us more sales. So remember you have to have a serum implemented in your company. This is non negotiable. You cannot have a successful business without it. Okay, after you have implemented your serum, you can now build your strategy using the proper analytics. To do this, you need to integrate sara system, I call tracking system, and the Google Analytics. If you put these three entities together, you get transactional analytics. They are data can be transmitted to external APIs. For example, you can use Power BI on Google BigQuery. Then you will transfer data from your Google Analytics Sarah and call tracking system to your BI tool. Then you will start to see a specific chain of events happen. You will gain reach, which will turn into traffic. Then the traffic will turn into a request. That request will turn into sales. And finally, thumb over the sales you make will turn into repeat sales. In a perfect business, all of these things are growing constantly. There are an infinite amount of ways to improve your transactional analytics. The market is saturated with ideas about how CRM systems should walk because each company has its own approach. There is no industry standard tool for transactional analytics like Google Analytics. Try to go through the process yourself. Start with coverage analytics and work your way through that conversion stage as quickly as possible. Make sure that a serum is implemented, those that you can start to build up your transactional analytics. This will clearly tell you how much money you spent on internet marketing and your profit. Let's move on to the interface. This is how reuse transactional analytics. As you can see, there are several options. You can x's third party services tried to create transactional analytics yourself, transfer data to Google Analytics, or transfer it to a CRM. We choose the easy way we transfer a rep cooks from the serum system information to Google Analytics. Because of this, we see in Google Analytics, not the intention to pay us money, but actual payment. Accordingly. We can also see how much elite costs us. In this case. We see that for the week we received an income, we had a transactional rate of 0.416% transaction and this era's managed and transaction cost per lead was 4.4. But have completely different products available on our website. So we are always interested in seeing which one cell the best. We have three types of products, courses, conferences and seminars. Here, see what products sell the most. We can also track their mind joining and see what page they viewed and how they arrived at the decision to buy our product. To do this, we go to the multi-channels seconds report, go to the assisted conversion tab, select the transactions we are interested in, and then we see wheat channels worked the best. The most interesting thing about all of these Facebook channel. How do we know this? Because if you go to the top conversion passes tab and choose sources or channels, we can see how the people who made orders came to us. We can analyze short chains. An example of our short chain will be someone who came from and melodies or Google search ads. The more expensive or the more complex your product is, the longer the chain will be. Here we can see the journey of our customers across multiple platforms. Returning to our table, it is important to remember that the essence of web analytics is to convert everything to sales, all our activities she will impact the final financial result. To have positive results, we have to set smart goals so we know what to expect in sales. Accordingly. Here we have four lines which we should feel in. Okay, so let's talk about our macro and micro conversions. Macro conversion on the actions that bring a person closer to a sale. When it comes to our business, we receive calls, application request, and we make direct sales from our website. During a micro conversion, a person is not yet ready to buy your product, but he's considered environment your product in foreseeable future. He may choose to register in your database by subscribing to a mailing list and social networks. The glands may also look at reviews of your product to make sure it's worth buying. You will likely have a large number of micro conversion. So try and not to spend all your time going through each one. However, micro conversion are still important because there is a chance that the customer will purchase a product. The main focus of online marketing should be to grow your base community on all of your marketing channels and establish a connection with them so that they will be loyal to you. When you do this, the customer will come back again and again. Make sure that your strategy goals match up with what you set up in Google Analytics. So let's go back to macro conversions and micro conversions for a minute. Here we can see that Google Analytics has configured all the key conversions. We can see them here in the scroll bar. We can see contacts, applications for corporate training, video and audio recordings, registrations for trial lessons, subscriptions to our informational material database in a towel requests, conferences, registrations, purchases of bed recordings, etc. Use this knowledge to improve your understanding of what works in Internet Marketing and what doesn't work. Risks clear analytics. You can safely start with the next steps. 13. The different Types of Clients.: Google Analytics allows you to find what sources and what channels work. But at the same time, it allows you to examine Samson else that is very critical. And that would be who your target audience is and who the people are the come to your site to buy your product. If you open our Google Analytics, you will see that almost half of our audience is male and half our audience is female. Some froms is data. Can we conclude that since we have an even number of men and women will get almost identical sales numbers from Moore's genders. Actually, That's not the case. When we start looking at sales and conversions reports, we can see is that men makes up the majority of our free ones audience, 75 to 25. But nevertheless, women bought our course product more frequently. 65 percent of our course products were bought by women and 35 web what by men. With Google Analytics, you'll always find a huge number of insights about your target that will allow you to paint an accurate picture of how to market to your product. If you go back to our table, you will see a lot of information you have to fill out about your targets, like gender, age, interests, location, language, income level, and education. This information comes partly from Google Analytics, Facebook Analytics, Instagram analytics, YouTube analytics, and other third party services. We have plenty of tools at our disposal to accurately assess who our audience is. Okay, now I want to go into more detail about how we find out about our audience. I'm going to start with offline marketing tools. The market to tools that will familiarize ourselves with our questionnaires, surveys, focus groups, and interviews. When you are using these tools, you need to make sure you ask your customers a few key things. So what should you ask your customers? Usually, there will be a West number of questions that accompany will ask you in the forums. But really there are only trying to find out two things. What was bad about my product and what is worth improvement. Marketers in this regard have come up with a wonderful thing called NPS. And base is a scoring system that goes from minus five to five, or from 0 to 10. So a person who gives us an eight out of 10 on the product or service that he bought. Our next course of action should be how to get this person to give us attempt. This is essential for your company's development. Now, an option is to conduct an in-depth interview, Astarte, a focus group, but sometimes that information can be inaccurate. For example, there might be someone who didn't like the product but doesn't want to offend you. Suppose I give you product at 10, 10. So a question we can ask is, okay, that's great. And what do we need to do to get you to give us an 11? Always look for opportunities for improvement. I don't think anyone expected a pandemic in 2020, especially businesses. We understood that our own customers will be under immense strain. So we reached out to them. We ask them, Hey, what can we do to help? And they were quick to respond to us with their source. Some of them said, listen, I want to keep my advertisement the way it is, but I don't want to expand. How do I do that? Other side, everyone likes your online courses. How do we do the same with our products? Based on customer feedback, we now knew what they wanted and as a result, our accompany created new products for them. Communicating with your customers is the most important source of information that we can have access to. So now we are going to go to their demographic data tab. We can learn the gender and what age group visits us most frequently in this step. In the case of repro my, we have such proportions, 64 percent women and 36 percent men. And we can also see the age range is 25 to 34. What did the main mistake? Almost everyone makes one, they stopped looking at data in Google Analytics. They tried to look at the audience of a whole and don't take time to dissect each demographic group. Individualism were prominent experts, has 100 thousand visitors a month. If you just look at this data and try to mark using this, we will fail. To avoid failure, you need divide the audience into a separate user segments. So we add segment. And here we can choose, for example, the audience that use a particular course. Let's examine the audience interested in our social media marketing course. We'll go into terms to do this, and then we choose the audience that viewed our SMM page. Let's see how the audience that visited our SMM course page compares with our audience as a whole. Here we see that women are more interested in social media marketing courses. Zan, Men, 65 percent of our audience is female and 35 are male. The h segment is the same for both our SMM page and our website as whole. I can add up full pages at one time. For example, we can add an hour SEO courses in marketing courses and other courses. We can now compare this in the future if we wanted to. The next step is to see what this audience is interested in. To do this, we go to the revenue top. There are three categories of interests. Affinity category, reach in market segment and other category. The interests of little importance to us. Almost o people love fast cooking, shopping, eating, beauty tips. Ecology itself is perishing, sharpen, et cetera. Basically, it's an active young segment, 25 to 34 and 35 to 45. It feeds that bought it. We have just from what we have viewed so far. We are already a lot better of them view where a few minutes ago. But in other segments of the audience, we are finding much more important interests like employment interests. And this is the main reason people come to our side. They want to change jobs or they want to improve their working conditions. In other category tab, we can see people who have recently moved or people who want to change their job now or sometime in the future. Knowing the interests of your audience allows you to keep them engaged. For example, the interests on employment and SCR salary, how to become an internet marketer? And what SEO specialist should know. This is the actual information that we can use in our advertisement to attract customers. So essentially, marketers should always use these techniques to docket clients. We can go even further. We can post content in places where I read no potential client will be. For example, we have an actively generate and post content on lodge work sites. What cation. We can find some pretty interesting information in the Location tab, such as where the customers are and dear language. Obviously, if are physically located in the US, a large percentage of our traffic will come from the US. By clicking on us, we can see which cities review our quantum the most. Let's move on to the mobile device step. Wow, SMM course page traffic. Most of our traffic is mobile traffic and the other 45 percent is desktop traffic. And how we know which type of device people primarily used to access our page. But we can go to even further. We can even find out specifically what mobile devices they have. For example, Apple iPhone cell would be Redmi Note 8 bro, Samsung Galaxy, a 50, salami Redmond, all seven, etc. If we move to the operation system tab, we can see which operating system is more popular on our page. In this case, we had 51% that had IOS, iPhone, and 49 had Android. We now know what operating system is most popular on our page, but we can learn more. We can find out the traffic sources where the audience came from, who is interested in you, etc. And here we can also see the entire chain of action. This will give you a better understanding of your target audience and help you build a better strategy. 14. Social media statistics and opportunities to analyze the target audience. : Using Google Analytics, we saw who our target audience is and what they are interested in. But Google Analytics isn't the only source from which we can get data. Social network give us even more information. And now we are going to get into how to use Facebook Analytics, Facebook Audience Insights, and a little bit of YouTube Analytics to examine our social network audiences. And more specifically, we'll learn more about the people who have subscribed to us on social media. So you can use that knowledge to build better communication with potential customers and implement a more effective strategy. Let's move on to Facebook analytics to find out what's the district we can get from Facebook. Facebook analytics should be a mainly used to analyze two sets of data. The first set of data I want us to analyze if the statistics of the page itself. We go to the page where we have administrative privileges and then click on the Statistics tab. There are two important elements there that I recommend viewing. The first in the People tab. The People tab is about subscribers. Like what percentage of your subscribers are female, which subscribers are male, and what language they speak. The second set of data is that post step, which shows how your audience reacts to your page Quantum, looking at our statistic with it, that our audience is equally active throughout the week. This tells us that people are constantly using their social media and publishing content. Obviously, better not to post at three AM or nine AM because people are sleeping or going to work. But in general, Facebook is still constantly used throughout the day. Here we can analyze the types of publications and which type of quantum has worked with best in the past. In this case, it's video and photo content. Already we have learned a lot, and this is just the tip of the iceberg. We are only on the first step. Okay? The next thing we are going to take a look at is the advertising sentence of Facebook. In the Facebook ads manager, you can view Facebook Audience Insights report. This tool allows you to see what your audience values and less you'll get a deeper understanding of them. You can find out things like their education, family status, and profession. This will also tell you what are the web resources and sides your audiences use. Go to the F manager, go to the left menu. And here we will check out audience statistic and Audience Insights. Now what should the page we want to open? The statistics are a little bit similar to the beach statistics like we can see gender and age, but at the same time, we can see additional statistics. For example, marital status and education. 75% of merit and 83 percent have some type of higher education. We can also know their profession, like are they in management, art, entertainment, sports, sales, business, and finance. This is all in the Professional section. According to Facebook, Audience Insights. The most interesting strategic on this report is in the beige like step. Here we can find other pages our audience subscribes. In addition to analyze and Facebook statistic, we can do the same on all your social platforms like Instagram and YouTube. Youtube is a channel where you can get a huge audience. I recommend using YouTube Analytics to collect more detailed information about your target audience. So let's go to YouTube and choose channel that interests us. First, we will go to the greatest studio tab, then go to analytics, and then click on our audience. And here we can older deceit the people who subscribed our channel in dominance of audience activity. We see that unlike Facebook, YouTube is mostly watched from five to 10 PM. We can see that in Ukraine, Russia, Kazakhstan, and Kyrgyzstan, men are more active on YouTube then Riemann. But at the same time, we can see that women are more active than men on Facebook. In this contrast, age segments are the scene 25 to 34, 35 to 44. Keep in mind that any social network has the same type of audience stamp. Be sure to study it to understand who your target customer is. 15. Portraits of an Audience and filling in your table.: We've just thoroughly gone over Google Analytics, Facebook analytics, and Facebook audience in size. The most important thing is to collect all this information and use it in one table. Let's get back to our table. I'll, I'll go in detail about how to implement this information. Remember that everything you write down now will be used in your strategy. So mmm must do this correctly. Correct understanding of the target audience allows you to create a cool product, good content, and setup, better client targeting. Let's now move on to our table and paint the best picture we can of who our target audience is. We have already answered five of seven questions. We know who we are, what we offer, where we are now, why we go online? How we will measure results and who our target audience is. The thickest question and sends question stems from all of these. And once we're done filling out the first five questions, we can smoothly transition to the media planning and traffic sources steps. Now getting back to the table, first, we have to name it and whatever name you come up with is fine. Use your imagination isn't really important. We want to focus on combining these components and make them work in sync with each other. Here we have three keep water is to fill out. The portrait of an intrapreneur. The portrait of a marketer, and the Portrait of a specialist wants to improve their skills. If you go the internet marketing strategy tab, this is where you will put information about the agenda, Interests, Location, language and education. And we already learned that we could find things from Google Analytics, Facebook analytics, and other services is difficult to determine the level of income because the information we get comes from your serum or by service. On line 11, you should leave things like expectations for your product. What stops someone from buying your product, et cetera. To come up with these things, you can use tools that we have already talked about like surveys, CRMs, in-depth interviews, and focus groups. Next, let's get into what the target audience can look like and how portraits can work. For example, Julia is a specialist. Julia's task is to improve your skills. Learn to use more tools and increase Q value in the professional market. The next step is to list things that makes Julia, Julia like what your basic interests on, what products she is interested in. Our website and what could dislikes are. After we released all of the things, we should begin searching for an audience that have similar qualities as secure and see what they bought on our website. Most likely she will buy the same product. By forming portraits of the target audience, we can improve our content. And as a result, we're going to have more effective audience targeting and more efficient sales creeps. Tried to put as much detail into these portraits as possible. Zen share them with your team. And remember, tried to plan around what your customers want, not what you want. 16. See Think Do Care.: How the question of how is about building the right communication funnel. Our task is always to stay in the top of mind of your customers. So that's they come back to you. There are different formats of marketing funnels. There is the classic aida funnel, but I personally prefer the C CLC do care funnel, which was invented by Avinash Kaushik and is actively promoted and used by Google. The first stage is see the stage where the audience should see us. At this stage, we are forming knowledge and trying to tell the audience as much as possible about us. There are different ways that the audience can see us, like by using media advertisement, banners, videos, social networks. And these are networks. This is where we talk about what we are. It's more difficult for B2B because there are main tools are content marketing, events, blocks, YouTube videos, webinars, etc. In the first stage, reform awareness. A person who doesn't know us will never buy from us. This is the widest part of the funnel. This honored all going to be our customers, but we're still going to let them know that we have a cool product. And we are going to position ourselves based on the competitor environment we find ourselves in. And once we've done that, we have best the first stage. The next stage is think. This is the decision-making stage. At this point, a customer is not ready to buy anything. They are not ready to buy your camera. They are not ready to buy my course. They're just simply scene can use this product, water, the money. At this point, we should continue to conduct communication that will support the customer. This stage is about content marketing, mailings, communication in social networks, and communication in remarking. For those of you who are unfamiliar with the term remarketing, this method of advertisement makes your addicted to the internet. Basically, if you go somewhere on the web, the advertisement we will follow you. For example, let's say you are interested in buying some new shoes. So you started the bribe for some shoes to buy, but you end up not buying anything in the end. Now you'll start to see advertisement for shoes everywhere you visit on the web. This is remarked. It forces you to see the product constantly. And that's why it fits into stage to think, because this makes the customer constantly think about the product. The third stage is due. At the do stage, a person is ready to buy and this person just needs to find us. When this person starts looking. Philosophy should be everywhere, those that we are easy to find. We should be in Google, in PPC, advertising, in search engine optimization, and aggregators on pricing rule gauges on marketplaces, we must allow customers to find us at the moment when they need us most, okay? Say we are in the hotel business. Someone should be able to open Google Maps and MOOC. You should be there. Your hotel should show up on If you have a restaurant, your place should appear on Trip Advisor. The last stage is care. Now this might be the last stage, but it is by no means less important. This stage is about building a relationship with your client. Nevertheless, your customers go, trust me, selling to an existing customer is much easier than selling to a new one. Communicate with them, be friends with them, help them create new products for them, and then tell them about it. To communicate with our base, we use messengers, mailings, and content history. It's always important to remember that your journey does not end on the first sale, and neither does your marketing funnel. Okay? So we just went over the marketing funnel, ceasing luke air will go over this in more detail in the next video. 17. Sources of Traffic for each niche. : Alright, let's get back to the table. I want to go over how to start a project. Small businesses and startups often ask me, where should I start with channels of traffic? Should I focus on first, this is going to depend on what you are selling. We have to answer the demand that is currently in the market. Our job is to make sure that your product stands out in market that has similar products. You should always be able to be found by the name of the company and by the name of the product that you represent. Next, you should think about how to tell a new audience about yourself and others that doesn't need your product at the moment, may buy it enough foreseeable future. It's our job to be appealing so we can give our product a chance to be bought. The most powerful tool in terms of demand formation is contempt. Conduct marketing is an effective tool that allows you to build an interaction with your community. For big brands and medium-sized businesses. That channel that allows you to quickly tell a wide audience about themselves is advertising. There are lots of advertisements on the Internet. We are currently learning about media advertising, advertising on social networks and videoed advertising. Each of these tools allows us to work effectively and tell the audience about us. You should never miss an opportunity to communicate with existing customers. You can always reach out to existing customers through social networks, social media marketing, mailings or a marketing tool, chatbots and messengers. So what are some potential difficulties that arise at this stage? It can be difficult to find an audience on any one channel and on any one network. For example, 15 years ago, there was any universal channel of communication on the Internet. This where forums. If you had to get from one city to another city, you might have said something like guys, what is the quickest and easiest way to get to the city? And then you may or may not get a good answer. Now, forums are basically dead and have been pretty much replaced by messengers. Messengers as a communication tool, are very developed and are widely used. But which one do we choose to use to write to a person? How many messengers do have on your phone? 35, I've got seven. But then only one is not muted. Oftentimes people messengers are muted. Our job is to find out which messenger customers, youth the most. This is difficult for marketers to figure out the dopamine and this problem, we must constantly experiment to see which messenger is the best for our product. There are a lot of messengers people use such as Facebook Messenger, WhatsApp, and Telegram. Be diligent and find out which is the best for you. By putting all this together, we gain a systematic traffic strategy. You must respond to form demand, tell customers about new opportunities and use targeting tool. 18. Why do you need a Media Plan?: We've taken do approach to traffic grouping. Each of them has its advantages and disadvantages. In practice, when we start devising a traffic plan, the main tool that helps us in the media plan. And media plan is a forecast that give us an awareness of how much of an audience we will get, what your reach is, how much traffic will go to their site, and of course, how much it will cost. In a perfect world, I will first collect all of this information and I would be confident in all of my traffic sources. But in reality, this does not happen. This field of work can be unpredictable. You never know what's going to happen. Maybe your budget of deadline changes, anything can happen in this business. It really shows that a digital marketer is a talented when he or she is able to make immediate plan and make adjustments on the fly if needed. It really shows that a digital marketer is talented when he or she is able to make a media plan and make adjustments on the fly if needed. Now we will move on to the strategy of media planning and understand how to media plan for the key traffic channels on the internet. You've probably already realized that we were working in the paradigm of two big platforms, google and Facebook. Google and Facebook are monopolies. Each of them has its own tools. Tools that help form costumer awareness, satisfy a customer's demand and allow you to assess a specific audience. Basically, it's these tools fulfill all of our needs, but these are separate tools and we must make separate media plans for them. Let's start with the media planning in Google search. This is the channel that allows you to respond to the foreign demand when you are searched. This is where you help a person find u. Let's use internet marketing courses. Again. For our example. You go to Google and type in by Internet marketing courses. Though, at this point, you'll want to stop by each side to see what their offers up. So that's how to plan a media search. We can understand how many people are looking for a certain product and how much it costs. Now let's take a closer look at this screenshot. Let's look at how media blending works in a search. To do this, we will need to register our account in the Google advertising manager. We need a Google account and do like Keyword Planner. Now I'm going to show you what the bed media plan looks like in a web search. Why? Because the success of an advertising campaign rest on the right selection of q ors. There are a few options available to us in the process of choosing our keywords. There first is to refer again to our keyword planner. Will go into the tools, go to the Keyword Planner, and then we are presented with two options. The first option, we can type in find new keywords. The second option is to look at what your competitor's keywords. Ok. We do this in the same way as in third party services such as self-starters, SEMrush, similar RAP, et cetera. The second approach is to enter their quest that we want to analyze and see if it fits in our narrative. For example, here we will prompts food delivery or leather shoes. Suppose you want to run a food delivery service. The food delivery requests show us how the trend is changing. We see a jump from March to April. So the thought and grows happened right around when COVID started. And here we see a request of people who are interested in ordering food order, pizza, McDonald's delivery order, food food order surround the clock. Food delivery or the McDonald's food, et cetera. A total of 516 requests are available. For comparison. If we now go into substitute competitive analysis, service usually give more advanced analytics. Well, that might be true due to the fact that substance retains its historical data. There is more information on there. Okay. Let's type in food delivery. There are 17 thousand requests for food delivery, but it's always typos. So how do we make a basic media plan? Of course, we want to acquire the whole food delivery market. So we will download this file with all of these requests. But we must keep in mind that a lot of these requests will be useless. In the next step, we can estimate search demand by going to the tool stamp or don't do our Keyword Planner and review in the number of request. Here we see our downloaded file and ideally, all of this useless requests should have been sorted out. I want to be clear that it will take time to separate the mathematic requests from the useless requests. The selection of q ors is a complex and Painstaking process. Bush sent. Let's see what we can do now. So we have immediate plan. Now we have to choose locations like we have to choose the country, region, or city that we want to target. For example, here is UK. We push Save. Let's see what data we have here on the advertising campaign. What we see is that the daughter audience that is interested in for delivery now is 800 thousand people. But eventually we can get 110 thousand Greeks and one hundred and seven hundred traffic. The CTR is 13.5%. The average clique is 53 cents. It's the British substantial budget. Let's try to cut them down in order to God the cost-per-click, you can click on this thing. We get this beautiful graph. Within the framework of this graph, we see that there is a lot of saturation. However, there is a certain moment when even if you raise the rate, we will not get further goals. If you don't want to pay so much. For example, choose and now surprise, Enter. And we see that we caught the audience by almost 40 percent. But at the same time, the budget has significantly decreased from a million to a smaller budget. Suppose we want to reduce our budget. We want to have this price of clique and the price per-click, we already have a third of the audience, which is 300 thousand people. And this jar is also here. Here we can already fall out of the first block where the top and fall down. But here the cost of the clique is much lower. Now we are going to the media plan tab. Here we have searches, clicks, impressions, CTR, average price per clique, daily budget, et cetera. Here I have a dollar figure because I know have an account in greenness, I will continue to contribute it in greenness. Dependent on the local currency, you can contribute the number that interests you the most. Let's start to make it this figures. Now. Let's start with the number. The first one that we have in the table is clicks. We make 8.9 thousand clicks and 100 thousand impressions. The next step we have is cost. The total budget is $15 thousand and daily budget is do buoyant $100. And we chewed this a jar with that interests us. These are the numbers which we can already understand for our cells, what stage we are at now. How we plan a surge. Again, any media plan needs to be adjusted. When you are already running an ad campaign on specific and non-specific darkness, you'll be able to understand where you can improve. Our next task is to see how to plan for other media channels. What we will go over that in the next video. 19. Google Display Network. : Let's look at how media blending of the display advertising is going. First, we should understand the GDN is part of Google Display Network. This other sides of partners who plays as most often in Banner form of most of the time you want even be able to tell that these are Google partner sites. This advertisement method is the easiest and most reliable way to form knowledge about yourself. Let's now move on to our table dropped and talk about how much it costs to show an ad, how much it costs per click and to plan specific placements in the GDM. Using this tool, we can form quiet, a larger reach. We can show up on the size of Google partners in the format of banner advertising, we can use video advertising formats, et cetera. And here it is important to understand how we can learn the key metrics that allow us to calculate the budget for ad placement in the Google Display Network. To do things we need to know the following things. The location and what markets we will run advertising in. And there are several options we can use. The first option is to run a test at campaign and use its average cost per click and CTR. The first option is the most reliable and the most correct. The second option is you can look for information in surveys. For example, you can Google the cost-per-click for a certain location and it is possible to get some information. If I begin to target that you can get your information from your Google manager. They will also help you. When you're talking about the media planning process, it is important to get that cost-per-click because it is connected with your sit. Our cost. If we talk about UK, the average Gleick from the Google Display Network today is $0.30 and CTR is 0.2%. Therefore, in our table, you can calculate how much you should spend to get a specific region. Suppose you are willing to spend $100 thousand. Having this budget. You can see how our table has transformed. Everything has changed. Meaningful marketing is based on the assumption that we can get a 10 percent return of the audience via acquired from research and from GDM. Using remarketing. Let me remind you of that. Remarketing is the tool that allows you to catch up on your customers. There are two types of remarketing. This is remarketing by the audience that was on the side and remarketing to your base of contexts. We're going to talk about site remarketing first. We can install remarketing quotes or we can set up our market through Google Analytics. We're trying to get the audience back to our side. In this case, our advertisement should doubt our customers about a product, new features, or special deals. This is the most effective way to get your audience. By looking at this table, we can see three lines for media planning. These lines associated with ties and in the Google search, GDN, all Google Display Network. And remarketing in Google. Each of these generals answers, it's dusk and their questions. Let's look at how to media plan for Facebook. 20. Facebook Media Planning.: This is the largest social network and it owns Instagram, which now almost WhatsApp. And it allows you to reach a huge audience in different markets. In order to meet their plan for Facebook, we have to return to the portraits of the target audience. Emerson we've listed such as age, gender, interests, and location, will have defined our audience on Facebook. Let's take a look how Facebook media plan and walks. To do this, we go to the Facebook advertising manager and open Facebook ads manager. But choose the location and the sentiment that interests us. The simplest media plan is traffic. And here we need to choose a specific audience that we want to show up to approximately 44 million Facebook users in the UK. And here we can try, if you options everything that we have written in the target audience step here is very useful. For example, we are interested in the audience of young modulus. And modulus was young children because we have a product for them. We changed UK to London. Then we are changing the age segment from one to two to 14 because we said we are interested in young mothers via the legion men. So instead of selecting and agenda, we have selected woman. And here we can see that our audience has decreased from 44 million to just 600 thousand. Let's try to determine the interest, for example, pregnancy. And here you see now how the audience is only 600 thousand people. Okay, Now let's go to our media planning TAP. They've been 600, 800, 1000 people. I said that's the numbers like reach CTR and the average clip price will be different for each individual market. We can either do a test run again or we can search for a survey for that market. For Facebook in the UK, the average cost per click is $1. This makes a CTR 1.5%. As you can see, we can immediately count clicks, Calculate the impressions, calculate the daily budget. And we have figures of the amount of money that we spent directly on Facebook advertising. One of the effective tools at the sink and care stages is Facebook remarketing this, an opportunity to upload to Facebook your database of emails or phone numbers. Or you can use Facebook Pixel and it will show advertising to the audience that has already been to your website points, certain product. You're going to find all of this information in the audience. Stop. For example, we have an audience of 200000 that visited our side. And we want to remark it to them again by making this number 200 thousand, Everything changes in this tab. Our task is to walk through these channels to interact with them as effectively as possible, and to understand which of them will give us the maximum return. And the trial version, we can only see that budget reach and traffic by launching a test advertising campaign. We can see that the percentage conversion of people, the gloss and right is what percentage of the traits we received are closed for sale. What is our error check and what is our profit? This is something that will appear on the, after you have worked out a test advertising campaign. And do not forget to adjust your media plan according to your results. Now we have a full fledged media plan. This is a table that allows you to move on and change you are advertising campaign and find new opportunities. It is important to remember that this is just the beginning of your journey into internet marketing. With the help of media plan, you get a primary audience. You will be able to respond to that demand and started the first catch up interaction. Next, you will need search engine optimization, which will reduce the cost of traffic. Then you will need all the communication channels over direct marketing, like mainlands, messengers and chatbots. This we will help customers that don't do you. Then the most difficult stage will begin, which is content. Content is the king of the Internet. But at the same time, it is one of the most difficult issues in terms of production, distribution, and further promotion of your content. 21. Optimization. Conclusions and results. : We have now given your dancer 26 questions. Who we would do really well from where you are now, why we come here? How we will measure the result, who our target audience is, and what sources of traffic we will use. If you sink is over, you couldn't be more wrong. This is just the beginning. Now we have two regular ask this questions. This is a matter of constant optimization. As I said before, marketing is measurable. It is the ability to understand what is effective and what is ineffective. But version on analytics and transactional analytics help us here. But at the same time, we are working with something that is very theoretical. Whenever know exactly how our target audience will react to our message, how well or our target and we'll walk. What content will be successful and which will not be successful. Yes, we have certain assumptions about how things should go, but we should not be afraid to experiment. If you do this as a result, you will have a good brand. Don't forget to repeat these questions to yourself and look over your strategy. The right strategy of internet marketing is what will provide you with a regular flow of customers, allow you to improve and get results in a little-known niches as well as know Nietzsche's several simple question. You see them now. Who we are is your mission, vision, values. What we offer is our product or service, or why are we sexy? Where you are now? Is it always goes back to Competitive Analysis and trying to be different from the competition. The why, why do you go online to market products? Do not forget that you want to make money and you go to the Internet, not for the sake of flags, not for subscribers, but in order to sell the who. Who is the customer that you need, tried to support customers, learn more about them with web analytics, services like Google Analytics, Facebook Analytics, YouTube analytics, and Instagram analytics. When you've put all this information together, you already have a dataset that will allow you to do media planning. Remember to anthesis questions before starting a media campaign. I employ you to look at your media plans. It will help you to get a cheaper audience, a better audience, and get more sales. Media planning is a must. Okay, Lastly, I'd really appreciate it if you took the time to leave a review and a rate, and of course, some people want to do that and they forget. So I just want to leave that reminder here. And also, if you have any feedback about how can I make the course better? If there any question that you still had that they didn't answer, please feel free to message me whenever you want. I always answer my messages. I always see them. And that gives me an idea of how I can make the course better. Because I don't want just to have the final version of the chorus ride. I want to constantly iterate and taking people's feedback as you should for your course. So any feedback that you have for me, please message me, it's super valuable. I really appreciate it. All right. But that's it. We made it to the end. Congratulations. And thank you again and looking forward to seeing what you come up with, and I will see you in the next one. Good luck.