Digital Marketing Crash Course

1. Course Intro: Hello and welcome to the scores. Learn a digital marketing for your business and five days spending less than nine minutes a day. And this is if you take one lecture in a day, you will be all caught up with the main, the top level things that you need to know about visiting marketing. This course is designed for busy SNB's, the busy business owners and marketing managers who are looking to expand the business. But they've got a lot on their plate already, So this is a concentrated version. It's like a crash course that she can get on, be up to speed with you, visit marketing efforts, and you understand that this little marketing is inevitable, that it needs attention and focus. But you probably don't know where to start. You might have a consultant or an agency, but you don't know manage them how to expect what to expect. And then we also could be a marketing manager in a mid sized firm and unknown this telling that the role of digital is increasing its taking the space of conventional marketing that we have been working on in the last few decades. Eso you want to catch up on the digital marketing trends and way to start. If you are, then this is the right and suitable course for you. And you could also be as 1/3 possible persona for this course, the third possible target audience for this course. You are the Edmund manager off often SMB, and you're responsible for pretty much everything. You're probably not a designated marketing manager, but your years you are expected to take care of business is marketing Asbel amongst other duties. So if that is something that fits your profile, if you are either a business owner looking to scale your small business or if you're a mid sized companies marketing manager or an admin manager looking to catch up on what is to learn about digital marketing, this course is right for you just quickly. This is Sammy Cahn from Melbourne, Australia. I'm an award winning a CEO account lead by ECM Rush, the most prestigious award in the CEO with search engine optimization category, got 19 plus certifications and accreditations with reputable organizations like Google have sport ways and lean six Sigma, among others, and you can see a few certifications flashing on the right side as well that I have acquired a spent about 10 plus years in this little media development and marketing Really well was, well, worst with mobile app developments, however, development and then transition into digital marketing side of things. For the past three years, I have worked across four countries, and then I have a being able to expand and increase my revenue portfolio that I manage for myself and for my plants, which exceeds about $10 million per annum. If you think this is the right course for you, I would really invite you to attend and register for this course today. And well, the 1st 1 that will talk about will be the persona, identification and funnels. 2. Personas and Funnels: a very warm welcome to the inside off this digital marketing crash course. Thank you very much for joining me, and I hope that you will enjoy the learning experience. We'll talk about what 4 to 5 areas that we need to focus on as business managers or business owners when looking to grow our business using viz, it'll marketing. So the 1st 1 that we will talk about the first chapter. The first focus area where everything starts is the persona, identification and the concept off funnels. It still surprises me that majority off the business owners that I speak to in the in the initial stage off. They're considered a marketing efforts, and the funnel approach is missing. The funnel thinking process is missing in majority of the business owners, which creates a lot of problems down the road. Most of the businesses just focus on getting the leads through the door instantly the next second, there's nothing wrong, but that the only thing is that this is an incomplete process, nor everyone who is looking at your website or looking at your atyour store. Even walking inside your physical store is in the PJs decision. Decision point ourself them are evaluating. Some of them have the in dense, sorted out. Some of them have the consideration stage, and then maybe some of them are just interested in the topic, and then others are still in the awareness. So that is a key concept to understand for business owners that the buying decision happens in multiple stages and multiple steps. And how can we prepare content? How can we prepare guides and a tools that will assist our customers traveling through this funnel and then eventually become our lead and customers? But while we're doing that while we are preparing content for the awareness stage and the interest on the consideration than the intent, then evaluation purchase, we need to know who are we talking to? If a business owner is trying to target everyone, it is targeting no one. I'll give you an example. If there's an ad that you see on Facebook, which says we are a gym, we are open 24 7 joined. No. Now, compare that to another ad. Imagine that you are a 27 year old male on you work in the city. He have a busy cooperate job, and you rarely get time to go to the gym. If the ads is something like this, this gym membership is perfectly suitable for busy cooperate people looking to work out after hours because the gym facility stays open 24 7 and on the weekends as well. This kind of ad will grab your attention more than another ad saying our Jimmy's 24 7 because the reader will be able to relate to the personalized copy and with Facebook out there so many ways to customize and then send your message to target audience with minimal effort. So if you're trying to target everyone, you will become a part of the noise and you will not be targeting anyone. And then customers don't buy your products and services because it can do everything the by it because I can do something that they're after. We don't have to claim that our product has each and every solution we have to be laser focused on what are its really strong at what is our value proposition? And that comes from the Persona Identification map Gala in this case is a sample persona that were built. Kayla is 25 to 30 between 25 35 years, 34 years old. I got an income estimate. It is a partially persona is on almost true representation off your actual customer. If you have a few customers, you can assume the customers position. I think about the age income bracket, the proficiency with technology. What motivates them? Uh, what are the core needs, including and excluding the products and solutions that you offer? And what are the pain points that you can potentially help solve? And also the biggest fall is what is Kayla consuming to understand? Her business needs her professional gel, INGE's and where is see spending more time researching gets you rooting blog's. Is she watching videos? These are the things that you want to carry out in a persona identification workshop. This is how a sample persona builder looks like in half spot of add links and description. You can click on that, and then you can fill this persona. It's a guided questioning, and by the end of it you will receive. You will have a name that you would have given it. You'll have aged bracket level of education. What social networks does this persona use. What is their industry? The organization size and then preferred method of communication? Maybe this person, uh, consumes more a social media than to do emails, then job responsibilities. What is expected off them, then the job is measured by what are the key KP ice. Can you help them achieve those key performance indicators? Hold the report toe Can are the decision makers, or are they just influences? Because the content that she will produce for them the messaging that you will produce for them? Well, very based on that as well. What are their goals or objectives in life at work? How can you assist and how can you contribute to that? And then they get information by and reading blobs, going through podcasts, attending the learning courses or reading actual printed manuals are going to shopping centres. And what are their biggest challenges that you can potentially help resolve once you have done this for up to three, my recommended number for personas is up to three. Not every unique customer in your customer library is a different persona. You need three percenters which will lose. Lee fit most of your clients and then you go out and produce content and produce not just the digital content, but you produce an experience for those three target personas because they are your ideal customer profiles. 3. Traffic Sources - Free: welcome to the second session traffic sources. The traffic sources are all the sources which will help you get more traffic onto your website. The biggest contributor off your online traffic is a search engine optimization. The Google rankings that you get. How do you achieve them? You achieve them by focusing on targets, keywords. If you have built a beautiful looking website, but you don't know what target keywords you are looking to rank for. Then you have built a beautiful house. But you forgot to identify that there is no road built so no one can reach that. You built a beautiful hotel which, with all the fancy interior and in the best possible cuisine. But there is no road, there's no parking. No one can come and visit that hotel. How do you think that business logo? Of course there will be crickets for the most part, except for yourself looking at that website or looking at that hotel again and again and polishing dust. We don't want that, certainly for your businesses. Well, so sessions and optimization is an area I would strongly recommend to pay more attention on . I will be liking some resources that you can look into and help with your sessions and optimization. Help Google board scroll your website more easily, so you get better. Rex Google works for the reader. Remember that Google is not motivated to optimize your website because Google wants your business to succeed. Google wants their businesses succeed, and their business succeeds when the raider gets the best possible experience. As you know that if there if the search word if the search keyword brings the relevant result, then people as US users keep coming back to Google as a search engine off there off the choice. Hence it's in Google's selfish interests to give them the most relevant results possible to give them most relevant results possible. They grow through all the websites majority of the Web sites on the Internet, and then they keep a library of that in the keeping index affect. And when a certain key response tin, your website or competitors website will rank higher or lawyer based on the relevance with that kita so content blog's Google. My business listings, if you're a local business, are three top level things that I would recommend and of course, you need strong links as well. This is not an S CEO course, Of course. We talk about Seo as one of the traffic sources, but there would be other resources that I would recommend, which can use to have a develop a deeper understanding off search engine optimization. The purpose of this presentation is just to reinforce the fact that S CEO is the top traffic source. Another thing that you can use is email marketing. If you're not already collecting email addresses from your customers and your prospects up , it is time to start doing that right away. Your email marketing efforts can get you amazing results. Email marketing is still the highest converting general off all other marketing channels known on the email. Marketing can only be helpful, can only be useful if your database of contacts is growing is big enough because there's only a certain percentage of email marketing audience that you will be able to convert with any promotional or automated email. Focus on opt ins, make sure that your website has clear mentions off. What are they going to get when they give you the email address that could be a first time customer getting a 10% off or $15 off. Or it could be a downloadable kit. Fewer services or a consulting business on then also focus on automation. Tools such as Mill Team are great to start. A male temple won't charge you anything for the software for the 1st 2500 contacts, and I think that will be really, really good. Start for you on Melting also covers a lot of resources around even more. Marketing automation in general on will help you get after that in further detail as well. And outside of automation is that you will set for the for the welcome Siri's, the abandoned card, Siri's. And then there would be truthful. Other recommended sequences that have a list in the links there would be. Some men will send out says Well, to get into the habit off, sending at least once a month newsletter on covering and rounding up what has happened in that month that could be outside off your business as well. Anything, any development in your industry. What are the trends? Andi. If there's a relevance off how that transit may affect your market on and you think if that's adding any value to your customers. You can schedule them in your content calendar, the third traffic source of from the free traffic point. If you remember, we're talking with the free traffic sources in this part a eyes, facebook, instagram, lengthen and twitter as well. These are the three social media sources and using tools like hootsuite or buffa you can use. You can schedule posts ahead of time and make sure that you your content is looking current on the page on your pages on this will not give you a ton of traffic. But when you do get a traffic, this social media traffic will the social media profiles and poor spill further validate the message that you or your business is a legit business. Attended will and will help the conversion again. Heads up. Social media is going to be the smallest off the three traffic sources here, if especially when we're talking about the free and the organic way 4. Traffic Sources - Paid: so welcome to the second part of this, uh, traffic sources lesson We're talking about page traffic sources in this one will explore what are some page traffic sources that we can use? Not all free traffic is good. Not all page traffic is bad. Uh, if the Google ad, when you spend $5 on it gets you $15 in revenue, how much money can you investigate? It's a question. $5 spent $15 made out off it. How long can you keep doing that Forever. Right, So pay traffic as huge upsides. You don't have to wait for long days and weeks and months for your CEO to run for certain keywords. If you're confident if you really want to scale up your business, if you really want to keep the demand high. And if you have an excess supply in a particular bump, this is a general that you can turn on and turn off at will or ramp up a ramp down at will to Google ads. They're the best thing is that it's a pull advertising, so people are actually punching in that keyword. If someone is looking for a plumber in San Diego. They are looking for that service, right that second. So the traffic is already warm and you can't using Google ads previously known as Google AdWords. You can get some instance traffic to the website. The account needs to be managed well again. This is not a Google ads focused course at. The idea here is to expose you to the topic. As we can do your own research, I will be sending a few. Resource is as well as as in the description. But then the main point here is that we do not exclude that from a marketing efforts. And the biggest point that I always advise my clients on is that when you are doing Google advertisement, the landing page alignment is the key. If they click on an ad and the ad is not aligned with what the landing pages telling them where they would see what would the base that they would see right after clicking the add? Then the experience is compromised if they do not find the information mentioned clearly above the fold, not just with the text but with the right imagery. Then there's a high chance that they will bounce if the bounds, the quality drops. And it's not just that it's going to cost you money. Global will actually stop showing you that after some time. And it will Dremel other ads which are having a better He was an experience. So landing page alignment is a big one that I would recommend keeping on my own Facebook at the 2nd 1 and my favorite here. Facebook ads have grown in popularity tremendously in the last few years, and it is an ever increasing demand. More than two billion people are on Facebook. The difference here is that Facebook ads are not a warm Azaz, and they're not pull advertising. It's Bush advertising because the users did not. Often they did not punch in a certain keyword to see this ad. So it's a cold audience. The experience, the indirection, the engagement to behavior off a traffic coming from Facebook ads is very different to the traffic coming from a Google at. You need to be mindful off that and also prepare the landing page experience accordingly. It might be worthwhile creating to landing pages one for each traffic source, especially Google ads and Facebook ads. It's not platform It's just that the nature of the traffic would be different. So with Facebook, you might need to do a bit more education of why that thing is required in the first place . Realizing Google, that's the need is already established, and you are just offering a solution. Facebook ads help tremendously with demand creation. It helps you create demand for the service and the products that you offer, and then that eventually helps your other channels as well. They would get exposed to your brand after a set number of ad units they have seen. They will develop a familiarity with your brand and then might go to Google and search your brand name and then maybe convert it. So Facebook definitely assists in creating it the matter, especially for the kind of products and services where the demand does not exist naturally . Another one, which is a recently emerging trend, is paid the content discovery throughout Brandon Tabbouleh If you go to block piece of a good, well written long form block, please. On that you think is doing a lot of education and is can help you in converting. And this is a and icing enough for someone to click on and read through and then get convinced that your product or your service is a great solution. You can also consider doing out brain and tabbouleh. Amplification are burnin tabbouleh, very similar service offering there just to separate generals. I do not have any loyalty toe either one of them. I use both with them into, generally for different clients. Eso you do your own research and see which one do you wanna go with? But both generals will let you publish your blog's on other high traffic websites like business insider Huffington post news dot com dot au etcetera. And they look like they are extended blog's within that site just that they will Responsive blog's and you will be being per click open impression. As the platform suggests. If you really want to get a set piece of content out in the market and get some clicks through the door, you can certainly consider our brain and tabbouleh 5. Conversion Rate Optimisation: welcome to the 3rd 1 conversion rate optimization. Very few businesses even consider conversion rate optimization, and that is what is the percentage off people becoming leads to the people actually visiting the website. If you're upset gets 100 visitors in a day and five off them. Inquire. It means that your conversion greatest 5% if you improve the websites conversion, read items, make the buttons and the calls direction more prominent and place the high really content higher up on the page and then there would be hundreds of other possible things. But just say that we improve the conversion rate on the website. We still get the same traffic. We still get a 100 visitors. But now we will get seven toe eight leads in a day that might look small but that that means that we have literally expanded our business by 50%. If you were making $200,000 in a year, we will be making $300,000. They see only because you need some find tweaks on the website. The first thing to start with is the five second rule in five seconds. Visitor should understand what you do see why they should Josie Oh, and how to get in touch to proceed further. If your website or your landing page above the fold does not answer these three questions within five seconds, then something needs to be fixed. The Sierra Oh includes the conversion rate optimization includes, but is not limited to heat map analysis. As you can see on the left hand side of the screen, you can run free heat maps when you're upset as well. Using tools like Hajjar, the Sierra also includes colors. Contrast. Is your button standing out? Is the call direction really standing out? Or is that a light pink on a dark bank banner, which is hardly noticeable Then button placements is an unaffected that we consider the forms. Are they well placed? Are we asking too many questions? Do we have a live Josh? When is a good time to have a life General? The website. When is life jet going to create some deterrents like a landing page, then images and alignments on the landing page? Israel is a big factor when we are reviewing for our clients the conversion rate optimization assignments that we're doing, the few things that we re start from, and then along the way we find other discovery items. In some cases, we just package those findings and send them back for implementation. Why the Web developer or in other cases, we would actually run those tests and see if our recommended changes are actually bringing a positive positive return. And then we continue building those split tests and in some cases multi very attests and then eventually finalized the version of the website, which is the highest convert. 6. CRMs: a customer relationship. Management is a really important stage in the overall biz. It'll marketing journey. We can have the best high converting website. We can have amazing paid and free traffic sources. But if you do not have a customer relationship management tools, a CRM were. All that data is store. We will not be able to build and nurture those connections, and we will not be able to fully utilize value off the database. In most cases, businesses do not really understand that the customer that they have required for the first time in the first transaction that the customer made is not the end of it. The lifetime value off a customer is usually 6 to 7 times, then first transaction. If we keep and build good, solid relationships for them, this is often overlooked. I have seen midsize businesses keeping all their track, keeping all their contacts on spreadsheets even in 2019 where they are great free options like hub spot. I would strongly recommend using up sport have sports phrase CRE um to keep a track off your contacts if you're not using a CRM already. So a good CIA ram helps you manage your contacts, your directions with them, and then they also help you nurture the communication with them. A spell with hot spot heads up are the Sierra Miss frayed sales and marketing versions. The light versions are also free, but for some other features you might need to upgrade your account, but it's always free to start. So explore away and let me know what you think off the to, uh, the Sierra will also help you manage of pipeline if your business is not an instant purchase. If that's not under $200 product and it's not that your customers would do a minimum off two weeks research, then you do not need Ah cr um, and a pipeline automation as such. But if you if your customers go through a considered purchase when they're buying from you , then managing your pipeline is also recommended. A CNN would go give you a true view off how much revenue is sitting in each of your sale cycle status. A sale cycle stage could be 5 to 10 steps based on how your business operates from the initial contact made up to the point when the contract between you and the customer is signed or the deal has already has actually gone through. There could be multiple stages, including following up presentation, scheduled contract negotiation and then closed one local Islamist, for example. Top sport. If you choose that phrase offer, it will give you Ah standard Ah, deal stage process that you conduce to follow. Or you can modify that as well to suit your business. So have Spartans over Sierra are topics hub sport I have personally used and most of my clients use as well. Even the free version is really, really strong. If you are not using any CRM, hope spots free. Sweet would be an excellent place to stop. I hope you really enjoyed and leant something new from this course. If you did, please leave a good review and feel free to share that with your network, your business network or someone in the marketing a team they might be. They might. They might find this course helpful for their businesses will, and that will definitely be a huge support for me as well. If you could do that