Digital marketing

Lesson 1

1.Definition of it

that any kind of marketing that happens on digital plat forms, it does not only
include the inbound marketing method but it includes all marketing strategies
which are as along as digital.
2. Definition of outbound marketing:

Outbound marketing is a strategy that involves directly reaching out to

potential customers instead of waiting for them to come to you. The goal is to
generate sales by contacting people proactively.

Some examples of outbound marketing tactics include:

• Cold calling: Contacting potential customers by phone to establish a
relationship and discuss product benefits
• Cold emailing: Sending unsolicited emails (unwanted emails) to reach
new prospects
• Direct mail: Sending mail to potential customers
• Advertising: Using print, radio, or TV ads, or paid marketing methods
like YouTube pre-roll ads, display advertising on LinkedIn, and click
funnels on Facebook
• Search engine marketing: Using search engine marketing
• Social media advertising: Using social media advertising
• Affiliate marketing: Using affiliate marketing
• Video advertising: Using video advertising
• Retargeting/remarketing: Using retargeting/remarketing
• Cold messaging on social media: Using cold messaging on social
media.
• Influencer marketing: Using influencer marketing
Outbound marketing is different from inbound marketing, which focuses
on attracting customers by creating and distributing content.
 3. Inbound marketing

Inbound marketing is a digital marketing strategy that aims to attract

customers by creating content and experiences that are relevant and helpful.
It's different from traditional marketing methods, which are more aggressive
and push products towards consumers. Instead, inbound marketing focuses
on building relationships with potential customers who are actively looking for
information and solutions.

Inbound marketing strategies include:

• Search engine optimization (SEO)
• Content marketing
• Google Analytics
• Customer satisfaction tools, such as chatbots, surveys, and social
media engagement
• Creating and distributing content, such as forms on your website, social
media posts, blogs, and webinars
Inbound marketing is different from outbound marketing, which uses
traditional tactics to push messages out to a broad audience. Outbound
marketing includes TV ads, Billboards, Cold calling, and Display ads.

4. the Content marketing

Content marketing is a marketing strategy used to attract, engage, and

retain an audience by creating and sharing relevant articles, videos,
podcasts, and other media.

5. Native Advertising

Native advertising, also known as sponsored content, is a type of paid

advertising that matches the style and format of the content it appears in. The
goal of native advertising is to provide a seamless user experience by making
ads fit in with the user's path through a site or app.

Native ads can take many forms, including:

 • Posts: Paid posts on social media platforms like Facebook and
Instagram
• Images: Single photos or "visual content"
• Videos: Explainer videos that are captivating and informative
• Articles: Long-form content pieces that are mostly made up of written
words, images, and videos
• In-game ads: Opt-in video advertisements that players can choose to
watch in return for in-game rewards
• In-app videos: Short videos that are integrated into an app's content
stream
• In-search native ads: Designed to visually mimic organic search
results in terms of format, style, and layout
Native ads can appear on mobile apps, mobile web, and desktop websites.

6. advertise retargeting

Ad retargeting, also known as remarketing, is a digital marketing strategy that

involves targeting users who have previously interacted with a website or app
but have not yet converted.

E-mail Marketing

Email marketing is the practice of using email to communicate with customers,

leads, and prospects. It's a form of direct marketing that can be used to:
• Promote new products and services
• Advertise sales
• Reach new people
• Incentivize customer loyalty
• Send thought leadership pieces
• Connect with an audience in other ways
Email marketing can be an effective way to build long-lasting business
relationships with an audience. Some benefits of email marketing include:
• Creating personalized content
• Building credibility
 • Increasing brand recognition
• Improving sales
• Building stronger customer relationships
• Optimizing time and budget
• Increasing traffic to a website
Marketers use email marketing tools to create, send, test, optimize, and report
on their email campaigns. One common email marketing tool is an email
service provider (ESP).

*** Effective implementation of digital marketing strategy

You need to mixture of relevant and useful content marketing, SEO, Social
Media Marketing, Advertising and E mail marketing.

Lesson 2
Definition of B2B business
 B2B digital marketing is a way for businesses to use online channels to
promote their products and services to other businesses. It's a crucial tool for
B2B companies to succeed in today's competitive market.

Some examples of B2B digital marketing strategies include:

• Search engine optimization (SEO)
• Pay-per-click (PPC) advertising
• Email marketing
• Social media marketing
• Content marketing
• Conversion rate optimization
• Reputation management
•
• B2C Business
• Business-to-consumer (B2C) digital marketing is the use of online
channels to promote a business's products or services to individual
consumers. B2C digital marketing can help a company reach a large
audience, and can be a key factor in a company's success.
• Some common digital marketing tactics for B2C businesses
include:
Pay-per-click (PPC) ads
A popular type of online advertising where businesses pay a fee when someone
clicks on their ad. PPC ads can be targeted to specific demographics, locations,
and keywords.
Social media
B2C businesses can use social media platforms to promote their brand and
engage with consumers.
Email outreach
B2C businesses can use email to reach potential customers.
Search engine optimization (SEO)
B2C businesses can use SEO to improve their visibility in search engine results.

Buyer’s Persona
There are three stages in buyer’s persona
 1. the awarness stage
The awareness stage is the first phase of a buyer's journey, where a
potential customer first learns about a company, product, or service:

What it is
The awareness stage is when a potential customer first becomes aware of a
company, product, or service. They may learn about the company through
social media, a search engine, or a physical store.
What happens
During the awareness stage, the potential customer is curious and begins to
understand their situation. They may realize they have a problem or need, but
they are not yet ready to purchase anything.
What's next
After the awareness stage, the potential customer may move on to the
consideration stage, where they begin to consider a purchase.
What kinds of technique in this stage can be applied in digital
marketing
Create quizzes, polls, interactive infographics, or calculators that provide
personalized insights or solutions to your audience's problems. This type
of content increases engagement and can help you gather data about
your audience, which you can use to inform your future marketing efforts.
Infographics
An infographic is a visual representation of information or data that uses
charts, diagrams, and images to help people understand complex information.
Infographics are often used in presentations, reports, and educational
materials.
 Infographics are effective at capturing attention and engaging readers in a
way that traditional text-based content cannot. They can improve cognition by
using graphics to enhance the human visual system's ability to see patterns
and trends.

Some types of infographics include:

• Statistical: Based on data and numbers
• Informational: Uses text-based information instead of numbers
• Process: Best suited to display a step-by-step sequence, such as
recipe cards, science posters, and “how to” posts on social media

Some elements of an infographic include:

• Story
• Design and style, including layout, graphics, images, fonts, and sharing
optimization
• Visual appeal
• Information/content
• Size and shape

Some tips for creating an infographic include:

• Choosing a template
• Deciding on a goal
• Identifying the audience
• Collecting content and relevant data
• Customizing the infographic
• Including a footer with sources and logo

2. The Consideration Stage

The consideration stage is a phase in the marketing funnel where potential
customers research and evaluate products or services to decide if they want
 to buy them. It's a critical stage between the awareness stage and the
decision stage.

Here are some things to consider during the consideration stage:

• Educate customers: Provide information that helps customers
understand how your product or service can solve their needs.
• Build trust: Customers are looking for signs that your business is
reliable and trustworthy. You can use third-party verification, an About
Us page, and social media to build trust.
• Use social proof: Share customer reviews and testimonials on social
media and your website.
• Create engaging content: Use detailed product descriptions, case
studies, how-to videos, and webinars to help customers envision how
your product can solve their problems.
• Use targeted messaging: Personalize your marketing to focus on
specific pain points.
What kinds of technique in this stage can be applied in digital
marketing

Here are some techniques that can be used in the consideration stage of
digital marketing:

Free Samples
Free samples(it is as like as) are a sales promotion that can be used in the
consideration stage of the customer journey to encourage potential buyers to
try a product or service:
Explanation
In the consideration stage, potential buyers are considering a product or service
as an option to solve a problem. Free samples can help them decide if the
product is right for them by allowing them to try it before buying it.
 Examples
For example, a skin care brand might offer free samples of its moisturizer so
customers can see the results before buying the full-price product.
Tips
When offering free samples, it's important to:
• Give away enough product to be helpful
• Include instructions on how to use the product
• Let customers know where to buy the product
• Target the right market
• Be strategic about where to place the samples, such as by the entrance or in the
window

• Webinars: Provide in-depth information to consumers in a visual and

auditory format. Webinars can be a two-way dialogue with your
audience, where you can answer questions and increase trust.
• Blog posts: Use a different tone and topic than in the awareness
stage.
• Case studies: Provide proof points for why your product or service is
the better choice.
• Nurturing campaigns: Engage with prospects at the middle of the
funnel.
• Content types: Use quizzes, free ebooks, downloadable guides, and
explainer videos.
• Email personalization: Personalize your emails.
• Social media engagement: Engage with your target audience on
social media.
• Retargeting campaigns: Use retargeting campaigns.
• Influencer partnerships: Partner with influencers.
• Video marketing: Use video marketing.
• Interactive tools: Use interactive tools.
• SEO optimization: Optimize for SEO.
• Live chats: Use live chats.
• Chatbots: Use chatbots.
 3. The Decision Stage
Here are some things to consider during the decision stage:
Content
Create content that explains why your product is the best solution to the
customer's problem. This could include FAQs, stories, testimonials, demos, trials,
and reviews.
Ease of purchase
Make it easy for customers to purchase your product by providing clear pricing
information, multiple payment options, and a user-friendly website.
Social media
Use social media to promote decision-stage content, such as sharing visuals and
videos, or posting product reviews.
Comparison guides
Create comparison guides or charts to help customers understand how your
product compares to competitors.
Special offers
Surprise prospects with a special offer, such as a discount or something that adds
value to their purchase.
Reviews
Optimize your company's profile on popular review sites and build trust by
claiming and optimizing your profile.
The decision stage is a valuable stage for businesses because it's when they
can convert potential customers into paying customers. It's also a chance to
learn where and why customers might be losing interest so businesses can
adjust their sales and marketing processes.

Some techniques can be applied in this stage

1.Case studies
in digital marketing are a type of decision-stage content that can help potential
customers understand the value of a product or service. They can be used to:
1.Educate customers
Case studies can help customers understand how a product or service can be
used successfully in real-world scenarios.
2.Build trust
Case studies can help build trust with potential customers by providing a firsthand
look at how a product or service has helped someone else.
3.Encourage action
Case studies can encourage customers to take the next step on the buyer's
journey.
4.Provide best practices
Case studies can provide best practices that can enhance the creation process
and ensure a steady flow of quality content.

2. Testimonial
In digital marketing, testimonials are a powerful tool for building trust and
credibility with potential customers. By showcasing real-life experiences
and success stories from satisfied customers, businesses can increase
conversions, boost credibility, and drive sales.

Lesson 2 3rd Video

Creating a digital marketing strategy
1. Creating a buyer’s persona
2.Idfentify your goals and tools you’ll need
3. Evaluate your digital channels and assets
4.plan your campaigns

1. What is buyer’s persona ?

A buyer persona is a fictional profile of a business's target audience or ideal
customer. It's based on research of existing or potential customers and can be
used to improve marketing strategies and product positioning.

Here are some tips for creating a buyer persona:

• Research: Gather data from current customers and the target audience
through surveys, social media, site analytics, focus groups, and
competitors' marketing.
 • Define goals: Set objectives and goals for the buyer persona.
• Create profiles: Based on the data, create fictional profiles that include
the target customer's characteristics, interests, preferences, personality,
and pain points.
• Analyze: Look for trends, patterns, and insights in the data.
• Validate and adjust: Continuously validate and adjust the buyer
persona.
A business usually has multiple buyer personas. For example, a business-to-
business (B2B) persona is different from a business-to-consumer (B2C)
persona because B2B buyers have different buying criteria and requirements.
B2B personas often represent wholesale or retail buyers, as well as decision-
makers within organizations.

Buyer’s persona in b2b

A buyer persona is an essential starting point for any successful sales
and marketing campaign. Doing a buyer persona for your B2B
marketing review places your customer at the centre and ensures
you're targeting the right consumers to maximize purchases and see a
return on your investment.
Buyer’s persona B2C
Creating buyer personas is about identifying collective groups or tribes
of like-minded people who are more likely to buy your product or
service because it meets their specific needs. The objective is to
consolidate the group or tribe's needs and behaviors into a profile
depicting a 'generalized' person.

How to research buyer Persona

To research a bio persona, you can:

• Gather data: Collect information about your users through user
interviews, focus groups, surveys, and observation. You can also use
tools like Google Analytics and Facebook Insights to analyze data.
 • Create a baseline: Start with background research to establish a
baseline of existing information.
• Identify demographics: Consider the basics like age, gender, job,
education, and income.
• Explore psychographics: Understand your persona's values, interests,
and lifestyle choices.
• Understand goals and motivations: Determine what your persona
wants to achieve with your product.
• Identify challenges: Pinpoint the obstacles your persona faces.
• Analyze behavior patterns: Look at how your persona typically
behaves with similar products or services.
• Consider communication channels: Determine where your persona
usually goes for information.
• Consider brand interactions: Think about their past experiences with
your brand or others in the market.
• Understand decision-making: Understand how your persona makes
choices.
• Create personas: Use a user persona template to build your personas.
Name each persona and add an image to represent them.
A bio persona is a fictional representation of your ideal customer. Personas
help you understand your customers' needs, goals, behaviors, and pain
points. This information can guide your product development and marketing
strategies.

Tools for Buyer Persona Research

Here are some tools that can help with buyer persona research:
• Semrush: Includes tools like Market Explorer and Traffic Analytics
• HubSpot: An interactive tool that asks questions to help determine
persona characteristics
• Make My Persona: A free template generator that helps design and
share avatars
• Buyer persona templates: Can help structure information like
demographics, job role, education, and more
 Other tools and methods for buyer persona research include:
• Customer research, such as surveys, interviews, and focus groups
• Customer feedback
• Feedback from customer-facing teams
• Market research
• Marketing automation tools
• Social media analytics
• Google analytics
Buyer personas are fictional representations of ideal customers, based on
their demographics, goals, challenges, psychographics, and buying behavior.
They can help with crafting marketing strategies and understanding customer
needs.

2.Idfentify your goals and tools you’ll need

Here are some tools that can help you achieve your marketing goals:

Hubspot
An integrated platform for marketing and sales that includes a content
management system (CMS), customer relationship management (CRM),
analytics, and website optimization

Mailchimp
An email marketing tool that allows you to create, send, and track email
campaigns. It also offers features like segmentation and automation

Google Analytics
 A free tool that tracks user activity on your website, including how long they
stay on the page, what they're doing, and where they're coming from
Kissmetrics
An analytics platform that helps you identify, understand, and improve the
metrics that drive business online

Canva
A design and marketing tool that helps create graphic materials for
marketing without a background in graphic design

BuzzSumo
A research tool that helps you create unique content on trending topics in
your niche. It also helps you find relevant industry influencers who can
market your content for you

Other marketing tools include:

• Social media management tools
• Search engine optimization
• Lead generation
• Video marketing
• Media monitoring tools
• Customer loyalty scheme

what is user interface in determining marketing tools

1.A good User Interface (UI) is designed to clearly display your services,
thereby drawing your consumer's attention and retaining them on your
website or app. The UI is intended to proficiently guide consumers during
their journey navigating your website or app.
 2.Feature and Native integration. Your product must some extra and
distinguishing features.

3.Customer Support

4.Learning resources. 5. Evaluating reviews.

3. Evaluate your digital channels and assets

1.Owned Media, it refers to the digital assets your company owns.
Whether it is social media, profiles, blog contents. Owned channels have
on what your business has full control over.

2. Earned media (which marketing was achieved without paying

advertisement) is publicity that a brand gains through promotional efforts other
than paid advertising. It's a key factor in a brand's marketing strategy because
it can enhance a brand's trustworthiness, reach a large audience, and improve
SEO.

Here are some ways to create earned media:

Create shareable content
Create content that's high-quality and resonates with your audience so they're
inspired to share it.
Build relationships with influencers
Attend industry events, network, and engage with journalists, bloggers, and
influencers on social media.
Leverage user-generated content
Post content that was created by your product users. This is one of the most cost-
effective ways to get earned media mentions.
3. Paid media, what is gained by payment. Such as paid advertisement.

4.plan your campaigns

Here is the most important is the content creation.
 content creation
When choosing marketing tools for content creation, you can consider things
like:
• User-friendliness: A tool with an intuitive interface will help you focus
on creativity instead of navigating the tool.
• Workflow alignment: Make sure the tool's features align with your
workflow preferences.
Here are some other things to consider when creating content for marketing:
• Audience: Understand your target audience and what they're looking
for. You can create audience personas to break down your audience
into groups based on demographics like age, gender, education, and
income level.
• Goals: Set clear, measurable goals for your content marketing plan.
Goals could include increasing brand awareness, driving website traffic,
generating leads, or boosting sales.
• Content calendar: Use a content calendar to collaborate with others
across your company on social media posts.
• Content audit: Run a content audit to assess your top-performing and
lowest-performing content.
• Keyword research: Conduct keyword research to discover what your
audience is searching for.
• Content management strategy: Develop a content management
strategy to ensure your content aligns with your business goals.
• Measuring success: Set up mechanisms to measure the success of
your content.
Summary of the lesson
1.Your content will be a mixture of owned, earned and paid media.

2. you have to audit before kicking on each media.