Digital Marketing Fundamentals

Introduction

Digital marketing evolves and becomes more complicated every day. Learn to leverage your existing performance or create digital marketing strategy that will bring value to your potential customers and improve your digital marketing performance.

I created this guide to give you the basic fundamentals of digital marketing. This is not the most comprehensive guide. I wanted it to be easy, simple and short. This guide should give you the fundamentals to any digital marketing campaign.

“Try not to become a man of success, but rather try to become a man of value.”—Albert Einstein

Popular Ads Accounts

Google Ads Account
If you want to reach new customers online, then advertising with Google Ads might be right for you. When you advertise with Google Ads, you’re investing in your business. Make sure you understand how Google Ads works and how this investment can help you grow your business—all within your budget.

Visit Google Ads to create your account!

LinkedIn Ads Account
Generate leads, drive website traffic, and build brand awareness.
Marketing on LinkedIn helps you engage a community of professionals to drive actions that are relevant to your business.

To get started visit LinkedIn ads.

Facebook Ads Account
Facebook ads can be as simple or sophisticated as you want them to be. Create and run campaigns using simple self-service tools, and track their performance with easy-to-read reports. More than two billion people use Facebook every month – so no matter what kind of audience you want to reach, you’ll find them here.

Open and run your Facebook ads campaign.

Twitter Ads Account
A Twitter Ads account is how you can set up, run, and analyze Promoted Tweet campaigns on Twitter.

Create your Twitter ads account.

Must-Have Tools

I’ve gathered all the basic and essential tools that you should use from day one.

SEMRUSH
SEMrush offers solutions for SEO, PPC, content, social media and competitive research. Trusted by over 4000000 marketers worldwide.

AHREFS
Audit your website, explore competitors, research keywords & backlinks – all in one place. Powered by seriously big data & trusted by top SEOs.

Google Optimize
Engage your website visitors like never before. Create personalized experiences and run website tests — for free.

Google Analytics
Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.

Google Keyword Planner
Find the right keywords to use in your Google Ads campaigns with our Keyword Planner tool.

Buzzsumo
Run a search to quickly discover content ideas, uncover platform insights, identify passionate influencers and more.

Feedly
Organize, read and share what matters to you. Stay on top of the digital marketing world.

Pingdom
Gain instant insights into your website’s availability and performance so that you can outsmart competition with an amazing end-user experience.

Define Goals

“A goal properly set is halfway reached.” —Zig Ziglar

Setting goals will help you focus on what’s important. You will be able to be more efficient with a clear road map that will help you reach your desired destination.

Your goals needs to cover a range of different measures to help you review and control performance on all digital marketing activities.

Each product is different and each company has a different set of goals, here are a few commons goals in digital marketing:

  • Acquiring new leads
  • Activating existing leads
  • Monetizing and Improving customer value
  • Create brand awareness
  • Think what you want to achieve and build strategy around it. For example, if you want to acquire new leads and customers you need to ask yourself:

Which countries and languages I should target?
What is the expected or existing lifetime value for each country?
What is the CPA (cost per acquisition) I’m willing to pay based on customer life-time value?

Make sure your goals are aligned with your digital marketing strategy on all different segments. Your customer life-time value will most likely will be different in each country, language, device, etc…

So make sure you buying customers at the right price.

Competitors Research
Competitors research and monitoring is one of the most important factors in every digital marketing campaign. Let’s see live example:

See screenshot below, who do you think runs the best ad?

Ads example in competitors research

The right answer is Walmart. Why?
There are a few reasons:

  • They offer the most attractive price.
  • They have free shipping
  • They have 37% price drop

It seems that Walmart will get high click through rate (CTR) and most likely will pay low cost per click (cpc) which will help them get customers at a low price.

If you want to be on top of the competition make sure you:

Understand your competitors offering including prices and incentives for each product
Monitor and follow your competitors on a daily basis
Come up with a better ad creative and a better offering

To do that properly use the template below:

Buyer Persona

You have probably heard the term “buyer persona”. A buyer persona is a description of your ideal customer. This is the audience we should target to increase sales and revenue but before launching a campaign we need to understand what this audiences are looking for.

There are great templates that you can find online that will help you find your ‘buyer persona’.
I’ve gathered the best ones for you:

Xtensio’s User Persona Creator
The Customer Avatar Worksheet
Demand Metric’s Buyer Persona Template
HubSpot’s Buyer Persona Template
Marketo’s Marketing Persona Cheat Sheet
“MakeMyPersona” Buyer Persona Generator

This templates/tools will help you identify your buyer persona and build your campaign around it.

The Optimization Cycle

While this is a useful guide, it is important that brands will continuously analyze and review and campaign data. To really hit your business goals, it’s important to build your campaigns strategically—choose the right ad format, optimization goals, platform, focus on the right audience.

Contact Me

I hope this guide is useful to you. Should you need any further information, please do not hesitate to contact me.

Disclaimer

The author assumes no responsibility or liability for any errors or omissions in the content of this guide. The information contained in this guide is provided on an “as is” basis with no guarantee of completeness, accuracy, usefulness or timeliness…

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