What will I learn in this digital marketing course?

You'll learn the essentials of digital and inbound marketing, most important types of digital marketing, marketing strategies and examples, and key marketing concepts like KPIs, engagement, and how to create a marketing plan.

What are the 4 Ps of marketing?

The 4 Ps are Product, Place, Price, and Promotion, which are crucial for a well-rounded marketing strategy.

What are some types of marketing discussed in the video?

Types include digital marketing, direct marketing, performance marketing, inbound marketing, influencer marketing, and guerilla marketing among others.

What is the difference between B2B and B2C marketing?

B2B marketing targets businesses, often involving value-based solutions and longer decision-making processes, whereas B2C marketing targets consumers, using more emotional and direct methods.

How does digital marketing differ from traditional marketing?

Digital marketing allows precise metrics, real-time adjustments, and specific audience targeting, while traditional marketing often has broader reach but limited data and conversion tracking.

What is guerilla marketing?

It's an unconventional marketing strategy designed to surprise the public, often involving creative and interactive public displays.

What are some key steps in creating a marketing plan?

Steps include situation analysis, competition analysis, defining objectives, taking action, and monitoring & optimizing strategies.

What metrics are important in digital marketing?

Key metrics include impressions, reach, click-through rate, conversion rate, ROI, and customer acquisition cost.

What is inbound marketing?

Inbound marketing attracts customers through valuable content, SEO, and social media, focusing on being discoverable and helpful rather than interruptive.

Can you give examples of successful marketing strategies?

Examples include Spotify's unique user experience, GoPro's user-generated content, and Chipotle's social media contest.

Digital Marketing Course 2024 | Everything You Need To Know

01:46:43

https://www.youtube.com/watch?v=jVgYgN0zcWs

Zusammenfassung

TLDRThe video serves as a complete guide for aspiring digital marketing experts, offering insights into both digital and inbound marketing practices. It starts by exploring the fundamentals of marketing, distinguishing it from advertising, and explaining the 4 Ps of marketing: Product, Place, Price, and Promotion. The course progresses through various types of marketing including digital, direct, performance, and influencer marketing, highlighting key strategies and successful examples from brands like Spotify, GoPro, and Red Bull. It emphasizes the importance of a well-structured marketing plan, delineating steps from market analysis to metric monitoring. Additionally, it addresses the differences between B2B and B2C marketing, and the benefits of digital marketing over traditional methods, especially in data tracking and targeted advertising. The video concludes with actionable insights on creating effective campaigns, leveraging user engagement, and optimizing digital marketing channels to boost business growth.

Mitbringsel

📚 Learn digital and inbound marketing best practices.
💡 Understand the 4 Ps of marketing: Product, Place, Price, Promotion.
📊 Explore various marketing types, including digital, performance, and influencer marketing.
🛠️ Discover the importance of a structured marketing plan.
🔍 Distinguish between B2B and B2C marketing strategies.
📈 Learn key digital marketing metrics and optimization techniques.
🎯 Focus on consumer engagement and targeted advertising.
🌐 Utilize social media and online tools effectively.
📈 Stay updated with trends and innovative strategies.
🔄 Use digital platforms for real-time adjustments and insights.

Zeitleiste

00:00:00 - 00:05:00
Overview of digital and inbound marketing fundamentals, including defining key terms like KPIs and the importance of a marketing plan.
00:05:00 - 00:10:00
Introduction to marketing basics, explaining the fundamental difference between marketing and advertising, and introducing the four Ps of marketing: product, place, price, and promotion.
00:10:00 - 00:15:00
In-depth explanation of each of the four Ps of marketing, focusing on product development, distribution strategies, pricing dynamics, and promotion tactics.
00:15:00 - 00:20:00
Continuation of four Ps explanation with a focus on distribution strategy and pricing. Emphasizes understanding consumer needs for effective marketing.
00:20:00 - 00:25:00
Promotion detailed as part of four Ps. Highlights importance of messaging and choosing right channels like social media, TV, etc. for best results.
00:25:00 - 00:30:00
Description of different marketing types including digital marketing, direct marketing, performance, inbound, influencer and guerrilla marketing.
00:30:00 - 00:35:00
Further explanation of marketing types, such as social media ads, search engine strategies, and content marketing to suit varied brand objectives.
00:35:00 - 00:40:00
Discussion on advertising strategies and mediums, including benefits of online advertising tools and differences between online and offline approaches.
00:40:00 - 00:45:00
Exploration of advertising strategies based on brand goals, including examples of successful marketing strategies from various companies.
00:45:00 - 00:50:00
Elaboration on digital marketing planning process, emphasizing the importance of aligning goals, strategies, and measuring outcomes.
00:50:00 - 00:55:00
Explanation of marketing goals vs. objectives, introducing various examples of effective goals and how these guide overall marketing strategy.
00:55:00 - 01:00:00
Introduction to direct marketing tactics, its measurement benefits, and improvement processes to optimize marketing efforts.
01:00:00 - 01:05:00
Comparative analysis of B2B vs. B2C marketing strategies, identifying distinct audience behaviors and strategies suitable for each.
01:05:00 - 01:10:00
Exploration of digital marketing metrics critical for evaluating campaign success from impressions to conversion and cost metrics.
01:10:00 - 01:15:00
Understanding KPIs in marketing strategies: explanation of key performance indicators, their role, and examples of common KPIs.
01:15:00 - 01:20:00
Introduction to the concept of engagement, focusing on strategies to boost audience interaction and the importance of the four E's: excellence, empathy, exclusivity, e-commerce.
01:20:00 - 01:25:00
Discussion on defining target audience and buyer personas, drawing distinctions and how they influence marketing content.
01:25:00 - 01:30:00
Explanation of the conversion funnel phases and stages, from initial interest to final purchase, and role in structuring marketing approaches.
01:30:00 - 01:35:00
Insight into lead classification including marketing qualified leads (MQLs) versus sales qualified leads (SQLs) and their relevance.
01:35:00 - 01:40:00
Comprehensive overview of social media ads, their function across platforms, and tips for campaign success in digital environments.
01:40:00 - 01:46:43
Presentation on common digital marketing mistakes to avoid based on real-world examples, encouraging strategic clarity and data-driven approaches.

Mind Map

Häufig gestellte Fragen

What will I learn in this digital marketing course?
You'll learn the essentials of digital and inbound marketing, most important types of digital marketing, marketing strategies and examples, and key marketing concepts like KPIs, engagement, and how to create a marketing plan.
What are the 4 Ps of marketing?
The 4 Ps are Product, Place, Price, and Promotion, which are crucial for a well-rounded marketing strategy.
What are some types of marketing discussed in the video?
Types include digital marketing, direct marketing, performance marketing, inbound marketing, influencer marketing, and guerilla marketing among others.
What is the difference between B2B and B2C marketing?
B2B marketing targets businesses, often involving value-based solutions and longer decision-making processes, whereas B2C marketing targets consumers, using more emotional and direct methods.
How does digital marketing differ from traditional marketing?
Digital marketing allows precise metrics, real-time adjustments, and specific audience targeting, while traditional marketing often has broader reach but limited data and conversion tracking.
What is guerilla marketing?
It's an unconventional marketing strategy designed to surprise the public, often involving creative and interactive public displays.
What are some key steps in creating a marketing plan?
Steps include situation analysis, competition analysis, defining objectives, taking action, and monitoring & optimizing strategies.
What metrics are important in digital marketing?
Key metrics include impressions, reach, click-through rate, conversion rate, ROI, and customer acquisition cost.
What is inbound marketing?
Inbound marketing attracts customers through valuable content, SEO, and social media, focusing on being discoverable and helpful rather than interruptive.
Can you give examples of successful marketing strategies?
Examples include Spotify's unique user experience, GoPro's user-generated content, and Chipotle's social media contest.

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Untertitel

Automatisches Blättern:

00:00:00
would you like to become a digital
00:00:01
marketing expert in this video we put
00:00:04
together all the content we have been
00:00:06
creating about digital and inbound
00:00:07
marketing in the last few months so that
00:00:09
you can learn the best practices and how
00:00:11
to succeed in your strategy all in one
00:00:13
place in this course you will learn the
00:00:15
essentials of digital marketing and
00:00:17
inbound marketing the most important
00:00:19
types of digital marketing marketing
00:00:22
strategies with examples of successful
00:00:24
brands that have implemented them vital
00:00:26
marketing concepts such as kpi
00:00:28
engagement Target or leads the key to
00:00:31
creating your marketing plan and
00:00:32
correctly defining objectives how to
00:00:35
carry out a digital marketing campaign
00:00:36
and mistakes to avoid and much more in
00:00:39
the description you'll find timestamps
00:00:41
to jump around if you want to dive
00:00:42
deeper into any specific section of the
00:00:45
course if while you're watching it you
00:00:47
think it adds value don't forget to give
00:00:48
it a like and share it with friends and
00:00:50
other marketers without further Ado
00:00:53
let's get
00:00:54
started what exactly is marketing if you
00:00:57
landed on this video chances are you've
00:00:58
heard this term multiple times but maybe
00:01:00
you don't know what it encompasses or
00:01:02
maybe you're working marketing but don't
00:01:04
know how to define it in this video
00:01:05
we'll talk about the fundamentals of
00:01:07
marketing and everything you need to
00:01:08
know about it marketing encompasses all
00:01:10
the strategies that help companies
00:01:12
achieve their goals such as increasing
00:01:14
sales or improving brand perception many
00:01:16
people often confuse marketing with
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advertising and while it's true that
00:01:19
they have similarities advertising is an
00:01:22
action or a strategy included within
00:01:24
Marketing in other words advertising is
00:01:26
like a subcategory of marketing in order
00:01:28
for you to understand what marketing is
00:01:30
there are four words or terms that are
00:01:32
usually used to define a good marketing
00:01:33
strategy these terms are usually
00:01:35
abbreviated as the four Ps of marketing
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the first is product or service and
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refers to the product or service that
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you have created to meet the customer's
00:01:42
expectations we used to talk about the
00:01:44
characteristics of product or service
00:01:46
but nowadays it's better to put the user
00:01:48
at the center and always talk about
00:01:49
their needs or motivations and how your
00:01:51
product and service can address those
00:01:53
needs the second term is point of sale
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or distribution the purpose of the
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distribution strategy is to make it
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easier for the user to access your
00:02:01
product or service it doesn't matter if
00:02:02
it's through online sales or at your
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physical stores the third P refers to
00:02:06
the price it is very important to
00:02:07
clearly Define the price you want to
00:02:09
assign to your product or service the
00:02:11
final price will always depend on the
00:02:12
objectives of the company or the profit
00:02:14
margin you want to obtain the fourth P
00:02:17
is for promotion this point is crucial
00:02:19
within a marketing strategy because this
00:02:21
is when you introduce your product or
00:02:22
service to end users this is when
00:02:25
advertising really becomes important
00:02:26
because it will play a major role in
00:02:28
launching your product however I
00:02:30
recommend that you don't just focus on
00:02:31
the benefits of your product or service
00:02:33
because today users are tired of this
00:02:35
type of messaging it is important that
00:02:37
you focus more on understanding the user
00:02:39
their needs or motivations and talk to
00:02:41
them about how your product or service
00:02:43
can solve their problems always
00:02:45
emphasize the value you bring but what
00:02:47
do you have to do now in terms of
00:02:48
marketing it's simple you have to Define
00:02:51
your marketing plan because without it
00:02:52
you will not be able to achieve the
00:02:54
goals you set for your company or brand
00:02:56
the first thing you'll need to do is
00:02:57
analyze the current situation secondly
00:02:59
you'll need to analyze the competition
00:03:01
thirdly Define your objectives the
00:03:03
fourth step is to take action and
00:03:05
Implement your marketing strategies and
00:03:06
lastly the fifth step is to monitor the
00:03:08
metrics and optimize any part of your
00:03:10
strategy that is not performing well
00:03:13
keep in mind that it is very important
00:03:14
to keep an eye on these metrics on a
00:03:16
daily basis luckily this is relatively
00:03:18
easy to do
00:03:21
online good or bad marketing can make or
00:03:23
break the success of a product or brand
00:03:26
but what exactly are the key elements to
00:03:28
a successful well-rounded marketing
00:03:30
strategy in this video we'll go through
00:03:32
the marketing mix and the four Ps of
00:03:34
marketing what is the marketing mix the
00:03:36
marketing mix are the steps that a
00:03:37
company takes in order to promote a
00:03:39
product or a service there are different
00:03:41
ways of classifying these steps the four
00:03:44
piece the seven PS which are a broader
00:03:46
version of the 4 PS or the 4 C's that
00:03:49
approach the steps from the consumer's
00:03:51
point of view but even though all of
00:03:53
them might be helpful the four Ps are
00:03:55
probably the most well-known and useful
00:03:57
so we'll focus on them so what are the
00:03:59
the four piece of marketing the four
00:04:01
piece of marketing can be summed up as
00:04:03
putting the right product in the right
00:04:04
place at the right time at a fair price
00:04:07
this may seem like a simple concept but
00:04:09
in reality it involves a lot of work and
00:04:11
consideration it's crucial to research
00:04:13
your products market so you can then
00:04:15
develop a marketing strategy based on
00:04:17
the information you have found although
00:04:18
the four Ps are not A New Concept they
00:04:20
are still one of the most important
00:04:22
basics of marketing and they address
00:04:24
each of the key points in a marketing
00:04:26
strategy without further Ado let's take
00:04:28
a look at what actly the four piece
00:04:30
stand for the first of the four piece
00:04:32
refers to the product or service your
00:04:34
product is always at the heart of your
00:04:36
marketing strategy from a modern
00:04:38
marketing point of view it's more
00:04:39
beneficial to Define your product based
00:04:41
on the needs of your customers and the
00:04:43
benefits that it brings them rather than
00:04:45
the product characteristics or features
00:04:47
within this P you should establish the
00:04:50
products your brand offers what their
00:04:51
life cycles are and how they can be
00:04:53
differentiated from your competition's
00:04:55
products the image branding packaging
00:04:57
and post Sal Services also come into
00:04:59
play here when you start to Define your
00:05:01
product or service strategy you should
00:05:03
ask yourself what do the consumers of
00:05:06
your product or service want what needs
00:05:08
does it satisfy what are the benefits it
00:05:12
offers what advantages and disadvantages
00:05:15
does it have in comparison with other
00:05:17
brands how does it complement other
00:05:19
products or Services either from your
00:05:21
company or
00:05:23
others number two is place place the
00:05:27
second of the four Ps is all about
00:05:28
defining managing the channels through
00:05:30
which a product reaches consumers these
00:05:33
strategic sales points can range from
00:05:35
e-commerce to a regional store to a
00:05:37
chain with physical stores in several
00:05:39
countries the goal of the distribution
00:05:42
strategy is to both make it easy for
00:05:44
consumers to access the product and to
00:05:46
optimize the sales process by providing
00:05:48
a smooth shopping experience to do this
00:05:50
it's important to consider decisions
00:05:52
related to storage inventory management
00:05:54
Transportation sales point locations
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online and offline requests and more
00:06:00
when you define your sales distribution
00:06:01
strategy you should ask yourself where
00:06:04
do clients get your product or service
00:06:06
how can you access the appropriate
00:06:08
distribution channels do you need a
00:06:10
Salesforce should you be attending
00:06:12
events in your industry should you
00:06:14
launch your own online
00:06:17
store these questions will help you to
00:06:20
better understand place as it relates to
00:06:22
your overall strategy number three is
00:06:24
price price the third of the four Ps
00:06:27
refers to the final price of your
00:06:28
product or service
00:06:30
this is one of the most complex
00:06:31
marketing decisions as a series of
00:06:33
factors are at play here including the
00:06:36
product's manufacturing costs the
00:06:38
commercial Revenue you expect to receive
00:06:41
the company's economic goals the demand
00:06:44
for your product or
00:06:45
service your competitor's prices the
00:06:49
consumer's purchasing power Trends and
00:06:53
preferences the positioning of the
00:06:56
product so when it comes time to choose
00:06:58
the price you should keep things such as
00:07:01
payment methods discounts and loyalty
00:07:03
programs in mind sometimes it can even
00:07:05
be beneficial to increase the price to
00:07:07
give the impression of better quality to
00:07:09
choose the right price try to answer
00:07:11
these
00:07:12
questions what is the manufacturing cost
00:07:15
of your product or service what profit
00:07:17
margin do you need what value does your
00:07:20
product or service hold for the consumer
00:07:23
what are the average prices of Brands
00:07:25
similar to yours can you offer discounts
00:07:28
and promotions in certain Seasons or to
00:07:30
certain customers and finally there is
00:07:33
the fourth P which stands for promotion
00:07:35
promotion refers to all of the actions
00:07:37
taken to communicate the benefits of
00:07:39
your products and services in order to
00:07:41
increase sales this includes everything
00:07:43
from advertising in public relations to
00:07:45
social ads and direct marketing even if
00:07:48
you have a traditional product or
00:07:49
service you should still keep up with
00:07:51
the trends and the latest marketing
00:07:52
Technologies in today's day and age
00:07:54
digital marketing has a huge influence
00:07:56
so you have to make the most of it so in
00:07:59
order in order to create a good and
00:08:00
efficient marketing strategy you should
00:08:02
ask yourself the following questions how
00:08:05
can you make your message reach the
00:08:07
Right audience which of the following
00:08:09
are more appropriate for your brand
00:08:11
banner ads search engine marketing
00:08:14
social ads radio press TV spots
00:08:17
Billboards direct marketing or email
00:08:19
marketing when is the best time to
00:08:21
promote does your product or service
00:08:23
depend on Seasons what kpis are you
00:08:26
going to use to measure the results of
00:08:28
your promotional efforts
00:08:30
now that you're more familiar with the
00:08:32
four Ps of marketing let's take a quick
00:08:34
look at the step-by-step plan you should
00:08:36
follow to make the most of this classic
00:08:38
marketing formula number one identify
00:08:41
the product or service you need to
00:08:42
analyze number two answer the questions
00:08:45
we've proposed with each P if you feel
00:08:48
like you don't have the necessary
00:08:49
information to answer them it's time to
00:08:51
roll up your sleeves and do some market
00:08:53
research after you've defined your
00:08:55
marketing mix using those questions it's
00:08:57
also a good idea to take a look from
00:08:58
your customer customer's point of view
00:09:00
does the product or service satisfy
00:09:02
their needs will they find it at the
00:09:04
sales points they frequent will they
00:09:07
find the price to be reflective of the
00:09:09
value of the product or service will
00:09:11
they be receptive to the messages that
00:09:13
will motivate them to buy it number four
00:09:16
create hypotheticals by challenging your
00:09:18
answers with why and what would happen
00:09:21
if for example what would happen if I
00:09:23
increased the price by 5% would having
00:09:26
my own e-commerce be beneficial what
00:09:29
happens if I move 25% of my investment
00:09:32
in Facebook ads to Google ads number
00:09:34
five put your hypotheticals into action
00:09:37
measure the results and incorporate any
00:09:39
necessary changes lastly don't forget to
00:09:41
perform regular checkups on your
00:09:43
strategy because the market is
00:09:45
constantly changing every
00:09:47
day you may know what marketing is but
00:09:50
do you know all the types of marketing
00:09:52
that are out there from email campaigns
00:09:54
to social media advertising from organic
00:09:57
strategies to paid options marketing
00:09:59
encompasses a broad range of actions
00:10:01
that will help you attract convert and
00:10:03
Delight more potential customers in this
00:10:05
video we'll go through the most
00:10:07
important types of marketing so that you
00:10:08
can have an overview of all the options
00:10:11
available and ultimately choose the best
00:10:13
ones for your company or brand let's get
00:10:15
started the Advent of the internet has
00:10:17
changed the business landscape
00:10:18
significantly giving rise to digital
00:10:20
marketing this method uses online based
00:10:23
digital Technologies such as social
00:10:25
media email and search engines to remote
00:10:27
products or services digital marketing
00:10:30
breaks down into several subcategories
00:10:32
including content marketing search
00:10:33
engine optimization or SEO and social
00:10:36
media marketing among others if you're
00:10:39
watching this video chances are you're
00:10:40
very familiar with digital marketing
00:10:42
since nowadays it's even more popular
00:10:44
than offline marketing according to
00:10:46
Winterberry group in 2021 us marketing
00:10:49
spend on digital channels surpassed
00:10:51
offline spending for the first time and
00:10:53
in 2022 the differences grew even larger
00:10:56
digital marketing has become synonymous
00:10:58
to marketing for some and it probably
00:11:01
won't change anytime soon direct
00:11:03
marketing as the name suggests involves
00:11:05
businesses directly communicating with
00:11:07
targeted consumers the communication can
00:11:09
be VIA mail telephone email or even in
00:11:12
person direct marketing aims to elicit a
00:11:14
response or action from consumer such as
00:11:16
a purchase sign up or visit to a website
00:11:19
an iconic example of direct marketing is
00:11:21
a Victoria Secret catalog despite its
00:11:23
discontinuation in 2016 the catalog was
00:11:26
a central marketing tool for the brand
00:11:28
for over two decades directly reaching
00:11:30
consumers homes and enticing them to
00:11:32
make a purchase Performance Marketing is
00:11:34
an online strategy where advertisers can
00:11:36
only pay when specific actions are
00:11:38
completed these actions can include
00:11:40
sales leads or clicks it allows
00:11:42
businesses to achieve measurable results
00:11:44
while minimizing unnecessary marketing
00:11:46
costs a classic performance marketing
00:11:48
strategy is employed by Amazon through
00:11:50
its affiliate program the online retail
00:11:52
giant pays commissions to affiliate
00:11:54
websites to drive traffic or sales on
00:11:56
its platform ensuring that they only pay
00:11:58
for successful referrals inbound
00:12:00
marketing unlike traditional outbound
00:12:02
methods inbound marketing doesn't
00:12:04
interrupt potential customers with
00:12:06
unsolicited promotions instead it uses
00:12:08
valuable content SEO events and social
00:12:11
media to make a brand easily
00:12:13
discoverable and attract customers
00:12:15
organically HubSpot is a classic example
00:12:17
of successful inbound marketing the
00:12:19
company provides the plethora of free
00:12:21
valuable content such as blog posts
00:12:23
ebooks and webinars to draw people into
00:12:25
its sales funnel once these individuals
00:12:28
engage with the free content HubSpot can
00:12:30
gently guide them toward purchasing
00:12:31
their software if you want to sign up
00:12:33
for HubSpot for free there is a link in
00:12:36
the description also if you first want
00:12:38
to see what it's capable of click on the
00:12:40
video right here influencer marketing
00:12:42
leverages the power of popular figures
00:12:44
or influencers on social media to reach
00:12:46
a wider audience influencers often have
00:12:49
dedicated followers who trust their
00:12:50
recommendations making this a powerful
00:12:52
tool for brand endorsement a memorable
00:12:54
influencer marketing campaign is Daniel
00:12:56
Wellington's collaboration with influenc
00:12:58
ERS on Instagram by giving influencers a
00:13:01
free watch and a discount code for their
00:13:03
followers the Swedish watch company
00:13:05
rapidly built its brand and expanded its
00:13:07
customer base Gorilla Marketing Gorilla
00:13:10
Marketing is an unconventional creative
00:13:12
marketing strategy designed to grab the
00:13:14
Public's attention unexpectedly this
00:13:16
approach often involves interactive
00:13:18
installations or unexpected visual
00:13:20
effects in public spaces one
00:13:22
Unforgettable example of guilla
00:13:24
marketing is Red Bull's Stratos campaign
00:13:26
Felix bom Gartner is sponsored by Red
00:13:28
Bull skydive from the edge of space
00:13:30
breaking several World Records the event
00:13:33
was watched live by millions and brought
00:13:35
significant attention to Red Bull
00:13:36
demonstrating the power of
00:13:38
unconventional bold marketing efforts
00:13:40
social media advertising is a form of
00:13:42
online marketing that utilizes social
00:13:44
media platforms to deliver targeted
00:13:46
advertisements to users this type of
00:13:48
advertising enables businesses to reach
00:13:50
a large audience beyond their existing
00:13:52
followers by using demographic data to
00:13:54
Target ads towards those most likely to
00:13:56
be interested in their products or
00:13:58
services one successful example of
00:14:00
social media advertising is spotify's
00:14:02
wrapped campaign and endof year review
00:14:04
of listeners music habits this campaign
00:14:07
was primarily shared on social media
00:14:09
platforms like Facebook Instagram and
00:14:11
Twitter engaging users with personalized
00:14:13
data about their favorite artists and
00:14:15
songs The Campaign created a social
00:14:16
media Buzz encouraging Spotify users to
00:14:19
share their unique WAP reports thereby
00:14:21
promoting the platform to potential new
00:14:23
users search engine marketing often
00:14:25
referred to as St is a digital marketing
00:14:27
strategy used to increase the websites
00:14:29
visibility in search engine result Pages
00:14:32
some activities include things like
00:14:33
pay-per-click advertising or PPC display
00:14:36
advertising and retargeting an example
00:14:38
of some at work is airbnb's use of
00:14:41
Google AdWords to attract customers when
00:14:43
users search for lodging options in
00:14:45
specific location airbnb's targeted
00:14:48
advertisements often appear in the
00:14:49
search results directing potential
00:14:51
customers to their website through this
00:14:53
strategy airb manages to stay top of-
00:14:55
mind and competitive in a market with
00:14:57
numerous alternatives AES content
00:14:59
marketing involves the creation and
00:15:01
sharing of valuable content to attract
00:15:03
and engage a target audience the
00:15:04
strategy hinges on the production of
00:15:06
highquality relevant material that
00:15:08
provides value to the consumer
00:15:10
positioning the brand as a trustworthy
00:15:12
and knowledgeable Authority in their
00:15:13
field a stand out example of content
00:15:15
marketing is the Home Depot's blog and
00:15:17
DIY projects Hub this resource offers
00:15:20
customers step-by-step guides for
00:15:22
various home projects giving them the
00:15:23
knowledge and confidence to undertake
00:15:25
tasks themselves this not only builds
00:15:27
trust and loyalty among customers but
00:15:29
also stly encourages the purchase of
00:15:31
supplies from Home Depot making it a
00:15:33
win-win for both parties in conclusion
00:15:36
understanding the various types of
00:15:37
marketing allows businesses to choose
00:15:39
and customize strategies that best align
00:15:41
with their goals and audience whether
00:15:43
it's the vast reach of digital marketing
00:15:46
the measurable results of Performance
00:15:48
Marketing or the surprise factor of
00:15:49
guerilla marketing each type offers
00:15:52
unique advantages and can significantly
00:15:54
contribute to a Brand's
00:15:56
success what is advertising what are the
00:15:58
key points in planning an advertising
00:16:00
strategy and what are the most relevant
00:16:03
differences between online and offline
00:16:05
advertising techniques in this video
00:16:07
we'll cover everything you need to know
00:16:09
about advertising what is advertising
00:16:11
and what is it used for advertising can
00:16:13
be simply understood as a paid form of
00:16:16
communication through which companies
00:16:17
publicize themselves through different
00:16:19
mediums available within the market
00:16:22
however given the number of advertising
00:16:24
channels available to companies there
00:16:26
are many different types of advertising
00:16:28
among on the most prominent offline
00:16:29
mediums are print radio TV product
00:16:33
placement external advertising and
00:16:35
direct advertising within the scope of
00:16:37
paid online advertising are a large
00:16:39
number of Alternatives including videos
00:16:42
search engine ads display ads social ads
00:16:45
email marketing and more the objectives
00:16:47
a company has directly influences the
00:16:49
platforms it should use one of the most
00:16:52
important strategic stages in creating
00:16:54
an advertising campaign is to come up
00:16:56
with a media plan this along with measur
00:16:58
meur ing is key to making the best
00:17:00
decisions on how to promote an image
00:17:02
raise brand awareness or increase
00:17:04
company sales when it comes to online
00:17:06
advertising social media is one of the
00:17:08
best options as you can find the
00:17:10
majority of your audience there this
00:17:12
means that you cannot leave social ads
00:17:14
out of your advertising strategy
00:17:16
remember Google and Facebook are two of
00:17:18
today's largest advertising platforms
00:17:20
within the digital environment let's see
00:17:23
which are the benefits of each social
00:17:24
network when
00:17:26
advertising advertising on Facebook
00:17:28
Facebook is still the king of social
00:17:30
media and therefore many companies
00:17:32
continue to invest in Facebook ads with
00:17:34
multiple campaign possibilities
00:17:36
different objectives and formats a
00:17:38
variety of audience segmentations and
00:17:40
many other parameters available you can
00:17:43
reach your target audience at the right
00:17:44
time advertising on Twitter Twitter
00:17:47
offers a stable audience that is very
00:17:48
focused on up-to-date info as it is the
00:17:51
first place you can find out what's
00:17:52
happening around the world even though
00:17:54
its user growth has more or less
00:17:55
plateaued the Twitter Community is very
00:17:58
active active because of this Twitter
00:18:00
ads is currently one of the most
00:18:01
interesting advertising platforms you'll
00:18:03
find that Twitter followers are very
00:18:05
valuable for your company advertising on
00:18:08
LinkedIn LinkedIn is the quintessential
00:18:10
professional social network on a global
00:18:12
scale millions of Executives and
00:18:15
employees from countless different
00:18:16
industries use this platform with
00:18:18
LinkedIn ads you will find a well
00:18:20
segmented target audience that is
00:18:21
predisposed to listen to your message
00:18:24
naturally the cost of these ads is a bit
00:18:26
higher than the other social networks
00:18:28
but they offer an excellent Roi
00:18:30
advertising on Instagram Instagram is
00:18:32
the most invogue Social Network right
00:18:34
now Millennials and gen Z are very
00:18:37
present and very active on Instagram so
00:18:39
user growth doesn't look like it will
00:18:41
slow down anytime soon Instagram ads is
00:18:44
the ideal advertising platform for any
00:18:46
business with a target audience between
00:18:48
18 and 35 years old now we know what
00:18:51
advertising is let's see what are the
00:18:53
key points when planning an advertising
00:18:55
strategy this design stage of the
00:18:58
campaign cign consists of several
00:18:59
different parts companies that aren't in
00:19:01
the marketing sector don't usually give
00:19:03
much thought to this part however it
00:19:05
would be very difficult to achieve the
00:19:07
desired results without a solid plan so
00:19:09
let's take a look at some key points
00:19:11
copy strategy in this process the main
00:19:14
idea of the campaign becomes defined it
00:19:17
should include the company's objectives
00:19:18
that will later be sent to the creative
00:19:20
team from there the creative team will
00:19:23
transform the initial proposal into the
00:19:25
final advertising content creative
00:19:27
strategy once the copy is finished it
00:19:29
will be analyzed by the creative team in
00:19:31
two phases first they will make sure
00:19:33
that the messages are creative and
00:19:35
engaging enough to convince slon convert
00:19:37
the consumer then the message will be
00:19:39
transformed into a final piece of art
00:19:42
potentially including images videos
00:19:45
infographics and custom fonts this is
00:19:47
all part of graphic design and is
00:19:49
carried out by advertising creatives
00:19:51
media strategy here you need to specify
00:19:54
which media platforms the campaigns will
00:19:56
be published on this depends on the
00:19:58
desired reach and the segmentation that
00:20:00
you will have determined analyze all of
00:20:02
the options up until the perfect plan is
00:20:04
created with the arrival of the internet
00:20:07
came a series of new marketing formats
00:20:09
collectively called online marketing
00:20:12
quite simply if the medium or format of
00:20:14
a campaign relies on the internet we
00:20:16
naturally refer to this as online
00:20:18
advertising otherwise the campaign will
00:20:20
be referred to as offline advertising
00:20:23
but what are the differences between
00:20:24
online and offline advertising and which
00:20:27
one is is more convenient for your brand
00:20:29
truth is a great advertising campaign
00:20:32
depends on both online and offline
00:20:34
formats to fully achieve its objectives
00:20:37
however investments in online
00:20:38
advertising have been growing over the
00:20:40
last few years every time a company is
00:20:43
asked about their advertising budget
00:20:45
they always confirm that year after year
00:20:47
they're investing more and more online
00:20:50
cost due to the large scope of online
00:20:53
and offline advertising generalizing
00:20:55
it's not an option there are cheaper
00:20:57
options and they more are more expensive
00:20:59
ones however unlike conventional ad
00:21:02
campaigns online advertising can be more
00:21:05
costeffective and can offer a variety of
00:21:07
payment options like PPC direct
00:21:10
conversion versus indirect conversion
00:21:12
one of the biggest differences between
00:21:14
traditional means and the internet lies
00:21:16
in the conversion rate when online a
00:21:18
user is exposed to a campaign that they
00:21:20
can immediately interact with for
00:21:22
example they can see an ad click on it
00:21:25
go to the website and buy it in a matter
00:21:27
of minutes this cannot be accomplished
00:21:29
with offline advertising metrics in
00:21:32
recruitment methods digital marketing
00:21:34
statistics are incredibly precise it's
00:21:36
quite easy to obtain information data
00:21:39
from all users can be accessed by The
00:21:41
Advertiser or marketing agency in
00:21:44
offline campaigns it is not possible to
00:21:46
obtain much data furthermore online
00:21:48
advertising can be contracted almost
00:21:51
immediately in more traditional mediums
00:21:53
one has to allow a lot more time
00:21:56
adjustments in real time another
00:21:58
advantage of digital ads is the fact
00:22:00
that you can address campaigns over time
00:22:02
using a specific analysis provided based
00:22:04
on metrics a company can change its
00:22:06
advertising investment strategy in a
00:22:08
matter of minutes reaching the target
00:22:10
audience it's true that for digital ads
00:22:13
to reach people the internet is a
00:22:15
necessity this could be problematic for
00:22:17
those who don't have internet access
00:22:19
however it's also true that online
00:22:22
marketing allows for specific
00:22:23
segmentation and is capable of reaching
00:22:26
the segments of a population that are
00:22:28
the target of a campaign offline mediums
00:22:31
offer the exact opposite these ads are
00:22:33
capable of reaching large numbers of
00:22:35
people but without any real filters as
00:22:38
we have seen advertising is an absolute
00:22:40
necessity for this reason it's important
00:22:43
to create strategies that are
00:22:44
specifically designed so that your
00:22:45
products or Services have solid brand
00:22:47
recognition with consumers in your
00:22:49
target market this is not an easy
00:22:51
process and we recommend you and trust
00:22:53
this work to specialists in the sector
00:22:55
who can offer you the best possible
00:22:57
results
00:22:59
advertising is an essential ingredient
00:23:01
in the success of any brand as it allows
00:23:04
you to introduce your brand to the
00:23:05
public and attract new customers there
00:23:07
are many different advertising options
00:23:09
but for them to work they need to be
00:23:10
supported by a strategy that fits in
00:23:12
with the overall objectives of your
00:23:14
brand in this video we will explain
00:23:16
different types of advertising
00:23:18
strategies and 10 examples that you can
00:23:20
apply in your company let's jump into it
00:23:22
what is an advertising strategy an
00:23:24
advertising strategy is an action plan
00:23:26
designed to increase sales of certain
00:23:28
products or Services attract new
00:23:30
customers and invite existing ones to
00:23:32
make multiple purchases an advertising
00:23:34
strategy is part of the Brand's
00:23:36
marketing plan so it must be aligned
00:23:37
with the company's objectives it is also
00:23:40
essential to take into account The
00:23:41
Branding tone and brand identity so that
00:23:44
the ads are cohesive with the overall
00:23:47
marketing strategy what types of
00:23:48
advertising strategies are there there
00:23:50
are many possible advertising strategies
00:23:52
as each brand situation identity and
00:23:55
objectives are unique to get an idea of
00:23:57
the possibility let's take a look at how
00:23:59
HubSpot classifies the three major types
00:24:01
of advertising strategies One content
00:24:03
advertising this advertising strategy
00:24:06
seeks to directly influence consumers
00:24:08
through different channels with a direct
00:24:09
and clear message that aims to reach as
00:24:11
many people as possible although it has
00:24:13
similar characteristics to content
00:24:15
marketing it is not the same since it is
00:24:17
more direct and more focused on the
00:24:19
brand within content advertising we can
00:24:21
distinguish the following different
00:24:23
subtypes informative advertising this
00:24:25
focuses on showing the brand and the
00:24:27
value it can bring to potential
00:24:29
customers it is usually based on
00:24:31
rational values comparative advertising
00:24:33
this focuses on comparing your brand
00:24:35
with the competition in order to
00:24:37
reinforce the characteristics that
00:24:39
differentiate it and convince consumers
00:24:41
that your brand can provide more
00:24:42
benefits although this can be very
00:24:44
effective you should be careful when
00:24:46
basing your claims in order to not run
00:24:48
into legal problems emotional
00:24:49
advertising if informative advertising
00:24:52
is based more on rational factors
00:24:54
emotional advertising seeks to produce
00:24:56
an emotional reaction it can be very
00:24:58
effective and influencing purchasing
00:25:00
decisions since we know that these have
00:25:01
a strong unconscious component that is
00:25:04
based on how people feel about a product
00:25:06
or service two pool advertising this
00:25:09
advertising strategy is typical of
00:25:11
brands that are already welln and well
00:25:13
positioned in the market instead of
00:25:14
going after customers this strategy aims
00:25:17
to keep the brand in the consumer's mind
00:25:18
and Propel people to go towards it it
00:25:21
focuses on identification with the brand
00:25:23
and long-term loyalty three push
00:25:25
advertising this advertising strategy is
00:25:27
more suitable for new products or
00:25:29
Services since it seeks to introduce a
00:25:31
brand product or service to consumers in
00:25:33
order to position the brand and generate
00:25:35
sales the P strategy can use different
00:25:37
channels from traditional media to
00:25:39
social ads in many cases it goes hand
00:25:41
inhand with pricing strategies for
00:25:43
example offering cheaper launch prices
00:25:45
to generate an initial critical mass of
00:25:47
customers it is also common for push
00:25:49
advertising to go hand inhand with
00:25:51
content marketing so that a new brand
00:25:52
can establish its Authority early on and
00:25:54
position itself as an expert in the
00:25:56
sector now that now that you've learned
00:25:58
what it is let's take a look at 10
00:25:59
examples of advertising strategies one
00:26:02
email marketing email marketing is an
00:26:04
advertising strategy that is as strong
00:26:06
as ever and has reinvented itself over
00:26:08
and over again According to some studies
00:26:10
the ROI of this channel is close to $40
00:26:13
for every dollar invested in addition to
00:26:15
its spectacular Roi another great
00:26:17
advantage of email marketing is that it
00:26:19
can be adapted to all types of
00:26:20
situations Brands and campaigns from the
00:26:23
first steps of lead generation to
00:26:25
long-term loyalty no wonder it's one of
00:26:27
the preferred advertising strategies for
00:26:28
Brands two semm paid advertising on
00:26:31
search engines such as Google also known
00:26:33
as SCM consists of positioning ads
00:26:35
targeted to certain keywords this means
00:26:37
when a user searches for a term related
00:26:39
to your brand your ad can appear in a
00:26:41
prominent position among the results St
00:26:43
is one of the most popular advertising
00:26:45
strategies in the digital environment as
00:26:47
it allows you to directly Target users
00:26:49
with a high purchase intent based on
00:26:51
their searches in addition it is a very
00:26:53
versatile strategy as it allows you to
00:26:55
reach very different audiences at at
00:26:57
different stages in the buying process
00:26:59
three social ads this advertising
00:27:01
strategy consists of launching paid ads
00:27:04
through the advertising platforms on
00:27:05
different social networks usually
00:27:07
through a pay-per-click model what makes
00:27:09
this work well are the great targeting
00:27:11
possibilities keep in mind that social
00:27:12
networks have access to a large amount
00:27:14
of data about their users so you can
00:27:16
segment very specific audiences based on
00:27:19
factors such as their life situations or
00:27:21
interest in addition you can also use
00:27:23
these platforms to get in touch with
00:27:25
users who already know your brand by
00:27:27
importing your databases or installing a
00:27:30
data pixel this allows you to create
00:27:32
audiences similar to your visitors leads
00:27:34
or customers so that we target just the
00:27:37
users most likely to convert four Amazon
00:27:39
advertising Amazon ads offer
00:27:41
pay-per-click advertising that offers
00:27:43
some unique advantages as an advertising
00:27:45
strategy on one hand Amazon has a wealth
00:27:48
of information about users shopping
00:27:49
preferences but above all this platform
00:27:52
allows you to place ads right where and
00:27:54
when users are most likely to buy which
00:27:56
results in higher conver conversion
00:27:57
rates five native advertising native
00:28:00
advertising is a format that consists of
00:28:02
placing paid content in media that
00:28:04
adapts inform Form and Function to the
00:28:06
environment it appears in although it
00:28:08
must be clearly identified as
00:28:09
advertising it is integrated into its
00:28:11
context in a much less intrusive way
00:28:13
than other AD formats it also provides
00:28:16
valuable content to users which
00:28:17
encourages them to consume it
00:28:19
voluntarily number six influencer
00:28:21
marketing influencer marketing is an
00:28:23
advertising strategy that relies on the
00:28:25
authority of users with a strong
00:28:26
presence on social social media to
00:28:28
promote a product or service to their
00:28:29
followers previously there is a tendency
00:28:32
to Value the number of followers that a
00:28:33
person had above anything else and
00:28:36
campaigns were created to reach the
00:28:37
highest number of users now the trend is
00:28:40
to Value the level of Engagement an
00:28:41
influencer has and look for experts and
00:28:43
niches with smaller audiences like micro
00:28:46
influencers seven discounts and
00:28:48
promotions discounts and promotions are
00:28:50
based on offering a product or service
00:28:52
at a lower price than usual for a
00:28:53
limited time this creates a sense of
00:28:55
urgency that encourages users to to buy
00:28:58
this advertising strategy can be very
00:28:59
useful to generate a critical mass of
00:29:01
customers at the launch of a product or
00:29:03
to boost sales in the short term but
00:29:05
abusing it can lead to a decrease in the
00:29:07
perceived value of the product number
00:29:09
eight Gorilla Marketing Gorilla
00:29:11
Marketing is one of the most original
00:29:12
and innovated advertising strategies
00:29:14
since it is based on the use of
00:29:16
unconventional techniques to achieve
00:29:17
maximum diffusion at a low cost but you
00:29:20
need to get your creative juices flowing
00:29:22
if you really want to make an impact
00:29:23
with this strategy number nine contest
00:29:26
and sweep Stakes similar to discounts
00:29:28
and promotions contests and sweep Stakes
00:29:30
serve to generate interaction and
00:29:32
attract interest in the brand in the
00:29:34
short term it is not a new advertising
00:29:36
strategy since brands have been using it
00:29:38
for a long time but it has experienced a
00:29:40
recent boost thanks to social media many
00:29:42
Brands turned to contest and sweep
00:29:44
Stakes to increase their follower base
00:29:46
and engagement of course these events
00:29:48
should reflect the broader objectives of
00:29:50
the brand and number 10 loyalty programs
00:29:52
loyalty programs are an advertising
00:29:54
strategy that is not aimed at acquiring
00:29:56
new custom customers but at getting
00:29:58
existing customers to repeat their
00:30:00
purchase frequently and even become
00:30:02
brand ambassadors there are different
00:30:04
types of loyalty programs such as points
00:30:06
or tiered programs in all of them the
00:30:08
objective is to generate a long-term
00:30:10
relationship with the brand and improve
00:30:12
the lifetime value of the customer in
00:30:14
turn this allows Brands to reduce the
00:30:16
cost of acquiring new
00:30:18
customers if you want to get to a
00:30:20
specific place you will need a map and
00:30:22
for the business world that map is the
00:30:24
marketing plan having a well-developed
00:30:26
marketing plan as part of your
00:30:28
advertising strategy is imperative for
00:30:30
every business regardless of sector or
00:30:32
size however there are still many
00:30:34
companies that start advertising without
00:30:36
having a clear marketing strategy or a
00:30:38
concrete plan in this video we will go
00:30:40
through everything you need to know in
00:30:42
order to create an effective digital
00:30:44
marketing plan for your business what is
00:30:46
a digital marketing plan a digital
00:30:49
marketing plan is a document that
00:30:51
includes the following the current
00:30:53
environment of the brand which refers to
00:30:55
the current market situation includ
00:30:57
including consumer and competitor
00:30:58
analysis the marketing objectives you
00:31:00
want to achieve which always have to be
00:31:03
aligned with the business goals of the
00:31:05
company although it's common to hear
00:31:07
these two words used interchangeably
00:31:09
marketing goals and marketing objectives
00:31:11
are actually two separate things
00:31:13
marketing goals are long-term expansive
00:31:15
and often inspired by the mission and
00:31:18
purpose of a company whereas marketing
00:31:20
objectives are more specific in scope
00:31:22
and should be measurable either using
00:31:24
statistics time frames or both the plan
00:31:26
also includes your strategies and
00:31:28
actions you need to know how you're
00:31:29
going to reach your objectives what
00:31:31
channels and campaigns you're going to
00:31:33
use and so on and lastly how you will
00:31:36
measure the results of your actions with
00:31:38
a well-developed digital marketing plan
00:31:40
you and your company will be able to do
00:31:42
the following gain in-depth knowledge of
00:31:44
the market and your target audience
00:31:46
align digital marketing actions with the
00:31:48
overall brand objective use the
00:31:51
resources that are available in an
00:31:53
effective and organized Manner and
00:31:55
improve internal communication and
00:31:56
communic ation with clients how to
00:31:59
create the best marketing plan for your
00:32:01
business when creating your marketing
00:32:04
plan organization is key there are a
00:32:06
series of steps that every plan should
00:32:08
include and a logical order in which
00:32:09
they should be carried out in in order
00:32:11
for the final result to be coherent and
00:32:13
successful let's go over these Steps
00:32:15
step number one analysis and starting
00:32:18
point the first step to creating your
00:32:20
plan is to analyze the current situation
00:32:22
your company is in an effective
00:32:23
marketing plan always starts with
00:32:25
research during this phase you should
00:32:27
aim to answer the following questions
00:32:30
what are the products and services you
00:32:31
offer and what is the unique selling
00:32:33
proposition of the company what have you
00:32:35
done so far in your online marketing and
00:32:37
what results have you obtained what are
00:32:40
people saying about your brand online
00:32:42
how is the website are there aspects
00:32:44
that need to be improved what is the
00:32:46
competition doing how does your brand
00:32:47
compare and what can be learned from
00:32:49
them to guarantee that you aren't
00:32:52
missing anything you can always use the
00:32:53
classic SWAT analysis which includes St
00:32:57
strengths weaknesses opportunities and
00:32:59
threats besides SWAT you can do a deep
00:33:02
Bier Persona analysis your Bier Persona
00:33:04
represents your ideal customer it gives
00:33:07
a name and face to your target market by
00:33:09
creating a semif fictional
00:33:10
representation of it at minimum it
00:33:13
should include age location education
00:33:16
level profession Hobbies or interests
00:33:18
goals or objectives all of these will
00:33:20
help you discover who your buyer is and
00:33:22
also find out the most common challenges
00:33:24
they have their needs and complaints and
00:33:26
the marketing and sales messages that
00:33:28
will be used to reach this buyer step
00:33:30
number two analysis of the competition
00:33:33
the second step is another aspect in the
00:33:35
overall analysis of external factors but
00:33:38
it deserves its own section within the
00:33:40
marketing plan due to the important role
00:33:41
it plays in the future of your business
00:33:43
a competitor analysis consists of
00:33:45
evaluating all aspects of your
00:33:47
competitor's marketing strategy how they
00:33:49
promote their products and services the
00:33:51
functionalities of their website their
00:33:54
social media presence search engine
00:33:56
positioning Etc by identifying their
00:33:59
strengths and weaknesses you can detect
00:34:01
opportunities and threats to your own
00:34:02
brand to do this there are many
00:34:04
different tools that can help you with
00:34:06
the analysis in the description we will
00:34:08
leave a link to a post on our blog where
00:34:10
we give you 25 examples of competitive
00:34:13
analysis tools so after making the
00:34:15
analysis and assessing who your main
00:34:17
competitors are you'll need to answer
00:34:19
the following questions what is their
00:34:21
budget and their business volume what
00:34:23
are the prices of their products or
00:34:24
Services what is their sales process and
00:34:27
how do they get their
00:34:28
clients step number three objectives the
00:34:32
objectives are what you will use to
00:34:34
measure the success of the digital
00:34:35
marketing strategy and is one of the
00:34:37
most important steps within a marketing
00:34:39
plan when setting your objectives use a
00:34:42
Smart acronym this stands for a specific
00:34:44
measurable achievable realistic And
00:34:47
Timely let's see what each one means
00:34:49
exactly specific your objectives must be
00:34:52
detailed concrete and answer the basic
00:34:54
questions of what who where when how how
00:34:57
and why measurable if you cannot
00:34:59
definitively measure an objective it
00:35:01
will be impossible to know if you have
00:35:03
reached it therefore you should think
00:35:05
about what kpis you will use and how you
00:35:07
will define success achievable goals
00:35:10
that are too easy or too ambitious don't
00:35:12
help you move forward so try to set some
00:35:14
ambitious but achievable goals to your
00:35:16
strategy realistic take into account
00:35:18
your previous resources and achievements
00:35:20
and check if they are feasible timely
00:35:23
every objective needs a time frame to
00:35:25
make sense so don't forget to Define
00:35:27
your deadlines step number four action
00:35:29
plan and marketing strategies with all
00:35:31
this work done you have arrived at the
00:35:33
heart of the marketing plan what are the
00:35:35
actions that will lead you to achieve
00:35:37
your goals let's define some marketing
00:35:39
strategies which should always go from
00:35:40
broad to specific in the end the steps
00:35:43
to follow and the order in which they
00:35:44
will be carried out need to be extremely
00:35:46
clear to organize and classify these
00:35:48
strategies it's very common to use the
00:35:50
famous four Ps of marketing which are
00:35:53
product whether it's a product or
00:35:55
service this is the first point point
00:35:57
that must be addressed and drilled down
00:35:59
what problems does your product solve
00:36:01
how does your services make their lives
00:36:02
easier or better it's all about the
00:36:04
benefits you can provide it's also
00:36:06
important to create a point of
00:36:08
differentiation that sets you apart from
00:36:10
your competitors this could be packaging
00:36:14
branding or creating a sense of
00:36:15
perceived value price finding your ideal
00:36:19
price point is a challenge on itself you
00:36:21
should try to maximize the final selling
00:36:23
price while still balancing your
00:36:24
customers's willingness to pay to find
00:36:26
this it's very useful to analyze the
00:36:28
information that you have about the
00:36:30
competition you need to define the
00:36:31
launch prices of new products consider
00:36:33
whether you should make changes to those
00:36:35
already on the market and perhaps most
00:36:37
importantly decide the strategy around
00:36:40
discounts promotions and offers place
00:36:43
this step is about defining your sales
00:36:44
and distribution strategy how you get
00:36:46
your product or service in front of your
00:36:48
potential customers making it as easy as
00:36:51
possible for your potential customers to
00:36:52
access your product is essential so if
00:36:55
you have detected any weakness is in the
00:36:57
customer experience or simply want to
00:36:59
optimize it you can make changes in this
00:37:01
area and finally we have promotion and
00:37:04
communication here all the actions that
00:37:06
come into play to make your brand known
00:37:08
through both online and offline media
00:37:10
which includes all interactions between
00:37:13
consumers and your brand this also
00:37:15
includes creating activities and
00:37:17
strategies aimed at placing your product
00:37:19
in the right place at the right time and
00:37:21
in front of the Right audience you
00:37:23
should also focus on building a
00:37:24
relationship with them by keeping a b
00:37:27
communication through the favorite
00:37:28
channels of your audience step number
00:37:31
five realtime review of the plan last
00:37:34
but not least you have to keep in mind
00:37:36
that your marketing plan is not a
00:37:38
one-time thing you must constantly
00:37:40
modify it so that it always responds to
00:37:43
the changing needs of your company when
00:37:45
you have your objectives and strategies
00:37:47
turn them into key metrics or kpis for
00:37:51
each key metric set a monthly weekly or
00:37:53
even daily goal and establish what
00:37:56
controls you you will use to make sure
00:37:57
you are on the right track once you have
00:37:59
considered and analyzed all these steps
00:38:01
you are ready to begin creating your own
00:38:03
marketing
00:38:05
plan looking for some successful
00:38:07
marketing strategy examples to inspire
00:38:09
you while you've come to the right
00:38:10
channel welcome to inbound explain my
00:38:13
name is Shannon and in today's video
00:38:15
we're going to take a look at examples
00:38:16
of great marketing campaigns to help get
00:38:19
your creative juices flowing you may not
00:38:20
have the same budget as some of these
00:38:22
large Brands but many marketing
00:38:24
strategies can be easily adapted to
00:38:25
companies of all sizes so pay attention
00:38:28
let's look at these nine
00:38:37
examples one Spotify today Spotify is
00:38:40
one of the best known global companies
00:38:41
but how did the Swedish brand come to
00:38:43
conquer the whole world there are many
00:38:45
streaming music services but what makes
00:38:47
Spotify unique is it's focus on helping
00:38:49
consumers discover new content Spotify
00:38:51
breaks the mold of typical music
00:38:53
streaming platforms and offers listeners
00:38:55
a totally new user experience for
00:38:57
example in addition to the typical
00:38:59
filter by genre feature Spotify also
00:39:01
allows users to choose music based on
00:39:03
their moods whether you want to work out
00:39:05
sleep or even need some songs to sing in
00:39:07
the shower this helps users discover
00:39:10
songs that they might not have otherwise
00:39:11
come across and in turn reinforce their
00:39:14
relationship with the brand they're also
00:39:16
the leaders in using artificial
00:39:17
intelligence to curate playlists
00:39:19
specifically based on their users's
00:39:21
Habits Like release radar and discover
00:39:23
weekly in conclusion the key of their
00:39:26
marketing strategy is offering a unique
00:39:28
user experience number two GoPro GoPro
00:39:31
cameras are favorite among adventurers
00:39:33
Adrenaline Junkies and athletes because
00:39:35
they manage to record content that is
00:39:37
nearly impossible to record using
00:39:39
traditional cameras due to the nature of
00:39:42
its product GoPro is able to create
00:39:44
spectacular content one of their best
00:39:46
marketing strategies is that they make
00:39:47
it easy for their customers to share
00:39:49
branded user generated content for
00:39:52
example GoPros editing programs create
00:39:54
videos with easily recognizable start
00:39:56
and end frames that feature gopro's logo
00:39:58
and branding GoPro then shares these
00:40:00
videos on social media which in turn
00:40:03
inspires more users to create and post
00:40:05
their own videos the key element in this
00:40:07
case is trusted user generated content
00:40:10
number three Sephora the Cosmetic Spence
00:40:12
Sephora has a well-designed and very
00:40:14
effective loyalty program their beauty
00:40:16
Insider program divides customers into
00:40:19
three levels according to their level of
00:40:20
annual spending Beauty Insider Vib and
00:40:24
Vib Rouge the rewards that the the
00:40:26
highest level are extremely desirable so
00:40:28
it is very effective when it comes to
00:40:30
incentivizing purchases for their
00:40:32
customers also vibb and Vib Rouge
00:40:35
members receive high quality extra
00:40:37
discounts compared to Beauty Insider and
00:40:39
non-members reinforcing Sephora's
00:40:41
strategy of incentivizing its customers
00:40:44
what we learned from this example is
00:40:46
that having loyalty programs may be
00:40:47
really worth it number four rainforest
00:40:50
Alliance many Brands consider
00:40:52
collaborating with charitable causes as
00:40:54
part of their Corporate social
00:40:55
responsibility but not all approaches
00:40:57
prove to be successful rainforest
00:40:59
Alliance is a great marketing strategy
00:41:01
example for Brands looking to get
00:41:03
involved in or support environmental
00:41:05
causes rainforest Alliance created an
00:41:07
annual campaign called follow the Frog
00:41:10
this can be adapted for B2B and BDC
00:41:12
organizations who want to demonstrate
00:41:14
their commitment to sustainability by
00:41:16
incorporating the green frog seal on
00:41:18
their products and sharing stories about
00:41:20
their efforts to be more green number
00:41:22
five twitch twitch is one of the most
00:41:24
successful social networks of recent
00:41:26
time that's because twitch is based on
00:41:28
one main topic live broadcasting the
00:41:31
secret to twitch's early success is that
00:41:33
they didn't aim to Target everyone in
00:41:35
fact they did the exact opposite and
00:41:37
decided to focus on a very specific
00:41:39
Niche and establish a relationship with
00:41:41
their users when they were just getting
00:41:42
started in the beginning twitch was
00:41:44
focused on live video game broadcasting
00:41:47
even though new topics besides gaming
00:41:49
have now been emerging they still follow
00:41:51
the same rule focus on a niche number
00:41:53
six Nike there are very few brands that
00:41:56
are as recognizable as Nike and it's
00:41:58
just do it slogan from the beginning the
00:42:00
brand has focused its marketing on
00:42:02
promoting brand values like overcoming
00:42:04
adversity and Innovation to convey this
00:42:06
culture to its audience Nike relies
00:42:08
heavily on storytelling with ads that
00:42:10
tell inspiring stories and provoke
00:42:12
positive emotions in users brand value
00:42:15
should not only be present in your
00:42:16
marketing but in everything you do so
00:42:19
one strategy that could be useful for
00:42:20
your marketing is promoting your values
00:42:22
through techniques like storytelling
00:42:24
number seven Chipotle in 20 Chipotle
00:42:27
surprised the world with an original
00:42:28
social media contest Chipotle royalty
00:42:31
this was a branded hashtag challenge
00:42:33
that gave users a chance to win $10,000
00:42:35
and have their order become a permanent
00:42:36
menu fixture if they posted a Tik Tok
00:42:39
video explaining why their Chipotle
00:42:41
order was the best the audience reaction
00:42:43
was immediate and enthusiastic making
00:42:46
this campaign go viral if you want to
00:42:48
become a trend on the Internet Launch
00:42:50
original and fun contest number eight
00:42:52
Rosetta Stone Rosetta Stone develops
00:42:55
language learning and literacy
00:42:56
technology and has created numerous
00:42:58
marketing campaigns meant to encourage
00:43:00
and inspire people to learn foreign
00:43:02
languages this is one of the most
00:43:03
creative ones instead of Simply showing
00:43:06
their product and telling consumers it's
00:43:07
great they bring in emotion and humor
00:43:10
they give you an idea of what language
00:43:11
learning can mean to a person and how it
00:43:14
could potentially change their life
00:43:15
creativity is always a safe bet in your
00:43:17
marketing strategy number nine Red Bull
00:43:20
Red Bull is a brand that inspires its
00:43:22
audience to challenge its limits using
00:43:24
never done before marketing Campa CS one
00:43:26
of their most famous sponsorships is
00:43:28
Felix bomgardner jump from the
00:43:30
stratosphere however that's only the tip
00:43:32
of the iceberg when it comes to their
00:43:33
years of sponsorship of high-risk
00:43:35
athletes and that is exactly the word
00:43:38
that should Define your marketing
00:43:39
strategy risk in the bomb Gardner jump
00:43:42
and in all of the other brands campaigns
00:43:44
many things could have gone wrong but
00:43:46
these marketers knew that high risk
00:43:48
equals High reward consider taking risk
00:43:50
on your next
00:43:52
campaign in marketing your objectives
00:43:54
and goals are the pillars that guide all
00:43:56
of your actions and strategies if you
00:43:58
don't set any objectives you don't know
00:44:00
what direction you should go in or how
00:44:03
to do it but sometimes you need a little
00:44:05
inspiration to come up with your
00:44:06
objectives in this video we'll explain
00:44:09
what marketing objectives are and share
00:44:11
10 examples you can use in your next
00:44:14
marketing plan my name is Kylie and
00:44:16
welcome to inbound explained normally on
00:44:18
this channel we like to stick to inbound
00:44:19
marketing but marketing objectives are
00:44:22
crucial for all marketing strategies
00:44:24
whether it's inbound social media email
00:44:27
marketing or more so what exactly is a
00:44:30
marketing objective marketing objectives
00:44:33
are the actions you and your marketing
00:44:35
team take to fulfill your marketing
00:44:37
goals keep in mind that marketing goals
00:44:39
and marketing objectives are two
00:44:41
different things marketing goals are
00:44:43
long-term expansive and are often
00:44:46
inspired by the mission and the purpose
00:44:49
of the company on the other hand
00:44:51
marketing objectives are more specific
00:44:54
in scope and should be measurable either
00:44:57
using numbers or time frames or both
00:44:59
remember that your objectives need to be
00:45:02
smart this means they should be specific
00:45:05
measurable achievable realistic and time
00:45:08
bound let's review 10 examples of
00:45:10
marketing objectives example number one
00:45:13
increase brand awareness whether you're
00:45:15
a new company you're launching a new
00:45:17
product or you've decided to Target a
00:45:19
new audience increasing your brand or
00:45:22
products awareness is a good objective
00:45:24
to guide your marketing plan if if you
00:45:26
want to increase brand awareness an
00:45:28
example objective could be increase
00:45:30
social media Impressions among new
00:45:32
target audience by 30% by the end of the
00:45:35
quarter example two increase market
00:45:37
share by taking a look at other existing
00:45:39
brands in your industry you can Define
00:45:42
your specific position in the market as
00:45:44
well as project where you would like to
00:45:46
be after your campaign remember your
00:45:49
objective does not always have to be to
00:45:51
become the market leader since it may
00:45:53
not be a realistic objective for example
00:45:57
a possible objective could be to
00:45:59
increase market share by the end of the
00:46:01
fiscal year by decreasing customer
00:46:04
return by 10% example number three
00:46:06
launch a new product launching a new
00:46:08
product is no small feat between
00:46:11
developing the communication strategy
00:46:13
pricing and positioning this goal can
00:46:15
have several different objectives an
00:46:17
example objective could be to define the
00:46:20
new product final price by the end of
00:46:22
the week example four introduce the
00:46:25
company to new local or International
00:46:27
markets introducing your brand to a new
00:46:30
market requires a solid positioning and
00:46:33
communication strategy it's also crucial
00:46:35
to be knowledgeable about cultural and
00:46:38
consumption differences as well if you
00:46:40
want to open your brand to a new market
00:46:43
a possible objective could be to conduct
00:46:45
market research during the first half of
00:46:47
quarter 2 and develop an appropriate
00:46:50
messaging strategy by the end of quarter
00:46:52
2 example number five improve ROI ROI I
00:46:56
is one of the most important marketing
00:46:58
metrics there is since it measures
00:47:00
whether your investment is paying off
00:47:02
now it's easier than ever to accurately
00:47:04
measure Roi with tools like Google ads
00:47:07
and Facebook ads there are several ways
00:47:10
a company can increase their Roi thus
00:47:13
this goal can have a few different
00:47:15
objectives one example objective could
00:47:17
be to conduct AB testing on two
00:47:20
different Facebook ads over a 4-we
00:47:22
period example number six is increase
00:47:25
company profits typically increasing
00:47:28
company profits involves three different
00:47:30
types of actions reducing cost
00:47:32
increasing profits or both an example of
00:47:36
this objective could be reduced paid
00:47:38
social ads by 20% and boost current sem
00:47:41
efforts with three weekly blog posts in
00:47:43
quarter four example number seven is
00:47:46
optimize the funnel if you're getting
00:47:48
tons of Impressions but no conversations
00:47:51
then it may be a good idea to try to
00:47:53
optimize your funnel a good objective
00:47:55
could be to increase conversation rates
00:47:57
by 5% in 2021 by increasing remarketing
00:48:01
efforts on middle of the funnel or mfu
00:48:05
prospects example number eight attract
00:48:08
new customers attracting new customers
00:48:10
to your brand helps ensure the relevancy
00:48:13
and longevity of your company a possible
00:48:16
objective could be to establish
00:48:18
Partnerships with three new industry
00:48:21
influencers by the end of the year and
00:48:24
develop discount codes for or their
00:48:25
followers example number nine retain
00:48:28
current customers on the other side of
00:48:31
the coin increasing customer loyalty is
00:48:33
another common marketing objective an
00:48:36
example of this objective could be to
00:48:38
add two full-time Community managers by
00:48:41
quarter 3 to better manage comments and
00:48:44
questions received on social media
00:48:46
number 10 increased sales finally we've
00:48:49
reached the most common objective
00:48:51
improving sales there are many different
00:48:53
methods for increasing sales but two
00:48:56
popular actions are to increase
00:48:58
conversion rates or increase the average
00:49:00
amount of transaction options a possible
00:49:03
objective could be to increase
00:49:05
conversion rates by 3% by increasing the
00:49:08
website traffic with three new blog
00:49:10
posts a week by the end of the year
00:49:13
marketing objectives and marketing goals
00:49:15
can be a tricky concept since the words
00:49:17
are so often switched around but
00:49:19
hopefully this video has cleared up a
00:49:21
bit and inspired your next marketing
00:49:24
plan digital marketing is one of the
00:49:27
most effective marketing methods to
00:49:29
directly Target your audience and easily
00:49:31
measure the results of your marketing
00:49:33
efforts but what exactly is it welcome
00:49:36
to inbound explained my name is Kylie
00:49:38
and in today's video we're going to
00:49:40
review what direct marketing is its
00:49:42
benefits and give you some ideas to get
00:49:44
you started direct marketing can be used
00:49:47
alongside your inbound marketing
00:49:49
strategy or it can be used with many
00:49:51
other digital marketing tactics let's
00:49:54
get into it what is direct marketing is
00:49:56
a type of strategy tactic that seeks to
00:49:59
achieve a specific action in a selected
00:50:01
group of consumers in direct response to
00:50:04
a communication action done by the
00:50:06
marketer an example of this could be
00:50:08
getting a specific audience to add an
00:50:11
item to their cart after reviewing a
00:50:13
remarketing ad about the product direct
00:50:15
marketing can take many different
00:50:18
communication formats such as email
00:50:20
marketing social media ads search engine
00:50:22
marketing and More in fact you probably
00:50:26
see direct marketing all the time and
00:50:28
didn't even know it an essential aspect
00:50:30
of direct marketing is that the consumer
00:50:32
response is measurable for example if
00:50:35
you have an online store and you email
00:50:37
out a discount code you should include
00:50:40
some kind of pixel that tracks it if the
00:50:42
user has used the code or not along with
00:50:46
easily measuring results there are a few
00:50:48
different advantages of this marketing
00:50:50
strategy here are six benefits of direct
00:50:53
marketing number one High segmentation
00:50:56
and targeting one of the best advantages
00:50:59
of this strategy is that you can reach
00:51:01
your specific audience segments with
00:51:03
personalized messages a good direct
00:51:06
marketing campaign starts with taking
00:51:08
time to research and identify the
00:51:10
consumers that are most likely to
00:51:12
convert number two optimizing your
00:51:15
marketing budget using direct marketing
00:51:18
allows you to set realistic goals and
00:51:20
improve your sales on a tight budget by
00:51:23
properly optimizing your audience and
00:51:25
campaign strategy you can achieve good
00:51:27
results while using a smaller percentage
00:51:30
of traditional advertising cost number
00:51:32
three increase sales with current and
00:51:35
former customers digital direct
00:51:37
marketing allows you to communicate with
00:51:40
your current customers and keep the
00:51:42
relationship alive while also reaching
00:51:44
back out to old customers to generate
00:51:46
new sales opportunities number four
00:51:49
upgrading your loyalty strategies direct
00:51:51
marketing adds a boost to your loyalty
00:51:54
strategies because it involves offering
00:51:56
promotions emails and offers that create
00:51:59
an instant bond to maximize results you
00:52:01
can combine your direct marketing
00:52:03
methods with your loyalty program number
00:52:06
five creating new business opportunities
00:52:08
direct marketing allows you to adapt to
00:52:11
market demand at all times and respond
00:52:14
effectively and quickly to your
00:52:16
customers while also measuring their
00:52:19
responses in real time and number six
00:52:22
testing and analyzing results since
00:52:24
direct Market campaigns are tied to user
00:52:27
response you are able to more directly
00:52:29
measure results this allows you to
00:52:32
understand what works what doesn't and
00:52:34
what you can improve on going forward so
00:52:37
how do you do direct marketing the main
00:52:40
communication mediums of digital direct
00:52:42
marketing include email marketing social
00:52:45
media ads and search engine ads it can
00:52:48
involve sending out custom discounts
00:52:50
remarketing efforts inviting users to
00:52:52
events or gathering lead data the best
00:52:55
part about these communication formats
00:52:57
is that all three allow you to get
00:52:59
direct data on how the users interacted
00:53:02
with the marketing materials and the
00:53:04
response they took after seeing the
00:53:08
communication there's one key choice
00:53:10
that will influence every single
00:53:11
decision you make in your marketing
00:53:13
strategy and it's not choosing between
00:53:15
Facebook or Tik Tok or focusing on
00:53:17
inbound instead of outbound or even
00:53:19
setting your campaign's budget this key
00:53:21
decision is whether you're selling to a
00:53:23
consumer or to a company that's the
00:53:25
whole basis of B2B versus b2c marketing
00:53:28
and in this video we'll pick them apart
00:53:30
to see the differences between both
00:53:31
strategies and what you can learn from
00:53:33
both so let's Jump Right
00:53:41
In let's start by understanding B2B
00:53:44
marketing B2B marketing refers to
00:53:46
strategies aimed toward businesses or
00:53:48
professional individuals Within These
00:53:49
businesses this type of marketing has a
00:53:52
longer decision-making process which
00:53:54
often involves thorough research and
00:53:55
comparison of available Market Solutions
00:53:58
even if your targets are businesses
00:54:00
remember we're still addressing people
00:54:02
professionals and different positions
00:54:03
who make the purchasing decisions
00:54:05
therefore a vital part of B2B marketing
00:54:07
is the ability to provide value-based
00:54:09
solution to these individuals let's take
00:54:12
a look at the importance of
00:54:13
personalization in B2B Marketing in the
00:54:15
modern digital age the B2B process has
00:54:17
grown more intricate incorporating
00:54:19
Concepts like account-based marketing or
00:54:21
ABM which focuses on providing
00:54:23
personalized experiences to different
00:54:25
decision makers within a single company
00:54:27
for instance consider a company like
00:54:29
Adobe which provides digital marketing
00:54:31
and software solutions they apply ABM by
00:54:33
identifying key decision makers within a
00:54:35
potential client company and creating
00:54:37
personalized marketing strategies that
00:54:39
address the specific needs and pain
00:54:41
points of these individuals for a chief
00:54:43
technology officer Adobe might focus on
00:54:45
the technical aspects of their products
00:54:47
and how they can improve efficiency or
00:54:49
streamline operations for a chief
00:54:51
marketing officer the message could be
00:54:53
centered on how Adobe Solutions can help
00:54:55
Boost customer engagement and drive
00:54:56
growth this method seeks to deliver
00:54:59
valuable and relevant content to
00:55:00
influence these decision makers
00:55:02
throughout the lengthy decision process
00:55:04
let's delve into b2c marketing on the
00:55:06
other hand b2c marketing involves
00:55:08
businesses selling directly to end
00:55:10
consumers BC marketing strategies are
00:55:12
often more emotionally driven and
00:55:14
focused on positioning your business as
00:55:16
the consumer's Preferred Choice here the
00:55:18
goal is to become top of mind for the
00:55:20
consumer leading them to choose our
00:55:22
brand when they make a purchase let's
00:55:24
take a look at the Imp Act of digital
00:55:25
media on BC marketing thanks to the rise
00:55:28
of digital media BC strategies have
00:55:30
evolved significantly they now leverage
00:55:32
both emotional and rational messaging
00:55:35
sometimes blending the two depending on
00:55:36
the company's positioning and the nature
00:55:38
of the purchase for instance consider a
00:55:40
company like Nike their BDC strategy
00:55:42
uses emotional messaging invoking
00:55:44
feelings of empowerment and ambition
00:55:46
through their just do it campaign at the
00:55:48
same time they utilize rational
00:55:49
messaging through digital channels to
00:55:51
highlight the advanced technology used
00:55:53
in their products explaining the Tang
00:55:54
ible benefits such as improved athletic
00:55:56
performance nei's blend of emotional and
00:55:59
rational messaging through digital
00:56:00
platforms like social media email
00:56:02
marketing and their app helps them
00:56:04
directly engage consumers and stay top
00:56:06
of mind let's compare the overlap of B2B
00:56:09
and b2c marketing whether we engage in
00:56:11
B2B or b2c marketing we ultimately
00:56:13
talking to people therefore regardless
00:56:16
of the approach the strategy must cater
00:56:18
to the needs and desires of the
00:56:19
individual providing them with value in
00:56:21
both cases our marketing efforts should
00:56:23
strive to meet the needs of the person
00:56:25
whether it involves addressing
00:56:26
professional requirements in B2B or
00:56:29
entertaining and engaging the consumer
00:56:31
in B Toc while the purchasing process
00:56:33
for B2B and b2c have traditionally been
00:56:35
different the lines are blurring with
00:56:37
the Advent of digital technology this
00:56:39
shift has led B2B and BC strategies to
00:56:41
increasingly converge around the central
00:56:44
concept of human- centered marketing
00:56:46
ultimately whether your marketing
00:56:47
strategy is B2B or B Toc it should aim
00:56:50
to provide value to people successful
00:56:52
marketing strategies should position
00:56:54
your brand as the best solution provider
00:56:56
creating a strong Report with your
00:56:59
audience there are many metrics to track
00:57:01
in digital marketing so knowing the most
00:57:03
important ones is crucial for success in
00:57:06
this video we will go through the key
00:57:08
metrics in digital marketing from
00:57:10
measuring Impressions to evaluate the
00:57:12
cost of your campaigns let's Jump Right
00:57:14
In number one Impressions and reach the
00:57:16
number of Impressions is a metric that
00:57:18
measures how often your content was
00:57:20
displayed regardless of whether it was
00:57:23
clicked on or not for instance
00:57:25
YouTube counts as an impression every
00:57:27
time a thumbnail gets shown to a user
00:57:30
whether they end up clicking on the
00:57:31
video or not therefore 99% of the time
00:57:34
Impressions will be greater than the
00:57:36
action you want user to take be it views
00:57:38
conversions sales or something else
00:57:41
reach is a metric that measures the
00:57:43
total number of unique users who've seen
00:57:45
your content this indicates the unique
00:57:48
viewers of your content let's look at
00:57:50
Instagram as an example if a sponsored
00:57:52
post appears multiple times in a a
00:57:54
user's feed it might have multiple
00:57:57
Impressions but just one reach can for
00:58:00
that user so 700,000 appearances or
00:58:02
Impressions might only translate to
00:58:04
500,000 individual viewers reach while
00:58:07
Impressions measure exposure frequency
00:58:10
reach focuses on unique audience sides
00:58:13
number two engaging the audience number
00:58:16
of clicks simply put this is the count
00:58:19
of how many users clicked on your
00:58:21
advertisement or link click through rate
00:58:23
or CTR this is the ratio of users who
00:58:26
click on a specific link out of the
00:58:28
number of total users who view a page or
00:58:31
ad a high C usually indicates that your
00:58:34
ads are relevant to viewers time in the
00:58:36
website this metric gives insights into
00:58:38
user engagement a longer time typically
00:58:41
indicates greater interest and
00:58:43
engagement in your content number three
00:58:45
tracking conversions number of
00:58:47
registrations leads and clients these
00:58:50
metrics trace a user's Journey for
00:58:52
instance a user might register on your
00:58:54
website become a lead by showing
00:58:55
interest in a service and finally
00:58:57
convert into a client by making a
00:58:59
purchase conversions are the total
00:59:00
number of users who take a desired
00:59:02
action like filling out a form to become
00:59:04
a lead or making a purchase in your
00:59:06
e-commerce conversion rate refers to the
00:59:09
percentage of visitors who complete the
00:59:11
desired action of the total visitors
00:59:13
conversion post click and post view
00:59:16
these measure the number of conversions
00:59:18
after a user has clicked on an ad and
00:59:20
after viewing an ad respectively four
00:59:23
evaluating costs CPM costs per Mill
00:59:26
Impressions this is the cost of a
00:59:29
thousand advertisement Impressions on
00:59:31
one web page CPC cost per click and CPL
00:59:34
cost per lead while CPC tracks the cost
00:59:37
for each click on your ad CPL gges the
00:59:39
cost for each lead generated CCA cost of
00:59:43
customer acquisition and CPA cost per
00:59:45
acquisition both are crucial metrics CCA
00:59:48
focuses on the cost to acquire a
00:59:49
customer while CPA focuses on the cost
00:59:52
to make a conversion be it a sale or a
00:59:54
sign signup CPC cost per conversion this
00:59:57
calculates the cost for each successful
00:59:59
conversion that comes from the ad number
01:00:01
five analyzing revenue and value
01:00:04
lifetime value or LTV LTV predicts the
01:00:08
net profit from the entire future
01:00:09
relationship with a customer for
01:00:11
instance a loyal Starbucks customer
01:00:13
might have an LTV of thousands of
01:00:15
dollars over several years monthly
01:00:17
recurring revenue or mrr vital for
01:00:20
subscription-based businesses Mr
01:00:22
predicts the monthly recurring Revenue
01:00:24
from customers Revenue per visitor or
01:00:27
RPV this provides insights into the
01:00:29
amount of money generated from each
01:00:31
visitor to your site number six return
01:00:33
metrics return on investment Roi and
01:00:36
return on Advertising spend roas both of
01:00:39
these metrics help businesses measure
01:00:41
the profit made from ads relative to the
01:00:43
cost of those ads number seven refining
01:00:46
the strategy bounce rate represents the
01:00:48
percentage of visitors who navigate away
01:00:50
from a site after viewing only one page
01:00:53
a high bounce rate might indicate
01:00:55
irrelevant content or pure user
01:00:57
experience by understanding these
01:00:58
metrics you can not only measure your
01:01:00
digital marketing efforts more
01:01:02
effectively but also refine your
01:01:03
strategies to ensure better engagement
01:01:06
conversions and ultimately a higher
01:01:09
Roi one of the great achievements of
01:01:11
digital marketing over traditional
01:01:13
marketing is its ability to quantify and
01:01:15
measure all of the actions performed
01:01:17
online what do we mean exactly you
01:01:19
probably heard the term of kpi or key
01:01:21
performance indicator they are the
01:01:23
indicators that you define as necessary
01:01:25
to assess the effectiveness of your
01:01:26
marketing actions they are not the same
01:01:28
as metrics which are the different data
01:01:30
points that help you to assess if you're
01:01:32
achieving your campaign's goals with
01:01:34
this in mind let's see how to use kpis
01:01:36
in your marketing strategies what role
01:01:38
do key performance indicators play in
01:01:40
marketing strategies the main one is
01:01:42
that they help you measure the success
01:01:44
of the different parts of your strategy
01:01:45
and allow you to see what's working and
01:01:48
what isn't so you can modify your
01:01:49
marketing plan accordingly do you want
01:01:51
to know more about kpis let's see which
01:01:53
are the most common ones ones that can
01:01:55
help you determine the success of your
01:01:56
marketing strategy so you can better
01:01:59
understand what we are talking about Roi
01:02:01
or return on investment this is a
01:02:02
popular profitability metric used to
01:02:04
evaluate how well an investment has
01:02:06
performed to calculate Roi the benefit
01:02:09
or return of an investment is divided by
01:02:11
the cost of the investment the result is
01:02:14
expressed as a percentage or as a ratio
01:02:17
increased sales look how much your sales
01:02:19
increase during a certain period of time
01:02:21
and take notes to compare in the future
01:02:23
have they improved since you launched a
01:02:24
campaign this will help you prove if
01:02:26
your efforts have been worth it traffic
01:02:28
sources which sources of traffic
01:02:30
generate the most visitors to your page
01:02:32
compare your sources to see which one
01:02:34
gave you more traffic so you can improve
01:02:36
the ones that didn't help you to get
01:02:37
more visitors funnel the sales funnel is
01:02:40
important in Native advertising since it
01:02:42
helps you understand the process of how
01:02:43
to get customers conversion rate
01:02:45
conversion rates are an effective way of
01:02:47
comparing and contrasting the
01:02:49
performance of multiple advertising
01:02:50
channels to calculate the conversion
01:02:52
rate you have to take the number of
01:02:54
conversions and divide that by the
01:02:55
number of total ad interactions that can
01:02:58
be tracked to a conversion during the
01:02:59
same time period keywords keywords are
01:03:01
essential to get more traffic so spend
01:03:03
time improving your SEO and searching
01:03:05
for good keywords mobile devices take
01:03:07
care of the views you get from the
01:03:08
mobile devices is your website optimized
01:03:11
for mobile devices CPL or cost per lead
01:03:14
this is an online advertising pricing
01:03:16
model where the advertiser pays for a
01:03:18
lead interested in the advertiser's
01:03:20
offer it is also commonly called online
01:03:22
lead generation engagement rate in your
01:03:24
email marketing campaigns do your
01:03:26
subscribers interact with your email
01:03:28
marketing campaigns estimate your
01:03:30
engagement by monitoring the metrics
01:03:32
like CTR unsubscribe rate and more clv
01:03:35
or customer lifetime value this is a key
01:03:38
marketing metric used to measure how
01:03:39
valuable a customer is to your company
01:03:42
this enables you to make better informed
01:03:43
marketing and sales decision and
01:03:46
understand the long-term profitability
01:03:47
of your business visitors how many
01:03:49
people visit your website how many
01:03:51
should be do research with some of your
01:03:53
competition and compare that data with
01:03:55
your website followers look at the
01:03:57
numbers you have on your social
01:03:58
platforms and try to improve the ones
01:04:00
that you don't have many followers or
01:04:02
you could erase those ones and spend
01:04:03
more time on the ones where you have
01:04:05
more followers so how should you create
01:04:07
your marketing plan and Define your kpis
01:04:10
follow this three-step plan let's take a
01:04:12
look one set goals the first step is to
01:04:15
define the objectives of your campaign
01:04:17
knowing where you're going and what you
01:04:18
want to achieve is essential however it
01:04:20
is important to categorize your goals by
01:04:23
what you want to achieve in the
01:04:24
shortterm the medium-term and then the
01:04:26
longterm this is the key to obtaining
01:04:28
realistic results two design your
01:04:30
marketing strategy based on the goals
01:04:32
you have set for yourself create your
01:04:34
marketing strategy and decide which
01:04:36
digital channels you will prioritize how
01:04:38
you will get to your message to the
01:04:40
public and how you want to position your
01:04:42
brand in the market three Define the
01:04:44
kpis finally when you have completed the
01:04:46
previous two steps you should choose
01:04:48
your key performance indicators these
01:04:50
will need to be defined to quantify and
01:04:51
assess whether the actions you've taken
01:04:53
are generating the results you want or
01:04:55
not discard any metrics that although
01:04:57
they might add information won't be
01:04:59
useful in helping you understand the
01:05:01
effectiveness of your marketing actions
01:05:03
when the kpi analysis starts to provide
01:05:05
data you can then identify which
01:05:07
processes are moving you towards your
01:05:09
goals and what needs to be modified
01:05:10
changed or even eliminated these
01:05:12
performance indicators will give you a
01:05:14
good idea of how your brand is doing but
01:05:16
these are not the only ones and this is
01:05:18
not a special recipe to get more viewers
01:05:20
and have a perfect website if you want
01:05:22
to improve your e-commerce site you'll
01:05:23
have have to spend some time analyzing
01:05:25
your SEO to understand your strengths
01:05:27
and
01:05:28
weaknesses engagement rate is one of the
01:05:31
primary measurements for any social
01:05:33
media marketing campaign it tracks how
01:05:35
actively your audience interacts with
01:05:37
your content and the level of
01:05:38
interaction on each social network in
01:05:40
the world of marketing engagement
01:05:42
symbolizes a long-term relationship with
01:05:44
your users that's why today we want to
01:05:47
talk about the four ease of Engagement
01:05:50
and give you some tips on how to improve
01:05:51
it let's
01:05:53
begin
01:05:54
[Music]
01:06:00
most basically engagement is a Brand's
01:06:02
ability to Captivate its audience and
01:06:04
build a relationship that ultimately
01:06:06
leads people to become customers there
01:06:08
are many indicators that we can use to
01:06:11
measure engagement such as website
01:06:12
visits newsletter subscribers comments
01:06:15
and likes choosing your specific key
01:06:17
performance indicators will depend on
01:06:19
your company's goals and strategy in any
01:06:21
case we want to make it clear that the
01:06:23
concept of engagement is independent of
01:06:25
the channel of communication it's also
01:06:28
important to work on engagement across
01:06:30
all the platforms you use from your
01:06:32
website blog mobile marketing or emails
01:06:34
for example to this day engagement is
01:06:37
often associated with a number of likes
01:06:39
and comments and social media while
01:06:41
these can be good metrics to focus on
01:06:43
they are by no means the only ones
01:06:45
additionally it's important not to
01:06:46
confuse indicators with objectives the
01:06:48
ultimate goal is not to increase the
01:06:50
number of likes but to use this figure
01:06:52
as a clue about the the user's
01:06:54
relationship with your brand let's take
01:06:56
a look at the four EAS of Engagement to
01:06:58
dive a little deeper into the concept of
01:07:00
Engagement which is based on the working
01:07:02
with the four EAS Excellence empathy
01:07:05
exclusivity and e-commerce excellence in
01:07:08
a saturated world of Brands it's crucial
01:07:10
to Excel and strive to do things as well
01:07:12
as possible continuously aiming for
01:07:14
improvement empathy to truly connect
01:07:16
with your customers you need to
01:07:18
continuously put yourself in their shoes
01:07:20
you must show that you listen and that
01:07:21
you genuinely understand their needs
01:07:24
exclusivity exclusivity doesn't
01:07:26
necessarily mean creating luxury
01:07:28
products for a select few it's about
01:07:30
personalizing your offerings to make
01:07:32
customers feel special effective
01:07:34
segmentation can help create a
01:07:35
personalized and unique experience
01:07:38
e-commerce don't lose sight of the goal
01:07:40
of your strategy which would be
01:07:42
increasing sales through both physical
01:07:44
and digital channels as Anderson puts it
01:07:47
the sum of the three previous factors is
01:07:49
what makes Apple enthusiasts pay extra
01:07:51
for their products why engagement is a
01:07:53
Cru crucial part of your strategy
01:07:55
engagement stands as a pivotal metric in
01:07:57
marketing and it's Central to
01:07:58
establishing lasting relationship with
01:08:00
your audience engagement goes beyond
01:08:02
sales and involves converting customers
01:08:05
into loyal patrons who frequently
01:08:07
purchase and mention your brand to their
01:08:09
Network this dual effect not only
01:08:11
increases sales but also diminishes
01:08:14
customer acquisition costs giving that
01:08:16
sustaining existing customers proves
01:08:18
less costly than unboarding new ones in
01:08:20
the digital marketing landscape
01:08:22
businesses have the ability to forge
01:08:25
even closer connections with their
01:08:26
clients this enhances engagement
01:08:29
granting companies insightful metrics
01:08:31
about their online community's
01:08:32
participation and interest seven
01:08:35
recommendations to improve your
01:08:36
engagement now that you know what
01:08:38
engagement is it's time to apply these
01:08:40
guidelines to improve it number one
01:08:42
don't limit yourself to social media if
01:08:44
there's one key message we want you to
01:08:47
take away from this video it's that the
01:08:49
concept of Engagement goes far beyond
01:08:51
Instagram Tik Tok Facebook and Twitter
01:08:53
think of all your marketing channels as
01:08:55
a means of generating interaction and
01:08:57
long-term relationships with customers
01:08:59
and you'll be surprised by the results
01:09:01
two truly listen to your users
01:09:04
engagement is a relationship and a
01:09:06
relationship always involves two parties
01:09:08
ask communication is an essential part
01:09:10
of relationships if you want to improve
01:09:12
engagement you have to be willing to
01:09:13
genuinely listen to your users
01:09:15
acknowledge your mistakes and adapt your
01:09:17
offerings and strategy based on their
01:09:19
feedback if necessary it has to be a
01:09:21
two-way streak three ask questions the
01:09:24
best way to gather the information you
01:09:25
need to truly understand your audience
01:09:28
is to ask don't hesitate to reach out to
01:09:30
your followers and let them know that
01:09:32
their opinions matter to you four always
01:09:35
respond sometimes Brands can neglect
01:09:37
this aspect of their digital presence
01:09:39
due to lack of time or resources but
01:09:41
that would be a big mistake if you want
01:09:42
to gain your users's trust respond to
01:09:45
their questions promptly and always
01:09:47
provide the best possible solution five
01:09:49
encourage user generated content
01:09:51
encouraging users to create their own
01:09:53
content and then posting it on your
01:09:55
channels has multiple advantages firstly
01:09:58
it increases the sense of community and
01:09:59
belonging as your audience will feel
01:10:02
heard and valued secondly you'll be
01:10:04
complementing your content strategy with
01:10:06
valuable material as user generated
01:10:08
content builds greater trust than
01:10:11
content coming directly from a brand it
01:10:13
really is a win-win to learn more about
01:10:15
what is user generated content and how
01:10:17
to use it click on the video right here
01:10:20
we will also leave it at the end of this
01:10:21
video surprise we live in a
01:10:24
hyperconnected world where we receive
01:10:26
countless stimuli every day so if you
01:10:28
want to establish lasting relationship
01:10:30
with users the first step is to capture
01:10:32
their attention measure the results a
01:10:36
common mistake in marketing is launching
01:10:38
actions without measuring the results to
01:10:40
genuinely progress in your engagement
01:10:42
efforts you'll have to ask yourself what
01:10:44
your objectives are and translate them
01:10:47
into a set of key metrics or kpis
01:10:50
establish regular checks and use them to
01:10:52
measure your progress and change
01:10:54
direction if
01:10:56
necessary the foundation of any
01:10:58
effective marketing strategy is having a
01:11:00
clearly defined Audience by
01:11:02
understanding your target audience you
01:11:04
can tailor your content adds to their
01:11:05
needs wants and pain points making your
01:11:08
copy more attractive and engaging for
01:11:09
potential customers this is the best way
01:11:11
to grab the attention of potential
01:11:13
buyers and encourage them to try your
01:11:15
products or Services let's take a look
01:11:17
at what a target audience is how you can
01:11:19
Define yours and how a target audience
01:11:21
differs from a buyer person a target
01:11:23
audience is the group of people you are
01:11:25
trying to reach with your marketing
01:11:26
efforts building your target audience
01:11:28
consists of knowing the goals desires
01:11:30
interests and pain points of your ideal
01:11:32
customers it also takes into account
01:11:34
behavioral and demographic features such
01:11:36
as age gender income education or
01:11:39
location although defining your target
01:11:40
audience is not the be all and end all
01:11:42
of a successful marketing strategy
01:11:44
failing to Target the right people might
01:11:46
leave you with plenty of website
01:11:48
visitors but a few paying customers your
01:11:51
target audience might be a broad Market
01:11:53
or ones for example if you sell shoes
01:11:56
you might focus on a wider Market as
01:11:58
everybody wears shoes regardless of
01:11:59
their age gender or interests however if
01:12:02
you exclusively sell running shoes then
01:12:04
your target market is likely to be much
01:12:06
more specific like users who run
01:12:08
regularly some of the target audience
01:12:10
categories you should include our cold
01:12:12
audiences warm audiences customers
01:12:15
demographics needs attitudes and
01:12:18
opinions personality Lifestyles and fans
01:12:21
what is the difference between a target
01:12:23
audience and a buyer Persona your target
01:12:25
audience should not be confused with
01:12:27
your buyer Persona although they are
01:12:29
closely related these two concepts are
01:12:31
actually notably distinct a buyer
01:12:33
Persona is a fictional character who
01:12:35
represents your ideal customers those
01:12:37
that are most likely to buy your
01:12:39
products or Services a buyer Persona
01:12:41
usually includes personal information
01:12:44
like name age geographic
01:12:47
location content preferences such as
01:12:49
their favorite channels content formats
01:12:51
tones and styles
01:12:54
business background information their
01:12:56
job title and level of influence in the
01:12:58
decision-making process objectives some
01:13:01
measurable goals what are they looking
01:13:03
for and lastly challenges their
01:13:06
frustration and pain points preventing
01:13:07
them from reaching their goals think of
01:13:09
a target audience as a team and a buyer
01:13:11
Persona as one of the players a target
01:13:14
audience includes General details about
01:13:16
your target market and a buyer Persona
01:13:18
is a specific fictional character from
01:13:20
within your target audience who is most
01:13:22
likely to make a purchase from your
01:13:23
brand let's see an example to make it
01:13:25
more clear our target audience are
01:13:27
working moms between the ages of 25 and
01:13:30
35 with disposable income very little
01:13:32
free time in an interest in fashion so
01:13:35
our buyer Persona is Penny a 28-year-old
01:13:38
lawyer with two children she loves Shoes
01:13:40
and Handbags and hates waiting in lines
01:13:42
at shopping centers see the difference
01:13:45
before you research and build your
01:13:46
target audience you need to understand
01:13:48
what your focus is and which target
01:13:50
audience and category you should focus
01:13:51
on this will help you understand the
01:13:53
best way to reach and connect with your
01:13:55
Target customer let's take a look at a
01:13:57
few target audience examples to help you
01:14:00
understand the different categories and
01:14:01
how your marketing effort should be
01:14:03
structured warm audiences warm audiences
01:14:05
are people who are already familiar with
01:14:07
your brand they have either previously
01:14:09
visited your website interacted with
01:14:11
your social media profiles posted a
01:14:13
comment about your brand subscribed to
01:14:16
your newsletter or downloaded your app
01:14:18
however they have not yet made a
01:14:19
purchase from you or shown a clear
01:14:21
interest in buying your products or
01:14:22
services the aim with warm audiences is
01:14:25
to convert them from a potential target
01:14:27
audience into paying customers the best
01:14:29
way to do this is by segmenting them
01:14:31
into subcategories such as leads and
01:14:34
visitors before targeting them with
01:14:36
specific conversion campaigns cold
01:14:37
audiences cold audiences are people who
01:14:40
have never heard of your brand products
01:14:42
or Services their goals and pain points
01:14:44
match those of your target audience but
01:14:46
they have yet to discover who you are
01:14:48
and what benefits you can offer them the
01:14:51
best way to approach this type of target
01:14:52
audience is by reaching out to them and
01:14:54
introducing them to your unique selling
01:14:56
proposition this will help you build
01:14:58
long-lasting relationships that can lead
01:15:00
to conversions at a later date the aim
01:15:02
here is to build brand awareness nurture
01:15:05
potential leads and learn more about the
01:15:07
wants and needs of your target audience
01:15:08
social media can be a great platform for
01:15:10
this just like targeted app customers
01:15:13
existing customers are much easier to
01:15:15
Target as they already know who you are
01:15:17
and what you have to offer they have
01:15:19
already made a purchase from you so
01:15:20
there is usually an established level of
01:15:22
brand awareness trust and loyalty the
01:15:25
aim with targeting converted leads of
01:15:27
this type is to upsell similar products
01:15:29
or services and improve your customer
01:15:30
lifetime value you want to build on the
01:15:33
customer relationship and encourage
01:15:34
brand loyalty to repeat purchases Target
01:15:37
demographics the final target audience
01:15:39
example we will look at today is
01:15:41
demographics demographic segmentation is
01:15:43
the process of categorizing your
01:15:45
customers and target audience by a
01:15:46
number of characteristics this usually
01:15:49
includes age gender income level
01:15:51
location marital status nationality
01:15:54
occupation and educational level you can
01:15:56
work on targeted marketing campaigns
01:15:58
that address the specific needs of each
01:16:00
demographic this helps you ensure the
01:16:02
right messages reach the right users
01:16:03
saving your money and increasing your
01:16:05
Roi in the long term what do we mean by
01:16:07
this following on from the earlier
01:16:09
example if you are selling running shoes
01:16:11
then targeting people over the age of 80
01:16:13
is likely to be a waste of time always
01:16:16
consider who you are talking to and what
01:16:19
they need to hear before they trust your
01:16:21
reputation enough to make a purchase
01:16:22
decision and become a loyal paying
01:16:25
customer do you want to learn how to
01:16:27
perfectly personalize your marketing
01:16:29
messages for Success today we'll explain
01:16:31
how to utilize a conversion funnel for
01:16:33
your inbound marketing strategy the
01:16:35
conversion funnel is a graphic
01:16:36
representation of the buyer Journey or
01:16:38
the process that the user follows in all
01:16:40
the phases of inbound marketing we call
01:16:42
it a funnel because in each stage your
01:16:44
audience will get smaller and smaller
01:16:46
but they will also be more qualified the
01:16:48
conversion funnel consists of three
01:16:50
phases the tofu stage or the top of the
01:16:52
funnel funnel where there are thousands
01:16:54
of users the mofu stage or the middle of
01:16:57
the funnel where we have a few hundred
01:16:58
users and finally the bofu stage or the
01:17:01
bottom of the funnel this is the part
01:17:03
where the final conversion is made where
01:17:05
we have dozens of users the conversion
01:17:07
funnel has been used for many years in
01:17:09
marketing especially in inbound
01:17:10
marketing but HubSpot has introduced A
01:17:12
New Concept the flywheel in the flywheel
01:17:15
instead of following a traditional
01:17:17
conversion process we put the customer
01:17:19
in the center of the process and create
01:17:20
a momentum for the conversion strategy
01:17:23
by focusing on attracting engaging and
01:17:25
delighting customers this is a great
01:17:27
model from HubSpot and we'll dig a bit
01:17:29
deeper into it in a future video in this
01:17:32
video we'll focus on a traditional
01:17:33
funnel let's take a better look at the
01:17:36
three different stages of the conversion
01:17:40
funnel the tofu stage is the top of the
01:17:42
funnel and corresponds to users who
01:17:44
begin to have a need but do not yet know
01:17:46
how to solve it they're starting to do
01:17:48
some initial research in the tofu stage
01:17:52
we want to offer generic content that
01:17:53
attracts users and answers their
01:17:55
questions this can be ebooks videos with
01:17:58
information about a key word or a
01:18:00
specific sector or some kind of survey
01:18:02
or white paper that we have already
01:18:04
developed at this stage we want to pay
01:18:06
attention to the first interaction for
01:18:08
some users the best channels are organic
01:18:10
positioning and for others they may be
01:18:13
social media videos or posts that you've
01:18:15
made the best way to reach out to these
01:18:16
users is by understanding your buyer
01:18:18
personas and knowing how your audience
01:18:21
likes to receive their content when
01:18:23
users reach the mofu stage or the middle
01:18:25
of the funnel they are now interested in
01:18:27
a product that are getting closer to the
01:18:28
purchasing process this is the moment
01:18:31
they are going to investigate which
01:18:32
means we need to prepare content that is
01:18:34
relevant for the phase of the buyer
01:18:36
Journey For example we can create case
01:18:38
studies product demonstrations or
01:18:41
comparisons it could also be a good idea
01:18:43
to create Q&A that you can share with
01:18:45
users in this stage it's important that
01:18:47
the first interaction initiates a final
01:18:49
conversion as a diffusion tool we can
01:18:51
use social media keywords that have to
01:18:53
do with the purchase or product
01:18:54
conversion email marketing to our
01:18:56
database or even retargeting actions in
01:18:59
which we impact users who have already
01:19:00
shown interest in the product the bofu
01:19:03
stage or the bottom of the funnel is the
01:19:05
end of the conversion funnel it is the
01:19:07
Moment of Truth the time where we try to
01:19:09
convert a user into a customer and bring
01:19:11
them to make their first transaction in
01:19:14
this stage we can give them some final
01:19:15
support whether it's a call with your
01:19:17
sales department a sales visit or even
01:19:19
offering a free trial or discount they
01:19:21
already have all the necessary
01:19:23
information to make a decision so now we
01:19:25
are positioning ourselves as a reference
01:19:27
or as a company that is going to provide
01:19:28
them with the most value the goal at the
01:19:31
bofu stage is to encourage that final
01:19:34
conversion if you're a digital marketer
01:19:36
you've probably heard the word lead
01:19:37
hundreds of times but what exactly is it
01:19:41
and what is the difference between
01:19:42
marketing qualified leads and sales
01:19:44
qualified leads and why are these
01:19:46
Concepts so important in digital
01:19:48
marketing well we're here to answer all
01:19:50
of your questions because today we'll be
01:19:52
talking about what lead is how you can
01:19:54
classify one and the two most important
01:19:56
types of leads in your marketing and
01:19:57
sales pipeline let's get right into it
01:20:00
what is a lead in digital marketing in
01:20:02
digital marketing a lead is often used
01:20:03
to describe a qualified contact it
01:20:06
refers to an individual who has chosen
01:20:07
to visit our digital platform such as a
01:20:09
website or social media channel and made
01:20:11
an effort to communicate with us they
01:20:13
may have filled out a contact form
01:20:15
subscribed to a newsletter or even made
01:20:17
a phone call essentially Elite is
01:20:19
someone who has shown interest in our
01:20:20
products or services and provided us
01:20:22
with their contact information which is
01:20:24
then added to our database an essential
01:20:26
aspect of a lead is the concept of
01:20:28
explicit consent it's crucial that the
01:20:30
individual gives us clear permission to
01:20:32
collect and process their data to
01:20:34
convert a visitor into a lead you need a
01:20:36
set of tools to facilitate that Journey
01:20:38
from a CTA or call to action to a form
01:20:40
where the user leaves their contact
01:20:42
information the evolution of lead
01:20:43
generation the concept of leads has
01:20:45
existed for many years even before the
01:20:47
digital era previously leads were
01:20:49
individuals who displayed a tangible
01:20:51
interest in a product or service however
01:20:53
with the Advent of digital marketing the
01:20:55
number of leads a business could
01:20:56
potentially generate multiplied
01:20:58
exponentially sometimes into the
01:20:59
hundreds or thousands every day this
01:21:01
abundance of leads created a need for a
01:21:03
more nuanced classification system to
01:21:05
distinguish between various levels of
01:21:07
interest and Readiness to purchase
01:21:09
classifying leads mqls and sqls to
01:21:12
better manage and categorize leads
01:21:13
marketers develop two new terms
01:21:15
marketing qualified leads mqls and sales
01:21:18
qualified leads sqls marketing qualified
01:21:20
leads mqls an mql is is a lead who has
01:21:23
not only shown interest in your product
01:21:24
or service but also fits a certain set
01:21:26
of predefined criteria that make a
01:21:28
likely prospective customer this can
01:21:30
include a specific demographic or
01:21:32
Geographic attributes they're plac
01:21:34
within the business sector or even the
01:21:36
size of the company they work for
01:21:38
essentially an mql is a lead that
01:21:39
matches your ideal customer profile
01:21:41
sales qualified leads sqls the SQL is
01:21:44
the next step up from an mql an SQL is a
01:21:47
lead who in addition to meeting all the
01:21:49
requirements of an mql has shown a
01:21:51
distinct possibility of making a
01:21:53
purchase this could be determined
01:21:55
through various signals such as a
01:21:56
specific inquiry a direct request for
01:21:58
further information or even an expressed
01:22:01
intent to buy the importance of lead
01:22:03
classification lead classification is a
01:22:05
powerful tool for businesses allowing
01:22:07
them to place leads on a spectrum of
01:22:09
Readiness to purchase at one end we have
01:22:11
the generic leads who have merely shown
01:22:13
interest a step further are the mqls who
01:22:15
fit the ideal customer profile and at
01:22:18
the top we have the sqls who are ready
01:22:20
for direct sales approach to properly
01:22:22
leverage all of this information we
01:22:24
recommend using a marketing automation
01:22:26
tool which will help you set up lead
01:22:27
generation forms create automated
01:22:29
workflows to nurture our contacts set up
01:22:31
lead scoring models and much more you
01:22:34
can check out this HubSpot tutorial to
01:22:35
learn more about how this kind of tool
01:22:37
can help you understanding this
01:22:38
classification provides a deeper insight
01:22:40
into your database and allows you to
01:22:42
strategize more effectively the type of
01:22:44
marketing communication you deploy can
01:22:46
be tailor to each classification level
01:22:48
enhancing your chances of conversion and
01:22:50
making your marketing efforts more
01:22:52
efficient and productive lead generation
01:22:54
and classification is a vital aspect of
01:22:56
digital marketing by understanding the
01:22:58
differences between leads mqls and sqls
01:23:01
marketers can better navigate their
01:23:02
customer databases and enhance their
01:23:04
strategies with the right understanding
01:23:06
in application businesses stand to
01:23:08
achieve more effective results from
01:23:09
their marketing efforts now that you
01:23:11
know everything about leads watch this
01:23:12
video where we Deep dive into inbound
01:23:14
marketing an organic way to generate
01:23:16
leads through valuable
01:23:18
content if you're on social media you
01:23:20
see social media ads every day but do
01:23:23
you know how they work in today's video
01:23:25
we're talking all about social media ads
01:23:28
welcome to inbound explained my name is
01:23:30
Kylie and today we're going to talk
01:23:32
about social media advertising what is
01:23:34
it how does it work where can you do it
01:23:37
and how to have a successful social ads
01:23:40
campaign what are social media ads
01:23:43
social ads are a versatile advertising
01:23:45
option that allows you to build specific
01:23:47
campaigns on different social media
01:23:49
networks each campaign can be built to
01:23:52
to meet a variety of different business
01:23:54
goals at relatively low cost based on
01:23:57
the data that different platforms are
01:23:59
able to acquire about their users social
01:24:02
media ads are able to offer highly
01:24:04
personalized and relevant content this
01:24:06
can expand your conversion opportunities
01:24:09
and introduce your brand to more
01:24:10
potential customers almost every social
01:24:13
media platform has some form of paid
01:24:16
advertising including Facebook Instagram
01:24:19
Twitter LinkedIn Tik Tok Pinterest and
01:24:21
many many more but with so many
01:24:24
different social media networks out
01:24:26
there how do you choose where to
01:24:28
advertise well the truth is is that with
01:24:30
social ads it depends on the situation
01:24:33
when planning social media ads and where
01:24:35
to place them it's crucial to think
01:24:37
about what social media platforms your
01:24:39
audience uses what kind of campaign you
01:24:42
want to do what you want the end result
01:24:45
to be and how to optimize your budget to
01:24:48
help you choose let's review the
01:24:50
different popular social media platforms
01:24:52
and their advertising options Facebook
01:24:55
is the world's largest social media
01:24:57
platform with one of the largest user
01:24:59
bases especially when you add in
01:25:01
WhatsApp Instagram and
01:25:03
messenger their advertising platform is
01:25:06
solid and reliable aside from having an
01:25:09
enormous potential audience it has the
01:25:11
advantage of being extremely Visual and
01:25:14
offering multiple and detailed
01:25:16
segmentation options from demographics
01:25:19
to lookalike audiences Instagram and
01:25:22
extremely visual social media users are
01:25:24
inclined to consume a large variety and
01:25:26
quantity of posts to maximize
01:25:29
Instagram's potential use Instagram
01:25:31
advertising to show off the unique
01:25:34
features of your product or service
01:25:36
using highquality images and photos
01:25:39
Twitter this network offers many
01:25:41
different options that allow advertisers
01:25:43
to create campaigns that are adapted to
01:25:46
various different objectives like
01:25:48
conversions leads app installs and more
01:25:52
if you want to make the most of it
01:25:53
combine it all with an artificial
01:25:56
intelligence tool LinkedIn if you are a
01:25:59
B2B company then this social media
01:26:02
platform is one for you as a platform
01:26:04
with the largest space of professional
01:26:06
users your ads will be able to reach a
01:26:09
more corporate audience Tik Tok is one
01:26:11
of the newest social media platforms but
01:26:14
don't underestimate its potential
01:26:16
especially with younger audiences Tik
01:26:19
Tok advertising is a new and exciting
01:26:21
option in the world of social ads and
01:26:22
it's safe to say the ads should be just
01:26:25
as creative as the content on this
01:26:27
platform Pinterest brings a largely
01:26:29
female audience to social media and is
01:26:32
an absolute hot spot for topics such as
01:26:35
weddings cooking fashion decor and it's
01:26:39
very useful for advertisers in these
01:26:41
niches how to have a successful social
01:26:44
ads campaign there are several different
01:26:46
factors you have to be mindful of when
01:26:48
starting a social media ads campaign
01:26:50
this includes your ads design
01:26:53
audience copy and your ad objectives
01:26:55
every platform has different best
01:26:57
practices and guidelines so be sure to
01:26:59
do proper research on the platform you
01:27:01
choose for example if you want to do
01:27:04
lead generation campaign on Facebook
01:27:08
it's a good idea to include a relevant
01:27:10
call to action in your ad or if you have
01:27:13
an online store and you're doing
01:27:15
Instagram ads then use the carousel ads
01:27:18
to show off multiple products and link
01:27:21
to each of them the most important tip
01:27:24
to making your ad successful is to
01:27:25
understand the platform you're
01:27:27
advertising on understand who your
01:27:29
audience is where they are and what
01:27:32
they're interested in and follow the
01:27:33
best practices for each platform and AD
01:27:36
format social media advertising is a
01:27:38
great way to support your inbound
01:27:39
marketing
01:27:41
efforts there are 10 mistakes you should
01:27:43
avoid at all costs in digital marketing
01:27:45
whether you're just starting to put
01:27:47
together your own strategy or your
01:27:48
professional marketer with years of
01:27:50
experience these 10 Stakes will
01:27:52
drastically affect the performance of
01:27:54
your marketing efforts number one not
01:27:57
leveraging your content content is the
01:27:59
backbone of any effective digital
01:28:01
marketing strategy by failing to harness
01:28:03
its power Brands can miss out on
01:28:05
increased visibility and engagement for
01:28:08
instance Airbnb started leveraging
01:28:10
storytelling by sharing user experiences
01:28:13
on their blog and showcasing the unique
01:28:15
properties and experiences on their
01:28:17
platform this has not only humanized the
01:28:19
brand but also increased user engagement
01:28:21
other examp ex include companies like
01:28:23
Red Bull which invest heavily in content
01:28:25
Marketing in the form of videos and
01:28:27
events and Coca-Cola Share a Coke
01:28:29
Campaign which personalize labels
01:28:32
leading to a massive increase in sales
01:28:34
and social media mentions number two
01:28:37
constantly changing your social ads
01:28:39
campaigns social media platforms provide
01:28:41
a robust analytic suit to assess ad
01:28:44
performance however changing your ads
01:28:46
parameters frequently can skew data and
01:28:48
prevent you from obtaining clear
01:28:49
insights for instance in 200 2017 Gap
01:28:53
changed its social media ad strategy
01:28:55
multiple times leading to a decline in
01:28:58
its brand consistency and confusion
01:29:00
among its target audience instead it's
01:29:03
crucial to give campaigns time to gather
01:29:05
meaningful Data before making
01:29:07
adjustments number three launching a
01:29:09
campaign without establishing metrics to
01:29:11
track the results without proper metrics
01:29:14
there's no way to measure the success or
01:29:16
failure of a campaign take the example
01:29:18
of the fire Festival this luxury music
01:29:20
festival's promotion relied heavily on
01:29:23
influencer marketing without clearly
01:29:25
defined metrics to measure engagement or
01:29:28
Roi the result was a disastrous event
01:29:30
that was nothing like its online
01:29:32
portrayal leading to public outrage and
01:29:34
legal action number four having too many
01:29:37
goals for a single action in 2012
01:29:40
Facebook launched its IPO with an
01:29:42
overambitious set of goals they wanted
01:29:44
to raise Capital attract new investors
01:29:46
and established dominance however their
01:29:48
stock price plummeted by almost 50%
01:29:51
Within 3 months because they spread
01:29:53
their objectives too thin digital
01:29:55
marketing campaigns need a singular
01:29:57
clear Focus to be effective for example
01:29:59
if you want to increase the reach of a
01:30:01
video you've produced promoting your
01:30:03
product you should focus on brand
01:30:05
awareness campaigns and track kpis that
01:30:08
correlate with that objective like the
01:30:10
amount of video views or the total
01:30:11
number of users reached number five
01:30:14
launching a landing page without doing
01:30:16
AB testing first in the rush to get a
01:30:18
product or service to Market companies
01:30:20
sometimes neglect the importance of a be
01:30:22
testing their landing pages take the
01:30:24
example of Goog plus when it was first
01:30:25
launched Google didn't test its landing
01:30:28
page variations leading to initial low
01:30:30
engagement and usability issues had they
01:30:32
performed AB tests they might have
01:30:34
identified these issues earlier and
01:30:36
refined their approach with marketing
01:30:38
automation tools you can set up ab tests
01:30:41
that change small details on a landing
01:30:43
page from the call to action button to
01:30:45
the text encouraging the users to fill
01:30:47
the contact form keep in mind that each
01:30:49
AB test should focus exclusive
01:30:51
exclusively on one change that way
01:30:53
you'll be able to isolate the user's
01:30:55
reaction to that specific change and
01:30:58
bring the winning option to all users
01:31:00
number six writing a blog post without
01:31:02
doing keyword research in 2014 eBay
01:31:06
published a report suggesting that paid
01:31:08
search ads like Google AdWords don't
01:31:10
work however upon closer inspection it
01:31:13
was clear that their stance was based on
01:31:15
generic broad keywords rather than
01:31:17
specific targeted ones this oversight
01:31:20
led to a misguided strategy and lost ads
01:31:22
spent proper keyword research is the
01:31:25
foundation of effective SEO and content
01:31:27
marketing number seven forgetting about
01:31:29
technical SEO while onpage SEO is vital
01:31:33
ignoring technical SEO can be
01:31:35
detrimental in 2016 Macy's website faced
01:31:38
major loading issues during Black Friday
01:31:40
sales causing a drop in their sep
01:31:43
ranking and resulting in millions in
01:31:45
Lost Revenue ensuring that your website
01:31:47
loads quickly is mobile friendly and has
01:31:49
an XML sit map is crucial for search
01:31:52
engine visibility number eight sending
01:31:54
the same email campaigns to all users
01:31:57
it's important to segment your audience
01:31:59
and tailor your messaging to ensure that
01:32:01
you send the right email to the right
01:32:03
person or group of people for example
01:32:05
imagine you run a flower shop e-commerce
01:32:07
that sells flowers for weddings funerals
01:32:10
and other occasions you don't want to
01:32:11
send an email for a Valentine's Day to
01:32:13
someone who's shopping for flowers for a
01:32:15
funeral you might not even want to send
01:32:17
an email to that customer for a while
01:32:20
keep all of that in mind when you s
01:32:21
mment your user base and create email
01:32:23
marketing campaigns number nine not
01:32:26
understanding the customer journey and
01:32:28
want to contact the client understanding
01:32:30
the buyer's journey is crucial to
01:32:32
determine the right time to make contact
01:32:34
for instance a company selling high-end
01:32:36
B2B software might scare away potential
01:32:39
leads by reaching out too early in
01:32:41
contrast Dollar Shave clubs humorous And
01:32:44
Timely ad campaigns caught users at the
01:32:46
right moment in their buying Journey
01:32:48
leading to exponential growth number 10
01:32:50
not taking into account the customer
01:32:52
Centric base brands that Focus solely on
01:32:55
sales without considering customer needs
01:32:57
often face backlash for example Pepsi's
01:32:59
2017 ad featuring Kendall Jenner was
01:33:02
criticized for trivializing social
01:33:04
justice movements by not putting their
01:33:06
customers values and perceptions at the
01:33:09
center of their campaign Pepsi face
01:33:11
significant Public Relation challenges
01:33:13
although digital marketing offers
01:33:14
immense potential even the most
01:33:16
experienced marketers can struggle at
01:33:18
times being aware of these common
01:33:20
mistakes and learning from from real
01:33:22
world examples can guide Brands toward
01:33:24
crafting more effective and compelling
01:33:26
digital
01:33:28
strategies ready to start your marketing
01:33:30
campaign wait did you know there are 20
01:33:33
steps you need to consider before
01:33:35
getting started in today's video we'll
01:33:37
review all of them if you want to have
01:33:39
these steps in a handy checklist check
01:33:41
out the link in the video description to
01:33:42
download it for free all right let's
01:33:44
jump right into number one know your
01:33:46
Market the first step to creating a
01:33:48
successful marketing campaign is to
01:33:50
truly understand your Market look at
01:33:52
your sector's industry Reports customer
01:33:54
surveys and news articles to gain a
01:33:56
comprehensive view of your market for
01:33:58
example pelaton the fitness equipment
01:34:00
and class provider capitalized on the
01:34:02
market trend of home workouts during the
01:34:04
pandemic launching targeted campaigns
01:34:06
that spoke directly to people's Newfound
01:34:08
needs two identify and analyze
01:34:10
competitors knowing your competition
01:34:12
inside and out will give you Competitive
01:34:14
Edge this means analyzing their digital
01:34:16
Footprints strategies messaging and more
01:34:19
for example Coca-Cola constantly monit
01:34:21
Pepsi strategies when PepsiCo started
01:34:24
sponsoring sports events Coca-Cola
01:34:26
followed suit but went a step further by
01:34:28
becoming an Olympic sponsor creating
01:34:30
exclusive promotional campaigns around
01:34:32
the event three Define smart objectives
01:34:35
these are objectives that are specific
01:34:37
measurable achievable relevant and time
01:34:40
bound a VAP goal like increased sales
01:34:43
becomes a smart objective when framed as
01:34:45
increase online sales by 20% in the next
01:34:48
6 months through a targeted social media
01:34:50
and email marketing campaign this gives
01:34:52
a clear direction to your strategy and a
01:34:54
benchmark for measuring success four
01:34:57
understand your buyer Persona this is a
01:34:58
semi- fictional representation of your
01:35:00
ideal customer based on market research
01:35:02
and real data Adobe for example knows
01:35:05
that its Creative Cloud Services appeal
01:35:07
to a wide range of creatives from
01:35:09
Individual Freelancers to large
01:35:10
corporations each Persona has different
01:35:12
needs budgets and pain points and Adobe
01:35:15
tailor its marketing messaging
01:35:17
accordingly offering different packages
01:35:19
and pricing models five to determine
01:35:21
your budget determine how much you're
01:35:23
willing and able to spend on your
01:35:25
campaign and allocate those funds
01:35:26
accordingly take mailchip for example
01:35:29
they are marketing automation platform
01:35:31
and an email marketing Service as a
01:35:32
smaller company they might not have the
01:35:34
advertising budget of a giant like
01:35:36
Salesforce but they make strategic
01:35:38
decisions such as utilizing content
01:35:40
marketing and a premium pricing model to
01:35:42
attract and convert customers six choose
01:35:45
channels and platforms pick the channels
01:35:47
and platforms where your target audience
01:35:48
spends most of their time Adobe for
01:35:50
instance Market Creative Cloud services
01:35:52
on LinkedIn because that's where their
01:35:54
target audience creative professionals
01:35:56
tend to be they also run campaigns on
01:35:58
Instagram and YouTube demonstrating the
01:36:00
capabilities of their software in
01:36:02
visually compelling ways seven
01:36:04
understand your buyer persona's position
01:36:06
in the funnel your marketing approach
01:36:08
should be tailored to where your
01:36:09
potential customer is in their buyer
01:36:11
Journey Amazon for instance uses
01:36:13
personalized email marketing to Target
01:36:15
customers who have abandoned their carts
01:36:17
sending reminders or offering discounts
01:36:19
to nudge them towards a purchase eight
01:36:21
Define metrics and kpis determine what
01:36:24
success looks like by setting clear kpis
01:36:26
for an online clothing retailer like
01:36:28
Asos this might include metrics like
01:36:30
conversion rate the percentage of
01:36:32
website visitors who make a purchase
01:36:34
average order value and customer
01:36:36
acquisition cost nine choose your
01:36:38
analytical tool based on your set kpis
01:36:41
decide on the analytical tools that
01:36:42
you'll use if you're a small business
01:36:44
with a focus on social media marketing
01:36:46
you might rely on Native analytics tools
01:36:48
provided by Facebook or Twitter larger
01:36:50
businesses with with more complex needs
01:36:52
might opt for comprehensive platforms
01:36:54
like Google analytics HubSpot or Tableau
01:36:57
10 create and adapt your creatives
01:36:59
tailor your creatives to fit the
01:37:00
platforms you've chosen Airbnb for
01:37:03
instance adapts its content for
01:37:04
different platforms on Instagram they
01:37:06
share visually sending photos of Unique
01:37:08
accommodations while in LinkedIn they
01:37:10
focus on sharing industry news and
01:37:12
reports to engage with the more
01:37:14
professional audience 11 adapt each
01:37:16
design for multiple channels just as
01:37:18
different markets have different
01:37:19
preferences the various channels you
01:37:21
Market on have unique requirements and
01:37:23
audience behaviors for instance a video
01:37:25
ad for Tik Tok would be different from
01:37:27
one for LinkedIn in terms of content
01:37:29
tone and length Dropbox for instance
01:37:32
uses more professional text based
01:37:33
content for LinkedIn while its Instagram
01:37:36
is filled with visually appealing
01:37:37
infographics and shorter engaging videos
01:37:40
12 craft and optimized landing pages
01:37:42
landing pages play a crucial role in
01:37:44
converting leads into customers each
01:37:47
landing page should be specifically
01:37:48
tailored to match the ad campaign that
01:37:50
led the user there for instance Shopify
01:37:52
often creates unique landing pages for
01:37:54
different campaigns highlighting the
01:37:56
specific features or promotions that
01:37:58
were advertised 13 Implement ctas in
01:38:00
your ads and landing pages a call to
01:38:03
action or CTA prompts your audience to
01:38:05
take a specific action whether it's
01:38:07
subscribe now learn more buy now a
01:38:10
strong CTA is crucial Netflix for
01:38:12
instance uses a strategic
01:38:14
straightforward CTA on its landing page
01:38:16
join now 14 AB test your campaign AB
01:38:20
testing allows you to to determine what
01:38:22
works and what doesn't by testing
01:38:24
different headlines images or ctas you
01:38:26
can improve your campaign's
01:38:27
Effectiveness Amazon is known for
01:38:29
constantly AB testing different aspects
01:38:31
of their website to optimize the user
01:38:33
experience and increase conversions 15
01:38:36
ensure mobile responsiveness with a
01:38:38
growing number of users accessing
01:38:40
content on their phones your campaign
01:38:42
must be mobile friendly Spotify for
01:38:44
instance ensures its website and app
01:38:46
provide a seamless user experience
01:38:48
across all devices 16 install conversion
01:38:50
p pixels these are tiny pieces of code
01:38:53
placed on your website that ATT track
01:38:54
user Behavior this allows you to track
01:38:57
how effective your ads are and whether
01:38:59
there's room for improvement Facebook
01:39:01
for instance offers a conversion pixel
01:39:03
tool that lets you track and improve
01:39:05
your ad campaigns on their platform 17
01:39:08
prepare your servers for traffic spikes
01:39:10
if your campaign is successful your
01:39:12
website can see a significant increase
01:39:14
in traffic companies like Adobe provide
01:39:16
cloud services that automatically adjust
01:39:18
to traffic spikes to prevent site
01:39:20
crashes 18 establish a follow-up
01:39:22
strategy once leads are generated they
01:39:25
need to be nurtured and guided through
01:39:26
the sales funnel this can involve email
01:39:29
marketing retargeting ads or personal
01:39:32
Outreach as an example Salesforce uses
01:39:34
email drip campaigns to nurture their
01:39:36
leads providing them with useful content
01:39:38
over time 19 hand off your leads to your
01:39:40
sales team a good marketing campaign
01:39:43
generates qualified leads but it's a
01:39:44
sales team's job to choose the deal
01:39:47
clearly Define the process for passing
01:39:48
leads from marketing to sales for in
01:39:51
instance HubSpot integrates its
01:39:52
marketing platform with its CRM allowing
01:39:54
seamless transition of leads to the
01:39:56
sales team 20 schedule a post launch
01:39:59
review Once your campaign is launched
01:40:01
set a date to review its performance
01:40:03
analyze what worked what didn't and what
01:40:05
you can improve on for next
01:40:07
time welcome to inbound explained are
01:40:10
you launching a new product or service
01:40:13
or looking for some digital marketing
01:40:15
inspiration well in today's video we're
01:40:17
giving you 10 strategies you can use to
01:40:20
promote a new product or service launch
01:40:23
these strategies involves a mix of
01:40:25
inbound marketing techniques and other
01:40:27
digital marketing strategies number one
01:40:30
organize a pre-launch giveaway if you're
01:40:32
launching a new product or service into
01:40:34
the market there are a few different
01:40:36
unique and exciting ways you can
01:40:38
introduce your brand to the world one of
01:40:40
those ways could be through a pre-launch
01:40:43
giveaway or contest hosting a giveaway
01:40:45
is a great way to create a feeling of
01:40:47
expectation and excitement around your
01:40:49
new product and you can start weeks or
01:40:51
months in advance this is also a great
01:40:54
way to generate some user generated
01:40:56
content you could do the giveaway or
01:40:58
contest through social media and come up
01:41:01
with a unique competition that can help
01:41:03
your product go viral like a fun Tik Tok
01:41:06
challenge or Instagram Giveaway number
01:41:08
two increase your organic visibility
01:41:11
getting your SEO on point is crucial no
01:41:14
matter if you're launching a new product
01:41:16
or an established brand having a
01:41:18
well-positioned website on Google gives
01:41:19
you a steady base of traffic to show off
01:41:21
your new product this can be the
01:41:24
beginning of your inbound marketing
01:41:25
strategy for your new product for your
01:41:28
SEO to work you need to give users
01:41:30
information that will truly be useful
01:41:32
for them focus on optimizing three key
01:41:35
areas keywords The Meta descriptions on
01:41:38
all of your pages and the first
01:41:40
paragraph of text in your article the
01:41:42
goal is to make sure that both the
01:41:44
readers and Google understand what your
01:41:46
website and product are about in the
01:41:49
least amount of reading time possible
01:41:51
number three create sharable content
01:41:54
consistently creating content is one of
01:41:56
the most reliable digital marketing
01:41:58
strategies especially in the long run
01:42:01
invest time in creating a highquality
01:42:04
Blog that talks about relevant topics in
01:42:06
your industry that consumers will be
01:42:08
interested in Reading try to create
01:42:10
content that directly answers a user's
01:42:12
question the goal is to get the users
01:42:15
themselves to share your content which
01:42:17
will bring traffic to your website on a
01:42:19
regular basis number four try
01:42:21
remarketing not everyone will be ready
01:42:23
to purchase the first time they hear
01:42:25
about your product remember your future
01:42:28
customers are in different phases of
01:42:30
purchasing process the good news is that
01:42:33
you can nurture them over time using
01:42:35
remarketing ads remarketing ads allow
01:42:38
you to put your ads in front of
01:42:39
different users while they browse online
01:42:42
often including products they've already
01:42:44
looked at or even products that they've
01:42:46
placed in their cart this is a great
01:42:48
option for moving your potential
01:42:50
customer customers down the funnel
01:42:52
number five create a recommendation
01:42:54
system Word of Mouth marketing is the
01:42:56
best way to spread news about new
01:42:57
products or Services users naturally
01:43:00
talk to their friends about products
01:43:01
they use or
01:43:02
recommend so how can you get users
01:43:06
talking about your product by creating
01:43:08
an incentive system Everyone likes
01:43:11
getting free bees so try offering a
01:43:15
discount free shipping or cash back in
01:43:17
exchange for users recommending your
01:43:19
product to their friends
01:43:21
this is a popular tactic used by any
01:43:24
apps like Uber or Airbnb number six
01:43:27
optimize your website speed this trick
01:43:29
is both simple and effective make sure
01:43:32
your website is running at top speed
01:43:33
there is nothing more frustrating than a
01:43:35
website that takes forever to load a
01:43:37
quick website improves user experience
01:43:40
brand perception and helps with your SEO
01:43:42
there are several things you can do to
01:43:44
improve your website's loading times but
01:43:46
we recommend talking to an expert
01:43:49
because it can involve a business of
01:43:50
code and behind the scenes action in the
01:43:53
meantime a quick fix could be ensuring
01:43:55
your images are high enough quality to
01:43:57
look clear but are not huge files the
01:44:00
bigger the file size of your image is
01:44:02
the slower your website will run number
01:44:04
seven establish relationships with
01:44:06
influencers influencers are the kings
01:44:08
and queens of social media marketing as
01:44:11
experts in the given area or industry
01:44:13
they tend to have loyal audiences who
01:44:15
are waiting and willing to follow their
01:44:18
recommendations influencer marketing is
01:44:20
the digital version of Word of Mouth
01:44:23
marketing to get bloggers and
01:44:25
influencers to talk about your brand try
01:44:27
to organize events and send free samples
01:44:30
but remember you can't buy an
01:44:31
influencer's opinions or recommendations
01:44:34
their biggest goal is to be loyal to
01:44:35
Their audience as well and be honest
01:44:38
about what they think so to ensure your
01:44:40
influencer marketing strategy goes
01:44:42
smoothly try to find an influencer who
01:44:45
you think would be excited about your
01:44:47
product number eight take care of
01:44:49
customer service customers are now used
01:44:52
to getting answers from companies 24
01:44:54
hours a day 7 days a week this means
01:44:57
it's crucial to set up a system to help
01:45:00
them whenever they need it customer
01:45:02
service is one of the areas in which
01:45:04
careful employees selection is most
01:45:07
important your company's Ambassador
01:45:09
should be patient empathetic in order to
01:45:13
offer your customer the service they
01:45:15
deserve number nine prepare your FAQ
01:45:18
before launching your product when you
01:45:19
launch a new product or service users
01:45:22
usually have a bunch of questions about
01:45:24
how it works the more Innovative it is
01:45:26
the more you will have to explain our
01:45:28
recommendation is to prepare a complete
01:45:31
and easy to find FAQ on your website you
01:45:34
can even consider including faq's into
01:45:37
your social content as a way to get
01:45:39
ahead of new user questions and share
01:45:41
how the product works number 10 don't
01:45:44
forget about email marketing finally
01:45:46
email marketing often gets a bad rep for
01:45:49
being out of fashion but the truth is it
01:45:51
continues to be effective as ever and
01:45:54
it's a pillar in a strong inbound
01:45:55
marketing strategy in order to
01:45:57
effectively Implement an email marketing
01:45:59
strategy the first step is to create a
01:46:02
database with your clients the more
01:46:05
information you have the better think
01:46:07
about things such as age residence
01:46:09
lifestyle and of course previous
01:46:11
purchases or products they have shown
01:46:13
interest in use this information to
01:46:15
create a highly personalized messaging
01:46:18
strategy try to make the user feel like
01:46:21
the emails have been written especially
01:46:22
for them if you've made it to the end of
01:46:24
this course congratulations and thank
01:46:26
you very much for watching we hope you
01:46:28
enjoyed it and learned from it if you're
01:46:30
left wanting more we recommend
01:46:32
subscribing to our Channel where we
01:46:33
upload new digital marketing videos
01:46:35
every week thank you for watching and
01:46:38
see you next
01:46:41
time