Digital Marketing & E-commerce Strategy | Google Digital Marketing & E-commerce Certificate
Zusammenfassung
TLDRDans cette vidéo, on explore comment le marketing numérique et l'e-commerce permettent aux marques de se connecter avec leurs clients. Les stratégies incluent la cartographie du parcours client, qui aide à comprendre et fidéliser les clients, et les entonnoirs de marketing qui augmentent la notoriété et la conversion des consommateurs. Nous examinons aussi la relation entre le branding et le marketing numérique, ainsi que la planification stratégique utilisant le SEO, le marketing sur les réseaux sociaux, et le marketing par email. Un bon branding est crucial, car il guide toutes les activités de marketing et vente, et le marketing digital peut renforcer une marque en augmentant sa reconnaissance et sa confiance. Un contenu de qualité, soutenu par une structure de site bien organisée, est essentiel pour le SEO. Le SEM valorise le marketing numérique par des annonces ciblées. Enfin, les médias sociaux et le marketing par email se complètent pour bâtir et entretenir des relations avec les clients.
Mitbringsel
- 📊 Le marketing numérique et l'e-commerce aident les marques à comprendre et à fidéliser leurs clients.
- 🔍 Les cartes du parcours client permettent d'anticiper les besoins des clients et de gérer les relations.
- 🎯 Les entonnoirs de marketing servent à augmenter la notoriété, inciter à la considération et à la conversion.
- 📈 Les SEO et SEM sont essentiels pour le classement dans les résultats de recherche.
- 📧 Le marketing par email est très rentable pour fidéliser les clients.
- 📲 Les médias sociaux favorisent l'engagement et l'élargissement de l'audience.
- 🤝 Le marketing digital nécessite une stratégie intégrée utilisant les médias payants, possédés et acquis.
- 🎥 Les publicités vidéo sont efficaces pour sensibiliser les consommateurs.
- 🛠️ La segmentation et personnalisation des emails renforcent les relations client.
- 📦 Les stratégies de contenu doivent être alignées avec les objectifs de l'entreprise.
Zeitleiste
- 00:00:00 - 00:05:00
La vidéo commence par récapituler les notions fondamentales sur le marketing digital et le commerce électronique vues dans la partie précédente, en mettant l'accent sur l'importance des parcours client et les entonnoirs marketing numériques pour accroître la reconnaissance, encourager les conversions et établir la fidélité. Elle introduit la relation entre le branding et le marketing numérique, et explore les stratégies utilisées par les entreprises pour construire leurs marques et planifier des stratégies de marketing numérique efficaces.
- 00:05:00 - 00:10:00
Elle aborde le concept de marque en expliquant que c'est la perception publique d'une entreprise influencée par divers facteurs. La vidéo met en avant l'importance de la marque dans les efforts de marketing et de vente, affirmant qu'une identité de marque est permanente alors que les efforts de marketing peuvent changer avec le temps. Elle souligne l'importance de l'équité de marque et comment le marketing numérique peut renforcer la valeur d'une marque.
- 00:10:00 - 00:15:00
Cette partie explique comment développer une stratégie de marketing numérique, en soulignant l'importance de la recherche du public et de la définition d'objectifs significatifs. Elle présente un exemple de stratégie numérique pour un détaillant de bijoux, démontrant l'allocation de budget sur différentes étapes de l'entonnoir de marketing (haut et milieu du tunnel principalement), pour apporter de nouveaux clients et maintenir les leads.
- 00:15:00 - 00:20:00
L'accent est mis sur l'importance de fixer des objectifs de marketing qui soutiennent les objectifs commerciaux plus larges. La distinction entre les objectifs marketing et les objectifs commerciaux est expliquée, avec un exemple illustrant comment un objectif marketing bien défini peut soutenir un objectif commercial plus général. La vidéo met en évidence l'importance de la clarté et de la pertinence des objectifs à tous les niveaux.
- 00:20:00 - 00:25:00
Aborde les trois catégories principales de médias numériques : payés, possédés et gagnés. La vidéo explique comment chacun contribue au succès du marketing numérique et donne des exemples concrets pour chaque type de média. Elle clarifie comment le contenu possédé influence la décision d'achat, tandis que le média gagné est généré par les clients à travers des recommandations.
- 00:25:00 - 00:30:00
Exploration de l'optimisation des moteurs de recherche (SEO), processus visant à améliorer la visibilité en ligne via le contenu optimisé autour de termes de recherche (mots-clés). Le SEO est comparé aux annonces payantes en matière d'avantages et d'inconvénients, soulignant qu'ils sont souvent utilisés ensemble. Les bases du SEO sont couvertes, y compris la recherche de mots-clés, la création de contenu de qualité et l'organisation de site web.
- 00:30:00 - 00:39:55
Examen du marketing sur les moteurs de recherche (SEM) et de la publicité PPC pour générer du trafic rapidement. Le marketing social et par courriel est ensuite abordé, soulignant comment ils se complètent. Les tactiques utilisées incluent la segmentation et la personnalisation pour maintenir les relations clients, tout en insistant sur le fait de ne pas être associé au spam, mais plutôt de fournir un contenu pertinent et attendu.
Mind Map
Video-Fragen und Antworten
Qu'est-ce qu'un entonnoir de marketing ?
Un entonnoir de marketing est un modèle qui illustre le processus d'acquisition de clients, de la prise de conscience initiale à la fidélisation.
Comment le SEO aide-t-il au marketing numérique ?
Le SEO améliore le classement d'un site web dans les résultats de recherche, augmentant ainsi la visibilité et attirant plus de trafic de qualité.
Pourquoi le marketing par email est-il efficace ?
Le marketing par email est efficace car il crée et entretient des relations avec des clients déjà intéressés, tout en générant un retour sur investissement élevé.
Quels sont les avantages du marketing sur les médias sociaux ?
Le marketing sur les médias sociaux permet d'atteindre de nouvelles audiences, d'engager les clients et de générer des médias acquis grâce à du contenu viral.
En quoi consiste le SEM (Search Engine Marketing) ?
Le SEM génère du trafic vers un site via des publicités payantes qui apparaissent dans les résultats de recherche.
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- 00:00:03[Music]
- 00:00:05hi there glad to have you back
- 00:00:07in the last part of the course we
- 00:00:09explored what digital marketing and
- 00:00:11e-commerce can do for brands
- 00:00:13you learn how customer journey maps can
- 00:00:15help companies understand their
- 00:00:16customers and nurture relationships over
- 00:00:19time you also discovered how they use
- 00:00:21digital marketing funnels to raise
- 00:00:22awareness encourage consideration drive
- 00:00:25conversions and foster loyalty by
- 00:00:28learning about these concepts you're
- 00:00:29starting to build a strong foundation
- 00:00:31for the next phase of your career in
- 00:00:34this part of the course you'll learn
- 00:00:35that a funnel fits into a larger digital
- 00:00:37marketing strategy you'll explore the
- 00:00:39relationship between branding and
- 00:00:41digital marketing and some specific ways
- 00:00:43companies can build their brands you'll
- 00:00:46also find out what goes into planning a
- 00:00:48digital marketing strategy and get to
- 00:00:50know some of the most common channels
- 00:00:51and tactics they involve
- 00:00:53like search engine optimization social
- 00:00:56media marketing and email marketing
- 00:00:58using these channels businesses can
- 00:01:00attract customers drive sales and
- 00:01:03maintain relationships over time
- 00:01:05creating a digital marketing strategy is
- 00:01:07one of the most effective things brands
- 00:01:09can do to reach customers so it's
- 00:01:11crucial to understand how they work even
- 00:01:13if you're just starting out in the
- 00:01:14industry
- 00:01:16in fact one of the first things i did
- 00:01:18when starting out as a product marketing
- 00:01:20manager was collaborating on digital
- 00:01:22marketing strategies for social media i
- 00:01:25worked hands-on in developing ways to
- 00:01:27reach and engage our target audience
- 00:01:29digital marketing strategies are so
- 00:01:31important because they ensure that a
- 00:01:33brand's digital marketing and sales
- 00:01:35activities all work together toward a
- 00:01:37common goal
- 00:01:38i'm so excited to get started and i hope
- 00:01:41you are too
- 00:01:46[Music]
- 00:01:48so far i've said a lot about brands how
- 00:01:51they find their audiences how they
- 00:01:53engage with customers and how they build
- 00:01:55loyalty and boost sales but what exactly
- 00:01:59is a brand and how does it relate to
- 00:02:01digital marketing and e-commerce
- 00:02:03in this video we'll explore why
- 00:02:05understanding brands is so important for
- 00:02:07digital marketing
- 00:02:09a brand is how a business or
- 00:02:11organization is perceived by the public
- 00:02:14there are a lot of factors that can
- 00:02:15influence a brand
- 00:02:17like values culture design elements and
- 00:02:20tone of voice and companies can do
- 00:02:22things to build their brands but a brand
- 00:02:25isn't a physical asset like a product or
- 00:02:27service products and services are the
- 00:02:29things a business sells like clothing
- 00:02:32software or entertainment a brand is
- 00:02:34more like a personality or a reputation
- 00:02:37it's the sum of who you are and what
- 00:02:38people think about you and your products
- 00:02:41so why is it important to know about
- 00:02:43brands and their value
- 00:02:45because a company's brand guides all of
- 00:02:47their marketing and sales efforts before
- 00:02:50they can even start thinking about ads
- 00:02:52or promotion companies need to
- 00:02:54understand their mission values and
- 00:02:56unique offerings
- 00:02:58marketing efforts can and should change
- 00:03:00with the times but a brand identity is
- 00:03:03permanent
- 00:03:04think of it this way if a brand is who
- 00:03:07you are marketing is how you get
- 00:03:09people's attention so a company can pour
- 00:03:11tons of resources into a digital
- 00:03:13marketing strategy but without a strong
- 00:03:15brand identity no one's going to
- 00:03:17remember who they are
- 00:03:19likewise they can have great values and
- 00:03:22amazing products but they still need
- 00:03:24marketing to build brand recognition and
- 00:03:26drive sales
- 00:03:27a brand is the foundation of a
- 00:03:29successful digital marketing strategy
- 00:03:31but digital marketing can also affect
- 00:03:33public perception of your brand
- 00:03:35you can't have one without the other
- 00:03:38a strong brand can be incredibly
- 00:03:40valuable and digital marketing can make
- 00:03:42it even stronger for example digital
- 00:03:45marketing campaigns can help increase
- 00:03:47value through brand equity what is brand
- 00:03:50equity it's the value consumers
- 00:03:52attribute to one brand's offering when
- 00:03:54compared with similar products from
- 00:03:56another brand
- 00:03:58when a brand has positive equity it
- 00:04:00means consumers feel good about the
- 00:04:02brand and might pay more for it than an
- 00:04:04identical product from another company
- 00:04:06for example let's say we have two
- 00:04:08bottles of sunscreen with identical
- 00:04:10ingredients one from a known and trusted
- 00:04:13brand and the other from a lesser known
- 00:04:15brand
- 00:04:16brand equity is how much more customers
- 00:04:18are willing to pay for the brand they
- 00:04:20know and trust than the other one even
- 00:04:22though they have the same ingredients
- 00:04:24the trust people have in the familiar
- 00:04:26brand adds to its overall value digital
- 00:04:29marketing is one of the ways businesses
- 00:04:31build that trust
- 00:04:33when they run an ad campaign those ads
- 00:04:35don't just get consumers to take notice
- 00:04:37they can also help shape public
- 00:04:39perception of the brand digital
- 00:04:41marketing can communicate a brand's
- 00:04:42values personality and perspective which
- 00:04:45can influence how people think of them
- 00:04:48alright time to review
- 00:04:50a brand is more than just another word
- 00:04:52for a business it's how customers think
- 00:04:54and feel about a company and its
- 00:04:56products it's also the foundation for
- 00:04:59successful marketing and sales
- 00:05:00strategies digital marketing in turn can
- 00:05:03help build brand equity recognition and
- 00:05:06trust
- 00:05:07moving forward we'll begin to explore
- 00:05:09how brands create digital marketing
- 00:05:10strategies that support their larger
- 00:05:12goals
- 00:05:17[Music]
- 00:05:18now that you understand the relationship
- 00:05:20between branding and marketing it's time
- 00:05:23to get deeper into how brands use
- 00:05:25digital marketing strategies to reach
- 00:05:27business goals
- 00:05:29when you're just starting out in digital
- 00:05:30marketing or e-commerce you probably
- 00:05:33won't be responsible for creating a
- 00:05:34digital marketing strategy unless you're
- 00:05:37working at a small company setting a
- 00:05:39strategy is usually a broad
- 00:05:41collaborative effort but you'll
- 00:05:43definitely help execute the strategy
- 00:05:45even if it's set by others
- 00:05:46that's why it's important for you to
- 00:05:48understand what a digital marketing
- 00:05:50strategy is and what goes into building
- 00:05:52one simply put a digital marketing
- 00:05:55strategy is a plan for achieving
- 00:05:57specific goals through online channels
- 00:05:59to support and advance business
- 00:06:01objectives
- 00:06:02so now let's discuss what actually goes
- 00:06:04into creating a digital marketing
- 00:06:06strategy
- 00:06:07before you can start planning things
- 00:06:09like ad campaigns or social media
- 00:06:11outreach you need to research your
- 00:06:13audience and set meaningful goals these
- 00:06:16steps will tell you who you're trying to
- 00:06:17reach and what you want to accomplish
- 00:06:20you'll learn more about how to do these
- 00:06:22things later in the program
- 00:06:24all you need to know right now is that
- 00:06:26they're essential to the success of any
- 00:06:28digital marketing strategy once you've
- 00:06:30completed your research and set your
- 00:06:31goals it's time to work out a strategy
- 00:06:34that means you're using what you've
- 00:06:35learned to guide customers through each
- 00:06:37stage of the digital marketing funnel
- 00:06:39with the most effective tactics and
- 00:06:41media mix
- 00:06:42media mix refers to the combination of
- 00:06:44digital channels used to reach your
- 00:06:46goals and how you divide your budget
- 00:06:48among them
- 00:06:50these are all the activities that go
- 00:06:51into your marketing funnel
- 00:06:53to select your media mix you'll first
- 00:06:55review your existing media content to
- 00:06:57find out if there are any gaps
- 00:07:00after that you can decide which channels
- 00:07:02to focus on
- 00:07:03what content and campaigns to run on
- 00:07:06those channels and how to allocate your
- 00:07:08budget
- 00:07:09let's try an example
- 00:07:11imagine you're part of a team that's
- 00:07:12working with a high-end jewelry retailer
- 00:07:14who wants to drive a thirty percent
- 00:07:16increase in revenue within three years
- 00:07:19you know that jewelry customers can take
- 00:07:21a long time to go from awareness to
- 00:07:23purchase
- 00:07:24so you pick marketing goals that support
- 00:07:26movement through the funnel
- 00:07:28bringing in new customers and nurturing
- 00:07:30existing leads more effectively
- 00:07:33these are upper and middle funnel
- 00:07:34concerns that should boost sales over
- 00:07:36time
- 00:07:38that means you'll need to concentrate on
- 00:07:39raising awareness and encouraging
- 00:07:41consideration to achieve them here's a
- 00:07:43simplified version of a digital
- 00:07:45marketing strategy for these goals to
- 00:07:47increase awareness and draw on new
- 00:07:49customers your team puts 40 percent of
- 00:07:51its budget toward upper funnel efforts
- 00:07:54from your research you know that video
- 00:07:56ads are the most effective way for
- 00:07:58raising awareness among your target
- 00:07:59audience another 40 of your budget goes
- 00:08:02to driving leads in the middle of the
- 00:08:04funnel use this money to engage
- 00:08:07customers across different channels like
- 00:08:09social media and a paid ad campaign to
- 00:08:11reach customers who are actively
- 00:08:13researching jewelry purchases the last
- 00:08:1520 is for serving product focus ads to
- 00:08:18website visitors and email marketing the
- 00:08:21goal of the email campaign is to turn
- 00:08:23those leads you nurtured in the upper
- 00:08:25funnel into paying customers each part
- 00:08:27of your funnel is important but most of
- 00:08:30your budget goes to the top and middle
- 00:08:31sections to help you reach new customers
- 00:08:34and nurture leads
- 00:08:35once you have a strategy in place you
- 00:08:37can start creating the content you'll
- 00:08:38need to run your campaigns that includes
- 00:08:41everything from email templates to video
- 00:08:43animations ad copy and banner images
- 00:08:47lastly you'll need a plan to measure and
- 00:08:49analyze the results of your efforts so
- 00:08:51you know how you can improve in the
- 00:08:52future that one's really important and
- 00:08:55we'll explore some ways to do that later
- 00:08:57in this course
- 00:08:58and there you have it there's a lot that
- 00:09:01goes into creating a digital marketing
- 00:09:02strategy but remember this is a team
- 00:09:05effort you may only be responsible for
- 00:09:07things like aligning budgets to
- 00:09:09marketing activities or analyzing the
- 00:09:11results of a campaign
- 00:09:13let's recap
- 00:09:14to plan an effective digital marketing
- 00:09:16strategy you first need to research your
- 00:09:18audience and set goals that support the
- 00:09:20business overall next you review your
- 00:09:22existing media for gaps select marketing
- 00:09:25channels and plan the content you'll use
- 00:09:27to reach your goals
- 00:09:29finally you'll create a plan to measure
- 00:09:30and analyze results
- 00:09:32and if all this seems like a lot don't
- 00:09:34worry we'll break everything down for
- 00:09:36you over the course of this program
- 00:09:39coming up we'll learn more about setting
- 00:09:41effective goals for your marketing
- 00:09:42strategy
- 00:09:49[Music]
- 00:09:50so far we've covered the basic elements
- 00:09:53of digital marketing strategy the
- 00:09:55importance of customer research and what
- 00:09:57goes into customer personas
- 00:10:00now let's think about the next part of
- 00:10:02the process setting goals for digital
- 00:10:04marketing strategy
- 00:10:06we all set goals whether in our
- 00:10:08professional or personal lives but we're
- 00:10:10more likely to reach our goals if we're
- 00:10:12clear about why they matter and what
- 00:10:14they involve that's as true at all
- 00:10:17levels of a business
- 00:10:18as it is for individuals
- 00:10:20every company department team and
- 00:10:23employee benefits from setting clear and
- 00:10:25relevant goals to guide their work
- 00:10:27you already know that digital marketing
- 00:10:29goals should support a business's larger
- 00:10:31goals but what's the difference between
- 00:10:33a marketing goal and a business goal
- 00:10:36and how do you make sure they're aligned
- 00:10:38let's start with business goals
- 00:10:41business goals are desired aims
- 00:10:43achievements or outcomes for business
- 00:10:45they're typically big long-term and have
- 00:10:48the potential to affect an entire
- 00:10:50company they include things like
- 00:10:53increasing profits
- 00:10:55gaining new customers
- 00:10:57improving customer service
- 00:10:59raising productivity
- 00:11:00or launching new products or services
- 00:11:04marketing goals tend to be smaller more
- 00:11:07targeted and you guested related to
- 00:11:09marketing activities
- 00:11:11their specific objectives in a marketing
- 00:11:13plan or strategy that should support a
- 00:11:16businesses larger aims
- 00:11:18some common marketing goals include
- 00:11:20raising brand awareness
- 00:11:22increasing web traffic
- 00:11:24generating new leads and driving sales
- 00:11:27or conversions
- 00:11:29so how do you connect a marketing goal
- 00:11:31like raise brand awareness to a business
- 00:11:34goal like increase profits
- 00:11:37for starters both your business goals
- 00:11:39and your marketing goals need to be
- 00:11:41specific
- 00:11:42and measurable
- 00:11:44so for example let's say there's a
- 00:11:46company that makes photo editing
- 00:11:48software and they want to expand their
- 00:11:50customer base
- 00:11:51a well-defined version of this business
- 00:11:53goal could be something like grow our
- 00:11:55number of active customers by 25
- 00:11:58over the next two years by adding five
- 00:12:02frequently requested features to our
- 00:12:04software
- 00:12:05that's way more specific right
- 00:12:08it tells you what they're going to do
- 00:12:10how they plan to do it and when they
- 00:12:12want to get it done
- 00:12:14you'll learn more about setting
- 00:12:15well-defined goals later in this course
- 00:12:18for now let's consider this goal from a
- 00:12:20marketing perspective
- 00:12:22what kinds of digital marketing goals
- 00:12:24could help this company expand its
- 00:12:26active user base
- 00:12:28how about increasing website traffic
- 00:12:31after all people need to visit the
- 00:12:33website to sign up for an account but
- 00:12:35more website traffic doesn't necessarily
- 00:12:37equal more new users
- 00:12:39it would depend on how many of those
- 00:12:41visitors are new versus existing
- 00:12:43customers and what they're doing once
- 00:12:46they get to the site so increasing
- 00:12:47website traffic might work but maybe
- 00:12:50there's a better option what about
- 00:12:52generating new leads
- 00:12:54since a lead is someone who is already
- 00:12:55interested in a company lead generation
- 00:12:58is more likely to result in more sign
- 00:13:00ups than general website traffic
- 00:13:03a well-defined version of that goal
- 00:13:05could be
- 00:13:06we will increase our lead generation by
- 00:13:0840 percent in the next year by running
- 00:13:11upper funnel ads that highlight our new
- 00:13:13features
- 00:13:14and increasing our mid funnel budget by
- 00:13:1620 percent
- 00:13:18by raising awareness of the new features
- 00:13:20and increasing the budget for activities
- 00:13:22that create new leads the marketing goal
- 00:13:24supports the business goal of growing
- 00:13:27its user base
- 00:13:28that's one example of how a marketing
- 00:13:31goal can support a business goal but
- 00:13:33there are a lot more in fact you can
- 00:13:35think of business goals like the top
- 00:13:37part of a pyramid there are a lot of
- 00:13:39different goals below that support them
- 00:13:42so a digital marketing strategy can even
- 00:13:44have multiple goals that build toward
- 00:13:46that top business objective
- 00:13:49and you may also have goals for each
- 00:13:51part of your strategy for example you
- 00:13:53could set goals specifically for your
- 00:13:55social media or email marketing efforts
- 00:13:58when all these smaller goals are aligned
- 00:14:00to the big things a business wants to
- 00:14:01achieve they're much more likely to
- 00:14:04reach those aims
- 00:14:05let's recap
- 00:14:07well-defined goals are important at all
- 00:14:09levels of a business
- 00:14:11business goals are long-term aims that
- 00:14:13can impact a company at all levels
- 00:14:16marketing goals are specific to
- 00:14:18marketing efforts but should always
- 00:14:20contribute to business-wide aims
- 00:14:23in the next lesson we'll explore some of
- 00:14:25the tactics and channels brands can use
- 00:14:27to advance their marketing and business
- 00:14:29goals meet you there
- 00:14:35[Music]
- 00:14:37in the last lesson you learned all about
- 00:14:39creating a digital marketing strategy
- 00:14:42we covered customer and competitor
- 00:14:44research setting marketing goals to
- 00:14:46align with business goals and what to
- 00:14:48consider when selecting digital channels
- 00:14:51let's expand on that last point there
- 00:14:53are a lot of digital channels to pick
- 00:14:55from when planning strategies and
- 00:14:57campaigns from email to social media to
- 00:15:00video and beyond but all those channels
- 00:15:03fit into three main categories of
- 00:15:05digital media
- 00:15:07paid
- 00:15:08owned and earned
- 00:15:10in a strong digital strategy takes
- 00:15:12advantage of all of them first paid
- 00:15:14media is exactly that it's any form of
- 00:15:17digital promotion a brand pays to put
- 00:15:20online some examples of paid media
- 00:15:22include
- 00:15:23banner ads video ads social media ads
- 00:15:28shopping ads
- 00:15:29and pop-ups
- 00:15:31you'll learn more about some of these
- 00:15:32types of paid ads later in the course
- 00:15:35the big advantage of paid ads is that
- 00:15:37they produce results quickly
- 00:15:39the downside is that those results go
- 00:15:42away instantly when you stop paying for
- 00:15:44them
- 00:15:45and paying for ads can get expensive
- 00:15:47over time that's why paid media is just
- 00:15:50one piece of a larger digital strategy
- 00:15:53paid ads can lead directly to purchases
- 00:15:56but they also help drive traffic to a
- 00:15:58businesses owned and earned media
- 00:16:00channels as well now let's move on to
- 00:16:02the second type
- 00:16:03owned media owned media refers to all
- 00:16:06the digital content a brand fully
- 00:16:09controls
- 00:16:10owned media content can be persuasive
- 00:16:13but unlike paid media ads it doesn't
- 00:16:15advertise or sell products directly
- 00:16:18instead it provides value by giving
- 00:16:20customers what they need in order to
- 00:16:22make informed decisions think of it this
- 00:16:24way if paid ads brings consumers to a
- 00:16:27company's website owned content is what
- 00:16:30convinces them to stay owned media
- 00:16:33includes things like website content
- 00:16:36blogs
- 00:16:37ebooks and social media content
- 00:16:40documents like white papers and case
- 00:16:42studies can also inspire confidence by
- 00:16:44explaining why brands make certain
- 00:16:46decisions and conveying the results
- 00:16:49through real world examples the thing
- 00:16:51about own media is that it can't do much
- 00:16:53on its own
- 00:16:54no matter how great a company's website
- 00:16:57or case studies are
- 00:16:58they can't educate customers who don't
- 00:17:00know they exist
- 00:17:02businesses can bring customers to their
- 00:17:04own content through paid ads and ranking
- 00:17:06highly on search engine results pages
- 00:17:09we'll break down some ways to improve
- 00:17:11search rankings in a bit
- 00:17:13right now let's move on to the last type
- 00:17:15of digital media
- 00:17:16earned earned media is any positive
- 00:17:20digital exposure generated through
- 00:17:22personal or public recommendations
- 00:17:24companies don't create or own earn media
- 00:17:27and they can't pay for it directly
- 00:17:30it's generated by customers in response
- 00:17:32to things like product quality and
- 00:17:34customer service in addition to
- 00:17:36successful marketing campaigns so if a
- 00:17:39brand starts a formal partnership with
- 00:17:41an influencer that's paid advertising
- 00:17:43but if a customer likes a product so
- 00:17:46much that they tell their friends about
- 00:17:48it for free
- 00:17:49that's earn media
- 00:17:51basically it's the reputation a brand
- 00:17:53builds for being great at what they do
- 00:17:55earned media can take the form of social
- 00:17:57media mentions
- 00:17:59blog posts
- 00:18:00written or video reviews or positive
- 00:18:03press coverage like product profiles or
- 00:18:05best of lists
- 00:18:08customer generated content can help
- 00:18:10businesses sell products but it does way
- 00:18:12more than that it also helps brands
- 00:18:14reach new markets and build public trust
- 00:18:17before we move on let's review
- 00:18:20to be successful online brands use a
- 00:18:23combination of paid
- 00:18:25owned and earned media
- 00:18:27paid media is advertising you pay for
- 00:18:30like banner or video ads
- 00:18:33owned media is content a brand creates
- 00:18:35and controls like website content blogs
- 00:18:38or case studies
- 00:18:40earned media is positive customer
- 00:18:43generated content that raises awareness
- 00:18:45and enhances a brand's reputation
- 00:18:49now that you know about the different
- 00:18:50types of digital media you're ready to
- 00:18:52learn more about the specific tactics
- 00:18:55and channels brands use to reach
- 00:18:57customers
- 00:19:01[Music]
- 00:19:04have you ever wondered how a search
- 00:19:06engine decides which results go at the
- 00:19:08top of a page and which go at the bottom
- 00:19:10what about the results that end up on
- 00:19:12page 2
- 00:19:1420 or 200
- 00:19:16search engines work by exploring and
- 00:19:18indexing the content of billions of web
- 00:19:21pages across the internet when you
- 00:19:23search for a term the search engine uses
- 00:19:25an algorithm to rank the results by
- 00:19:27relevance and quality those rankings
- 00:19:30matter because search engines are the
- 00:19:32most common method people use to find
- 00:19:34products and services online and the
- 00:19:37internet is a crowded place let's try an
- 00:19:40experiment
- 00:19:41say that i want to buy a plant for my
- 00:19:42home office maybe a small cactus
- 00:19:45if i search the web for the phrase
- 00:19:48potted cactus for sale i get over
- 00:19:51million results that's more than two
- 00:19:54million pages of links
- 00:19:56and just how many of those results do
- 00:19:58you think i'm going to click on before i
- 00:19:59find the cactus i want
- 00:20:01it's a lot less than 26 million so
- 00:20:04ranking in search results is essential
- 00:20:06for reaching customers
- 00:20:08but how do you make sure you're
- 00:20:09producing content that a search engine
- 00:20:11recognizes as relevant and high quality
- 00:20:15the answer is a process called search
- 00:20:18engine optimization
- 00:20:19or seo for short seo is a set of
- 00:20:23practices designed to increase the
- 00:20:25quantity and quality of traffic to a
- 00:20:27website
- 00:20:29at the most basic level it involves
- 00:20:31optimizing content around commonly used
- 00:20:34search terms also called keywords to
- 00:20:37improve a website's position in search
- 00:20:39engine results pages search engine
- 00:20:42results pages or serps are the pages of
- 00:20:45results produced when someone performs a
- 00:20:47search
- 00:20:48typically the higher a site ranks in
- 00:20:50these search listings the more likely
- 00:20:53customers are to click on it
- 00:20:55and the more visitors you have the more
- 00:20:57chances you have to drive sales
- 00:20:59establish authority and build your brand
- 00:21:02seo and paid ads each have advantages
- 00:21:05and disadvantages
- 00:21:06you've already learned that ads produce
- 00:21:08results quick but those results
- 00:21:10disappear when you stop paying for them
- 00:21:13with seo it's the reverse
- 00:21:16the exposure you get from good seo can
- 00:21:19last much longer than paid ads but
- 00:21:21rising in the serp rankings can take
- 00:21:23time and efforts which is why seo and
- 00:21:26paid ads are often used together
- 00:21:29seo has been around since the early days
- 00:21:32of the internet and it's evolved a lot
- 00:21:34in that time
- 00:21:35these days it involves a lot of
- 00:21:37different activities
- 00:21:39let's go over a few seo basics now
- 00:21:42keyword research quality content and
- 00:21:45website structure
- 00:21:46first keyword research is the process of
- 00:21:49identifying common search terms and
- 00:21:51phrases consumers use to find products
- 00:21:54or services online
- 00:21:56for example some common keywords for a
- 00:21:59company that sells musical instruments
- 00:22:01might include guitar
- 00:22:03drum set or grand piano for sale part of
- 00:22:06seo is finding the keywords that are
- 00:22:09most relevant for your audience and
- 00:22:11products and making sure they're part of
- 00:22:13your content but you can't just pack
- 00:22:15your website full of keywords and expect
- 00:22:17good results
- 00:22:19you also need quality content that's
- 00:22:21useful and usable for your customers
- 00:22:24that means not only writing great
- 00:22:25content but keeping it up to date you
- 00:22:27want website content to match a
- 00:22:29business's current offerings and reflect
- 00:22:31keyword trends
- 00:22:33quality content is a win-win because
- 00:22:35it's helpful for customers and tends to
- 00:22:38make better in serps your content should
- 00:22:40also be easy to find so organizing the
- 00:22:43site in a user-friendly way is important
- 00:22:45too
- 00:22:46a well-structured website makes it
- 00:22:48easier for both search engines and
- 00:22:50customers to navigate your content time
- 00:22:53to recap
- 00:22:54seo is the process of increasing the
- 00:22:57quality and quantity of traffic to a
- 00:22:59website from search engines
- 00:23:02businesses can improve their search
- 00:23:03engine results page rankings or serps in
- 00:23:06a few different ways including keyword
- 00:23:09research creating useful usable content
- 00:23:12and a clear website structure
- 00:23:14of course there's a lot more to good seo
- 00:23:17than we've covered here
- 00:23:19in the next part of the course you'll
- 00:23:20find out more about seo as well as some
- 00:23:23paid advertising strategies
- 00:23:29[Music]
- 00:23:31so far in this lesson you've learned
- 00:23:33about three types of digital media
- 00:23:36paid
- 00:23:37owned and earned
- 00:23:40you also discovered how brands use seo
- 00:23:42to rank and search engine results pages
- 00:23:45and increase traffic to their own
- 00:23:47content
- 00:23:49now we're going to explore paid
- 00:23:50advertising in a little more depth
- 00:23:53you'll recall that paid advertising is
- 00:23:55any form of digital promotion a brand
- 00:23:58pays to put online
- 00:24:00a big part of that promotion is search
- 00:24:02engine marketing or sem sem is the
- 00:24:07process of generating traffic to a
- 00:24:09website through paid ads that appear on
- 00:24:11search engine results pages
- 00:24:14sem ads are the ones that appear above
- 00:24:17or below the regular search listings in
- 00:24:20a cert
- 00:24:21a quick note on terminology here
- 00:24:24some companies think of sem as a broad
- 00:24:27umbrella that includes both paid ads and
- 00:24:29search engines
- 00:24:31and seo
- 00:24:32we're going to simplify things and say
- 00:24:34that seo has to do with the ranking of
- 00:24:37search listings within serps while sem
- 00:24:40happens through paid ads
- 00:24:44sem starts out the same way that seo
- 00:24:47does with keyword research
- 00:24:51so if your company sells vitamins you
- 00:24:54might want to serve an ad to customers
- 00:24:56who search for the phrase vitamin c
- 00:24:59once you have your keywords you enter
- 00:25:01and add auction to bid on them and add
- 00:25:04auction is how a search engine
- 00:25:06determines which ads to display in the
- 00:25:09order they're shown when someone
- 00:25:11performs a search
- 00:25:12when you bid on a keyword you decide how
- 00:25:15much you're willing to pay when someone
- 00:25:17searches for a term and clicks your ad
- 00:25:20this is known as pay per click or ppc
- 00:25:25because you pay only when someone clicks
- 00:25:28on your ad
- 00:25:29the amount you pay when someone clicks
- 00:25:31on a ppc ad is called the cost per click
- 00:25:35or cpc
- 00:25:38now just like in every other auction
- 00:25:40it's possible to lose your bid
- 00:25:42that means your ad won't come up every
- 00:25:45time someone searches for your keyword
- 00:25:47search engines decide which ads to
- 00:25:49display based on factors like quality
- 00:25:52and maximum bid amount
- 00:25:54and you'll learn more about them later
- 00:25:56on in the program
- 00:25:57sem is a great way to reach specific
- 00:26:00customers quickly but it has other
- 00:26:02advantages too when a customer finds a
- 00:26:05website through search listings they'll
- 00:26:07usually end up on that website's home
- 00:26:09page but paid ads give you control over
- 00:26:12where those visitors land on your site
- 00:26:15whether that's a sign up form or a
- 00:26:17specific product page but one of the
- 00:26:19biggest benefits of paid ads is that
- 00:26:22they create opportunities for
- 00:26:24remarketing remarketing allows you to
- 00:26:27identify previous customers or visitors
- 00:26:29to your website and serve them paid ads
- 00:26:32on other sites and social media
- 00:26:34platforms
- 00:26:36have you ever browsed a website for a
- 00:26:38pair of jeans and then noticed those
- 00:26:40same genes popping up on other sites
- 00:26:43that's remarketing it's a way of
- 00:26:45recapturing the attention of people who
- 00:26:47are already interested in your brand and
- 00:26:50that's really important because most
- 00:26:51website visitors leave before completing
- 00:26:54an action like making a purchase maybe
- 00:26:57they want to consider their options or
- 00:26:59do more research before buying
- 00:27:00remarketing encourages those people to
- 00:27:02come back by reminding them why they
- 00:27:05clicked on your ad in the first place
- 00:27:07website visitors and previous customers
- 00:27:09are also the segment of your audience
- 00:27:11that's most likely to convert
- 00:27:13so those extra reminders can have a big
- 00:27:16impact
- 00:27:17you'll be able to explore all of these
- 00:27:19concepts more later in the program
- 00:27:22right now it's time to review
- 00:27:24sem is a way for brands to generate
- 00:27:27traffic to their websites by placing
- 00:27:29paid ads on search engine results pages
- 00:27:33it uses a model called pay-per-click
- 00:27:35advertising which charges you when
- 00:27:37someone clicks on your ad
- 00:27:39paid ads have some big advantages like
- 00:27:42reaching customers quickly
- 00:27:44controlling where visitors land on your
- 00:27:46site
- 00:27:47and remarketing
- 00:27:48next up you'll learn about some other
- 00:27:50types of paid advertising for attracting
- 00:27:52and converting customers
- 00:27:58[Music]
- 00:28:00now that you've learned about seo
- 00:28:03sem and display ads it's time to
- 00:28:06introduce two more channels businesses
- 00:28:08can use to reach their digital marketing
- 00:28:10goals
- 00:28:11social media marketing and email
- 00:28:14marketing social and email each have
- 00:28:16different strengths which makes them
- 00:28:18much more effective together than
- 00:28:20separately so before we discuss each
- 00:28:22channel on its own let's go over what
- 00:28:25they do well and how they can work
- 00:28:27together to raise awareness and maintain
- 00:28:29customer relationships over time brands
- 00:28:32can do a lot on social media because so
- 00:28:35many people are on social media it's one
- 00:28:37of the most effective channels for
- 00:28:39finding new audiences with social media
- 00:28:42accounts companies can engage with
- 00:28:44customers
- 00:28:45run ads and even generate earned media
- 00:28:48through viral content but social media
- 00:28:51also has one big drawback
- 00:28:54businesses can control what they post to
- 00:28:56their accounts but they can't control
- 00:28:58the platforms themselves so if a
- 00:29:00particular platform shuts down or
- 00:29:03changes their algorithm it can affect a
- 00:29:05brand's ability to reach their followers
- 00:29:07overnight
- 00:29:09the good news is that social media can
- 00:29:11help brands grow their email lists which
- 00:29:13they own completely email marketing
- 00:29:16doesn't have the reach of social media
- 00:29:18but it also doesn't need to
- 00:29:20that's because email marketing is about
- 00:29:22nurturing relationships with people who
- 00:29:24are already interested in a brand and
- 00:29:27because businesses control their email
- 00:29:29lists they can nurture those
- 00:29:30relationships over time email marketing
- 00:29:33is also incredibly cost effective
- 00:29:36on average it brings in more than forty
- 00:29:38dollars for every dollar spent and there
- 00:29:40you have it together email and social
- 00:29:43media marketing helps brands increase
- 00:29:45their reach raise awareness and connect
- 00:29:48with customers online
- 00:29:50you'll learn more about both of these
- 00:29:52channels and how they work together in
- 00:29:54just a bit
- 00:29:55meet you there
- 00:30:00[Music]
- 00:30:02throughout this course we've stressed
- 00:30:04how important it is to find and connect
- 00:30:06with target audiences where they are
- 00:30:09online
- 00:30:10one of the best places to do that is on
- 00:30:12social media well over half the people
- 00:30:15in the entire world are on social media
- 00:30:18and that number is only growing maybe
- 00:30:20one audience likes twitter more than
- 00:30:22tick tock
- 00:30:23or another prefers facebook to instagram
- 00:30:26but no matter what a business sells
- 00:30:28chances are good that social media is a
- 00:30:31key part of their marketing strategy
- 00:30:33social media marketing is the practice
- 00:30:35of creating and publishing content for
- 00:30:37social media platforms in order to drive
- 00:30:40engagement and promote a brand or
- 00:30:43product
- 00:30:44creating social media content might seem
- 00:30:47simple
- 00:30:48after all people post interesting funny
- 00:30:51or touching content to their personal
- 00:30:53accounts every day
- 00:30:55but there's a lot more to social media
- 00:30:57marketing than writing clever or
- 00:30:59informative posts social media marketing
- 00:31:02involves a lot of the same concerns as a
- 00:31:04company's overall digital marketing
- 00:31:06strategy
- 00:31:07like increasing engagement
- 00:31:09expanding their reach
- 00:31:11and building their brand it's just that
- 00:31:13all of those activities happen on social
- 00:31:15media platforms so now let's explore
- 00:31:18some of the ways businesses use social
- 00:31:20media to amplify their efforts and reach
- 00:31:22their digital marketing goals
- 00:31:24we can break down these activities into
- 00:31:26five categories known as the five
- 00:31:29pillars of social media marketing these
- 00:31:31pillars include
- 00:31:32strategy
- 00:31:34planning and publishing
- 00:31:35listening and engagement
- 00:31:37analytics and reporting
- 00:31:39and paid social media
- 00:31:42let's start with strategy
- 00:31:44before planning your content or campaign
- 00:31:47you need to know who your audience is
- 00:31:49and which social platforms they use
- 00:31:52so if your audience is mostly interested
- 00:31:54in content about home decorating you
- 00:31:56might not post on a platform that caters
- 00:31:58to business and networking posting the
- 00:32:01right content in the right places can
- 00:32:03save both time and money to know what
- 00:32:06types of content to create you'll also
- 00:32:08need to understand your goals
- 00:32:10for example if you want to build
- 00:32:12community around your brand you might
- 00:32:14focus on interactive content like polls
- 00:32:17or questions and answer sessions but if
- 00:32:20your goal is to promote a new product
- 00:32:22running a contest or giveaway might get
- 00:32:24better results understanding your
- 00:32:26audience and having clear goals will
- 00:32:28help you create effective relevant
- 00:32:31content once you've set your strategy
- 00:32:33and content you'll need to consider
- 00:32:35planning and publishing that means
- 00:32:38deciding when to post content and how
- 00:32:40often to post content
- 00:32:42the goal is to engage followers enough
- 00:32:44so that they remember you but not so
- 00:32:46often that you overwhelm them
- 00:32:48next up is social listening and
- 00:32:51engagement once your content is out in
- 00:32:53the world you can track and analyze
- 00:32:56social conversations and mentions
- 00:32:58related to your brand
- 00:32:59this could mean monitoring direct
- 00:33:01responses to a brand's social content or
- 00:33:04earned media like posts about its
- 00:33:06products which are great ways to find
- 00:33:08out how customers feel about your
- 00:33:10business the insights you gain can help
- 00:33:12you decide how to respond to and engage
- 00:33:15with customers on social platforms
- 00:33:17those responses are important because
- 00:33:19they can affect your brand image and
- 00:33:21customer relationships think of social
- 00:33:24listening and engagement like a
- 00:33:26conversation
- 00:33:27first a business publishes content
- 00:33:30then they listen to how their audience
- 00:33:32responds
- 00:33:33by paying attention to what their
- 00:33:35audience says
- 00:33:36they can determine the best way to reply
- 00:33:39for example if someone posts about how
- 00:33:41helpful they find a particular tool like
- 00:33:44a habit tracking app the brand could
- 00:33:46respond with thanks and encouragement
- 00:33:48but if they post that the app isn't
- 00:33:50working correctly they could share
- 00:33:52troubleshooting tips instead
- 00:33:54next you'll use analytics and reporting
- 00:33:57to find out how your content or
- 00:33:59campaigns are performing and communicate
- 00:34:01results to others
- 00:34:03social media analytics tools can track
- 00:34:05and measure things like comments shares
- 00:34:08follows or clicks
- 00:34:10they can tell you how many people are
- 00:34:12using a hashtag
- 00:34:13or the number of positive mentions over
- 00:34:16time businesses can use these insights
- 00:34:18to respond to trends or guide future
- 00:34:20strategies
- 00:34:22finally there's paid social media
- 00:34:25paid social media ads have a lot of the
- 00:34:27same benefits as paid ads for other
- 00:34:29channels it can expand a brand's reach
- 00:34:32beyond its existing customer base and
- 00:34:34allow them to remarket products
- 00:34:37but advertising on social media has some
- 00:34:40other advantages too
- 00:34:42for one thing social platforms provide
- 00:34:45more detailed user information than
- 00:34:47search engines
- 00:34:48that means brands serve ads to highly
- 00:34:51specific customer groups
- 00:34:53finally paid social media is a good way
- 00:34:56for brands to grow their email lists
- 00:34:59by linking ads to email signup forms
- 00:35:02businesses can contact their followers
- 00:35:04directly and send them special offers
- 00:35:07like any digital marketing strategy
- 00:35:09social media marketing involves getting
- 00:35:11to know your audience finding them
- 00:35:14online and setting meaningful goals only
- 00:35:17then can you plan create and publish
- 00:35:19content
- 00:35:21next social listening and measurement
- 00:35:23can tell you how to engage with your
- 00:35:25audience effectively and refine your
- 00:35:27strategy
- 00:35:28lastly with paid social ads you can
- 00:35:31expand your reach address specific
- 00:35:33customers and grow your email list
- 00:35:36coming up you'll learn more about social
- 00:35:38media marketing and how to use email to
- 00:35:41maintain customer relationships
- 00:35:47[Music]
- 00:35:49so far you've learned that social media
- 00:35:52marketing enables brands to extend their
- 00:35:54reach and build a list of email
- 00:35:56subscribers
- 00:35:58in this video we'll discuss some of the
- 00:36:00things brands can do with those
- 00:36:02subscriber lists once they have them
- 00:36:05but before we get to that let's define
- 00:36:07what email marketing is and what it
- 00:36:09isn't first most importantly email
- 00:36:12marketing is not spam spam also known as
- 00:36:16junk mail refers to any unwanted email
- 00:36:19sent out in bulk to a mass recipient
- 00:36:22list
- 00:36:22these are the emails that land in your
- 00:36:24inbox even though you never signed up
- 00:36:26for them
- 00:36:28spammers might make claims that are too
- 00:36:30good to be true or send the same content
- 00:36:32to everyone on their list regardless of
- 00:36:35their interests and they'll often send
- 00:36:37so many emails that they end up annoying
- 00:36:39potential customers
- 00:36:41so how is email marketing different from
- 00:36:44spam
- 00:36:45email marketing is when a brand sends
- 00:36:47messages to a list of existing
- 00:36:49subscribers to share information drive
- 00:36:52sales or create community
- 00:36:55that means sending relevant helpful
- 00:36:58content to people who've agreed to
- 00:37:00receive it when it's done well email
- 00:37:02marketing helps brands build and
- 00:37:04maintain relationships with potential
- 00:37:07and existing customers
- 00:37:09so how do brands avoid coming across
- 00:37:11like spammers
- 00:37:13how do they make sure they're sending
- 00:37:15the right content to the right people at
- 00:37:17the right time
- 00:37:19they use
- 00:37:20segmentation and personalization
- 00:37:23let's take these ideas one at a time
- 00:37:26first segmentation email segmentation is
- 00:37:29the practice of dividing an email
- 00:37:31subscriber list into smaller groups or
- 00:37:34segments based on criteria like interest
- 00:37:37location
- 00:37:39or purchase history
- 00:37:40it allows brands to customize emails for
- 00:37:43different groups and send subscribers
- 00:37:45content that's relevant to them and the
- 00:37:47more brands learn about their
- 00:37:48subscribers the more they can segment
- 00:37:51their lists which makes it easier to
- 00:37:53build relationships with customers
- 00:37:55so if someone buys cat food from a pet
- 00:37:58store
- 00:37:59they might appreciate getting ads about
- 00:38:01other cat related products like treats
- 00:38:04or toys but if they get a coupon for
- 00:38:06bird seed they might delete that email
- 00:38:09and they could even unsubscribe all
- 00:38:11together which is the opposite of what
- 00:38:13the pet store wants
- 00:38:15let's move on to personalization while
- 00:38:18segmentation helps marketers decide what
- 00:38:20email content to send to which people
- 00:38:23personalization is a process of
- 00:38:25customizing email content for individual
- 00:38:27subscribers
- 00:38:29that doesn't mean writing a different
- 00:38:30email for every single subscriber
- 00:38:32if email marketers did that they
- 00:38:34wouldn't have time for anything else
- 00:38:36but there are some things they can do to
- 00:38:38deliver an experience that feels
- 00:38:40specific to each individual here are a
- 00:38:43few examples
- 00:38:44email marketers can
- 00:38:46address each recipient directly by
- 00:38:48putting their name in the greeting or
- 00:38:50subject line send promotions for special
- 00:38:53events like birthdays holidays or
- 00:38:55anniversaries
- 00:38:56send messages that match where customers
- 00:38:58are in the marketing funnel
- 00:39:00for example an email about a loyalty
- 00:39:03program probably shouldn't go to
- 00:39:04subscribers who are still at the
- 00:39:06consideration stage and finally they can
- 00:39:09follow up on previous interactions like
- 00:39:11asking a customer to share their opinion
- 00:39:13on a recent purchase now you know the
- 00:39:15difference between email marketing and
- 00:39:17spam
- 00:39:18and how brands use techniques like
- 00:39:20segmentation and personalization to
- 00:39:23build and maintain customer
- 00:39:24relationships
- 00:39:26coming up you'll learn about some
- 00:39:27different types of emails that can
- 00:39:29engage convert and retain customers
- 00:39:33congratulations on finishing this video
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