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.

Digital Marketing & E-commerce Strategy | Google Digital Marketing & E-commerce Certificate

00:39:55

https://www.youtube.com/watch?v=gXeprdUsU4I

Summary

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.

Takeaways

📊 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.

Timeline

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 Q&A

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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Subtitles

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00:00:03
[Music]
00:00:05
hi there glad to have you back
00:00:07
in the last part of the course we
00:00:09
explored what digital marketing and
00:00:11
e-commerce can do for brands
00:00:13
you learn how customer journey maps can
00:00:15
help companies understand their
00:00:16
customers and nurture relationships over
00:00:19
time you also discovered how they use
00:00:21
digital marketing funnels to raise
00:00:22
awareness encourage consideration drive
00:00:25
conversions and foster loyalty by
00:00:28
learning about these concepts you're
00:00:29
starting to build a strong foundation
00:00:31
for the next phase of your career in
00:00:34
this part of the course you'll learn
00:00:35
that a funnel fits into a larger digital
00:00:37
marketing strategy you'll explore the
00:00:39
relationship between branding and
00:00:41
digital marketing and some specific ways
00:00:43
companies can build their brands you'll
00:00:46
also find out what goes into planning a
00:00:48
digital marketing strategy and get to
00:00:50
know some of the most common channels
00:00:51
and tactics they involve
00:00:53
like search engine optimization social
00:00:56
media marketing and email marketing
00:00:58
using these channels businesses can
00:01:00
attract customers drive sales and
00:01:03
maintain relationships over time
00:01:05
creating a digital marketing strategy is
00:01:07
one of the most effective things brands
00:01:09
can do to reach customers so it's
00:01:11
crucial to understand how they work even
00:01:13
if you're just starting out in the
00:01:14
industry
00:01:16
in fact one of the first things i did
00:01:18
when starting out as a product marketing
00:01:20
manager was collaborating on digital
00:01:22
marketing strategies for social media i
00:01:25
worked hands-on in developing ways to
00:01:27
reach and engage our target audience
00:01:29
digital marketing strategies are so
00:01:31
important because they ensure that a
00:01:33
brand's digital marketing and sales
00:01:35
activities all work together toward a
00:01:37
common goal
00:01:38
i'm so excited to get started and i hope
00:01:41
you are too
00:01:46
[Music]
00:01:48
so far i've said a lot about brands how
00:01:51
they find their audiences how they
00:01:53
engage with customers and how they build
00:01:55
loyalty and boost sales but what exactly
00:01:59
is a brand and how does it relate to
00:02:01
digital marketing and e-commerce
00:02:03
in this video we'll explore why
00:02:05
understanding brands is so important for
00:02:07
digital marketing
00:02:09
a brand is how a business or
00:02:11
organization is perceived by the public
00:02:14
there are a lot of factors that can
00:02:15
influence a brand
00:02:17
like values culture design elements and
00:02:20
tone of voice and companies can do
00:02:22
things to build their brands but a brand
00:02:25
isn't a physical asset like a product or
00:02:27
service products and services are the
00:02:29
things a business sells like clothing
00:02:32
software or entertainment a brand is
00:02:34
more like a personality or a reputation
00:02:37
it's the sum of who you are and what
00:02:38
people think about you and your products
00:02:41
so why is it important to know about
00:02:43
brands and their value
00:02:45
because a company's brand guides all of
00:02:47
their marketing and sales efforts before
00:02:50
they can even start thinking about ads
00:02:52
or promotion companies need to
00:02:54
understand their mission values and
00:02:56
unique offerings
00:02:58
marketing efforts can and should change
00:03:00
with the times but a brand identity is
00:03:03
permanent
00:03:04
think of it this way if a brand is who
00:03:07
you are marketing is how you get
00:03:09
people's attention so a company can pour
00:03:11
tons of resources into a digital
00:03:13
marketing strategy but without a strong
00:03:15
brand identity no one's going to
00:03:17
remember who they are
00:03:19
likewise they can have great values and
00:03:22
amazing products but they still need
00:03:24
marketing to build brand recognition and
00:03:26
drive sales
00:03:27
a brand is the foundation of a
00:03:29
successful digital marketing strategy
00:03:31
but digital marketing can also affect
00:03:33
public perception of your brand
00:03:35
you can't have one without the other
00:03:38
a strong brand can be incredibly
00:03:40
valuable and digital marketing can make
00:03:42
it even stronger for example digital
00:03:45
marketing campaigns can help increase
00:03:47
value through brand equity what is brand
00:03:50
equity it's the value consumers
00:03:52
attribute to one brand's offering when
00:03:54
compared with similar products from
00:03:56
another brand
00:03:58
when a brand has positive equity it
00:04:00
means consumers feel good about the
00:04:02
brand and might pay more for it than an
00:04:04
identical product from another company
00:04:06
for example let's say we have two
00:04:08
bottles of sunscreen with identical
00:04:10
ingredients one from a known and trusted
00:04:13
brand and the other from a lesser known
00:04:15
brand
00:04:16
brand equity is how much more customers
00:04:18
are willing to pay for the brand they
00:04:20
know and trust than the other one even
00:04:22
though they have the same ingredients
00:04:24
the trust people have in the familiar
00:04:26
brand adds to its overall value digital
00:04:29
marketing is one of the ways businesses
00:04:31
build that trust
00:04:33
when they run an ad campaign those ads
00:04:35
don't just get consumers to take notice
00:04:37
they can also help shape public
00:04:39
perception of the brand digital
00:04:41
marketing can communicate a brand's
00:04:42
values personality and perspective which
00:04:45
can influence how people think of them
00:04:48
alright time to review
00:04:50
a brand is more than just another word
00:04:52
for a business it's how customers think
00:04:54
and feel about a company and its
00:04:56
products it's also the foundation for
00:04:59
successful marketing and sales
00:05:00
strategies digital marketing in turn can
00:05:03
help build brand equity recognition and
00:05:06
trust
00:05:07
moving forward we'll begin to explore
00:05:09
how brands create digital marketing
00:05:10
strategies that support their larger
00:05:12
goals
00:05:17
[Music]
00:05:18
now that you understand the relationship
00:05:20
between branding and marketing it's time
00:05:23
to get deeper into how brands use
00:05:25
digital marketing strategies to reach
00:05:27
business goals
00:05:29
when you're just starting out in digital
00:05:30
marketing or e-commerce you probably
00:05:33
won't be responsible for creating a
00:05:34
digital marketing strategy unless you're
00:05:37
working at a small company setting a
00:05:39
strategy is usually a broad
00:05:41
collaborative effort but you'll
00:05:43
definitely help execute the strategy
00:05:45
even if it's set by others
00:05:46
that's why it's important for you to
00:05:48
understand what a digital marketing
00:05:50
strategy is and what goes into building
00:05:52
one simply put a digital marketing
00:05:55
strategy is a plan for achieving
00:05:57
specific goals through online channels
00:05:59
to support and advance business
00:06:01
objectives
00:06:02
so now let's discuss what actually goes
00:06:04
into creating a digital marketing
00:06:06
strategy
00:06:07
before you can start planning things
00:06:09
like ad campaigns or social media
00:06:11
outreach you need to research your
00:06:13
audience and set meaningful goals these
00:06:16
steps will tell you who you're trying to
00:06:17
reach and what you want to accomplish
00:06:20
you'll learn more about how to do these
00:06:22
things later in the program
00:06:24
all you need to know right now is that
00:06:26
they're essential to the success of any
00:06:28
digital marketing strategy once you've
00:06:30
completed your research and set your
00:06:31
goals it's time to work out a strategy
00:06:34
that means you're using what you've
00:06:35
learned to guide customers through each
00:06:37
stage of the digital marketing funnel
00:06:39
with the most effective tactics and
00:06:41
media mix
00:06:42
media mix refers to the combination of
00:06:44
digital channels used to reach your
00:06:46
goals and how you divide your budget
00:06:48
among them
00:06:50
these are all the activities that go
00:06:51
into your marketing funnel
00:06:53
to select your media mix you'll first
00:06:55
review your existing media content to
00:06:57
find out if there are any gaps
00:07:00
after that you can decide which channels
00:07:02
to focus on
00:07:03
what content and campaigns to run on
00:07:06
those channels and how to allocate your
00:07:08
budget
00:07:09
let's try an example
00:07:11
imagine you're part of a team that's
00:07:12
working with a high-end jewelry retailer
00:07:14
who wants to drive a thirty percent
00:07:16
increase in revenue within three years
00:07:19
you know that jewelry customers can take
00:07:21
a long time to go from awareness to
00:07:23
purchase
00:07:24
so you pick marketing goals that support
00:07:26
movement through the funnel
00:07:28
bringing in new customers and nurturing
00:07:30
existing leads more effectively
00:07:33
these are upper and middle funnel
00:07:34
concerns that should boost sales over
00:07:36
time
00:07:38
that means you'll need to concentrate on
00:07:39
raising awareness and encouraging
00:07:41
consideration to achieve them here's a
00:07:43
simplified version of a digital
00:07:45
marketing strategy for these goals to
00:07:47
increase awareness and draw on new
00:07:49
customers your team puts 40 percent of
00:07:51
its budget toward upper funnel efforts
00:07:54
from your research you know that video
00:07:56
ads are the most effective way for
00:07:58
raising awareness among your target
00:07:59
audience another 40 of your budget goes
00:08:02
to driving leads in the middle of the
00:08:04
funnel use this money to engage
00:08:07
customers across different channels like
00:08:09
social media and a paid ad campaign to
00:08:11
reach customers who are actively
00:08:13
researching jewelry purchases the last
00:08:15
20 is for serving product focus ads to
00:08:18
website visitors and email marketing the
00:08:21
goal of the email campaign is to turn
00:08:23
those leads you nurtured in the upper
00:08:25
funnel into paying customers each part
00:08:27
of your funnel is important but most of
00:08:30
your budget goes to the top and middle
00:08:31
sections to help you reach new customers
00:08:34
and nurture leads
00:08:35
once you have a strategy in place you
00:08:37
can start creating the content you'll
00:08:38
need to run your campaigns that includes
00:08:41
everything from email templates to video
00:08:43
animations ad copy and banner images
00:08:47
lastly you'll need a plan to measure and
00:08:49
analyze the results of your efforts so
00:08:51
you know how you can improve in the
00:08:52
future that one's really important and
00:08:55
we'll explore some ways to do that later
00:08:57
in this course
00:08:58
and there you have it there's a lot that
00:09:01
goes into creating a digital marketing
00:09:02
strategy but remember this is a team
00:09:05
effort you may only be responsible for
00:09:07
things like aligning budgets to
00:09:09
marketing activities or analyzing the
00:09:11
results of a campaign
00:09:13
let's recap
00:09:14
to plan an effective digital marketing
00:09:16
strategy you first need to research your
00:09:18
audience and set goals that support the
00:09:20
business overall next you review your
00:09:22
existing media for gaps select marketing
00:09:25
channels and plan the content you'll use
00:09:27
to reach your goals
00:09:29
finally you'll create a plan to measure
00:09:30
and analyze results
00:09:32
and if all this seems like a lot don't
00:09:34
worry we'll break everything down for
00:09:36
you over the course of this program
00:09:39
coming up we'll learn more about setting
00:09:41
effective goals for your marketing
00:09:42
strategy
00:09:49
[Music]
00:09:50
so far we've covered the basic elements
00:09:53
of digital marketing strategy the
00:09:55
importance of customer research and what
00:09:57
goes into customer personas
00:10:00
now let's think about the next part of
00:10:02
the process setting goals for digital
00:10:04
marketing strategy
00:10:06
we all set goals whether in our
00:10:08
professional or personal lives but we're
00:10:10
more likely to reach our goals if we're
00:10:12
clear about why they matter and what
00:10:14
they involve that's as true at all
00:10:17
levels of a business
00:10:18
as it is for individuals
00:10:20
every company department team and
00:10:23
employee benefits from setting clear and
00:10:25
relevant goals to guide their work
00:10:27
you already know that digital marketing
00:10:29
goals should support a business's larger
00:10:31
goals but what's the difference between
00:10:33
a marketing goal and a business goal
00:10:36
and how do you make sure they're aligned
00:10:38
let's start with business goals
00:10:41
business goals are desired aims
00:10:43
achievements or outcomes for business
00:10:45
they're typically big long-term and have
00:10:48
the potential to affect an entire
00:10:50
company they include things like
00:10:53
increasing profits
00:10:55
gaining new customers
00:10:57
improving customer service
00:10:59
raising productivity
00:11:00
or launching new products or services
00:11:04
marketing goals tend to be smaller more
00:11:07
targeted and you guested related to
00:11:09
marketing activities
00:11:11
their specific objectives in a marketing
00:11:13
plan or strategy that should support a
00:11:16
businesses larger aims
00:11:18
some common marketing goals include
00:11:20
raising brand awareness
00:11:22
increasing web traffic
00:11:24
generating new leads and driving sales
00:11:27
or conversions
00:11:29
so how do you connect a marketing goal
00:11:31
like raise brand awareness to a business
00:11:34
goal like increase profits
00:11:37
for starters both your business goals
00:11:39
and your marketing goals need to be
00:11:41
specific
00:11:42
and measurable
00:11:44
so for example let's say there's a
00:11:46
company that makes photo editing
00:11:48
software and they want to expand their
00:11:50
customer base
00:11:51
a well-defined version of this business
00:11:53
goal could be something like grow our
00:11:55
number of active customers by 25
00:11:58
over the next two years by adding five
00:12:02
frequently requested features to our
00:12:04
software
00:12:05
that's way more specific right
00:12:08
it tells you what they're going to do
00:12:10
how they plan to do it and when they
00:12:12
want to get it done
00:12:14
you'll learn more about setting
00:12:15
well-defined goals later in this course
00:12:18
for now let's consider this goal from a
00:12:20
marketing perspective
00:12:22
what kinds of digital marketing goals
00:12:24
could help this company expand its
00:12:26
active user base
00:12:28
how about increasing website traffic
00:12:31
after all people need to visit the
00:12:33
website to sign up for an account but
00:12:35
more website traffic doesn't necessarily
00:12:37
equal more new users
00:12:39
it would depend on how many of those
00:12:41
visitors are new versus existing
00:12:43
customers and what they're doing once
00:12:46
they get to the site so increasing
00:12:47
website traffic might work but maybe
00:12:50
there's a better option what about
00:12:52
generating new leads
00:12:54
since a lead is someone who is already
00:12:55
interested in a company lead generation
00:12:58
is more likely to result in more sign
00:13:00
ups than general website traffic
00:13:03
a well-defined version of that goal
00:13:05
could be
00:13:06
we will increase our lead generation by
00:13:08
40 percent in the next year by running
00:13:11
upper funnel ads that highlight our new
00:13:13
features
00:13:14
and increasing our mid funnel budget by
00:13:16
20 percent
00:13:18
by raising awareness of the new features
00:13:20
and increasing the budget for activities
00:13:22
that create new leads the marketing goal
00:13:24
supports the business goal of growing
00:13:27
its user base
00:13:28
that's one example of how a marketing
00:13:31
goal can support a business goal but
00:13:33
there are a lot more in fact you can
00:13:35
think of business goals like the top
00:13:37
part of a pyramid there are a lot of
00:13:39
different goals below that support them
00:13:42
so a digital marketing strategy can even
00:13:44
have multiple goals that build toward
00:13:46
that top business objective
00:13:49
and you may also have goals for each
00:13:51
part of your strategy for example you
00:13:53
could set goals specifically for your
00:13:55
social media or email marketing efforts
00:13:58
when all these smaller goals are aligned
00:14:00
to the big things a business wants to
00:14:01
achieve they're much more likely to
00:14:04
reach those aims
00:14:05
let's recap
00:14:07
well-defined goals are important at all
00:14:09
levels of a business
00:14:11
business goals are long-term aims that
00:14:13
can impact a company at all levels
00:14:16
marketing goals are specific to
00:14:18
marketing efforts but should always
00:14:20
contribute to business-wide aims
00:14:23
in the next lesson we'll explore some of
00:14:25
the tactics and channels brands can use
00:14:27
to advance their marketing and business
00:14:29
goals meet you there
00:14:35
[Music]
00:14:37
in the last lesson you learned all about
00:14:39
creating a digital marketing strategy
00:14:42
we covered customer and competitor
00:14:44
research setting marketing goals to
00:14:46
align with business goals and what to
00:14:48
consider when selecting digital channels
00:14:51
let's expand on that last point there
00:14:53
are a lot of digital channels to pick
00:14:55
from when planning strategies and
00:14:57
campaigns from email to social media to
00:15:00
video and beyond but all those channels
00:15:03
fit into three main categories of
00:15:05
digital media
00:15:07
paid
00:15:08
owned and earned
00:15:10
in a strong digital strategy takes
00:15:12
advantage of all of them first paid
00:15:14
media is exactly that it's any form of
00:15:17
digital promotion a brand pays to put
00:15:20
online some examples of paid media
00:15:22
include
00:15:23
banner ads video ads social media ads
00:15:28
shopping ads
00:15:29
and pop-ups
00:15:31
you'll learn more about some of these
00:15:32
types of paid ads later in the course
00:15:35
the big advantage of paid ads is that
00:15:37
they produce results quickly
00:15:39
the downside is that those results go
00:15:42
away instantly when you stop paying for
00:15:44
them
00:15:45
and paying for ads can get expensive
00:15:47
over time that's why paid media is just
00:15:50
one piece of a larger digital strategy
00:15:53
paid ads can lead directly to purchases
00:15:56
but they also help drive traffic to a
00:15:58
businesses owned and earned media
00:16:00
channels as well now let's move on to
00:16:02
the second type
00:16:03
owned media owned media refers to all
00:16:06
the digital content a brand fully
00:16:09
controls
00:16:10
owned media content can be persuasive
00:16:13
but unlike paid media ads it doesn't
00:16:15
advertise or sell products directly
00:16:18
instead it provides value by giving
00:16:20
customers what they need in order to
00:16:22
make informed decisions think of it this
00:16:24
way if paid ads brings consumers to a
00:16:27
company's website owned content is what
00:16:30
convinces them to stay owned media
00:16:33
includes things like website content
00:16:36
blogs
00:16:37
ebooks and social media content
00:16:40
documents like white papers and case
00:16:42
studies can also inspire confidence by
00:16:44
explaining why brands make certain
00:16:46
decisions and conveying the results
00:16:49
through real world examples the thing
00:16:51
about own media is that it can't do much
00:16:53
on its own
00:16:54
no matter how great a company's website
00:16:57
or case studies are
00:16:58
they can't educate customers who don't
00:17:00
know they exist
00:17:02
businesses can bring customers to their
00:17:04
own content through paid ads and ranking
00:17:06
highly on search engine results pages
00:17:09
we'll break down some ways to improve
00:17:11
search rankings in a bit
00:17:13
right now let's move on to the last type
00:17:15
of digital media
00:17:16
earned earned media is any positive
00:17:20
digital exposure generated through
00:17:22
personal or public recommendations
00:17:24
companies don't create or own earn media
00:17:27
and they can't pay for it directly
00:17:30
it's generated by customers in response
00:17:32
to things like product quality and
00:17:34
customer service in addition to
00:17:36
successful marketing campaigns so if a
00:17:39
brand starts a formal partnership with
00:17:41
an influencer that's paid advertising
00:17:43
but if a customer likes a product so
00:17:46
much that they tell their friends about
00:17:48
it for free
00:17:49
that's earn media
00:17:51
basically it's the reputation a brand
00:17:53
builds for being great at what they do
00:17:55
earned media can take the form of social
00:17:57
media mentions
00:17:59
blog posts
00:18:00
written or video reviews or positive
00:18:03
press coverage like product profiles or
00:18:05
best of lists
00:18:08
customer generated content can help
00:18:10
businesses sell products but it does way
00:18:12
more than that it also helps brands
00:18:14
reach new markets and build public trust
00:18:17
before we move on let's review
00:18:20
to be successful online brands use a
00:18:23
combination of paid
00:18:25
owned and earned media
00:18:27
paid media is advertising you pay for
00:18:30
like banner or video ads
00:18:33
owned media is content a brand creates
00:18:35
and controls like website content blogs
00:18:38
or case studies
00:18:40
earned media is positive customer
00:18:43
generated content that raises awareness
00:18:45
and enhances a brand's reputation
00:18:49
now that you know about the different
00:18:50
types of digital media you're ready to
00:18:52
learn more about the specific tactics
00:18:55
and channels brands use to reach
00:18:57
customers
00:19:01
[Music]
00:19:04
have you ever wondered how a search
00:19:06
engine decides which results go at the
00:19:08
top of a page and which go at the bottom
00:19:10
what about the results that end up on
00:19:12
page 2
00:19:14
20 or 200
00:19:16
search engines work by exploring and
00:19:18
indexing the content of billions of web
00:19:21
pages across the internet when you
00:19:23
search for a term the search engine uses
00:19:25
an algorithm to rank the results by
00:19:27
relevance and quality those rankings
00:19:30
matter because search engines are the
00:19:32
most common method people use to find
00:19:34
products and services online and the
00:19:37
internet is a crowded place let's try an
00:19:40
experiment
00:19:41
say that i want to buy a plant for my
00:19:42
home office maybe a small cactus
00:19:45
if i search the web for the phrase
00:19:48
potted cactus for sale i get over
00:19:51
million results that's more than two
00:19:54
million pages of links
00:19:56
and just how many of those results do
00:19:58
you think i'm going to click on before i
00:19:59
find the cactus i want
00:20:01
it's a lot less than 26 million so
00:20:04
ranking in search results is essential
00:20:06
for reaching customers
00:20:08
but how do you make sure you're
00:20:09
producing content that a search engine
00:20:11
recognizes as relevant and high quality
00:20:15
the answer is a process called search
00:20:18
engine optimization
00:20:19
or seo for short seo is a set of
00:20:23
practices designed to increase the
00:20:25
quantity and quality of traffic to a
00:20:27
website
00:20:29
at the most basic level it involves
00:20:31
optimizing content around commonly used
00:20:34
search terms also called keywords to
00:20:37
improve a website's position in search
00:20:39
engine results pages search engine
00:20:42
results pages or serps are the pages of
00:20:45
results produced when someone performs a
00:20:47
search
00:20:48
typically the higher a site ranks in
00:20:50
these search listings the more likely
00:20:53
customers are to click on it
00:20:55
and the more visitors you have the more
00:20:57
chances you have to drive sales
00:20:59
establish authority and build your brand
00:21:02
seo and paid ads each have advantages
00:21:05
and disadvantages
00:21:06
you've already learned that ads produce
00:21:08
results quick but those results
00:21:10
disappear when you stop paying for them
00:21:13
with seo it's the reverse
00:21:16
the exposure you get from good seo can
00:21:19
last much longer than paid ads but
00:21:21
rising in the serp rankings can take
00:21:23
time and efforts which is why seo and
00:21:26
paid ads are often used together
00:21:29
seo has been around since the early days
00:21:32
of the internet and it's evolved a lot
00:21:34
in that time
00:21:35
these days it involves a lot of
00:21:37
different activities
00:21:39
let's go over a few seo basics now
00:21:42
keyword research quality content and
00:21:45
website structure
00:21:46
first keyword research is the process of
00:21:49
identifying common search terms and
00:21:51
phrases consumers use to find products
00:21:54
or services online
00:21:56
for example some common keywords for a
00:21:59
company that sells musical instruments
00:22:01
might include guitar
00:22:03
drum set or grand piano for sale part of
00:22:06
seo is finding the keywords that are
00:22:09
most relevant for your audience and
00:22:11
products and making sure they're part of
00:22:13
your content but you can't just pack
00:22:15
your website full of keywords and expect
00:22:17
good results
00:22:19
you also need quality content that's
00:22:21
useful and usable for your customers
00:22:24
that means not only writing great
00:22:25
content but keeping it up to date you
00:22:27
want website content to match a
00:22:29
business's current offerings and reflect
00:22:31
keyword trends
00:22:33
quality content is a win-win because
00:22:35
it's helpful for customers and tends to
00:22:38
make better in serps your content should
00:22:40
also be easy to find so organizing the
00:22:43
site in a user-friendly way is important
00:22:45
too
00:22:46
a well-structured website makes it
00:22:48
easier for both search engines and
00:22:50
customers to navigate your content time
00:22:53
to recap
00:22:54
seo is the process of increasing the
00:22:57
quality and quantity of traffic to a
00:22:59
website from search engines
00:23:02
businesses can improve their search
00:23:03
engine results page rankings or serps in
00:23:06
a few different ways including keyword
00:23:09
research creating useful usable content
00:23:12
and a clear website structure
00:23:14
of course there's a lot more to good seo
00:23:17
than we've covered here
00:23:19
in the next part of the course you'll
00:23:20
find out more about seo as well as some
00:23:23
paid advertising strategies
00:23:29
[Music]
00:23:31
so far in this lesson you've learned
00:23:33
about three types of digital media
00:23:36
paid
00:23:37
owned and earned
00:23:40
you also discovered how brands use seo
00:23:42
to rank and search engine results pages
00:23:45
and increase traffic to their own
00:23:47
content
00:23:49
now we're going to explore paid
00:23:50
advertising in a little more depth
00:23:53
you'll recall that paid advertising is
00:23:55
any form of digital promotion a brand
00:23:58
pays to put online
00:24:00
a big part of that promotion is search
00:24:02
engine marketing or sem sem is the
00:24:07
process of generating traffic to a
00:24:09
website through paid ads that appear on
00:24:11
search engine results pages
00:24:14
sem ads are the ones that appear above
00:24:17
or below the regular search listings in
00:24:20
a cert
00:24:21
a quick note on terminology here
00:24:24
some companies think of sem as a broad
00:24:27
umbrella that includes both paid ads and
00:24:29
search engines
00:24:31
and seo
00:24:32
we're going to simplify things and say
00:24:34
that seo has to do with the ranking of
00:24:37
search listings within serps while sem
00:24:40
happens through paid ads
00:24:44
sem starts out the same way that seo
00:24:47
does with keyword research
00:24:51
so if your company sells vitamins you
00:24:54
might want to serve an ad to customers
00:24:56
who search for the phrase vitamin c
00:24:59
once you have your keywords you enter
00:25:01
and add auction to bid on them and add
00:25:04
auction is how a search engine
00:25:06
determines which ads to display in the
00:25:09
order they're shown when someone
00:25:11
performs a search
00:25:12
when you bid on a keyword you decide how
00:25:15
much you're willing to pay when someone
00:25:17
searches for a term and clicks your ad
00:25:20
this is known as pay per click or ppc
00:25:25
because you pay only when someone clicks
00:25:28
on your ad
00:25:29
the amount you pay when someone clicks
00:25:31
on a ppc ad is called the cost per click
00:25:35
or cpc
00:25:38
now just like in every other auction
00:25:40
it's possible to lose your bid
00:25:42
that means your ad won't come up every
00:25:45
time someone searches for your keyword
00:25:47
search engines decide which ads to
00:25:49
display based on factors like quality
00:25:52
and maximum bid amount
00:25:54
and you'll learn more about them later
00:25:56
on in the program
00:25:57
sem is a great way to reach specific
00:26:00
customers quickly but it has other
00:26:02
advantages too when a customer finds a
00:26:05
website through search listings they'll
00:26:07
usually end up on that website's home
00:26:09
page but paid ads give you control over
00:26:12
where those visitors land on your site
00:26:15
whether that's a sign up form or a
00:26:17
specific product page but one of the
00:26:19
biggest benefits of paid ads is that
00:26:22
they create opportunities for
00:26:24
remarketing remarketing allows you to
00:26:27
identify previous customers or visitors
00:26:29
to your website and serve them paid ads
00:26:32
on other sites and social media
00:26:34
platforms
00:26:36
have you ever browsed a website for a
00:26:38
pair of jeans and then noticed those
00:26:40
same genes popping up on other sites
00:26:43
that's remarketing it's a way of
00:26:45
recapturing the attention of people who
00:26:47
are already interested in your brand and
00:26:50
that's really important because most
00:26:51
website visitors leave before completing
00:26:54
an action like making a purchase maybe
00:26:57
they want to consider their options or
00:26:59
do more research before buying
00:27:00
remarketing encourages those people to
00:27:02
come back by reminding them why they
00:27:05
clicked on your ad in the first place
00:27:07
website visitors and previous customers
00:27:09
are also the segment of your audience
00:27:11
that's most likely to convert
00:27:13
so those extra reminders can have a big
00:27:16
impact
00:27:17
you'll be able to explore all of these
00:27:19
concepts more later in the program
00:27:22
right now it's time to review
00:27:24
sem is a way for brands to generate
00:27:27
traffic to their websites by placing
00:27:29
paid ads on search engine results pages
00:27:33
it uses a model called pay-per-click
00:27:35
advertising which charges you when
00:27:37
someone clicks on your ad
00:27:39
paid ads have some big advantages like
00:27:42
reaching customers quickly
00:27:44
controlling where visitors land on your
00:27:46
site
00:27:47
and remarketing
00:27:48
next up you'll learn about some other
00:27:50
types of paid advertising for attracting
00:27:52
and converting customers
00:27:58
[Music]
00:28:00
now that you've learned about seo
00:28:03
sem and display ads it's time to
00:28:06
introduce two more channels businesses
00:28:08
can use to reach their digital marketing
00:28:10
goals
00:28:11
social media marketing and email
00:28:14
marketing social and email each have
00:28:16
different strengths which makes them
00:28:18
much more effective together than
00:28:20
separately so before we discuss each
00:28:22
channel on its own let's go over what
00:28:25
they do well and how they can work
00:28:27
together to raise awareness and maintain
00:28:29
customer relationships over time brands
00:28:32
can do a lot on social media because so
00:28:35
many people are on social media it's one
00:28:37
of the most effective channels for
00:28:39
finding new audiences with social media
00:28:42
accounts companies can engage with
00:28:44
customers
00:28:45
run ads and even generate earned media
00:28:48
through viral content but social media
00:28:51
also has one big drawback
00:28:54
businesses can control what they post to
00:28:56
their accounts but they can't control
00:28:58
the platforms themselves so if a
00:29:00
particular platform shuts down or
00:29:03
changes their algorithm it can affect a
00:29:05
brand's ability to reach their followers
00:29:07
overnight
00:29:09
the good news is that social media can
00:29:11
help brands grow their email lists which
00:29:13
they own completely email marketing
00:29:16
doesn't have the reach of social media
00:29:18
but it also doesn't need to
00:29:20
that's because email marketing is about
00:29:22
nurturing relationships with people who
00:29:24
are already interested in a brand and
00:29:27
because businesses control their email
00:29:29
lists they can nurture those
00:29:30
relationships over time email marketing
00:29:33
is also incredibly cost effective
00:29:36
on average it brings in more than forty
00:29:38
dollars for every dollar spent and there
00:29:40
you have it together email and social
00:29:43
media marketing helps brands increase
00:29:45
their reach raise awareness and connect
00:29:48
with customers online
00:29:50
you'll learn more about both of these
00:29:52
channels and how they work together in
00:29:54
just a bit
00:29:55
meet you there
00:30:00
[Music]
00:30:02
throughout this course we've stressed
00:30:04
how important it is to find and connect
00:30:06
with target audiences where they are
00:30:09
online
00:30:10
one of the best places to do that is on
00:30:12
social media well over half the people
00:30:15
in the entire world are on social media
00:30:18
and that number is only growing maybe
00:30:20
one audience likes twitter more than
00:30:22
tick tock
00:30:23
or another prefers facebook to instagram
00:30:26
but no matter what a business sells
00:30:28
chances are good that social media is a
00:30:31
key part of their marketing strategy
00:30:33
social media marketing is the practice
00:30:35
of creating and publishing content for
00:30:37
social media platforms in order to drive
00:30:40
engagement and promote a brand or
00:30:43
product
00:30:44
creating social media content might seem
00:30:47
simple
00:30:48
after all people post interesting funny
00:30:51
or touching content to their personal
00:30:53
accounts every day
00:30:55
but there's a lot more to social media
00:30:57
marketing than writing clever or
00:30:59
informative posts social media marketing
00:31:02
involves a lot of the same concerns as a
00:31:04
company's overall digital marketing
00:31:06
strategy
00:31:07
like increasing engagement
00:31:09
expanding their reach
00:31:11
and building their brand it's just that
00:31:13
all of those activities happen on social
00:31:15
media platforms so now let's explore
00:31:18
some of the ways businesses use social
00:31:20
media to amplify their efforts and reach
00:31:22
their digital marketing goals
00:31:24
we can break down these activities into
00:31:26
five categories known as the five
00:31:29
pillars of social media marketing these
00:31:31
pillars include
00:31:32
strategy
00:31:34
planning and publishing
00:31:35
listening and engagement
00:31:37
analytics and reporting
00:31:39
and paid social media
00:31:42
let's start with strategy
00:31:44
before planning your content or campaign
00:31:47
you need to know who your audience is
00:31:49
and which social platforms they use
00:31:52
so if your audience is mostly interested
00:31:54
in content about home decorating you
00:31:56
might not post on a platform that caters
00:31:58
to business and networking posting the
00:32:01
right content in the right places can
00:32:03
save both time and money to know what
00:32:06
types of content to create you'll also
00:32:08
need to understand your goals
00:32:10
for example if you want to build
00:32:12
community around your brand you might
00:32:14
focus on interactive content like polls
00:32:17
or questions and answer sessions but if
00:32:20
your goal is to promote a new product
00:32:22
running a contest or giveaway might get
00:32:24
better results understanding your
00:32:26
audience and having clear goals will
00:32:28
help you create effective relevant
00:32:31
content once you've set your strategy
00:32:33
and content you'll need to consider
00:32:35
planning and publishing that means
00:32:38
deciding when to post content and how
00:32:40
often to post content
00:32:42
the goal is to engage followers enough
00:32:44
so that they remember you but not so
00:32:46
often that you overwhelm them
00:32:48
next up is social listening and
00:32:51
engagement once your content is out in
00:32:53
the world you can track and analyze
00:32:56
social conversations and mentions
00:32:58
related to your brand
00:32:59
this could mean monitoring direct
00:33:01
responses to a brand's social content or
00:33:04
earned media like posts about its
00:33:06
products which are great ways to find
00:33:08
out how customers feel about your
00:33:10
business the insights you gain can help
00:33:12
you decide how to respond to and engage
00:33:15
with customers on social platforms
00:33:17
those responses are important because
00:33:19
they can affect your brand image and
00:33:21
customer relationships think of social
00:33:24
listening and engagement like a
00:33:26
conversation
00:33:27
first a business publishes content
00:33:30
then they listen to how their audience
00:33:32
responds
00:33:33
by paying attention to what their
00:33:35
audience says
00:33:36
they can determine the best way to reply
00:33:39
for example if someone posts about how
00:33:41
helpful they find a particular tool like
00:33:44
a habit tracking app the brand could
00:33:46
respond with thanks and encouragement
00:33:48
but if they post that the app isn't
00:33:50
working correctly they could share
00:33:52
troubleshooting tips instead
00:33:54
next you'll use analytics and reporting
00:33:57
to find out how your content or
00:33:59
campaigns are performing and communicate
00:34:01
results to others
00:34:03
social media analytics tools can track
00:34:05
and measure things like comments shares
00:34:08
follows or clicks
00:34:10
they can tell you how many people are
00:34:12
using a hashtag
00:34:13
or the number of positive mentions over
00:34:16
time businesses can use these insights
00:34:18
to respond to trends or guide future
00:34:20
strategies
00:34:22
finally there's paid social media
00:34:25
paid social media ads have a lot of the
00:34:27
same benefits as paid ads for other
00:34:29
channels it can expand a brand's reach
00:34:32
beyond its existing customer base and
00:34:34
allow them to remarket products
00:34:37
but advertising on social media has some
00:34:40
other advantages too
00:34:42
for one thing social platforms provide
00:34:45
more detailed user information than
00:34:47
search engines
00:34:48
that means brands serve ads to highly
00:34:51
specific customer groups
00:34:53
finally paid social media is a good way
00:34:56
for brands to grow their email lists
00:34:59
by linking ads to email signup forms
00:35:02
businesses can contact their followers
00:35:04
directly and send them special offers
00:35:07
like any digital marketing strategy
00:35:09
social media marketing involves getting
00:35:11
to know your audience finding them
00:35:14
online and setting meaningful goals only
00:35:17
then can you plan create and publish
00:35:19
content
00:35:21
next social listening and measurement
00:35:23
can tell you how to engage with your
00:35:25
audience effectively and refine your
00:35:27
strategy
00:35:28
lastly with paid social ads you can
00:35:31
expand your reach address specific
00:35:33
customers and grow your email list
00:35:36
coming up you'll learn more about social
00:35:38
media marketing and how to use email to
00:35:41
maintain customer relationships
00:35:47
[Music]
00:35:49
so far you've learned that social media
00:35:52
marketing enables brands to extend their
00:35:54
reach and build a list of email
00:35:56
subscribers
00:35:58
in this video we'll discuss some of the
00:36:00
things brands can do with those
00:36:02
subscriber lists once they have them
00:36:05
but before we get to that let's define
00:36:07
what email marketing is and what it
00:36:09
isn't first most importantly email
00:36:12
marketing is not spam spam also known as
00:36:16
junk mail refers to any unwanted email
00:36:19
sent out in bulk to a mass recipient
00:36:22
list
00:36:22
these are the emails that land in your
00:36:24
inbox even though you never signed up
00:36:26
for them
00:36:28
spammers might make claims that are too
00:36:30
good to be true or send the same content
00:36:32
to everyone on their list regardless of
00:36:35
their interests and they'll often send
00:36:37
so many emails that they end up annoying
00:36:39
potential customers
00:36:41
so how is email marketing different from
00:36:44
spam
00:36:45
email marketing is when a brand sends
00:36:47
messages to a list of existing
00:36:49
subscribers to share information drive
00:36:52
sales or create community
00:36:55
that means sending relevant helpful
00:36:58
content to people who've agreed to
00:37:00
receive it when it's done well email
00:37:02
marketing helps brands build and
00:37:04
maintain relationships with potential
00:37:07
and existing customers
00:37:09
so how do brands avoid coming across
00:37:11
like spammers
00:37:13
how do they make sure they're sending
00:37:15
the right content to the right people at
00:37:17
the right time
00:37:19
they use
00:37:20
segmentation and personalization
00:37:23
let's take these ideas one at a time
00:37:26
first segmentation email segmentation is
00:37:29
the practice of dividing an email
00:37:31
subscriber list into smaller groups or
00:37:34
segments based on criteria like interest
00:37:37
location
00:37:39
or purchase history
00:37:40
it allows brands to customize emails for
00:37:43
different groups and send subscribers
00:37:45
content that's relevant to them and the
00:37:47
more brands learn about their
00:37:48
subscribers the more they can segment
00:37:51
their lists which makes it easier to
00:37:53
build relationships with customers
00:37:55
so if someone buys cat food from a pet
00:37:58
store
00:37:59
they might appreciate getting ads about
00:38:01
other cat related products like treats
00:38:04
or toys but if they get a coupon for
00:38:06
bird seed they might delete that email
00:38:09
and they could even unsubscribe all
00:38:11
together which is the opposite of what
00:38:13
the pet store wants
00:38:15
let's move on to personalization while
00:38:18
segmentation helps marketers decide what
00:38:20
email content to send to which people
00:38:23
personalization is a process of
00:38:25
customizing email content for individual
00:38:27
subscribers
00:38:29
that doesn't mean writing a different
00:38:30
email for every single subscriber
00:38:32
if email marketers did that they
00:38:34
wouldn't have time for anything else
00:38:36
but there are some things they can do to
00:38:38
deliver an experience that feels
00:38:40
specific to each individual here are a
00:38:43
few examples
00:38:44
email marketers can
00:38:46
address each recipient directly by
00:38:48
putting their name in the greeting or
00:38:50
subject line send promotions for special
00:38:53
events like birthdays holidays or
00:38:55
anniversaries
00:38:56
send messages that match where customers
00:38:58
are in the marketing funnel
00:39:00
for example an email about a loyalty
00:39:03
program probably shouldn't go to
00:39:04
subscribers who are still at the
00:39:06
consideration stage and finally they can
00:39:09
follow up on previous interactions like
00:39:11
asking a customer to share their opinion
00:39:13
on a recent purchase now you know the
00:39:15
difference between email marketing and
00:39:17
spam
00:39:18
and how brands use techniques like
00:39:20
segmentation and personalization to
00:39:23
build and maintain customer
00:39:24
relationships
00:39:26
coming up you'll learn about some
00:39:27
different types of emails that can
00:39:29
engage convert and retain customers
00:39:33
congratulations on finishing this video
00:39:35
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00:39:37
e-commerce certificate
00:39:39
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including job search help and start
00:39:43
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00:39:44
clicking the icon or the link in the
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00:39:47
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00:39:49
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