digital marketing intro course - day 1 - summer sampler series
TRANSCRIPT
Intro To Digital Marketing
Make New Friends
How To Make New Friends:
• Turn to the person behind you
• Introduce yourself
• Who are you?
• What brings you here?
• What do you know about digital marketing?
Agenda
• Google Analytics:
• What To Measure And How To Do It
• Content Marketing:
• How To Create Content That Converts
• Course Details & Questions
What To Measure And How To Do It
Four Types of Websites
• Brand
• E-commerce
• Media
• Lead Generation
Google Analytics
• Universal Tracking Code
• Event Tracking Code
• Social Interaction Tracking Code
• Campaign Tracking Code
Digital Marketing Measurement Model
Website Objectives
• Why does your website exist?
• High level, touchy feely stuff
Website Goals
• Goals
• Request a Quote
• Sign Up
• Free Download
• Complete a Purchase
Key Performance Indicators
• What can we measure to determine if the goal is being achieved?
• Conversion Rate
• Branded Traffic
• Number of Actions (purchases, downloads, etc.)
Targets
• What number are we going to shoot for?
Segments• What reports are we going to look at when we
analyze the data?
• Geography
• New vs. Returning Users
• New vs. Returning Customers
• Traffic Sources
Digital Marketing Measurement Model
Break!
How To Create Content That Converts
A/B Testing
• Test two versions of the same thing to see which one works
• Version A
• Version B
• ALWAYS BE TESTING
What Can We Test?
What Can We Test?• Blog Posts
• Videos
• Images
• Facebook Posts
• Tweets
• Email Subject Lines
• Email Content
• Best Days To Post
• Best Time To Post
• Marketing Campaigns
• Calls To Action
• Almost Everything
Campaign Tracking Code
Campaign Tracking Code
• http://redacademy.com/?utm_source=Facebook&utm_medium=boost&utm_term=hootsuite&utm_content=sunset%20&utm_campaign=Summer%20Sampler
Activity: Create A Campaign Code• https://support.google.com/analytics/answer/1033867
• Source
• Medium
• Term
• Content
• Name
Test Out Content• Campaign Tracking Code: https://support.google.com/
analytics/answer/1033867
• Source
• Medium
• Term
• Content
• Name
Activity: Create Campaign Tracking Codes For Your Next Marketing Campaign • 2 Facebook ads, a sponsored blog post, & a Twitter ad
• Source
• Medium
• Term
• Content
• Name
Questions?
