Guide & Strategy for Beginners (All Platforms)- Digital Marketing

 

Guide & Strategy for Beginners (All Platforms)- Digital Marketing

In this tutorial  we'll go over digital marketing and how you can begin to use it to grow your business and make better marketing decisions for yourself and your business since i started working this space professionally it was very clear that everyone was shifting their marketing budget to digital platforms whether this be big businesses or individuals we were putting in you know a thousand dollars and getting back five thousand dollars ten thousand dollars even twenty thousand dollars back in investment onto these digital platforms it's also a space that is moving really quickly it moves quickly it has a lot of potential and if you use it correctly can make a world of a difference to your business so let's get stuck into how to better understand digital marketing and how to better use it in your business [Music] digital marketing is a rather broad term and a rather broad topic so by breaking it down we can better understand marketing because we need to take a look into what exactly marketing is how it performs its role before we understand digital marketing so what exactly is marketing well marketing is the process of creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large this definition i don't believe is the best definition uh there are better definitions out there but i will leave it to you to comment down below what you believe marketing is but what i can answer though is what makes good marketing good marketing there are many awful marketing marketing campaigns out there but there are some amazing marketing campaigns out there that produce amazing results 

So what exactly makes good marketing good marketing well one of the big answers to this is the four ps well now there are actually seven ps but let's stick to the four to five ps to make things simple so what this is is essentially the ps that go into the marketing mix this is as you can see in this venn diagram product or service people promotion place and then price price binds all of these together and in the middle we get essentially good marketing so the peas marketing mix is really really important this will offer the foundation to how you approach marketing in your business or as a entrepreneur and individual so let's apply the peas to a company and let's take it to a big company at that let's apply the peas to mcdonald's because everyone knows what mcdonald's is or i hope everybody listening to this tutorial  knows what mcdonald's is so let's apply plays promotion product pricing to mcdonald's what does what exactly does this look like in terms of place to mcdonald's well they offer this franchise in restaurants cafes the brand is on websites mobile apps and also delivery services and now by the way uh the four ps for mcdonald's actually gets really deep but i'm keeping at surface level so not to overwhelm everyone now moving on to product what exactly do they offer in terms of products well they offer hamburgers salads you know mac cafe breakfast but going deep even deeper than this they also offer real estate they also offer franchises when you come to think about it they don't just offer that product is not just the consumable meals that they provide they also offer franchises to potential buyers who want to own a mcdonald's branch 

So in turn they also provide technically real estate because as you can see they dominate every single corner of every main road basically in you know first world countries and so mcdonald's offers real estate and franchises beyond just their uh you know hamburgers salads breakfasts etc so that is how deep we can get when we look at the four ps in any business moving on to promotion well how do they promote mcdonald's well this is a huge company so they are basically on almost essentially effectively every single platform but they're on digital marketing they are in public relations they are direct to consumer they are oh on ooh which stands for out of home advertising you know this is what we see in billboards train stations that sort of stuff they're of course on tv radio print so how are you going to promote your business that's what we need to think about and then pricing how are you going to price your products in mcdonald's case just to give you a few examples they typically employ the 99 cent effect where they don't have full full dollar prices instead of 10 they usually offer a product at 9.99 and this is a form of psychological pricing where buyers are more inclined to purchase at that 99 cent price point because it just seems lower overall to a full dollar amount next up we have bundle pricing so of course this is their happy meals their meals in general that is bundle pricing they offer almost all their individual hamburgers or their wraps in bundles as well so you get a drink and you get fries and talking about fries of course you get the upselling would you like fries with that you know an iconic marketing line better done by no one else than mcdonald's itself so upselling is a big part of their model too 

So let's think about it how are you going to price your own products before we start using digital marketing so where exactly does digital marketing sit and what exactly is it like i said digital marketing is a broad term so let's dive deep into now what is digital marketing well digital marketing is the use of the internet mobile devices social media search engines and other you know digital websites to reach consumers and this is just the tip of the iceberg because digital marketing is broad it's an umbrella term referring to the stack of ad platforms and strategies and this goes beyond just facebook ads google ads snap ads it gets a lot more deeper than that so let me show you starting from the top paid ads ppc ppc stands for pay-per-click advertising which is essentially things like facebook ads google ads and so if we start to move uh clockwise here you have paid ads where you pay for your ads in an auction marketplace then you have social media marketing which is again you know tick tock you have facebook you have instagram social media marketing can be organic as well so what you place up on your news feed on your instagram feed without paying for anything and then moving on to search engine optimization this is ranking your website or your brand on search engines so that could be google that could be bing and then you have content marketing content marketing could be blogging for instance it could also be tutorial  content placing it on  youtube  then you have programmatic which is a little bit more advanced you may or may not have heard of it but it is essentially display advertising display advertising is those banner ads that you might see pop up on big websites for instance then you have influencer marketing of course most people know what influences are and that is approaching and creating connections with influencers to create marketing campaigns then of course you have affiliate marketing which is getting someone or a large audience to promote your brand and your offering and giving them a cut of your giving them a commission essentially to promote your products for you and then you have email marketing essentially that is just marketing your products and brand by email so this is a few branches of digital marketing we can actually get even deeper into this and go into analytics for example you know things like google analytics you can go into conversion rate optimization websites ui ux experience design so i didn't have enough space to uh include additional branches but the point here is that's a lot of platforms

So where should one start if we're just starting out well i'll give you that answer by breaking down digital marketing into different stages so let's start from the beginner stage at the bottom all the way through to the advanced stages so starting from the beginning you have a stage that i just call conversions this is where you're spending zero to four digits in ad spend per month and this is just talking to paid ads here and you're focusing on the sell and gaining conversions you know we're really excited we're just starting out we want to see conversions we want to see sales we want to see profit so we're focusing on low hanging fruit the platforms that are easiest to get live on and also to get results and sometimes there's little to no analytical and analytical tracking so a lot of people in this phase they don't really concentrate on setting up analytics and setting up and analyzing their analytics and that's okay because we're focused here on just gaining profit or the first sales and scaling that up and that is what we call the conversions phase moving on we have the data driven phase this is where you're starting to see steady results and you're scaling up this is really exciting but in order to really thrive in this stage we need to be data driven so you're probably spending four to five plus digits i'd spend per month and you're consistently scaling up that sort of spend and now you're across multiple websites instead of just facebook and instagram you might now be on snap ads you might also be on google ads you might also be dabbling in seo at this point in time because you're on so many different websites you're probably making use of using google analytics and also using google tag manager which is gtm that sort of stuff is really where you're going to derive a lot of data and insight from so you can better optimize your campaigns in digital marketing and going even beyond that we have omnipresent and i call this omnipresent because the goal here is and if you're already at this stage you're probably on so many different platforms where you are in front of your tiger audience all the time you know when you feel like you're being stalked by a certain brand or you mentioned something and you suddenly see that brand basically everywhere on your favorite websites on facebook on  youtube  that is what we call omnipresent and that is where all brands should thrive to be at being in front of your target audience your most valuable audience all the time with different strategies is 

So valuable so at this point we're seeing multiple cross-platform strategies we're probably using programmatic which i just mentioned which is a more advanced version of display advertising and then at this point you were probably using more advanced software such as google 360 adobe analytics and advanced attribution modeling and by the way if you don't understand these platforms or what we're talking about that's okay because this is meant to be a little bit more advanced particularly if you're new to digital marketing but i will break it down for you and we're also at this stage focused on rox which means return on experience rather than just being invested into return on investment or return on ad spend which is you know your dollar in dollar out figure during the conversions phase we're focused on also delivering an experience to the consumer and this is hard to focus on of course when you're just starting up a new business but later on when you're seeing six fig six figure returns we're now focused on return on experience and this is the point where you probably see your spending or companies are spending six plus figures regularly per month

So let's take a step back now and chances are if you're reading this tutorial  then you're a beginner so where do we start then let's break it down because we have starter intermediate advanced platforms there's so many platforms to use okay so i'm gonna give you my recommendation here in terms of where you should start and then which platforms you should utilize later on now this depends by the way on what type of business you run because for some for instance google search ads may immediately be the best platform but this is an overall suggestion for those who are starting their business or already running a business so this doesn't also necessarily mean that one bit is better than the other it means that it's more advanced and has higher barrier to entry so starting with the initial platforms that i recommend you start out with facebook ads snap ads and instagram ads this is a great stack of digital marketing platforms and these are in the starter phase because it's very simple to get up and running they provide very intuitive platforms they provide tools that are great for beginners 

So these platforms are great to start out with when you scale up into intermediate now you're looking at things such as google ads  youtube  ads and also seo these platforms although still simple to get started with can be a lot more complex and all these platforms that you see so far these are easy to get started with but it is a different story to become really proficient with these tools and become an expert so i just want you to keep that in mind and so moving on from google  youtube  seo we have the advanced platforms called app nexus and these are just examples we have app nexus which is programmatic we have blue kai from oracle which is essentially a dmp or a data management platform and then you have google analytics 360 suite so if you haven't heard of these these that's fine too again it's advanced for a reason and chances are you probably won't need these anytime soon unless you're spending a lot of money per month so starting out with facebook snap ads instagram ads is essentially all you need moving on to google ads  youtube  and seo is great but you really want to remain laser focused on one or a couple platforms before you start migrating onto other platforms in order to be going back to the term omnipresent but you can still gain a great lot of traction and results by just using one if not two of these platforms so what goes into a good digital marketing campaign an ad this is also just as important as picking the digital marketing platform that you choose to use arguably actually even more important than the platform that you choose so looking into the key four elements of what goes into a great ad starting from the top creative and copy creative and copy are terms in digital marketing and marketing overall that relate to the actual image or tutorial  content that you will use and copy means the marketing terms or the words that you use to promote your product on your marketing material so specifically it is the visual component of an ad and also the words that flow and capture attention and this incorporates tutorial graphy photography and just being an overall great writer 

So having great creative and copy is so important and this captures the attention of the user moving on to the next component and i guess this is a great segue add psychology marketing psychology this ties into creative and copy and the best digital marketing ads will always incorporate at psychology ethically i should add and this is a very broad topic in its in of itself this is a topic that encapsulates a lot of psychological techniques that enter into not just the creative and the copy but digital marketing strategies overall and the ultimate goal here is to increase the likelihood that the customer will take action on your ad or your brand moving on to optimization we have ongoing analysis and improvement and scaling ads correctly this is taking the results and also the analytics the metrics and improving upon them a tricky one to do no doubt because if you don't understand digital marketing metrics really well then you can have a hard time really improving your ads so optimization is a really important aspect to making a great ad work for you technicality this is the ins and outs of each platform this is being technical with each platform that you're using strategies that can be technical and essentially the best practices in using each and every platform because each and every platform is different using facebook ads is different to google ads using tik tok ads is different to using  youtube  ads for instance so being technical with your ad is so important in order to set up effective ads being under being able to understand what sort of strategy you can use when it comes to digital marketing and talking about strategy at every step a different strategy is needed these steps form a funnel and in marketing and digital marketing a funnel is probably one of the most important aspects that you can learn especially when you're first starting out and this is the digital marketing final broken down into just four steps again you can have three step funnels there's some crazy eight you know step funnels out there but keeping it very simple for this tutorial  so you can understand how to use this funnel let's keep it the four steps so at the top you have attract which is driving traffic traffic being customers into your funnel so this is the people that start to come into your funnel and start to acknowledge your brand so you can also by the way flip this pyramid upside down and that's you know if you want to call it funnel you want to call a pyramid whatever

So moving on you have interact you have engage with the audience so this is when you start to gain that traffic and the customers that come through you need to start engaging with your audience you just not need to start interacting with the audience once you start interacting with the audience and gain exposure to your brand then you start to convert that audience that's when you start to generate sales and that equals conversions conversion to you could be different it could be signing a client for instance so sales conversions same thing that's where you start to create profit the next step and the final step you could say is nurture when you finally get that customer into your door as a paying customer you need to nurture that prospect in that client you need to grow your brand and attract return customers so at every single step here you will have a different digital marketing strategy it's not healthy and it's not feasible to just have one campaign running for every single step it doesn't work that way and it won't work out for you 

So i know i gave you a lot of information but i'm going to give you the distilled steps you should take particularly if you're completely new to digital marketing now that i've given you an overview of the foundations what are you going to do to start producing great digital marketing ads and make better decisions when it comes to digital marketing in your business well firstly you need to understand your audience and using any data that you might already have whether that be a customer list whether that be talking to your customers maybe you already have google analytics set up well you need to dive deep into that data and understand your key target audience then you need to figure out your ps if you haven't already what is your place product uh people promotion and price and then once you have all that figured out you want to create a landing page because since we're using digital marketing your presence is going to be digital so where is your landing page where is your website ideally you have a [ __ ] and spam landing page ready to go that you know will work well for you so spend some time on creating that landing page then once you have once you've created that landing page add tracking analytics very important step whether you're on facebook or google you want to add the right tracking analytics onto this certain page or website

So once you have all that set up you have the website set up you have the tracking analytics set up now you can start to focus on setting up your ads this is the fun part of course so setting up your ads on facebook ads google ads like i said if you're just starting out just focus on a single platform will make your life that much more easier and you can reach millions and millions on a single platform anyway once you set up your ads it's time to analyze your results on the daily take a look at your results what what is it telling you you know are people clicking on your ad that sort of stuff and once you have those metrics you need to begin to optimize so optimize based on what the ad is telling you what the metrics are telling you and once you optimize you start to scale up you're going to see more sales more traffic more customers comes through more leads that's the fun part and once you can automate all of this this is essentially digital marketing 101 and that is how you're going to use digital marketing to grow your business the best part of it is it's all digital it can be optimized and managed through just a laptop and that is why digital marketing is so powerful it's scalable it's trackable you can see all your results almost instantaneously you know think about tv ads how are you going to measure those results how are you going to see the immediate results happen well if you digitize your business and your offerings and you employ digital marketing ads well you can see results immediately if all this has helped you feel free to download these slides i'll leave a link down below where you can download all of these slides so you can refer to you know the four p's the seven ps uh the funnels all that good stuff i'll leave a link down below so you can download these slides i'll also leave very useful resources down below for you to get started with digital marketing to learn a little bit more even some ad vouchers for you to use 

So you can start with things like snap ads so you can start to advertise on these platforms for free so you can get a taste of these platforms and i'll also leave just general useful resources for free down below and also let's connect up naturally i'm on my social media platforms so if you're starting out let's connect up on facebook instagram and my website feel free to check out those socials in my website on this website i share a lot about digital marketing facebook ads e-commerce basically how to start and grow your online business so be sure to follow and check out my tutorial s on my website you know all this knowledge comes from my previous experience as a senior digital marketing manager manager working with really large brands and also taking all that information that i learned and implementing it into my own businesses which is an e-commerce business and scaling that up with digital marketing

So i know a thing or two about digital marketing which i love to share with my audience and i love to see the journey that everyone's taking to grow their business if you enjoyed this tutorial  and it has helped you give it a thumbs up share it to somebody that needs to learn a little bit more about digital marketing and thanks for reading i'll see you in the next tutorial.