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15 Steps To Create Your Digital Marketing Strategy

This will include high-level topics to tickle the taste buds of aspiring digital marketers and give attendees a taste of the BrainStation experience. Brain Station helps you build your skills by offering part-time & boot camp courses in business, design & technology.

Brain Station Meetup Group




Talk by: Nicole Parmar

 15 Steps To Create Your Digital Marketing Strategy

Topics Covered

  1. Build Your Plan
  2. Build Your Sales Funnel
  3. Target Intenders
  4. Focus on Search terms
  5. Competitive Audit
  6. Topics of Interest
  7. Interest velocity
  8. Devices
  9. Gaps in Coverage
  10. Editorial Calendar
  11. Prove out Assumptions
  12. KPI’s, COA, ROI’s and Unit Economics
  13. Re-engage Your Audience
  14. Loyalty and Referrals
  15. Discoveries and Redo’s
  16. Tools

1. Map Out Your Game Plan


Are they to?

  • Increase Sales
  • Increases Traffic
  • Increase Conversions
  • Lower COA (Cost of acquisition)
  • Grow email list

Create Your Digital Marketing Strategy

2. Build Your Sales Funnel

  • What Happens in Your Sales Funnel?
    • Awareness
    • Leads
    • Prospects
    • Sales
    • loyal customers

More Information on landing pages.

3. Target Intenders

7 Touch points

  • Squeeze page with opt-in box
  • follow up offer
  • drip campaign offers
  • Adroll remarketing – click on an ad once and it follows you around forever.
  • Youtube (Learn more about YouTube)

Make engagement painfully easy and obvious

  • Get started on Instagram
  • Yahoo! Bing network
  • Facebook lookalike audience
  • Paid promotion on Facebook
  • Facebook remarketing
  • AdRoll
  • Email marketing
  • Twitter outreach
  • Better blogging
  • Google +
  • YouTube videos

FB user ID scraper

How to target your ideal customers

Learn more about social media

4. Focus on Your Search Terms

  • Search Engine Optimization
  • Paid vs. Organic keywords
  • What are your competitors paying
  • What were their best campaigns
  • Seasonality
  • Must use natural organic language and not a list of keywords
  • Google Analytics
  • SEO plugins on WordPress

Learn more about SEO (Search Engine Optimization)

5. Competitive Audit

  • Start with your own site
  • (Organic vs paid) what’s working what’s not

Focus on top 5 competitors

  • Find holes in current promotions

Use These Tools

  • SpyFu
  • Similar Web
  • Buzzsumo
  • Moz

6. Topics of Interest

In-Market Audience

  • Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer. In-market audiences are available to advertisers in all AdWords languages.

Affinity interests

  • Affinity audiences consist of aggregated consumers who have demonstrated a qualified interest in a particular topic.

** How intenders interact with content inside and outside of your brand.

7. Interest Velocity

  • Certain topics will peak for your intenders
  • Increases in interest are important to observe and take advantage of, as are decreases in interest.
  • If someone has shown interest in your brand and products and then there is a drop in their interest, they may be cross-shopping with your competitors.

8. Devices

  • Focus on Mobile First
  • Make sure your website is responsive
  • CTA need to be user-friendly across all platforms

9. Gaps In Coverage

  • Disparity between what you think your intenders are interested in and what they actually want.
  • Make sure you’re not missing any persona’s

10. Editorial Calendar

  • Stop spamming your customers
  • Build content contribution
  • Objectives, seasonality, unique promotions
  • Takes time to build an audience
  • Tools:Excel, WordPress

11. Prove Out Assumptions

  • Test everything
  • A/B split test everything you can
  • AB test images and language.
  • People engage with different things
  • Use Unbounce
  • Go back to your initial idea and measure your goals

12. KPI’s, COA, ROI’s and Unit Economics

  • COA = Cost of acquisition
  • ROI = Return on Investment
  • KPI = Key performance indicators
  • Followers & likes don’t matter as KPI metrics only works as social proof. You can’t deposit FB likes into your bank account.

What are really good KPI’s?

  • Conversion rate
  • Website visitors
  • Email subscribers
  • specific measurable attainable time specific

13. Re-engage Your Audience

This is the biggest step – most people forget

Listen to needs

  • feedback
  • reviews
  • surveys

14. Loyalty and Referrals

  • Who recommends you and why.
  • What can you do to get more referrals?

15. Discoveries and Redo’s

  • What’s are you doing wrong?
  • How can you improve?

16 . Tools















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