Podcast
Questions and Answers
What is earned media in digital marketing?
What is earned media in digital marketing?
Spiders in the context of SEO are web crawlers that index websites.
Spiders in the context of SEO are web crawlers that index websites.
True
What is the primary goal of search engine optimization (SEO)?
What is the primary goal of search engine optimization (SEO)?
What does engagement measure on social media platforms?
What does engagement measure on social media platforms?
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What does ROI stand for?
What does ROI stand for?
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On-page SEO focuses on optimizing individual pages for improved ________ and performance.
On-page SEO focuses on optimizing individual pages for improved ________ and performance.
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Match the following types of advertising with their descriptions:
Match the following types of advertising with their descriptions:
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Emails are less competitive compared to other marketing methods.
Emails are less competitive compared to other marketing methods.
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Lead magnets are offered in exchange for an ______ address.
Lead magnets are offered in exchange for an ______ address.
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Match the following email elements with their descriptions:
Match the following email elements with their descriptions:
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Study Notes
Capturing Traffic
- Earned media: free media coverage through content created by outsiders and featured across platforms, increases consumer interest and traffic.
- Search engine optimization (SEO): achieves high visibility without paying for ad placement, with a top spot on the first page being cost-effective.
- SEO techniques:
- Organic results: determined by search query, providing extra authenticity.
- Technical SEO: improves site accessibility, optimizing site structure and speed.
- On-page SEO: content optimization on individual pages, including keyword usage and enhanced user experience.
- Off-page SEO: increases site traffic and generates backlinks, serving as endorsements.
Content
- Content is a tool to drive conversation and guide customers through the value ladder.
- Types of content:
- Written content
- High-value content (lead magnets)
- Images
- Videos
- Digital content is cost-effective in production, maintenance, and delivery.
- Content should be created to align with strategic roles, addressing audience pain points and search.
Social Content
- Social media use allows for casual browsing and interaction, with effective communication aligning with user expectations on each platform.
- Types of social content:
- Entertain: highly shareable, raising awareness and appealing to lower temperature audiences.
- Educate: raising audience engagement, offering knowledge and familiarity with the brand.
- Inspire: emotional investment.
- Convince: concrete reasons to take action, should be 20% of content mix.
- Converse: dialogue with audience, boosting awareness, maintaining visibility, and enhancing engagement.
Associated Metrics
- Content Return on Investment (ROI): measures the effectiveness of content delivery methods.
- Medium-Specific Engagement Key Performance Indicators (KPIs): social engagement, bounce rate, and watch time.
- AI Tools for SEO: Alli AI, Semrush, Surfer SEO, Frase, etc.
Directing Traffic
- Programmatic advertising: uses automated technology for media, with cost-per-impression (CPI) billing.
- Paid search complements SEO, providing real data on keyword effectiveness.
- Native advertising: matches the look, feel, and function of the media format, boosting click and conversion rates.
Displaying Advertising
- Banner ads: great for brand awareness and retargeting, but can be intrusive.
- Display and social media retargeting increases effectiveness.
- Types of targeting:
- Contextual: matches page content.
- Demographic: personalizes ads for specific audiences.
- Behavioral targeting: ads based on browsing habits.
Video Advertising
- Powerful but expensive, great for boosting sales, getting leads, driving website visits, and building brand awareness.
- Types of video ads:
- In-stream ads: within the video before, during, or after content.
- Outstream: videos in another location, but may face ad blockers and limited analytical reporting.
Selecting Keywords
- Keyword selection process involves research, data collection, and experimentation.
- Key metrics:
- Cost-per-click (CPC): measures the effectiveness of campaigns.
- Click-through-rate (CTR): measures ad relevance and applicability.
- Quality score: measures the relevance and value of keywords and PPC ads.
- Cost per acquisition (CPA): measures the effectiveness of campaigns.
Social Media and Marketing
- Social media marketing is essential for digital marketing, involving content to engage followers, generate leads, interact with customers, and grow audience.
- Social media objectives:
- Raise brand awareness.
- Drive sales and leads.
- Enhance community engagement.
- Expand audience.
- Improve brand loyalty and customer satisfaction.
Advertising on Social Media
- Platforms:
- Facebook: comprehensive ad targeting, awareness, and lead generation.
- Instagram: visually-driven platform, brand storytelling.
- Twitter: real-time updates, concise messaging, and hashtags.
- LinkedIn: professional networking, B2B marketing, industry-specific content.
Audience Targeting and Building
- Precise targeting is key for effective advertising, with audience justification costs by attracting potential customers.
- Testing and data collection are essential for assessing social advertising success.
Messaging and Creatives
- Types of ads:
- Statistic image ads: cost-effective, straightforward, and showcasing products.
- Video ads: pricey but effective.
- Carousel ads: interactive experience.
- Story ads: immersive, full-screen ads.
Chat and Messenger
- Enable immediate and personalized customer connections, engaging directly with followers, promoting products with enticing messages.
Measuring Outcomes
- Key metrics:
- Engagement: follower interaction.
- Follower count: alignment with target demographics and actual business needs.
- Reach: audience size, growth, and interaction with content.
- ROI: tangible indicator.
- Conversions: reflect social engagement effectiveness.
- Emails are more personal and less competitive, driving conversions, and preferred communication method.
- Key metrics:
- Open rate: percentage of opened messages.
- CTR: measures link clicks.
- Conversion rate: measures desired actions.
- Bounce rate: deliverability problems.
- Unsubscribe rate: recipient unsubscriptions.
- Growth rate: net increase of subscribers.
Email Sequence Crash Course
- Email sequences: automated emails based on subscribers' stage in the marketing funnel.
- Types of email sequences:
- Welcome sequences: build trust.
- Onboarding emails: share product info, engaging content, and customer testimonials.
- Customer appreciation emails: feedback and offer promotions.
- Reengagement sequences: reconnect with former customers.
- Event-promotion reminders: upcoming events or sales.
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Description
Learn about earned media, free media coverage, and strategies to capture traffic in digital marketing. Discover how to increase consumer interest and traffic with reactive and proactive methods.
