Digital Marketing Strategies

Study Notes

The speaker, Lori, is a digital marketing strategist based in London, who creates content to help others level up their business and marketing strategies.
Traditional marketing includes billboards, print ads, and TV commercials, which are often costly and have limited reach, making it difficult to know who is taking action.
Digital marketing, on the other hand, is about leveraging online marketing channels to reach target audiences, including social media, email marketing, search engine optimization, and content marketing.
Digital marketing can be cost-effective, has a low barrier to entry, and everything is trackable, allowing for retargeting individuals based on their actions.
The heart of digital marketing is connecting with audiences online, which requires knowing the audience really well, understanding their demographics, and creating content that resonates with them.
To understand the target audience, analytics on the website can be used to see who is coming to the website, what their demographics are, and what content they are engaging with.
Social media insights can also provide useful information about followers and engagement, and public forums like Quora or Reddit can be used to find out what questions audiences are asking.
Digital marketing channels include websites, which are the foundation of a brand's online presence, and should be visually appealing, user-friendly, and optimized for search engines.
Search engine optimization (SEO) is a long-term process that improves a website's visibility on search engines by optimizing content with keywords, improving site loading speed, and acquiring backlinks from trusted websites.
Social media marketing involves creating compelling content, building a community, and engaging with audiences over time, with the option to run targeted advertising campaigns.
Email marketing is a great way to nurture relationships with audiences over time by sending personalized emails, delivering useful content, and running targeted campaigns.
Pay-per-click (PPC) campaigns can drive targeted traffic to a website by bidding on keywords relevant to a business.
Content marketing focuses on creating and delivering useful, engaging, or entertaining content to establish a brand as an authority in its industry and build trust with its audience.
A marketing funnel directs audiences from the awareness stage to the decision stage, where they become customers, by creating content that educates, provides social proof, and offers limited discounts or free trials.- Digital marketing is powerful because it allows for measurement and tracking of results, enabling optimization and improvement over time.
A testing-first mentality is essential in digital marketing, as every business and audience is unique, and strategies must be tailored to specific needs.
Key metrics to track over time include website traffic, engagement levels, content performance, and conversion rates.
Digital marketing is constantly evolving, and staying up-to-date with industry changes and updates is crucial for success.
Staying current can be achieved by regularly reading and viewing relevant online publications, YouTube channels, and podcasts.
Embracing a "forever student" mindset is essential for integrating different digital marketing channels and creating an effective digital marketing plan.
A digital marketing plan should be tailored to the specific needs of a business and its audience, and should involve continuous testing and refinement.

Description

Learn about the benefits of digital marketing, including cost-effectiveness, trackability, and targeted reach. Discover the various digital marketing channels, such as social media, email marketing, and content marketing, and how to create an effective digital marketing plan. Understand the importance of analytics, testing, and staying up-to-date with industry changes.