Lecture Notes: Part One of Digital Marketing Full Course by Simply Learn (Rob Sanders)
Introduction
- Key Lecturer: Rob Sanders
- Topics Covered: Introduction to Digital Marketing, SEO, Keyword Research, Google Tag Manager, Google Ads, and more
- Goal: Cover everything you need to know about digital marketing
Why Digital Marketing Is Important
- Digital marketing is more popular than traditional marketing
- Activity on the Internet: 60 Seconds Snapshot:
- Social media interactions (snaps, texts, videos, etc.)
- Emails, swipes, tweets, etc.
- Traditional Marketing vs. Digital Marketing:
- Traditional: Print, radio, billboard, TV, etc.
- Digital: Maximum outreach, versatile ads, instant communication, real-time results, cost-efficient
Key Differences between Traditional and Digital Marketing
- Reach: Limited (Traditional) vs. Maximum (Digital)
- Communication: Delayed (Traditional) vs. Instant (Digital)
- Results: Real-time (Digital)
- Cost: Costly (Traditional) vs. Efficient (Digital)
- Targeting: Difficult (Traditional) vs. Easy (Digital)
- Campaign Measurement: Poor (Traditional) vs. Easy Optimization (Digital)
Defining Digital Marketing
- Promoting products/services via technology (laptops, mobiles, apps, software)
- Benefits: Real-time results, cost efficiency, optimizing campaigns
- Platforms: Search engines, social media, emails, mobile apps
Types of Digital Marketing Channels
- SEO (Search Engine Optimization):
- Increases the quality and quantity of relevant organic traffic
- Keywords: Critical for ranking (e.g., “online shopping”)
- On-Page SEO: Title tags, meta descriptions, headers, etc.
- Off-Page SEO: Backlinks, social proof, etc.
- SEM (Search Engine Marketing):
- Paid ads on search engines (e.g., Google Ads)
- Bidding on Keywords: Visibility, targeting, and conversion
- Email Marketing:
- Personalized emails based on segments (age, gender, location)
- Examples: Promotions, newsletters, follow-ups
- Affiliate Marketing:
- Merchants promote your products for a commission
- Platforms: CJ.com, Amazon Associates
- Social Media Marketing:
- Content creation specific to platform (e.g., photos for Instagram)
- Paid vs. organic reach
- Content Marketing:
- Various assets: Blogs, videos, infographics, case studies
- Mobile Marketing:
- Strategy specifically for mobile devices
- SMS, emails, app promotions
- Customer Lifecycle: Awareness, Consideration, Purchase, Post Purchase
Customer Lifecycle Stages
- Awareness:
- Identify product, need, and solution
- Use content, SEO, SEM, social media, affiliates
- Create high-quality, searchable content
- Consideration:
- Highlight product features and engagement
- Email and display retargeting
- Purchase:
- Competitive pricing, credibility, and reviews
- Email promotions, social media, affiliates
- Post Purchase:
- Upselling and cross-selling
- Follow-up emails, thank you messages
- Social media engagement, content updates
SEO and Search Engine Marketing Tools
- Importance of Google Keyword Planner, Moz, and other keyword tools
- Google Search Console: Monitoring real-time results, page load speeds, and mobile usability
- Sitemaps: Submitting XML sitemaps for indexing
- Backlink Building: Enhances domain authority (Moz’s Link Explorer)
- Pingdom, Ahrefs, Majestic: Additional tools
Importance of Analytics
- Google Analytics: Behavior, acquisition, audience, conversions
- Adobe Analytics, Spring Metrics, YouTube Analytics: Alternative tools
- Metrics: Engagement, conversions, traffic sources
- Google Ads: Keyword Planner and campaigns management
- Facebook Ads Manager: Audience targeting, placement, and reporting
Social Media Marketing
- Tools: Sprout Social, TweetDeck, Later.com
- Importance of social platforms for organic and paid marketing
- Reports: Engagement, demographics, performance
- Scheduling and Listening: Efficient content management
- Multiple Social Platforms: Twitter, LinkedIn, Facebook, Instagram
Additional Digital Marketing Tools
- Video SEO Tools: VidIQ
- Content Optimization Tools: SEO Site Checkup
- Keyword Tools: Keyword Planner, WordStream
- Page Speed Tools: SolarWinds, PageSpeed Insights
- Conversion Rate Optimization: CrazyEgg, Target
- General Marketing Tools: Moz, Google Optimize, Email platforms (Mailchimp)
Local SEO
- Google My Business: Importance for local businesses
- NAP Consistency: Critical for local search rankings
- Local Visbility Metrics: Google My Business Insights
Digital Marketing Metrics and Reporting
- SEO Performance Monitoring: Ranking, traffic, conversions
- Backlink Analysis: Moz’s Link Explorer, Ahrefs
- Social Media Performance: Tools and analytics
- Campaign Tracking: Tag Manager, real-time analytics, goal completion
Final Note: Continual improvement via monitoring, adjusting strategy, and leveraging digital marketing tools effectively to drive business objectives.