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DIGITAL
MARKETING
For 2021
University of the
Philippines Diliman
01 | 22 | 2021 Jomer B. Gregorio
Presented by
What really is
2 | Digital Marketing for 2021
DIGITAL MARKETING?
What really is Digital Marketing?
• Digital marketing, simply put, is the utilization of
digital channels to help businesses reach or target
customers online in a cost-effective way.
• Digital marketing like traditional marketing can help
any business to grow their brand awareness or
generate sales/inquiries.
3 | Digital Marketing for 2021
4 | Digital Marketing for 2021
DIGITAL MARKETING
IS THE FUTURE!
With the proliferation of digital channels and the
fact that most people spend time online is a
testament that digital marketing is the next big
thing in reaching more potential customers and
help a business grow without spending too much.
5 | Digital Marketing for 2021
Multiple studies confirm the importance of
DIGITAL MARKETING including:
6 | Digital Marketing for 2021
What’s New in the Digital Space?
Mobile-only Index
Google now has an exclusive search engine which only
ranks Mobile friendly site. This was rolled out last 2018
per official Google blog announcement.
“To recap, our crawling, indexing, and ranking systems
have typically used the desktop version of a page's
content, which may cause issues for mobile searchers
when that version is vastly different from the mobile
version. Mobile-first indexing means that we'll use the
mobile version of the page for indexing and ranking, to
better help our – primarily mobile – users find what
they're looking for. ”
Source:
https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-
indexing.html
7 | Digital Marketing for 2021
What’s New in the Digital Space?
Google AMP for Mobile
The AMP Project is an open-source initiative aiming to
make the web better for all. The project enables the
creation of websites and ads that are consistently fast,
beautiful and high-performing across devices and
distribution platforms.
Source:
https://developers.google.com/search/docs/guides/about-amp
8 | Digital Marketing for 2021
What’s New in the Digital Space?
Digital Bots
A BOT is basically a computer program that is
designed to automate a set of specific tasks. The
real-life application of bots in the digital world
are in Social Media Messaging and Live chats.
Source:
https://chatbotslife.com/messenger-insider-problems-that-
bots-can-definitely-solve-30b9e87ca025
9 | Digital Marketing for 2021
What’s New in the Digital Space?
Artificial Intelligence (AI)
Artificial intelligence is the hottest topic in the
marketing community for the past 4 years.
AI refers to a broad set techniques that allow
computers to mimic human intelligence, e.g.,
carry conversations, walk around, make
decisions, create art, etc.
Source:
https://blog.rossintelligence.com/post/bots-vs-chatbots-vs-
robots-vs-ai
This Photo by Unknown Author is licensed under CC BY-NC-ND
10 | Digital Marketing for 2021
What’s New in the Digital Space?
Artificial Intelligence Applications:
Search: Rankbrain
Ad: Google and FB
Voice Search: Siri, Amazon Alexa, Microsoft
Cortana and Google Home
Smart TV: Most models
Phones: Smart camera, software's, etc.
Source:
https://blog.adext.com/en/applications-artificial-
intelligence-ai-digital-marketing
This Photo by Unknown Author is licensed under CC BY-NC-ND
11 | Digital Marketing for 2021
What’s in it for me? You may ask!
WANT A HIGH-PAYING JOB?
Start looking at how to become a
12 | Digital Marketing for 2021
good and effective digital marketer!
13| Digital Marketing for 2021
The users of digital channels
(Facebook, Twitter, Google+,
Linkedin, Google, etc.)
2 Faces of Digital Marketing
The marketer or advance user
that targets these users for a
particular business goal.
How it Looks Like in Real Life
The users of digital
channels (Facebook,
Twitter, Google+,
Linkedin, Google, etc.)
14 | Digital Marketing for 2021
The marketer or advance
user that targets these
users for a particular
business goal.
Business owners or
clients who don’t want
to do this on their own.
15 | Digital Marketing for 2021
Yes, you can if you follow what
I’ll be teaching you today!
Can I do that myself?
16 | Digital Marketing for 2021
Our 4 Strategic Steps
1. Research 2. Strategy 3. Implementation 4. Optimization
17 | Digital Marketing for 2021
MARKET
RESEARCH
18 | Digital Marketing for 2021
Why is Market Research important?
• Better Understanding of your clients
• Clearly defines your Target Market
• Creates a tailored Marketing Strategy
• Carefully Plans your marketing activities ahead
• Creates an Optimized Digital Marketing Strategy
based on your allocated budget
19 | Digital Marketing for 2021
1. Identify your UNIQUE SELLING POINT/PROPOSITION (USP)
2. Identify the KEY Products and Services
3. Identify your TARGET MARKET
How to do a
Market Research?
20| Digital Marketing for 2021
4. Identify the Goals and Objectives of the Campaign
a. Lead Generation
b. Increased Social Media Followers
c. Boost Brand Awareness
d. Generate Sales
5. Identify Key Competitors and check their activities online
How to do a
Market Research?
21 | Digital Marketing for 2021
USP – unparalleled service quality, offers mobile tinting,
competitive pricing, recognized as nationwide leader
in tinting cars in the UK.
Key Products/Services – luxury car tinting service.
Target Market – luxury car owners and ordinary car owners
in whole of UK.
Goals and Objectives – Land/rank in first page of Google
UK for multiple keywords.
Key Competitor – URL provided by client, can’t be shown
due to an NDA.
Sample Marketing Research Profile
22 | Digital Marketing for 2021
USP – Uber for C-level and executives.
Key Products/Services – luxury chauffeur.
Target Market – C-level and executives in London UK.
Goals and Objectives – Brand awareness and lead
generation.
Key Competitor – Uber for business, Blacklane, etc.
Sample Marketing Research Profile
23 | Digital Marketing for 2021
USP – Compliant Financial and government archiving.
Key Products/Services – Financial and government
text/calls archiving.
Target Market – Financial and government sectors
Goals and Objectives – Google Ranking and lead
generation.
Key Competitor – Can’t show due to NDA.
Sample Marketing Research Profile
24 | Digital Marketing for 2021
MARKET STRATEGY
25 | Digital Marketing for 2021
Provides you with a CLEAR ROADMAP on marketing.
Provides you with a CLEAR APPROACH towards achieving
business goals and objectives.
Enables you to reach TARGETED AUDIENCES effectively.
Ensures you spend your ADVERTISING BUDGET wisely.
Increases RESULTS, CONVERSIONS and ultimately your
PROFITS.
Why is Marketing Strategy important?
26 | Digital Marketing for 2021
• Goal Setting
• Approach: Direct or Indirect Marketing
• Channels and Tactics
• Offers and Promotions
• Execute Steps and Strategies
How to create a
Marketing Strategy
Sample Market Strategy Profile
Goals: Achieve multiple first page listings in 4 – 6 months
Approach: Indirect Marketing via SEO.
Channels: SEO, Content Marketing, Link Building and PPC
Promotions: N/A as it’s an SEO campaign. Usually for discounts, exclusive promos, etc.
Execution: Few days, after contract signing.
27 | Digital Marketing for 2021
Sample Market Strategy Profile
Goals: Brand Awareness and Lead Generation
Approach: Direct and Indirect Marketing
Channels: Social and Adwords for direct and SEO for indirect marketing.
Promotions: Discounts and early bird user in a new technology.
Execution: Month to month, to be reviewed every quarter.
28 | Digital Marketing for 2021
29 | Digital Marketing for 2021
TOP DIGITAL
MARKETING
CHANNELS
AND STRATEGY
30 | Digital Marketing for 2021
Search Engine Optimization
Social Media Marketing
Pay-per-click (PPC) Marketing
31 | Digital Marketing for 2021
SEARCH ENGINE OPTIMIZATION
32 | Digital Marketing for 2021
SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES.
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a search engine.
50% of mobile visitors who conducted local search visited a
store within a day.
And 34% conducted on computer did the same.
33 | Digital Marketing for 2021
SEO in the Flesh
34 | Digital Marketing for 2021
The SEO framework
35 | Digital Marketing for 2021
Without content, the Internet itself is nothing
or not as useful as we see these days.
A website content is the text, image,
video, and infographic that you usually
find in a website.
The SEO Content
Framework
36 | Digital Marketing for 2021
Interesting
Topics
Catchy
Headlines
Regular
Content
Creation
Genuine and
Helpful
Content
Content Framework
37 | Digital Marketing for 2021
The SEO Content
Framework
38 | Digital Marketing for 2021
But the search engines along with their super genius
scientists have always found a way to make their
algorithm safe with the abuse of mass link builders
and other spam SEO experts/agencies.
Links, or backlinks, is probably the holy
grail of search engine optimization.
Some even said that the exact algorithm of most search
engines especially Google heavily rely on links which
connect everything in the entire world-wide-web.
The SEO Backlink Framework
Outreach
Guest Post
Local
Directories
Video
Submissions
Expert
Interviews
39 | Digital Marketing for 2021
Top Backlink strategies
40 | Digital Marketing for 2021
Expert Interviews (Sample)
41 | Digital Marketing for 2021
Guest Post (Sample)
42 | Digital Marketing for 2021
Starting Numbers:
Top 3: 23 keywords
Top 4-10: 19 keywords
Current Numbers:
Top 3: 174 keywords
Top 4-10: 177 keywords
Improvement:
Top 3: 151 keywords
Top 4-10: 158 keywords!!!
Actual Results of this Strategy
43 | Digital Marketing for 2021
SOCIAL MEDIA MARKETING
PAID AND ORGANIC
44 | Digital Marketing for 2021
SMM is the process of utilizing the TOP SOCIAL SITES
to create brand awareness, drive conversation and
connect to the most targeted audience as possible.
Social media users have risen by 2.51 billion this
year per Statista.com.
Up to 96% of Small Business Owners
use Social Media Marketing.
45 | Digital Marketing for 2021
• Paid Marketing
• Organic
2 Faces of Social Media Marketing
46 | Digital Marketing for 2021
•Facebook
•Twitter
•Instagram
•LinkedIn
•Snapchat
•Pinterest
Top Social media Marketing network
47 | Digital Marketing for 2021
Organic Social Media Strategies that work:
1. Posting company/brand updates
2. Upcoming events
3. Employee pictures
4. Quotes
5. Memes
6. Blog posts/tips
Organic social media marketing is the process of using social media marketing without paying for advertising.
Organic Social Media Marketing
48 | Digital Marketing for 2021
Cons:
1. Least reach (has been declining in the last
3-4 years)
2. Results will not be that big
3. Can’t create meaningful traction
Pros:
1. Does not cost any money
2. Can be done by you or your employee
3. Good strategy to get a hang of it
Organic Social Media Marketing Pros and Cons
49 | Digital Marketing for 2021
Organic
Social Media
Marketing in
the Flesh
50 | Digital Marketing for 2021
Organic
Social Media
Marketing in
the Flesh
51 | Digital Marketing for 2021
1. Sales-related Offer (direct promotion of products and services)
2. Lead Generation
3. Retargeting
4. Website Traffic Generation
5. Blog Posts (for more likes and clicks)
6. Legitimate Boosting of Page Likes
Paid social media marketing is the process of using
social media channels for more reach and results.
Paid Social Media Marketing
52 | Digital Marketing for 2021
Cons:
1. Potentially cost a lot of money
2. You might loss money if you don’t properly
monitor your account
Pros:
1. Reach is potentially endless
2. Results are potentially huge (depending on
how smart you use the network)
3. You can do testing's and see results pretty
quickly
4. Advance targeting features
Paid Social Media Marketing Pros and Cons
53 | Digital Marketing for 2021
Right ad paid social media
ads on Facebook.
Paid Social Media Marketing in the Flesh
54 | Digital Marketing for 2021
Timeline paid social media ad
on Facebook.
Paid Social Media Marketing in the Flesh
55 | Digital Marketing for 2021
Timeline paid social media ad on
Facebook (our internal content
promotion).
Paid Social Media Marketing in the Flesh
PAY-PER-CLICK MARKETING
56 | Digital Marketing for 2021
57 | Digital Marketing for 2021
PPC Marketing is the process of using top PPC
networks such as Google Adwords to reach
potential customers who:
Already have a NEED for products and services
Are ACTIVELY SEARCHING for these needs online
58 | Digital Marketing for 2021
Google PPC Ads in the Flesh
59 | Digital Marketing for 2021
Since the use of Ad Blocker plugins has become
rampant since last year, Companies are now
slowly shifting their online advertising method
to NATIVE ADVERTISING
Popular international media websites are already
using this form of advertising in their sites
It is used by local counterparts including GMANetwork.com
and ABS-CBNNews.com among others
60 | Digital Marketing for 2021
Native PPC Ads in the Flesh
61 | Digital Marketing for 2021
Searchers Search Engines Advertiser
PPC Marketing Process
61 | Digital Marketing for 2021
PPC Marketing Important Aspects
63 | Digital Marketing for 2021
PPC Marketing (Sample)
Ads Messages:
The New Age Service Management. The New TSM
Serving Small, Medium and Enterprise Clients.
Gain up to 20% ROI as you pay monthly.
Landing Page – website
Offer: Get 20% ROI
CTA: Call Now or enquire now!
Conversions: Closed to 1M AUD worth of opportunity
Keywords – field service management, field management software.
64 | Digital Marketing for 2021
Actual PPC Marketing Results (Sample)
65 | Digital Marketing for 2021
MARKETING IMPLEMENTATION
66 | Digital Marketing for 2021
Three Most Important Aspects of Marketing Implementation
1. The actual marketing STEPS AND GUIDELINE
2. Stick to the MARKETING PLAN and STRATEGY
3. Work CONSISTENTLY
67 | Digital Marketing for 2021
MARKETING OPTIMIZATION
68 | Digital Marketing for 2021
While many have succeeded in their Digital
Marketing campaigns, many have also failed
miserably.
The reason for failure is NOT that the campaigns
lack creativity, quality materials and qualified
personnel.
69 | Digital Marketing for 2021
It’s because they failed to
establish
Marketing Analysis and
Optimization.
70 | Digital Marketing for 2021
Marketing Optimization
Most important aspects of Analysis and Optimization
BENEFITS of marketing analysis, tests and optimization:
1. Identify what’s working and what’s not
2. Check which marketing channels produce the most traffic and conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5. Check which keywords have the most traffic (and use them later for paid ads)
71 | Digital Marketing for 2021
Marketing Optimization
Why is Marketing Analysis and Optimization important?
1. Web Analytics Utilization
2. Data Analysis
3. Optimized activities and re-planning
based on actual data
72 | Digital Marketing for 2021
Marketing Optimization
Top 3rd party analytics
• Google Analytics
• Clicky
• Statcounter
• HubSpot
• Adobe Marketing Cloud
• GoSquared
• Moz Analytics
• Webtrends
73 | Digital Marketing for 2021
Marketing Optimization
Top hosted analytics
• Piwik
• Open Web Analytics
Top web analytics metrics
• Visitors
• Pageviews
• Traffic Referrals
• Traffic Sources
• Average Session Duration
• Percentage of New Sessions
• Demographics
• Mobile and Desktop Users
74 | Digital Marketing for 2021
Analytics snapshot in the flesh
75 | Digital Marketing for 2021
Analytics snapshot in the flesh
List of all traffic channels or
sources of visitors that went to
our DMP website.
Organic search tops all of them,
which means our organic
exposure is definitely high!
76 | Digital Marketing for 2021
Case Study for Optimization
Scenario: A logistic company in Manila wants to get ranked for keywords relevant to their business such as logistics company Manila,
logistics forward Manila, etc. For months we had done the SEO game plan I explained in the last slide.
Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the title and put “Manila” in it.
Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.
77 | Digital Marketing for 2021
Case study for
optimization – 1st page
78 | Digital Marketing for 2021
FINAL RECAP - Our 4 Strategic Steps
1. Research 2. Strategy 3. Implementation 4. Optimization
Like my Page on Facebook to get the download link of this
presentation later this week
https://www.facebook.com/jomerbgregorio
79 | Digital Marketing for 2021
Thank you!

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UP Diliman - Digital Marketing 2021

  • 1. DIGITAL MARKETING For 2021 University of the Philippines Diliman 01 | 22 | 2021 Jomer B. Gregorio Presented by
  • 2. What really is 2 | Digital Marketing for 2021 DIGITAL MARKETING?
  • 3. What really is Digital Marketing? • Digital marketing, simply put, is the utilization of digital channels to help businesses reach or target customers online in a cost-effective way. • Digital marketing like traditional marketing can help any business to grow their brand awareness or generate sales/inquiries. 3 | Digital Marketing for 2021
  • 4. 4 | Digital Marketing for 2021 DIGITAL MARKETING IS THE FUTURE! With the proliferation of digital channels and the fact that most people spend time online is a testament that digital marketing is the next big thing in reaching more potential customers and help a business grow without spending too much.
  • 5. 5 | Digital Marketing for 2021 Multiple studies confirm the importance of DIGITAL MARKETING including:
  • 6. 6 | Digital Marketing for 2021 What’s New in the Digital Space? Mobile-only Index Google now has an exclusive search engine which only ranks Mobile friendly site. This was rolled out last 2018 per official Google blog announcement. “To recap, our crawling, indexing, and ranking systems have typically used the desktop version of a page's content, which may cause issues for mobile searchers when that version is vastly different from the mobile version. Mobile-first indexing means that we'll use the mobile version of the page for indexing and ranking, to better help our – primarily mobile – users find what they're looking for. ” Source: https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first- indexing.html
  • 7. 7 | Digital Marketing for 2021 What’s New in the Digital Space? Google AMP for Mobile The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms. Source: https://developers.google.com/search/docs/guides/about-amp
  • 8. 8 | Digital Marketing for 2021 What’s New in the Digital Space? Digital Bots A BOT is basically a computer program that is designed to automate a set of specific tasks. The real-life application of bots in the digital world are in Social Media Messaging and Live chats. Source: https://chatbotslife.com/messenger-insider-problems-that- bots-can-definitely-solve-30b9e87ca025
  • 9. 9 | Digital Marketing for 2021 What’s New in the Digital Space? Artificial Intelligence (AI) Artificial intelligence is the hottest topic in the marketing community for the past 4 years. AI refers to a broad set techniques that allow computers to mimic human intelligence, e.g., carry conversations, walk around, make decisions, create art, etc. Source: https://blog.rossintelligence.com/post/bots-vs-chatbots-vs- robots-vs-ai This Photo by Unknown Author is licensed under CC BY-NC-ND
  • 10. 10 | Digital Marketing for 2021 What’s New in the Digital Space? Artificial Intelligence Applications: Search: Rankbrain Ad: Google and FB Voice Search: Siri, Amazon Alexa, Microsoft Cortana and Google Home Smart TV: Most models Phones: Smart camera, software's, etc. Source: https://blog.adext.com/en/applications-artificial- intelligence-ai-digital-marketing This Photo by Unknown Author is licensed under CC BY-NC-ND
  • 11. 11 | Digital Marketing for 2021 What’s in it for me? You may ask!
  • 12. WANT A HIGH-PAYING JOB? Start looking at how to become a 12 | Digital Marketing for 2021 good and effective digital marketer!
  • 13. 13| Digital Marketing for 2021 The users of digital channels (Facebook, Twitter, Google+, Linkedin, Google, etc.) 2 Faces of Digital Marketing The marketer or advance user that targets these users for a particular business goal.
  • 14. How it Looks Like in Real Life The users of digital channels (Facebook, Twitter, Google+, Linkedin, Google, etc.) 14 | Digital Marketing for 2021 The marketer or advance user that targets these users for a particular business goal. Business owners or clients who don’t want to do this on their own.
  • 15. 15 | Digital Marketing for 2021 Yes, you can if you follow what I’ll be teaching you today! Can I do that myself?
  • 16. 16 | Digital Marketing for 2021 Our 4 Strategic Steps 1. Research 2. Strategy 3. Implementation 4. Optimization
  • 17. 17 | Digital Marketing for 2021 MARKET RESEARCH
  • 18. 18 | Digital Marketing for 2021 Why is Market Research important? • Better Understanding of your clients • Clearly defines your Target Market • Creates a tailored Marketing Strategy • Carefully Plans your marketing activities ahead • Creates an Optimized Digital Marketing Strategy based on your allocated budget
  • 19. 19 | Digital Marketing for 2021 1. Identify your UNIQUE SELLING POINT/PROPOSITION (USP) 2. Identify the KEY Products and Services 3. Identify your TARGET MARKET How to do a Market Research?
  • 20. 20| Digital Marketing for 2021 4. Identify the Goals and Objectives of the Campaign a. Lead Generation b. Increased Social Media Followers c. Boost Brand Awareness d. Generate Sales 5. Identify Key Competitors and check their activities online How to do a Market Research?
  • 21. 21 | Digital Marketing for 2021 USP – unparalleled service quality, offers mobile tinting, competitive pricing, recognized as nationwide leader in tinting cars in the UK. Key Products/Services – luxury car tinting service. Target Market – luxury car owners and ordinary car owners in whole of UK. Goals and Objectives – Land/rank in first page of Google UK for multiple keywords. Key Competitor – URL provided by client, can’t be shown due to an NDA. Sample Marketing Research Profile
  • 22. 22 | Digital Marketing for 2021 USP – Uber for C-level and executives. Key Products/Services – luxury chauffeur. Target Market – C-level and executives in London UK. Goals and Objectives – Brand awareness and lead generation. Key Competitor – Uber for business, Blacklane, etc. Sample Marketing Research Profile
  • 23. 23 | Digital Marketing for 2021 USP – Compliant Financial and government archiving. Key Products/Services – Financial and government text/calls archiving. Target Market – Financial and government sectors Goals and Objectives – Google Ranking and lead generation. Key Competitor – Can’t show due to NDA. Sample Marketing Research Profile
  • 24. 24 | Digital Marketing for 2021 MARKET STRATEGY
  • 25. 25 | Digital Marketing for 2021 Provides you with a CLEAR ROADMAP on marketing. Provides you with a CLEAR APPROACH towards achieving business goals and objectives. Enables you to reach TARGETED AUDIENCES effectively. Ensures you spend your ADVERTISING BUDGET wisely. Increases RESULTS, CONVERSIONS and ultimately your PROFITS. Why is Marketing Strategy important?
  • 26. 26 | Digital Marketing for 2021 • Goal Setting • Approach: Direct or Indirect Marketing • Channels and Tactics • Offers and Promotions • Execute Steps and Strategies How to create a Marketing Strategy
  • 27. Sample Market Strategy Profile Goals: Achieve multiple first page listings in 4 – 6 months Approach: Indirect Marketing via SEO. Channels: SEO, Content Marketing, Link Building and PPC Promotions: N/A as it’s an SEO campaign. Usually for discounts, exclusive promos, etc. Execution: Few days, after contract signing. 27 | Digital Marketing for 2021
  • 28. Sample Market Strategy Profile Goals: Brand Awareness and Lead Generation Approach: Direct and Indirect Marketing Channels: Social and Adwords for direct and SEO for indirect marketing. Promotions: Discounts and early bird user in a new technology. Execution: Month to month, to be reviewed every quarter. 28 | Digital Marketing for 2021
  • 29. 29 | Digital Marketing for 2021 TOP DIGITAL MARKETING CHANNELS AND STRATEGY
  • 30. 30 | Digital Marketing for 2021 Search Engine Optimization Social Media Marketing Pay-per-click (PPC) Marketing
  • 31. 31 | Digital Marketing for 2021 SEARCH ENGINE OPTIMIZATION
  • 32. 32 | Digital Marketing for 2021 SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES. SEO is vital for Digital Marketing because: 93% of ONLINE EXPERIENCES begin by using a search engine. 50% of mobile visitors who conducted local search visited a store within a day. And 34% conducted on computer did the same.
  • 33. 33 | Digital Marketing for 2021 SEO in the Flesh
  • 34. 34 | Digital Marketing for 2021 The SEO framework
  • 35. 35 | Digital Marketing for 2021 Without content, the Internet itself is nothing or not as useful as we see these days. A website content is the text, image, video, and infographic that you usually find in a website. The SEO Content Framework
  • 36. 36 | Digital Marketing for 2021 Interesting Topics Catchy Headlines Regular Content Creation Genuine and Helpful Content Content Framework
  • 37. 37 | Digital Marketing for 2021 The SEO Content Framework
  • 38. 38 | Digital Marketing for 2021 But the search engines along with their super genius scientists have always found a way to make their algorithm safe with the abuse of mass link builders and other spam SEO experts/agencies. Links, or backlinks, is probably the holy grail of search engine optimization. Some even said that the exact algorithm of most search engines especially Google heavily rely on links which connect everything in the entire world-wide-web. The SEO Backlink Framework
  • 39. Outreach Guest Post Local Directories Video Submissions Expert Interviews 39 | Digital Marketing for 2021 Top Backlink strategies
  • 40. 40 | Digital Marketing for 2021 Expert Interviews (Sample)
  • 41. 41 | Digital Marketing for 2021 Guest Post (Sample)
  • 42. 42 | Digital Marketing for 2021 Starting Numbers: Top 3: 23 keywords Top 4-10: 19 keywords Current Numbers: Top 3: 174 keywords Top 4-10: 177 keywords Improvement: Top 3: 151 keywords Top 4-10: 158 keywords!!! Actual Results of this Strategy
  • 43. 43 | Digital Marketing for 2021 SOCIAL MEDIA MARKETING PAID AND ORGANIC
  • 44. 44 | Digital Marketing for 2021 SMM is the process of utilizing the TOP SOCIAL SITES to create brand awareness, drive conversation and connect to the most targeted audience as possible. Social media users have risen by 2.51 billion this year per Statista.com. Up to 96% of Small Business Owners use Social Media Marketing.
  • 45. 45 | Digital Marketing for 2021 • Paid Marketing • Organic 2 Faces of Social Media Marketing
  • 46. 46 | Digital Marketing for 2021 •Facebook •Twitter •Instagram •LinkedIn •Snapchat •Pinterest Top Social media Marketing network
  • 47. 47 | Digital Marketing for 2021 Organic Social Media Strategies that work: 1. Posting company/brand updates 2. Upcoming events 3. Employee pictures 4. Quotes 5. Memes 6. Blog posts/tips Organic social media marketing is the process of using social media marketing without paying for advertising. Organic Social Media Marketing
  • 48. 48 | Digital Marketing for 2021 Cons: 1. Least reach (has been declining in the last 3-4 years) 2. Results will not be that big 3. Can’t create meaningful traction Pros: 1. Does not cost any money 2. Can be done by you or your employee 3. Good strategy to get a hang of it Organic Social Media Marketing Pros and Cons
  • 49. 49 | Digital Marketing for 2021 Organic Social Media Marketing in the Flesh
  • 50. 50 | Digital Marketing for 2021 Organic Social Media Marketing in the Flesh
  • 51. 51 | Digital Marketing for 2021 1. Sales-related Offer (direct promotion of products and services) 2. Lead Generation 3. Retargeting 4. Website Traffic Generation 5. Blog Posts (for more likes and clicks) 6. Legitimate Boosting of Page Likes Paid social media marketing is the process of using social media channels for more reach and results. Paid Social Media Marketing
  • 52. 52 | Digital Marketing for 2021 Cons: 1. Potentially cost a lot of money 2. You might loss money if you don’t properly monitor your account Pros: 1. Reach is potentially endless 2. Results are potentially huge (depending on how smart you use the network) 3. You can do testing's and see results pretty quickly 4. Advance targeting features Paid Social Media Marketing Pros and Cons
  • 53. 53 | Digital Marketing for 2021 Right ad paid social media ads on Facebook. Paid Social Media Marketing in the Flesh
  • 54. 54 | Digital Marketing for 2021 Timeline paid social media ad on Facebook. Paid Social Media Marketing in the Flesh
  • 55. 55 | Digital Marketing for 2021 Timeline paid social media ad on Facebook (our internal content promotion). Paid Social Media Marketing in the Flesh
  • 56. PAY-PER-CLICK MARKETING 56 | Digital Marketing for 2021
  • 57. 57 | Digital Marketing for 2021 PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who: Already have a NEED for products and services Are ACTIVELY SEARCHING for these needs online
  • 58. 58 | Digital Marketing for 2021 Google PPC Ads in the Flesh
  • 59. 59 | Digital Marketing for 2021 Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING Popular international media websites are already using this form of advertising in their sites It is used by local counterparts including GMANetwork.com and ABS-CBNNews.com among others
  • 60. 60 | Digital Marketing for 2021 Native PPC Ads in the Flesh
  • 61. 61 | Digital Marketing for 2021 Searchers Search Engines Advertiser PPC Marketing Process
  • 62. 61 | Digital Marketing for 2021 PPC Marketing Important Aspects
  • 63. 63 | Digital Marketing for 2021 PPC Marketing (Sample) Ads Messages: The New Age Service Management. The New TSM Serving Small, Medium and Enterprise Clients. Gain up to 20% ROI as you pay monthly. Landing Page – website Offer: Get 20% ROI CTA: Call Now or enquire now! Conversions: Closed to 1M AUD worth of opportunity Keywords – field service management, field management software.
  • 64. 64 | Digital Marketing for 2021 Actual PPC Marketing Results (Sample)
  • 65. 65 | Digital Marketing for 2021 MARKETING IMPLEMENTATION
  • 66. 66 | Digital Marketing for 2021 Three Most Important Aspects of Marketing Implementation 1. The actual marketing STEPS AND GUIDELINE 2. Stick to the MARKETING PLAN and STRATEGY 3. Work CONSISTENTLY
  • 67. 67 | Digital Marketing for 2021 MARKETING OPTIMIZATION
  • 68. 68 | Digital Marketing for 2021 While many have succeeded in their Digital Marketing campaigns, many have also failed miserably. The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel.
  • 69. 69 | Digital Marketing for 2021 It’s because they failed to establish Marketing Analysis and Optimization.
  • 70. 70 | Digital Marketing for 2021 Marketing Optimization Most important aspects of Analysis and Optimization BENEFITS of marketing analysis, tests and optimization: 1. Identify what’s working and what’s not 2. Check which marketing channels produce the most traffic and conversions 3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR 4. Uncover NEW OPPORTUNITIES 5. Check which keywords have the most traffic (and use them later for paid ads)
  • 71. 71 | Digital Marketing for 2021 Marketing Optimization Why is Marketing Analysis and Optimization important? 1. Web Analytics Utilization 2. Data Analysis 3. Optimized activities and re-planning based on actual data
  • 72. 72 | Digital Marketing for 2021 Marketing Optimization Top 3rd party analytics • Google Analytics • Clicky • Statcounter • HubSpot • Adobe Marketing Cloud • GoSquared • Moz Analytics • Webtrends
  • 73. 73 | Digital Marketing for 2021 Marketing Optimization Top hosted analytics • Piwik • Open Web Analytics Top web analytics metrics • Visitors • Pageviews • Traffic Referrals • Traffic Sources • Average Session Duration • Percentage of New Sessions • Demographics • Mobile and Desktop Users
  • 74. 74 | Digital Marketing for 2021 Analytics snapshot in the flesh
  • 75. 75 | Digital Marketing for 2021 Analytics snapshot in the flesh List of all traffic channels or sources of visitors that went to our DMP website. Organic search tops all of them, which means our organic exposure is definitely high!
  • 76. 76 | Digital Marketing for 2021 Case Study for Optimization Scenario: A logistic company in Manila wants to get ranked for keywords relevant to their business such as logistics company Manila, logistics forward Manila, etc. For months we had done the SEO game plan I explained in the last slide. Action items: I noticed that in the homepage title there was no “Manila” so we’ve just renamed the title and put “Manila” in it. Results: Multiple 1st pages in Google.com.ph and top 1 positions for a few keywords.
  • 77. 77 | Digital Marketing for 2021 Case study for optimization – 1st page
  • 78. 78 | Digital Marketing for 2021 FINAL RECAP - Our 4 Strategic Steps 1. Research 2. Strategy 3. Implementation 4. Optimization
  • 79. Like my Page on Facebook to get the download link of this presentation later this week https://www.facebook.com/jomerbgregorio 79 | Digital Marketing for 2021