Digital Marketing 101 Getting Started

Transcription

1 Digital Marketing 101 Getting Started Don t Get Overwhelmed. Get Empowered.

2 Stephanie Chadwick

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4 Why is Digital Advertising Important?

5 Digital ad expenditures surpassed TV for the first time in 2016, and the gap will widen by roughly $10B this year.

6 US digital ad spending by the financial services industry totaled $8.7B in 2016, an increase of 19.5% from 2015.

7 Give Digital the Attention it Needs to Thrive How To Start Where To Get It How To Do It Right

8 Give Digital the Attention it Needs to Thrive How do I know if digital is right for me? What is an effective budget? Where should I buy digital media? What do all these terms mean?

9 How To Start Take Ownership of Your Digital Branch

10 How To Start Take ownership of Your Digital Branch 1. Assemble your digital team

11 Your Digital Team Marketing Strategist Social Media Manager Content Creator Technical Specialist Data Analyst

12 How To Start Take Ownership of Your Digital Branch 1. Assemble your digital team 2. Work with Strategic Partners NOT Vendors

13 edgemm.com/cunawebinar

14 How To Start Take Ownership of Your Digital Branch 1. Assemble your digital team 2. Work with Strategic Partners NOT Vendors 3. Lay a strong foundation

15 Your Digital Foundation Get Access To Your Data 3 rd Party Vendors

16 Your Digital Foundation Get Access To Your Data Have Control of Your Analytics Set up Correctly Google Tag Manager

17 Your Digital Foundation Get Access To Your Data Have Control of Your Analytics Get Your Website Ready Responsive Mobile Friendly Apps

18 Where To Get It Search Display

19 SEARCH

20 DISPLAY

21 Where To Get It A layered Strategy 1. Start with Search Google AdWords 2. Add Display - Google AdWords or Double Click 3. Add Video - Google AdWords or Double Click 4. Add Social Facebook

22 The Realities of Digital Digital isn t cheap

23 The Realities of Digital

24 The Realities of Digital Digital campaigns aren t instant

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26 Your Digital Campaign: Months 1-3: Baby Months 4-6: Toddler Months 7-12: Adolescent

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29 How To Do It Right Make sure your staff is ready.

30 How To Do It Right Make sure your staff is ready. Set an appropriate budget.

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32 Digital made up 36.7% of total media spend in 2016 and will account for around half by 2021.

33 Mobile will be the main driver of this growth, comprising 70.3% of digital spend in 2017.

34 How To Do It Right Make sure your staff is ready. Set an appropriate budget. Measure the result, test, experiment and repeat.

35 Thank You! Slides, Tools & Resources: edgemm.com/cunawebinar Stephanie Chadwick Managing Partner, Executive Vice President

36 Data is Performance Better Measurement = Better Decisions

37 Zack Stack

38 Bad Data + Time = Bad Decisions

39 the digital marketing decisions you make will only be as good as the data you can collect from them.

40 Analytics Audit Main Objectives 1. Increase the volume and clarity of data relevant to marketing 2. Reduce the noise that can obscure actionable information

41 How Are You Tracking Your Data? +

42 Free, stand-alone tool User-friendly interface Makes tracking goals easier Limits contact with developers and 3 rd party vendors

43 Migrating to GTM Avoid data outages or redundancy If you work with an agency, always let them know before making changes to your goal tracking or removing a container tag. Sign up for an account: tagmanager.google.com/

44 Identify & Track Primary Goals Leads Newsletter Subscribers Contact Leads Content Offer Downloads Phone Call Leads Applications Membership Apps Checking Accounts Mortgage Loans Auto & RV Loans Credit Cards Personal Loans

45 Do NOT set up goals for: Time On Site Pages Viewed Button Clicks Metrics that are available via standard reports.

46 Research & Assign Goal Values Make decisions based on value, not volume.

47 "Until you've assigned values to your goals you will NOT be able to properly measure your efforts."

48 Valuing Your Loan Applications Traditional Goal Value Equation: AVERAGE VALUE (AV) x LEAD SUCCESS RATE (LSR) = GOAL VALUE

49 Valuing Your Loan Applications Loan App Value Equation: AVERAGE LOAN RETURN x LOAN FUNDING RATE = GOAL VALUE

50 Valuing Your Loan Applications You should be tracking these important conversions Don t over or under value them Give them a conservative value, but don t be stingy $150-$200 CPA in AdWords

51 Data That Matters: Turning Up The Volume Track Relevant Events, such as Location Searches Marketing PDF Downloads CTA Clicks

52 Data That Matters: Turning Up The Volume Sync Analytics w/search Console Set up In-Page Analytics Site Search Reporting Benchmarking Reports

53 Data That Matters: Turning Up The Volume Draft and Install a Digital Privacy Policy edgemm.com/juice for policy template Set up Demographic and Interest Reports

54 Reduce the Data Noise Two Views: All Data View and Marketing View

55 Reduce the Data Noise Use ISP Filtering to Exclude Internal Traffic Turn on Bot Filtering Spam Referral Filtering Create Audience Segments, such as Converters, Mobile, Returning Users, etc

56 Offers sharing and collab experience similar to Drive Connects w/data sources like Analytics, Search Console, AdWords, DoubleClick and more Automates most data aggregation processes Data visualizations

57 Thank You! Slides, Tools & Resources: edgemm.com/juice ZACK STACK Senior Digital and Creative Strategist