Digital Marketing 101

Kendra RamirezVP, Digital Strategy

Who am I and why should you listen?

I am a crazy sports mom who springs out of bed in the morning to conquer the world and annoys others who are not morning people.

Since 2005, I have helped hundreds of organizations, including Fortune 500 companies, leverage digital technologies.

I am globally recognized on the home page of LinkedIn.com and was a finalist for the Social Media Innovator of the Year.

Agenda

Who, What, When, Where, Why and How of Digital Marketing

Action Plan

Source: SiriusDecisions.com

67% of the buyer’s journey is now done digitally…

Your position in Google matters!

Source: thinkwithgoogle.com

What is Digital Marketing?

Digital marketing is the promotion of products, services or brands via one or more forms of electronic media.

Not this Yes, word of mouth

Why is digital important to my business?

Now 7.4 hoursSource: 2012 Google Multi Screen Study and 2014 Quartz data

How can digital marketing help my business? (bridgem)

Build Brand Awareness and Community

Reinforce Learning

Increase Recruitment

Drive Business Development

Grow SEO (Search Engine Optimization)

Engage Customers

Market and Product Research

Who are you marketing to?

-Move beyond: type of company, size, industry focus, who they serve, revenue, employees, location-What problems is the audience trying to solve-How do they value what you have to offer-What do they read to stay on top of their industry

Where are you marketing to your target audience?Owned:

WebsiteBlogsEnewsletter/ecampaignWebinars

Paid:Print/Magazine ArticlesTVRadioDigital Ads

Earned:FacebookLinkedInTwitterYouTube

Website-Compelling email sign up

Not this

YES

Website-mobile friendly, fresh content and clean urls

BAD: www.cincinnati.com/4/16/2015/article.aspGOOD: www.cincinnati.com/5-trends-in-digital-marketing

Not mobile Mobile

Website-Social Sharing and Blogs

Paid-Digital Ads

Paid-Facebook Ad

Paid-Twitter Ad

Paid-LinkedIn Ad

Paid versus organic

Free earned media

When are you marketing to them?Awareness:

increase in subscribersincrease search ranking resultsincrease 1st time visitsincrease social metrics

Consideration:increase time spent on websitelower bounce rateincrease total page views

Conversion:increase downloads increase leads or sales appointments/proposalsincrease closed/sold business/purchases

Loyalty:increase in repeat business

Advocacy:increased sharing of contentreferrals from the advocate

Action Plan: Implement Now

• Complete buyer persona template• Optimize your website for conversion• Look to see if all your content shareable• Pull together your influencer distribution list• Find co-marketing opportunities• Add visuals to all content• Clean up all social channels• Set an email address growth measurement• Send internal company email asking employees to help

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Register for Monthly Webinarswww.eminetwork.com/free-webinar-series-the-beginners-guide-to-digital-marketing/

• Website Wisdom: 5 Must-Haves, 2 p.m. ET May 21• Social Media Starter Kit, 2 p.m. ET June 18• The ABCs of SEO, 2 p.m. ET July 16• How to Measure what Matters, 2 p.m. ET Aug. 20• How to Manage Your Brand Online, 2 p.m. ET Sept. 17• The Dos and Don’ts of Email Marketing, 2 p.m. ET Oct.

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What other topics do you want to learn more about?

Kendra Ramirez VP, Digital Strategy 513.615.3907kramirez@eminetwork.comTwitter.com/KendraRamirezLinkedin.com/in/KendraRamirez

Let me know how I can help you