Notesale: Turn your study into money

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DIGITAL MARKETING
STEP-BY-STEP

eWay-Book

Content
INTRODUCTION
...
2


Marketing goals
...
3



Target group and segmentation
...
4



Marketing strategy
...
6


See
...
7


Do
...
8

STEP 3: CREATE A WEBSITE
...
9



The advantage of CMSs? It works even without development
...
15

STEP 4: GET YOUR WEBSITE TO THE TOP POSITIONS OF SEARCH ENGINES WITH SEO
...
18



On-page factors
...
23

STEP 5: REACH NEW CUSTOMERS WITH PPC ADVERTISING
...
25



Search networks
...
29



Remarketing
...
30



Is it worth investing in PPC campaign management?
...
31


Facebook
...
32



YouTube
...
34



Which social networks are to be used in marketing campaigns?
...
35


Build a broad base of subscribers
...
36



How to make functioning e-mail content?
...
38



Statistics
...
38

CONCLUSION
...


To organize customer relationships, manage inquiries, orders and marketing campaigns
...
There for 4 years we have been focusing
on topics that can inspire your business
...
As we have
gathered many contributions on this topic we decided to create a comprehensive guide that
can systematically help small and medium-sized businesses understand online marketing
...
Undoubtedly, one of the main advantages is that the results can be measured
which, for example, is very limited for outdoor banners or radio advertising
...
Users are increasingly searching for information online, they do
shopping online
...



If you decide to focus on online marketing and you don't have much experience

yet, you will probably appreciate any kind of a good advice
...
From your own websites and social networks to more sophisticated SEO
and PPC advertising
...
So that you don't go in the wrong direction and waste time and money, read first
what are the possibilities of online marketing, what are the possible strategies and how it
can help you
...
If you become interested

in online marketing, it should be based on your business strategy
...
Once you are clear on these basic questions, you can jump straight into online
marketing
...



Tip: You can also listen to the article How to Eat an Elephant in our podcast
...
Thanks to it, you know what your vision is or what your
strengths and weaknesses are
...
So let's focus on setting the right
goals at the beginning of our marketing efforts
...
Why?


Every manager has a different opinion
...
The Marketing
Director wants to create a better brand image and to invest into creative advertising
...
The Project Manager wants to have a
satisfied client and a good commission profitability
...
That can ruin all the effort with no long-term concept being set
...



We have two types of goals over here – marketing and communication
...
It is

almost always represented by a number – of sold products, of deals or orders, of showrooms,
of Sales Reps, of customers
...



There are different approaches on setting our goals
...
Therefore, their goal is to maximize the rise of sales, so
they give great discounts, but the advertising overheads can be too big, and profitability is
near zero
...
Be careful on this one – often, the task
can be rising the sales by 20 %, however, a part of the plan is cutting down the marketing
expenses!

3
Tip: The SMART method can help you set your marketing goals
...


Communication goals


It’s impossible to count your communication goals exactly – it is a difficult category

to manage
...
That is true in B2B as well – unless the
client knows the brand well, they won’t contact them
...
It’s not just a good logo, slogan, and

corporate colors, but the whole visual style
...
Saving money on your logo and graphics
means risking your brand will vanish among other others
...



When building the brand identity, it is crucial to differentiate between what the

company says about itself and what the customers say about it, because it can also be the
opposite
...
That means a constantly developing story,
easy to understand for the customer
...

Tip: Take a look at the article Three Basic Questions of Your Marketing Strategy and a Simon Sinek
lecture explaining why the art of storytelling is one of the success factors for Apple and other
successful companies
...
But they have to be convinced that your offer is the best
for them
...
And since it is virtually
impossible to reach individual customers and submit individual offers to them, you need to
create target groups which will be the real target of your marketing efforts
...
)

•

Socio-economic (income, education, occupation, etc
...
)

•

Purchasing behavior (frequency of purchases, customer loyalty, etc
...
It is important to know who you are addressing
...
Each marketing
tool is different and you can use it to address different target groups
...
But the ability to measure the success of your ad is limited and complicated
...
And we will talk about them later
...
e
...
And it is the improvement of marketing communication
with regard to the individual phases of the purchasing process that we will talk about in the
next chapter
...
The goal of a marketing strategy is
to meet long-term goals, such as retaining and gaining clients, market share, or retaining a
competitive advantage, by effectively investing funds and human resources
...


You can use it when creating the marketing strategy
...
You should know what your

strengths and weaknesses are and what the opportunities or potential threats are for your
business
...


5
Competitors analysis


Analyze your competition
...
What makes you unique and unmistakable for your customers
...
Also, see what works for your competition and get inspired
...
The most common are
Similarweb, SEMRush or Sprout Social
...
Define your target group based on the mentioned criteria and choose the
appropriate communication style accordingly
...
Customers from your chosen target group should then identify with your brand
and product in the long run
...
Create a

model of the purchasing process as your customer goes through it
...
This means that you should focus not only on the number of
closed deals, but also, for example, on reaching new customers, loyalty and satisfaction
of existing ones
...
Then mainly monitor and
evaluate your goals on an ongoing basis
...


You can be successful with a corporate website, social media, search engines or even e-mail
campaigns
...
It is
important for you to find out what will work for you and create your own marketing mix of
communication tools
...


6
STEP 2: MAKE YOUR MARKETING COMMUNICATION MORE EFFECTIVE WITH THE
SEE THINK DO CARE FRAMEWORK


It is not enough just to define who is the target of your message
...
The See Think Do Care business framework is an effective tool for
creating an digital marketing strategy
...



Behind the STDC business framework is Avinash Kaushik, who works for Google as a

Digital Marketing Evangelist
...




See

The stage where you reach all potential customers with a potential interest in the
products or services your company offers
...


Think

At this stage, customers think and seek information about products and services
...


Do

At this stage, customers are determined to purchase a particular product or
service
...


Care

As the name suggests, the last stage is about taking care of an existing customer
...


Let's have a look at STDC stages and how to approach customers in those stages
...

See


The See stage includes the largest possible qualified addressable audience which is

not considering buying yet
...

For example, Red Bull creators, who have been making videos for a long time, are experts in
raising brand awareness
...
But imagine a
video ad on YouTube from the eToro investment platform or the National Geographic social
media
...

It is important to present your product or service in a concise and most importantly attractive
way to users who may have never heard of your brand
...


Channels

Web, Social media, SEO, Blog, YouTube

Measurement

Visits, % New Visits, Views, Social Media Reactions

Think


In the second stage, there are fewer customers
...
They consider all possibilities and seek
information, which leads to two conclusions
...



A typical example is an online store with mobile phones
...
What do the most famous e-shops do for success? On the product pages, they give
customers the opportunity to compare with similar products
...
When
searching for information about a product, a potential customer is then closest to buying on
the e-shop that created the review
...


Channels

Web, Blog, YouTube, E-mail Marketing, SEO, PPC

Measurement

Average Session Duration, Views, Number of E-mail
Subscribers, CTR

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Do


A customer in the Do phase is decided to buy, so your job is to get the customer to

choose just you
...
At this stage you
should focus uncompromisingly on the number of orders and associated statistics
...

And in the case of the iPhone SE, it is no different product, so it must offer better service
...
Simply tell customers
why they should buy your product right now and combine this information with a call to
action
...
You should look after these customers especially since loyal customers,
of course, generate repeated profits
...
It is also good to post on social media and send professional emails
regularly
...
After all, customer

service is exactly what sets Amazon apart from other resellers
...

Channels

Web, Blog, E-mail Marketing, Customer Service

Measurement

Repeat Purchase Rate, Customer ratings, E-mail CTR

9


So consider whether you e
...
pay attention to existing customers enough, or whether

you are not spending on some PPC campaigns unnecessarily
...


STEP 3: CREATE A WEBSITE


Making of website is no longer just for developers
...
In this case, however, it is necessary to think that the creation of the site is quite
extensive project
...
Web technologies have since undergone incredible
development and very often medium-sized businesses also have websites that are an
unimaginable organism for the common mortal
...
You can add databases with which the site works or links to thirdparty systems
...



But technological progress has gone so far that even small and medium-sized

businesses can create relatively advanced websites without a deep knowledge of
programming
...



However, as the demands of developer's knowledge gradually decrease, the

demands for knowledge of marketing or graphic design have continued to grow
...

Systematic procedure


If you work systematically, you'll get a better result, and much faster than when

improvising
...
It pays to prepare a systematic procedure in advance even if you
decide to create the site yourself using the mentioned CMS systems
...
You may know from
experience that it's usually worth writing everything down and gradually ticking it off
...

Setting the target


At the very beginning of the new site creation project, the site targets should be

named
...
As obvious as
this may seem, this step is very important
...



Do you want your website to function as a presentation of your products or services?

Is the goal to raise awareness of the solidity of your business? Or do you create an e-shop
and want to sell through it? There can be many reasons for the existence of a site and you
need to choose one or two main ones
...



What is the profile of your typical customer? Will employees, job seekers, business

partners or journalists and PR managers come to your website? Each of the user groups will
search for completely different content
...
Imagine

what they are looking for on your site and make it easier for them to reach their goal
...
If customers are to contact you by phone, your phone number should
already be on the main page
...


11
Main topics of the site


Most of the time, customers will answer this question
...



This means that you can create Products/Services, Price List, or Contacts
...
Do you have
an interesting history as a company? Then you can create a About Us page
...
In this case, the site deserves a media section where journalists
or PR managers can find, for example, your logo in print quality
...

Key words analysis


There are several ways to attract potential customers to your site
...



And it's by analyzing your keywords to see what specific terms your customers can

find you under
...
It depends on your business
...

Analyze your competition


As they say, the neighbor's grass is always greener
...



Let's say you offer printing services
...
Most companies, however, won't want to send an order right
away
...
So what is such a form supposed to look like? Take a
look at the competition's website and you'll find that in addition to the name, e-mail and
phone, they also have fields for dimensions and number of pieces in the poster printing
form
...

Define the website structure


Once you've identified the parts of your your site, now it is the time to startputing

12
all the parts together
...
A successful site should be particualrly clear for users
...



One advice above all – important information should usually be at the top
...
For example,
the menu should be almost always at the top in accordance with this principle
...
Maybe you can still go back to analyze competition
...

Design


Do you have an empty concept of your site or wireframe in front of you? You can

start filling it
...
Focus mainly on colors,

whether, for example, they fit your scope, and font
...

Content


You may have an idea of the content of your site as soon as you're dealing with

previous points
...
Not only at this point, you may find that the whole process does not go in a
flawless chronological way, and you will return to the previous points
...
So you'll go back to the design and maybe reduce the font, or you'll need
to rearrange the content on the page
...
However, the analysis itself is far from over, if customers are to stream to your
site through browsers, you need to focus on your site's content from the point of view of
SEO – in other words, focus on the so-called on-page SEO factors
...


13


In any case, SEO needs to be considered when developing a website
...
However, the ability to modify individual SEO factors must be in the assignment
for the developers of your site
...

Web testing


A thorough testing of the website before launching it is very important
...



You may find that images don't display properly in some browser or on mobile

devices, the form doesn't work, or the search doesn't work properly
...

Website launch


Before launching the site, you should not only have the site tested as such, but also

make sure that the SEO settings (especially the robots
...
xml files) are set up
correctly so that Google indexes your site from the beginning
...

SEO off-page


You still need to pay attention to the mentioned on-page SEO factors even after the

launch of the website
...
The most important ones are the so-called link building or building
backlinks to your web site
...

Continuous checking of site functionality and SEO


Checking the functionality of your site and indexing it on Google should become

a regular routine
...
The sooner you find out,

14
the less damage there will be
...
An e-shop with dozens of
orders a day will of course be affected a possible blackout much more than, for example, a
hairdresser‘s in a small town in Alaska
...
If so, make
sure the Google Analytics tag is set up correctly on your site before launching it
...
In addition to the number of

visitors, you can, for example, track which pages customers leave most often or how long
they stay on that page
...

SEO analysis


You can assess the success of your SEO strategy based on what keywords from

browsers users came to your website or how high your website appears in a browser rank
for specific keywords
...

However, if you optimize your site for the term "pizzeria Kodiak, Alaska", the results should
appear significantly earlier
...
The individual points alternate and repeat, especially after the
launch of the website
...
And it really saves you a lot of wrinkles
...
Fortunately, if

you need to make changes to the site after you run it, development is not the knowledge
you will need
...

CMSs also offer add-ons that make work much easier for users:
Templates – a predefined look of the web page, which can be customized ad needed

•

(often include intuitive editors, which allow the user to easily add, remove, move or edit
individual elements of the page using drag-and-drop)
...

•

Widgets – pre-prepared individual elements that work with templates and plugins
...



With some exaggeration, we can say (this is not always true however) that for a

long-term website management, all you need to do is study the basic principles of SEO,
improve your work with Photoshop or outsource a designer from time to time, and learn to
work with the CMS
...
Currently, the most common systems are WordPress, Joomla and Drupal
...
However, as website editors, both Wix and Squarespace have become
relatively popular recently
...


16

The most popular CMSs
...
The main one is the price, which starts at € 8
...
Although Wix complements the offer with
a cheaper package for € 4
...
In contrast, with classic CMSs, you only
pay for your own hosting
...
Unfortunately, this is the only advantage compared to WordPress,
Joomla and Drupal
...
Compared to WordPress, Joomla and Drupal,
the offer of templates and plugins is also limited, so the company is not always able to
completely adapt the site to its needs
...
If you agree and are looking for a simple solution, unfortunately it will not be

17
Drupal
...
Drupal gives developers a lot of freedom in this respect
...
They are similar
in many ways
...
For example, the offer of plugins and templates is clearly the widest
...



If you are demanding and find out that you really need to modify your template

or some plugin, there are many times more developers of freelancers who specialize in
WordPress than those specialized in of Joomla and Drupal
...
It's a fact that WordPress is the most
user-friendly
...
Just install WordPress
...
That's no secret
...
But let's just say at the very
beginning that robotic adherence to all SEO optimization recommendations is not always
desirable
...
After all, Google algorithms are becoming more sophisticated, and the times when
results could be achieved without honest work are already gone
...


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Source: https://www
...
com/blog/ws/2019/05/28/technical-seo



Can you see in the picture how the circuits overlap? Once you start working on

optimization, keep in mind that this is how you need to think about SEO, and not just blindly
follow a series of recommendations (which of course we will give you anyway, don't worry)
...

Technical SEO


Technical SEO is often a vicious circle
...
However, not all developers are
interested in marketing and SEO, so they will need an accurate assignment from you
...

Indexation


The website must be accessible to bots that search through it and then they enter

your website in search results
...
Therefore, the
functioning indexation of the website is alpha and omega for the SEO optimization
...
eway-crm
...


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The search will result in all pages of your website that Google indexes
...



One of the reasons a page isn't indexed may be changing the URL
...
Sure, when switching to another domain, it may be necessary
...

You may also delete a page or the customer may misspell when entering the URL directly
...
There is nothing worse than
when a generic error message from the user's browser appears in this case
...
And if it is
in harmony with the company’s culture, it can be brought out in a slightly humorous way
...





Tip: To see if users search for a nonexisting page frequently, use Google Analytics to track
these errors
...
txt file in which you can enable or disable Googlebot and other bots from indexing
certain parts of your website
...
The second step is the creation of a so-called sitemaps that make it easier for
bots to index your site and help you get better results
...

Loading speed


Google really thinks about users, and therefore one of the very important factors

for rating websites is the loading speed
...
So,if you want to know how Google evaluates the loading speed of your website,
use Google PageSpeed Insights
...



For example, optimizing images on your website is very important
...
Smaller images should then fit below
the 300 KB limit
...
Ideally, your website should be able to do this automatically already when uploading
images in the administration
...
The second
option is to compress images manually, for which you can use, for example, a tool such as
RIOT
...
However,
do not overdo it with shrinking
...

UX or user experience


The so-called user experience, or the experience of using your website, is essential

for your customers and is, therefore, important for Google ratings
...



Another absolutely necessary parameter that your site should have is an HTTPS

security certificate
...



Last but not least, it is important for the user experience how intuitively and

conveniently your website can be controlled
...
It allows you to identify what the
user is really watching on the web and how long it will take to find what they're looking for
...
For example, the button
for automatic scrolling to the top of the website, correct menu layout, FAQ, available contact
details, etc
...
However,

it also makes it easy for bots to search the web
...
Your architecture
should not be too "deep" and the customer should find what they are looking for at a
maximum of 4 clicks from the homepage
...
com/hub/seo/architecture



In addition to a well-crafted site hierarchy, you can make it easier for users and bots to go
through your web with internal links that serve as an alternative content distribution next
to the categories that are displayed in the main menu
...
As the name suggests, these are the factors that are the content of your
website
...
At the beginning of SEO

optimization, you must first analyze the keywords that The Keyword Planner in Google Ads
will use for you
...
For
example, if you run a shoe shop and enter "shoes" as the keyword, it will be logical to divide
your store's categories into men's and women's, by brand, shoe purpose, or by season
...
This is a term for long and very

specific search queries
...
For example, "Adidas winter women's shoes" are already quite deep in the
hierarchy of your website, but there is still a huge number of people interested
...
The basic and most important factors include meta tags – descriptions and
titles
...
Therefore, it is ideal to have a module installed in the administration
of your website that shows you how many free characters are left when filling out the title
and description
...
Your description and title should contain the main
keyword of the page
...

Image optimization


As in titles and descriptions, you should use keywords in the file name, titles, and

ALT image descriptions that you use on pages
...


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URL structure


Keywords should also appear in the URL of each page
...
This means that in addition to the page name,
including the keyword, the URL should contain the name of the category and subcategory
under which the page falls without repeating the keyword
...
That the conditions for one URL are too much at a
time? It's not that complicated
...
com/womens/Adidas/winter
...
What does it mean?


Forget the copied parts or the whole text, that's the way to hell
...
It does not interest readers or bots, who are
becoming more sophisticated
...

And the keywords are again the crucial thing
...
Again, there is no official recommendation on the
frequency of keyword occurrence in the text
...

However, the recommended numbers from different sources often range somewhere
between 1
...

Off-page factors


The last set of factors influencing SEO is the so-called off-page
...

Linkbuilding


Building backlinks is an effective tool for your website SEO
...



Links to your website should be made from trusted websites and relevant to the

focus of your web
...
As a rule, this practice is penalized by browsers!
Last but not least, the link text should match the content of the page to which the link leads
...



It may be a matter of course for you, but also use social networks
...

Reputation


The last of all factors influencing the location of your website in browsers is the

reputation
...
Therefore, it is not worth taking advantage of practices that are penalized by
browsers, although they can sometimes seem like an facilitation in optimization
...


STEP 5: REACH NEW CUSTOMERS WITH PPC ADVERTISING


PPC advertising is one of the fastest ways to achieve the desired results in online

marketing
...
So what strategy to choose when creating PPC campaigns? And what to
be careful about in the beginning?


They're not as widely known as TV ad slots or outdoor billboards, but it's still possible

that you've heard of PPC ads in the past
...
Most of the time, it appears directly in search results, and we often don't
even notice that it's an ad
...


25


Nowadays, however, advertising through PPC campaigns is actually offered by every

great Internet player
...
Therefore, PPC advertising may not be just a result of searching
...
It is often very ingeniously
camouflaged under the heading "Recommended" or "Featured"
...
And this is, as the name suggests,
most often in the form of a cost-per-click payment, i
...
pay-per-click, where the PPC ad
designation comes from
...
In addition to paying per click, you may
see, for example, a payment for ad impressions (mostly for a thousand impressions) or an
action (commissions from the order made, registration, etc
...
Not in vain, carmakers use visually appealing banners and videos and prefer to pay for
their display
...
Their goal is to make a brand visible, and
without having a chance to look into their statistics, it can be assumed that they would pay
more when paying for clicks on their ad
...

PPC platforms


You can place PPC ads on different platforms and use different tools
...
It is important to bear in mind that you reach
potential customers at different stages of the purchasing process, and you should also
choose individual tools accordingly
...
The
inclusion of other PPC systems and social networks is individual
...
So how can be different
platforms used?

Source: https://www
...
com/blog/pay-per-click-statistics/

Search networks


Let's say you do financial consulting and you still want to have enough customers
...
Other offline advertising formats, if they
have not already had the same fate, are the next to follow
...
In this case, you will definitely start by signing in the catalogs
of companies, the online equivalent of Yellow Pages
...
When you need service, such as financial advice, you're probably
searching Google
...
Compared to SEO optimization, the downside of
PPC advertising is that you immediately disappear from search results as soon as you stop
paying for ads
...
You can decide later on whether you continue with PPC or not
...


27

Offer what customers look for


At the beginning of the preparation of a new campaign, you need to consider

whether the target website actually finds an answer to your question
...
For example, if a
customer enters the query "financial advice Boston" into the browser, it is worth creating
a separate page on your website related to this topic (ideally using these keywords) with
your address in Boston and other information
...
Once you write
"financial advice", it will tell you other options
...



There you will find not only what customers are looking for, but also the average

number of users who search for a given keyword per month, how competitive the word is,
which is also the third figure, the cost-per-click estimate that you pay when viewed at the
top of the search engine
...
The more specific
keywords you manage to find, the more likely the price will be lower and the customer will
find directly what they are looking for
...

Expect to see fewer visitors, but there will be more relevant leads that are more likely to be
purchased
...

Eliminate unwanted clicks


In search networks, you pay for clicks, which are sometimes very expensive
...
The way to avoid undesired
clicks is the use of the so-called eliminating negative keywords

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