Intro To Digital Marketing

Make New Friends

How To Make New Friends:

• Turn to the person behind you

• Introduce yourself

• Who are you?

• What brings you here?

• What do you know about digital marketing?

Agenda

• Google Analytics:

• What To Measure And How To Do It

• Content Marketing:

• How To Create Content That Converts

• Course Details & Questions

Google Analytics: What To Measure And

How To Do It

Four Types of Websites

• Brand

• E-commerce

• Media

• Lead Generation

Google Analytics

• Universal Tracking Code

• Event Tracking Code

• Social Interaction Tracking Code

• Campaign Tracking Code

Universal Tracking Code

Google Analytics Dashboard

Digital Marketing Measurement Model

Website Objectives• Why does your website exist?

• Your objectives should be DUMB

• Doable

• Understandable

• Manageable

• Beneficial

Website Goals• Goals are specific strategies you’ll leverage to accomplish the

business objectives.

• Your goals should be SMART

• Specific

• Measurable

• Attainable

• Reasonable

• Timely

Key Performance Indicators

• A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives.

• Find the most relevant KPI for each goal.

• Focus on conversions

Targets

• Set the parameters for success

• Targets are pre-determined indicators of success or failure.

• Identify targets for each KPI

Segments• Identify the segments that

you will analyze to understand why you succeeded or failed.

• Segment types

• People

• Behaviour

• Outcomes

Digital Marketing Measurement Model

Break!

How To Create Content That Converts

A/B Testing

• Test two versions of the same thing to see which one works

• Version A

• Version B

• ALWAYS BE TESTING

A/B Testing In The Wild

What Can We Test?• Blog Posts

• Videos

• Images

• Facebook Posts

• Tweets

• Email Subject Lines

• Email Content

• Best Days To Post

• Best Time To Post

• Marketing Campaigns

• Calls To Action

• Almost Everything

Campaign Tracking Code

Campaign Tracking Code

• http://redacademy.com/?utm_source=Facebook&utm_medium=boost&utm_term=hootsuite&utm_content=sunset%20&utm_campaign=Summer%20Sampler

Activity: Create A Campaign Code• https://support.google.com/analytics/answer/1033867

• Source

• Medium

• Term

• Content

• Name

Questions?

Digital Marketing @ RED

• Google Analytics

• Social Media Analytics

• SEO & Digital Advertising

• Content Creation & Community Management

• Katie Jeanes

• E: katie@redacademy.com

• T: @katiejeanes | @redacademy