Fei Digital Marketing http://fei2china.com
Online Marketing BasicsFor Startups and Small BusinessesPresented by: JeremyFei2China.com
Fei Digital Marketing http://fei2china.com
Online Marketing Strategy for Startups• How Internet Marketing Works
• Critical Steps in Internet Marketing Planning• Objectives
• Resources
• Narrative
• Channels
• Analytics
Fei Digital Marketing http://fei2china.com
Marketing Planning Critical Steps• What is your business objective?
• What is your target market?
• What is your narrative (message)?
• What kind of resources do you have?
• Which marketing channels to use?
• What is the action plan for interaction on these channels?
Fei Digital Marketing http://fei2china.com
Business Objective• What do I want to accomplish?
• Sales, revenue• Selling products or Services• Selling membership• Selling subscriptions
• Market Share• Growing user base• Acquiring competitors
• What do I need to achieve these goals?• More transactions
• More sign ups /downloads
• More leads
• More web traffic / followers / fans
Fei Digital Marketing http://fei2china.com
Narrative • What is your narrative?
• Who are you?
• What do you do? (What is your product or your services?)
• Why should potential customer engage with you?
• What makes you different from your competitors? • What is your unique selling point?
• You narrative needs to be consistent across all marketing channels.
Fei Digital Marketing http://fei2china.com
Target Audience• Who is your target audience?
• Geographic region
• Gender
• Income level
• Education level
• Interest
• Culture
• Etc
Fei Digital Marketing http://fei2china.com
Resources• Time
• Do you have time to manage campaigns & monitor social media?
• Do you have time to follow up?
• What is your sales cycle? Product development cycle?
• Do customers require immediate action?
• Money (Marketing Budget)• How much can you spend on marketing and advertising?
• Do you have the money to hire an agency to provide the time and expertise?
• People• What are the knowledge / skills available?
• Market research / copywriting / campaign management/ video production / design/sales
• Technology• Do you have all the technology required by digital marketing?
• Email marketing tool/ Survey / video production / web hosting / Web Analytics tool
• Information • Data – historical data, competitor data, benchmarking data, etc
• Content – articles, white papers, trends, analysis, research reports etc.
Fei Digital Marketing http://fei2china.com
Channel Selections• SEO
• PPC (Pay-Per-Click)• Google / Bing / Facebook /
• Media Buying • Display ads
• Promoted content (Paid editorial)
• Content Marketing• Blogging
• Podcast
• Video (Youtube, Vimeo, Youku etc)
• Social Media• Facebook
• Vine
• Meerkat
• Etc…
• Affiliate / referral
Fei Digital Marketing http://fei2china.com
SEO• Do Technical SEO Well
• Help search engine craw and index your site• Page elements clearly tagged – Title, paragraph, images, meta tags, etc.• All pages properly linked internally• Submit a site map• Construct your URL in a SEO friendly way
• Optimize your site for speed
• Optimize your site for mobile
• Optimize Content for SEO• Research keywords used by your target audience
• Produce high quality content with those keywords
• Blogging is good for SEO
• Install Google Analytics
Fei Digital Marketing http://fei2china.com
PPC• High quality keywords are crucial
• Google AdWords KeyWords Planner
• PPC campaign management is complex• Consider using an agency if you don’t know what you are doing, it might save you money
• Design a specific landing page for each campaign• Clear CTA• Improve conversion rate• Reduce traffic leakage
• Connect with Google Analytics
• Vendors• Google
• Bing
Fei Digital Marketing http://fei2china.com
Email• Email is still the number 1 activity people do online
• Email consistently provides best ROI among all marketing channels.
• Things to consider in Email marketing• List building and maintenance crucial
• Content and design are both very important
• Clear call to action
• Must be mobile friendly
• Landing page recommended
• Drip marketing
• Set up auto responder
• Connect with your CRM system such as Salesforce.com
• Email marketing tools• Mailchimp / Constant Contact / Aweber
• ExactTarget / Responsys
• Pardot /Act-ON/ Marketo (Marketing Automation Tools)
Fei Digital Marketing http://fei2china.com
Measurement & Reporting• Google Analytics
• All sites and landing pages need to be properly tagged
• All campaigns need to be tagged
• All links shared via social media need to be tagged
• Refine your campaigns with A/B testing
• Glean actionable insights to guide future campaigns
• Set up personalized dashboard to monitor most important KPIs
• Generate automatic reports for executives
Fei Digital Marketing http://fei2china.com
Summary
Goal Market Research
Develop Message
Marketing Mix(Channels)Execution
Analysis & Reporting