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Digital Marketing 101

Search Engines, Social, Content,

Video, & More …. Where to start

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Who is this guy?

6 Years in digital Marketing (all for Advance)

Experience helping businesses in:

Local

Medium

Majors

& Agencies

Huge Mets Fan. Also love the Knicks & Giants!

Facebook: @ryandoyle

Twitter: @NewJerseyRyan

Instagram: @rydoy0610

Snapchat: rdoyle26

LinkedIn: RyanDoyle

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What is NJ Advance Media?

Microsoft Partner2014 Partner of the Year Winner

Digital Advertising

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Today’s Agenda

• Understanding the role of the major available solutions in digital

• The Importance of knowing your data

• Search

• Social

• Video

• Content/Native

• Display

• Summary

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3 Tiers of Digital Marketing

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Role of Major Digital Solutions

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Timing Audience Solutions Solutions Description Goal

Pre-Market

I-Want-To-Know

&

I-Want-To-Do

Moments

Interest and intent are in beginning stages

or being established.

Potential customers who want to learn

more about a subject, due to a desire to

possibly/eventually move forward with a

purchase, just not at this time…

Audience Targeting/Social

Marketing/Display

Desktop, mobile, social and print Display Ad

audiences targeted to specialty and area GEOCreate awareness about brand,

location and provide helpful

information through strategic

content on highly viewed sites

Responsive Rich Media: Desktop and mobile Video

Ad audiences targeted to specialty and area GEO

Content Marketing & Email Reach prospective customers in their most

frequently viewed channels

In-Market

I-Want-To-Buy

&

I-Want-To-Go

Moments

Interest and Intent have been established

as prospective customers move into

action

SEOWebsite Experience Optimization / YouTube / G+ /

Content Marketing

Capitalize on audiences ready to

take action through website

visits, form submission leads,

phone calls and appointments

SEM / Paid SearchPay Per Click Search Engine Targeting Audiences

in research and buying mode

Site RetargetingServing Display ads to intenders who have visited

your website

Post Market

I-Want-To-Do

Moments

Establish loyal customers who remain in

need of service and willing to share good

experiences

Social Targeting & Additional

Content Marketing

Content Marketing, Social Media Management,

Targeting, Optimization, newsletters, etc.

*Also serves to influence the Pre-Market, while reinforcing

the In-Market audiences

Customer advocacy – maintain

market share by staying relevant

and engaged

Know Your Data

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Solution

Investment

Site Traffic

Leads

Conversions

Search

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Paid ResultsAdWordsPPCSEM

Organic ResultsSEO

Paid ResultsGoogle Shopping

PPC

Source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/

75%of

Users Never Scroll Past

Page 1

How SEO Works

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• Over 200 Factors• User Experience• Popularity Contest• Content• Answer the Question

Where do you begin?

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OR

How SEM works

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• Budget• Bid Cap• Quality Score• Bid Management Platform• Optimize!

Where do you begin?

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Also, get the latest trends & updates at:

Social – The Next Big Opportunity

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Step 1: Establish what want out of social

Purposes

Grow Audience

ConvertCustomer

Service

Social – The Next Big Opportunity

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Step 2: Be There!

Social – The Next Big Opportunity

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Step 3: Have a content strategy

Social – The Next Big Opportunity

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Step 4: Roll it into your marketing strategy & support it with an investment

Social – The Next Big Opportunity

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Facebook Ads can be overwhelming.

- Objectives, Content, KPIs- Custom Audience Opportunities- 16 ad types (& growing)- Endless targeting options/criteria- Tracking pixels

“Over 90% of Fortune 500

companies are not doing

Facebook ads right.” - Mixpo

Social – Tips & Trends

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Social – Tips & Trends

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Social – Tips & Trends

8 Facebook Engagement Stats

• Post on Sunday = 52.9% more interaction

• Posts between 10PM & 11PM = 88% more interaction

• Image Posts = 179% more interaction

• Videos = Most Shared

• Ask a question = 162% more interaction

• Posts with 150 – 200 characters = 238.75 shares

• Link to long form content = 40% more interaction

Video

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• Tells a story

• Stimulates our senses

• Educates

• Influences

• Inspires us

veeroll

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veeroll

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Facebook Video

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• Slide Show Ads

• FACEBOOK LIVE!!!!

Don’t forget YouTube

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• Amazing Targeting Options (owned by Google)

Integrate Content

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Blog

Fresh Social Content

SEO Value

Native Opportunities

Native Opportunities

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Generate Shares & Subscribers

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Content Tip

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EducateDon’t Always

Promote/SELL!

Display & Audience Targeting

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Site Re-messaging

• Once a user visits your site (or key pages on your site) they see your ads

Audience Targeting

• Available Site Specific (large sites)

• Network

• Keep in mind they may not be in the market for your product. This is a long term sell

General Display

• High Impact

• Takeovers

• Create Top of Mind Awareness

Summary

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• You need a strategy. Not a piecemeal Solution

• A good strategy has solutions that compliment each other and work together

• Know your data

• Test

• Do more of what works & less of what doesn’t

• Psst …. If you are overwhelmed & need help. I don’t blame you. Give us a call

RAFFLE

QUESTIONS?

Thank You

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Ryan Doylerdoyle@njadvancemedia.com862-373-0949

Facebook: @ryandoyle

Twitter: @NewJerseyRyan

Instagram: @rydoy0610

Snapchat: rdoyle26

LinkedIn: RyanDoyle

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