NYU Startup School: Digital Marketing Essentials

July 29, 2018

[clapping] Thank you, so my name is Terry Rice and today we will be talking about digital marketing essentials And my goal is to give you a good foundational understanding of digital marketing best practices and then for you to use that to grow in areas that you're particularly interested in

Before we get started a quick question here What is the most Instagramed food around the world what you think? -Hamburgers? -Ice cream? I hear hamburgers, I heard ice cream, what else? -Salad? Salad? Pretty healthy, what else? -Pizza? Pizza, there you go Yeah That's just the beginning of what we're gonna learn about today So, yes, pizza is the most Instagramed food around the world

And in fact Instagram gets the most engagement out of any social media channel, right? But but just because it's engagement does not mean you're necessarily getting conversions That's what I want to talk about today I'm looking at data and saying okay, what is my desired outcome from that and am I achieving it efficiently? So again, my name's Terry Rice and I'm a digital marketing instructor here at NYU Last semester, I taught a search marketing class which covered paid search as well as SEO and this semester I'm teaching a Facebook and Instagram marketing class So, let me know if you have more questions about that

I'm also a trainer and consultant at my own company It's called Brooklyn Digital Marketing I called it that because I did not want to spend a lot of time thinking of a cool name I live in Brooklyn, I do digital marketing, that's it, right Before that I was a client solutions manager at Facebook and in that role I partnered with enterprise and emerging level companies to help them monetize Facebook and Instagram

I had a similar role before that when I was at Adobe I was a search engine marketing consultant So again, helping companies better leverage paid search marketing to achieve their business goals So, that's me, but let's talk about Kanye This is one of my favorite quotes from Kanye and I'll read it to you

It says "I hate when I'm on a flight and I wake up with a water bottle next to me like oh great now I gotta be responsible for this water bottle" Such as this one, right? But there's a really big reason why you get so much water when you're on a flight Humidity So, in your normal serenity, the humidity is around 40 to 70%, but when you're flying it's actually between 10 and 20% So, it's actually recommended that you drink about 8 ounces of water for every hour that you're in flight

Now for me when I fly it's often for business And if I'm dehydrated, let's talk about some of those negative effects you can have You can be irritable, confused, sleepy, or get a headache So, if I'm traveling for business and I'm doing a lot of talking that's not a good combination Alright, so for me, it's really important to be hydrated

But for all of you it is as well And that leads me to my next type of a conversation the hydrate spark Raise your hand if you've heard of this before So, the hydrate spark is a smart water bottle that tracks your water intake and glows to tell you when it's time to drink It also syncs with several apps such as FitBit, allright? So, it's a way for you to monitor your water intake throughout the day and make sure that you're hitting the optimal level

And this is the use case we're going to use today to talk about digital marketing We're trying to sell these things One other thing I'll tell you what the hydrate spark is it cost about 60 bucks So, there is gonna be some convincing going along I see, I see the reactions I get it, right

We're going to have to convince people why they need to buy a 60 dollar water bottle So with that, what is digital marketing? Alright, this term gets thrown around a lot It can include social media, can include paid search, it can include SEO, search engine optimization But if you were to just google it and get a definition, this is what it would say It's using digital technologies for the targeted measurable and interactive marketing of products or services

So, that's when we start thinking about other things such as apps and even chat bots, right, some more non-traditional forms of digital marketing And I have a few keywords highlighted here because for me that's the most important aspect, super targeted If we wanted to we could target every dentist in Park Slope who likes the Spice Girls and ask why? you know, what's your deal? That's how targeted we can get It's also measurable which is great because you can't optimize what you can't measure So, I'm really bullish on making sure we have the proper tracking on our websites and our apps, so that we could measure the outcomes of our campaigns

And then lastly it's interactive We see this a lot with social media All right, so, if you had a billboard somewhere on Broadway right now that said Famous Jill's is the best pizza in Brooklyn Okay, it's a billboard It's great, but it's very passive

However, if you had a social media post that says the same thing, you might get some comments from the people that see it saying yeah, the pizza's great but the delivery times horrible, or why did your prices go up? or do you deliver to Bensonhurst? All right, so, now you actually having a conversation with people that see your content and from there you can make a better product But with that it's extremely important to know your audience So, that's why I like this phrase "know your audience or you'll have no audience" One of the first questions I ask any of my clients or prospects is who is your target audience? Because before I start talking and thinking about the outcomes I need to know who this product is for Because I'm often wrong, my assumptions can be wrong

So, you need to define your audience because that's how you have more genuine interactions with them So, before we start pushing any buttons or making any cool snapchat ads, we need to know who it's for So there's this patience that goes into it This is marketing one-on-one, it's not digital marketing But one challenge that I see quite often is there are some people that are really good at the technical aspects of digital marketing

All right, they can code, they can put some pixels on somewhere or they understand this algorithm that we're talking about But where they often lack is marketing one-on-one where you're having empathy for who you're targeting and saying what message should I deliver to them based on what stage of awareness they are Even more important with water, right, because we all need water obviously, right But we have options for how we want to drink that water Some of you were going to be happy with just a cup, right? I'm good to go

Others might want to have a water bottle like a camel pack We need to find the people they're going to want to use this Hydrate Spark That's a very defined audience because again, it's 60 bucks, right? It's not just something you would just buy on a whim So with that, who's this person? What's he known for? -Dave Dave? Dave from Wendy's, yeah

This is Dave Thomas the founder of Wendy's I understand I'm dating myself to an extent right now But yes, this is Dave Thomas the founder of Wendy's and when I was a kid these are the ads you would see for Wendy's This friendly looking guy waiting to give you a burger even though he never looks like that in person And they actually had some salads as well too, right? That's Dave Thomas

He was the face of Wendy's when I was a kid growing up in the 80s and the 90s But for any of you that have seen an ad or a post especially on social media from Wendy's lately knows that this is not the face that they're putting out there, right? Yeah, things have changed with Wendy's There's a darker side of Wendy's that we never knew about before and it manifests itself on social media Here's an example This person Cooper Franklin said "Wendy's needs to get rid of those square burgers

It seems a little too artificial" And at first I was like, oh, good point Wendy's replied "unlike the supernatural circle shape that hamburgers come in when you pick them off the vine" Good point, Wendy's, right? So they're pretty snarky in their social media, especially on Twitter And they actually go after other fast-food restaurants sometimes, too

Which I just think is hilarious Here's an example So, McDonald's They had this tweet that was supposed to go out on Black Friday, and it says "need copy and link" Meaning, they accidentally posted the template not the tweet, all right? With that Wendy's jumped on and said "when the tweeter is broken as the ice cream machine

" Which is hilarious, right? So they have this timely and relevant content, but it's a lot, again, it's a lot snarkier then Dave Thomas ever would have been Alright, some of you might have noticed that they also just dropped it dropped a mixtape Wendy's now has a mixtape called "Why we beefing" -Ha ha Exactly, right? So, they had this edgier personality and it's because, you know, times have changed and so has their target audience

So, back in the 80s, the 90s, you know, they were targeting families to come to Wendy's, sit down, and have a good meal I'm doing fake air quotes when I say good meal But now they're targeting younger people, right, so college students, all right? When I was in college, it was good like hangover food, right? You got to soak up all that alcohol, right? How do they know that though? They did their research Which is what more brands need to do because often we assume who our target audience is and what they're interested in without doing any kind of research whatsoever So with that, one of my favorite tools to do that is audience insights from Facebook and with this tool you can take a known audience, such as people that have an interest in Wendy's, or Nike, or NYU and look at various attributes that's pulled directly from your Facebook profile, the websites you visit, as well as third-party data providers such as Oracle or Nielsen

So that's how they know that you binge watch Friends, right? They're sharing with Nielsen data So right now, let's take a look at Wendy's audience Right now we can see that they skew a little bit younger So, there's two lines here if we go to the far left There's a light gray line and there's a darker blue line

The dark blue line represents Wendy's audience and we see that they're more likely between the 18 and 24 year old range than anything else on Facebook So, they are younger Same thing with 25 to 34 All right, so not necessarily that family of four that we're targeting We can go more deep with this though

Check this out We can see the relationship status Why? Because that's what you put on your Facebook profile, right? This is first party data, right? So we see that they're more likely to be single or it says +19% that means they're 19% more likely than anyone else on Facebook to be single They're 33% more likely to be in a relationship and actually 38% more likely to be engaged However, they're 26 percent less likely to be married

So they can't quite get over that hump I guess they just decide to go to Wendy's instead I've been looking at this data, again, it's not that that family of four going there We can get more granular and even look at their income Right? We see how much money they're making and if you pay attention, you'll notice that they're much less

They're much more likely to be in these lower bands of income, people that make between 30 and 40, 40 and 50, so on and so forth, and much less likely to make over a couple hundred thousand dollars Right? So with that we're getting some clues about who they are as a person, their income things, of that nature But where you're really gonna see much more of someone's personality is the pages that they like

Alright, because you're literally pushing a button saying I like this kind of content Here's Wendy's So, what do they like? Under food and beverage it's gonna be column five They like Life Savers Gummies Which is pretty specific, right? For their insurance company, not just Progressive, but Flo from Progressive

Who I would say is pretty hilarious in my opinion Products or services We see glow sticks So, we're getting an idea who this audience is And before we move forward, one thing I want to tell you is this can also be your data that you're looking at from your audience

Anyone that's on your email list, anyone that goes to your website, anyone that ever made a purchase And I'm just gonna assume that data's gonna look a lot different for you than it would for Wendy's But this is what's available to you And this is how you start making a buyer persona or a customer persona, you might have heard about that before Because it gives us more input on who we're targeting as a person

Let's do a few more In regards to their media they consume being hyper which just sounds obnoxious I'm not even sure what that is They watch Adult Swim They go to Hot Topic, that's why they buy clothes

All right, so we're getting an idea who these people are They're younger, they're like kind of like this ravy crowd, and they also like bacon Which I think is a good idea That's pretty universal So again, we're getting a good idea of who these people are based on the pages that they like

So, that's really important because with digital marketing you need to provide value in exchange for your target audiences attention Because we're bombarded with ads all day long How are you gonna stand out and provide value? That's honeycomb you see on the board is a great way to do so Right, if it's helpful, if it's entertaining, if it's unique, if it's educational When you're creating content you want to make sure that you're checking off a few of these boxes instead of just talking about yourself

And I'm surprised at how many brands just talk about themselves all day long We have this new product, you know, we just moved to a new office, we just got a new CMO Nobody cares You got to provide value first and then talk about some other aspects of your company So, one healthy thing to do is look at all the content you have out there especially on your social media platforms and do an audit

80% should be providing value Then you can check off a few these boxes and say look, I am finding value to my target audience And sure, 20% should say click here, buy now, or here's what we're doing But I'm often surprised at how backwards that is with companies, they just about themselves all day long instead of providing value to their target audience It's super important

That's how we earn that engagement And the more engagement you get, the more reach or eyeballs you get on your content So, we call that impressions as well Because if these platforms whether it be Twitter, Instagram, Facebook, if they notice we're engaging with your content by clicking, liking, sharing, commenting they're saying okay, this is good content, people saw that and were not annoyed by another post from a brand on Facebook They engaged with it, therefore we will show it to more people

However, if you're not getting that engagement, they're saying this stuff is not interesting to people that are seeing it, therefore less people will see it Even the same thing with paid search marketing where you're paying for the keywords you're bidding on to get a click If your ad is showing up when someone Googles men's jeans and people do not click on it you actually pay more to advertise It's a metric called Quality Score So, regardless of what platform you're on the more engagement you get, the more free impressions you get

Or if you are doing paid advertising it's cheaper You get rewarded for being relevant and you can't be relevant if you don't understand your target audience It's super important to nail that down But with that let's now talk about campaign planning And this is also another missing ingredient I often see from digital marketing campaigns, because it's very easy to start a campaign

There's very low barrier to launching Alright, you just set up an account, push a few buttons, within 5 minutes you're good to go They's not the same lead cycle you would have with traditional marketing such as getting an ad in the newspaper where you have to contact someone, write the content, make sure you spell "the" right, things like that You're just pushing buttons you're good to go Which is why I often see campaign planning go out the window

This is the approach I standardize on when I'm planning campaigns for my clients or prospects, often when I'm teaching as well It's called the objective first framework Meaning, you start with a goal What do I want to do? Is it leads? Is it awareness? Is it some kind of conversion? You need to start with a goal and then build the rest of your plan around that So, for example, let's say my goal is a conversion, meaning someone signing up for my email list

I can say okay, that's my objective and then I need to define my KPIs I think it's the first acronym I used so far, but what a KPI is? What's that mean? -Key Performance Indicator There you go Key performance indicators, these are metrics such as cost per lead or conversion rate They'll let you know how well you're going towards achieving your goal

And we're going to, I'm gonna dive into Hydrate Spark a bit more to give you some more color around this whole approach You then design your tactics That's the way you're going to present business value in a way that triggers a customer need or desire Executing the campaign That's when you're pushing go

When I was at Adobe, I was an account manager This was always a scariest part because you're actually spending money in this case And we need to get some data coming in but you got to press go eventually And then make sure you're measuring those outcomes So, we talked about Google Analytics a lot

I'm sure you heard that before There's also the LinkedIn pixel, the Facebook pixel, Twitter pixel, so on and so forth That's why you got to be cool with your developer because you're gonna need him or her to help you measure these campaigns And the more you can talk like a developer saying look, I need an on-click statement on this button Can you please set it up? The more quickly you'll get things accomplished because you're not just saying I need to measure stuff

And then from there optimizing the results For me that's the my favorite part because you're looking at your data and saying here's my desired outcome, here are my key performance indicators, now which segments am I achieving that most efficiently in? What can I do better next time? And it's almost like I'm sure you all have a friend who like they're just like the king or queen of hindsight whenever you do something wrong They goYou shouldn't have done that You're like well, thanks That's pretty much what optimization is

That's why I like it because I have a lot of data to play with and sail You should not have pushed that button next time don't Then I come back a month later and I consult some more That's my job So, the objective for Hydrates Spark we're gonna say is as follows

Our goal this quarter is to obtain 10,000 opt-in email addresses I'm using this as an objective for a few reasons One is it's very industry agnostic It's not b-to-b It's not b-to-c

Collecting leads is something most companies would do, therefore we can all wrap our heads around it But with that there are three critical elements to your objective they need to be in place to make sure you're set up for success You need an event, in this case it's collecting those email addresses, you need a numeric value, in this case 10,000, and a time period, one quarter If you're missing any of those critical elements, it's very hard to manager out, demise your campaigns For example, if we were missing the time period and just said our goal is to obtain 10,000 opt-in email addresses, well, by when? Should I be worried right now that we only have 4? I don't know what I have to have 10,000 by, so, I'm just gonna keep on doing what I'm doing

But if you know you need to have 10,000 and it's halfway through the quarter and you only have a thousand you're gonna say whatever I'm doing is not working So, we need to optimize in-flight, meaning, this plan right now is not going to work So, during this time period we need to start making some changes before the end of the campaign because we're not gonna hit our goal You could say our run rate is below 100%, meaning we're not we're not progressing towards our goal efficiently So then again, we have these KPIs, these key performance indicators

And beyond knowing how they actually influence your goal, your progress towards your goal you should know what you can do to change these KPIs How can I get this higher or lower? So, it should be some obvious action you should take to improve them But one thing I want to warn you about with KPIs are vanity metrics These are numbers or metrics that look good, but don't really mean much For example, I just said our goal is to collect 10,000 email addresses

And if my agency came to me and said hey, Terry, great news, we got 40,000 likes on your last ad I'd say okay, cool What about those leads we talked about earlier? That's the conversation you want to have You don't want to get blinded by vanity metrics that don't necessarily impact your desired outcome In this case is gonna be likes and we say we want to get leads

Unless we can find a correlation between likes and leads That's a vanity metric It sounds cool But what did that do for me? Not much So, then we have KPI targets as well

Meaning what range do we want to be in for these KPIs? We're gonna do some very light math right now, but let's walk through this Again, our goal is to obtain 10,000 opt-in email addresses If we have an ad budget of $20,000 and the formula for a cost per lead is your ad cost to your budget divided by leads what is our target cost per lead? Meaning how much can we pay per lead with our current budget? $200? that sounds right I'll go with that, two bucks

You're absolutely right $20,000 budget we want to get 10,000 leads So yes, the most we can pay per lead is $200 And we would look at segments

Maybe it's men versus women or one age group versus another that are helping us get these acquisitions for two dollars or less Because if it's over two dollars, we'd exhaust our budget before hitting our goal That's why we need KPIs as well as targets Now, for some of you you're gonna ask, you have to ask yourself a question, does this seem realistic? Can I get these leads at $2 or less? You're gonna want to do some research on industry benchmarks for cost per lead or cost per click, or cost per conversion as a starting point for this But just realize, you want to understand how unique each company is

And perhaps you can't necessarily hit that $2 cost per lead for one reason or another, but you least have to have some kind of database of record saying here's where I got these numbers from that's why I think it should be two dollars Otherwise, you're going back and forth saying what do you think should be? I don't know, what do you think? I don't know, what you think about it? It just goes on forever I've had that conversation and someone's having it right now, right So, you don't want to do that So I have two ads up here for the Hydrate Spark

Ad A, ad B One's more of a lifestyle one, the one other ones a bit more direct in regards to use cases, maybe when you're at work But just take a moment to look at these And eventually I'm going to ask all of you to vote which one you like better A or B? So, who prefers ad A, meaning they'd rather click on that one than add B, let's raise your hand, okay All right, so who prefers ad B? All right, it's about a 60/40ish split

Okay Got it Cool So, with that the ratio people that see your ad and click on it, that's your click-through rate You want that to be high

And your click-through rate greatly impacts how efficiently you're using your ad budget because if you get more clicks with the same budget you get more, you're using it more efficiently So, here's an example of how this would look using real data We have ad A, we have ad B The CPM for both these ads is $700 All right

What's CPM? What does that mean? CPM is, correct, cost per 1,000 impressions This is going to be the great equalizer across any channel, any ad, any ad group ratset because that tells you how much it costs to advertise that audience in the first place And some audiences are more expensive than others For example, if we were to target everyone in the US who graduated high school That's a very large audience

Not a lot of competition So the CPM would be low But if we were to target everyone in the US who was a fan of the Buffalo Bills, it's gonna be a smaller audience, therefore the CPM could be higher So, the smaller your audience typically the higher your CPM all things being equal Or how competitive that audience is? Because let's say we're targeting everyone in the US who makes over $500,000 a year

Well, there's a lot of competition for that audience from people who have high ticket items and they're willing to pay a lot to reach them Because they get a conversion Maybe they're selling some cool trip to Australia or something like that So, they'll pay a lot for click, they'll pay a lot for conversions, because they are like if we get a conversion, we're good So, you want to think about that

In this example we have the same budget with both of these, so, with the CPM of $7, we would get 14 million impressions for both ad A and ad B The only thing that's going to change right now is the click-through rate Ad A had a click-through rate of 3%, ad B had a click-through rate of 1% And that's gonna change everything from here

Because since we had a higher click-through rate for ad A, we got more clicks out of the same budget, more traffic coming to your site Since we got more clicks our cost per click actually went down Because it's the same cost, more clicks, your cost per click goes down If our conversion rate stays the same meaning the ratio of people that go to the website and sign up for email lists stays the same at 13 for both ads which I think is reasonable because it's the same audience, that's what a CPM is the same In that case we would get much more leads from ad A versus at B

6,000 versus 2000 And then lastly, this is the most critical part in this example, our cost for lead for ad A is $160 versus ad B is about $5 The only thing that changed though was the click-through rate, how many people saw your ad and clicked on it And as you can see it had a pretty drastic impact on a performance which is why you need to know your target audience

What's going to make them click? What's gonna make them engage? Alright, were their pain points? Were the questions? How can you talk to them in an authentic way to get them to engage with your content? If not you see what the consequences are So, that is why we spend so much time saying who's our persona? What are they interested in? What are their pain points? How can we present this to them in a way that's gonna make them take action? It helps us optimize our budget From here, we now go into designing tactics, again, that's how you're gonna present your product or service in a way that triggers a need or a desire from your target audience or from from your target audience such as prospects and customers This is your targeting and we're targeting one audience versus another It's also your call to action How am I gonna get them to click? And I'll give you a good example of how that can have a big impact on your performance One of my clients owns an e-commerce shop in Ecuador

And I'm saying, ok, well, talk to me about your audience, you know, what should I know about that? He said well, one thing you should realize is in Ecuador we're about 10 years behind the US In regards to e-commerce We actually don't really feel comfortable with it There's not a lot of trust in e-commerce where you can push a button and something shows up the next day So that's my main problem right now I say ok, so knowing that about your audience let's look at your ads and how we can somewhat alleviate that challenge

I was looking at his ads and they all said free shipping, free shipping, free shipping Which for a lot of us here are like cool, because we don't wanna pay for shipping anymore, right? And I said, you know what? That's not their problem They don't really trust this process in general So, instead of free shipping, you just say free returns Because that answers a question

If I don't like it, can I send it back? All right, and are you gonna pay for it? So, just changing their ad from free shipping to free returns click-through rate went up, conversion rate went up That's how they found success So just realizing, again, going back to earlier what's my target audience? What are the pain points? Let's address those with the ads and you can get better outcomes It's also gonna be your creative If you're doing any kind of social right now and you don't have videos you're at a disadvantage

Because social is a passive platform, right People that can go on Instagram saying oh, I hope I see an ad from somebody, right? So, if you're seeing look look at this little picture, then read like 100 characters, then click my ad that might not work as well But if you can do some kind of storytelling that's visual and an intriguing then yes, you might get them to watch 15 seconds of your video and maybe even click through your website So, you need to have video to be, to capture his attention And with that on mobile we say you need to create thumb stopping content

Because you scroll through your mobile feed faster than you get your desktop feed, right? So with that thumb stopping content it has to be super visual even on a smaller screen in order to get people to engage The more you know about your audience the better you can do that Then it's also the channel We can't tell people how to discover our content And for me, I was actually humbled by one of my clients

It's actually this art gallery here in New York and like hey Terry, you know, we want to promote this, you know, what do you think? And I was like, okay, art, why won't we do some stuff on Instagram? It's already, right, show some cool pictures, say that you have this installation, it is going to be awesome And they said no that's actually a horrible idea I was like what? Could you tell me how you really feel? And they said, you know, our audience doesn't like art being pushed on them, they want to discover it All right, so sort of like hipsters, like as soon as it becomes cool like, no, I'm good All right, so they want to discover this stuff

So what we did was instead of serving ads we wrote a lot of great content about the installation and the artists And therefore when they searched for these things on Google content from our website would show up and that's how they were made aware of this So, we couldn't push it on, we had to pull them in by having great content That requires a lot more patience than an Instagram ad Because now I'm saying research these installations, research these artists, write about them in a way that's going to be interesting and something they want to share hopefully

That's how we're gonna get our audience So, again, you can't tell people how to use the Internet So, just because you want to do a Facebook ad, maybe you can't, all right? So, think customer first not what do I think will be fun So, again, if you want to create awareness about your product, social media is great because you can create awareness among an audience that might take action if you give them a good reason to In terms of CPM it's actually cheaper on social

It's cheaper to advertise on social than it would be for paid search where someone's googling something and you show an ad Because it's more expensive to capture the intent of someone by bidding on that keyword, say it's men's jeans, then there's the target men who might be in your target audience, put these jeans on Facebook where they're passively scrolling through all this other content as well So, I'm not saying definitely use social as opposed to paid search because a lot of other things go into that that decision-making process But the CPM is lower on social because it's a passive channel All right? That said, it is really on you to create some kind of ad that's going to make them stop scrolling and take action as well

So, are people actually looking for your product, right? So, if someone's actually searching, in this case for a really expensive water bottle that glows we need to drink, sure, you can advertise on that if you are Hydrate Spark And again, you know, you're actually bidding on search queries such as water bottle or smart bottle, things of that nature When someone types it in your ad can appear based on how much you're bidding as well as another metric called quality score And quality score is a function of first of all your click-through rate, how many people see that ad and click? It's also a function of how long they spend on your landing page once they click through If someone clicks your ad and then almost immediately leaves and goes back to the SERP, we call it, the search end of the results page, Google takes that as a negative signal that you did not give them a good experience

All right So, let's say all of you right now googled "pizza near NYU" and I had an ad that whammed up and said "free pizza near NYU click here" And then you went to my landing page and it said "hahaha" That's a bad experience, right? You're not gonna spend much time You're just gonna get annoyed and leave

So egregious example, but that's what happens, right? So, the more time people spend on your page the less you will pay to advertise on Google, right? So, we need to realize some of these nuances of each platform because just knowing that you're gonna say look, we need some great content You know what? We should have a video on the landing page It's gonna be much more intriguing perhaps than us just writing about ourselves Let's have a video or a product demo, or testimonial because we know paid search is really important for us right now and we know the more time they spend on the page the cheaper it's gonna be for us So, let's do that

So, that's the value of knowing these things And with paid search you often want to align with an expert or a freelancer first, because look what can happen if you don't For some reason this bottle is $1500 So, that's obviously a typo I hope no one would pay $1,500 for a water bottle

But yeah, this was a live ad that was served for a $1,500 water bottle Which makes this the hydrate spark look cheap, that's good comparing and contrasting But I see things like this all the time and I'm like: do you realize that that's kind of a lot for a water bottle? I want to assume that's a typo, right? Another way you can capture search intent is through SEO, search engine optimization, right? And this is really great because you're getting free traffic to your site or free appearances for your URL I'm using air quotes when I say free because there's a lot that goes into this, all right? So, there are some things on your website that can make you rank higher in SEO Meaning having really good content

So, let's say we're, again, we're selling men's jeans You're talking about men's jeans, but then you also have some like guide for how to wear jeans with boots All right So someone's googling how to wear jeans with boots, then your your website can come up So, this is content marketing aspect to it that you want to spend a lot of time on, all right? But beyond that, it's also the number of sites that link to you

Saying, if you want to learn about jeans, check out this website Which means at one point or another an actual human has to say, yes, I'm going to link to you Because to Google that's a vote that you have good content, other people are saying this is great, you should go to this site However, SEO is often abused by shady people, just to give it a word So, for example, years ago, let's say you're trying to promote the fact that you sell men's jeans

You might have a white background on your website and there might be white font underneath that that says many jeans like a thousand times And that would work Ten years ago that would make you rank really high for men's jeans because, like, well, you really like men's jeans It's on there a thousand times That would work

Not anymore You'll get penalized if you try that And I bring that up because recently one of my clients came to me and they have amazing video on their landing page in the site area It is a great video, it looks great, but you know what? We didn't want the transcript to be on there because we thought it would take away from it So, we have the transcript on there, but it's in white text on a white background

What do you think? And I was like unfortunately you have just violated one of the basic principles of SEO and you're actually getting penalized for that Through no fault of their own they were violating this best practice, right? That's why you want to learn these things even if you're not the one executing digital marketing ever, whatever agency you're working with, or freelance, or so on and so forth

The more you know about this stuff the more of an informed conversation you can have, right You have a question? -So just to clarify So, I don't want to have a video with a white background Yeah, I'll repeat that to you So, the question was you don't want up a video with the white background? You can have a video that's fine But the challenge I had with that client is they had the transcript from the video written in white text on a white background

All right, which some people do to abuse the system So, that's a negative signal to Google So, unbeknownst to them they were actually hurting their SEO ranking just by doing that And that's where I really like to help people saying like, okay, I know you didn't know this, I know you weren't trying to be shady, but as per Google that's shady So, we got to stop doing that stuff

I also mentioned this if you get links from another site that helps you What some people used to do was trade a link for a link So, hey, if you give me a link, I'll give you a link, right, and let's all do that It worked really well for a while and now you get penalized So there's a lot of shady stuff that goes in SEO unfortunately

And then beyond that it takes a lot longer to take effect, than, let's say, paid search So, if I started, if you start optimizing your site in January, you might not see results until April Just to give you a number But whatever person is doing that you got to pay them in January, right? So, they're not gonna say "oh, pay as you go" So, you know, you gotta like pay like now

Which is why you're gonna be really well informed about whatever channel that you're advertising on because you want to have the right questions to ask All right So, that's SEO It's great because you are bringing this organic traffic to your website But you just want to make sure you're following best practices and working with a very legit agency

If you're looking to grow organically referral programs, refer-a-friend programs work great as well, all right? Because you're now using people to amplify your reach and saying "hey if you like my product then go ahead and tell a friend" But with that it's really important to make sure you're reaching satisfied customers, not someone who's signed up yesterday So you want to look at your across your database and say look, who's been who's been using my product or service for a while? Who seems happy? Reach out to them Don't reach out to someone who's like infrequently using your app or they only made one or two purchases and say "by the way, you want to do my job for me?" Because they probably don't, right? And, in fact, that could turn them off to the point where they unsubscribe from your email and you can't market to them anymore from there Another thing to realize is when you're doing a referral campaign the person who's like, who's willing to offer their referral, to send out that referral, they're obviously a lot more entrenched to you as a company

They like you, hopefully your product, or service When a friend got an email from their friend They're like, wait what? So, you want to make sure you're giving a really good deal to both parties And in this case if you give someone 10% off this Hydrate Spark you get $7, right? So, the Hydrates Spark costs $60, 10% off is six dollars, now $54 I might not want it still

Like look, I don't want to spend $54 on a water bottle either, like it's not any better, right? So, maybe you need to have a better offer You need to escalate that offer to something else And the question comes Well, how much should I be willing to give away if there is a numeric value? That's when you go back to your KPIs and say what was my desired cost per acquisition? for a purchase? What am I willing to pay? Because in that case that's gonna help you back into saying how much you're willing to give away It's a referral bonus

Right? I will say this though People that are referred to a company from a friend typically have a higher lifetime value Meaning they, may say, they spend more over the course of how long they're gonna be a customer than people that are not referred So, now you want to bake that into an extent as well Let's say your desired cost per acquisition forced to sell one of these is ten dollars

If it's a referral you're saying okay, maybe I'm willing to give away fifteen dollars for that one because I know they're more likely to be a lifetime customer So, a lot goes into this process, right? If you want to grow quickly and efficiently you can do contests Right In this case you're signing up to this website to win two free bottles It's also a really great way to get testimonials because you need social proof on your website and your app that people like it

It can't just be using how great we are We need someone else saying yeah, I like it, too So, if you really want to jump start getting the social proof or these testimonials contest are a great way to get your product in somebody's hands However, with that you want to make sure you're giving away something that's aligned with your product or service such as in this case a water bottle You would not want to say, oh, if you enter this contest to win a like an iPad from Hydrates Spark because that has nothing to do with your company necessarily And what can happen is you have a bunch of people on your email list who want an iPad, not a hydrate spark Therefore, you're open rate, meaning the people that open your email, will go down and your unsubscribe rate can go up All right? So, don't just give away stuff just to give it away

Because often you can have the wrong people on your list and it's not gonna do you any good I see this happen a lot with social media campaigns You're saying follow us to win this, follows to win that And then when you announce the contest is over on April 20th you lose all these people You're like, all right, well, another trip to Cancun, I'm out

All right, so, that's probably not the best way to build your base Because you don't have overly loyal people that are engaging with your social feed in this case This is a really cool tool that I use it's called social blade where you can actually put in the URL for a company's Instagram or Facebook and look at their followers go up and down And I'll often take a look at their social feed and say: did you have a contest and then you announced it on this date? Because I'm seeing a huge drop right now So again, it's called Social Blade and you can put in someones Instagram and look at their followers over a period of time

So, back to design of these tactics in this case we are going to do a Facebook ad And within the Facebook platform, you can actually target people who exhibit specific interests as per Facebook So, part of that's due to the websites you browse or the apps you use It could be things that you can engage with on Facebook as well But you're putting these interest categories based on those behaviors

And, believe it or not, we can target people who have an interest in water But do me a solid, raise your hand if you have been drinking water and the last let's say three days Pretty much all of us, right? Yeah So yeah, we've all been drinking water in the last three days So, like this is probably not a strongest signal or strongest audience targeting for us to use

How about this I can target people that show an interest in Aquafina or Camelback, or just any kind of hydration system So, at least I know that they're actively searching for content in regards to a water bottle or in this case even Camelback I could do that But this thing's 60 bucks, right? So I'm thinking more about my audience

Who are these people? I think they're somewhat techie and they're into like the quantified self They're the same person that would wear a Fitbit maybe Therefore, maybe that's what I do I target people that have an interest in Fitbit or IOT devices, Internet of Things Because they'll see that and say you know, what? Yeah

I need some more techie stuff Like for me I buy all sorts of gadgets My wife's like, why do we have this? I'm like, oh, you don't wanna know what time it is in, you know, Indiana? So, yeah, people like me who will just buy stuff because we're techy or again we're into that quantified self like I'm wearing a Fitbit This could be a great audience to start from, right? But we could still test that against the Camelbak audience to see which one works better The way we would measure that is our KPIs

Our cost per lead Which one which one cost us more to get a lead? Was it the the IOT one or was it the Camelbak one? That's how you to say, this is working, this is not working So, getting even more granular, here's one of my favorite tactics when I'm doing a Facebook or Instagram ad I'm targeting people on mobile only when they're on a Wi-Fi network So, I'll let you know, by default Facebook and Instagram or pretty much any social channels about 75 to 80% mobile

That's how we get on social platforms And in this case I'm saying for my ads my conversion based ads I'm only gonna target people on mobile when they're on Wi-Fi Why am I doing that? What's the difference between targeting someone on their one when they're on Wi-Fi versus a mobile network? -Your data Yeah, your data right it's gonna if you're on Wi-Fi, you're not incurring any cost for data Yeah, so maybe I'll get more engagement from them, right? What else would I do that? Go ahead

-They are probably somewhere where they'll spend a long time So, they are in a more stable environment, so, in the office Or instead if you weren't on wi-fi waiting for someone, you know, in a coffee shop or something So, your attention can be disturbed quickly Yeah, so you're more stable, right

You're not just like walking through Whole Foods or something like that You're you're on your couch, you're at school, you're at work And with that, yeah, you're much more You could be much more likely to actually convert And, in fact, with my clients I've done this test several times and typically we'll see conversion rates increased by about 15 to 20 percent Meaning 15 to 20 percent more people are actually converting for whatever asking them to do when they're on Wi-Fi versus just being on mobile Go ahead -How long did you see that change happen? The longest campaign I did was about a month, the shortest one was about four days

And with that, that's gonna depend on your sales cycle, meaning how long should I wait to run a test Because let's pretend you're selling like ink toner You would have good data within a couple days because ink toner is not something you kind of browse around for a while and say oh, I wonder what's going with a toner these days, you know You need ink toner But if it's like a Hugo Boss suit there's a longer sales cycle

So, you could not say this is conclusive until you would know the average person is probably made a purchase by now And that might be like ten days So, it's gonna vary by product or service how long you can wait to say it looks like we have good data coming in So yeah, with this Wi-Fi button again, let's say you're doing videos They're gonna load a lot better on a Wi-Fi network than mobile

And I just said video is super important, right? So, more and more reasons why you should use this option So yeah, test it out for anyone who's running campaigns Then you're executing the campaign That's what platform we're going to be on to your earlier point? How long they're running for? Are you using any kind of third-party tools such as Adobe or Marin to manage your campaigns? It's really important Also who's doing this? Is it an agency? Are you doing it internally? Who's keeping an eye on these campaigns while they're running to make sure things don't go crazy? What I often do with my clients is I help them set up alerts

That'll send them an email if their KPIs are completely higher or lower than they want them to be So, if your cost, desired cost per lead is $2, you'll get an email if it's like let's say 2 dollars and 40 cents for the last two days saying look, I know you're busy, but you got to check this out because you're not necessarily on path to, on pace to hit your goal right now And I do that because I realize you often have other stuff to do then look at campaigns all day So, with that you would know so long as I don't get an email saying, by the way, take a look at this ad or take a look at this campaign, that you're within your desired outcome of your KPIs So, you want to set up those alerts, so you can sleep better at night

Or just actually enjoy your weekend instead of worrying about you know how your campaigns are doing From there you going to measure your campaigns We talked about Google Analytics a lot because it's free and it's a great way to measure what's going on on your website But for various platforms such as LinkedIn, Twitter, Facebook you're going to have specific tracking for that platform that your developer is going to need to put on your website or your app If it's your website, we call that a pixel or tracking cookie

But your app, it's gonna be an SDK, stands for a software development kit But you would need to speak to your developer to track the customer journey throughout your website of your app to make sure that reporting on all these important actions And with that you want to think about what are called micro conversions as well Not just a direct conversion, meaning someone signing up for your email list Let's say, if someone goes to the Hydrates Spark website and they change the color from a blue bottle to a red bottle

I would consider that to be a micro conversion because they're browsing a little bit, right, barely showing some kind of interest saying I wonder how that looks in blue versus red? And then you can say, okay, well, based on that people who make that action or, you know, they're more likely to convert than people who just go there and don't convert All right, so, you want to think about that as well A lot of my clients track video views on their website as a micro conversion Meaning if someone watches this video within the next thirty days, are they more or less likely to convert than people who have not watched the video? If the answer is yes, that tells you first of all create more videos because it actually is increasing your conversion rate and second of all maybe have it more prominent on your website Have it higher, or above the fold we say, so you can see it without scrolling down

So, when we're tracking this, it's important not just to consider direct conversions, meaning a lead in this case You want to think about those micro conversions as well And that's often the missing piece from campaigns So, these are examples of outcomes This is how you would report it to any stakeholder, so your manager and investor, so on and so forth

We got 12, we've got So, we've got 12,500 leads cost per lead was a $160, conversion rate, click-through rate, cost per click, so on and so forth

And then from here these become your benchmark KPIs Meaning, how can I improve this next time? All right? And when you're budgeting you're going to budget and say well, actually, our cost per lead was a dollar sixty So if we need 1,600 leads we actually need $100 instead So, when you're optimizing, again, you're going to look at segments such as, you know, one ad versus another, or one age, one gender, one platform and say where Where is I'm getting those goals? Where is I achieving my goal most efficiently? And then you're going to spend as much money as possible into these well performing segments All right So, I'll show you an example what that looks like, because there's definitely no best way to do it But if you look at all your data across various channels, in this case Facebook, Instagram, Twitter, so on and so forth, we could see what our cost per lead was across all these channels and say well, it looks like Instagram was our best option

Because there's only a dollar cost per lead And then next time you would spend as much money as possible in Instagram with whatever audience that was until you hit diminishing returns The diminishing returns are when your cost per lead starts to go up Because by design the algorithms for these platforms reach people who are more likely to take action on your ad So, you might find that after a while you've exhausted these really really active people who are likely to take action and you're reaching other people that are more passive and might not want to, or you'll notice that your frequency has increased

What's frequency? What's that mean for your ads? Go ahead -How often that your ads will show up in their windows Exactly So, frequency is how often the same person, how many times the same person has seen the same add more or less If you see that you have a thousand people in your target audience to give a number and you've reached 400 people, but your ad frequency is three, that means that

That means the algorithm saying look, I don't think the other 600 people want to see your ad, so, we're just not going to So now we're showing it to repeat people That's another way you would know that you exhausted your audience and need to choose the next best option on here

All right? So that's why I say these KPIs, these are the great equalizer to let us know what's working better And you would look at your data over time and say okay, are these stable or am I seeing that I'm hitting a point of diminishing returns, and you would pivot strategies And with that one thing that I like a lot about digital marketing in general is something is always changing There's always some change in the algorithm or the platform, or sometimes just the way like you use your phone That's gonna have an impact on how well your campaigns are performing, so, you can never say, you know what? We're good, let's just ride this out for a couple years

We're all We got our campaigns optimized Let's go home early, right? It's not going to happen

Because there's always some kind of algorithm change And there was a big one recently It was a lot of stuff going on with Facebook But there's a big one recently with Facebook where they stopped They started reducing their reach that brands would get in the feed for their ads Meaning you'll see more posts from your friends and family as opposed to brands So, the organic reach for brands was decreased And with that some companies are already going out of business as a result of that, because they were relying on getting this free organic reach to send people to the website where they are monetizing that traffic

And with the algorithm changing, they're not getting that same website traffic So, they're like, look, our business model, the way it works, this is not going to, we can't succeed and we're done All right? And that's why I always say, you know, you don't want your your business to be just so so dependent on an algorithm that can change tomorrow So, you want to capture owned channels such as your list or a chatbot, or an app, something you have control over, not an algorithm on Twitter which could change tomorrow based on one thing or another it's very dangerous to put all those eggs in that basket, which is this algorithm in this case, all right? And lastly another thing

I see a lot of marketers that they're missing is content marketing All right How do I provide value to you first to get you to come to my website or my app and do something? And content marketing is an extremely unselfish form of marketing because you're putting the customer or the prospect first Which is really hard to do when you're like look, I got to pay these bills, too The lights are gonna go off if I don't bring money in

So, when you talk about content marketing it should be intellectually wed to your to your product or service, but it should be divorced from any kind of direct response And It's hard to find that balance sometimes because some brands think content marketing is, instead of just saying "click here buy the shirt," it's like someone wearing a shirt on the beach And like, well, no, That's still, that's still you trying to advertise your shirt Content marketing is you providing valuable and relevant information to your target audience And again, that goes right back to that honeycomb that we talked about before

All right, what is gonna be valuable and relevant? I'll give you a few examples All right So, say we're Nike We could have some vlog about tips for how to exercise when it's hot outside Make sure you stay hydrated, wear light layers, so on and so forth, right? That's a blog that someone's gonna look for they're gonna Google like, alright, it's really hot, but I still got to run

Nike has this great content the website shows up that's content marketing or that's an ad that they serve to people that they know were interested in working out Get them to the website and then retarget them with additional ads saying, by the way, that jacket they were mentioned in that ad or that shirt we mentioned it's now 20% off Click here, buy now That's called a warm audience Alright, because they've actually been to your website, they know who you are, they've engaged

Warm audiences are much more active and engaging than cold audiences So, instead of the same buy this jacket, it's hot outside, they say, alright, let me provide value to you first Or an airline could just have a blog on best ways to pack for a trip which I know I could use because I always overpack for some reason, like So again, like your waste over to pack so you have these essentials, but you don't bring too much stuff Here's when it's going even a bit further

A marketing tech company like Adobe, right? Adobe's expensive, it's gonna cost If you want to get like their Analects platform it might be like a hundred thousand dollars And often the decision maker who says yes or no, is not the person is gonna be using it And beyond that sometimes a but don't even know how to use it Like, I don't know what half these terms mean

So, the decision maker for buying products, but they're also the decision maker for hiring people So, if you go to interview with this person, you guys throw a bunch of terms like KPIs and algorithms, okay, all right, cool Sounds good, I don't know So, I could put together a blog on how to interview a digital marketer and say these are the questions to ask How do you plan a campaign? You know, how do you come with KPI targets? How do you budget on a channel basis? If I just had that blog laid out for that person, that decision-maker, I'm doing them a favor

Because like look, I got to hire somebody next week and I have no clue what to ask them I'm like, you know, like she sounded like she knew a lot of stuff, or he had a nice tie I don't know, they got hired, right? Or for your fast-food restaurant a bunch of mean tweets, right Here's apparently that works for Wendy's It all depends on your audience though

Like who you're serving ads to or who you're trying to come to your website Hugo Boss had a really nice one It was actually how to negotiate for a higher salary Hugo Boss suits are kind of expensive, right? So, anyone who can afford that, you might think, they're in a position to actually negotiate for a higher salary But they also did that in conjunction with Forbes because why would I take, you know, like a career information from Hugo Boss? And like, alright, you guys make good clothes

So, co-branding that with Forbes is a great way to bring more authenticity to it and have another partner that's gonna help amplify their content, right? So, partnering with influencers that's why you see a lot of times because they bring that authenticity to the approach that you're presenting to your target audience So, in the case of Hydrate Spark they do have some great blogs on their website For example, "10 reasons why water is the ultimate health drink" Pretty aspirational there And you want to have a series of these blogs that are, again, not just talking about the Hydrate Spark all day

It's providing value to your target audience in one way or another But like I said before, you know, video is essential, too, because, you know, you have this passive audience and you want to make sure they're engaging with you Having a video on your landing page has been shown to increase conversion rate by up to 80% That was a study done by HubSpot, I believe And by conversion rate I mean lead generation, not necessarily selling stuff, but lead generation

So again, you want to explain why someone actually wants to engage with your product or service Going even deeper into lead generation Platforms such as Facebook have what are called lead ads And with that I can contact that same person who read my blog from Nike and say hey, by the way, you know, we have great content that we produce every week If you hit that button and say subscribe, we're gonna send it to you every week directly to your inbox

In this case it would scrape your name and your email address directly off of your Facebook profile You hit submit and that advertiser has your information The goal with this is to reduce the friction involved in acquiring a lead Because if I ask you to go to my website it might load to slow or you might not necessarily like the content you're seeing there With this I can immediately capture your interest

You're never leaving the Facebook platform and I can capture that contact information LinkedIn has the same ad unit Some of you might have seen it before So, if you're doing b2b, that would be a good idea, alright, or something to try So, LinkedIn same thing, you hit submit it's gonna scrape your email address directly off your LinkedIn profile

That advertiser now has access to it, they can download it by a CSB It also syncs with several CRM systems such as MailChimp S,o you can easily put that data in there So your mobile speed matters because people in social they don't necessarily want to click off of social And if they do you need to give them a good experience

In fact, back in August of last year Facebook and Instagram started decreasing their reach that slowly loading mobile websites would get in the newsfeed So, you're saying hey, how come I can't reach my goal of impressions? I would say it's because your website loads too slow What's it have anything to do with? I'm still paying for these ads Yeah, but they won't even have a good experience So therefore you can't pay your way out of this

You need to actually fix your website Now you're going back to your developer again and saying hey, by the way, that big image we have on there, can we compress that? It's huge I mean, it looks good, but so does money So we gotta we gotta fix this stuff All right, so it's not all front-end stuff where you're creating awesome ads and, you know, getting clicks and everything

It's like what happens when they get there as well it's really important And the more you can understand these things and effectively communicate with people on your team such as the designer who made that big image Just telling that person like look, I know, I think it's great, too, but we got to compress it because it's actually hurting our quality score What's quality score? It's a metric that helps us pay less for paid ads, right? So you want to educate people and say here's why I'm asking you to do this stuff I'm not just rying to bug you, but there's a desired outcome I'm aiming towards

And if we all work together on this we can do that So, what I do with my clients is often have them do show and tells where they'll bring in everyone from various departments and say look, just real quick, you know, just talk about your job You know, some things you're working on and how people can support you, all right? Because if everybody gets oh, that's why I keep on getting emails about, you know, making this image smaller Like, alright, cool, I can do that I didn't know because I have all this other stuff in my plate as well

So, in conclusion I'll give you some takeaways You want to start with a goal, which I know by now sounds kind of redundant But some people don't because it is really fun just to make an ad real quick where you like, what you gonna do? I don't know, we'll find out You want to have a goal in mind and it's aligned with your target audience and what they care about, right Because people don't care how much you know until they know how much you care

All right That's why we need is authenticity We can't just say "oh, yeah, click here, buy now We're the experts" We have to say like look, we get it's hot outside and you still want to work out

Check out this blog, right? We're gonna give you some tips for how you can do this You know, go out there early in the morning, stay hydrated, so on and so forth Then determine what channels they want to be reached on, not what channels you want to use And yes, you know what? Sometimes it's gonna require more work if you have to defrayed some great content for that, but that's the way it goes An exchange value for their audience's time, right

Because time's the one thing that we can't get any more of An from there measure, test, and optimize You're never done, right? You're always repeating Because you always want to improve on what you've done before and react to any changes that happened on various platforms So, what's next? I would advise you to go to my website and check out some of the blog's I have available on there

There's one specifically for campaign optimization If you go there there's some dummy data that you can play around with to start practicing optimizing campaigns So, you can download that excel sheet and check that out But it will get you used to the whole process before you're using your own data If there is one blog I would advise you to check out, there's several which I'd love to share with you, but if there is one I would say Marketing Land

And the reason why I'm saying that is because they curate information from various other platforms and serve it in a more concise version But then beyond that what we can do is say alright, well, I only want to opt-in to certain kind of content such as social or mobile, or analytics and that's what's coming to your inbox Because one other challenge I see with teams is they subscribe to all these lists and they get so many emails a day they don't read any of them All right, just like, I'm done So, you want to curate your inbox on with what blogs you're subscribing to

This one I like a lot Another thing is if you are working on a team I often encourage my clients to just elect one person each week to read through these blogs and say look, here's something I found that's gonna impact us in this client Here's why it's important So, you're going to take turns just summarizing this content because even if I say look, only read one blog You're still not going to

I get it You get busy But if one person each week is responsible for reading this stuff and then spreading a very concise email saying here's what happened with Instagram, here's what happened with Twitter, here's that one with Google, here's how it impacts us And here's what we should do next That accountability is going to make it a lot better and that concise statement is going to make it a lot more digestible

So, with that you can open it up to questions Hey -So, it was awesome Cool, thanks -And

But I can see, you know, this is when you have something that is all set up -What if it's something completely new and you don't know, you know, what your audience is just yet? How would you go from there? Yeah, I mean, with that when you have a product or service you typically have some kind of end user in mind But you'd want to do some surveys, even do some panels say, like look, I have this new product, what do you think about it? You know, who would be interested? What other attributes would you like to see? And then from there start focusing more on a persona, which is easy to change once you hit critical mass in your data

Right, those first 1,000 customers are first 1,000 people that take some kind of action That's really what's going to help you get more defined in regards to who your target audience is And then look at conversion data seeing who's converting, who's not But then lastly just realizing you might have more than one persona All right

Let's say you're a bank Some people are there for home loans, some are there for auto loans, some are there for like education for their kids You might find that you have these segments in your persona that you can't speak to the same way So, now you're segmenting your communication and the way you're presenting your business value in order to be more authentic with them So, just to put some numbers behind it

Let's say, like, during the whole data gathering process you have a thousand dollar budget Maybe you spend two hundred dollars just kind of putting some ads out there, seeing who's responding And then from there start tweaking based on the conversions that you're seeing come in from there And it could be a high level conversion It can be someone who signs up your email list, right? Don't necessarily wait for, you know, an actual purchase or something like that

Yeah, starting outs always rock because like, I have no data Have ambition, no data Yeah Hey -Hi

Thank you so much This is extremely insightful So, I have two questions One is what are your thoughts on affiliate or influencer marketing? Let me answer the first one first because I can't do two questions -Yes

I'm already answering the first one while the second is coming What my thoughts are on affiliate and influencer marketing So those are similar but not necessarily directly the same thing So, an affiliate marketer is when someone is paid to advertise or promote your product and they get paid a cut of any kind of conversions that come through I think it is a great way to grow your audience who going to be exposed to the opportunity to convert

It's also a great way to control your cost for acquisition because you can tell them I'm only paying you $10 per conversion, alright? With that, there are some controls you want to put in place in regards to how they are going to communicate your message And you need to make sure that you have really good attribution for any kind of conversions they're bringing in So, what I've done before with my clients is I said, okay cool, you're doing affiliate marketers Let's give them their own unique URL that they're gonna use to promote And therefore when it comes into Google Analytics I would know this came from that influencer or that, sorry, that affiliate

What I've also done is this I've taken a look at that traffic and segmented it between new users and returning users Because if an affiliate is sending me a bunch of returning users, they're not growing my audience any, right? These are people that already herded me in the first place I mean, they've been to my website during that time period So, you're not helping me grow

if you're just sending me the people that have already heard of me before So, you do want to get pretty granular and how you measure that and how you understand their impact So, as long as you, you know, have that set in place, I think it's a great idea Influencers are totally different It's funny

I was a stopping by one of my clients before I came here He is a pretty big influencer And with that it's often challenging to get attribution because you're often paying them for impressions Alright, you're saying talk about my product or service and on Instagram and I'm gonna pay you for every X thousand impressions But then the question is what did I get for it? Alright, so if they're not actively using like a promo code or a link to click through it can be hard

What I often do is this I'll do a correlation between how many impressions that post got and how many, let's say like, organic business you got to your website that day Or are people using your brain of term to go directly there And say, are we seeing a correlation between these 21 million impressions you got over these three days and traffic coming to your website that we can say look it seems like it's strongly correlated with those impressions you've got on Instagram

So, you want to get much more granular into how you're measuring that otherwise I could say I'm an influencer and I got a million impressions, but if nobody did anything after that, it doesn't matter, right? It's pretty it's a merkin territory sometimes Yeah

-Sorry, just one more -So, it's more of an example-like Supposing I'm a brand and I have -advertised my campaign supposing on Instagram, in print media, on TV, you know, multiple places -And a consumer from Instagram ad he goes and signs up or whatever -He sees my website and I can see that, you know, from Instagram they've accessed, but what if the ultimate purchase was from, -you know, from the TV ad or from the print ad? Yeah

-Even though I can measure my digital like, you know, -this was like how many signups I got if he visit visited my website But the ultimate conversion was from somewhere else -So is there a way of tracking that actually the conversion was from where? Yes, so, the question is someone saw an Instagram, had clicked and converted, but what if they also saw TV ad or a billboard ad How do we get attribution for that? That can be challenging And I'm sure on the subway you've seen like these ads before that said hey, use code subway1234 to redeem

That's one way to do it Another is what's called a match market lift test And by that I mean you would do both Instagram ads as well as, let's say, subway ads, and buffalo But only do your Instagram ads and Syracuse and see if there's an incremental lift between areas that had both subway and Instagram ads Or same thing with TV, but that's awesome Again, it's a bit trickier, too, but that's what you would want to do that because that's that's the Holy Grail

Like offline/the online attribution, being able to understand that it's a challenge But that's one way you can do it Yeah, hey -Thank you for the presentation Yeah

-What is your advice for someone who wants to get to be like digital marketer? Is there like a certification? -What the person should do? Yeah, so the question is for someone who wants to become a digital marketer, what suits in some experience Sorry, next steps be I would say first of all decide if there's something some specific channels you care more about than others, right? Because maybe you like email

I think that's awesome and I think it's a lot of fun But SEO after that guys talk eew, seems kind of hard So, decide if you want to specialize Because you often get rewarded a bit more for specializing in some cases unless you're like running a department But if you do want to get certified just in digital marketing in general there's there's several ways to do that

HubSpot actually has an inbound marketing certification which is free So that's affordable for everybody It's also an issue recognized You can also consider taking a class here at NYU, right? There's a digital marketing certification class here that's offered I actually taught one of the classes weeks ago

You can do that as well I would just say once you get it, what are you gonna do with it, too? So, have a plan Like you don't have to say I'm a digital marketer and you know, that's who I am I would think what are you really passionate about? Because with digital marketing it changes all the time And if you're not passionate and gritty you're gonna get frustrated

So for me, I like googling things and researching, that's how I am naturally But, you know, if you're not that into the channel, you're gonna say, alright, there's no change I got to do this It shouldn't feel like work It should be like well, I'm really curious and passionate to see how I can now apply this to my business as opposed to saying oh, great, another algorithm change

So, you know, think if you want to specialize and think what are gonna do afterwards I'd say -I'm just wondering, do you got more insights from actual actual experience? while you are actually doing certain companies with you clients or from reading, or other sources like the blog that you listed earlier? Yeah, so, it's a combination of both

The question was do you get more experience from actually running campaigns or do you get more, do you learn more from reading blogs? It's a combination of both I would not necessarily align myself with anyone who's saying they're an expert but they've never done this thing or they haven't done it recently You do want to get your hands dirty and like go through those frustrations we were talking about earlier Saying, you know, how do I optimize this ad? Because from that you learn a lot But if you're, if you're so busy with your head down maintaining these campaigns that you don't have time to read a blog you miss out on all these updates

And that's the role I play with my clients because I get it I used to be an account manager when I was at Adobe I was there for three years managing campaigns for Adobe, Amazon, like all these huge companies I didn't have time to breathe sometimes to come up and say oh, okay, I'm gonna read this blog So for me, I can empathize with any client who's going through that and say look, I'm just gonna tell you the stuff you need to know that's really important, right? There's ten things going on this week

Here the three critical ones you need to know If it rains tomorrow take a look the other seven So, that that's my approach focusing on impact as opposed to just throwing a bunch of stuff at people because I've been there, I get it You know, you you don't want to just make some recommendations that are going to have people just like digging around and like wasting time more or less Both is the answer

But to get that initial experience you have to be willing sometimes to like volunteer at nonprofit or do some campaigns for a friend of the family You can't show up to an agency and say hey, I've never done it before, but I read a book about it and I'm passionate, right? So, you have to like make sure that you are willing to do some ground work and maybe not get paid for it -Do you have another questions? Any other questions? -There is a digital marketing expert in the house I charge a lot So, yeah, I'm joking

Does anyone have another question who already asked one is feeling like I don't ask two? See some moving over here -I was going to say, just breaking into new things as like begin with, so that's complicated just in terms of like -how you position things Oh, here's a great one -So, I'm involved with one category -which is totally brand new that our company is going to be looking at And people were like, well, -you know, the person involved with it should be authentic and share their story

-How What's the right balance, because this is something we're thinking about and talking about, between -sharing something authentic and sharing too much, too much information? Do you know what I mean? Yeah -Borders in this like that's too much

Yeah, I mean, it's almost like let's say you're flying somewhere Like you're gonna have a conversation with the person next you want to get to know They start getting personal Wow, wow, wow, like Okay, I'm not going to go that deep

Yeah, I mean, I think internally you should have an idea of saying if you're going too far or not That's why it's good to have, you want to have diversity and you wanna have several people weighing in and saying look, I think this is like maybe not the way we want to present our company, especially if it's a very sensitive topic, right? Because even with that Hydrate Spark we could say oh, the reason why I'm drinking water is because this happened me when I was younger It's like, okay, maybe we don't need to know that All right, you know, so maybe just like go more higher level But that's why it's good to have that decision made by a committee of people that come from diverse backgrounds

And someone might say like look, I think, you know, this might be a trigger for some people Just based on my experiences and maybe we should just not do that -On the surveying what would you recommend? That's something our company is looking at, too I have a meeting with someone tomorrow about that -You know, we were looking at the idea of surveys and how we might approach that

Because we have a couple of diverse things -So, this could apply to anyone With a couple of diverse things in your lineup -how do you decide which to focus on? -We're still we struggle with that because there are different kinds of products in it -So, which ones do we focus on they would appeal to different users Yes, I mean there's a few ways to do that for a relatively low cost

The question is surveys, how can we conduct them? There's Google surveys Those are like two bucks each, two bucks per response Where they would pull certain people, ask them a question, you know, which product would you rather buy? Survey Monkey does the same thing If you want to have them run these surveys for you, you can do that You can even do it, I've seen a lot of companies do this with Instagram stories

I was talking to Walmart recently and I showed him an example from Fresh Direct how they were trying to determine like what new products to release Saying, which would you rather buy this one or that one? And with Instagram stories you can vote on one versus another, so you can use Instagram stories for product development if you wanted to So, you're finding a creative way to get this information because with any kind of survey there's survey bias Because the question is, well, who has this much time to fill these surveys, right? Like now you've a bunch of bored people in your data set, right? So, any way you can reduce the survey bias by having it become maybe a more engaging or authentic approach as opposed to, you know, someone who's just kind of filling out a survey to fill out a survey, you know, get better results -So, we have three or four like, and maybe some folks here have the same thing where it's a couple of different categories or different users would -be attracted to one category versus another

Should you just pick one of those categories and just say, okay, -let me go for this kind of user or, you know, this audience Yeah, I mean without knowing too much specific about what you're talking about I would say you want to initially follow your gut Because when you made a product or service I'm guessing you're not saying well, see what happens, right So, you had someone in mind when you created it You would want to then test that assumption through, you know, for your ads and then see who's responding

Because maybe you thought women would love this We're seeing men have a higher click-through rate and say okay, well, I was wrong And and then you kind of shift your approach from there once you get some data coming in Yeah That's the fun part

I mean, but here's the thing So long as you're tracking everything you can say that worked, let's keep it up, that didn't work, let's not do it And then you start getting closer to having some kind of more defined audience that you're targeting and that is actually interacted with your stuff So, that'd be my approach -I have a question

Go for it Digital marketing field is constantly evolving, you've talked a lot today about, you know, -Yeah -algorithms changing on Facebook, all sorts of different things, and how one of the most important things about being a good digital marketer is to -stay really up-to-date about all the updates that are happening -I'm curious to know just a few examples of some obvious things that are always being updated that we'd probably know and then -maybe some less obvious things They don't have to be on Facebook

They can really be on any of these tools I'm just curious Yeah, so, for obvious things I will go with Facebook and Instagram for a second because it's pretty poignant Engagement bate is something that people do where they'll say tag a friend to do this or comment to win this, or like to do that That used to be a good way to get a lot of engagement which will get you more reach

It would make you pay less if you were advertising Facebook is now determined that to be all to say corny to give it a word Therefore, you'll get penalized if you do that So, I'm looking at RFPs from companies are saying oh, yeah, we want to have this share to win contest And like, you can't do that

And they are like, why not? Like I read his blog last week and they're like, oh, great So that's I like helping people with that because they have like all this money they're about to do for this campaign, and I'm like, you can't do that anymore

So, that would be one that's, you know, kind of obvious but or not obvious with something that's visual I think SEO is where you see the most like things you wouldn't even think about that have, can have an impact I'll give you an example of that If you have a pop-up on your website that captures email addresses saying thanks for visiting, you know, capture You know, sign up for my email list

That actually as of January of last year has a negative impact on your SEO Because it's deemed as being annoying by Google I'm sure you all feel the same way, right? I'm not saying everybody get rid of your pop-ups I'm saying if SEO is a big part of your strategy, consider it because you're by design hurting your SEO Another thing with SEO is if you have a secure site, HTTPS, you will rank higher than an HTTP, a non secure site

Even if you're not doing e-commerce You could be a blog about cats, but if you're a secure blog about cats you get an advantage in regards to SEO So, these are little things you would not think about that do have an impact And that's why, again, read those blogs, partner with, you know, some kind of freelancer or consultant, or whatever, or internally just encourage everyone to stay up-to-date with these things because they come out of nowhere and all of a sudden, you know, you're getting some impact that, you know, could have been avoided Yeah, so you're never bored

-Does anyone have a question? No? Okay -Well, with that I just want to say thank you again, Terry -It's always such a pleasure to have you here at NYU -And we're so so grateful for your time and expertise and we greatly appreciate it Thank you I had a great time

Thanks everybody [Applause]

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