Daehn's Hierarchy of Digital Marketing

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I am an expert in digital marketing. An important skill for experts is to be able to take a lot of information and boil it down to the essential must know components for success.

We live in an age of information overload. Learning about digital marketing is but a Google search away. What I present here are the four areas that are foundational to a successful digital marketing strategy.

They are chronological and should be built out in order.

1st Website

Your website is your most important digital asset. Everything you do should be built on driving traffic to your website. Your site should be built for conversion and turning visitors into customers. Content is key to creating a well converting website.

2nd Email

Email is the primary form of digital communication. Your website should be built to obtain email addresses so that you can continue to talk and market to your site’s visitors and customers. Automated campaigns, confirmations, onboarding, triggers, reminders, customer service and newsletters are all important components of your email strategy. Email should be used to distribute content from your site, and drive people back to your website for conversion.

3rd Social Media

The best social media builds a community around your product or service. This requires interacting and building relationships. Social media should also be used to distribute content from your site, and drive people back to your website for conversion.

4th Paid Ads

If the first 3 areas are in place and you still have a budget and/or need to generate leads, you are ready for paid ads. Ads should drive traffic to specific areas of your website and/or landing pages that directly relate to the content of the ad.

Need help with your digital marketing strategy? Let me know.

New Compose Page in Gmail - Revolutionary?

I've been trying the new compose page in Gmail. It's one of those "what took you so long?" ideas. Many times I have opened Gmail again in a second tab when composing to get information while composing.

It is missing a few things like CC and BCC that made me go back to the previous version to finish my message, but overall I think it is a step in the right direction.

What do you think? Have you tried the new compose page in Gmail?

 

 

Social Media is Like Email - a Metaphor for Understanding

What is social media? That can be a tough question to answer. Lately I have been using the metaphor of email to describe it.

Not all email is the same. Some examples:

  • Messages from friends
  • SPAM/Unsolicited
  • Newsletters
  • Professional 

In each context the tone, subject and your willingness to read and interact depend on the type of email it is.

The same is true for social media:

  • Tweets about lunch
  • Check-in by your friend at the bar you are sitting in
  • Invitations to Farmville
  • @reply from a spammer
  • Killer cat blog post

Social media is a communication tool. As in email, think about your audience and the best way to communicate with them. 

If you are not sure what to do, then sign up and listen for a while. When you feel comfortable start talking. 

Be sincere. Care about your audience. Be passionate about what you are sharing. 

When email started it was hard to explain. Now it is so common that I use it to explain other technologies. One day social media will be as common as email.

But then you will need to explain the purpose of augmented reality toasters. 

HOW TO: Get Traffic to Your Website Part 3 - Email Marketing

(This is an excerpt from the book Internet Marketing for Newbies - read the whole book for FREE)

Email is not new and not as glamorous as some of the cutting edge web technologies available today, but done right it can be the number one traffic driver for your site. The chart below lays out a solid strategy for any web marketing program using Chuck as your hypothetical subscriber.

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Chuck Gets Email Infographic

Next HOW TO: Get Traffic to Your Website Part 4 - Social Networks

TIP: Boost User Experience By Adding Hyperlinks

I got the above email from my daughter's grade school the other day. Sure there are many things that could have been added to this email to get my attention like what the newsletter contains, that there is important information I need to know, maybe even a line from the person or organization that sent the message. Not to mention the CANSPAM Act mandated unsubcribe links or a physical address.

But the one thing that could save this email is a hyperlink.

All the schools are given long URL's containing some combination of edu/us/k12/kitchensink. I can't ever remember it, and even if I do, now I have to hunt for the newsletter link.

I appreciate that schools are embracing technology, and I give them points for trying, but next time send me a link please.

A good rule of thumb for them, and you too, is "When in doubt hyperlink."

 

Are your emails useful? Is your site easy to navigate? Do you take the guesswork out of how to find information on your site?