Lesson 1 Basic Concepts of Digital Marketing
1.1 Digital Marketing Overview
1.2 Methods of digital marketing
Search Engine Marketing (SEM)
Search Engine Optimisation (SEO)
Email Marketing (E_mail Marketing)
Statistical Analysis (Analytics)
1.3 The goal of digital marketing
Directly connected to customers
1.4 Advantages of Digital Marketing
Easy to track and evaluate progress
A wider range of communication
Participate and interact more
1.5 Limitations of Digital Marketing
Lack of face-to-face interaction
It is easy to offend users
Not necessarily suitable for corporate products
1.6 Related laws and regulations
Online activities of Internet users (such as online shopping users, content producers, etc.) are protected by laws and regulations.
Enterprises must comply with relevant laws and regulations when conducting marketing activities.
In addition, you need to pay attention to laws and regulations on data protection, privacy protection, copyright, and e-commerce.
Some advertising platforms will also have their own terms.
Lesson 2 Planning for Digital Marketing
2.1 Digital Marketing Strategy
Goals: Need to be concrete and measurable.
Content: infographics, photos, animations, reports, blogs, videos, etc.
Evaluation Report (Reporting)
2.2 Brand image and design
The company's online brand image design includes logos, colors, images, information, intonation, visual effects, etc.
The company's online brand image should be consistent with the company's offline image and design, and the image and design of all online channels should be consistent.
2.3 Content Marketing
Reviews and recommendations
White Paper: A topic report or case analysis report related to the industry in which the brand is located. This is editorial content, with the purpose of promoting a solution, product or service.
2.4 Policy and authority management
Enterprises need to set up management policies and authority controls for employees to use their corporate accounts to protect their corporate reputation
Enterprises should formulate policies and behavioral norms for employees to use their online accounts, and also formulate relevant regulations.
Enterprises should only give a small number of authorized employees permission to publish or reply to information on behalf of the enterprise.
Lesson 3 Online display method
3.1 Overview of the Internet display method
Web applications: online auction, online banking, online mail, online office software, etc.
Mobile applications: mobile banking APP, social media APP, mobile mall APP, travel reservation APP, etc.
3.2 Create a network display
1. Register a suitable website address (domain name)
2. Purchase website hosting services and domain name registration
Website registration was successful
3.3 Content Management System (CMS): It is a publishing and management tool used for website development and maintenance. Such as Wordpress, Magento CMS, DOSSM CMS, etc.
Lesson 4 Website
4.2 Website Design
What is a good user experience?
Website structure and user interface (UI)
Information is easy to find
Meet the needs of target customers
4.3 Website content
High-quality website content
1. Focus on target customers
Customize content for target customers
Use formats and themes that appeal to your target customers
Use the visual style that the target customer is used to
2. The content is concise and concise
4. Brand consistency
All digital and traditional marketing channels should maintain brand consistency
The design appearance and style should be consistent with the brand
5. High-quality pictures and videos attract customers
4.4 Website promotion
method
Share the website links to the personal account of the social media website, and encourage other individuals to share the company's website links as well.
Serving online advertisements on other websites, linking to the company's own website through advertisements
Organize prize-winning events to attract target customers
Get links to your own website on other websites, also known as external links or reverse links, which include building a website reputation to get recommended links to other websites.
Send promotional and advertising emails containing website links via email marketing
Submit the site address in the directory website and search engine project to obtain inclusion, which helps users and search engines find your website
Add address and latest blog link to email signature
Add website addresses to corporate print marketing items such as brochures, flyers, posters, billboards and advertisements for newspapers and magazines
Lesson 5 Search Engine Optimization
5.1 Search Engine Optimization (SEO) Overview
What is Search Engine Optimization (SEO)?
What are the common ranking factors?
Keywords: refers to phrases or words on the web page that match or are related to the query entry
External links: The quantity and quality of the website linked from other websites or social media platforms, as well as the text (anchor text) with hyperlinks set
5.2 SEO keywords
SEO mainly includes two tasks
Determine the core keywords of the web page
Add core keywords to web content and code
Confirm SEO keywords
1. Research and list keywords and phrases related to the website (events, services, products, etc.)
2. Determine which keywords are most effective for business goals
3. Analyze the user's intention to use keywords
Optimize web pages with keywords
Title tags (Heading, <h1>, <h2>, etc. in web html code.
The main content of the web page (Body)
ALT (image text description in ALT attribute in web page code) and image file name
Meta tag (information describing web properties in web page code
Search engine results
META Description or a snapshot of a web page containing keywords.
Lesson 6 Social Media Marketing
6.1 Social Media Platforms
What is a social media platform?
Common social media platforms
Video; Youku, iQiyi, Bilibili
News platforms: Today's Headlines, UC Headlines
Q&A platform: Zhihu, Guoke
Audio platform: Himalaya FM, Lychee FM
6.2 Social Media Marketing Activities
What is a social media marketing campaign?
step
1. Choose the right platform
2. Plan the right content
4. Follow up on marketing activities
5. Evaluate the effectiveness of marketing activities
Lesson 7 Social Media Account
7.1 Social Media Account Type
7.2 Create a social media account
step
1. Log in to the WeChat public platform: https://mp.weixin.qq.com
2. Select the upper right corner to register now
3. Choose a type of public account suitable for the company
Subscription number: It has the ability to publish and disseminate information, suitable for personal and media registration
Service number: It has the ability to manage and provide business services, suitable for enterprise and organization registration
Mini Program: It has an excellent experience and can be obtained and disseminated in portable ways. It is suitable for companies and organizations with service content to register.
Enterprise WeChat: It has the ability to realize internal communication and coordination management of enterprises, suitable for enterprise customer registration
4. Fill in the email address
5. Reconfirm the selected public account type
6. Select the entity type as the enterprise and register the entity information as required
7. After completing the relevant information, click the Continue button
8. Fill in the account name, function introduction, operation area, and click the Finish button
9. After the review is approved, you can modify the avatar, WeChat account and other information, and the normal operation of the official account can be carried out.
WeChat official account certification and annual review
Set up automatic reply to WeChat public account
Set up the WeChat official account menu bar
7.3 Edit social media account information
step
Log in to your email address
Lesson 8 Using Social Media
8.1 Social Media Behavior
8.2 Create and update posts
Lesson 9 Social Media Management Services
9.1 Social Media Management Services
tool
New Media Manager [Plus]: It is a plug-in running on the browser side, mainly managed by WeChat public account, and can manage multiple mainstream new media accounts at the same time.
Weixiaobao Multi-Platform Assistant (wxb.com): Mainly based on WeChat public accounts, it can synchronize the management of 10 other mainstream media platforms.
Pipi Time Machine (t.pp.cc/): It is mainly used for Sina Weibo account management, and can set up timely sending and forwarding Weibo, and has the function of collaborative management of multiple people.
9.2 Post regularly
Steps (Released on Weibo regularly on Pipi Time Machine)
2. Edit posts in the edit box
3. Set the date and time of time for regular sending
4. Click to send regularly
9.3 Short link tool
Tool: https://0x3.me/ can shorten the link for free, and statistical reports are paid functions.
Lesson 10 Social Media Marketing and Promotion
10.1 Opinion Leaders (KOLs), Comments and Recommendations
What is an opinion leader
Opinion Leader (KOL) is a social media user with a large number of followers in the social media item, and this social media user has gained high respect from fans.
What is a review
Comments are reviews of products and services by customers or third parties. Online reviews will affect the reputation of the company, search engine rankings, and also affect conversions.
Comment website: Dianping, TripAdvisor
What is a recommendation: It refers to the website of a visitor clicking from a link to another website to the company. Social media websites are an important source of recommendation traffic, also known as social referrals.
10.2 Target group
What is the target population?
How to optimize social media content to cater to the target population?
10.3 Interactive content
What is video marketing? Popular video types
Product display through videos replaces reading of product instructions
What is viral content?
Concept: Viral content refers to content that is quickly shared and widely disseminated on the Internet. Videos and emoticons are more likely to be viral.
feature
Resonate with the audience
Ways to create interactive content
Posting time should be within the period when the target customer is active
The content posted should be relevant to the customer and specifically post some content that attracts them
Browse other companies or related websites and blogs to find inspiration for content creation
Plan and publish competitions to attract users to participate in the event
Post high-quality pictures and videos to attract users to interact
Lesson 11 Social Media Interaction, Clue Training and Sales
11.1 Comments and reminders
Steps (Set reminders on Sina Weibo)
1. Visit Sina Weibo homepage
2. Move the mouse to the gear icon in the upper right corner and select message settings from the drop-down box.
3. Set reminders, including @My, comments, likes, private messages, private messages without followers, new fans, and friends circles.
11.2 Call of behavior
What is behavioral summoning? Behavioral summons are used to guide the user to complete an action or goal.
Behavioral calling must be tempting, eye-catching, and clearly explain what you want your customers to do and what they can get
Lesson 12 Online Advertising
12.1 Overview of online advertising
12.2 Search engine marketing platform
Concept: Search Engine Marketing (SEM) includes advertisements displayed in search engine results pages, often referred to as paid click advertising (PPC)
Baidu promotion: e.baidu.com
Google: https://www.goole.com/adwords/
How does SEM advertising work?
1. Create a SEM platform account
2. Create an ad
1. Create a new promotion plan
12.3 Platform for displaying online advertising
How does display advertising work?
1. Create a display network advertising account
2. Create promotion plan and promotion unit
3. Create creativity (advertising)
12.4 Types of online advertising
12.5 Social Media Advertising
Why do you need to run social media ads? Advantages
1. Brands can purposefully make use of real reputation and recommendations on social networks.
2. Compared with traditional media advertising, social media advertising can make brands more fun, more fun and more experiential.
3. The participation in social media advertising is very clear, and brands can immediately receive user feedback from advertisements (information or promotion).
4. The advertising production and delivery time is very flexible.
5. Clicks on social media ads are usually more cost-effective than other platforms.
6. The platform has more detailed target population data
Target group
Demographics: such as age, gender, interests, language, etc.
Location: such as country, region, distance from enterprises, etc.
Interests: such as music, movies, sports, games, shopping, etc.
Behaviousrs: such as shopping habits, travel intentions, equipment used for travel, etc.
Connections: including fans who follow their business accounts or homepages and their circle of friends
Partner Categories: Offline behavior information provided by third-party data providers.
How does it work in social media advertising?
1. Select an ad type: Set the ad type, purchase method and ad name
2. Create an ad: Select target population and budget
Lesson 13 Email Marketing
13.1 Email Marketing Platform
effect
For the purpose of promotion, emphasize promotions and special prices
Push blogs and let customers know about corporate news at any time
After-sales service, warm reminders and invitations to customers
recipient
The company already has customers, subscribers or emails obtained through purchases
Commonly used email marketing platforms abroad
MailChimp(www.mailchimp.com)
Constant Contact(www.constantcontact.com)
All have free and payment functions
13.2 Create an email marketing account
Steps (Use mailchimp)
2. Click to register for free
3. Enter your email, username and password
5. Register the email address and receive activation emails and click Activate Account (Activate Account)
6. Complete the verification steps and click Confirm Signup
7. Enter relevant information in the welcome interface. Then click Start (Let's Go!)
13.3 Create and manage contact lists
Create a contact list on an e-marketing platform
Manage contact lists on e-marketing platforms
Delete a contact list on an e-marketing platform
13.4 Create and manage email marketing activities
Create marketing campaigns with templates for email marketing app
Send email via email marketing app
Send emails regularly via email marketing app
Lesson 14 Mobile Marketing
14.1 Mobile Marketing Overview
What is mobile marketing?
Why use mobile marketing?
Positioning customers according to location
Help users find the business
14.2 Mobile Applications
How do mobile applications be applied to marketing?
Promote business and services
14.3 Mobile Marketing Strategy
Create a mobile-friendly website
Customize keywords for mobile
Customized mobile advertising
Lesson 15 Network Statistical Analysis
15.1 Overview of Statistical Analysis
What is Digital Marketing Statistical Analysis?
Why statistical analysis is important
What aspects can statistical analysis tools be used for? Can be used to measure:
Social Media Marketing Activities
Email Marketing Activities
Online advertising marketing activities
15.2 Overview of website analysis
What is website analysis?
What can I track with website analytics tools?
Direct traffic (traffic obtained by entering the URL directly on the browser)
Organic search traffic (free traffic obtained from search engines)
Social media website traffic (traffic obtained through social media)
Recommended traffic (traffic to the corporate website by clicking on links on other websites)
Other information: the devices, network, geographical location, language settings, etc. used by the visitor.
15.3 Using website analysis: Baidu Statistics
Lesson 16 Social Media Analysis
16.1 Overview of Social Media Analysis
What is Social Media Analytics (Insight)? Common Analytics Projects
Engagement, the interaction between visitors on a post, including links, clicks, comments and sharing.
16.2 Using social media analysis
WeChat public platform analysis module
Sina Weibo Data Assistant
Lesson 17 Email Marketing Analysis
17.1 Overview of Email Marketing Analysis
Why track email marketing campaigns
What are the key metrics for email analysis marketing?
Delivery rate: The percentage of emails delivered to the recipients in the sent email issues.
Bounce rate: The proportion of emails not delivered to the recipient's mailbox.
Open rate: refers to the proportion of the emails that are successfully delivered.
Click rate: is the proportion of the email recipient clicking one or more links in the email.
Total subscribers: Total subscribers: Total subscribers who choose to receive email subscriptions
17.2 Using Email Marketing Analysis: MailChimp
Lesson 18 Online Advertising Analysis
18.1 Overview of online advertising analysis
What is online advertising analysis
Click through rate: click through rate
Cost per Thousand, i.e. CPM)
Cost per Acquisition (CPA)
Cost per conversion (cost per conversion, i.e. cpc)
18.2 Using Internet Advertising Analysis: Baidu Promotion
Wondershare EdrawMind
