The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn: Digital Marketing Dynamics Pillars of Digital Marketing Measuring Data Intro to SEO

2. HOW TO WIN AT
FREELANCE
DIGITAL MARKETING

5. • Catherine Quiambao,
Marketing Strategist
• Brand Marketer for 8
years
• Freelance Marketing
Consultant for 3 years
• Founder/Community
Engager at
Freelancing.ph
• Author
DigitalBrandist.com
• GBS-CIDP PH Liaison
• Wife and mum

6. Brands I’ve loved:

7. @MarketingCath
"A man's true wealth is the good he does in this world"

8. DIGITAL MARKETING
DYNAMICS

9. DIGITAL MARKETING
DEFINED
“Digital Marketing is the practice of targeted, measurable, and interactive
marketing of products and services using database-driven online
distribution channels to reach consumers in a timely, relevant, personal
and cost-effective manner.”
- Mobile Storm
“Any way we use digital media to influence users.”
- Simon Heseltine, Senior Director at AOL
DM = Data + Creativity + Value + Keeping it real

10. WHAT DIGITAL
MARKETING IS NOT
Traditional marketing - print, radio, TV and billboards
• Successful over a long period of time but aren’t as
effective in today’s modern age
• Rely on eyeballs, reach and impression
• No concrete way of measuring effectivity or ROI
Digital marketing
• New approach to marketing which offers a unique
understanding of consumer behavior.
• Striking difference between Traditional and Digital
Marketing is the degree of data you can acquire and
measure

12. DIGITAL MARKETING
TRENDS

13. DIGITAL MARKETING
TRENDS

14. DIGITAL MARKETING
TRENDS • UK would be the first country to break the
50% threshold for digital advertising
• Globally around 30% of ad spend goes on
digital media, while in the US the figure is
28%.
Source: Strategy Analytics Advertising Forecast

15. DIGITAL MARKETING
TRENDS
• Making mobile a priority in
your marketing and media
focus is a MUST.

16. MILLENIALS: WHO ARE THEY?
• Millenials (Gen Y) generally refer to
“the generation of people born
between the early 1980s and the
early 2000s”.

17. MILLENIALS: WHO ARE THEY?
• They don’t believe
advertising
• They’re price sensitive
• They want a voice
• They want the lowest effort
means of interaction
• They use their time on their
terms

18. CREATING A DIGITAL
MARKETING STRATEGY

19. STEP #1
ESTABLISH A SPECIFIC GOAL
• First, understand your current position.
• Environment scan
• Competitive Analysis
• Specific, Measurable, Attainable, Relevant, Time-bound
• Break your goal into daily targets to make sure it is realistic
• Ex. At Mint.com, Noah Kagan set two goals: get 100,000 users
within six months of the public launch, and a write-up in a major
publication like The Wall Street Journal or Wired.
• Don’t list too many goals, focus on 3 per quarter
• Management by objective (MBO)
• Review your goals on a regular basis.

20. STEP #2
CREATING YOUR BUYER PERSONA
• Buyer personas are research-based archetypal (modeled)
representations of who buyers are, what they are trying to
accomplish, what goals drive their behavior, how they think, how
they buy, and why they make buying decisions.
• Behavioral drivers
• Obstacles to purchasing
• Mindset
• Based on qualitative and quantitative data you have.
• Surveys, interviews, purchase behaviors, Google Analytics Data,
social media insights, Customer Feedback/Reviews
• New businesses – look at competitors
• Typically you have more than one persona
• NOTE: Please do not target EVERYONE

21. STEP #2
CREATING YOUR BUYER PERSONA
A. Stay At Home Busy Mum
• This group of 40-49 y.o. mums are typically busy taking care of
their family’s daily needs. Sending their kids to school during
weekdays and spending some quality time with them during
weekends. They rarely have the time for themselves, let a alone
shop for their personal luxuries.
B. Self-driven Working Female
• This younger female group of mostly 30-39 year olds are juggling
their professional career as well as building relationship with their
husbands. Although most of them have no children yet, starting a
family is in their short-term plans. They earn about $4,000-$10,000
on a monthly basis. They are forward thinkers and open-minded.

22. CREATING YOUR
BRAND PERSONA

23. STEP #3
CRAFT AN ROI DRIVEN STRATEGY
Now what?
• TIP #1: Use your data and insights to craft a sound digital
marketing strategy that addresses each of your persona’s
needs.
• You should have a better idea of who, how, and where you
should be marketing to achieve the greatest level of success.
• Demographics -> target your ads more effectively
• Psychographics -> write more engaging copy for each persona

24. STEP #3
ROI DRIVEN STRATEGY
• TIP #2: Brands need to be hyper-focused on delivering
experiences rather than delivering messages.
• CASE: Airbnb and HomeAway, two companies that provide a
platform that matches travelers with private rental
accommodations.
• To fend off the new entrant, HomeAway developed and spent
millions of dollars on a digital branding strategy that described why
it was different from Airbnb.
• Airbnb, focused its efforts on creating unique and compelling
experiences for its consumers, comparing itself to no one.
• Today, HomeAway has a market cap of roughly $3 billion, while
Airbnb’s valuation has soared to $20 billion.

25. STEP #3
ROI DRIVEN STRATEGY
• TIP #3: Tap online channels which are relevant to your
target market.
• TIP #4: Make sure your owned assets speak well about
your brand and give a pleasant experience for your user
• Brand building
• Lead generation
• Customer engagement
• TIP #5: Track, measure, evaluate
• Eliminate hope marketing by naming, measuring and
reacting to every feeder channel.

26. PILLARS OF DIGITAL
MARKETING

27. PILLARS OF DIGITAL
MARKETING
1 UX Design/ Website
2 Content Marketing
3 Email Marketing
4 CRM/Automation
5 Social Media
6 PPC/Adwords
7 Mobile Marketing
8 Affiliate Marketing
9 SEO

28. PILLARS OF DIGITAL
MARKETING: #1 WEBSITE
• Website is the home of your business’ online presence.
• Branding is maximize but overall user experience is still
pleasant
• Users should be able to find value in your website
• Conversion should happen in 2-3 clicks
• Subscribe
• Sale
• Download
• Stream
• Contact information for support is within reach
• Search Engine optimized (discussed in detail later on)

29. PILLARS OF DIGITAL
MARKETING: #1 WEBSITE
• Why It's Brilliant:
• Easy to consume.
• Copy used in the calls-to-action is very compelling.
• The sub-headline is great as it provides social proof and addresses
a pain point.

30. PILLARS OF DIGITAL
MARKETING: #1 WEBSITE
• Why It's Brilliant
• Simple and straight to the point
• Gives easy access to Jill's thought leadership materials, which is
important to establishing her credibility as a keynote speaker.
• It's easy to get in touch -- her primary call-to-action.

31. PILLARS OF DIGITAL
MARKETING: #2 CONTENT
• BIG Content is still king.
• It is the bloodstream and language of digital marketing
• Copywriting, photography, video, audio and animation.
• Quality, original content is a prized possession as ever.
• Value Adding
• By positioning content as a helpful resource to buyers, it
becomes a valuable lead generation tactic, capable of enticing
buyers to provide their own personal data in exchange for
something of value
• 80-20 or if not 90-10
• It’s the lure that attracts both readers and search robots.

32. PILLARS OF DIGITAL
MARKETING: #2 CONTENT
• Why It's Brilliant:
• Qualcomm’s Spark
Platform
• Their “newsroom,” has
been a critical audience
engagement tool for the
company
• The site functions as a
content hub filled with
articles and videos.
• “Spark” conversations by
acting more like a
publisher than a
marketer.

33. PILLARS OF DIGITAL
MARKETING: #2 CONTENT
• Why It's Brilliant:
• Chipotle’s Scarecrow Video & “Cultivating Thought” Campaign= 14M views
• Focus on changing the way people think about fast food
• Touted by many as a bold and innovative
• Went viral and sparked conversation, majority of them positive.

34. PILLARS OF DIGITAL MARKETING:
#3 EMAIL MARKETING
• Your buyers are constantly plugged into their email accounts
• 91% of consumers reported checking their email at least once a
day
• Email is the workhorse of online communications.
• Drives social media interactions.
• Email is the dominant use of the mobile Internet.
• Tools and apps: Mailchimp, Constant Contact, Aweber,
Campaign Monitor

35. PILLARS OF DIGITAL MARKETING:
#3 EMAIL MARKETING
• Why It's Brilliant:
• Subject line: "Uh-oh, your
prescription is expiring."
• You've gotta love 'em for
reminding you your
prescription needs
updating.
• Clever co-marketing at the
end: If you don't know
where to go to renew your
subscription, the
information for an
optometrist is right in the
email.

36. PILLARS OF DIGITAL MARKETING:
#4 AUTOMATION AND CRM
• Marketing automation - initial import of a lead into a
database, to every touch point a lead has with a marketing
campaign
• A huge time saver
• Reach each one of your unique customers.
• Makes the most of your staff resources
• Provides detailed reports
• Saves you money
• Simple even for people who are not technically inclined
• Reach out to a potential lead right from the beginning of their
interaction.
• Customer Relationship Management is all about how customers
and leads are managed, organized and communicated to.
• Tools and Apps: Infusionsoft, Hubspot, Ontraport, Zoho

37. PILLARS OF DIGITAL MARKETING:
#4 AUTOMATION AND CRM
• Marketing
Automation
with a CRM
at work, as
shown by
Infusionsoft

38. PILLARS OF DIGITAL MARKETING:
#5 SOCIAL MEDIA
• Social media content can be created by a company and/or
customers and/or the public.
• Way for people to communicate and interact online.
• Alternate page in the absence of a website or can act as an
extension of your site.
• Make it a point to engage with your audiences on whichever
channels they use most frequently.
• Use it for social media monitoring tools and social analytics.

39. PILLARS OF DIGITAL MARKETING:
#5 SOCIAL MEDIA
• Tip #1: Set a goal for your social media account
• Tip #2: Build and engage with a community
• Linkedin
• Facebook
• Twitter
• Google Plus
• Youtube
• Vimeo
• Vine
• Pinterest
• Instagram
• Tip #3: You do not need to be present in ALL
• But you must have a list of priority accounts which your target market use
most frequently
• Tip #4: Different content mix and posting schedules work for each platform –
customize!

40. PILLARS OF DIGITAL MARKETING:
#5 SOCIAL MEDIA

41. PILLARS OF DIGITAL MARKETING:
#5 SOCIAL MEDIA
• More Tips!
• Create a brand guideline and crisis
management plan
• Know your audience
• Be human
• Be responsive (4-24hrs response
time)
• Integrate your campaigns
• Utilize targeted advertising
• Be efficient, use tools
• Content: Buzzsumo, Topsy
• Scheduling: Hootsuite, Buffer
• Analytics: Crowdbooster,
Twittercounter

42. PILLARS OF DIGITAL MARKETING:
#5 SOCIAL MEDIA
• Why It's Brilliant:
• Beautiful images + recipes +
creative use of hashtags.
• 2-3 hashtags are
acceptable
• Works in FB, Twitter, Vine,
IG
• Key Takeaway: Add an image
or montage that shares a tip or
tells a story.

43. PILLARS OF DIGITAL MARKETING:
#5 SOCIAL MEDIA
• Why It's Brilliant:
• Over half a million views and thousands of likes, comments and
shares.
• Brand was hardly mentioned
• This isn’t a commercial—they’re telling a story.
• Key Takeaway: Post a video that will help your fans or inspire them.

44. PILLARS OF DIGITAL MARKETING:
#6 PAID ADVERTISING
• Pay-per-click (PPC), a model of internet marketing in which
advertisers pay a fee each time one of their ads is clicked.
• What is Google AdWords?
• AdWords operates on a pay-per-click model, in which users bid
on keywords and pay for each click on their advertisements.
• Every time a search is initiated, Google digs into the pool of
AdWords advertisers and chooses a set of winners to appear in
the valuable ad space on its search results page.
• The “winners” are chosen based on a combination of factors,
including the quality and relevance of their keywords and ad
campaigns, as well as the size of their keyword bids.

45. PILLARS OF DIGITAL MARKETING:
#6 PAID ADVERTISING

46. PILLARS OF DIGITAL MARKETING:
#7 MOBILE MARKETING
• When it comes to marketing, you want to be wherever your
customers are — and today, they’re on their smartphones.

47. PILLARS OF DIGITAL MARKETING:
#7 MOBILE MARKETING
• If you’re not optimizing your website, emails, and landing pages
for mobile, you’re missing a valuable opportunity to catch your
customers while they’re on-the-go
• Mobile Ads
• Mobile Search
• Local Social
• Mobile Apps
• Mobile Websites
• Smartphone usage as a payment device
• Use analytics to understand how your target audiences are
accessing your site.
• Are they transacting or using it to gather information? Are they
mostly on Android or iOS; smartphones or tablets?

48. PILLARS OF DIGITAL MARKETING:
#7 MOBILE MARKETING
• Why It's Brilliant:
• #OnlyInTheApp “Happier Hour”
nationwide campaign
• Variety of ways to keep a user
on track and participate in the
offer.
• Remind at the start of Happier
Hour (by adding it to your
calendar app)
• Remind when you were
physically nearby a Taco Bell
• Share with a friend by sending
them a funny gif

49. PILLARS OF DIGITAL MARKETING:
#7 MOBILE MARKETING
• Why It's Brilliant:
• Ikea mobile app, a catalogue with an interactive platform
• Virtually place certain products in your room by using input from the
devices camera and overlaying the product
• Result - 6.2 million installs, being the number 1 downloaded
marketing app for a brand; users spent average of 8 minutes with the
app compared to 3 minutes with just the catalogue.

50. PILLARS OF DIGITAL MARKETING:
#8 AFFILIATE MARKETING
• Affiliate marketing is the process of earning a commission by
promoting other people’s products.
• [Publisher] happy because he earned a commission (4-20%)
• [Advertiser/Company] happy because they have a new sale from a
customer that they might not have normally been able to reach…
• [Customer] happy because they learned about a product from you
that will hopefully fulfill a need or desire.
• Cost effective alternative to online advertising
• Affiliate marketing can boost traffic to your site, but you only pay
for visits that result in sales.
• Affiliate networks:
• CJ Affiliate , Linkshare, Amazon Associates, Share a sale

51. PILLARS OF DIGITAL MARKETING:
#8 AFFILIATE MARKETING
• Why It's Brilliant:
• Adam Carolla’s Support The Show campaign
• Carolla offers free entertainment via the podcast and asks support in
order to pay the bills.
• He’s just requesting his listeners to take a few seconds to get to
Amazon through his affiliate link
• Less direct but can still be very effective

52. PILLARS OF DIGITAL MARKETING:
#9 SEO
• SEO - Search engine optimization, the process of increasing
the number of visitors to a website by achieving high rank in
the search results of a search engine.
• Creating content and integrated campaigns does you little good
if your hard work never gets found.

53. PILLARS OF DIGITAL MARKETING:
#9 SEO
• SEO Process
• Keyword Research and Analysis
• On Page SEO
• Off Page SEO
• Link building

54. PILLARS OF DIGITAL MARKETING:
#9 SEO
• Relevant
• High
Traffic
• Commerci
ality
• Competi-
tion
Tool: Google
Keyword
Planner
• Keyword Research and Analysis
•

55. PILLARS OF DIGITAL MARKETING:
#9 SEO
• Tool: Rank Tracker, SEO Quake, Moz Bar, ahrefs
• Identify your relevant keywords based on the factors
• Use it to optimize your website, product descriptions, blog
posts, and paid ads

56. PILLARS OF DIGITAL MARKETING:
#9 SEO
• On Page SEO
• Content
• Title Tag
• URL
• Image Alt text
• Related Tools
• MozBar
• Open Site
Explorer
• Term Target

57. PILLARS OF DIGITAL
MARKETING: #9 SEO
• Off Page SEO and Link building
• Techniques that can be used to improve the position of a website in
the search engine results page (SERPs).
• Done outside or off your main page/website
• Off Page SEO and Link building=Online Reputation Management
• Community creation in social networking sites
• Blogging/Guest blogging
• Forum Postings
• Directory Submission (Zoom Info)
• Social Bookmarking (Digg, Reddit, Stumbleupon)
• Link Exchange, Link Baiting, Cross-Linking

58. MEASURING DIGITAL
MARKETING EFFORTS

59. WHAT TO
MEASURE?

60. THE POWER OF
GOOGLE ANALYTICS
• Google Analytics is a freemium web analytics service offered
byGoogle that tracks and reports website traffic.
• Allows you to gain a complete understanding of which digital
marketing tactics are flourishing along with which tactics are
simply proving a waste of valuable resources.
• You can test new tactics and make informed decisions about
which activities to keep to help you reach and exceed your
digital marketing KPIs.

61. GOOGLE ANALYTICS
METRICS
• Audience statistics
• Review unique
visitors per month,
demographics and
new vs returning
visitors
• Engagement levels
• Is your content
engaging site
visitors?
• Traffic sources
• “Where did you
hear about us?”
• Conversion rates

62. GOOGLE ANALYTICS
METRICS
Geo Breakdown Referral Traffic

63. FACEBOOK INSIGHTS
Reach and Follower Data Engagement Per Post
Best Time To Post

64. LAST WORDS
• Never stop learning – digital marketing is evolving
• Specialize in not one but at least two aspects of digital
marketing
• Enroll in courses, enhance your skills, get certified
• Practice/ application will make you a better marketer
• Blog about your experiments and experiences
• Your online branding matters
• Build your portfolio, case studies, campaigns
• Follow thought leaders and engage with them
• Enjoy the process!

65. FOR MORE INFORMATION,
CONNECT WITH US:
www.freelancing.ph
cath@freelancing.ph
Facebook.com/freelancing.ph
Facebook.com/groups/freelancing.ph
Twitter.com/freelancing_ph
Linkedin.com/company/freelancing-
philippines

66. @MarketingCath
Facebook.com/groups/freelancing.ph