What is Digital Marketing?

Digital marketing is the promotion of products or brands via one or more forms of electronic media. A digital marketer is someone who focuses on customer acquisition and who has a passion for increasing conversions. Digital marketers drive new customer growth through the creation and hands-on execution of strategies across multiple channels like the website, social media, and paid advertising.

Digital Marketing Manager

The best digital marketers are the ones who focus on the customer. Why not focus on the company? Because the more the digital marketer knows about the customer, the more successful the conversions will be. The best digital marketers become an expert on their customers.

Digital marketers work with a variety of marketing channels, which means they not only have to manage multiple platforms, but also relationships with internal staff and external agencies.

The best digital marketer is a results-oriented person who has the analytical skills to break down complex problems, creativity to identify and develop new, scalable programs, and the skills to lead rigorous testing, measurement and iteration to improve results continuously. So what skills are needed?

Digital Marketing Skills

  • Self-management – be able to manage your day-to-day tasks in order to achieve long-term and short-term goals.
  • Communication – sounds cliche, but here it’s important. Things need documented and communicated constantly.
  • Business analysis – the ability to distill information and present it in a way that other people understand it.
  • Domain knowledge – analytics, email marketing, paid advertising, retargeting, SEO, direct mail, video, and podcasting.
  • Curiosity – seek out and test innovative opportunities to expand visibility and customer acquisition through new channels.
  • Leadership – be able to lead a small team to help meet acquisition objectives by hiring, training, inspiring, and coaching.
  • Vendor management – be able to manage relationships with external agencies who specialize in various marketing domains.
  • Agile/Lean – a person of continuous optimization who develops and implements a strong framework for iterative testing.
  • Planning – be able to develop and manage long-term plans to meet long and short-term business objectives.
  • Technology – digital marketing and technology are inescapably intertwined. Be able to support the marketing technology.
  • Excel – you must have the ability to turn empirical data into insightful, strategic decisions for decision makers.
  • Strategy – the ability to think strategically and plan the overall direction of the company’s marketing strategy.
  • Google Analytics – you must understand how to read and interpret web analytics and testing/optimization techniques.

Using the skills above you will be able to develop and execute the marketing strategy to meet the goals established for your company regardless of the budgeting constraints. You will perform weekly, monthly, and quarterly analysis reports across all marketing channels, which will report on your progress towards the stated goals. Are you up for the challenge? I am.

My name is Erich Stauffer and I’m a digital marketer who is passionate about customers, conversions, and collaboration. One of my favorite things to do is to “check my stats”, which means logging into the e-commerce dashboard and Google Analytics to review conversions. I’ve managed Google Adwords, Twitter and Facebook ads, and helped run and train teams of other marketing specialists.

I love to document what I do, which means I’m either updating a spreadsheet, an Evernote note, or a Dropbox folder. When new staff are brought on board, I’m the guy who trains them how to use the marketing systems and when there is new marketing technology, I’m the one trying it out. I love marketingtechnology, and how it all works together. That is what I’m passionate about and that’s how I can help.

How can I help you with your digital marketing needs?

The Content Carousel

What’s the hook gonna be?

When I was in college I used to wish I could be the guy who made up the headlines for the local newspaper. I had no idea how much it paid, but I was sure that everyone at the newspaper wanted that job and it was incredibly hard to get. Little did I know that within a few years everyone would be running their own “newspapers” via their blogs, social networks, and podcasts – all of which require writing great headlines.

While Copyblogger says to always write the headline first, I find that when I’m writing the post, I don’t always know what it’s going to be about until I’m done. However, when I’m asking other people to write posts for me, I write the title first so they write about what I want them to. For this post I just copied and pasted a title I had used for the subject of an email (which is another area where the right “headline” matters a lot).

The Content Carousel

Email as a marketing tool

Email is one of the newest forms of networking, which has always been an important aspect of business development. Modern tools like social media have made connecting easier than ever before, but that hasn’t reduced the value of email, nor has it meant that writing emails is easy. The art of creating powerful emails and subject lines is still a fine skill.

It may seem like you’re just going around and around The Content Carousel. Some days you’re up and some days you’re down. When you get done, you’re right back where you’ve started. The more you get content out, the more you have to make. And then it’s Publisher’s Clearinghouse Day and the barcode scanner breaks. Okay, maybe it’s not that bad, but is there an end?

Market Sophistication Levels

Market Sophistication Levels are about selling differently based on competition level and the degree of public sophistication about your product and market. They are based on a book called Breakthrough Advertising by a copywriter named Eugene Schwartz. Vishen Lakhiani popularized it in his video (below).

Market Sophistication Level

Market Sophistication has 5 levels. To get people to buy or use your product, you need to get a gauge of what level of sophistication your market is at. You do this by looking at the messaging your competitors are using, like PPC ads, home pages, TV commercials, radio commercials, and landing pages.

Market Sophistication Level 1

You are just introducing a new thing to the world. There is no need to differentiate your solution. The public is unaware of anything close to your product because it is a radically new invention. You simply lead with the declaration that your product exists (ie. “The World’s First Car vs. A Mechanical Horse”)

Market Sophistication Level 2

Once you have competitors, your job is to outbid them by making outstanding claims about how your product or service is different and better. They are aware of several of your competitor’s products, then emphasize the most powerful benefits of your product (ie. “The Fastest, Safest Car Ever Created”)

Market Sophistication Level 3

They’ve seen many competitor products, then emphasize the mechanism that makes your product unique from the others (ie. “The New Engine That Makes X The Best Car In The World” Emphasize different sections of your marketing copy to best capture their interest and desire in your product or service.

Market Sophistication Level 4

Keep elaborating the features, not the product. Focus on the mechanism behind the product or service. They’ve already seen several competitor products that use your same mechanism, then emphasize the most powerful benefits of your mechanism (ie. “The Quietest Engine Luxury Can Buy”).

Market Sophistication Level 5

Finally everyone has a new feature and the audience becomes jaded of all of the advertising and are familiar with all of your competitors’ claims. Instead, emphasize identification with your prospect. (ie. “The Only Luxury Car Exclusively Driven By The World’s Best Business Leaders”).

Marketing Strategy for Great Marketing Plans

When you’re doing initial market research into how to market your product or business, it can pay to start off figuring out your market sophistication level before making your marketing strategy or marketing plans. But it’s not only about products or services – any page from a job posting to an About page to a Contact page can be optimized using market sophistication levels. “To sell is human“, and you should always be closing.

The Average Cost of a Like on Facebook

What’s the average price for a Facebook like using Facebook advertising?

Below are some real examples from ads I’ve ran on Facebook for three different Facebook pages. The first is an example of a poor (expensive) rate. It averaged $1.12 per page like.

2014-04-08 08_26_26-Ad Set Summary

There are several reasons why this rate was high:

  1. The pictures I used did not match the value proposition of the page I was asking them to like. They were randomly selected images.
  2. The ad copy I used was vague. It simply asked the user if they liked to learn online and if so, to like the page if they liked “learning online”.
  3. The page itself had little content. There were 4 posts over 3 years and one had to do with learning “how to make Mexican food”.
  4. The target audience and the content were out of sync. I was targeting business owners. They might not like to learn online.
  5. The budget was too small ($10/day). I have seen a lower rate for likes when the budget is higher because it is shown to more people.

Next is an example of a low (good) rate. The goal is to get down to around $0.10 (10 cent) likes. This one got down to $0.16 per page like with a budget of $7.00 per day.

2014-04-08 08_37_21-Campaign Summary

There are several reasons why this rate was low:

  1. The target audience was clearly defined. I used marketing data from magazines to create a target demographic.
  2. The image used matched the audience. I used a picture of a woman that looked like the target demographic holding the product.
  3. The message matched the page. I asked people if they liked coconut oil and the page was about coconut oil.
  4. The page had a lot of content. Once visitors landed on the page they could see that it was about coconut oil.
  5. The page already had a lot of likes. People like to back winners (like attracts like).

What’s the average cost of a Facebook like?

$2000 was spent on multiple campaigns for multiple Facebook pages to get new likes, boost posts, and experiment with website ads (links from Facebook to outside Facebook) and so I now have an idea about what things should or should not cost. The average Facebook like costs $0.44. That’s the average cost of a like. The value of a like is another story.

Twitter Ads: My Experiment and the Results

How Much Does a New Follower Cost on Twitter?

That’s what I wanted to find out. I’d never ran a Twitter ad before. You can run ads for more than just new followers, you can also do it to drive more engagement (retweets, favorites, and clicks). I wanted to experiment with gaining new followers.

I’d had experience running Facebook ads before for new Likes and Google Adwords for page clicks. I was familiar with setting a budget, identifying a target audience, and crafting the ad text. This was no different. The first step is choosing @usernames.

Twitter Ad Targeting

This was an ad for @skinnycoco so I targeted two of it’s competitors as well as “users like our followers”. The latter means similar interests and demographics. You can add multiple usernames and even exclude usernames you don’t want to target.

Like Facebook ads, doing the above step gives you an estimate of reach. In my case it was 7K. The next two steps allow you to choose interests by browsing categories and to choose locations. I chose not to choose a category and chose United States.

Twitter Ad

The most important aspect of creating the ad is the text of the ad itself. You can either choose from an existing tweet or create a new tweet. Anything you could post under a normal tweet can be posted here (ie. text, picture, or link) in addition to “cards”.

Twitter Cards allow you to attach rich media experiences to tweets about your content. If you’ve ever seen a longer post with text, image, and a call to action underneath, that’s a Twitter Card. These cards can be used at your promoted tweet in your ad.

How Much Does a New Follower Cost on Twitter?

Twitter Ads

I budgeted $20 to see how much each new follower would cost, on average. For $20 I got 3,977 impressions (views), 66 clicks through to the Twitter profile, and 26 new followers. That translates to $0.77 per like and an engagement rate of 0.65%.

What Could Improve Those Numbers?

The first thing I would change would be to try different tweets and run them at the same time to test engagement. I didn’t realize that you could, like with Facebook and Google ads, run multiple ads on a single campaign. If I do it again, that’s what I’ll do.