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Marketing Foundations
Learn Effective Digital Marketing Strategies
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Digital Marketing Foundations

In this Marketing lesson, i'll introduce the 3 types of media you need to be aware of, the top marketing foundations for success and clarify some common terminology.


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Okay guys, when we talk about online marketing, we're essentially talking about promoting your business online and using a variety of channels. And these channels include search, social media, video, email, and display.

Today, customers live across these channels and online marketing is about finding ways to be present  and staying present at the right moment to capture that customer.

As a business, you need to stand out throughout the journey a buyer takes. With so many user interaction points and what seems like an endless amount of channels online marketing can feel overwhelming. So, to focus, let's talk about the three types of media that you'll be using in online marketing.

Number one is the paid, two is owned and three is earned. Your paid media will make up everything that you will pay for. This will include channels like Google adwords, Facebook paid ads and display marketing. Your own media will encompass channels like your website, your list of customers that you used to send out emails to, and maybe a blog with an active readership.

And then finally earned media is the world of organic press. Your social media accounts mentions another other blogs and articles that were written about you.

In this course, I'll be focusing only on some of these channels, because depending on the goals of your organization, there may be certain areas where you'll need to rely more heavily on paid tools, and then other areas where you can get away with using free tools. As you know by now, social media can be used for organic purposes in which you're not paying for anything. You're just trying to gain subscribers and a following based on the content that you're posting. Of course on most platforms, you can also boost your posts, gain more traction.

The difference between boosting posts and display ads is that for paid posts you're publishing a regular posts that you would normally publish for free, but instead you're paying it to have it boosted and reach a wider audience. Display advertising is when you pay for a banner on the sidebar of I don't know, the New York times, it's quite different from boosting a post.

Depending on the goals of your organization I will go over some of the email marketing platforms available and show you how simple it is to build your own email campaign. Now, keep in mind that video plays a big role in marketing for multiple reasons. Maybe you're looking to drive more traffic to your website by creating a helpful YouTube channel, or maybe you're looking to do some paid advertising, I don't know.

If you remember our previous course, we created an eye-catching video because it will help us drastically improve our conversion rates. Search engine optimization or SEO is considered an aspect of digital marketing. And I'm always looking for SEO techniques to drive traffic to my own websites.

And this course would not be complete without showing you those tools. So don't worry. We'll dive in this together in another lesson. Finally, another important area is affiliate marketing tools. These are like, for organizations that are willing to give up reigns and let others do the marketing for them.

We are basically going to pay others to market our product or service. And this is similar to the influence marketing, where you find experts with loyal following to help promote your brand or product. Now I won't be going into these channels, but they do have a bright future ahead of them.

Now to finalize, let's examine some of the popular marketing definitions and jargon out of our way.

Let's start with one of the most important pieces of an online marketing, your call to action. This is presented to your audience as a way to provoke a response. It calls to action typically uses the verb, such as save now or buy today or learn more, as you drive traffic to your site, you'll encounter what is called the bounce rate.

This is when visitor arrives to your website, but leaves right after visiting only one page. Keep in mind a bounce rate can apply to an entire website. Or a single page. Now the traffic that bounds had to come from somewhere where it was an ad or an email you want to be measuring your click through rates.

Every time an ad is shown, it counts as an impression, and the click through rate is how many clicks were received in relation to the amount of impressions. As you begin to scale up your marketing efforts, you'll encounter the term ad impression. Each time your ad is display to a user. It counts as an impression when you use your complete circle, whether it's buying a product or downloading an app, we'll call that a conversion.

Your conversion rate is a percentage of visitors who actually completed the goal to understand how a user is converted or when, we need to use what is called a tracking pixel. These are tiny scripts that are installed on your website to track conversions, website visits, and ad views. Now advertising only makes sense if it brings you a positive return on investment to determine that we'll look at our cost per acquisition.

You may also hear this referred to as a CPA or in some cases cost per action. This is how much it costs you per goal completion. So if you ran an ad with a goal of getting an app, download it, and that ad cost you a hundred dollars. And if one person downloaded the app, despite the hundreds that clicked on it, the cost per acquisition for that single user would be a hundred dollars.

When you run these ads to share an offer, it's important that the user arrives on a page that is specific to your promotion. If you don't use one, it's unlikely that they'll convert, and this page that they first arrive on is called landing page. Finally, let's look at organic results. When you make a search on say, Google, you have two types of results.

You have the paid results, which are typically the first couple of links, you know, and then you have the organic results, which are not paid and instead  achieve the rank through search engine optimization, SEO is  crucial to obtaining traffic and increasing your revenue. And I'll show you some really good steps to help you improve your visibility in the lessons ahead.

Coming Soon

Track & convert your visitors
Digital Media Masterclass by Neftali Loria

Neftali Loria

Author & Instructor
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