Fundamental of Digital marketing

1. Being online:
- Listing business in local online directories
- Social media and videos
- Mobile apps and website
2. Marketing online presence
- SEO: Tag the keyword within business content (unpaid)
- SEM: Pay and bid for ad space in search result pages
- Display advertising: Format of text, images, video that viewer can click on and
interact with this ad. Appear on any sites, online news site, website, pages, etc.
- Social media sites: Facebook, Twitter, Instagram, etc.
- Email marketing
3. Digital plan features
- Realistic goals and expectations
- Use analytics to track and measure the progress.
- Adapt to the change of industry or technology (be up to date)
4. Build a website
- Rent a space on a server
- IP: website address: a long string of number
- Domain name: everything after www.
- Choose website name, decide the site’s structure: the domain name (can use one
only for each name  check if the name is available by searching for “domain
registrar”, make the domain name easily to remember, keep it short, relevant and
to-the-point; select the bit of the end such as “.com”, “.co.uk”, “.net”, “.org”, etc.)
- Website logical organization:
 About Us and Contact headings should appear on every page
 Navigation signpost
 Headlines, paragraph, bulleted lists, images, videos
- Nifty features:
 Hyperlinks (aka shortcuts): such as images, text can link to other pages
 Web visitor’s interaction (form to submit questions, shopping basket to buy
products, maps with turn-by-turn directions to shop.
The website should satisfy both business’s goal and visitor’s needs.
- Content on the website:
 Explain how u can meet customer needs and solve their problem.
 Use confident tone (not intimidating) and everyday language.
 Tell a story: testimonials or video starring satisfied customer whose problem is
solved, customer reviews.
Visitor won’t be long on website, they may just scan the words  Images, headlines
and navigation is important.
- Create logical, appropriate categories of products (main menu navigation tell what
is in each section)
- Include search box (same place, every pages).
- Put the logo in the easy place to see as when customer wants to back to homepage,
they frequently click on the logo.
- Consistency in font, images, design elements
- Color: Dark text on light background
- Heading and bulleted lists when it is a long text to read. Be conscious on where
the page content ends up (do not let visitor scroll down too far to see important
content).
- Call to action text: “Buy now”, “Call now”, “Get directions to our store”
Make it easy to use.
- Quick-loading pages (speed): small size of the images, only use large, high-
resolution one for thumbnails. (Fixing by resize, compress – nén images), the
same background for every page, simplify design to faster page loading.
- Mobile-friendly interface: Use responsive design – automatically detects the type
of screen being used and display the proper site. Google Mobile-Friendly Test tool
to check
- Use widely recognized icons (the phone, the address icons, etc.), create clear, well-
designed content.
- Make it easy to find phone number and address.
- A website is for selling and solving: Ask: Why am I here? What problem am I
trying to solve? What am I trying to do? when visiting this website.
Make sure website work well on every type of browser (Google Chrome, Firefox,
etc.), platforms (Windows, Mac).
5. Online business strategy
- Step 1: Define the goals.
- Step 2: Write mission statement.
- Step 3: Identify USP.
- SEE – THINK – DO – CARE: see someone or motivation for buying a thing –
think about where to buy and look for shops – do purchase – share their purchase,
experience.
 See: What initiated your interest in the product
  Think: How did you go about doing your research
 Do: What finally made you hit that “Buy now” button?
 Care: Did you leave a review or post an image of your purchase online?
- Segment the target customer. Engage both offline and online channels.
- Develop customer journey with touchpoints. Reviewing it regularly.
- To find the USP, answer 4 questions:
 Who is the target audience?
 Who are the competitors?
 What problems does the target audience have?
 How can I solve them?
- Use SWOT to help identify the USP.
- Check competitor’s situation (search for the competitors, analyze their keywords
and message). Use GG Alert tool to get notification when your key products or
services, your business name or competitor’s name is discussed (or any important
terms u want)
- Set the KPI based on SMART model.
6. Searching
- Write distinct content on your own web.
- Title: describe accurately the content + exclusive title for each page
- Text: use customer’s language (dùng những từ mà KH dùng khi nói về sp hoặc
dvu của mình  tăng khả năng xuất hiện của page khi KH search) but include
imprrotant words and phrases to certain search engines understands what your
page are about.
- Image: have the descriptive name (not image.jpg  matcha-latte.jpg for exp). Add
alternative text (aka Alt text) (dòng mô tả hình ảnh ngắn gọn ngay dưới ảnh để pvu
trường hợp k xem được ảnh hoặc Alt text dạng âm thanh dành cho ng khiếm thị
- Organic search (unpaid search – SEO): Good relevant content, think about what
the potential customer might be searching for
- Paid search (SEM): high bid and strong relevant content to the search
- Use Google Search Console to track the web.
- The link to your website is also affects the website ranking.
SEO:
- Keyword searching steps (stay up to date with keywords)
 Learn how search engines work (update about new feature, arthritism changes)
 Keep an eye for changes and how they affect the website.
 Find inspiration from other websites.
 Talk to your customer (to know their insights, what words or phrases they use
to describe and search for your products, services, to find the missing)
 - Selecting the keywords based on:
 Large frequency of the keywords
 Competition: thường các website lớn và lâu đời sẽ dễ dàng xuất hiện trên trang
tìm kiếm kết quả hơn, đặc biệt là khi người ta tìm các cụm từ ngắn, chung
chung (ví dụ ngta tìm “strawberries)  các website nhỏ và mới nên đi theo con
đường là sử dụng các từ khóa đuôi dài (long-tail of SEO) để giảm tỉ lệ cạnh
tranh (ví dụ từ khóa “dịch vụ giao dâu tây ở Hanoi”)
 Relevance: Keywords closely matches what you offer
Golden Rule: Website is made for human visitors, not for search engines.
Avoid keyword stuffing: Đừng thêm các từ khóa bổ sung hay các biến thể của từ khóa,
việc lặp lại chúng 1 cách không cần thiết gọi là nhồi nhét từ khóa, điều trái vs nguyên tắc
của search engines.
- Set SEO goals and track it by some metrics:
 The number of visitors come to the website and do purchase (conversions)
 Actions lead to sale (sign up email for newsletter)
 The number of times you appear in search results (Reach)
 How often people click through to visit the website (Acquisition)
 What content visitor read and engage; how many visitors become fan on social
media networks (Engagement)
- Meta tag: code
- Title: First line shown (in the research result page)
- Meta description: few short sentences under (usually two sentence is good)
- Include the product or service in both title and meta description to describes what
the page is about (in the research result page).
- Headings (in the website page): on the top with the main content (exp: fresh fruits
and vegetables)
- Page copy: Use the phrase “fresh fruits and vegetables” again but do not repeat it
over and over, search engines can consider it as spam.
- Build backlinks: quality backlinks are legitimate links from good website (do not
build backlinks with website which has minimal content that exists only to link to
other website  drop ranking)
 Write quality content  others see your website is useful, valuable 
recommend their audience to go to your web.
 Encourage others write about you and then share the links to your website.
- Social media: to promote your website and reach more customers.
- Build website target at multiple countries: each country should have its own
webpage (concern about language, localization – time zone, currency, local
contact, etc., country targeting)
SEM:
- Bid value + Quality score (the relevance of your content to what customer search):
Relevance is significantly important.
3 elements of good keywords:
- Relevance: describes most closely your products or services
- Traffic: many people will search using that words or phrases
- Competition: try to find a relevant, high traffic but competition is relatively low
(exp: “wedding photography Hanoi”  all the photographers in Hanoi want to bid
for this keyword  can adjust to “Film wedding photography Hanoi” to reduce
the competition).
3 elements of an outstanding ads (SEM)
- Relevance: Advert’s headlines match the keyword customer search (customize it)
- Unique, timely offer or promotion
- Strong, clear, compelling Call to Action in advert (maybe include in second line)
7. Search campaign
- Divide products and service into ad groups for more specific and closely relevant
advert keyword (exp: Photography with 3 ad groups: baby photoshoot, wedding
photography, family portraits)
- Describe clearly about products and service at the first page (aka landing page)
that searcher see when they click your ad.
- Use negative keywords (minus keyword that do not relevant to your product or
services): khi service của b là pet photography, nhưng KH search “pet portraits
pencil”, “horse photography”  ad của mình vẫn có khả năng được hiển thị nhưng
mà service của mình ko phù hợp với họ  dùng neg keyword [-pencil], [-horse]
để search engine sẽ ko hiển thị ad của mình khi KH search những từ đó  save
money.
- Tool: GG Keyword Planner
- Broad match: when people search the variation of your keywords, your ad can
show up. To avoid it, we can use phrase match and exact match.
- Phrase match: add quotation “” in your keywords (“London portrait
photographer”): the ad will be shown up when people search the entire phrase in
“”. (plurals “London portrait photographers’ still show your ad). When searcher
add up word before and after the phrase, ad will appear (“East London portrait
photographer”)
- Exact match: add square bracket [ ] ([London portrait photographer]): Ad chỉ
xhien khi searcher tìm đúng 100% như keyword trong ngoặc và khi họ add thêm
từ trước và sau cụm trong ngoặc, ad cũng ko xhien. Tuy nhiên biến thể số nhiều
“photographers” thì vẫn xhien ad.
8. Local advertising
- Include necessary information: business name, address, phone number, opening
hour.
- Accomplish local advert online on local directories, search engines, social
networks, review sites.
- Limit the scope of advertising is local people.
- On local directories and review site: cung cấp quảng cáo, có thể bỏ tiền nhiều hơn
để dnghiep của mình xuất hiện ở vị trí cao và thu hút hơn.
- Ensure your web is working well on any devices (include những thông tin căn bản
cần thiết nhất available trên mọi devices, dùng các tính năng của GPS khi tiếp cận
local customers – chỉ đường đến shop hoặc thông báo khi khách sắp đến gần,…)
- Add more local information to your website to help search engine recognizes the
relevance to searchers, increase the opportunity to appear in local results (ví dụ
cửa hàng sửa chữa xe đạp – có thể thêm content về những tuyến đường xe đạp phổ
biến trong khu vực gần cửa hàng)
9. Social media
- Tool to make a schedule for social media posts: Hootsuite, Buffer, Everypost (also
do social listening)
- Social media management tool or Social media monitoring
- Web analytic tool: Google Analytic
- Should:
 Create 2-way communication with customers (đừng quảng cáo 1 cách quá
nhiều và dồn dập, cần quảng cáo vừa phải và đưa ra những thông tin đúng mà
KH cần)
 Not having to be present on every social media (lựa chọn những social media
site phù hợp vs business)
 Update information regularly (update để KH biết là mình vẫn hoạt động)

10. Mobile advertising

- Mobile adverts: focus on shorter phrase than web advert
- Customizing ads: short, clear text in ads or use feature “ads extensions” to resize
the ads to fit the device customer uses.
- Research mobile users’ keywords (it’s different from computer’s users): GG
Keyword Planner or Bing’s Keyword research to tell you what percentage of those
searches come from mobile devices.
- Many mobile search is finding fast help  show ads relates directly to their need
(ví dụ dịch vụ sửa ống nước, khi KH tìm bồn tắm bị rò rỉ thì hiển thị ads vs ndung
bạn có thể sửa mọi vấn đề về bồn tắm, thay vì hiển thị ad nói rằng bạn có thể sửa
tất cả vấn đề về rỏ rỉ ống nước  KH có thể ko biết là bạn có sửa ống nước rò rỉ
trong bồn tắm hay là không)
- Có thể chọn ads chỉ hiện thị cho người tìm kiếm trên mobile (mobile preferred
ads).
- Mobile ads design elements: images, limited text and buttons (call, chats, direction
button, booking, etc.)
- Display ads on mobile: concern about the size that can fil all device from tablets to
mobile, to every size of mobile, etc.: GG Ads platform with GG Ad Gallery to
create display ads in all shape and size.
- Show display ads on sites (like display ads on web) and mobile apps.
- Video for mobile:
 Relevant content for audience
 Keep it short
 Clear CTA
- Target the video ads:
 Audience’s location
 Time they watch mobile video in a day
 Types of video they watch
11. Content marketing
- 3 keys to success:
 Answering your audience’s questions
 Providing something of value
 Keeping them wanting more
- Purpose of content mkt and format:
 To inspire: press release, forum on website for customer to give questions,
exchange information.
 To educate: e-book (to show your professional), blog, infographic, etc.
 To entertain: video, quizzes, mini game.
 To convince: video (testimonials), review
- How to write:
 Good hook (or opening sentence)
  Focus on what u can offer for customer.
 Incorporate CTA
- Researching competitor’s topics  keep and refer back potential topics:
 Tool “Answer the Public”: allow you to type in a specific subject or key term
and receive a list of some of the most searched queries involving those words.
 Keyword Planner: which shows you how many people search for a specific
term.
 Search Console: which shows you how many people search for a specific term.
- Content plan calendar:
 Achievable with realistic time
 Highlight key dates.
 Consider multiple channels.
 Segment audience for each stage in calendar
 Use online tool to help plan calendar for plan
12. Email marketing
- Based on customer preference (the frequency they want to receive email, if they
are interested in receiving updates about products and services)
- Based on their interest (ví dụ CH bán spham cho thú cưng cả chó lẫn mèo, KH đã
mua sp cho chó  gửi email chỉ lquan đến chó)
- Make content entertaining and useful to build loyal relationship.
- Request feedback from customers
- Track what they do when receiving your email (when they open it  adjust the
sending time), if they click the link to your website and what they do on the
website  to personalize the content in email for each customer and customer
groups.
- Mobile-friendly email
- Name + email address in “from” field that clearly identify your business.
- Effective subject line (short, simple, under 10 words, capture most relevant and
valuable information
- Avoiding words: “free”, “percent off”, “reminder”, “special”, “pound symbol (£),
exclamation point (dấu chấm than)  triggers spam filter (kích hoạt bộ lọc thư
rác)
- Paragraph:
 Short, 1-3 sentence, focus one single idea, link to longer article or website.
 Links: CTA
 Links at the bottom of the email that allow recipients to unsubscribe, change
their email preferences, or update their contact information.
- Use A/B testing
- Create a relevant landing page to the links contained in email.
- Metrics:
 Open rate
 Click-through rate (open the links, percentage)
 Click-to-Open rate (total number of clicks vs emails were actually opened)
 Conversion rate
 Bounce rate: emails cannot be sent to subscribers and are sent back (Soft
bounce: reject because of full inbox or size restriction on audience’s email
server/ Hard bounce: your emails are blocked, or email address is wrong).
- People read email on mobile  the landing page is mobile-friendly.
13. Display advertising
- Display advert with options for: age group, gender, location. Select the time for
advert.
- Display advert is bidding process.
- Display ads network is the intermediary between business and website to publish
the ads: GG Display Network. This also shows some metric relates to the ads
(CTR, etc.)
14. Web analytics
- Do quantitative (number of ppl visit your web, the time they spend on your web,
etc.) and qualitative analytics (reviews, online survey for customer’s opinions).
- PLAN-DO-CHECK-ACT cycle:
 Plan: Set goal, outline the promoting plan
 Do: implement the plan
 Check: use web analytics to check the progress (GG Analytics, Webtrend)
 Act: implement improvement after checking
- Do analytic to get actionable insight of customers.