Online marketing is quiet new way of marketing and it is moving very fast with new trends.
For the traditional marketeer it probably looks like a jungle and besides the online marketing actions you can take, you need to analyze it to do it well.
But which steps to take when you start with online marketing?
(assuming you have some basic knowledge of marketing and you are familiar with Internet.
In this post I compared 2 guidelines to setup your online marketing.
The first is using the Ladder of Awesomeness/Sustainable Success from Avinash Kaushik (Google) and the 2nd is Noob Guide designed by Oli Gardner (unbounce.com).
Ladder of Awesomeness/Sustainable Success
Avinash Kaushik is one of the most famous Digital Marketing Evangelist, working for Google. He is absolutely excited about all the digital possibilities. Owning audiences, instead of just renting them. Earning time, instead of just buying it on TV. Creating persistent relationships, instead of just transient ones. Not letting budgets limit our creativity. And so much more. He’s like a kid in a candy store. He wants to do everything right away. He wants to go from single cell life to fully formed homo sepians in seven days.
He discovered that that is the easiest path to failure. : )
So, based on his spectacular successes and painful failures around the world, Avinash developed a ladder of sustainable success.
About Analytics Avinash says:
If you open your copy of Google/Adobe Analytics or CoreMetrics or Webtrekk you’ll notice that every single report has a gigantic number of metrics in it. And…. they have many reports!
So on day one, as soon as we get access to the digital analytics tool, we go all crazy. Not only do we puke out a lot of data to every breathing human up and down the chain of command, we treat every bit of data with equal importance. The first part is frustrating, the second part is deadly.
I completely agree…
Digital Marketing: Ladder of Awesomeness/Sustainable Success.
1. Acceptable website -> Visits Click-thru Rates
2. Create mobile experience -> Bounce rates, Pages per visit
3. Email, Paid search, Brand -> Macro Outcome Rate, Page Value
4. Display Ads-Brands -> Cost per Aqcuisition
5. Micro outcomes (See-Think) -> Abandonment Rate, Assists
6. Incredible website, Social-Facebook, Youtube -> Conversion Rate, Amplification Rate
7. Search, Display Category -> Micro Outcome Rate, Economic Value
8. Multi-channel integrations and Extensions -> Profitability, Offline Value
9. Loyalty marketing (Coddle=people who have purchased more then twice) -> Customer Lifetime Value
It is a six month course to teach you how to become an internet marketer whether you’ve done it before or not. It contains a timeline (which you can compress if you’re a workaholic) and it also contains a traffic timeline showing the effect certain actions will have on your inbound traffic growth.
The base for the Noob guide is the wheel of marketing:
8 of the core components of an Internet marketing strategy are covered here.
1. Social media marketing (SMM)
The new darling of the marketing community still gets grumbles from the old-schoolers. Ignore them for they know not what they say. SMM is a massive topic, so for the noob guide we’ll focus on a few key platforms: Twitter, Facebook, LinkedIn. And a few key strategies: developing a style and how to convert your social traffic.
2. Email marketing
Email can be tough and unforgiving compared to other online mediums (once you hit send, your message is committed to the ether, never to be undone – except through the use of the apologetic “I screwed up” follow-up email. Instead of talking about writing emails, I’ll focus your noob experience on cooler concepts like drip campaigns – which can make the difference between an actively engaged audience and a legion of prospects who’ve forgotten what you do.
3. Lead Generation
How do you do email marketing if you have no one to email? That’s where lead gen comes in. We’ll discuss methods for growing your email lists by writing eBook’s, presenting webinars and simply by asking people to follow your blog.
4. Organic search marketing
I have to tread carefully here as the SEOmoz community is probably the most engaged and knowledgeable SEO crowd on the planet . Here I cover some of the techniques that I’ve used to be successful at managing my organic search and building a natural ecosystem that encourages link building success.
5. Conversion rate optimization (CRO)
Think of 5 lanes of traffic driving across a bridge. This is your inbound traffic (often paid for) wanting to cross boundaries just to reach you. If your intended destination page isn’t optimized for their specific needs, you may as well knock 2 lanes out of the bridge and let the cars fall into the river. CRO is all about making sure the other side of the bridge leads to optimizeville, where there’s only one thing to do and it’s really obvious how to do it.
There’s a reason analytics is represented by grey in the wheel. It’s dull. Until you get it right that is. Analytics contain so much hidden awesomeness, that when you get it hooked up everything else becomes much easier – including getting buy-in from management to do “fancy-pants” things like CRO above.
7. Content marketing
Content isn’t king anymore – it’s more like the emperor. Content is the start, middle and end of your online marketing story and is critical to virtually everything you do. By the end of this course you’ll be writing on your corporate blog, guest blogging, writing eBooks, getting your publishing schedule organized with an editorial calendar and even attempting the mighty infographic.
8. Paid search marketing (pay-per-click or PPC)
PPC is the fastest way to get instant traffic to your site. However, it’s hard to do well, so we’ll wait until month 3 to tackle it. The majority of Google’s AdWords users go bust on their free $100 voucher with nothing but a sour taste in their mouths. I’ll give you some tips on doing it right and a back up plan for letting the experts take over if you can’t figure it out.
In contrast to Ladder of Awesomeness/Sustainable Success, in the Noob guide you start with all types of online marketing directly.
Below an overview in the order of taking the steps within the noob guide (with the 8 core components):
1 – Social media marketing (SMM) –> Claim your brand
2 – Social media marketing (SMM) –> Set up your Twitter account
3 – Social media marketing (SMM) –> Have something to say define your style
4 – Email marketing –> Choose an online email provider
5 – Email marketing –> Create a branded email template
6 – Lead Generation –> Set up a Feedburner account to capture & track RSS readers
7 – Lead Generation –> Gather emails for a product launch
8 – Organic search marketing –> Set up Google Webmaster Tools
9 – Organic search marketing –> Research and define your core organic search keywords
10 – Analytics –> Set up a Google Analytics account
11 – Analytics –> Establish conversion goals and funnels
12 – Analytics –> Annotate important events in Google Analytics
13 – Content marketing –> Start a corporate blog & give your knowledge away for free
14 – Content marketing –> Submit your content to social hubs
15 – Content marketing –> Bookmark your content on delicious
16 – Social media marketing (SMM) –> Build a following on Twitter
17 – Email marketing –> Set up a drip campaign for acquisition, education & retention
18 – Organic search marketing –> Architect your blog for search choose targeted categories
19 – Organic search marketing –> Use SEOmoz campaigns to track your search progress
20 – Analytics –> Add custom reports to your Google Analytics dashboard
21 – Content marketing –> Set up an editorial calendar
22 – Content marketing –> Enable social sharing mechanisms
23 – Social media marketing (SMM) –> Time your tweets
24 – Email marketing –> Segment and create lists
25 – Lead Generation –> Answer questions on LinkedIn & Quora
26 – Conversion rate optimization (CRO) –> A single purpose and CTA for every page
27 – Content marketing –> Write an ebook
28 – Paid search marketing (pay-per-click or PPC) –> Create a Google AdWords account
29 – Paid search marketing (pay-per-click or PPC) –> Send traffic to landing pages not your homepage!
30 – Social media marketing (SMM) –> Create a conversion oriented Facebook fan page
31 – Social media marketing (SMM) –> Connect your blog to Facebook
32 – Social media marketing (SMM) –> Seed some facebook fans
33 – Lead Generation –> Give something away in exchange for customer data
34 – Conversion rate optimization (CRO) –> Rate your pages with the conversion scorecard
35 – Analytics –> Discover under performing areas of your site
36 – Content marketing –> Write guest posts for other blogs
37 – Paid search marketing (pay-per-click or PPC) –> One landing page per ad group
38 – Paid search marketing (pay-per-click or PPC) –> Improve message match for a high quality score
39 – Social media marketing (SMM) –> Start networking on LinkedIn
40 – Email marketing –> A/B test your emails
41 – Organic search marketing –> Link building
42 – Conversion rate optimization (CRO) –> A/B test your landing pages
43 – Conversion rate optimization (CRO) –> Try a 5 second test
44 – Content marketing –> Write about others to build relationships
45 – Social media marketing (SMM) –> Stay in the conversation: Leave Twitter tabs open for “live” social interaction
46 – Social media marketing (SMM) –> Create a social media contest page with viral features
47 – Conversion rate optimization (CRO) –> Learn from your users using feedback widgets & live chat
48 – Conversion rate optimization (CRO) –> Segment inbound traffic sources
49 – Content marketing –> Create an infographic
50 – Paid search marketing (pay-per-click or PPC) –> Get some help from a PPC expert
- Noob guide is very detailed
- Ladder of Awesomeness/Sustainable Success gives more freedom as the steps are bigger
- Ladder of Awesomeness/Sustainable Success is focused on Analytics and probably more data driven
The pro’s and cons of the Ladder of Awesomeness/Sustainable Success
- Analytic and data driven (clear KPI’s)
- Good guideline for more experienced online marketeer
- Harder for less experienced marketeers
- Not in detail descibed
The pros and cons of the Noob guide
- Detailed guideline
- Easier for less experienced marketeers
- Less freedom: all steps are clearly described
- Analytics is not so detailed