Digital Marketing

Course For Managers

& Entrepreneurs

Salil Dhawan Peter Alkema

 Introduction on How to Manage a
Digital Marketing Strategy

Key things to consider in managing and putting

an effective digital marketing strategy
into implementation

Define your goals

make sure they are SMART (Specific,
Measurable, Achievable, Relevant, and Time-
based)
Decide what you want to measure
Select actionable metrics
Understand and scrutinize data regularly
Manage Brand VS Product Strategy
Decide which aspects are you doing digital
marketing for? Is it at the overall brand level
or a specific product, service, or range of
products or services, or is it a time-based
campaign, or a combination of all of these?
Understand your Customers
Create customer persona

Digital Marketing Course For Managers & Entrepreneurs

 How Should A Manager
Set GOALS?

The goals of your digital marketing strategy

are crucial in defining the overall objectives.

Goals must be SMART

Specific
be clear about what your goal is.
Measurable
Don’t define a goal using a metric that you
can never measure.
Achievable
It’s always tempting to set very ambitious
goals but if you don’t achieve them it can be
demoralizing for you and your teams.
Relevant
Goals must be aligned to your organization’s
broader business objectives.
Time-based
This is the time frame of your goals.

Digital Marketing Course For Managers & Entrepreneurs

 How Should A Manager
Track Metrics?

Key concepts about the importance of using the right

metrics in setting goals, and understanding how you are
making progress towards achieving these goals.

Vanity metrics are things you can measure

which make you feel good or make it look like
something is working
Actionable metrics are all about measuring
what truly matters. And less is more.
Be very clear about which metrics help you
assess progress towards your measurable
goals
The right metrics are usually the ones that
make you feel a bit uncomfortable
Remember the focus must always shift to the
action
Measure what matters and ensure that
measurement leads to the best next action to
take.

Digital Marketing Course For Managers & Entrepreneurs

 How Should A Manager
Identify His Customers?

A crucial aspect of a successful digital marketing strategy is

understanding your customers. Have you segmented your
market? Do you understand their demographics, behaviour,
preferred digital channels?

Create a customer persona

a typical customer that represents a group of customers
name them, create a story around them and make sure you
constantly research them
use this persona to understand their intent,
Remember there is always a customer looking at your
brands and your products from the outside of your
organization.
Design and manage your digital marketing from their
perspective.
Customer-centric product design and marketing strategy
constantly researching and understanding the market to
make sure that everything you do aligns to the intents,
needs, want, life stages, demographics, living standards,
and behavior of your customers
Speak and spend time with your customers.
Run focus groups, understand their issues, their concerns.
Get real and honest with them, see them as real people with
real issues, and
Even though it's digital, make your marketing as human as
possible

Digital Marketing Course For Managers & Entrepreneurs

 How to Manage Marketing of the
Product, Brand, and Company?

Your digital marketing strategy will need to

understand and align with the interplay between
brand, products and services and campaigns.

In smaller organizations, it's going to be simpler

if you have a single brand, and a smaller product line,
then you can clearly map out the relationships
between these.
Larger organizations are much more complicated
brand equity is built in each of the brands and each
of them is important
numerous marketing teams spread throughout the
business
the overall digital marketing strategy must take
everything into account and be coordinated across
multiple different departments and executive teams
marketing teams should set policies and principles
that define how the different teams should operate,
how they should work, what they can and cannot do
the larger and more complex the organization, the
more its employees need to collaborate and
communicate

Digital Marketing Course For Managers & Entrepreneurs

How Should A Manager Handle Relationship
With A Digital Marketing Agency

In managing a digital marketing agency, you might be

involved in the overall relationship or the day-to-day
aspects. It's important to know these key things:

You will need to go through a procurement process

if you're spending the company's budgets, there
should be a proper, well-defined, and legally-
binding process with the digital marketing
agency
the procurement team should be involved
understand the procurement policies to get the
right agency on board
In managing the digital marketing agency:
you need to coordinate across multiple teams
make sure that everybody knows what needs to
be done
define how you measure your SMART goals
set up regular meetings
reduce the risk of miscommunication
work effectively and efficiently to avoid delays

Digital Marketing Course For Managers & Entrepreneurs

 Welcome to the
World of GOOGLE

To make the best advantage of Google and

maximize it for your benefit, you must
understand how it works:

Google search results are divided into two

Free, organic, or relevant research

given to the user for free
works on the basis of relevance
Google decides what is relevant to a search
based on its own proprietary algorithm
SEO (Search Engine Optimization) - is optimizing
your web pages and website based on what we
think we know of the algorithm to appear best in
Google
you have to present yourself to Google in such a
manner that answers a specific keyword search
Paid advertising and responsive design
companies and brands have to pay Google fees
in order to display in the results
works based on money and relevance

Digital Marketing Course For Managers & Entrepreneurs

 The Logic Behind Google
Organic Results

Concepts of Free/Organic/Relevant results that

appear in Google Search:

Google wants to be the place where you get the

answers to all of your queries
To date, Google controls 90-95% of all
searches
Google will give you –
What you need?
When you need it?
Where you need it?
How you need it?
Free/Organic/Relevant result is built on
answering your queries
giving you the best result for the query you
asked
how we adapt to the questions

Digital Marketing Course For Managers & Entrepreneurs

 The Logic Behind Google
Sponsored Results

Concepts of Paid / Advertisement / Sponsored

results that appear in Google Search:

The way Google makes money

Google does not compromise on its first
goal – Relevance
It will only show relevant ads (Rank ads)
Type of Ads:
Search (Text)
Display (Text + Image)
Shopping (Product Image + Text + Price
$)
Video
Application (App)
Local (Google Map Location)
Discovery (Text / Image)

Digital Marketing Course For Managers & Entrepreneurs

How to Track Organic Performance
on Google using Google

As business owners, managers, entrepreneurs, you

will come across people who will do advertising for
you. Here's how you will know if it is working:

Google Search Console

a simple Google application that tells you
what keywords you are ranking for, rank
performance, traffic performance,
keywords that are performing and not
performing well
Google’s tool to track -
Impressions
how many times people are seeing your
results in Google search results
Clicks
how many people are clicking and
entering your website
Organic Search Rank
see how your result is doing either
global or country-specific

Digital Marketing Course For Managers & Entrepreneurs

How to Track Sponsored Campaign's
Performance on Google?

So you decided to spend on ads. Here's how you

can track your ads' performance and the key
components to track:

It's not only about how much you are paying and how
much you're building publicity, but also about how
relevant your ad is to the users' queries.
Impressions - refer to the number of times your Ad is
seen
Clicks - the number of times your Ad is clicked
Conversion - the number of customers converted /
order's received
Sales - the total amount of sales generated from the Ad
You can track these components using Google Analytics
Click-through Rate is the Total Number Of Impressions
over the Total Number Of Clicks. This tells you how well
your ad is getting attention.
Cost per click is the Total number of clicks over the
total amount of cost. This helps you understand how
much money you are making per click.
Conversion is the best metric of what you want and
what action you want the user to take.

Digital Marketing Course For Managers & Entrepreneurs

 The Complete World of Google
Products

So you want to maximize the benefits that you'd

like to get out of Google? Here are a few
integrations that you can use:

Google is a major corporation. It is no longer just a

search engine. It wants to go beyond giving you web
pages but giving you the exact information. A few
integrations are:
Google Shopping –
gives you the product and prices so you can start
buying right away
Buy Shoes Online
Google Maps –
gives you the direction of places nearby
Shoe Store Near Me
Google Images –
gives you images based on trends and number of
people visiting specific images
Latest Shoe Style
Google YouTube –
the best way to learn something is by watching a
video
How To Wear Shoes

Digital Marketing Course For Managers & Entrepreneurs

Secrets to Success on Google

To be successful on using Google for your

business needs, there are a few things to keep in.
mind:

Relevance
you have to show the most relevant answer and
results to users' queries
Keywords
beat anyone for the keywords you are targeting
decide what your product or service is and use the
right keywords
Google Search Console
use this to track how you attract organic results
understand where you stand in terms of organic
search results
Ad Type
start with which ad to target
do not start with the rich party to service you to
market
Google Integrations
figure the best way to use integrations for you if you
are a local business

Digital Marketing Course For Managers & Entrepreneurs

The Facebook Newsfeed and
Its Components
So you decided to use Facebook. Here are a few
components of the Newsfeed and how you can
use it to your advantage:

Newsfeed - the thing that comes right in front of

you when you log in to Facebook and is where
all the contents are organized.
Organic
are contents that are relevant to you (can
be people, friends, web pages, phone
contacts, family, etc.)
Sponsored
content that is advertised using the
Facebook ads platform
Suggested
similar to organic but is getting virality,
wider reach, and engagements, and is
relevant to you
Advertisement
ads made specifically by brands

Digital Marketing Course For Managers & Entrepreneurs

 Understanding the Various
Types of Facebook Ads
Facebook gives multiple ad placements so you can
earn more money. To decide which one to choose,
here are important concepts:

Facebook News Feed

made to look like it's part of the news feed
great for visually appealing graphics with lots of text
because it looks like a normal feed
Instagram Feed
same as the Facebook news feed but with less text, more
on images
Facebook Marketplace
best for selling a product or service
Facebook Video Feeds
part of the Facebook video platform
Facebook Right Column
the small column on the right of the news feed
Instagram Explore Feed
is where people can look for trends, hashtags, and see
Instagram ads
Facebook Messenger
the messaging feature that pops in when having a chat
Stories
great for content that is more video-based

Digital Marketing Course For Managers & Entrepreneurs

What's Next After the News Feed?
The Other Facebook Products

So you decided to go with Facebook. Here are

other features and products from Facebook that
you can use aside from the news feed.

Facebook Watch
Video Platform almost similar to Youtube and
Tiktok but exclusive to Facebook
less competitive because it's not known as a
video platform so you can reduce educational
content as Facebook videos
Facebook Groups
Communities of like-minded individuals
interested in a common topic
helps you find the exact community of
customers you are looking for
Facebook Pages
Profile of Businesses, Celebrities, Brands to
publish information
a great source to generate organic traffic
keeps your followers updated about your
information

Digital Marketing Course For Managers & Entrepreneurs

 Facebook Pixel - The Magical
Facebook Game Changer

Facebook offers a lot of products and features that

can help your business. Recently, they have
developed a tool that changes the game and helps
you even more.

A piece of code that is installed on your

website. It helps -
Measure
How ads are performing
Understand
Rich insights about visitors
Optimize
Create improved campaigns
Retarget
Advertise to the interested
audience

Digital Marketing Course For Managers & Entrepreneurs

 How to Track Performnce on
Facebook?

As business owners, managers, and

entrepreneurs, here's how you can track how
your ads are performing on Facebook:

Begin with the results

it is a way to understand how to optimize
based on research
get results from the Facebook ads
manager

Ad Impression is the first thing for texts and

images
Views are for videos
Clicks are the number of times an ad was
clicked
Click-through rate is the total number of
impressions over the total number of clicks
To get more relevant information, you can add
more metrics as you go

Digital Marketing Course For Managers & Entrepreneurs

 Secrets to Success on
Facebook
You have decided to maximize the use of
Facebook for your business. Here's how you will
succeed:

Selecting Appropriate Ad Type

critical in getting what kind of response you will
generate from your ads
Targeting Audience Demographics & Interests
Facebook knows everything about the user and
you have to be able to harness that power
Installing & Using Facebook Pixel
pair this with Google Analytics and see endless
possibilities for your website
Facebook Pages, Groups, Watch
make sure your presence is felt in all these
Meta Integrations – Facebook + Messenger +
WhatsApp + Instagram + Facebook Portal
these apps are connected. harness the power of
these apps and see limitless possibilities for
your business

Digital Marketing Course For Managers & Entrepreneurs

 Welcome to the World of
Instagram
Instagram is a fairly easy platform because it is
primarily a photo-sharing platform. Recently, it is
transitioning and here are a few things to know about
Instagram:

Photo sharing platform now transitioning

to a short video platform
Instagram Reels
Platform to consumer photo and short
video content
Can be used to showcase product images,
features, and short videos on how to use
products
Ad platform integrated into Facebook Ads
Manager
Organic ranking based on the famous
Instagram Algorithm that ranks all posts
for every individual user

Digital Marketing Course For Managers & Entrepreneurs

Instagram Algorithm - The Key
to Instagram Growth
To be able to be successful in using Instagram for
your business, here are a few concepts about how
its algorithm works.

Score of Interest
How likely is someone to engage
with this post?
Instagram score’s each post &
content, then rank them on the user
feed
What is Engagement?
Any interaction with the post
including Like, Comment, Click, or
Save
Always ask:
Is this post something someone
would engage with?

Digital Marketing Course For Managers & Entrepreneurs

 Secrets to Success on
Instagram
So you chose Instagram to increase traffic and
generate engagements for your business. Here are
a few things to keep in mind to be successful on
Instagram:

Tap into the Instagram Algorithm

play by the rules of Instagram's algorithm
and create content that you users will
engage
Create tags to showcase along with related
content
use hashtags related to your content
Grow by creating short visually appealing
short videos – Instagram Reels
always create short and engaging video
content in a vertical orientation
use reels and stories
Use geolocation for local business
if you have a physical location for your
business, always include it in your post

Digital Marketing Course For Managers & Entrepreneurs

What is LinkedIn? How to Use
LinkedIn?
Being the largest professional network in the
world, LinkedIn is a powerful digital marketing
tool.

benefits of using LinkedIn for digital marketing:

establish thought leadership
demonstrate insights and opinions about
topics relevant to your industry
customers trust a business that
demonstrates knowledge and experience
generate leads or
A lead is much more likely to buy from you
or take up an offer
use the search function to get leads
drive website traffic
promote your website in different types of
ads on LinkedIn
build brand awareness
create a free LinkedIn page that will have
your logo and other information about your
business

Digital Marketing Course For Managers & Entrepreneurs

 How To Develop Thought
Leadership on LinkedIn?
Customers trust companies and individuals who give
them valuable insights and opinions so thought
leadership is critical for an effective digital marketing
strategy.

Decide the topics and the content that you want

to establish thought leadership about.
be intentional about displaying knowledge and
insights about aspects relating to the campaign
Enlist people in your business to write these
articles
choose people that are willing and able to write
with credibility and authority.
it’s very powerful if it's the CEO
Get these articles written and published on
Linkedin
LinkedIn prioritizes different kinds of content in
people’s news feed and links are less visible
than native content on LinkedIn
Include a call to action in your thought leadership
content
typically, this comes towards the end of the
article

Digital Marketing Course For Managers & Entrepreneurs

 How To Use LinkedIn To
Generate Leads?
With over 700 million professional profiles on
LinkedIn, it is an incredibly rich source of contacts
that you can develop into leads who are more likely
to buy from you.

A lead is someone who is interested in your

offering and willing to take further action to get
some promised benefits from your
organization.
When generating leads and website traffic on
LinkedIn, it is very important to:
remember the golden rule of selling –
people buy from people.
Grow the network that your business has
access to by growing the LinkedIn
networks of people in your business
The best way to generate leads on LinkedIn is
with messaging.
Join groups and interact there
Use sponsored content, sponsored messaging,
text ads, and dynamic ads.

Digital Marketing Course For Managers & Entrepreneurs

 How To Use LinkedIn To
Create Brand Awareness?
Your brand is a critical aspect of a successful
marketing strategy and LinkedIn provides a very
powerful and effective way of building awareness of
that brand.

The primary feature you will use to create brand

awareness is LinkedIn Pages.
make sure the banner, main picture, title, and
everything else are consistent with your brand
strategy.
actively recruit followers to the page
make sure that your employees add your page to
their profiles
use your page to reshape and boost employees’
LinkedIn content and profiles
You can also use your LinkedIn page to
Post, respond, and edit your Page via mobile with
the LinkedIn app
Share PowerPoints, PDFs, and Word Docs
React and comment on hashtag feeds associated
with your Page
Connect with your community in real-time using
LinkedIn virtual events solutions

Digital Marketing Course For Managers & Entrepreneurs

Welcome To The World Of Amazon -
Your Access To Exponential
Product Sales

So you chose Amazon to sell your products.

Here are key things to keep in mind.

Amazon is a massive shopping complex

that contains millions of products sold
by over a million sellers
It is like Walmart, Target, Tesco, but on
the Internet
holds products from sellers
To sell you must apply, pass quality
checks and pay advertising/slotting fees
To compete on the battlefield of Amazon
you must play by its rules and
regulations, abide by its policies
Amazon is also a player in its own game
make sure to understand Amazon's
rules and policies

Digital Marketing Course For Managers & Entrepreneurs

Welcome To The World Of Amazon -
Your Access To Exponential
Product Sales

So you chose Amazon to sell your products.

Here are key things to keep in mind.

Amazon is a massive shopping complex

that contains millions of products sold
by over a million sellers
It is like Walmart, Target, Tesco, but on
the Internet
holds products from sellers
To sell you must apply, pass quality
checks and pay advertising/slotting fees
To compete on the battlefield of Amazon
you must play by its rules and
regulations, abide by its policies
Amazon is also a player in its own game
make sure to understand Amazon's
rules and policies

Digital Marketing Course For Managers & Entrepreneurs

Amazon Algorithm - The Key To
Exponential Growth On Amazon

Like Google and other social media

platforms, Amazon uses an algorithm to
rank its pruducts.

Amazon display products that the

customer is most likely to buy
The algorithm starts with Relevance
(keywords) and includes product metrics
such as reviews, ratings, conversion
rate, return rate, etc.
It also factors delivery metrics such as
in-stock percentage
delivery pin code
delivery time, and
warehouse location
The most important factor:
Price & Discount. Amazon wants the
best deal for its customers

Digital Marketing Course For Managers & Entrepreneurs

 Secrets To Success On
Amazon

To succeed on Amazon, there are a few

concepts that you have to take note of:

Amazon wants to maximize its Return on

Investment (ROI) on marketing costs
by showcasing products that
customers are likely to buy and earn
commission
Amazon wants happy satisfied
customers that keep returning
sell products that will surely give a
high conversion rate
You give Amazon a product with a high
conversion rate & customer rating,
Amazon will give you all the sales you
can imagine
Create Win-Win situation

Digital Marketing Course For Managers & Entrepreneurs

Checklist To Tick All Boxes On
Amazon
Being successful on Amazon means
following its basic rules. Here's a checklist
to remember:

Complete and detailed product page &

image
Title, Bullet Points, Description, Product
Specifications, A+ Listing, Brand Store
Correct category, sub-category, niche
(Browse Node)
Competitive price as it is an open
marketplace
Stock availability, warehouse location,
prime badge, in-stock percentage
Increase visibility through Amazon Ads,
Lightning Deals, Coupons

Digital Marketing Course For Managers & Entrepreneurs

 Introduction To Youtube - The
Largest Video Sharing Platform

To efficiently promote your products and

services, one powerful tool that you can
use is Youtube.

Only and exclusively a video-based

platform
Can be used to showcase product videos,
share informational & educational content,
webinars, etc.
create content that your customers
can watch to learn more about your
product
Ad platform integrated with Google Ads
Manager
Ads can be non-skippable (less than 15
seconds) or skippable (more than 15 sec)
Organic ranking & suggestions based on
highly controversial YouTube Algorithm.

Digital Marketing Course For Managers & Entrepreneurs

The Concept Of Youtube And The
Mysterious Youtube Algorithm

So you decided to use youtube for your

business. Here are a few concepts to take
note of:

YouTube wants the users to spend

maximum time watching videos.
The more content users watch, the
higher number of ads they will see
Create a win-win scenario
when you create engaging content,
the more people will stay and the
more ads youtube will show
Create content that:
attracts clicks,
engages,
holds the attention,
and leads to other views

Digital Marketing Course For Managers & Entrepreneurs

 Secrets To Success
On Youtube
To be successful on Youtube, there are a
few things you must always bear in mind,
and they are as follows:

Organic YouTube – Attract clicks, hold

attention with engaging content
create attention-grabbing
thumbnails to attract viewers
create engaging content
Exploit YouTube Algorithm
achieve a suggested content status
make sure people are liking and
sharing your video
YouTube Ads
Target to showcase ads on engaging
and relevant content
Use cheap views to generate awareness
and create brand recognition

Digital Marketing Course For Managers & Entrepreneurs

Intro To Interview Types, What Is A
Webinar, and Why I like Interviews

Surely, you have been to an interview

or have seen an interview happen.

There are many types of interviews:

panel interview
competency interview
traditional interview
research interview
An interview is one or. more people asking
questions with intended outcomes in mind
A webinar is a broad term for an online session
that's also called a webcast or online seminar.
can be live or pre-recorded
usually feature someone explaining
something or doing a product demo
became very popular for people doing
digital marketing
A webinar interview is just a webinar where an
interview takes place

Digital Marketing Course For Managers & Entrepreneurs

Achieve 3 Goals To Succeed With
Webinar Interviews

Surely, you have been to an interview

or have seen an interview happen.

In the whole interview scenario, both you

and your guest must benefit from it
You should look at webinar interviews
from three (3) different perspectives;
your guest
approach an interview in such a
way that you know you can
achieve the goals
your audience
deliver value for people
throughout the session
you and your brand
make your sales pitch without
letting it feel like selling

Digital Marketing Course For Managers & Entrepreneurs

Introduction To Tools That You Can
Use To Set Up Webinars

If you have decided to do webinars,

the following are some of the tools
that you can use:

StreamYard is a tool that you can use

to broadcast your webinar, and
Youtube is where people watch it
OBS (Online Broadcast Studio
another powerful broadcasting tool
with lots of great features
more complex to use
the free version offers:
20 hours of broadcast time
you cannot use your own
branding
you can only broadcast to one
location at a time

Digital Marketing Course For Managers & Entrepreneurs

 Youtube As A Main Tool For
Livestreaming Webinars

Another main tool that you will use to

set up and run your webinar is
Youtube

Youtube is where people will view and

engage with your webinar session
the more views, subscribers, and
likes you get, the more your profile,
brand, and product will benefit
An effective webinar hosted on youtube
should be an essential part of any digital
marketing strategy
You can monetize your youtube channel
you'll need 1000 subscribers and
4000 public watched hours
live streams are watched more than
uploaded and pre-recorded videos

Digital Marketing Course For Managers & Entrepreneurs

 How TO Drive Traffic
To Physical Location

You have decided to create a digital marketing

strategy and harness the power of the internet.
Here's how you can use that to benefit your
business:

Drive traffic to a physical store

Google Maps
The best way for someone to find
anything geographically.
Relevance, Rating, Review
Google Maps Listing, Reviews, Rating, and
Advertising
Google search
Example: Best places to eat in Paris blog
Facebook Ads
using geographical targeting
Instagram
location tags
Local deals app
NearBuy, Groupon, etc.

Digital Marketing Course For Managers & Entrepreneurs