Digital Marketing Boot Camp: Online Tools

What this video covers

This boot camp presentation outlines fundamental digital marketing strategies and online tools for small business owners. The speaker emphasizes building trust through strategy rather than executing tactics blindly, focusing on long-tail blogging, organic email list growth, Google Ads, and performance tracking. It is directly applicable to local service providers and retailers seeking a practical tour of tools like Google Analytics, Scoop.it, and Moz Local.

Best for: Small business owners managing their own digital marketing; Local retailers and service businesses with an existing website; Not applicable to businesses looking for advanced enterprise marketing setups

Chapters

1. 00:01 Strategy vs. Execution
2. 00:53 Customer Discovery and Trust
3. 04:35 Blogging and Long-Tail Keywords
4. 08:42 Email Marketing Best Practices
5. 17:41 Search Engine Marketing and Google Ads
6. 27:16 Remarketing and Geofencing
7. 31:42 Content Curation Tools
8. 38:05 Google Keyword Planner
9. 39:27 Google PageSpeed Insights
10. 40:50 Google Analytics Overview
11. 56:45 Researching Hashtags
12. 57:52 Moz Local and Digital Marketing Resources

Key points

• 06:58 Long-tail keywords generate 70% of total search volume traffic.
• 09:37 Email marketing yields an average return of $32 for every $1 spent.
• 09:54 Emails with personalized subject lines generate 50% higher open rates.
• 10:18 49% of all marketing emails are opened on mobile devices.
• 16:32 Mailchimp offers a free plan for up to 2,000 subscribers and 12,000 emails sent per month.
• 22:02 The Google Display Network reaches 90% of global internet users across more than 2 million websites.
• 22:43 Google Ads Quality Scores can allow lower bids to outrank higher bids if the landing page is more relevant.

Turn it into a project: Deploy Core Digital Marketing and Measurement Tools

Establish a consistent marketing engine by creating targeted content, capturing opt-in leads, launching paid search campaigns, and measuring audience engagement using free diagnostic tools.

Phase 1: Content and Email Foundations

1. 07:08 Incorporate long-tail keywords into blog posts
2. 10:38 Shorten newsletter content to summary excerpts that link back to the site
3. 12:35 Install an opt-in incentive popup to collect email addresses organically
4. 14:49 Run test sends of email campaigns to check links and formatting

Phase 2: Advertising and Audience Targeting

1. 16:04 Create campaign-specific landing pages with clear calls to action
2. 22:13 Plan keyword bids and evaluate competitor ads for Google Ads search campaigns
3. 27:16 Implement remarketing pixels to re-engage previous site visitors
4. 29:08 Set up mobile geofencing around competitor locations

Phase 3: Curation and Analytics Tracking

1. 32:25 Set up Scoop.it and Google News topic feeds to curate content
2. 39:27 Test desktop and mobile page speeds using PageSpeed Insights
3. 41:38 Install Google Analytics tracking code on your website
4. 58:24 Run a directory audit on Moz Local to identify missing citations

Sign in to Bizer to add this plan to your projects, each task linked to its moment in the video.