Hubspot Digital Marketing Certification
Digital Marketing
Any kind of marketing that happens on a digital platform
inbound marketing
a business methodology that attracts customers by creating valuable content and
experiences tailored to them
Inbound Methodology
a method for growing an organization by building lasting relationships with people and
helping them reach their goals.
- Because when your customers succeed, you succeed.
Does Digital Marketing only consist of inbound or outbound marketing strategy?
No, it encompasses all marketing strategies as long as they're digital.
Outbound marketing
aim to put marketing messages in front of as many people as possible in the online
space, regardless of whether it's relevant or welcome.
Ex: Banner ads
What sets inbound marketing apart?
Marketers who employ digital inbound tactics use online content to attract their target
customer to their websites by providing information that's helpful to them.
Ex: blogs
-- allows your website to capitalize on the key terms your ideal customers are searching
for.
Differentiating Inbound marking and Digital marketing
-inbound is a methodology that uses digital marketing assets to attract, engage, and
delight customers online
-digital marketing is a term used to describe online marketing tactics of any kind,
regardless of whether they're considered inbound or outbound.
Importance of Channels
-Limiting your reach can have consequences
-Focusing on a single channel can create a poor customer experience and prevent you
from successfully nurturing your leads
-Making a positive impression
-Creating different strategies for each channel and focusing on how they work together
to impact your customers
-- your customers receive the content that is most relevant to their needs across a
variety of channels
An example of digital marketing in action
-A lead reads a blog post about an issue
-The marketing email they may receive later might showcase a customer testimonial
-Later, the they use social media they'll see a retargeted ad about your products or
services.
--exemplifies the best in digital marketing today
,--each focusing around the issue and how it was solved.
--customers receive the most relevant content to their needs across various channels
-- provides a clear brand impression for your leads and makes their experience as
seamless and direct as possible
Content Marketing
a strategic marketing approach that focuses on creating and distributing content that is
valuable, relevant and consistent
-content that populates your website, blogs, ebooks, guides, etc.
-fits your ta's needs, answers their questions, and educates them (will attract high-
quality leads naturally as they search topics related to your business)
SEO
Search Engine Optimization.
The process of improving a page's organic page rankings (rank in search results).
-optimizing your website and its content to increase your chances of appearing in
search engine results
Social Media Marketing
utilization of social media or social networks to market a product, company, or brand
-marketers use a combination of social media channels to drive traffic to their websites
by promoting their content
-also used to engage/communicate with current and prospective customers
native advertising
Digital advertising that matches the appearance and purpose of the content in which it is
embedded
-often refers to boosted social media posts on platforms like twitter, Facebook, LinkedIn,
and Instagram
Ad Retargeting (Remarketing)
-digital marketing provides marketers w/ data to better target customers
-use retargeting technologies to deliver ads directly to individuals who have previously
visited your website
-It's important to deliver contented that provides value to people you hope will become
your loyal customers
email marketing
sending highly targeted, highly personalized, relationship-building marketing messages
via email to prospects or customers
Buyer Persona
a semi-fictional representation of your ideal customer based on market research and
real data about your existing customers.
-research pool should include a mixture of current customers, prospects, and people
outside your contacts database who align with your target audience
B2B digital marketing
-digital marketing efforts are likely to focus on online lead generation, with a goal of
connecting your leads with a salesperson directly
-strategy should aim to attract and convert the highest quality leads through your
, website, and supporting digital channels
-focus your marketing efforts on business related channels like LinkedIn, where your ta
is spending their time online
B2C digital marketing
-goal of your digital marketing efforts is to attract potential leads to your website and
have them become customers without needing to speak to a salesperson
-more likely to focus on buyer's journey
-key features of your products or services are highlighted closer to the beginning of the
customer's buyer's journey then they would be for a B2B business
-type of content depends on consumer needs at the different stages in the buyer's
journey
-content should aim to help you audience meet their goals and overcome those
challenges
Content Mapping
target content according to two factors
-The characteristics of the person who will be consuming it (buyer persona)
-How close that individual is to making a purchase
Content forming in Awareness Stage
-infographics
-short videos
Content forming in Consideration Stage
-ebooks
-free samples
-webinars
Content forming in Decision Stage
-case studies
-testimonials
Creating a digital marketing strategy
-Build your buyer personas
-Identify your goals and the digital marketing tools you'll need
-Evaluate your existing digital channels and assets
-Plan your campaigns.
Owned Media
digital assets your brand or company owns
--website, social media profiles, blog content, or imagery
owned channels
digital assets your business has complete control over
--can include offsite media
--blog posts
earned media
exposure for a company or brand that it did not have to pay for and is generated by
outside entities such as the media or the general public
-word of mouth
-recognition your receive as a result of these efforts
paid media
Digital Marketing
Any kind of marketing that happens on a digital platform
inbound marketing
a business methodology that attracts customers by creating valuable content and
experiences tailored to them
Inbound Methodology
a method for growing an organization by building lasting relationships with people and
helping them reach their goals.
- Because when your customers succeed, you succeed.
Does Digital Marketing only consist of inbound or outbound marketing strategy?
No, it encompasses all marketing strategies as long as they're digital.
Outbound marketing
aim to put marketing messages in front of as many people as possible in the online
space, regardless of whether it's relevant or welcome.
Ex: Banner ads
What sets inbound marketing apart?
Marketers who employ digital inbound tactics use online content to attract their target
customer to their websites by providing information that's helpful to them.
Ex: blogs
-- allows your website to capitalize on the key terms your ideal customers are searching
for.
Differentiating Inbound marking and Digital marketing
-inbound is a methodology that uses digital marketing assets to attract, engage, and
delight customers online
-digital marketing is a term used to describe online marketing tactics of any kind,
regardless of whether they're considered inbound or outbound.
Importance of Channels
-Limiting your reach can have consequences
-Focusing on a single channel can create a poor customer experience and prevent you
from successfully nurturing your leads
-Making a positive impression
-Creating different strategies for each channel and focusing on how they work together
to impact your customers
-- your customers receive the content that is most relevant to their needs across a
variety of channels
An example of digital marketing in action
-A lead reads a blog post about an issue
-The marketing email they may receive later might showcase a customer testimonial
-Later, the they use social media they'll see a retargeted ad about your products or
services.
--exemplifies the best in digital marketing today
,--each focusing around the issue and how it was solved.
--customers receive the most relevant content to their needs across various channels
-- provides a clear brand impression for your leads and makes their experience as
seamless and direct as possible
Content Marketing
a strategic marketing approach that focuses on creating and distributing content that is
valuable, relevant and consistent
-content that populates your website, blogs, ebooks, guides, etc.
-fits your ta's needs, answers their questions, and educates them (will attract high-
quality leads naturally as they search topics related to your business)
SEO
Search Engine Optimization.
The process of improving a page's organic page rankings (rank in search results).
-optimizing your website and its content to increase your chances of appearing in
search engine results
Social Media Marketing
utilization of social media or social networks to market a product, company, or brand
-marketers use a combination of social media channels to drive traffic to their websites
by promoting their content
-also used to engage/communicate with current and prospective customers
native advertising
Digital advertising that matches the appearance and purpose of the content in which it is
embedded
-often refers to boosted social media posts on platforms like twitter, Facebook, LinkedIn,
and Instagram
Ad Retargeting (Remarketing)
-digital marketing provides marketers w/ data to better target customers
-use retargeting technologies to deliver ads directly to individuals who have previously
visited your website
-It's important to deliver contented that provides value to people you hope will become
your loyal customers
email marketing
sending highly targeted, highly personalized, relationship-building marketing messages
via email to prospects or customers
Buyer Persona
a semi-fictional representation of your ideal customer based on market research and
real data about your existing customers.
-research pool should include a mixture of current customers, prospects, and people
outside your contacts database who align with your target audience
B2B digital marketing
-digital marketing efforts are likely to focus on online lead generation, with a goal of
connecting your leads with a salesperson directly
-strategy should aim to attract and convert the highest quality leads through your
, website, and supporting digital channels
-focus your marketing efforts on business related channels like LinkedIn, where your ta
is spending their time online
B2C digital marketing
-goal of your digital marketing efforts is to attract potential leads to your website and
have them become customers without needing to speak to a salesperson
-more likely to focus on buyer's journey
-key features of your products or services are highlighted closer to the beginning of the
customer's buyer's journey then they would be for a B2B business
-type of content depends on consumer needs at the different stages in the buyer's
journey
-content should aim to help you audience meet their goals and overcome those
challenges
Content Mapping
target content according to two factors
-The characteristics of the person who will be consuming it (buyer persona)
-How close that individual is to making a purchase
Content forming in Awareness Stage
-infographics
-short videos
Content forming in Consideration Stage
-ebooks
-free samples
-webinars
Content forming in Decision Stage
-case studies
-testimonials
Creating a digital marketing strategy
-Build your buyer personas
-Identify your goals and the digital marketing tools you'll need
-Evaluate your existing digital channels and assets
-Plan your campaigns.
Owned Media
digital assets your brand or company owns
--website, social media profiles, blog content, or imagery
owned channels
digital assets your business has complete control over
--can include offsite media
--blog posts
earned media
exposure for a company or brand that it did not have to pay for and is generated by
outside entities such as the media or the general public
-word of mouth
-recognition your receive as a result of these efforts
paid media
