YALI Maximizing Your Digital Marketing Transcript

Maximizing Your Digital Marketing
Welcome to Digital Marketing for Entrepreneurs. This course covers practical ways entrepreneurs
can develop and maximize digital marketing for their online businesses. We look at personal
branding, best practices for website design, keys to developing a digital marketing strategy, and the
best ways to maximize your online marketing using available tools such as social media and search
engines.
This lesson is Maximizing Your Digital Marketing. In this lesson, we’ll be looking at how you can
maximize your digital marketing strategy using popular tools and tactics. Review available digital
marketing tools and how to use them to increase sales. Review best practices for each digital marketing
strategy.
This course was written by Christopher Gray, co-founder of Scholly, a mobile app that helps students
easily find scholarships for college. The app also helps graduates pay off their student debt at U.S.-
based institutions.
To begin, let’s talk about what digital marketing tools are and how you can use them to increase
sales.
Christopher writes that digital marketing tools are the software marketers use to track, analyze, and
automate digital marketing campaigns. When used correctly, they can help you execute your digital
marketing strategy so well that you surpass your competitors in sales and customer engagement.
Some examples of digital marketing tools that Christopher says you might consider using in your
business are:
• Content Management Systems to create, edit, publish, and organize all of your
website’s content.
• Customer Relationship Management (CRM) software to manage your business’ relationship
with customers and clients and ensure they’re moving through every stage of your customer
journey.
• Search Engine Optimization Tools to analyze your competitors’ website performance, conduct
keyword research, monitor and improve your website’s performance on search engines, and
more.
• Email Marketing Tools to plan, analyze, and automate email marketing campaigns.
• Social Media Management Tools to help you plan, create, publish, analyze, and engage
with responses to your business’ social media content.
• Website Analytics Tools allow you to gain insights on your website’s incoming traffic, which
pages are receiving the most attention from visitors, and track conversions. Search the internet
for the best web analytics tools for options.
Christopher notes that you can use any or all of those tools to support your digital marketing strategy.
But they don’t guarantee automatic success. You still need to make sure you’re following best practices
for each digital strategy.
For example, when using social media to promote your business, you’ll want to make sure to do things
like:
• Post on the platforms where your target audience spends the most time.
• Develop a social media content calendar to ensure you’re posting consistently and at times
when your audience is online.
• Focus on creating content that is educational, original, and shareable.
• Tailor and repurpose your content to fit what your followers expect and enjoy on each social
media platform.
On the other hand, when using search engines, your approach will differ slightly because you’ll also
need to:
• Conduct keyword research to find the most popular search terms related to your business.
• Decide which keywords are better targeted with paid ads or organic content.
• Ensure that you’re not only using those keywords in your organic content but also creating
content that matches the keyword’s search intent.
• Create relevant and persuasive landing pages for users to go to after clicking your paid ads.
To maximize your digital marketing strategy, says Christopher, you may also want to experiment
with product placement. For example, you may partner with social media influencers who are
popular among consumers in your target audience and pay them to feature your products in a series
of posts.
No matter which of these digital marketing strategies you use, it’s important that you’re always
collecting, tracking, and analyzing data related to customer sales.
This is where using a Customer Relationship Management, or CRM system, becomes important.
Generally, when choosing a CRM, you’ll want to make sure it helps you to easily do things like:
• Store, retrieve, and analyze data with custom reports to improve your sales and marketing
strategies.
• Secure and protect your customers’ data so that there are no data breaches that could damage
trust.
MAXIMIZING YOUR DIGITAL MARKETING TRANSCRIPT - PAGE 2 OF 3

• Track and target potential customers throughout the customer journey to increase
conversions.
• Automate repetitive parts of your customer relationship management strategy.
Christopher advises that there is no single strategy to ensure success with digital marketing. Just like
traditional marketing, digital marketing is not a one-time effort. It is a continuous process that you will
refine over time.
But to begin, you should focus on developing an understanding of your personal brand and target
consumers, be willing to experiment with different digital channels to find the ones best suited for your
business, and invest in the right digital tools and tactics to maximize your efforts.

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