Senin, 13 Juni 2022
Hello! Been a while ngga nulis lagi karena lately lagi sibuk curi-curi waktu disambi urus anak dan bisnis untuk improve diri sendiri dengan belajar banyak hal, salah satunya tentang digital marketing. Kalo mau ikut kursus biayanya bervariasi dari ratusan ribu hingga jutaan, tapi karena aku masih terkendala di waktu, jadi aku coba ikut kursus online gratis dari Google Digital Garage. Cukup informatif sih karena pengantarnya bener-bener dari basic banget. Jadi cocok buat beginner atau orang awam sekalipun.
Karena ternyata catatannya banyak juga, jadi aku pikir daripada hilang atau lupa, aku pindahin aja ke blog ini. Siapa tau ada temen-temen yang kebantu juga dari point-point yang aku summarize ini atau jadi tertarik untuk ikut belajar 🙂
P.S Karena ada 26 modul, aku bagi 2 part ya.
MODULE #1 : THE ONLINE OPPORTUNITY
1.1 Intro to the Digital Garage
1.2 Your Digital Opportunity
– Biggest advantages to being online is reaping the benefits of search.
– Digital presence means visible to many people online.
– Online presence give valuable insight into prospective customers: what they want, and how to give it to them. by targeted ads to potential customers.
MODULE #2 : YOUR FIRST STEPS IN ONLINE SUCCESS
2.1 Your online goals
– Think exactly what to achieve (realistic expectations).
– Prioritize different online opportunities to help goals accomplished.
– Different ways to market yourself online.
– How to measure and improve your digital endeavours.
2.2 Building your online presence
– Options: website, mobile apps, social media, Google, local business listings, review sites.
2.3 Marketing your online presence
– Search Engines = SEO : helps you promote your business in the unpaid search results.
= SEM : lets you buy ad space in the search results.
– The key is “keywords” – relevant words to your business.
– Email marketing: sending relevant information & offers (coupons, ads for special events, promote sale items).
2.4 Analyze and adapt
– Knowing where your online visitors come from can help to figure out which marketing campaign that is working.
– Tracking what people do on your site help to understand what’s working and what’s not to make changes and improvements.
– Always keep up to date and adaptive.
MODULE #3 : BUILD YOUR WEB PRESENCE
3.1 Choosing your online presence
– E.g: website, local listings (Google My Business), review sites, social media, apps.
– The trick is to decide what you want customers to do, then create a home that accomplishes those goals.
3.2 How websites work
3.3 Key Website Ingredients
– 1) Your domain name
a. Make sure it’s available
b. Easily remember
c. Keep it as short, relevant, and as to the point as possible
– 2) Home page (shop window)
a. Invite people and explain what you’re all about
b. How you organize the site is very important
– 3) Contents
a. Set everything super easy for visitors to find the information they need
3.4 Website and your business goals
– 1) Marrying what you want people to do on your site and what they want to do is the secret to success.
– 2) Highlight phone number in every page, Call To Action, and Maps.
– 3) What other things visitors might be looking for on your websites?
– 4) Explain how you can meet the needs of your customers or solve the problem they have.
– 5) Tell a story – testimonials / videos by satisfied customers.
– 6) Speaks louder with images, headlines, and clear navigation. Every second counts when visitors on your site because they won’t be long!
3.5 Make your website easy to use
– Good navigation is important (give experiences they’re looking for)
– Put a search box is a must!
– Be careful with page layout (font, color, not scrolling down too far, etc.)
– Call To Action
– Write content that speaks their language
3.6 Website design do’s and don’t’s
– Speed (resolution for images and videos)
– Simplify your design
– Easy to use on a mobile (responsive design)
– Do a test run from as many computers, devices, and browsers
– Make it easy to find your address and phone number
– Real testimonials and photos (answer their needs)
MODULE #4 : PLAN YOUR ONLINE BUSINESS STRATEGY
4.1 The benefits of an online strategy
– 1)Clearly define your goals
– 2) Articulating what your business stands for
– 3) Identify USP
– 4) Increase awareness of the business/ brand
– 5) Grow your email marketing list
4.2 Taking a business online
– 4 phase throughout your online shopping journey
a. SEE – saw some trends running and want to start running too
b. THINK – find what the best running shoes for beginners?
c. DO – buy a shoes
d. CARE – sharing your purchase
– Customers don’t necessarily experience all 4 stages every time
– Do audience segmentation
choose the right channels, find out who you’re talking to, when you should talk to them, and what you should talk about
– Segment customers in many ways
from basic demographics like age and gender, location, to specific interests
– Think about customers
Which channels do they use the most? How to engage with them offline and online?
4.3 Understanding customer behavior
– Touch points: any stage when a customer on potential customer, comes into contact with a business. E.g receipts, bag signage, online ads, etc. They can be a valuable way for business to build brand loyalty and trust.
– Find a way to know the route how a customer takes to you. Connect with them and regularly review.
– Think about the journey you take as a customers when you buy something and apply this info to your business.
– If you can, talk to customers to get real info on the touch points they encounter.
– Analyze touch points performance and optimize your message if required, so that the customer’s needs always come first.
4.4 How to stand out form the competitors
– Find USP and shout about it (web, social media, etc.)
– Use SWOT analysis
– Use free tools like Google alerts to show who is talking about certain topics online
4.5 Using goals to improve business performance
– KPI = metrics to meet important business goals; should be measurable, practical, achievable, and provide direction; evaluate both KPI results and the KPI themselves on a regular basis.
MODULE #5 : GET STARTED WITH SEARCH
5.1 Search Engine Basics
5.2 How search engines work
– Crawling: examine content they learn about and have permission to see
– Indexing: categorize each piece of content
– Ranking: decide which content is most useful to searchers
5.3 How search engines see the web
– Try to speak the language of your customers when you write you content
– Give your image a descriptive name; also adding alternative tag
– Use descriptive, unique titles for each page on your site
5.4 Organic search explained
– Create relevant original content about your products
5.5 Paid search explained
– Based on the bid and the quality
– Bid is the maximum amount of an advertiser is willing to pay for a click on an ad
– Relevant ads can win higher spots on the search result pages, even with lower bids
5.6 Google Search Console
– Free tools to monitor your performance in Google Search Results; to show you how Google “sees” your site
– Search Analytics to show you relevant words and phrases; to show you number of clicks
– Links to your site – referrals from other websites
– Crawls: let you monitor whether Google can visit your web pages
– Index – show what info Google recorded about your site and tell you if your pages are accessible
MODULE #6 : GET DISCOVERED WITH SEARCH
6.1 Intro to SEO
– unique, engaging, relevant content -> effective
6.2 The importance of an SEO plan
– Keyword research – find out what your potential customers are searching for (do this at least once a year)
– Linking your sites – with bloggers? media?
– Give yourself a deadline
– SEO plan will change over time. How to check? When you’re making other changes in your business like introducing a new products or redesigning your website
– Adjust your plan if it isn’t working
– Review your results regularly and shift focus to the areas that need help
6.3 The SEO process
– Keyword research: discovering words / phrases people are looking for when they’re searching for products and services related to your business
– The work of SEO is never done because trends come and go, users can change their behavior and search engine evolve over time
– How to stay up to date on search?
1) Learn how search engines work (updates, algorithm, etc.)
2) Keep an eye on changes and monitor how they affect your website
3) Find inspiration from other websites
4) Talk to customers for insights
6.4 How to choose keywords
– 3 things to consider when choosing keywords for SEO plan:
1) Frequency / the number of times a word is searched for
2) Competition : look for a keyword that have a bit less competition = Long tail of SEO
e.g strawberry X
organic strawberries delivered in Cornwall V
3) Relevance
* Should closely match what you actually offer
* How to make sure? Google Search Console
– Golden rule: your site’s content should be made for your human visitors, not for search engines
– Keyword stuffing: repeating extra keywords / variations of keywords to your page unnecessarily
6.5 Setting realistic SEO goals
– Set clear goals, measure the progress each step of the way
– Set SEO goals: measure, track, and report on the result. Knowing which effort is succeed or not
– How do you define succeess?
1) Conversions
Website visitors -> paying customers
2) Engagement
Persuading people to interact with content on your site
3) Acquisition
Getting new customers
– Setting SEO goals – know measurement to help you better understand how your site is, perform or not
– Don’t waste effort on keywords that aren’t relevant to what you do. It’s useless being no. 1 in search but there’s no conversions
– Measure conversions by tracking the number of visitors who come to website and buy products or tracking a smaller action that can lead to a sale, like signing up for email newsletter
– Measure acquisition and reach by tracking the number of times your business appears in search results (Impressions) and how often people click through to visit your site
– Measure engagement by tracking what content your visitors read and interact with, such as leaving comments or how many visitors become your fans on social media networks
– How to track? Analytics tool and webmaster tools provided by search engines
– After track -> adjust your SEO strategy
MODULE #7 : MAKE SEARCH WORK FOR YOU
7.1 Making your web pages search friendly
– Elements on page: meta tags and title, headings and the page copy
– Meta tags and title = code
– A good meta description usually two short sentences
– A title should be short and sweet
7.2 How other websites can work for you
– Back links : a link from another website to your site
– The more back links means you have a good content according to the search engine
– The key: good content, so other web will link to yours
– Social media -> a great way to reach a bigger audience
– Great content lead people share to social media
7.3 Cross borders with CEO
– 1) Language
Best practice: have every page translated 100% BV expert (not machine robot), and have special link page
– 2) Localization
price, kg/pounds, local address and phone, business hours, etc.
– 3) Country targeting
Different domain based on country targeted
http://www.avocadofarm.co.uk / http://www.avocadofarm.de (German)
MODULE #8 : BE NOTICED WITH SEARCH ADS
8.1 Introduction to search engine marketing (SEM)
– Simple yet effective ads; pay per clicks only
8.2 The SEM Auction
– Success auction = competitive bid + strong relevance
– Quality score : how close your ad relates to what a person searched for
8.3 What makes a good keyword
– Three important factors to consider choosing keywords: relevance, traffic, and competition
8.4 Make your ads stand out
– Relevance
Try and write your advert’s headline to match the searcher’s words as closely as possible; Give attention with photos, special offer, or promotion, CTA
MODULE #9 : IMPROVE YOUR SEARCH CAMPAIGNS
9.1 Achieve relevance with good strategy
– Dividing your producsts / services into separate campaigns and groups -> shows ads that most relevant to specific customers
9.2 Get the most from your keywords
– Create several groups -> called ad groups
(based on each keywords; e.g: animal portrait, pictures of dogs)
– Use negative keywords to block keyword that’s not relevant
(-pastel, -horse, etc.) = save money!
– Check it regularly -> people search behavior tend to change over time
9.3 Fine-tune with keyword match types
– Broad matching = search engine show your ads when people search for others terms (terms that we didn’t choose) -> variations of keywords – helps and useful; don’t need to add variation keyword like singulars, plurals, and misspellings but also show irrelevant keywords to your ads
– How to prevent? Choose more specific keywords
London Photographer X
London Portrait Photographer V
London Famly Portraits V
– Phrase match = use quotation
“London Portrait Photographer” – minor variations like plurals = ads shows
If people search London Photographer, ads didn’t show up
– Phrase match -> searchers can include words before and after the phrase, so “East London Portrait Photographer” is showing your ads
– Exact match keywords = distinguished by enclosing the word of phrase in square brackets
[London Portrait Photographer] must have the exact keywords
9.4 How to know what’s wrong and what isn’t
– Track conversions: place an orders, inquiry form, downloadable PDF, email subscriptions
– Install the conversion tracking code on the confirmation page
(accept order on inquiry form, etc.)
MODULE #10 : GET NOTICED LOCALLY
10.1 Marketing to the Locals
– Google My Business, Bing Local, Yahoo Local
– Location details, maps, telephone, working hours, area service, menu
10.2 The power of local directories
– Local business listings = business name, locations, phone number
– Explore options on major local directories, social networks, review sites
MODULE #11 : Help people nearby find you online
11.1 Using digital to advertise locally
– On search engine: bid certain search terms based on locations and geographies
– Social media: range area, local message
– Local directory and review websites: usually free or low cost
11.2 Reaching locals on their mobile
– Make sure your site looks good and mobile friendly using any devices
– Have an app with GPS function: maps in one click = easy to find
– Easy to contact, local features, and promotions
11.3 SEO for local businesses
– Relevant content
– Lots of local listings
MODULE #12 : GET NOTICES WITH SOCIAL MEDIA
12.1 Social Media Basics
– Know what channels to use (where’s your customers?)
– Grow your network:contests, special events, member-only offers, entertaining content, face to face meet up for members
– Create content that make people wants to share it with everybody else
12.2 The right social media sites for you
– Big networks: FB, Twitter, etc.
– Small networks: find network dedicated to exactly what you do and people who are super interested in products / services you have
12.3 Setting your goals for social media
– Social media helps to achieve your goal
– How to speak different audiences in different networks (engaging and light tone)
12.4 Getting on social media
– Always keeping your goal in mind
MODULE #13 : DEEP DIVE INTO SOCIAL MEDIA
13.1 Your long term social media plan
– Make a social media plan (6/12 months)
(when to post, what channels, who to post, why you post?)
– Tools: Hootsuite, Buffer, Everypost
13.2 Advertising on social media
– Spending money ads to specific customers (targeted)
13.3 Measuring success in social media
– Use social media management tools and Google Analytics
13.4 Avoiding social media pitfalls
– First rule of social media: it’s not all about your
– Stay true to yourself, respond to comments, focus on sites that makes sense, be consistent, and measure your results
CONTINUE TO PART 2
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