Summary
Summary Google Digital Garage
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Online marketing and media extensive summary on all marketing channels
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Google digital garageInhoud
Your digital opportunity.........................................................................................................................3
First steps online success.......................................................................................................................3
Launching your business online.........................................................................................................3
Bringing customers to the front door................................................................................................3
The long haul of a digital plan............................................................................................................3
Building web presence...........................................................................................................................4
Websites............................................................................................................................................4
Online business strategy........................................................................................................................5
Online vs ofine behavior..................................................................................................................5
Customer touchpoints.......................................................................................................................5
Competton.......................................................................................................................................5
Improve business performance.........................................................................................................6
Search engines.......................................................................................................................................6
How do they fnd results....................................................................................................................6
Make sure they fnd you....................................................................................................................6
Search engine optmiiaton...............................................................................................................7
Develop Prioritie Adjust your plan..............................................................................................7
Selectng key word.........................................................................................................................7
SEM campaigns..................................................................................................................................7
Keywords.......................................................................................................................................7
Conversions...................................................................................................................................8
Google search control........................................................................................................................8
Adjustng your page...........................................................................................................................8
Search friendly...............................................................................................................................8
Improving visibility trough links.....................................................................................................9
Crossing borders............................................................................................................................9
Local marketng.....................................................................................................................................9
Local advertsing................................................................................................................................9
Social media.....................................................................................................................................10
Mobile..............................................................................................................................................10
Content marketng...........................................................................................................................11
Email marketng...................................................................................................................................12
, Display advertsing...........................................................................................................................13
Retargetng......................................................................................................................................13
Video’s.................................................................................................................................................13
Analytcs..............................................................................................................................................14
Data.................................................................................................................................................14
Online shop..........................................................................................................................................15
Global..................................................................................................................................................16
, Your digital opportunity
The increased use of the internet presents a lot of potental for all kinds of businesses. When going
digital, the businesses objectves, goals and audience dictate which online channels are best suited.
Examples are having your own website, using social media or appearing in local business directories.
Well designed product pages and FAQ’s dedicated to business products and services are a great way
for consumers to get to know a brand. Having this online presence is good for many reasons, for
example being visible when people search for businesses like yours.
First steps online success
Launching your business online
- Local listings
It is a good step to register your business in local registries. This way you will appear in the
search results, without a website required.
- Social media and video
A facebook page could help you with visualiiing your business online
- Website and mobile apps
A one stop shop where customers can fnd everything they need to know about you online.
Planning your site: What do you want people to do there? Based on this you plan what you
put on your website, like placing orders, making reservatons online, being able to see the
opening tmes. Apps open up all kinds of doors. It can be highly personaliied. Used to reach
existing and potentiaa customers.
Bringing customers to the front door
Search engines are one of the most prominent ways. Two ways to use these SEO and SEM.
- SEO
Getting your site in front of the right people who are searching for you. The key is to know
what words people type in. Tagging keywords within your content can increase the change
of your website appearing higher in the rankings. FREE
- SEM
Businesses paying to advertse when people are searching for specifc keywords online.
Major search engines use aucton system. You can pay for advertsing space on a website.
PAID
Display advertising come in many formats, text , images, videos etc. Great way to get out there and
you can choose yourself to whom and where you want to be visible.
Email marketingg sending relevant informaton to interested people.
The long haul of a digital plan
Don´t expect to much too soon. It takes tme for search engines to fnd you. Crucial part is to
measure the success of the website and make sure it is going right Analytics. You can fnd out
what people do on your website. You might want your customers to do lots of things on your site.
Onaine worad is constantay changing. Analytcs helps you making informed decisions.
A good plan consists of three things
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