КУРС ПО ИНТЕРНЕТ-МАРКЕТИНГУ. РАЗБОР. ЧТО ДОЛЖЕН ДЕЛАТЬ МАРКЕТОЛОГ.
Overview of Internet Marketing and Future Learning
Introduction to the Marketing Role
- The conclusion of the internet marketing block is presented, transitioning to targeted advertising in SMM.
- New marketers face a vast amount of information about company operations, products, competitors, and colleagues upon starting.
Key Parameters Influencing Revenue
- Four critical parameters affecting revenue are introduced: traffic, conversion rate, average check size.
- Emphasis on understanding traffic sources through various channels like TikTok, Instagram, Google Ads, and SEO.
Analyzing Traffic Sources
Identifying Effective Channels
- Importance of assessing which advertising channels are utilized by the company through discussions with management.
- Tools for media planning such as Yandex Wordstat and Google Keyword Planner are highlighted for keyword analysis.
Keyword Popularity Comparison
- A comparison between search volumes for "marketing" (1,000 - 10,000 searches in Belarus) versus "taxes" (10 times more popular).
- Understanding regional search trends is crucial for targeting potential clients effectively.
Competitor Analysis in Social Media
Evaluating Social Media Presence
- Assessing whether to maintain a social media profile depends on competitor analysis and content creation readiness.
- Example of Svetlana Malinina's successful presence in tax-related content showcases the potential reach within Belarus.
Content Strategy Considerations
- Decision-making on using ads or maintaining profiles should consider where the target audience will be directed (quizzes, landing pages).
Tools for Competitive Analysis
Utilizing Facebook Ad Library
- Free tools like Facebook Ad Library help analyze competitors' ad creatives over time.
Importance of Customer Personas
- Creating customer personas is essential to understand client pain points and tailor marketing messages accordingly.
Client Engagement Strategies
Gathering Reviews Regularly
- Encouraging current clients to leave reviews on platforms like Google Maps enhances visibility and credibility.
SMS Marketing Techniques
- Using SMS services can effectively engage existing customers for promotions or additional sales opportunities.
Advanced Marketing Techniques
Funnel Analysis
- Analyzing each channel's funnel helps optimize communication strategies with leads. Example from Chryри kitchens illustrates effective lead engagement tactics.
Planning and Tracking Results
- Documenting planned vs. actual results aids in refining marketing strategies based on performance metrics.
- Budget considerations must include variable costs associated with client acquisition from different channels.
Final Thoughts on Revenue Growth
Conversion Rate Insights
- Regular competitor analysis is vital for maintaining competitive edge in high-stakes markets.
Average Check Size Management
- Marketers can influence average check size through strategic hypothesis testing based on market feedback.
Retention Strategies
- Focused efforts on re-engaging past customers through tailored communications can significantly boost sales efficiency.
Conclusion & Next Steps
- Upcoming training sessions will delve into SMM strategies; participants encouraged to ask questions as they prepare.