Intro to Digital Marketing Webinar (Feb 5, 2021)

Recorded version of the webinar on Digital Marketing from February 5, 2021:

If you have any questions on Digital Marketing, please click here to connect with an expert.

Key Learnings from Webinar 

Choose your platforms - Video start time 7:35

There are many platforms to choose from (i.e Facebook, Bing, Google, Instagram, etc.)

Ask Yourself: 

Consider the questions below before choosing your source/platform.

  • Pull vs Push Is it a pull campaign or a push campaign? (see below for definition)
  • What data do I currently have with my clients now, and how can I use that data? 
  • What devices do my clients use? 
  • When do conversions happen? (User patterns within these platforms - i.e. do they convert more in the morning?)
  • What are the audience targeting capabilities on these platforms? 
  • Consider your conversions: Are you more B2B (business to business), B2C (business to consumer)? Are you looking for leads, calls, eCommerce?

Also try diversifying by testing a budget on a few platforms, and choose your top three. 

Key - It is all about finding the most affordable source for acquiring customers 

Push vs. Pull - Video start time 9:43

Push Campaigns: when you push a product at a customer. The customer may not have known about your product or service so you can push your message to them. 

  • Pushing your product/service onto the customer when they are doing another task
  • Push campaigns allow you to re-target.
  • Push platforms: LinkedIn, Facebook, Instagram, Reddit, Twitter

Pull Campaigns: pull a customer towards a product. This is when a customer is searching for a product or service. The customer in this example shows high intent to buy since they have taken action to fulfill their needs. 

  • Pull platforms: Google, Amazon, Bing, Capterra 
  • Pull campaigns usually have a better conversion rate and are more profitable in some situations. 

However, it is important to have a mixture of both push and pull campaigns. Have a diversified portfolio and shift your budget to platforms where you are seeing more revenue 

  • Push/Pull platform: Youtube 
    • Second largest search engine 
    • Users have intent for certain products when they are looking for review videos and the message is also being pushed onto users 

Overlooked Platforms: Video start time 12:04

These platforms are much more cost-effective and can be used to supplement some of your additional marketing dollars.

Bing (now called Microsoft Ads): Video start time 12:20

  • Good impression share and search volume
  • Lower costs per clicks (CPC) and higher return on ad spend (ROAS) 
  • Suitable for older generation/demographic 

Reddit: Video start time 13:13 

  • A great platform for niche products and niche areas
  • Self-serve platform 
  • Subreddits - tiny online communities 
  • Push campaign that is cost effective and easy-to-use 
  • Allows you to get localized, with localized messaging to the specific community you are targeting 

Capterra: Video start time 14:00 

  • Amazing for SaSS (Software as a Service) products 
  • Capterra is like a mini search engine - online marketplace for technology vendors 
  • They offer a self-serve digital ad platform  

How to plan and test platforms wisely (example) - Video start time 15:17 

  • Always start with a smaller budget in the beginning. Digital marketing is about growing smarter with time.
  • You may not always stick with your marketing plan, as you may shift budgets to platforms that are performing better and are seeing conversions. 
  • Your budget can be as low as $100 per source.

Audience(s) and Targeting - Video start time 17:18 

Facebook - Tools within the Facebook ad platform 

  • You can use these tools to build campaigns that reach the audiences that you want. 

Custom Audience: Video start time 17:31 - Target your current customers by securely uploading a contact list of people you want to reach. 

Lookalike Audiences: Video start time 18:07 - Find people who are similar to your customers or prospects by building a lookalike audience from your Page fans, customer lists or conversions. 

  • Uses the Facebook algorithm to find similar people and audiences with similar attributes that are likely to convert. 

Re-marketing Well: Video start time 18:22 - Re-market to people on Facebook who've already visited your website or added to cart and did not complete a form or a purchase. 

  • Not everyone transacts on the first time - re-marketing allows you to re-market to audiences that didn't convert for a low price 
  • You can add incentives - i.e 10% off your order 


Call Campaigns: Video start time 19:24 - Ads created in call-only campaigns are fined tuned to show only on mobile devices that are capable of making calls.

  • Great for businesses where the buyer journey starts with a conversation
  • Allows the customers to call straight from Google 

Custom Intent: Video start time 20:05 - Custom intent audiences allow you to reach the ideal audience for your business in your campaign by segmenting ad groups according to keywords and landing pages you would like to target. 

  • Tracks what users are visiting/landing pages and other site that you've been to - it finds your internet browsing history.
  • You can show your ads to users that are going to like-minded sites. 
  • Dynamic search ads - Algorithmically reads your site and creates ads based off of content on your site and feeds them into landing pages. 

Negative Keywords: Video start time 21:02 Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. 

  • A way to block keywords 
  • Broad keywords could be dangerous because they can have multiple meanings 
  • Makes your spend more effective 

Lookalike Audiences - Video start time 22:04 

  • Finds people/audiences that are similar to your customer list - similar buying patterns/attributes
  • Start with 1% lookalike and work your way out. - Layer with geographic and demographic information, especially if tight on budget.

Lookalike funnel: Create lookalikes for different levels of your funnel - lead form, opportunity, closed sales, quality sales, cart, transaction. 

Avoid customer fatigue - Video start time 23:44 

  • Frequency Fatigue- how many times the ad is being shown to a person - above 3-4 times is too much. If you are showing your ad to an audience and they aren't engaging = raised costs 
  • CTR (click-through rate) - if you see a decrease in your CTR - you may be showing your ad to the wrong people and your cost per click will increase.

Ways to avoid customer fatigue: 

  1. Rotating audiences
    • Build audiences that you can rotate through 
    • Helps bring down the frequency
    • If you see an audience's frequency go up, give them a rest and come back to them
  2. Try new audiences
    • Create a campaign with a whole new audience
  3. Keep content fresh 
    • Keep your ad creative fresh 

Creative is King - Video start time 25:44

  • Start off with a standard - a "vanilla" - test this standard against more creative/out of the box content and try to beat the performance of your standard 
  • Test outside of the box - try different approaches - creative around what is trending, be creative in how you present your services, and step outside of your brand - i.e yellow might not be one of your brand colours but try it. 
  • Refresh often 

Creative testing Video start time 27:33 

  • To get the best results we must be testing the key elements of the ad placement
  • The most important elements that will drive higher results = top description (test both long and short), images/video (challenge the creative you have and a/b test), headline and call to action (play with different call to actions)
  • Use a various mixture of all these elements to optimize and find the winning combination
  • Click through rate and conversion rate will tell you how well your creative is doing

Landing page savings Video start time 29:43 

Where you land these clients is important - what page you send them to from your ad 

  • Having a dedicated landing page can make a difference
  • You can use a tool like Unbounce to split the traffic 50/50 - this will let you see which landing page does better (higher conversion) if you are using a couple of iterations
  • Cost per acquisition (CPA - the cost to acquire a new customer) is lower when you are doubling the conversion. This allows you to acquire more customers without having to increase your budget

Creative savings Video start time 32:03 

  • Perform creative testing - using different creative content 
  • When examining the performance of your digital content - look at the full funnel (click through rate, cost per click, and cost per acquisition)
  • More conversions = lower cost per acquisition 

Tracking is crucial Video start time 34:57

Google Analytics/Facebook Pixel/Google Tag Manager 

  • Google Analytics is a must (click here for an article on how to get started with Google Analytics)
  • It allows you to track funnels (i.e ad platform click, landing page traffic, trial/sign-up, sales cycle, revenue 
  • Shows bounce rate (a user that lands on the page and bounces right away) - helps you gauge how your site/ads are performing 
  • It is important to track (1) how many clicks you are getting from the ad platform - which tracks how much you are paying per each click, (2) landing page traffic, what actions are they taking when they land on the site i.e signing up
  • Track which campaigns users are coming from and track your campaigns down to end revenue 
  • Make decisions based on the data   
  • Optimize-Test-Repeat 

Questions & Answers:

  1. What would be the most effective way to spend a very small marketing budget - Video start time: 40:48

    • Go after highest intent - usually a pull campaign - i.e Google Ads 

    • Highly effective for searchable content - if users are searching for this product/service 

    • Use A/B testing 

    • Know which platforms your customers are using 

  2. What kind of tools can I use to measure my ROI (return on investment) for my digital marketing campaigns Video start time 44:21 

    • Don't use the platform numbers (i.e if you are using Facebook ad platform for digital marketing) - Facebook tends to over-count

    • Use Google Analytics and look at purchase data

    • E-Commerce - use the back-end system you are running your site on

    • Lead based business - use a CRM like Hubspot, Salesforce lightening - allows you to see the leads/where they are coming from. It also allows you to tag these leads and see which platforms are closing the most leads

    • You can use multiple sources and compare your results

  3. Do you have any tips on how you would market to people that are close to retirement or just retired - Video start time 47:51 

    1. You can use Facebook or Google and build your audiences within these platforms to target specific demographics - i.e age targeting 

    2. You are also able to target specific interests - interests that are common among your audience 

    3. Look for different attributes that make up your market and use those to narrow down your targeted audience 

    4. Test different audiences against each other  - a/b testing

    5. Use platforms that this age group is on - i.e Facebook and Bing 

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