Cheat Sheet: Digital Marketing 101

Any sort of marketing that is NOT print-based or a tangible asset (like a billboard!)

Social Media
Text Messages
Google Search Ads
Robo Calls 😱
But it can really be any sort of digital interactions that you might encounter on your phone or computer

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Establish who your target audience is – this will help you better understand what digital channels you should use to reach them.
Time is money – even if creating social media posts and network is “free” it still takes your time and that is an investment that needs to be considered carefully
Remember that digital marketing is not only about finding new customers – it also presents your business to potential new employees, partners and other opportunities which can also be of value

DIGITAL MARKETING	WHAT IS IT?	WHY	NEXT STEP
Social Media Marketing	Is the practice of using social media and social networks to market your company’s products and services.	If your target audience uses social networks – and most of them do – this can be a great way to reach out and find new customers	Decide which social media platforms best match your desired customer base. Then, set up accounts and get posting!
Pay-Per-Click Advertising (PPC)	Is a type of online advertising where you have ads displayed (usually on Google Search Results) and you pay each time a user clicks on them and is navigated to your website.	PPC can be a very effective way for a small business with a small budget to get started in online advertising. You can start by spending very little to see if it works and then start to increase your budget little by little to create measurable growth.	Start by learning the basics of Google Ads and Facebook Ads. Both have online tools to teach you how to use their platforms!
Search Engine Optimization (SEO)	Is the process of optimizing your website so that Google and other search engines rank you higher in results for certain key words.	Ranking high in google search results can be a very effective for attracting new customers who search for terms related to your business.	Think about what keywords your customers would want to find you under. Then, start using the words across your website, social media presence, and everywhere else your business is featured online.

WHAT	WHY	HOW
Create a Facebook Account For. Your Business	It’s free ⅔ of Facebook Users across all countries surveyed say they visit the Page of a local business at least once a week. 6 in 10 local businesses say having an online presence is important for their long-term success. I want to sell my products online but I do not know how to setup a website or ecommerce solution and I am not sure that I need too.	Click here to get started
Create a Google My Business account	It’s free Google My Business gives you the power to attract and engage customers when they search for your business on Google. Your Business Profile gives you a presence on Google Search and Maps, allowing you to respond to Reviews, post photos of products or special offers, and add/edit your business details	Click here to get started
Create an Instagram Business Account	It’s free 90% of people on Instagram follow a business 84% of people want to discover new products on Instagram 66% of business profile visits are from people who don’t follow them yet.	First you will need to download the Instagram Mobile App for either iOS (iPhones) or Android. Then click here to get started. Note that you can ONLY setup an Instagram business account on your smart phone or tablet.