getting into digital marketing

Blogging for fun, funds & fees

Getting into Digital MarketingSimone Castello - @simonecas

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Digital Marketing Jobs Copywriter/s Creative director Web designer/developer Social media SEO/linkbuilding/analytics PPC/advertising Digital manager (strategy) Localisation executive

EmploymentORSelf-employment (freelance)

Qualifications: choose a relevant degree and/or train through the Chartered Institute of Marketing or other well-respected industry training scheme.

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What can I do now? Start a blog and/or experiment with social media.

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Reach new customers & build loyalty to a brand Gain feedback on products Show companys personality Establish authority Improve search engine rankings (SEO) Complement traditional marketing Useful for customer service

There are many more social media channels, we will focus on main ones.

Social Media for business

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Facebook originated in 2004 as a social network for recreational use. It has now been embraced by businesses trying to ignite and boost engagement through giveaways, competitions and interactive discussions. Stats:1.09 billion daily active users on average for March 2016989 million mobile daily active users on average for March 20161.65 billion monthly active users as of March 31, 20161.51 billion mobile monthly active users as of March 31, 2016Approximately 84.2% of our daily active users are outside the US and Canada

Create a Business Page Promote events Promote sales, promotions and offers Get feedback Ask questions

Top 5 sites are Google, Facebook, Youtube,

Twitter has been around since 2007 and is defined as a micro-blogging platform because of its text restriction to up to 140 characters.

Some stats: 310m Monthly active users1b Unique visits monthly to sites with embedded Tweets83% Active users on mobile79% Accounts outside the U.S.40+ Languages supported

Create a Twitter profile Follow business influencers, celebrities and reporters Build up your following by offering/retweeting links to good content Broadcast news, photos and videos Use it for customer service


YouTube is the second largest search engine after Google. Launched in 2005, its videos have moved from entertainment to education, including How To videos. It is used by mass media agencies to showcase TV adverts - a one-off, 30-second TV ad does not provide the same global viral potential. Some stats:Over 1b users almost 1/3 of people on the Internet. Every day, people watch hundreds of millions of hours of videos YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.80% of YouTube's views are from outside U.S.YouTube has launched local versions in more than 88 countries. You can navigate YouTube in a total of 76 different languagesMore than half of YouTube views come from mobile devices.

Create a series of videos Upload your videos and embed them on your website Use keywords to categorise each video and place a link to your website Spread your videos through other Social Media channels


Launched in 2003, LinkedIn is the worlds largest professional network online. It is a great platform for finding people, recruiting staff and discussing industry topics/trends. Some stats:More than 433 million members in over 200 countries and territoriesProfessionals are signing up to join LinkedIn at a rate of more than two new members per second.There are more than 40 million students and recent college graduates on LinkedIn. They are LinkedIn's fastest-growing demographic.

Create a company profile best for B2B Join groups and become involved in discussions Connect with specialist employers Ask and answer questions Give and ask for recommendations Ask for introductions


Pinterest is a photo-sharing platform that allows users to create theme boards - each photo can be linked to a website/blog. Launched in 2010 as an invitation-only network, it is still free and now open to all, with a popular mobile version - think iPad and smartphones. Instagram has been overtaking with 400m monthly users but 75% are outside U.S. Some Pinterest stats:Over 100 millions users worldwide (and and a high percentage of female users (85%)Languages: 30+45% of users outside U.S.

Source or create stunning photos that show off your product/service Set up an account and group photos in theme boards Link photos to a website or blog Re-pin other users photos (the visual equivalent of a retweet) Gather existing users and ask them to post pictures Launch a contest and invite users to post their best shots about your product/organisation


Web logs or blogs as they are commonly known, are personal online diaries [...]

Nardi et al. (2004), as cited by Jansen et al. (2009), found five reasons why people choose to blog: documenting their lives providing commentary and opinions expressing deeply held emotions articulating ideas through writing forming and maintaining communities. [...]

Other reasons: psychological issues (self-esteem), getting feedback, DIY publishing platform, business (marketing).

Source: Chris Fill, Marketing Communications

Blogging

Think about what you want to blog about: pets, a hobby, personal views, an online diary, etc. If you want to build a readership, its best to stick to one subject. If you have too many ideas or interests for one blog, consider starting two (or more!). You can use your own photos or do a search for Creative Commons photos.

A blog isa great learning tool to build confidence with digital platforms and might provide you with a content portfolio (photos, articles and even videos) or even a product testing platform. Recommended platforms: Blogger and Wordpress.

getting into digital marketing

Education