Introduction to Digital Marketing

English [Auto] Hey, guys, it's Stephen Matt. This is the class I've been talking about, it's digital marketing 101. This is the culmination of five years of teaching. I've been teaching this class. It's been sold out every single month for the last five years. I've been teaching here in New York City, and I finally bringing this class online to all of you. I'm so excited. So let's get started. So my name is Stephen Match. I am the director of digital marketing at First Data Corporation. I have a master's degree in marketing from NYU and a B.A. in communications from Pratts. And I've taught over 100 of these digital marketing one among classes right here in New York City. This is the first time I'm bringing this online so I can reach a wider audience and really deliver some really helpful, relevant, engaging information to all of you. And of course, it's completely free. So let's dive into the class. So here's what we're going to learn tonight. We're going to learn how to acquire new customers. This is one of the primary goals that small business owners have when they're looking to grow their business, how to acquire new customers. Number two, how to keep those customers coming back. Obviously, it's much cheaper to sell to an existing customer. You already have their contact information. They're already familiar with your brand. They trust you. And hopefully they've already liked your brand so much so that they want to buy from you again. So these are the two goals that we're going to talk about tonight. So with digital marketing, you always want to start with the goal. There's really three things. There is the goal. There's the strategy and there's the tactic. The goal is your objective. It's sort of the thing that you're trying to achieve. The strategy, think of it this way. It's the way that you achieve the goal, right? It's the method of achieving it. The tactics. This is the fun stuff. This is the stuff that everyone tries to do. Tries to start with its Facebook advertising, its SEO, its email marketing, its content marketing. The idea is not to start with the tactics. I've seen so many business owners jump right to the newest flashy thing like Snapchat. That's may not be the best thing to do, right? Because it depends on what your goal is, what is it that you're trying to achieve? So always start out with the goal and identify what the goal is first and then find the appropriate strategy. And then think of the tools or the tactics as the sort of things that you can pick and choose from according to how you're going to achieve the goal. So, for example, if we're talking about acquiring new customers, that's goal number one. The strategy that we're going to use to achieve that goal is is to increase our discoverability online. And the tactics that we're going to use are going to be SEO, Google Maps, Apple Maps, Yelp, maybe some advertising and social media. On the other hand, let's look at another goal. The other goal is going to be increasing your sales from existing customers or getting existing customers to keep coming back. The way that we're going to do that is to achieve an improved shopping experience, whether we're talking about in-store or on your e-commerce website online. The tactics that we're going to use for those are going to be rewards. Something called line busting email and social media. So, again, the important concept here is that you always have to start with your goal. What is it that you're trying to achieve? Are you trying to grow your email list? Are you trying to increase your followers on social media? Are you trying to get people to watch your videos? Are you trying to make sales? What is the purpose of your marketing efforts? That's your goal. The strategy is how you're going to do it. And then the tactics are the tools or the things that you'll do to achieve that goal.