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Understanding Digital Marketing

Digital Marketing Channels

  • Website (endgame - this is where you want your users to end up)
  • e-Newsletters (low open rate but those who do are all-in)
  • Podcasts
  • Livestreamed Events
  • Press Releases
  • Social Media (lead generating meaning this makes someone interested enough to check you out)
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
    • YouTube
  • Videos
  • Radio Ads

Social Media Marketing

Create information that attracts attention so that others talk about you on their own social networks (shares, retweets, etc.). When a third party brags about your programs, people trust it more than when you talk about yourself. 

Three types of digital marketing

  1. Owned: content you create i.e. your photos, video, web pages, social media posts
  2. Paid: social media ads, digital billboards, online directories
  3. Earned: when other organizations share your content or talk about you i.e. newspapers, USM, etc.

Digital marketing is a “show, don’t tell” approach.