Performance Marketing Beginner's Guide / Road Map
by
Panos Makris
Linkedin || Website
landing pages
SEO
Design Process
email marketing
advertising
search
landing pages by mailchimp
lead nurturing
the future of reach
platforms
AdWords
Facebook Ads
Bing Ads
Linkedin Ads
Twitter ads
paid search
organic search
email signup
event booking
pdf download
communication with selected target groups
social media marketing #
Wordpress
snapchat
pintrest
pintrest
onsite seo
SEO research
keywords search
offsite seo
Local SEO #
content creation
brainstorming
lead generation
trust increase
authority increase
organic reach
trend research #
Google My Business
Yellow Pages
Directory listings
tips & predictions
paid links
ad:content Ratio
site integration
content
social signals
ctr
bounce rate
page level
effectiveness
how the ratio balances those two
value
usability
readbility
*FACTS ⚠*email facts
269 billion emails per day
4.1 billion users by 2021
email marketing spending
$3.07 billion ⭐
Median ROI of 122% ⭐
86% of professionals use email
marketers prefer email for lead generation
78% of consumers unsubscribe because
they were sent too many emails
❌🚩
Tuesday and Thursday is the
best days to send emails
10 am & 8 pm is the best hours
email not optimized for mobile lead to deletion
email list segmentation is the most effective strategy ⭐
segmentation leads to 100% more clicks
760% increase from email segmentation
triggered emails have 8x more opens and increase in revenue
discounts or personalized titles work
titles such as: urgent, important, alert seem to work
titles with emojis, work
*guidelines ⚠*
real email address is mandatory
subject lines should reflect the email
be clear for your intentions
location is important
opt out / unsubscribe button is mandatory
honor opt-out requests
visual design
free resources for projects
Content Marketing
process
Content
plan
create
distribute
analyse
elements
delivers on headline
Essential message up front
only necessary points
Language
B2B
B2C
Formal
information heavy
casual
Voice: Authoritative or disciplined
Voice: Warm and friendly
Memory
Emotion
Motivation
Personalize ⁉
use visual elements to inspire, motivate and generate emotions
Tell "why" and inspire to action
Optimize Websites and Landing pages
UX
UI
Landing Pages
measure impact
create
have heart
make content that makes you proud
experiment
don't use tricks
tell a stroy
content curate
re-purpose
format
ebook
case study
infographic
White Paper
Customer Journey
Interest
Awareness
Desire
Action
Post-Action
content about problem
Content about solution
competition matrix, compare solution
what does it need to take action
how-to, documentation, Follow-Up
distribute andpromote
POE
payed
influences
advertising
owned
earned
other writes about us
own blog website
Future trends
smart home devices
messaging
chat bots
VR/AR
ML AI
new consumer behavior
organic
user generated content
Trends
Native ads/ sponsored content
podcasts
Emoji
Animated gifs
Listicles
Clickbait
Quizzes
UTM
Analytics
Measures
Traffic
Engagement
Social shares
conversions
Marketing Framework
Why (objective)
Objective
KPI
SMART
EXAMPLES
Lead conversion
Increase customer Loyalty
Generate Leads
Build a brand
Increase Sales
What (offer)
Value proposition template
FOR
WHO
OUR
THAT
UNLIKE
OUR OFFER
WHO
Persona
hobbies
barries
goals
background
demographics
psychographics
needs
Empathy maps
From
seeing
feeling
doing
thinking
interviews
market research
observation in their envirment
where
content
Payed
Owned
Earned
channels
type a
Type b
search
1:1
broadcast
social
search
brand
direct
social
when
how (our message)
Awareness
interest
desire
action
post action
income
age
education
interests
communities
online activities
conservative
liberal
career
family
community leader
interests
emotional connection
conversation
SEM
CPC
Placement
ROI
ROAS
A/B tests
Keywords
Schedule
Rank
Landing pages
link building
Backlinks
black hat methods
links via comments
links via forums
submitting your website to directories
pay for backlinks
high quality
in depth articles
skyscraper
longer
uptoday
multimedia
link worthy content
better design = visually pleasing
structure
reach the right people 🏴
Marketing & communication plans
executive summary
overview and backround
situational analysis of the company in its sector
SWOT analysis
Marketing Mix
Measurement framework
calendar of deadlines
Budget
appendices
references
Storifying
a story to tell #
a past that is hidden #
can be used in every communication channel
Social media management
The Four 4 Cs
content
community
conversation
connection
Social Media Platforms
Create awareness of your mission and goal
engage and communicate with supporters
establish trust
build and sustain relationships
Helps become an authority within your field of development expertise
Increase traffic to your website
support your search engine optimization
generate leads
improve your digital marketing services
Google Rankings
does not affect
age of website
use of google apps
social media likes and shares
raw time on site / raw bounce rates
javascript / react / custom code
knowledge panel on the right side
sitelinks on the footer
shared hosting (except if it does affect loading times)
robots
separator(s)
amount of headlines and types of headlines
Alignment
proximity
visual weight
visual depth
contrast
size
typogaphy
color
repetition
patterns
buttons
primary
secondary
not helpful
helpful
the fold
above (e.g. hero image)
below the fold (all the rest of the page)
the part that is visible to the user before he scrolls
images
emotion
large text
headlines
CTA(s)
Verb
Benefit
urgent time
instructions
short
exact
clear
labels
common
easy
basic
importance
User psychology
behavior
motivation
ability
trigger
emotion
gain
loss
MODEL(s)
motivations
behavior design
mental limits
attention
memory
intuitive
what
how
BJ FOGG Behavior model 
Psychological flow state
hook model 
drive 3.0
autonomy
mastery
purpose
trigger
action
reward
investment
behavior
motivation
ability
trigger
sensation
anticipation
belonging
time
money
physical effort
thought
social deviance
non-routine
spark
facilitator
signal
external
internal
website link
app icon
routine behavior
motivation
ability
intrigue
wanting
increase the odds of pass
dopamine of the anticipation
think creatively
development projects
freedom
innovative solutions
rewards are less important
than
continuous improvement
bigger picture
UX prototype(s)
Visual Inspector
Fluid UI
CTR
sitelink ad extention
call extension
structured snippet extensions
callout extensions
review extensions
other ad extensions
compelling ad copy
include your target keywords in your adverts 
headline
URL
keyword in the ad
tightly themed keyword groups
Title Capitalization
Use the advert display URL effectively
Regularly Adjust your bids
Include Call to Actions and symbols in your Advert copy
check your competition
countdown timers
Symbols (in order to grab attention) attentiongrab
know your audience know them
Test
site structure
mobile loading times
Publisher ADS
Doubleclick for publishers
Atlas solutions
Open X
Adzerk
Zedo
Adtech
broadstreet
Adgear for publishers
Aerserve
PROS
free
easy
adsense platform
reporting
support
Cons
price
owned by google and maybe be dropped
PROS
own domain
OpenX integration
forecasting
targeting
platform integration
support
CONS
little information
Price
difficult to order
PROS
Advanced statistics
placement opportunities
demographic customer targeting
cross device advertising
Brand name bid wars
bid on their brand name
trademark complaint
Reach out
B2B
$4.6B 2018 (111% increase in 5 years)
33% of the consumer journey happens before the salesperson meeting
B2B marketers spend 6-9% of the companies revenues into digital ads because of the lower CPM compared to television ads
power and consistent message throughout the campaigns
TRENDS 2018
consumers wants content not ads
people don't want constant email promotions
younger generations are anti-ads
ad blocking is the norm
people expect content from brands
AD TRENDS 2018
the problem with ads
you don't know in what site will the ad appear
brand safety
ad fraud
ad results in wasted money
🚩 $38B was wasted in 2017 : 🚩
people read before they buy
the journey begins with content
content breed credibility
content helps with the customer experience
users put their trust in content
content drive leads
content influence purchasing decisions
startups rely heavily in content marketing
content builds brand awareness and royalty
content determines how users feel about your brand
content results in cost savings
steady traffic
conversions
no fees
content is an industry and it is growing
❤$24B in 2021 (digital only)
Google posts
Questions and answers
Reviews
Photos
messaging (not available to greece)
Booking
Local Service Ads
local sponshorship
LOGO
Coupon codes
other art that includes the URL
links
custom content
custom facebook content
posted by us
posted by them
guest blog
brand brief
event tickets or free tickets
Barnacle LocalSEO
Community
Local business events
Review Acquisition Strategy
survey Typeform ❤
info
133 million unique searches
5 billion monthly searches
34% market share of US desktop search market
1/3 of the bing network has a >$100k
cheaper
Average CPC $7.99 vs GA $20.08
can import campaigns from GA
mirror campaigns
SEO checklist
server side
uptime
https
single url format
IP neighbors
malware
DNS issues
server errors
noindex
nofollow
404(s)
indexing
sitemaps
google cache
indexed pages
rss feeds
social media posting
rich snippets
content
missing titles
title length
title keywords
meta descriptions
h1 headers
h2 headers
keywords
alt text
site architecture
logo links
anchor text
external links
orphan pages
subfolders
link depth
hierarchy
no javascript pagination
url variables
contextual linking
mobile
mobile friendly site
responsive design
javascript and flash
responsive navigation
responsive images
responsive videos and embeds
Interstitials and pop-ups
email guidelines
HEADLINES
HOW TO: lorem ipsum
BENEFIT: lorem ipsum
LIST: lorem ipsum
TIPS: lorem ipsum
REASONS: lorem ipsum
QUESTION: lorem ipsum
NAMEDROP: lorem ipsum
NEWS: lorem ipsum
FASCINATION: Discover something
TARGETED: lorem ipsum
CURIOSITY GAP: he did something etc
INTRIGUING PROMISE: this man secrets for wealth beyond work
TEASER: Something happened to me ... here is how
COMMAND: DO THIS (peasant)
URGENCY: don't wait until the volcano goes BOOM
platform-specific storytelling #
Audiograms #
Generators
Lorem Ipsum Link Title
Mock Data
CODE
[minify(https://www.minifier.org/)
IMAGE COMPRESSION
COLOR AND DESIGN
CSS3 button
HTML entity
RESPONSIVENESS
WIREFRAMES
online mockup
speed
what is the goal of the project?
Who is the audience?
Who is the competition?
What does success looks like?
Research
Interviews
What is the problem?
Visual Content Strategy
Brand colors
Image Parameters
Graphic Parameters
Visual Assets Vault
Mix & Match Content Types
Content Color
Content Space
Content Focus
Visual Map And Strategy
Graphic Design Platforms
Adobe Spark
GIF generator Shout
Youtube
CTAs
Intro of the video
Another video suggestion
Subscribe to channel
Follow on social media
Lead generation
Drive to website
Description
Auditory (leave a comment below)
Metrics
Watch time
Average Percentage Viewed
Average View Duration
Audience retention
re-watchers
engagement
Impressions Click-through Rate
Card Click-Through Rate
Playlist engagement
Unique viewers
Views per Unique Viewers
who's watching your video (demographics)
Subscriber growth
Traffic sources
Keywords
Hashtags
Open Graph
Twitter Cards
method 1
Brands Guidelines
Authenticity
Global messages A.K.A. Worldliness
Embrace Gen Z
Compelling stories
The Process
Define #
Ideate
Prototype
Build #
Analyze
click to edit
Google ADS Audit template
Account settings
ADS
extensions