Post on 17-Nov-2014
description
Digital Marketing Strategy
North West Clare FRC27th September, 2014
Who is JSB?
• Trained Journalist• Former CEO• PR Lecturer• Entrepreneur – Media Box & Digital Training Institute• EdTech Startup Founder – Young Minds Online • Failed politician• Desperate for a New Challenge everyday• Blogger & soon to be author• Life-Long Learner – MA Journalism, MA Digital
Marketing• ‘The Apprentice’ Finalist
Welcome & Introductions
• Who are you?• Why are you here?• Level of digital marketing knowledge?• Do you have - a website, social media accounts,
email marketing software, digital marketing strategy, budget?
Course Objectives
• Understanding your Customer/Niche• Components of a Digital Marketing Strategy• Building your Digital Infrastructure• Your Website & Web Marketing • Content Marketing• Digital Design• Digital Advertising • Measurement Tools• Developing Your Strategy
What is Digital Marketing?
Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels.
- Wikipedia
Know Your Niche & Stay Informed
• What is your sector? • How do you fit into it?• What is your niche?• Get to know the influencers – competitors,
bloggers, media, Government agencies• Keep on top of trends• Understand how the trend setters operate
Persona Profiling
COMPONENTS OF A DIGITAL MARKETING STRATEGY
Digital Marketing Infrastructure
Website Review. Do you have a website? Is it mobile responsive? Registered with search engines, Google, Bing Yahoo? If not, check Domain name availability at irishdomains.com Email address consistent with web address? Who hosts your website? DigiWeb, Blacknight, Big Wet Fish? Is your website brochure / eCommerce / Blog? HTML v Open Source e.g. Wordpress, Joomla, Drupal, Magento? Is it a CMS (Content Management System) – easy to update & manage? What about SEO (Search Engine Optimization)? Brand consistency? Content Marketing e.g Video, Blog, Downloads, Photos, Keyword Rich Copy Social Sharing? Google Analytics installed? Cookies Policy
Your Website The Hub of all Digital Marketing Activity
Mobile Responsive – mobile and tablet responsive Messaging – clear, concise copy, no essays please! Links – URL’s to match content of each web page e.g.
mediabox.ie-blog-10-top-PR-tips Simple & Descriptive Navigation – along the top or down the site Easy to read text – black on white background is best Images – complete ALT Descriptor and ensure min size,
somewhere between 20-100kb. Write keywords into your logo image, header image and all buttons and other graphics you include in your site design
CTAs – shop now, download, register, sign up, share, book, find out more, call
Your Website - The Rules of Good Web DesignGood websites grow businesses!
Trust – industry standards, awards, customers, testimonials, partners, Content is King – photos, digital graphics, links, video, interactive
map – people, faces, story Branding – consistent with your company logo/brand identity Contact Details – clearly on first page Social Sharing – social share icons on each page and links to your
own UX (user experience) – easy navigation, getting from A to B with least
number of clicks Web 2.0 – it’s about the customer stupid, not you! What can you do
for me? Video – optimization, storytelling, engaging content, sharability Updates – blogging, product/services, photos, videos SEO – keyword-rich copy, title tags, URL chains Industry Leader – showcase your knowledge & expertise Flash Website – no please don’t! They are dead.
Your Website - The Rules of Good Web DesignGood websites grow businesses!
Respect the Power of GoogleHere’s Some Top Tips
NOTE: Google ranks web pages not websites!
1. Keyword Research at the beginning of the web process – use Google Keyword Tool
2. Optimise page load times - To see how quickly your site is loading, try using a tool like WebPageTest, or Google’s own tool PageSpeed Insights.
3. Create great content4. Strong Headline – follow the headline hierarchy – H1, H2 etc.5. Strong introductory paragraph containing keywords6. Text links to pages within your website7. Don’t deliberately mislead or be deceptive to drive traffic. 8. If you spot a Google loophole, do not take advantage. You will
be penalised.9. Don’t buy third party links! They must be relevant and real.10.Consider adding your site to directories such as mylocal.ie,
yelp, sector specific directories – those that add value.
Google’s Algorithm
The Most Popular Social Networking Sites in Ireland
• Facebook• YouTube• Twitter• LinkedIn• Google+• Instagram• Blogs• Pinterest
Writing For the Social Life
• State a benefit• Provoke a question• Offer useful information e.g. tips, advice, insights• Answer a question• Write for your readers• Reward the following • Give Exclusives • Ask for feedback
Handling FeedbackOr in other words - managing your online reputation
Handling Feedback - Tips1. Define the feedback - well thought out, rushed, fair commentary or emotional rant
2. Define where the comments are coming from - bad customer service, irate client, unhappy supplier etc.
3. If genuine and posted in a professional manner - respond immediately
4. If aggressive, emotional, negative, irrational – take it offline:“thank you for your post/comment, we will look into this. PM / DM me your details and I will contact your directly”
5. If abuse continues – block or report6. Remember your followers see this so mind your P’s&Q’s
- stay en message7. Don’t get personal 8. A strategy of silence is not recommended
Social Media Use PolicyAsk yourself the following questions
Who uses social media in our organisation? Who is responsible / decision-maker? What are the objectives of social media for
our business/organisation? Will staff’s social media behaviour affect our
business/organisation’s online reputation? Do we need to discuss online brand
reputation generally with everyone in our organisation?
What about client confidentiality? Disciplinary procedures Retention of follows/intellectual property?
Developing Content for Social Media Success
You need a mix of content to share on your social channelsAsk yourself:
1. What content do I have already?2. What content can I create in-house?3. Do I need to out-source any content creation?4. What is my budget?5. What existing resources/expertise do I have in-house?
TASK: Answer these questions and document them
Generating Content/CampaignsAre you a Thought Leader or Trendsetter in your
sector? Content Calendar Photos eBooks Email Newsletters (eZines) Infographics FAQ Podcasts / Vodcasts Webinars Online PR White Paper Surveys Reports Blogs Posts
Linking Your Content Facebook to Twitter www.facebook.com/twitter
Facebook to Website: Post Status Update, copy Link into status field
Twitter to Facebook www.twitter.com/facebook
Twitter to Website – use bitly.com to shorten urls
Twitter to Blog – use bitly.com to shorten urls
You Tube to Facebook/Blog/Twitter – Click Share and choose your social media platform You Tube to Website – copy & paste Emded Code
Rules of Social Media Marketing Don’t take yourself too seriously. Social Media
is about being social You must have well-produced engaging
content Be clear about what you want your audience
to do after consuming your content or engaging with your brand
Always add value. If you’re not then your customers will lose interest and unfollow you
Social is a two way street. When contacted, respond. It’s all about the conversation, so you need to ‘strike one up’!
Proving content worth sharing is the best way to get your message heard
Components of a Social Media Strategy
1.Goals/Objectives2.Target Market3.Social Platforms4.Action Plan5.Content Planner6.Key Metrics7.Measurement
Setting your company up for Social Media Success
• Set out the business/organisation’s goals. Be as specific as possible and keep the objectives in mind for every imitative you execute
• Ensure you have the human resources necessary to implement the social media strategy. Before starting, ask yourself if you have the necessary resources, commitment and dedication
• Draft and implement a social media use policy• Produce enough content to sustain your social conversation. Put
a plan in place that will enable you to consistently produce social media worthy content such as blog pots, infographics, videos and white papers (A report or guide helping readers understand an issue, solve a problem or make a decision)
• Know what sites your target market are using. Do your research and focus your energy where your audience are.
• Ensure your company website is prepared for the social media attention
• Commit to making every campaign a social campaign• Set budget for training, out-sourcing, advertising
Your Digital Markeing Strategy
7-Step Strategy Implementation
DIGITAL MARKETING STRATEGY IMPLEMENTATION
35
CONTENT MARKETING PORTFOLIO
36
DIGITAL MARKETING STRATEGY IMPLEMENTATION
38
DIGITAL MARKETING STRATEGY IMPLEMENTATION
40
Display Ads
41
Display Ads
42
DIGITAL ADVERTISING
43
Display Ads
44
Measuring CTR on display advertising
Google AdWords
45
Measuring CTR on PPC Google advertising
Social Media Advertising
46
Measuring CTR on SM advertising
DIGITAL MARKETING STRATEGY IMPLEMENTATION
47
48
DIGITAL MARKETING STRATEGY IMPLEMENTATION
MilestonesYou should measure milestones in two ways:1. Target Dates2. Project Objectives
49
DIGITAL MARKETING STRATEGY IMPLEMENTATION
Timeframe Milestones Sample
September: Digital Marketing Strategy Presented & Agreed October: New website and brand launched, indexed on
search engines, SEO, social media sites set up and branded October: Videos complete & portfolio of content developed November: 1st campaign launched & promoted, portfolio of
content developed December: 2nd campaign launched & promoted, portfolio of
content developed January: Mid project review & portfolio of content developed February: 3rd campaign launched & promoted, portfolio of
content developed March: Final evaluation report & recommendations
50
DIGITAL MARKETING STRATEGY IMPLEMENTATION
Lifetime Milestones Sample
500 Facebook Likes 200 Twitter Followers 50 LinkedIn Company Page Followers 50 YouTube Subscribers 50 Google Plus Connections 10 Media Mentions 2,000 Unique Visitors to Website 40 Enquiries / Sales Leads
NOTE: Our goal is to try to convert all in-bound traffic and engagement to enquiries at a rate of 2%. We believe this is a realistic and achievable target in the timeframe given.
DIGITAL MARKETING STRATEGY IMPLEMENTATION
51
52
DIGITAL MARKETING STRATEGY IMPLEMENTATION
Measurement
In order to measure the effectiveness of our campaigns we will measure each digital marketing action as follows.
• Website – Google Analytics, Enquiries through enquiry form• Social Media – SocialBakers.com, Facebook Insights, Twitter
Analytics, YouTube & LinkedIn Stats, Tweetreach• Email Marketing - Constant Contact Reports• SEO – Majestic SEO, Google Search• Display Advertising – Click Through Rate (CTR), Google
Analytics• Social Media Advertising – Engagement, Reach,
§Advertising Reports, Web Traffic, Downloads, Sales Leads, Enquiries
Questions?
Mentoring
Evaluation & Feedback
Thank You!