Post on 12-Apr-2017
DIGITAL MARKETINGWHAT’S IT ALL ABOUT?
WHAT WE WILL BE COVERING ▸ Trends and future predictions
▸ Creating a digital strategy
▸ Core platforms / tools and how to use them
▸ Setting KPI’s and metrics
▸ Social media
▸ Re marketing
▸ SEO
▸ Measure and managing activities
▸ Questions
WHO AM I AND WHY SHOULD YOU LISTEN TO ME?
FUTURE TRENDS TO KEEP YOUR EYE ON
FACTS ABOUT MILLENNIALS (GENERATION Y)
▸ By 2018, Millennials will have the most spending power of ANY generation
▸ They have the highest average number of Facebook friends & is the most frequently used app
▸ They spend and average of 18 hours a day consuming media
▸ Access vs Ownership
FACTS ABOUT INTERNET USAGE▸ More than 3bn people worldwide
which is around 40% of the population
▸ There are 40K Google searches per second which translates to 3.5 billion per day
▸ 60% of internet access is through mobile devices
CREATING A STRATEGY
THE 4 CORE STAGES OF YOUR DIGITAL STRATEGY
2
4
1
3
RESEARCH AND PLANNING
IDEA GENERATION AND TOOL SELECTION
IMPLEMENTATION AND TESTING
MEASURING AND MANAGEMENT
WHO ARE YOUR ONE THOUSAND TRUE FANS?
STAGE 1: DEFINING YOUR TARGET AUDIENCE
CREATING AUDIENCE PERSONAS
▸ Attributes
▸ Interests and hobbies
▸ What sub cultures do they belong to?
▸ What magazines and blogs do they read?
▸ Who influences their buying decisions?
▸ Do they use social media? If so what platforms?
▸ Why might they follow your brand?
WHERE DO YOU WANT TO BE IN 6 MONTHS TIME?
DEFINING YOUR GOALS
BACKWARD PLANNING YOUR GOALS
▸ In 6 months I want to increase my net profit to £4,000 per month
▸ What needs to happen first?
▸ Generate more traffic to the website
▸ How?
▸ What needs to happen first?
▸ What is my current conversion rate?
▸ What is a realistic conversion rate?
▸ How many customers do I need to convert to achieve this?
MONTHLY GOAL EXAMPLES
▸ Month 6: Have 2,000 unique visitors a month with a conversion rate of 5%
▸ Month 5:Increase conversion rate to 4%
▸ Month 4: Increase traffic to 1,500 unique visitors per month
▸ Month 3: Increase conversion rate by 3%
▸ Month 2: Increase traffic from our target audience by 20%
▸ Month1: Increase brand awareness among our target audience
HOW ARE YOU GOING TO MAKE IT HAPPEN?
STAGE 2: SELECTING TOOLS & GENERATING IDEAS
ASSETS VS TOOLS
Assets Tools
Videos
Articles
Webinars
Tweets / Posts
Events
Books
Youtube
Google Analytics
Twitter / Facebook
Website
Software and Apps
Website
Social MediaEmail Marketing
Paid advertising
PR and Free press
7/11/4 - BRAND TOUCH POINTS / BUYING SIGNALS7 hours - 11 touch points - 4 locations
WEBSITEMost important things to consider: ‣ Is it responsive? Does it look good on mobile?
Google the mobile friendly test
‣ Is it user friendly (can people find what they are looking for easily?
‣ Can you publish content easily?
‣ Are you capturing data? Offering something valuable?
Common KPI’s ‣ Unique visitors
‣ Time spent on site
‣ Bounce rate
‣ Total daily and monthly traffic
EMAIL MARKETING
Why is it important? Direct form of communication
Keeps people engaged
Always use opt in
Offers for email address
Pop ups on website
Common KPI’s ‣ Open rate
‣ Click through rate
‣ Total number of subscribers
PR & FREE PRESS
Why is it important? If done correctly its a great way to increase brand awareness among your target audience
Be selective with the press you are targeting and think about what you are offering
Backlinks to your website from authority domains help your SEO
It is worth paying someone to write a press release if you don't have the experience
Common KPI’s ‣ Increase traffic to website
‣ Increase email subscribers
‣ Comments and engagement
SOCIAL MEDIA
PAID ADVERTISINGWhen should you use it? As an extra string to your bow, never as the foundation.
To test new ideas.
Google Ads and FB Ads ‣ Get someone who knows what they are doing
to help you
‣ If you cant measure it don't do it
‣ Ensure your ads are changing constantly use a calendar and work on a campaign basis
SEARCH ENGINE OPTIMISATION (SEO)ANYTHING YOU DO THAT INCREASES YOUR GOOGLE RANKING
Technical SEO: https://www.found.co.uk/seo-tool/
CONTENT IS STILL KING!
E.G. Backlinks from authority websites. Social media shares. Producing consistent quality content
SEARCH ENGINE OPTIMISATION (SEO)KEYWORD RESEARCHE.G. Backlinks from authority websites. Social media shares. Producing consistent quality content
Google Keyword planner and Google Trends.
WEAPONS OF CHOICE
We are looking for high volume search and low competition or CPC
Always do the keyword search yourself to see what it returns
PUTTING EVERYTHING IN PLACE
STAGE 3: IMPLEMENTATION AND TESTING
CREATING ACTIONABLE STEPS WITH A TIMELINE
▸ What will you do?
▸ What platform will you do it on?
▸ When will you do it?
Use a calendar to mark events that are relevant to your business.
Break your monthly goals down into appropriate categories such as Website, Social Media, Email ect
TARGET FOR MONTH 1: INCREASE BRAND AWARENESS AMONG TARGET AUDIENCEWebsite
KPI: Increase in visitors that are within the target demographic by 10%
Actions:
- Fix outstanding on site SEO issues
- Carry out extensive Keyword research to find low competition keywords and ensure they are different from PPC keywords
- Create engaging content that is relevant to your target market which includes competitive keywords
Social Media
KPI: Increase engagement with target audience. Measured by the amount of likes, comments and re tweets you receive
Actions:
- Find and engage with relevant groups that have members of the target audience within Facebook groups
- Boost posts that are particularly relevant to the target audience
ACTION PLAN MONTH 1Action Platform Responsibility Total time Estimate
for the weekMetric
Amend technical issues for SEO
Website Web Developer 5 hours Improve SEO Score to over 90
Submit website to relevant directories
Website Web Developer or SM Manager
1 hour Improve backlink score
Increase followers Twitter & Instagram Social Media manager
2.5 hours Increase following by 10%
Post engaging content a minimum of 3 times per day
Twitter and Facebook SM Manager 2.5 hours Increase engagement by 10%
Refine audience personas on Facebook advertising
Facebook SM Manager 30 mins Increase engagement by 10%
Create blog post Website Copywriter 2 hours (1 article per week)
Increase comments, shares and likes of the post on social media
Assign tasks and set up project overview on ASANA
ASANA Matt 1 hour N/A
KEEPING THINGS ON TRACK
STAGE 4: MEASURE AND MANAGE
WHAT GETS MEASURED GETS MANAGED‣ Record your actions and document the results!
ESSENTIAL TOOLS
‣ Google Analytics & Web master tools
‣ Social media analytics
‣ Tracking Links
WHAT GETS MEASURED GETS MANAGED
Activity /Action KPI Result
Following strategy on Twitter
Increase following by 30%
Increased following by 60%
1 blog post per week Increase average time spent on site to 1min 30 secs
Increased time on site to 1 min
Daily inspiration posts Increase followers by 30%
Increased following by 60%
QUESTIONS?