3 Steps to Success with Digital Marketing
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In a digital universe of 500 million plus websites, 150 million blogs and 200 billion display ads every 90 days, the challenge for any business is to cut through all the clutter and noise. So how do we change our thinking, adapt, be found online and play to win in a digital and increasingly global economy?
Transcript of 3 Steps to Success with Digital Marketing
Introduction
You have developed your website but the project and journey has just begun!
Introduction
How do you get found in a “universe of 500 million websites”?
Introduction
How do you get found when there are 150 million blogs?
Introduction
How do get found when there are over 200 billion internet display banner ads every 90 days?
Introduction
Introduction
“Every two days we create as much information as
we did from the dawn of civilization up until 2003” - Eric Schmidt, 2010 (CEO of Google)
Introduction
Amongst this noise and clutter, what are the steps to success online in a digital economy?
The Steps to SuccessStep One: Create a StrategyThis includes
• Establish a clear vision• Define your target audience• Outline your goals• Plan and implement the marketing tactics to
achieve those goals where your audience is • Monitor, measure and modify• Persist with what works
The Steps to SuccessStep Two: Take Multiple Channel Action
Mobile
Search Engine Optimised Email Marketing
Paid Digital Marketing
Social Networks
Digital Assets Hub
The Steps to SuccessStep Two: Take Multiple Channel Action
Channel One: Paid Digital Advertising - The fast track “Catalyst” as organic word of mouth marketing takes time. SEO takes time
• Search - eg Google AdWords ($50 Billion US per annum)
• Social – Facebook Ads, LinkedIn Ads($3 Billion US per annum)
The Steps to SuccessStep Two: Take Multiple Channel Action
Channel Two: Search Engine Optimisation (SEO)
• Onsite SEO – Optimise content and website• Offsite SEO – 6 - 12 month program of link
building. Google values your site based on who you link to. It includes, research, implementing, modifying and patience
The Steps to SuccessStep Two: Take Multiple Channel Action
Channel Three: Social Media Marketing The goal is to attract and engage your customers and prospects
• Using liquid and linked content • On multiple social media channels • Using multimedia
The Steps to SuccessStep Two: Take Multiple Channel Action
Channel Four: Email marketing You own it, you have control and it is an asset you can build over time. Opt-in lists have highest open rates
• Select a Platform (eg Exact Target, Mail Chimp) • Design and Build an email template that is editable • Email clients regularly
Note: Guide to high engagement, use 80% educational and 20% sales calls to action. Socialize and link to blog content
The Steps to SuccessStep Two: Take Multiple Channel Action
Channel Five: Mobile The smart phone is transforming communication and publishing. 5.9 billion phones, 1.2 billion smart phones, 490 million smart phones sold in 2011.The implications?
• Optimise your website for mobile • Design and develop an app for your online store
The concept – Think of the whole world as a store! Buy anything, anytime, anywhere. Think global not local.
The Steps to SuccessStep Three: Monitor, Measure, Modify and Persist
Digital marketing can be measured, it can be easily modified, it takes away the guesswork. It is where your audience researches, finds entertainment and increasingly buys.
The Steps to Success
“Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence and determination alone are omnipotent”-- Calvin Coolidge - US President
