Post on 16-Jul-2015
transcript
Digital Marketing Essentials
UCAMS
Presented by Todd Wright & Rebecca Warton
Threesides Marketing
www.Threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.Slideshare.net/threesides
We help these businesses:
• Campus Living Villages
• National Parks & Wildlife Services NSW
• Sportsmans Warehouse
• Menslink
• Eurobodalla Shire Council
• Yass Valley Tourism
• Old Bus Depot Markets
• Capital Region Farmers Market
• Hellenic Club Canberra
• Just Cuts
• The RUC
…and more. Check it out at threesides.com.au/clients
What can we achieve today?
Inspire
Direct
Inform
Learning outcomes
1. Create a basic online marketing plan
2. Understanding your digital customer
3. Finding your digital footprint
4. Identify Google tools to use in your business
5. Social media in the digital mix
6. Tactics explained – direct, ecommerce, search, websites
7. Evaluation & data
YOUR ONLINEMARKETING PLAN
ONLINE
MARKETING
PLAN+ TACTICS
Establish your existing Digital
Footprint
Define your customer
Develop your plan + Tactics
Set your budget and define resources
Evaluate
Online marketing Activities
Website
Exposure / Listings /
Directories
Back Links / connections
Search Engines
SEO/SEM
Conversion / Sales
Direct marketing /
Resources / People
Social Media
UNDERSTAND YOUR DIGITAL CUSTOMER
Aussies now
spend on average
23.3 hours online
each week, 3.5
times more than
the 6.7 hours we
were spending
online in 20030
5
10
15
20
25
Hours online each week
2003 2013
Your Digital Customer
What is the value of a digital sales lead
Are they lookers or buyers?
What is their lifetime value?
What are the digital pathways to your door
Develop a digital persona
Buyer persona
Buyer persona: a clear
understanding of a target
customer that exists in
the mind of you and your
staff / team.
A picture of your customer
Traits + demographics +
behaviour Elton
Late 60’s
Loves music
Prefers to shop online
Open minded and creative
Time poor
Well educated
IDENTIFY YOUR DIGITAL FOOTPRINT
Your Business Digital Footprint
1. What does your business
look like online right now?
2. Where can I find you?
3. Where can’t I find you?
4. What do I find when I
get there?
5. How accurate is your digital pitch?
GOOGLE SEARCH
SEARCH ENGINES
92%
8%
Australian
Search
Engine Use
Search
Google alerts
Google places for business
Adwords + keyword tool
Analytics
Webmaster tools
www.google.com.au/intl/en/about/products/
SEARCH TOOLS
AD
ADS
FREE LISTINGS
Google Maps / Places
Google My Business
Google Places
(My Business)
153,
127, 85,
14, 2
1
2
3
4
Search engines – how they work: Free Listings
Keywords + Content
GOOGLE TOOLS &
SEO
200+ different ingredients in their ‘secret recipe’
What is an awesome site for search?
Easy to use, navigate, and understand
Provide direct, actionable information
relevant to the search query
Professionally designed and accessible to
modern browsers
Deliver high quality, legitimate,
credible content
Search engine optimisation
Create Search Engine Friendly Content
Know your keywords
Build valuable Links
Create titles and labels
Create Social Media links
Develop a Google Site Map (xml)
Have a clean menu structure
Optimise for people first!
GOOGLE PLACES
SEARCH ENGINE MARKETING -
SEM
PPC
PPC
Use for: identifying links, keywords,
search health, errors, site maps
WHERE DOES SOCIAL FIT INTO THE DIGITAL MIX?
12 hrs & 45
minutes +
each week
‘invested’Source: GlobalWebIndex 2015
Businesses with social media
presence
Social networks used by business
Why social media?
Easy to update
Large connected population using it
Good way to start a conversation
Tell a better story with photos and video
Shows your business is alive
Promotes sales and specials direct to your followers
Helps with Search Engine rankings
Cheap to run
It’s still about people (right?)
What businesses need to consider…
Which medium is right for them?
Strategic resourcing – who? when? what?
Writing for the medium
Planning and scheduling
Advertising – pay to play!
Evaluation & insights
WEBSITES & ECOMMERCE
Online marketing activities
Website
Exposure / Listings /
Directories
Back Links / connections
Search Engines
SEO/SEM
Conversion / Sales
Direct marketing /
Resources / People
Social Media
What makes a good website?
Visually appealing
Mobile responsive
Clear Calls To Action
Well written content – authentic,
motivational, honest, clear
Great imagery – experiences not buildings
Video, maps, contact us, costs
Ecommerce functionality
…for the first time, Australians
who don’t buy something
online in an average three
month period are in the
minority. – June 2013
www.roymorgan.com – June2013
NAB online retail report – July 2013
Shopfront / website
Select productsShopping cart /
purchase product
Checkout / Payment gateway
Process paymentConfirmation / Shipping
External sales engine
Merchant Account fees
Card Fees Gateway FeesReturns / follow
up
The online experience
The simple 5 P’s of e-commerce
People
Products
Promotion
Place / Platform
Price / Payments
Platforms vs. Marketplaces
Installed or hosted
Stand aloneFully brandedCustomised
Payment gatewayGranular control
HostedMultiple sellers Integrated paymentsBasic brandingPlay in the box
ELECTRONIC DIRECT MAIL
What’s the goal?
• Sales
• Updates
• Promotion
• Engagement
• Brand building
• Promoting products
or services
• Highlighting
achievements
• Invitations
• Catalogue
10 steps for email marketing
1. Setting your goals
2. Develop a schedule
3. Find a system
4. Capture your audience
5. Create your content
6. Design your email
7. Testing
8. Sending
9. Monitoring
10. Being awesome
MEASUREMENT & ANALYTICS
1. Establish Goals
2. Create measurable programs
3. Focus on marketing
improvement
Basic measurement steps
http://www.slideshare.net/SamCapra1/definitive-guide-to-marketing-metrics-marketing-analytics-22390251?from_search=4
Why should we measure?
1. Stop doing things that aren’t working
2. Increase accountability
3. Reduce fear and confusion
4. Make better decisions
5. Provide better customer experiences
6. Pull the right levers in your business
1. Build an engaged community of fans
2. Drive email opt-ins
3. Convert interest
4. Increase the potential for word of mouth
5. Better engagement and improved messaging.
6. Gain customer service efficiencies
7. Engage with customers on all available channels
8. Make money?
What do you want to achieve?
GOOGLE WEBMASTER TOOLS
Online Evaluation and Tracking
Facebook Insights
1. Track your social media analytics /
insights
2. What reach are you achieving
3. What % of engagement is being reached
4. What is resonating with your users
5. What isn’t working
Social MediaSocial Media – Engagement
+ Reach+ Sentiment
Improvements: Experiment with content, post
timing, test offers and competitions, content
themes
Digital tactics all coming together: A case study
www.youtube.com/watch?v=ZP1X_fqvSGg