DIGITAL MARKETING The Foundations With Sophie Paulin
#collective101 @collectivehub /collectivehub
Targeted, measurable, interactive marketing using digital technologies
to reach and convert leads into customers… and retain them
#collective101 @collectivehub /collectivehub
#collective101 @collectivehub /collectivehub
AWAR
ENESS
Reach,
Form
ula.
on
PREBU
YAct,Evalua.o
n,
Considera.
on
BUY
Convert,
Expe
rience
POSTBUY
Engage,Loyalty,
Advocacy
SOCIAL SEARCH DISPLAY AFFILIATES PR
LANDING PAGES / WEBSITE
CONVERSION OPTIMISATION
CONVERT
EXCHANGE SALE SIGN UP
CONTENT EMAIL SOCIAL
ADVO
CACY
!AWAR
ENSS
GOALS
METRICS
TRACKING
ANALYTICS
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Content should solve the most important problems of your ideal
prospects
#collective101 @collectivehub /collectivehub
#collective101 @collectivehub /collectivehub
KeywordStrategy
RelevantCustomerInterests
CustomerNeeds/Insights
Products&Services
Brand
[Buy]
[Compare]
[Research]
[Awareness]Resources:h=ps://adwords.google.com/KeywordPlanner
KeywordIntent:1. Naviga.onal2. Informa.onal3. Transac.onal
FOCUS:HighCommercialIntentKeywords:“BuyNow”keywords:Buy,Deals,Coupons,FreeShipping“Product”keywords:Review,cheapest,compare,blackshortskirt
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KeywordStrategy
RelevantCustomerInterests
CustomerNeeds/Insights
Products&Services
Brand
[Buy]
[Compare]
[Research]
[Awareness]
#collective101 @collectivehub /collectivehub
Social Media Strategy OrganicStrategy
EngagementStrategyPaidStrategy
• Whoyouare• Whatyoupost• Yourbrandfeel• Yourvalues• Yourvoice• HowoSen
• Targetidealprospects• Getyourpostsseen• Convertfollowers • Growyourcommunity
• Targetinfluencers• Engage/Comment/Like/Be
Ac.ve/Listen
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² Checkreach² Postfrequently² Boostcontent
thatperforms² Beyourpage² Respectthefeed² Don’tsell² Drivecontent² Schedulecontent
² Schedulecontent² U.liselists² Targetinfluencers² Trackhashtags² Followtrends² Haveavoice² Monitor
² Don’tposttoofrequently
² Highqualityimages² Limit#hashtags² UseInstaStories² Movetobusiness
analy.cs² Repostinfluencers
² Sharecontent² PublishonPulse² Joingroups² Updateyourprofile² Becomeathought
leader
Tools&Resources:FacebookAnaly.cs/InstagramAnaly.csIconosquare/HootsuiteCanva/PicsArt/AColorStory
² Targettheyounger² Beabrandleader² Play!² Getcrea.ve² Crosspromote
² Drivetraffic² Getvisual² Getac.ve!² Postoriginal
content
16M 2.8M 5M 3.6M 4M 300K
2M
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CONVERSION OPTIMISATION
Increasing the percentage of visitors to a website that convert – take the
desired action on a webpage
#collective101 @collectivehub /collectivehub
#collective101 @collectivehub /collectivehub
u ValueProposi.on• Iwantit.• Ican’tgetit(likethis)
anywhereelse.• Iunderstandit.• Ibelieveit.
u SocialProofu Func.onalityu Designu Usabilityu UserExperienceu ReduceFric.onu MobileFriendlyu Clearcalltoac.onu Psychology
AnatomyofaPerfectLandingPage
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Social Proof
Exercise…Writedown3xsocialproofelementsyoucanaddtoyourwebsiterightnowWritedown3xnamesofpeopleyoucancontactforates.monial
u Tes.monialsu Casestudiesu Contactinforma.onu Reviewsu Awardsu Companiesyou’veworkedwithu Publicity&Mediau Reasonswhyu Scien.ficstudiesu Humanstoryu Specificsu Specialisa.onu Logos&Cer.fica.onsu Valuablecontentu Socialmediaproofu Guaranteesu Videos&demonstra.ons
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5 Quick Wins!
u Op.miseyourThankYoupageu Sendanemailinstantlyu Writeaproductguidetogowithyourproduct
u Askforashareu Askfortes.monial
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u Buildyourownassetu Communicatedirectlyu Nurtureu Segmentyourcommunityu Setupautorespondersu Monitor:Openrates,Unsubscriberatesu Testheadlines
Freefor2,000subscribers!
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Goals
2TypesofGoals1. BusinessGoals
2. TrackingYourOwnProgressGoals
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AWARENESSReach,
Formula.on
PREBUYAct,Evalua.on,Considera.on
BUYConvert,Experience
POSTBUYEngage,Loyalty,
Advocacy
Metrics
WebsiteTrafficUniqueUsers
TrafficBySourceClickThroughRate
CostPerClickEngagementRate
TimeonSiteTimeonPage
ConversionRate%(Conversions/Visits)%ofReturnVisitors
BounceRate
CostPerConversion($Spent/Conversions)
CostPerSale($Spent/NumberofSales)ReturnonInvestment
(Revenue-$Spent)/$Spent
LifeZmeValueRepeatPurchase
OpenRates
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Metrics
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Tracking
h=ps://ga-dev-tools.appspot.com/campaign-url-builder/
h=ps://bitly.com/
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Google Analytics
ü SetupAnaly.csü SetupConversionGoalsü Annotateeventsü LinkSocialaccountsü LinkAdWordsaccounth=ps://support.google.com/analy.cs/
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