Introduction to Digital Marketing Free Seminar Nov 3rd 2014

Agenda �  Identification of main digital marketing

channels �  Website �  Search (PPC & SEO) �  Social Media �  Blogs & Bloggers �  Email Marketing (eDM) �  Display

� Channel selection � Measurement �  Summary

The internet today is more

about facilitation than an end destination

Why do online marketing? Increase awareness of your brand

Drive more traffic to your website

Generate more sales / leads

Build a social asset and influence

Learn all about your marketplace and customer

Ability to test, optimise and measure your marketing efforts

Follow @Dpollinators !Tweet using #DigitalPollinators !

The main digital marketing channels…

Website Search

Blogs

Social

Display Email

Mobile/ Tablet

Channel integration

Consumers will interact with more than one marketing channel before they decide to make a purchase

Integrating marketing efforts can increase the likelihood of a positive return on investment

*Leveraging marketing channels off each other doubles effectiveness!

Paid Media Owned Media Earned Media

The digital marketing trifecta…

Prospects Customers Fans

WEBSITE

Follow @Dpollinators !Tweet using #DigitalPollinators !

Why have a website? Introduces your business & provides a place to tell your story

Gets you listed on Search Engines

Sell products & services

Connecting point for your business

Share pictures and videos

Keep a blog

It's not enough that you just have a website…

It’s imperative you have a professional looking site…

Common website mistakes Disconnection with offline & online brand image

Not catering for the huge mobile & tablet audience

Not up-grading and up-dating your site regularly

You’ve overlooked your target audience

You’re missing a clear call to action

Your social media buttons are broken

Your content is stale

Who’s doing it well…

SEARCH

Why do search marketing? Drive traffic to your website

Acquire new business / Increase sales

61% Global Users

Research

44% Online shoppers start with search

75% Users never go

past page 1

(source: Interconnected World: Shopping and Personal Finance, 2012, MarketShareHitsLink.com, October 2010 )

What is Search Engine Marketing?

/PPC

/PPC

YouTube the 2nd largest search engine

PPC

Mobile search is growing

Common search marketing mistakes

Not having a search marketing strategy

Not doing a thorough job of keyword research (& forgetting to think like a searcher)

Not establishing performance expectations ahead of time

Not enough testing & optimising

Not utilizing tracking

Not setting up proper match types

Not paying attention to geo-targeting

Who’s doing it well… AusTimber Supplies •  Avg. monthly clicks – 3,370 •  Avg. CPC - $0.73 AUD •  CTR of top 10 Keywords -

4.4% •  Avg position of ad - 2.3 •  Total visitors – 74,136 (over

1.5 years) •  Avg. monthly spend -

$2,454 AUD •  Campaign size – 16

campaigns, 229 ad groups, 687 adverts and 2,030 unique keywords

SOCIAL

Why do social media?

Build brand awareness through extended reach

Expand your network to acquire new business & customers

Interact with your loyal customers

Gain customer insight

Become more influential

People engage with different topics on different social platforms

The king of POE… Paid Media Owned Media Earned Media

Facebook Promoted Posts & Like Ads

Twitter Promoted Tweets & Accounts

Company Social Profiles

Likes, Follows, Shares, Comments, Reviews,

Pins, Video Views

Common social marketing mistakes

Not having a social marketing strategy

Only selling your “Stuff”

Talking at people, not with them

Talking to the wrong people

Broadcasting the same message across all channels

Posting infrequently or irregularly

Not monitoring what people are saying

Who’s doing it well…

BLOGS

Why blog? It helps drive more traffic and leads back to your website

Creates fresh content and more web pages, which is great for SEO

Share expertise & position brand as an industry leader

Create content for sharing across your social media channels

It’s a great way to get valuable inbound links, important for SEO

Small businesses with blogs generate 126% more leads (source: Ignite Spot)

Popular blogs

Blogs and Bloggers – What’s the difference to me?

• Share your expertise & position your brand as an industry leader

Company Blog

• Other publications & influencers blog about your business increasing your reach and credibility – it’s a form of PR

External Bloggers

Common blogging mistakes Inconsistent with your publishing

Too much focus on you

Blog titles are weak

Blog is missing an image

Your posts are not keyword optimised

Ignoring blog comments

Not sharing on across social channels

Who’s doing it well… Gain insight into the brand’s inspirations as well as behind the #scenes shots and sneak previews of seasonal collections.

Topshop Tumblr is purely #street style inspiration, mostly snapped by resident Topshop photographers. Readers can ask questions & submit styled photos of themselves wearing Topshop

EMAIL

Why do email marketing? Power to send one piece of content to thousands of people and still have some level of personalization

Exponentially better ability to track sales and user engagement back to ROI then with social

Indefinite life span of your message compared with social

Reduced time, effort and overhead costs

For every $1 spent, $44.25 is the average return on email marketing investment (Source: Exact Target)

2nd most affective channel for customer acquisition

Common email marketing mistakes

Emailing without permission

Having ineffective or irrelevant subject and "From" lines

Blasting irrelevant content

Not looking at the numbers

Sending that are not responsive or mobile-friendly

You only send emails when you’re selling something

Sending mass emails from a personal email account

Success Story The Campaign Secret Sale that allowed email subscribers to take 50 percent off everything on the sale rack. The Goal Reward loyal customers who shop often, as well as customers who don’t come in as often but continue to subscribe to the store’s email list. It was also an opportunity to sell inventory, and prepare for an upcoming season.

The Result 43% Open rate 10% CTR $1,000 of sales in 3 days exclusively from customers who had received the announcement

DISPLAY

Why do display marketing? Increase brand awareness and potential sales

Ability to hyper-target by age, lifestyle, and geography

Ability to retarget/remarket to people who have visited your site and left without making a purchase

Get your brand message on thousands of premium sites

6% of the actions following an online display ad occur immediately following a click, suggesting that click-through rates drastically underestimate online display’s impact. (Source: MarketingCharts)

Understand consumer behavior…

Common display marketing mistakes

Message not big enough

Not showing a picture of your product

Not having enough “design” in the ad, such as colour and graphics

Having no call to action

Driving traffic to the wrong or irrelevant destination page

Not using negative keywords

Who’s doing it well…

Graphical ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or rich media (video)

CHANNEL SELECTION & MEASUREMENT

So what channel(s) should you be using for your business?

Product/Services Goals

Strategy

Resources

Objectives

Budget

Target Audience

Test, Analyze & Optimize

Measurement

Reach your customers effectively Spend more wisely Grow your business

CPA

SOV

CPC

CPV

CPL

CPM Eng.

%

Planning for success

1 • Know who your target market & their behaviours both on &

offline

2 • Commit to a strategy and put some dollars behind it

3 • Understand that digital marketing takes time

4 • Continued education

5 • Measure, analysis and optimise your marketing efforts to get a

better ROI

SUMMARY

Any Questions?

DigitalPollinators.com Info@DigitalPollinators.com Facebook.com/DigitalPollinators Twitter.com/DPollinators