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 /

Email

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!

http://adwords.google.com.au

Keyword Planner

Monitor the web with Google Alerts

www.google.com/alerts

www.google.com.au/business/

GOOGLE PLACES

SEARCH ENGINE MARKETING -

SEM

PPC

PPC

http://adwords.google.com

Google Partners

www.google.com.au/partners

www.analytics.google.com

https://www.google.com/webmasters/

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 /

Email

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

http://googleshopping.blogspot.com.au

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