Entrepreneurial Spark event night - Digital marketing

DIGITAL MARKETINGWHAT’S IT ALL ABOUT?

WHAT WE WILL BE COVERING ▸ Trends and future predictions

▸ Creating a digital strategy

▸ Core platforms / tools and how to use them

▸ Setting KPI’s and metrics

▸ Social media

▸ Re marketing

▸ SEO

▸ Measure and managing activities

▸ Questions

WHO AM I AND WHY SHOULD YOU LISTEN TO ME?

FUTURE TRENDS TO KEEP YOUR EYE ON

FACTS ABOUT MILLENNIALS (GENERATION Y)

▸ By 2018, Millennials will have the most spending power of ANY generation

▸ They have the highest average number of Facebook friends & is the most frequently used app

▸ They spend and average of 18 hours a day consuming media

▸ Access vs Ownership

FACTS ABOUT INTERNET USAGE▸ More than 3bn people worldwide

which is around 40% of the population

▸ There are 40K Google searches per second which translates to 3.5 billion per day

▸ 60% of internet access is through mobile devices

CREATING A STRATEGY

THE 4 CORE STAGES OF YOUR DIGITAL STRATEGY

2

4

1

3

RESEARCH AND PLANNING

IDEA GENERATION AND TOOL SELECTION

IMPLEMENTATION AND TESTING

MEASURING AND MANAGEMENT

WHO ARE YOUR ONE THOUSAND TRUE FANS?

STAGE 1: DEFINING YOUR TARGET AUDIENCE

CREATING AUDIENCE PERSONAS

▸ Attributes

▸ Interests and hobbies

▸ What sub cultures do they belong to?

▸ What magazines and blogs do they read?

▸ Who influences their buying decisions?

▸ Do they use social media? If so what platforms?

▸ Why might they follow your brand?

WHERE DO YOU WANT TO BE IN 6 MONTHS TIME?

DEFINING YOUR GOALS

BACKWARD PLANNING YOUR GOALS

▸ In 6 months I want to increase my net profit to £4,000 per month

▸ What needs to happen first?

▸ Generate more traffic to the website

▸ How?

▸ What needs to happen first?

▸ What is my current conversion rate?

▸ What is a realistic conversion rate?

▸ How many customers do I need to convert to achieve this?

MONTHLY GOAL EXAMPLES

▸ Month 6: Have 2,000 unique visitors a month with a conversion rate of 5%

▸ Month 5:Increase conversion rate to 4%

▸ Month 4: Increase traffic to 1,500 unique visitors per month

▸ Month 3: Increase conversion rate by 3%

▸ Month 2: Increase traffic from our target audience by 20%

▸ Month1: Increase brand awareness among our target audience

HOW ARE YOU GOING TO MAKE IT HAPPEN?

STAGE 2: SELECTING TOOLS & GENERATING IDEAS

ASSETS VS TOOLS

Assets Tools

Videos

Articles

Webinars

Tweets / Posts

Events

Books

Youtube

Google Analytics

Twitter / Facebook

Website

Software and Apps

Email

Website

Social MediaEmail Marketing

Paid advertising

PR and Free press

7/11/4 - BRAND TOUCH POINTS / BUYING SIGNALS7 hours - 11 touch points - 4 locations

WEBSITEMost important things to consider: ‣ Is it responsive? Does it look good on mobile?

Google the mobile friendly test

‣ Is it user friendly (can people find what they are looking for easily?

‣ Can you publish content easily?

‣ Are you capturing data? Offering something valuable?

Common KPI’s ‣ Unique visitors

‣ Time spent on site

‣ Bounce rate

‣ Total daily and monthly traffic

EMAIL MARKETING

Why is it important? Direct form of communication

Keeps people engaged

Always use opt in

Offers for email address

Pop ups on website

Common KPI’s ‣ Open rate

‣ Click through rate

‣ Total number of subscribers

PR & FREE PRESS

Why is it important? If done correctly its a great way to increase brand awareness among your target audience

Be selective with the press you are targeting and think about what you are offering

Backlinks to your website from authority domains help your SEO

It is worth paying someone to write a press release if you don't have the experience

Common KPI’s ‣ Increase traffic to website

‣ Increase email subscribers

‣ Comments and engagement

SOCIAL MEDIA

PAID ADVERTISINGWhen should you use it? As an extra string to your bow, never as the foundation.

To test new ideas.

Google Ads and FB Ads ‣ Get someone who knows what they are doing

to help you

‣ If you cant measure it don't do it

‣ Ensure your ads are changing constantly use a calendar and work on a campaign basis

SEARCH ENGINE OPTIMISATION (SEO)ANYTHING YOU DO THAT INCREASES YOUR GOOGLE RANKING

Technical SEO: https://www.found.co.uk/seo-tool/

CONTENT IS STILL KING!

E.G. Backlinks from authority websites. Social media shares. Producing consistent quality content

SEARCH ENGINE OPTIMISATION (SEO)KEYWORD RESEARCHE.G. Backlinks from authority websites. Social media shares. Producing consistent quality content

Google Keyword planner and Google Trends.

WEAPONS OF CHOICE

We are looking for high volume search and low competition or CPC

Always do the keyword search yourself to see what it returns

PUTTING EVERYTHING IN PLACE

STAGE 3: IMPLEMENTATION AND TESTING

CREATING ACTIONABLE STEPS WITH A TIMELINE

▸ What will you do?

▸ What platform will you do it on?

▸ When will you do it?

Use a calendar to mark events that are relevant to your business.

Break your monthly goals down into appropriate categories such as Website, Social Media, Email ect

TARGET FOR MONTH 1: INCREASE BRAND AWARENESS AMONG TARGET AUDIENCEWebsite

KPI: Increase in visitors that are within the target demographic by 10%

Actions:

- Fix outstanding on site SEO issues

- Carry out extensive Keyword research to find low competition keywords and ensure they are different from PPC keywords

- Create engaging content that is relevant to your target market which includes competitive keywords

Social Media

KPI: Increase engagement with target audience. Measured by the amount of likes, comments and re tweets you receive

Actions:

- Find and engage with relevant groups that have members of the target audience within Facebook groups

- Boost posts that are particularly relevant to the target audience

ACTION PLAN MONTH 1Action Platform Responsibility Total time Estimate

for the weekMetric

Amend technical issues for SEO

Website Web Developer 5 hours Improve SEO Score to over 90

Submit website to relevant directories

Website Web Developer or SM Manager

1 hour Improve backlink score

Increase followers Twitter & Instagram Social Media manager

2.5 hours Increase following by 10%

Post engaging content a minimum of 3 times per day

Twitter and Facebook SM Manager 2.5 hours Increase engagement by 10%

Refine audience personas on Facebook advertising

Facebook SM Manager 30 mins Increase engagement by 10%

Create blog post Website Copywriter 2 hours (1 article per week)

Increase comments, shares and likes of the post on social media

Assign tasks and set up project overview on ASANA

ASANA Matt 1 hour N/A

KEEPING THINGS ON TRACK

STAGE 4: MEASURE AND MANAGE

WHAT GETS MEASURED GETS MANAGED‣ Record your actions and document the results!

ESSENTIAL TOOLS

‣ Google Analytics & Web master tools

‣ Social media analytics

‣ Tracking Links

WHAT GETS MEASURED GETS MANAGED

Activity /Action KPI Result

Following strategy on Twitter

Increase following by 30%

Increased following by 60%

1 blog post per week Increase average time spent on site to 1min 30 secs

Increased time on site to 1 min

Daily inspiration posts Increase followers by 30%

Increased following by 60%

QUESTIONS?