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DIGITAL MARKETING
Digital marketing The process
Goals & Objectives
Target Audience
Touch Points
Content Marketing
Conversing & Engaging
Team Commitment
Measure & Tweak
1.
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DIGITAL MARKETING
STEP 1: Setting Goals & Objectives
These may include
Building your company Brand
• Expose the brand to new prospects
• By Reputation Management including increasing
positive brand mentions and reducing negative
mentions; but interactingwith all, irrespective
• Increasing WOM by sharing and guest reviews
• Increase engagement with the brand
• Increase reach as a ‘go to expert’ with thought
leadership
Digital Marketing Strategy
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DIGITAL MARKETING
STEP 1: Setting Goals & Objectives
Increasing your Market Share
• By increasing bookings
• By increasing basket of prospects and leads
• By re-targeting your existing client base and
building loyalty i.e. selling on other products and
services
Digital Marketing Strategy
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DIGITAL MARKETING
STEP 1: Setting Goals & Objectives
Gathering market information
• Improve knowledge of both prospects and
clients – cold calling is thankfully a thing of
the past!
• Improve Competitor knowledge
• Industry information including technology, guest
expectations & management
trends
Digital Marketing Strategy
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DIGITAL MARKETING
STEP 1: Setting Goals & Objectives
Improved Return on Investment and business
efficiency
• Attract top talent to your business
• Improve internal communications and company
morale
Digital Marketing Strategy
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DIGITAL MARKETING
Digital marketing The process Goals &
Objectives
Target Audience
Touch Points
Content Marketing
Conversing & Engaging
Team Commitment
Measure & Tweak 2.
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DIGITAL MARKETING
STEP 2:Define Target
Markets
Digital Marketing Strategy
Age Group 18-24; 25-34; 35-44; 45-54; 55-64; 65+
Gender Male or remale
Geo Location Country & Town
B2C Marital StatusYoung single; Newly-wed; Full nest; Empty nest; Solitary
B2C Education Secondary; Tertiary; Post-Grad
OccupationMiddle; Management; Executive; Entrepreneur
B2B Type of Company Industry segment
Usage New, Light, Medium, Heavy
B2C Interests Sports; Hobbies
B2C Device PC; Tablet; Mobile
Benefits StatementsLocation; Purpose; Service Levels; Facilities; Pricing
Needs & WantsPrice, Quality, Service, Partnership
Preferred Quality Top-end; Middle; Budget
Booking Channel Direct, 3rd party; Online, Offline
Competitive Opportunity Strong or Weak
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DIGITAL MARKETING
Digital marketing The process Goals & Objectives
Target Audience
Touch Points
Content Marketing
Conversing & Engaging
Team Commitment
Measure & Tweak
3.
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DIGITAL MARKETING
STEP 3: Touch Points
Connection between Audience & your Services
• Online / Mobile Website
Blog
Social Media
Newsletters
AdvertisingNote:
Integrate Online and Offline for truly MODERN MARKETING
Digital Marketing Strategy
11www.redmatchstick.com© [email protected] Tel: 00 27 11 467 8222
DIGITAL MARKETING
Digital marketing The process
Goals & Objectives
Target Audience
Touch Points
Content Marketing
Conversing & Engaging
Team Commitmen
t
Measure & Tweak
4.
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DIGITAL MARKETING
STEP 4: Content Marketing
BrandingConsistent and professional Branding across all platforms
Define USP
YOUR TAGLINE
Buyer readiness & The 5 Stages of Buying
Content is about “Telling Your Story”
Digital Marketing Strategy
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DIGITAL MARKETING
STEP 4: Content Marketing - Plan
Who, why, What, Where, When?
**Introduce the Redmatchstick Planning Template**
Digital Marketing Strategy
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DIGITAL MARKETING
STEP 4: Content Marketing
Consistent & Integrated Content across all platforms
• Website
• Blog
• Social Media
• Newsletters
• Media releases
• Online Advertising
• Offline Marketing
• Sales
Digital Marketing Strategy
16www.redmatchstick.com© [email protected] Tel: 00 27 11 467 8222
DIGITAL MARKETING
Digital marketing The process
Goals & Objectives
Target Audience
Touch Points
Content Marketing
Conversing & Engaging
Team Commitmen
t
Measure & Tweak
5.
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DIGITAL MARKETING
STEP 5: Conversing & Engaging
Digital Marketing Strategy
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DIGITAL MARKETING
10 reasons why your business must be
“Social”
1. Enormous growth is predicted for the internet.
2. Social networks are transforming the way your customers do business.
3. It is the new way of communicating with your customers
4. Social media lets you compete for less.
5. Increased exposure is the No. 1 benefit of social media marketing.
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DIGITAL MARKETING
6. 8 out of 10 internet users are reached by social media and blogs.
7. It is a great source of new leads.
8. People like to buy from businesses they feel they “know”.
9. It increases website traffic.
10. Getting entrenched right now will still get you ahead of the pack!
10 reasons why your business must be “Social”
21
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DIGITAL MARKETING - SOCIAL MEDIA TIPS DIGITAL MARKETING STRATEGY
SOCIAL MEDIA
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DIGITAL MARKETING
http://60secondmarketer.com/blog/wp-content/uploads/2010/04/Platforms.png
STEP 4: Social Media Strategy – what’s what?
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DIGITAL MARKETING
Audience
Most common age demographic is 25 to 34.
Close to 50/50 male/female
Growing middle-aged network.
Big segment is Parents on Tablet.
NB: Teens (13-17) on Facebook dropped by 25.3% since
2012.
South Africa
9.4 million users
87% access their mobile phones
Globally
The most popular social media platform.
1.35 billion monthly active users,
worldwide
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DIGITAL MARKETING
Audience
Late 20’s – 30’s
Professional males
(Business travellers; Honeymooners; Adventurous, Active)
Early Adopters!
South Africa
Google+ has remained the laggard among
social networks
466 000 not increased much over the past
year
Globally
1,6 billion total users. 540 million active
monthly users.
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DIGITAL MARKETING
Audience
16-29 age group
South Africa
Exploded in use in South Africa in 2014
From below 100 000 a year ago to 680
000
Globally
300 million monthly active users;
75 million daily
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DIGITAL MARKETING
Audience
For professionals, about professionals
High tech, finance and manufacturing professionals
35 years +
B2B for service providers
South Africa
2.7 million
Top industry in South Africa is
Finance Globally
3rd fastest-growing social network
+300 million members
78 million unique visits per month
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DIGITAL MARKETING
Audience
Mainly affluent women
South Africa
Growth plateau ‘d over 2014
840 000 users
Globally
Pinterest quickly shot to No.3 spot
40 million active users per month
69% of the total users are female
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DIGITAL MARKETING
Audience
Everyone, from individuals to the largest multinationals
Really well suited to Millennials
South Africa
Highest percentage & massive 129%
growth
2013 – 2014
5.5 million
Globally
288 million monthly users
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DIGITAL MARKETING
Audience
Millennials (18 – 34 years)
Gen-Xers (35 – 50’s)
Google owns YouTube so YouTube videos do well in search
South Africa
4.7 million
videos of 2.5 minutes are the most
viewed
Globally
+1 billion users (80% is outside the US).
1/3 of all online activity is ‘watching
videos’.
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DIGITAL MARKETING
Audience
Over 30 years, males dominate
Great consumers of “news”
• Google definitely prefers dynamic
websites
• Regular blogging with new, relevant
content helps you drive traffic to your
website
• Blogs are good for link-building which
makes your site more visible on search.
• 77% of internet users read Blogs
• A blog is a ‘voice’ to help manage your
online reputation
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DIGITAL MARKETING
The most engaging content falls into these categories: • Emotional – happy, sad, inspirational; • Charity – Donations & causes; • Shock – surprising & surreal; • Trending News; • Animals – causes and cute
Digital Marketing StrategySTEP 5: Conversing & Engaging
32www.redmatchstick.com© [email protected] Tel: 00 27 11 467 8222
DIGITAL MARKETING
Digital marketing The process Goals & Objectives
Target Audience
Touch Points
Content Marketing
Conversing & Engaging
Team Commitment
Measure & Tweak
6.
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DIGITAL MARKETING
STEP 6: Commitment
Implementation requires Resources:• People• Content• Time• Financial
Digital Marketing Strategy
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DIGITAL MARKETING
STEP 6: CommitmentPulling it all together
What? SocialEventsNewsExpertiseFacilitiesOffers
When? Calendar
Responsibility The Team
Digital Marketing Strategy
35www.redmatchstick.com© [email protected] Tel: 00 27 11 467 8222
DIGITAL MARKETING
Digital marketing The process Goals &
Objectives
Target Audience
Touch Points
Content Marketing
Conversing & Engaging
Team Commitment
Measure & Tweak7.
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DIGITAL MARKETING
STEP 7: Measure & Tweak
Monitor Insights & Analytics to see what works well; then do more of the same.
• Compare stats weekly
• Growth
• Research engagement
• Best days / time
• Monitor which links are being clicked and shared.
Digital Marketing Strategy
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DIGITAL MARKETING
Need social Media Tips?
Get going fast with answers to these questions …Which Platform and why?Frequency?Best Day?Best Time?Style?Content Inspiration? Best practices
Contact us
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DIGITAL MARKETING
Digital Marketing StrategyTIPS & Best Practices
1. Social Media Tips 1 Blogging
2. Social Media Tips 2 Facebook
3. Social Media Tips 3 Google+
4. Social Media Tips 4
5. Social Media Tips 5 LinkedIn
6. Social Media Tips 6 Pinterest
7. Social Media Tips 7 Twitter
8. Social Media Tips 8 YouTubeRegister for our Insider Newsletter to access these definitive guides
39
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NOTEThis material is the intellectual property of Redmatchstick© and is prepared for and distributed to Redmatchstick clients. The contents may not be shared or distributed
without prior written permission.
DISCLAIMER The report contains digital marketing information but due to the ever-changing digital
marketing environment, the information is not advice but merely a guideline and hopefully a shortcut towards better practice.
By using this report, you accept our Full Disclaimer here.
DIGITAL MARKETING