Digital Marketing & Digital Marketing & Social Media - - PowerPoint PPT Presentation

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Digital Marketing & Digital Marketing & Social Media - - PowerPoint PPT Presentation

Nov 07, 2023 606 likes •1.91k views

Digital Marketing & Digital Marketing & Social Media Social Media Ian Clear Ian Cleary www.razorsocial.com @IanClear @IanCleary Agenda Agenda Overview of Digital Marketing Building a Digital Marketing Strategy Growing

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@IanClear @IanCleary

Digital Marketing & Digital Marketing & Social Media Social Media

Ian Clear Ian Cleary

www.razorsocial.com

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@IanClear @IanCleary

Agenda Agenda

  • Overview of Digital Marketing
  • Building a Digital Marketing Strategy
  • Growing Your Presence on Social Media
  • Building an Email Marketing Strategy
  • Driving Traffic to Your Website
  • Conversion Rate Optimization
  • Analyzing Your Results

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Inbound Marketing Inbound Marketing

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What is What is Social Media? Social Media?

  • Channels for having conversations with your

current or potential audience

  • Your audience are your customers, potential

customers, partners, people that are friends with customers/potential customers

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Your ur website website is still your is still your home… home…

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Social Media is an Extension Social Media is an Extension

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Exer Exercise cise

  • Why use Social Media?

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Why use Social Why use Social Media? Media?

  • 1. Connect with Influencers
  • 2. Build awareness of your products/services
  • 3. Drive traffic to your site
  • 4. Sell your products/services
  • 5. Have conversations with your customers
  • 6. Research

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You’ve a u’ve a choice choice

Paid Traffic

Google Adwords Facebook Ads Banner Ads Affiliates

Free Traffic

Direct Traffic

People that know your website address

Google Organic

Content on your site relevant to what your audience is searching on

Social Media

Content that is relevant to your fans or found by their friends/fans.

Referrals

from 3rd Party sites

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What is What is your sales funnel? your sales funnel?

  • Great content

(e.g. blog posts, social media)

Website Visitors

  • Opt‐in forms

Subscribers

  • Build trust with more content

(e.g. newsletters, webinars, ebooks, etc)

Leads

  • Targeted offers

Sales

  • Referral incentives

Referrals

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@IanClear @IanCleary

CO CONTENT M MARKETING

Marketing Thr Marketing Through Content ugh Content

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Content Marketing Plan Content Marketing Plan

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Aligning Content to Y Aligning Content to Your Buyer ur Buyers Journey Journey

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EXERCISE EXERCISE

You ar u are selli e selling a g a cr cream which helps with Ar eam which helps with Arthri thriti tis o s of the knee, what content do you pr the knee, what content do you produce?

  • duce?

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Content Content - Awar wareness ness

  • Not sure of the problem yet

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Content - Content - Awar wareness ness

  • Identified the problem but want to know more

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Content – Content – Consideration Consideration

  • Looking for solutions

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Content – Content – Intent ntent

  • Looking for recommendations

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Social Media Social Media

  • What are they going to share on Social Media?

– Who is their target audience? – What do they like doing in relation to the problem? – What channels do you they hang out on? – Facebook, Twitter, Linkedin etc

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Blogging Blogging

  • A tool that allows you to quickly and easily create

and publish new content

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Kissmetrics Kissmetrics

  • 350k visitors per month
  • 85% of visitors from the blog
  • 70% of business from the blog

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Kissmetrics Kissmetrics

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Why blog? Why blog?

  • Google Traffic
  • Leads
  • Thought Leadership
  • Keeping in contact with customers
  • Show your expertise
  • Build up trust

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Attract T ttract Traffic affic

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Driving T Driving Traffic affic

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Keep in eep in contact with customer contact with customers

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Become a Become a thought leader thought leader

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Generating Leads Generating Leads

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Generating Leads Generating Leads

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Conver Conversion… ion…

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Befor Before e star starting a blog ting a blog

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Befor Before Y e You Star u Start

  • Evaluate Your Competition

– Other Blogs – What comes up in search

  • Listen for topics
  • Plan out your content
  • Pick your niche
  • Commit to a long term plan

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Subscribe to Blogs Subscribe to Blogs

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What’ What’s popular on your competitor popular on your competitors site? s site?

Also useful to check who is sharing the content www.Buzzsumo.com

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Review competition - Review competition - T

  • psy
  • psy

www.Topsy.com

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Monitor the conver Monitor the conversation – sation – Brand24.net Brand24.net

www.Brand24.net

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What to write about on a blog? What to write about on a blog?

  • Answer questions from your customers
  • Information to educate your audience about a

relevant topic

  • Useful information related to your industry
  • Profile people in your industry
  • Summary of Podcast/Webinar

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How to write a How to write a blog blog post post

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How to write a How to write a blog post blog post

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How to write a How to write a blog blog post post

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Tips Tips

  • Always include an image
  • Short sentences and paragraphs
  • Link external and internal
  • Clear call to action
  • Sharing icons available
  • Ask for comments

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Title Examples Title Examples

  • 7 Warning Signs that X
  • The Shocking Truth About Y
  • 13 Things Your [trusted person] Won’t tell you
  • The Zen of [blank]
  • How to End [problem]

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Optimizing Content Optimizing Content

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Optimizing Content Optimizing Content

  • 1. Check popularity of keywords
  • 2. Check Google listing - who’s on top
  • 3. Write content
  • 4. Optimize content

RESULT = Appear higher in search results

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Resear Research K ch Keywor ywords ds

adwords.google.com/ko/KeywordPlanner

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Resear Research K ch Keywor ywords ds

adwords.google.com/ko/KeywordPlanner

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Check who is Check who is on top

  • n top
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Compar Compare their rank against your their rank against yours… s…

www.OpenSiteExplorer.org

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Optimize Y Optimize Your Content ur Content

  • Title:

– Small Business Consulting Services

  • Page Name:

– /small-business-consulting services

  • Heading 1

– Small Business Consulting Services

  • Content

– Mention at least once

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Exer Exercise… cise…

  • You have decided to create a blog. What are the

first 10 articles.

– Consider the titles which are so important – Consider the different stages of the buying cycle – Consider the keywords that you will target

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Email Email

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Why email Why email

  • You own an email list you rent fans
  • Conversion is much higher than traditional social

channels

  • Open rates 20 to 25%
  • It builds your funnel

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How How does email play a par does email play a part in your funnel? in your funnel?

  • Great content

(e.g. blog posts)

Website Visitors

  • Opt‐in forms

Subscribers

  • Build trust with more

content (e.g. newsletters, webinars, ebooks, etc)

Leads

  • Targeted offers

Sales

  • Referral incentives

Referrals

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Email Marketing Email Marketing

www.spiderworking.com

According to one BtoB Magazine survey, 59% of B2B marketers say email is the most effective channel in generating revenue.

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T

  • ols
  • ols
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Repor Reports

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Subscriber Pr Subscriber Profile ile

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T e T emplates

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Email Subscription Email Subscription

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Optimize email conver Optimize email conversion with an Exit Intent P sion with an Exit Intent Popup pup

www.OptinMonster.com

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Split T Split T esting o sting of OptinMonster OptinMonster

1.3% Conversion 2.1% Conversion www.OptinMonster.com

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EXERCISE… EXERCISE…

You have set up your email and you want to incr u have set up your email and you want to increase ease conver conversion rates, what tactics can you use to sion rates, what tactics can you use to incr increase conver ease conversion rates? sion rates?

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Ideas Ideas

  • Provide something for free
  • Social Proof
  • Multiple Optins
  • More prominent positions
  • T

est – Change wording

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WEBSITE REVIEWS… WEBSITE REVIEWS…

Any volunteer Any volunteers? s?

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TW TWITTER…

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What is What is Twitter for itter for.. ..

  • Building relationships
  • Checking up on news
  • Generating awareness/publicity
  • Generating leads/sales
  • Wasting time!

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Why T Why Tweet… eet…

  • If your customers are on Twitter
  • If international or local people you can learn from

and build relationships with are on Twitter

  • You want to build relationships with people that are

active on Twitter (e.g. Journalists)

  • You don’t have time for blogging
  • You want to spy but not engage

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Try this… y this…

  • Who are your target audience?

– Customers, Journalists, Industry experts, potential customers?

  • How active are they on Twitter compared to other

channels?

  • How are you going to actively build a following?
  • What is your content strategy?

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How to get follower How to get followers.. ..

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Her Here you go.. you go..

  • Share great content
  • Follow relevant people (e.g. competitors followers,

people in similar industry, etc.)

  • Share content from relevant people
  • Join in on Twitter chats

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Twitter Chats… itter Chats…

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T

  • ols…
  • ols…

www.TweetChat.com

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Blogchat.. Blogchat..

www.TweetChat.com

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Find Relevant T Find Relevant Twitter itter Follower Followers

www.ManageFlitter.com

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Twitter Analytics itter Analytics

www.Twtrland.com

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Twitter Management itter Management

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FA FACEBOOK

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Facebook cebook

  • 1.1 Billion Users
  • Suited for B2C but B2B can work
  • Good for word of mouth promotion
  • Videos and pictures work great

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EdgeRank EdgeRank

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What to do… What to do…

  • Create conversation around topics interesting to

your target audience

  • Don’t create all your conversations around your

products

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Example – Example – Ice Cr ce Cream eam

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Example – Example – Orabrush rabrush

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Example – Example – Shoes hoes

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Example - Example - Softwar tware

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Tips Tips

  • Ask Questions
  • Plenty of Pictures
  • Run Competitions
  • Network with other businesses
  • Have fun…

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Tips Tips

  • Ask Questions
  • Plenty of Pictures
  • Run Competitions
  • Network with other businesses
  • Have fun…

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Build Email Subscriber Build Email Subscribers

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PostPlanner stPlanner for F for Facebook cebook

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Your Funnel.. ur Funnel..

  • Create content relevant to your target audience
  • Build Fans
  • Build email subscribers
  • T

arget fans through ads

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EXERCISE EXERCISE

What content ar What content are you going to shar e you going to share on F e on Facebook cebook and how ar and how are you going to make it pr e you going to make it profitabl itable for for you/your business? you/your business?

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Apps… Apps…

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LINKEDIN LINKEDIN

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Connecting thr Connecting through gr

  • ugh groups
  • ups
  • Open up members tab of a group
  • Find second degree connections
  • Find ones with connect button
  • Right click to open in new tab
  • Do this for 10 people
  • Check each of their profiles

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Validate their pr lidate their profile ile

  • Reasonably complete profile
  • At least 100 connections
  • Good picture
  • Relevant to your business
  • Connect!

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Personalised Script

  • nalised Script

Hi John, We’re a member of xxxx and I think we share similar

  • interests. I’d love to connect with you if you are ok

with that? Ian

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Advanced Sear Advanced Search ch

  • Find relevant people
  • Open them up in tabs
  • Select that you worked with them before
  • Send a personalised email!

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Advanced Sear Advanced Search ch

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Email your Email your connections connections

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Email Gr Email Group

  • up of Connections

Connections

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Expor Export Connections Connections

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Expor Export Connections Connections

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Rappor Rapportive ive

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Connecting thr Connecting through Gr

  • ugh Groups
  • ups
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GOOGLE + GOOGLE +

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Tips Tips

  • Share your posts through Google+
  • Get people to +1 them
  • Link your content to your Google account (Google

authorship)

  • Join relevant communities

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EXERCISE… EXERCISE…

Pick one business, define the channels you ar Pick one business, define the channels you are going e going to use, the type o to use, the type of content you ar content you are going to pr e going to produce

  • duce

and how you ar and how you are going to conver e going to convert these people. t these people.

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Analytics Analytics

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GA Dashboar GA Dashboard

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Traffic Sour affic Sources ces

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Goals Goals

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Goals Goals

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GA Dashboar GA Dashboard

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Vir Virtual Staff tual Staff

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$Fiverr $Fiverr…

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Other Others

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Tips Tips

  • Make your newsletter subscription more prominent
  • Use convincing text
  • Use social proof
  • Provide an incentive to subscribe

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Apollo Experience Apollo Experience

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Apollo Blog Apollo Blog

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Apollo Email Conver Apollo Email Conversion ion

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Apollo Experience Apollo Experience

  • Created Content

related to his target audience

Website Visitors

  • Used Optinmonster

Subscribers

  • Interacted via a newsletter and

promoted the event

  • Ran a competition

Leads

  • Targeted offers to his subscribers and

competition entrants that did not win

  • Formed strategic partnerships

Sales

  • Still working on this

Referrals

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Email to Sale Email to Sale

He got sales Made offers promoted through email Ran a competition which he promoted through email Kept them informed through latest blog posts But….. He also has a website with traffic and a list for sales for the next event!

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I’m generating sales for my event through my email list, and because of the basic optimization of my content I’m ranking for keywords related to the event and yesterday I was found on Google by a company who we have now agreed to have a strategic partnership with, amazed by how well this is working and it didn’t take me a lot of work

Email to Sale Email to Sale

Paul Ryan

Apollo Experience

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