SAYES : Digital Marketing Business SA <Insert presentation title - - PowerPoint PPT Presentation

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SAYES : Digital Marketing

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Business SA <Insert presentation title here using slide master>

Course aims

1. What does Digital Marketing really mean? 2. The Customer Decision Journey 3. Focus and be strategic! 4. How do you know if it works? 5. Content Marketing Strategy 6. SEO 7. Marketing Automation 8. (if time) other topics

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Welcome to today’s workshop

Business SA <Insert presentation title here using slide master>

Why the focus?

87%

• f Australians

access the internet daily

Source: Sensis Social Media Survey 2016

2010 2 BILLION USERS 1996 16 MILLION USERS 2002 558 MILLION USERS 2016 3.5 BILLION USERS

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What is fatigue? Think mobile first….

1/3 of our online time is spent watching videos The 2nd most popular search engine is YouTube 5 million Australians watch a video on Facebook every day 26 million mobiles in Australia (115% penetration)

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What is fatigue? What is digital marketing?

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The health effects of fatigue The rules with digital

THE DON’TS

• Don’t lose focus
• Don’t forget your brand
• Don’t forget the law

On brand?

THE DO’S

• Do start with your website
• Do consider your audience
• Do experiment

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What is fatigue? Impact on the Customer Decision Journey

Awareness / Stimulation

CUSTOMER DECISION JOURNEY

Consideration / Research / ZMOT Buy / FMOT Word of Mouth / Loyalty Customer Service

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It’s impact is huge

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(don’t hate me but…) You need to be strategic.

(cute puppy to make you feel better about me banging on about being strategic)

Don’t hate me but…

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Signs and symptoms of fatigue Choose your channel

* * Work rksheet – Tick the areas that will have high impact. – Where should your focus be?

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How can I tell if it is working?

– FA FACEBOOK – Cl Clicks / Pu Purchases / Followers – BL BLOGS GS – Ti Time on site – EM EMAIL – Cl Clicks / phone calls – LA LANDI NDING NG P PAGES – Fo Forms filled d in, Conversion – SE SEO O – Tr Traffic to Site / / Phone calls / / Visits – DI DIGITAL B L BANNE NNERS – Cl Clicks and Bounce rate te – RE REMARK RKETING – Au Audie ience Siz ize – YO YOUTUBE - vi view ews – LI LINK NKEDI DIN N – Co Connecti tions, clicks

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Your new best friend…

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WAIT….what do you want to know? (focus)

– FA FACEBOOK – Cl Clicks / / Purchases / / Fo Followers – BL BLOGS GS – Ti Time on site – EM EMAIL – Cl Clicks / / phone calls – LA LANDI NDING NG P PAGES – Fo Forms filled d in, , Conversion – SE SEO O – Tr Traffic to Site / / Phone calls / / Visits – DI DIGITAL B L BANNE NNERS – Cl Clicks an and Bounce ce rat ate – RE REMARK RKETING – Au Audie ience Siz ize – YO YOUTUBE - vi view ews – LI LINK NKEDI DIN N – Co Connecti tions, cl click cks

Business SA <Insert presentation title here using slide master>

Learn to love the data (and automate it!)

– Fi Find d the meaningf gful da data

Business SA <Insert presentation title here using slide master>

Learn to love the data (and automate it!)

– Fi Find d the meaningf gful da data, and d let it gu guide de your de decisions

Business SA <Insert presentation title here using slide master>

Learn to love the data (and automate it!)

– Cr Create te dashboards, and have th them emailed to to you − Ge General − SE SEO − So Social

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Signs and symptoms of fatigue

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(Remember this slide?) Content marketing

– Website, Social media, Advertising…. you need to nail your message.

• Motivation to purchase
• Barrier to purchase
• “I want….”

Spend time developing key messages.

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Content is king

– Inspire – Inform – Educate – Promote – Entertain

5 5 Type pes of f Conte tent

– Relevant – Searchable – Shareable – Memorable

Wh Which need to be

Re Remember yo your why…. y…..

De Define success….

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Content is King

Hi Highly aligned

Re Review w and Re Refine

Po Poorly aligned Lo Low p performing

Hi High performing

WH WHY? MA MASSAGE IT

DO DON’ N’T DO DO IT AGAI AGAIN T r T r a a f f i f f i c c t t

• w

e w e b b s s i i t t e e S a S a l l e e s s P h P h

• n

n e e c c a a l l s l l s T i T i m m e e

• n

n s s i i t t e e P r P r

• d

d u u c c t t s s i n i n b a b a s s k k e e t t

Sh Shares/Likes Lo Low t traffic Hi High bounce rate No No s sign u ups

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Content is King

Le Let’s get some ideas now…

– Inspire – Inform – Educate – Promote – Entertain

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VIA imFORZA.com

Search Engine Optimisation… why?

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Search Engine Optimisation… HOW.

– Focus – Content – continuously relevant and fresh – Diversity - make use of all online channels – Love for Google – keep up to date. Use Google Webmaster, Google Search Tools, Google MyBusiness. – Get some advice

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Search Engine Optimisation… HOW.

– Focus − Select your keywords

• High volume (quantity)
• High relevance (quality)
• Attainable

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Search Engine Optimisation… HOW.

– Free Research tools

– Google Adwords / Keywords Tool – Answerthepublic.com – Wordtracker – https://freekeywords.wordtracker.com – Google Trends – https://www.google.com/trends/ – SEO Book – http://tools.seobook.com/keyword-tools/seobook/ – WordStream – http://www.wordstream.com/keywords/ – Keywordtool-io – http://keywordtool.io/

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Search Engine Optimisation… HOW.

– Tactics − On site

• Blogs
• Links Out, Links within
• Footer text
• Change regular text

− Behind the scenes

• Meta tags
• H1 & H2

− Google factors

• Speed of site
• Clean code – MOBILE FRIENDLY!
• No rule breaking
• Google My Business / Google Webmaster

− Elsewhere

• Links in
• Social media

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Search Engine Optimisation… HOW.

– Google Webmaster − Search Console − Site Map − Errors − Robots file

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Search Engine Optimisation… HOW.

– Google My Business − Location − Ratings − Blogs − Robots file

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YOUR SOCIAL MEDIA MUST HAVES

− Automating the sales funnel

• Email sign up
• Send information
• Follow up email dependent on user activity
• Follow up email dependent on user activity
• Sale
• Send new offer

− Promises

• More leads
• Qualified leads
• More sales
• Efficient marketing
• Lead generation machine

Marketing automation

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Marketing automation

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YOUR SOCIAL MEDIA MUST HAVES

− Suppliers (include)

• Hubspot
• Infusionsoft
• GetResponse
• SalesForce

− Start somewhere

• MailChimp

– Automatic response – Landing page specific form – Start engaging

Marketing automation

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YOUR SOCIAL MEDIA MUST HAVES

− Fa Facebook k Business Manager r Audience re researc rch tool – define your audiences, see if they are worth targeting − Look at In Ink361 to find more about the types of content your Instagram followers engage with − Goog Google Data St Studio

• – makes your data look pretty (and

you therefore might read it! − Ne Neil Patel’s blog − Mo Moz – all about the SEO − Wo Woobox – competitions on Facebook

Key Tools

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YOUR SOCIAL MEDIA MUST HAVES

− Chatbots − AI applications − Privacy and Data − Martech

Other topics?

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Question time

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