Low Budget Digital Marketing - Marios Siathas

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Low Budget Digital Marketing - Marios Siathas

  1. 1. Low Budget Digital Marketing Marios Siathas
  2. 2. Overview • Introductions • Differentiating Online Vs Offline • Overview of Digital Marketing & Digital Marketing Landscape • Benefit and Importance of Content and Inbound Marketing • Digital Channels and Examples • Questions and Answers
  3. 3. Contact Details www.ciim.ac.cy 99557009 http://cy.linkedin.com/in/mariossiathas https://twitter.com/MariosSiathas marios@ciim.ac.cy
  4. 4. Understanding Digital Marketing Vs Traditional
  5. 5. Big Advantage of Online over Offline – is the way in which the Customer Self Selects (Opts in) and Qualifies themselves Search, Email, Social Media, Apps Download etc..
  6. 6. Benefits of Digital Marketing • Customer Self Qualifies through their actions and signals – looking for your service through search with specific keywords (there is no ambiguity) – They subscribe to your email – They visit your website/blog to find information about product/service – They follow/Like you on Social Media and allow you to communicate to them • Peer recommendations – Networks (Tripadvisor, Booking.com, Facebook, Twitter etc..)
  7. 7. Big Difference between online and offline is that these interactions can be tracked and measured to specific outcomes Sales, Leads, Downloads etc..
  8. 8. Digital Vs Traditional • • • • • • • • • • Micro Measurability Vs Broad Metrics Interactive Vs Passive Inbound Vs Outbound Manageability Vs Outsource Targeting Vs Scattergun Nichecasting vs broadcast Permission based Vs Interrupt Educating vs Sales Informal Vs Formal Social Vs Authoratative
  9. 9. So, From a Business Perspective, what are we trying to do with Digital Marketing Channels
  10. 10. To Reach, Acquire, Retain (and Advocate) Customers both Online and Offline through Digital Channels
  11. 11. The Buyer Journey Digital Marketing Activities Should help achieve:  Create Awareness  Customer Acquisition  Customer Retention  Customer Advocacy
  12. 12. What are the core tactical tools at a Digital Marketers disposal
  13. 13. Key Online Marketing Tactics • Search Engine & Rich Media Marketing – PPC, Display and Affiliates • Search Engine Optimisation (SEO) – Structured & Planned Content, Optimised Vocabulary, Links • Social Media Marketing – Twitter, LinkedIn, Facebook, YouTube, Blogs, Podcasts • Content Marketing Programmes – Website, blog, social platforms, partnership sites etc… • Email Marketing – Email Service Providers, Acquisition and Retention, Lead Nurturing • Mobile Marketing – Location Based, Text, Advertising, Coupons, Offline-Activation • Measurement and Analytics – Clear Objectives and Benchmarks
  14. 14. Characteristics of a Digital Marketing Campaign
  15. 15. Digital is a more iterative process than traditional marketing
  16. 16. Iterative Digital Marketing Strategies
  17. 17. The Digital Landscape has changed changed radically over the past 5 years
  18. 18. Changing Digital Landscape
  19. 19. Proliferation of Channels Growth of Social Media
  20. 20. Social Media Landscape
  21. 21. It has never been easier for business to communicate with People online But You have to use engaging content – Give people a reason to engage with you
  22. 22. Todays Digital Marketing Ecosystem
  23. 23. Digital Marketing Ecosystem
  24. 24. That’s why Inbound & Content Marketing are so Important
  25. 25. Inbound & Content Marketing
  26. 26. Hubspot – Inbound Marketing Company view
  27. 27. Inbound Vs Outbound
  28. 28. Marketing Platforms and Tactics
  29. 29. Website/Blog
  30. 30. Website • • • • Register a domain Create website Create ‘GOOD’ Content Optimize on Google, through search engine optimization you can rank higher on Google so you can get more visitors to your website. • One way of doing this is to pay a marketing firm, or by doing SEO if you learn it yourself.
  31. 31. Blogs • It doesn’t matter what kind of business you are running, you can still have a blog. • Create a community by responding to each blog comment. • Become an expert by posting comments on other blogs and message board • Message boards may sound boring and dull because they’ve been around for years, but they are still effective. There are millions of message boards on the Internet and there is one for almost every topic. • If you can leave messages on popular boards and give people advice, it can drive a lot of traffic to your website
  32. 32. Resources
  33. 33. Resources
  34. 34. Resources
  35. 35. Resources
  36. 36. Resources
  37. 37. Resources www.blogger.com Free weblog publishing tool from Google, for sharing text, photos and video. www.wordpress.com Start a blog or a website for free Read more tips at http://startbloggingonline.com/ or at http://impossiblehq.com/how-to-start-ablog-guide
  38. 38. Resources
  39. 39. Marketo Blog
  40. 40. Search Engine Optimisation & Pay Per Click Advertising
  41. 41. Search: Laptops Cyprus
  42. 42. Home Page
  43. 43. KeyWords in URLs Help too Typical Website URLs Good  www.XYZ.com.cy/holiday-villas-paphos/  www.XYZ.com.cy/cat61/paphos  www.XYZ.com.cy/cat61/174  www.XYZ.com.cy/f?ID=174  www.XYZ.com.cy/f?cat=61&?ID=174 Bad  cdn6.fly.XYZ.com.cy/f?cat=61&?ID=174&CustID=5afsdf21
  44. 44. PPC Landing Pages
  45. 45. Landing Pages
  46. 46. Landing page example
  47. 47. SEO Factors
  48. 48. On Page Keyword Considerations • Keyword Use Anywhere in the Title Tag – high importance • Keyword Use as the First Word(s) of the Title Tag – high importance • Keyword Use in the url – high importance • Keyword Use Anywhere in the H1 Headline Tag – moderate importance • Keyword Use in Internal Link Anchor Text on the Page – moderate importance • Keyword Use as the First Word(s) in the H1 Tag – moderate importance • Keyword Use in the First 50-100 Words in HTML on the Page – moderate importance
  49. 49. On Page: Content Related • Existence of Substantive, Unique Content on the Page – Very high importance • Recency (freshness) of Page Creation – High importance • Historical Content Changes (how often the page content has been updated) – Moderate importance
  50. 50. Off Page • Keyword-Focused Anchor Text from External Links – High importance • External Link Popularity (quantity/quality of external links) – High importance • Load Times of Pages – High importance • Bounce Rate from Search Engine Results Page – High importance • Mobile Strategy – Preferred solution is Responsive by Google – High importance
  51. 51. Tools
  52. 52. Keyword Planner
  53. 53. Email Marketing
  54. 54. The process of delivering relevant, engaging and timely marketing messages about your products and services to a specific group of recipients via electronic mail.
  55. 55. How Email is used B2C B2B 87 88 Retain Existing Customers 26 66 Generate Leads 65 54 58 Profile / Awareness 34 53 56 63 83
  56. 56. Some numbers • 91% use email at least daily. Compared with 57% of Facebook Users. Exact Target Channel Survey 2012 • 66% of people have made a purchase as a result of a marketing message via Email vs. just 20% via Facebook. Exact Target - 2012 • Get this report at http://www.ExactTarget.com/SFF
  57. 57. Return on Investment For every dollar spent on email marketing in 2012 marketers had a $40 return-on-investment. » DMA - 2012 http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/
  58. 58. How it compares
  59. 59. The Services
  60. 60. MailChimp
  61. 61. What they offer • • • • • • List Management Unsubscribe Management Design / Template Editor AAA Delivery Reports Inexpensive
  62. 62. Things to consider • Never spam people • Build your own list
  63. 63. What is spam • The word "Spam" as applied to Email means "Unsolicited Bulk Email". • Unsolicited means that the Recipient has not granted verifiable permission for the message to be sent. • Bulk means that the message is sent as part of a larger collection of messages, all having substantively identical content. • Unsolicited Email is normal email (examples: first contact enquiries, job enquiries, sales enquiries) • Bulk Email is normal email (examples: subscriber newsletters, customer communications, discussion lists) • A message is Spam only if it is both Unsolicited and Bulk. – Source - Spamhaus - http://www.spamhaus.org/consumer/definition/
  64. 64. Build your own list • Add a subscribers form • Add update contact form • Other forms • Facebook Apps • Competition Entries • Membership Form • Registration Forms
  65. 65. Add a subscribers form • Ask for just the “must-haves” • Don’t get Personal • What info can you collect later? • Find a balance • Add on more pages not just home page (research shows that only 10% use the home page to sign up)
  66. 66. The best way? ASK • Face to Face • Sales Calls • Trade Shows • Events • Ask for Permission • It Respects the rules • Ensures Familiarity • It Increases Engagement
  67. 67. Things to consider • • • • • • • • • • • Words - “Free” / “Discount” / “Offer” / “Buy” “Click Here” “Unsubscribe” Overuse of Punctuation.................... Exclamation Marks!!!!!! ALL CAPS White Listed Sender No Attachments Good Quality in Design Correct Balance of Text and Images Use a Testing Service - Litmus.com
  68. 68. Clear and shorts subject line Get to the point Clear CTA Several links Scannable text
  69. 69. Design Considerations • Keep HTML Emails to 500-600 Pixels in width • Always use a Top Link - Click here to view it in your browser • Don’t Depend on Images to get your message across • Can’t you Flash, Video or animated bits • Beware of special characters in your emails • Never use attachments • Test the end product on different email clients • Always use a valid and consistent send / reply address • Personalise... or not. Discuss. • Never design and send as one big image
  70. 70. When to Deliver • Traditionally best • Tuesday / Wednesday - 11am. • NEVER on Friday • Avoid Monday • Aim for people at their desks • Analysis • About 80% of email opened between 5 am and 5 pm • Roughly 62% opened between Tuesday and Thursday • Business customers most likely to open during working day • Personal email accounts are often checked during the day • Consider when you want the traffic / calls.
  71. 71. Analytics
  72. 72. Group Deals
  73. 73. Group deals
  74. 74. Group deals
  75. 75. Skroutz deals Inbox
  76. 76. Other platforms
  77. 77. Listing
  78. 78. Google Business Places
  79. 79. Google + for Business
  80. 80. You tube
  81. 81. Social Media
  82. 82. • As you build your brand, always remember to apply these simple steps at every stage of your business: – Build Relationships – Fresh Content – Share Your Knowledge – Image is Everything – Connect with Clients/Customers – Be Transparent
  83. 83. • When identifying the right social network for your business, consider the following: – Research the social networks that will work best for building your brand – Understand the needs of your target audience – Make connections and talk to people – Share your goals and identify supporters – Measure results – There are so many free and low-cost tools available to you. Use these tools to your advantage. Don’t wait for that million-euro check to come in the mail. It will not!
  84. 84. What posts work best? • Develop a varied post strategy – don’t template every post • Images and Video get most interaction but you have to mix with Status updates to optimise reach • Think Shorthand – posts with 80 chars or less receive 27% more engagement • When sharing company links – use an image with the link and some commentary – 65% higher engagement rate using images • Think frequency – too much is spam, too little could mean not being noticed • Think Humour and Personality – Don’t be shy boundaries – get responses from people
  85. 85. Tools
  86. 86. They Like You!
  87. 87. Other photo editing • • • • • • http://www.picmonkey.com/ free and cool http://getbulb.com/ create infographics with ease https://infogr.am infographics www.gimp.org – photoshop type for free Vine app - Create & share beautiful looping videos Shadow puppet app - Shadow Puppet Is a New Storytelling App For Sharing Narrated Slideshows Of Your Photos • Doodly Doo app – adds drawings, text and other fun stuff on your photos
  88. 88. Thank You
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