Digital strategy and online marketing tools - Rodney Ferro
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Digital strategy and online marketing tools - Rodney Ferro Digital strategy and online marketing tools - Rodney Ferro Presentation Transcript

  • Digital Strategy &Online Marketing ToolsPresented by RODNEY FERRODigital Consultantrodney@pn.com.au | www.pn.com.au1300 131 932
  • About Me RODNEY FERRO14+ years experience, working with SMEs, corporates andnot for profits. After so many years being on the agency side,have now moved to client side and look forward to assistingorganisations in this challenging and forever changing onlinelandscape.WORKED WITH:Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank Youhttp://linkedin.com/in/rodney.ferro
  • What you will getIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You View slide
  • What willyou getDIGITIAL STRATEGY and ONLINE MARKETING TOOLSToday I will be focusing on: forming a digital strategy,importance of planning, understanding your budget, buildingyour team, sharing a few useful online marketing tools, tryingto help better manage your time and most importantlylooking at ways on increasing conversions. What is digital strategy? The importance of planning Organising your budget Building your team Useful online marketing tools Better managing your time Increasing your conversionsIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You View slide
  • What is digital strategy?Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • DigitalStrategyWHAT IS DIGITAL STRATEGY?In the fields of strategic management, marketing strategyand business strategy, digital strategy is the process ofspecifying an organisations vision, goals, opportunities andinitiatives in order to maximise the business benefits ofdigital initiatives to the organisation. Wikipedia Everyone has a different interpretation What does it mean to you? Identify your brand (offline and online) Who are you speaking to? What are you trying to achieve? What online mediums are you going to use? What are your KPI’s?Digital Strategy Templateemail rodney@pn.com.auIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • The importance of planningIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • PlanningYes, planningTHE IMPORTANCE OF PLANNING…We all know the importance of planning, but due to time,budget and resource constraints we usually jump right inthinking everything will run according to plan…what plan?Benjamin Franklin - "If you fail to plan, you are planning to fail!" Jumping straight in  Aims / Goals / Potential outcomes Brand / Background / Positioning / Perception Audience / Segmentation Audience Demographics / offline & online Competitor analysis / Performance online What are your KPI’s?Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Planning(continued)AIMS & GOALSList all your aims and goals, prioritise, work on the targetaudience focus (direct / broad), difficulty, engagement periodand what you are hoping to achieve?AUDIENCE SEGMENTATIONWho is your audience? What do they look like? Where dothe live (offline / online)? What are their likes / interests?We are looking for audience segments so we knowhow to communicate | where to | what may promote themIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Planning(continued)COMPETITOR ANALYSISAll businesses and organisations have some form ofcompetition, whether it be direct or indirect.AUDIENCE SEGMENTATIONWho is your audience? What do they look like? Where dothe live (offline / online)? What are their likes / interests? Offline & Online Website (brand, design, content, campaigns) Google (SEO / SEM) Social Media (Facebook, Twitter, LinkedIN,YouTube and what are they doing? Looking for opportunity Looking for a better online presenceIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Planning(continued)RESULTS MEASUREMENTAfter we look at the mediums (digital assets) that arerequired and what segments will be targeted, we look athow we are going to measure results…success.AUDIENCE SEGMENTATIONWho is your audience? What do they look like? Where dothe live (offline / online)? What are their likes / interests?After completing this process you will conclude that some digitalmediums are not part of your strategy. Those that are should bemeasured with milestones and KPI’s.Best thing about digital you can measure nearly everything, so do it!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank YouDigital Strategy Templateemail rodney@pn.com.au
  • Understanding your budgetIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • BudgetHow much?UNDERSTANDING YOUR BUDGET…Ask questions! It is important to know what your allocatedbudget needs to cover. You need to look at digital assets,vendor selection, internal resources for delivery and ongoingsupport / management of your digital investment. FALSE: Allocating full budget to website FALSE: Redeveloping a website Some costs: Digital Strategy, Domains, Hosting,Project Management, Website, SEO, SEM, EmailMarketing / Newsletters, Social Media,YouTube, Blog, Content Creation, PaymentGateway, Paid Advertising and more. IMPORTANT:Client side resources, what is the real cost? Re-evaluate your budget and expectations!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Building your team!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Let’s admit it…We need help…whether it is withstrategy, project management,design, development, onlinemarketing, content creation…Keeping this in mind we need to refer to our budget andallocate funds to the team we need to build.What can we do in-house, what do we need to outsource,what will we have to give a miss?Next: How do we know if the resource(s) are good?• Interview them• Get them to do a pitch• Call their references & ask for similar project examples• Ask them for their budget range & ongoing supportIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • What makes up the teamIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Resources can be an issue, it can becostly unless you are smart about it!• Start by getting an independent digital consultant toconduct a digital auditWork with them to create a digital strategy and obtain adigital blueprint (roadmap)Look at organisations that may be able to assist you in:• “Filling in the gaps”• Implementation and management of services• Look at reporting and review process• Look at hiring internally• Look at specialists vs. internal vs. outsourcingAgain what are the cost benefits?Digital Strategy& Online MarketingIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Some handy online tools!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Online marketing toolsMaking life easier onlinewithout all the heavy cost factorsWe will look at some tools we use to help manage ourclients’ projects, tasks and online marketingimplementation.You will find there are many variations of these tools,some of which you may know. After a lot of research andproduct comparison these are the ones we have found tobe most useful for our clients’ who are and aren’tcomputer savvy but now can’t do without them.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • There are many argumentsfor and against Proprietaryand OpenSource systems.When making a decision make sure you get ademo of the system and you have 14-30 days toplay with it, before you go and invest a large partof your budget into it.Make sure that when selecting a platform youconduct a risk assessment on the developmentcompany and the platform they arerecommending.Protect your investment, do not fall into the trapof having to re-build your website after 2 yrs.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank YouContent ManagementSystem (OpenSource)
  • Administrating a websitehas never been so easy,many of our clients pick itup with no training.Themes & Popular Plugins:- Themeforest.net- Backup Buddy- All-In-One SEO- MailChimp / Campaign Monitor- AddThis, ShareThis social- Gravity Forms- Redirections- WooCommerce- XML Sitemap- Google Maps- and hundreds more…Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • FREE and easy way totrack social shares fromyour website or articles.AddThis code can be applied to any websitewhich will allow your users to share youcontent on their preferred social network.With an AddThis registered account, youcan get an report on the social sharing thathas occurred throughout your site orselected articles.Best of all you can get started for FREE.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • FREE tool for a quick test.Google Chrome Window ResizerThis tool sits in the top right of your Google Chromebrowser and allows you to quickly see how your site /page will look in a different resolution.Now if you site has been optimised for a mobile youmay not see all its features, but you will get an idea forhow the site / page renders and very quickly.The tool is free and also allows you to put in your owncustom resolution settings (i.e. we added iPad Portrait)ResponsiveDesignIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Low cost tool, allows you to testin multiple platforms, operatingsystems and browsers!To save the trouble of having to log onto variousdevices iPhone, iPad, Mac, PC, Firefox, Windows 7 andIE 10, whatever the combination may be, BrowserStackmakes it all so easy.BrowserStack allows you to simulate the platform,operating system and browser you need.For example IOS, iPad 3rd (6.0)Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Google Chrome ExtensionScreen Capture : FREEHaving problems being able to capturevarious screens, content, quickly andaccurately?Wanting to highlight a section, make notes?How about a scrolling web page window?With the FREE Screen Capture tool fromGoogle this makes things so much easy andfast. No more stitching or missing bits.Ctrl+Alt+H….Done!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Comprehensive websiteMaintenance tools, managingHow Google sees you. : FREEUse this FREE tool from Google to check to see if yourwebsite has any errors.Get your web developer to:1. Submit your sitemap here2. Check to see if there are any errors3. Fix the errors4. Re-submit your site to Google (Fetch)5. You can demote and URL’s you don’t wish to beindexed high by Google (i.e. Terms and Conditions)6. And more….just make sure your developer is ontop of this.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • World class webanalytics software…FREE!If you don’t have Google Analytics installed you musthave a real good reason.1. Make sure you are setup as Administrator on yourown account.2. Understand the basis (online tutorials)3. Customise your dashboard, so you save time onreporting every month (multiple dashboards)4. NEW: See who is on your website and what page inreal-time follow their path!5. Use the Content > InPage Analytics to see whereyour ‘hotspots’ are on your site.6. Visitors, Return Visitors, Session Time, Bounce Rate,How Many Pages visited.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • But wait…there is more!Loads more!7. See how users browse your site, the path they takeAudience > Visitor Flow8. See the keywords used to find your page9. What are your most popular pages?10. You can now even track your Social RelationshipRemember to use your time wisely here, we can easilyget carried away in analytics and detail.Listen, Evaluate and Act!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • FREE: Google Keyword ToolUsing this tool you can see the previous months’ averagesearches for a particular keyword, key phrase and liketerms. For example type: ‘donate a car’ Local Search.(donate furniture 1,600, donate to charity 2,900)Use this tool as a guide and make sure to select Australiawhen conducting your research.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Email Marketing SoftwareEasy editing toolsCampaign Monitor has a nice clean admininterface to allow you to create your emailmarketing templates.With new features constantly added,Campaign Monitor makes sending out youremail campaign easier.Features include:- Template building- Campaign sending- Split A/B testing- Social Sharing / Reporting- Auto Responders- Comprehensive Reporting (clean layout)- Live Worldview / Subscriber snapshot- Integration with your websiteIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Email Marketing SoftwareFREE Account (limited)With similar features to Campaign MonitorMailchimp is a leading email marketingsoftware provider.With a great bank of resources and onlinetutorials you can really ‘get into’ email.Pricing there is a FREE account availablewhich is a great place to start!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Organise your linksCount popularityShare your links : FREEWhen having character limits the last thingyou need is a really long URL. Bitly allowsyou to shorten your URL and use that linksupplied for your post (i.e Twitter).Some applications now do automaticallyshorten your URL.If you create an account with Bitly you cantrack stats, with the number of times yourlink was clicked etc.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Image Editing SoftwareWhen making updates via social media wefind an application like PicMonkey comesin really handy.You can quickly import your image, makeedits using: premade, templates, overlays,speech bubbles and export your image touse within minutes.No need to go to a graphic designer forthose quick updates.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Mobile Image EditingSoftware : FREEAnother great tool for editing images whilesnapping them on your mobile.You can quickly open your image apply afilter, edit / undo, save and then share.It really is that simply download it and havea play!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Video Editing Software &Screen RecordingFREE: OpenSourceCamtasia has a great video editing studio,which allows you to cut video, add newelements, transitions, change audio, addlinks, export in various formats and more…There is an OpenSource tool CamStudiowith limited functionality that allowsscreen recording only.A great way to editing training videos,client testimonials and/or product videos.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • One of the largest searchengines behind Google.As we know video content is now morevaluable than ever.Optimising your video for YouTube willhelp your video be found in search and ifthe content of the video is contagious, itmay just go VIRAL!YouTube Channel – allows you to streamvideo content through your website withno costs to your organisation (using theembed code)Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Artistic, Cinimatic, greatvideo contentYouTube is mainstream, Vimeo its nearestcompetitor has a slightly different twist. Ifyou spend time on Vimeo you will notice anumber of short films, great videography,sound, even the player is built for watchingit on your TV.Vimeo also has a similar service to YouTubeallowing you to stream video through yoursite and little to no cost.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Want to create aWordCloud?Infographics are taking over, but if you didwant to create a WordCloud, a free and easyto use tool would be Wordle.netSimply add your paragraph in the text boxand click go! It’s that simple!You can click on randomise to then playwith the visuals, but quite a neat little tool.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Social Media ManagementFREE: Limited• Manage multiple social networks• Schedule messages and tweets• Track brand mentions• Analyse social media traffic• 6 million+ satisfied usersTweetDeck – as of May 7th no longersupports Facebook.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Social Media ManagementFacebook, Twitter,LinkedIN, Google AnalyticsSimilar to HootSuite, Sprout Social allowsyou to manage all your social mediaaccounts in the one place.• Engagement• Profile users• Schedule posts for future dates• Manage profiles as a team• Easy to understand reportingTweetdeck – as of May 7th no longersupports Facebook.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Even if you don’t want anothersocial network, you need:Google Authorship1. Great a Google Plus individual account2. Add your image and complete your profile3. Create a blog article4. Add the Google Authorship code to your blogarticle (with your Google ID)5. From your Google Plus account link to your blogarticle.6. DONE!http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986&expand=option2Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Task ManagementFREE : LimitedAsana has a FREE account which is actuallyquite generous allowing you to use all itsfeatures for up to 30 users.Create, Manage, Share tasks with yourteam. Instead of a task sitting in your inboxand losing track of replies, Asana allowsyou to group responses to one task, addattachments and send you emailnotifications of updates etc.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • SimpleProject ManagementWrike similar to Asana has some addedfeatures which allow you to really manageyour tasks and projects in a quick, yetorganised manner.• Create folders• Create user profiles• Create unlimited collaborators• Useful Gantt Chart• Set permissions for user access• Dashboard interfaceWe have found that with Wrike our clientsproductivity has dramatically increased,ours definitely has.Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Simple file sharingFREE : Limited 2GIG• No more sending 10MB files over email• Even sending DVDs or USB via mail• Share your files with anyone• Have access to your files on any device,mobile, tablet, desktop and online!Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Share your screenFREEJoin.Me allows you to share your screenwith multiple viewers. The free versiondoes have some limitations, but it is a greattool for meetings and presentations.• up to 10 meeting participants• screen sharing• internet calling• share control• multi-monitor• chat• send filesIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • What is most precious to you?Introduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • TimeManagementWHAT IS DIGITAL STRATEGY?In the fields of strategic management, marketing strategyand business strategy, digital strategy is the process ofspecifying an organizations vision, goals, opportunities andinitiatives in order to maximize the business benefits ofdigital initiatives to the organization. WikipediaOnline marketing, content creation, websitemonitoring… It’s all taking over our lives!Here are some simple tips to keep things on trackwhile having a bit more control over YOUR TIME!1. Don’t put it in the too hard basket and get left behind.2. You need to allocate and better manage your time.3. Block off time in your daily/weekly/monthly calendar forthe ongoing tasks.4. Use some of the online marketing tools that might just makeyour life easier!Content Calendar Templateemail rodney@pn.com.auIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • TimeManagementWHAT IS DIGITAL STRATEGY?In the fields of strategic management, marketing strategyand business strategy, digital strategy is the process ofspecifying an organizations vision, goals, opportunities andinitiatives in order to maximize the business benefits ofdigital initiatives to the organization. WikipediaSome questions you should askhow you might be able to do better:- Do you need to go to that meetingor can you do it remotely?- Manage your teams’ tasks?- Share files through Dropbox ? (not email)- Get your reports compiled and emailed to you?- Test your website from one computernot every single device and type of browser- Manage your social profiles in one place?- Managing content & social media updates images…..USE A CONTENT CALENDAR!Content Calendar Templateemail rodney@pn.com.auIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Increasing conversionsIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Don’t let your investmentdie a slow deathContinue to monitor, tweak, modifywhile aligning it with your digitaland online marketing goals1. Use your reporting and measurement tools you haveaccess to (Google Analytics).2. Make sure you collect feedback from your users bothinternally and externally.3. Use this information and ACT as it is vital for youimproving your results and most of all…Looking after your online assets.
  • IncreasingConversionsWHAT ARE REAL CONVERSIONS…Conversion optimisation is one of the most important partsof a digital strategy, as it helps improve your ROI. You don’tneed to always build a new site.You do however need to give it some LOVE.LISTEN to what your reports are saying and ACT accordingly. No need to build a new site LISTEN, ACT and LOVE your digital assets Reporting and monitoring are key Analysing and test your actions Some examples Increase conversation Increase conversionIntroduction Digital Strategy Planning Budget Resources Online Marketing Tools Time Management Conversion Thank You
  • Thank YouReally appreciate your attention and“your time”.Presented by RODNEY FERRODigital Consultantrodney@pn.com.au | www.pn.com.au1300 131 932