Digital Marketing: Social Media & Email Marketing Cam CollinsPresident and CEOExuma Technologies, Inc. @CamCollins Jessica SeidelPartnerAdvanced Dealer Solutions @A_D_Solutions
How do people buy today? Realize a need (Google search) Investigate options Ask friends Seek out experts / Q&A sites Investigate more Buy
Social Media: Four Step Process
Listen to your Customers
Decide on a Strategy
Select Technology and Resources
Be a Listener First
Who is your audience?
Profile your audience
Who are your contributors?
Outside your business
Inside your business
Engagement (e.g. conversations)
Increased sales (online/offline)
Define your Success Metrics Number of customers that youcomplimented online Number of new prospects that came through the web Reduction in support calls and product returns Number of ReTweets Page rank on the major search engines Reduced spending on advertising Number of positive comments you got on Facebook or Google+ Number of customer suggestions that you actually implemented successfully Number of relevant blogs that reference you Number of people in your target demographic that follow you on Twitter Number of active fans on your Facebook page
Define your Success Metrics Social Media Advertising Engagement Blogging Email Marketing Pay Per Click Search Engine Optimization
Plan your budget (time & money) Social Media is free right? Facebook, Twitter, Google+ = Time Investment of SEO Effectiveness of blogging Email list building Cost of PPC (Pay per Click)
Which Social Metrics to Track Traffic data - how many visits and visitors did social drive to our sites? Fan/follower data - how many people are in our various networks and how are they growing? Social interaction data - how are people interacting with, sharing and re-sharing our content on social networks? Social content performance - how is the content we're producing on social sites performing?
Design + UX
How can I optimize the user experience on my website? Cluttered – Busy layouts – they are distracting Navigation Problems – People need to find the content they want Boring web design – Is your site aesthetically pleasing Pop-up ads – Stay away from them Slow load times – People are impatient online Small fonts – Size 14 is the new size 12, after all Too much text – Think big blocks of text Poor search functions – If people can’t find your content, your site failed
Blogging – Why does it matter?
How often do I post?
Does Email Marketing still matter? After ensuring all content on the site is high quality, focus on engagement and awareness (through social media and email)
Are there any tricks or tips to getting more subscribers?
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