Your digital marketing strategy: Getting it right first time

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For more information on upcoming workshops please visit www.gateway-media.co.uk

For more information on upcoming workshops please visit www.gateway-media.co.uk

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  • Promo Video?
  • Show them example of CMS in action
  • What processes do you need support with? It can help.
  • Some examples of CMS in action - Account Page
  • Great reporting to Management
  • Email with Trackers
  • Targets save time email marketing to various target lists
  • Check your click through and approach those targets having seen what they are interested in
  • Sales campaigns are easily reported
  • Company blog – say how often you will write to the blog and stick to it. Innocence Smoothies blob mixes official content with personal content and this gives a better result.Blogs are often more visited than company sites as people are more interested in personalities. Blogs also rank higher in Google searches.Technorati is a blog search engine that where you can register your blogA blog (a contraction of the term weblog) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog), audio (podcasting), which are part of a wider network of social media. Micro-blogging is another type of blogging, one which consists of blogs with very short posts. As of December 2007, blog search engine Technorati was tracking more than 112 million blogs.[1] With the advent of video blogging, the word blog has taken on an even looser meaning — that of any bit of media wherein the subject expresses his opinion or simply talks about something.

Transcript

  • 1. 'Your Digital Marketing Strategy –
    Getting it Right First Time'.
    July 14th 2009
    • Simon Baker – Account Manager
    • 2. Yvette Elkana – Managing Director
    • 3. Neil Ramsorrun – Creative Director
  • Introduction
    What is Digital Media
    Your Online Presence –
    Web/ Blog
    CMS
    Client Relationship Management
    Promotional Strategies
    Q&A session & Feedback
  • 4. Introduction
    Who we are and what we do
    A cutting edge creative digital design agency offering a friendly, flexible partnership
    An impressive track record of intelligent and engaging solutions for a wide range of satisfied clients
    Industry leading quality and value for money with award winning designers
    A social enterprise supporting City Gateway
  • 5. Some of our clients
    Construction
    Legal
    Broadcast
    Public Authorities
    3rd Sector
    Training
  • 6. What is digital media?
  • 7. Is it New or Widely Used by Organisations?
  • 8. Divine Chocolate example
  • 9. Divine Chocolate Example
    Fully integrated digital media campaign
    Use of video, newsletters, polls, blog
    YouTube channel
    Twitter channel
    Well ranked on Google (6th result when you search for “chocolate”)
  • 10. Online presence
  • 11. How effective is your website?
    Does it reflect your brand identity?
    Does it engage your audiences?
    Easy to update?
    Linked in with digital marketing – social media, email campaigns?
    Well ranked on search engines?
  • 12. A company blog?
    Gives you chance to show the more informal personality of your organisation
    Cheap to set up and maintain, using open source software – WordPress, Blogger
    Easy to update
    Allows people to follow what you’re up to and engage with you
    Helps search engine rankings
  • 13. Content management system
    Allows you to update your site whenever you like, change/add new pages and content
    What You See Is What You Get (WYSIWYG) editor, anyone can use
    Can build bespoke systems or use open source platforms, depending on your needs
    Whole site can be built to interact with other software – CRM, ecommerce, blog
  • 14. Content management systems
  • 15. Content management system
  • 16. Content management system
  • 17. Content management system
    Content Access Module allows you to specify what user roles can do on a page by page basis.
    Easy creation of forms
  • 18. Content management system
  • 19. CMS Example
    Content management system
  • 20. Content management system
    What can you do to get it right first time?
    Ask us for a website scoping document to see what you should be thinking about
    Ensure that all the main users are considered
    Start small with room to expand
    Have fun with it
  • 21. CRM
  • 22. CRM
    Client Relationship Management
    Start ups struggle with setting up effective processes
    CRM puts the client at the centre of these processes and gives your organisation a 360 degree view of their many relationships with your company.
    CRM assists, tracks and reports on efforts
  • 23. CRM
    Sales (workforce & online so includes e-commerce)User Accounts for Clients show who is doing what and when
    marketing (email, new promotions, research, etc.)
    support (more technical support, FAQ’s, product specs, online chat with experts, etc.)
    service (after sales relationship , newsletter updates, etc.)
  • 24. CRM
    How to get CRM right first time
    Digital strategy is based on looking at traditional marketing strategy and applying the digital approaches (e.g. I have a sales team and a sales process but I can improve it all with the CRM technology).
    It’s a flexible tool that can be shaped around your business to improve processes quickly.
  • 25. CRM
    Sales Tracking from Lead to Business Won
  • 26. CRM - Reporting
    Sales Pipeline Breakdowns
  • 27. CRM – Sales Campaigns
  • 28. CRM – Sales Campaigns
    Bulk Emails
  • 29. CRM – Sales Campaigns
  • 30. CRM – Sales Campaigns
  • 31. Promotional Strategies
  • 32. Promotional strategies
  • 33. 1. Email marketing
    Now used in higher volumes than direct mail
    Impressive potential return on investment: US Direct Marketing Association estimates $48.56 for every dollar spent
    What makes a good email marketing campaign? 42% of email companies say targeting, 33% say offers, 25% say creative
  • 34. 1. Email marketing
  • 35. Email marketing - newsletters
    Keep your contacts up to date with your news, offers and latest work
    HTML branded emails with imagery and links to your website
    Use CRM software to send emails in bulk and then track results
    Include signup form on website to build up your following
  • 36. Email marketing – business development
    Segmented contact data in CRM allows you to target specific audience groups
    Create 12 month campaign calendar emailing each audience every 2 months
    Promote new case studies, product offerings to that sector etc
    Tailor email to specific sector, sending them only relevant content
  • 37. Email marketing
    GM newsletters 3,500 sent each month
    18% Opened
    Of opened 30% click through rate
    Latest Sales campaign – Construction
    175 sent, 29 viewed, 22 click through, 5 opted out, 6 leads
  • 38. 2. Social Media
    “Word cloud” showing some key elements of social media
    www.wordle.com
  • 39. Social Media - What is it?
    A global online conversation
    A marriage of content and community
    Building your business through grassroots networks
    Building a community around a conversation
    Power to the people - Putting the consumer in control of content and broadcasting
  • 40. Social Media Tools
    Blogging
    RSS Feeds
    Social Networks (egFacebook, Bebo, Myspace)
    Podcasting/vodcasting
    Wikis
    Social Bookmarking (eg Delicious, Digg)
    Photo/video-sharing (egFlickr, YouTube)
    Virtual worlds (eg Second Life)
    Forums/message boards/groups
  • 41. Blogging
  • 42. Micro Blogging (Twitter)
  • 43. Gateway Media Twitter
    New contacts, promotion, show your personality!
  • 44. Social networks
    Bebo
    Facebook
  • 45. Photo/video sharing
    YouTube
    Flickr
  • 46. Social Media Statistics
    Over 10 million Facebook users in the UK
    UK social network membership predicted to rise to 27 million by 2012
    184 million bloggers worldwide
    215 million people downloading podcasts
    184 million people uploading videos
    36% of online users think more positively about companies who run their own blog
    successful viral films seen by hundreds of millions of viewers (Star Wars Kid = 900 million views)
  • 47. Social Media Statistics
    Top 15 most viewed sites in the UK, 15th April 2009 – 6 out of 15 are social media sites
  • 48. 3. Pay per click
    PAID search results
    ORGANIC or NATURAL search results
  • 49. Pay per click
    Organic search can take a long time to get right
    Paid search gets you straight to the top of the search results
    Flexible budgets – can start a trial campaign in 5mins with a £1.00 budget
    Low set up costs and maintenance – initial consultancy to set campaign up then you can run it yourself
    Fully trackable so you can calculate ROI
  • 50. Summary
    Who are you talking to?
  • 51. Where are you talking to them?
  • 52. How are you talking to them?
  • 53. What are you saying?
    Business Speak
    This is my journey
    Or Both
    Are you telling a story?
  • 54. Media Matrix
    This media matrix will help to focus the strategic objectives and tactical activities of your digital media campaign.
  • 55. Q&A
    How can digital help you?