Your digital marketing strategy: Getting it right first time

'Your Digital Marketing Strategy –
Getting it Right First Time'.
July 14th 2009
Simon Baker – Account Manager
Yvette Elkana – Managing Director
Neil Ramsorrun – Creative Director

Introduction
What is Digital Media
Your Online Presence –
Web/ Blog
CMS
Client Relationship Management
Promotional Strategies
Q&A session & Feedback

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

Some of our clients
Construction
Legal
Broadcast
Public Authorities
3rd Sector
Training

What is digital media?

Is it New or Widely Used by Organisations?

Divine Chocolate example

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”)

Online presence

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?

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

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

Content management systems

Content Access Module allows you to specify what user roles can do on a page by page basis.
Easy creation of forms

CMS Example

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

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

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.)

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.

CRM
Sales Tracking from Lead to Business Won

CRM - Reporting
Sales Pipeline Breakdowns

CRM – Sales Campaigns

Bulk Emails

Promotional Strategies

Promotional strategies

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

1. Email marketing

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

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

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

2. Social Media
“Word cloud” showing some key elements of social media
www.wordle.com

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

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

Blogging

Micro Blogging (Twitter)

Gateway Media Twitter
New contacts, promotion, show your personality!

Social networks
Bebo
Facebook

Photo/video sharing
YouTube
Flickr

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)

Social Media Statistics
Top 15 most viewed sites in the UK, 15th April 2009 – 6 out of 15 are social media sites

3. Pay per click
PAID search results
ORGANIC or NATURAL search results

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

Summary
Who are you talking to?

Where are you talking to them?

How are you talking to them?

What are you saying?
Business Speak
This is my journey
Or Both
Are you telling a story?

Media Matrix
This media matrix will help to focus the strategic objectives and tactical activities of your digital media campaign.

Q&A
How can digital help you?

Your digital marketing strategy: Getting it right first time

by Gateway Media on Jul 14, 2009

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