A QUICK OVERVIEW ON
DIGITAL MARKETING & THE
SOCIAL UNIVERSE
Including Website Tips
What is digital marketing?
Content
Marketin
g

Website

Email
Marketin
g

PR

Video
Marketin
g

Online
Branding

SEO

Soci...
Where to start?
• You own it

• Your online image

WEBSITE
YOUR
CENTRAL
HUB

• Drive traffic to generate leads

• Turn pro...
Before you start your website
 Purchase a domain name
 Use your business name
 Keep the domain name simple
 Try get th...
Using a free web builder
Many hosting companies offer a free web builder with the package or
there are others such as Wix,...
Having your own website
 Many basic hosting packages come with free oneclick install options such as Wordpress
 You can ...
Essentials for your website homepage
1.

Headline of what
you offer
2. Description
3. Benefits
4. Call to action
5. Featur...
Is your site responsive?
more people accessing
the web on tablets and
mobile

© Mamba Media - 2013
Does your website deliver?
 Can people find what they are looking for
 Is it easy to navigate – not too many clicks to g...
Your marketing plan/strategy
PLAN
PLAN
PLAN

KEYWORD
S
FOR
SEO

RIGHT
CHANNELS

MEASURE

INTERACT
RESPOND
CONNECT

MANAGE
...
Which marketing channels?
 What is your target market?
 Where are your customers?

 What are your aims?
 Using differe...
Facebook - Twitter
LinkedIn - Google+

The Social Universe
Social news sites
e.g. Digg,
Stumbleupon
TOOLS

Visual: Pintere...
Why use social media?
 Improve chances of being found
 Control of online real estate in search results and
more access t...
Overview on main social sites
 Facebook - fun, visual,
relationships, huge audience, B2C
(business to consumer), build br...
Overview on main social sites
 LinkedIn –targeted groups to
generate leads, B2B, professional,
networking, show expertise...
Other popular social sites
 Pinterest - visual, driving traffic to
website or blog, people looking for
inspiration to buy...
Get in touch
Karen Black – Mamba Media
I am a web, digital marketing & social media specialist
and offer Training, Set-Up,...
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Overview on Digital Marketing and the Social Universe

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What is Digital Marketing and where do you start? Planning your website and Marketing Strategy. Why use social media and an overview on the main Social Media channels

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  • Content marketing is news, video, images,e-books, how-to guides etc. including blogging which Sally will be talking about after lunch.Online advertising includes web ads, google ads, social media ads, promoted social media postsSEO is about being found when people search for you over the internet and includes keywords, linkbuilding, adword campaignsDigital marketing is all about making everything work together – interconnecting and integrating
  • You website is your central hub and should continually be changing – YOU own it, not like Facebook and Twitter etc – it serves as a place to hold your content, drive everything back to generate leads, turn prospects into customers, and improve your seo (being found when people search for you) – plus you can monitor visitors and page views through google analyticsYou need to then really look at your branding and identity which Lynne will be talking about nextYou also need to think about your plan and strategy for marketing and content creation and decide how you will then market your business and how that fits in with your website and offline marketingAnd finally choose which channels to promote your business
  • Headline of What you offerDescriptionBenefitsCall to actionFeatures and servicesTestimonialsAchievementsClear navigation menuVisuals or videoFree offersResourcesMore CTAsIts not all about social media strategy – you should also be thinking website strategy too!
  • depending on your target market you may want to look at making your site responsive - as more people access the web on tablets and mobiles now it is becoming more necessary to have this
  • Can people find what they are looking for?Easy to navigate – not too many clicks to get what you want – delivering what you promise
  • PLANCreate a calendarList key events throughout year as a starting point, holidays etc, Keep a stash of photos /videos from your work, events, etc to use in calendarKEYWORDSThink of what you want to be found for and include these in posts CHANNELSChoose the right channel for your business TAILOR CONTENTtailor content per channel Fill in "about" information with what You will do on that particular site. ENGAGEEngage with audience and show your human sidethank people and respond – add in links to more info if necessary to lead them to more of your contentDon't Only self Promote!CONSISTENTKeep your profile picture or branding consistent across your networks. Don’t stop posting when you go away for 2 weeks – use tools to schedule postsMANAGE TIMEWhether it’s 15 minutes in the morning and evening or an hour first thing in the morning, set aside some time to work on your social media sites. Avoid being sucked down a black hole - You can be like alice down the rabbit hole .. Sucked into hours of reading endless tweets and facebook posts when you should be focusing on businessPROMOTEInclude links on email, web, blog, social sites, printed material to all your sites When posting keep short and link to read more so you can track who clicked throughMEASURE - Use measurement tools such as buffer, google analytics, facebook insights
  • If your business has a physical location, then perhaps have a bigger focus on Google Places and local mobile marketingIf you are a tax accounting firm you probably don’t want to be on Flickr or Instagram and maybe focus more in LinkedIn Email marketing is key as its targeted to an audience already interested in your servicesYou may want to advertise to boost awareness to start as using social media can take timeLook at your goals – is it awareness, leads, sales you want to achieve .. And then put measurements in place .. Change your content to suit the social network and target market
  • We will go into more details on website, social media, strategy and toolsSo just wanted to point out a few things here such that we wont be going into due to time :Social news sites such as Digg, Stumbleupon, directories etc which you can add your blog to help reach a wider audienceAvoid the fly by night new ones popping up that are not suited to your business or you don’t have the time for
  • Those links coming up top on searchesalmost always have a high number of Likes, shares, tweets, and +1s.More control over search results and more access to your contentPeer-to-peer recommendationMay cost less than advertisingclaim your username on social networks before its too late – customers may move onto social media if not on now then in the futureOther companies customers “are” on social media – exposure to new audience and your irrelevant audience could become your target audience – people change career, move, make new friends
  • Facebook – great for B2C (business to consumer) - eg brands, products selling direct to public. It is very visual. Facebook is very much a community so you’ll probably find that your followers don’t like anything overly sales related, but on other hand the community can allow for some great interaction with customers so it’s great for building brand loyalty and engaging with your customers.Twitter – quick answers, customer service, connectingLinkedin – network with your clients and prospects, decision makers and suppliers. Show your expertise and use groups to build awareness and leads.Google+ - when you post to circles people get a notification - unlike F/B Fan pages, where one has to pay to post to ones fan base (as only 8% see your posts). Good for SEO as it is tied to Google and other Google products. Great for finding niche communities. Webinars with hangouts which can be uploaded directly to YouTUbeGoogle Places - 97% of consumers search for local businesses online. Be there when they're looking for you. More likely to show in top results of Google and also important for mobile search too which is becoming more prevalent.
  • Facebook – great for B2C (business to consumer) - eg brands, products selling direct to public. It is very visual. Facebook is very much a community so you’ll probably find that your followers don’t like anything overly sales related, but on other hand the community can allow for some great interaction with customers so it’s great for building brand loyalty and engaging with your customers.Twitter – quick answers, customer service, connectingLinkedin – network with your clients and prospects, decision makers and suppliers. Show your expertise and use groups to build awareness and leads.Google+ - when you post to circles people get a notification - unlike F/B Fan pages, where one has to pay to post to ones fan base (as only 8% see your posts). Good for SEO as it is tied to Google and other Google products. Great for finding niche communities. Webinars with hangouts which can be uploaded directly to YouTUbeGoogle Places - 97% of consumers search for local businesses online. Be there when they're looking for you. More likely to show in top results of Google and also important for mobile search too which is becoming more prevalent.
  • Pinterest – very visual so images must be great. If you pin your blogs or products to Pinterest it is a great tactic to drive people back to your site. Site is primarily women and most users are between the ages of 25 and 54. People looking for inspiration and also to buy.YouTube– is the 2nd largest search engine and videos are the Closest thing to meeting someone in person so tends to have good lead to conversion rate if you have a good CTAInstagram– photo sharing, great forlocal business, manage a restaurant or shop with checkin option for tracking
  • Overview on Digital Marketing and the Social Universe

    1. 1. A QUICK OVERVIEW ON DIGITAL MARKETING & THE SOCIAL UNIVERSE Including Website Tips
    2. 2. What is digital marketing? Content Marketin g Website Email Marketin g PR Video Marketin g Online Branding SEO Social Media Blogging Online Adverts Mobile Marketin g Digital marketing uses TV, Radio, Internet, Mobile and any form of digital media to reach customers © Mamba Media - 2013
    3. 3. Where to start? • You own it • Your online image WEBSITE YOUR CENTRAL HUB • Drive traffic to generate leads • Turn prospects into customers • Improve SEO and track through analytics BRAN D • You identity • Your personality and values • Blogs MARKETIN G PLAN / STRATEG Y Video Email © Mamba Media - 2013 CONTENT CREATIO N SEO Advert • Videos • E-books Choose your channels for promotion Social Media • Infographic s • Resources PR Mobile
    4. 4. Before you start your website  Purchase a domain name  Use your business name  Keep the domain name simple  Try get the top level domains such as .com  Purchase hosting  You can do this with the domain provider or another hosting company  Remember you often get free emails with hosting so you don’t need to purchase the separate email package they try to sell you © Mamba Media - 2013
    5. 5. Using a free web builder Many hosting companies offer a free web builder with the package or there are others such as Wix, Weebly and so on PROS  Free  Simple to use  Can be quick to set up  Ready made templates and add-ons CONS  Extra functionality can be costly  Limited design  Some have poor quality code which affects your SEO  Possible ads (looks unprofessional)  Relying on one provider so not in total control  If you want to expand or move your site you have to start from scratch as they use their own content management system © Mamba Media - 2013
    6. 6. Having your own website  Many basic hosting packages come with free oneclick install options such as Wordpress  You can also upload html sites and many other types of website coding  You often get a number of emails included in the hosting package  You are in control and can move your site to other hosting if you ever need to  It often works out cheaper than the web builder and email packages they offer you  It is a better long-term and cost effective solution than using a free web builder package © Mamba Media - 2013
    7. 7. Essentials for your website homepage 1. Headline of what you offer 2. Description 3. Benefits 4. Call to action 5. Features and services 6. Testimonials 7. Achievements 8. Clear navigation menu 9. Visuals or video 10. Free offers 11. Resources 12. More CTAs © Mamba Media - 2013
    8. 8. Is your site responsive? more people accessing the web on tablets and mobile © Mamba Media - 2013
    9. 9. Does your website deliver?  Can people find what they are looking for  Is it easy to navigate – not too many clicks to get what you want  Are you delivering what you promise  Does it load quickly  Is it optimised for search engines © Mamba Media - 2013
    10. 10. Your marketing plan/strategy PLAN PLAN PLAN KEYWORD S FOR SEO RIGHT CHANNELS MEASURE INTERACT RESPOND CONNECT MANAGE TIME PROMOTE © Mamba Media - 2013 TAILOR CONTENT PER CHANNEL BE CONSISTE NT
    11. 11. Which marketing channels?  What is your target market?  Where are your customers?  What are your aims?  Using different channels? © Mamba Media - 2013 B2B or B2C – fun or professional Do your research Set goals and measure Change content to suit
    12. 12. Facebook - Twitter LinkedIn - Google+ The Social Universe Social news sites e.g. Digg, Stumbleupon TOOLS Visual: Pinterest, Fly-by-night YouTube platforms Slideshare, Instagram BRAND Measureme nt Black Hole: No plan & time issues © Mamba Media - 2013 CONTENT Listening WEBSIT E
    13. 13. Why use social media?  Improve chances of being found  Control of online real estate in search results and more access to your content  Social proof – peer to peer recommendation  Show industry expertise  Awareness  Cost may be less than advertising  Brand consistency – claim username on social channels  Access to new audiences – people change career, move, make new friends © Mamba Media - 2013
    14. 14. Overview on main social sites  Facebook - fun, visual, relationships, huge audience, B2C (business to consumer), build brand loyalty, engage with prospects  Twitter - news, real time, networking, awareness, no barriers, customer service © Mamba Media - 2013
    15. 15. Overview on main social sites  LinkedIn –targeted groups to generate leads, B2B, professional, networking, show expertise, connect with decision makers, company pages to showcase products or services  Google+ and Google Places – local marketing / SEO, free video hangouts, segmented targeting, niche communities © Mamba Media - 2013
    16. 16. Other popular social sites  Pinterest - visual, driving traffic to website or blog, people looking for inspiration to buy, predominantly women audience  YouTube – search engine in itself, humanise, inform, educate, entertain, great conversion if good call to action  Slideshare - presentations, primarily B2B, integrates with LinkedIn, generate traffic, search for great content  Instagram - photo sharing, B2C, great for local business, fun, visual © Mamba Media - 2013
    17. 17. Get in touch Karen Black – Mamba Media I am a web, digital marketing & social media specialist and offer Training, Set-Up, Management, Strategy & Consultancy in these areas for a range of businesses. www.mambamedia.com @mambamedia www.facebook.com/mambamedia www.linkedin.com/company/mambamedia http://plus.google.com/+Mambamedia http://www.pinterest.com/mambamedia Websites, SEO, Design & Digital Marketing for YOUR Business email | social | web | video | branding | print | SEO | training | strategy © Mamba Media - 2013
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