DIY DigitalMarketing7 To-Dos forEvery EntrepreneurTracy BainsMay 2, 2013
AgendaIntroductionKnow your customersEngage your customersAnticipate your customersQ&A
Me.• Digital MarketingManager @ ICBC• @tbains• Linkedin.com/in/tbains• tracybains.ca• me@tracybains.ca
My publications.• Digital Media• Social Media‘s Diversity Problem, Sparksheet• Mobile Multicultural Marketing, Sparksheet•...
DigitalmarketingOnlineAdvertisingEmailMarketingContentMarketingSocialMediaMarketingMobileMarketingSEO
7 To-Dos for Every EntrepreneurKnow yourcustomers1. ID yourtop tasks2. Track sitestats3. Surveyyour visitorsEngage yourcus...
First, a question.Is your websiteup and running?
Only 46% of Canadian smallbusinesses have a dedicatedwebsite.46%54%Canadian Small BusinessesDedicated website No websiteSo...
Less than half of that46% sell theirproducts andservices on their
But Canadians love the internet.• In 2012, Canadians continued to lead theworld in Internet usage with an averageof 45 hou...
So, launch your site—it’s homebase.YourwebsiteSocialMediaEmailNewsletterVideoMobileApps
Know yourcustomers1. ID yourtop tasks
Your visitors are on your site tocomplete a task.Buy a productor serviceDonate to yoursocial causeRegister for anevent orw...
Many web teams don‘t even know whattheir customers‘ top tasks are. Evenwhen they do, these tasks are not atoptimal perform...
Start with your “Contact Us”form.What tasks lead to the mostquestions from customers?
Audit your social mediaaccounts.If your customers are reaching out for help withsomething on your site, then take notes.
Know your web data.There are lots of numbers you can track—here, just focuson your most viewed pages and the top keywords ...
Find your Top Pages.
Spot the Keywords.
Know yourcustomers1. ID yourtop tasks2. Tracksite stats
Avoid analysis paralysis.
Focus on metrics that matter.The only metricsthat matter arethose that you willact on.
My suggestions.• Traffic sourcesSearchReferralDirect
My suggestions.• Exit Rate– Every page has an Exit Rate, which is the %of people who left your site from that page.Exits m...
Knowing your Traffic Sources.
Find losing pages.http://youtu.be/LCNoVZptCfs
Know yourcustomers1. ID yourtop tasks2. Track sitestats3. Surveyyour visitors
Go direct to the source.• Ask your customersanything using onlinesurvey software• Branded forms• Launch surveys orpolls on...
# of questions• WithFluidSurveys, whichis a Canadian surveytool, you can ask upto 20 questions.
But you could start with justthree.• What is the purpose of your visit to ourwebsite today?• Were you able to complete you...
Engage yourcustomers4. Besocial
Don’t do this.DON’T• DON‘T open anaccount on everynetwork—think aboutyour customers andresources.• DON‘T leave socialmedia...
Remember, it’s not all aboutyou.
What you should DO. Says me.• DO share videos and photos.• Videos are shared 12x more than linksand text posts combined; p...
What you should DO. Says me.• DO use #hashtags.• A hashtag is a word or expressionpreceded by the ―pound sign‖. The symbol...
71% of social mediausers employhashtags to explorenew content fromtheir mobile devicesSources:http://venturebeat.com/2013/...
#PopularHashtags• #tellviceverything– When Min. Vic Toewstabled Bill C-30 andCanadians worriedabout their internetprivacy,...
#PopularHashtags• #kdpocalypse• In light of the end of days on Dec. 12according to the Mayan Calendar, KraftDinner asked C...
#PopularHashtags• #love is the most popular hashtag onInstagram• Many networks including Flickr and Facebookhave either ad...
And the last thing you shouldDO.• DO test the right time to post.• People check their profiles at lunch or afterdinner dur...
Experiment.
Engage yourcustomers4. Besocial5. Build anemail list
77% of us want to getmarketing messagesvia email—andthere‘s no closesecond place.Sources:ExactTarget‘s 2012 Channel Prefer...
Email itself is onlyincreasing inpopularity, especially asmore devices make it soeasy to check messagesanywhere and anytim...
79% of people use theirsmartphone for readingemail, a higherpercentage than thosewho use it to actuallymake phone calls.So...
You NEED email subscribers.• Ask permission. Email subscribers mustopt-in and give you permission to emailthem.• Treat the...
Tomorrow, start building a list.• Add a sign-up form onyour website—on thehomepage, footer, andafter blog posts.• Put soci...
Engage yourcustomers4. Be social5. Build anemail list6. Draft acontentcalendar
Plot what, when, where youpublish.
Start simple—open aspreadsheet.Plot out key dates for the next 12months, namely:– Seasonal dates/months where your product...
Then, start brainstorming ideas.
Determine where/when topublish.Monday Tuesday Wednesday Thursday Friday
Anticipateyourcustomers7. Thinkmobile
Canadians are mobile.In 2012, smartphonepenetration in theCanadianmarketplace movedup from 45% to62%—an increase of17 poin...
And super-connected.And 43% of smartphone owners owna connected device like a tablet, iPador e-reader as compared to 28% o...
We‘re also seeing a spike in Canadians withsmartphones watching videos/TV on theirmobile devices—jumping from 16% to 37%ov...
So get mobile.• Create a mobile-friendly version of your siteor—better yet—use responsive design.• Produce mobile-friendly...
7 To-Dos for Every EntrepreneurKnow yourcustomers1. ID yourtop tasks2. Track sitestats3. Surveyyour visitorsEngage yourcus...
Q&A
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DIY Digital Marketing

  1. 1. DIY DigitalMarketing7 To-Dos forEvery EntrepreneurTracy BainsMay 2, 2013
  2. 2. AgendaIntroductionKnow your customersEngage your customersAnticipate your customersQ&A
  3. 3. Me.• Digital MarketingManager @ ICBC• @tbains• Linkedin.com/in/tbains• tracybains.ca• me@tracybains.ca
  4. 4. My publications.• Digital Media• Social Media‘s Diversity Problem, Sparksheet• Mobile Multicultural Marketing, Sparksheet• Engaging Canada‘s Ethnic Communities Online, DX3Digest• Three Ways Target Canada Won on OscarNight, Techvibes• Community Reporting• Unlocking Canada‘s Secret History of Dealing with―Undesirables,‖ Huffington Post Canada• Empowering Minorities Through ―Me in Media‖Event, Vancouver Observer,• Fired Up? Start a Twitter Petition, Vancouver Observer
  5. 5. DigitalmarketingOnlineAdvertisingEmailMarketingContentMarketingSocialMediaMarketingMobileMarketingSEO
  6. 6. 7 To-Dos for Every EntrepreneurKnow yourcustomers1. ID yourtop tasks2. Track sitestats3. Surveyyour visitorsEngage yourcustomers4. Be social5. Build anemail list6. Draft acontentcalendarAnticipateyourcustomers7. Thinkmobile
  7. 7. First, a question.Is your websiteup and running?
  8. 8. Only 46% of Canadian smallbusinesses have a dedicatedwebsite.46%54%Canadian Small BusinessesDedicated website No websiteSource: RBC Ipsos ReidSmall Business Survey2012
  9. 9. Less than half of that46% sell theirproducts andservices on their
  10. 10. But Canadians love the internet.• In 2012, Canadians continued to lead theworld in Internet usage with an averageof 45 hours a month spentonline, according to comScore Inc.• Last year, Statistics Canada saysCanadians spent $15.3 billion shoppingonline; 83 per cent of those shoppersplaced orders with business located inCanada.• Rates of Internet access in 2010 werehighest in British Columbia (84 percent).Sources: comScore.com; Harris-Decimapoll done for Canadian Press; StatisticsCanada; internetworldstats.com
  11. 11. So, launch your site—it’s homebase.YourwebsiteSocialMediaEmailNewsletterVideoMobileApps
  12. 12. Know yourcustomers1. ID yourtop tasks
  13. 13. Your visitors are on your site tocomplete a task.Buy a productor serviceDonate to yoursocial causeRegister for anevent orwebinarSign up for youremail newsletterContact you tomake a complaintor requestassistance
  14. 14. Many web teams don‘t even know whattheir customers‘ top tasks are. Evenwhen they do, these tasks are not atoptimal performance. That‘s becausemany web teams have a ‗launch andleave‘ culture, rather than one ofcontinuous improvement of top tasks.- Gerry McGovern
  15. 15. Start with your “Contact Us”form.What tasks lead to the mostquestions from customers?
  16. 16. Audit your social mediaaccounts.If your customers are reaching out for help withsomething on your site, then take notes.
  17. 17. Know your web data.There are lots of numbers you can track—here, just focuson your most viewed pages and the top keywords yourvisitors use to get to your site.
  18. 18. Find your Top Pages.
  19. 19. Spot the Keywords.
  20. 20. Know yourcustomers1. ID yourtop tasks2. Tracksite stats
  21. 21. Avoid analysis paralysis.
  22. 22. Focus on metrics that matter.The only metricsthat matter arethose that you willact on.
  23. 23. My suggestions.• Traffic sourcesSearchReferralDirect
  24. 24. My suggestions.• Exit Rate– Every page has an Exit Rate, which is the %of people who left your site from that page.Exits may have viewed more than one page ina session.• Bounce Rate– Bounce rate is the percentage of people wholanded on a page and immediately left.Bounces are always one-page sessions.
  25. 25. Knowing your Traffic Sources.
  26. 26. Find losing pages.http://youtu.be/LCNoVZptCfs
  27. 27. Know yourcustomers1. ID yourtop tasks2. Track sitestats3. Surveyyour visitors
  28. 28. Go direct to the source.• Ask your customersanything using onlinesurvey software• Branded forms• Launch surveys orpolls on your site• Freemium modelallows you to try forfree until you‘re readyfor a monthlysubscription
  29. 29. # of questions• WithFluidSurveys, whichis a Canadian surveytool, you can ask upto 20 questions.
  30. 30. But you could start with justthree.• What is the purpose of your visit to ourwebsite today?• Were you able to complete your tasktoday?• If you were not able to complete your tasktoday, why not?Sources: Avinash Kaushik
  31. 31. Engage yourcustomers4. Besocial
  32. 32. Don’t do this.DON’T• DON‘T open anaccount on everynetwork—think aboutyour customers andresources.• DON‘T leave socialmedia to an intern oran agency.• DON‘T talk only aboutyourself.
  33. 33. Remember, it’s not all aboutyou.
  34. 34. What you should DO. Says me.• DO share videos and photos.• Videos are shared 12x more than linksand text posts combined; photos areshared 2x more than text updatesSources: Mboothinfographic, http://t3n.de/news/social-media-fotos-videos-410872/framed-visualstorytelling/
  35. 35. What you should DO. Says me.• DO use #hashtags.• A hashtag is a word or expressionpreceded by the ―pound sign‖. The symbolmakes the word or phrase searchable andhelps group content from many userstogether—exposing you to more people.
  36. 36. 71% of social mediausers employhashtags to explorenew content fromtheir mobile devicesSources:http://venturebeat.com/2013/03/27/are-hashtags-geeky-71-of-social-media-users-say-no/
  37. 37. #PopularHashtags• #tellviceverything– When Min. Vic Toewstabled Bill C-30 andCanadians worriedabout their internetprivacy, they used thistag to flood hisfeed, ―confessing‖ inprotest.
  38. 38. #PopularHashtags• #kdpocalypse• In light of the end of days on Dec. 12according to the Mayan Calendar, KraftDinner asked Canadians to tweet theirfinal meal, using this hashtag.
  39. 39. #PopularHashtags• #love is the most popular hashtag onInstagram• Many networks including Flickr and Facebookhave either added support for hashtags or areabout to roll-out this feature.
  40. 40. And the last thing you shouldDO.• DO test the right time to post.• People check their profiles at lunch or afterdinner during the work week.• And on weekends.Sources:http://www.connectsocialmedia.com.au/timing-your-social-media-posts-for-maximum-engagement/
  41. 41. Experiment.
  42. 42. Engage yourcustomers4. Besocial5. Build anemail list
  43. 43. 77% of us want to getmarketing messagesvia email—andthere‘s no closesecond place.Sources:ExactTarget‘s 2012 Channel Preference Survey
  44. 44. Email itself is onlyincreasing inpopularity, especially asmore devices make it soeasy to check messagesanywhere and anytime.Sources:http://www.b2bemailmarketing.com/2013/03/a-look-into-email-marketing-trends-for-2013.html
  45. 45. 79% of people use theirsmartphone for readingemail, a higherpercentage than thosewho use it to actuallymake phone calls.Sources:Adobe –2013 Digital PublishingReport: Retail Apps & Buying Habits
  46. 46. You NEED email subscribers.• Ask permission. Email subscribers mustopt-in and give you permission to emailthem.• Treat their information with care andrespect. Remember Canadian Anti-SpamLegislation will be in effect soon.• Build your list online and offline.
  47. 47. Tomorrow, start building a list.• Add a sign-up form onyour website—on thehomepage, footer, andafter blog posts.• Put social sharing buttonson your email template.• At events, sign up fans ofyour business.• Create downloadablewhite papers or e-books.Customers will sign up formore IF they find thecontent valuable.
  48. 48. Engage yourcustomers4. Be social5. Build anemail list6. Draft acontentcalendar
  49. 49. Plot what, when, where youpublish.
  50. 50. Start simple—open aspreadsheet.Plot out key dates for the next 12months, namely:– Seasonal dates/months where your product orservice is in highest demand.– Events you‘ll be hosting or attending likewebinars or industry events.– Holidays that may be relevant to your business.– Critical dates in each quarter—if you‘re rolling outnew products/services, then you‘ll need newcontent to promote awareness.
  51. 51. Then, start brainstorming ideas.
  52. 52. Determine where/when topublish.Monday Tuesday Wednesday Thursday Friday
  53. 53. Anticipateyourcustomers7. Thinkmobile
  54. 54. Canadians are mobile.In 2012, smartphonepenetration in theCanadianmarketplace movedup from 45% to62%—an increase of17 points.Sources:http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_Canada_Digital_Future_in_Focus
  55. 55. And super-connected.And 43% of smartphone owners owna connected device like a tablet, iPador e-reader as compared to 28% ofCanadians who own feature phones.Sources:http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_Canada_Digital_Future_in_Focus
  56. 56. We‘re also seeing a spike in Canadians withsmartphones watching videos/TV on theirmobile devices—jumping from 16% to 37%over the course of 2012.
  57. 57. So get mobile.• Create a mobile-friendly version of your siteor—better yet—use responsive design.• Produce mobile-friendly emails. If your emailsdon‘t display right on a mobile device, thennearly 70% of consumers will delete itimmediately.• Optimize your social networking accounts toperform well on mobile devices because 56%more smartphone users are accessing thesenetworks or blogs on their devices now thana year ago.Sources:BlueHornet study
  58. 58. 7 To-Dos for Every EntrepreneurKnow yourcustomers1. ID yourtop tasks2. Track sitestats3. Surveyyour visitorsEngage yourcustomers4. Be social5. Build anemail list6. Draft acontentcalendarAnticipateyourcustomers7. Thinkmobile
  59. 59. Q&A

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