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Grow Your Business Through Digital Marketing - Virtuoso Digital Marketing Presentation
 

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Grow Your Business through Digital Marketing - Presentation by Maureen Storey of Virtuoso Digital Marketing and Sarah Weightman of Glow Creative. Delivered to participants at the Business Exchange ...

Grow Your Business through Digital Marketing - Presentation by Maureen Storey of Virtuoso Digital Marketing and Sarah Weightman of Glow Creative. Delivered to participants at the Business Exchange North East Exhibition at The Sage, Gateshead in March 2011.

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  • Hello and welcome to Business Exchange North East here at The Sage.Digital Media is transforming the way we do business today . Our presentation this morning is all about How to Grow Your Business with Digital Marketing.Before we start, we’d like to introduce ourselves.
  • My name is Maureen Storey, I’m a Director at Virtuoso Digital Marketing. Prior to starting Virtuoso in the year 2000, I spent 9 years at Durham Business School, setting up and managing the IT department, providing training and support to staff, students and clients of the Small Business Centre.Part of my role was to help small and medium business owners to plan their first presence on the web.I enjoyed this so much I setup Virtuoso in 200, and for the past 11 years Virtuoso has helped hundreds of North East businesses to plan their online marketing strategy. More recently with the new digital channels becoming more widely used we are working with our clients to ensure they have an effective digital marketing strategy that integrates their website, social media, email marketing and search engine optimisation.Over to you Sarah.Glow Creative Intro.
  • Sarah
  • So where did it all begin – this Digital Evolution.It all started in 1989 when the first generation of the web began with Oxford graduate Tim Berners-Lee creating the information system that the web is now based on.
  • By the end of 1991 Tim Berners-Lee had created HTML and a web-browser so that information could be easily retrieved from the web.It took only 4 years for the Internet to reach over 50 million users.
  • 1995 saw the launch of Microsoft’s Internet Explorer, and with the millions of web pages coming on line every day, Search Engine Optimisation comes into use.
  • 1996 sees the first ever phone to have Internet connectivity – the Nokia 9000.
  • Google is founded in 1998 by Larry Page and Sergey Brin from a friend’s rented garage.In December 1998 PC Magazine reports that Google “has an uncanny knack for returning extremely relevant results” and recognizes them as the search engine of choice in the Top 100 Web Sites for 1998. Little did they know that the term Google It would be part of our every day language only years later.
  • In 2001 the first every mobile phone with an email system is launched – the BlackBerry.It was also during 2001 that the sharp rise of Internet site and tech industry led to the dot.com bubble bursting.Many investors lost substantial sums of money on the dot-com bubble, helping to trigger a mild economic recession in the early 2000s.
  • In 2002 the second generation of the web begins.So what is Web 2.0 – what does it mean?One definition is:The second generation of the World Wide Web, especially the movement away from static web pages to dynamic and shareable content and social networkingBy 2004 Web 2.0 is sparking a fresh round of investing and speculation.
  • 2005 sees three main players arrive on the scene:YouTube (now the second largest search engine)FacebookandGoogle Analytics
  • By 2006 the number of users worldwide on the Internet exceeds 1 billionGoogle buys YouTube and Twitter is launched.
  • In 2007 Google launches its Google Checkout online payment system in the UK to compete with PayPal.Microsoft pays £117m for a 1.6% stake in Facebook to become their sole advertising partner , valuing Facebook then at £7.3bn.
  • In 2008 mobile access to the Internet exceeds desktop access for the fist time.
  • In 2009 the Internet turns 20.
  • In 2010 “social media” usage continues to increase, with Facebook becoming the 3rd largest web company in the US.First Twitter update from space is sent by Nasa astronaut Mike Massimino – or @Astro_Mike as he’s known on Twitter.
  • The speed of change will continue and businesses will need to adopt and integrate digital channels into their marketing strategies. Those of us who embrace the new channels and effectively use the tools available can weather the economic downturn and get one step ahead of the competition.Now over to Sarah who is going to look at the benefits of Digital Marketing and the new rules of “engagement”.
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  • So now that we’ve heard from Sarah about the benefits Digital Marketing can bring to business, where is the best place to start.Research shows that the most popular Digital Marketing Channels being adopted by small and medium businesses are:FacebookLinkedInTwitterSearch Engine OptimisationeMarketingAnd up and coming is Video Marketing
  • Facebook pages are becoming a fundamental part of the online strategy for many companies.For example, if you are a local restaurant your customers may only every visit your website is to check out the menu or find your contact details, so may only ever access it maybe once every couple of months or so.But how many times do you check your Facebook account? For some people probably more than once a day, and a lot of people also have their Facebook news feed available 24 hours a day on their mobile phones.This presents a huge opportunity for companies to stay in touch with their customers on a daily basis.When setting up Facebook, ensure you’re setting up a Facebook for Business page to promote your company, and not a personal profile.Make sure you have a complete profile for your business, with an overview of what you do, link to you website and ideally provide an email signup for those customers who want to be kept in touch via email.Some of the things you might promote via your Facebook page are:
  • In the Autumn of 2009 IKEA gave a brief to their Creative Marketing Provider to create a cost-effective campaign that would engage people in the opening of their new IKEA store in Malmö, Sweden. Due to budget restrictions they decided to plan a Facebook campaign.As you’ll see from the video case study we’re about to show they first of all set up a profile for the new store's manager - Gordon Gustavsson. Over a two week period 12 different pictures of showrooms from the new store were uploaded to the profile page. Facebook members who had requested Gordon as a friend could then tag themselves to a specific item in each photo and in doing so, win that particular Ikea product. As with any photo on Facebook, as soon as someone tagged themselves, news of this action also appeared on their news feed, growing the campaign across thousands of different profile pages as it was shared between friends. A neat, cost-effective method of ingratiating the brand to a new community.
  • Facebook pages are becoming a fundamental part of the online strategy for many companies.For example, if you are a local restaurant your customers may only every visit your website is to check out the menu or find your contact details, so may only ever access it maybe once every couple of months or so.But how many times do you check your Facebook account? For some people probably more than once a day, and a lot of people also have their Facebook news feed available 24 hours a day on their mobile phones.This presents a huge opportunity for companies to stay in touch with their customers on a daily basis.When setting up Facebook, ensure you’re setting up a Facebook for Business page to promote your company, and not a personal profile.Make sure you have a complete profile for your business, with an overview of what you do, link to you website and ideally provide an email signup for those customers who want to be kept in touch via email.Some of the things you might promote via your Facebook page are:
  • Business blogging develops your position and reputation as an expert in your relevant industry.By demonstrating your knowledge, experience and expertise on matters related to your industry, you are showing people that you are an expert.Blogging can also help you to educate your customers of how the services provided by you are different and far greater then your competitors. This ultimately results in bringing success to your business.Use your blog to create content that your readers can find value in.  Regular content via new posts is a great way to build your blog's readership and community.User your business blog to …
  • A recent article in the Sunday Telegraph highlighted how blogging can enhance your status within your industry.The article talks about the newest power players in the fashion industry not being designers or models, but bloggers. A young school-girl of 13, Tavi Gevinson (The Style Rookie blog) was the surprise darling of New York fashion week. She was invited to sit on the front row of the biggest shows, was reverently asked her opinion and given free clothes by designers. This just shows the power of blogging and building a reputation.
  • We’ve all heard of Twitter, and we’re often asked, but how could we use that in our business?Small businesses and bigger brands are using Twitter every day to develop fresh ways of engaging and connecting with their customers.Use Twitter for Customer service, recruiting, contests, giveaways and as well as to share the human side of your company, and maybe keep an eye on competitors!
  • We’ve all heard of Twitter, and we’re often asked, but how could we use that in our business?Small businesses and bigger brands are using Twitter every day to develop fresh ways of engaging and connecting with their customers.Use Twitter for Customer service, recruiting, contests, giveaways and as well as to share the human side of your company, and maybe keep an eye on competitors!
  • Another one of the trending Digital Marketing channels is Email Marketing.If done properly, email marketing can reap huge rewards.The key is to only market to those who are happy to receive your campaign, having opted-in to your mailing list.Keep your brand in front of your customers by planning professional, creative campaigns.The types of campaigns you might consider are …
  • Another one of the trending Digital Marketing channels is Email Marketing.If done properly, email marketing can reap huge rewards.The key is to only market to those who are happy to receive your campaign, having opted-in to your mailing list.Keep your brand in front of your customers by planning professional, creative campaigns.The types of campaigns you might consider are …
  • A good example of an interactive site is Dorset Cereals – go and take a look and see how they have manage to integrate all of the elements I’ve mentioned.
  • To re-cap – what are the benefits of Digital Marketing.The main benefit is to enable you to grow your business by increasing your interaction with customers and hence increasing sales and re

Grow Your Business Through Digital Marketing - Virtuoso Digital Marketing Presentation Grow Your Business Through Digital Marketing - Virtuoso Digital Marketing Presentation Presentation Transcript

  • Grow Your Business with Digital MarketingPresented by:Maureen Storey – Virtuoso Digital Marketing & Sarah Weightman – Glow Creative Marketing
  • Introduction
    Maureen Storey
    Virtuoso Digital Marketing
    Sarah Weightman
    Glow Creative Marketing
    A blend of creativity, expertise & experience
  • Overview of Seminar
    Digital evolution
    What is digital marketing?
    The new rules of engagement
    Where to start
    Overview of main channels
    Key benefits for YOUR business
  • 1989
    Where it all began, Tim-Berners-Lee invents the World Wide Web.
    1st Generation of the Web - Web 1.0
    Digital Evolution
  • 1990s
    The 90s are here and the Internet really takes off!
    It took only 4 years for the internet to reach 50 million users.
    1st Generation of the Web - Web 1.0
    Digital Evolution
  • 1995
    Microsoft Internet Explorer is launched and Search Engine Optimisation comes into use
    1st Generation of the Web - Web 1.0
    Digital Evolution
  • 1996
    Nokia produce the first phone with Internet connectivity the Nokia 9000
    1st Generation of the Web - Web 1.0
    Digital Evolution
  • 1998
    Sergey M. Brin and Lawrence E. Page suspended their Ph.D studies to start up Google in a rented garage
    1st Generation of the Web - Web 1.0
    Digital Evolution
  • 2001
    Research In Motion launches a mobile phone email system for the BlackBerry (US)
    1st Generation of the Web - Web 1.0
    Digital Evolution
  • 2002
    The 2nd Generation of the Web is underway
    and the term ‘Web 2.0’ is created
    USER-GENERATED CONTENT TAKES OFF
    2nd Generation of the Web begins – Web 2.0
    Digital Evolution
  • 2005
    Three former PayPal employees create YouTube - now the second largest search engine
    Facebook and Google Analytics are launched
    2nd Generation of the Web – Web 2.0
    Digital Evolution
  • 2006
    The number of Internet users in the world surpasses 1 billion!
    Google buys YouTube
    Twitter is launched
    2nd Generation of the Web – Web 2.0
    Digital Evolution
  • 2007
    Google launches Google Checkout in the UK
    Microsoft buys shares in Facebook, becoming its sole advertising partner
    2nd Generation of the Web – Web 2.0
    Digital Evolution
  • 2008
    Mobile access to the Internet exceeded desktop computer access for the first time
    2nd Generation of the Web – Web 2.0
    Digital Evolution
  • 2009
    The Internet turns 20!
    2nd Generation of the Web – Web 2.0
    Digital Evolution
  • 2010
    First Twitter update from space: “Launch was awesome! I am feeling great, working hard & enjoying the magnificent views, the adventure of a lifetime has begun!”.
    Facebook places is launchedFacebook becomes the 3rd largest web company in the US just behind
    Google and Amazon
    2nd Generation of the Web – Web 2.0
    Digital Evolution
  • 2011 Snapshot
    Two thirds of the world’s Internet population now visit a social network site or blog weekly
    220+ million people visit the top 25 social networks each month
    Time spent visiting Social Media sites now exceeds time spent emailing
    In 2009, 23% of UK mobile web users (2M people) visited social networks through their handsets
  • What is Digital Marketing?
    Range of digital channels that share all or one of the following characteristics:
    • PARTICIPATION
    • TRANSPARENCY
    • CONVERSATION
    • COMMUNITY
    • CONNECTIONS
  • Case Study: Facebook (Porsche)
  • Digital Marketing Benefits
    Measure SuccessTrack the success of
    digital campaigns
    Build Trust & confidence in your brand
    Search Engine
    Marketing
    Business
    Blogging
    HUB
    Company
    Website
    Greater FlexibilityEasy to change,
    update & test content
    Grow Client BaseSell more products
    and services
    Email
    Marketing
    Social
    Media
    InstantMore responsive
    Add ValueGive customers extra
    benefits online
    Engage(Get Close To Customers)Understand behaviour,
    create 2 way dialogue
  • The New Rules of EngagementEngage like your going to be married!
  • Integrated Marketing
    Consider your marketing mix
    Don’t use one technique in isolation
    Unify a range of methods to enforce your brand
    Link your website to social networks
    Enable email sign-up
  • BT
  • Take old principles & apply to new channels
    STRATEGY
    What are your objectives?
    Who and where are your customers?
    Which channels are right for them?
    Ensure a consistent message?
    How will we measure success?
  • Planning Your Campaign
    Consistent Brand
    Well designed
    Good copywriting
    Creative
    Innovative
    Impactful
    Integrated approach
  • Case Study: VideoCorning (Gorilla Glass)
  • Case Study: VideoCorning (Gorilla Glass)
  • Where to start …
    Facebook(for business page)
    LinkedIn(personal & business)
    Twitter Profile
    Business Blog(internal to website)
    Mashable Small Business Social Media Use Infographic, 2011
  • Facebook ideas
    Have a complete profile (builds trust)
    Enable e-newsletter subscription
    Post business updates
    Share useful articles & links
    Link to your blog posts
    Post discounts and package deals
    Share survey / research data
    Signpost to clients & colleagues
  • Case Study: Facebook (Ikea)
  • Local Business Case StudyTrampas – The Mens Room
  • Use a Business Blog to …
    Share passion, insight & experience
    Answer common customer queries
    Link to interesting posts/articles/web pages
    Share industry information
    Post videos/slides
    Show the human side of your business
    Publish case studies & testimonials
    Influence purchasing decisions
    Enhance your SEO
  • Case Study: Blogging
    www.quantum-controls.co.uk/blog
  • Use Twitter to …
    Build brand reputation
    Provide customer service that “delights”
    Ask questions & test new ideas
    Notify customers
    Keep an eye on competitors
    Share the human side of your company
    Connect with new people
  • Other important digital channels
    Email Marketing
    Search Engine Marketing
    Video Marketingand up and coming
    Mobile marketing
  • Email Marketing Benefits
    Added value (extra benefitsonline)
    Reduced costs (compared to post)
    Gets you closer to customers (tracking)
    Wider distribution, promotion & sales
    Extends brand reputation online
  • Types of Email Campaigns …
    e-Newsletters
    Catalog Emails (showcase products)
    Email Press Releases
    Surveys / Polls
    Promotional Emails
    Invitations
    Special occasions: customer birthdays, anniversaries
  • Your website is the hub …make it interactive
    Likes
    YourWebsite
    eNewsletter
    Followers
    Subscribers
    Connections
    Subscribers
    Blog
  • Case Study: Flow Learning
    www.flowlearning.co.uk
  • Key Benefits of Digital Marketing
    Easy to Share – build customer trust & confidence
    Adds Value – to products & services, maintain customer loyalty
    Grows your clients base – interaction & engagement
    Connects with customers – ensure customer “delight”
    Builds Your Reputation Online
    Grows Your Business!
  • Thank You
    Sarah Weightman, Glow Creative Marketing Ltd @glow_creative
    Maureen Storey, Virtuoso Digital Marketing Ltd@virtuosodurham
    Any questions?
    YouTube Channel: glowcreativeuk