23. Global Search Engines rank number 1 in terms of
brand discovery, followed by TV, Word of Mouth
(WOM) and Social Media advertising
International Digital Marketing Trends
24.
25.
26.
27.
28. CONSIDERATIONS
• 50% of the population in actively online, on social and searching for solutions.
• Ghana should approach their marketing split of traditional vs. digital in a similar manner.
• Traditional marketing is still very relevant.
• Ad spend should be focused on customer acquisition and brand awareness instead of LIKE and Followers
• Search Engine optimisation and paid search are critically important to Ghana marketing – 63% of your
potential market is searching and ready to shop
28
32. “To bring inspiration to every athlete in the world. If you have a
body, you have an athlete” _Nike
Example: A school
“To project staff and students as the best model of education in
the country.”
Restaurant:
“To be the most engaging and culturally relevant gourmet
restaurant in Accra”
34. Choosing your web platform:
Other things to look out for:
• Ease of setup/use
• Cost
• Customization
• Scalability
• Aesthetics
• Mobile Optimisation
Blog Vrs Website
44. • Picking your colors
• Logo
• Tagline
• Writing Style/tone of voice
• Standardize your brand(offline/online)
• Train your employees on how to protect your brand
Things to consider in Branding
46. “A social media strategy is a plan or roadmap designed to guide you achieve
specific business objectives on social media.”
Types of social media goals
• Brand Awareness
• Drive Traffic to Website
• Generate Leads
• Boost Engagement
• Build community
• Customer Service
• PR
• Social Listening
Creating your Social Media Strategy
48. Defining your content strategy
Content must serve at least one of 5
purposes
Educate
Entertain
Inspire
Converse
Convince
49. Content Guidelines
• Keep it short and sweet
• Write to actual people
• Build relationships, not just transactions
• Be authentic
• Do not spam
• Do not sell aggressively
• Always attribute original content
• Plan your content for the week/month
Types of Content
• Text
• Photos
• Videos
• Slideshows
• Infographics
• Gifs?
55. Facebook Advertising
Creating business manager
Setting up business manager (Tracking pixels, Ad accounts, verification,
commerce manager)
Creating your first Ad (ad objective,
Ad Optimization
56. Google Search and Display Ads
Creating Adwords Account
Setting up your analytics account (tag manager,
Creating your first Ad (ad objective,
Ad Optimization
57. Google Search and Display Ads
Google Search or PPC
Google Display Ads
59. Automation is important for a number of reasons:
Increases your efficient
Are effective
Simplifies your life (saves time!)
• Automation tools are software and apps that automate marketing
tasks.
• Repetitive tasks such as email, social media posting, weekly reporting
need to be automated.
60. Email Marketing
Push Notifications
Website/Blog
Example of blog automation software
61. Automating Content Scheduling, Analytics, Reporting, Contests and Sweepstakes
Examples of social media automation software:
Social Media
63. Setting KPI’s & ROI
• KPI’s stand for Key Performance Indicators. Setting KPI’s
enable you to benchmark your efforts and Know what is
working and what isn’t.
• KPI’s are driven from your vision/goals.
For example, If your goal is engagement “ KPI’s on social
media will be number of “Likes/Reactions, Comments, Shares”
On the blog it will be comments and number of views.
64. Setting KPI’s
• Brand Awareness
• Drive Traffic to Website
• Generate Leads
• Boost Engagement
• Build community
• Customer Service
• PR
• Social Listening
Goal KPI
• Impressions, Reach, Followers, Views, Shares, Retweets, Brand
mentions
• Clicks, Website sessions, Reach
• Clicks, website conversions,Product/service inquiries
• Likes/Reactions, Shares/Retweets, comments
• Follower count, Likes/Reactions, Shares/Retweets, comments
• Enquiries, messages, comments
• Brand mentions, shares/Retweets, Influencer engagements
• Brand mentions, Competitor mentions
KPI’s are set based on your overall goal
65. Conclusion
Key Things to keep in mind when building a strong web &
social media presence:
Consistency is key
Patience
66. Thank You
Pedal Media Consult is a boutique
digital marketing company. We
identify & enable new digital
technologies for SME’s, making
them efficient, competitive and
profitable:
0243181770