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SEO, Social, and More: Digital Marketing for your Business


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Every business owner wants to attract more customers, convert prospects to sales, and get more referrals from customers. Attracting the right customers to "sell and wow" will help your business bring in more sales and better your bottom line.

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SEO, Social, and More: Digital Marketing for your Business

  1. 1. Amaury Tréguer, Head of Social & Content at Hausmann Group SEO, social and more: Digital marketing for your business WiFi: QB Connect Password: Connect2017#QBConnect
  2. 2. 2 Who am I? Amaury Tréguer Head of Social & Content Hausmann Group
  3. 3. 3 My main passions &
  4. 4. #QBConnect@QuickBooksAU Digital facts & myths Top 5 digital trends in 2017 How to win at digital Key takeaways Q&A Agenda
  5. 5. Digital facts & myths
  6. 6. Attention is a currency, don’t waste it!
  7. 7. Social media is free
  8. 8. Renting social is good, but owning is even better
  9. 9. Number of are important Instead, build your database!
  10. 10. Content marketing automatically drives sales
  11. 11. Think first
  12. 12. Top 5 digital trends in 2017
  13. 13. 13 #1 Non-filtered social
  14. 14. 14 #2 Ad-blocking becomes mainstream
  15. 15. 15 #3 Rise of user-generated content
  16. 16. 16 #4 Social goes private
  17. 17. 17 #5 The continuous rise of social video
  18. 18. How to win at digital
  19. 19. 19
  20. 20. 20 Understand the value exchange BRAND PEOPLE
  21. 21. 21 The planning methodology RESEARCH INSIGHTS STRATEGY CREATIVE
  22. 22. Research & insights
  23. 23. 23 Key research areas GENERAL EARNED OWNED SEARCH
  24. 24. 24 General – key questions & tools What is your audience? Any behavioural insights? What is the customer journey for your category? What are the latest trends in your category? What is the wider cultural context? GENERAL
  25. 25. 25 Earned – key questions & tools Who is talking about your brand / category? What are they talking about? Where are the conversations happening? What is the general sentiment? Who are the key influencers & advocates? EARNED
  26. 26. 26 Volume of mentions & sentiment about QuickBooks Using Social Mention
  27. 27. 27 Most shared articles about QuickBooks Using Buzzsumo
  28. 28. 28 Owned – key questions & tools What is the profile of your followers? What is the level of engagement? Compared to your competitors? (per 1000 fans) What are the drivers of engagement? Best & worst performing content? Any interesting campaigns that your competitors are doing? OWNED
  29. 29. 29 Who is reached by Morning Bondi content and how is it performing? Using Facebook Insights
  30. 30. 30 Who is following me on Twitter? Using DemographicsPro
  31. 31. 31 Search – key questions & tools Who is visiting your website and your competitors’ site? Which pages are they visiting and how long are they staying for? Where is the traffic coming from? What is the volume of search that your product or service receives? What are the keywords? SEARCH
  32. 32. 32 Top referring and destination sites for website Using SimilarWeb
  33. 33. 33 Key questions about QuickBooks in Australia Using Answer The Public
  34. 34. Strategy & creative
  35. 35. 35 Your unique value proposition BRAND PEOPLE Where we want to land
  38. 38. 38 The content pyramid HYGIENE HUB HERO HERO Large scale projects: PR events, white papers or big research pieces HUB Regular, timely and expert-led content HYGIENE Always available content; website and product specification brochures
  39. 39. 39 Content framework ++VALUE RELEVANCY TALKABILITY Content your followers can’t get anywhere else Content that makes sense for your followers and your brand Content worth sharing
  40. 40. 40 The 6 Q’s of digital content Who is it for? • Have I used the right language/tone of voice? • Does it speak to my target audience? Why am I posting this? • Does this content add value? • Does it fit with brand values? • Is it topical/relevant? What do I want to achieve? • Is it optimised for engagement? • Does it have a single call to action? • Do you need to consult a designer to improve the visuals? When am I posting this? • Is this the best time of day to get engagement? • Think about when your audience will be online • Has anything changed since I wrote it that means I shouldn’t post? Where am I posting this? • Is it optimised for the platform? • Refer to platform-specific guidelines to ensure it’s good to go. How else can I say this? • Can I say it in fewer words? • Keep rewriting the copy until you get it right.
  41. 41. 41 Role of digital platforms (in very brief) Core platforms of your ecosystem Building and segmenting your database Targeted reach and traffic driver to sites More aspirational view and BTS Media & influencer relationships B2B relationships & thought leadership Talking to Gen Z, their way Hosting all video content for SEO purposes
  42. 42. 42  Is there a clear purpose for the channel?  Is the channel for a specific campaign or relevant all year long?  Is the targeted audience on the channel? How active are they?  Is there an articulated content strategy in place?  Do we have sufficient resource to maintain the channel on an ongoing basis?  Is there ongoing paid media support? Ecosystem selection criteria
  43. 43. 43 • Maximise the reach of the content to the relevant audience • Boost brand awareness amongst the audience • Grow your social footprint and database • Build community engagement • Increase traffic to owned channels Key paid media objectives
  45. 45. 45
  46. 46. 46 • Define what success looks like based on your customer journey • Monitor the performance of your digital efforts vs competitors • A/B testing is key to optimise results • Take controlled risks and track results • Stay up-to-date with digital news and trends Ongoing monitoring and optimisation
  47. 47. 47 ClickZ HubSpot Jeff Bullas SmartBrief Social Media Examiner Social Media Explorer The Next Web TechCrunch Think with Google Key social & digital resources
  48. 48. 48 1. Social media is not free anymore 2. Capitalise all your efforts on your owned platforms and database 3. Crack the “WHY” you do, what you do 4. Identify this value exchange between your brand and your audience 5. Listen before you speak – research is key to nail your online strategy 6. Create valuable and relevant content worth sharing 7. Use the power of paid media to reach your audience 8. Monitor your efforts on a regular basis 9. Stay up-to-date with digital news and trends 10. Success will come but it takes time and efforts – give more than you take! Key takeaways
  49. 49. Questions?
  50. 50. Missed something? Today’s presentations are available in the event mobile app and at Don’t forget to rate my session: Open up the event app, find my session title in the agenda and click on rate & review