Recommended
More Related Content
What's hot
What's hot(20)
Similar to Digital Marketing & Social Media
Similar to Digital Marketing & Social Media(20)
Recently uploaded
Recently uploaded(20)
Digital Marketing & Social Media
- 1. Digital Marketing & Social Media Kim Deppe, APR Deppe Communications
- 2. What is Digital Marketing? Search Engine Marketing Digital advertising Native Advertising Content Marketing SEO Email Instant Messaging Chatbots
- 4. Demographics Gen Z is now the largest generation $100 billion in buying power Early adopters
- 5. Facts & Figures Native ads have average CTR of 1.5% Average CTR for search ads is 1.91% Average CTR for display (banner) ads is 0.05%
- 6. Facts & Figures CTR Google ads is 3.17% on search and 0.46% on display Average CTR Facebook is 0.119% Average CTR Twitter is 1 - 3% - 32% retweets
- 7. Average email open rate is 15 - 25%; average CTR is 2.5%; Email with personalized subject lines are 26% more likely to be opened Average of 120 - 150 emails/day Delivers the highest ROI with a low cost Facts & Figures
- 8. The Customer Journey Marketing is customer focused, not product focused Digital changed selling and buying process Consumer has more information, choice Understand your marketing funnel
- 10. B2B vs. B2C
- 11. SEO The process of getting traffic from the organic listings on search engines to your website, video, blogs, etc. Google, Bing, Yahoo, Ask, AOL, etc.
- 12. SEO Improves user experience Organic search top source of web traffic Helps establish your brand as an authority Local search drives conversions
- 13. SEO Keywords Quality Backlinks Optimized on-page elements Ever-changing algorithms Relatively inexpensive Long-term strategy
- 14. Content Marketing “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” - Content Marketing Institute
- 16. Content is King Information your audience wants Educational, Humorous, Informative Relevant to your business Connect to your keywords Cost-effective way to market
- 17. Email Combine email content with SEO efforts New study shows 3 most effective words to use in subject lines: Newsletter (31.43% open rate) PDF (30.31%) E-book (27.84%)
- 19. Email Make the email relevant to the user and easy to read on mobile Connect to your website Double opt in results in higher open rates & shares
- 21. Email Highest open rates are for weekly newsletters Autoresponders with a link to valuable content or an offer have a 88.7% open rate Analyze your customer behavior to increase your results
- 23. Email Keep it brief Use bullet points Add a PS Put the reader first
- 24. Messaging Apps Whats App, FB Messenger, WeChat, Telegram, SnapChat Text messaging services
- 25. Matter Solutions
- 26. Chatbots Software to engage in conversation with customers Automates customer support, collecting information, schedule meetings, etc Handles routine tasks quickly Used in apps, instant messengers and websites
- 29. Social Media 45% of the world’s population uses social media - 3.5 billion People spend 1/7 of their waking lives on social media Social media use is up 9% over last year and those using a mo
- 31. July 2019 Global Monthly Active Users Facebook - 2.3 billion YouTube - 2 billion WhatsApp - 1.6 billion FB Messenger - 1.2 billion WeChat - 1.1 billion Instagram - 1 billion TikTok - 500 million Reddit - 330 million Twitter - 330 million LinkedIn - 310 million Snapchat - 294 million Pinterest - 265 million
- 33. Social Media Strategies Choose 2 or 3 that match your demographic Connect with your brand Set Goals Be responsive Listen and watch Monitor and measure
- 34. Facebook Business Pages Only 1 of 50 fans will see a post Try organic targeted posts for top fans
- 35. Facebook Business Pages Use Insights to determine best times & content to post Humor, video, graphics, photos improve interaction Use profile page tabs Create FB Group and/or Community Page Use boosts & ads in combination
- 37. Emerging Trends Influencer marketing worth over $1.5 billion and 65% of brands plan to increase spending on this A study analyzed 4 types of influencers: The Snooper The Informer The Entertainer The Infotainer
- 38. TikTok Short videos with special effects & stickers Appeals to younger audience 41% ages 16 - 24 Most downloaded photo & video app in the Apple store Over 500 million monthly active users
- 39. Other Trends Voice Search Micro-Moments Augmented and Virtual Reality Live video
- 40. Resources People To Follow Larry Kim Neil Patel Jay Baer Ann Handley Rand Fishkin Seth Godin
- 41. Resources Tools Hootsuite, Buffer Mail Chimp, Constant Contact Marketing Profs Google Analytics Moz HubSpot Canva SurveyMonkey YouTube HARO DropBox Site Pro News Pixabay Harvest Yoast
- 42. Resources Blogs Moz Content Marketing Institute Hubspot Marketing Land Social Media Examiner Search Engine Land Mashable SEM Rush
- 43. Kim Deppe, APR Small Business & Nonprofit Marketing kim@DeppeCommunications.com www.DeppeCommunications.com 904.524.0170
Editor's Notes
- show of hands - social media account for business for personal none at all anyone in the marketing field?
- marketing and sales work closely to develop the path from “suspect” to “prospect” - lead generation digital is the bridge between sales and marketing to generate leads measurement is crucial
- Gen Z - born between 1995 and 2015; Millenials have $65 billion in buying power In 2019, Gen Z exceeded the number of millennials Gen Z is 32% of the population Want more personalized experiences
- native ads mimic the surrounding content and look like they are part of the site CTRs are different in each business category
- Describes the customers journey with your specific business Each stage should have 1 or 2 tactics Create content for each tactic
- each funnel and step will be unique to your brand, maybe even to the product or service level
- Google - 73% of all searches - mobile is 81% Bing is 7.91% Yahoo 3.9% Ask, AOL and the others are less than one-half percent
- If the user can’t find you on the search engine, you don’t exist users trust search engines Quality website is important Google My Business listing is important directory listings, social media profiles
- the first 3 organic rankings = 40% of clicks page descriptions, alt tags, H1, H2 tags, keywords in content Content is king thousands of algorithm changes/year an investment in your business some is better than none
- excellent graphic by Neil Patel
- Find ways to link your content back to your website or landing page Engage and expand your audience, acquire new customers Eg: Pool Company - articles about keeping your pool clean, overwintering, etc. Plus product-specific (what is muriatic acid??)
- good subject lines give readers a reason to open it Best: FOMO, appeal to curiosity, humor, vanity, desire to get something free or at discount; overcome pain points
- do not spam CANSPAM
- make it easy to get to the website - buttons offer a reason to go to the website (coupon, free ebook) don’t put huge graphics in the email use the preview text
- analytics will tell you best time to send generally, not on Friday or Monday early morning, late morning, early evening, mid-afternoon
- Sell benefits, not features It’s about them, not you Make sure the landing page is relevant to the email use alt tags for images segment your lists and send what’s relevant
- Average daily time is 12 minutes Opportunity to connect with customers immediacy send stickers, emojis, video & voice calls We Chat has 1 billion users in China EZ Texting is free text messaging platform Use text for reminders, pop up sales, mass messages
- 5 billion monthly active users 61% like receiving personalized messages from business 63% like to be able to pay through a messaging app 50% more likely to shop with a business they can message
- Simple (keyword) & Advanced (AI) In China, WeChat bots can set doctor appointments, call for a taxi, send money & more There are chatbot builder platforms Larry Kim - Mobile Monkey - free
- FB has 2 billion monthly active users - 3/4 use the site daily LinkedIn is expected to grow as they update the platform Instagram owned by FB, 1 billion + monthly users - 63% use it daily Whats App owned by FB YouTube owned by Google - 50% use it daily
- Twitter is good for marketing, entertainment, politics, sports 61 million LI users hold senior positions - this is where the decision makers are Instagram - great for influencers and products, target demo under 35 Snapchat’s most active users are 13 year olds Reddit a good place to tap into communities - over 150,000 of them
- Video keeps growing 80% of global internet traffic from video by 2020 87% of marketers using video 90% of customers say video helps them make purchase decisions
- Goals will help you shape your actions - brand awareness, sales, leads, web traffic, etc. Know who your target audience is - use look-a-likes Respond to comments, questions quickly Check out your competitors - find out what works and adopt it (use your keywords to search) content - interesting, visually attractive, video use hashtags to find and share user generated content your voice should be consistent with your brand adapt, test, change, keep trying different things to see what works best
- Don’t use your personal profile for your brand - create a business page Use logo or head shot for profile photo - make sure it is the right size Choose interesting and relevant cover photo CTA button
- create saved audiences Pixels for retargeting A/B testing
- YouTube higher among multicultural groups and men; ages 18 - 24 but 70% of 50-64 and 38% of 65+; more urban and suburban than rural FB - young people leaving, older gen increasing Insta - 37% of all US adults, teen use increasing; hispanics and blacks more likely to use than whites Pinterest - women 3X more likely to use it, higher use among whites LinkedIn - 27% of adults, more men than women, hispanics less likely to use it, primary age groups are 25 - 49 Snapchat - 1 in 4 adults; youth oriented, urban, no difference among racial demographics Twitter usage is slipping down from 24% of adults to 22%, higher among men and POC than whites; 18 - 24 highest users WhatsApp - 1 in 5 adults; 42% of hispanic adults use it, 2X the average; highest in 30 - 49 age group Reddit - 11% of adults, 2X higher among men, 25 - 29 age group, more suburban
- The Snooper - early adopter, good at showing others how to use the platform The Informer - shares knowledge that other experts don’t The Entertainer - shares humor, music, art, personal stories, style, gossip, etc The Infotainer - most powerful type for mass consumers, very knowledgeable and entertaining at the same time Target content to the most suitable influencer
- By 2020, half of all searches will be voice based - smart phones, Alexa-type speakers use more natural language in your SEO near-me searches mean optimizing your geo location on website and apps; use for targeted advertising and content Virtual closet, try on your glasses, visualize your paint color on your house live video offers real-time engagement