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Digital Marketing & Social Media


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Presentation to the Jacksonville SBA Leadership Alumni, September 2019. By Kim Deppe, president of DeppeCommunications

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Digital Marketing & Social Media

  1. 1. Digital Marketing & Social Media Kim Deppe, APR Deppe Communications
  2. 2. What is Digital Marketing? Search Engine Marketing Digital advertising Native Advertising Content Marketing SEO Email Instant Messaging Chatbots
  3. 3. Demographics Gen Z is now the largest generation $100 billion in buying power Early adopters
  4. 4. 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%
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. The Marketing Funnel
  9. 9. B2B vs. B2C
  10. 10. 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.
  11. 11. SEO Improves user experience Organic search top source of web traffic Helps establish your brand as an authority Local search drives conversions
  12. 12. SEO Keywords Quality Backlinks Optimized on-page elements Ever-changing algorithms Relatively inexpensive Long-term strategy
  13. 13. 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
  14. 14. Content is King Information your audience wants Educational, Humorous, Informative Relevant to your business Connect to your keywords Cost-effective way to market
  15. 15. 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%)
  16. 16. 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
  17. 17. 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
  18. 18. Email Keep it brief Use bullet points Add a PS Put the reader first
  19. 19. Messaging Apps Whats App, FB Messenger, WeChat, Telegram, SnapChat Text messaging services
  20. 20. Matter Solutions
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. Facebook Business Pages Only 1 of 50 fans will see a post Try organic targeted posts for top fans
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Other Trends Voice Search Micro-Moments Augmented and Virtual Reality Live video
  30. 30. Resources People To Follow Larry Kim Neil Patel Jay Baer Ann Handley Rand Fishkin Seth Godin
  31. 31. 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
  32. 32. Resources Blogs Moz Content Marketing Institute Hubspot Marketing Land Social Media Examiner Search Engine Land Mashable SEM Rush
  33. 33. Kim Deppe, APR Small Business & Nonprofit Marketing 904.524.0170