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Digital Marketing & Social Media

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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 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

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