Illawarra Digital Enterprise Program,Digital Marketing and Adverting for Small Business, RDA Illawarra

1. Illawarra
How To Market and Advertise Your
Business Using Social Media

2. What’s tonight about?
• Using Social Media To Reach Your Target
Market
• The Pros and Cons of Digital Advertising
• How to Write Powerful Online Ads
• 3 Keys To Avoid Over Spending

3. Some Facts
• 89.62% of Australians use the internet
• Making 6,000,000 searches per done on Google Australia
• 63.9% of people use search engines as first step in buying
• 54.6% start searching 1-3 months before buying
• 59.6% of clicks are on top 3 organic listings
• 55% of people spend less than 15 seconds on a website

4. Social
Media
Paid
Adverts
Search
= Traffic
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5. When is
traffic
worthless?
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6. © Mayvin Training Institute Pty Ltd

7. Your Website is Your Place of Business
 It should be clear and easy to
navigate
 Show the value you offer
 Be customer centric
 Be interactive
 Show your brand and brand
values
 CAPTURE LEADS
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8. Which Social Media
Platforms?
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9. Which Platforms?
• Facebook – too many people to ignore
• Linked In – B2B and professional networking
• Instagram – 17 – 35 year olds
• Pinterest – female, 30+
• Twitter – news, publishing, celebs,
drive traffic
• YouTube – huge volume of video being consumed
by all ages

10. Pros and Cons

11. What Can Digital Ads Do?
• Send traffic anywhere on the internet
• Your social media platforms
• Your website
• A landing page
• Increase visibility of your posts/updates
• Get your business on page 1!
• Increase brand awareness

12. Benefits/Opportunities
• broadly available
• targeted audience
• cost effective
• measurable

13. Risks
• terminology can be tricky
• learn first
• results depend on quality of ads
• you commit to a budget, it is
likely to be spent
• test, tweak and re-test

14. Terminology
1. Pay Per Impression (PPM)
• You pay when your ad is shown
2. Pay Per Click (PPC)
• You pay when your ad is clicked
3. Boost Post
• Pushes post into more newsfeeds

15. Powerful Ads
What is the trick?
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16. Powerful ads:
1. High click through rate
No of appearances/times on screen x 100%
No of times clicked
2. High conversion
No of times clicks x 100%
No of transactions

17. 5 Keys to Powerful Ads
1. Send traffic somewhere they can convert
2. Short and sweet – no need to fill all
space
3. Include CTA (reason to click)
4. Exclude irrelevant audience
5. Know your keywords

18. How Do People Search
Identify a
need
Choose a tool
to search with
Describe their
need to
search tool
Click relevant
results to find
info/products/bu
sinesses
1
Search tool
provides
search results
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5
4 3
2

19. How Will People Find You?
The words “searchers” use are called search terms
OR
Keywords to the person trying to be found
IT IS CRITICAL TO KNOW YOUR KEYWORDS
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20. Choose Your Keywords
• Use Google Keyword Planner
http://www.adwords.google.com/
• Go to Tools, Keyword Planner
• Search and sort
• Choose at least 20 core target keywords
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21. Let’s get your business on Page 1!
1. Choose 1 keyword for which you are currently not on page 1
2. Go to http://www.adwords.google.com/
3. Sign in or create an account
4. Select Campaigns
5. Click +Campaign and select
Search Network only
6. Choose your audience
7. Nominate your budget
8. Write your ad
9. Submit for review

22. 3 Keys To Avoid Overspending
1. Know your target audience
• who
• where
2. Define budget carefully
• daily budget
• start and end date
3. Split test, split test, split test and monitor
and measure

23. Thank you for attending
See you ONLINE!

24. Illawarra Digital Enterprise Partners