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RTOWN | How to get digital ready to generate saes

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You're a business owner, your time is valuable, and you want to increase your sales. We partnered with the Prince George Chamber of Commerce to develop just the workshop for you! Meet Dana Walls-Mathison in this interactive seminar and learn how to take advantage of the latest digital marketing tools to help you grow your local business. Dana will discuss digital marketing essentials for your business and demonstrate how you can benefit financially and market your products and/services more efficiently by transitioning from traditional advertising, to the new marketing technologies that are available.

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RTOWN | How to get digital ready to generate saes

  1. 1. 1
  2. 2. 2 - Digital Marketing Strategist - In 1 year only, helped over 60 local businesses - Mission: bring expertise to northern half of BC Dana Walls-Mathison | dana@rtown.ca
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  4. 4. 4 Pro's • Familiar • Numerous studies and analysis • Some traditional techniques can reach broad demographic Traditional Marketing Con’s • Expensive • Doesn’t target individuals, only general groups or areas • Dying medium • Less effective on younger demographic, 30 years old and less • People can easily ignore or skip over • Methods are predictable
  5. 5. 5 Digital Marketing Pro's • Less expensive • Measurable results • Flexible • Low barrier to entry • Reach larger audiences, with a specific target • Easy to optimize • Word of Mouth on Steroids Con’s • Takes time • Easy to copy • First impressions
  6. 6. 6 Today’s Consumer Behaviour In moments of need… • 96% of people turn to their phones • 87% of people turn to their mobile first • 90% of smartphone users who made a purchase in a store, turned to their devices first • 92% of mobile users who searched on their phone made a related purchase source: Think With Google
  7. 7. 7 Vision for Business Success
  8. 8. 8 - 81% of shoppers conduct online research before buying - Half of shoppers spend at least 75% of their total shopping time conducting online research - 50-90% of the buyer’s journey is complete before a buyer reaches out to sales Sources: Adweek, multiples sources, HubSpot
  9. 9. 9 Yesterday’s Buyer Journey What’s my problem & who can solve it? How should I solve it and who’s best at it? Who else thinks the solution provider is best at it? Where do I begin?
  10. 10. 10 Today’s Marketing Tools IMA + Social Media + Search Website + Content Testimonials + On-Line Reviews Store front + eComm + Booking Agent. Then Loyalty/Retention
  11. 11. 11 Today’s marketing simplified Social media is how customers will hear about you. Search is how they will find you. Website is how they will understand the most about you. Content is how they’ll remember you!
  12. 12. 12 Starting from the top! Social Media
  13. 13. 13 Social Media • Facebook, Twitter, Instagram, Pinterest, LinkedIn, YouTube • Targeted Marketing • Play by Facebook Rules • The Algorithm • Proving Return On Investment (ROI)
  14. 14. 14 Case Study Likes Reach
  15. 15. 15 Targeted Audience Marketing
  16. 16. 16
  17. 17. 17 Targeted Audience Marketing Facebook Ads
  18. 18. 18 Marketing is story telling
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  20. 20. 20 Next: Search (SEO & SEM)
  21. 21. 21 Search Engine Optimization Keyword Research Fresh Content Meta Tags Optimized Crawls Sitemaps Back linking Google+ Setup Analytics Directory Listings Search Engine Submission Local Citation Listings Google Maps
  22. 22. 22 Search Engine Marketing (SEM) Maps and Google Places Organic Search Results (SEO) Google AdWords Google My Business Content, Rich Snippets, Keywords Search Engine Results Page
  23. 23. 23 SEO • Keywords (own your words!) • Backlinks • Domain Authority • CONTENT!
  24. 24. 24 Tracking Keywords
  25. 25. 25 Search Engine Management • Ad Planning • Campaign Setup • Keyword Research • Competition Analysis • Ad Copywriting • Campaign Optimization • Monthly Reporting • Remarketing AdWords, Retargeting and Display Advertising
  26. 26. 26 Next: mobile marketing Intelligent Mobile Ads
  27. 27. 27 In 2017, consumers spent over 5 hours a day on their smartphones. Growth +47% Growth -4% Growth -12% Mobile is the only growing platform Source: Flurry Analytics Source: Think with google
  28. 28. 28 In 2016, the average time spent per day in mobile apps was nearly 6x greater than on the mobile web. Source: emarketer.com
  29. 29. 29 Intelligent Mobile Ads Your ad delivered in over 100K+ apps and over 500 million unique users using Location Behaviour Proximity Showing your customer, your ad at the right place and the right time
  30. 30. 30 We use location information from mobile devices over time to learn about user behaviour. At OfficeAt Home Location 1 Location 2
  31. 31. 31 This location data is combined with map data to build behavioural profiles of active users and define their intent. At OfficeAt Home Behaviour profile: Financial Services
  32. 32. 32 Using these behaviour profiles we can target ads in the apps being used. Targeting factors we can include: - Specific Geography - Proximity - Brand Affiliations At OfficeAt Home Your ad delivered here
  33. 33. 33 “Location gets the right message to the right consumer at the right place and time.” John Costello, Former President of Global Marketing and Innovation, Dunkin’ Brands
  34. 34. 34 Next! Websites Website + Content Testimonials + On-Line Reviews
  35. 35. 35 Websites • Your Digital Storefront • Great visuals and user experience • Loads quickly on all devices • Needs to be mobile responsive • Should be secure (SSL / HTTPS)
  36. 36. 36 Mobile Responsive Websites
  37. 37. 37 Finally – conversions (leads, bookings) Store front + eComm + Booking Agent. Then Loyalty/Retention
  38. 38. 38 Results = Leads + Conversions Form submissions Inbound emails and phone calls Online bookings eCommerce purchases
  39. 39. 39 Digital Trends 2018 • Video will continue to grow • Messaging apps will become a critical communication method • Virtual reality will find it’s way • Voice search and AI will change the way users discovers brands and content
  40. 40. 40 Q&A

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