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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- 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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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

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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

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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

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Vision for Business Success

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- 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

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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?

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Today’s Marketing Tools
IMA + Social Media + Search
Website + Content
Testimonials + On-Line Reviews
Store front + eComm + Booking
Agent. Then Loyalty/Retention

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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!

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Starting from the top!
Social Media

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Social Media
• Facebook, Twitter, Instagram, Pinterest, LinkedIn,
YouTube
• Targeted Marketing
• Play by Facebook Rules
• The Algorithm
• Proving Return On Investment (ROI)

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Case Study
Likes
Reach

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Targeted Audience Marketing

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Targeted Audience Marketing
Facebook Ads

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Marketing is story telling

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Next:
Search (SEO & SEM)

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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

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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

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SEO
• Keywords (own your words!)
• Backlinks
• Domain Authority
• CONTENT!

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Tracking Keywords

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Search Engine Management
• Ad Planning
• Campaign Setup
• Keyword Research
• Competition Analysis
• Ad Copywriting
• Campaign Optimization
• Monthly Reporting
• Remarketing
AdWords, Retargeting and Display Advertising

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Next: mobile marketing
Intelligent Mobile Ads

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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

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In 2016, the average time
spent per day in mobile apps
was nearly 6x greater than on
the mobile web.
Source: emarketer.com

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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

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We use location information from
mobile devices over time to learn
about user behaviour.
At OfficeAt Home
Location 1
Location 2

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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

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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

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“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

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Next! Websites
Website + Content
Testimonials + On-Line Reviews

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Websites
• Your Digital Storefront
• Great visuals and user
experience
• Loads quickly on all devices
• Needs to be mobile responsive
• Should be secure (SSL / HTTPS)

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Mobile Responsive Websites

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Finally – conversions (leads, bookings)
Store front + eComm + Booking
Agent. Then Loyalty/Retention

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Results = Leads + Conversions
Form submissions
Inbound emails and phone calls
Online bookings
eCommerce purchases

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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

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Q&A