4. Set realistic goals for your online presence
Be found
• List on local directories
• Build a website with contact details,
about us, services, prices
• Set up social media - at least Facebook
to post new information, daily deals,
special offers
01
Turn visitors into paying
customers
• Add features to your website/social
media pages such as appointment
scheduling, ecommerce, reviews
• Invest in online advertising
02
5. What are the biggest challenges
organisations face?
1.Finding sustainable solutions to
declining organic reach.
2.Keeping pace with algorithmic
shifts and social network
innovation.
3.Proving the ROI of existing
strategies.
Sources: Hootsuite Social Trends 2018 survey, Hootsuite expert interviews, analyst reports.
8. Getting Started On LinkedIn
Be Public
• You should also make as
much of your profile
public.
01
Consider upgrading
to premium
• InMail
02
Engage
• Spend time making
valuable contacts, like &
comment on their posts,
share their content
03
10. Organic
Long-Form Posts on your
LinkedIn Profile
Long-Form posts on your
LinkedIn Company Page
Documents, presentations,
infographics on SlideShare
Paid
Sponsored Content
Sponsored InMail
Display Ads
Dynamic Ads and Text Ads
LinkedIn Advertising Strategies
16. How to get
started on
Instagram?
1. Download the App
2. Choose a username –
ideally the same as you
use on other platforms
3. Fill out your profile – be
clear, concise and include
a URL.
4. Add a profile picture –
your logo is a good choice
5. Research other
businesses like yours
18. BUT DON’T
IGNORE THE
CAPTIONS
1. Start with why.
2. Determine your call-to-
action.
3. Write your copy.
4. Edit grammar.
5. Format for posting
6. Hashtag.
7. Post and interact.
8. Watch your analytics.
19. HASHTAGS
Hashtags help your post get discovered
by viewers most interested in seeing it.
They help you reach a target audience,
and more importantly, they help your
target audience find you.
Research what influencers in your
industry are hashtagging
24. The non-negotiables
YOU NEED
A BUSINESS
PAGE
YOU NEED
TO HAVE A
GREAT
COVER
IMAGE
YOU NEED
TO POST
CONSISTEN
TLY
YOU NEED
TO SPEND
MONEY ON
ADS
YOU NEED
TO USE
GREAT
IMAGES
YOU NEED
TO USE
VIDEO
ALSO
THINK
ABOUT
SETTING UP
A GROUP
26. What is
content
marketing?
1. It engages individuals on
their own terms, using
buyer personas
2. It’s based on interactions
buyers have with your
brand, and mapped
directly to their buying
stages
3. It tells a continuous story,
with a unified narrative
that evolves throughout a
customer’s journey
4. It’s the right fit for your
channel - whether it’s
being used on your
website, in email, on
social, or elsewhere
5. It has a clear purpose,
and clear call-to-action
for your audience to
follow
6. It has pre-defined
metrics, and is designed
to be measurable
7. It is created in the most
efficient, effective way
possible – without
sacrificing quality
From “The definitive guide to engaging content marketing” – www.marketo.com
30. Curated Content
Curated content is content written by
other people, which you then
organize and share with your
audience (common examples include
“best of” lists, round-ups, or even
summaries of other articles).
31. Blogging
It helps in boosting your
website’s search engine
ranking.
It gives your website a virtual
voice.
It becomes a great platform for
building relationships between
you and your customers.
It helps you in telling your
brand story.
33. How to
research
keywords
• List important and
relevant topics based
on your business.These
are your topic buckets.
• Fill each topic bucket
with keywords.These
are words and/or
phrases that you think
your customers will use
to search for content.
• Research related terms
• Ensure you have a mix
of head terms and long-
tail keywords.
• Find out what keywords
are being used to find
your competitors
(semrush).
• Use GoogleAdwords to
find out the cost per
click for your keywords.
37. TOOLS AND SITES
Measuring
• Google Analytics
• Facebook & Instagram Insights
• Mailchimp (or equivalent)
reports
• Google Alerts
Managing
• Hootsuite
• Buffer
• Sprout Social
• Google My Business
• Adwords
39. Checklist for
a Wordpress
Website
Step 5 Add Website Content
Step 4 Install Your Theme
Step 3 Choose Your WordPress Theme
Step 2 Install WordPress
Step 1 Get your domain name and hosting
40. To get noticed
Step 5 Setup Google Analytics
Step 4 Secure your website using SSL
Step 3 Check Google Mobile Friendly Test
Step 2 Check Google Page Speed Insights
Step 1 Submit a SiteMap to Google
Editor's Notes
As the time we spend online increases, so do the digital opportunities available. The online experience is constantly evolving thanks to content creators, businesses and app developers who are able to find new and innovative ways to help us shop, learn, and connect. Now is a great time to jump in and see how you can get involved in the digital world. Your business plan needs to include a digital element.
We are going to begin by filling in a digital checklist – a where are we now if you like.
Important Things Every Local Business Should Do
Claim Your Google My Business Profile. This is the most important step in Local SEO because Google gives it huge visibility in the search results.Â
Dominate the search results and gather priceless feedback / testimonials with a Yelp, Facebook and Tripadvisor profiles.
Note: Ensure Ensure NAP (name, address, phone number) consistency across all profiles or Google will push you further down the search results.
As the time we spend online increases, so do the digital opportunities available. The online experience is constantly evolving thanks to content creators, businesses and app developers who are able to find new and innovative ways to help us shop, learn, and connect. Now is a great time to jump in and see how you can get involved in the digital world. Your business plan needs to include a digital element.
Awareness: Create content that educates, entertains, and inspires.
Consideration: Create content that makes it easy to decide to become a customer.
Purchase: Create content that makes it easy to become a customer.
The LinkedIn platform delivers value by:
1 Creating awareness of your brand and products early in the purchase process.
2 Positioning your brand as a thought leader, and engaging audiences more deeply with content as they’re forming perceptions and decisions.
3 Driving the right audiences to take action -- generating quality leads and new business.
But 9 billion content impressions per week are delivered in the LinkedIn feed -- more than 15 times the job postings in the feed. These stats reveal that LinkedIn has become a destination where professionals consume high-quality content from professional publishers like The Wall Street Journal and The Economist, and even from peers who are sharing content in the feed.
WHY IS ALL OF THIS CONTENT ENGAGEMENT SO IMPORTANT?
It’s important because content is essential to influencing decisions. A study by Google shows that 10 pieces of content are consumed before a purchasing decision is made.
There are 7.2M Company Pages on LinkedIn.
LinkedIn SlideShare reaches 70M unique visitors a month. The site is now among the top 100 most-visited websites in the world.
Based on the goals and metrics you’ll use to grade success of your programs -- and given how members engage on the platform-- you can take advantage of a mix of organic content and paid advertising opportunities.
Organic
You can build your brand and content presence on LinkedIn on your LinkedIn Company Page and specific Showcase Pages, through long-form posts, and by uploading content to LinkedIn SlideShare. These are free tools you can use to establish brand awareness and establish thought leadership with your prospects and customers.
As you start building your organic presence, in parallel, you can begin investing in a range of paid opportunities to reach the right people on LinkedIn and engage them at scale:
In the LinkedIn feed using LinkedIn Sponsored Content
In the LinkedIn messenger with LinkedIn Sponsored InMail
Early in the purchase process using Display Ads on the Linkedin.com desktop site, including programmatic buying
Through other native ad formats such as Dynamic Ads and Text Ads
Content takes many forms, but it only qualifies as content marketing if, according to the Content Marketing Institute, it aims to drive profitable customer action.
We are exposed to more than 2,900 marketing messages per day, by current estimations. As a result, marketers are challenged by
attention scarcity – the concept that the more messages your audience is forced to filter out, the harder they become to reach.
Think about what types of visuals are going to appeal to your audience. Make a list.
Think beyond just pics of your product, people want to see others use the product, before and afters, customer testimonials,
With a solid Facebook marketing strategy you can reach your audience at a time when they’re primed to buy; or at least raise awareness of your company, product, and services to you're top of mind when they are ready to buy.
The key thing with Facebook is to remember that the algorithm they use rewards posts that have interaction. If a business posts something but no one responds, then Facebook won't show it to anyone. They're trying to keep people on their website, and they can only do that by showing posts and stories that people find interesting. It's going to get more difficult, as Facebook announced they're going to be changing their algorithm. They'll now favour content from friends over companies and other pages.
Identify trigger points
The first step to engaging your audience is identifying the types of content they respond to. You’ll need to do a bit of research and testing to achieve this. See how other similar organisations are successfully engaging their audiences.
Using keyword searches and hashtags (Tools like Google Insights and Google Trends ) can help determine the popular topics and content that draws your audience’s attention.
Once you know what they’re looking for, be explorative. Try various content formats, topics and headlines to identify the material that generates attention and creates conversation and clicks.
Invite Conversation
Just like in the real world example above, people are much more likely to engage when asking questions or inviting feedback. Whether you publish surveys, seek advice, start a dialogue or promote a competition, motivate your audience to get involved.Â
The very essence of social media is just that, being social. While your tone may be more formal on other channels, social media is a particularly good place to cultivate a personable brand voice that helps your supporters feel connected. Don’t be afraid to use humour here either.
Sharing exposes your content to channels you wouldn’t otherwise be able to penetrate. Make your posts easy to share by using imagery, infographics and shortlinks. Take the time to respond when people share their thoughts with you (you’d be surprised how many people miss out on that.).
Content takes many forms, but it only qualifies as content marketing if, according to the Content Marketing Institute, it aims to drive profitable customer action.
We are exposed to more than 2,900 marketing messages per day, by current estimations. As a result, marketers are challenged by
attention scarcity – the concept that the more messages your audience is forced to filter out, the harder they become to reach.
Content marketing, on the other hand, allows marketers to become publishers – build their own audiences, and attract their own attention. While rented attention
can be effective, when you own your own attention by creating content, you benefit in three major ways:
1. You build awareness for your brand. - Your audience can’t buy from you if they can’t find you – and up to 93% of buying cycles start with a search online.
2. You create preference for your brand.
3. You reach more buyers and customers, at lower costs
Your buyer persona, developed back with Michelle in week 3 will help determine the content you need to create.
The buyer persona help you define your audiences challenges, questions, needs and the kind of content they want to consume.
Their buying stage will help inform what each piece of content needs to accomplish.
1. It has been noticed that companies who blog gets 60% more chance to get higher ranking in search engine because every search engines loves new and fresh content so if you update something new and meaningful content daily on a section of your website it gives a signal to search engine that they have a new content to index and make their results more rich with quality content. So by this content your website will rank on more keywords and you’ll be able to drive more customer visits to your website.
More visits leads to more chances of conversion, more the number of conversion higher the profit.
So it directly makes sense if a company needs more profit then it must has  more visibility in search engine apart from its product and services it should be ranking on the some information about them such as “Top 5 benefits of any X product” or say “How to use a “X” Product ?” when someone searches about these kind of information you article written in your blog section will appear in search results and people comes on your website to gather such kind of details then there are more chances that they will buy those products or avail the service offered by you.
Publishing content on your blog enables you to attract organic traffic to your site. These are new visitors who are finding you because of your content and not because they are searching directly for your business and your company name. In so doing, you are expanding the circle of awareness and opportunity for your business.Â