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Leveraging Digital Marketing and Social Media in Your Business


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This special, interactive, two-hour workshop, hosted by SCORE of Bergen County, provided attendees with information, templates, and hands-on activities for implementing digital marketing and social media in their business

At this workshop, I shared:

- The definition of digital marketing and social media in business.
- The art of writing good digital copy for online ads, including the call-to-action.
- The importance of landing pages and what should/should not be on them.
- A 90-day marketing plan you can begin using post session.

I also covered email marketing, social media use, search engine marketing (SEM), and more.

Looking for templates and the workbook? Visit

Published in: Marketing
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Leveraging Digital Marketing and Social Media in Your Business

  1. 1. Leveraging Digital Marketing & Social Media In Your Business By Becky Livingston December 2014 President and CEO Penheel Marketing © 2014 Penheel Marketing™
  2. 2. About Me Becky Livingston ü Owner Penheel Marke-ng ü 25+ years of marke-ng and technology experience ü 14 years in the financial services industry ü Social Media & Digital marke-ng professional ü Public speaker and trainer ü Frequent guest blogger ü Dog and shoe lover © 2014 Penheel Marketing™ 2
  3. 3. Agenda ü Definition of digital marketing and social media in business. ü The art of writing good copy for online ads, including the call to action. ü The importance of landing pages and what should / should not be on them. ü A 90-­‐Day marketing plan. © 2014 Penheel Marketing™ 3
  4. 4. What is digital marketing? Digital marke-ng is marke-ng that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital Marke-ng can be through non-­‐internet channels like TV, Radio, SMS, etc. or through Internet channels, like social media, emails ads, banner ads, etc. Social Media Marke-ng is a component of digital marke-ng. Source: hRp:// © 2014 Penheel Marketing™ 4
  5. 5. What is social media marketing? Social media marke-ng is a recent component of organiza-ons' integrated marke-ng communica-ons plans. Integrated marke-ng communica-ons is a principle organiza-ons follow to connect with their targeted markets. Source: hRp:// © 2014 Penheel Marketing™ 5
  6. 6. Goal Setting • SMART © 2014 Penheel Marketing™ business goals • Example: Increase sales by 25% over last year by August of 2015. • What is your overall marketing goal? • Example: Increase email list by 5% each quarter of 2015 by sending monthly emails, increasing social engagement, and adding blog content. • What is your social media goal? • Example: Increase online exposure using social media platform [ Name the Platform ], to share information and tips about our brand. Post 3x / wk on this platform with engaging content and images and/or video. 6 Template
  7. 7. Buyer Persona 1. Determines the kind of content needed 2. Sets the tone, style, and delivery strategy 3. Targets the topics to concentrate on 4. Understands where buyers get their information © 2014 Penheel Marketing™ 7 Activity
  8. 8. Buying Journey • Not in the market • Interested • Problem © 2014 Penheel Marketing™ defined • Exploring options • Evaluating solutions • Final approval • Implement / buy 8 Sales Qualified Lead Requirements Definition Value Demonstration Proposal Negotiate Close Awareness Purchase Evaluation
  9. 9. Buying Journey, cont. © 2014 Penheel Marketing™ Education Solution 9
  10. 10. Your Goal Define and create the content needed to move the buyer from the interest phase to the buying phase. © 2014 Penheel Marketing™ 10
  11. 11. How To Reach Goals q Create and share measurable goals with your team q Give your readers reason to act q Think and write from the readers’ perspective © 2014 Penheel Marketing™ Image Source: Fire Spring q Segment q Media mix q Create landing pages q Measure q Report 11
  12. 12. Editorial Calendar Outline what is to be produced & when it’s going to be produced © 2014 Penheel Marketing™ (c) 2014 Becky Livingston 12 Image Source: Marketo
  13. 13. Email Subject Lines • Describe © 2014 Penheel Marketing™ the candy not the wrapper • Example: rather than “Association Newsletter Volume 5” in the subject line, tell us what’s in the edition, such as “How to Live In Harmony with Backyard Wildlife” • Emphasize the personal value of your content • Subject lines that make readers think “This is useful.” “This is timely.” “This is about me.” Example: “Is slightly dirtier drinking water OK with you?” • Avoid telling people what to do. • Particularly true when “help” or “donate” are in the subject line. Lean toward personal value in subject lines. • Example: “Where to dance all night with your best friends” vs. “Register for our all-­‐night dance-­‐a-­‐thon fundraiser” 13 Template
  14. 14. Email, cont. Subject Lines • Keep it short • Try to keep it under 75 characters. Use a keyword in the subject line to help with SEO. Formulas • Who Else Wants [blank]? • The Secret of [blank] • Little Known Ways to [blank] • Get Rid of [problem] Once and For All • Here’s a Quick Way to [solve a problem] • What Everybody Ought to Know About [blank] © 2014 Penheel Marketing™ 14
  15. 15. Blog Headline/Post Examples • Surprise © 2014 Penheel Marketing™ “This is not the perfect blog post (but it could have been).” • Questions “Do you know how to create the perfect [insert topic]?” • Curiosity gap “10 ingredient in a perfect [topic]. Number 9 is killer!” • Negatives “Never write a [topic] again!” • How to “How to create a perfect [insert topic].” • Numbers “10 tips to creating ….” • Audience reference “For people on the verge of [something].” • Specificity “The 6-­‐part process for getting [something awesome]!” 15
  16. 16. Yet more examples…. • [Do something] like [world-­‐class example] • Ex. Blog like an all-­‐star • Interesting © 2014 Penheel Marketing™ adjectives + unique nouns • Ex. Awe-­‐inspiring examples, painstaking lessons, can’t miss take-­‐ aways, brilliant strategies… • Who else wants • Ex. Who else wants an easier way to make headlines? 16 Activity 1
  17. 17. Online Ad Copy Tips • Create engaging headlines • Develop © 2014 Penheel Marketing™ strong calls to action • Leverage keywords words and selling features Google AdWord Tips • Headline 25 characters • Display URL 35 characters • Description lines 35 characters • Landing page for this product only or similar products Template s 17
  18. 18. What are landing pages? It’s NOT just any page on your site. It IS a page: 1. That includes information specific to a certain set of criteria. 2. Where someone completes a form or action. 3. That exists solely to capture visitor information through that form or action. © 2014 Penheel Marketing™ 18
  19. 19. Importance of Landing Pages • Allows you to “speak” to a specific audience. • Defines the content rather than offers generic content. © 2014 Penheel Marketing™ 19
  20. 20. Elements • Logo • Headline • Offer • Descriptive © 2014 Penheel Marketing™ Copy • Product/Service • Call-­‐to-­‐Action • Form 20
  21. 21. © 2014 Penheel Marketing™ (c) 2014 Becky Livingston 21 Image Source: Quicksprout
  22. 22. Golden Rules 1. Don’t take yourself too seriously 2. Inbound is not enough 3. Have good content and solid offers 4. Strong calls to action 5. Always add value 6. Social is a two-­‐way street 7. Peer-­‐to-­‐Peer sharing is the best way to get your message heard © 2014 Penheel Marketing™ 22
  23. 23. How to choose the platform? • Choose the most suitable plaXorm by media type. • Go where your © 2014 Penheel Marketing™ audience is. • What are the business and social media objec-ves? • Find the target demographic. • Know your budget. • Do a few and do them well. 23
  24. 24. What Works Where © 2014 Penheel Marketing™ 24 Activity 1
  25. 25. Getting Started • Determine © 2014 Penheel Marketing™ topics of interest – to your customers • Create content categories • Assign content types (video, blog, photo, etc.) • Set a regular publishing schedule • Incorporate other marke-ng content from other depts. • Con-nue the process. Image Source: Top Rank 25
  26. 26. Content Types • eBooks • Infographics • Slide decks • 3rd-­‐Party © 2014 Penheel Marketing™ reports • Cheat sheets • Videos • Email marketing • Images / Photos • Social Media content • Blog • Webinars • Online ads (PPC/CPC) 26
  27. 27. How To Be Effective 1. Post the blog / content title 2. Ask a question 3. Cite a fact 4. Share a quote 5. Tips 6. Create intrigue © 2014 Penheel Marketing™ 27 “…when we share a blog post on social media, we include the title of the post, a link, and a few hashtags. This is fine. Once! But, it can get pretty monotonous for your followers if you aren’t careful. -­‐ Garrett Moon
  28. 28. Keep In Mind When posting the same content on each platform, vary the post style, such as a: • Question • Statement • Comment Write it for each platform.­‐to-­‐ write-­‐social-­‐media-­‐updates © 2014 Penheel Marketing™ 28
  29. 29. © 2014 Penheel Marketing™ 29 Image Source: Simply Measured
  30. 30. © 2014 Penheel Marketing™ 30 Sample Calendar for 1 piece of content. Use what’s best for your brand!
  31. 31. Social Media Example © 2014 Penheel Marketing™ 31 Content Title Question
  32. 32. Social Media Example, cont. © 2014 Penheel Marketing™ 32 Facts Tips Intrigue
  33. 33. Social Media Daily Posting Schedule © 2014 Penheel Marketing™ 33 Template
  34. 34. Social Media Scheduling Tools © 2014 Penheel Marketing™ 34 • Hootsuite (FB, LI, G+, TW, 4sq) • ViralTag (Pinterest) must use ProPlan for Pinterest and Instagram • ViralWoot (free) Piterest scheduler • HootSuite Instagram App (free) see video • IconoSquare (Instagram) • RePost (mobile app) for Instagram For Twitter and sometimes Facebook • Twuffer • HootSuite • FutureTweets • LaterBro
  35. 35. Social Media Checklist © 2014 Penheel Marketing™ Source: HeroX Template
  36. 36. 90-­‐Day Marketing Plan • Clearly track progress in the short-­‐term. • Use data over that 90-­‐days to create a baseline that you can use to track your grand plan. • It enables you to re-­‐direct your plan if something is not working. • Using 90-­‐day increments enable you to stay in tune with change and meet the market demands, without detouring from your master goal. • Your master plan will not become irrelevant, because your 90-­‐ day goals will continue to drive you the finish line. © 2014 Penheel Marketing™ Template 36
  37. 37. Parting Words People will share what they find helpful. If you want your community to share, spread the word, and build awareness for a non-­‐profit, provide content that is incredibly useful to them. © 2014 Penheel Marketing™ ~ via “ “ 37
  38. 38. Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-­‐profits. http://Penheel.Com/Score-­‐Workshop Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads. Email Send personalized, segmented Emails based on any information in your contact database. © 2014 Penheel Marketing™ Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords. Lead Management Track leads with a complete timeline-­‐view of their interactions with your firm. Blogging Create blog content quickly while getting SEO tips and best practices pointers. Social Media Publish content to your social accounts, then nurture leads based on their social engagement. © Penheel Marketing 01.07.14 38