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Maximize Your Digital Marketing

Make a big splash with a small team with a strategy created especially for small teams with little time or budget.

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© 2019 Erin Brenner www.righttouchediting.com
Presented by
Erin Brenner
Right Touch Editing
erin@righttouchediting.com
@ebrenner
Maximize Your Digital
Marketing: Making a Big
Splash with a Small Team
#MagsWest2019
© 2019 Erin Brenner www.righttouchediting.com
The “Simple” Answer
1. Create a strategy, including goals and metrics.
2. Follow the strategy.
3. Monitor early results.
4. Adjust the campaign as needed.
5. Measure results at the end.
Implement what you learn in the next campaign.
#MagsWest2019
© 2019 Erin Brenner www.righttouchediting.com
Know Where You Are Going
• What are you marketing?
• What is your goal with this marketing
campaign?
Download the worksheet for your team:
bit.ly/RTEresources.
#MagsWest2019
© 2019 Erin Brenner www.righttouchediting.com
Determine Audience and Benefits
Who are you
marketing to?
What are the
benefits?
#MagsWest2019
© 2019 Erin Brenner www.righttouchediting.com
Customized Training for Your Team
Topics
Persuasive writing
Copyediting skills
Digital marketing
And more!
Formats
Webinars: 75 minutes
to 3 hours
In-person workshops:
½ or full day
#MagsWest2019
Go to righttouchediting.com/services/#training to learn more!
© 2019 Erin Brenner www.righttouchediting.com
Message Elements
• Item name
• Brand or
company name
• Description
• 1–3 benefits
• The offer
• How to get the
offer and the URL
• Magic words
• CTA
#MagsWest2019

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Maximize Your Digital Marketing

  • 1. © 2019 Erin Brenner www.righttouchediting.com Presented by Erin Brenner Right Touch Editing erin@righttouchediting.com @ebrenner Maximize Your Digital Marketing: Making a Big Splash with a Small Team #MagsWest2019
  • 2. © 2019 Erin Brenner www.righttouchediting.com The “Simple” Answer 1. Create a strategy, including goals and metrics. 2. Follow the strategy. 3. Monitor early results. 4. Adjust the campaign as needed. 5. Measure results at the end. Implement what you learn in the next campaign. #MagsWest2019
  • 3. © 2019 Erin Brenner www.righttouchediting.com Know Where You Are Going • What are you marketing? • What is your goal with this marketing campaign? Download the worksheet for your team: bit.ly/RTEresources. #MagsWest2019
  • 4. © 2019 Erin Brenner www.righttouchediting.com Determine Audience and Benefits Who are you marketing to? What are the benefits? #MagsWest2019
  • 5. © 2019 Erin Brenner www.righttouchediting.com Customized Training for Your Team Topics Persuasive writing Copyediting skills Digital marketing And more! Formats Webinars: 75 minutes to 3 hours In-person workshops: ½ or full day #MagsWest2019 Go to righttouchediting.com/services/#training to learn more!
  • 6. © 2019 Erin Brenner www.righttouchediting.com Message Elements • Item name • Brand or company name • Description • 1–3 benefits • The offer • How to get the offer and the URL • Magic words • CTA #MagsWest2019
  • 7. © 2019 Erin Brenner www.righttouchediting.com Magic Words You Can Use #MagsWest2019
  • 8. © 2019 Erin Brenner www.righttouchediting.com Don’t Forget Your CTA! #MagsWest2019
  • 9. © 2019 Erin Brenner www.righttouchediting.com Copyediting’s Org Subscription Description: An annual subscription for editing teams that includes Copyediting newsletter, discounted group training, a free job ad, weekly email, 4 free recorded classes, a white paper Benefits: Ongoing training for the entire staff, including monthly webinars and a bimonthly newsletter, shareable with your team; $316 of free training in the form of recorded classes; one price for a year of training #MagsWest2019
  • 10. © 2019 Erin Brenner www.righttouchediting.com Organization Subscription The offer: $50 off the annual $599 rate; good for teams of up to 10; offer ends March 15, 2019. How do they get it? Go to www.copyediting.com/TheOffer to sign up. Magic words: editing team, training, budgeting, online, consistent editing, free, discounted CTA: Subscribe now and save! #MagsWest2019
  • 11. © 2019 Erin Brenner www.righttouchediting.com Keys to a Master Message • Strong verbs • Active voice • Needs-based wording • Webpage link • Hashtag • Images • CTA #MagsWest2019
  • 12. © 2019 Erin Brenner www.righttouchediting.com Master Message Do you have an editorial team but no time or budget to keep up their training? Sign up now for Copyediting’s Organization Subscription, and you’ll save $50 to give your team the best training package around! Hurry! This offer ends on March 15, 2019. Go to www.copyediting.com/TheOffer today, and start training tomorrow! #MagsWest2019
  • 13. © 2019 Erin Brenner www.righttouchediting.com Finalize Your Strategy • Marketing channels • Schedule • Metrics • Measurement tools #MagsWest2019
  • 14. © 2019 Erin Brenner www.righttouchediting.com Marketing Channels • Your website • Email • Twitter • Facebook • LinkedIn • Instagram Also consider: • Brand ambassadors • Partnerships #MagsWest2019
  • 15. © 2019 Erin Brenner www.righttouchediting.com House Ads Success Metrics CTR Time on page Signups/sales #MagsWest2019
  • 16. © 2019 Erin Brenner www.righttouchediting.com House Ads Measure Success • Track clicks = CMS or a URL shortener • Time on page = CMS or Google Analytics • Signups/sales = shopping cart #MagsWest2019
  • 17. © 2019 Erin Brenner www.righttouchediting.com CTAs within the Content Success Metric CTR Measure Success • CMS or URL shortener #MagsWest2019
  • 18. © 2019 Erin Brenner www.righttouchediting.com Email Success Metrics • Email open rates • CTRs Measure Success Retrieve from your email software. #MagsWest2019
  • 19. © 2019 Erin Brenner www.righttouchediting.com Social Media Channels Success Metrics • Likes • Comments • Shares • Click-throughs Measure Success • Run reports from your social media dashboard OR … #MagsWest2019
  • 20. © 2019 Erin Brenner www.righttouchediting.com Collect Your Own Data 1. Collect data from dashboards or individual sites. 2. Drop them into an Excel file. Resources: DIY Website and SocMed Dashboards: bit.ly/RTEresources LinkedIn Stats Spreadsheet by John Espirian: bit.ly/LinkedInStatsTracker #MagsWest2019
  • 21. © 2019 Erin Brenner www.righttouchediting.com Maxing Out Facebook • Posts to group pages • Posts to our page • Paid ads #MagsWest2019
  • 22. © 2019 Erin Brenner www.righttouchediting.com Facebook Success Metrics • Posts to pages: Interactions • Posts to your pages: Promotion results, interactions, page views, people reached, responses, CTRs, etc. • Paid ads: # people reached and CTR #MagsWest2019
  • 23. © 2019 Erin Brenner www.righttouchediting.com Brand Ambassadors • Identify your brand ambassadors (fans). • Thank them. • Offer them more of your brand. • Never ask for positive reviews. #MagsWest2019
  • 24. © 2019 Erin Brenner www.righttouchediting.com Brand Ambassadors Success Metric • Public activity Measure Success • Monitor online activity and public reactions. • Collect in a spreadsheet. #MagsWest2019
  • 25. © 2019 Erin Brenner www.righttouchediting.com Ad/Sponsorship Swaps • Be sure it’s a good fit. • Outline the deal in detail. • Determine what data you’ll share. #MagsWest2019
  • 26. © 2019 Erin Brenner www.righttouchediting.com Ad/Sponsorship Swaps Success Metrics • Views • CTRs • Signups/sales Measure Success • Swap data agreed to. • Use URL tracking codes, offer codes, or special landing pages. • Monitor online activity and public reactions. • Collect in a spreadsheet. #MagsWest2019
  • 27. © 2019 Erin Brenner www.righttouchediting.com A Digital Program for You 1. Create a strategy that fits your team. 2. Spend money on things you can’t do. 3. Measure, measure, measure! #MagsWest2019
  • 28. © 2019 Erin Brenner www.righttouchediting.com Resources slideshare.net/erinbrenner bit.ly/RTEresources Contact Me erin@righttouchediting.com linkedin.com/in/erinbrenner/ #MagsWest2019