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Maximize Your Digital Marketing

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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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Maximize Your Digital Marketing

  1. 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. 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. 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. 4. © 2019 Erin Brenner www.righttouchediting.com Determine Audience and Benefits Who are you marketing to? What are the benefits? #MagsWest2019
  5. 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. 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. 7. © 2019 Erin Brenner www.righttouchediting.com Magic Words You Can Use #MagsWest2019
  8. 8. © 2019 Erin Brenner www.righttouchediting.com Don’t Forget Your CTA! #MagsWest2019
  9. 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. 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. 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. 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. 13. © 2019 Erin Brenner www.righttouchediting.com Finalize Your Strategy • Marketing channels • Schedule • Metrics • Measurement tools #MagsWest2019
  14. 14. © 2019 Erin Brenner www.righttouchediting.com Marketing Channels • Your website • Email • Twitter • Facebook • LinkedIn • Instagram Also consider: • Brand ambassadors • Partnerships #MagsWest2019
  15. 15. © 2019 Erin Brenner www.righttouchediting.com House Ads Success Metrics CTR Time on page Signups/sales #MagsWest2019
  16. 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. 17. © 2019 Erin Brenner www.righttouchediting.com CTAs within the Content Success Metric CTR Measure Success • CMS or URL shortener #MagsWest2019
  18. 18. © 2019 Erin Brenner www.righttouchediting.com Email Success Metrics • Email open rates • CTRs Measure Success Retrieve from your email software. #MagsWest2019
  19. 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. 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. 21. © 2019 Erin Brenner www.righttouchediting.com Maxing Out Facebook • Posts to group pages • Posts to our page • Paid ads #MagsWest2019
  22. 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. 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. 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. 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. 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. 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. 28. © 2019 Erin Brenner www.righttouchediting.com Resources slideshare.net/erinbrenner bit.ly/RTEresources Contact Me erin@righttouchediting.com linkedin.com/in/erinbrenner/ #MagsWest2019

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