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3 Step Digitial Marketing Strategy For 2017

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Learn the fundamentals of how to implement a modern digital marketing strategy designed attract, engage and convert more ideal customers in 2016. Understand the do’s and don’ts of Google’s best practices for the web, and how these best practices should influence your website and digital marketing strategy. Take away practical tactics and tools that you can implement to propel your business forward in 2017.

Stay tuned for video and blog content to come.

Published in: Marketing
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3 Step Digitial Marketing Strategy For 2017

  1. 1. 3 Step Digital Marketing Strategy For
  2. 2. “It is always, The simple, That produces, The Marvellous” - QUOTE FROM MAHATMA GANDHI 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  3. 3. Most SMEs are stuck in the same cycle. They’re spinning their tyres trying to figure out and make work either one of, or a combination of the following: - How to attract more new leads - How to better engage with those leads - How to convert more leads to customers And completely ignoring the simple fundamentals of sales & marketing. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  4. 4. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  5. 5. Hi, I’m James Banks. I started building websites over eight years ago. After building several successful websites in various niches (property, finance, construction, engineering), I’ve focused on what I love doing the most: building and marketing the online presence of SMEs. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  6. 6. I have developed my approach to digital marketing over the many years since getting my feet wet in the industry, and it has helped me create and implement a few wildly profitable digital marketing strategies that have generated many millions of dollars in sales for my clients. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  7. 7. A few digital marketing myths that need to be dispelled before we move forward…   Digital marketing is not the holy grail magic bullet that will fix all your life’s problems   There are no guarantees in digital marketing. Anyone who offers you guarantees is either lying through their teeth, doesn’t know what they are doing, or is a scam artist.   There are no one-size fits all solutions in digital marketing that will produce the exact same results for every business in the world 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  8. 8. What I’m going to show you in this presentation today is how to understand the fundamentals of a modern digital marketing strategy that you can take and implement into your own business that can help you generate more leads, better engage with prospective customers, and to convert more sales. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  9. 9. The key thing to understand: whatever I am about to show and tell, be sure to pass everything through your own mental filters of logic and reason so you can decide what is the best way to implement what makes sense to you and for your own business. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  10. 10. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  11. 11. I’m also going to share with you: •  The biggest mistakes I see most SMEs make when it comes to digital marketing •  The approach and process that know based on my experience is working right now for SMEs in the local, national and even international market. •  How a simple, predicable and repeatable Digital Marketing Strategy can be implemented into your business to help you generate more consistent leads and sales. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  12. 12. So, if you’re a new or recently established small to medium business looking to grow using digital marketing as the platform to facilitate that growth, you are definitely in the right place. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  13. 13. GREATER BUSINESS STRATEGY 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  14. 14. The most important thing to get right with your digital marketing strategy is how it fits into your greater business strategy. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  15. 15. Your greater business strategy will fundamentally underpin how much you can output or return from your digital marketing strategy based on your input of time and/or money. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  16. 16. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 TRADITIONAL BUSINESS MODEL FUNDAMENTALS OPERATIONS FINANCE SALES & MARKETING
  17. 17. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 TRADITIONAL BUSINESS MODEL FUNDAMENTALS OPERATIONS FINANCE SALES & MARKETING DIGITAL MARKETING
  18. 18. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 OPERATIONS! SALES & MARKETING! FINANCE! ! ! DIGITIAL ! !
  19. 19. MYTH: My customers are not online 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  20. 20. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO] FACT: Although that could be true for certain fringe cases at this very point in time, consider the following…   86% of the total Australian population uses Google Search   61% of the total Australian population is an active monthly user on Facebook   60% of the total Australian population watches videos on YouTube Roy Morgan Research, socialmedianews.com.au 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  21. 21. GOOD IDEA + POOR EXCEUTION = 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  22. 22. BAD IDEA + GOOD EXCEUTION… 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  23. 23. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 GOOD IDEA + GOOD EXCEUTION =
  24. 24. So where is the first place to start? 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  25. 25. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  26. 26. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  27. 27. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  28. 28. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 Questions that you’d want to have some pretty decent answers to before proceeding:   Who is my ideal customer, and where do they hang out (online)?   Where are they located in the world and what are their demographics?   What are their primary pain points and challenges?   How can my product/service/solution help them overcome their challenges?
  29. 29. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 For more, go to: web3.com.au/website-strategy-introduction/
  30. 30. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 OPERATIONS! SALES & MARKETING! FINANCE! ! ! DIGITIAL ! !
  31. 31. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 ATTRACTING LEADS! ENGAGING! LEADS! ! CONVERING! CUSTOMERS! ! ! WEBSITE ! !
  32. 32. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 ATTRACTING LEADS! ENGAGING! LEADS! ! CONVERING! CUSTOMERS! ! ! WEBSITE ! !
  33. 33. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  34. 34. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  35. 35. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 DIY! Got Time! Got Skill! Little/No Money!
  36. 36. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 HIRE SOMEONE! Little/No Time! Little/No Skill! Got Money!
  37. 37. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  38. 38. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 NEW BUSINESS?! GET A DOMAIN NAME & WEB HOSTING! GET ONLINE WITH A SIMPLE ONE PAGE WEBSITE!
  39. 39. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 5 Key Questions Every Good One Pager Website Should Answer: •  What do you do and why should I care? •  What market/audience do you serve and where are they located? •  Where’s the trust, proof and evidence to back up your claims? •  How much does it cost (if cost is indeed a selling point)? •  How can I buy/get in contact/subscribe to whatever it is that you are selling?
  40. 40. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 10 Steps to Get Your Startup Online in 30 Minutes for $10 goo.gl/XAVImE [CASE SENSITIVE]
  41. 41. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  42. 42. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO] How To Pick A Good Web Designer From A Bad One: •  Do they genuinely understand my business goals, objectives, wants and needs, and can demonstrate a logical pathway to get me to where I want to go? •  Do they have any evidence, case studies and examples of work that prove they know what they are doing? •  Do they understand that a website should be viewed as a platform for business growth, rather than just a bunch of pretty pictures on a page? •  If you are redesigning your existing website, do they ask to view your website’s data/ Google Analytics profile, and are they making data-driven decisions to how to improve your new website based on what the data is depicting? •  3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  43. 43. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO] How to find a web design rockstar [Blog + Podcast] goo.gl/MQyAZK [CASE SENSITIVE] 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  44. 44. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 Things You Should Have In Place With Your Website •  Google Analytics installed with Goal Tracking configured so that you can measure your website’s conversion rate. •  Each major webpage [Homepage, About Page, Contact Page etc] has a clear next step/ call to action that takes your visitor closer to your conversion point [form submission, phone call, checkout, subscribe etc] •  If you handle leads over the phone, make sure your phone number is visible across all pages (ideally in the header) and is click-to-call enabled. [ADVANCED TIP: Use a call tracking software solution like calltrackingmetrics.com to track your website phone call conversion rate]
  45. 45. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 ATTRACTING LEADS! ENGAGING! LEADS! ! CONVERING! CUSTOMERS! ! ! WEBSITE ! !
  46. 46. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 ATTRACTING LEADS! ENGAGING! LEADS! ! CONVERING! CUSTOMERS! ! ! WEBSITE ! !
  47. 47. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO] Potential online methods to attract people to your website: •  Organic Search Engine Marketing •  PPC: Google AdWords, Facebook Ads, Youtube Video Ads, Instagram etc •  Social Media •  Email Marketing •  Display/Banner Advertising •  Affiliate Marketing •  Influencer Marketing •  Online PR Advertising •  Listings/directory websites 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  48. 48. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO] MYTH: You should throw every single marketing dollar you have into online marketing 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  49. 49. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO] FACT: A true multi-channel marketing strategy that may, or may not, include offline marketing is the best way to build a strong, resilient lead acquisition model. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  50. 50. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  51. 51. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 If you have no lead acquisition model, or you do but the leads are inconsistent, and you need to get leads immediately in a scalable and repeatable manner, then you should consider PPC.
  52. 52. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 But what about SEO?
  53. 53. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 If there is a market actively searching for your product/service/ offer, then you should consider SEO. But first, do the market research.
  54. 54. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 How to identify if there is a market searching for your product and service: •  If you have Google Analytics & Search Console installed on your website, you can use the Acquisitions & Search Analytics views to see what keywords people are typing in to get to your website. •  Google your service titles or product categories and see what website has the organic position #1 ranking for that keyword. Plug their domain into semrush.com so you can see how much traffic they are getting from organic search and what other keywords they are ranking for. •  You can plug these keywords into Google Keyword Planner & semrush.com to get an idea of the monthly search volume for your product or service (don’t forget to geoshape your results!)
  55. 55. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 Our blogs and podcast episodes on SEO goo.gl/jSb9Bo [CASE SENSITIVE]
  56. 56. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 CONTENT MARKETING! SOCIAL MEDIA!ORGANIC SEO! ! ! WEBSITE ! !
  57. 57. Typical Google AdWords Lead Acquisition Funnel 1. Google Ad [Attract] 2. Website [Engage] 3. Next Step [Convert] 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  58. 58. Typical Google AdWords Lead Acquisition Funnel 1. Google Ad $2-3 per click 2. Website 10% Conversion Rate 3. Next Step 50% Conversion Rate 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  59. 59. Typical Google AdWords Lead Acquisition Funnel 1. Google Ad Pay Per Click 2. Website 10% Conversion Rate 3. Next Step 50% Conversion Rate 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 $2-3 Per Click $20-30 Per Click $40-60 CPA
  60. 60. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017 Google AdWords! Display Network!Facebook Ads! ! ! WEBSITE ! !
  61. 61. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  62. 62. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
  63. 63. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO] THANK YOU! Phone: (07) 3170 6239 Email: james@web.com.au LinkedIn: linkedin.com/in/jamesbanksweb3 web3.com.au 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017

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