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Migrating to Digital Marketing

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How to migrate your marketing to digital - SME businesses for B2B and B2C

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Migrating to Digital Marketing

  1. 1. Migrating to Digital Marketing
  2. 2. http://creativeagencysecrets.com Two case studies to show you how to do it yourself • Business to Business (B2B) • Business to Consumer(B2C) • Plus Advice for you to migrate your marketing ‒ How to find a niche to show off your company’s expertise or specialism ‒ Where to promote your services online ‒ How to use automated email marketing ‒ The three things you must do online every week Online marketing
  3. 3. http://creativeagencysecrets.comhttp://creativeagencysecrets.com • Brochure/collateral • Public relations • Advertising • Directory listings • Trade show/conference • Christmas card list • Parties/hospitality Traditional Today • Website • Expert content • Online PR • Adwords / Facebook ads • Directory submissions • Email list/newsletter • Social media Marketing a business
  4. 4. http://creativeagencysecrets.com How to migrate marketing online • Know your customers and prospects “online literacy” ‒ Which websites do they visit ‒ What % are researching online ‒ How do new customers ‘find’ you ‒ What about younger staff members • You can’t do everything at once • Prioritise
  5. 5. http://creativeagencysecrets.comhttp://creativeagencysecrets.com • Brochure/collateral • Public relations • Advertising • Directory listings • Trade show/conference • Christmas card list • Parties/hospitality Traditional Today • Website • Expert content • Online PR • Adwords / Facebook ads • Directory submissions • Email list/newsletter • Social media Which of these do you do?
  6. 6. http://creativeagencysecrets.com Case study: APC technology • Business to Business • Customised rugged computers • Long sales cycle • Face to face sales team • E-Procurement
  7. 7. http://creativeagencysecrets.comhttp://creativeagencysecrets.com Brochure/collateral Public relations Advertising Directory listings Trade show/conference Christmas card list Parties/hospitality Traditional Priorities • Website • Directory submissions • Expert content • Email list/newsletter • Online PR • Adwords / digital ads • Social media APC technology
  8. 8. http://creativeagencysecrets.com Key words
  9. 9. http://creativeagencysecrets.com Google analytics
  10. 10. http://creativeagencysecrets.com Traffic sources
  11. 11. http://creativeagencysecrets.com Incoming links - domodomain
  12. 12. http://creativeagencysecrets.com Expert content • Company news ‒ New product ‒ Distributors • Trade show ‒ Collate others’ news ‒ Link to helpful sites (Linked In Group) • Magazine article ‒ Reproduce it ‒ Write a response
  13. 13. http://creativeagencysecrets.com Email newsletter • Once a month • Summary of website news articles • Supplemented by mailings to niche groups ‒ Mining industry (linked to trade show) ‒ Abattoirs (postal mailing) new product
  14. 14. http://creativeagencysecrets.com Case study: Rowperfect • Business to Consumer • Sports equipment and advice • Short sales cycle • No sales team • Online ‘discovery’ natural search • Global potential market
  15. 15. http://creativeagencysecrets.comhttp://creativeagencysecrets.com • Brochure/collateral • Public relations • Advertising • Directory listings • Trade show/conference • Christmas card list • Parties/hospitality Traditional Today • Website • Expert content • Email list/newsletter • Adwords / Facebook ads • Social media • Directory submissions • Online PR Which of these do you do?
  16. 16. http://creativeagencysecrets.com Content drives & reinforces traffic • News page (blog) updated 5x per week • It has an RSS feed • Newsletter sign-up • In header on every page • Landing page • Summary of 5 blog posts mailed automatically • Expert content drives incoming search • Social media amplifies • Automatic • Manual • Advertising is relatively minor ‘signposting’ • $100 per month
  17. 17. http://creativeagencysecrets.com Rowperfect analytics • Search is highest = 2680 ‒ Google ‒ Bing ‒ Yahoo • Newsletter = 1541 ‒ Feedblitz ‒ RSS • Social media = 209 ‒ Twitter ‒ Facebook • Advertising (cpc) = 233`
  18. 18. http://creativeagencysecrets.com Referring sites
  19. 19. http://creativeagencysecrets.com Analytics compared
  20. 20. http://creativeagencysecrets.com For you: • Find a niche online ‒Where is it discussed / searched / commented online ‒Keep your niche small • Search for websites about the niche ‒Google Alerts ‒Follow these sites using RSS Reader or email • Search inside social media ‒Use hashtags #
  21. 21. http://creativeagencysecrets.com Alerts • Search string ‒ Blogs ‒ News ‒ Video ‒ Discussions • Quotes • All/best results • Frequency
  22. 22. http://creativeagencysecrets.com Where to promote your services • Directory listings • Forums • Group lists • Magazine / news websites • Newsletters run by others • Bloggers – guest posts / comments • Social media sites & groups on social media • Hashtags # • Your own news page
  23. 23. http://creativeagencysecrets.com How to use automatic email • Write blog posts • Have an RSS feed • Set up an RSS to email service ‒ Feedblitz.com • Decide newsletter frequency (weekly, monthly, on demand) • It happens
  24. 24. http://creativeagencysecrets.com 3 things you must do weekly • Check your alerts ‒ Gives you new sites to comment ‒ Subscribe to read them • Write a blog news article ‒ Article ideas from the alerts • Review your analytics ‒ How well are you doing
  25. 25. http://creativeagencysecrets.com Get in touch • Have a discount 20 minute briefing with us ‒ Tell us about your situation ‒ Ask questions ‒ Get quick advice • Get taught how to DIY $120+ GST per hour rebecca@creativeagencysecrets.com
  26. 26. http://creativeagencysecrets.com Resources Directories lists http://creativeagencysecrets.com/forgotten-directory-listings-local-search/ http://creativeagencysecrets.com/boost-your-business-with-directories/ How to test your website http://creativeagencysecrets.com/test-website-working-effectively/ Local Marketing http://creativeagencysecrets.com/local-marketing-auckland/ http://creativeagencysecrets.com/10-marketing-strategies-local-business/

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