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7 digital marketing
- Digital marketing involves various online methods like SEO, social media, email marketing and more to build relationships and facilitate exchanges that benefit both businesses and customers. - It is important to understand competitors' digital strategies to learn from their successes and failures, and identify opportunities. Effective digital marketing requires planning activities across different channels and measuring their impact. - Regularly listening to customers and analyzing marketing performance data allows businesses to continually improve their digital efforts over time.
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7 digital marketing
- 1.
- 2. Todays objectives • Anunderstanding of the different methods of digital marketing that are available to you • Learn how to look at what your competitors are doing and using it to your advantage • Knowledge of the five step process to digital marketing • An understanding of what search engine optimisation is • How to use tricks like keyword research and keyword density to help optimise your website • An understanding of how social media could help your business • Learn how to effectively use email as a marketing method • How to plan your marketing activity • Learn how to use feedback as an important marketing tool to continually improve your marketing efforts.
- 3. Impact is notcreated by big budgets. It is created by innovative marketing approaches.
- 4. What is marketing? Who What Why When Yourcustomers Your product / service Is there a pain? Purchase occasion?
- 5. What is marketing? How Howwill your product be used? How will you let people know? How will people buy it?
- 6. What is digitalmarketing? The process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products and services that satisfy the goals of both parties
- 7. The benefits ofdigital marketing 1. Puts the consumer in control 2. Provides convenience 3. Increases satisfaction 4. Drives brand loyalty 5. Reduces the selling cycle 6. Reduces the cost of sales 7. Builds your brand 8. Is measurable 9. Cost effective
- 8. What are thekey digital marketing methods?
- 9. Digital Marketing Key components •Website design • Search engine optimisation • Pay per click • Social media • Email marketing • Display advertising • Content marketing
- 10. Competitors What are yourcompetitors doing? Who are they? What are they doing that I like? What are they doing that I don’t like? Local, regional and national What can I learn? Maybe something is missing? Know them, follow them, like them Is it transferable? What can I learn? Any good ideas? How can I use it to my advantage?
- 11. Competitors • What arethey saying? • What are the key benefits they are selling? • Where are they saying it – online or offline?
- 12. Focus on digitalmarketing Objectives Targets ChannelsMessages Feedback
- 13. Growth hacking Define actionable goal 1 Implement analyticsto track goals 2 Leverage existing strengths 3 Execute the experiment 4 Optimise the experiment 5
- 14. How do youcurrently measure the success of your marketing efforts? How could you?
- 15. Awareness Interest Desire Action Attract Engage Nurture Engage Remember the journey ModernVsTraditional Customerdoesn’t know me Customer has heard of me Customer starts to listen Customer buys
- 16. Pirates and goals Acquisition •Unique visitors, number of pages, number of clicks • Time on site, visitors by source Activation • Unique visitors – sign up, sign up conversion • New account creation, opt in conversion Retention • Email click through, multiple log ins, length of use • Returns to complete profile, returns to share Referral • Shares via email, social media • Invites, referral conversion Revenue • Paid conversion, Leads by source, leads to sale conversion • Sales, revenue
- 17. Promotional marketing In yourview what is the most overrated marketing tactic?
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- 19. What marketing methods doyou use and when in the journey? Can you map out your journey? Awareness Interest Desire Action
- 20. 3 P’s ofgetting visitors Pull Blogging Podcasts Guides / Whitepapers Infographics Webinars Presentations Seo Social Media LOPA Push Purchase Ads Promo swap Affiliates Direct Sales Product Network invitations • Email • Phone • Social Social sharing API integrators Backlinks Incentives
- 21. Lead generation IDENTIFYINGLEADS NURTURINGLEADS QUALIFIEDLEADS OPPORTUNITIES CUSTOMERS People whohave displayed the intent and ability to make a purchase decision within a reasonable timeframe.
- 22. Social Media forlead generation Which platforms do you use most? Which are the most effective?
- 23. Social media forbusiness – which one is best?
- 26. How do wemeasure social media Analytics tools • Google Analytics • Facebook analytics • Twitter analytics • LinkedIn analytics • Instagram analytics
- 27. Search Engine Optimization(SEO) • Your website will be found • Improve your competitive edge • Cost effective • Free traffic • Higher sales • Measurable results • Increased visibility • Website owners have no idea what search terms will be used • Fresh content is important but hard to keep doing • Its hard work and time consuming • No one really understands how Google works • If your competition is high its harder • Takes a long time to see the results DisadvantagesAdvantages
- 28. Basic SEO strategy– tips and tactics Keyword research Unique and relevant titles on each page Write for users not yourself Optimise content for keywords Content is king – create great content Name images Include google analytics
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- 31. How do youcurrently use email marketing?
- 32. 10 great emailopportunities 1. New content email 2. Product update email 3. Digital magazine or newsletter 4. Event invitation 5. Dedicated send 6. Internal update 7. Confirmation email 8. Form submission thank you 9. Welcome email 10.Lead nurturing email
- 33.
- 34. info@communigator.co.uk Latest News If youcannot read this email, click here to view it in your browser. CommuniGator Latest News If you cannot read this email, click here to view it in your browser. Daniel Hare Latest News If you cannot read this email, click here
- 35. info@communigator.co.uk Latest News If youcannot read this email, click here to view it in your browser. CommuniGator Latest News If you cannot read this email, click here to view it in your browser. Daniel Hare Latest News If you cannot read this email, click here
- 36. Latest News Download ourwhitepaper January Newsletter Free webinar next Tuesday Dan, take a trial of X today Offer must end Friday
- 37. Aaron Yates Your BMWcontract Hi Lee, we wanted to let you know that your BMW contract finishes on 31st October. Company Name Latest News If you cannot read this email, click here to view it in your browser.
- 39. Recipients scan headingsand do not read text Heading and sub heading copy is critical Recipients scan down the left margin Large fonts work well
- 40. Key calls to actionand links should be inside the “F”
- 41. Listen Goals PlanExecute Analyse • Find outwhat your audience is saying • Where are they spending their time? • What are your competitors doing?
- 42. Listen Goals PlanExecute Analyse • Determine whatit is you want to accomplish • Make the goals as tangible as possible
- 43. Page 43 • Determineyour target audience • Develop your plan / strategy • How does this tie in with all of your marketing? Listen Goals PlanExecute Analyse
- 44. Mind map forplanning • Think about: • Sectors • Messages – benefits • Media
- 45. Objective Media MonthResults Planning Objective Media Month Results Increase awareness Facebook March Increase likes / shares Build interest Email April Increased web visits Email opens
- 47. Can you nowplan your marketing activity using a mindmap / gannt chart? • What messages are you going to send out? • When and using what method? • How are you going to measure their success?
- 48. Page 48 Listen Goals PlanExecute Analyse • Executeand monitor your campaign • Reply to comments, feedback, questions
- 49. • Look throughyour analytics reports • Measure success • Repeat! Listen Goals PlanExecute Analyse
- 50. Summary • Digital marketingis becoming increasingly important for businesses of all sizes however if done well it provides start-ups and early start businesses a great platform to compete with larger more established businesses • There are lots of elements to digital marketing – initially stick to the ones you feel more comfortable with trying such as social media or email marketing • Try not to spread yourself too thinly – its better to do one area well that all of them badly • Plan your digital marketing for greater effect. Consider what is happening outside of the digital environment – what other marketing activities are you doing? What’s topical in your industry at the moment? Are there any particular topics outside of your industry that you could hijack?
- 51.