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Digital marketing
This document provides guidance on how to launch a successful digital marketing campaign in 3 steps: 1. Develop a strategy by identifying goals, objectives, target audiences, budget and timeline. 2. Engage audiences on owned channels like websites and social media and collaborate with influencers, customers and partners. 3. Create and share compelling content like blogs, videos and experiences to build trust and drive traffic, and continually measure and improve the campaign.
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Digital marketing
- 1. DIGITAL MARKETING How to launcha digital campaign
- 2. BIO Digital Marketing |Eden Project PR Director | Chef Paul Ainsworth Marketing Consultancy | River Cottage Executive Assistant | Michael Caines Director | Greater Exeter Skills Founder | Wadebridge Big Lunch Director | Wadebridge Renewable Energy Director | Go Wild Communications Membership | Food Drink Devon
- 3. WHAT IS IT? How tolaunch a digital campaign Digital marketing is engaging with online communities to generate exposure, opportunity and sales. Bringing a narrative to life.
- 4. IDEA GATHERING Make it tangible -Identify your community - 20% of customers equate to 80% of sales - Influencers - Events - Content ideas
- 5. STRATEGY What do youwant to achieve? Aim Objectives Define who you are Deadlines Budget Marketing mix
- 6. OWN YOUR CHANNELS • Website •App • Newsletters • Blog • Social media • Citizen journalism • Partners – paid and free • Wiki sites
- 7. COLLABORATE CUSTOMERS INFLUENCERS PARTNERS •Common characteristics • Demographics • Technical ability • Interests • Geographic location • Staff members • Family members • Journalists • Bloggers • Politicians • Suppliers • Funders / investors • Competitors • Allied industries • Bodies • Public sector • Charities
- 8. SOCIAL MEDIA Engagedirectly with your audience • 330m active users each month worldwide • 80% Twitter is mobile • Total ad engagements were up 91% year on year • Easy to share messages to spread the word quickly • 500m users worldwide • 250m active users each month • 40% users use LinkedIn each day • Corporate / B2B use • Optimised copy • 2.72bn active users each month worldwide • 1.57bn active mobile users each day • Every 20 minutes, 1m links are shared, 20m friend requests sent, 3m messages sent • 350m photos are uploaded every day
- 9. SOCIAL MEDIA Engagedirectly with your audience • 175m active users each month worldwide • 93% of active pinners say the use Pinterest to plan purchases • 81% of Pinterest are women • Great for SEO • 800m active users each month worldwide • 500m active mobile users each day • 32% of all internet users are on Instagram • 200m Instagrammers visit a business profile each day • Pizza is the most Instagrammed food globally followed by Sushi • When Instagram introduced videos, 5m were uploaded in the first 24 hours • 1.57bn active users each month worldwide • 300 hours of video uploaded every minute • 300,000 YouTube TV Paying subscribers • Optimised copy • Keep it short – 3 minutes • Add subtitles
- 10. UNDERSTAND EACH PLATFORM - Can youtag people in? - Who will amplify your message? - Why should your message be shared? - How can you send people to your website? - Is there a best time to interact? - Can you schedule messages? - Can you organise influencers?
- 11. CONTENT • Authenticity –image vs identity • Consistency • Evokes an emotion • Unusual / Interesting • Short - accessible • Lists – top 10 • Visual – incredible images • Links somewhere • Make it sticky • Iconic location • Call to action Telling a story better than your competitors to build their trust
- 12. BLOGGING • Inexpensive • Postat least three times a week • Bitesize paragraphs • High quality images • Learn HTML script • Optimised copy • Keyword research • Make posts evergreen • Share posts on social media • Call to action
- 13. SCHEDULE • Control thetiming of your messages • Save time • Alert partners about your content plan so they can also engage at the same time
- 14. GENEROSITY Be nice, winhearts • Thank those who help you – e.g positive coverage • Be positive • Help others • Be a business match-maker
- 15. EXPERIENCES Create a buzz •Make your digital campaign tangible • Pre-event – does everyone have the information they need to spread the word? • During the event – real time hashtags | wifi signal | sharable backdrops | photo opportunities | create a wow-factor | professional photographer • Post-event – thank guests | share press release | image link | what’s the next event? | how can guests engage?
- 16. LINK BUILDING Win votes forpopularity • Encourage high-quality back-links, referrals • Anchor text • Link signals decay over time – keep them fresh • Social sharing – Pinterest, Google+ are great • Spam links go both ways, so be careful
- 17. MEASURING Bottom line |Sales | Sponsors Likes | AVE | Followers Bums on seats | Occupancy | Visitors | Guests 1 Engagement | Clicks | Comments 2 4 3 What’s working? What isn’t?
- 18. EVALUATE Learnings help youadapt • What works • What doesn’t work • Best time to post • Keywords • Popular pages • Referrals • Conversions • Traffic sources
- 19. MONITOR Google alerts Press cuttings Onlinechatter What are others saying about you?
- 20. THANK YOU Harry Wild @harrycornwall| 07540399025 harry@gowildcommunications.com