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Digital Marketing
C o m p r e h e n s i v e G u i d e T o T h e F u n d a m e n t a l s o f D i g i t a l M a r k e t i n g
Welcome
House Keeping
Please Have Mobiles On Silent
Presentation should take about 1 hour
Q&A session afterwards
3
My Own Background
John Quirke
Brandon Hill April 2015
4
My Own Background
All you need to know is how to do the right things
1 Been involved in marketing for over 20 years Digital
marketing for 10 years +
2 Degree in Marketing and a Bsc in Information
Technology.
3 Work as a full time marketing consultant and full stack
web developer
4 I have a portfolio of my own websites, that include,
affiliate marketing and drop shipping sites..
5
What Were Going To Cover
Hootsuite, Facebook, Clickbait, Autoresponders, Landing pages,
Sqeezepages, Lead magnets, Lead generators, Call to actions, ZenDesk,
Adwords, Bing Ads, Analytics, Email , Content Marketing, eBooks,
Infographics, Campaigns, Social Copy writing, Social Media, Keyword
Tools, Geo targeting, Google certified, Zendesk, Scheduler , conversion
rates, Goals, Bounce rates, Geo targeting, Squeeze pages, landing pages,
Youtube,
6
Our Mini Audit
What is your company's name
What is your company’s “purpose”
What is your “unique selling proposition”?
What are their BIGGEST issues (or pain points)?
Who is your TARGET customer?
1
2
3
4
5
7
Our Mini Audit
How do you SOLVE those issues or relieve that pain?
Who are your TOP 5 competitors?
What is your “Authority Site” (usually your blog)?
Who is your “Managing Editor”?
How many UNIQUE monthly visits does this site receive?
6
7
8
9
10
8
Our Mini Audit
How many blog posts do you write per week?
How are posts distributed?
How many comments, likes, shares, etc. receive?
How many followers, subscribers, fans, etc. do you have?
Which social medias do you use ?
REACH!
11
12
13
14
15
9
Our Mini Audit
3
What is your FLAGSHIP product (or service)?
What is the current size of your mailing list?
What are you AVERAGE open rates?
What are you CLICKTHROUGH rates?
16
17
18
19
What is Digital
Marketing?
Brand Awareness
Lead Generation
Customer Retention
11
Our w.w.w. Journey
CERN - Tim Berners-Lee, a British scientist at CERN, invented the World Wide Web (WWW) in 1989. The
web was originally conceived and developed to meet the demand for automatic information-sharing between
scientists in universities and institutes around the world.
1989
12
Next Generation
1996
1994
Trends for Your
Website 2015
Each year, website owners look forward to emerging
design trends that can point more visitors to their sites.
Investing in webdesign is a must if your seeking to
achieve business success.
In 2014 the key was simplicity and
a lot less clutter and 2015 is turning out the same.
14
Simplicity is Key
Cleaner Appearance - Remove
Well laid out page
Clean open spaces
Clever font choices - website typography
Commanding Images
Content with real value and concise
15
Simplicity is Key
16
Simplicity is Key
17
Simplicity is Key
18
Simplicity is Key
19
Mobile Devices
20
Hero Shots
21
Getting Noticed Brand Awareness
Content Marketing
Paid Advertising
Affiliates
Joint Ventures
Search Engine Optimization
Social Media Marketing
22
Search Engine Optimisation
Why is it important?
Search Engines Define What People Find on The Web
People Choose What’s In Front of Them
Websites At The Top Of The Results Have a Huge Advantage
23
Search Engine Optimisation
Joes Accountancy
Agency
Bobs Accountancy
Agency
24
Choose Which Form Of Content
Blog Posts
Video
Magazine Articles
Tutorials, Guides
Webinars
Infographics
Powerpoint presentations
Ebooks, books and products/programs
Newsletters
Calculators
25
Infographics
26
Blog Posts and Articles
27
Video
28
Tutorial and Guides
People Love Tutorials
29
Webinars
30
We need a plan!
Content Marketing Strategy
Schedule
Content Manager
Publishing
Building Blocks
31
The Fast Track To Number 1
2 Ways, one is harder than the other
2
3
32
How Paid Advertising Works Online
Quality of Traffic is important
1
2
3
4
Paid
Advertising
Careful Planning is needed
Before every campaign is executed.
33
Advantages of Online Advertising
Quality Targets and Local Traffic
Target your target demo graphics
Advertise locally
or globally
Advertise for your market
Reach the right people
At the right time
Use your website analytics
You choose the budget
Suits small or large budgets
Insights around the clock
Check on who’s
watching who
Target relevant websites
Place ads on websites that
has your customers
34
Remarketing
Quality Targets and Local Traffic
Use Remarketing To Reach Past
Website Visitors And App Users
Standard Remarketing
Remarketing Lists
Video Remarketing
35
Social Media
Follow me I’m a social guy
Digital Marketing is about
communication and personalisation
36
Why Use Social Media
Let people come to you
Immediate
Customer Feedback
Broad Influence
Easy
Brand Loyalty
FREE
KLM Airline
39
Social Media
Create brand following1
2
3
Decide which networks will benefit
you the most
Social media is a conversation
between you and many4
40
Social Media
3
4 Decide which networks will benefit
you the most
4
5 If people respond to you , respond
to them
6 Recycle content
Use your website as a hub
Use the Social Circle
Think about what you’re posting
Social Media
Think optimisation1
2 Use news jacking
Blog posts, remove the date3
4 Once you have content, share it
KLM Airline
Social Plan
Example of Social Plan
3
2
1 Follow
Welcome/ hello
Tweet relevant information
KLM Airline
Social Plan
Example of Social Plan
5
4 Direct message people (personal)
@ Message
KLM Airline
Work Out A Formula
30% Content
40% Conversation
30% Promotion
Retweet other users, build better relationships
Social relies on relationships
KLM Airline
1
4
3
2
Managing social content
Measurement
Hootsuite – covers all your networks
Schedule one weeks content in an hour
What are your goals, sales yes but…
More traffic to your hub
Community word of mouth
Search visibility
Sales increase
KLM Airline
Joint Ventures
Chase thought leaders
Bloggers
Youtubers
Reviewers
Let them make content for you
Harvest their followers
Generate leads from them
Affilate Networks
4
3
2
1 Create your ready made sales force
Affilate platforms, look after refunds, payments
Famous affilate platforms
Promote other products, become an affilate
Lead Generation
This is what happens to a lot of sites
people bounce and are gone for
good
You need a Lead Generation or a
lead magnet, make people part
with the details
Why?
Scenario
Communication builds over time
THE MONEY IS IN
YOUR RELATIONSHIP
WITH THE LIST
KLM Airline
3
2
1 Quality Leads
Means of Communicating Your Message
Target Specfic Products
KLM Airline
Email Marketing
4
3
2
1 Have a system in place
Get people to follow your social sites
Set up an Autoresponder Campaign
Offline collect emails
New content, add it to the end
of your campaign
KLM Airline
New Content
New News
New Products
Broadcast relevent information
As your email list grows, your
business will too
An example of one of my advance campaigns
An example of one of my advance campaigns
An example of one of my advance campaigns
KLM Airline
Landing Pages
Control the funnell of traffic
2 Types of copy
Long & short
Landing Pages
Heading
Subheading
Hero shot or video
Benefits (solve pain points)
Items To Include
Video. Captures attention
Call to actions
Lead generator
Smooth flow
Items To Include
Exit inent
Countdown timers
Limited supply
Testimonials
KLM Airline
Squeeze Pages
Similar to landing page
Options are limited
Let your auto responder do the work
Offer something of value
KLM Airline
Squeeze Pages
KLM Airline
A/B Testing
Make a decision
Test
Evaluate results
Make better decisions
A/B Testing
Everything to be tested
Coloured buttons
Follow trends from big companies “they test”
Landing page with a video or text
Keep what works with your audinece
Constantly improve pages and websites
Keep what works with your audinece
Customer Retention
What Next, Keep Customers Happy
Listen to social networks
Create a trail of contact
React to conversations
Customer Retention
What Next, Keep Customers Happy
Zendesk
Instant chat.
Give the impession of good customer service
Set up a F.A.Q
Customer Retention
What Next, Keep Customers Happy
Follow up surveys
Digital customer service
KLM Airline
Digital Marketing In The Future
Social Lead Links
Competitors are if you’re not
Mobile Apps
KLM Airline
Digital Marketing In The Future
If you want to know more
By the end of the day you will have a
marketing plan
Digital marketing workshops
KLM Airline
Digital Marketing In The Future
Limited numbers available
Between 10-15
Starter Pack
73
Your Digital Marketing Plan
Website
Lead
Generation
Testing
Brand
Awareness
Customer
Retention
Always
Watching
Thanks for Watching
Don’t forget to Tell your ideas about this presentation & Rate this item!
www.domain.com email@domain.com @tiwtter.com Facebook/lorem.com
Contact us:

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Digital Marketing Presentation

  • 1. Digital Marketing C o m p r e h e n s i v e G u i d e T o T h e F u n d a m e n t a l s o f D i g i t a l M a r k e t i n g
  • 2. Welcome House Keeping Please Have Mobiles On Silent Presentation should take about 1 hour Q&A session afterwards
  • 3. 3 My Own Background John Quirke Brandon Hill April 2015
  • 4. 4 My Own Background All you need to know is how to do the right things 1 Been involved in marketing for over 20 years Digital marketing for 10 years + 2 Degree in Marketing and a Bsc in Information Technology. 3 Work as a full time marketing consultant and full stack web developer 4 I have a portfolio of my own websites, that include, affiliate marketing and drop shipping sites..
  • 5. 5 What Were Going To Cover Hootsuite, Facebook, Clickbait, Autoresponders, Landing pages, Sqeezepages, Lead magnets, Lead generators, Call to actions, ZenDesk, Adwords, Bing Ads, Analytics, Email , Content Marketing, eBooks, Infographics, Campaigns, Social Copy writing, Social Media, Keyword Tools, Geo targeting, Google certified, Zendesk, Scheduler , conversion rates, Goals, Bounce rates, Geo targeting, Squeeze pages, landing pages, Youtube,
  • 6. 6 Our Mini Audit What is your company's name What is your company’s “purpose” What is your “unique selling proposition”? What are their BIGGEST issues (or pain points)? Who is your TARGET customer? 1 2 3 4 5
  • 7. 7 Our Mini Audit How do you SOLVE those issues or relieve that pain? Who are your TOP 5 competitors? What is your “Authority Site” (usually your blog)? Who is your “Managing Editor”? How many UNIQUE monthly visits does this site receive? 6 7 8 9 10
  • 8. 8 Our Mini Audit How many blog posts do you write per week? How are posts distributed? How many comments, likes, shares, etc. receive? How many followers, subscribers, fans, etc. do you have? Which social medias do you use ? REACH! 11 12 13 14 15
  • 9. 9 Our Mini Audit 3 What is your FLAGSHIP product (or service)? What is the current size of your mailing list? What are you AVERAGE open rates? What are you CLICKTHROUGH rates? 16 17 18 19
  • 10. What is Digital Marketing? Brand Awareness Lead Generation Customer Retention
  • 11. 11 Our w.w.w. Journey CERN - Tim Berners-Lee, a British scientist at CERN, invented the World Wide Web (WWW) in 1989. The web was originally conceived and developed to meet the demand for automatic information-sharing between scientists in universities and institutes around the world. 1989
  • 13. Trends for Your Website 2015 Each year, website owners look forward to emerging design trends that can point more visitors to their sites. Investing in webdesign is a must if your seeking to achieve business success. In 2014 the key was simplicity and a lot less clutter and 2015 is turning out the same.
  • 14. 14 Simplicity is Key Cleaner Appearance - Remove Well laid out page Clean open spaces Clever font choices - website typography Commanding Images Content with real value and concise
  • 21. 21 Getting Noticed Brand Awareness Content Marketing Paid Advertising Affiliates Joint Ventures Search Engine Optimization Social Media Marketing
  • 22. 22 Search Engine Optimisation Why is it important? Search Engines Define What People Find on The Web People Choose What’s In Front of Them Websites At The Top Of The Results Have a Huge Advantage
  • 23. 23 Search Engine Optimisation Joes Accountancy Agency Bobs Accountancy Agency
  • 24. 24 Choose Which Form Of Content Blog Posts Video Magazine Articles Tutorials, Guides Webinars Infographics Powerpoint presentations Ebooks, books and products/programs Newsletters Calculators
  • 26. 26 Blog Posts and Articles
  • 30. 30 We need a plan! Content Marketing Strategy Schedule Content Manager Publishing Building Blocks
  • 31. 31 The Fast Track To Number 1 2 Ways, one is harder than the other 2 3
  • 32. 32 How Paid Advertising Works Online Quality of Traffic is important 1 2 3 4 Paid Advertising Careful Planning is needed Before every campaign is executed.
  • 33. 33 Advantages of Online Advertising Quality Targets and Local Traffic Target your target demo graphics Advertise locally or globally Advertise for your market Reach the right people At the right time Use your website analytics You choose the budget Suits small or large budgets Insights around the clock Check on who’s watching who Target relevant websites Place ads on websites that has your customers
  • 34. 34 Remarketing Quality Targets and Local Traffic Use Remarketing To Reach Past Website Visitors And App Users Standard Remarketing Remarketing Lists Video Remarketing
  • 35. 35 Social Media Follow me I’m a social guy Digital Marketing is about communication and personalisation
  • 36. 36 Why Use Social Media Let people come to you Immediate Customer Feedback Broad Influence Easy Brand Loyalty FREE
  • 38.
  • 39. 39 Social Media Create brand following1 2 3 Decide which networks will benefit you the most Social media is a conversation between you and many4
  • 40. 40 Social Media 3 4 Decide which networks will benefit you the most 4 5 If people respond to you , respond to them 6 Recycle content
  • 41. Use your website as a hub Use the Social Circle Think about what you’re posting Social Media
  • 42. Think optimisation1 2 Use news jacking Blog posts, remove the date3 4 Once you have content, share it
  • 43. KLM Airline Social Plan Example of Social Plan 3 2 1 Follow Welcome/ hello Tweet relevant information
  • 44. KLM Airline Social Plan Example of Social Plan 5 4 Direct message people (personal) @ Message
  • 45. KLM Airline Work Out A Formula 30% Content 40% Conversation 30% Promotion Retweet other users, build better relationships Social relies on relationships
  • 46. KLM Airline 1 4 3 2 Managing social content Measurement Hootsuite – covers all your networks Schedule one weeks content in an hour
  • 47. What are your goals, sales yes but… More traffic to your hub Community word of mouth Search visibility Sales increase
  • 48. KLM Airline Joint Ventures Chase thought leaders Bloggers Youtubers Reviewers Let them make content for you Harvest their followers Generate leads from them
  • 49. Affilate Networks 4 3 2 1 Create your ready made sales force Affilate platforms, look after refunds, payments Famous affilate platforms Promote other products, become an affilate
  • 50. Lead Generation This is what happens to a lot of sites people bounce and are gone for good You need a Lead Generation or a lead magnet, make people part with the details
  • 51. Why? Scenario Communication builds over time THE MONEY IS IN YOUR RELATIONSHIP WITH THE LIST
  • 52. KLM Airline 3 2 1 Quality Leads Means of Communicating Your Message Target Specfic Products
  • 53. KLM Airline Email Marketing 4 3 2 1 Have a system in place Get people to follow your social sites Set up an Autoresponder Campaign Offline collect emails New content, add it to the end of your campaign
  • 54. KLM Airline New Content New News New Products Broadcast relevent information As your email list grows, your business will too
  • 55. An example of one of my advance campaigns
  • 56. An example of one of my advance campaigns
  • 57. An example of one of my advance campaigns
  • 58. KLM Airline Landing Pages Control the funnell of traffic 2 Types of copy Long & short
  • 59. Landing Pages Heading Subheading Hero shot or video Benefits (solve pain points)
  • 60. Items To Include Video. Captures attention Call to actions Lead generator Smooth flow
  • 61. Items To Include Exit inent Countdown timers Limited supply Testimonials
  • 62. KLM Airline Squeeze Pages Similar to landing page Options are limited Let your auto responder do the work Offer something of value
  • 64. KLM Airline A/B Testing Make a decision Test Evaluate results Make better decisions
  • 65. A/B Testing Everything to be tested Coloured buttons Follow trends from big companies “they test” Landing page with a video or text
  • 66. Keep what works with your audinece Constantly improve pages and websites Keep what works with your audinece
  • 67. Customer Retention What Next, Keep Customers Happy Listen to social networks Create a trail of contact React to conversations
  • 68. Customer Retention What Next, Keep Customers Happy Zendesk Instant chat. Give the impession of good customer service Set up a F.A.Q
  • 69. Customer Retention What Next, Keep Customers Happy Follow up surveys Digital customer service
  • 70. KLM Airline Digital Marketing In The Future Social Lead Links Competitors are if you’re not Mobile Apps
  • 71. KLM Airline Digital Marketing In The Future If you want to know more By the end of the day you will have a marketing plan Digital marketing workshops
  • 72. KLM Airline Digital Marketing In The Future Limited numbers available Between 10-15 Starter Pack
  • 73. 73 Your Digital Marketing Plan Website Lead Generation Testing Brand Awareness Customer Retention Always Watching
  • 74. Thanks for Watching Don’t forget to Tell your ideas about this presentation & Rate this item! www.domain.com email@domain.com @tiwtter.com Facebook/lorem.com Contact us: