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DIGITAL MARKETING
STRATEGY
BY JESSICA LE MERLE
Co-founder of Afundi
Digital marketing specialist
Passionate about imparting knowledge
Creative and big thinker
Survive on coffee
Dog lover in particular our puppy Charlie
Proud woman in business
Planner and strategist
Proudly South African
Love our Island
1.
2.
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4.
5.
6.
7.
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10.
10 THINGS ABOUT ME
fundi
/ˈFƱNDI/
an expert in a particular area.    
a word from the Bantu family of African
languages, meaning a learned person,
usually used for as (master) craftsman,
expert or genius.     
an enthusiast for a subject or activity.  
someone who knows a lot about a subject
noun
noun: fundi; plural noun: fundis.    
1.
2.
3.
4.
Afundi is a full-service software development and
collaborative digital agency for brands and
businesses that refuse to blend in.
In this digital era, we deliver exceptional web and
software development, strategic branding,
compelling storytelling, and note-perfect design.
We are a forward-thinking collective of data-
driven strategists, marketing specialists, and
creative technologists who combine our
individual passions and affinities to inspire digital
transformation, customising our approach to fit a
client’s needs and their brand’s DNA.
We build brands, create desire, and craft results-
based digital strategies for transformative growth.
We’re not just an agency: we’re an extension to
your internal teams, agile enough to drill down
into your brand’s philosophy and knowledgeable
enough to deliver seamless solutions with
measurable results.
Collaboration is at the heart of everything we do,
allowing our clients to get back to focusing on
what really matters: their business.
TODAYS
SESSION
Introduction to digital marketing
Website design & development: What should stand
out
Websites: Converting visitors into bookings
/sales/leads
Social Media: Building an engaged audience
Search Engine Optimisation: Understanding the
basics
Content Marketing: Creating and sourcing relevant
content
Email Marketing: How to send effective emails
Online advertising: Google AdWords and more
Inbound marketing: The modern-day sales funnel
How to develop a great customer experience
WHAT WILL BE COVERED
DIGITAL MARKETING
WHAT IS IT
Digital Marketing is the use of digital channels such as
search engines, social media, email, websites and more to
promote or market products and services to consumers
and businesses.
You can reach more people
You can engage with your target market
You can reach more people with less money in
comparison to traditional marketing
You can track your progress and calculate ROI
You can have a voice and be part of the conversation
WHY IS IT IMPORTANT
DIGITAL MARKETING
OWNED
This refers to the digital assets you own whether that's
your website, social media profiles, blog content, or
imagery. Essentially anything online that you have
complete control over.
PAID
This refers to anything you are spending money on
such as Google AdWords, social media advertising, 3rd
party website advertising or display advertising.
EARNED
Earned media refers to the exposure you earn through
word-of-mouth marketing or PR.
Website
Social Media
Email Marketing
SEO
Content
Marketing
Online Advertising
Traditional
Marketing
PR &
EVENTS
CREATING A STRATEGY
WHY DO I NEED IT...
To ensure you are meeting your business and
marketing objectives
To focus your activity
To understand your customers and what they
want
To make sure your customers have a
seamless customer experience
To ensure you have a strong value proposition
To increase your efficiency
To manage your budget
To help make sure you choose the right
platforms
To assist you in establishing your KPIs
CREATING A STRATEGY
Develop your customer persona
Identify your objectives and goals
Define your brand
Review your current activity
Select the right channels for you
Develop your content strategy
Set your budget (money & time)
Determine your KPIs and your tracking methods
THE 8 KEY STEPS
1.
2.
3.
4.
5.
6.
7.
8.
This is the core belief of the business.
It's why the business exists.
WHY
HOW
WHAT
This is how the business fulfils
that core belief.
This is what the company
does to fulfill that core belief.
WHAT
HOW
WHY
“CONSUMERS DON’T BUY
WHAT YOU DO. THEY
BUY WHY YOU DO IT.”
“Websites promote you
24/7. No employee will do
that.”
PAUL COOKSON
Load speed (>2 seconds)
Mobile compatibility
Movement and animation
Safety and security including being clear about how
your manage customer data
Being search worthy from a technical point of view
Clear and easy to use navigation
What makes a website stand out from a development
point of view:
WEBSITES
DESIGN & DEVELOPMENT
Digital marketing strategy slides by Jess LeMerle
Eye catching headlines
Typography
High qaulity imagery
Videos
Approriate use of colour
Cohesive deisgn
Consistent layouts
Creativity
What makes a website stand out from a design point of
view:
WEBSITES
DESIGN & DEVELOPMENT
Website conversion
happens when someone
completes a pre-
determined and desired
action on your website.
Buy Now
Download
Start your journey today
Share
Sign Up
Submit
Contact Us
In marketing, a call to action (CTA) is an instruction to the
audience to provoke an immediate response, usually
using an imperative verb such as "call now", "find out
more" or "visit a store today". CTAs should be visually
attractive, action-oriented, and easy to spot on a page.
WEBSITES
USE THE PERFECT CALLS TO ACTION
These can be copy based, video or images. You can
also bring through reviews or testimonials from 3rd
party websites such as Facebook or Trip Advisor.
Make sure your testimonials are relevant and
positioned appropriately.
Longer testimonials with links to the source are
most effective.
Eg. Bobby Jones, of Watts Accounts (link to the
company website or the persons LinkedIn profile).
This will also have an SEO benefit.
WEBSITES
INCLUDE TESTIMONIALS
Well written relevant copy
Sales driven copy (not pushy)
Good quality imagery
Videos
Non technical copy
Users are much more inclined to give their details,
purchase or interact with your website if the content is
engaging. What is engaging quality content?
WEBSITES
CREATE ENGAGING QUALITY CONTENT
Ensure the design of the menu is well thought out, menu
tabs should be easily read and the menu should be visually
consistent with your brand’s themes and colours. Consider a
sticky menu as it assists users to quickly navigate to key
pages. Name your pages clearly and do not over complicate
it.
TIP: Do a test to find certain content on your site. For
example, how easy is it to find your contact number? How
many clicks does it take to get to your services page?
WEBSITES
IMPROVE YOUR SITE NAVIGATION
Simply your forms by only including necessary fields
Make your checkout process is easy by reducing steps
Ensure your payment integration is trusted
Make downloads or gated content easily accessible
within the website (IE. not hidden 5 clicks away)
Ensure that it is easy for your users to check
out/book/submit a form or complete the task you need
them to complete.
Things to consider:
Remember, more fields = more effort = more drop offs
and abandoned carts/forms.
WEBSITES
SIMPLIFY YOUR USER JOURNEY
SOCIAL MEDIA
On average people spend 153 minutes on social
networks a DAY (Omnicore)
The number of global social media users is expected
to reach almost 3.43 billion in 2023. (Statista)
There are over 3,000 social media channels however
the top channels include Facebook, LinkedIn,
Twitter, Instagram, TikTok and YouTube.
"Social media is the ultimate equaliser. It gives a voice
and a platform to anyone willing to engage." - A. Martin
THE KEY FACTS
First you need to understand
what engagement is in the
context of social media:
Social media engagement is the
measurement of comments, likes
and shares but more importantly
it's about meaningful and
valuable connections.
Think quality over quantity.
SOCIAL MEDIA
HOW TO BUILD AN ENGAGED AUDIENCE
Create a better understanding of your
product.
Develop new customer relationships.
Educate your customers.
Gather feedback and gain insight into
what your customers want.
Give a 'human' feel to the brand.
Create new leads or sales.
Think about your strategy and your goals....
Every time you post check it is inline with
your goals.
SOCIAL MEDIA
HOW TO BUILD AN ENGAGED AUDIENCE
It is so important to develop a voice that suits your
brand and appeals to your target audience.
SOCIAL MEDIA
DEVELOP YOUR VOICE
COOL
COOL
PROFESSIONAL
PROFESSIONAL QUIRKY
QUIRKY
PLAYFUL
PLAYFUL
CONFIDENT
CONFIDENT AUTHORITATIVE
AUTHORITATIVE
BOLD
BOLD
INNOCENT
Ask questions
Run polls
Post user generated content
Go live
Use videos or gifs
Show behind the scenes
Social media takeovers
Post topical content
Run a competition
Run an AMA (ask me anything)
Partner with another brand
Run social media exclusive deals
Produce REALLY great content:
SOCIAL MEDIA
HOW TO BUILD AN ENGAGED AUDIENCE
Respond to comments good or bad
Keep your response times speedy
Listen for opportunities and act quickly
Be agile in your approach - do not flog a dead
horse
Be consistent
Make it easy for people to get in touch
(messenger, groups etc)
Provide value with every post
Follow these top tips:
1.
2.
3.
4.
5.
6.
7.
SOCIAL MEDIA
HOW TO BUILD AN ENGAGED AUDIENCE
OREO
Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined
audience and, ultimately, to drive profitable customer
action.
CONTENT MARKETING
It matters to your customers
It is backed by expertise
It is not too sales driven
It is relevant to your target
audience
It is easy to understand
It is regular
It is well written (plus no spelling
errors)
It is comical, touching, thought
provoking, educational …
therefore SHARABLE.
CONTENT MARKETING
WHAT MAKES CONTENT GREAT
Create a content calendar and
ensure that you stick to it.
Make sure your content is in line
with you marketing objectives or
campaigns.
Use lists or easy to consume
styles of content.
Invite guests to create content
so there is a change in voice.
Have variety in your content.
Use 3rd party content so that
the pressure is not always on
you.
CONTENT MARKETING
TOP TIPS
Infographics
Videos
Podcasts
Guides
White papers
Case studies
Blogs (long and short)
Q & A's
Don't be afraid to use 3rd
party content if relevant to
your audience
CONTENT MARKETING
IDEAS
What is it and why is it important ?
Search Engine Optimisation is the process of
affecting the visibility of a website or a web
page in a search engine's unpaid results.
While paid advertising, social media, and
other online platforms can generate traffic to
websites, the majority of online traffic is driven
by search engines.
SEARCH ENGINE
OPTIMISATION
THE BASICS
SEARCH
A key component of SEO is your keywords.
These are essentially the terms people are
searching for.
Begin with a list of search terms you believe
your customers are using. If you want to go
a step further use a keyword planner which
will show relevance, competition and
volume in relation to current searches.
The idea is to create a list of keywords you
can use when creating content and setting
up your pages on your website.
SEO
KEYWORDS
Posting regular content can
dramatically improve your search
ranking. You need dynamic
content in other words a blog,
news or resources section.
Remember to use your keywords
and to follow the basic principles of
what makes content great.
Another tip is to make sure your
onsite content is up to date.
SEO
CONTENT IS KING
In 2020 Google announced that it will be ranking website
mobile first. Therefore it is critical that your website is
MOBILE OPTIMISED if not you could be penalised.
If you are unsure you can test it here:
https://search.google.com/test/mobile-friendly
SEO
MOBILE OPTIMISED WEBSITE
Appropriate page title
Keyword/key search term
SEO Title
Meta-description
Each page on your website should
have the following:
Using a WordPress plugin like YOAST
is useful as it guides you on your
success.
SEO
WEBSITE SET UP
Ensure you have no broken links on your
website.
Ensure your website loads quickly.
List your company on Google Business Places.
Encourage your customers to leave Google
Reviews.
Name your images by setting an 'alt tag'
when adding them to your website.
Stay active on social media.
Create and share content regularly.
Link to other websites and get your site
linked on sites so you can take advantage of
back links.
1.
2.
3.
4.
5.
6.
7.
8.
SEO
USEFUL TIPS TO IMPROVE YOUR RANKING
Goal: Determine the reason for sending your email that
should then drive the content.
Timing: Sending your email out at the right time is key. If
you’re hoping to get a high open rate, your best bet is to
send emails on a Tuesday.
Select your Email Software: Decide on which email
software program is best for you. I would recommend
Campaign Monitor or MailChimp.
Target your campaign: Make sure you segment your
audience. Either by need, interest or customer persona.
The average business professional is sending and
receiving 121 emails a day! So how can you stand out...
EMAIL MARKETING
EFFECTIVE EMAILS
Call to Action: Ensure you have a clear and easy call
to action. IE. Email us, click here.
Responsive Design: Make sure your email can be
viewed on mobile as most opens occur on mobile
devices. This should come standard with popular
email software tools.
Email layout: Ensure your emails are laid out well,
and the design is clean and crisp.
Subject Lines: Ensure your subject lines are strong,
short and worded well.
Personalise: Personalisation of emails is key. This
includes using the word 'you' in the copy.
EMAIL MARKETING
EFFECTIVE EMAILS
Unsubscribe: Make it easy
for users to unsubscribe.
Exclusive: Occasionally give
deals to your subscribers
ahead of anyone else or
give them info before the
'public'.
Cliff hanger: Include a cliff
hanger so subscribers look
out for your next email. Eg.
Next week we will do part 2
of how to send effective
emails.
EMAIL MARKETING
EFFECTIVE EMAILS
Digital marketing strategy slides by Jess LeMerle
Social Media Advertising
Paid Search Advertising also
known as PPC or AdWords
Display Advertising
Banner Advertising on 3rd
party websites
ONLINE ADVERTISING
TYPES OF ADVERTISING
Visually engaging (where images are
applicable).
It has a purpose or clear goal.
It has a clear call to action.
It is targeted.
It is persuasive.
It is original and creative.
It is ethical and inclusive.
It has a strong headline.
It is inline with your brand look and
feel.
It has a sense of urgency.
ONLINE ADVERTISING
WHAT MAKES A GOOD ADVERT
You can be as precise or broad as you would like with
your search terms.
You can target certain devices. Eg, if you have a mobile
app you can only target users on mobile.
You only pay for results. IE, cost per click.
You can set a budget that suits you.
Why pay for an advert when you may already be ranking?
Paid search advertising gives you the opportunity to capture
the attention of your audience in a more targeted way than
with organic search alone.
Benefits:
ONLINE ADVERTISING
LETS FOCUS ON GOOGLE ADWORDS
Digital marketing strategy slides by Jess LeMerle
"Inbound marketing is a business
methodology that attracts customers by
creating valuable content and
experiences tailored to them.
While outbound marketing interrupts
your audience with content they don’t
always want, inbound marketing forms
connections they are looking for and
solves problems they already have." -
HubSpot
INBOUND MARKETING
THE MODERN DAY SALES FUNNEL
Digital marketing strategy slides by Jess LeMerle
Be consistent with your content creation and posting.
Create content that is unique and value driven.
Use your lead generation tactics and CTA's as covered
at the start of this workshop.
Ensure your website meets all of your objectives.
Integrate well with your sales team and their process.
DONT forget about your existing customers by
chasing new customers only.
Always review and test the process .
If possible, automate the process through
tools such as HubSpot or Salesforce.
INBOUND MARKETING
TOP TIPS FOR SUCCES
Be committed to what ever you choose to do online.
Ensure your focus is always on your customer.
Ensure EVERY touch point is considered.
Keep up to date with the latest trends so you can lead
your customer.
Market your 'why'.
Do not focus only on new customers, delight and care for
the ones you have.
My top tip and a key take away from today... CREATE THE
BEST CUSTOMER EXPERIENCE.
How can you do that?
HOW TO GET AHEAD
GREAT CUSTOMER EXPERIENCES
Listen to your
customers and engage
with them.
Optimise your customer
journey ensuring it is
always easy.
Use technology to help
your customer not only
yourself.
How can you do that?
HOW TO GET AHEAD
GREAT CUSTOMER EXPERIENCES
Digital marketing strategy slides by Jess LeMerle
Mobile Test: https://search.google.com/test/mobile-friendly
Website Speed Test: https://tools.pingdom.com
Inbound Marketing & CRM: https://www.hubspot.com
Inbound Marketing & CRM: https://www.salesforce.com
Blog: https://neilpatel.com
SEO: https://www.semrush.com
Social: https://buffer.com/resources/
Digital Marketing:
https://digitalmarketinginstitute.com/blog
Online Advertising & digital marketing:
https://www.wordstream.com/blog
Google Adwords Guide: https://neilpatel.com/what-is-
google-adwords/
USEFUL LINKS
CHECK OUT THE BELOW
The importance of a website
Choosing between a website builder versus a website
developer (agency)
Popular platforms including WordPress, Wix and more
Design and aesthetics
Content, rich media and SEO
Understanding functionality
Usability of a website and its importance
Call to actions and lead generation/sales techniques
Maintenance and hosting
How to ensure your website stays relevant
Driving traffic to your website
Website trends in 2021
WEBSITE BASICS
MORE CHAMBER WORKSHOPS
Identifying business and marketing objectives
Engagement verse conversion metrics
Making measurement a priority
Google Analytics: How to set up your analytics to work for you
Google Analytics: Specific techniques and reports
Google Analytics: Which stats matter
Social Media Analytics: Facebook Page Insights
Social Media Analytics: LinkedIn Analytics
Social Media Analytics: Instagram & Twitter Analytics
Collecting actionable metrics
Analysis requirements and reports
Making sense of the results
Action plans
DATA ANALYTICS
MORE CHAMBER WORKSHOPS
GET IN TOUCH
jessica@afundi.im
/jessica le merle
www.afundi.im
EMAIL ADDRESS
LINKEDIN
WEBSITE ADDRESS

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Digital marketing strategy slides by Jess LeMerle

  • 2. Co-founder of Afundi Digital marketing specialist Passionate about imparting knowledge Creative and big thinker Survive on coffee Dog lover in particular our puppy Charlie Proud woman in business Planner and strategist Proudly South African Love our Island 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 10 THINGS ABOUT ME
  • 3. fundi /ˈFƱNDI/ an expert in a particular area.     a word from the Bantu family of African languages, meaning a learned person, usually used for as (master) craftsman, expert or genius.      an enthusiast for a subject or activity.   someone who knows a lot about a subject noun noun: fundi; plural noun: fundis.     1. 2. 3. 4.
  • 4. Afundi is a full-service software development and collaborative digital agency for brands and businesses that refuse to blend in. In this digital era, we deliver exceptional web and software development, strategic branding, compelling storytelling, and note-perfect design. We are a forward-thinking collective of data- driven strategists, marketing specialists, and creative technologists who combine our individual passions and affinities to inspire digital transformation, customising our approach to fit a client’s needs and their brand’s DNA.
  • 5. We build brands, create desire, and craft results- based digital strategies for transformative growth. We’re not just an agency: we’re an extension to your internal teams, agile enough to drill down into your brand’s philosophy and knowledgeable enough to deliver seamless solutions with measurable results. Collaboration is at the heart of everything we do, allowing our clients to get back to focusing on what really matters: their business.
  • 6. TODAYS SESSION Introduction to digital marketing Website design & development: What should stand out Websites: Converting visitors into bookings /sales/leads Social Media: Building an engaged audience Search Engine Optimisation: Understanding the basics Content Marketing: Creating and sourcing relevant content Email Marketing: How to send effective emails Online advertising: Google AdWords and more Inbound marketing: The modern-day sales funnel How to develop a great customer experience WHAT WILL BE COVERED
  • 7. DIGITAL MARKETING WHAT IS IT Digital Marketing is the use of digital channels such as search engines, social media, email, websites and more to promote or market products and services to consumers and businesses. You can reach more people You can engage with your target market You can reach more people with less money in comparison to traditional marketing You can track your progress and calculate ROI You can have a voice and be part of the conversation WHY IS IT IMPORTANT
  • 8. DIGITAL MARKETING OWNED This refers to the digital assets you own whether that's your website, social media profiles, blog content, or imagery. Essentially anything online that you have complete control over. PAID This refers to anything you are spending money on such as Google AdWords, social media advertising, 3rd party website advertising or display advertising. EARNED Earned media refers to the exposure you earn through word-of-mouth marketing or PR.
  • 9. Website Social Media Email Marketing SEO Content Marketing Online Advertising Traditional Marketing PR & EVENTS
  • 10. CREATING A STRATEGY WHY DO I NEED IT... To ensure you are meeting your business and marketing objectives To focus your activity To understand your customers and what they want To make sure your customers have a seamless customer experience To ensure you have a strong value proposition To increase your efficiency To manage your budget To help make sure you choose the right platforms To assist you in establishing your KPIs
  • 11. CREATING A STRATEGY Develop your customer persona Identify your objectives and goals Define your brand Review your current activity Select the right channels for you Develop your content strategy Set your budget (money & time) Determine your KPIs and your tracking methods THE 8 KEY STEPS 1. 2. 3. 4. 5. 6. 7. 8.
  • 12. This is the core belief of the business. It's why the business exists. WHY HOW WHAT This is how the business fulfils that core belief. This is what the company does to fulfill that core belief. WHAT HOW WHY “CONSUMERS DON’T BUY WHAT YOU DO. THEY BUY WHY YOU DO IT.”
  • 13. “Websites promote you 24/7. No employee will do that.” PAUL COOKSON
  • 14. Load speed (>2 seconds) Mobile compatibility Movement and animation Safety and security including being clear about how your manage customer data Being search worthy from a technical point of view Clear and easy to use navigation What makes a website stand out from a development point of view: WEBSITES DESIGN & DEVELOPMENT
  • 16. Eye catching headlines Typography High qaulity imagery Videos Approriate use of colour Cohesive deisgn Consistent layouts Creativity What makes a website stand out from a design point of view: WEBSITES DESIGN & DEVELOPMENT
  • 17. Website conversion happens when someone completes a pre- determined and desired action on your website.
  • 18. Buy Now Download Start your journey today Share Sign Up Submit Contact Us In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today". CTAs should be visually attractive, action-oriented, and easy to spot on a page. WEBSITES USE THE PERFECT CALLS TO ACTION
  • 19. These can be copy based, video or images. You can also bring through reviews or testimonials from 3rd party websites such as Facebook or Trip Advisor. Make sure your testimonials are relevant and positioned appropriately. Longer testimonials with links to the source are most effective. Eg. Bobby Jones, of Watts Accounts (link to the company website or the persons LinkedIn profile). This will also have an SEO benefit. WEBSITES INCLUDE TESTIMONIALS
  • 20. Well written relevant copy Sales driven copy (not pushy) Good quality imagery Videos Non technical copy Users are much more inclined to give their details, purchase or interact with your website if the content is engaging. What is engaging quality content? WEBSITES CREATE ENGAGING QUALITY CONTENT
  • 21. Ensure the design of the menu is well thought out, menu tabs should be easily read and the menu should be visually consistent with your brand’s themes and colours. Consider a sticky menu as it assists users to quickly navigate to key pages. Name your pages clearly and do not over complicate it. TIP: Do a test to find certain content on your site. For example, how easy is it to find your contact number? How many clicks does it take to get to your services page? WEBSITES IMPROVE YOUR SITE NAVIGATION
  • 22. Simply your forms by only including necessary fields Make your checkout process is easy by reducing steps Ensure your payment integration is trusted Make downloads or gated content easily accessible within the website (IE. not hidden 5 clicks away) Ensure that it is easy for your users to check out/book/submit a form or complete the task you need them to complete. Things to consider: Remember, more fields = more effort = more drop offs and abandoned carts/forms. WEBSITES SIMPLIFY YOUR USER JOURNEY
  • 23. SOCIAL MEDIA On average people spend 153 minutes on social networks a DAY (Omnicore) The number of global social media users is expected to reach almost 3.43 billion in 2023. (Statista) There are over 3,000 social media channels however the top channels include Facebook, LinkedIn, Twitter, Instagram, TikTok and YouTube. "Social media is the ultimate equaliser. It gives a voice and a platform to anyone willing to engage." - A. Martin THE KEY FACTS
  • 24. First you need to understand what engagement is in the context of social media: Social media engagement is the measurement of comments, likes and shares but more importantly it's about meaningful and valuable connections. Think quality over quantity. SOCIAL MEDIA HOW TO BUILD AN ENGAGED AUDIENCE
  • 25. Create a better understanding of your product. Develop new customer relationships. Educate your customers. Gather feedback and gain insight into what your customers want. Give a 'human' feel to the brand. Create new leads or sales. Think about your strategy and your goals.... Every time you post check it is inline with your goals. SOCIAL MEDIA HOW TO BUILD AN ENGAGED AUDIENCE
  • 26. It is so important to develop a voice that suits your brand and appeals to your target audience. SOCIAL MEDIA DEVELOP YOUR VOICE COOL COOL PROFESSIONAL PROFESSIONAL QUIRKY QUIRKY PLAYFUL PLAYFUL CONFIDENT CONFIDENT AUTHORITATIVE AUTHORITATIVE BOLD BOLD
  • 28. Ask questions Run polls Post user generated content Go live Use videos or gifs Show behind the scenes Social media takeovers Post topical content Run a competition Run an AMA (ask me anything) Partner with another brand Run social media exclusive deals Produce REALLY great content: SOCIAL MEDIA HOW TO BUILD AN ENGAGED AUDIENCE
  • 29. Respond to comments good or bad Keep your response times speedy Listen for opportunities and act quickly Be agile in your approach - do not flog a dead horse Be consistent Make it easy for people to get in touch (messenger, groups etc) Provide value with every post Follow these top tips: 1. 2. 3. 4. 5. 6. 7. SOCIAL MEDIA HOW TO BUILD AN ENGAGED AUDIENCE
  • 30. OREO
  • 31. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. CONTENT MARKETING
  • 32. It matters to your customers It is backed by expertise It is not too sales driven It is relevant to your target audience It is easy to understand It is regular It is well written (plus no spelling errors) It is comical, touching, thought provoking, educational … therefore SHARABLE. CONTENT MARKETING WHAT MAKES CONTENT GREAT
  • 33. Create a content calendar and ensure that you stick to it. Make sure your content is in line with you marketing objectives or campaigns. Use lists or easy to consume styles of content. Invite guests to create content so there is a change in voice. Have variety in your content. Use 3rd party content so that the pressure is not always on you. CONTENT MARKETING TOP TIPS
  • 34. Infographics Videos Podcasts Guides White papers Case studies Blogs (long and short) Q & A's Don't be afraid to use 3rd party content if relevant to your audience CONTENT MARKETING IDEAS
  • 35. What is it and why is it important ? Search Engine Optimisation is the process of affecting the visibility of a website or a web page in a search engine's unpaid results. While paid advertising, social media, and other online platforms can generate traffic to websites, the majority of online traffic is driven by search engines. SEARCH ENGINE OPTIMISATION THE BASICS
  • 37. A key component of SEO is your keywords. These are essentially the terms people are searching for. Begin with a list of search terms you believe your customers are using. If you want to go a step further use a keyword planner which will show relevance, competition and volume in relation to current searches. The idea is to create a list of keywords you can use when creating content and setting up your pages on your website. SEO KEYWORDS
  • 38. Posting regular content can dramatically improve your search ranking. You need dynamic content in other words a blog, news or resources section. Remember to use your keywords and to follow the basic principles of what makes content great. Another tip is to make sure your onsite content is up to date. SEO CONTENT IS KING
  • 39. In 2020 Google announced that it will be ranking website mobile first. Therefore it is critical that your website is MOBILE OPTIMISED if not you could be penalised. If you are unsure you can test it here: https://search.google.com/test/mobile-friendly SEO MOBILE OPTIMISED WEBSITE
  • 40. Appropriate page title Keyword/key search term SEO Title Meta-description Each page on your website should have the following: Using a WordPress plugin like YOAST is useful as it guides you on your success. SEO WEBSITE SET UP
  • 41. Ensure you have no broken links on your website. Ensure your website loads quickly. List your company on Google Business Places. Encourage your customers to leave Google Reviews. Name your images by setting an 'alt tag' when adding them to your website. Stay active on social media. Create and share content regularly. Link to other websites and get your site linked on sites so you can take advantage of back links. 1. 2. 3. 4. 5. 6. 7. 8. SEO USEFUL TIPS TO IMPROVE YOUR RANKING
  • 42. Goal: Determine the reason for sending your email that should then drive the content. Timing: Sending your email out at the right time is key. If you’re hoping to get a high open rate, your best bet is to send emails on a Tuesday. Select your Email Software: Decide on which email software program is best for you. I would recommend Campaign Monitor or MailChimp. Target your campaign: Make sure you segment your audience. Either by need, interest or customer persona. The average business professional is sending and receiving 121 emails a day! So how can you stand out... EMAIL MARKETING EFFECTIVE EMAILS
  • 43. Call to Action: Ensure you have a clear and easy call to action. IE. Email us, click here. Responsive Design: Make sure your email can be viewed on mobile as most opens occur on mobile devices. This should come standard with popular email software tools. Email layout: Ensure your emails are laid out well, and the design is clean and crisp. Subject Lines: Ensure your subject lines are strong, short and worded well. Personalise: Personalisation of emails is key. This includes using the word 'you' in the copy. EMAIL MARKETING EFFECTIVE EMAILS
  • 44. Unsubscribe: Make it easy for users to unsubscribe. Exclusive: Occasionally give deals to your subscribers ahead of anyone else or give them info before the 'public'. Cliff hanger: Include a cliff hanger so subscribers look out for your next email. Eg. Next week we will do part 2 of how to send effective emails. EMAIL MARKETING EFFECTIVE EMAILS
  • 46. Social Media Advertising Paid Search Advertising also known as PPC or AdWords Display Advertising Banner Advertising on 3rd party websites ONLINE ADVERTISING TYPES OF ADVERTISING
  • 47. Visually engaging (where images are applicable). It has a purpose or clear goal. It has a clear call to action. It is targeted. It is persuasive. It is original and creative. It is ethical and inclusive. It has a strong headline. It is inline with your brand look and feel. It has a sense of urgency. ONLINE ADVERTISING WHAT MAKES A GOOD ADVERT
  • 48. You can be as precise or broad as you would like with your search terms. You can target certain devices. Eg, if you have a mobile app you can only target users on mobile. You only pay for results. IE, cost per click. You can set a budget that suits you. Why pay for an advert when you may already be ranking? Paid search advertising gives you the opportunity to capture the attention of your audience in a more targeted way than with organic search alone. Benefits: ONLINE ADVERTISING LETS FOCUS ON GOOGLE ADWORDS
  • 50. "Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have." - HubSpot INBOUND MARKETING THE MODERN DAY SALES FUNNEL
  • 52. Be consistent with your content creation and posting. Create content that is unique and value driven. Use your lead generation tactics and CTA's as covered at the start of this workshop. Ensure your website meets all of your objectives. Integrate well with your sales team and their process. DONT forget about your existing customers by chasing new customers only. Always review and test the process . If possible, automate the process through tools such as HubSpot or Salesforce. INBOUND MARKETING TOP TIPS FOR SUCCES
  • 53. Be committed to what ever you choose to do online. Ensure your focus is always on your customer. Ensure EVERY touch point is considered. Keep up to date with the latest trends so you can lead your customer. Market your 'why'. Do not focus only on new customers, delight and care for the ones you have. My top tip and a key take away from today... CREATE THE BEST CUSTOMER EXPERIENCE. How can you do that? HOW TO GET AHEAD GREAT CUSTOMER EXPERIENCES
  • 54. Listen to your customers and engage with them. Optimise your customer journey ensuring it is always easy. Use technology to help your customer not only yourself. How can you do that? HOW TO GET AHEAD GREAT CUSTOMER EXPERIENCES
  • 56. Mobile Test: https://search.google.com/test/mobile-friendly Website Speed Test: https://tools.pingdom.com Inbound Marketing & CRM: https://www.hubspot.com Inbound Marketing & CRM: https://www.salesforce.com Blog: https://neilpatel.com SEO: https://www.semrush.com Social: https://buffer.com/resources/ Digital Marketing: https://digitalmarketinginstitute.com/blog Online Advertising & digital marketing: https://www.wordstream.com/blog Google Adwords Guide: https://neilpatel.com/what-is- google-adwords/ USEFUL LINKS CHECK OUT THE BELOW
  • 57. The importance of a website Choosing between a website builder versus a website developer (agency) Popular platforms including WordPress, Wix and more Design and aesthetics Content, rich media and SEO Understanding functionality Usability of a website and its importance Call to actions and lead generation/sales techniques Maintenance and hosting How to ensure your website stays relevant Driving traffic to your website Website trends in 2021 WEBSITE BASICS MORE CHAMBER WORKSHOPS
  • 58. Identifying business and marketing objectives Engagement verse conversion metrics Making measurement a priority Google Analytics: How to set up your analytics to work for you Google Analytics: Specific techniques and reports Google Analytics: Which stats matter Social Media Analytics: Facebook Page Insights Social Media Analytics: LinkedIn Analytics Social Media Analytics: Instagram & Twitter Analytics Collecting actionable metrics Analysis requirements and reports Making sense of the results Action plans DATA ANALYTICS MORE CHAMBER WORKSHOPS
  • 59. GET IN TOUCH jessica@afundi.im /jessica le merle www.afundi.im EMAIL ADDRESS LINKEDIN WEBSITE ADDRESS