Digital marketing – understanding where and how to promote your Association across the different channels (SEO, social media, paid advertising, mobile and email marketing)
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This document contains a presentation about digital marketing strategies for associations. It discusses understanding the digital landscape and key channels like SEO, social media, paid advertising, email marketing and more. It emphasizes creating a digital strategy that decides which channels to use and how to work across multiple channels. Key tactics covered include setting up analytics on your website, focusing on SEO, using paid advertising carefully, developing an email marketing plan, and ensuring your website is mobile friendly and has calls to action. Measurement of efforts is stressed as important for understanding what is and isn't working.
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Digital marketing – understanding where and how to promote your Association across the different channels (SEO, social media, paid advertising, mobile and email marketing)
- 1. HOST SPONSOR #ACTech15 ORGANISED BY Chief Executive Digital marketing – understanding where and how to promote your Association across the different channels (SEO, social media, paid advertising, mobile and email marketing) Lynsey Sweales SocialB
- 2. promote your Association via digital channels Lynsey Sweales International Digital Marketing Experts
- 3. International Digital Marketing Experts - Social media training courses/webinars - In-house social media training - Digital marketing consultancy/management - Search engine optimisation (increasing the number of visitors to a website delivered by search engines such as Google, Bing, etc) - Pay per click (Google & Bing partners) Social media council SocialB Digital Marketing Experts
- 4. What will you leave with today? Understanding the digital landscape including the key channels Creating a digital strategy including deciding what channels to use and how to work across a number of channels The essentials that need to be in place before you start Key tools to know how and why measurement is so important Digital Marketing Experts
- 5. What is digital marketing? http://www.internetlivestats.com/ Digital Marketing Experts
- 6. Plan your digital marketing • Email marketing • Search engine optimisation • Social media • Paid Google ads Website Digital Marketing Experts
- 8. Strategy Without a plan you plan to …….. What does success look like? How has your Association become successful? With a plan/strategy by any chance?? “What do we want to achieve with our online activity?” Digital Marketing Experts
- 9. Priority one - website Digital Marketing Experts
- 10. Websites – the 7 key areas 2) Clear call to actions 3) Content! 4) Navigation 1) Good design 5) Credibility 6) Mobile/tablet friendly 7) Social media buttons Digital Marketing Experts
- 11. Measure everything - Google Analytics Digital Marketing Experts
- 12. Measure everything – Excel Weekly per platform per tab Monthly on one tab Create graphs Digital Marketing Experts
- 13. Google Analytics – set up Set up free – so anything you do online measure! Track number of members signed up – thank you page & goal tracking Track sign ups for newsletter, events, etc – goals Ecommerce tracking Digital Marketing Experts
- 15. Tactic tools Digital Marketing Experts
- 16. SEO Search engine optimisation Search engines index websites, directory sites & social media platforms Google, Yahoo, Bing have to decide what answers to give people SEO = having the right keywords that people search on Digital Marketing Experts
- 17. Google Keyword Planner Digital Marketing Experts
- 18. Google Keyword Planner Note down longer keywords i.e. Medical device development – great for blogs and articles Think like a client! Ask members/ colleagues what they would type in What locations do you cover? City, county, regions, UK wide, global Set up an excel sheet with keywords/key phrases so they can be used across all your online areas (social media, website, etc.) Review every two to three months if you get the chance Digital Marketing Experts
- 19. Paid advertising Digital Marketing Experts
- 20. Paid advertising Great to get to the top of search engines like Google and other search engines quickly Be careful with key words, landing pages and budgets Use a Google Partner & ask to speak to their clients Digital Marketing Experts
- 21. Social media Strategy – who, what where & when Social SEO (keywords) Search Digital Marketing Experts
- 22. Email marketing If you have a database Think like an end user Best tools Mail Chimp/Campaign Monitor Plan & measure Digital Marketing Experts
- 23. Ecommerce Its not as simple as selling in a traditional sense Invest in a system that is easy to use, you can update yourself & you can move companies! Digital Marketing Experts
- 25. Tip One Set up your website foundations in place first Use my 7 tips! Digital Marketing Experts
- 26. Tip Two Don’t try and do everything at once – social media is very enticing but get your foundations in place first Digital Marketing Experts
- 27. Tip Three Provide a great service and members will help sell for you/talk about you on social media Digital Marketing Experts
- 28. Take away’s today Improve your website Get Google Analytics in place Decide what tactics or range of tactics are worth spending time /investing in Measure! FREE – weekly tips email newsletter www.socialb.co.uk FREE – Associations social media guide FREE – Copy of these slides Digital Marketing Experts
- 29. promote your Association via digital channels Lynsey Sweales International Digital Marketing Experts