The document provides information about effective e-marketing strategies. It discusses connecting Devon and Somerset broadband initiative, the Get Up to Speed program, and tips for digital marketing campaigns. Key points include optimizing search engine optimization, the importance of mobile marketing, developing social media presences, and creating engaging content. Tips are provided for keyword research, social media platforms, hashtags, content planning, and visual content.

1. Effective E-Marketing
Nina Goodwin
@GUTS_SW @Cosmic_UK

3. Housekeeping
• Fire Alarms;
• Breaks;
• Mobile Phones;
• Health & Safety.

4. Introductions
Please introduce yourself to the rest of the group; your
business and what you hope to get out of the session today.

5. Agenda
• Background to Connecting Devon and Somerset and Get up to
Speed;
• Introduction to the Digital Marketing World;
• What Makes a Good Marketing Campaign?
• Optimise your SEO;
• Mobile Marketing;
• Be Social;
• Email Marketing;
• Questions.

6. Connecting Devon and Somerset
• A ground breaking partnership encompassing 6 LA areas
to deliver improved and Superfast Broadband to rural
areas;
• Improved broadband (>2mbps) to every business and
community across Devon and Somerset by 2016;
• Faster broadband (>24mbps) to at least 90% of the area
by 2016.
Without this project 700,000 residents and 26,000
businesses, with a combined turnover of £9 billion, have no
certainty of receiving improved or superfast broadband from
a commercial rollout

7. Roll Out
• Roll out in Devon and
Somerset has reached
110,000 properties and is
rolling out at around 5000
premises per week
• OECD have listed the
South West as having the
best broadband in the UK
currently

8. What is Get up to speed?
• Fully funded business and community support alongside roll-out
of Superfast Broadband;
• Businesses to understand, adopt and exploit the opportunity
Superfast Broadband offers;
• Activity includes boardroom briefings, staff engagement,
business workshops, community awareness events and more.
Delivered by Cosmic Peninsula Consortium

9. What are we doing?
• Free sessions
• Showcase new technologies
• Hands-on Workshops – tablets, smart phones, internet
beginners
• Gadget shows
• Seminars
• Briefings
• Taster sessions
• Signposting to other services

10. Sessions Planned

11. What can you do to help?
• Host a session in work, in your community, in your
Association?
• Support the message
– Become a champion
– Distribute leaflets in your area
– Distribute leaflets from work
• Any other ideas?
Nina@cosmic.org.uk

12. Introduction to the Digital Marketing World

13. Advertisi
ng
TV
Mail
shots
PR
Radio
Print
Old world marketing

14. PR
Search
TV
Mobile
Social
media
Radio
Print
affili
ate
Webina
rs
PPC
Email
Rapid
Fragmented
Two way
Website
New world marketing

16. The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability
• Higher Expectations

17. Reach SEO PPC Social media Display/affiliate
Convert Website design
& content
Landing page
Product page
optimization
Basket
conversion
Retain E-news CRM Personalisation Social media

18. What Makes a Good Marketing Campaign?

19. 1. The objective:
Sales, engagement, community growth, a place to carry on the
conversation after seeing your ad, a high 5 from your CEO, a place
in history…?
Possibly all of these, but you need to prioritise exactly what it is
you want to achieve before you go any further as this will have
bearing on the end campaign.

20. 2. The idea
• Uniqueness
• Vanity
• Emotion

21. Unique idea…
• Possibly the biggest challenge,
coming up with something unique is
sometimes easy, but more often
than not, a challenge.
• What is unique that you can build a
campaign around and that aligns
beautifully with your brand?
• Sit with your team and thrash out at
least 5 ideas and then road test the
concepts on at least 50 people and
see what you get.

22. Campaigns that include vanity
ALS - $98.2m - compared
with $2.7m donated during
the same period last year.
MND - £2.7 m compared to
£200,000 a week in
donations from 22 to 29
August.

23. Warby Parker – case study

25. Buy one, give one

26. Why did these work?
• Social media with (Brand) = weak links
• Social media with real friends = strong links
• These campaigns built on those strong links

27. Campaign including emotions
Samsung New Zealand Helps Black Cats
• 70% of the cats waiting for adoption are
black. It’s hard to find them a home
because they are… tricky to photograph!
• To raise awareness of the issue, Samsung
New Zealand partnered with animal
photographer Rachael Hale McKenna and
the Auckland Society for the Prevention of
Cruelty to Animals. Together, they created
an instructional video to help people take
better photos of black cats with the
GALAXY S5, one of its new phones.
• 33,500 views, 4,250 likes, 1,170 shares,
and 570 comments.

28. 3. Clear User Journey and Call to Action
• Focus attention on the user journey. It needs to be SO simple even
your granny could get through it without swearing.
• If it’s over complicated, expect negativity and limited dwell time.
• Your user journey can be as long as you need it to be, but there needs
to be a clear start and end point, with every eventuality clearly
thought out and addressed.
• Map out the user journey but establish your brand messaging all the
way along, right at the start of the process, so as you’re clear as to the
outcome you want to achieve.

29. 4. Good Graphics
• A good graphic designer is worth their
weight in gold and this is especially so
when it comes to your social media
campaigns.
• Create an identity
• Poor graphics is the difference between
people hanging around to get involved
and disappearing quicker than a shot of
vodka around Oliver Reed. Graphics need
to be aligned to your brand as well as to
the season of course.
• Across channels, web, social, enews

30. 5. Measurable
Plan what do you need to measure…………
• Landing page hits;
• Referral locations;
• Dwell time on page;
• Social shares/mentions;
• Click Throughs;
• Conversions;
• Set up Goals in Analytics for landing pages and sales pages;
• Create Dashboards

31. Optimise SEO

32. Search Engine Optimisation
• Get the basics right
– MOBILE RESPONSIVE
– Good quality relevant content
– Good Quality Link building – Deep Linking
– Sitemap
– At least 200 words per page
– Content, titles. Paragraph titles
– Image titles, Page titles
– Images
– Update your site regularly
– Does your Domain include Keywords?
– Use Google Adwords for Keyword searches

33. Keyword Selection
• ‘Best places to eat in Honiton’
• ‘Bed and Breakfast Devon’
• ‘Devon’
• ‘Holidays in Devon’
• ‘Logs for sale Devon’

34. Buying Theory
• More detailed search (Narrower)
• More likely to be at point of buying
• Research
• Refine
• Purchase

35. • Hotels in Devon(27,400,000)
• Hotels in North Devon (2,650,000)
• Hotels in North Devon with swimming pool
(158,000)
narrow
broad
Less people searching
Less competition
More people searching
More competition
Not very accurate

36. soovle.com/

37. Create a spreadsheet
Competition Popularity SERP result
Hotel in north
devon
27,400,000
Hotel in north
devon with
swimming
pools
Hotel in North
Devon with
Swimming Pool

38. What’s the popularity of the search term?
– adwords.google.com
– Google AdWords … sign up for an
account (no credit card details)
– Type in the keyword phrase…..
– Tools and analysis  Keyword
planner – 1st choice

39. Baseline check
• Where are you now in the
competition?
• Look up your website in a
keyphrase
• OR if big enough…
• Use
https://www.serplab.co.uk/serp-
check.php
• Note where you currently
appear

42. As page titles, your meta tags

43. Easy Conversion
• Is conversion easy on your site?
• Review high bounce rate pages - Analytics
• What are your payment options?
• Do you allow for PayPal as a variant?
• Is it easy to purchase from a mobile?

44. Mobile Marketing

47. How does your social
look on mobile?
• Are your photos the right shape?
• Do they convey enough message?
• Is there too much detail under ……

48. Instasize
• Resize images
• Create Collages
• Post straight to SM channels
• Ensure image at centre of
frame
• Ensure it has impact

49. Social Media

50. Know where your audience is
Women are on Pinterest
• When it comes to targeting your client base, you need to know where
they hang out online. Women are typically on image-happy sites such
as Pinterest . 69% of women also spend a lot of time on mobile
games, so an in-app PPC campaign may also be a good choice.
Men are on YouTube
• If males are your target market, head to YouTube. Men spend double
the amount of time as women do watching videos on here, so some
streamed video ads may be a good idea. As well as being more active
on LinkedIn, men are almost as active on Facebook, so if you are
looking for a more concise and focused campaign, Facebook will
suffice whilst targeting both sexes.

51. Don’t forget the night owls or Larks
• These mobile shoppers surfing the web from their sofas and
bedrooms are primed to buy and should be targeted. Why?
Because there is less digital noise at this time, and your message
has a chance to be heard. And if that user is bored/insomniac
enough to be online shopping at 2am, there’s a good chance
they will make an impulse purchase.
• Make sure you send marketing tweets and Facebook messages
between 10pm and 4am to try and grab their attention. You can
schedule these using TweetDeck so you won’t have to wake up
specially!

52. Hashtags
• Hashtag opportunities
– #Buylocal #eatlocal
– #earlybird
– #giftideas
– #DevonHolidays
– #holiday

53. Social media planning
• 70% of planned content
• 20% of near-view content
• 10% of immediate response

54. Content planning
6 week content planner
w/c ---------
--- 1 2 3 4
Planned
events/seas
onal fixtures
Video
Photos
Blog
Facebook
Twitter
Pinterest

55. What is content marketing?
A marketing technique
• create and distribute valuable,
relevant and consistent content
• to attract and acquire a clearly
defined audience
• with the objective of driving
profitable customer action.

56. What Content?
PDF downloadable
content
Web pages
Explainers
Images
Blogs
Infographics
Video
Podcasts

57. Stuck for ideas?
portent.com/tools/title-maker

58. hubspot.com/blog-topic-generator

59. buzzsumo.com

60. Make it visual
2.4 times more likely
to click on a post if
images are present

61. Become a storyteller
Make it visual, engaging, emotional

62. Be visually consistent
WordSwag
• Typo Engine
• Create beautifully custom text
layouts that would normally take
hours - with just a tap
• Use your own photos
• Add text from a choice of fonts
• Share in social media

63. Power of the infographic

64. Why Infographics
• Highly sharable
• Work well across print, web and social
• Can be re-used
• Easily digestible

65. Video everything
• Videos increase people’s understanding of your product or
service by 74% - Digital Sherpa 2014
• “Video is going to be gigantic in 2015. The social content
marketing world will put more dollars there, and YouTube and
Vine will increase their impact.” Michael Walton SVP of
Marketing and Product at Simply Measured
• 45% of viewers stop watching a video after one minute. By the
two-minute mark, 60% of viewers have tuned out

67. http://www.youtube.com/watch?v=HXNfDO-hGF0
• Video first?
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• 1 in 3 Millennials watch online material and virtually no
broadcast TV
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support
• By 2017, video will account for 69% of all consumer internet

68. Look for the trending topics

69. How do I find the trend?
• Buzzfeed – it’s not just fluffy cats
• Google Trends - http://www.google.com/trends/hottrends
• Reddit www.reddit.com
• Klout Discovery

70. Using influencers - Rise of the internet star
Research and use Influencers
1,784,296 subscribers on YouTube
5.1m subscribers

71. • Huffington Post 99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79
How do you find influencers?

72. Email Marketing

73. What is an email newsletter use for?
A powerful marketing and communication tool that has
various useful functions. It reminds your customers about
you; it informs users about your products; it tells them what
you have been up to; and it helps you build a unique
relationship with them.

74. A Typical Email Newsletter

75. Biggest Mistakes
• Lack of Vision;
• Saying too much;
• Not speaking to your audiences interests;
• No Passion

76. Newsletters
Advantages
• Helps promote your Business;
• Effective Communication tool
• Credibility & Relationship –
helps your customers know
and understand your
Business;
• Delivery and Sales
• Cost
Disadvantages
• Have to provide an email
address to receive;
• May not receive the e-mail –
can get lost in junk
• May get Junk emails
• Time

77. E-newsletter Conversion Rates
*optify Sept 2012

78. Which Platform?

79. Mailchimp is a web-based application that works in most web
browsers, no need to download or install any new software .

80. Pricing for MailChimp
• Monthly rates are determined by your total subscriber count;

81. Pricing and Features for MailChimp
Entrepreneur
fewer than 2,000 subscribers? - send up to 12,000 emails per
month for free.
Design experience not required; pick a pre-designed template or
use the email designer to create beautiful newsletters.
Templates are responsive email - newsletters look great on
mobile devices

82. Pricing and Features for MailChimp
Growing Business: Calculate your monthly costs
Subscribers Costs
0 - 500: unlimited emails per month £6.44 =
£77.28 per year
501 - 1,000: unlimited £9.67 = £116.04 per year
1,001 - 1,500: unlimited £12.89 = £154.68 per year
1,501 - 2,000: unlimited £16.11 = £193.32 per year
Is this right for your business?

83. Features for a Growing Business
• Send targeted messages to subscribers;
• Integrate with services you already use;
• MailChimp Mobile – apps available on IOS and Android
• Get automation, spam filter diagnostics, delivery by time zone, email
and chat support and more.
Need help getting started?
• Expert Discount Program connects you with proven experts – can
custom templates, list migration, email marketing strategy, and more.

84. Alternatives to MailChimp?

85. How do I get my Customers to Sign Up?

86. Subscribe to my Newsletter
Ask further questions using a tick box for example:
Have you been here before?
What type of content are you interested in?
How often would you like to receive emails?
Do you have Children?

87. Top Tips for sending Effective Email Campaigns

88. Key Ingredients
• Keep it snappy;
• Keep it simple 2-3 stories
• Use great photos;
• Experiment with time and techniques
• The subject is key for CTR:
– Relevant to your campaign “30% off all men’s footwear for 24
hours”

89. How do your emails look on mobile devices?

90. Optimise your Subject Lines
• 33% of subscribers to your newsletters will decide whether
or not to open your email based on the subject line alone
Are you offering a deal? What kind of deal is it? How long is
it available?
Use Questions
Include your business name;
Try conveying a sense of urgency in your subject lines ("is
coming", "get this now", "you have one day left", etc.).
Using numbers is always a great way to grab attention as
well!

91. Segmentation

92. Segment to Different Audiences

93. Keep the Content Simple and Worth Reading
• Special Offers;
• Helpful tips and advice;
• Industry News
• Personalisation – use first name;
• Cross Selling – use segmentation?
• Upselling – free coffee when you visit the restaurant
• Last minute offers

94. Measuring the Success

95. Linking back to your Website

96. Analytics

97. Further Tips
• Send a targeted message, don’t just send something for the
sake of it;
• Ask questions and tell a story;
• Try and create trust with your customers and a loyal following;
• Use images – we are more visual these days;
• Use social media to compliment email campaigns;
• Include an “Unsubscribe link” in your newsletter

98. Examples of Effective Newsletters

99. E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented
– Equine
– Shooting
– Farming

100. E-news is Measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for products in the
email

101. Builds loyalty and advocacy
Creates 7 touch points for new sales

102. The Wider Picture

103. Questions?

104. Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk