Learn more about what it takes to succeed online from your website to your online marketing strategy.

2. CONTENTS
Introduc on// DigitalMarketingforaModernWorld
Chapter1 // AnEngaging,Mobile-FriendlyWebsite
Chapter2 // PPCAdvertisingtoBringYouLeads
Chapter3 // EmailMarketingtoGrowaLoyalCustomer-Base
Chapter4 // AddFacebooktoYourBusinessMessaging
Chapter5 // JointheDotswithContentMarketing
CConclusion // AnalyzeMetricsandImproveYourCampaigns

3. DigitalMarketingforaModernWorldINTRODUCTION
1
Weareallawarethatmarketingisnolongerjust
billboards,brochures,andnewspaperadvertising.The
internethastakenbusinesscommunicationstoa
wholenewlevel.Digitalmarketingencompassesyour
entireonlinepresenceandisapowerfultoolfor
modernbusinessesto:
1)generateleadsfornewbusiness
2)keepintouchwithcustomers
3)standoutinacrowdedmarketplace
4)increasebrandawareness
Totakefulladvantageoftheinternetasa
communicationandbrand-buildingtool,it’simportant
thatyouhaveadigitalmarketingstrategywithyour
goalsandbudgetinmind.
TherearesixessentialelementsthatshouldbeTherearesixessentialelementsthatshouldbe
includedinmostcomprehensivedigitalmarketing
strategies.Ifyouwanttogetthemostfromyour
effortsandyourmarketingdollars,youneedto
implementtherightcombinationoftheseelementsto
achieveyourbusiness’goals.

4. AnEngaging,Mobile-FriendlyWebsiteCHAPTERONE
2
Runningalocalbusinessinthemodernworldrequiresanengaging
website.website.Yourwebsiteisthehubofallyourmarketingandifitisnot
mobile-friendly,youwilllikelystruggletomarketyourbusiness.Inthelast
fewyears,therapidriseinmobileusershaschangedwhatconsumers
expectfromawebsiteexperience.Infact,about40%ofvisitorswillleave
yoursiteifitisn'tmobile-friendlybecausenavigationbecomesimpossible.
Dependingoncoding,theimagesandcontentbecometoosmalltoseeor
requireendlessscrollinginalldirections.Thisisapooruserexperience.
Acrossallindustries,morethan50%ofsearchesarefromamobiledAcrossallindustries,morethan50%ofsearchesarefromamobiledevice.
Whatisagooduserexperience(UX)ondesktopisnotagoodUXon
mobile.Forthesamewebsite,thelayout,content,andimagesshould
changeordisplaydifferentlyondesktop,tablet,andmobile.Thisrequires
complexcodingcalled“responsive”designwhichiscross-device
compatibilitybuiltintoonewebsite.Itiscomplicated!
HowHowever,thisisnotimpossible.Therearetheimportantfactorstokeepin
mindwhencreatingaresponsivesitethat’salsomobile-friendly:
· Optimizinglandingpagesformaximumconversions
· Contentandimagesneedtoloadquickly.
· Yourcontactinformationneedstobereadilyavailable&easytofind.
· Yournavigationshouldbeseamless.
· Formsshouldbesimpleandquicktofilloutwithminimalinfo.
· Sc· Scrapfancyeffectslikeanimationsthatslowyourloadtime.
Yourwebsitebyitselfisonlythebeginning.Onceyouhaveyourengaging,
mobile-friendlywebsiteoperationalyouneedtomarketittobringyou
leads.

5. PPCAdvertisingtoBringYouLeadsCHAPTERTWO
3
Pay-per-click(PPC)adversingmakesitpossiblefor
youtogetleadsnowandmeasuretheeffectivenessof
yourmarketingcampaigns.Specificmetrics,suchas
click-throughrateandconversionrateindicatethe
performanceofyouradsandlandingpage.Other
metrics,limetrics,likecost-per-clickandcost-per-leadhelpyouto
calculateyourreturnoninvestment(ROI).It’sessential
thatyouanalyzetheresultsandmakeperiodic
adjustmentstoyourcampaigntoensureyouaregetting
thebestreturnsandnotwastingyourmarketingdollars.
ThefullleadgeneThefullleadgenerationpotentialofyourpaidadsis
immeasurableastheymayresultinincreaseddirect
websitetrafficandin-personvisitstoyour
brick-and-mortarwhicharenottrackablethrough
conventionalPPC.PPCadshelpsystemizeyour
marketingeffortsandfillingapswhereothermarketing
effortsarenoteffective.
PPay-per-clickadvertisingisanexcellentwaytogetyouin
touchwithpeoplesearchingGoogle,Yahoo,andBingfor
keywordsrelevanttoyourbusiness.Thisisespecially
importantonmobile-devices.Studiesshowthatmobile
usersaremoreintentionalandfurtheralongintheir
buyingjourney.Theyareclosetomakingtheirbuying
decision.
InsummarInsummary,PPChelpsyoutogrowyourbusinessby
gettingyouinfrontoftherightpeopleattherighttime
andcompeteinthedigitalmarketplace.

6. 1
EmailMarketingtoGrowaLoyalCustomer-BaseCHAPTERTHREE
4
Emailmarke ngisnotfordinosaurs!Althoughitmayhavelost
itsnoveltyformanypeople,it’sstillacrucial
communicationplatformtohelpbusinessesconnectwiththeir
customers.
Nearly65%oftheworld’spopulationhasanemailaddressthatNearly65%oftheworld’spopulationhasanemailaddressthat
canbeusedtostayintouchwiththebrandstheylove,keepup
withnews,takeadvantageofsavings,andmore.Itisanintegral
partoftheireverydaylives.
Therearemanyreasonswhyemailisanidealmarketingchan-
neltoconnectwithprospectsandexistingcustomers,suchas:
· Youcansendexclusiveemailpromotionstonew&
existingcustomers
· Yourbrandmessageisdelivereddirectlytoyour
customers’inboxestokeepyoutopofmind
· Youremaillistscanbesegmentedaccordingtobuyer
personastopersonalizeyourmessagewhichhelps
convertprospectsintoleads
· Emailmar· EmailmarketingplatformssuchasMailChimpand
ConstantContactareCanadian-Anti-Spam-Law
compliantsothatuserscanmanagetheir
communicationswithyouwithease
· AccordingtotheDirectMarketingAssociation,for
every$1youspendonemailmarketing,theaverage
returnis$44.
EmailmarEmailmarketingisnotonlycost-effective,butitisa
customer-retentiontechniquethatworks!

7. AddFacebooktoYourBusinessMessagingCHAPTERFOUR
5
ChancesareyouhaveapersonalFacebookaccount.Butwhat
aboutyourbusiness?Facebookforbusinessisanidealplatform
tobuildcommunityandengagewithcustomersandprospects.
Ifyourbusinessdoesn’thaveaFacebookpage,hereare5
reasonsyoushouldcreateonerightnow:
1.Bewhereyourcustomersareandbuildyourbrand.Asof
June2017,thereare2billionFacebookusersglobally.
2.Facebookhastargetingcapabilitiesunli2.Facebookhastargetingcapabilitiesunlikeanyother
platform.Thishelpsyouadvertisedirectlytospecific
personas.
3.Drivebrandawarenessandtraffictoyourwebsitethrough
engagingFacebookpoststhatlinkbacktoyourwebsite.
4.Boostyoursearchengineoptimization(SEO).Googlesees
increasesinwebsitetrafficandbacklinksasgrowing
popularitywhichshowspopularitywhichshowsyouasanindustryleaderand
helpsyoutorankorganicallyinthesearchengineresults
pages(SERP).
5.Facebookisfreetostart!Ifyourequiresupportand
choosetoadvertiseusingFacebook,thereareFacebook
Blueprintcertifiedconsultantstohelpyou.
FacebookisaplacewhereFacebookisaplacewhereyourbusinessgetshumanized.Sobe
yourself,havefun,andconnectwithyourcustomers,prospects,
andbusinesscommunitiesonapersonallevel.

8. JointheDotswithContentMarketingCHAPTERFIVE
6
Acontentmarke ngplanisthegluethatholdsalldigitalmarketing
elementstogether.Contentiswhatprospectsreadonyourwebsite,
it’swhatyousendoutinyouremailmarketing,andit’swhatyouuse
toengagefollowersonFacebook.ContenttellsGooglehowtorank
yourwebsiteorganically,whichisprobablywhynearly60%of
marketerssaycontentcreationisthemosteffectiveSEOtool.
QualityengagingcontentshowcasesQualityengagingcontentshowcasesyourbrandandattractsthe
attentionofcustomersandprospectstotellthemwhatyouhaveto
offerthem.
Acontentcalendarlaysouttopics,writers,editors,andpublication
datesforallofyourcontentfortheyear.Usingacontentcalendar
will:
· help· helpyoutocreateandpostcontentconsistently
· ensureyoudon’tmissimportantdates
· helpyouorganizewritersandspecialguestposters
· allowyougeneratecontentontimeandtothehighest
standards
· enableyoutorelatecontentbacktolocalnews,product
launches,sales,holidays,andotherspecialevents
· allow· allowyoutoaddressavarietyofpersonaswithdifferent
messagingrelevanttothem
Inclosing,contentmarketingisthemostimportantpieceofyour
marketingpuzzle.Thekeyistopositionyourbusinessasanauthority
seekingtoprovidehelpfulinformationtoconsumersduringtheir
buyingjourney.Contentmarketingisnotformakingsalespitches,but
itisforbuildingyourbrandandtrustinyourabilitytosolvethe
consumers’problems.consumers’problems.

9. AnalyzeMetricsandImproveYourCampaignsCONCLUSION
7
Youalreadyknowtheimportanceoftrackingandmeasuring
thesuccessofyourcampaigns,butthere'sasecondparttothis:
makingperiodicadjustments.Sayyou'rerunningapay-per-click
campaignbutitsimplyisn'tperforming.Ifyouradsarenot
gettingclicked,youneedtomodifytheadcopytoimproveyour
click-through-rate.Otheradjustmentslikechangingkeywords,
tweakingthecall-to-action(CTA),ormodifyingthelandingpage
canimprcanimproveconversionrateandbringyoumoreleads.
Dependingonyourgoals,therearemetricsavailableforall
digitalmarketingelementsincludingyourwebsite,PPC,email
marketing,Facebookadvertising,andcontentmarketing.Use
thosemetricstomakecontinuousimprovementstowards
achievingyourgoals.
Asoliddigitalmarketingstrategyistheonlywaytoensureyour
businesswillremainvisibleandrelevantinthecrowdedonline
marketplace.Theseelementswillhelpyoucreatea
comprehensiveandeffectivedigitalmarketingstrategy.
IfyouwouldliketohelpfromaDigital
MarkengConsultanttoreview,plan,orimplement
anyelementsofyourbusiness’markengstrategy:
ccallLynneat780-758-5800ext.706or
emailatlynne@smartwsimarkeng.com

10. LynneMotkoskiTHEAUTHOR
LynnewearsmanyhatsatSmartWSIMarkeng.SheisCEO,Principal,and
DigitalMarkengConsultant.Assuch,sheconsultswithownersandmarket-
ingmanagersofsmallandmediumbusinesses(SMBs)intheEdmontonarea.
Shestrivestocreateaposiveexperienceforeachclientbylisteningto
concernsanddiscussinghowbestpraccesandcurrentdigitaltrendscan
helpgrowyourlocalbusiness.
LynnehasaMasterofArtsinCommunicaonandTechnologyfromthe
UniversityofAlberta.Asacommunicaonsandtechnologyspecialist,Lynne
understandshowtousesocialmediaeffecvelyindigitalmarkeng
programs.Shecon nuestoobtainindustry-relevantcerficaons(suchas
HubSpotandGoogleAdWords)tokeepupwiththefast-pacedworldof
onlinemarkeng.
Tosystemazeandhelpyourlocalbusinessgrow,Lynnestrategizesand
overseesdigitalmarkengaconplansthatinvolveonlineadversing,
blbloggingandsocialmedia,reputaonmanagement,andmobile-friendly
websitedesignsincludinge-commercewebsites.Shecreatesdigital
markengstrategiesthataimtogeneratemeasurableandtransparentresults
andposivereturnsonyourmarkenginvestment(ROI).