This presentation was created and shared live at Salty Volt in Bali on November 3rd, 2014. It was created to paint a picture of the current digital marketing landscape and identify the main digital marketing channels that small businesses can easily access and engage to help grow their business.

1. Introduction
to Digital
Marketing
Free Seminar
Nov 3rd 2014

2. Agenda
› Identification of main digital marketing
channels
› Website
› Search (PPC & SEO)
› Social Media
› Blogs & Bloggers
› Email Marketing (eDM)
› Display
› Channel selection
› Measurement
› Summary

3. The internet
today is more
about
facilitation
than an end
destination

4. Why do online marketing?
Increase awareness of your brand
Drive more traffic to your website
Generate more sales / leads
Build a social asset and influence
Learn all about your marketplace and customer
Ability to test, optimise and measure your marketing efforts
Follow @Dpollinators!
Tweet using #DigitalPollinators!

5. The main digital marketing
channels…
Website Search
Blogs
Social
DisplayEmail
Mobile/
Tablet

6. Channel integration
Consumers will interact with more than one
marketing channel before they decide to make
a purchase
Integrating marketing efforts can increase the
likelihood of a positive return on investment
*Leveraging marketing channels off each other doubles effectiveness!

7. Paid Media Owned Media Earned Media
The digital marketing trifecta…
Prospects Customers Fans

8. WEBSITE
Follow @Dpollinators!
Tweet using #DigitalPollinators!

9. Why have a website?
Introduces your business & provides a place to tell your story
Gets you listed on Search Engines
Sell products & services
Connecting point for your business
Share pictures and videos
Keep a blog

10. It's not enough that you just
have a website…

11. It’s imperative you have a
professional looking site…

12. Common website mistakes
Disconnection with offline & online brand image
Not catering for the huge mobile & tablet audience
Not up-grading and up-dating your site regularly
You’ve overlooked your target audience
You’re missing a clear call to action
Your social media buttons are broken
Your content is stale

13. Who’s doing it well…

14. SEARCH

15. Why do search marketing?
Drive traffic to your website
Acquire new business / Increase sales
61%
Global Users
Research
44%
Online shoppers
start with search
75%
Users never go
past page 1
(source: Interconnected World: Shopping and Personal Finance, 2012, MarketShareHitsLink.com, October 2010 )

16. What is Search Engine
Marketing?
/PPC
/PPC

17. YouTube the 2nd largest search
engine
PPC

18. Mobile search is growing

19. Common search marketing
mistakes
Not having a search marketing strategy
Not doing a thorough job of keyword research (& forgetting
to think like a searcher)
Not establishing performance expectations ahead of time
Not enough testing & optimising
Not utilizing tracking
Not setting up proper match types
Not paying attention to geo-targeting

20. Who’s doing it well…
AusTimber Supplies
• Avg. monthly clicks – 3,370
• Avg. CPC - $0.73 AUD
• CTR of top 10 Keywords -
4.4%
• Avg position of ad - 2.3
• Total visitors – 74,136 (over
1.5 years)
• Avg. monthly spend -
$2,454 AUD
• Campaign size – 16
campaigns, 229 ad
groups, 687 adverts and
2,030 unique keywords

21. SOCIAL

22. Why do social media?
Build brand awareness through extended reach
Expand your network to acquire new business & customers
Interact with your loyal customers
Gain customer insight
Become more influential

23. People engage with different
topics on different social
platforms

24. The king of POE…
Paid Media Owned Media Earned Media
Facebook Promoted
Posts & Like Ads
Twitter Promoted
Tweets & Accounts
Company Social
Profiles
Likes, Follows, Shares,
Comments, Reviews,
Pins, Video Views

25. Common social marketing
mistakes
Not having a social marketing strategy
Only selling your “Stuff”
Talking at people, not with them
Talking to the wrong people
Broadcasting the same message across all channels
Posting infrequently or irregularly
Not monitoring what people are saying

26. Who’s doing it
well…

27. BLOGS

28. Why blog?
It helps drive more traffic and leads back to your website
Creates fresh content and more web pages, which is great
for SEO
Share expertise & position brand as an industry leader
Create content for sharing across your social media
channels
It’s a great way to get valuable inbound links, important for
SEO
Small businesses with blogs generate 126%
more leads (source: Ignite Spot)

29. Popular blogs

30. Blogs and Bloggers – What’s
the difference to me?
• Share your expertise &
position your brand as an
industry leader
Company
Blog
• Other publications &
influencers blog about
your business increasing
your reach and credibility
– it’s a form of PR
External
Bloggers

31. Common blogging mistakes
Inconsistent with your publishing
Too much focus on you
Blog titles are weak
Blog is missing an image
Your posts are not keyword optimised
Ignoring blog comments
Not sharing on across social channels

32. Who’s doing it well…
Gain insight into the brand’s
inspirations as well as behind
the #scenes shots and sneak
previews of seasonal
collections.
Topshop Tumblr is purely #street style
inspiration, mostly snapped by resident
Topshop photographers. Readers can
ask questions & submit styled photos of
themselves wearing Topshop

33. EMAIL

34. Why do email marketing?
Power to send one piece of content to thousands of people
and still have some level of personalization
Exponentially better ability to track sales and user
engagement back to ROI then with social
Indefinite life span of your message compared with social
Reduced time, effort and overhead costs
For every $1 spent, $44.25 is the average return
on email marketing investment (Source: Exact Target)

35. 2nd most affective channel for
customer acquisition

36. Common email marketing
mistakes
Emailing without permission
Having ineffective or irrelevant subject and "From" lines
Blasting irrelevant content
Not looking at the numbers
Sending that are not responsive or mobile-friendly
You only send emails when you’re selling something
Sending mass emails from a personal email account

37. Success Story
The Campaign
Secret Sale that allowed
email subscribers to take 50
percent off everything on the
sale rack.
The Goal
Reward loyal customers who
shop often, as well as
customers who don’t come in
as often but continue to
subscribe to the store’s email
list. It was also an opportunity
to sell inventory, and prepare
for an upcoming season.
The Result
43% Open rate
10% CTR
$1,000 of sales in 3 days exclusively from
customers who had received the
announcement

38. DISPLAY

39. Why do display marketing?
Increase brand awareness and potential sales
Ability to hyper-target by age, lifestyle, and geography
Ability to retarget/remarket to people who have visited your
site and left without making a purchase
Get your brand message on thousands of premium sites
6% of the actions following an online display ad occur
immediately following a click, suggesting that click-
through rates drastically underestimate online
display’s impact. (Source: MarketingCharts)

40. Understand consumer
behavior…

41. Common display marketing
mistakes
Message not big enough
Not showing a picture of your product
Not having enough “design” in the ad, such as colour and
graphics
Having no call to action
Driving traffic to the wrong or irrelevant destination page
Not using negative keywords

42. Who’s doing it well…
Graphical ads, often referred to as
banners, come in standardized ad
sizes, and can include text, logos,
pictures, or rich media (video)

43. CHANNEL SELECTION &
MEASUREMENT

44. So what channel(s) should you
be using for your business?
Product/
Services
Goals
Strategy
Resources
Objectives
Budget
Target
Audience
Test,
Analyze &
Optimize

45. Measurement
Reach your customers
effectively
Spend more wisely
Grow your business
CPA
SOV
CPC
CPV
CPL
CPM
Eng.
%

46. Planning for success
1
• Know who your target market & their behaviours both on &
offline
2
• Commit to a strategy and put some dollars behind it
3
• Understand that digital marketing takes time
4
• Continued education
5
• Measure, analysis and optimise your marketing efforts to get a
better ROI

47. SUMMARY

48. Any Questions?
DigitalPollinators.com
Info@DigitalPollinators.com
Facebook.com/DigitalPollinators
Twitter.com/DPollinators