This special, interactive, two-hour workshop, hosted by SCORE of Bergen County, provided attendees with information, templates, and hands-on activities for implementing digital marketing and social media in their business At this workshop, I shared: - The definition of digital marketing and social media in business. - The art of writing good digital copy for online ads, including the call-to-action. - The importance of landing pages and what should/should not be on them. - A 90-day marketing plan you can begin using post session. I also covered email marketing, social media use, search engine marketing (SEM), and more. Looking for templates and the workbook? Visit http://penheel.com/score-workshop/

1. Leveraging
Digital
Marketing
&
Social
Media
In
Your
Business
By
Becky
Livingston
December
2014
President
and
CEO
Penheel
Marketing
©
2014
Penheel
Marketing™

2. About
Me
Becky
Livingston
ü Owner
Penheel
Marke-ng
ü 25+
years
of
marke-ng
and
technology
experience
ü 14
years
in
the
financial
services
industry
ü Social
Media
&
Digital
marke-ng
professional
ü Public
speaker
and
trainer
ü Frequent
guest
blogger
ü Dog
and
shoe
lover
©
2014
Penheel
Marketing™
2

3. Agenda
ü
Definition
of
digital
marketing
and
social
media
in
business.
ü
The
art
of
writing
good
copy
for
online
ads,
including
the
call
to
action.
ü
The
importance
of
landing
pages
and
what
should
/
should
not
be
on
them.
ü
A
90-­‐Day
marketing
plan.
©
2014
Penheel
Marketing™
3

4. What
is
digital
marketing?
Digital
marke-ng
is
marke-ng
that
makes
use
of
electronic
devices
(computers)
such
as
personal
computers,
smartphones,
cellphones,
tablets
and
game
consoles
to
engage
with
stakeholders.
Digital
Marke-ng
can
be
through
non-­‐internet
channels
like
TV,
Radio,
SMS,
etc.
or
through
Internet
channels,
like
social
media,
emails
ads,
banner
ads,
etc.
Social
Media
Marke-ng
is
a
component
of
digital
marke-ng.
Source:
hRp://en.wikipedia.org/wiki/Digital_marke-ng
©
2014
Penheel
Marketing™
4

5. What
is
social
media
marketing?
Social
media
marke-ng
is
a
recent
component
of
organiza-ons'
integrated
marke-ng
communica-ons
plans.
Integrated
marke-ng
communica-ons
is
a
principle
organiza-ons
follow
to
connect
with
their
targeted
markets.
Source:
hRp://en.wikipedia.org/wiki/Social_media_marke-ng
©
2014
Penheel
Marketing™
5

6. Goal
Setting
• SMART
©
2014
Penheel
Marketing™
business
goals
• Example:
Increase
sales
by
25%
over
last
year
by
August
of
2015.
• What
is
your
overall
marketing
goal?
• Example:
Increase
email
list
by
5%
each
quarter
of
2015
by
sending
monthly
emails,
increasing
social
engagement,
and
adding
blog
content.
• What
is
your
social
media
goal?
• Example:
Increase
online
exposure
using
social
media
platform
[
Name
the
Platform
],
to
share
information
and
tips
about
our
brand.
Post
3x
/
wk
on
this
platform
with
engaging
content
and
images
and/or
video.
6
Template

7. Buyer
Persona
1. Determines
the
kind
of
content
needed
2. Sets
the
tone,
style,
and
delivery
strategy
3. Targets
the
topics
to
concentrate
on
4. Understands
where
buyers
get
their
information
©
2014
Penheel
Marketing™
7
Activity

8. Buying
Journey
• Not
in
the
market
• Interested
• Problem
©
2014
Penheel
Marketing™
defined
• Exploring
options
• Evaluating
solutions
• Final
approval
• Implement
/
buy
8
Sales
Qualified
Lead
Requirements
Definition
Value
Demonstration
Proposal
Negotiate
Close
Awareness
Purchase
Evaluation

9. Buying
Journey,
cont.
©
2014
Penheel
Marketing™
Education
Solution
9

10. Your
Goal
Define
and
create
the
content
needed
to
move
the
buyer
from
the
interest
phase
to
the
buying
phase.
©
2014
Penheel
Marketing™
10

11. How
To
Reach
Goals
q
Create
and
share
measurable
goals
with
your
team
q Give
your
readers
reason
to
act
q
Think
and
write
from
the
readers’
perspective
©
2014
Penheel
Marketing™
Image
Source:
Fire
Spring
q Segment
q
Media
mix
q
Create
landing
pages
q
Measure
q
Report
11

12. Editorial
Calendar
Outline
what
is
to
be
produced
&
when
it’s
going
to
be
produced
©
2014
Penheel
Marketing™
(c)
2014
Becky
Livingston
12
Image
Source:
Marketo

13. Email
Subject
Lines
• Describe
©
2014
Penheel
Marketing™
the
candy
not
the
wrapper
• Example:
rather
than
“Association
Newsletter
Volume
5”
in
the
subject
line,
tell
us
what’s
in
the
edition,
such
as
“How
to
Live
In
Harmony
with
Backyard
Wildlife”
• Emphasize
the
personal
value
of
your
content
• Subject
lines
that
make
readers
think
“This
is
useful.”
“This
is
timely.”
“This
is
about
me.”
Example:
“Is
slightly
dirtier
drinking
water
OK
with
you?”
• Avoid
telling
people
what
to
do.
• Particularly
true
when
“help”
or
“donate”
are
in
the
subject
line.
Lean
toward
personal
value
in
subject
lines.
• Example:
“Where
to
dance
all
night
with
your
best
friends”
vs.
“Register
for
our
all-­‐night
dance-­‐a-­‐thon
fundraiser”
13
Template

14. Email,
cont.
Subject
Lines
• Keep
it
short
• Try
to
keep
it
under
75
characters.
Use
a
keyword
in
the
subject
line
to
help
with
SEO.
Formulas
• Who
Else
Wants
[blank]?
• The
Secret
of
[blank]
• Little
Known
Ways
to
[blank]
• Get
Rid
of
[problem]
Once
and
For
All
• Here’s
a
Quick
Way
to
[solve
a
problem]
• What
Everybody
Ought
to
Know
About
[blank]
©
2014
Penheel
Marketing™
14

15. Blog
Headline/Post
Examples
• Surprise
©
2014
Penheel
Marketing™
“This
is
not
the
perfect
blog
post
(but
it
could
have
been).”
• Questions
“Do
you
know
how
to
create
the
perfect
[insert
topic]?”
• Curiosity
gap
“10
ingredient
in
a
perfect
[topic].
Number
9
is
killer!”
• Negatives
“Never
write
a
[topic]
again!”
• How
to
“How
to
create
a
perfect
[insert
topic].”
• Numbers
“10
tips
to
creating
….”
• Audience
reference
“For
people
on
the
verge
of
[something].”
• Specificity
“The
6-­‐part
process
for
getting
[something
awesome]!”
15

16. Yet
more
examples….
• [Do
something]
like
[world-­‐class
example]
• Ex.
Blog
like
an
all-­‐star
• Interesting
©
2014
Penheel
Marketing™
adjectives
+
unique
nouns
• Ex.
Awe-­‐inspiring
examples,
painstaking
lessons,
can’t
miss
take-­‐
aways,
brilliant
strategies…
• Who
else
wants
• Ex.
Who
else
wants
an
easier
way
to
make
headlines?
16
Activity 1

17. Online
Ad
Copy
Tips
• Create
engaging
headlines
• Develop
©
2014
Penheel
Marketing™
strong
calls
to
action
• Leverage
keywords
words
and
selling
features
Google
AdWord
Tips
•
Headline
25
characters
• Display
URL
35
characters
• Description
lines
35
characters
• Landing
page
for
this
product
only
or
similar
products
Template
s
17

18. What
are
landing
pages?
It’s
NOT
just
any
page
on
your
site.
It
IS
a
page:
1. That
includes
information
specific
to
a
certain
set
of
criteria.
2. Where
someone
completes
a
form
or
action.
3. That
exists
solely
to
capture
visitor
information
through
that
form
or
action.
©
2014
Penheel
Marketing™
18

19. Importance
of
Landing
Pages
• Allows
you
to
“speak”
to
a
specific
audience.
• Defines
the
content
rather
than
offers
generic
content.
©
2014
Penheel
Marketing™
19

20. Elements
• Logo
• Headline
• Offer
• Descriptive
©
2014
Penheel
Marketing™
Copy
• Product/Service
• Call-­‐to-­‐Action
• Form
20

21. ©
2014
Penheel
Marketing™
(c)
2014
Becky
Livingston
21
Image
Source:
Quicksprout

22. Golden
Rules
1. Don’t
take
yourself
too
seriously
2. Inbound
is
not
enough
3. Have
good
content
and
solid
offers
4. Strong
calls
to
action
5. Always
add
value
6. Social
is
a
two-­‐way
street
7. Peer-­‐to-­‐Peer
sharing
is
the
best
way
to
get
your
message
heard
©
2014
Penheel
Marketing™
22

23. How
to
choose
the
platform?
• Choose
the
most
suitable
plaXorm
by
media
type.
• Go
where
your
©
2014
Penheel
Marketing™
audience
is.
• What
are
the
business
and
social
media
objec-ves?
• Find
the
target
demographic.
• Know
your
budget.
• Do
a
few
and
do
them
well.
23

24. What
Works
Where
©
2014
Penheel
Marketing™
24
Activity 1

25. Getting
Started
• Determine
©
2014
Penheel
Marketing™
topics
of
interest
–
to
your
customers
• Create
content
categories
• Assign
content
types
(video,
blog,
photo,
etc.)
• Set
a
regular
publishing
schedule
• Incorporate
other
marke-ng
content
from
other
depts.
• Con-nue
the
process.
Image
Source:
Top
Rank
Blog.com
25

26. Content
Types
• eBooks
• Infographics
• Slide
decks
• 3rd-­‐Party
©
2014
Penheel
Marketing™
reports
• Cheat
sheets
• Videos
• Email
marketing
• Images
/
Photos
• Social
Media
content
• Blog
• Webinars
• Online
ads
(PPC/CPC)
26

27. How
To
Be
Effective
1. Post
the
blog
/
content
title
2. Ask
a
question
3. Cite
a
fact
4. Share
a
quote
5. Tips
6. Create
intrigue
©
2014
Penheel
Marketing™
27
“…when
we
share
a
blog
post
on
social
media,
we
include
the
title
of
the
post,
a
link,
and
a
few
hashtags.
This
is
fine.
Once!
But,
it
can
get
pretty
monotonous
for
your
followers
if
you
aren’t
careful.
-­‐
Garrett
Moon

28. Keep
In
Mind
When
posting
the
same
content
on
each
platform,
vary
the
post
style,
such
as
a:
• Question
• Statement
• Comment
Write
it
for
each
platform.
http://blog.bufferapp.com/ways-­‐to-­‐
write-­‐social-­‐media-­‐updates
©
2014
Penheel
Marketing™
28

29. ©
2014
Penheel
Marketing™
29
Image
Source:
Simply
Measured

30. ©
2014
Penheel
Marketing™
30
Sample
Calendar
for
1
piece
of
content.
Use
what’s
best
for
your
brand!

31. Social
Media
Example
©
2014
Penheel
Marketing™
31
Content
Title
Question

32. Social
Media
Example,
cont.
©
2014
Penheel
Marketing™
32
Facts
Tips
Intrigue

33. Social
Media
Daily
Posting
Schedule
©
2014
Penheel
Marketing™
33
Template

34. Social
Media
Scheduling
Tools
©
2014
Penheel
Marketing™
34
• Hootsuite
(FB,
LI,
G+,
TW,
4sq)
• ViralTag
(Pinterest)
must
use
ProPlan
for
Pinterest
and
Instagram
• ViralWoot
(free)
Piterest
scheduler
• HootSuite
Instagram
App
(free)
see
video
• IconoSquare
(Instagram)
• RePost
(mobile
app)
for
Instagram
For
Twitter
and
sometimes
Facebook
• Twuffer
• HootSuite
• FutureTweets
• LaterBro

35. Social
Media
Checklist
©
2014
Penheel
Marketing™
Source:
HeroX
Template

36. 90-­‐Day
Marketing
Plan
• Clearly
track
progress
in
the
short-­‐term.
• Use
data
over
that
90-­‐days
to
create
a
baseline
that
you
can
use
to
track
your
grand
plan.
• It
enables
you
to
re-­‐direct
your
plan
if
something
is
not
working.
• Using
90-­‐day
increments
enable
you
to
stay
in
tune
with
change
and
meet
the
market
demands,
without
detouring
from
your
master
goal.
• Your
master
plan
will
not
become
irrelevant,
because
your
90-­‐
day
goals
will
continue
to
drive
you
the
finish
line.
©
2014
Penheel
Marketing™
Template
36

37. Parting
Words
People
will
share
what
they
find
helpful.
If
you
want
your
community
to
share,
spread
the
word,
and
build
awareness
for
a
non-­‐profit,
provide
content
that
is
incredibly
useful
to
them.
©
2014
Penheel
Marketing™
~
via
MediaCause.org
“
“
37

38. Who
is
Penheel
Marketing?
Social
media
and
digital
marketing
consulting
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
http://Penheel.Com/Score-­‐Workshop
Marketing
Analytics
Website
analytics,
online
advertising
analytics.
See
which
sources
are
generating
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
information
in
your
contact
database.
©
2014
Penheel
Marketing™
Search
Engine
Optimizations
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effective
keywords.
Lead
Management
Track
leads
with
a
complete
timeline-­‐view
of
their
interactions
with
your
firm.
Blogging
Create
blog
content
quickly
while
getting
SEO
tips
and
best
practices
pointers.
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.
©
Penheel
Marketing
01.07.14
38