Migrating to Digital Marketing

Migrating to Digital
Marketing

http://creativeagencysecrets.com
Two case studies to show you how to do it
yourself
• Business to Business (B2B)
• Business to Consumer(B2C)
• Plus Advice for you to migrate your marketing
‒ How to find a niche to show off your
company’s expertise or specialism
‒ Where to promote your services online
‒ How to use automated email marketing
‒ The three things you must do online every
week
Online marketing

http://creativeagencysecrets.comhttp://creativeagencysecrets.com
• Brochure/collateral
• Public relations
• Advertising
• Directory listings
• Trade show/conference
• Christmas card list
• Parties/hospitality
Traditional Today
• Website
• Expert content
• Online PR
• Adwords / Facebook ads
• Directory submissions
• Email list/newsletter
• Social media
Marketing a business

How to migrate marketing online
• Know your customers and prospects “online
literacy”
‒ Which websites do they visit
‒ What % are researching online
‒ How do new customers ‘find’ you
‒ What about younger staff members
• You can’t do everything at once
• Prioritise

• Advertising
Traditional Today
• Website
• Expert content
• Online PR
• Social media
Which of these do you do?

Case study: APC technology
• Business to Business
• Customised rugged computers
• Long sales cycle
• Face to face sales team
• E-Procurement

Brochure/collateral
Public relations
Advertising
Directory listings
Trade show/conference
Christmas card list
Parties/hospitality
Traditional Priorities
• Website
• Expert content
• Online PR
• Adwords / digital ads
• Social media
APC technology

Key words

Google analytics

Traffic sources

Incoming links - domodomain

Expert content
• Company news
‒ New product
‒ Distributors
• Trade show
‒ Collate others’ news
‒ Link to helpful sites (Linked In Group)
• Magazine article
‒ Reproduce it
‒ Write a response

Email newsletter
• Once a month
• Summary of website news articles
• Supplemented by mailings to niche groups
‒ Mining industry (linked to trade show)
‒ Abattoirs (postal mailing) new product

Case study: Rowperfect
• Business to Consumer
• Sports equipment and advice
• Short sales cycle
• No sales team
• Online ‘discovery’ natural search
• Global potential market

• Advertising
Traditional Today
• Website
• Expert content
• Social media
• Online PR
Which of these do you do?

Content drives & reinforces traffic
• News page (blog) updated 5x per week
• It has an RSS feed
• Newsletter sign-up
• In header on every page
• Landing page
• Summary of 5 blog posts mailed automatically
• Expert content drives incoming search
• Social media amplifies
• Automatic
• Manual
• Advertising is relatively minor ‘signposting’
• $100 per month

Rowperfect analytics
• Search is highest = 2680
‒ Google
‒ Bing
‒ Yahoo
• Newsletter = 1541
‒ Feedblitz
‒ RSS
• Social media = 209
‒ Twitter
‒ Facebook
• Advertising (cpc) = 233`

Referring sites

Analytics compared

For you:
• Find a niche online
‒Where is it discussed / searched /
commented online
‒Keep your niche small
• Search for websites about the niche
‒Google Alerts
‒Follow these sites using RSS Reader
or email
• Search inside social media
‒Use hashtags #

Alerts
• Search string
‒ Blogs
‒ News
‒ Video
‒ Discussions
• Quotes
• All/best results
• Frequency

Where to promote your services
• Forums
• Group lists
• Magazine / news websites
• Newsletters run by others
• Bloggers – guest posts / comments
• Social media sites & groups on social
media
• Hashtags #
• Your own news page

How to use automatic email
• Write blog posts
• Have an RSS feed
• Set up an RSS to email service
‒ Feedblitz.com
• Decide newsletter frequency (weekly,
monthly, on demand)
• It happens

3 things you must do weekly
• Check your alerts
‒ Gives you new sites to comment
‒ Subscribe to read them
• Write a blog news article
‒ Article ideas from the alerts
• Review your analytics
‒ How well are you doing

Get in touch
• Have a discount 20 minute briefing with us
‒ Tell us about your situation
‒ Ask questions
‒ Get quick advice
• Get taught how to DIY $120+ GST per hour
rebecca@creativeagencysecrets.com

Resources
Directories lists
http://creativeagencysecrets.com/forgotten-directory-listings-local-search/
http://creativeagencysecrets.com/boost-your-business-with-directories/
How to test your website
http://creativeagencysecrets.com/test-website-working-effectively/
Local Marketing
http://creativeagencysecrets.com/local-marketing-auckland/
http://creativeagencysecrets.com/10-marketing-strategies-local-business/

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