Day 2 Slides

1. TLC Marketing
Course
Marketing for
non-marketing
specialists

2. Traditional Marketing
What is copywriting?
Copywriting sells products and services. A copywriter’s
goal, whether short or long term, is essentially to turn
potential buyers into actual buyers through persuasive
writing. Anytime you read, hear or see something that
motivates you to make a purchase, especially on impulse,
good copywriting is probably the cause.

3. Traditional Marketing

4. Traditional Marketing
Why PR?
It provides a vital role in promoting businesses to their
customers.
When done correctly, it can often provide a greater result
than advertising, whilst costing less.
It allows you to quickly respond to opportunities within
publicity.
If you ever experience bad press, having a solid PR
strategy in place will reduce the damage caused.
It can improve the overall image of a company within the
community.

5. Traditional Marketing
Good design:
• Design communicates brand
• Design excites
• Good design raises visibility
• Design drives conversations
• Design enhances messaging

6. Traditional Marketing

7. Online Marketing
 Online Marketing vs. Digital Marketing?
• Online marketing refers to the techniques
available to a business to market, promote
and advertise their products, services or brand
on the World Wide Web.
• Digital Marketing is the use of digital channels
to promote or market products and services to
consumers and businesses.

9. My key philosophy

10. Online Marketing: Trends

11. Online Marketing Channels
 Display Advertising
 Email Marketing
 Pay-Per-Click Advertising (PPC)
 Online Public Relations
 Search Engine Optimization (SEO)
 Affiliate Marketing
 Social Media Marketing
 Content Marketing
 Blogging

12.  Video marketing
 Mobile marketing
 Imagery/Infographics
 Offer sites
 Corporate website
 Free content (eBooks, white papers)
 Online communities/forums
 Webinars
 Podcasts
Online Marketing Channels

13. Online Marketing :
Websites

14. Online Marketing: Is your
website working for you?
Alarm signs:
• Is your website text based?
• Do you get confused on where to find info?
• Does it load slowly?
• Do you appear on the 5th
page of Google?
• Is uploading an update a hassle?
• Do you make use of outdated design elements?

15. Online Marketing: is your
website working for you?
You need to take your website into the
era of well designed effective website
that speak to the heart and mind of your target
audience.

16. Appearance
Visual design is paramount to anything else
when creating a website – the idea is to catch
the user’s eye with clever design and guide the
user effortlessly through the most critical
communication elements. The use of graphics,
text, colour and imagery needs to appeal to your
target audience, captivate their imagination and
leave them wanting to explore your online
presence.
Online Marketing: is your
website working for you?

18. Website Content
The aim is to have content that is engaging, that
succeeds at teaching, persuading and
entertaining the user whilst also helping you
meet your business objectives. It is crucial to
keep the information on your website concise,
direct and memorable.
Online Marketing: is your
website working for you?

19. Functionality
Most websites fail to take into account who is
going to be visiting the website and the fact that
the most users spend an average of two minutes
on a website. For example if the primary function
of your website is to sell a product then it is
important to clearly display the product and its
description as well as have a user friendly check
out system so purchasing is quick and easy.
Online Marketing: is your
website working for you?

20. Online Marketing: Is your
website working for you?
Usability
If a website is easy to use, users are more likely
to stay on your website for longer resulting in
them becoming engaged
with your brand and the
services or products
you offer. The belief is
that a website’s success
is determined by how it
guides its user towards
its primary goal.

21. Online Marketing: Is your
website working for you?
Usability:
A good website will load quickly, have minimal
scrolling, clear navigation, a consistent layout, a
logical flow, and clearly show the purpose of the
website within 5 seconds of arriving on the site.
It is not enough to just have a user
friendly website, it is also
needs to be responsive
and be compatible on all
browsers.

22. Online Marketing: Is your
website working for you?
Social Media:
Every website should have social media links
not only to allow users to connect with your
business on the various social media platforms
but also to allow users to share the information
you have provided.

23. Website Trends
• Parallax Scrolling Websites
• Movement
• Removal of non essential design elements
• Minimal text
• eCommerce
• Full bleed imagery
• High quality custom images/photographs
• Dramatic typography
• Storytelling and interaction
• High performance

24. Website Trends
http://mcwhopper.com/
http://special.bose.eu/en/
https://edwin-europe.com/
http://boy-coy.com/#home
http://www.formerlyyes.com/
http://www.nodeplus.com.cn/

25. Website Call to Actions
By definition: In marketing, a call to
action (CTA) is an instruction to the audience to
provoke an immediate response, usually using
an imperative verb such as "call now", "find out
more" or "visit a store today".

26. Call to Actions Variations
 Add To Cart
 Subscribe
 Book Now
 Call Us Today
 Download
 Sign Up
 Share
 Learn More
 Take A Free Trial
 Submit

27. Call to Actions Best
Practice
CTA’s must be:
• Visually appealing
• Include compelling copy
• Relevant to the context
• Easy to identify on a page loaded with copy and
visual elements
• Positioned well
• Clear in their result
Verbs work best!!

28. Call to Actions
Examples:
http://www.themodernhonolulu.com/
http://www.thezhotels.com/
http://www.booking.com/
http://www.oysterboxhotel.com/
http://ils-world.com/
Now lets look at your website…

29. Online Marketing: SEO

30. Online Marketing: SEO
Content: SEO content is any content created
with the goal of attracting search engine traffic.
Keywords: Refer to the particular words that
might be entered by a user (surfer) into their
search engine.
Back Links: These are hyperlinks on other
websites which, when clicked on by the user,
transfer the user to your website.

31. Online Marketing: SEO
Effective SEO should be underpinned by:
1. Website content that is useful to your target
market or audience.
2. Website structure that allows your content to
be found easily by surfers and robots.
3. Website promotion that maximises visibility of
your content.
4. Measurement and management to enable
continuous improvement.

32. SEO and Mobile
https://www.pinterest.com/pin/175499716706801497/

33. Online Marketing: Is your
website working for you?

34. Online Marketing: Is your
website working for you?
Analytics:
• Long Term vs Short Term
• Bounce Rate
• Entrances
• Traffic Sources
• Time on Site
• Devices and Browsers
• Audience Locations

35. Online Marketing: Online
Advertising
Banner Ads: Image-based advertisements that
often appear in the side, top, and bottom sections
of websites.
 Google Display Ads: Form of contextual banner
ads used in the Google Display Network,
Google’s collection of network sites that agree to
host display ads. The Google Display
Network also includes Google properties such as
YouTube, Gmail, Blogger, etc. Google Display
ads can be text, images, and even video based.

36. Online Marketing: Online
Advertising
Facebook Ads: Adverts on Facebook are
shown to specific groups of highly engaged
people on desktop and mobile. There are three
types, news feed, sidebar and mobile news feed.
 Twitter Ads: Twitter ads refer to the paid
boosts that brands on Twitter can use to extend
the reach of their tweets, promote a chosen
hashtag, or gain more followers.

37. Online Advertising
https://www.pinterest.com/pin/175499716706779939/

38. Online Marketing: Content
Marketing
Content marketing is any form of
marketing that relies on or draws from
editorial content. That editorial content can
come in all kinds of forms:
• Blog posts or articles
• Video clips
• Infographics
• Visualizations
• E-books
• Guides
• Resources
• Whitepapers
• Case studies
• FAQs

39. Online Marketing: Content
Marketing
What makes content great?
• It matters to your customers
• It is backed by expertise
• It is relevant
• It is easy to understand
• It is comical, touching,
thought provoking, educational …
therefore SHARABLE

40. Online Marketing: Content
Sources
General News Websites and Blogs
Social News Sharing Websites
Industry Updates and News
Social Media Conversations
Customer Q’s and Reviews
Staff Members/Experts
Day to Day Action

41. Online Marketing: Content
Marketing

42. Online Marketing: Email
Marketing

44. Social Media: The
phenomenon
 What is social media?
• By definition social media is
websites and applications that
enable users to create and
share content or participate in
social networking.
• Social media is
conversational marketing that
is ever changing and powered
by over 3000 platforms

45. Social Media: The
phenomenon
 Why YOU can not ignore it...
• It is word of mouth on steroids
• It is current, relevant and invasive
• 1 in 4 people in the world use social networks
• Searching Google for social media returns
70100000 results
• Everyone is talking about it, from teenagers to
local grocers and even leaders of countries

46. Social Media: Myths
These are the most common myths
of social media:
• It is free
• You can just appoint anyone in-house to run
your social media
• You need to be on EVERY social media
channel
• Social media can replace real-life networking
• Social media is full of internet trolls

47. Social Media: Myths
• Only teenagers are on social
media
• Social media can replace your
website
• You can not measure return
on investment
• You can not generate leads on
social media
• Too much content will reveal
trade secrets to your
competitors

48. Social Media: Myths
• Social media does not compliment traditional
marketing
• Social media is a fad
• Social media creates negativity
• Social media is too informal for business

49. Social Media: Facebook
• 21 minutes – the time the average user
spends on Facebook a day
• Largest opportunity - communicating with
consumers in a non-obtrusive way
• Users share 1 million links every 20 minutes
• Posts that contains photos make-up 93% of the
most engaging posts.
• Question posts “get 100%
more comments than standard
text-based posts.”

50. Social Media: Facebook
Why Facebook:
• It allows you to target a broad demographic
• Sponsored/boosted posts or advertising allows
you to reach a mass audience
• The company page feature allows you to
showcase your business
• It allows for the best conversations
• There are Search benefits (Facebook has a
relationship with search engine Bing)
• Caters perfectly to the B2C market

51. Social Media: Twitter
• 284 million active users
(over 600 million total users)
• Twitter is a micro blogging social site that limits
posts to 140 characters
• 88 % of Twitter users are on mobile
• 500 million tweets a day
• Use hashtags to gain 2x more
engagement
• Image links can get 2x the engagement rate

52. Social Media: Twitter
Why Twitter:
• Opportunities to improve SEO ranking
• Covers the B2B and B2C market
• Twitter is the perfect platform to share content
that is housed on other social media platforms or
online channels
• Seen as the platform for breaking news
• Known for customer service compliments and
complaints

53. Social Media: LinkedIn
•LinkedIn has 347 million registered members
•Total revenue at the end of 2014 was $643
million (a growth rate of 44% over the previous
period)
•There are over 39 million students and recent
college graduates on LinkedIn
•Biggest opportunity is B2B marketing

54. Social Media: LinkedIn
Why LinkedIn:
• Opportunity to connect with colleagues, clients,
like minded people and businesses
• LinkedIn is built for the B2B market
• It allows you to build your online reputation as
both a business and an individual
• It allows you to participate in groups where you
can learn, share and build relationships

55. Social Media: Google +
• 359 million active users
• Social network built by Google that allows for
brands and users to build circles
• 25 – 35 year olds are most active
• Average monthly time spent on
Google + is 7 minutes
• A Google + presence can assist
with search engine optimisation

56. Social Media: Google+
Why Google +:
• Great search engine optimisation potential
• It has a nice combination of Facebook and
Twitter features
• Google hangout feature allows for video calling
which is a unique feature
• Content used on LinkedIn and Facebook are
suitable for this platform

57. Social Media: Pinterest
• Pinterest has 70 million users
• The spilt between male and female users is even
• B2C brands have seen the greatest success on
the platform
•The biggest brands on Pinterest include Nike,
Michael Kors and
• Highly visual nature of the website allows for high
interaction rates
• Accounts for 25 % of retail referral traffic

58. Social Media: Pinterest
Why Pinterest:
• Perfect opportunity to showcase products
• It is great for generating traffic to eCommerce
websites
• Great for allowing customers to find you
• PPC advertising has a better return on
investment than platforms such as Twitter

59. Social Media: Instagram
• Instagram has 300 million users
• The male female split is almost 50/50
• B2C brands have seen the greatest success on
the platform
• Instagram allows for you to edit images and videos
within the platform
• Highly visual nature of the website allows for high
interaction rates

60. Social Media: Instagram
Why Instagram:
• Perfect opportunity to showcase products
through imagery and video clips
• It is great for generating traffic to websites
• Great for allowing customers to find you
• It is the latest trend
• It allows you to add the human factor to any
business
• Running Instagram as a feeder to other social
media channels is common

61. Social Media: YouTube
• Most video orientated social networking site
• YouTube is the second largest search engine
• It hits more users than TV
• YouTube often is used to house videos that sit on
websites or other social media channels
•YouTube is owned by Google
•The most viewed YouTube video
is Gangham style

62. Social Media: YouTube
Why YouTube:
• Perfect opportunity to showcase products
through videos
• It is great for generating traffic to websites
• It has a huge impact on your SEO ranking
• YouTube videos are often used for product
explanations and tutorials

63. Social Media: Tips
Create a social media strategy:
• Identify key staff members to involve
• Educate staff members
• Create a content plan considering seasons,
events, plans etc
• Allocate time
• Find tools to assist you
• Monitor and adapt

64. Social Media: Tips
Create a social media strategy:
• Identify your target audience
• Select the right platforms
• Align your strategy with your business objectives
and sales targets
• Ask yourself what do I want people to know?
• Define what you can and cannot do
• Develop a tone and style

65. Social Media: Content that
works!
 Post a video or great image
Use links
Ask questions or use the poll feature
on Facebook
Use testimonials/reviews
Use and track hashtags
Share articles from inspiring
people/thought leaders/news websites
Use other social media channels

66. Social Media: Content that
works!
 Competitions/promotions
Inspiring quotes
Top 10 Lists or Dos & Don’ts Lists
Tell them about your success/changes

67. Social Media: Best
Practices
Here are 15 points to bare in mind when
engaging on social media platforms:
• Establish and manage your expectations
• Create a content strategy and calendar
• Develop your voice and tone
• Keep an eye on your competition
• Stay aware
• Read, watch and share
• Follow the 60/40 rule

68. Social Media: Best
Practices
• Think different
• Commit, 100%!!!!!
• Monitor your success
• Use rich media (videos,
whitepapers, infographics)
• Keep the social in social media
• ALWAYS respond to both negative and positive
feedback
• Be proactive, verse reactive
• Be transparent

69. Marketing for Non-
Marketing specialists

70. The Key Questions
• Where are you now?
• Where do you want to go?
• What are your business objectives?
• What are your sales targets?
• Do you know the ‘why’ – your businesses’ core
purpose?
• Do you know why you do what you do?
• Have you indentified your customer persona?

71. The Key Questions
• Are you focused on your customer?
• When do you need to push content?
• What seasons, events and outside factors do
you need to pay attention to?
• What is your budget?
• What channels are you going to use?
• Are you doing the ‘doing’ or is someone else?
• Is everyone on board?

72. Marketing Plans
Clear
Quantified
Focused
Realistic
Agreed

73. Marketing Plan
• Objective: Increase online sales

74. Marketing Plan/Strategy
Document
Overview:
• Intro (business overview and history)
• Objectives (business & marketing)
• Internal and external mission statements
• Timeline
• Team involved

75. Marketing Plan/Strategy
Document
Content:
• Overall messaging
• Campaigns
• Day to day updates
• Calendar
• Content mix

76. Implementation

77. Marketing Plan/Strategy
Document
Online:
• Website
• Social media
• SEO
• Email marketing
• Online advertising

78. Marketing Plan/Strategy
Document
PR:
• Copy/content
• Press liaison
• Co-ordination of suppliers
• Radio
• Local publications
• Online
• Newspapers

79. Marketing Plan/Strategy
Document
Advertising :
• Design
• Brand guidelines
• Copy (headlines/messaging)
• Distribution
• Channels

80. Marketing Plan/Strategy
Document
Events:
• Team
• Calendar
• Branding
• Event collateral

81. Marketing Plan/Strategy
Document
Marketing Collateral:
• Adverts
• Event items
• Printed items (brochures, flyers etc)
• Videos

82. Implementation

83. Division of Labour

84. Budgets
Ensure your budget is realistic and
some what flexible
Identify objectives for each spend and
decide are you interested in ROI or
exposure/brand awareness
”If you don’t diversify your online marketing approach with a
healthy mix of campaigns that drive high ROI and
campaigns that drive new customers, you can ultimately
damage your business and stunt your growth.” - Marc
Weisinger

85. Budgets
 Select a reasonable amount
 Follow the 80/20 rule
 Diversify your budget
 Evaluate regularly
 Budget more than
money