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Threesides Marketing presents Digital Marketing Essentials

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All the essentials you need to get start your journey into the world of digital marketing.
Includes website functionality, social media marketing, Google Adwords, SEO, email marketing, evaluation and much more.

Presented by Threesides Marketing for UCAMS.

Published in: Marketing
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Threesides Marketing presents Digital Marketing Essentials

  1. 1. Digital Marketing Essentials UCAMS Presented by Todd Wright & Rebecca Warton Threesides Marketing
  2. 2. www.Threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.Slideshare.net/threesides
  3. 3. We help these businesses: • Campus Living Villages • National Parks & Wildlife Services NSW • Sportsmans Warehouse • Menslink • Eurobodalla Shire Council • Yass Valley Tourism • Old Bus Depot Markets • Capital Region Farmers Market • Hellenic Club Canberra • Just Cuts • The RUC …and more. Check it out at threesides.com.au/clients
  4. 4. What can we achieve today? Inspire Direct Inform
  5. 5. Learning outcomes 1. Create a basic online marketing plan 2. Understanding your digital customer 3. Finding your digital footprint 4. Identify Google tools to use in your business 5. Social media in the digital mix 6. Tactics explained – direct, ecommerce, search, websites 7. Evaluation & data
  6. 6. YOUR ONLINE MARKETING PLAN
  7. 7. ONLINE MARKETING PLAN+ TACTICS Establish your existing Digital Footprint Define your customer Develop your plan + Tactics Set your budget and define resources Evaluate Online marketing Activities Website Exposure / Listings / Directories Back Links / connections Search Engines SEO/SEM Conversion / Sales Direct marketing / Email Resources / People Social Media
  8. 8. UNDERSTAND YOUR DIGITAL CUSTOMER
  9. 9. Aussies now spend on average 23.3 hours online each week, 3.5 times more than the 6.7 hours we were spending online in 2003 0 5 10 15 20 25 Hours online each week 2003 2013
  10. 10. Your Digital Customer  What is the value of a digital sales lead  Are they lookers or buyers?  What is their lifetime value?  What are the digital pathways to your door Develop a digital persona
  11. 11. Buyer persona Buyer persona: a clear understanding of a target customer that exists in the mind of you and your staff / team.
  12. 12. A picture of your customer Traits + demographics + behaviour  Elton  Late 60’s  Loves music  Prefers to shop online  Open minded and creative  Time poor  Well educated
  13. 13. IDENTIFY YOUR DIGITAL FOOTPRINT
  14. 14. Your Business Digital Footprint 1. What does your business look like online right now? 2. Where can I find you? 3. Where can’t I find you? 4. What do I find when I get there? 5. How accurate is your digital pitch?
  15. 15. GOOGLE SEARCH
  16. 16. SEARCH ENGINES
  17. 17. 92% 8% Australian Search Engine Use
  18. 18.  Search  Google alerts  Google places for business  Adwords + keyword tool  Analytics  Webmaster tools www.google.com.au/intl/en/about/products/
  19. 19. SEARCH TOOLS AD ADS FREE LISTINGS Google Maps / Places Google My Business Google Places (My Business)
  20. 20. 153, 127, 85, 14, 2 1 2 3 4 Search engines – how they work: Free Listings Keywords + Content
  21. 21. GOOGLE TOOLS & SEO
  22. 22. 200+ different ingredients in their ‘secret recipe’
  23. 23. What is an awesome site for search?  Easy to use, navigate, and understand  Provide direct, actionable information relevant to the search query  Professionally designed and accessible to modern browsers  Deliver high quality, legitimate, credible content
  24. 24. Search engine optimisation Create Search Engine Friendly Content Know your keywords Build valuable Links Create titles and labels Create Social Media links Develop a Google Site Map (xml) Have a clean menu structure Optimise for people first!
  25. 25. http://adwords.google.com.au Keyword Planner
  26. 26. Monitor the web with Google Alerts www.google.com/alerts
  27. 27. www.google.com.au/business/
  28. 28. GOOGLE PLACES
  29. 29. SEARCH ENGINE MARKETING - SEM
  30. 30. PPC PPC
  31. 31. http://adwords.google.com
  32. 32. Google Partners www.google.com.au/partners
  33. 33. www.analytics.google.com
  34. 34. https://www.google.com/webmasters/
  35. 35. Use for: identifying links, keywords, search health, errors, site maps
  36. 36. WHERE DOES SOCIAL FIT INTO THE DIGITAL MIX?
  37. 37. 12 hrs & 45 minutes + each week ‘invested’ Source: GlobalWebIndex 2015
  38. 38. Businesses with social media presence
  39. 39. Social networks used by business
  40. 40. Why social media?  Easy to update  Large connected population using it  Good way to start a conversation  Tell a better story with photos and video  Shows your business is alive  Promotes sales and specials direct to your followers  Helps with Search Engine rankings  Cheap to run
  41. 41. It’s still about people (right?)
  42. 42. What businesses need to consider…  Which medium is right for them?  Strategic resourcing – who? when? what?  Writing for the medium  Planning and scheduling  Advertising – pay to play!  Evaluation & insights
  43. 43. WEBSITES & ECOMMERCE
  44. 44. Online marketing activities Website Exposure / Listings / Directories Back Links / connections Search Engines SEO/SEM Conversion / Sales Direct marketing / Email Resources / People Social Media
  45. 45. What makes a good website?  Visually appealing  Mobile responsive  Clear Calls To Action  Well written content – authentic, motivational, honest, clear  Great imagery – experiences not buildings  Video, maps, contact us, costs  Ecommerce functionality
  46. 46. …for the first time, Australians who don’t buy something online in an average three month period are in the minority. – June 2013 www.roymorgan.com – June2013
  47. 47. NAB online retail report – July 2013
  48. 48. Shopfront / website Select products Shopping cart / purchase product Checkout / Payment gateway Process paymentConfirmation / Shipping External sales engine Merchant Account fees Card Fees Gateway Fees Returns / follow up The online experience
  49. 49. http://googleshopping.blogspot.com.au
  50. 50. The simple 5 P’s of e-commerce People Products Promotion Place / Platform Price / Payments
  51. 51. Platforms vs. Marketplaces Installed or hosted Stand alone Fully branded Customised Payment gateway Granular control Hosted Multiple sellers Integrated payments Basic branding Play in the box
  52. 52. ELECTRONIC DIRECT MAIL
  53. 53. What’s the goal? • Sales • Updates • Promotion • Engagement • Brand building • Promoting products or services • Highlighting achievements • Invitations • Catalogue
  54. 54. 10 steps for email marketing 1. Setting your goals 2. Develop a schedule 3. Find a system 4. Capture your audience 5. Create your content 6. Design your email 7. Testing 8. Sending 9. Monitoring 10. Being awesome
  55. 55. MEASUREMENT & ANALYTICS
  56. 56. 1. Establish Goals 2. Create measurable programs 3. Focus on marketing improvement Basic measurement steps http://www.slideshare.net/SamCapra1/definitive-guide-to-marketing-metrics-marketing-analytics-22390251?from_search=4
  57. 57. Why should we measure? 1. Stop doing things that aren’t working 2. Increase accountability 3. Reduce fear and confusion 4. Make better decisions 5. Provide better customer experiences 6. Pull the right levers in your business
  58. 58. 1. Build an engaged community of fans 2. Drive email opt-ins 3. Convert interest 4. Increase the potential for word of mouth 5. Better engagement and improved messaging. 6. Gain customer service efficiencies 7. Engage with customers on all available channels 8. Make money? What do you want to achieve?
  59. 59. GOOGLE WEBMASTER TOOLS Online Evaluation and Tracking
  60. 60. Facebook Insights
  61. 61. 1. Track your social media analytics / insights 2. What reach are you achieving 3. What % of engagement is being reached 4. What is resonating with your users 5. What isn’t working Social Media Social Media – Engagement + Reach+ Sentiment Improvements: Experiment with content, post timing, test offers and competitions, content themes
  62. 62. Digital tactics all coming together: A case study www.youtube.com/watch?v=ZP1X_fqvSGg

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