Making The most of online marketing Burnham on sea
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Making The most of online marketing Burnham on sea
- 1. A day in the life of my mobile (nearly) @cosmickated
- 2. Making the most of digital marketing Kate Doodson Cosmic @cosmickated
- 5. The world has changed • Instantaneous response • No budget • Accessibility • Transparency • Accountability • Higher Expectations
- 6. The Digital Shift From push To pull Traditional channels Digital channels usersUsers do their own research
- 7. Buying models have changed
- 8. 1. Optimise your reach
- 9. Who has the biggest share of the pie?
- 10. Does your site work for Google? Best keyword phrases for you Off-site linking CONTENT Sticky content Social
- 11. radio Digital radio Roberts radio r250 red
- 12. How do you decide? Soovle.com
- 16. Search Engine Optimisation • Get the basics right – MOBILE RESPONSIVE – Good quality relevant content – Good Quality Link building – Deep Linking – Sitemap – At least 200 words per page – Content, titles. Paragraph titles – Image titles, Page titles – Images – Update your site regularly – Does your Domain include Keywords? – Use Google Adwords for Keyword searches
- 17. Useful SEO tool – www.seositecheckup.com
- 18. 2. The Power of E-News
- 19. E-newsletter conversion rates B2B conversion rate
- 20. E-news is measurable • 168,000 email subscribers • Biweekly • Current open rate ± 28% • ROI on each email activity is ± £10,000 for products in the email
- 22. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website Builds loyalty and advocacy Creates 7 touch points for new sales
- 23. E-newsletters • Segment data and create content for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
- 24. 3. Be social
- 27. Understand your customers better
- 28. Listen Google Alerts Twitter Google Reader Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder Start from the beginning Less time More time
- 29. Listen • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
- 30. Hashtag ideas Sector specific • #windpower • #climatechange Geographic specific • #dorsethour • #weymouth Campaign specific • #greenenergy Media specific • #journorequest • #prrequest
- 32. #journorequest
- 33. Adapted from ‘Media Cloverleaf’ by Richard Edelman How do I manage social media? Content first strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos Create Once Post Everywhere
- 34. Create more content… What is content marketing? • create and distribute valuable, relevant and consistent content • to attract and acquire a clearly defined audience • with the objective of driving profitable customer action.
- 35. What is content? • Images • Archived content • Infographics • Video • Blogs • Explainers • Web pages • PDF downloadable content • Content for Syndication • Podcasts • Product offering • Service descriptions
- 36. Why Content Marketing? • Increase in engagement • It’s favoured by 68% of customers – they prefer it • On average it generates 54% more leads • Some businesses have seen a 30% increase in Sales with Content Marketing (Zappos) • More than half of B2B marketers plan to increase their content marketing budget in 2015. • 70% of B2B marketers are creating more content than a year ago.
- 38. Granddad of Content Marketin • Red Bull Screen Shot • Energy Drinks business Media company
- 40. Content Marketing – what can you do? • Facts & figures = Infographics • Showcase your staff • Showcase businesses/customers you work with • Photos and video • Blog posts • New website pages • Instructional, learning content for your community, content for existing customers, how to guides,
- 43. buzzsumo.com
- 44. Make it visual 2.4 times more likely to click on a post if images are present
- 45. Become a storyteller Make it visual, engaging, emotional
- 46. How does it make you feel?…. Where is the product?....
- 47. Video everything • Video increase visitors understanding of your product or service by 74% - Digital Sherpa 2014 • “Video is going to be gigantic in 2015. The social content marketing world will put more dollars there, and YouTube and Vine will increase their impact.” Michael Walton SVP of Marketing and Product at Simply Measured • By 2017, video will account for 69% of all internet traffic
- 49. http://www.youtube.com/watch?v=HXNfDO-hGF0 What can you video? • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials • Pre sales – research • Post sales - support • KEYWORD PHRASES IN YOUR TITLES and DESCRIPTION • 45% of viewers stop watching a video after one minute. By the two- minute mark, 60% of viewers have M&S In one year, 3m mins of video content viewed M&S Consumers who watch the videos stay twice as long on the site as those who do not watch them. Boosted Basket Size 25%
- 50. Customer support Creating video content for customer retention & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.
- 51. Meformers vs Informers Researchers at Rutgers University found that only 20% of us are informers on social media, while the other 80% are meformers. Informers had more twice the followers of meformers. Sharing information is better for your follower count than sharing about yourself.
- 52. Using influencers to market?
- 54. How do you find influencers?
- 55. Content planning 6 week content planner w/c ------------ 1 2 3 4 5 Planned events/seasonal fixtures Video Photos Blog Web pages Channels Facebook Twitter
- 57. en should you post? • Twitter – 3 times a day • Facebook – 2 times a day • Instagram – 2 times a day • LinkedIn – Once a day • Google+ - 3 times a day • Blog – Twice a week • Pinterest - 5 times a day
- 58. • Schedule posts for most popular times of the day • Use Klout or Buffer to schedule and see popular times of the day • If you schedule – don’t forget to be available for responses • Work with your planned business activities • Think about seasonal opportunities • Create your own opportunities!
- 59. Check in…….How’s it going? • SEO • E-news • Social • Content • What 3 actions will you take away • What are the timescales • What are the barriers? • What difference will they make to your business
- 60. Check in…….How’s it going? • SEO • E-news • Social • Content • Mobile • What 3 actions will you take away • What are the timescales • What are the barriers? • What difference will they make to your business