Digitalmarketing0506 190611123151 (1)
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Digitalmarketing0506 190611123151 (1)
- 1. DIGITAL MARKETING How to launch a digital campaign
- 2. BIO Digital Marketing | Eden Project PR Director | Chef Paul Ainsworth Marketing Consultancy | River Cottage Executive Assistant | Michael Caines Director | Greater Exeter Skills Founder | Wadebridge Big Lunch Director | Wadebridge Renewable Energy Director | Go Wild Communications PR | RAW Food and Drink PR
- 3. WHAT IS IT? How to launch a digital campaign Digital marketing is engaging with online communities to generate exposure, opportunity and sales. Bringing a narrative to life.
- 4. STRATEGY What do you want to achieve? Aim Objectives Define who you are Deadlines Budget Marketing mix
- 5. IDEA GATHERING Make it tangible - Identify your community - 20% of customers equate to 80% of sales - Influencers - Events - Content ideas
- 6. OWN YOUR CHANNELS • Website • App • Newsletters • Blog • Social media • Citizen journalism • Partners – paid and free • Wiki sites
- 7. DEFINING YOUR AUDIENCE CUSTOMERS INFLUENCERS PARTNERS • Common characteristics • Demographics • Technical ability • Interests • Geographic location • Staff members • Family members • Journalists • Bloggers • Politicians • Suppliers • Funders / investors • Competitors • Allied industries • Bodies • Public sector • Charities Collaboration is key
- 8. SOCIAL MEDIA Engage directly with your audience • 330m active users each month worldwide • 80% Twitter is mobile • Total ad engagements were up 91% year on year • Easy to share messages to spread the word quickly • 500m users worldwide • 250m active users each month • 40% users use LinkedIn each day • Corporate / B2B use • Optimised copy • 2.72bn active users each month worldwide • 1.57bn active mobile users each day • Every 20 minutes, 1m links are shared, 20m friend requests sent, 3m messages sent • 350m photos are uploaded every day
- 9. SOCIAL MEDIA Engage directly with your audience • 175m active users each month worldwide • 93% of active pinners say the use Pinterest to plan purchases • 81% of Pinterest are women • Great for SEO • 800m active users each month worldwide • 500m active mobile users each day • 90% of users are under 35 years old • 200m Instagrammers visit a business profile each day • Pizza is the most Instagrammed food globally followed by sushi • 1.57bn active users each month worldwide • 300 hours of video uploaded every minute • 300,000 YouTube TV Paying subscribers • Optimised copy • Keep it short – 3 minutes • Add subtitles
- 10. UNDERSTAND EACH PLATFORM - Can you tag people in? - Who will amplify your message? - Why should your message be shared? - How can you send people to your website? - Is there a best time to interact? - Can you schedule messages? - Can you organise influencers?
- 11. CONTENT • Authenticity – image vs identity • Consistency • Evokes an emotion • Unusual / interesting • Short - accessible • Lists – top 10 • Visual – incredible images • Links somewhere • Make it sticky • Iconic location • Call to action Telling a story better than your competitors to build their trust
- 12. BLOGGING • Inexpensive • Post at least three times a week • Bitesize paragraphs • High quality images • Learn HTML script • Optimised copy • Keyword research • Make posts evergreen • Share posts on social media • Call to action
- 13. SCHEDULE • Control the timing of your messages • Save time • Alert partners about your content plan so they can also engage at the same time
- 14. GENEROSITY Be nice, win hearts • Thank those who help you – e.g positive coverage • Be positive • Help others • Be a business match-maker
- 15. EXPERIENCES Create a buzz • Make your digital campaign tangible • Pre-event – does everyone have the information they need to spread the word? • During the event – real time hashtags | wifi signal | sharable backdrops | photo opportunities | create a wow-factor | professional photographer • Post-event – thank guests | share press release | image link | what’s the next event? | how can guests engage?
- 16. LINK BUILDING Win votes for popularity • Encourage high-quality back-links, referrals • Anchor text • Link signals decay over time – keep them fresh • Social sharing – Pinterest, Google+ are great • Spam links go both ways, so be careful
- 17. MEASURING Bottom line | Sales | Sponsors Likes | AVE | Followers Bums on seats | Occupancy | Visitors | Guests 1 Engagement | Clicks | Comments 2 4 3 What’s working? What isn’t?
- 18. EVALUATE Learnings help you adapt • What works • What doesn’t work • Best time to post • Keywords • Popular pages • Referrals • Conversions • Traffic sources
- 19. MONITOR Google alerts Press cuttings Online chatter What are others saying about you?
- 20. THANK YOU Harry Wild @harrycornwall | 07540399025 harry@gowildcommunications.com