Growing Your Business - The Power of Digital Marketing
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Are you trying to promote a new product or software? Do you manage your company’s online marketing profile? Looking to learn effective digital marketing strategies? On April 6th, RIC Centre wants to show you how digital marketing can transform your business, grow sales and increase company revenues at our Growing Your Business Seminar on The Power of Digital Marketing. Gain insight into different types of digital marketing strategies, marketing and sales automation and best practices for small business with a tight budget!
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Growing Your Business - The Power of Digital Marketing
- 4. Breakfast with the Experts The Power of Digital Marketing April 6th , 2017
- 6. Bereskin & Parr LLP SPEAKERS Amarpreet Kaur RIC Centre Ian Gadsby PATTISON Outdoor Paul Barter RIC Centre Bernie Schmidt Profitable Conversions
- 7. Paul Barter Futurist and Entrepreneur-in-Residence at RIC Centre
- 8. Earned Promotion Getting Attention (Inexpensively) in a Digital World Paul Barter, @barterpaul, www.paulbarter.com, paul.barter@riccentre.com Entrepreneur in Residence at RICCentre; Management Consultant; Speaker; Tech Strategy Prof at Schulich; Venture Investor
- 13. What’s Changed?
- 14. In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts. Jeff Bezos
- 16. The changing promotion mix: Legacy Now Paid Owned Earned
- 17. Website • Its your most important owned asset Tables stakes? Your website. More from other speakers
- 18. What have the big guys done?
- 21. But I’m a Startup! I’m not that big!
- 29. The Trump Anxiety was posted on March 9, so comparing the first 2 months of the year with the next 2 months... Jan 1 to Feb 29 - Blog reach was 33,711 Mar 1 to April 30 - Blog reach was 127,054
- 30. But
- 35. The Earned Promotion Rules Source: T4G.com
- 36. I guess you can test for everything, but some other celestial bullet comes along and challenges your design. I agree that the car performed very well under such an extreme test. The batteries went through a controlled burn which the internet images really exaggerates. Anyway, I am still a big fan of your car and look forward to getting back into one.
- 37. What comes now? 1. Make great products 2. Tell your story your way 3. Owned & Earned first 4. Then paid 5. Listen & respond appropriately
- 38. Bernie Schmidt Conversion Strategist at Profitable Conversions
- 40. Three Key Areas to Optimize Web Site Lead Generation:
- 41. Access to Information 6,000,000,000+ Searches DAILY on 1,000,000,000+ Web Sites
- 42. 80% of Internet Users research on-line before they buy
- 43. THEIR BUYING PROCESS has replaced YOUR SELLING PROCESS They buy They CHOOSE the best option They SEARCH for a solution They IDENTIFY a problem
- 44. Three Key Areas to Optimize Web Site Lead Generation
- 45. Organic Search SEARCH Web Site Organic Search LINKS Web sites Blogs Directories Building Pathways into Website Organic Search SOCIAL MEDIA
- 46. Keywords! Keywords create the CONNECTION Customer Search Terms Your Value Proposition words common to both that starts the CONVERSATION
- 47. Search Engine Optimization (SEO) Organic Search LINKS Web sites Blogs Directories Organic Search SOCIAL MEDIA Organic Search SEARCH Web Site OFF-PAGE ON-PAGE
- 48. • How many people visit my website? • Where do my visitors live? • Do I need a mobile-friendly website? • What websites send traffic to my website? • What marketing tactics drive the most traffic to my website? • Which pages on my website are the most popular? • How many visitors have I converted into leads or customers? • Where did my converting visitors come from and go on my website? • What blog content do my visitors like the most? Basic Performance Questions
- 49. • Session - Visits • Users • How they found you • Page Views • Pages Per Session • Average Session Duration • Bounce Rate • Time on site • Pages Visited • Entry Page • Conversion Rate • Returning Visitors • Language • Country • City • Operating System • Device • Screen Resolution • Pages Visited • Entry Page • Social Shares Google Analytics
- 51. Three Key Areas to Optimize Web Site Lead Generation Traffic
- 52. OK, You got me to look. Now…… (Visuals – Content – Navigation) Guide the visitor to what they want Key Site Design Elements Keep things SIMPLE and CLEAR
- 53. Hero Shot with confirming text Features/Benefits An Offer Testimonials Client Roster Another Offer Footer Navigation Bar Another Offer!
- 54. II want to buy now I want to research 2 Types of Website Visitors
- 55. Make An Offer
- 56. Newsletter Whitepaper eBook Podcast Webinar Demo Trade Show Infographic Special Offer If Ready to Buy – Great! If not…. Make an Offer Offer value in return for contact info
- 57. Three Key Areas to Optimize Web Site Lead Generation Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution Landing Pages Heat Maps
- 58. Boy Meets Girl OK…… What about me? I’m really good at sports! I know I aced the math test! That’s Nice I’m going on a field trip! Good for you.
- 59. Boy Meets Girl Wow, he’s a good listener! What’s your favorite colour? What TV shows do you like? Pink! That’s a nice pink dress you’re wearing Thank you!
- 60. Marketing Automation • Nurture Leads by delivering personalized content that aligns with the buyer’s profile and their stage in their buying process • Deliver Sales Ready Leads by tracking and scoring a lead’s behaviour with company content (webpages, emails, collateral, events) • Generate more leads by identifying anonymous web visitors through reverse IP tracking • See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end. A set of integrated tools that let companies:
- 61. Whitepaper Landing Page Video Landing Page Testimonial Landing Page Website 4 Blog Posts Newsletter Email to Demo Video Email to Testimonial Newsletter Webinar Invitation Whitepaper NOW PDF Demo Signup Name Email Company Tel# Newsletter Signup Industry Report Whitepaper Download Webinar Signup Demo Signup 30-Day Trial Request Engagement Points Increasing Levels of Lead Commitment SALES ENGAGEMENT Email Website Content Engagement Workflow
- 62. Three Key Areas to Optimize Web Site Lead Generation Traffic Goals: Forms A/B Testing Email Marketing Goals: Attribution Landing Pages Heat Maps Marketing Automation ROIVisitorID – Reverse IP Lookup
- 63. Takeaways • Current State of Marketplace: Buyer in control of transaction process • Your Website’s Job: Engage in their search/evaluation and decision process • CONNECT: Traffic Generation & Optimize Your Internet Properties • CONVINCE: Turn Visitors into Leads: Call to Actions with Offers • CONVERT: Lead Nurturing: Guide & Measure Behaviour • CLOSE!
- 64. Thank you!
- 65. Amarpreet Kaur Digital Marketing Manager at RIC Centre
- 66. 10 Resource-Packed Social Media Tips for Small Businesses Amarpreet Kaur Digital Marketing Manager RIC Centre
- 67. I know social media can help me grow my business, but where do I start?
- 68. Plan and define your target audience
- 69. Plan and define your target audience • Align social goals to business goals • Audit your social presence (Hootsuite template) • Site, Followers, Last Activity, Action • Define your target audience • Analyze your competition • Pick a platform (SproutSocial analysis) • Develop a content strategy • HootSuite, Buffer, etc
- 70. Ann Hadley @MarketingProfs connect to your strategy tell your bigger story grow your audience
- 71. Match the tone of your business
- 72. Match the tone of your business • What does your brand sound like? • What kind of words do you use in your social media conversations? • Why are you on social media in the first place? • Don’t be a glorified RSS feed - humanize your brand • Be consistent across all channels • 71% of consumers have unfollowed a brand because they were embarrassed & 41% admitted to unfollowing brands who don’t share relevant information (SproutSocial)
- 73. Dave Kerpen, CEO of Likeable Media “At a cocktail party, you wouldn’t walk up to someone and say, ‘Hey, I’m Dave. My stuff is 20 percent off.’ What you do is ask questions, tell stories, listen and relate to people.”
- 74. Aim for engagement, don't try to sell
- 75. Aim for engagement, don’t try to sell • It’s not always about “me” • Share interesting and relevant content • feedly.com | commun.it • Share posts that are share-worthy • #BALLOTBRIEFCASE - PwC • Increased PwC’s social impressions 136x on Twitter • #ShotOniPhone – Apple • 85% of users surveyed find visual user- generated content more influential than brand photos or videos (Adweek, 2016)
- 76. Use social media to get people to your website
- 77. Use social media to get people to your website • If your audience doesn’t like what you’re sharing on social media, they won’t go to your website • For every call-to-action you have, you should also generate each of the following: • 3 blog posts, articles or visuals/infographics • Hemingway App to write clear call-to-action focused social media posts • Use snip.ly to add your call-to-action on every post you share on social media
- 78. #Hashtags?
- 79. #Hashtags? • Be specific and cater hashtags to the social network you’re using • Daily hashtags - boost engagement and visibility • #MotivationMonday • #FridayFact • #Caturday • Unbranded hashtags - #DoUsAFlavor • Don’t have more hashtags than words • How to Choose a Hashtag w/ Twitter
- 81. Optimize, optimize, optimize • Your website should be mobile-optimized • In-app integration • Social-media friendly posting with metadata updates • All-In-One SEO Pack, Yoast • Social media photos and image sizes • Ultimate Cheat Sheet from HubSpot
- 82. Break through the noise
- 83. Break through the noise • Find the best times to post on social media • CoSchedule Blog analyzed 16 studies • Search for topics and keywords and analyze what content or topics get the most shares on social media - BuzzSumo • Sloppy writing? • Hemingway App
- 85. Use your creativity • Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot) • Social media images - Canva • Infographics - Venngage, Piktochart • GIFs - gifs.com • Video - Adobe Spark Video • Slideshare - Turn your best blog post into a Slideshare • Twitter Moments - Add tweets by account, search, link, photos, etc
- 86. Measure and track using analytics
- 87. Measure and track using analytics • Tracking - bit.ly | Google Analytics | KeyHole • Goals to set: • Increase brand awareness, drive traffic to website, generate new leads, grow revenue, boost brand engagement, etc • Metrics to track: • Reach, site traffic, leads generated, sign- ups and conversions, revenue generated
- 88. How can I learn more?
- 89. How can I learn more? • Hootsuite Academy • Social Marketing Training, Certification, Social Strategy Certification • Training for each social media platform • 61 Best Social Media Tools for Small Business • MarketingProfs
- 91. Amarpreet Kaur Digital Marketing Manager, RIC Centre amarpreet.kaur@riccentre.com | @akamarpreet
- 92. Ian Gadsby Vice-President of Digital Technology at PATTISON Outdoor
- 97. DOOH MARKET SHARE BY REGION 44% 50% 29% 79% 29% 32% 75% 0% 13% 17% 9% 12% 14% 25% 27% 18% 0% 0% 43% 43% 0% 16% 7% 0% 0% 16% 10% 0% 13% 13% 54% 12% 0% 0% 0% 0% 20% 40% 60% 80% 100% British Columbia Alberta Saskatchewan Manitoba Ontario Quebec Atlantic PATTISON Outfront Astral Dynamic CDN Bell Media, 20167 COMB Market Data Report Winter 2017 Canadian Digital Network, 2017 Dynamic Outdoor, 2017 OUTFRONT Media Inc., 2017 PATTISON Outdoor Advertising, 2017 0%
- 109. DOOH Has all that…
- 110. CONTEXT
- 114. ThankYou.
- 115. Breakfast with the Experts The Power of Digital Marketing COFFEE BREAK
- 116. Breakfast with the Experts The Power of Digital Marketing PANEL DISCUSSION Moderator: Paul Barter
- 117. Bereskin & Parr LLP SPEAKERS Amarpreet Kaur RIC Centre Ian Gadsby PATTISON Outdoor Paul Barter RIC Centre Bernie Schmidt Profitable Conversions
- 118. Closing remarks Paul Barter Futurist and Entrepreneur-in-Residence at RIC Centre
- 119. SpecialThankYou to OurValued Sponsors!
Notas del editor
- Insert Microsoft logo, change title
- Jeff
- Make this gorgeous. Screenshots/logos. Company defending vs fans defending. Decide what to do with the idiots on a case by case basis. Need to be aware, but choose the response. (3-5% stat) Vs 300 people saying something bad, probably has to be addressed. Best case is when people speak out against you and the community shouts them down.
- To create the conditions for a positive ROI for the time, energy and money you invest in promoting your business on-line, I break down the work required into these three areas: How you create opportunities to connect with your target audience Once you’ve been found, how to convince people that you have the answers and they become leads And then, what is the approach to convert leads into qualified prospects and then to customers. And for these to work, we need to review what has changed in how people buy:
- If you look at way business is conducted today vs even 5 years ago – people have changed they way they buy things. And not only do we have access to information on almost every topic imaginable – most of this information is FREE. There are 6 Billion searches and growing everyday looking at information on over a billion websites – And thankfully, for us, most of them are not optimized to be found, and will never be found And/or they’re not relevant to what our target customer is searching for.
- Here is the most important statistic: It doesn’t matter whether your target is a consumer searching for a movie or a widget ie B2C Or your ideal client is a department inside a business in a specific industry and you are B2B The majority of people with decision-making power on the Internet – whether on desktop, tablet or phone – are on-line educating themselves and they are are doing this without having to talk to anybody.
- There was a time when the role of a salesperson included being a conversation initiator, an information authority (maybe with the help of a technical person), a deal qualifier and a deal closer. So Your prospects are out there, researching products and services without the help of a sales rep Yes, we can still be an authority on a topic, we have to change the way we use this authority, because people expect to get this information without having to commit themselves to talking to a human
- So let’s tie this back to the three key areas – Now, it’s possible that you are already having some level of success with your current lead funnel - You’re pumping in time and money into an adwords campaign, your website, maybe your blog and social media, and the resulting traffic converts into sales leads 5% of the time. So now you have a choice – you can jack up your current time & money effort and get more leads while maintaining your 5% conversion rate, OR You can start taking steps to search for and make adjustments so that there are ongoing incremental improvements to the processes that make up the funnel so that you now convert 10% or 15% vs the original 5% So let’s take a high-level look at each of these stages on what kind of actions we can take to optimize our lead generation:
- All three – search, links and social – are external to the website but are key to creating pathways - links into the website. And so when I look at this, my first reaction is, to build all of this stuff out, is, wow, that’s a lot of work.
- Here are examples of aggregated website analytics – Acquisition - where they came from search, ads, social media, referred from other sites Behaviour flow - you can see entry pages, the next page they visited, and drop-offs, which can give you insight into how your important web pages are doing in terms of visitor retention and engagement, and whether you need to rework certain parts of your web-site. Also, becoming more & more important – what device were they using to visit your site. This is all valuable information, but it’s anonymous aggregated data – you have no insight into individual behaviour and how a potential lead is evaluating you and your site.
- So let’s put Google Analytics and its Traffic Analysis as a way to optimize where our traffic is coming from, and that leads us to the next area of attention, which is CONVINCE:
- Convince Me How do you hold my attention? Am I in the right place? Do you have what I’m looking for? Might this solve my problem? Are you qualified? Do you have proof?
- There’s been a rapid evolution to telling your introductory story as simply as possible that allows a visitor to scan and scroll through essentially a short powerpoint deck that works on desktop and mobile And once you’ve been able to convince them to hang around the web page, they now want to be told what to do. So – navigation (to get them deeper into the site) and CTAs (Call to Actions) will help the visitor decide what to do next.
- Make simpler
- So, in terms of free tools to help us track conversion rates from visitor to subscriber, and to test web page performance, there continues to be Google Analytics, but now we’re not getting the complete picture of how people are behaving and things like AB testing with Google in Wordpress websites is not a task for the faint hearted. Forms design really impacts user behaviour: Gravity Landing Page Design: Unbounce Heat Maps: Crazy Egg So now lets look at the area closest to making sales and that’s conversion. Once you’ve got a first name and email address, now you want to start nurturing your contacts, and there are the freemium email types like Mail Chimp and Constant Contact, with typically low price points for some additional functionality, and then there’s looping in Google Analytics again to have a sense of conversion rates and where conversions are coming from. But Email marketing by itself is a bit of a blunt instrument, and here’s an analogy by way of example.
- It happens that many relationships can be one-sided. It happens with print media, and television, where we are being talked to, and it happens with email marketing – All of these are essentially a one-way broadcast.
- Now, the preferred relationship is two-way communication, and email marketing is limited in gathering information while having a one-size fits all outbound message. What would be really good would be to have tools that can take feedback and deliver the right messages and information at the right time customized to the prospect, and this is what Marketing Automation is set up to do.
- Typically you have to touch a potential lead 7-10 times before you can move ahead into a potential sales engagement. So you can set up a workflow that tracks email opens, web page visits, even picking up the anonymous visits from the lead before they even signed up for anything. And you come to an agreement with your Sales Team what constitutes a qualified lead that they will act on once the lead has reached a certain score.
- So it’s possible to make headway in optimizing your funnel at the macro level using tools such as Google Analytics and other entry level programs, and if you’re looking to accelerate the optimization and conversion rates of the steps within your funnel, then you’ll want to go through the process of calculating ROI for investing in some productivity tools.
- Your business needs a strategy before you start using social media. How is social media going to help your business? You need to be committing time and people. Increase brand awareness, drive traffic to your website, generate new leads, grow revenue, boost brand engagement, build a community around your business, increase mentions in the press, research and learn about customers Social goals to business goals, like brand awareness = reach, thought leadership = consumption, word of mouth = shares/likes/RTs, leads = actions, sales = conversions test case - use a B2B example - and use them for all the resources minimal viable option in a startup - 1 blog a month
- What does the person look like who you want to attract? closer tinkerers, nerds, etc Put together a character - try talking to them, how would you talk to them? what are the challenges they have and how can you help them solve those challenges? if you can help them with the challenges, what do you talk to them about? create your tone and brand around that
- Welcome, little background and then a little about what we do, and how DOOH can be used for your business
- 32,000 employees, 9.4 BILLION in revenue- 2nd largest privately held compnay in Canada
- Founded in 2001, investment in 2005, working with PATTISON in 2008, First public transit digitsl network in Canada, developed technologies, patents Built mall digital network, residential network
- 2011 acquired and grew some more
- Since 2011- elevators, massive Airport digital in the prairies, and all the outdoor digital flows through the systems we built. From a rounding error- Onestop systems and digital touch nearly 1 in 4 dollars that flow though our company.. And it grows every year.
- Out of home… rather old isn’t it??
- Internet advertising: Contextual Data-driven “Real Time”
- Compare to DOOH
- DATA DRIVEN PLACEMENT
- - DOOH knows where you are, and typically what you’re doing… transit, driving, etc.
- Data- we can soon figure out where you came from, when you passed an outdoor board.
- Real time? AVA shapes the message to the viewer.
- P&G: Less targeted, more mass. Targeting was tool tight.. Still a graet need for mass impressions (TV, RADIO, Traditional OOH)
- Great Creative always wins… period. The universal truth of media.
- Hold the date