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.
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Threesides Marketing presents Digital Marketing Essentials
- 1. Digital Marketing Essentials UCAMS Presented by Todd Wright & Rebecca Warton Threesides Marketing
- 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. What can we achieve today? Inspire Direct Inform
- 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
- 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
- 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
- 11. 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
- 12. Buyer persona Buyer persona: a clear understanding of a target customer that exists in the mind of you and your staff / team.
- 13. 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
- 15. 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?
- 16. GOOGLE SEARCH
- 17. SEARCH ENGINES
- 19. Search Google alerts Google places for business Adwords + keyword tool Analytics Webmaster tools www.google.com.au/intl/en/about/products/
- 20. SEARCH TOOLS AD ADS FREE LISTINGS Google Maps / Places Google My Business Google Places (My Business)
- 21. 153, 127, 85, 14, 2 1 2 3 4 Search engines – how they work: Free Listings Keywords + Content
- 23. 200+ different ingredients in their ‘secret recipe’
- 24. 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
- 25. 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!
- 27. Monitor the web with Google Alerts www.google.com/alerts
- 29. GOOGLE PLACES
- 30. SEARCH ENGINE MARKETING - SEM
- 31. PPC PPC
- 37. Use for: identifying links, keywords, search health, errors, site maps
- 38. WHERE DOES SOCIAL FIT INTO THE DIGITAL MIX?
- 39. 12 hrs & 45 minutes + each week ‘invested’ Source: GlobalWebIndex 2015
- 40. Businesses with social media presence
- 41. Social networks used by business
- 42. 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
- 43. It’s still about people (right?)
- 45. 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
- 47. Online marketing activities Website Exposure / Listings / Directories Back Links / connections Search Engines SEO/SEM Conversion / Sales Direct marketing / Email Resources / People Social Media
- 48. 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
- 49. …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
- 50. NAB online retail report – July 2013
- 51. 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
- 53. The simple 5 P’s of e-commerce People Products Promotion Place / Platform Price / Payments
- 55. 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
- 57. What’s the goal? • Sales • Updates • Promotion • Engagement • Brand building • Promoting products or services • Highlighting achievements • Invitations • Catalogue
- 58. 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
- 60. 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
- 61. 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
- 62. 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?
- 63. GOOGLE WEBMASTER TOOLS Online Evaluation and Tracking
- 65. 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
- 67. Digital tactics all coming together: A case study www.youtube.com/watch?v=ZP1X_fqvSGg
Notas del editor
- Your name, business, and the one thing that motivated you to come today? If too many, one from each table
- Looking at a couple of elements that will help you develop an online marketing plan. This is specific to your online activity, don’t forget about your offline marketing plan and combining the two together
- A typical online plan needs to consider a range of tactics to suit the audience that you are tyring to engage. Things that we consider in our plans include (go through each bubble) Green boxes the process for each bubble A lot of people are focused on getting a website/FB page and not focused on the components or outcome of what they want to achieve
- But before we can do all of these things, we need to know who is your digital customer. And how they want to receive information and be engaged with online.
- These questions will inform the platforms eg are your ideal potential leads more likely to want to engage with you on FB or LinkedIn or Twitter or email marketing or your website or ebay store……
- Change to Justin
- How do you do this?
- Google yourself, your competitors and keyword phrases that you think your ideal customer would use to find you or your product. Number of sponsored ads.
- Keywords are not just single words How many is too many?
- And it is always changing!!! E.g. In the last few weeks Google announced that websites with SSL certificates (i.e. https sites) will help with your ranking. Mobile sites May
- 1. Get your site found - Target the Right Keywords Keyword research and analysis is the most important part of an SEO campaign. It is the process of identifying the terms that search engine users are typing to find a product or service within a particular industry. Consider that keywords are like the index for the internet – you need to ensure that your product is listed under the correct words. Tourism operators should use keyword research to discover which keywords to use in the webpage content. 2. Write Quality and meaningful Content Ensure that the text that you have on your website is quality content that tells the reader exactly what they want to know. The higher the quality of your content the higher the chances are of other websites linking to it (as well as search engines). This is also important not only for search engines but for getting the right message across to consumers. 3. Get Techy - Optimise Page Title, Headings, Metadata, Anchor Text By ‘tweaking’ a number of the technical elements of your page you can get better results in search engines. Use the primary keyword followed by any secondary keywords in the webpage title; place company branding last. Write a description of the page, the metadata description tag is displayed in search result listings and compels people to click through to your site. In addition, include each keyword the page is targeting in the metadata keywords tag. 4. Optimise First Paragraph and Body Copy The first paragraph on the page should include the primary keyword the page is targeting. This keyword should then be sprinkled through the remaining paragraphs of text on the page, naturally, and any secondary keywords should also be used in the copy of the page. 5. Search engines can’t read pictures Search engines index words and text. Pictures only tell a thousand words for people, not computers. You need to ensure that all of your pictures are labeled and have ‘ALT’ tags. These are the web labels for your photos that display if the photo itself doesn’t show up.
- Have to start a campaign and provide your credit card details but you can switch campaign off right away. Until you’ve done that the tool bar wont appear. Sneaky trick, enter your competitors into the keyword planner to see what keywords they are using on their site.
- Own personal media monitoring service online for free. Look for yourself, business, competitiors… Set alerts to come once a week/day
- Source: https://www.globalwebindex.net/blog/daily-time-spent-on-social-networks-rises-to-1-72-hours
- What makes a good website, mobile responsive CTA content etc repeat diagram, website is not the centre, wordpress design
- Website is not the centre
- We will see the older demographics grow in % as they become more comfortable with technology but it’s the under 25’s who will be growing up not knowing any different.
- Explain the process online and the different moving parts and costs involved
- Stores aren’t always just so people buy online – they also play a vital role in the research process
- A simple way to look at the questions that need to be asked to establish your ecommerce needs. Based on the 4 p’s of marketing and turned into an ecommerce version
- A platform is an individual instance of your site, your domain and you control it – this is the most common way to think of your own store/ecommerce – website Market places such as ebay /etsy are alternative ways to setup a smaller store with less cost and overheads – but your forgo the ability to customise and improve it. Some people have both – marketplaces are like shopping centres and platforms are like stores. Often you will see people having to but it takes more time and resources to manage.
- What makes a good website, mobile responsive CTA content etc repeat diagram, website is not the centre, wordpress design
- What is the purpose of doing email direct marketing?
- What makes a good website, mobile responsive CTA content etc repeat diagram, website is not the centre, wordpress design
- Unique Sessions Users Visitation growth Page Views Sales conversions Pay per click visitors Popular pages Referring sites
- Digital all coming together and spend