Increasing Your Digital Footprint
Insert Product This is where Brian and Service continuously stresses the importance of having an Rant Here amazing product or service.
What’s Your “Thing”?
Braeburn Lodge
Braeburn Lodge
Dawson City
Dawson City
Lacombe
Lacombe
#1 Know Your Audience Create audience profiles (even if it is just in your head) What do my audience members look like? How do they consume content? Where do they get their information from? Why do they care about me?
CTC Explorer Quotient
Playing to the Audience For example… Content built around less structured, less pampered travel Focus on culture and nature Keep them hooked and coming back – not a “one and done” mentality Give them the tools to find their way but don’t lay it out for them destinationcanada.com/en/tools
#2 Have a Plan Identify your goals Identify your audience Identify your marketing channels Develop guidelines to handle the good and the bad Identify the content you need to create Identify the individuals in your company that will handle your marketing duties (it could be you) Identify measures of success
Things to Consider When Planning How many hoops does someone have to jump through to do business with you? How to grow your repeat customer base? Why don’t they buy? What can we do to change that? Do our products meet the demands of the customer?
#3 You’re Probably Doing Too Much Companies often overextend themselves online Do 1 thing really well before considering taking something else on If you do shut down a social media profile, give followers an “out” – tell them what you’re up to and where they can find you Auto posting to multiple accounts at one time might speed up the process, but it will often decrease the impact
Some Social Media Math 80 Content 20 Delivery
Some Content Math 1 social media channel 3 posts per week 52 weeks x 3 posts = 156 posts Do you have enough content? Also consider – e-newsletters, website updates, landing page content, ad copy, etc. More channels? Do the math
#4 There’s More Than Social Media Online reviews – how do I monitor and respond to online reviews? Online monitoring – what are people saying about me, my business, my industry and my competitors? Website – websites are still important. Customers often start their journey on Google Online advertising – targeted ads are a great way to support a brand E-newsletter – a tool that is often list in the mix Offline Marketing – it’s not dead
Looking at Reviews - What Do They Really Think? o Online reviews can make or break a business o We tend to see clients focus on the numeric or star value and bypass the actual data inside the review o Learning more about the content and trends within business reviews can provide valuable insights into the reasons for the positive/negative review “Hands down THE BEST DEEP o DISH in Chicago !!! You will definitely try other spots, but only be filled with regret of not going to Giordano’s”
Diving Deeper Into Reviews o Review data is sometimes the most actionable data a business can collect o Some of the best information comes from positive reviews o Review data can be turned into content, advertising campaigns or a social media focus o Want a cool social media strategy? Be the company that owns reviews
Tools - Reputology Track all online reviews of your business in a single dashboard Monitor review trends Respond to reviews Assign reviews to other members of your team
Phil Sucks and I Have Concerns About Stephanie…
#5 Understand Numbers and Trends Google Analytics – how does my marketing activity affect visitation to my website? What do people actually do on my website? Website contact form – what are the questions that are frequently asked through my website? Social media analytics – what can the analytics supplied by my social media platform of choice show me?
Tools – Social Rank Insights into your Twitter and Instagram audiences Use Social Rank for any account More information = better decisions
Tool – Lucky Orange Lucky Orange gives us a real look at what our visitors do on our website Gives insights into user experience Provides instant feedback Is your website doing a good job of informing? Luckyorange.com
Tools – Bit.ly Using a link shortener like Bit.ly allows us to track clicks in real time Use this data to help determine the effectiveness of posts Create custom links for better results Free to sign up
The Power of Content
“We Made a Video” Making a video isn’t a content strategy Making a video is part of a larger content plan Create content with “legs” – content that can be used multiple times in multiple places and combined with other pieces
What is Microcontent? Quick, easily consumed Short videos content designed for social media Cinemagraphs Often created from larger Photo galleries pieces of content Photo collages Viewer/reader should be able to consume the content in less Gifs than 30 seconds Tips and lists Designed to stand alone and Short written posts supplement long form content – larger blog posts, website copy, etc.
What We’ve Learned Understand the journey – don’t assume someone has been with you forever Understand the customer – assume they know nothing You aren’t the customer – don’t talk to you… talk to them Find proofreaders in your audience group – you’ll learn lots about language, fonts, colours, etc. Focus on barriers – why won’t someone do business with you? How can content help convert that person into a believer?
Small Business That Gets It Coutts Home Hardware – Forestburg, AB Uses short Facebook videos to drive awareness and sales 418 Facebook page likes 4 Christmas videos (Nov 14- 20) – 6600 views, 44 shares Canada 150 video (Aug 9) – 3700 views, 43 shares Budget to make and promote videos - $0
strongcoffeemarketing.com brian@strongcoffeemarketing.com @strongcoffee
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