SAYES : Digital Marketing Business SA <Insert presentation title - PowerPoint PPT Presentation

SAYES : Digital Marketing Business SA <Insert presentation title here using slide master> 1

Welcome to today’s workshop Course aims 1. What does Digital Marketing really mean? 2. The Customer Decision Journey 3. Focus and be strategic! 4. How do you know if it works? 5. Content Marketing Strategy 6. SEO 7. Marketing Automation 8. (if time) other topics Business SA <Insert presentation title here using slide master> 2

Why the focus? 2002 2010 558 2 BILLION MILLION USERS USERS 87% of Australians access the internet daily 2016 1996 3.5 BILLION 16 MILLION USERS USERS Business SA <Insert presentation title here using slide master> Source: Sensis Social Media Survey 2016

Think mobile first…. What is fatigue? 26 million mobiles in Australia (115% penetration) 1/3 of our online time is spent watching videos The 2 nd most popular search engine is YouTube 5 million Australians watch a video on Facebook every day Business SA <Insert presentation title here using slide master>

What is digital marketing? What is fatigue? Business SA <Insert presentation title here using slide master>

The rules with digital The health effects of fatigue THE DON’TS THE DO’S • • Don’t lose focus Do start with your website • • Don’t forget your brand Do consider your audience • • Don’t forget the law Do experiment Business SA On brand? <Insert presentation title here using slide master>

Impact on the Customer Decision Journey What is fatigue? Awareness / Stimulation Word of Mouth / Consideration / Loyalty Research / ZMOT CUSTOMER DECISION JOURNEY Buy / Business SA Customer FMOT <Insert presentation title here using slide master> Service

It’s impact is huge Business SA <Insert presentation title here using slide master>

Don’t hate me but… (don’t hate me but…) You need to be strategic. (cute puppy to make you feel better about me banging on about being strategic) Business SA <Insert presentation title here using slide master>

Choose your channel Signs and symptoms of fatigue * * Work rksheet – Tick the areas that will have high impact. – Where should your focus be? Business SA <Insert presentation title here using slide master>

How can I tell if it is working? – FA FACEBOOK – Cl Clicks / Pu Purchases / Followers – BL BLOGS GS – Ti Time on site – EM EMAIL – Cl Clicks / phone calls – LA LANDI NDING NG P PAGES – Fo Forms filled d in, Conversion – SE SEO O – Tr Traffic to Site / / Phone calls / / Visits – DI DIGITAL B L BANNE NNERS – Cl Clicks and Bounce rate te – RE REMARK RKETING – Au Audie ience Siz ize – YO YOUTUBE - vi view ews – LINK LI NKEDI DIN N – Co Connecti tions, clicks Business SA <Insert presentation title here using slide master>

Your new best friend… Business SA <Insert presentation title here using slide master>

WAIT….what do you want to know? (focus) – FA FACEBOOK – Cl Clicks / / Purchases / / Fo Followers – BL BLOGS GS – Ti Time on site – EM EMAIL – Cl Clicks / / phone calls – LA LANDI NDING NG P PAGES – Fo Forms filled d in, , Conversion – SE SEO O – Tr Traffic to Site / / Phone calls / / Visits – DI DIGITAL B L BANNE NNERS – Cl Clicks an and Bounce ce rat ate – RE REMARK RKETING – Au Audie ience Siz ize – YO YOUTUBE - vi view ews – LI LINK NKEDI DIN N – Co Connecti tions, cl click cks Business SA <Insert presentation title here using slide master>

Learn to love the data (and automate it!) – Fi Find d the meaningf gful da data Business SA <Insert presentation title here using slide master>

Learn to love the data (and automate it!) – Fi Find d the meaningf gful da data, and d let it gu guide de your de decisions Business SA <Insert presentation title here using slide master>

Learn to love the data (and automate it!) – Cr Create te dashboards, and have th them emailed to to you − Ge General − SE SEO − So Social Business SA <Insert presentation title here using slide master>

(Remember this slide?) Content marketing Signs and symptoms of fatigue – Website, Social media, Advertising…. you need to nail your message. • Motivation to purchase • Barrier to purchase • “I want….” Spend time developing key messages. Business SA <Insert presentation title here using slide master> 11

Content is king 5 5 Type pes of f Conte tent Which need to be Wh – Relevant – Inspire – Searchable – Inform – Shareable – Educate – Memorable – Promote – Entertain Re Remember yo your why…. y….. De Define success…. Business SA <Insert presentation title here using slide master>

Content is King Re Review w and Re Refine o o t t c c i i f f f f a a r r T T e e t t i i s s b b e e w w s s e e l l a a S S s s l l l l a a c c e e n n o o h h P P e e t t i i s s Highly aligned Hi WHY? WH n n o o e e m m i i T T n n i i s s t t c c u u d d o o r r P P t t e e k k s s a a b b Shares/Likes Sh traffic Low t Lo High bounce rate Po Poorly aligned DO DON’ N’T DO DO IT MASSAGE IT MA AGAI AGAIN Hi ups sign u No s No Business SA Low p Lo performing <Insert presentation title here using slide master> High performing Hi

Content is King Le Let’s get some ideas now… – Inspire – Inform – Educate – Promote – Entertain Business SA <Insert presentation title here using slide master>

Search Engine Optimisation… why? Business SA <Insert presentation title here using slide master> VIA imFORZA.com

Search Engine Optimisation… HOW. – Focus – Content – continuously relevant and fresh – Diversity - make use of all online channels – Love for Google – keep up to date. Use Google Webmaster, Google Search Tools, Google MyBusiness. – Get some advice Business SA <Insert presentation title here using slide master>

Search Engine Optimisation… HOW. – Focus − Select your keywords • High volume (quantity) • High relevance (quality) • Attainable Business SA <Insert presentation title here using slide master>

Search Engine Optimisation… HOW. – Free Research tools – Google Adwords / Keywords Tool – Answerthepublic.com – Wordtracker – https://freekeywords.wordtracker.com – Google Trends – https://www.google.com/trends/ – SEO Book – http://tools.seobook.com/keyword-tools/seobook/ – WordStream – http://www.wordstream.com/keywords/ – Keywordtool-io – http://keywordtool.io/ Business SA <Insert presentation title here using slide master>

Search Engine Optimisation… HOW. – Tactics − On site • Blogs • Links Out, Links within • Footer text • Change regular text − Behind the scenes • Meta tags • H1 & H2 − Google factors • Speed of site • Clean code – MOBILE FRIENDLY! • No rule breaking • Google My Business / Google Webmaster − Elsewhere Business SA <Insert presentation title here using slide master> • Links in • Social media

Search Engine Optimisation… HOW. – Google Webmaster − Search Console − Site Map − Errors − Robots file Business SA <Insert presentation title here using slide master>

Search Engine Optimisation… HOW. – Google My Business − Location − Ratings − Blogs − Robots file Business SA <Insert presentation title here using slide master>

Marketing automation YOUR SOCIAL MEDIA MUST HAVES − Automating the sales funnel • Email sign up • Send information • Follow up email dependent on user activity • Follow up email dependent on user activity • Sale • Send new offer − Promises • More leads • Qualified leads • More sales • Efficient marketing • Lead generation machine Business SA <Insert presentation title here using slide master>

Marketing automation Business SA <Insert presentation title here using slide master>

Marketing automation YOUR SOCIAL MEDIA MUST HAVES − Suppliers (include) • Hubspot • Infusionsoft • GetResponse • SalesForce − Start somewhere • MailChimp – Automatic response – Landing page specific form – Start engaging Business SA <Insert presentation title here using slide master>

Key Tools YOUR SOCIAL MEDIA MUST HAVES − Fa Facebook k Business Manager r Audience re researc rch tool – define your audiences, see if they are worth targeting − Look at In Ink361 to find more about the types of content your Instagram followers engage with − Goog o – makes your data look pretty (and Google Data St Studio you therefore might read it! − Ne Neil Patel’s blog − Mo Moz – all about the SEO − Wo Woobox – competitions on Facebook Business SA <Insert presentation title here using slide master>

Other topics? YOUR SOCIAL MEDIA MUST HAVES − Chatbots − AI applications − Privacy and Data − Martech Business SA <Insert presentation title here using slide master>