Digital Marketing Presentation 2015

Digital MarketingC o m p r e h e n s i v e G u i d e T o T h e F u n d a m e n t a l s o f D i g i t a l

M a r k e t i n g

Welcome

House KeepingPlease Have Mobiles On Silent

Presentation should take about 1 hourQ&A session afterwards

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My Own Background

John Quirke

Brandon Hill April 2015

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My Own BackgroundAll you need to know is how to do the right things

1 Been involved in marketing for over 20 years Digital marketing for 10 years +

2 Degree in Marketing and a Bsc in Information Technology.

3 Work as a full time marketing consultant and full stack web developer

4 I have a portfolio of my own websites, that include, affiliate marketing and drop shipping sites..

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What Were Going To Cover

Hootsuite, Facebook, Clickbait, Autoresponders, Landing pages, Sqeezepages, Lead magnets, Lead generators, Call to actions, ZenDesk,

Adwords, Bing Ads, Analytics, Email , Content Marketing, eBooks, Infographics, Campaigns, Social Copy writing, Social Media, Keyword

Tools, Geo targeting, Google certified, Zendesk, Scheduler , conversion rates, Goals, Bounce rates, Geo targeting, Squeeze pages, landing pages,

Youtube ,

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Our Mini Audit

What is your company's name

What is your company’s “purpose”

What is your “unique selling proposition ?”

What are their BIGGEST issues (or pain points)?

Who is your TARGET customer ?

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Our Mini Audit

How do you SOLVE those issues or relieve that pain ?

Who are your TOP 5 competitors?

What is your “Authority Site” (usually your blog)?

Who is your “Managing Editor ?”

How many UNIQUE monthly visits does this site receive?

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Our Mini Audit

How many blog posts do you write per week ?

How are posts distributed ?

How many comments, likes, shares, etc. receive ?

How many followers, subscribers, fans, etc. do you have?

Which social medias do you use?

REACH!11

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Our Mini Audit

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What is your FLAGSHIP product (or service) ?

What is the current size of your mailing list ?

What are you AVERAGE open rates ?

What are you CLICKTHROUGH rates?

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What is Digital Marketing?

Brand Awareness

Lead Generation

Customer Retention

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Our w.w.w. Journey

CERN - Tim Berners-Lee, a British scientist at CERN, invented the World Wide Web (WWW) in 1989. The web was originally conceived and developed to meet the demand for automatic information-sharing between scientists in universities and institutes around the world.

1989

12Next Generation

1996

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Trends for Your Website 2015

Each year, website owners look forward to emerging design trends that can point more visitors to their sites.

Investing in webdesign is a must if your seeking to achieve business success .

In 2014 the key was simplicity and a lot less clutter and 2015 is turning out the same.

14Simplicity is Key

Cleaner Appearance - Remove Well laid out page

Clean open spaces

Clever font choices - website typography

Commanding Images

Content with real value and concise

15Simplicity is Key

16Simplicity is Key

17Simplicity is Key

18Simplicity is Key

19Mobile Devices

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Hero Shots

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Getting Noticed Brand Awareness

Content Marketing

Paid Advertising

Affiliates

Joint Ventures

Search Engine Optimization

Social Media Marketing

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Search Engine Optimisation

Why is it important?Search Engines Define What People Find on The Web

People Choose What’s In Front of Them

Websites At The Top Of The Results Have a Huge Advantage

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Search Engine Optimisation

Joes AccountancyAgency

Bobs AccountancyAgency

24Choose Which Form Of Content

Blog Posts

Video

Magazine Articles

Tutorials, Guides

Webinars

Infographics

Powerpoint presentationsEbooks, books and products/programs

Newsletters

Calculators

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Infographics

26Blog Posts and Articles

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Video

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Tutorial and Guides

People Love Tutorials

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Webinars

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We need a plan!Content Marketing Strategy

Schedule

Content Manager

Publishing

Building Blocks

31The Fast Track To Number 12 Ways, one is harder than the other

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32How Paid Advertising Works OnlineQuality of Traffic is important

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Paid Advertising

Careful Planning is neededBefore every campaign is executed.

33Advantages of Online AdvertisingQuality Targets and Local Traffic

Target your target demo graphics

Advertise locally or globally

Advertise for your market

Reach the right peopleAt the right time

Use your website analytics

You choose the budgetSuits small or large budgets

Insights around the clockCheck on who’s

watching who

Target relevant websitesPlace ads on websites that

has your customers

34RemarketingQuality Targets and Local Traffic

Use Remarketing To Reach Past Website Visitors And App Users

Standard Remarketing

Remarketing Lists

Video Remarketing

35Social Media

Follow me I’m a social guy

Digital Marketing is about communication and personalisation

36Why Use Social Media

Let people come to you

Immediate

Customer Feedback

Broad Influence

Easy

Brand Loyalty

FREE

KLM Airline

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Social Media

Create brand following1

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Decide which networks will benefit you the most

Social media is a conversation between you and many4

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Social Media

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4 Decide which networks will benefit you the most

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5 If people respond to you , respond to them

6 Recycle content

Use your website as a hub

Use the Social Circle

Think about what you’re posting

Social Media

Think optimisation1

2 Use news jacking

Blog posts, remove the date3

4 Once you have content, share it

KLM Airline

Social PlanExample of Social Plan

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1 Follow

Welcome/ hello

Tweet relevant information

KLM Airline

Social PlanExample of Social Plan

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4 Direct message people (personal)

@Message

KLM Airline

Work Out A Formula

30% Content 40% Conversation

30% Promotion

Retweet other users, build better relationships

Social relies on relationships

KLM Airline

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Managing social content

Measurement

Hootsuite – covers all your networks

Schedule one weeks content in an hour

What are your goals, sales yes but…

More traffic to your hub

Community word of mouth

Search visibility

Sales increase

KLM Airline

Joint VenturesChase thought leaders

Bloggers

Youtubers

Reviewers

Let them make content for youHarvest their followersGenerate leads from them

Affilate Networks

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1 Create your ready made sales force

Affilate platforms, look after refunds, payments

Famous affilate platforms

Promote other products, become an affilate

Lead Generation

This is what happens to a lot of sitespeople bounce and are gone for good

You need a Lead Generation or a lead magnet, make people part with the details

Why?

ScenarioCommunication builds over time

THE MONEY IS IN YOUR RELATIONSHIP

WITH THE LIST

KLM Airline

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1 Quality Leads

Means of Communicating Your Message

Target Specfic Products

KLM Airline

Email Marketing

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1 Have a system in place Get people to follow your social sites

Set up an Autoresponder Campaign

Offline collect emails

New content, add it to the end of your campaign

KLM Airline

New Content

New News

New Products

Broadcast relevent information

As your email list grows, your business will too

An example of one of my advance campaigns



KLM Airline

Landing Pages

Control the funnell of traffic

2 Types of copyLong & short

Landing Pages

Heading

Subheading

Hero shot or video

Benefits (solve pain points)

Items To Include

Video. Captures attention

Call to actions

Lead generator

Smooth flow

Items To Include

Exit inent

Countdown timers

Limited supply

Testimonials

KLM Airline

Squeeze Pages

Similar to landing page

Options are limited

Let your auto responder do the work

Offer something of value

KLM Airline

Squeeze Pages

KLM Airline

A/B Testing

Make a decision

Test

Evaluate results

Make better decisions

A/B Testing

Everything to be tested

Coloured buttons

Follow trends from big companies “they test”

Landing page with a video or text

Keep what works with your audinece

Constantly improve pages and websites

Keep what works with your audinece

Customer RetentionWhat Next, Keep Customers Happy

Listen to social networks

Create a trail of contact

React to conversations


Zendesk

Instant chat .Give the impession of good customer service

Set up a F.A.Q


Follow up surveys

Digital customer service

KLM Airline

Digital Marketing In The Future

Social Lead Links

Competitors are if you’re not

Mobile Apps

KLM Airline


If you want to know more

By the end of the day you will have a marketing plan

Digital marketing workshops

KLM Airline


Limited numbers availableBetween 10-15

Starter Pack

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Your Digital Marketing Plan

Website

Lead Generatio

n

Testing

BrandAwarenes

s

Customer Retention

Always Watching

Thanks for Watching

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