Digital Marketing presentation

1. Digital Marketing:
Building A Strong Web &
Social Media Presence
Facilitator: Billings J. Tanaa

2. Why Build a Strong Web &
Social Media Presence?
There are compelling statistics!

5. GHANA

15. ECOMMERCE IN GHANA

23. Global Search Engines rank number 1 in terms of
brand discovery, followed by TV, Word of Mouth
(WOM) and Social Media advertising
International Digital Marketing Trends

28. CONSIDERATIONS
• 50% of the population in actively online, on social and searching for solutions.
• Ghana should approach their marketing split of traditional vs. digital in a similar manner.
• Traditional marketing is still very relevant.
• Ad spend should be focused on customer acquisition and brand awareness instead of LIKE and Followers
• Search Engine optimisation and paid search are critically important to Ghana marketing – 63% of your
potential market is searching and ready to shop
28

29. How to build a
strong web
presence

30. Promotions
• Website/Blog
• Social Media Presence
• Facebook & Instagram Ads
• Pay per Click (Search ads)
• Display Ads ( Youtube)
Building Assets

31. Creating a vision/purpose
statement
# 1
Be Stubborn With Your Vision, but Flexible With
Your Plan

32. “To bring inspiration to every athlete in the world. If you have a
body, you have an athlete” _Nike
Example: A school
“To project staff and students as the best model of education in
the country.”
Restaurant:
“To be the most engaging and culturally relevant gourmet
restaurant in Accra”

33. Choosing the right
channels/ platforms
# 2

34. Choosing your web platform:
Other things to look out for:
• Ease of setup/use
• Cost
• Customization
• Scalability
• Aesthetics
• Mobile Optimisation
Blog Vrs Website

35. Which platform should you choose?

36. Choosing your Social Media Channels

43. Branding
#3

44. • Picking your colors
• Logo
• Tagline
• Writing Style/tone of voice
• Standardize your brand(offline/online)
• Train your employees on how to protect your brand
Things to consider in Branding

45. Defining your Social Media &
Content Strategy
#4

46. “A social media strategy is a plan or roadmap designed to guide you achieve
specific business objectives on social media.”
Types of social media goals
• Brand Awareness
• Drive Traffic to Website
• Generate Leads
• Boost Engagement
• Build community
• Customer Service
• PR
• Social Listening
Creating your Social Media Strategy

47. Defining your Content Strategy
(creating value)
#4
Creating a Social Media Strategy

48. Defining your content strategy
Content must serve at least one of 5
purposes
 Educate
 Entertain
 Inspire
 Converse
 Convince

49. Content Guidelines
• Keep it short and sweet
• Write to actual people
• Build relationships, not just transactions
• Be authentic
• Do not spam
• Do not sell aggressively
• Always attribute original content
• Plan your content for the week/month
Types of Content
• Text
• Photos
• Videos
• Slideshows
• Infographics
• Gifs?

50. Promoting your Business
Online
#5

51. There are two main strategies for
promoting your business online:
Organic
Paid

52.  Search Engine Optimisation (SEO)
 Blogging
 Local Listing Services (Yellow Pages/Classifieds Websites)
 Google Places/Yahoo Local
 Content Exchange
 Press releases
 networking events,
 Facebook/Linkedin Groups,
 Using hashtags on Twitter/Instagram
Organic Strategies

53.  Social Ads (Facebook, Instagram, Twitter, LinkedIn)
 Search Engine Marketing (Google, Yahoo, Bing)
 Display & Banner Advertising (Google, premium website placements)
 Email Blast
Paid Strategies

54. Other Promotional Strategies
 Running contests
 Running campaigns
 Facebook Live
 Influencer Marketing

55. Facebook Advertising
 Creating business manager
 Setting up business manager (Tracking pixels, Ad accounts, verification,
commerce manager)
 Creating your first Ad (ad objective,
 Ad Optimization

56. Google Search and Display Ads
 Creating Adwords Account
 Setting up your analytics account (tag manager,
 Creating your first Ad (ad objective,
 Ad Optimization

57. Google Search and Display Ads
Google Search or PPC
Google Display Ads

58. automation tools
#6

59. Automation is important for a number of reasons:
 Increases your efficient
 Are effective
 Simplifies your life (saves time!)
• Automation tools are software and apps that automate marketing
tasks.
• Repetitive tasks such as email, social media posting, weekly reporting
need to be automated.

60.  Email Marketing
 Push Notifications
Website/Blog
Example of blog automation software

61. Automating Content Scheduling, Analytics, Reporting, Contests and Sweepstakes
Examples of social media automation software:
Social Media

62. Tracking & Measuring
#8

63. Setting KPI’s & ROI
• KPI’s stand for Key Performance Indicators. Setting KPI’s
enable you to benchmark your efforts and Know what is
working and what isn’t.
• KPI’s are driven from your vision/goals.
For example, If your goal is engagement “ KPI’s on social
media will be number of “Likes/Reactions, Comments, Shares”
On the blog it will be comments and number of views.

64. Setting KPI’s
• Brand Awareness
• Drive Traffic to Website
• Generate Leads
• Boost Engagement
• Build community
• Customer Service
• PR
• Social Listening
Goal KPI
• Impressions, Reach, Followers, Views, Shares, Retweets, Brand
mentions
• Clicks, Website sessions, Reach
• Clicks, website conversions,Product/service inquiries
• Likes/Reactions, Shares/Retweets, comments
• Follower count, Likes/Reactions, Shares/Retweets, comments
• Enquiries, messages, comments
• Brand mentions, shares/Retweets, Influencer engagements
• Brand mentions, Competitor mentions
KPI’s are set based on your overall goal

65. Conclusion
Key Things to keep in mind when building a strong web &
social media presence:
 Consistency is key
 Patience

66. Thank You
Pedal Media Consult is a boutique
digital marketing company. We
identify & enable new digital
technologies for SME’s, making
them efficient, competitive and
profitable:
0243181770