Digital Marketing

1. Digital Marketing 2017
Nina Goodwin
@GUTS_SW @Cosmic_UK

2. Agenda
• 9am Registration / coffees and teas
• 9.30am welcome and Growth Hub overview David Hynd
• 9.40am 10.20 Creating a Digital Campaign
• 10.20-11.00 Creating content using CANVA
• 11am refreshment break
• 11.30am – 12.10 Harnessing Pinterest and Instagram
• 12.10 – 12.50 Keeping your website safe online
• 12.50 Questions?
• 1pm finish

3. Digital Marketing 2017
Top tips for creating a digital marketing campaign
Nina Goodwin
@GUTS_SW @Cosmic_UK

4. What is digital marketing?
• Digital marketing is an umbrella term for the marketing of
products or services using digital technologies, mainly on the
Internet, but also including mobile phones, display advertising,
and any other digital medium.

5. Digital marketing trends for 2017
• Personalisation
• Advocate Marketing
• Email Marketing
• Content Marketing
• Mobile Marketing
• Social Media
• Live Video
• Marketing Automation

6. What marketers will be concentrating on…
• Live video streams
• Social Media ‘buy’ buttons
• Increased reliance on Data
• Personalised content
• Promoted ads;
According to a report from eMarketer, in 2017 total digital ads
spending will surpass television ads for the first time. Is this fact
reflected in your own digital strategies?

7. Data ManagementConsistent Brand
Message
Personalisation
Quality Content
Things to Consider Now for 2017 Digital Marketing

8. Personalisation:
– Speak direct to your customer
– Use tools to really understand your audience
– Give them the message they want to hear (Quality content)
– Then monitor their activity (Data Measurement)
– Keep message consistent (Brand consistency)

9. • Data Management:
– Analytics are vital to the success of your digital marketing
– Understand which content you are delivering is successful
– Use it for your business objectives
– Understand your customer, which in turn can help you tailor the
content you are writing

10. • Quality Content;
– Concentrate on doing less, well, rather than more, rushed
– What content forms? Blogs, e-news, e-books, articles
– Speak direct to your customer (Personalisation)
– Measure results (Data Management)
– Consider live video (social) & User Generated Content (UGC)

11. • Brand consistency;
– Wherever you are found, make sure you are recognisable
– Multiple locations/platforms/devices – check!
– Does your audience understand your message?
– Does it correlate well
– Does the customer journey make sense?

12. Planning your digital strategy

13. • Market Research and Competitor Analysis
• Objectives and Goals
• Audience Setting and Value Propositions
• Channel Strategy
• Implementation
• Measurement

14. Discover your customer persona
• www.makemypersona.com

15. Reach (buyer stage – exploration)
• Building awareness of your brand – its products and services
• What do you offer
• Maximise your reach using multiple interactions
• Different platforms
• Organic and Paid media

16. Act (buyer stage – interaction)
• Short for Interact
• Persuading visitors to take the next step
• Call to action opportunities
• Generating leads
• Obtaining information about your customer
• Encouraging participation – sharing of content etc
• Engaging through relevant compelling content

17. Content marketing

18. Positive ratings for different content marketing
formats

19. Convert (buyer stage – purchase)
• Conversion to sale
• Turn your audience into paying customers
• Making the process easy for them
• E-commerce process
• Product, price and promotion

20. Engage (buyer stage – Advocacy)
• Happy customers = advocates
• They will share – online & offline
• Repeat customers – lifetime value
• Satisfaction & Loyalty

21. Measure
• Keep tracking customer journey
• Analyse what content works well
• Monitor audience
• Click through rate
• Once you understand the customer, the journey and the content
you have a successful strategy!

22. Content
• When creating content, think about the following;
• Who benefits most from this information (i.e., who, specifically,
am I talking to?)
• What are their specific needs?
• Why is my brand uniquely qualified to satisfy those needs?
• How can I best depict and share the information?
• When is the optimal time to create, share and promote it?

24. Social Video

25. Key demographic
• Social video owns the all-important 18 to 33 year-old
demographic. Millennials are spending less time in front of their TVs (if they
even still own one) and more time watching video on their mobile devices
and laptops. By 2030, millennials will comprise 75 percent of the global
workforce, making it hard to ignore video platforms that resonate so well
with this key audience.

28. What to post?
• How To’s
• Highlight your skills
• Showcase your event
• Reveal a new product
• Go behind the scenes
• Use what you have

29. User Generated Content

30. Using UGC on Instagram
• http://www.business2community.com/instagram/3-incredibly-simple-ways-use-
single-instagram-image-01437514#jXSuy9h6hvTfuc4W.97

32. UGC on your website

33. How to use in your digital marketing
• How can you create opportunities for your audience to give you
their content, rather than create your own?
• Campaigns on Instagram
• Ask questions
• Encourage image submissions
• Guest blogs?

34. Planning your campaign
• Based on your digital strategy – what is your target?
• What do you want to achieve?
• How will you achieve it?
• Audience – content – measurement
• Planning & scheduling

35. Planning your content
• Planning
– Content plan
– Each social platform – which ones?
– What blogs / newsletters
• Scheduling
– Buffer
– Hootsuite
– Tweetdeck

36. Facebook
• Business page engagement is dipping
• Still good to have a presence but make it work for you
• More people using Groups
– Can’t use as a business
• Algorithms have changed
• Focusing on friends and family
– Encourage sharing on personal profiles
eMarketer study projects 75% of Facebook users will be using mobile access by 2020
(currently 55%)

37. 2014 forecast

38. The facts
• According to The Information, ‘original broadcast sharing’ (posts
consisting of users’ own words and images) fell 21% from 2014
to 2015, contributing to a 5.5% decrease in total sharing.
• Only 39% of people sharing an average of 5 posts per week.
Overall, this ratio equates to a collective average of 1.95 posts
per user per week – a number significantly down on the average
of 22.5 posts per user per week of just 6 years ago.

39. However… Facebook Live

40. Facebook groups
• At a time when businesses are struggling to get seen on
Facebook through their pages, using groups becomes a more
popular option
• Committees, Organisations, Teams
• Product Launches or Special Projects
• Mentoring
• Post Conference/Event/Workshop Hangouts
• Sharing the Social Media Love
• Business Networking
• Exclusive Memberships

41. Building your community, or tribe
- personalisation
- audience focused

42. Grow Advocates
Your social media community isn’t
just composed of prospective
buyers; it’s also full of potential
advocates—the people who will
spread your message beyond your
reach to their own networks. In a
business climate where 92 percent
of people trust earned media, such
as recommendations from friends
and family, above all other forms of
advertising, these social media
advocates are indispensable.

44. How to use?
• Share updates that are useful for your community
• Publish updates often—both new content as well as responses
to your community
• Make information easy to find for your community—fill out your
bio, add links to your website, etc
• Do your best to keep your community engaged on your profile
by responding to comments, holding chats, building groups, etc
• Let other members answer the questions for you – you will find
that the support each member gives each other is more
valuable

45. Direct messaging
• Whatsapp
• Facebook messenger
• Twitter DM
• Instagram – contact (business profile)
• No automated messaging
• Tailor to the individual

47. Recommended digital strategy for 2017
• Work out your goals
• Research your audience
• Research your channels – where are your audience?
• Content formats – include blogging, video and UCG highly
• Plan content and schedule
• Personalise to your audience
• Keep a consistent message throughout your online activity
• Measure & collect data

48. Digital Marketing 2017
Harnessing the power of Canva
Helen Bottrill
@GUTS_SW @Cosmic_UK

51. The Power of Visual
• The human brain processes visual information 60,000 times
faster than text
• 83% of human learning is visual
• When people hear information, they're likely to remember only
10% of that information three days later. However, if a relevant
image is paired with that same information, people retained
65% of the information three days later.
• Content with relevant images gets 94% more views than content
without relevant images.
• Articles with an image once every 75-100 words got double the
number of social shares than articles with fewer images.
• 93% of people say that visual imagery is the #1 factor impacting
purchasing decisions

53. In our Facebook feed…

54. In our Twitter feed…

55. Throughout our other channels…
Each gained more than 10 million visitors last year

58. User Generated Content
• More than 50% of the modern social media users seek out UGC
before making big purchase decisions.
• 25% of search results for the world’s top 20 brands are links to
UGC
• On YouTube, UGC fan videos get 10 times more views than
brand content
• 87% of consumers agree that favorable reviews confirm their
decision to purchase a product
• Can you encourage this through your social media community?

60. Canva – how to use it?

61. https://designschool.canva.com/

66. For Pinterest…

67. For Instagram…

68. A few tips…
• Use good quality images
• Make sure spelling and grammar are correct
• Title images correctly
• Branding
• Credit the right people
• Don’t use images without permission
• Double check before posting
• Check sizing

69. • If using the images in social media remember;
– Be engaging
– Encourage sharing
– Speak to your audience
– Right format
– Style images well
– Be relevant
– Enjoy!

70. Break

71. Digital Marketing 2017
Instagram & Pinterest
Helen Bottrill
@GUTS_SW @Cosmic_UK

75. Recent changes to Instagram
#1 Video length increased from 15 to 60 seconds in April 2016;
#2 You can see how many views your video has had;
#3 A tap on a photo ad reveals the call to action;
#4 News Feed Visibility Shifts With new Algorithm;
#5 Introduces Stories;
#6 Business profiles starting to roll out.

76. Building your Instagram brand
• Look at your whole strategy – can Instagram fit with that?
• How?
• What do you want your audience to feel?
• Brand consistency
• Personalisation
• Data Measurement

77. Business profile
• Mirrors Facebook’s business profiles, complete with a huge
“contact’ call-to-action, allowing users to email, call or text the
business.
• Ability to promote posts
• Access to insights where you can see impressions and
engagements;
• Analytics and insights built into the app;

78. Do you want to convert from Personal to
Business?
• Remember what happened to Facebook Pages?
2007 = a page was a page
2007 onwards = started to roll out Business Pages
June 2016 = changed its algorithm to send less traffic to content
sites
Meaning you have to pay to have your content seen…….your
Organic reach is pretty much non existent!
• In a Blog post on March 2016 Instagram announced:
“your feed will soon be ordered to show the moments we believe
you will care about the most”

80. Benefits of not converting just yet to a business
profile
• You will keep your Organic Reach;
• Do you want to be labelled as sponsored?
• The brands that perform the best on Instagram create an
emotional connection with their followers -- one that triggers a
human feeling.
• Advertising removes the human factor;
“People want to believe that a really awesome person who is
similar to them (or someone they aspire to be) is behind these
brands. When we see a sponsored post from a brand, the robotic
features of automatic posting arise, and the human features of
transparency and authenticity are lost”
MADELINE POPELKA; Marketer, Founder of Digi

81. Creating a cohesive theme
• Choose how you want your followers to feel, and describe your
account’s personality
• Choose a color scheme
• Use just one filter
• Use similar editing settings on all your photos
• Use the same lighting
• Use 1-3 backgrounds
• Choose 1-2 fonts
• Resist the urge to post things that won’t fit in!

88. Colour themes

89. Giant Square app

90. Zoom
• Announced in
September that
we are now able
to zoom in on
images and videos
in our feed.

91. Share more video content
• Share more video content, especially if you like to repurpose
content from other networks, such as downloading your
Snapchat story video to Instagram;
• Click on the number of views & you will see who has liked
your video; option to follow those who have liked;
• Are your videos resonating with your audience? What is
your reach versus engagement?

92. What should I video about?
• Be creative and fun;
• Eye- catching enough to draw attention; with or without
sounds;
• Know your customer and what they like;
• Are you videos shareable? Are your videos light-hearted?
• Use of memes?
• Brand personality?

93. Instagram Stories
• Quicker, less composed
• More of a glimpse into behind the scenes
• Keep audience engaged
• Like snapchat
• As many or as little as you like
• Lasts for 24 hours
• What can you snapshot??

94. Instagram tools

95. Later.com – paid service
• Schedule Instagram Posts From Any Device
Later allows you to schedule Instagram posts at future times.
Once it reaches the scheduled time, you get a simple
notification asking you to approve the post.
• Key Features:
• Plan & Schedule Posts - Efficiently schedule photos and videos
with customized captions from any device.
• Search & Repost - Simply search and post content from the
web.
• Add Team Members - Add your whole team to later and make
managing posts a breeze.
• Later is as close as it gets to automating your Instagram posts.

97. Repost - Free
• Ideal for sharing UGC – easily repost another users post on your
own feed
• Key Features:
• Bookmark Photos - Save photos and videos to quickly repost
them later.
• Search - Find amazing photos and videos by user or hashtag
• One Tap Repost - Repost and automatically credit the content
creator with a single tap.

101. Instagram campaigns
• Get involved in current campaigns
• Create your own
• Build engagement with others
• What is trending and current in your industry
• Who is similar to you?
• Who has the same interests?
• How can you attract them?

106. Instameets

107. • Build follower base
• Engage with followers
• What can you ask?
• Encourage their support by offering free gift?
• What can you give?
• What can you do with their information?
• Build community through users
• Helps build your UGC

110. • 79.3 million users
• 50 billion pins
• 1 billion boards
• 500,000 business accounts
• 86% of users are women, but...
• 30% of new sign ups are men
• 67% of content pinned on Pinterest is from a business website
• 96% of pinners have used Pinterest to research and gather
information
• 72% of brands use ‘pin it’ button on their product pages
• 47% of US online shoppers bought something as a result of a
Pinterest recommendation

111. The Visual Search engine of Discovery
“Nearly 9 in 10 users on Pinterest use it to help decide what to
purchase.” That’s a pretty remarkable number. It’s almost as if
Pinterest has become its own type of search engine”

112. Build your Brand
• Consistent pinning of relevant products & images helps to
build your brand image;
• Pin multiple times but space your pinning;
• Create boards to match your customers interest; have
knowledge & understanding of your customers;
• Follow influencers and build your relationships.

113. Pinterest Business Account
• Create a business account from your personal account or from
scratch
• Go to https://business.pinterest.com - either convert or create
• Select your business type and business name, plus a username
• Username can only be 3-15 characters long
• This becomes your url, eg:
https://www.pinterest.com/cosmic_UK
• You then have to verify your website which creates a link
between your Pinterest account and your website – enables you
to see Pinterest analytics
• If you have your own website then add a pinterest button –
makes it easy for people to pin your images

114. Allows you to see
• Top pins & boards
• How many people view your profile weekly
• Where you audience is from
• What they are interested in
• Helps you measure & tailor your content
• Keep tracking data

115. • Can you add what you do to your profile name? Keywords - will
come up in searches
• How can you help?
• Call to action

116. Your Pinterest boards
• Stick to theme / your niche
• Your boards should be there for your audience, not you
• Keep boards secret if you need personal ones
• You will then attract the right people
• What do they want to know?
• How can you help them?
• 15-20 categories – name them well – keywords – what will your
audience be searching for?

117. • Use the same pin on different boards
• Users get board recommendations rather than account
• Boards should be appealing and organised

118. Board descriptions
• Make sure keywords are included
• No robotic – speak to your audience, ask questions
• What will they search for?

119. Optimise your Pins
• Use high quality images, well composed and in focus -
ideally 800x1200 pixels
• Go for tall pins - vertically oriented pins look better on
mobile screens
• On brand colours & fonts – stay consistent
• Use text, but limited. Get a good hook - why should
people click?
• Add website link or logo (but small)
• If you have anything to give, mention it (free download etc)

121. • The image should be indicative of what's at the pin's link;
• Make sure that people know what's inside the pin so they
feel enticed to click.
• Remember to add text to the pin if required – it could make
the difference between someone clicking on your pin or
not.
• Make sure the pin takes you to the correct place

122. Focus on your descriptions
• Provide a specific and thoughtful description, one that helps the
users find the image they are looking for when performing a
search. Add all the details that describe your image and create a
natural flow of text that will favour your pin’s discovery towards
others.
“Don’t just drop in keywords or hashtags. The description is an
important part of captivating Pinners. Set a scene that incorporates
the right search words, and you’ll help Pinners imagine themselves
with your Pin”

123. Think keywords
• But make it conversational
• Call to action – click through to read full post eg
• By not adding keywords your pin won’t appear in searches
• SEO
– Name
– Bio
– Boards
– Pins
– Targeting your audience

124. Add pin it button to your website

125. UGC Boards

126. Rich Pins

127. • Rich Pins are Pins that include extra information right on
the Pin itself. There are 6 types of Rich Pins: app, movie, recipe,
article, product and place.
• Depending on your website platform you can create them
yourself or speak to your web developer
• First, you’ll need to add metadata to the content on your site
• Second, apply for Rich Pins – need to be validated (You only
need to validate 1 URL to apply for Rich Pins on your entire
domain)

128. Promoted video
• Being rolled out slowly to brands
• Starts automatically in feed

129. Creating private content boards

131. Every time you create a pin
• What will your audience get out of reading this?
• Give them a clear benefit for clicking
• Helps you to know what to blog about
• Get straight to the point in your title
– How to do/Make/Become
– 5 ways to…
– Why you should…
– 7 steps to…
• More detail in the pin description
• Clear imagery

132. Keeping your Website Safe Online
Security & Privacy

133. Cyber Crime 2015

134. While its scale puts it among the largest on record, I
am perhaps most troubled by news that this breach
occurred in 2014, and yet the public is only learning
details of it today US Senator Mark Warner
“The company has demonstrated that it isn’t quick to implement best practices and available
security technologies, such as the delay in encrypting IM communications, implementing https
for its web properties and more. These types of breaches highlight why all companies, need to
be cybersecurity leaders, not followers.” Kurt Baumgartner from Kaspersky Lab

135. “The majority of companies
are still flying blind when it
comes to data security,
because 60 per cent still
think that it doesn’t affect
them,” Barnett said.
Imperva CTO speculated that the
hack was carried out using SQL
injection, the same method an
expert hacker claimed was used to
breach Carphone Warehouse
security in August.
Discussions about TalkTalk’s unencrypted databases and at least
11 so-called cross-site scripting vulnerabilities took place on
online forums used by hackers weeks before the actual attack on
the company was announced.

136. http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-hacks/

137. "We're no longer in a situation
where it's a case of 'if I am going
to get breached'. It's more a case
of how often you are going to get
breached and how long those
people are going to be in for."
Cyber forensics pro Dr David Day.

138. Latest figures
• 74% of small businesses, and 90% of major businesses, has had
a cyber breach of security in the last year.
https://www.gov.uk/government/news/uk-businesses-urged-to-
protect-themselves-from-growing-cyber-threat
• Cyber crime cost the UK £27 billion and costs small businesses
on average between £35k and £65k

139. ll
Now Cyber crime has been
included in our crime statistics for
the first time.

140. It’s not just about networks and computers

143. 1) Script kiddies: A wannabe hacker.
2) Scammers: Your email inbox is probably full of their work. Discount pharmaceuticals, time-shares,
personal ads from available women in Russia…sound familiar?
3) Hacker groups: Usually work anonymously and create tools for hacking.
4) Phishers: Gotten an email recently claiming your bank account is about to expire? Don’t fall for
these jerks.
5) Political/religious/commercial groups: Tend to not be interested in financial gain. These guys
develop malware for political ends. If you think this group is harmless, think Stuxnet. The Stuxnet
worm which attacked Iran’s Atomic Program of Its Nuclear Facilities was believed to be created by
a foreign government.
6) Insiders: They may only be 20% of the threat, but they produce 80% of the damage. These
attackers are considered to be the highest risk. To make matters worse, as the name suggests,
they often reside within an organization.
7) Advanced Persistent Threat (APT) Agents: This group is responsible for highly targeted attacks
carried out by extremely organized state-sponsored groups. Their technical skills are deep and

145. Chatham Town FC
It’s not just the big boys

147. Get the Basics Right

148. 7 Steps to Basic Cyber Security

149. 1. Download Software Updates
• Download software and app updates as
soon as they appear. They contain vital
security upgrades that keep your devices
and business information safe.
• If you don’t update your website,
someone can use a loophole in the old
version of even simple things such as
plugins in order to damage your website.
Visit www.cyberstreetwise.com/software

150. 2. Use Complex Passwords
• Use complex passwords
• One simple way of creating a password is
•
• Take the first letters of a phrase you always remember (i.e.
Never cast a clout till may goes out’ Ncactmgo
• Add some characters to the phrase, particularly at the beginning
$&Ncactmgo
• Now add some unique content to help identify the site i.e.
Google GE, $&NcactmgoGE
• Now add some numbers, i.e. 16 $&NcactmgoGE16
•
• Change your passwords regularly, at least twice a year.

153. Prioritise Passwords
• Make sure you use a different password for your online banking
and email/social accounts.
• Symbols and numbers should be included

154. Store Passwords somewhere Safe
• Store them off line or in a password manager (your password
for your password manager needs to be really complex and not
use anywhere else!)
• Passpack
• LastPass
• 1password
• Keepass
• Trend Micro Password Manager

155. 3. Use anti-virus software & email filtering
• You do need to invest in good antivirus, free software isn’t good
enough these days
•
• Web root
• Trend Micro
• Bitdefender
• Eset
• Kaspersky
•
• Many cyber-attacks come through email with a link, install a
good quality email filtering system

156. • Delete suspicious emails as they may contain fraudulent
requests for information or links to viruses.
• Visit www.cyberstreetwise.com/common-scams
• Have a good spam filter in place Fusemail or Hushmail
• https://www.sonicwall.com/phishing/
4. Delete suspicious emails

157. • If you are using Dropbox, Google Apps, Office 365 or any cloud
based software, set up two factor authentication
•
• Usually this means you need your mobile phone with you to
approve your sign up. It’s very simple, but it will alert you to any
attempts to access your information.
• Google authenticator
• Authy
• Entrust
5. Set up two factor authentication

158. • Make sure everything that’s important to you is backed up
•
• Good backup services include
•
• iDrive
• CrashPlan
• Carbonite
• Backblaze
• Mozy
• *http://uk.pcmag.com/backup-products-1/8648/guide/the-
6. Back up

159. 7. Train your staff
• Make your staff aware of cyber security threats and how to deal
with them. The Government offers free online training courses
tailored for you and your staff which take around 60 minutes to
complete. Visit
• Website Admin;
• www.nationalarchives.gov.uk/sme

160. Have a plan
• Be ready with a plan in place
• List possible incidents and rate their impact to your business
• For each incident list communication methods – internal and
external
• Have email and telephone scripts ready for action
• How do you know when you are hacked? Analytics.

162. Where do I report online crime?
• Action Fraud is the UK's national reporting centre for fraud and
internet crime, which provides support to citizens and a
reporting service for crime and crime related incidents through
its web based and contact centre channels. Visit
www.actionfraud.police.uk or call the contact centre on 0300
123 2040.

163. GDPR
privacy by design
right to be forgotten
data portability
explicit consent

164. UK Government’s repsonse to Cyber CrimeCyber Essentials

165. Where to get more information, help and advice
• Cyber Streetwise simple advice to help you and your business stay
safe online www.cyberstreetwise.com
• Responsible for Information free training course
www.nationalarchives.gov.uk/sme
• Coelition provide tools and support for businesses, helping them to
provide consumers with personal services that handle data responsibly
www.coelition.org
• Action Fraud Report internet and cyber crime online
www.actionfraud.police.uk
• UK Cyber Security Strategy and programme:
www.gov.uk/government/policies/keeping-the-uk-safe-in-cyberspace
• Get Safe Online www.getsafeonline.org/businesses
Payment Card Industry Security Standards Council Practical advice on
all aspects of cyber protection for small businesses
• www.pcisecuritystandards.org
• Ransomware Information www.nomoreransom.org

166. Questions
Please fill in your evaluation forms

168. Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk