Presentation slides from the digital marketing introduction workshop as part of Destination Digital business support programme from Connecting Cambridgeshire. Want more information? Small businesses across Cambridgeshire and Peterborough can currently get free business support on using digital technology until March 2015. More information here: http://destinationdigital.info/advice/

1. Digital Marketing Workshop
An introduction

2. Digital Marketing Workshop
In this short workshop we are going to discuss some elements of
web presence marketing that we have not covered in the Social
Media Training Workshop

3. Email Marketing
Unfortunately, email marketing and spamming are often talked
about in the same breath.
Email marketing used correctly is not spamming, but is a very
valuable communication method that can be used to communicate
with potential clients.

4. Email Marketing
How not to build an email marketing list:
There are a couple of big no no's that must be avoided if we want
to avoid being identified by a spammer by ISP's.

5. Email Marketing
How not to build an email marketing list:
1.Do not add your contact list to your email marketing list.
2.Do not add people to your list with an “opt out” tick box, it is
considered unethical in email marketing terms.

6. Email Marketing
What you should do is make sure you get an opt in, set up a sign
up form of some type.
Some even advocate the use of a double sign up method, where
someone has to confirm they have signed up.

7. Email Marketing
Building your list.
This can be the most difficult part of an email list, getting the
numbers up.
The easiest way is to ask your current contact list if they want to be
on your list, you can also do this on LinkedIn, when you connect
with people and other social channels.

8. Email Marketing
Building your list.
But you first have to have USEFUL content, that they are interested
in, if they feel your email will be of value to them, then they are
more likely to subscribe.
After that, it is good to have a call to action on your website, where
you get the sign ups.

9. Email Marketing
Building your list.
Your list is the only place where you are going to have full details of
your followers.
It is your property, so building it up there is key, if you lose a social
platform at any time, then your list will be the only record of all your
hard won contacts.

10. Email Marketing
What information should you send out?
You should use your email as a channel that draws people back to
your website content. Getting people on the website is always the
main goal.
The information should drive this purpose.

11. Email Marketing
Composing your email.
1. Keep your title short and to the point.
2. Make sure your body text gives just enough information to make
the reader want to click through.
3. Avoid heavy use of images as this can trigger spam traps with
some email clients.
4. Try to make sure you insert a “name” field in the email.

12. Email Marketing
Email management suppliers:

Mailchimp

Aweber

ActiveCampaign

13. Email Marketing
Email management suppliers:

Mailchimp

Aweber

ActiveCampaign

14. Pay Per Click Advertising
A lot of the platforms are starting to offer this advertising, basically
they want you to pay, so that they can earn revenue.
We always advise our clients that PPC advertising is often not the
best option especially when it is used in the wrong way.

15. Pay Per Click Advertising
Problems with PPC Advertising.
1. It gets expensive fast.
2. Return on investment can be poor – every £2.50 spent results in
about £1.50 in revenue it has been claimed.
3. Those with deeper pockets will always beat you to the top.

16. Pay Per Click Advertising
Problems with PPC Advertising (Google Adwords as an example).
1. It gets expensive fast.
2. Return on investment can be poor – every £2.50 spent results in
about £1.50 in revenue it has been claimed.
3. Those with deeper pockets will always beat you to the top.
4. It is in essence broadcast marketing.

17. Pay Per Click Advertising
When to use PPC.
PPC should be used to gain subscribers and engagers to your
platform.
If you sell low cost product, it is better to use Google Shopping than
Adwords.

18. Pay Per Click Advertising
When to use PPC.
PPC should be used to gain subscribers and engagers to your
platform.
If you sell low cost product, it is better to use Google Shopping than
Adwords.

19. Pay Per Click Advertising
How to use PPC.
When you are using it, there are a couple of ways to keep the costs
down on Adwords.

20. Pay Per Click Advertising
How to use PPC.
1. Use longtail keyword terms, they are less expensive, use Google
Keyword Planner to identify them.
2. Do not try to compete for the top position in the box in Adword
results, compete for the side results.

22. Pay Per Click Advertising
Other platforms:
If you are going to use PPC it is worth exploring where your
potential client might be and investigating advertising on those
platforms.

23. Pay Per Click Advertising
Other platforms:
1. LinkedIn
2. Facebook
3. Twitter

24. Analysing your results
There are many different technologies you can use, not just Google
Analytics, although that is the market leader.

25. Analysing your results

26. Analysing your results

27. Analysing your results
With all online marketing it is difficult to measure causation, but you
can measure correlation.
Causation is being able to say A caused B.
Correlation is being able to say increasing A has a matching
increase with B.

28. Analysing your results
So your online marketing should cause other activities in the
business to rise.
Simple things to measure are follower counts on platforms, levels
of engagement, traffic hits on your website.
The important thing to look for is a correlation of activity.

29. Analysing your results
Once you are doing that, you should rinse and repeat.
Good online marketing does not happen overnight.
But it should improve over time.

30. Closing thoughts
Email marketing should be an integral part of your web presence
marketing.
PPC should be used sparingly and to gain long term customers,
not short term.
Analysing your results is essential and should lead to improvement
in your marketing over time.