Putting your digital marketing strategy together

1. Start your marketing + Putting your marketing strategy together for social media Anne-Maree Kerr
2. What is digital marketing? Advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps.
3. Digital Checklist
4. Set realistic goals for your online presence Be found • List on local directories • Build a website with contact details, about us, services, prices • Set up social media - at least Facebook to post new information, daily deals, special offers 01 Turn visitors into paying customers • Add features to your website/social media pages such as appointment scheduling, ecommerce, reviews • Invest in online advertising 02
5. What are the biggest challenges organisations face? 1.Finding sustainable solutions to declining organic reach. 2.Keeping pace with algorithmic shifts and social network innovation. 3.Proving the ROI of existing strategies. Sources: Hootsuite Social Trends 2018 survey, Hootsuite expert interviews, analyst reports.
6. Social Media Strategy purchase consideraton awareness www.socialmediaexaminer.com
7. LINKEDIN
8. Getting Started On LinkedIn Be Public • You should also make as much of your profile public. 01 Consider upgrading to premium • InMail 02 Engage • Spend time making valuable contacts, like & comment on their posts, share their content 03
9. Create Great Content 7.2M 70M
10. Organic Long-Form Posts on your LinkedIn Profile Long-Form posts on your LinkedIn Company Page Documents, presentations, infographics on SlideShare Paid Sponsored Content Sponsored InMail Display Ads Dynamic Ads and Text Ads LinkedIn Advertising Strategies
11. Let’s Get Visual 01 Keep It Short And Sweet 02 Snackable Stats Work Wonders 03 Variety Is The Spice Of Life 04
12. SNACKABLE STATS What are some snackable stats that you could use on Social Media?Try and come up with at least 5- 10.
13. FREE TOOLS
14. ROUNDUP 1 - GRAPHICS CANVA & ADOBE SPARK PEXELS, PIXABAY & UNSPLASH
15. INTSTAGRAM
16. How to get started on Instagram? 1. Download the App 2. Choose a username – ideally the same as you use on other platforms 3. Fill out your profile – be clear, concise and include a URL. 4. Add a profile picture – your logo is a good choice 5. Research other businesses like yours
17. INSTAGRAM IS ABOUT ASPIRATION . MAKE THE VISUALS GORGEOUS?
18. BUT DON’T IGNORE THE CAPTIONS 1. Start with why. 2. Determine your call-to- action. 3. Write your copy. 4. Edit grammar. 5. Format for posting 6. Hashtag. 7. Post and interact. 8. Watch your analytics.
19. HASHTAGS Hashtags help your post get discovered by viewers most interested in seeing it. They help you reach a target audience, and more importantly, they help your target audience find you. Research what influencers in your industry are hashtagging
20. STORIES Instagram Stories disappear after 24 hours. Videos you add to your Instagram Story have a maximum 15 seconds length.
21. INSTAGRAMMABLE Find a photo on your phone you might be able to use on Instagram.Write a caption and come up with 5-7 hashtags.
22. FACEBOOK
23. The non-negotiables YOU NEED A BUSINESS PAGE YOU NEED TO HAVE A GREAT COVER IMAGE YOU NEED TO POST CONSISTEN TLY YOU NEED TO SPEND MONEY ON ADS YOU NEED TO USE GREAT IMAGES YOU NEED TO USE VIDEO ALSO THINK ABOUT SETTING UP A GROUP
24. Content Marketing & Blogging
25. What is content marketing? 1. It engages individuals on their own terms, using buyer personas 2. It’s based on interactions buyers have with your brand, and mapped directly to their buying stages 3. It tells a continuous story, with a unified narrative that evolves throughout a customer’s journey 4. It’s the right fit for your channel - whether it’s being used on your website, in email, on social, or elsewhere 5. It has a clear purpose, and clear call-to-action for your audience to follow 6. It has pre-defined metrics, and is designed to be measurable 7. It is created in the most efficient, effective way possible – without sacrificing quality From “The definitive guide to engaging content marketing” – www.marketo.com
26. What kind of content do you need?
27. Types of content eBooks Cheat Sheets Worksheets & Templates Whitepapers & Reports Infographics Slide decks Video Blog Posts Podcast
28. Curated Content Curated content is content written by other people, which you then organize and share with your audience (common examples include “best of” lists, round-ups, or even summaries of other articles).
29. Blogging It helps in boosting your website’s search engine ranking. It gives your website a virtual voice. It becomes a great platform for building relationships between you and your customers. It helps you in telling your brand story.
30. Audience Engagement Keywords and Topics
31. How to research keywords • List important and relevant topics based on your business.These are your topic buckets. • Fill each topic bucket with keywords.These are words and/or phrases that you think your customers will use to search for content. • Research related terms • Ensure you have a mix of head terms and long- tail keywords. • Find out what keywords are being used to find your competitors (semrush). • Use GoogleAdwords to find out the cost per click for your keywords.
32. SEMrush
33. Creating Great Headlines Practice, Practice, Practice Model the best in the business Start with numbers - 7 great ways How to headlines – always work Flag common mistakes
34. Measuring & Managing Your Marketing
35. TOOLS AND SITES Measuring • Google Analytics • Facebook & Instagram Insights • Mailchimp (or equivalent) reports • Google Alerts Managing • Hootsuite • Buffer • Sprout Social • Google My Business • Adwords
36. Website Planning
37. Checklist for a Wordpress Website Step 5 Add Website Content Step 4 Install Your Theme Step 3 Choose Your WordPress Theme Step 2 Install WordPress Step 1 Get your domain name and hosting
38. To get noticed Step 5 Setup Google Analytics Step 4 Secure your website using SSL Step 3 Check Google Mobile Friendly Test Step 2 Check Google Page Speed Insights Step 1 Submit a SiteMap to Google

Notes de l'éditeur

As the time we spend online increases, so do the digital opportunities available. The online experience is constantly evolving thanks to content creators, businesses and app developers who are able to find new and innovative ways to help us shop, learn, and connect. Now is a great time to jump in and see how you can get involved in the digital world. Your business plan needs to include a digital element.
We are going to begin by filling in a digital checklist – a where are we now if you like.
Important Things Every Local Business Should Do
Claim Your Google My Business Profile. This is the most important step in Local SEO because Google gives it huge visibility in the search results.
Dominate the search results and gather priceless feedback / testimonials with a Yelp, Facebook and Tripadvisor profiles.
Note: Ensure Ensure NAP (name, address, phone number) consistency across all profiles or Google will push you further down the search results.
As the time we spend online increases, so do the digital opportunities available. The online experience is constantly evolving thanks to content creators, businesses and app developers who are able to find new and innovative ways to help us shop, learn, and connect. Now is a great time to jump in and see how you can get involved in the digital world. Your business plan needs to include a digital element.
Awareness: Create content that educates, entertains, and inspires.
Consideration: Create content that makes it easy to decide to become a customer.
Purchase: Create content that makes it easy to become a customer.
The LinkedIn platform delivers value by:
1 Creating awareness of your brand and products early in the purchase process.
2 Positioning your brand as a thought leader, and engaging audiences more deeply with content as they’re forming perceptions and decisions.
3 Driving the right audiences to take action -- generating quality leads and new business.
But 9 billion content impressions per week are delivered in the LinkedIn feed -- more than 15 times the job postings in the feed. These stats reveal that LinkedIn has become a destination where professionals consume high-quality content from professional publishers like The Wall Street Journal and The Economist, and even from peers who are sharing content in the feed.

WHY IS ALL OF THIS CONTENT ENGAGEMENT SO IMPORTANT?
It’s important because content is essential to influencing decisions. A study by Google shows that 10 pieces of content are consumed before a purchasing decision is made.

There are 7.2M Company Pages on LinkedIn.
LinkedIn SlideShare reaches 70M unique visitors a month. The site is now among the top 100 most-visited websites in the world.
Based on the goals and metrics you’ll use to grade success of your programs -- and given how members engage on the platform-- you can take advantage of a mix of organic content and paid advertising opportunities.

Organic
You can build your brand and content presence on LinkedIn on your LinkedIn Company Page and specific Showcase Pages, through long-form posts, and by uploading content to LinkedIn SlideShare. These are free tools you can use to establish brand awareness and establish thought leadership with your prospects and customers.

As you start building your organic presence, in parallel, you can begin investing in a range of paid opportunities to reach the right people on LinkedIn and engage them at scale:
In the LinkedIn feed using LinkedIn Sponsored Content
In the LinkedIn messenger with LinkedIn Sponsored InMail
Early in the purchase process using Display Ads on the Linkedin.com desktop site, including programmatic buying
Through other native ad formats such as Dynamic Ads and Text Ads
Content takes many forms, but it only qualifies as content marketing if, according to the Content Marketing Institute, it aims to drive profitable customer action.
We are exposed to more than 2,900 marketing messages per day, by current estimations. As a result, marketers are challenged by
attention scarcity – the concept that the more messages your audience is forced to filter out, the harder they become to reach.
Think about what types of visuals are going to appeal to your audience. Make a list.

Think beyond just pics of your product, people want to see others use the product, before and afters, customer testimonials,
With a solid Facebook marketing strategy you can reach your audience at a time when they’re primed to buy; or at least raise awareness of your company, product, and services to you're top of mind when they are ready to buy.
The key thing with Facebook is to remember that the algorithm they use rewards posts that have interaction. If a business posts something but no one responds, then Facebook won't show it to anyone. They're trying to keep people on their website, and they can only do that by showing posts and stories that people find interesting. It's going to get more difficult, as Facebook announced they're going to be changing their algorithm. They'll now favour content from friends over companies and other pages.

Identify trigger points
The first step to engaging your audience is identifying the types of content they respond to. You’ll need to do a bit of research and testing to achieve this. See how other similar organisations are successfully engaging their audiences.
Using keyword searches and hashtags (Tools like Google Insights and Google Trends ) can help determine the popular topics and content that draws your audience’s attention.
Once you know what they’re looking for, be explorative. Try various content formats, topics and headlines to identify the material that generates attention and creates conversation and clicks.

Invite Conversation
Just like in the real world example above, people are much more likely to engage when asking questions or inviting feedback. Whether you publish surveys, seek advice, start a dialogue or promote a competition, motivate your audience to get involved.
The very essence of social media is just that, being social. While your tone may be more formal on other channels, social media is a particularly good place to cultivate a personable brand voice that helps your supporters feel connected. Don’t be afraid to use humour here either.
Sharing exposes your content to channels you wouldn’t otherwise be able to penetrate. Make your posts easy to share by using imagery, infographics and shortlinks. Take the time to respond when people share their thoughts with you (you’d be surprised how many people miss out on that.).
Content takes many forms, but it only qualifies as content marketing if, according to the Content Marketing Institute, it aims to drive profitable customer action.
We are exposed to more than 2,900 marketing messages per day, by current estimations. As a result, marketers are challenged by
attention scarcity – the concept that the more messages your audience is forced to filter out, the harder they become to reach.
Content marketing, on the other hand, allows marketers to become publishers – build their own audiences, and attract their own attention. While rented attention
can be effective, when you own your own attention by creating content, you benefit in three major ways:
1. You build awareness for your brand. - Your audience can’t buy from you if they can’t find you – and up to 93% of buying cycles start with a search online.
2. You create preference for your brand.
3. You reach more buyers and customers, at lower costs
Your buyer persona, developed back with Michelle in week 3 will help determine the content you need to create.
The buyer persona help you define your audiences challenges, questions, needs and the kind of content they want to consume.

Their buying stage will help inform what each piece of content needs to accomplish.
1. It has been noticed that companies who blog gets 60% more chance to get higher ranking in search engine because every search engines loves new and fresh content so if you update something new and meaningful content daily on a section of your website it gives a signal to search engine that they have a new content to index and make their results more rich with quality content. So by this content your website will rank on more keywords and you’ll be able to drive more customer visits to your website.
More visits leads to more chances of conversion, more the number of conversion higher the profit.
So it directly makes sense if a company needs more profit then it must has more visibility in search engine apart from its product and services it should be ranking on the some information about them such as “Top 5 benefits of any X product” or say “How to use a “X” Product ?” when someone searches about these kind of information you article written in your blog section will appear in search results and people comes on your website to gather such kind of details then there are more chances that they will buy those products or avail the service offered by you.

Publishing content on your blog enables you to attract organic traffic to your site. These are new visitors who are finding you because of your content and not because they are searching directly for your business and your company name. In so doing, you are expanding the circle of awareness and opportunity for your business.
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