Your Digital Marketing Toolkit- The First Six Months Get an overview of the basics of what you'll need to get going for your startup company for online marketing. How to get users through the marketing funnel, from Awareness -> Consideration -> Top of mind -> Convert to sale -> Loyalty -> Advocacy.

1. Digital Marketing Toolkit- Your First 6 Months

2. Digital Marketing Toolkit- Your First 6 Months

4. Heardable gathers data from all key digital touchpoints…
…and automatically crunches it into a score for you- in under a minute!

5. Any Brand
Any time.
Anywhere.
Any brand’s whole digital footprint, analysed and benchmarked, instantly.

7. What to do in your first 6 months
1) Keep your goals realistic
2) Work with the resources you have
3) Set everything up properly
Where should you begin…?

9. What are the
essentials
that you need?

10. Moving through the Marketing Funnel
Awareness- Generate leads (Website, SEO,
Inbound Marketing, PR)
Consideration- Build credibility- (Blog,
Online reviews)
Stay top of mind- Promote USPs
(Newsletter, SEM, Social Networks)
Convert to sale- $$ (Website, Customer
Service, Referrals)
Loyalty- Strengthen relationships- (Email re-
targeting, surveys & analysis)
Advocacy- Earn referrals- (Measure
sentiment, engagement, build a
community)
Awareness
Consideration
Stay Top of Mind
Convert to
Sale
Loyalty
Advocacy

11. 1) Awareness
i) Register your URL and others that people might type in
accidentally, and ones for countries you plan to expand into.
Create your website and mobile app.
ii) SEO-
• create a sitemap
• let search engines know about your content (Google Webmasters,
Bing Webmasters)
• encourage links back to your site- organic links; list in directories:
Yelp, OpenDirectory, post links to stumble upon and digg,
• send product samples to bloggers & journalists
• write good meta titles & page descriptions across your site
• add alt text to your content images
• Use SEOMoz (moz.com), or Optimizr.com

12. 2) Build Credibility
Get online reviews. (Amazon, Yelp, HungryGoWhere).
Write blog posts. Content matters above all to search
engines.
“According to a survey from affilinet, bloggers are the third most
trustworthy source of information behind family and friends.
People were asked whether they trusted the opinions of mainstream
media outlets (magazines, newspapers, and online titles tied to a
publisher), or independent bloggers/vloggers more, when it came to
purchasing decisions, and the bloggers came out on top: 57% vs. 43%.”
-eConsultancy.com

13. Exercise #1
Come up with 3 blog post topics each.

14. 3) Stay top-of-mind
i) Register for all social network handles
ii) Where are your customers, online?
iii) Use HootSuite or Buffer

15. Exercise #2
Figure out which social networks your company should use most.
And for what (Cust. Svs., lead gen, product feature, SEO).

16. More Social Media Tips
• Grow your contacts organically.
• DON’T pay for vanity subscribers.
• DON’T only post to your friends and family.
Consider your purpose for each social media network-
Customer Service (Facebook)? Lead Gen (Twitter/LinkedIn)?
Product feature (Pinterest/Instagram)? SEO (Google Plus)?
Find people on Twitter through:
CrowdFire, WeFollow
Search competitors’ followers and follow them.

17. 4) Convert to Sale
Re-examine all the touch-points your customer has been through
to get to their decision to buy your product.
What’s working? What’s not?

18. 5) Retention/Loyalty Marketing
How can you turn customers into regular users?
Keeping customers you have > trying to find new ones
• Stay in touch with people.
• Remember birthdays
• Contact people by phone
• Special/personalised offers
Mobile- people carry one
all day long

19. Customer
Advocacy
• Encourage your customers
to 'sell' for you
• If they've liked using your
product or service,
encourage them to share,
tweet, post about you or
give a testimonial.
• Try a contest where your
users have to post about
your product.
-

20. Exercise #3
Come up with a promotion or contest idea that will encourage
customer advocacy.
OR
Gamefication of your product

21. Email marketing
What you need to start
i) Types of emails
• Welcome (upon signup)
• Need help? (after 1 week)
• Reminder Emails: Your trial is ending soon (a few days before end of
trial)
• Your trial has ended, but sign up for X (a week after the trial end)
• Notification email/password reset (if requested)
• Newsletter (at least monthly, if the person opted in)
ii) Gathering email addresses- Try offering white papers, free
trials, contests.
iii) Seizing opportunities- share with friends, teach how to
use your product & provide tips

22. Paid Advertising
Once all of your systems are in place, try some paid advertising
to generate leads.
Be sure that you are ready- when people start to come, can you
engage them, deliver your product, provide customer service,
and keep them involved with your brand?
Afterwards, find out:
• How many leads did you generate?
• How did your company do with supporting the demand?

23. Monitor and Analyse

24. Monitoring Tips
Monitor the competitors too.

25. Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Website/App Plan Blogs Newsletter Tweak Website Email retargeting Measure Sentiment
Social Handles Get followers SEM Set up CRM Surveys Engagement
Analytics Early Beta Reviews Do analysis Build your community
Digital Marketing Toolkit- Your First 6 Months

26. Thanks for coming!