Overview on Digital Marketing and the Social Universe

Editor's Notes

1. Content marketing is news, video, images,e-books, how-to guides etc. including blogging which Sally will be talking about after lunch.Online advertising includes web ads, google ads, social media ads, promoted social media postsSEO is about being found when people search for you over the internet and includes keywords, linkbuilding, adword campaignsDigital marketing is all about making everything work together – interconnecting and integrating
2. You website is your central hub and should continually be changing – YOU own it, not like Facebook and Twitter etc – it serves as a place to hold your content, drive everything back to generate leads, turn prospects into customers, and improve your seo (being found when people search for you) – plus you can monitor visitors and page views through google analyticsYou need to then really look at your branding and identity which Lynne will be talking about nextYou also need to think about your plan and strategy for marketing and content creation and decide how you will then market your business and how that fits in with your website and offline marketingAnd finally choose which channels to promote your business
3. Headline of What you offerDescriptionBenefitsCall to actionFeatures and servicesTestimonialsAchievementsClear navigation menuVisuals or videoFree offersResourcesMore CTAsIts not all about social media strategy – you should also be thinking website strategy too!
4. depending on your target market you may want to look at making your site responsive - as more people access the web on tablets and mobiles now it is becoming more necessary to have this
5. Can people find what they are looking for?Easy to navigate – not too many clicks to get what you want – delivering what you promise
6. PLANCreate a calendarList key events throughout year as a starting point, holidays etc, Keep a stash of photos /videos from your work, events, etc to use in calendarKEYWORDSThink of what you want to be found for and include these in posts CHANNELSChoose the right channel for your business TAILOR CONTENTtailor content per channel Fill in "about" information with what You will do on that particular site. ENGAGEEngage with audience and show your human sidethank people and respond – add in links to more info if necessary to lead them to more of your contentDon't Only self Promote!CONSISTENTKeep your profile picture or branding consistent across your networks. Don’t stop posting when you go away for 2 weeks – use tools to schedule postsMANAGE TIMEWhether it’s 15 minutes in the morning and evening or an hour first thing in the morning, set aside some time to work on your social media sites. Avoid being sucked down a black hole - You can be like alice down the rabbit hole .. Sucked into hours of reading endless tweets and facebook posts when you should be focusing on businessPROMOTEInclude links on email, web, blog, social sites, printed material to all your sites When posting keep short and link to read more so you can track who clicked throughMEASURE - Use measurement tools such as buffer, google analytics, facebook insights
7. If your business has a physical location, then perhaps have a bigger focus on Google Places and local mobile marketingIf you are a tax accounting firm you probably don’t want to be on Flickr or Instagram and maybe focus more in LinkedIn Email marketing is key as its targeted to an audience already interested in your servicesYou may want to advertise to boost awareness to start as using social media can take timeLook at your goals – is it awareness, leads, sales you want to achieve .. And then put measurements in place .. Change your content to suit the social network and target market
8. We will go into more details on website, social media, strategy and toolsSo just wanted to point out a few things here such that we wont be going into due to time :Social news sites such as Digg, Stumbleupon, directories etc which you can add your blog to help reach a wider audienceAvoid the fly by night new ones popping up that are not suited to your business or you don’t have the time for
9. Those links coming up top on searchesalmost always have a high number of Likes, shares, tweets, and +1s.More control over search results and more access to your contentPeer-to-peer recommendationMay cost less than advertisingclaim your username on social networks before its too late – customers may move onto social media if not on now then in the futureOther companies customers “are” on social media – exposure to new audience and your irrelevant audience could become your target audience – people change career, move, make new friends
10. Facebook – great for B2C (business to consumer) - eg brands, products selling direct to public. It is very visual. Facebook is very much a community so you’ll probably find that your followers don’t like anything overly sales related, but on other hand the community can allow for some great interaction with customers so it’s great for building brand loyalty and engaging with your customers.Twitter – quick answers, customer service, connectingLinkedin – network with your clients and prospects, decision makers and suppliers. Show your expertise and use groups to build awareness and leads.Google+ - when you post to circles people get a notification - unlike F/B Fan pages, where one has to pay to post to ones fan base (as only 8% see your posts). Good for SEO as it is tied to Google and other Google products. Great for finding niche communities. Webinars with hangouts which can be uploaded directly to YouTUbeGoogle Places - 97% of consumers search for local businesses online. Be there when they're looking for you. More likely to show in top results of Google and also important for mobile search too which is becoming more prevalent.
11. Facebook – great for B2C (business to consumer) - eg brands, products selling direct to public. It is very visual. Facebook is very much a community so you’ll probably find that your followers don’t like anything overly sales related, but on other hand the community can allow for some great interaction with customers so it’s great for building brand loyalty and engaging with your customers.Twitter – quick answers, customer service, connectingLinkedin – network with your clients and prospects, decision makers and suppliers. Show your expertise and use groups to build awareness and leads.Google+ - when you post to circles people get a notification - unlike F/B Fan pages, where one has to pay to post to ones fan base (as only 8% see your posts). Good for SEO as it is tied to Google and other Google products. Great for finding niche communities. Webinars with hangouts which can be uploaded directly to YouTUbeGoogle Places - 97% of consumers search for local businesses online. Be there when they're looking for you. More likely to show in top results of Google and also important for mobile search too which is becoming more prevalent.
12. Pinterest – very visual so images must be great. If you pin your blogs or products to Pinterest it is a great tactic to drive people back to your site. Site is primarily women and most users are between the ages of 25 and 54. People looking for inspiration and also to buy.YouTube– is the 2nd largest search engine and videos are the Closest thing to meeting someone in person so tends to have good lead to conversion rate if you have a good CTAInstagram– photo sharing, great forlocal business, manage a restaurant or shop with checkin option for tracking