digital marketing strategy; dubbo ignite
TRANSCRIPT
Digital Marketing Strategy Workshop
Dubbo Regional Council’s Ignite Program
Tuesday 21st March 2017
• Designed to help Dubbo businesses establish an understanding of the importance of Digital Marketing to the success of their business
• Workshops and One-on-One coaching
Introduction to Dubbo Regional Council’s Ignite Program
Laila Hage-Ali
With over a decade working in the marketing industry Laila has the unique ability to seamlessly blend strategic business objectives with practical yet innovative marketing solutions to assist any organisation achieve its goals.
Samantha Singer
An integrated marketer, Samantha has a wealth of experience gained from working across the retail, telco, member services and legal industries. She has a passion for copy writing and enjoys working on integrated marketing solutions. Her strength lies in her attention to detail and efficiency.
Today’s Speakers
Samantha SingerLaila Hage-Ali
FREE One-on-One CoachingSenior Marketing Consultants
One-on-One Coaching:
• Wednesday 22nd March• Thursday 23rd March• Tuesday 28th March• Wednesday 29th March• Thursday 30th March
Customised action plan
2 Minute Introductions
What would you like to achieve from this workshop?
• The Importance of having a Digital Presence• How to get started with a website• Understanding the digital marketing options available today• Cool Trends • Which online activities will benefit your company • How online activities help to achieve business goals • How to create a tailored digital strategy• Q & A
Session Overview
The internet has changed how we buy & consume goods
Why Go Digital?
So how Digital are we?• 92% of Australians use the internet• 46% go online more than once a day• 70% go online with a mobile phone• 50% go online with a tablet device• 9.1 million Australians made a purchase online
Online Advertising• Brands and businesses in
Australia spend more advertising dollars online, than in any other channel
• 45% of all adspend in Australia is spent online – almost $6 billion annually
How to ‘Go Digital’
Online Marketplaces• Good starting point, especially for businesses that
are new to e-commerce• Pros and cons
Managed Platforms• Managed platforms (hosted solutions) allow you to
get started quickly with low overheads and little experience
• N.B. you will be confined to the platform’s limitations and may find it hard to scale
Owned Platforms• Owned platforms (self-hosted solutions) provide
you with ultimate control over your online presence• Customise how your website looks and its functions
Online Store Inclusions• Trust symbols – PayPal, bank/card logos• Social media sharing• Easy to find information and policies – delivery
times, returns, etc• Customer service contact details
Website Considerations• Call-to-action buttons• Trial different fonts and colours• Test, and re-test (ongoing)
Testimonials & Social Media• People trust people, not brands• Provide opportunities for customers to share your
business / products via their own social media• Provide opportunities to acquire and connect with
customers on and ongoing basis
19. Mobile Ready• Mobile optimisation applies to every website (not
just e-commerce websites)• User experience – reduce drop-offs• SEO benefits
Digital Marketing Options
BLOGS
GUEST BLOGS
SOCIAL MEDIA
WEBSITESEARCH
MARKETING
DISPLAY MARKETING
EDMS
IN STORE DIGITAL
In Store Digital
How Much Do You ‘Like’ That Jacket
Accepting Apps Making Customer Lives Easier
Design Custom Made Products
Augmented reality – Try Without Getting Changed
Source: SMH 2011
Virtual Reality – Shopping is fun again!
Shop Online / Pick Up In Store
Social “Buy” Buttons
Having a Digital Strategy
Why Create A Digital Strategy?
A digital strategy will help you:
• Achieve business goals• Reduce cost• Engage your audience• Be competitive• Increase revenue
Planning Process
Identify needs/ issues/
Set goals
Research your
audience
Brainstorm and
choose your
channels
Allocate your
resources and
budget
Develop an action
plan
Execute the plan
Measure results
Refine and review
#1 Identify Your Goals
Understand what you want toachieve using digital channels
Identify needs/ issues/
Set goals
#2 Research Your AudienceResearch
your audience
Create personas for each of your target markets
Research your
audience
Why Use A Website?
A website is your online store or office where your audience can find your brand. When they arrive they need to immediately get a clear idea of what it is you want them to do.• Easy and intuitive to use• Answers their questions • Portrays your company as a trusted brand
Why Build A Blog?Use your blog posts to predict and perfectly answer your audiences specific questions before they have even asked it. This will:• Help show your brand as a trusted source of
information • Help your audience engage with a person as opposed
to a company• And it will help your website to be found in search
results
Why Focus On Search Engine Optimisation (SEO)?
Optimising your online activities will help your audience find your business easily by showing up on search results when they need you most
1) Technology - Help Google read your site by using Title Tags, Header Tags, and Descriptions (SEO plug in)2) Linking - Build up internal links and external links3) Content - Create content to highlight your keywords – consider how people are searching for your business.4) Social sharing – what other people think about your content
HINT: Think about more than just keywords, think about the questions someone would ask to find your company online and create content around that. (use Google Keyword tool)
SEO
Google My Business
What is Search Engine Marketing (SEM)?
SEM means paying to ensure you are in the right place at the right time
• You will only pay if someone clicks on your advert .. So if you want to make sure that your copy is attracting the right people. If you want senior HR managers .. Don’t write copy that appeals to HR Students.
• Always create a strong landing page
• Always track your success through Google analytics
SEM
Remarketing
Email Marketing
Remind your customers and clients of what they need, when they need it
• Email can be a wonderful channel to connect with your audience• Ensure it is interesting and sharable• Always give people a call to action• Always create a strong landing page • Always track your success through Google analytics/or the email software provider• Always follow the rules of the Spam Act• Spend time building your database
Email Marketing• Clean Database• Great Subject Lines• Customised content• Call to Action Buttons• Clear “from” field
Should You Create A Social Media Page? Connect with people on a personal level
Webinars, Whitepapers, eBooksShare your knowledge Showcase your business as a trusted leader in yourindustryDemonstrate how to use something
Why Create A Video?
• Educate• Share knowledge• Have fun
How to Embrace Mobile?
Apps, Gamification, Augumented Reality
#3 Choose Your ChannelsChannel Relevance (tick) Most relevant (choose three and number 1 to 3)Website Blog SEO SEM Email Facebook Twitter SnapChat LinkedIn Pinterest Instagram YouTube Webinars White papers Apps QR codes Gamification
Brainstorm and choose
channels
PLANNING PROCESS
Identify needs/ issues/
Set goals
Research your
audience
Brainstorm and choose
your channels
Allocate your
resources and
budget
Develop an action
plan
Execute the plan
Measure results
Refine and
review
#4 Determine Resources Determine Resources & assign owners
• What resources do you have available? • Who will own the strategy?• Who will own each channel?• Is this something you want to outsource?• What percentage of budget will go to each activity?
Allocate your
resources and
budget
Ideal FB Page… Don’t be like this
#5 Develop An Action PlanChannel Notes Assigned to 1-Jan 2-Jan 3-Jan 4-Jan 5-Jan 6-Jan
Website Blog SEO SEM Email Facebook Twitter Snapchat LinkedIn Pinterest Instagram YouTube Webinars White papers Apps QR codes Gamification
Develop an action
plan
#7 Measure ResultsMeasure results
Identify goals
Research audience
Choose Channels
Allocate resources
Develop action plan
Execute plan
Measure results
Refine and review
Introduce young people to our brand to in the future when they are ready to buy they come to us
First time car buyers. Low disposable income, 18-24, still living at home, single or in relationship
Social networking sites
Main one - YouTube
Budget (5% of profit)
Include: one part-time staff member
You Tube best channel for education
One new video every 1st and 3rd
Tuesday of the month
Create a series of fun videos to educate young people on basic mechanics to get them engaged
Increase revenue of product X by 10% over next 12 months
Increase number of people sharing videos by 30% by reaching out to influencers
Ideas for contentCase studies, how to buy a car series, questions to ask, what to look for, survey on coolest cars, comps, coupons.
Next Steps
Laila Hage-Ali02 9458 [email protected]
Samantha Singer02 9458 [email protected]
Sign up for our free One-on-One coaching