Digital Marketing Strategy - Search

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  • Be Digital Version 3, November 13 by Calum Shepherd

  • Calum Shepherd

    Search & Social Media

    Manager

    @calumshepherd

    http://calumshep.com

    @VisitScotland

    http://www.visitscotland.com

  • Where possible all images, videos

    and original sources have been

    credited to their authors

  • Be Digital

    THE ACTION PLAN FOR

    TOURISM IN THE SCOTTISH

    BORDERS

  • Social

    Proof

  • Marketing is the process of communicating the value of a product

    or service to customers.

    Clever marketing is getting other people to do it for you.

  • Inbound

    Marketing

  • Source; The Drum (Magazine)

  • Get Found

  • Source

    http://moz.com/blog/mega-serp-a-visual-guide-to-google

  • 1. The Importance of Google+

    Create a Personal Profile

    Use Google Authorship

    Create a Google+ Local page

    Create a Google+ page

    Think about Events / Hangouts

  • 2. Pick Your Social Battles

    Small Businesses / events cant do everything

    Primary channels for your business or event may vary

    Do some things and do them well

    3. Be a Content Creator

    Offer something valuable

    Make your website your content hub

    Point social links to your site when sharing new content

    Share high quality visuals and videos

    Blog and blog some more

  • 4. Make it easy

    Link to your social profiles from your site

    Make your website the hub for your content, feature feeds

    and aggregated discussion

    Simple and clear social sharing functionality

    Include web / social in print material gain approval!

    5. Future proof with mobile

    Research your audience & mobile / non-mobile split

    Your website will be viewed on a multitude of devices

    Some social is now mobile first e.g. Vine

  • Engage & Nurture

  • 1. Getting involved with News Jacking

    Topical discussion that you can use to your advantage

    Get creative with visuals or just get involved in the chat

    TV Shows and movies a great starting point

    National and regional news likely one to avoid (see below!)

  • 2. The Content you Share

    Topical, fresh, digestible & interesting

    Visuals & videos are great!

    Ask people questions

    Create polls or vote mechanics

    Make things fun

    Give them a reason to engage!

    Emotional content.

  • Source

    http://www.youtube.com/watch?v=XqWig2WARb0

  • 3. Content Others Share

    Feature the content of others and thank where possible (Egobait)

    Feature attendees content / people with good reach

    Share quotes from people

    Allow fans to make decisions, e.g. header images

    Offer rewards and competitions

    Fill in the blanks / caption competitions / ask questions

    Curate some of the best commentary (Storify) > Blog)

    Also, if you are event;

    Promote hashtags

    Aggregate commentary and coverage (Tweetwalls!)

    Make people jealous through the content others are sharing

  • V.S

  • 4. Identify & organise your influencers

    Look for people to follow who are active in your area

    Comment on the content they share

    Look for questions using hashtags / keyword searches (Twitter)

    Make use of platform specific features (Communities on G+)

    Create Circles on G+ and lists on Twitter (use TweetDeck!)

  • Convert

  • 1. Gain their trust / help feel comfortable!

    Content people liked (Facebook Plugin)

    Be clear about payment methods and use logos

    Certified? Let your customers / attendees know!

    Quotes from customers

    Partners with a well known brand? Get it out there!

    Case Studies!

  • 2. Understanding their Journey

    First click / Last Click / Assisted Conversions

    All channels play a role in the path to conversion

  • 3. Optimise Forms

    Length of forms

    Ease of completion

    Calls to action helping people to progress

    Multi-step process

    Source; http://econsultancy.com/uk/blog/63028-10-more-tips-

    for-optimising-web-forms

    4. General CTA improvement

    In line with key objectives

    Sign post important pages throughout your site

    Keep consistent colouring & look / feel

    http://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-formshttp://econsultancy.com/uk/blog/63028-10-more-tips-for-optimising-web-forms

  • 5. Measure

    Create a framework (as simple as text doc) & measure

    Plan for next time by capturing your learnings

    Keep talking, keep asking questions and keep improving

    Use tools like Google Analytics, FB Insights and Twitter Analytics

    6. Thank You Pages

    Share out to social

    Link to related content / value adds

    Sign up for your newsletter?

  • Thanks for Listening.

    @CalumShepherd

    calum.shepherd@visitscotland.com

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