presents where is the money? - alphakor group inc. · positioned compared to your competition. your...

WHERE IS THE

MONEY?(In Social Media)

What business leaders need to know about social media marketing in 2019

Presents

Introduction 03

Whydoyouneedtofocusondigitalmarketing? 04Let’s begin with an analogyWhy do I need to focus on digital marketing?How do I make my site crawl bot friendly?Client ReachAdvertisingThe bottom Line

DigitalMarketingBenefits 11FacebookInstagramTwitterTumblerSnapchatPinterestGoogle Adwords

HowtocalculateyourROI? 18 HowmuchshouldIinvest? 20

Conclusion 21

Where is the money? │ 01

THEBUSINESSWORLDISCHANGING – OR HAS IT?

If you are in B2B or Consumer Sales…especially if you have been for more than 20 years, you may find that the “Elephant” in the room is starting to crowd you…and it’s name is Social Media or more specifically, Digital Marketing.

You know you need to pay attention to it…but for most business owners and decision makers, it is just “in the way”. You appease it (and your whining, younger marketing folk, interns and admin assistants) by setting up a website and a few token social media accounts and hope it goes away.

Sorry…it is here to stay. There is, however, a better way of looking at this change - by realizing it is not a change at all…actually, from a business point of view the principles that existed in the 1950’s for example, are still valid – the only actual change is that this “newer” channel is faster and cheaper. That is a total win/win!!!

From brand image, advertising, list building, ROI calculations and customer retention strategies, along with the need to provide prompt service and support…NOTHING has changed in business for the last 20 or even the last 70 years…

THEONLYTHINGTHATNEEDSTOCHANGEISYOURPERSPECTIVE.Are you ready? Here we go!

“SOCIAL MEDIA IS ABOUT SOCIOLOGY AND PSYCHOLOGY MORE THAN TECHNOLOGY.”- Brian Polis

Where is the money? │ 3Where is the money? │ 02

WHY DO YOUNEED TO

FOCUS ON

DIGITALMARKETING?


Let’s compare today’s on-line business presence with a time before the Internet - let’s say - the 1950’s

LET’SBEGINWITHANANALOGY

WEBSITE VS. STORE FRONT

Your website, like your storefront in 1950

- NEEDS TO BE ACCEPTABLE

CLEAN

INVITING

SIGNAGE TO ATTRACT CUSTOMERS

COMPLIANCE TO INDUSTRY STANDARDS


In Today’s on-line world, and in reference to websites, this same principle needs to be applied to your site, except in this scenario your customers are search engine bots. In order for your site to be appealing to search engines, you must be compliant with their algorithms. This means that your site has to have proper H1 tags and meta descriptions, you need to obtain trustworthy back-links, your code has to be compliant and easily read and you need to create content that your viewers find valuable.

On the Internet your website needs to be appealing to search engine crawl bots.

In the 1950’s your store front needed to be appealing to shopping patrons.

Titles that contain keywordsOptimized H1 TagsOptimized Meta DescriptionOptimized ALT Tags on Site Images

XML and HTML site-mapsTrustworthy Back-linksSite Code is Search Engine Algorithm CompliantValuable Content

HOWDOIMAKEMYSITECRAWLBOTFRIENDLY?

WHYDOYOUNEEDTOFOCUSONDIGITALMARKETING?


As a business owner in the 1950’s, you may feel you are “well established”. Everybody knows your name in your local community, but now you are ready to expand and reach new communities outside of your reach. You invest in a billboard off the highway to increase your brand awareness, and if you want to do so properly, you’ll invest in a graphic designer as well as the billboard real estate.

Investing in SEO is the website equivalent to investing in that billboard. You are investing in a specialist, like the graphic designer who knows what works, what doesn’t and how to make your site look as appealing as possible to search engines.

You are no longer relying on passive marketing, now you’re investing in active marketing strategies. Your SEO expert will be observing and analyzing the effects of your SEO optimization. You have a dedicated resource that will correct and tweak using the data you have collected from your efforts.

CLIENTREACH-1950’SVS.ONLINE

YOURADHERE


In a 1950’s scenario, you are in a great space now. You’re attracting new leads outside of your home town and you’re ready for the next step. In modern advertising terms, you want more than just a nice place that is only search engine friendly. Now you want to begin controlling who sees your stores and what services they know you offer. You’re ready to invest in SEM and PPC advertising.

Chances are, you don’t know how your on-line real estate is positioned compared to your competition. Your SEM expert will be able to inform you. They’ll be able to tell you if one of your competitors have put a bigger and larger billboard in front of yours (invest more money in SEM). They can advise you on how much you should be investing monthly to match or outbid your competition. They’ll be able to help you put together an SEM marketing campaign that targets a specific demographic, in a specific region, from a specific industry.

Investing in PPC is the equivalent of hiring a promoter and every time someone enters your store front, that person gains a very small commission. Every time a user clicks on your advertised link in the search engine, that search engine gets paid a few cents.

saleMegaMegasale

up to 70% off

special offer

ADVERTISING-ONLINEVS.1950’S


In the past, it was common sense that if you are a business owner and you don’t attend networking gatherings, or actively meeting new people, the spread of your brand awareness will slow, if not stop completely. This is the equivalent of pushing your site and your content over social media. If you are not scheduling a regimen of social media activity it is tantamount to no advertising at all.

Unlike the 1950’s, Word of mouth isn’t enough, if you want to expand your business you have to focus on social channels. These channels are just as valid as your storefront. In 2019, it is estimated that there will be around 2.77 billion social network users around the globe, up from 2.46 billion in 2017.

If you are not focusing on digital marketing it is the equivalent of trying to spread awareness of your brand and your business by performing mime. When we say digital marketing, we’re talking about taking the message you want to put out there and breaking it down for the on-line community.

NETWORKING-ONLINEVS.1950’S


So you see…the principles of 1950’s marketing have not changed when compared to today. There are simply new channels to get your message out to potential customers. If you choose to not take advantage of these new and more efficient ways - that is your choice - but your competition will choose them…

WHYDOYOUNEEDDIGITALMARKETING?

“SOCIAL MEDIA IS AN INGREDIENT, NOT AN ENTRÉE.”- Jay Baer


THE BENEFITS OF

DIGITALMARKETING

Why should I invest in social platforms?Social networks are the biggest source of inspiration for consumer purchases with 37% of consumers finding purchase inspiration through the channel.


With more than two billion monthly users, Facebook is the biggest social media platform around. That’s almost a third of the world’s population! There are more than 65 million businesses using Facebook Pages and more than 6 million advertisers actively promoting their business on Facebook. If you want to have a presence on social media, you can’t go wrong with Facebook.

Facebook is great for videos, live videos, text, images and stories. Optimize your content for mobile since 88% of Facebook users are on their mobile devices. The Facebook algorithm prioritizes content that has meaningful engagement between people, especially family and friends.

50%Of American teens Use FacebookDown from 71% 3 years ago

Of American users aged 65+ use facebook

41%68%Of Americans use

Facebook

THETOPCHOICEFORREACHINGTHEBROADEST

AUDIENCE

35%Of Facebook’s ad audience is

under 25

WHYUSEFACEBOOKFORDIGITALMARKETING?

2.23billionMonthlyActiveUsers


Instagram is a photo and video sharing social media app. It allows you to share photos, videos, stories and live video with your audience. If you require longer-form videos you can use IGTV.

Instagram is an excellent option for retail companies, food industry companies, lifestyle or travel blogs, etc. Any company that can offer their audience high-quality photos and videos will benefit from this platform. As a brand, you can have an Instagram business profile, which will provide you with rich analytics of your profile and posts and the ability to schedule Instagram posts using third-party tools.

Instagram Continues To Attract A Younger Audience

In2018 72%ofteensSaid that they use the platform

In201552%ofteensSaid that they used the platform

WHATABOUTINSTAGRAM?

1billionMonthlyActiveUsers


ISTWITTERANOPTION?

WHATISTUMBLR?

Twitter is a social media platform for news, politics, sports, entertainment, and more. That’s only the tip of the iceberg. What makes Twitter unique is that it has a solid accentuation on ongoing data — things that are occurring at this moment.

Another one of a kind feature for Twitter is that it just permits 280 characters in a tweet, much lower than most web-based social networking platforms that have a much higher limit.

Twitter is also often used as a customer service channel. According to advertisers on Twitter, more than 80 percent of social customer service requests happen on Twitter.

88%OFSOCIALADVERTISERSUSEIT. This makes it much more popular than Instagram.

Tumblr is a microblogging and social networking site for sharing text, photos, links, videos, audios, and more. People share a wide range of things on Tumblr from cat photos to art to fashion. On the surface, a Tumblr blog can look just like any other websites. So many blogs that you come across on-line might be using Tumblr!

335millionMonthlyActiveUsers

642millionMonthlyUniqueVisitors

500MILLIONTWEETSDAILY!


WOULDIBENEFITFROMLINKEDIN?


LinkedInperforms277%Better than Facebook and Twitter when it comes to

generating visitor-to-lead conversions.

MOSTUSEDBYSALESPEOPLETOENGAGEWITHTHEIRCLIENTS/PROSPECTS

80%Of Social Media leads come from LinkedIn

73%ofB2BcompaniesSaid they use it for this purpose

LinkedIn has evolved beyond being just a resume and job search site. It has grown into a professional social media site where industry experts share content, network with one another, and build their personal brand. It has also become a place for businesses to showcase their thought leadership and authority in their industry and attract talent to their company.

LinkedIn also offers advertising opportunities, such as boosting your content, sending personalized ads to LinkedIn inboxes, and displaying ads by the side of the site.


SNAPCHAT

Snapchat is a social media app that focuses on sharing photos and short videos (as known as snaps) between friends. It made the Stories format popular, which eventually proliferated on other social media platforms like Instagram. But the rise of Instagram Stories seemed to have hindered Snapchat’s growth and marketers’ interest in using Snapchat for their brands in general.


Pinterest is a place where people go to discover new things and be inspired, quite unlike most social media sites where engagement is the primary focus. According to Pinterest, 78 percent of users say that content on Pinterest from brands are useful (much higher than that on other sites). This gives your brand an unique opportunity to shape their purchasing decisions. As Pinterest users want to be inspired to try or buy new things, having a presence on Pinterest could help put your brand on their minds.



ISGOOGLEADSFORME?

Google adwords is a very powerful tool. With over 1.2 million businesses advertising on the Google Search network, competition is fierce. It needs to be backed up with a GREAT website, valuable copy and content and a good SEO campaign. If not your adwords will fail.

Paid ads only work for targeted marketing campaigns that is backed up with extensive market research.

You’re a new whiskey factory targeting New York City. Unless you have a billion dollars to compete against the big brands (Hennessey, Jameson, etc.) your dollars will be wasted. BUT if there is a specialty or craft whiskey event happening in the region, you can optimize those ads to target viewers in the event region or users looking for that event details.Advertisesmarter,notharder

EXAMPLE:

An ad in the first position gets an average click-through-rate of 7%

70% of mobile searchers call a business directly from Google search

For every $1 spent on Google Adwords, the average business generates $2 in revenue


HOW TO CALCULATEYOUR

ROIIt ’s All About The Stats!


It’s all about the stats, the baseline and the marketing plan. With some work you can find your sales baseline for specific demographics, regions, industries, etc. Next you have to implement marketing tracking methods.

You can use promotional codes, referral discounts, feedback rating or download-able content in exchange for basic information, paid advertising, etc.

Calculate your profit and the amount you spent on digital marketing. You’ll be able to calculate an average for profit increase vs. marketing expenses.

This is a complex process and requires a comprehensive plan to manage―WECANHELP!


There are varying levels of marketing service. In the very least you need to invest in a quality website, which costs on average $5000. If you haven’t used a marketing plan before, you should start out with your basic package. To get any measurable feedback / statistics you need to be running with that plan for at least 6 months. On average, depending on the size of your business, you should be spending approximately $400 - $5000 for social media per month.

Once you have measurable data, you can modify or upgrade your digital marketing plan from there.

HOW MUCH SHOULD I

INVEST?


Where’s the money in Digital Marketing? The simple answer is, “It has been there all along.” If you view Digital Marketing as simply another series of channels in addition to older forms of marketing (a perspective you SHOULD have)…then you will get a positive ROI result. The money is there – lots of it.

1. Include Digital Marketing as part of your master marketing and business plan – not as a

supplement to it.

2. Realize that Digital Marketing is new only as far as the channels are concerned - the

marketing principles have not changed.

3. Understand that it is a far more efficient and cost effective way to convey your marketing

message than “traditional” methods.

4. Be prepared for constant maintenance and focus and budget accordingly.

5. Be mindful of baseline statistics and really define your metrics for determining results (like

any aspect of you business).

So really, the focus on and use of Digital Marketing to boost revenue is a “double no-brainer”…

No-Brainer#1 – this is a simple extension of the business you know.

No-Brainer#2 – you really have no choice but to use Digital Marketing in today’s day and age if you want to maintain a viable business.

We want to help – let the Digital Marketing by AlphaKOR team turn your plans in to a profitable reality.


CASESTUDY#1

A clever public service announcement that Water Safety NZ put together due to the increase in young men doing dumb stuff that would lead to their death. The non-profit used a clever marketing strategy by creating a social media campaign that sparked fear and awareness using dark humour.

TheChallenge:The younger generation often have an invincible outlook on life. The non-profit was having a difficult time connecting with this younger audience.

Thesolution:FCB New Zealand partnered up with Accident Compensation Corporation NZ, launching a darkly comedic standpoint through a social media campaign with the tag line ‘Swim dumb and you’re done.’

TheResults:5Weeksin

• Over one million views

• Over 300,000 followers + 13,000 likes on instagram

• 20% decrease in drowning year-on-year

• The young men demographic dropped from one-third of drowning deaths in New-Zealand to zero

To Learn more about this case study visit: digitaltrainingacademy.com

NON-PROFITCASESTUDY:“SWIM REAPER” ENCOURAGES WATER SAFETY ON INSTAGRAM


CASESTUDY#2

As millennials grow up, many of them are discovering their lack of knowledge when it comes to home repairs. Many of them grew up not needing to learn how to use a hammer. Lowe’s found a way to bridge the gap using Snapchat interactive features to train homeowners on how to do basic home renovations. This clever use of social media marketing has helped Lowe’s reach a whole new demographic.

Thesolution:Using snapchat, they launched “In Snap”, a series of interactive videos on Snapchat. By tapping the right place on their devices users could drill, hammer and chisel their way through a DIY project.

TheResults:

• In 3 days, Lowe’s gained 8700 new followers on snapchat

• Over 300,000 organic views

• Inspired new homeowners


RETAILCASESTUDY:HARDWARE RETAILER LOWE’S REACHES NEW AUDIENCES USING SNAPCHAT


CASESTUDY#3

The music industry is becoming ever increasingly competitive. Creative directors are receiving so many promotional items daily that it is difficult to captivate their attention when it comes to marketing. Kontor Records found an alternative route by creating the first ever ‘office turntable’.

Thesolution:Using a mailer large enough to hold a vinyl disk, the creative directors flipped the envelope over, activating the QR code, put the vinyl disk on the turntable, then placed the phone over the disc to play it. The QR code worked across all smart phones and plays multiple tracks, leading to a simultaneous analogue and digital experience.

TheResults:

• 900 mailings sent, 71% of them were activated.

• 42% of the recipients visited the Kontor site.


STRATEGICBRANDCASESTUDY:KONTOR RECORDS CREATES ‘OFFICE TURNTABLE’


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