7 Steps To Win AtDigital Marketing

Sharon Neo

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Presentation For Startup Insights - (All Rights Reserved, we hope!)Wednesday, 1st April 2015, 7-9:30pm / Lifelong Learning Institute, Singapore

1. Have a plan

2. Go where the attention is at.

3. Positioning is key.

4. Understand fundamental online behavior.

5. Pay to play. Free traffic days are over.

6. You can’t reliably improve what you don’t measure.

7. Always be optimizing.

7 Steps To Win AtDigital Marketing

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1. Have a plan.

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Your Offer Traffic Conversion Post-Sales

Optimization Automation Measurement

Digital Marketing Plan

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2. Go where the attention is at.

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You must run traffic to where your market is

“hanging out” at.

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If you craft the perfect marketing message but fail to put it in front of the right audience, your entire

campaign will fail.

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Which marketing channel?

Or “which traffic source” as the online marketers like to call it…..8

If you are savvy, quick, and know exactly where your target market hangs out at… You can go niche

or test out new traffic sources.

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If not, stick to the big traffic sources.

Bigger volume; ability to

scale

Easier ad interfaces

Better targeting

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Now that we get the issue of “marketing channels”

out of the way…

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3. Positioning is key.

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We can get the most targeted traffic (and send

most ready buyers) to your offer, but if your offer

sucks…

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Then we are essentially sending all the traffic to die.

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You want to position yourself such that your offer converts.

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What you are selling

Who your target

market is

What pain you solve /

what benefit you add

Why you over

competitor

Posi

tioni

ng

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3. Understand fundamental online

behavior.

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To simplify matters, three scenarios.

Bleeding Neck

Situation

Actively Looking

Just Browsing

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Make it super easy for them to contact you immediately.

Bleeding Neck

Situation

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Bleeding Neck

Situation

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Make it easy for people to get more information

and be convinced about you.

Bleeding Neck

Situation

60% of Singaporeans used a Search Engine to help them in the purchase process before they bought their last product. (Google Barometer, 2014) If the website is not mobile

optimized, 42% of singaporeans would use the site on another device. (Google Barometer, 2014)

For more stats: http://digitalinfluencelab.com/singapore-digital-marketing-stats/

Actively Looking

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Present your case of why they should buy from you.

Bleeding Neck

Situation

Actively Looking

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People are on social media to socialize, not to buy things.

No one likes a salesman on social media.

Bleeding Neck

Situation

Just Browsing

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Don’t be that salesman.

Bleeding Neck

Situation

Just Browsing

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Don’t “do” social. Be social.

Bleeding Neck

Situation

Just Browsing

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Be generous. Be informative.

Be funny. Be informative.

Be all the characteristics that we enjoy in other human beings.

Bleeding Neck

Situation

Just Browsing

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Add value first. Ask for the sale later.

Bleeding Neck

Situation

Just Browsing

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5. Pay to play.Free traffic days are over.

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Information on the Internet is growing at an

exponential rate.

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More advertisers are coming into the scene.

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When there is more competition for your attention,

organic reach drops.

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With frequent changes to Google and Facebook’s algorithm, it is hard to get a steady flow of free traffic for a long period of time.

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You can’t count entirely on ‘free traffic’.

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Paid amplification is the way going forward.

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More targeted audience

More data & immediate

feedbackRemarketing

Benefits of Paid Advertising

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You need to be doing remarketing.

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6. You can’t reliably improve what you don’t

measure.

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You definitely want to be tracking your results, and more importantly, the right metrics.

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Traffic Metrics Conversion Metrics Revenue Metrics

• Website Traffic• Traffic Sources• Clickthrough Rate• Cost Per Click• Bounce Rate• Average Time On Site• Visitor Rate Of Return

• Conversion Rate• Cost Per Conversion• Cost Per Lead• Conversion Value

• Cost Per Acquisition• Return On Investment• Total Sales

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7. Always be optimizing.

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You want to keep improving every step of

the process.

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Marketing Positioning Traffic Conversion Sales

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This is what separates the average digital marketer

from the top digital marketer.

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Thank You.

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Startup InsightsWednesday, 1st April 2015, 7-9:30pm Lifelong Learning Institute, Singapore

Keep in touch - sharon@digitalinfluencelab.com