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Digital Success Masterclass
Digital Marketing Strategy & Quick Wins
Agenda
• 9:00am - Intro and Housekeeping• 9:10 am - Alexei Kouleshov (Google Adwords)• 9:55am - Kylie Chown (Linkedin)• 10:40 am - Break• 11:00 am - Megan Winter (Facebook)• 11:45 am - Q & A Panel Discussion• 12:00 pm - Closing remarks
Questions For You
• How many of you ran marketing campaigns?• How many of you pay for advertising?• How many of you have been disappointed with results?
My Goal Today is
• Answer some of the common questions• Show you high converting landing page formats• Explain the user engagement funnel• Long term strategy
Who I am
• Digital Marketing Strategist• Google Premier Partner• Infusionsoft Partner• Over 12 Years In The Industry• Managing Director of Your Easy Web Solutions• Best selling author (Our Internet Secrets)• Entrepreneur• Frequent traveller
In the last 3 years
• Thailand x 2• Bali• Greek Islands• Paris• St Petersburg• Moscow• Shanghai
• Blue Mountains• Whitsundays x 2• Auckland• Perisher• Threadbo• Queenstown
Successes
• First project – generated $250,000 first year• National & International clients• 2 Offices, 11 Staff• Run some of the best Search and Mobile campaigns• No contracts• Conversion based focused marketing
Common Questions
Common Digital Marketing Questions
• How much should you spend?• What services to market?• Why start with Adwords?• What is a good conversion rate?
How Much To Spend?
• Start with comfortable budget• Work in weeks• Distribute budget effectively• Aim for 20 clicks per day (5% CR)• Budget calculator
80/20 Service Analysis
Starting With Adwords
1. Instant start2. User commitment to buy3. Set specific targeting4. Ability to measure results
Conversion Rates
• Low < 2%• Average – 2-3%• Good – 4-6%• Great – 7-12%• Awesome > 12%
High Converting Landing Pages
Landing Pages
• Answer all Basic Questions• 1-2 Call-To-Actions• Easy to follow• Device friendly• Have social proof (testimonials)• Tracking setup
Landing Pages - Keep it simple
• Attractive offer• Minimal number of call-to-actions (CTA)• Clear Unique Selling Point (USP)• Aim for conversion rate (over 5 %)• A/B Split Test• Headlines• Offers• With/without elements
User Engagement Funnel
Adwords Applied To Engagement Funnel• Search – 85%• Action Focused• Point of difference
• Remarketing – 5%• Action Focused/Promotions• Primary/Secondary CTA
• Display/Youtube – 10%• Awareness Focused• Secondary CTA
Long Term Strategy
• Perform 80/20 Analysis• Allocate budgets based on goals• Setup landing pages• Run Adwords campaigns• Track performing keywords• Build lists (clients, enquiries, subscribers)• Run local SEO campaigns for performing keywords• Email marketing• Authority marketing
In Order To Succeed Online You Need to be
Our definition of SMART is
• Strategy• Message• Advertising• Results• Test & Measure
Questions?
Need Help?
• Strategy• Website/CRM setup• Lead generation• Google Adwords / Analytics• Consulting
Expression of Interest
Q & A Panel Discussion
