Presented by Laura Dunkley - thefutureisunlimited.ca · Digital Marketing Consultant - MBEC Laura has spent over 20 years as an entrepreneur. After selling her retail business in

CONNECT WITH US @MississaugaEDO

2020

Presented by

Laura Dunkley @LauraLDunkley

Digital Marketing Consultant, Mississauga Business

Enterprise Centre (MBEC)

Disclaimer

This webinar is hosted by The Corporation of the City of Mississauga’s Economic Development Office (the “City of Mississauga”). The information/materials provided in this webinar have been authored, prepared and delivered by other third parties and are intended as general information only, and do not comprise and should not be considered professional advice, directions or recommendations nor a complete statement of the law on any particular topics presented. Every situation is unique and involves specific business, commercial, health and safety and legal issues within a provincial/federal regulatory framework which is constantly changing and evolving. The information, views and opinions expressed on this webinar do not reflect those of the City of Mississauga and are not endorsed or recommended in any way by the City of Mississauga and should not be relied upon without the benefit of independent professional advice. It is further recommended that you contact an appropriate licensed professional and the responsible departments of the Provincial/Federal Government and obtain specific advice and direction with respect to any topics in this webinar. The City of Mississauga expressly disclaims any responsibility or liability for any use or reliance on, and any inaccuracies, errors or omissions contained within the information, materials and opinions presented by in this webinar.

MBECMississauga Business EnterpriseCentre

Your central source for small business information, resources and guidance.

mississauga.ca/mbec

LAURA DUNKLEY Digital Marketing Consultant - MBEC

Laura has spent over 20 years as an entrepreneur. After selling her retail business in 2008, Laura worked as an independent communications consultant before joining the team at MBEC in 2017.

Offering her extensive knowledge and expertise in the area of social media, digital marketing, and public relations, Laura continues to help numerous entrepreneurs and small business owners develop communication strategies to launch and grow their businesses in this digital era.

Twitter / Instagram / LinkedIn @lauraldunkleyBlog - LauraDunkley.comContact – [email protected] / 905-615-3200 ext. 4094

https://twitter.com/lauraldunkley

mailto:[email protected]

SMALL BUSINESS TRAININGOnline Webinars

mississauga.ca/mbec

Are you 18 years and over interested in starting, expanding or purchasing a business in Mississauga?

The program provides:• Free training and business skills development

• Free mentorship and guidance

• Opportunity to apply for a program grant of up to $5,000 after the completion of mandatory training and mentorship.

MISSISSAUGA.CA/STARTERCOMPANYPLUS

mandatory info session dates –Aug 4, 6 (general) 11, 13 (music industry)

STARTER COMPANY PLUSPROGRAM

thefutureisunlimited.ca


Thefutureisunlimited.ca/mississaugamade


Digitalmainstreet.ca/shopHERE

1. Branded online Shopify store

2. Help setting up store3. Ecommerce & Digital

Marketing support4. Access to Free tools

** The ShopHEREprogram is free for participants to sign up and have a Shopify store built. Businesses will be responsible for the monthly Shopify fee after the initial 90-day trial.

What do businesses and Artists get as part of ShopHERE?

https://www.shopify.ca/pricing


www.thefutureisunlimited.ca/covid-19/Thefutureisunlimited.ca/covid-19

• WHAT is Content Marketing?• WHY Content Marketing?• Steps to Create a ‘Simple’ Plan• Tips on How to Manage your Content Plan• Content Marketing – Scenarios & Examples• Tips on How to CREATE Key content

o Websiteo Blogo Podcasto Case Studieso Graphics o Videoo Digital Ads

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Ref: contentmarketinginstitute.com/what-is-content-marketing/

! ?$

LET US KNOW MORE?! What are your greatest challenges with content marketing?o Converting to Saleso Finding the Timeo Budgeto Knowing what type of content to create?

What kind of content do you create? (multi-select)o Videos YouTube/Vimeoo Videos Social Mediao Blogso Social Media Graphicso Infographicso Photographyo White Papers o Case Studieso Webinar/Presentations

LET US KNOW MORE?! What informs your content marketing plan? (multi-select)o Industry Researcho Results from Social Media insightso Results from Google Analyticso Consultant/Advisoro Feedback from Customers

How far ahead do you plan your content?o Every Yearo Every 6 months o Every 3 monthso Once a montho Weeklyo I don’t have a plan

WHY?

Content Marketing generates 3 times as many leads as traditional marketing.

Buyers are willing to exchange their information for…

White Papers

Webinars

E-Books

Case Studies

Third-party/analyst reports66%

Content Marketing generates over 4 x more leads per $1000 within 36 months

After introducing a content marketing strategy, 74% of companies find that lead quality and quantity increased

https://www.intercom.com/blog/the-top-2018-marketing-statistics-and-why-they-matter/https://blog.markgrowth.com/20-stats-that-show-the-power-of-content-marketing-in-2018-c2aaa7e1d13a

v

E-Newsletter

Blog

Photos

Presentations

Maps

Infographics

Videos,

Webinars

Podcasts

E-Books

Illustrations

Projects

Signs Mobile

Application

Business – Consumer (B2C)• Social media posts• Videos• Illustrations/Photos• Infographics• Interactive content (quizzes, etc.)

Ref: https://izea.com/2018/02/15/2018-content-marketing-statistics/

Business – Business (B2B)• Social media posts• Case studies• Videos• E-books/White papers• Infographics

Lead Generation‘sales’ – conversion (organic + paid)

Brand Building Reputation, Thought leadership, Provide Value & Build Trust - ‘who, what, why’

Community Building General Interest, Community outreach, humour, motivation, latest industry news shared

v

TRAFFIC

LEADS

SALES

RETAIN

Awareness?

Consideration

Decision√

Loyalty$

GREAT CONTENT moves people through the SALES FUNNEL

? Build Awareness & Educate

Establish Interest & Consider Solution

Build a business case & make decision to buy√

Become loyal customer and ambassador$

GREAT CONTENT GOALS

• Your Own Content (original > re-purpose)• Your Business Activities• Your Customers (feedback/FAQ/etc)

• Industry Leaders/Community• Competitors• Google Trends• Buzz Sumo (paid)• Social Media Account Trends - General• Ask the Public*• Social Media / Industry Calendars

Read More: https://www.lauradunkley.com/site/blog/2014/07/23/original-owned-and-shared-content

WHERE TO GET CONTENT IDEAS

OWNED

CURATED

https://www.lauradunkley.com/site/blog/2014/07/23/original-owned-and-shared-content

Content Ideas

Answerthepublic.com

Keyword –Sustainability

Content Ideas

What topics support your brand?What does ideal client find interesting?How can you be a resource for your audience?

! ?$

What are you selling?

SALES BRAND/REPUTATION GENERAL INTEREST

Lead Generation Provides Value, Builds Trust, Resource

Brand awareness, engagement, buildcommunity

• UpcomingPromotions

• New Product Launch

• Buying Cycling (Seasons)

• Attending Tradeshow

• Hosting Event• Contest/Giveaway• Win-Back Campaign

• Insights on Industry Topics• Solutions for client problems• Educate client –why buy

product/how to use • Share industry news• Success Stories• Testimonials• Community work

• Industry Topics / News• Humour• Motivation• Holidays/Special Days• Trending Topics

! ?$

v

Be Consistent, Strategic.. & Patient

Relevant, Valuable, Quality Content

Share on Owned (First), Paid, Earned

Did you inform, engage, or persuade??

1. BUSINESS PLAN

2. TARGET AUDIENCES

3. SET GOALS

4. RIGHT CHANNELS

5. THE PLAN

6. GREAT CONTENT

7. TRACK PERFORMANCE

Learn more

Lauradunkley.com/blog

DIGITAL MARKETING 1017 STEP GUIDE

WHO IS ON YOUR TEAM?

YOU

CONTRACT CONSULTANTor EMPLOYEE

‘AS NEEDED’CONSULTANT

Or FREELANCER

WHERE CAN YOU FIND HELP

• MBEC – consulting / programs• www.upwork.com - freelancers• www.fiverr.com – freelancers• Social Media Research • Ask for referrals • Put out an Ad• Local Colleges – i.e. Sheridan College

WHERE CAN YOU LEARN

• MBEC Webinars / Online Courses• Online tutorials – e.g. Lynda.com• Local college i.e. Sheridan College

?

?

http://www.upwork.com/

http://www.fiverr.com/

WHO IS YOUR AUDIENCE?

_____________________________________________

____________________________________________________________________________________________________________________________

Age

Gender

Live

Work

Children

Entertainment

Income

Personality Type

Attitudes

Values

Interests/ Hobbies

Lifestyles

Behaviours –

buying habits, etc.

• Challenges?

• Purchasing Motivators?

• How can you help them?

• Why choose you?

• What media do they use?

• What do you want them to do?

• Is there a secondary audience to

consider?

RESEARCHFocus groups

Surveys

Sales Data

Interviews

In-Store Traffic

Online Research

• Forums

• Social media

• Google Search

• Owned Channel

Analytics (e.g.

Website, Social

Media)

• Key Dates – Sales Tactics

• Select Topics of Interest for your Brand

• Plan BIG content > micro

• Plan minimum 3 months of content

• Work backwards from key topics & add in ongoing topics

• Channel strategy for distribution – organic + paid

• Set up key milestones

• Review, learn, adapt

HOW TO GET STARTED

Track Performance

• Did you reach your goal?• How many people received your message? (i.e. REACH)• How many people commented / LIKED what you had to say?• How many shares?• Who are the people that ‘bought’ from you?• What kind of comments did you get? Poor, neutral, positive – 1

star to 5 star• Where did they come from? (i.e. website traffic referrals)• How long did they spend on your content? • What was their journey? (i.e. social tracking snippet to website)• How much did you spend?• What ads worked best? Images, text, call to action, headline

https://www.google.com/analytics/analytics/#?modal_active=none

Track Performance Google Analytics

WHY GOALS AUDIENCEWHO WHAT

CREATE

RESOURCES

HOW

DISTRIBUTE WHERE PROMOTE WHEN

THE PLANMANAGEMEASUREADJUST

BUSINESS GOAL _________________________________________MARKETING GOAL ___awareness__ consideration ___ decision ____conversion _____retainKEY METRICS (i.e. website traffic, downloads, forms filled out) _________________________KEY CHANNELS (e.g. website, social media, podcast) _____________________________TOPICS/THEMES #1_____________ #2______________ #3__________________MONTHLY BUDGET | CONTENT ___________ PROMOTION ________________

MAIN CONTENT MAIN CONTENT MAIN CONTENT MAIN CONTENT

WEEKLY WEEKLY MONTHLY MONTHLY

BLOG SERIES YouTube VIDEO SERIES

WHITE PAPER/E-BOOK/DIGITALDOWNLOAD $$

WEBINAR SERIES

MICRO CONTENT MICRO CONTENT MICRO CONTENT MICRO CONTENT

SM GraphicsSM VideoAudio / SoundcloudDownload Tip Sheet

BlogSM Graphics

BlogSM Promo VideoYouTube Video

SM Promo VideoSM GraphicsBlog

PROMOTIONS PROMOTIONS PROMOTIONS PROMOTIONS

Social Media Social MediaAdwords

Contest

MONTHLY PLAN [TEMPLATE]






WEBINAR SERIES



BlogSM Graphics





Contest







WEBINAR SERIES



BlogSM Graphics





Contest


Editorial Calendar

Include:

• Key Dates (Internal & External Events)

• Content Themes

• Content to publish

• Channels

• Organic vs Paid

• Keywords

• Timeline

• Budget

• Performance Metrics

• Evaluation Methods

Editorial Calendar | Planner – Paper/Digital

DOWNLOAD: https://www.lauradunkley.com/site/digital-marketing-resources

Editorial Calendar | Excel

Editorial Calendar | Online Tools

https://asana.com/guide/examples/marketing/editorial-calendar#gl-content-calendar

https://asana.com/guide/examples/marketing/editorial-calendar#gl-content-calendar

Social Media | Scheduling www.hootsuite.com

SCENARIO

STRIVE 2B WELLNESS

• A wellness coach focused on building positivity in the corporate environment.

• Previous career in HR, with a passion for wellness, because certified coach & wellness instructor.

• Independent consultant with connection in the healthcare & government industries. Professional networks of other wellness coaches, facilitators, & researchers.

• Provides coaching services, workshops, and on-demand wellness program

• COVID-19 updates (changing)– moved services online with promotional program for wellness workshops to meet the need of challenges working in a virtual environment!

LOCATION-Google Business Listing

-Directories

CONTENT CALENDAR

GOAL: LEAD GENERATION VIRTUAL WORKING WELLNESS PROGRAM – HEALTHCARE INDUSTRY TACTICS : Deliver FREE Webinar Series in September, Website leads, Social Media leads, PR

Channel Type of Content Frequency Budget Set Up

Budget Monthly

Website - core New service page One-time $150

Website – white paper download

Landing page – writing + graphic (form etc.)

One-time set up

$250

White Paper – Design $500

Website – webinar promo page + event registration

Writing + Feature Image + media/pitch package + photos + testimonials

One-time set up

$150 $0

Promo Video editing $500

Social Media Posts Graphics, Text, Photos, Videos 2x week $0

Blogs + YouTube Writing, Graphics, Videos 2x month $0

Podcast Weekly Wellness Series (editing) 1x week $250

FB/Instagram Ads 2x month $300

Webinar Presentation - Design One-time $750

SCENARIO

BUSINESS CONSULTANT | STAGE - STARTUP

GOALS

AUDIENCE

CONTENT

DISTRIBUTE

MEASURE

Business Goals – 5 Clients in X industry by end of yearMarketing Goals – Build awareness of expertise in that field & service offerings

CEO in X Industry

Case StudiesWhite Papers / E-BooksService offerings (e.g. on website)TestimonialsExplainer videoBlog (writing & video)Industry Landing page (on website) + formsFacebook & LinkedIn ads

YouTube, Website, LinkedIn

Leads to website (landing page)Forms filled outAd clicksPhone callsSocial Media engagement

GOALS

AUDIENCE

CONTENT

DISTRIBUTE

MEASURE

Business Goals – 10,000 sales for the holiday seasonMarketing Goals – Promote in-season flowers and workshops (Oct-Dec)

Current customers, friends of customers, local people interested in flowers, hotels (parties, etc.)

Videos (how to’s)PhotographyBlogs – holiday themesFacebook & Instagram Ads

YouTube, Facebook, Instagram, Website

Leads to website (landing page)Shopping cart (traffic & purchases)Ad clicksCalls to the flower shopSurvey at POS of how they found out about the storeWorkshop attendeesGoogle searches (Google Business listing)Engagement on Social Media

SCENARIO

FLOWER SHOP | STAGE - EXISTING

https://www.velux.ca/indoorgeneration

www.thestudiopaintbar.ca/

Tips

v

P&G Thank You, Mom | The winter Olympics | #LoveOverBias. 801+ Views

https://youtu.be/JSWyrR4gXkw

https://www.youtube.com/watch?v=_7JFwLyrdJw

https://www.youtube.com/watch?v=V6-0kYhqoRo

https://www.youtube.com/watch?v=o1ZP2-pKTNI

• Logo

• Style

• Colors

• Be Consistent

• Be Relevant

• Be Original

• Keep it Simple

BRANDING YOUR CONTENT

WEBSITE

Read More: https://www.lauradunkley.com/site/blog/2019/09/30/how-prepare-building-first-website

https://www.lauradunkley.com/site/blog/2019/09/30/how-prepare-building-first-website

WEBSITE Templates Example:

Squarespace.com

• Quality / High Resolution images – professional photos, quality stock photos

• Reduce Image Size – Tinyjpg.com

• Add Alt. Tags to Images

• Add a hyperlink to Image (if relevant)

• Make it easy to read – headings, simple language, shorter sentences

• Use Keywords – especially in first paragraph

• Include quality backlinks – internal & external

WEBSITE CONTENT

• Does the page load quickly?

• Mobile friendly?

• Can they navigate easily throughout your website?

• Is it easy for people to find important information?

• Do they know clearly and quickly that they reached the right place?

• Do they know what you want them to do?

• Is it visually appealing & easy to read?

WEBSITE USER-EXPERIENCE

Headline H1

Lead-In Paragraph

Feature Photo

Key Headline H2

Sub-Headlines H3

Ref: https://www.lauradunkley.com/site/blog/2018/02/18/enhance-meetings-with-visual-storytelling

What is the right blog length? • Did you get the right (enough) information to your visitor?• Have you incorporated keywords? • Have you used key phrases?• What length is good for your industry*?

*https://neilpatel.com/blog/long-blog-articles/

Call to Action • Subscribe >• Learn more >• Contact >• Download >

Links• Internal• External

LAURADUNKLEY.COM

ULTIMATE GUIDE TO BLOGGINGwww.lauradunkley.com/site/blog/2019/04/23/follow-these-simple-steps-to-a-successful-business-blog

ESSENTIAL

• Feature Image• Title• Client Information• Project Background• Challenge (s)• Why they chose you• Solution

Ref: http://www.evolutionwindowfilms.com/blog/title/ferguson-neudorf-glass-window-film-case-study/id/22/

RECOMMEND• Testimonials• Internal Link to related

product / Service• External Links• Supporting Rich Content

e.g. Slideshare™ /Photos/Video

• Specific Call to action

TipCreate a category called CASE STUDIES in your blog• Easy to write case studies• Quick reference• Create a unique page• Unique link for each case

study

Ref: www.socialmediaexaminer.com/tag/social-media-marketing-podcast/

about.canva.com/canva-for-work-resources/

Canva.com

Canva.com

Canva.com

Canva.com

• Know what it is for, as it will determine quality, length & style • E.g. Social Media or YouTube

• Know the WHY (content strategy)• Know the channel – size , landscape/portrait• Live / Recorded• Promote before you go live/launch• Storyboard & Script• Tech – lighting, audio, visual (test)• Find the best time to go Live• Respond to comments (Post / during live)• Add in the links in the comment area & mention in the video (e.g.

point down, subscribe if you like, etc.)

INSTAGRAMIGTV

IG STORIESFACEBOOKFB STORIES

TWITTERYOUTUBELINKEDIN

SNAPCHATPINTEREST

3-60 SECONDS15 SEC-10 MIN.

15 SECONDS120 MIN. MAX15 SECONDS140 SECONDS128G OR 12HRS3 SEC. - 1O MIN.3-10 SECONDS30 MIN. MAX

verified accounts can upload videos up to 60 minutes long, but they must be uploaded from a computer

Ref: www.lauradunkley.com/site/blog/2017/05/15/video-storytelling-trends-tips-techniques

One goalClear Call-to-ActionMake it memorable Create (and optimize) landing

page.A/B Testing Start small > test > invest

ADVERTISING

http://www.consumeracquisition.com/top-performing-instagram-ad-creative-to-try-in-2018/

CAROUSEL ADS

• Product focused• Bold colours• Clean Fonts• Prominent Logo

CTA - “SHOP ALL”

GOAL - Sell Product

ADVERTISING


SLIDESHOW ADS

• Industries that are highly visual

• E.g. tourism, food, entertainment

CTA - “LEARN MORE”

GOAL – Awareness

ADVERTISING


SINGLE IMAGE ADS

• Easy to create• 6 images/ad• Animation• Less text• Add movement

CTA - “LEARN MORE”

GOAL – Links to…

• CONTENT ROI = resources x longevity x reach x engagement

• Make sure your content aligns with your buyer’s journey.• Leverage owned channels first for distributing content.• Include paid promotion to help reach your audience.• Know what success looks like! Manage, measure, adapt• Get the right team! Know your strengths & resources.

Outsource when necessary.• Be a resource without always promoting – 75% / 25%• Great content – relevant, consistent, persuasive,

memorable

CONNECT WITH US @MississaugaEDO

2020

Presented by

Laura Dunkley @LauraLDunkley

Digital Marketing Consultant, Mississauga Business

Enterprise Centre (MBEC)

Documents

Presented by Laura Dunkley - thefutureisunlimited.ca · Digital Marketing Consultant - MBEC Laura has spent over 20 years as an entrepreneur. After selling her retail business in