Leveraging Digital Marketing and Social Media in Your Business

© 2014 Penheel Marketing™

Leveraging Digital Marketing & Social Media In Your Business By Becky Livingston December 2014 President and CEO Penheel Marketing


About Me

Becky Livingston ü  Owner Penheel Marke-ng ü  25+ years of marke-ng and

technology experience ü  14 years in the financial services

industry ü  Social Media & Digital marke-ng

professional ü  Public speaker and trainer ü  Frequent guest blogger ü  Dog and shoe lover

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Agenda

ü  Definition of digital marketing and social media in business.

ü  The art of writing good copy for online ads, including the call to action.

ü  The importance of landing pages and what should / should not be on them.

ü  A 90-‐Day marketing plan.

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What is digital marketing? Digital marke-ng is marke-ng that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital Marke-ng can be through non-‐internet channels like TV, Radio, SMS, etc. or through Internet channels, like social media, emails ads, banner ads, etc. Social Media Marke-ng is a component of digital marke-ng.

Source: hRp://en.wikipedia.org/wiki/Digital_marke-ng

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What is social media marketing? Social media marke-ng is a recent component of organiza-ons' integrated marke-ng communica-ons plans. Integrated marke-ng communica-ons is a principle organiza-ons follow to connect with their targeted markets.

Source: hRp://en.wikipedia.org/wiki/Social_media_marke-ng

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Goal Setting •  SMART business goals •  Example: Increase sales by 25% over last year by August of 2015.

•  What is your overall marketing goal? •  Example: Increase email list by 5% each quarter of 2015 by sending monthly emails, increasing social engagement, and adding blog content.

•  What is your social media goal? •  Example: Increase online exposure using social media platform [ Name the Platform ], to share information and tips about our brand. Post 3x / wk on this platform with engaging content and images and/or video.

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Template


Buyer Persona 1.  Determines the kind of content needed 2.  Sets the tone, style, and delivery strategy 3.  Targets the topics to concentrate on 4.  Understands where buyers get their information

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Activity


Buying Journey

•  Not in the market •  Interested •  Problem defined •  Exploring options •  Evaluating solutions •  Final approval •  Implement / buy

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Sales Qualified Lead

Requirements Definition

Value Demonstration

Proposal

Negotiate

Close

Awaren

ess

Evalua

tion

Purcha

se


Buying Journey, cont. Education Solution

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Your Goal Define and create the content needed to move the buyer from the interest phase to the buying phase.

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How To Reach Goals

q  Create and share measurable goals with your team q Give your readers reason to act q  Think and write from the readers’ perspective

Image Source: Fire Spring

q Segment q  Media mix q  Create landing pages q  Measure q  Report

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Editorial Calendar Outline what is to be produced & when it’s going to be produced

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Email Subject Lines •  Describe the candy not the wrapper •  Example: rather than “Association Newsletter Volume 5” in the subject line, tell us what’s in the edition, such as “How to Live In Harmony with Backyard Wildlife”

•  Emphasize the personal value of your content •  Subject lines that make readers think “This is useful.” “This is timely.” “This is about me.” Example: “Is slightly dirtier drinking water OK with you?”

•  Avoid telling people what to do. •  Particularly true when “help” or “donate” are in the subject line. Lean toward personal value in subject lines.

•  Example: “Where to dance all night with your best friends” vs. “Register for our all-‐night dance-‐a-‐thon fundraiser”

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Template


Email, cont. Subject Lines •  Keep it short •  Try to keep it under 75 characters. Use a keyword in the subject line to help with SEO.

Formulas •  Who Else Wants [blank]? •  The Secret of [blank] •  Little Known Ways to [blank] •  Get Rid of [problem] Once and For All •  Here’s a Quick Way to [solve a problem] •  What Everybody Ought to Know About [blank] 14


Blog Headline/Post Examples •  Surprise “This is not the perfect blog post (but it could have been).”

•  Questions “Do you know how to create the perfect [insert topic]?”

•  Curiosity gap “10 ingredient in a perfect [topic]. Number 9 is killer!”

•  Negatives “Never write a [topic] again!” •  How to “How to create a perfect [insert topic].” •  Numbers “10 tips to creating ….” •  Audience reference “For people on the verge of [something].” •  Specificity “The 6-‐part process for getting [something awesome]!” 15


Yet more examples…. •  [Do something] like [world-‐class example] •  Ex. Blog like an all-‐star

•  Interesting adjectives + unique nouns •  Ex. Awe-‐inspiring examples, painstaking lessons, can’t miss take-‐aways, brilliant strategies…

•  Who else wants •  Ex. Who else wants an easier way to make headlines?

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Activity 1


Online Ad Copy Tips •  Create engaging headlines •  Develop strong calls to action •  Leverage keywords words and selling features

Google AdWord Tips •  Headline 25 characters •  Display URL 35 characters •  Description lines 35 characters •  Landing page for this product only or similar products

Templates

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What are landing pages? It’s NOT just any page on your site. It IS a page: 1.  That includes information specific to a certain set of

criteria. 2.  Where someone completes a form or action. 3.  That exists solely to capture visitor information through

that form or action.

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Importance of Landing Pages •  Allows you to “speak” to a specific audience.

•  Defines the content rather than offers generic content.

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Elements •  Logo •  Headline •  Offer •  Descriptive Copy •  Product/Service •  Call-‐to-‐Action •  Form

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Image Source: Quicksprout


Golden Rules 1.  Don’t take yourself too seriously 2.  Inbound is not enough 3.  Have good content and solid offers 4.  Strong calls to action 5.  Always add value 6.  Social is a two-‐way street 7.  Peer-‐to-‐Peer sharing is the best way to get your message

heard

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How to choose the platform? •  Choose the most suitable plaXorm by media type. •  Go where your audience is. •  What are the business and social media objec-ves? •  Find the target demographic. •  Know your budget. •  Do a few and do them well.

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What Works Where

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Activity 1


Getting Started •  Determine topics of interest – to your customers •  Create content categories •  Assign content types (video, blog, photo, etc.) •  Set a regular publishing schedule •  Incorporate other marke-ng content from other depts. •  Con-nue the process.

Image Source: Top Rank Blog.com 25


Content Types

•  eBooks •  Infographics •  Slide decks •  3rd-‐Party reports •  Cheat sheets •  Videos •  Email marketing •  Images / Photos

•  Social Media content •  Blog • Webinars •  Online ads (PPC/CPC)

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How To Be Effective 1.  Post the blog / content title 2.  Ask a question 3.  Cite a fact 4.  Share a quote 5.  Tips 6.  Create intrigue

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“…when we share a blog post on social media, we include the title of the post, a link, and a few hashtags. This is fine.

Once! But, it can get pretty monotonous for your followers if you aren’t careful.

-‐ Garrett Moon


Keep In Mind When posting the same content on each platform, vary the post style, such as a: •  Question •  Statement •  Comment Write it for each platform. http://blog.bufferapp.com/ways-‐to-‐ write-‐social-‐media-‐updates

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Sample Calendar for 1 piece of content. Use what’s best for your brand!


Social Media Example

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Content Title

Question


Social Media Example, cont.

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Facts

Tips

Intrigue


Social Media Daily Posting Schedule

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Template


Social Media Scheduling Tools

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•  Hootsuite (FB, LI, G+, TW, 4sq) •  ViralTag (Pinterest) must use ProPlan for Pinterest and Instagram

•  ViralWoot (free) Piterest scheduler •  HootSuite Instagram App (free) see video •  IconoSquare (Instagram) •  RePost (mobile app) for Instagram

For Twitter and sometimes Facebook •  Twuffer •  HootSuite •  FutureTweets •  LaterBro


Social Media Checklist

Source: HeroX

Template


90-‐Day Marketing Plan •  Clearly track progress in the short-‐term. •  Use data over that 90-‐days to create a baseline that you can use to track your grand plan.

•  It enables you to re-‐direct your plan if something is not working.

•  Using 90-‐day increments enable you to stay in tune with change and meet the market demands, without detouring from your master goal.

•  Your master plan will not become irrelevant, because your 90-‐day goals will continue to drive you the finish line.

Template

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Parting Words

People will share what they find helpful. If you want your community to share, spread the word, and build awareness for a non-‐profit, provide content that is incredibly useful to them.

~ via MediaCause.org

“ “

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Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-‐profits.

http://Penheel.Com/Score-‐Workshop

Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads.

Email Send personalized, segmented Emails based on any information in your contact database.

Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords.

Lead Management Track leads with a complete timeline-‐view of their interactions with your firm.

Blogging Create blog content quickly while getting SEO tips and best practices pointers.

Social Media Publish content to your social accounts, then nurture leads based on their social engagement.

© Penheel Marketing 01.07.14

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