brick by brick, building a solid digital media strategy
DESCRIPTION
My Presentation at Small Business Sales Summit in KelownaTRANSCRIPT
Sma l l Bus iness Sa les Summi t
Brick by Brick – Building a Solid Digital Media Strategy
Frithjof Petscheleit
Digital Media Strategist
Web Designer
Social Media Educator
BlueBird Business Consulting offers a full range of
digital media services from building a social media
strategy, website development and social media
training to fully outsourced social media
management services.
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Building a solid Digital Media Strategy
8 of 10 SMBs use Social Media for Business Growth
(Hubspot Feb 2014)
33,000,381 Internet Users in Canada
95%
500 Million Tweets / Day
(internetlivestats.com)
19 Million Users13 Million Canadians access
Facebook at least once a month
(2013 Financial Post)
40,000/sec Google searches
(internetlivestats.com)
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Back to the future
1Not allocating enough resources
Top 3 MistakesBusinesses still make
How can you squander even one more day not taking advantage of the
greatest shifts of our generation? How dare
you settle for less when the world has made it so
easy for you to be remarkable?
1
2
Not allocating enough resources
Too many sales pitches
Top 3 MistakesBusinesses still make
It’s called “Social Media”
Not“Buy my S**t
Media”
1
2
Not allocating enough resources
Too many sales pitches
3 No Plan
Top 3 MistakesBusinesses still make
Sales and
Marketing
Digital MediaAll
DepartmentsCustomer Service CEO
Concerns
Consider shifting resources from ineffective areas to
digital.
StaffingBig budget can be replaced
with creative talent and time
Drain on Staff resources
1Financial ConcernsHiring effective digital media
experts costs money
2 ROICalculating return on
investment can be difficult
3
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$$ Investments
Direct investment only
pay per click
AdsWeb design,
Platform design
Infrastructure Owner hours
Staff hours
Agency hours
Hours
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Strategies
These are mostly ineffective and a waste of resources!
What ever is easiest1
The cheapest2
What others do3
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Posting ads or
listings on
Facebook is
NOT Marketing
Posting
“Stuff”
Digital Media AssetsMore than just Social Media
WebsiteResponsive / Mobile
Static company
information, contact
and point of sale
BlogCenter of Web presence
Center of Website
SEO, Relationship
building, building
trust
Email MarketingNurture Relationships
Over 90% saturation
Increasingly mobile
Social MediaDaily real-time conversation
Inform, entertain, build
relationships and trust
ImageDigital Story telling
Pinterest, Instagram,
Flickr….
VideoEntertain and Inform
YouTube, Vimeo,
Vine, Instagram
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Digital MediaStrategyDigital MediaStrategy Define
target
audience
1 Each audience
requires a unique
strategy
Research
Audience
preferences
2 surveys, analyze
competition
ask and listen
Execute3 Create content plan
aligned with
Business goals
Analyze4 Everything digital
can be measured
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Digital MediaStrategyDigital MediaStrategy Define
target
audience
1 Each audience
requires a unique
strategy
Research
Audience
preferences
2 surveys, analyze
competition
ask and listen
Execute3 Create content plan
aligned with
Business goals
Analyze4 Everything digital
can be measured
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Where do they live?
How old?Where
dotheyHang out?
Where are
they in Life?
Define AudienceThe better you can define your audience the more effective you
can be
Create a strategy for each audience
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Putting the pieces together
Content Marketing PlanNo outside provider can know your business as well as you do
You have to take charge!
AlignAlign digital marketing
with business plan
and offline marketing
Publishing CalendarPlan content
according to audience
and goals
DirectionCompany owner /
CEO to provide
direction
SupportUse one piece of
content on different
platforms
BrandingCarry your logo,
colours style through
all of your assets
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ContentConsideration
s
Call to action
DefineGoal
Consider differentCultures
Share
PostUpdate
What worked? What didn’t ?
Analyze
Don't be afraid to get creative and experiment
Listen & Analyze
Monitor
keywords
Survey
audience
• Google Analytics• Facebook Insights• ……
Analytics
Listen
AdjustStrategy
What worked?
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WebsiteBlogEmail
Facebook Twitter
Snapchat
InstagramYouTube
Pay per click
LinkedInSEO
Webinars
Podcasts
Your next stepsA digital media strategy needs to be reviewed and adjusted
continuously
Gain control
over all online
assets• Website• Social Media• Analytics
One
Find your target
audience and
find out where
it spends time
Two
Create strategy
Marketing plan
Communication
s plan
Budget
Three
Learn what
worked and
what didn’t
Adjust strategy
regularly
Four
Control Decide onTarget
Plan Execute&Adjust
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BlueBird Business Consulting
/BusinessBluebird
@BluebirdBC
ca.linkedin.com/in/bluebirdbc
50% off 1hr Digital Strategy consultation
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