presentation to the greely business association members
TRANSCRIPT
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Digital Marketing & Social Media
Greely Business Association
January 6, 2015
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Agenda• Introduction• Background• Overview of Digital Marketing & Social
Media • Overview of Website Strategy• Overview of most popular Social Media
platforms and managing software• Questions
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About Me
Kerry Mortimer• Award-winning marketing professional• More than 20 years experience• Work in tourism, telecom, tech, financial
services, real estate sectors• Experience working in B2B and B2C
organizations• Past President and active member of Ottawa
chapter of the International Association ofBusiness Communicators (IABC Ottawa)
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What is Digital Marketing? Definition: Digital Marketing is the use of digital
channels to promote or market products and services to consumers and businesses.
But what does that really mean? Marketing that makes use of electronic devices
such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, desktop and mobile apps and social networks.
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Digital Marketing – The Importance of a website
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Marketing Has Evolved• The Evolution of Marketing: Traditional to Digital
marketing• In the old days, every time you paid for an ad you
knew that it lived for as long as your audience would see it. In print, this meant in a daily newspaper or a monthly issue of your favourite magazine. On the Radio or TV, this meant a predetermined rotation period for your ad.
• New (digital) media changed all that for good.
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Traditional Marketing vs. Digital Marketing
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Traditional Marketing vs. Digital Marketing - Cost Analysis
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Digital Marketing - Website
• Your marketing strategy and brand framework provide the foundation of you website’s design and content.
Other Considerations• Well placed call to action • SEO strategy• Keywords• Social integration (how social helps
website be found)
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Creating a Website
• Research and choose a domain name (i.e. yourwebsite.ca).• Importance of .ca domain for local
search• Sign up for web hosting (ie. Go
Daddy, Netfirms, BlueHost, Hostgator)
• Content Management System – WordPress is free, easy to learn and widely used. This is the software you use to add and manage content on your website.
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SEO - Search Engine Optimization
What is SEO?
SEO is the practice of improving and promoting a website in order to increase the number of visitors the site receives from search engines.
• There are many aspects to SEO, from the words on your page to the way other sites link to you on the web.
• Always want to increase your website’s “Google juice”
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SEM - Search Engine MarketingWhat is Search Engine Marketing?
The goal of search engine marketing (SEM) is for your company's website to rank at the top of any potential customer's search results page.
This is done using a combination of paid advertising, search engine-optimized website design, high-quality marketing copy, involvement in your industry's online community and lots of keywords.
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Email MarketingEmail Marketing Still Works
• Email is not dead.
• Once built, you can use your website, blog and social media to grow your email list, allowing you to maintain regular contact with your customers.
• Programs such as Constant Contact, MailChimp and Joomla allow you to manage your mail list effectively.
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Online VideoOnline video platforms such as YouTube and Vimeo provide a very cost effective platform to showcase your company.
• YouTube is the web’s second largest search engine after Google
• Video provides engaging content that can be shared across your social media platforms and embedded on your website
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Content Marketing StrategyContent marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. Used more in B2B marketing.
Content marketing initiatives include:
• Publishing informational white papers
• Development of industry case studies
• Providing thought leadership in your field of expertise
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Adopting the PESO Model
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Marketing: B2B vs. B2C
• Business to Consumer (B2C) marketing is businesses that sell primarily to consumers (the end user of the product)
• Business to Business (B2B) marketing is businesses that sell primarily to other businesses
• Both start with developing a marketing strategy but audiences, key messages and tactics will differ
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Marketing: B2B vs. B2C
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Social Selling Media
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Social Media Defined
Websites and applications that enable
users to create and share content or to
participate in social networking.
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Social Media
• Why should the GBA use Social Media? Broadcast GBA’s message in front of people where they
already are. Sharing, collaboration, and community among local
businesses. GBA Members become ambassadors for the region by
helping spread your message to their fans/followers. GBA members can learn to use the tools that are growing in
use in their workplaces and communities. Low cost compared to traditional media outreach Ability to target local stakeholders
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Choosing Social Media Channels
Some questions to ask: What do you want to
accomplish? Whom do you want to
reach? How much time do you
have?
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Social Media Platforms by the Numbers
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Social Media Explained
Platform Sample Post
Twitter I’m eating a donut.
Facebook I like donuts.
Foursquare This is where I eat donuts.
YouTube Watch me eat a donut.
Flickr Here’s a photo of my donut.
LinkedIn My skills include donut eating.
Google+ I’m in the circle of donut eaters.
Pinterest Here’s a donut recipe.
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GBA Example - Social Media Explained
Platform Content Example Cost
Twitter Enjoying big city amenities right here in #Greely! Free
Facebook Check out the new business that opened in Greely (Link) Free
Foursquare I’m at the new store that just opened in Greely. Free
YouTube Watch what’s happening in Greely. Free
Flickr Here’s photos from our latest community event. Free
LinkedIn Connect with small business owners in your community. Free
Google+ Add local businesses to your circles. Free
Pinterest Here’s all the what’s happened in Greely in 2014 Free
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Facebook Creating a company page, featuring regular updates is a great way to engage with established and prospective clients. Invite your network to like your page and share with their network.
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Facebook Use your top banner to promote upcoming events.
Make sure to complete your about section. Include business hours, location and the URL to your company website.
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Twitter is a micro-blogging site, featuring a 140 word limit. It’s extremely useful for customer engagement and to get instant feedback.
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• Choose Your Twitter Username• Make sure your profile is populated with your
logo, a cover image, your brand’s colours, a brief bio and a link back to your site.
• Use industry #hashtags when composing tweets.
• Follow and engage with local stakeholders (potential clients, municipal politicians
• Great for research
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LinkedIn is a popular social network with a focus on professional networking.
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• Create a LinkedIn Account• Complete your profile – image, job title,
company name, summary, previous jobs, awards, accomplishments
• Create a personal profile for yourself • Create a company page for your business• Add connections to LinkedIn from your email
contacts
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YouTube
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YouTube
• Creating and posting video content on YouTube is a great way to boost the visibility and credibility of your small business
• Creates “Google juice”, get found through SEO
• Show your customers the work you’re doing• Fraction of the cost of traditional TV
advertisements• Generate leads and boost traffic to your
website
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Instagram is a mobile photo editing and sharing app that now features over 150 million users.
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• Instagram’s technology helps you easily create stunning images that you can share on Instagram and your other social networks.
• Instagram allows you to tell your story with photos
• Show off photos of your new products
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• Pinterest, launched in 2010 • A popular content and image sharing website,
most often compared to an online scrapbook. • Users find images, designs, or content they like
somewhere on the Web, create a category (or "pinboard"), and then post it to the website.
• Pinterest is one of the fastest growing sites on the Web, boasting over 70 million users (mostly female)
• Pinterest is about creating and curating content relevant to your business.
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Canva
*Canva is not a social media platform, per say. It is uses to create content to share on your social media platforms
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Managing Social Media - Hootsuite
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Managing Social Media - Hootsuite
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Managing Social Media - Hootsuite
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Managing Social Media – Tweetdeck
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Questions?
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Thank youThank you for your participation
Contact details:Kerry [email protected]/in/kerrymortimer@kerrymortimer(613) 884-1335