Your 2018 Digital

Marketing Plan

Part One: Where To

StartAmy Hobson

@socialbuk

What Will You Leave With Today

• The essentials that need to be in place before you

start/progress to the next stages

• Creating a digital strategy including deciding what

channels to use and how to work across a number of

channels

• Key tools to know how and why measurement is so

important

SocialB

• Digital marketing trainers and advisors

- Social media training courses/webinars

- In-house social media training

• International digital marketing experts

- Website builds and audits

- Our retained services include;

- Search engine optimisation

- Paid advertising

- Social media

- Email marketing

Where To

Start

Know Your Customers

Source GFK

Three Elements To Success Online

ATTRACT ENGAGE CONVERT

Business Goal

£100,000 revenue in one month??

Develop objectives that are SMART:Specific – objectives should specify what you want to achieve

Measurable – you should be able to measure whether you are meeting the objectives or

not

Achievable - are the objectives you set, achievable and attainable?

Realistic – can you realistically achieve the objectives with the resources you have?

Timely – when do you want to achieve the set objectives?

Figures You Have To

Know

- What is your profit margin?

- Cost per enquiry

- Cost per sale/service

- What is your conversion rate?

Your

Objectives

Your overall objectives will inform what

you do in digital marketing in terms of:

Who you want to connect with

What content you will share

How you will interact with people

How often you need to interact with people

How you want to influence people to act

Wear Your Customer’s

Shoes

Google Analytics

Where Are We Right Now

Google Analytics - No. of visitors to your website

Digital

Strategy

Channels

Website

Social Media

Email Marketing

Online Marketing

Ecommerce

Online Advertising

SEO

Analytics

Ecommerc

e

It’s not as simple as selling

in a traditional sense.

Invest in a system that is

easy to use, you can

update yourself & you can

move companies!

Different Types of Social Media

Although they all enabling sharing, there are several different types of social media.

• Blogs are where you can share experiences, observations and opinions

• Twitter is for short updates to anyone who has subscribed

• Forums are conversational threads

• Video sharing (YouTube, live video) is shared video clips

• Social photo (Instagram, Pinterest, Snapchat) is shared images and photos

• Social networking (Facebook, LinkedIn) is all of the above

Content Calendar

In social media, it’s key to Do Something Regularly

When you create a new blog post, share it on Facebook.

When you attend an event/show/networking follow up with someone

you met by connecting with them on LinkedIn.

See a good video on YouTube? Share it on Twitter

Things to talk about

September

Back to School

October

Halloween

MON TUES WEDS THUR

S

FRI SAT SUN

Blog

Twitter

LinkedIn

Facebook

Instagram

YouTube

Website – The 7 Key Areas

2) Clear call to actions

3) Content!

4) Navigation

1) Good

design

5) Credibility

& Reviews

6) Mobile/tablet

friendly

7) Social

media

buttons

Social Media

• Strategy – who, what where & when?

• Social –engagement!

• Think SEO (keywords) & hashtags

• This can help you in search results too!

Twitter

Create links to send traffic to you website / blog

Keep up to speed on your industry

Network & build relationships

Find / Answer questions – great for credibility

• Keywords

• Getting Retweets

• Using hashtags

• Engage with your audience

Facebook

Less is more – post two or three times a

week

Always post a photo or video

Tag other businesses where appropriate

• Ask questions

• Ask people to share photos

• Encourage people to check in (check in

Tuesday)

• People love to share their view so give

information as well as ask

• Make them feel special on your

Facebook page – somewhere exclusive

(offers, etc)

• Interaction gets the best results!

Instagram

• Brings your store to life

• Customers can stay up to

date on your latest

products and new

customers can be enticed

• Success - Keywords,

links and tagging

Blogging

• Shares useful info with your

customers/potential customers

• Good for search engine results

• Blogs / reviews / top-tips are

often shared on social media

networks

• Great for e-newsletter content

too!

The Power Of Blogs

Benefits Of Blogging

1. It works wonders for SEO. Search engines view it as

fresh content which they really like.

2. All blog content can be utilised across all of your social

media channels.

3. It will help to deliver useful & informative information

about your products and the local area.

4. Blogging is a very cost-effective marketing channel. It

will only cost you a couple of hours per week.

5. Allows your personality to shine through!

YouTube

• Puts a face to the

business

• Great for search engine

results

• It’s about content not how

slick your video is

• One minute videos are

easy to digest

Online Marketing

SEOHaving the right keywords

in your content that people

typically search with.

Consider using phrases in

your content which contain

your company’s keywords

in order to gain maximum

search engine benefits.

Email• Segment the audience

• Personalise your message

• Provide interesting content

• Utilise great imagery

PPCTraditional paid

advertising is based on a

pay-per-click model.

This means you only pay

when someone clicks on

your ads.

Measure

Monitoring and Analytics Tools

FREE

Google Analytics

Hootsuite

Followerwonk

Iconosquare (Instagram)

Tweetreach

Facebook Insights

Twitter Analytics

LinkedIn Analytics

PAID

Radian6 (from £420 to £665 a

month)

Meltwater (from £4,200 a year)

TalkWalker (from £420 a month)

Sprout Social (from £45 a month)

Google Analytics – Measure Your

Outputs

Google Analytics

Google Analytics

find social media

traffic here

change date range

Hootsuite

Free

3 Social Profiles

Basic Analytics Reports

Message Scheduling

Pro (£6.99 a month)

Up to 10 Social Profiles

1 Enhanced Analytics

Report

Bulk Message Scheduling

1 Team Member

Access to Premium Apps

Followerwonk

Free1 profile

View Social Authority Rankings

See Followers and Their Locations

Know When Followers are Active

Target (£20 a month)Up to 3 profiles

All of the above AND;

Compare Follows/Followers

View Follower Losses and Gains

Maximize Times to Tweet

See What Tweets Engage

Easily Follow/Unfollow in App

Multitask (£55 a month)All of the options in the Target packing

but with up to 20 profiles

Radian6

Radian6 is part of the Salesforce Marketing Cloud.

Listen, Publish and Advertise

Meltwater Buzz

• Track your media coverage patterns over time.

• Compare your share of voice to the competition’s.

• Find out how your message is being received.

• See where your most receptive audiences are

located.

• Track how the conversation around your brand is

shifting over time.

• Find out who is talking about you most on social.

• Zero in on where the most valuable conversations

are taking place.

• Measure PR ROI with advertising value

equivalency (AVE).

Talkwalker

• Global source coverage in 187 languages

• High-quality proprietary data for more

accurate social media listening

• Monitor results in real time and access 2

years of historic data

• Benchmark your brand against your industry

peers

• Access to a range of advanced KPIs

including response rate, engagement rate

and follower growth

• Measure the performance of your campaigns

with advanced data analytics

• Build customized dashboards to share

insights with your teams

Final Thoughts - 4 Tips

1. Always wear your customers

shoes

2. Find out where your current web

traffic comes from

3. In social media, it’s key to do

something regularly

4. Invest in your online presence to

drive people to you

Thank you for attending

today’s session.

For more learning and

insight sign up for our

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www.socialb.co.uk Amy Hobson

@socialBuk