1 digital marketing - afta · dedicated to content and digital marketing since 2012. working with...
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WWW.WEBSALAD.COM.AU
DIGITALMARKETING
WWW.WEBSALAD.COM.AU
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WWW.WEBSALAD.COM.AU
AGENDADIGITAL MARKETING
WWW.WEBSALAD.COM.AU
AGENDA
1. About Us
2. Why Choose Digital Marketing
3. Identifying Your Audience
4. Creating Content
5. Social Media Advertising
6. Digital Media Strategy Offer
7. Questions
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WWW.WEBSALAD.COM.AU
We are a solution specialist for the travel
industry.
Our digital marketing expertise has been
successful across a range of industries and
we can tailor-make a solution to your
individual needs.
We have:
Specialists in all areas of digital marketing.
A strong background in the travel industry.
Worked with many travel brands and are
know as a solution specialist in the travel
industry.
WWW.WEBSALAD.COM.AU
WEBSALADWHO WE ARE
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WWW.WEBSALAD.COM.AU
More About Zoe
ABOUT USA LITTLE BIT
More About Hersh
Working in the travel industry since 2000.
Started as a Travel Agent before moving into Marketing.
Dedicated to content and digital marketing since 2012.
Working with Travel Agents, Wholesalers, Tourism Boards &
MICE.
Over 7 years experience in the digital marketing field.
Certified expert in the fields of Search, Mobile, Display & Video
Advertising.
Working in the travel sector since 2014.
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DIGITAL MARKETINGWHY CHOOSE
1 Your Customers Are Online. 2 Digital Marketing
Is Scalable. 3 You See Results
Nearly Instantly.
Nielsen Research found that
travellers spent an average
of 53 days visiting 28
different websites over a
period of 76 online sessions,
with more than 50% of
travellers checking social
media for travel tips.
“
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ALWAYS
START
WITH YOUR
AUDIENCE
WHERE TO STARTIDENTIFYING YOUR AUDIENCE
Behind every piece of great
content is a marketer, publisher,
author who passionately and
empathetically sought to help
his or her audience.
Michael Brenner - Author,
The Content Formula and the
CEO of Marketing Insider Group.
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WHO IS YOU IDEAL
CUSTOMER?
IDENTIFYING YOUR AUDIENCE
1 Current
customer base
2 What sets you apart from the competition
3 Demographics4Psychographics
5Find Data
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WWW.WEBSALAD.COM.AU
BUILDING PERSONASIDENTIFYING YOUR AUDIENCE
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Blogs
Social media channels
Reviews
Videos
Email subscribers
WHERE ARE THEY?IDENTIFYING YOUR AUDIENCE
WWW.WEBSALAD.COM.AU
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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.
CONTENT IS KINGCREATING CONTENT
Content Marketing cost
62% less than traditional
marketing and generates
about 3 times as many
leads.
(Demand Metric)
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The “Who Cares?” rule
Create for real people
Authenticity builds trust
Shareability
Cut through the clutter
Visual assets
Curated & user generated
content
VALUABLE CONTENTCREATING CONTENT
I’ve learned that people
will forget what you said,
people will forget what you
did, but people will never
forget how you made them
feel.
- Maya Angelou
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Social media
SEO
Influencers
Paid distribution
CONTENT
PROMOTION
CREATING CONTENT
WWW.WEBSALAD.COM.AU
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WWW.WEBSALAD.COM.AU
Not all audiences are created equal
Social Media and SEO to attract
Content to engage
Call-to-actions to convert
Emails to close
BUILDING AN OWNED AUDIENCECREATING CONTENT
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WWW.WEBSALAD.COM.AU
Immense reach
Quick setup
The ‘Amplify’ effect
Cost effective: Advertising costs generally vary from $5 to $10
for 1000 ad appearances. For every $100-200 you spend, you
can reach up to 10,000 potential customers.
Highly targeted: Segment your audience by age, gender,
location, occupation and interests.
WHY ADVERTISE ON SOCIAL MEDIASOCIAL MEDIA ADVERTISING
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WWW.WEBSALAD.COM.AU
The cost effective nature of social media ads make
them suitable for businesses of all sizes. Some of the
common applications include:
Promote special offers
Generate website visits
Drive more likes to your Facebook page
Generate brand awareness
Highlight achievements
Generate leads
Build email database
Promote sales events
Drive in-store purchases etc.
SOCIAL MEDIA ADVERTISINGSOCIAL MEDIA ADVERTISING
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Choosing a target audience
Choosing your message
Creating ads and copy
Lead ads vs. Standard ads
Video
Retargeting
SOCIAL MEDIA ADVERTISINGSOCIAL MEDIA ADVERTISING
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PUTTING IT ALL TOGETHERPLANNING YOUR CONTENT
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Campaign Type: Page Engagement
Cost: $1,100.00
Page Likes: 1,702
Cost Per Page Like: $0.65
FREEDOM ROAD TRAVELSOCIAL ADVERTISING CASE STUDY
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WWW.WEBSALAD.COM.AU
Campaign Type: Clicks to Website
Cost: $800.00
Reach: 27,397
Link Clicks: 1,847
Cost Per Click: $0.43
FREEDOM ROAD TRAVELSOCIAL ADVERTISING CASE STUDY
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FREEDOM ROAD TRAVELSOCIAL ADVERTISING CASE STUDY
Campaign Type: Lead Ads
Cost: $282.00
Leads Generated: 138
Cost Per Lead: $2.05
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WWW.WEBSALAD.COM.AU
IT ALL STARTS WITH
YOUR STRATEGY
DIGITAL MEDIA STRATEGY OFFER
WWW.WEBSALAD.COM.AU
Need help developing your digital
marketing strategy?For the next 7 days, we’re offering:
50% OFF OUR DIGITAL STRATEGY SET-
UP FOR SMALL BUSINESSES.
USUALLY $1800, NOW JUST $895.
30 min discussion of your individual business & goals
3 personas
Channel recommendations
First monthly calendar
5 blog topics
5 social posts
help setting up social channels and ads if required
first ad campaign (1 creative, media spend not included)
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ANY QUESTIONS?
Instead of one-way interuption, Web Marketing is about
delivering useful content at just the precise moment that a
buyer needs it
David Meerman Scott
Marketing Strategist
Author of The New Rules of Marketing and PR