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TRANSCRIPT
“Paradigm Shift” in your customer’s buying habits.
Digital Marketing Some Interesting “Facts”
• + 2 Billion active users on Social Media worldwide• Facebook 1.28 Billion• Twitter 320 Million• Linkedin 400 Million• Instagram 200 Million• Pinterest 100 Million
• 60% + of searches are done from Mobile or Hand Held Devices
• 80% of consumers do research online before purchasing
Why Digital Marketing ?
• Cold Calling• Cold Emails (SPAM)• Interruptive Ads• Marketer -Centric
• SEO• Blogging• Attraction• Customer – Centric
Inbound Methodology
Inbound
Inbound Methodology
The Buyer’s Journey
AwarenessStage
Consideration Stage
Decision Stage
Buyer Personas
• Semi-fictional representations of your ideal customer
• Based on real data and some select educated speculation about customer
• demographics,• behaviour patterns• motivations• goals.
Website
Social Media
Digital Marketing - Platforms
Explosion of different types of hardware devices, mostly tablets and smartphones
Web Design and Web Content are an key components of every good marketing strategy
Modern aesthetics
Digital Marketing - Website
WebsiteContent + Context
WHEN CREATING CONTENT, KEEP IT EDUCATIONAL.
• Who are you creating content for?
• Not educating your buyer personas on who you are and what you do, but
• Educating them on their problems and solutions to those problems
Website - SEOWHAT IS SEARCH ENGINEOPTIMIZATION (SEO)?
• SEO is the process of improving your website so that it attracts more visitors from search engines
• Relevant, Useful and Trustworthy answers
Website - Blogging
Website Landing / Thank You Pages
Inbound Methodology
Social MediaInbound Best Practice
Set SMART Goals
Use buyer personas
Meet buyers where they are
Use the buyers journey
Create great content
Leverage your content
Tie efforts to ROI
Social MediaDistribution
Distribution makes content RELEVANT
• The right distribution technique gets the right content in front of the right person at the right time.
VideosBlog postsSlidesharesFree ToolseBooks/Guides
Social Media - Send content that follows the Buyer’s journey
AwarenessStage
VideosBlog postsSlidesharesFree ToolseBooks/Guides
Social Media - Send content that follows the Buyer’s journey
ConsiderationStage
Free TrialsROI ReportsProduct DemosConsultationsEstimates/Quotes
Social Media - Send content that follows the Buyer’s
journey
DecisionStage
Social Media - Analytics
Analysis should be inherent in every single thing you do with your inbound strategy.
4.3 billion email accounts that send 196 billion emails every day.
91% of consumers check their email daily.
Email is a channel that you own. 77% of consumers prefer email for
marketing communications. Email lets you be highly personal. Email has a marketing ROI of
4,300%.
E-mail – Do they work ?
Don’t Spam Database Links to your website,
products and services Calls to action Keep it relevant Personalize Tracking & Analytics to
measure success
E-mail Marketing – Some Basics
Segment your contacts database
Determine your audience Send the right email at the
right time Nurture your lead into a
customer
Email MarketingRight Email – Right Person
Email MarketingCTA buttons
• A CTA is a button that promotes an offer and links to a landing page.
• A CTA kicks off the conversion process
• YOU CAN’T GET LEADS WITHOUT A CONVERSION PROCESS.
Conversion Process
• Call to action
• Landing Page
• Thank You Page
Social Media Toolset CRM Platform Email Delivery
System Content
Management System
Digital Marketing – Tools You Need to Make it Happen
Web Services
Pages and E-Commerce sites
Custom designed templates
Optimised for mobiles and tablets
Platform scales and protects against obsolescence
Superfast / Super Secure
Software as a Service (SaaS)
Digital Marketing Services
Responsive Landing Pages
Newsletter / Email Marketing
Facebook Set-Up
Webfactories Website and Digital Marketing Services
LOCAL COMMUNITY HUBS
Banner Advertising Featured Business Listing Featured Events Classified Trades & Services Coupons & Offers Blogs / News Social Media Promotion Free and paid for services
Buzzin – Online Advertising