Digital Marketing Workshop

An introduction

Digital Marketing Workshop

In this short workshop we are going to discuss some elements of web presence marketing that we have not covered in the Social Media Training Workshop

Email Marketing

Unfortunately, email marketing and spamming are often talked about in the same breath.

Email marketing used correctly is not spamming, but is a very valuable communication method that can be used to communicate with potential clients.

Email Marketing

How not to build an email marketing list:

There are a couple of big no no's that must be avoided if we want to avoid being identified by a spammer by ISP's.

Email Marketing

How not to build an email marketing list:

1.Do not add your contact list to your email marketing list.2.Do not add people to your list with an “opt out” tick box, it is considered unethical in email marketing terms.

Email Marketing

What you should do is make sure you get an opt in, set up a sign up form of some type.

Some even advocate the use of a double sign up method, where someone has to confirm they have signed up.

Email Marketing

Building your list.

This can be the most difficult part of an email list, getting the numbers up.

The easiest way is to ask your current contact list if they want to be on your list, you can also do this on LinkedIn, when you connect with people and other social channels.

Email Marketing

Building your list.

But you first have to have USEFUL content, that they are interested in, if they feel your email will be of value to them, then they are more likely to subscribe.

After that, it is good to have a call to action on your website, where you get the sign ups.

Email Marketing

Building your list.

Your list is the only place where you are going to have full details of your followers.

It is your property, so building it up there is key, if you lose a social platform at any time, then your list will be the only record of all your hard won contacts.

Email Marketing

What information should you send out?

You should use your email as a channel that draws people back to your website content. Getting people on the website is always the main goal.

The information should drive this purpose.

Email Marketing

Composing your email.

1. Keep your title short and to the point.2. Make sure your body text gives just enough information to make the reader want to click through.3. Avoid heavy use of images as this can trigger spam traps with some email clients.4. Try to make sure you insert a “name” field in the email.

Email Marketing

Email management suppliers:

MailchimpAweberActiveCampaign

Email Marketing

Email management suppliers:

MailchimpAweberActiveCampaign

Pay Per Click Advertising

A lot of the platforms are starting to offer this advertising, basically they want you to pay, so that they can earn revenue.

We always advise our clients that PPC advertising is often not the best option especially when it is used in the wrong way.

Pay Per Click Advertising

Problems with PPC Advertising.

1. It gets expensive fast.2. Return on investment can be poor – every £2.50 spent results in about £1.50 in revenue it has been claimed.3. Those with deeper pockets will always beat you to the top.

Pay Per Click Advertising

Problems with PPC Advertising (Google Adwords as an example).

1. It gets expensive fast.2. Return on investment can be poor – every £2.50 spent results in about £1.50 in revenue it has been claimed.3. Those with deeper pockets will always beat you to the top.4. It is in essence broadcast marketing.

Pay Per Click Advertising

When to use PPC.

PPC should be used to gain subscribers and engagers to your platform.

If you sell low cost product, it is better to use Google Shopping than Adwords.

Pay Per Click Advertising

When to use PPC.

PPC should be used to gain subscribers and engagers to your platform.

If you sell low cost product, it is better to use Google Shopping than Adwords.

Pay Per Click Advertising

How to use PPC.

When you are using it, there are a couple of ways to keep the costs down on Adwords.

Pay Per Click Advertising

How to use PPC.

1. Use longtail keyword terms, they are less expensive, use Google Keyword Planner to identify them.2. Do not try to compete for the top position in the box in Adword results, compete for the side results.

Pay Per Click Advertising

Other platforms:

If you are going to use PPC it is worth exploring where your potential client might be and investigating advertising on those platforms.

Pay Per Click Advertising

Other platforms:

1. LinkedIn2. Facebook3. Twitter

Analysing your results

There are many different technologies you can use, not just Google Analytics, although that is the market leader.

Analysing your results

Analysing your results

Analysing your results

With all online marketing it is difficult to measure causation, but you can measure correlation.

Causation is being able to say A caused B.

Correlation is being able to say increasing A has a matching increase with B.

Analysing your results

So your online marketing should cause other activities in the business to rise.

Simple things to measure are follower counts on platforms, levels of engagement, traffic hits on your website.

The important thing to look for is a correlation of activity.

Analysing your results

Once you are doing that, you should rinse and repeat.

Good online marketing does not happen overnight.

But it should improve over time.

Closing thoughts

Email marketing should be an integral part of your web presence marketing.

PPC should be used sparingly and to gain long term customers, not short term.

Analysing your results is essential and should lead to improvement in your marketing over time.