How to Grow Your Business Through Digital Marketing? Maureen Storey Virtuoso Digital Marketing Sarah Weightman Glow Creative Marketing

Grow Your Business with Digital Marketing

Presented by:

Maureen Storey Virtuoso Digital Marketing & Sarah Weightman Glow Creative Marketing

Hello and welcome to Business Exchange North East here at The Sage.

Digital Media is transforming the way we do business today .

Our presentation this morning is all about How to Grow Your Business with Digital Marketing.

Before we start, wed like to introduce ourselves.

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IntroductionMaureen StoreyVirtuoso Digital Marketing

Sarah WeightmanGlow Creative Marketing

A blend of creativity, expertise & experience

My name is Maureen Storey, Im a Director at Virtuoso Digital Marketing. Prior to starting Virtuoso in the year 2000, I spent 9 years at Durham Business School, setting up and managing the IT department, providing training and support to staff, students and clients of the Small Business Centre.

Part of my role was to help small and medium business owners to plan their first presence on the web.

I enjoyed this so much I setup Virtuoso in 200, and for the past 11 years Virtuoso has helped hundreds of North East businesses to plan their online marketing strategy. More recently with the new digital channels becoming more widely used we are working with our clients to ensure they have an effective digital marketing strategy that integrates their website, social media, email marketing and search engine optimisation.

Over to you Sarah.Glow Creative Intro.

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Overview of SeminarDigital evolutionWhat is digital marketing?The new rules of engagementWhere to start Overview of main channelsKey benefits for YOUR business

Sarah3

Where it all began, Tim-Berners-Lee invents the World Wide Web. 19891st Generation of the Web - Web 1.0Digital Evolution

So where did it all begin this Digital Evolution.

It all started in 1989 when the first generation of the web began with Oxford graduate Tim Berners-Lee creating the information system that the web is now based on.4

The 90s are here and the Internet really takes off!

It took only 4 years for the internet to reach 50 million users. 1990s1st Generation of the Web - Web 1.0Digital Evolution

By the end of 1991 Tim Berners-Lee had created HTML and a web-browser so that information could be easily retrieved from the web.

It took only 4 years for the Internet to reach over 50 million users.5

19951st Generation of the Web - Web 1.0Digital EvolutionMicrosoft Internet Explorer is launched and Search Engine Optimisation comes into use

1995 saw the launch of Microsofts Internet Explorer, and with the millions of web pages coming on line every day, Search Engine Optimisation comes into use.

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Nokia produce the first phone with Internet connectivity the Nokia 900019961st Generation of the Web - Web 1.0Digital Evolution

1996 sees the first ever phone to have Internet connectivity the Nokia 9000.7

Sergey M. Brin and Lawrence E. Page suspended their Ph.D studies to start up Google in a rented garage 19981st Generation of the Web - Web 1.0Digital Evolution

Google is founded in 1998 by Larry Page and Sergey Brin from a friends rented garage.

In December 1998 PC Magazine reports that Google has an uncanny knack for returning extremely relevant results and recognizes them as the search engine of choice in the Top 100 Web Sites for 1998.

Little did they know that the term Google It would be part of our every day language only years later.

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Research In Motion launches a mobile phone email system for the BlackBerry (US)20011st Generation of the Web - Web 1.0Digital Evolution

In 2001 the first every mobile phone with an email system is launched the BlackBerry.

It was also during 2001 that the sharp rise of Internet site and tech industry led to the dot.com bubble bursting.

Many investors lost substantial sums of money on the dot-com bubble, helping to trigger a mild economic recession in the early 2000s.9

The 2nd Generation of the Web is underwayand the term Web 2.0 is created

USER-GENERATED CONTENT TAKES OFF20022nd Generation of the Web begins Web 2.0Digital Evolution

In 2002 the second generation of the web begins.

So what is Web 2.0 what does it mean?

One definition is:

The second generation of the World Wide Web, especially the movement away from static web pages to dynamic and shareable content and social networking

By 2004 Web 2.0 is sparking a fresh round of investing and speculation.

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Three former PayPal employees create YouTube - now the second largest search engine

Facebook and Google Analytics are launched20052nd Generation of the Web Web 2.0Digital Evolution

2005 sees three main players arrive on the scene:

YouTube (now the second largest search engine)

Facebook

and

Google Analytics11

The number of Internet users in the world surpasses 1 billion!

Google buys YouTube

Twitter is launched 20062nd Generation of the Web Web 2.0Digital Evolution

By 2006 the number of users worldwide on the Internet exceeds 1 billion

Google buys YouTube and Twitter is launched.12

Google launches Google Checkout in the UK

Microsoft buys shares in Facebook, becoming its sole advertising partner20072nd Generation of the Web Web 2.0Digital Evolution

In 2007 Google launches its Google Checkout online payment system in the UK to compete with PayPal.

Microsoft pays 117m for a 1.6% stake in Facebook to become their sole advertising partner , valuing Facebook then at 7.3bn.13

Mobile access to the Internet exceeded desktop computer access for the first time20082nd Generation of the Web Web 2.0Digital Evolution

In 2008 mobile access to the Internet exceeds desktop access for the fist time.14

The Internet turns 20!

20092nd Generation of the Web Web 2.0Digital Evolution

In 2009 the Internet turns 20.15

First Twitter update from space: Launch was awesome! I am feeling great, working hard & enjoying the magnificent views, the adventure of a lifetime has begun!.

Facebook places is launchedFacebook becomes the 3rd largest web company in the US just behind Google and Amazon20102nd Generation of the Web Web 2.0Digital Evolution

In 2010 social media usage continues to increase, with Facebook becoming the 3rd largest web company in the US.

First Twitter update from space is sent by Nasa astronaut Mike Massimino or @Astro_Mike as hes known on Twitter.16

2011 SnapshotTwo thirds of the worlds Internet population now visit a social network site or blog weekly220+ million people visit the top 25 social networks each monthTime spent visiting Social Media sites now exceeds time spent emailingIn 2009, 23% of UK mobile web users (2M people) visited social networks through their handsets

The speed of change will continue and businesses will need to adopt and integrate digital channels into their marketing strategies.

Those of us who embrace the new channels and effectively use the tools available can weather the economic downturn and get one step ahead of the competition.

Now over to Sarah who is going to look at the benefits of Digital Marketing and the new rules of engagement.17

What is Digital Marketing?Range of digital channels that share all or one of the following characteristics:

PARTICIPATIONTRANSPARENCYCONVERSATIONCOMMUNITYCONNECTIONS

Sarah18

Case Study: Facebook (Porsche)

Sarah

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Grow Client BaseSell more products and servicesEngage (Get Close To Customers)Understand behaviour, create 2 way dialogueBuild Trust & confidence in your brandInstantMore responsiveAdd ValueGive customers extra benefits onlineMeasure SuccessTrack the success of digital campaignsHUBCompany WebsiteBusiness BloggingSocial MediaEmail MarketingSearch Engine Marketing

Digital Marketing Benefits

Greater FlexibilityEasy to change, update & test content

Sarah

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The New Rules of EngagementEngage like your going to be married!

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Integrated MarketingConsider your marketing mixDont use one technique in isolationUnify a range of methods to enforce your brand

Link your website to social networksEnable email sign-up

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BT

Sarah23

Take old principles & apply to new channels STRATEGYWhat are your objectives?Who and where are your customers?Which channels are right for them?Ensure a consistent message?How will we measure success?

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Planning Your CampaignConsistent BrandWell designedGood copywritingCreativeInnovativeImpactfulIntegrated approach

Sarah25

Case Study: VideoCorning (Gorilla Glass)

Sarah26

Case Study: VideoCorning (Gorilla Glass)

Sarah27

Where to start Facebook(for business page)LinkedIn(personal & business)Twitter ProfileBusiness Blog(internal to website)

Mashable Small Business Social Media Use Infographic, 2011

So now that weve heard from Sarah about the benefits Digital Marketing can bring to business, where is the best place to start.

Research shows that the most popular Digital Marketing Channels being adopted by small and medium businesses are:

FacebookLinkedInTwitterSearch Engine OptimisationeMarketing

And up and coming is Video Marketing28

Facebook ideasHave a complete profile (builds trust)Enable e-newsletter subscriptionPost business updatesShare useful articles & linksLink to your blog postsPost discounts and package dealsShare survey / research dataSignpost to clients & colleagues

Facebook pages are becoming a fundamental part of the online strategy for many companies.

For example, if you are a local restaurant your customers may only every visit your website is to check out the menu or find your contact details, so may only ever access it maybe once every couple of months or so.But how many times do you check your Facebook account? For some people probably more than once a day, and a lot of people also have their Facebook news feed available 24 hours a day on their mobile phones.This presents a huge opportunity for companies to stay in touch with their customers on a daily basis.When setting up Facebook, ensure youre setting up a Facebook for Business page to promote your company, and not a personal profile.Make sure you have a complete profile for your business, with an overview of what you do, link to you website and ideally provide an email signup for those customers who want to be kept in touch via email.Some of the things you might promote via your Facebook page are:

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Case Study: Facebook (Ikea)

In the Autumn of 2009 IKEA gave a brief to their Creative Marketing Provider to create a cost-effective campaign that would engage people in the opening of their new IKEA store in Malm, Sweden. Due to budget restrictions they decided to plan a Facebook campaign.As youll see from the video case study were about to show they first of all set up a profile for the new store's manager - Gordon Gustavsson. Over a two week period 12 different pictures of showrooms from the new store were uploaded to the profile page. Facebook members who had requested Gordon as a friend could then tag themselves to a specific item in each photo and in doing so, win that particular Ikea product.

As with any photo on Facebook, as soon as someone tagged themselves, news of this action also appeared on their news feed, growing the campaign across thousands of different profile pages as it was shared between friends.

A neat, cost-effective method of ingratiating the brand to a new community.30

Local Business Case StudyTrampas The Mens Room

Facebook pages are becoming a fundamental part of the online strategy for many companies.

For example, if you are a local restaurant your customers may only every visit your website is to check out the menu or find your contact details, so may only ever access it maybe once every couple of months or so.But how many times do you check your Facebook account? For some people probably more than once a day, and a lot of people also have their Facebook news feed available 24 hours a day on their mobile phones.This presents a huge opportunity for companies to stay in touch with their customers on a daily basis.When setting up Facebook, ensure youre setting up a Facebook for Business page to promote your company, and not a personal profile.Make sure you have a complete profile for your business, with an overview of what you do, link to you website and ideally provide an email signup for those customers who want to be kept in touch via email.Some of the things you might promote via your Facebook page are:

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Use a Business Blog to Share passion, insight & experienceAnswer common customer queriesLink to interesting posts/articles/web pagesShare industry informationPost videos/slidesShow the human side of your businessPublish case studies & testimonialsInfluence purchasing decisionsEnhance your SEO

Business blogging develops your position and reputation as an expert in your relevant industry.

By demonstrating your knowledge, experience and expertise on matters related to your industry, you are showing people that you are an expert.

Blogging can also help you to educate your customers of how the services provided by you are different and far greater then your competitors. This ultimately results in bringing success to your business.

Use your blog to create content that your readers can find value in.

Regular content via new posts is a great way to build your blog's readership and community.

User your business blog to

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Case Study: Blogging

www.quantum-controls.co.uk/blog

A recent article in the Sunday Telegraph highlighted how blogging can enhance your status within your industry.The article talks about the newest power players in the fashion industry not being designers or models, but bloggers. A young school-girl of 13, Tavi Gevinson (The Style Rookie blog) was the surprise darling of New York fashion week. She was invited to sit on the front row of the biggest shows, was reverently asked her opinion and given free clothes by designers. This just shows the power of blogging and building a reputation.

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Use Twitter to Build brand reputationProvide customer service that delightsAsk questions & test new ideasNotify customersKeep an eye on competitorsShare the human side of your companyConnect with new people

Weve all heard of Twitter, and were often asked, but how could we use that in our business?

Small businesses and bigger brands are using Twitter every day to develop fresh ways of engaging and connecting with their customers.

Use Twitter for Customer service, recruiting, contests, giveaways and as well as to share the human side of your company, and maybe keep an eye on competitors!34

Other important digital channelsEmail MarketingSearch Engine MarketingVideo Marketing

and up and coming

Mobile marketing

Weve all heard of Twitter, and were often asked, but how could we use that in our business?

Small businesses and bigger brands are using Twitter every day to develop fresh ways of engaging and connecting with their customers.

Use Twitter for Customer service, recruiting, contests, giveaways and as well as to share the human side of your company, and maybe keep an eye on competitors!35

Email Marketing BenefitsAdded value (extra benefitsonline)Reduced costs (compared to post)Gets you closer to customers (tracking)Wider distribution, promotion & salesExtends brand reputation online

Another one of the trending Digital Marketing channels is Email Marketing.

If done properly, email marketing can reap huge rewards.

The key is to only market to those who are happy to receive your campaign, having opted-in to your mailing list.

Keep your brand in front of your customers by planning professional, creative campaigns.

The types of campaigns you might consider are 36

Types of Email Campaigns e-NewslettersCatalog Emails (showcase products)Email Press ReleasesSurveys / PollsPromotional EmailsInvitationsSpecial occasions: customer birthdays, anniversaries

Another one of the trending Digital Marketing channels is Email Marketing.

If done properly, email marketing can reap huge rewards.

The key is to only market to those who are happy to receive your campaign, having opted-in to your mailing list.

Keep your brand in front of your customers by planning professional, creative campaigns.

The types of campaigns you might consider are 37

FollowersConnections

Subscribers

Subscribers

eNewsletter

LikesYourWebsite

BlogYour website is the hub make it interactive

Case Study: Flow Learning

www.flowlearning.co.uk

A good example of an interactive site is Dorset Cereals go and take a look and see how they have manage to integrate all of the elements Ive mentioned.39

Key Benefits of Digital MarketingEasy to Share build customer trust & confidenceAdds Value to products & services, maintain customer loyaltyGrows your clients base interaction & engagementConnects with customers ensure customer delightBuilds Your Reputation OnlineGrows Your Business!

To re-cap what are the benefits of Digital Marketing.

The main benefit is to enable you to grow your business by increasing your interaction with customers and hence increasing sales and re40

Thank You

Sarah Weightman, Glow Creative Marketing Ltd @glow_creative

Maureen Storey, Virtuoso Digital Marketing Ltd@virtuosodurham

Any questions?

YouTube Channel: glowcreativeuk

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