Digital Marketing Success

Transcription

1 Digital Marketing Success Laura Holt Marketing Manager, North Devon+ Exmoor Tourism Conference November 7 th 2013 Digital Marketing Success How to use social media to market your business How to develop a social media marketing plan The six secrets to digital marketing success 1

2 Digital Marketing Success mar ket ing Noun The action or business of promoting and selling products or services. The Marketing Mix Product Core Product Transport Formal Product Special features Augmented Product Warranty 2

3 The Marketing Mix Product Core Product Peace of mind Formal Product Reliable, friendly Augmented Product Automobile services The Marketing Mix Promotion 3

4 The marketing mix Customer Who are your existing customers? Who are your competitors targeting? Analyse your product / service Choose specific demographics to target Measure 4

5 Digital marketing is the promotion of products or brands via one or more forms of electronic media. 5

6 Offer on your Website Customers perform required action Create compelling message Customers visit your website Send promotion Digital Marketing Success Create compelling message Make your message short and to the point Have a strong call to action Avoid spam words (Free, Special Offer, Win) Link all promotions to your website 6

7 Digital Marketing Success 2. Set your social media goals Make your goals as concrete, measurable and achievable as possible. TIP: understand your customers' goals then figure out how your social-media strategy will connect these with your goals. 7

8 Goals 1. Be recognised as the leading North Devon stockist of seasonal local produce 2. Raise awareness of breadth of products 3. Drive footfall and sales in stores 2. Establish key dates Local events, new openings or seasonal offers, new facility or feature. 8

9 Key Dates 1. New Products Christmas Orders New Products February 2014 Launch of new website 4. Define your Campaigns Your ideas for compelling messages to reach your customers 9

10 Campaigns 1. Weekly new product spotlight 2. Brownie of the month 3. Recipe of the month 4. Tip of the week 5. Target Audience Who are you trying to reach and on what social media platform? 10

11 Audience Platform Tactics Local Consumers enewsletter Exclusive special offers, Facebook New product offers Recipe of the month High quality images Invite comments and votes Respond to posts by fans Twitter Latest news and new product arrivals. Retweets of producers and relevant foodie content Tip of the week (product use or suggestion) Social Media for business 3. Choose your social media platforms 11

12 Social Media for business 2 nd most trafficked website in the world Content Type: Share content that ll catch people s attention, post how-to s fun facts, pictures Interaction 5/5 Exposure 5/5 Web Traffic 4/5 Optimisation 3/5 Social Media for business Great for engaging your audience in real-time Share exclusive deals, insights and industry news Interaction 5/5 Exposure 4/5 Web Traffic 2/5 Optimisation 3/5 12

13 Social Media for business High ranking Optimise your video clips with tags and keywords Interaction 4/5 Exposure 3/5 Web Traffic 1/5 Optimisation 3/5 Social Media for business Organise like minded people into circles for optimal sharing Share relevant content with individual circles Interaction 4/5 Exposure 4/5 Web Traffic 2/5 Optimisation 2/5 13

14 Social Media for business Professional / B2B networking Deliver your message to key audiences Interaction 3/5 Exposure 5/5 Web Traffic 3/5 Optimisation 4/5 6. Current Situation What is your current social media following include enewsletter subscribers or database PLATFORM July 13 Aug 13 Sept 13 Oct 13 Nov 13 enewsletter Facebook Twitter

15 7. Measuring Success Identify key metrics for monitoring all content on each platform PLATFORM CURRENT* 6 MONTH TARGET enewsletter 413 enewsletter opens/ reads 1000 enewsletter 59 Click throughs to website 130 enewsletter 1 new sign-ups a month ** 30 a month Social Media 80 website visitors a month 100 a month Facebook 270 Facebook Fans 400 Twitter 126 Twitter Followers 250 Engagement 1.79 retweets per tweet 2 per tweet Engagement 4.4 Likes per post 6 per post 15

16 7. Identify the voice These should be consistent with your brand and relevant to your target audience Voice 1. Friendly and knowledgeable. 2. Passionate about local food & drink. 8. Create your social media plan Plan a week or a month ahead Use scheduled posts to minimise your workload Measure what works and repeat! Engage with your followers and fans 16

17 Social Media for business 7. Measure Social Media for business Facebook Twitter Date Message Link Call to Action Image a a Chenin Blanc Dry & fruity with apple, pear & lemon flavours. Perfect chilled for lazy September evenings - check out our special offers Link to wine of month on website Buy instore a a Vote for us in the Farm Shop and Deli Awards and you could win a hamper of delicious local food Link to info on website Vote a a a a Looking forward to meeting these great authors at the Appledore Book Festival this Jonathan Dimbleby,@dimbleby_jd Richard judy finnigan (@judyfinnigan Local Sausage Leek and Cider Bake Link to Appledore Book Festival website bookfestival.co.uk/ Recipe (insert link) Delicious one pot Link to recipe on dish making the best of the new website season s produce. #lovefood Buy instore 17

18 Social Media for business 9. Convert social-media followers into customers Implement a cross-platform contest that integrates several social channels, like Twitter and Facebook and offer rewards that resonate with your target market. To drive consumers to your online store, for example, you might send a tweet that describes a contest on your Facebook Page with a link to the rules and entry form found within your online store. Secrets of Marketing Success KISS keep it smart and simple 18

19 Secrets of Marketing Success Know your audience Secrets of Marketing Success Identify your goals 19

20 Secrets of Marketing Success Create compelling messages Secrets of Marketing Success Embrace social media 20

21 Secrets of Marketing Success Measure results 21