Digital Marketing Reaching Customers Online Tuesday, 22 March 2016 Bankwest Place, Perth
Mark Kostner Digital Entrepreneur Amanda Bisk Health and Fitness Entrepreneur
Antonia Albanese General Manager - Small Business
Join our conversation #FutureOfBusiness
Mark Kostner Digital Marketing 101: Practical tips to get you started
How People Shop Online 81% of shoppers start with online research* They spend an average of 79 days gathering information* * GE Capital Retail Bank Purchase Shopper Study
A Typical Marketing Funnel SEO / AdWords Website Cart *SEO Search Engine Optimisation
Online Marketing Funnel Lead Generation Refer Prospect Nurturing Resell Conversion Customer Nurturing Upsell / Cross-sell
Lead Generation Getting your business in front of prospective customers How will you drive customers to your business? What strategies and tools will you use? Eg. SEO, AdWords, Facebook, Blogging? How will you move them into your prospect nurturing system? Eg. become followers, email signup?
Prospect Nurturing Build a relationship, add value, strengthen rapport, establish yourself or your business as an expert What additional value can you offer your prospects? How will you communicate / engage with them? Eg. Via email, through social media What useful relevant content can you give them? How will you move them to the conversion stage? Send to website, special offer? Customer testimonials?
Conversion Getting your prospects to perform a desired action. Fill out a form, make a phone call, make a purchase What call to action will you use to motivate an action What medium will you use? Eg. website, social media, emails How will you move them to the next stage? Special offers, limited time offers?
Cross-sell/Upsell Focus on increasing your average sale value What complimentary product or service can you offer? Plan out multiple cross-sell / upsell opportunities How can you make the offer even more enticing?
Customer Nurturing Continue to build the relationship, add value, strengthen rapport What additional value can you offer your customers? How will you communicate/engage with your customer Eg. Via email, through social media? What useful relevant content can you give them? How will you move them to the resell stage?
Resell Resell other products and services you offer These can be complimentary products and services New additional products and services Other people products and services How will you introduce these? Through Direct sales? Through informational marketing?
Refer Get your satisfied customers to refer your products and services Develop an official referral process Ask when the customer expresses gratitude Include on your website for customers to reference in the research phase
Get Your Business Noticed The right way to do SEO
What is SEO? Search Engine Optimisation The process of getting your website listed on the first page of the major search engines
SEO Basics - Keywords Type in a keyword get a search result
Keywords What Most People Don t Know Research Analyse Google keyword planner Look for high volume keywords
The Problem SEO is generating traffic, but little to no sales Poorly Converting Website
Keywords Not All Are Equal Intent Vs volume Not all searchers are looking to buy Many are looking for information You want converting keywords not just volume keywords
SEO Done Right Keyword Research Google AdWords SEO Conversion tracking
Social Media Blueprint
Define your intention What is the intention behind running the campaign Why do you want to run a social media campaign Where does it fit in your marketing funnel? What will it look like when your campaign is running? Research and brainstorm What are the hot topics your followers are interested in?
Where can you source content ideas for your business? 1. Search 2. Filter 3. Sort by number of views 4. Analyse
Posting Plan Day Theme Description Monday Education ios how to Tuesday News New devices, New apps Wednesday Share Share something new about us, event, staff, product funny story, etc Thursday Education Android How to Friday Information Product/app reviews
Creating content Create your own from scratch written, graphic, audio, video Link to someone else s content Quote someone else and comment Post someone else s content eg. articles, video
The Big Challenge Where do I find ideas and inspiration for all this content?? Useful resource: Feedly.com Create a never ending stream of content ideas
In Review The Online Marketing Funnel Doing SEO the right way Lead Generation Refer Prospect Nurturing Keyword Research Google AdWords Resell Conversion SEO Conversion tracking Customer Nurturing Upsell / Cross-sell
Social Media Blueprint 1 Define your goals 2 Brainstorm your ideas 3 Plan and organise your strategy 4 Implement your action steps
On the couch with Fresh Body Fit Mind Founder Amanda Bisk @amandabisk #freshbodyfitmind
On the couch with Fresh Body Fit Mind Founder Amanda Bisk @amandabisk #freshbodyfitmind
Q&A with Amanda and Mark
Bankwest are committed to providing you with a banking experience that helps you to achieve what really matters to you and your business. We d love to hear from you To ensure we are consistently delivering upon this commitment, we would love to hear from you. We're looking to speak with 20 business owners across Australia to help us shape and create a better banking experience. If you're interested in sharing your thoughts and ideas, please let us know: Event attendees: Please see Chris and Dave during the networking session. Webinar attendees: Please submit your name, business name and contact details through the chat functionality on your screen. We understand your time is valuable and would be grateful for any help you can offer.
Thank you IMPORTANT INFORMATION AND DISCLAIMER The information contained in this presentation is of a general nature and is not intended to be nor should it be considered as professional advice. You should not act on the basis of anything contained in this presentation without first obtaining specific professional advice. To the extent permitted by law, Bankwest, a division of Commonwealth Bank of Australia ABN 48 123 123 124 AFSL/Australian credit licence 234945, its related bodies corporate, employees and contractors accepts no liability or responsibility to any persons for any loss which may be incurred or suffered as a result of acting on or refraining from acting as a result of anything contained in this presentation.