Building a Digital Marketing Plan
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Jack, a local barber, wants to get more customers and increase awareness of his business. His target audience is males over 24 in his local area who use Facebook and Instagram. His budget is limited as he does not have a website. Jane, a baker, wants to increase cupcake sales and make her business easy to find online. Her target audience is relationship-focused males and females aged 25-34 who use Instagram. Both will focus on social media marketing, with Jack using Facebook ads and Instagram posts and Jane focusing on Instagram content, to achieve their online objectives of increased reach, awareness and traffic.
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Building a Digital Marketing Plan
- 1. BuildingA Digital Marketing Plan to engage with your audience and find new customers online. @PERSPECTiVEiX
- 2. We Live InA MobileWorld Of Social Media 2 42 Million Ac#ve social media users in the UK. 72% of people in the UK buy on mobile. 1h 48m Average daily use of social media.
- 4. Reach More People 4“As of January 2018, more than half the world's popula;on are online & more than 40 per cent of them are ac;ve social media users. Mobile phone penetra;on is at 68 per cent.” - WeAreSocial/Hootsuite's 7.59 Billion 3.19 Billion4.02 Billion Urbanisation: 55% Penetration: 53% Penetration: 42% World Popula:on Internet Users Ac:ve Social Media Users
- 5. LearnAbout Your Customers “Social networks are the number one source of inspira;on for customers’ purchases.” - PwC Learning about your customers and what inspires them can make the difference for your business. 5
- 6. Communicate And Support Better 6 “Customer Experience will overtake price and product as the key brand differen;ator by the year 2020.” - Walker And social networks are crucial to customer experience!
- 7. Get More And Better Feedback 7 “AMer one nega;ve experience, 51% of customers will never do business with that company again.” - NewVoiceMedia Make sure they come back!
- 9. Digital Marketing Channels SOCIAL MEDIA MARKETING (SMM) 9 SEARCH ENGINE OPTIMISATION (SEO) SEARCH ENGINE MARKETING (SEM) DISPLAY MARKETING EMAIL MARKETING CONTENT MARKETING
- 10. Search Engine Marketing (SEM) means paying for your message (ad) to appear in search results. SEM is type of Search Marke#ng. 10
- 11. Search Engine Optimisation (SEO) means op#mising your website, so it shows up higher and more oGen in search results. SEO is the other type of Search Marke#ng. 11
- 12. Social Media Marketing (SMM) means using social networks, such as Facebook, TwiKer, Instagram and Snapchat to gain traffic, aKen#on and reach new people. 12
- 13. Display Marketing means online adver#sing in various formats such as text, image, and video formats on different websites across the internet. 13
- 14. Content Marketing means crea#ng and sharing different types of content such as blog posts, videos, guides, ebooks and infographics to aKract aKen#on and drive traffic to your website. 14
- 15. Email Marketing means collec#ng and using emails to communicate with your current and poten#al customers. 15
- 16. Search Marketing
- 17. Search Marketing 17 • Organic Results are the outcome of usually long-term Search Engine Op#misa#on (SEO). • Paid Ads show up when your pay (in a bidding war) for that space for a Search Query.
- 19. Display Marketing 19 Image Ads Video Ads Text Ads • is adver#sing on websites or apps through different ad formats made of text, images, video. • Display marke#ng can be used on both desktop and mobile devices.
- 21. Display Advertising Is Right ForYou If… 21 your goal is to increase overall awareness & get your ads seen by a large number of people. you want your target audience to see your ads as they surf the web. you’re looking for more people like your exis#ng customers.
- 23. Organic Social Media • It’s FREE! • Usually, you will only reach your followers and their friends. • Your content appears on your [business] profile and in your followers’ newsfeeds. 23
- 24. Paid Social Media • You pay for views, ac#ons or clicks. • You can reach anyone even if they are not following you. • You don’t need to have an ac#ve page or profile to adver#se. 24
- 25. Which Platforms? Today, there are numerous social media plaXorms, but unless you have an unlimited budget and a very large team, you cannot u#lise them all. To make sure you pick the right one(s) to be ac#ve on, ask yourself these ques#ons: 25
- 26. Which Platforms? • Where does my target audience hang out? • What type of content can I create? • Text, Image, Video, Audio • How o@en can I create content for that plaXorm? • How much can I spend? 26
- 31. Social Media Is Right ForYou If… 31 you’re looking to increase overall awareness & reach new people online. you want to collect feedback & pictures & other types of content from your customers. you’re looking for more people like your exisBng customers.
- 32. Email Marketing
- 33. Email Marketing 33 “Email marke;ng has an average ROI of 3,800 per cent. For every dollar invested, the average return is $38.” - Salesforce This must clear things up!
- 34. Email Marketing Is Right ForYou If… 34your goal is to build loyalty with your customers & increase repeat website visits & purchases. you are able to collect email addresses from your customers and website visitors (or already doing it). you want to reach your audience directly in their inboxes & provide personalised value.
- 36. Content Marketing Should… • Inform • Educate • Advise • Entertain • NOT Sell! 36
- 38. 6 StepsTo BuildingA Digital Marketing Plan 03. AUDIENCE 38 02. BUDGET AND RESOURCES 01. BUSINESS GOALS AND OBJECTIVES 04. DECIDE WHAT CHANNELS 06. MEASURE (SMART) 05. PLAN YOUR ACTIVITY
- 39. 1. Business Goals & Objectives: Jack,The Barber. Jack is a barber. His business goals are… • to get more customers through his door (new and past) and • make more people in his area know his business exists. 39
- 40. 1. Business Goals & Objectives: Jane,The Baker. Jane is a baker. Her main business goals are… • to increase sales of her cupcakes and • make sure people are finding her business when looking for similar products. 40
- 41. Translate Your Business Goals To Online Goals MAKE MORE PEOPLE AWARE YOU EXIST ⇢ 41 ⇣⇣⇣ BUSINESS GOAL SELL MORE PRODUCTS ⇢ GET MORE RETURNING CUSTOMERS ⇢ GET FOUND BY MORE PEOPLE ⇢ INCREASE ONLINE REACH & AWARENESS ⇣⇣⇣ ONLINE OBJECTIVE INCREASE WEBSITE SALES INCREASE TRAFFIC TO WEBSITE INCREASE FACEBOOK PAGE LIKES FROM CUSTOMERS
- 42. 2. Budget & Resource Jack doesn’t have a website yet as it’s too much of an investment right now. 42 What is possible for Jack?
- 43. 2. Budget & Resource Jane has a mobile-friendly website with some analy#cs soGware. 43 What is possible for Jane?
- 44. 3.Audience 44 How well do you know them? When thinking about your audience, you should start with a wide group and narrow it down to a few profiles. Think about their • Occupa;on • Educa;on level • Age • Loca;on • Device • Interests
- 45. 45 3.Audience But remember customers are people, not stereotypes. Really focus on WHY for those profiles? Why do they think and act the way they do. Get to KNOW THEM. How well do you know them?
- 46. 3.Jack’s Audience Jack is targe#ng males in his local area. His most valuable customers are males above 24 years old. They normally work full-Bme. Most of them use Facebook and Instagram. And they come back. 46 How well does Jack know them?
- 47. 3.Jane’s Audience Jane is targe#ng anyone who might be interested in buying personalised cupcakes as gi@s. Her main audience is males & females between 25- 34. They are oGen in relaBonships and use Instagram a lot! 47 How well does Jane know them?
- 48. Business Goal ⇣ Online ObjecBve ⇣ Increase Online Reach & Awareness DISPLAY ADVERTISING 48 SOCIAL MEDIA CONTENT MARKETING 4. Marketing ChannelsWhich ones are right for you?
- 49. Business Goal ⇣ Online ObjecBve ⇣ Increase Website Sales SEARCH ENGINE MARKETING (SEM) 49 SEARCH ENGINE OPTIMISATION (SEO) EMAIL MARKETING 4. Marketing ChannelsWhich ones are right for you?
- 50. Business Goal ⇣ Online ObjecBve ⇣ Increase Traffic To Website SEARCH ENGINE MARKETING (SEM) 50 SEARCH ENGINE OPTIMISATION (SEO) EMAIL MARKETING 4. Marketing ChannelsWhich ones are right for you?
- 51. Business Goal ⇣ Online ObjecBve ⇣ Increase Customer Loyalty SOCIAL MEDIA 51 EMAIL MARKETING CONTENT MARKETING 4. Marketing ChannelsWhich ones are right for you?
- 52. 5. PlanYour Activity 52list his business on Google My Business & other online directories. set-up an Instagram account, and post special offers & pictures of customer hairstyles. use Facebook adver#sing to target people in his local area with an offer to aKract new customers. Jack’s online objec#ves are to reach more people in his local area and get more returning customers. He doesn’t have a website yet. He can Focus on the Details
- 53. 6. Measure 53 How will you know if you’ve succeeded? To reach a goal, first, you need to define it. But how can you ensure you have the right objec#ve to work toward?
- 54. “IfYouAimAt NothingYou Will Hit It EveryTime.” - Zig Ziglar 54
- 55. Be SMART About It 55 • Specific • Measurable • A>ainable • Relevant • Timely
- 56. Translate Broad Objectives To SMART Objectives SMART OBJECTIVE ⇣ 56 TO INCREASE ONLINE SALES BROAD OBJECTIVE ⇣ TO INCREASE ONLINE SALES BY 15% WITHIN 2 MONTHS BY OPTIMISING OUR WEBSITE SMART OBJECTIVE ⇣ TO INCREASE BRAND AWARENESS BROAD OBJECTIVE ⇣ TO INCREASE BRAND AWARENESS ON FACEBOOK IN 3 MONTHS BY GROWING OUR AUDIENCE BY 30%
- 58. 01. 02. 03. 04. WhatWe Can HelpYouWith 03. Website Design Now that everything is ready, we’ll talk you through ‘how to’ do what you need to do to get the results you want. 04. Strategy Execu:on Analysing your assets, goals and current online presence. 01. Brand Audit Analysing and translating your business goals to online goals and creating a roadmap for you to reach them. 02. Brand Strategy A Squarespace website designed and built for you based on your goals and strategies. Get In Touch
- 60. About @PERSPECTiVEiX Get Empowered by Social Media Your brand is your promise; and your biggest asset is your authenBcity. We help you leverage them to triumph in the aWenBon economy.