DIGITAL MARKETING The Foundations With Sophie Paulin

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Targeted, measurable, interactive marketing using digital technologies

to reach and convert leads into customers… and retain them

#collective101 @collectivehub /collectivehub

#collective101 @collectivehub /collectivehub

AWAR

ENESS

Reach,

Form

ula.

on

PREBU

YAct,Evalua.o

n,

Considera.

on

BUY

Convert,

Expe

rience

POSTBUY

Engage,Loyalty,

Advocacy

SOCIAL SEARCH DISPLAY AFFILIATES PR

LANDING PAGES / WEBSITE

CONVERSION OPTIMISATION

CONVERT

EXCHANGE SALE SIGN UP

CONTENT EMAIL SOCIAL

ADVO

CACY

!AWAR

ENSS

GOALS

METRICS

TRACKING

ANALYTICS

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Content should solve the most important problems of your ideal

prospects

#collective101 @collectivehub /collectivehub

#collective101 @collectivehub /collectivehub

KeywordStrategy

RelevantCustomerInterests

CustomerNeeds/Insights

Products&Services

Brand

[Buy]

[Compare]

[Research]

[Awareness]Resources:h=ps://adwords.google.com/KeywordPlanner

KeywordIntent:1.  Naviga.onal2.  Informa.onal3.  Transac.onal

FOCUS:HighCommercialIntentKeywords:“BuyNow”keywords:Buy,Deals,Coupons,FreeShipping“Product”keywords:Review,cheapest,compare,blackshortskirt

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KeywordStrategy

RelevantCustomerInterests

CustomerNeeds/Insights

Products&Services

Brand

[Buy]

[Compare]

[Research]

[Awareness]

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Social Media Strategy OrganicStrategy

EngagementStrategyPaidStrategy

•  Whoyouare•  Whatyoupost•  Yourbrandfeel•  Yourvalues•  Yourvoice•  HowoSen

•  Targetidealprospects•  Getyourpostsseen•  Convertfollowers •  Growyourcommunity

•  Targetinfluencers•  Engage/Comment/Like/Be

Ac.ve/Listen

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²  Checkreach²  Postfrequently²  Boostcontent

thatperforms²  Beyourpage²  Respectthefeed²  Don’tsell²  Drivecontent²  Schedulecontent

²  Schedulecontent²  U.liselists²  Targetinfluencers²  Trackhashtags²  Followtrends²  Haveavoice²  Monitor

²  Don’tposttoofrequently

²  Highqualityimages²  Limit#hashtags²  UseInstaStories²  Movetobusiness

analy.cs²  Repostinfluencers

²  Sharecontent²  PublishonPulse²  Joingroups²  Updateyourprofile²  Becomeathought

leader

Tools&Resources:FacebookAnaly.cs/InstagramAnaly.csIconosquare/HootsuiteCanva/PicsArt/AColorStory

²  Targettheyounger²  Beabrandleader²  Play!²  Getcrea.ve²  Crosspromote

²  Drivetraffic²  Getvisual²  Getac.ve!²  Postoriginal

content

16M 2.8M 5M 3.6M 4M 300K

2M

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CONVERSION OPTIMISATION

Increasing the percentage of visitors to a website that convert – take the

desired action on a webpage

#collective101 @collectivehub /collectivehub

#collective101 @collectivehub /collectivehub

u  ValueProposi.on•  Iwantit.•  Ican’tgetit(likethis)

anywhereelse.•  Iunderstandit.•  Ibelieveit.

u  SocialProofu  Func.onalityu  Designu  Usabilityu  UserExperienceu  ReduceFric.onu MobileFriendlyu  Clearcalltoac.onu  Psychology

AnatomyofaPerfectLandingPage

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Social Proof

Exercise…Writedown3xsocialproofelementsyoucanaddtoyourwebsiterightnowWritedown3xnamesofpeopleyoucancontactforates.monial

u  Tes.monialsu  Casestudiesu  Contactinforma.onu  Reviewsu  Awardsu  Companiesyou’veworkedwithu  Publicity&Mediau  Reasonswhyu  Scien.ficstudiesu  Humanstoryu  Specificsu  Specialisa.onu  Logos&Cer.fica.onsu  Valuablecontentu  Socialmediaproofu  Guaranteesu  Videos&demonstra.ons

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5 Quick Wins!

u Op.miseyourThankYoupageu Sendanemailinstantlyu Writeaproductguidetogowithyourproduct

u Askforashareu Askfortes.monial

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Email

u Buildyourownassetu Communicatedirectlyu Nurtureu Segmentyourcommunityu Setupautorespondersu Monitor:Openrates,Unsubscriberatesu Testheadlines

Freefor2,000subscribers!

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Goals

2TypesofGoals1.  BusinessGoals

2.  TrackingYourOwnProgressGoals

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AWARENESSReach,

Formula.on

PREBUYAct,Evalua.on,Considera.on

BUYConvert,Experience

POSTBUYEngage,Loyalty,

Advocacy

Metrics

WebsiteTrafficUniqueUsers

TrafficBySourceClickThroughRate

CostPerClickEngagementRate

TimeonSiteTimeonPage

ConversionRate%(Conversions/Visits)%ofReturnVisitors

BounceRate

CostPerConversion($Spent/Conversions)

CostPerSale($Spent/NumberofSales)ReturnonInvestment

(Revenue-$Spent)/$Spent

LifeZmeValueRepeatPurchase

OpenRates

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Metrics

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Tracking

h=ps://ga-dev-tools.appspot.com/campaign-url-builder/

h=ps://bitly.com/

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Google Analytics

ü  SetupAnaly.csü  SetupConversionGoalsü  Annotateeventsü  LinkSocialaccountsü  LinkAdWordsaccounth=ps://support.google.com/analy.cs/

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