DIGITAL MARKETING€¦ · ² Limit #hashtags ² Use InstaStories ² Move to business analy.cs ²...

DIGITAL MARKETING The Foundations With Sophie Paulin

#collective101 @collectivehub /collectivehub

Targeted, measurable, interactive marketing using digital technologies

to reach and convert leads into customers… and retain them

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


Content should solve the most important problems of your ideal

prospects


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


KeywordStrategy

RelevantCustomerInterests

CustomerNeeds/Insights

Products&Services

Brand

[Buy]

[Compare]

[Research]

[Awareness]


Social Media Strategy OrganicStrategy

EngagementStrategyPaidStrategy

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

•  Targetidealprospects•  Getyourpostsseen•  Convertfollowers •  Growyourcommunity

•  Targetinfluencers•  Engage/Comment/Like/Be

Ac.ve/Listen


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

CONVERSION OPTIMISATION

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

desired action on a webpage


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

anywhereelse.•  Iunderstandit.•  Ibelieveit.

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

AnatomyofaPerfectLandingPage


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


5 Quick Wins!

u Op.miseyourThankYoupageu Sendanemailinstantlyu Writeaproductguidetogowithyourproduct

u Askforashareu Askfortes.monial


Email

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

Freefor2,000subscribers!


Goals

2TypesofGoals1.  BusinessGoals

2.  TrackingYourOwnProgressGoals


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


Metrics


Tracking

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

h=ps://bitly.com/


Google Analytics

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

DIGITAL MARKETING€¦ · ² Limit #hashtags ² Use InstaStories ² Move to business analy.cs ²...

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