EFFECTIVE DIGITAL MARKETING. Introduction Presenters and Contributors Presenter: Angie (Dirk...

EFFECTIVE DIGITAL MARKETING

Introduction• Presenters and Contributors

Presenter: Angie (Dirk Marketing) Contributors: Adam (Chuck Levins), Dan (Chicago Music), Jon (Alto

Music), Paul (Music Villa)

• Topics We’ll Cover Defining Digital Marketing Strategies for Success by Application: Social Media, Email and SMS

(Text Messaging), Website Strategies for Success by Action: Brand Identity, Customer

Engagement, Goals, etc.

• Summary, SUMMARY/Q&A

INTRODUCTION DEFINITIONS STRATEGIES: SOCIAL MEDIA STRATEGIES: EMAIL/SMS STRATEGIES: WEBSITE BRANDING ENGAGEMENT SETTING GOALS SUMMARY/Q&A

Questions During Presentation?

Immediate questions: Instant Messaging Raise Your Hand

Off-topic questions: Email Angie

[email protected]


What You’ll Gain Today• Improved understanding of what’s possible

• Tips for small changes you can make today

• Ideas for big changes you can tackle in the coming months

• Recognition for what you’re already doing right

• Proven strategies currently used by others

• New ways to think of old topics


What is Digital Marketing?• Social Media

Facebook, Twitter, YouTube, Instagram, Snapchat, Google Plus, LinkedIn, etc.

• Email and Text Marketing Emails,

Correspondence and Transactional Emails, SMS

• Website E-Commerce Sites,

E-Commerce Outlets, Informational/Blog Sites


STRATEGIES FOR SUCCESS BY CATEGORY

Social Media• Examine user demographics – who

are you talking to? Ratio of Men to Women Age Range Income Range

• Pick your poison• Consistent posting

Healthy mix of fun content and strategic offers

Activity meters (where possible) show the best days/times to post

• Don’t be a robot – post like a real person with an actual personality

strategies for success:


Email & SMS• Correspondence and Transactional

Emails Consistent, professional appearance Email signatures for ALL employees

• Marketing Emails Consistent delivery establishes rapport Place contact information prominently Good, healthy email list

• SMS and MMS Short Media Message vs Multimedia

Message Keep it simple Opt-in protocols are a must!



Websites (1 of 4)• **Find Your Own Purpose**

Realize you don’t need to be best compared to everyone else – you only need to be the best for your company, your customers, and your market.

• To E-Commerce or not? Good shopping sites require a great

deal of time and resources Consider offering niche sales in the

online community instead of competing for every widget

Consider *gasp* not hosting your ownshopping cart at all, focusing on education/blog instead, and using other established e-commerce sites



http://www.chucklevins.com/index

Websites (2 of 4)• Use E-Commerce Centers Instead

Capitalize on the recognition and traffic of established retail centers to gain and retain new customers

eBay, Amazon, Reverb, etc. Look at fees this way…

• E-Commerce Essential - Be Honest Realize that if you can’t be successful

selling on established sites like these, your chances of success at selling on your own site may be very low

After all, this isn’t Field of Dreams…



http://www.chicagomusicexchange.com/

Websites (3 of 4)• Design & Aesthetics

Clean, modern design Mobile responsive design is a MUST for

Google searches and retention I feel the need, the need…for speed! Smooth navigation

• Resources for Design Themeforest.com – custom build WordPress – advanced DIY Wix – starter DIY



http://www.altomusic.com/

Websites (4 of 4)• Winning Content

Lots of pictures Videos – both grassroots videos you

take yourself as well as the glossy videos from the manufacturers

Education – give customers more reasons to visit your site

Blog – it’s easier than you think!

• Update Content Often Even the best content gets dated New content gives you an excuse to

reach out to customers, whether via Facebook, email, or text!



http://www.musicvilla.com/

STRATEGIES FOR SUCCESS BY EXECUTION

Your Marketing = YOU• What makes you unique?

Customer service? Categories you spotlight? Atmosphere of your store? Isolate what makes you best

and feature that!

• Why did you get into this business in the first place?

What was it that you though you could do better/different?

Remember, your shoppers share your passion for music!


Brand Consistency• Maintain Brand Consistency

Logo – you only have 1 Color palette Personality

• Complementary Efforts Boost Overall Impact

Aim for a smooth transition between mediums

Cross-promote Strategize so all messages

work as a team and according to plan


Customer Engagement• Sign Up Forms

Websites, Facebook, in-store campaigns, POS, shows, etc.

• Facebook/Social Campaigns• Google Ad Words• SEO

Metatags Headline tags <H1> Keywords within content (this

is where having a blog is a major bonus!)


Goals• Goal #1 – Set Goals.

Be specific

• Determine which metrics matter before setting goal

What matters most?

• Be realistic• Immeasurable magic?

Measuring everything requires top-shelf expensive services

Lean on Best Practices and advice from contractors


Summary• Understand who you are, what your company

needs, and what your company can sustain

• Execute consistently with consistency in all your efforts

• Strive to be better, always be updating, and remain open to new ideas, but…

• Remember to always be you!


Q&A• Immediate questions:

Raise your hand

Join.me messaging join.me/dirkmarketing

Text Angie at 206-930-3339

• Off-topic questions: Email Bob

Email Angie at [email protected]


Resources• Social Media

http://www.marketingprofs.com/marketing/library/100/social-media

http://www.icontactimg.com/static/pdf/whitepaper_SocialMediaMarketing.pdf

http://www.socialmediaexaminer.com/getting-started/

• Email Marketing http://www.marketingprofs.com/marketing/library/17/email-marketing

http://www.icontactimg.com/static/pdf/greenpaper_Email101.pdf

https://www.emailonacid.com/app/resources/whitepapers

https://litmus.com/resources

• SMS/Text http://www.marketingprofs.com/marketing/library/101/mobile

http://www.forbes.com/sites/kernlewis/2014/10/06/sms-marketing-start-with-service-and-add-promotion-carefully/

• Website http://www.marketingprofs.com/marketing/library/57/web-sites

http://www.entrepreneur.com/article/246371

http://themeforest.net/

http://www.socialmediatoday.com/content/10-incredible-mobile-marketing-stats-2015-infographic

• General http://www.icontact.com/resources/guides

http://www.hubspot.com/marketing-statistics

http://www.wix.com/blog/category/small-business-tips/







http://www.marketingprofs.com/marketing/library/17/email-marketing

http://www.marketingprofs.com/marketing/library/17/email-marketing







http://www.marketingprofs.com/marketing/library/101/mobile

http://www.marketingprofs.com/marketing/library/101/mobile



http://www.marketingprofs.com/marketing/library/57/web-sites







http://www.icontact.com/resources/guides

http://www.icontact.com/resources/guides





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