Digital Creative WorkshopHosted by Dawn McGruer FRSA MCIM MIoD

Course Trainer - Dawn McGruer FRSA

I am a strategic digital & social media marketing trainer, practitioner, consultant, author and blogger who

has over 15 years experience in the digital marketing arena.

I’m the Director of Business Consort - Established 2005 which is one of the world leading training

organisations which is accredited by The Chartered Institute of Marketing.

With over 2 million subscribers I have become a key influencer in this area and I teach Social Media and

Digital Marketing Training Courses including the CAM Diploma in Digital Marketing.

I’ve trained 1000’s or organisations including some of the world’s largest Global brands across most

industries.

I have just been invited to become a Fellow of the RSA – The Royal Society for the encouragement

of Arts, Manufactures & Commerce as recognition of my expertise in the field of social media

marketing and my work to raise awareness of the advantages of social media to business owners.

Agenda1. Create engaging content such as: video, photos,

images, infographics, animated presentations

2. Designing high impact social media profiles and pages

3. Creating Ad campaigns

4. Create landing pages that convert to leads

5. Writing search engine optimised content for the web

6. Writing blogs that drive traffic and interaction

7. Design effective email campaigns and templates

8. What the perfect anatomy of a homepage looks like

9. Design tactics for website conversion optimisation

10. How to perform and record results of your digital marketing audit (including competitor analysis)

11. How to create a digital & social media strategy using our planning template

12. How to record metrics aligned to your own business goals using our template

13. Using digital marketing campaign results to improve lead generation and conversion going forward

14. Case studies and proven strategies to inspire!

2.3 Demonstrate an understanding of the application of different display ad types available:

Banner ads

Social media ads and targeting options

Ad/content networks and re-marketing

Mobile ads

Ad format and creative

2.4 Demonstrate an understanding of the application of different online PR activities available, distinguishing between proactive and reactive:

Communicating with media owners

Online press release and distribution

Blog, podcasting, RSS feeds and widgets

Reputation management

Supporting other digital media channels, ie search marketing

1.Create engaging content such as:VIDEO, PHOTOS, IMAGES, INFOGRAPHICS, ANIMATED PRESENTATIONS

Tools to create beautiful blog visuals

17. Death to the Stock Photo

Every month, receive an email with links to a new collection of free, high-res lifestyle photos. The site offers a premium subscription as well to be able to access and search its full archive.

18. PhotoPin

One of the places we scour to find free images, PhotoPin lets you search millions of Creative Commons photos from Flickr.

19. Skitch

Grab screenshots and annotate with notes, arrows, and icons. Skitch connects directly to your Evernote account so you can save all the screengrabs you take.

20. Meme Generator

Sometimes a simple meme says more than any other image could. Meme Generator lets you create a meme from scratch or use an existing meme character to add your own saying.

21. Canva

Canva makes image creation super easy (especially for non-designers) with their premade templates, custom image sizes for every social media channel, drag-and-drop interface, cool fonts, and more.

Other great options include PicMonkey and BeFunky.

22. Gimp

Photoshop is the king of image software.

Gimp is like a free version of Photoshop.

Most all major features are there, and amateur designers can get all sorts of things done with layers, masks, photo effects, and more.

23. Share as Image

Turn text from any webpage into a shareable image with the Share as Image browser extension and bookmarklet.

The Pro plan ($8/month) even lets you add custom branding to the image and choose from a huge number of background photos and fonts.

2.Social Media Pages& PROFILES THAT ARE HIGH IMPACT & REFLECT YOUR BRANDS & OFFERS

3.Advertising Campaigns

4. Landing PagesWHAT WORKS & WHAT DOESN’T?

Landing page success factorsTo be effective, landing pages need to combine the following:1. Usability2. Accessibility3. Persuasion4. Develop trust in the brand

What I likeThe hierarchy of page elements and information is well structured and focuses on the basics: a logo, a hero shot that combines a clear headline, a short description of the reason for and benefits of the product/service (in this case a webinar) and a lead capture form to gather visitor data. And… importantly… nothing else.

The call to action (CTA) of lead gen forms almost always falls below the fold. To get around this they’ve placed a directional cue (arrow) at the top of the form to point the way to the action area below.

Things I’d change or testA tighter relationship between the directional cue and the CTA.Specifically, I’d make the button blue to match the form header – it blends into the gray background a bit too much right now.

Change the CTA to describe what you’ll get when you click it. It should say “Register for webinar” rather than the undescriptive “Submit”. Sorry Webtrends, as much as I love you, this is a rookie mistake that should never be repeated.

What I likeThe “More” links for the speakers all launch modal dialogs (using a Lightboxstyle). This keeps visitors on the landing page instead of wandering off onto another page – and away from your conversion goal.

They have a video. Good! Video is a proven conversion enhancement mechanism. Studies from eyeviewdigital.com report up to 80% improvements in conversion. Video marketing specialists Turn Here highlight good conversion improvement numbers and the side benefit that properly optimized video can be 53 times more likely to reach the front page of Google search results. Tip: you can often re-use your video by placing it on YouTube.

Things I’d change or testThe links at the bottom of the page still go to external microsites (click the image to see the full screenshot). Microsite’s still offer a more focused experience than your homepage so it’s not a big negative, however, a better “All In” move would be to embed them in Lightbox windows like they did with the speaker bios.

The call to action would be better if it read “Get updates on future webcasts” rather than the generic and intimidating “Sign Up”. (The words might not seem intimidating to wily online veterans like yourself, but it expresses no benefit or gain – making it a negative interaction reinforcement statement).

What I likeSocial proof is off the charts here. Instead of showing people following or registered for the conference, they are showing the photos and names of a huge collection of famous players in the marketing industry.

Endorsements create credibility, which leads to conversions. Even if you don’t know who the organiser is (ThoughtLead in this case), the fact that it’s sponsored by IBM and has speakers such as Guy Kawasaki will do the selling for you.

The call to action describes perfectly what you get. Free registration. (Note that this screenshot was taken after the conference so the messaging is related to a replay of the audio rather than registering for the conference itself).

Contrast: The bright pink CTA stands out from the monotone background.

Repeated CTA: On long landing pages (click the image for a full view), it’s important to repeat the CTA to remind people of the goal of your page if they’ve been scrolling for 10 screens. Here it’s placed at the top – above the fold, and at the end – for those who’ve finished exploring the whole page.

Secondary CTA: In today’s social world, WOMM (Word of Mouth Marketing) is key. Here, they’ve added a Twitter sharing button to help visitors spread the word on their behalf.

Confirmation CTA: Once you complete the form, you’re again presented with an opportunity to spread the word via Twitter. This is great use of thank-you page real estate.

What I likeThe simplicity and seduction. It makes you want to click on the sign for two reasons: first because it’s your only option, and secondly because the copy on the sign implies some kind of controversial point of view.

Things I’d change or testI was a little underwhelmed when the next page was a blog, rather than a continuation of a marketing experience, so I’d do something more engaging at that point. But there’s no denying that the click through rate of this landing page would be very high.

I don’t really get the connection of the visuals to the copy on the sign, but I suspect this is part of the allure, that you don’t really know what’s coming.

What I likeThey have used geo-targeted segmentation to set up my location, and are presenting a big bold value proposition statement (50%-90% off) to get me interested.

Colourful with good action area contrast . The bright bold color is seductive and makes the action area (form) very clear.

Usability. The progress indicator below the form lets you know that there are 3 steps and where you are in the process.

Simple forms: In step 2 (the lead gen portion), they ask for your email address only, reducing the barrier to entry to a bare minimum.

Things I’d change or testIf you don’t know who Groupon are (and despite their size, they haven’t reached everyone yet), there’s nothing to really tell you what you might be saving 50%-90% on. The imagery indicates alcohol which might be why I agreed to enter my email, but some qualification of the offer details would be good.

What I likeTrust and credibility: The Verisign symbol is placed next to the purchase button and the grouping of worldwide brand names directly below helps to reinforce the value of the product. Briefly and clearly expressed Headline!

Subtle mention of the customer count: Beneath the big brand customer logos is a nice little addition – “and thousands more” –adding to the trust element.

Attention to different reading styles: There is a nice mix of bullet points, coupled with detailed descriptions for those who need to dig deeper.

REAL testimonials: The photos look like they are taken from social profiles. Coupled with the name and company name, you’d be able to verify that these are real business people quite easily.

Things I’d change or testCall to action: The CTA here uses a nice soft word – “TRY”. Which gives off the sense of a low commitment offer. However, the only mention of the no-risk element, is the “30-day money back guarantee” at the top of the page. This should be restated at the point of conversion (i.e. beneath the CTA). Would love to know how this converts in comparison to a similar page that had the regular global navigation and footer distractions.

5.Writing for the WebSEO OPTIMISED CONTENT FOR THE WEB

Tools to create well-optimised contentFOR YOUR BLOG

12. Google Trends

13. Keyword Planner

14. Yoast WordPress SEO plugin

Tools to help you write easier and fasterBLOGGING

15. HemingwayA really interesting free marketing tool, Hemingway analyses your text for readability, highlighting sentences that are a bit too complex or dense.

16. Grammarly

Copy and paste your article into Grammarly’s online grammar checker to how it performs against checks for spelling, sentence structure, punctuation, style, and more.

The initial score is free to see.

The specifics of what to change (as well as suggestions from Grammarly) come with their paid plans.

Tools to distribute your content far and wide

24. BufferOnce your blogpost is written and published, you can set up an easy sharing schedule with Buffer.

Schedule your new article to go to your social channels multiple times with different headlines or images attached to each update.

25. EMV Headline Analyzer

Emotional Marketing Value checks for emotional words in your headline, and the analyser tool returns a score of EMV words compared to total words in the headline.

26. Click to Tweet

Built by the team at CoSchedule (which also makes a helpful WordPress calendar and scheduler), this WordPress plugin makes it simple to highlight snippets of your blogpost for readers to easily share on Twitter.

For sites not running WordPress, consider a tool like clicktotweet.

27. Filament

In a single WordPress plugin, Filament contains a group of useful features including Flare, a social share button plugin that makes it easy for others to share your blogpost on Twitter, Facebook, Buffer, and more—even spots like Hacker News and Reddit.

Other Filament apps include: MailChimp subscribe form, Google Analytics tracking, all-in-one profiles, code management, and share highlighter.

28. Digg DiggFlexibility of where you can place the share buttons: floating to the left or right of the article - pinned to the top or bottom of a blog post or manually wherever you wish inside your theme.

29. Google Webmaster Tools

Signing up for webmaster tools can reveal a lot of SEO opportunities for your blogposts. For instance, see where you rank in search engine results for certain keywords, then build links to your most popular keyword posts to increase the rankings even more.

30. MailChimp

MailChimp is one of the biggest and best (and free) ways to send email to your list of contacts. You can set up automated campaigns that deliver each new post that you write, or you can create campaigns from scratch. MailChimp offers free accounts for those with fewer than 2,000 contacts in their list.

31. Headlines

Run A/B tests of your headlines with this WordPress plugin from KingSumo. If the cost is a bit steep ($99 lifetime charge), you can try out the other Sumo plugin, SumoMe, which offers some handy tools for growing an email list, analysing your blogposts, and sharing content to social media.

8 content marketing tools to evaluate

1. Compendium

2. Contently

3. DivvyHQ

4. InboundWriter

5. InnoBlogs

6. Kapost

7. Skyword

8. Zerys

Writing for the web8 out of 10 people will read your headline. 2 out of 10 will read the rest of what you wrote.

1. Headline: the 6 words that count most

2. Storytelling hook

3. Fewer characters per line at first

4. Featured image

5. Subheads for scanning

6. Content and the 1,500-word sweet spot

7. Soundbites for sharing

Story TellingMost popular blogposts are very well researched and science-driven.

To make sure they remain very engaging, add personal stories, or anecdotes from experts/famous people

(“Barack Obama’s morning routine” or “Benjamin Franklin’s to do list” or “Richard Branson’s story of failure”)

Writing for the web -Think about SEO

1.Use SEO to gain more traffic

2.Improve your search positions

Use Google's Keyword Planner to identify a list of valuable terms and phrases to target in the SERPs.

Writing SEO optimised content for the Web

Step by step, then, SEO is when:

1. You research keywords …

2. Then select a particular keyword and …

3. Use that keyword to write content …

4. Which other people then read and share on Twitter, Facebook, their own blogs, and other social media platforms.

1.) Define your target audiencea) Define your target audience before you start to produce content

b) Think about audiences rather than customers.

c) The aim is to produce content that is compelling, but also aligned to your brand.

d) Take a look at your best customers, and your most engaged visitors, and try to figure out what kind of content attracts these people.

e) What kind of content transforms a visitor into a customer?

2.) Create a style guidea) What’s important is consistency, and this is where a style

guide comes in.

b) Give to staff writers and outside contributors, to ensure that there is a consistent approach to the presentation and formatting of articles across the site.

c) For example, all uses of words such as 'synergy' and 'leverage' could be banned.

3.) Invest in visual contentWe live in a visual world!

a. When it comes to content marketing, this is convenient.

b. Digital technology is evolving at a rapid pace and has given marketers the chance to tell stories through the use of videos, infographics, and compelling imagery.

c. Using the fact that 94 % of content with visuals get more total views than textual content, you should be aiming to incorporate visual elements in every single post, article, and tweet you produce.

d. According to a Citrix report nearly two thirds of the posts on social media are visual content

e. A Pew research study found that 54% of all internet users have posted original visual content that they personally created.

4.) Use more images & videoAccording to eMarketer photos accounted for 75% of content posted on Facebook with an 87% engagement rate, while other post types received no more than 4% engagement.

a) Adding a photo URL can boost retweets by 35%, according to research by Media Blog.

b) 80% of internet users recall watching a video ad on a website they visited in the last 30 days.

c) 50% of users watch business-related videos on YouTube once a week.

d) 64% of website visitors are likely to buy a product on an online retail site after watching a video.

e) 75% of users visit the marketer’s website after viewing a video

f) 75% of executives watch work-related videos on business websites at least once a week

6.) Leverage A/B split testingTools you can use for testing

a) Adobe Marketing Cloud

b) HubSpot

c) Optimizely

d) Visual Website Optimizer

e) Unbounce

Content Experiments is a relatively new feature of Google Analytics that takes A/B testing to the next level. It’s specifically rooted in “A/B/N” testing, or a more complex environment that lets you test up to five different versions of a page.

7.) Aim for evergreen contentWhile news and news-related content has a distinct shelf life, if you can provide useful content it can continue to perform well over a longer period of time.

For example

When looking at our blog stats for the last few days, we can see that two of the three top posts were published more than six months ago.

These are the posts on web design trends and dashboards. This keeps people coming back to the site long after any news content would have lost its appeal.

8.) Focus on socialThe top social media platforms being used by marketers are LinkedIn, Facebook and Twitter.

Use for both SlideShare and Google+ has increased, but marketers are still most likely to put their time and money into the top three social media channels because of their potential for engaged, targeted audiences.

You should use your social profiles to promote one-on-one customer engagement and effectively disseminate content that resonates with the target market of each networking platform.

9.) Learn to curateIt’s becoming increasingly clear that customers are less interested in promotional content and more drawn to thought leadership quality content.

STOP trying to force-feed sales copy and invest in developing yourself as a reputable source of valuable content.

The best way to do this is by learning to curate relevant content from across the web and providing your followers with information they want and need.

10.) Don't rely on newsThere's nothing wrong with reporting on news, but it's not a strategy that works for us, and it's unlikely to work for most content marketers.

It's not that we don't talk about news, but we have to go further than merely reporting facts and explain why this news is significant for our audience and what they should do about it.

11.) Create readable contentEven if they have been enticed to your post by the title and subject matter, readers can still be deterred if an article is badly formatted.

DON’T

a) Large paragraphs

b) Little formatting

c) No images

DO

a) Break up blocks of text with headings and sub-headings

b) Use short paragraphs

c) Highlight key points and stats

d) Use images and charts

12.) It’s about quality not quantity

a) Publish articles to drive people back to your blog

b)And gives Google's spiders some fresh content to crawl

c) Small team? Better to produce smaller amounts of quality content

13.) Learn from othersRed Bull - Felix Baumgartner's parachute jump 128K freefall – Now Google boss beats him!

14.) Be original

a) Use your own voice and your own opinions, rather than regurgitating press releases and white papers.

b)1000’s of blogs, lots writing the same articles, but the best content for us is that which is original and cannot be found elsewhere.

15.) Repurpose for max valueFind ways to repurpose it for continued use.

Example

a) Pull key points from an article and tweet them throughout the week;

b) OR you could use a long blog post as a launching point for an entire blog series.

16.) Try segmentationMicro-segmentation will be key in 2015 and beyond.

a) As the internet becomes increasingly saturated, only way for smaller companies and brands to stand out will be to target a niche community or a highly-specialised segment of the larger market

b) This can be done by incorporating;

Long tail keywords

Linking up with industry blogs

Focusing on social media to connect with a target market

17.) Measuring Your ROIFocus on analysing 4 major components:

1. content message

2. content format

3. distribution channel

4. promotional efforts

By understanding how you’re performing in each of these areas, you’ll be able to better allocate your budget and retarget your efforts for maximum return.

Use GA reports and dashboards to see which days and times of the week are most popular for traffic.

You can use the data to experiment with your publishing schedule and to publish articles at the best time for maximum impact.

Always Focus On Creating Strong HeadlinesA good headline sparks interest and invites readers in.

Consider these great statistics from Copyblogger:

1. 80% of people will read your headlines.

2. But only 20% of those people will read the rest of your content!

3. And that is why the headline is as important as the article or post itself.

What makes a good headline?1. When used in a headline, the words “photo” and “who”

increase CTR, whereas the words “easy,” “how to,” “credit,” “cure,” “magic,” and “free” decrease CTR.

2. Bracketed clarifications, the type of content represented by the headline - e.g. [Infographic], increase CTR when included in headlines.

3. Making references to the reader by using the words “you,” “your,” or “you’re” in the headline decreases CTR.

3. When used in the headline, the words “simple,” “tip,” “trick,” “amazing,” and “secret” decrease CTR.

4. Including positive superlatives (“best”, “always”) in headlines decreases CTR.

5. Using words that convey a sense of urgency (e.g., “need,” “now”) in the headline decreases CTR.

Headlines generate the highest level of engagement at moderate lengths (81-100 characters).

2nd most popular post on HubSpot is a number-type headline with over 10K tweets

18 Brilliant examples of homepage design

1 5 B R I L L I A N T E X A M P L E S OF HOMEPA GE D E SI G N

In this example of one of HubSpot’s

highest traicked posts, the views

from organic search go up over time:

CTR is highest for headlines with 81-100 characters

Need ideas – Use inbound now!

Introduction contain at least 1 targeted keyword phrases, especially a long-tail keyword.

Keyword Density1. A keyword density greater than 5.5% could find

you guilty of keyword stuffing, and your page could be penalised by Google.

2. To check your keyword density, use the SEObookkeyword density tool.

3. If you use WordPress Yoast is a great tool to ensure a good SEO score

Page Links

1. Link to relevant pages within and outside your site in your introduction

2. Link to more in-depth guides or content on your page or other sites

3. Link with appropriate anchor text, which flows naturally with the content

Audience & PersonasThe next steps should be to consider how your audiences’ needs will change as they go through your sales cycle.

Regardless of whether your company sells B2B or B2C, you will be looking to engage a wide range of people—from those who know nothing about you to long-time loyalists and everyone in between.

Understanding what their different needs are over time will help you start to identify the content they will need to guide them along their buying cycle.

Developing the content in our content marketing strategy is developing the stories of us.

It’s the big ideas that we represent.

It’s the differentiated experiences we want to create.

It’s what we REALLY do for a living.

For better or worse—it’s that simple.

Process

4 stages:

1.Create and manage

2.Optimise, aggregate and curate

3.Converse and listen

4.Measure and learn.

Conversation1 key element of your framework that needs to be nurtured:

A connection to, and conversations with, your consumers.

Listening—what a novel concept!

Try Google Alerts alongside actual engagement and reviewing on-site conversations and feedback

Review tools and comment mechanisms for user-generated content play a large part of your content marketing strategy

Measure & Learna) What’s working?

b) What isn’t?

c) And what do we need to do to make it work next time?

Establish a system for monitoring, and reporting, the results

1. How many people consumed your content, measured as page views, downloads, or views?

2. How often do consumers of your content share it with others?

3. How often do content consumers turn into leads?

4. Your major CRM and sales automation systems like Salesforce, Eloqua, Marketo and similar make this process automated and easy.

5. How often do content consumers turn into customers?

6.Blogging

Blog Mission StatementMission statement in the first line of its About Us page.

Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.

Includes:

The core audience target: entrepreneurs & business owners

What will be delivered to the audience: useful information, advice, insights, resources, and inspiration

The outcome for the audience: growing their businesses

Create Top Content ListsCreate a top 10 list for your content.

Leverage the power of traffic to offer readers three different top lists on your Blog.

It drives traffic to these pages.

Spotlight your most popular content.

Use advertising to support your content and sales process.

Involve influencers. Get input or endorsements from highly regarded experts in your field to help your content. If they’re part of the content creation process, they’re more likely to buy into promoting your content.

Use sub-folder(s) on your main site to group your content.

Blogging

Bloggers get on average 44% more traffic

Blogging can be at the heart of your content marketing strategy - Posts are the new pdf

A. What revenue-oriented behaviours does the blog create?

B. How many revenue-oriented actions are created?

C. What is the value of each behaviour?

Strong calls to action for lead generation are necessary

Follow and interact with other Bloggers

Guest Bloggers on your site and guest blog for other

What’s the best tool for Blogging?

1st WordPress

2nd - Blogger

3rd – Type Pad

The best business bloggers!www.convinceandconvert.com

www.mashable.com

www.techcrunch.com

Who are you favourite bloggers, what content do you want and like? What makes you share? Who do you subscribe to?

Customise – Everything!

1. QuoraThe crowdsourced answer website can help lead you to the types of questions that real people are asking, questions that you can answer in-depth with a blogpost.

Search for your keyword, and follow topics related to your blog’s focus.

2. BuzzSumoEnter a topic or a URL into the BuzzSumo search box, and you’ll get a wealth of information on the content that performs best for social media sharing.

BuzzSumo can be super useful for fleshing out an existing idea to find the perfect angle or in taking a broad look at the content that does well (and the blogs who do it best) in your niche.

3. Portent Title MakerEnter a subject into the Portent tool, and you’ll get a sample blogpost title, complete with helpful and witty breakdowns of why the title might make for a good read.

Refresh as many times as you’d like for new ideas.

4. Blog Topics GeneratorHubSpot’s title maker works similarly to Portent’s.

With the HubSpot tool, you can enter three keywords, and HubSpot will give you five titles—a week’s worth of content—to work with.

5. Twitter trending topicsThe trending topics section on your Twitter homepage can be a super spot for grabbing ideas from the latest news.

You can tailor your trending topics to go uber-local (the big cities near and around you) or even receive fully tailored tweets that take into account your location and those you follow.

(Click the “Change” link at the top of the Trends section on your Twitter homepage.)

6. LinkedIn PulseSimilar to Twitter’s trending topics, LinkedIn Pulse pulls content from the channels you follow on LinkedIn and the people in your LinkedIn network.

For additional trending topics on social media, you can check out Facebook’s Trending section and Google+’s What’s Hot page.

Tools to organise your ideasFOR YOUR BLOG

7. TrelloWe like to add all our blogpost ideas into Trello, turning each idea into a card that we can spec out with notes and move from list to list with a simple drag-and-drop.

9. EvernoteFor super fast idea collecting, you can drop everything into Evernote—notes, snippets, photos, webpages, and more.

The tagging system in Evernote is incredibly robust, so you can keep your ideas with a simple tag in a number of cool ways—by topic, by idea stage, and more.

10. Google CalendarCalendar tools like Google Calendar can be repurposed as editorial calendars.

Using content planning templates as simple as an excel spreadsheet is easy to use – Just put the days of the week down the left and across the top the marketing channel so you just fill in the activity!

We use buffer.com for our social content planning

11. BasecampOr www.todoist.com or www.wunderlist.com and dropbox for your content library

– schedule, collaborate – action planning

7.Email Marketing

The CRITICAL factors for email successSo what does CRITICAL stand for?

How well targeted the campaign is to the interests and needs of the recipients - are the e-mails relevant to the audience?

The offer made to encourage click-through to the site.

You may also have considered the quality of the creative - does it engage the recipient and how well does the copy explain the offer.

The Impact of Digital Beyond Sales and Marketing

My CRITICAL factors are:Conversation - Email works best for marketing today when it can prompt a dialogue and encourage social sharing.

Relevance (including targeting) - Does the offer and creative of the e-mail meet the needs of the recipients? Is a single message sent to all prospects or customers on the list or are e-mails with tailored creative, incentive and copy sent to the different segments on the list? Do recipients think the e-mail is SPAM? Will it get trapped in the Spam filters?

Incentive (or offer) - The WIFM factor or 'Whats in it for me' for the recipient. What benefits does the recipient gain from clicking on the hyperlink(s) in the e-mail?

Timing - Timing refers to when the e-mail is received; the time of day, day of the week, point in the month and even the year; how does it relate to events or other campaign elements.

My CRITICAL factors are:Integration - Are the e-mail campaigns part of your integrated marketing communications? Questions to ask include: are the creative and copy consistent with my brand? Do the message reinforce other communications? Does the timing of the e-mail campaign fit with offline communications?

Creative and Copy - This is part of the creative and refers to the structure, style and explanation of the offer together with the number of location of hyperlinks and other calls-to-action in the e-mail.

Attributes (of the e-mail) - The message headers such as the Subject line, From address and format (HTML or text) have all been written about at length

Landing page (or microsite) - The page(s) reached after the recipient clicks on a link in the e-mail. Typically, on click-through, often the recipient will be presented with a direct response form to profile or learn more about them. Designing the page so the form is easy to complete can effect the overall success of the campaign, but is sometimes neglected.

LIKE OR NOT?SHOUT YES FOR LIKE AND NO FOR NOT LIKE AS SOON AS YOU SEE THE EMAILS I AM ABOUT TO SHOW YOU

7. Use a Consistent, RecognisableSender Name and Email Address

In other words, don’t have your email messages be from a free email account (like Hotmail or Gmail).

Use the name of your company or brand as the “from” name.

The image below shows why this is important. Your sender name is actually more prominent in some email clients that the email subject line is.

6 Different Emails Every Marketer Should Consider Sending

Email Activity Planning

Template and with instructions of how to use and what to record and measure

The demo – Then it’s your turn!1. Create a free account

2. Load a list

3. Create a campaign

4. choose a template

5. Drag and Drop to Design

6. Preview

7. TEST

8. DONE!

Need some ideas?

http://inspiration.mailchimp.com

8.Perfect anatomy of a homepage

9.Design tacticsFOR WEBSITE CONVERSION OPTIMISATION

Ideally we want 6 ways to

engage visitors

10. How to perform & record results of your digital marketing audit( INCLUDING COMPETITOR ANALYSIS)

11. How to create a digital & social media strategyUSING OUR PLANNING TEMPLATE

3.5 Explain publication aspects of digital campaigns measurement: Reports, presentations and dashboards

Key performance indicators (KPIs)

Web analytics tools

Best performing channels

Visitor and content interaction

Importance of correct dissemination of data

Conversion rate optimisation

12. How to record metricsALIGNED TO YOUR OWN BUSINESS GOALS USING OUR TEMPLATE

13. Using digital marketing campaign resultsTO IMPROVE LEAD GENERATION AND CONVERSION GOING FORWARD

8 Steps to Improve Digital Marketing Results

1. Review and revamp your digital marketing strategy.

2. Form your digital marketing team.

3. Go social, mobile and local on your digital marketing strategies.

4. Implement a multi-channel digital marketing campaign.

5. Diversify your digital marketing strategies.

6. Develop an epic content creation strategy.

7. Enhance your content with videos, images and links.

8. Adopt a continuous improvement mindset.

14. Case studiesAND PROVEN STRATEGIES TO INSPIRE!

Who do we like?See more case studies here;

http://www.digitaltrainingacademy.com/casestudies/tag/digital-marketing

Leveraging psychology on digital marketing

http://www.marketo.com/_assets/uploads/LeveragingPsychologyinDigitalMarketing.pdf?20150202181826

SummaryReview the 7 steps and Digital Marketing checklist to formulate an action plan

Check out businesses who do it well! Coke, Dove, Red Bull etc

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GOOD LUCK!