Your 2018 Digital

Marketing Plan

Part Two: Pushing

profit margins and

reducing marketing

spendAmy Hobson

@socialbuk

What Will You Leave With Today

• How to focus on your key business objectives

• How to optimise all of your digital channels to save

time and money

• Making your website the best salesperson for your

business

SocialB

• Digital marketing trainers and advisors

- Social media training courses/webinars

- In-house social media training

• International digital marketing experts

- Website builds and audits

- Our retained services include;

- Search engine optimisation

- Paid advertising

- Social media

- Email marketing

Creating a

Fool-Proof Strategy

5 Reasons You Need A Strategy

Document

1. You’re active on a range of online channels, but you

don’t really know why

2. Marketing budget is being spent online, but no one is

measuring the ROI from the spend

3. Your competitors are already gaining market share

across your key digital channels

4. A target audience hasn’t been defined and you don’t

know who you’re really talking to

5. Optimisation and efficiency improvements aren’t being

carried out

Planning - Stock Take

• What marketing assets do we currently have access to?

• Who is going to be responsible for each channel & activity?

• Budgets – do we have budget to promote key activities and content – paying

for social media must be part of any strategy

• Document tasks using tools such as Gantt charts or simply list each thing

that needs to happen for each campaign.

• Explore new types of content

6 Steps to Success

1. What are your business goals? Define your goals to decide your strategy.

2. KPIs. Be realistic and make sure that you can measure them effectively.

3. Historical analysis. What worked/didn’t work in the past?

4. Plan ahead. What events and campaigns do you need to plan for?

5. Multi-channel marketing. Utilise the channels where your customers are.

6. Report and evaluate. Measure all your activity to establish what you’ve

achieved.

Key Strategy

Documents

Strategy Document

Each new campaign or product launch requires a detailed & well researched strategy

document. This document needs to feed into the wider picture of the aims of the organisation,

but it also needs to be viewed in isolation to ensure that the campaign can be delivered

effectively.

Strategy Sheet

Optimising

Your Digital

Channels

Paid Advertising

What Is It?

• Traditional paid advertising is

based on a pay-per-click model.

• This means you only pay when

someone clicks on your ads. You

will often hear the term PPC.

• Paid advertising is available on

almost all of the key platforms.

Paid Advertising Platforms

Google AdWords - Shopping

Where To Start With AdWords

*Speak to SocialB for a voucher code that will give you £75 free ad spend when you spend £25

• How much are you prepared to

allocate to this type of marketing?

• What type of person are we

targeting?

• Research your target keywords

• Where are your customers

based?

• Ensure conversion tracking is in

place from the beginning

SEO

SEO is ….

Search Engine Optimisation

“Google Is The Number One Search Engine In The World”

What Are Search Engines Looking For?

Relevancy – Search engines try to provide the most relevant search results to a users

query

Quality Content – Is the content on your website useful and informative?

User Experience – Does your website provide a good experience to visitors? Is it easy to

navigate?

Site Speed – How long does it take for the website to load on laptops, tablets and mobile

phones?

Cross-device Compatibility – Does your website display correctly on all device sizes?

Internal Linking - Are links in place to logically direct users around the website?

Meta Descriptions & Title Tags – Have these elements been written with the end user in

mind?

Tagged Images – Have all images on the website have a custom alt-tag?

Local SEO – Is it clear to the search engines and customers where your product/service

is located?

Social Media – Utilise social media as a customer service channel and to drive traffic to

the website.

Keeping The Site Up To Date

• Accommodation

• Information

• Imagery

• Local Area

• Blog Content

From an SEO perspective

1. Create new content regularly

2. Focus on core content

3. Work to increase clicks and time spent on

a page

4. Invest time into each page of the website

5. Google can’t read image content

Changing a large amount of text

on a page can have a positive

impact on the performance of your

website rankings - MOZ

Meta Descriptions

Meta Descriptions

• Max 155 Characters

• Make it relevant to the page

• Use it as a sales tool

• Entice users to click

Page Titles

Page Titles

• Max 55 Characters

• Make it relevant to the page

• Use it as a sales tool

• Entice users to click

Email Marketing

Speak Directly To Your Customer

• Segment the audience

• Personalise your message

• Provide interesting content

• Utilise great imagery

Why am I sending this email?

Email Marketing Tools

Key Features

- Scheduling - Create Customer Journeys

- A/B Testing - Automate Processes

- Pre-loaded Email Templates - Grow your email list

- Responsive Designs - Integrate with WordPress

Influencer Marketing

Influencer Marketing

Definition: a method

of marketing that

involves a person or

brand showcasing

products/services to

an audience that they

have created

themselves.

Instagram Examples

Make Your

Website Your

Best

Salesperson

Website – The 7 Key Areas

2) Clear call to actions

3) Content!

4) Navigation

1) Good

design

5) Credibility

& Reviews

6) Mobile/tablet

friendly

7) Social

media

buttons

GA is critical to understanding what is working and not working with your marketing efforts

Google Analytics (GA)

Google Analytics - Goals

Google Search Console

Hotjar.com

Live Chat

• 42% of customers selected

live chat as their preferred

method of receiving

customer support

• 79% of respondents in one

survey said they preferred

live chat because they

received quick answers

• While making an online

purchase, 83% of

customers needed live

support for assistance.

Final Thoughts

7 Tips To Improve Your Website

1. Think like a customer – create content which answers questions your customers will be asking, why should they buy your product?

2. Include clear ’Call to Actions’ across your site –ie. Buy Now & Contact Us

3. Consider Live Chat Software to allow customers to easily connect with you

4. Continually review and update content

5. Measure, review and improving using the tools at your disposal – Google Analytics, Search Console

6. Set up website goals to track where your digital marketing efforts are working and not working

7. Install tracking software to analyse how customers are using your site and use the information to make improvements

Thank you for attending

today’s session.

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www.socialb.co.uk Amy Hobson

@socialBuk