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  1. 1. Digital Marketing Certification 1
  2. 2. i am SANTOSH
  3. 3. Marketing is no longer about shouting in a crowded marketplace; it is about participating in a dialogue with fellow travelers. Marketing is no longer about generating transactions; it is about building relationships. Marketing is no longer about exploiting a market for your own benefit; it is about serving those who share your passion- for your mutual benefit. 3
  5. 5. Introduction 5 General Marketing Goals ● Brand awareness ● Generate traffic ● Educate potential customers ● Generate leads ● Drive revenue
  6. 6. What Is Digital Marketing? It’s MARKETING, making the right offer in the right place at the right time. Since everyone is ONLINE – ‘digital’ marketing is the need of the hour. Introduction 6
  7. 7. Introduction 7 Traditional Marketing: ● Flyers ● Booths ● Billboards ● Newspaper ● TV/ Radio ● Direct mail (post cards/ brochures) ● Word of mouth Digital Marketing: ● Social media ● Email ● Pay per click (PPC) ● Content marketing ● Organic search (SEO) ● Affiliate Marketing ● Digital Word of mouth (Appreciation) ● Paid social media ads Mobile marketing
  8. 8. Why Digital Marketing 8 Digital Traditional Can target your prospects directly No full control over who sees your ads Cost effective (Cost Per Click/Pay Per Click options) Fixed costs Opportunity to compete with market leaders Budget decides who has the most reach Content flexibility Alteration is troublesome
  9. 9. 1. Search Engine Optimization (SEO) 2. Content Marketing 3. Social Media Marketing 4. Pay Per Click (PPC) 5. Affiliate Marketing 6. Native Advertising 7. Marketing Automation 8. Email Marketing 9. Online PR 10.Inbound Marketing 11.Sponsored Content Types of digital marketing 9 On-page, off-page, technical SEO Commission based external promotion (Eg: agents) paid media designed to match the content of a media source (WOB, Buzzfeed, The Star) Earned media = press coverage, fb/ google reviews, shares Paying another brand, individual to market (influencer)
  11. 11. Who is this person? DIGITAL CONSUMER basically thinks that anything and everything can be accessed through their smartphone. They have a new and defined set of expectations from the companies that they buy products and services from. The digital consumer expects that they will be able to do these things: Rise of digital consumer 11
  12. 12. 3Cs of Digital Marketing 12
  13. 13. BUYER PERSONA Understand customers and their needs, wants, and demands 13
  14. 14. Source: https://marketinginsidergroup.com/strategy/5-reasons-buyer-personas-arent-good-enough/ Why dedicate time? 14
  15. 15. Decoding Your Buyer’s Persona Where does your buyer get your information? What are their biggest frustrations & challenges (pain points)? (before/during purchase) What are their hopes & desires? What are their biggest fears? (after purchase) 15 What is their tone, keywords /vernacular?
  16. 16.  Social media platforms  Blogs  Analytical Websites (buzzsumo, answerthepublic, keywords everywhere, fb audience, google trends, youtube/ google/yahoo/bing search bar)  News portals & industry trends  Online research  Analysing existing data Extracting the right data Focus groups Interviews Polls Surveys Second/third party data Statistics (email, website, ads, social media) Open ended primary research 16
  17. 17. Calculating Customer Lifetime Value (CLV) 17
  18. 18. • Budget to acquire customers CLV = (total revenue contribution (Annual) * average no of years they’re your customer) – initial acquisition cost Formulae 18 • What is cost of acquisition?
  19. 19. COPYWRITING 19
  20. 20. Introduction 20 Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action. Responsible for producing engaging, clear text for different advertising channels such as websites, print ads and catalogs. Their duties include researching keywords, producing interesting written content and proofreading their work for accuracy and quality.
  21. 21. Benefits 21 YOUR PRODUCT YOUR CUSTOMER THE RIGHT INFO + BENEFITS = FULFILLING THE WANTS OF THE CUSTOMER 1. Boost inbound leads 2. Target customer needs 3. Persuade & encourage your visitors to make a move Eventually bring in higher sales (boost conversion rate)
  23. 23. Elements of an ad copy 23 HEADLINE Sub-headline Bullet points Body copy Tagline CALL TO ACTION (CTA) Killer line to pull your reader in by the throat Restate your offer & what they get from it Compelling points: short and concise benefits of the product to the customer (focus on their pain points) Main content that covers the Features & Benefits in detail. Add photos/ visual representation of what they get Short & crisp line to reinstate your value & brand Best method to get the lead to do what you want (drop info, inquire, call, download, etc)
  24. 24. Headline 24 Has to catch a reader by the throat! 1. Focus on 1 specific pain point for your prospect 2. Offer an immediate solution to that problem 3. Don’t be too vague. Simple fast headline formula: Finally! How to Get [DESIRED RESULT] without [DOING THE THING THEY FEAR MOST/ HATE DOING] in [SPECIFIC TIME FRAME] – Guaranteed! [PROBLEM]? Get my [SOLUTION] and [RESULT] in [SPECIFIC TIME FRAME] Include time frame if applicable
  25. 25. Headline 25 BEFORE AFTER Buy your mattress online. Fast & free delivery. Get Malaysia’s best reviewed mattress, delivered to your door for free! Explore our latest interior designs. Remake your home in just 30 weeks. We’ll build your new home in just 30 weeks OR give you RM5,000 in cash Best SEO services in KL Guaranteed Google Ranking in 90 days or we work for free! Create an irresistible offer! • Reverse risks (give guarantees/ cash backs if you fail) • Give timeframes • Be specific on what you can do
  26. 26. Bullet Points [by Sabri Suby] 26 Small nuggets to arouse curiosity. 1. How to X without Y 2. You need X, right? Wrong! 3. X ways to Y 4. Where to find Y 5. How to eliminate X 6. What you should never How to get 6 packs without doing a single sit-up. How to meet single men without Tinder. How to invest in real estate with no upfront cash Address a common belief & rubbish it. Drinking 3 litres of water a day is healthy, right? WRONG! 5 ways to eat better on your cheat days. 10 ways to choose the best wedding dress Where to find the worlds most moist chocolate cake. Where to find the best clothing rental. How to stop joint pain forever. How to never pay another tax fine ever. How to never feel shy of your beer belly ever again. People like to know DONT’s more than DOs. What you should never do when trying to win a lead. 6 things you should never do on your first date.
  27. 27. Bullet Points [by Sabri Suby] 27 7. Say goodbye to X [frustrations] 8. The truth about Y 9. Have you been doing X wrong? Say goodbye to calorie counting. Say goodbye to hour-long cardio sessions. Say goodbye to hours of dress hunting. The truth about seeking professionals online. The ugly truth about flossing your teeth. Have you been eating the wrong food all this time? Have you been cheated by your last real estate consultant?
  28. 28. Body Copy - Formula #1 28 PAPA formula = • Problem, • Advantages (of solving the problem), • Proof (that you can solve it), and • Action.
  29. 29. Body Copy - Formula #2 29 4Ps= • Problem, • Promise • Proof • Proposal
  31. 31. Finding an enemy 31 “Find a bad guy you can beat up in the stairwell. A gracefully raised knee to a villain’s groin isn’t just fun, it’s profitable.” -- Luke Sullivan, Hey, Whipple, Squeeze This But before you can sack a bad guy, you must first identify your target. For big brands, they’ll often go right at their biggest competitor – Dan Nelken
  32. 32. 32
  33. 33. 33 Finding an enemy While big companies, can do it – smaller brands can’t exactly do the same so instead find a common enemy / generic villain. So nobody gets hurt, its fun & not hurtful.
  34. 34. 180 degree thinking (by Dan Nelken) 34 “Direct your thought process in the exact opposite direction of where conventional wisdom would suggest you go. Identify the conventional wisdom. Go the other way” -- Tom Monahan, The Do-It-Yourself Lobotomy When you’re doing 180s, think about what the product isn’t, who it’s not for, and the image you’re not trying to sell.
  35. 35. 180 degree thinking 35 Start by listing all the conventions in your category. Identify them. And Defy them. Be on high alert for the conventional.
  36. 36. 36 Embrace your dirt (by Dan Nelken) Benefits of embracing your dirt: 1. It makes a brand more human 2. The people you alienate are the ones you need to alienate (Being everything to everyone, whether you're a brand is boring and unattractive.) 3. You can steal your critic’s thunder
  37. 37. 37
  38. 38. Bonus: List & Twist 38 List a bunch of items, features, etc. Twist the last one, make it unexpected. To inject some personality & hold your audience attention for an extra second. Product description: 1. Skin-friendly, animal-friendly & human-friendly 2. Material is comfortable, breathable & funable Your description: 1. Founder, CEO & Job title exaggerator 2. Creative director, copywriter & dog walker 3. My work has appeared in many award shows worldwide & on my mum’s fridge. CTA: 1. Follow me for tips for writing, content creation & weird jokes 2. Reach out to us for inquiries, a demo or to find out where my favorite tea shop is located.
  40. 40. Tactics 40 1. Be concise, even if copy is long – pack it with information 2. Use powerful words/language 3. Cash in on the fear of mission out 4. Read, re-read, re-re-read your copy 5. Step in your customer’s shoes 6. A/B test your copy 7. Build on your tone 8. Benefits to the Customers 9. Problem Solving Points 10. Attention-Grabbing Headline 11. Call to Action
  41. 41. Types of Power Words 41 1. Pain points 2. Urgency 3. Exclusivity 4. Reassurance 5. Secrecy 800+ Power words- https://smartblogger.com/power-words/ Stress, vulnerable, alone, death, mistake, pitfall, risk, warning, stupid The fear of missing out. Now, hurry, last chance, new, fast, running out, limited, expired, never again, quick, Limited, login required, be one of the few, become an insider, only available to current customers, be the first to hear about Primary trust elements: trust seals, guarantees or testimonials Lifetime, authentic, guaranteed, proven, secure, no onbligation, protected, money back, certified To build curiosity. Secret, confidential, forbidden, confession, backdoor, insider, private Always use YOU & BECAUSE. Even better if you can use their name!
  43. 43. What Is Content Marketing? A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Introduction 43
  44. 44. Content VS Copywriting 44 CONTENT COPY/ Ad Copy DISCIPLINE Gain interest & give more knowledge about the business – increase brand value To pitch the brand itself to a prospect PURPOSE Facilitate productive engagement + build trust that leads to long term sales Aim at short term goal of securing a transaction GOAL Educate, inform & entertain to gain interest & prolong engagement Persuade people to buy – straightforward call to action (CTA) THE JOB Can be anyone – better someone with first hand experience Have understanding of SEO, good grasp of the language & related terminologies, can write fast, good research skills & knowledge of publishing platforms. Wordsmith who knows how to produce compelling, short & digestible copy. Must appeal to emotions. FORMATS Refer to type of contents in Tactics Online/ offline ads, sales video scripts, online catalogues, sales letters, billboards/posters
  45. 45. Content VS Copywriting 45 CONTENT 1. Type of post on social media 2. Amount of content per post (if copy is included) COPY 1. Type of post on social media 2. Amount of copy per content piece
  47. 47. Steps to organize content marketing 47 1. Decide on goals to achieve (metrics) Before you look at what you're going to create, you need to answer why you're making it. 2. Choose topic related to your product/ service (competitors best posts/ youtube videos via Social Blade, YouTube comments, famous blog titles, answerthepublic.com, google trends, etc) 3. CREATE content related to segments of your buyer persona 4. Choose suitable channels to share content 5. Schedule posting activities in advance 6. OPTIMIZE based on the right data to reach goals set
  48. 48. Content Posting Schedule 48
  50. 50. Tactics 50 1. Focus on high quality content 2. Create original content (or risk punishment) 3. Channel content to address pain points 4. Ensure content is mobile optimized 5. Segment audience based their needs & wants 6. Craft content based on your brand values 7. Create headlines that trigger emotions 8. Behind the scenes content (to boost loyalty & intrigue) 9. Strong headlines can make big impacts 10. Provide actionable content (so people can act on it) 11. Use hybrid content (text/animation in video | video/image in text) 12. Embrace listicals
  51. 51. 51
  52. 52. Format of Content 52 MEDIUMS • Checklist • AV Content (Video/audiobook/ webinar/ live streaming/ podcast) • PDF Report/guide • Blogs (how-to guide, comparative analysis) • Assessment/ quizzes • Case study/ statistics /e-books • Toolkit • Articles • Testimonial/ Advocacy based write-ups (story telling) METHODS TO INCREASE CONTENT REACH  Social media posting (choose platforms your customers are at, not where you want to be)  Paid ads  Influencer/ Earned  Affiliate / Guest posting / Partnership  Content syndication (content reuse)  SEO
  53. 53. 53
  54. 54. Funnelling your content 54 Making them “problem & solution aware” Converting these guys into leads (lead magnet) Getting them to make the purchase
  55. 55. Measurement & Budget 55 Investment = 1. Cost to produce content 2. Cost to distribute (ads, tools, software) Return = sales resulted from that piece of content Return > investment total is good -> Goal is to push the ROI higher Questions to ponder on:
  56. 56. Measurement & Budget 56 1. Set a goal Monetary goals: to achieve RMX,XXX in sales from 4 articles in July 2021 Reach goals: to garner XX,XXX views from 4 articles in July 2021 2. Determining distribution channels (based on points of choice) 2. Set tracking metrics & align with goal Social media (leads, views, likes, shares, comments, tags) Website (leads, time on page, bounces, new/returning customers) Email (leads, open rate, click rate, bounce rate) 3. Set a budget (if needed) Based on ROI goal – set investment Rule of thumb is 25% - 30% of marketing budget for content marketing Traditional rule of thumb for marketing budget = 5-10% of total revenue (most companies go higher) 4. Allocating your budget 50-60% of your budget on content promotion and only 40-50% on creation (case by case basis) Determining methods of promotion & tools for creation (along with their budgets) SMEs reverse engineer = determine content types, budget to create, budget to promote then allocate budget
  57. 57. Mobile Marketing 57
  58. 58. The art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they're on the go. Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Introduction to Mobile Marketing 58
  59. 59. 1. Mobile apps (FB, Insta, third party aps via Google Admob) 2. In-game ads 3. SMS/MMS -> WhatsApp 4. QR Codes 5. Location-based (waze) [geo fencing – geo- conquesting] 6. Voice marketing (automated calls) 7. Mobile search ads (search engine ads but on the phone) 8. Mobile Video (Youtube but on the phone, other video apps) 9. E-commerce (lazada, shopee, fb’s marketplace, etc) Types of Mobile Marketing 59
  60. 60. • Make sure websites/landing pages are mobile optimized (use emulator to test - http://mobiletest.me/) • Get your business on Google – Google My Business • Use SMS marketing (many business haven’t capitalized on it yet) • Use QR codes (thanks to Mysejahtera, it’s easier) Making the best out of Mobile Advertising 60 • Come up with an enclosed community (Whatsapp/ telegram/ facebook) • Use multichannel campaigns to be omnipresent (sms, social media, own app,etc)
  61. 61. 1. Know your industry’s regulations (pharma, food products, healthcare, etc) 2. Personal Data Protection Act 2010 3. Consumer Protection Act 1999 : avoid unfair practices and minimum quality, someone who is selling an online product needs to include: Rules & Regulations 61 Failure to comply or false/misleading info provided can allow a complaint at the Tribunal for Consumer Claims - Ministry of Domestic Trade and Consumer Affairs (Kementerian Perdagangan Dalam Negeri dan Hal Ehwal Pengguna Malaysia - KPDNHEP) More can be read here: https://iclg.com/practice-areas/digital-business- laws-and-regulations/malaysia
  62. 62. Rules & Regulations 62
  63. 63. Rules & Regulations 63
  64. 64. SOCIAL MEDIA 64
  65. 65. What Is Social Media? Social media is any digital tool that allows users to quickly create and share content with the public. Social media encompasses a wide range of websites and apps. Introduction 65 • Facebook • LinkedIn • Youtube • Snapchat TikTok • WhatsApp • Facebook Messenger • WeChat • Instagram • TikTok • Reddit • Twitter • Skype • Viber • Telegram • Discord • Pinterest
  66. 66. Types of Social Media 66 1. Social Networks: Thoughts, ideas based sharing- Facebook, Linkedin, Twitter, Tiktok 2. Media Networks: Visual Content based sharing – Instagram, tumblr, YouTube 3. Discussion Networks: Quora, Reddit, Lowyat, Blogs 4. Review Network: Yelp, Tripadvisor, foodadvisor, Google, Facebook Social, media networks Discussion networks Review networks
  67. 67. Popular Social Media Marketing Channels 67 FACEBOOK (2.6 billion users monthly) 1. Business Page 2. Organic posting 3. Paid ads 4. Fans/customer interaction 5. Stories 6. Review management 7. E-commerce YOUTUBE (1.9 billion users monthly) 1. Video content 2. Youtube SEO 3. Paid ads WHATSAPP (1.5 billion users monthly) 1. Business profile 2. Quick replies 3. Automated replies 4. Lead generation FACEBOOK MESSENGER (1.3 billion users monthly) 1. Paid ads 2. Chatbots 3. Newsletters 4. E-commerce 5. Lead generation INSTAGRAM (1 billion users monthly) 1. Photos/ videos 2. Stories/ reels 3. Paid ads 4. Business profile
  68. 68. Choosing the right channel for you 68 For Organic Marketing • Who is your target audience? (age, gender, income level, etc – buyer persona) • Which platform my target audience are actively using? Use that platform to appear and remind them of your existence • What is your goal? (awareness, sales, engagement) For Paid Ads • Is my products/services intent or impulse driven? Intent driven: A need driven (plumbing services, will writing, etc) Impulse: Can live without it but you may feel better if you tried it (clothing, entertainment, insurance, etc)
  69. 69. Choosing the right channel for you 69 Source: Accion Opportunity Fund
  70. 70. 70
  71. 71. Choosing the right channel for you 71 Facebook 1. To build loyal followers 2. Way to keep in touch 3. Brand recognition 4. B2C lead generation Twitter 1. To build awareness 2. To hitch a ride on trending topics (by finding out what people are talking about via hashtags) 3. Real time update to audiences Pinterest 1. Retail industry 2. To target more female users YouTube 1. It’s a video based search engine (like google) 2. Service, education, lifestyle industry 3. To build a following with video content (like a blog for text)
  72. 72. Choosing the right channel for you 72 LinkedIn 1. For older audiences (30-49) 2. Easy to narrowly focus 3. Professional networking 4. Alternative to job search platforms (like jobstreet, monster, etc) 5. B2B lead generation Instagram 1. Better for younger audience 2. Works well for visual based businesses (art, food, retail, beauty, some service industries, etc) TikTok 1. Works well for visual based businesses (art, food, retail, beauty, some service industries, etc) 2. Younger age group (18-24) 3. Building brand awareness 4. Video content marketing (more casual than Youtube)
  73. 73. Integrating Social Media with Other Disciplines 73 1. Fact finding – survey (polls, comments) 2. Customer service (@Netflixhelps on twitter) 3. Referral schemes 4. Increase audience to your blog / website 5. Contests 6. Agent/ staff recruitment for your company (linkedin, facebook) 7. Incentives (Starbucks discounts, etc) 8. Include your social media icons in your emails 9. Pull social followers into your email list 10. Boost content SEO 11. Public relations outreach (PR with news outlets, partner content) 12. Reputation management (by boosting reviews) 13. Live events (link to zoom webinars, current events, conferences, etc.) 14. Influencer marketing
  74. 74. Social Media Marketing - Toolkit 74 1. Logo 2. Digital Service brochure 3. EDMs/ poster 4. Video 5. Reviews / feedback 6. Constant presence 7. Constant interaction 8. Posting schedule & plan
  75. 75. SOCIAL MEDIA Making the Message Stick and Spread 75
  76. 76. The Tipping Point by Malcolm Gladwell 76 SPREAD YOUR WORD with THE LAW OF THE FEW (The Messenger) 1. Connectors – influencer marketing 2. Mavens - information brokers/ preachers, sharing and trading what they know. They start "word-of-mouth epidemics" due to their knowledge, social skills, and ability to communicate. 3. Salesmen - "persuaders", charismatic people with powerful negotiation skills. #ayamgorengviral #icebucketchallenge #kitajagakita
  77. 77. The Tipping Point by Malcolm Gladwell 77 BUILD A BRAND with THE STICKINESS FACTOR (The Message) 1. Simplicity - Finding the core of an idea (Just Do It – Nike) 2. Unexpectedness: Getting our audience’s attention and sustaining their interest (Huawei vs Apple) 3. Concreteness: clear (ice bucket challenge) Make the message 4. Credibility: Make people believe our ideas (ice bucket challenge) 5. Emotions: Make people care (ice bucket challenge) 6. Stories: Get people to act (ice bucket challenge)
  78. 78. The Tipping Point by Malcolm Gladwell 78 THE POWER OF CONTEXT (Context of the message) 1. Time of day (working hours, resting hours, morning/ night people) 2. Physical Environment (home, office, driving/enclosed spaces) 3. Circumstances of Situation (promotion - > luxury items; recent illness -> insurance) 4. People around you (alone, with parents, with spouses, with peers/colleagues/friends | power of small group influence > large group ; rule of 150) Example: ‘Bystander Effect’
  79. 79. SOCIAL MEDIA Listening & eputation Management 79
  80. 80. Reputation Management 80 BUILD, MONITOR & MANAGE REPUTATION ON 1. Facebook reviews 2. Google reviews 3. Facebook hashtags 4. Website 5. Blogs (lowyat, reddit) 6. Customer feedback Beginner methods– Google search, monitor reviews & feedback, Facebook search Expert level- Brand24, Hootsuite, Hubspot
  81. 81. WHY? 81 1. Immediately detect sensitive wording marketing (covid, insurance, retrenchment) 2. Able to spot & console angry/disappointed customers 3. Diffuse negative press (experts may negatively review your product/ service) 4. Beware brandjacking (stealing brand identity/ fake social media profiles)
  82. 82. 82
  83. 83. Reputation Building 83 METHODS TO GARNER REPUTATION 1. Bribe/ compensation based review 2. Birthday rewards/ loyalty schemes 3. Content marketing > copywriting 4. Constant interaction/engagement MEDIUMS 1. Written reviews (social media > form) 2. Video reviews 3. Brand advocacy by customers
  84. 84. Social Listening 84 It’s a two step process: • Step 1- Social Monitoring: Monitor social media channels for mentions of your brand, competitors, products, and keywords related to your business. Metrics: • Brand mentions • Relevant hashtags • Competitor mentions • Industry trends • Step 2 – Social Listening: Analyze the information for ways to put what you learn into action. That can be something as small as responding to a happy customer, or something as big as shifting your entire brand positioning.
  85. 85. WHY? 85 1. Customers like when brand respond back 2. Increase customer retention & brand loyalty by knowing what to say (track & discover the kind of content they like) 3. Keep track of brand’s growth 4. Discover new opportunities (expansion, continuous improvement, damage control) 5. Increase organic customer acquisition 6. Find pain points 7. Track competitors
  86. 86. DAY 2 86
  87. 87. PROMOTE: Marketing your Content 87
  88. 88. Social media marketing best practices 88 1. Engage with your audience 2. Social comment hijacking 3. Black stallion method (partnerships) 4. Get your audience to engage with each other (conversation spikers) 5. Employee advocacy (get your own people post about your brand, start interactions, sharing) 6. Reactions over likes 7. Optimal times for posting (either through analytics OR general ones) 8. Leverage on Facebook Stories 9. Facebook groups to cultivate audiences 10. Go live on Facebook 11. Try to get on your audience favorite list Do these more
  89. 89. Social media marketing best practices 89 1. Clickbait (posts that ask for clicks or entice users to click with sensational or false information) 2. Like-baiting (posts that ask for likes, comments, and shares) 3. Posts with abnormal engagement patterns (a like-baiting signal) 4. Posts with spammy links (for example, links with a clickbait title that lead to a page full of ads) 5. Repeated content 6. Text-only posts 7. Intensely promotional page content prompting readers to make a purchase 8. Posts that reuse text from existing ads 9. Don’t include external links on post header Their algorithm is smart to detect pointless content – they focus people to people engagement to organically boost your posts further so Avoid these mistakes
  90. 90. 90
  91. 91. Facebook ads – How it works 91 Ad Auction Ads compete to appear in front of the target audience set How is the winner determined? Bid: What advertiser willing to pay for the ad • Spend based lowest cost – maximize delivery/conversion based on budget highest value – focus on high value purchases) • Goal based (cost cap – max cost per conversion set to avoid loss / minimum return on ad spend (ROAS) – maximize cost to get enough conversions to reach target ROAS) • Manual bid cap setting Daily or lifetime budget can be set Estimated action rates: How high the probability of the ad leading to a desired outcome of the advertiser (based on goals set) Ad quality: Measure based on different sources to determine ad’s quality. Sources such as- • Feedback from audience • How many hiding the ad • Bad attribution (withholding key info, too sensational wording, engagement bait)
  92. 92. Facebook ads – Boosting your post 92
  93. 93. Facebook ads – Via Ads Manager 93
  94. 94. Google ads 94 Google Ads is a paid online advertising platform offered by Google. When users search a keyword, they get the results of their query on a search engine results page (SERP). Those results can include a paid advertisement that targeted that keyword. For example, here are the results for the term “digital marketing”
  95. 95. Google ads – How it works 95 Pay-per-click (PPC) Model based on keywords targeted. How to win? Google pairs - 1. Bid amount & • Daily budget of your campaign or • Max cost per action/ conversion 2. Quality Score (1 – 10 : 10 is the best) Higher the score, higher the rank without paying too much • Expected clickthrough rate: The likelihood that your ad will be clicked when shown. • Ad relevance: How closely your ad matches the intent behind a user's search. • Landing page experience: How relevant and useful your landing page is to people who click your ad. When a user sees the ad and clicks on it, the marketer pays a small fee for that click (thus pay-per-click).
  96. 96. Google ads: Campaign Goals 96
  97. 97. Google ads: Campaign Type 97
  98. 98. Google ads: Campaign Type 98 Search campaign Shopping campaign (also can appear in google shopping) App campaign (in Google’s app network)
  99. 99. Google ads: Campaign Type 99 Display campaign Appear in • Google partner websites • Pre roll in Youtube videos • Gmail • Third party apps (from google app network)
  100. 100. Google ads: Campaign Type 100 Video campaign • Specifically YouTube video ads (compared to Display campaign that targets all platforms) • Skippable or non skippable ads • Discovery ads that show on search results on YouTube
  101. 101. Choosing the right channel for ads 101 Social media channels 1. impulse driven 2. lower cost 3. Products > services 4. B2C > B2B 5. To increase awareness/ engagement for a product Search based – google, bing, etc 1. Need based items 2. Service based business 3. B2B > B2C 4. To appeal for those looking to immediately purchase
  102. 102. Messaging tools 102 1. Chatbots (for content marketing or lead capture) Website Facebook (Chatfuel, mobilemonkey, manychat) 2. FB Messenger ads (using Ads manager placement setting) 3. “Send a message” boosted ads 4. “Messages” ad objective 5. WhatsApp broadcasting 6. WhatsApp/ Telegram groups
  103. 103. Search Engine Optimization (SEO) 103 What is it? Practice of increasing the quantity and quality of traffic to your website through organic search engine results. • Quality of traffic. You can attract all the visitors in the world, but if they're coming to your site because Google tells them you're a resource for Apple computers when really you're a farmer selling apples, that is not quality traffic. Instead, you want to attract visitors who are genuinely interested in the products that you offer. • Quantity of traffic. Once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better. • Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don't have to pay for. Google finds suitable content for a search and builds an index – that index appears as the many links you see when you search for something (same applies for other search engines like Bing and Yahoo!)
  104. 104. Factors affecting SEO 104 by Mike Khorev (https://mikekhorev.com/seo-ranking-factors)
  105. 105. 105 Source: SEMRUSH
  106. 106. 106 Source: SEMRUSH
  107. 107. Building a tribe 107 A tribe only has two requirements: a shared interest and a way to communicate. How? 1. Mission based groups (book club) 2. Uniting the believes / similar minded people together 3. Constant generous value sharing with your community 4. Be a thought leader, don’t just reiterate existing facts Communication is key, create the ecosystem for just that 1. Leader to followers 2. Follower to leader 3. Follower to follower 4. Follower to outsider Platforms 1. Groups (Facebook, WhatsApp, Telegram, LinkedIn) 2. Email or broadcast lists
  108. 108. Tribal mindset for a leader 108 1. Humans want to belong, make it easy for them 2. Internet eliminates geography 3. Commit to your belief, vision and mission 4. Today’s marketing is to identify, build and connect with your tribe & sell products/services that suit that 5. Be remarkable (people don’t rewatch old YouTube videos or read boring emails) 6. Your chance to convert the shared interest into a goal worth achieving 7. Anyone can dream up ideas, the leader is willing to visibly strive for it 8. Show your human side, but compensate your weakness with determination and drive Read up the full list here: https://medium.com/the-happy-startup-school/build-a-company- and-leave-a-trace-build-a-tribe-and-leave-a-legacy-70f27490bce3
  109. 109. OPTIMISE – Track, Learn & Improve 109
  110. 110. Data as the bedrock 110 Data is the foundation of informed decision making and optimization What can it do? 1. Help create better customer experience 2. Help find newer customers 3. Understand who your customers actually are 4. Increase customer retention & loyalty 5. Increase chances of predicting sale trends/ forecast 6. Identify and optimize performance & setbacks 7. Define the businesses future path
  111. 111. Identify the right marketing data 111 FACEBOOK 1. Engagement (Likes, comments, shares) 2. Impression, clicks TOOLS 1. Facebook Insights 2. Creator Studio (for FB videos and Instagram)
  112. 112. Identify the right marketing data 112 INSTAGRAM INSTA POSTS & VIDEOS 1. Engagement (Likes, comments, archive) 2. Interactions (Profile visits) 3. Discovery (Reach ,follow, impressions [from home/ profile/ hashtags /other]) INSTA STORIES 1. Engagement (Likes, comments, archive) 2. Interactions (Replies, profile visits) 3. Discovery (Impressions, follows, navigation [back/ forwards/ next story/ exited]) TOOLS 1. Business profile insights on app 2. Creator Studio
  113. 113. Identify the right marketing data 113 EMAIL 1. Open rate 2. Click rate 3. Subscribe rate 4. Unsubscribe rate 5. Bounced 6. Successful deliveries 7. Forwarded 8. Subscribers with most opens
  114. 114. • Return on Investment (ROI) • Cost per Mille (1000 - CPM) • Cost per Click (CPC) • Customer Lifetime Value (CLV) • Click Through Rate (CTR) • Cost per Acquisition (CPA) • Return on Ad Spend (ROAS) Other metrics 114 = (total Profit contribution (Annual) * average no of years they’re your customer) – initial acquisition cost
  115. 115. 115
  116. 116. Improve Content based on Information Received 116 1. Identify best topics/ posts & work around it 2. Identify best time & days to post 3. Set benchmarks of performance (KPI) 4. Identify best items/interest from your product line & expand/improve on it 5. Identify the best platforms for your target audience 6. Possibility to do A/B testing with clearer goals 7. Identify overall gaps in current social media strategy & the type of content that works (blogs/video/images)
  117. 117. Marketing Automation 117
  118. 118. Introduction to Marketing Automation 118 Marketing automation is technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically. Marketing and sales departments use marketing automation to automate online marketing campaigns and sales activities to both increase revenue and maximize efficiency. When automation is used effectively to handle repetitive tasks, employees are free to tackle higher-order problems, and human error is reduced.
  119. 119. Introduction to Marketing Automation 119 1. Facilitate preset interactions (social media posting, email, etc) 2. Collect data 3. Segment data (TOFU, MOFU, BOFU) 4. Personalized targeting (campaigns based on data, first/last name based, etc) 5. Trigger based reactions
  120. 120. Lead Capture & Nurture 120 MARKETING 1. Social media management – CoSchedule, Sproutsocial, Hootsuite, Publishing Tools (FB), Creator Studio 2. Email marketing – Mailchimp, Sendinblue, Customer.io 3. Paid ads – AdRoll SALES 1. Customer Relationship Management (CRM) – Hubspot, Podio, Excel
  121. 121. 121
  122. 122. 122
  123. 123. Sample Automated Campaign (B2C) Best High Value Content Offer (HVCO) for FREE EMAIL #1: HVCO 2 CURRENT STATE SEMI DESIRED STATE DESIRED STATE Opt In with email via landing page EMAIL #2: HVCO 3 EMAIL #3: HVCO 4 POTENTIAL LEAD Drip marketing with goal of converting them for a call APPOINTMENT CALL SALE LEGEND 1. Orange: Service based sales 2. Blue: Product based sales 3. Black: Generic pathway
  124. 124.  Awareness  Engagement / Consideration  Evaluation  Purchase  Post Purchase Improving Customer Lifecycle 124 Tell them that you exist Wow them with testers Keep reminding them that you’re the best option Wow them with your product/ service Keep reminding them that you’re there for their needs
  125. 125. B2B versus B2C Strategies 125
  126. 126.  Per unit sales  Bite sized deals – shorter lifecycles  Value for money Characteristics  Bulk sales  Longer lifecycles  Long term relationships Logically Driven Sales Decisions Emotionally/ Specific Need Driven Sales Decisions 126
  127. 127.  Short period  Branding presence > lead generation  Bite sized deals (transactional relationships) Timeline of Transaction  Bulk sales  Lead generation > branding presence  Long term relationships (personal relationships) 127
  128. 128.  Social media presence  Client feedback repository  Interactive content  Content marketing  Short term valuable service  Simple & emotional lingo Collaterals  Database  Long term valuable packages  Website  SEO & search engine visibility  Brochures  Client feedback repository  Business terminology lingo 128
  129. 129. Organizing your Sales Process 129
  130. 130. 130 B2B
  131. 131. SALES PROCESS: set of repeatable steps that a sales person takes to take a prospective buyer from the early stage of awareness to a closed sale. SALES METHODOLOGY & PROCESS
  133. 133. Lead Generation Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing  Process of finding sales qualified leads  Referrals  Network  SEO/ PPC  Linkedin ads
  134. 134. Discovery Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing Pre Sales Research (K.Y.C)  Groundwork to understand & know your customer  Qualify lead  Identify more than 1 prospect per organization Methods • LinkedIn (build rapport based on past activity) • Website (blog, vernacular, news/press release) • Industry updates & news (sound like an expert in their field)
  135. 135. Qualification Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing Sales Call  Intelligent questioning (Conceptual selling) Methods • Basic call script • Discovery phase details as guide
  136. 136. Pitch Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing Proposal  Creativity, charisma > detailed scripts Methods • 30 seconds pitch (elevator pitch) • Reference previous similar work • Hit on key points of value in respect to pain points • Leave space for questions (avoid over explaining/ dragging) • Focus on value instead showing off your wonderful features • Quantitative results
  137. 137. Objection Handling Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing Repositioning Offer  Customer is always right  Listen -> Acknowledge -> Solve/Propose Methods  Features, Benefits & Objections list  S.W.O.T Analysis
  138. 138. Closing Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing Landing the deal  Be ready to negotiate prices  Advise on all steps to close deal (documentation/ sign-offs) to avoid surprising bumps upfront  Keep free value-adds in your arsenal to tip the scale
  139. 139. Follow Up Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing Locking it in  Summary/ recording of conversation  Provide next steps  Keep in touch till service lifecycle is over while building a relationship
  140. 140. Check - In Lead Generation Discovery Qualification Pitch Objection Handling Check In Follow Up Closing Recycling stage  Chance to collect feedback/ case study  Build into referrals  Keep in constant touch to ensure repeat sale Methods • Newsletter • Activities: webinar, events • Special ex-customer rewards/ promo
  141. 141. 141 B2C
  142. 142. B2C: Psychology Driven Sales 1. Ego: reassure sense of self, purchase to feel better about self. (ex: lifestyle products, etc) 2. Fear: purchases based on perceived fear; appeals to doubts & uncertainties (ex: insurance, security products, healthcare, etc) 3. Greed: to increase one’s self worth (ex: technological equipment) It’s important to understand that businesses cannot appeal to all three of these emotions at the same time. Once the business understands both itself and its product line, it’s important to align the brand with the most effective stages of the purchase decision cycle
  143. 143. B2C: Needs Driven Sales 1. Problem/Need Recognition: Identify the product to fix problem 2. Information Search: Seek ‘social proof’ to boost confidence 3. Evaluation of Alternatives: reassurance on the current choice 4. Purchase Decision: $ 5. Post Purchase Behavior: remorse/satisfaction Product Positioning Feeding appropriate information to help with making a favorable purchase decision – review management Best product & pricing mix Efficient payment method/ different options Vigorous customer support/ service STAGES STRATEGY TO SECURE THE SALE
  144. 144. B2C Sales Process Referral Repeat sale Inbound Marketing 1. Lead Demographics 2. Lead Status/ Score/ Rating • New (unassigned) • Open • In progress • Sales qualified lead 3. Defined turnaround times 1. ‘Social proof’/ reviews 2. Product mix & pricing strategies Deal Stage 1. Social presence/ branding 2. Portfolio
  145. 145. Why do you need a sales process? 1. Easily identify bottlenecks in sales 2. A sales rep’s roadmap to keep the company alive 3. Enables scalability 4. Identify buying patterns of different clusters 5. Never miss a follow-up 6. Improve forecasting 7. Better customer experience
  146. 146. Mapping your Customer’s Journey 146
  147. 147. Who are you targeting? 147 60% 30% 10% Know the problem, Know the solution READY TO BUY Know the problem, Searching for solution Don’t even know there’s a problem
  148. 148. Stages of a potential lead’s journey 148 identified their challenge or an opportunity they want to pursue clearly defined the goal or challenge and have committed to addressing it evaluate the different approaches or methods available to pursue the goal or solve their challenge Ignorant/ unaware Yet to realize they have a challenge/ opportunity This is a lead’s internal reflection/ self realization
  149. 149. 149 Mapping out your potential customer’s journey Questions to ask 1. How will my buyer become aware of their problem? 2. How will they become aware of their solution? 3. How do they become interested in a brand? 4. Why would they desire a particular brand? 5. What would motivate them to convert? Lead becomes your potential customer the moment they see you exist
  150. 150. 150 SO JUMP ONBOARD & GET IT RIGHT ALL THE BEST! With love, Santosh

Hinweis der Redaktion

  • Granted Media
    Content created by the brand that’s distributed to an audience developed by the brand via an open platform controlled by multiple third parties. (Granted media activities include email marketing, SMS/MMS marketing, and organic search.)

    Leased Media
    Content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by a single third party.
    Leased media activities include social marketing, social customer service, apps built in social media platforms, and mobile apps (iOS, Google,Microsoft).

  • https://medium.com/@jndub/the-3c-model-for-online-marketing-campaigns-9c732516a9e1
  • - Most people buy with emotions then justify with logic
  • Example – matrix concepts (lowyat & invoke) & invoke
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • Give template for post schedule
  • Give template for post schedule
  • -the art of creating lead magnets
  • Source: https://coschedule.com/marketing-strategy/marketing-tactics/
  • https://www.digitalmarketer.com/digital-marketing/content-marketing-strategy/
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • Invoke, matrix concepts (fb & blog)
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • -the art of creating lead magnets
  • Every type of audience needs an introduction that starts from awareness
    Notice, nowhere here you are pushing them to buy
  • - Evaluate which type of audience you want
  • lead’s self realization stages before they identify you
    Helping them thru this will build goodwill + branding + maybe even win you their money