Engage with your audience and find new customers online. An introduction to what opportunities you might get from being online and how to do it.

1. BuildingA
Digital
Marketing
Plan
to engage with your audience and find new customers online.
@PERSPECTiVEiX

2. We Live InA
MobileWorld
Of
Social Media
2
45 Million
Ac#ve social media users in the UK.
72%
of people in the UK buy on mobile.
1h 50m
Average daily use of social media.
- WeAreSocial/Hootsuite's

3. What
Opportunities
MightYou
Get From
Being Online?
3

4. Reach More
People
4“As of April 2019, more than half the world's
popula:on (58%) are online & more than 45 per
cent of them are ac:ve social media users. Mobile
phone penetra:on is at 66 per cent.”
- WeAreSocial/Hootsuite's
7.70 Billion 3.50 Billion4.44 Billion
Urbanisation:
56%
Penetration:
58%
Penetration:
45%
World Popula9on Internet Users Ac9ve Social Media Users

5. LearnAbout
Your
Customers
“Social networks are the number one source of
inspira:on for customers’ purchases.”
- PwC
Learning about your customers and what
inspires them can make the difference for
your business.
5

6. Communicate
And Support
Better
6
“Customer Experience will overtake price and
product as the key brand differen:ator by the
year 2020.”
- Walker
And social networks are crucial to customer
experience!

7. Get More
And Better
Feedback
7
“AQer one nega:ve experience, 51% of
customers will never do business with that
company again.”
- NewVoiceMedia
Make sure they come back!

8. Digital
Marketing
Channels

9. Digital
Marketing
Channels
SOCIAL MEDIA MARKETING (SMM)
9
SEARCH ENGINE OPTIMISATION (SEO)
SEARCH ENGINE MARKETING (SEM)
DISPLAY MARKETING
EMAIL MARKETING
CONTENT MARKETING

10. Search
Engine
Marketing
(SEM)
means paying for your message (ad) to
appear in search results. SEM is type of
Search Marke#ng. 10

11. Search
Engine
Optimisation
(SEO)
means op#mising your website, so it
shows up higher and more oGen in
search results. SEO is the other type of
Search Marke#ng. 11

12. Social Media
Marketing
(SMM)
means using social networks, such as
Facebook, TwiKer, Instagram and
Snapchat to gain traffic, aKen#on and
reach new people. 12

13. Display
Marketing
means online adver#sing in various
formats such as text, image, and video
formats on different websites across the
internet. 13

14. Content
Marketing
means crea#ng and sharing different
types of content such as blog posts,
videos, guides, ebooks and infographics
to aKract aKen#on and drive traffic to
your website. 14

15. Email
Marketing
means collec#ng and using emails to
communicate with your current and
poten#al customers. 15

16. Search
Marketing

17. Search
Marketing
17
• Organic Results are the outcome of
usually long-term Search Engine
Op#misa#on (SEO).
• Paid Ads show up when your pay (in a
bidding war) for that space for a Search
Query.

18. Display
Marketing

19. Display
Marketing
19
Image Ads
Video Ads
Text Ads
• is adver#sing on websites or apps through
different ad formats made of text, images,
video.
• Display marke#ng can be used on both
desktop and mobile devices.

20. DisplayAds
Example
20

21. Display
Advertising Is
Right ForYou
If…
21
your goal is to increase overall
awareness & get your ads seen
by a large number of people.
you want your target audience to
see your ads as they surf the
web.
you’re looking for more people
like your exis#ng customers.

22. Social
Media
Marketing

23. Organic
Social Media
• It’s FREE!
• Usually, you will only reach your followers
and their friends.
• Your content appears on your [business]
profile and in your followers’ newsfeeds.
23

24. Paid
Social Media
• You pay for views, ac#ons or clicks.
• You can reach anyone even if they are not
following you.
• You don’t need to have an ac#ve page or
profile to adver#se.
24

25. Which
Platforms?
Today, there are numerous social media
plaXorms, but unless you have an unlimited
budget and a very large team, you cannot
u#lise them all.
To make sure you pick the right one(s) to be
ac#ve on, ask yourself these ques#ons:
25

26. Which
Platforms?
• Where does my target audience hang out?
• What type of content can I create?
• Text, Image, Video, Audio
• How o@en can I create content for that
plaXorm?
• How much can I spend?
26

27. 27
Which
Platforms?

28. Example:
28
ITSupport
Business

29. 29
Coffee
Shop
Example:

30. 30
Hairdressing
Business
Example:

31. Social Media Is
Right ForYou
If…
31
you’re looking to increase overall
awareness & reach new people
online.
you want to collect feedback &
pictures & other types of content
from your customers.
you’re looking for more people
like your exisBng customers.

32. Email
Marketing

33. Email
Marketing
33
“Email marke:ng has an average ROI of
3,800 per cent. For every dollar invested, the
average return is $38.”
- Salesforce
This must clear things up!

34. Email
Marketing Is
Right ForYou
If…
34your goal is to build loyalty with
your customers & increase repeat
website visits & purchases.
you are able to collect email
addresses from your customers
and website visitors (or already
doing it).
you want to reach your audience
directly in their inboxes &
provide personalised value.

35. Content
Marketing

36. Content
Marketing
Should…
• Inform
• Educate
• Advise
• Entertain
• NOT Sell!
36

37. BuildingA
Digital
Marketing
Plan

38. 6 StepsTo
BuildingA
Digital
Marketing
Plan
03. AUDIENCE
38
02. BUDGET AND RESOURCES
01. BUSINESS GOALS AND OBJECTIVES
04. DECIDE WHAT CHANNELS
06. MEASURE (SMART)
05. PLAN YOUR ACTIVITY

39. 1. Business
Goals &
Objectives:
Jack,The Barber.
Jack is a barber. His business goals are…
• to get more customers through his door
(new and past) and
• make more people in his area know his
business exists.
39

40. 1. Business
Goals &
Objectives:
Jane,The Baker.
Jane is a baker. Her main business goals are…
• to increase sales of her cupcakes and
• make sure people are finding her business
when looking for similar products.
40

41. Translate
Your
Business
Goals
To Online
Goals
MAKE MORE PEOPLE AWARE YOU EXIST ⇢
41
⇣⇣⇣
BUSINESS GOAL
SELL MORE PRODUCTS ⇢
GET MORE RETURNING CUSTOMERS ⇢
GET FOUND BY MORE PEOPLE ⇢
INCREASE ONLINE REACH & AWARENESS
⇣⇣⇣
ONLINE OBJECTIVE
INCREASE WEBSITE SALES
INCREASE TRAFFIC TO WEBSITE
INCREASE FACEBOOK PAGE LIKES FROM
CUSTOMERS

42. 2. Budget &
Resource
Jack doesn’t have a website yet as it’s too
much of an investment right now.
42
What is possible for Jack?

43. 2. Budget &
Resource
Jane has a mobile-friendly website with
some analy#cs soGware.
43
What is possible for Jane?

44. 3.Audience
44
How well do you know them?
When thinking about your audience, you should start
with a wide group and narrow it down to a few profiles.
Think about their
• Occupa:on
• Educa:on level
• Age
• Loca:on
• Device
• Interests

45. 45
3.Audience
But remember customers are people, not stereotypes.
Really focus on WHY for those profiles? Why do they
think and act the way they do. Get to KNOW THEM.
How well do you know them?

46. 3.Jack’s
Audience
Jack is targe#ng males in his local area. His
most valuable customers are males above 24
years old. They normally work full-Bme.
Most of them use Facebook and Instagram.
And they come back.
46
How well does Jack know them?

47. 3.Jane’s
Audience
Jane is targe#ng anyone who might be
interested in buying personalised cupcakes
as gi@s. Her main audience is males &
females between 25- 34. They are oGen in
relaBonships and use Instagram a lot!
47
How well does Jane know them?

48. Business Goal
⇣
Online ObjecBve
⇣
Increase Online Reach
& Awareness
DISPLAY ADVERTISING
48
SOCIAL MEDIA CONTENT MARKETING
4. Marketing
ChannelsWhich ones are right for you?

49. Business Goal
⇣
Online ObjecBve
⇣
Increase Website Sales
SEARCH ENGINE MARKETING (SEM)
49
SEARCH ENGINE OPTIMISATION (SEO) EMAIL MARKETING
4. Marketing
ChannelsWhich ones are right for you?

50. Business Goal
⇣
Online ObjecBve
⇣
Increase Traffic To
Website
SEARCH ENGINE MARKETING (SEM)
50
SEARCH ENGINE OPTIMISATION (SEO) EMAIL MARKETING
4. Marketing
ChannelsWhich ones are right for you?

51. Business Goal
⇣
Online ObjecBve
⇣
Increase Customer
Loyalty
SOCIAL MEDIA
51
EMAIL MARKETING CONTENT MARKETING
4. Marketing
ChannelsWhich ones are right for you?

52. 5. PlanYour
Activity
52list his business on Google My
Business & other online
directories.
set-up an Instagram account, and
post special offers & pictures of
customer hairstyles.
use Facebook adver#sing to
target people in his local area
with an offer to aKract new
customers.
Jack’s online objec#ves are to reach more
people in his local area and get more
returning customers. He doesn’t have a
website yet. He can
Focus on the Details

53. 6. Measure
53
How will you know if you’ve succeeded?
To reach a goal, first, you need to define it.
But how can you ensure you have the right
objec#ve to work toward?

54. “IfYouAimAt
NothingYou
Will Hit It
EveryTime.”
- Zig Ziglar
54

55. Be SMART
About It
55
• Specific
• Measurable
• A>ainable
• Relevant
• Timely

56. Translate
Broad
Objectives
To SMART
Objectives
SMART OBJECTIVE ⇣
56
TO INCREASE ONLINE SALES
BROAD OBJECTIVE ⇣
TO INCREASE ONLINE SALES BY 15%
WITHIN 2 MONTHS
BY OPTIMISING OUR WEBSITE
SMART OBJECTIVE ⇣
TO INCREASE BRAND AWARENESS
BROAD OBJECTIVE ⇣
TO INCREASE BRAND AWARENESS ON
FACEBOOK
IN 3 MONTHS
BY GROWING OUR AUDIENCE BY 30%

57. WhatAreThe
Next Steps?

58. 01.
02.
03. 04.
WhatWe Can
HelpYouWith
03. Website Design
Now that everything is ready, we’ll talk you through
‘how to’ do what you need to do to get the results
you want.
04. Strategy Execu9on
Analysing your assets, goals and current online
presence.
01. Brand Audit
Analysing and translating your business goals to
online goals and creating a roadmap for you to
reach them.
02. Brand Strategy
A Squarespace website designed and built for you
based on your goals and strategies.
Get In Touch

59. hello@perspecBveix.com
perspecBveix.com
Let’s
Connect

60. About @PERSPECTiVEiX
Get Empowered by Social Media
Your brand is your promise;
and your biggest asset is your authenBcity.
We help you leverage them to
triumph in the aWenBon economy.

61. hello@PERSPECTiVEiX.com
email
social media
website