Get up to speed getting the most out of online marketing - Axbridge
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This document summarizes an online marketing workshop that covered several topics: 1. Search engine optimization and optimizing websites for mobile usage to improve reach. 2. Using mobile and location-based marketing like geofencing and beacons to target customers. 3. The power of email newsletters for engagement and generating sales. 4. Using social media like Facebook, Twitter and video to build your brand and engage customers. 5. Developing thought leadership through blogging, videos and guest posts to establish expertise.
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Get up to speed getting the most out of online marketing - Axbridge
- 1. Getting the most out of your Online Marketing Nina Goodwin: Cosmic IT @GUTS_SW
- 3. Housekeeping • Fire Alarms; • Breaks; • Mobile Phones; • Health & Safety.
- 4. Introductions Please introduce yourself to the rest of the group; your business and what you hope to get out of the session today.
- 5. Agenda • Background to Get Up to Speed; • Search Engine Optimisation (SEO); • Mobile marketing; • Engaging customers through Augmented Reality; • The power of e-newsletters; • Social Media; • Getting your content right.
- 6. Connecting Devon and Somerset • A ground breaking partnership encompassing 6 LA areas to deliver improved and superfast broadband to rural areas • Improved broadband (>2mbps) to every business and community across Devon and Somerset by 2016 • Faster broadband (>24mbps) to at least 90% of the area by 2016 • Without this project 700,000 residents and 26,000 businesses, with a combined turnover of £9 billion, have no certainty of receiving improved or superfast broadband from a commercial rollout
- 7. Update – March 2015 • More than 100,000 homes and businesses now have access to fibre broadband as a result of the CDS • Almost 90% of those can access speeds in excess of 24mbps
- 8. • Engineers have installed more than 78,000 km of underground optical fibres • 456 new fibre broadband cabinets are now ‘live’ • A further 224 fibre cabinets have been installed and are waiting for final works to be completed
- 9. Cabinets • The latest locations where new cabinets have gone ‘live’ since the beginning of the New Year include • Wells, Yatton, Winscombe, Wrington, Minehead, Chard and Crewkerne • Stoke Canon, Holsworthy, Chudleigh, Christow, Croyde West Monkton, Bratton Clovelly, West Coker, Churchill and Hartland.
- 11. Phase 1 - coverage
- 12. Phase 2 • BDUK announced a further £22.75m allocated to the CDS programme to support the extension of superfast broadband coverage to 95% of premises nationally. • • This has been matched locally, which means the programme has over £45 million further to invest in bringing superfast broadband to the area. CDS on track to reach ambition of 100% superfast broadband coverage by 2020. • Procurement completed by Summer 2015
- 13. How do I know when superfast is coming? connectingdevonandsomerset.co.uk/where-and-when/
- 14. What is Get up to speed? • Fully funded business and community support alongside roll-out of superfast broadband • Helping to ensure we all make the most out of the superfast broadband • Delivered by Cosmic Peninsula Consortium
- 15. Making online marketing work for you @GUTS_SW
- 17. PR Search TV Mobile Social media Radio Print affili ate Webina rs PPC Email Rapid Fragmented Two way Website New world marketing
- 18. The world has changed • Instantaneous response • Accessibility • Transparency • Accountability • Higher Expectations
- 20. Who has the biggest share of the pie?
- 21. How search works
- 22. • SEO basics video
- 24. How many pages do you have? • 47% of site visits from organic source • High levels of content • Broad phrase approach
- 25. Search Engine Optimisation • Get the basics right – MOBILE RESPONSIVE – Good quality relevant content – Good Quality Link building – Deep Linking – Sitemap – At least 200 words per page – Content, titles. Paragraph titles – Image titles, Page titles – Images – Update your site regularly – Does your Domain include Keywords? – Use Google Adwords for Keyword searches
- 26. Useful SEO checker – www.seositecheckup.com
- 27. 2. Think Mobile
- 28. Mobile facts • Mobiles now outnumber people – 4 to 3 • iPhone sales outpace births • More people own a mobile that a toothbrush • 90% of tweets are from mobiles • 70% of mobile searches lead to action in an hour • Mobile searches are up 400% • We have our phone in reach for 14 hours a day on average
- 30. Mobile marketing • Check in… • Facebook – Check-in to your business – Appears in friend’s feeds • And advertise alongside check-in – Voucher discounts and deals • Foursquare – Check-in – Vouchers and deals
- 33. Programmatic Advertising ‘iphone user, Cardiff, using Sky Sports App, after 8pm on a Tuesday, using Wifi’
- 34. John Lewis Case study Remind customers about the service in and around 10KM the stores The ad unit used rich media to attract attention through animation, showi a conveyor belt with items on it, and go to the John Lewis mobile site, or view the store locator. (CTR) 4x more effective than average for mobile. Dwell times on the locator– 3x longer than a typical desktop campaign.
- 35. First Tourism Geo-fencing campaign • $25k marketing campaign – brought $6.9m spending to the Montana ski area • Advertising campaign served to enthusiasts visiting – Ski shops – Airports – Outdoor shops – Etc • Geofenced and retained info when they re-entered
- 36. • http://www.wikitude.com/tour/wikitude-world-browser Use your camera as a browser….
- 37. Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
- 39. Aurasma • http://blippar.com • Create your own…and … tap-to-buy
- 40. Think mobile.. Is your marketing mobile friendly? • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals
- 41. 3. The Power Of E-News
- 43. E-newsletters • Currently - 50,000 subscribers • Has taken 5yrs to build • Segmented – Equine; – Shooting; – Farming;
- 44. E-news is measurable • 168,000 email subscribers • Biweekly • Current open rate ± 28% • ROI on each email activity is ± £10,000 for products in the email
- 46. Gather customers emails religiously • 3-4 stories; • Keep it simple; • Keep it visual; Builds loyalty and advocacy Creates 7 touch points for new sales
- 47. E-newsletters • Segment for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
- 48. Time for Coffee and Tea
- 49. 4. Be Social
- 52. Social Media – Trends for 2015 • Vlogging will continue to grow • Social Platforms more interest based • Ability to humanise your brand - This will be the single-most important factor in social media success in 2015
- 53. Listen Google Alerts Twitter Google Reader Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder Don’t be afraid to go back to basics Less time More time
- 54. Listen • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
- 55. Hashtag ideas • Sector specific • #windpower • #climatechange • Geographic specific • #devonhour • #somersethour • Campaign specific • #greenenergy • Media specific • #journorequest • #prrequest
- 56. #journorequest
- 58. Tweetdeck
- 60. What is content? PDF downloadable content Web pages Explainers Images Archived content Blogs Infographics Video Podcasts
- 61. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos Create Once Post Everywhere
- 62. Make it visual 2.4 times more likely to click on a post if images are present
- 63. Become a storyteller Make it visual, engaging, emotional
- 64. How does it make you feel?…. Where is the product?....
- 65. Video everything • Videos increase people’s understanding of your product or service by 74% - Digital Sherpa 2014 • “Video is going to be gigantic in 2015. The social content marketing world will put more dollars there, and YouTube and Vine will increase their impact.” Michael Walton SVP of Marketing and Product at Simply Measured • 45% of viewers stop watching a video after one minute. By the two-minute mark, 60% of viewers have tuned out
- 67. Video first? • Product descriptions, visualisations; • Expert analysis, talks; • Case studies, testimonials; • 1 in 3 Millennials watch online material and virtually no broadcast TV; • Becoming significant in search results; • Pre sales – research; • Post sales – support; • By 2017, video will account for 69% of all consumer internet traffic.
- 68. Embedded content - Addition of video Marks & Spencer • In one year, 3m minutes of video content viewed • M&S Consumers who watch the videos stay 2x longer on the site as those who do not watch them. • Boosted Basket Size 25%
- 69. Customer support Creating video content for customer retention & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.
- 70. Meformers vs Informers Researchers at Rutgers University found that only 20% of us are informers on social media, while the other 80% are meformers. Informers had more 2x followers of meformers. Sharing information is better for your follower count than sharing about yourself.
- 71. Who are the influencers in your industry
- 73. How do you find influencers?
- 74. Plan your content • 70/20/10 • 70% planned campaigns • 20% near future • 10% Real time
- 75. Content planning 6 week content planner w/c --------- --- 1 2 3 4 5 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
- 78. • Schedule posts for most popular times of the day • Use Klout or Buffer to schedule and see popular times of the day • If you schedule – don’t forget to be available for responses • Work with your planned business activities • Think about seasonal opportunities • Create your own opportunities!
- 79. Align your brand 5. Brand alignment
- 80. Use content to align your brand • Improve brand penetration – New age, audience – Different audience Help them to understand your story…
- 81. Mulberry – ‘hand crafted in Britain’ brand Commissioned a series of focusses on similar brands • Wedgewood • Aston Martin • Mackintosh Saying – ‘we are like these brands’ #mulberryteacup
- 84. Social Media and Thought Leadership 6. Thought leadership
- 86. Thought leadership • Blogging • Guest blogging • PR articles • Video interviews • Commissioners • Funders • GPs, referral routes • Friends/carers
- 87. Start to dominate your real estate This is your life Podcast • Downloaded 250,000 every month • My blog is the top leadership blog in the world, with more than
- 88. What can you do to help? • Host a session in work, in your community, in your Association? • Support the message – Become a champion – Distribute leaflets in your area – Distribute leaflets from work Any other ideas?