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Harriet Wild
Harriet Wild

Digital Marketing for Food for Thought

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20 MINUTE GUIDE TO DIGITAL MARKETING Harry Wild
Digital Marketing, Eden Project PR Director, Paul Ainsworth Marketing, River Cottage Director, Go Wild Communications Communications Director, WREN Director, Greater Exeter Skills Co-Tweeter, Devon Food Hour Topsham Pool committee Founder, Wadebridge Street Party Writer, Food Mag Emotive 360
(Hint – it’s not just social media…) WHAT IS DIGITAL MARKETING?
Digital marketing is engaging with online communities to generate exposure, opportunity and sales. Bringing a narrative to life.
- Link building - Blog writing - Pay per click advertising - Optimised copy - Social media content - Targeted advertising - Digital partnerships - Video / images
Why digital? • Immediate and direct • Cost effective and easy to measure ROI • Campaigns can be easily adjusted / scaled up or down • Faster to execute • Often interactive • Own your slice of the Internet
CREATING A DIGITAL CAMPAIGN • Aim • Objectives • Deadlines • Key Performance Indicators
BRAINSTORM IDEAS • Identify your community • Influencers • Partners • Experiential • Content ideas
OWN YOUR CONTENT CHANNELS • Website • Blog • Twitter • Twitter hour • Facebook • Instagram • Google+ • Pinterest • YouTube • Wiki sites • Citizen journalism
CONTENT PLAN
ENGAGING CONTENT • Evokes an emotion • Unusual / Interesting • Short - accessible • Lists – top 10 • Visual • Links somewhere • Iconic location • Call to action
ENSURE PEOPLE CAN FIND YOU • Keyword research • Page rank research • Engage with your community • Use online and offline methods to promote digital platforms • Regular posts
Link building
BE DIRECT
EXPERENTIAL CREATE A BUZZ
MONITOR
EVALUATE • What works • What doesn’t work • Keywords • Popular pages • Conversions • Traffic sources
QUESTIONS? @harrycornwall | harry@gowildcommunications.com

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