Learn the fundamentals of how to implement a modern digital marketing strategy designed attract, engage and convert more ideal customers in 2016. Understand the do’s and don’ts of Google’s best practices for the web, and how these best practices should influence your website and digital marketing strategy. Take away practical tactics and tools that you can implement to propel your business forward in 2017.
Stay tuned for video and blog content to come.
2. “It is always,
The simple,
That produces,
The Marvellous”
- QUOTE FROM
MAHATMA GANDHI
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
3. Most SMEs are stuck in the same cycle.
They’re spinning their tyres trying to figure out and make work
either one of, or a combination of the following:
- How to attract more new leads
- How to better engage with those leads
- How to convert more leads to customers
And completely ignoring the simple fundamentals of sales & marketing.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
5. Hi, I’m James Banks. I started building websites over eight years ago.
After building several successful websites in various niches (property,
finance, construction, engineering), I’ve focused on what I love doing the
most: building and marketing the online presence of SMEs.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
6. I have developed my approach to digital marketing over the many years
since getting my feet wet in the industry, and it has helped me create and
implement a few wildly profitable digital marketing strategies that have
generated many millions of dollars in sales for my clients.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
7. A few digital marketing myths that need to be dispelled before we move forward…
Digital marketing is not the holy grail magic bullet that will fix all your life’s problems
There are no guarantees in digital marketing. Anyone who offers you guarantees is either
lying through their teeth, doesn’t know what they are doing, or is a scam artist.
There are no one-size fits all solutions in digital marketing that will produce the exact
same results for every business in the world
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
8. What I’m going to show you in this presentation today is how to
understand the fundamentals of a modern digital marketing strategy
that you can take and implement into your own business that can help
you generate more leads, better engage with prospective customers, and
to convert more sales.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
9. The key thing to understand: whatever I am about to show and tell, be
sure to pass everything through your own mental filters of logic and
reason so you can decide what is the best way to implement what makes
sense to you and for your own business.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
11. I’m also going to share with you:
• The biggest mistakes I see most SMEs make when it comes to digital
marketing
• The approach and process that know based on my experience is
working right now for SMEs in the local, national and even
international market.
• How a simple, predicable and repeatable Digital Marketing Strategy
can be implemented into your business to help you generate more
consistent leads and sales.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
12. So, if you’re a new or recently established small to medium business
looking to grow using digital marketing as the platform to facilitate that
growth, you are definitely in the right place.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
15. The most important thing to get right with your digital
marketing strategy is how it fits into your greater business strategy.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
16. Your greater business strategy will fundamentally
underpin how much you can output or return from
your digital marketing strategy based on your
input of time and/or money.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
17. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
TRADITIONAL BUSINESS MODEL FUNDAMENTALS
OPERATIONS FINANCE
SALES &
MARKETING
18. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
TRADITIONAL BUSINESS MODEL FUNDAMENTALS
OPERATIONS
FINANCE
SALES &
MARKETING
DIGITAL
MARKETING
20. MYTH: My customers are not online
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
21. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]
FACT: Although that could be true for certain fringe cases at this very point in time,
consider the following…
86% of the total Australian population uses Google Search
61% of the total Australian population is an active monthly user on Facebook
60% of the total Australian population watches videos on YouTube
Roy Morgan Research, socialmedianews.com.au
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
22. GOOD IDEA + POOR EXCEUTION =
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
23.
24. BAD IDEA + GOOD EXCEUTION…
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
25.
26. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
GOOD IDEA + GOOD EXCEUTION =
27.
28. So where is the first place to start?
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
32. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
Questions that you’d want to have some pretty decent answers to before proceeding:
Who is my ideal customer, and where do they hang out (online)?
Where are they located in the world and what are their demographics?
What are their primary pain points and challenges?
How can my product/service/solution help them overcome their challenges?
33. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
For more, go to: web3.com.au/website-strategy-introduction/
42. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
NEW
BUSINESS?!
GET A DOMAIN
NAME & WEB
HOSTING!
GET ONLINE
WITH A SIMPLE
ONE PAGE
WEBSITE!
43. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
5 Key Questions Every Good One Pager Website Should Answer:
• What do you do and why should I care?
• What market/audience do you serve and where are they located?
• Where’s the trust, proof and evidence to back up your claims?
• How much does it cost (if cost is indeed a selling point)?
• How can I buy/get in contact/subscribe to whatever it is that you are selling?
44. 3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
10 Steps to Get Your Startup Online in 30 Minutes for $10
goo.gl/XAVImE
[CASE SENSITIVE]
46. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]
How To Pick A Good Web Designer From A Bad One:
• Do they genuinely understand my business goals, objectives, wants and needs, and can
demonstrate a logical pathway to get me to where I want to go?
• Do they have any evidence, case studies and examples of work that prove they know
what they are doing?
• Do they understand that a website should be viewed as a platform for business growth,
rather than just a bunch of pretty pictures on a page?
• If you are redesigning your existing website, do they ask to view your website’s data/
Google Analytics profile, and are they making data-driven decisions to how to improve
your new website based on what the data is depicting?
•
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
47. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]
How to find a web design rockstar [Blog + Podcast]
goo.gl/MQyAZK
[CASE SENSITIVE]
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
48. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
Things You Should Have In Place With Your Website
• Google Analytics installed with Goal Tracking configured so that you can measure your
website’s conversion rate.
• Each major webpage [Homepage, About Page, Contact Page etc] has a clear next step/
call to action that takes your visitor closer to your conversion point [form submission,
phone call, checkout, subscribe etc]
• If you handle leads over the phone, make sure your phone number is visible across all
pages (ideally in the header) and is click-to-call enabled. [ADVANCED TIP: Use a call
tracking software solution like calltrackingmetrics.com to track your website phone call
conversion rate]
51. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]
Potential online methods to attract people to your website:
• Organic Search Engine Marketing
• PPC: Google AdWords, Facebook Ads, Youtube Video Ads, Instagram etc
• Social Media
• Email Marketing
• Display/Banner Advertising
• Affiliate Marketing
• Influencer Marketing
• Online PR Advertising
• Listings/directory websites
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
52. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]
MYTH: You should throw every single marketing dollar you have
into online marketing
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
53. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]
FACT: A true multi-channel marketing strategy that may, or may
not, include offline marketing is the best way to build a strong,
resilient lead acquisition model.
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
55. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
If you have no lead acquisition model, or you do but the leads are
inconsistent, and you need to get leads immediately in a scalable
and repeatable manner, then you should consider PPC.
56. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
But what about SEO?
57. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
If there is a market actively searching for your product/service/
offer, then you should consider SEO.
But first, do the market research.
58. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
How to identify if there is a market searching for your product and service:
• If you have Google Analytics & Search Console installed on your website, you can use
the Acquisitions & Search Analytics views to see what keywords people are typing in to
get to your website.
• Google your service titles or product categories and see what website has the organic
position #1 ranking for that keyword. Plug their domain into semrush.com so you can see
how much traffic they are getting from organic search and what other keywords they are
ranking for.
• You can plug these keywords into Google Keyword Planner & semrush.com to get an
idea of the monthly search volume for your product or service (don’t forget to geoshape
your results!)
59. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
Our blogs and podcast episodes on SEO
goo.gl/jSb9Bo
[CASE SENSITIVE]
60. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
CONTENT
MARKETING!
SOCIAL MEDIA!ORGANIC SEO!
!
!
WEBSITE
!
!
61. Typical Google AdWords Lead Acquisition Funnel
1.
Google Ad
[Attract]
2.
Website
[Engage]
3.
Next Step
[Convert]
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
62. Typical Google AdWords Lead Acquisition Funnel
1.
Google Ad
$2-3 per click
2.
Website
10% Conversion Rate
3.
Next Step
50% Conversion Rate
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
63. Typical Google AdWords Lead Acquisition Funnel
1.
Google Ad
Pay Per Click
2.
Website
10% Conversion Rate
3.
Next Step
50% Conversion Rate
3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
$2-3 Per Click $20-30 Per Click $40-60 CPA
64. PREDICTABLE PROPERTY BUYER LEADS [CASE STUDY VIDEO]3 STEP DIGITIAL MARKETING STRATEGY FOR 2017
Google AdWords!
Display
Network!Facebook Ads!
!
!
WEBSITE
!
!