Get the Most Bang for Your Buck with Digital Marketing.

Transcription

1 Get the Most Bang for Your Buck with Digital Marketing

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3 TODAY Explore a framework for thinking about digital marketing Look at some common services Learn how to measure success

4 The Framework

5 The Framework 1. Maximize Free Opportunities

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7 Own your own domain, own your own website. Make it mobile-friendly, fast and usable.

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10 Build These Out Completely: google.com/business/ bingplaces.com/ mapsconnect.apple.com/ yelp.com facebook.com tripadvisor.com

11 Facebook 1. Algorithim holds the power 2. They want you to pay to play 3. Good content can still surface 4. Mobile is everything 5. Leverage insights to find out what your customers WANT

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13 1. Powerful when you need an action 2. Collect addresses everywhere 3. Use Mailchimp to send s 4. Keep them simple; mobile friendly 5. Make them indispensable; add value 6. Segment your audience 7. Review your stats

14 The Framework 1. Maximize Free Opportunities 2. Communicate With Purpose

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16 Who are your customers, what are their needs & goals? How are you addressing them?

17 A marketing plan allows you to communicate with purpose, and with goals. Can t do digital marketing without one.

18 As much as possible, make your marketing goals quantifiable and deadline driven.

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20 MAGAZINES Addresses interests & needs of their readers/customers Has departments that address particular segments or topics Plan content 12 months out to facilitate ad sales

21 January February March April Goal Achieve 50% Occupancy for Mtg Space 85% Occupancy Rate Boost loyalty member rebooking rate by 10% 50% Occupancy for Mtg Space Event/Campaign Free SMB Financial Workshops Holiday Weekend Sale VIP Event For members Open House Web Workshop info with Story 1- presenter info Story 2 financial advice Sale info Page Story 1- Homepage announcement. Story 2 - Love stories Event signup page Announcement blog post Loyalty perks feature General Partner with presenters Thank you General to all customers Segemented to previous Feb. guests General to encourage loyalty signups Segmented to existing members Thank you Facebook Workshop preview How-To posts 1 Promoted CTA post Love Stories 1 PROMOTED sale post Flower vendor showcase Duplicate web content Photos from event Thank you Media Press release Media Workshop invite Press release Comp a room to writer Press release media invite

22 What is your magazine? Tell compelling stories. Don't talk about yourself. Be useful.

23 The Framework 1. Maximize Free Opportunities 2. Communicate With Purpose 3. Spend To Achieve Leverage

24 When & what are your key revenue drivers? Where can investment leverage your free efforts?

25 January February March April Goal Achieve 50% Occupancy for Mtg Space 85% Occupancy Rate Boost loyalty member rebooking rate by 10% 50% Occupancy for Mtg Space Event/Campaign Free Workshop Workshops Holiday Weekend Sale VIP Event For members Open House Web Workshop info with Story 1- presenter info Story 2 financial advice Sale info Page Story 1- Homepage announcement. Story 2 - Love stories Event signup page Announcement blog post Loyalty perks feature General Partner with presenters Thank you General to all customers Segemented to previous Feb. guests General to encourage loyalty signups Segmented to existing members Thank you Facebook Workshop preview How-To posts 1 Promoted CTA post Love Stories 1 PROMOTED sale post Flower vendor showcase Duplicate web content Photos from event Thank you Media Press release Media Workshop invite Press release Comp a room to writer Press release media invite

26 Let s Look at Some Common Services

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28 Google Adwords Buy the keywords people enter to find you, your business, your products, your competitors. Make sure you send them to a page that converts otherwise you are wasting money. Adwords works well for targeting things, concepts, places. Facebook Promote stories and posts that users engage with. Make sure you tie the ad to an action otherwise you are wasting money. Facebook works well for targeting people and lifestyles.

29 By bidding on keywords, you make sure you show up in searches. You only pay when someone clicks on your ad. You can set your own daily budget.

30 Facebook Promote stories and posts that users engage with. Make sure you tie the ad to an action otherwise you are wasting money. Facebook works well for targeting people and lifestyles. Don t over focus on Likes. Focus on engagement.

31 How Do You Measure ROI?

32 If you have an action online, OR, if your website is part of your sales funnel, then use Google Analytics & goals.

33 If you use Adwords, and need/want people to call, use a Google forwarding number.

34 If Running a Social Campaign, use a coupon or sale code.

35 January February March April Goal Achieve 50% Occupancy for Mtg Space 85% Occupancy Rate Boost loyalty member rebooking rate by 10% 50% Occupancy for Mtg Space Event/Campaign Free Workshop Workshops Holiday Weekend Sale VIP Event For members Open House Web Workshop info with Story 1- presenter info Story 2 financial advice Sale info Page Story 1- Homepage announcement. Story 2 - Love stories Event signup page Announcement blog post Loyalty perks feature General Partner with presenters Thank you General to all customers Segemented to previous Feb. guests General to encourage loyalty signups Segmented to existing members Thank you Facebook Workshop preview How-To posts 1 Promoted CTA post Love Stories 1 PROMOTED sale post Flower vendor showcase Duplicate web content Photos from event Thank you Media Press release Media Workshop invite Press release Comp a room to writer Press release media invite