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Digital Marketing Strategy - Coggle Diagram
Digital Marketing Strategy
Understand Digital Marketing
What opportunities might you get from being online?
Connect with the whole world
Increase your scale of influence
Most of the world buy stuff online. Via Internet is the easiest way to reach customers
2.5 billion smartphones are being used nowadays
60% searches are done on mobile devices
Learn about your customers
Using Google Analytics
Communicate and support better
Google reviews on Google My Business
Facebook, Instagram, Twitter
Learn about digital marketing channels
SEO
Tips to success
Run keyword research
Publish useful, high quality content
Make web-pages search friendly
Where customers look for local businesses
Google my Business
How to inform them that you are active
Update your business info
Add photos of your team and business
Add a virtual tour
Always respond to reviews (good or bad)
Bing Business
Yell listing
TripAdvisor
Let's get started
Sign up for Search Console
Submit your content on Google
Monitor how you are doing on the search engine
Set up alerts on critical issues
Help Google find your content
Submit a sitemap
Promote yourself online and offline
Update your content
Help Google understand your content
Create unique web titles
Create good titles and snippets
Use heading tags to emphasize important text
SEO vs SEM
SEO
Search listings are free
You optimise keywords
Can take time to rank first on the Google page
SEM
You pay for search listings
You bid on keywords
You can get onto the first page straightaway
SEM
Important terms
Paid texts and shopping ads
Organic search list
Search query
How to get started
Create a campaign on Google Adwords
Log in to Google Adwords
Select Search campaign type
Select your campaign goal
Pick the right keywords
Link the keywords to your business goals
Manage the keywords
Refine them with negative
Write a compelling ad
Focus on user's ad benefits
Write a compelling headline
Implement all ad extensions
Copy that appeals across devices
Tips to success
Optimize your keyword list
Boost your ads with extensions
like Contact forms
Connect your analytic account
SMM
How can you use it
Generate more sales
Add value to your brand
Improve your marketing
Organic social media
You will reach your friend and their followers
Free
Paid social media
You can reach everyone (people do not have to follow you)
Pay for views, clicks or actions
How to get started
Identify your target audience
Demographics
Profession
Location
Interest
Behaviour
Choose your social media channels
Start with 1 or 2
Enter new channels gradually
Facebook, Linked In, Instagram, Pinterest, YouTube
Post engaging content regularly
Photos
Videos
Blog articles
Infographics
Live broadcast
Tips to success
Set yourself a goal
Understand your audience
Consistency and regular updates
Using social media to gain attention, traffic and reach new people
Display advertising
Create a campaign on Google Ads
Log in to Google Ads
Select Display campaign type
Select your campaign goal
Choose your targeting
Use the display planner
Keyword, Placement, Interest, Demographic targeting
Create ad creative
Right language
Clean and simple imagenary
Compelling call to action
Catchy copy
Tips to success
Understand your customers
Enhance with remarketing
Special discounts, loyal programs
Test and optimise
Display advertising on different websites with different formats, mainly showed up as images
Email Marketing
How to get started
Select email marketing platform
Free platforms like MailChimp
Paid platforms like ActiveCampaign, SendGrid, Drip
Build a list of relevant clients
Make sure that you have got the permission of your clients when you contact them
Do you let me send you emails about new offers?
Use your content to generate new contacts
Invite to subscribe
Segment and group the list
What is your gender, intersts, age?
Based on gender, age, interest, profession, demographics
Create relevant and useful content
Treat your users as VIPs
Personalise your emails
Keep it useful
Tips to success
Segment and group the list for relevant content
Keep it simple and send 2 or 3 devices as tablets and mobiles
Measure the open and click rates to optimise your campaign
Collecting email adressses to communicate with potential customers
Content Marketing
Video
Blog
Case studies
Guides
How to get started
Build customer example profiles
Persona profiles (Demographics, age, gender, interests, profession)
Create different profiles for each customer segment
Create a customer journey map
Identify the steps that users take from awareness to purchase
Think of question and information required to make a purchase
Use content to generate business
Facilitate customer's journey
Distribute the content on the right channel to reach your target audience
Include a call to action
Tips to success
Use content to facilitate the sales process
Use storytelling to engage the audience
Distribute the content to maximise reach
Measure performance and optimise
Creating and sharing different types of content such as blog posts , videos, guides to draw people's attention
Build a Digital Marketing Plan
Businees goals and objectives
Always match your business goals with online objectives
Objectives
Increase traffic to website
Increase online sales
Increase social media page likes/followers from my customers
Increase online reach and awareness
Business goals
Reach more people in local area. Get more customers through my door
Make people aware you exist- Increase online reach and awarenss
Budget and resources
Free
Google my Business
Bing Business
Yell
TripAdvisor
Paid
Audience
Asssess your most relevant audience
Like females in their 30's with children who use their Facebook profiles
Segment your audience by demographics, age, interest
Decide what channels
Online objectives
Increase customer loyalty
Social Media, Content Marketing, Email Marketing
Marketing channels
Increase online reach and awareness
Display, Social Media, Content Marketing
Increase website sales
SEM, SEO, Email Marketing
Increase traffic to website
SEM, SEO, Email Marketing
Plan your activity
Reach more people in my local area and get more returning customers. What are the free options?
Free
Set-up Facebook page, collect reviews and post pictures of customers hairstyles
Use Facebook advertising to target people in your local area with an offer to attract customers
List your business on Google My Business and create a free website with Google website
Measure (SMART)
Set
smart
objectives
To increase online sales by 20% within 3 months
To increase brand awareness on Facebook by growing our audience with new people by 40%