Brick by Brick, Building a Solid Digital Media Strategy

Sma l l Bus iness Sa les Summi t

Brick by Brick – Building a Solid Digital Media Strategy

Frithjof Petscheleit

Digital Media Strategist

Web Designer

Social Media Educator

BlueBird Business Consulting offers a full range of

digital media services from building a social media

strategy, website development and social media

training to fully outsourced social media

management services.

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Building a solid Digital Media Strategy

8 of 10 SMBs use Social Media for Business Growth

(Hubspot Feb 2014)

33,000,381 Internet Users in Canada

95%

500 Million Tweets / Day

(internetlivestats.com)

19 Million Users13 Million Canadians access

Facebook at least once a month

(2013 Financial Post)

40,000/sec Google searches

(internetlivestats.com)

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Back to the future

1Not allocating enough resources

Top 3 MistakesBusinesses still make

How can you squander even one more day not taking advantage of the

greatest shifts of our generation? How dare

you settle for less when the world has made it so

easy for you to be remarkable?

1

2

Not allocating enough resources

Too many sales pitches

Top 3 MistakesBusinesses still make

It’s called “Social Media”

Not“Buy my S**t

Media”

1

2

Not allocating enough resources

Too many sales pitches

3 No Plan

Top 3 MistakesBusinesses still make

Sales and

Marketing

Digital MediaAll

DepartmentsCustomer Service CEO

Concerns

Consider shifting resources from ineffective areas to

digital.

StaffingBig budget can be replaced

with creative talent and time

Drain on Staff resources

1Financial ConcernsHiring effective digital media

experts costs money

2 ROICalculating return on

investment can be difficult

3

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$$ Investments

Direct investment only

pay per click

AdsWeb design,

Platform design

Infrastructure Owner hours

Staff hours

Agency hours

Hours

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Strategies

These are mostly ineffective and a waste of resources!

What ever is easiest1

The cheapest2

What others do3

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Posting ads or

listings on

Facebook is

NOT Marketing

Posting

“Stuff”

Digital Media AssetsMore than just Social Media

WebsiteResponsive / Mobile

Static company

information, contact

and point of sale

BlogCenter of Web presence

Center of Website

SEO, Relationship

building, building

trust

Email MarketingNurture Relationships

Over 90% saturation

Increasingly mobile

Social MediaDaily real-time conversation

Inform, entertain, build

relationships and trust

ImageDigital Story telling

Pinterest, Instagram,

Flickr….

VideoEntertain and Inform

YouTube, Vimeo,

Vine, Instagram

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Digital MediaStrategyDigital MediaStrategy Define

target

audience

1 Each audience

requires a unique

strategy

Research

Audience

preferences

2 surveys, analyze

competition

ask and listen

Execute3 Create content plan

aligned with

Business goals

Analyze4 Everything digital

can be measured

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Digital MediaStrategyDigital MediaStrategy Define

target

audience

1 Each audience

requires a unique

strategy

Research

Audience

preferences

2 surveys, analyze

competition

ask and listen

Execute3 Create content plan

aligned with

Business goals

Analyze4 Everything digital

can be measured

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Where do they live?

How old?Where

dotheyHang out?

Where are

they in Life?

Define AudienceThe better you can define your audience the more effective you

can be

Create a strategy for each audience

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Putting the pieces together

Content Marketing PlanNo outside provider can know your business as well as you do

You have to take charge!

AlignAlign digital marketing

with business plan

and offline marketing

Publishing CalendarPlan content

according to audience

and goals

DirectionCompany owner /

CEO to provide

direction

SupportUse one piece of

content on different

platforms

BrandingCarry your logo,

colours style through

all of your assets

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ContentConsideration

s

Call to action

DefineGoal

Consider differentCultures

Share

PostUpdate

What worked? What didn’t ?

Analyze

Don't be afraid to get creative and experiment

Listen & Analyze

Monitor

keywords

Survey

audience

• Google Analytics• Facebook Insights• ……

Analytics

Listen

AdjustStrategy

What worked?

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WebsiteBlogEmail

Facebook Twitter

Snapchat

InstagramYouTube

Pay per click

LinkedInSEO

Webinars

Pinterest

Podcasts

Your next stepsA digital media strategy needs to be reviewed and adjusted

continuously

Gain control

over all online

assets• Website• Social Media• Analytics

One

Find your target

audience and

find out where

it spends time

Two

Create strategy

Marketing plan

Communication

s plan

Budget

Three

Learn what

worked and

what didn’t

Adjust strategy

regularly

Four

Control Decide onTarget

Plan Execute&Adjust

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BlueBird Business Consulting

/BusinessBluebird

@BluebirdBC

ca.linkedin.com/in/bluebirdbc

50% off 1hr Digital Strategy consultation

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