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Marketing and online advertising tips for summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on google keywords and advertising via social media.
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Online Advertising Tuesday, May 7th, 2013 Agnes Stawicki
@AgnesStawicki @mktgacademy
Content Advertising trends
Online Advertising Options Your website Directories Display Advertising Advertorials Search Advertising Social Media
Integrated campaigns
Summary
Advertising Trends A changing landscape
community involvement
advertising marketing research
media planning
public relations
pricingcustomersupport
sales strategy
M
ARKE T I NG S T RATEG
Y“Advertising is totally unnecessary. Unless you hope to make money.” – Jeff I. Richards
Trends in advertising Digital shift:
The influence of Gen Y and Gen X
Access to data:
Insight based decisions
Focus on experience:
Engaging not broadcasting
Online Advertising The home of our marketing message
FIRST THINGS FIRST:
Before you start, make sure your website is functional and professional.
Overview Type Function
Your website Digital home for your business
Directories Target audience, generate leads, good for SEO
Display Branding, awareness, focus based campaigns
Advertorials Soft sell, provide legitimacy, good for SEO
Search Target audience, quick traffic
Social Social word of mouth referral, 2-way communication
Your website
Your digital home
Centre of all your marketing efforts
Before you start advertising: Working website Contact information Easy to find program info Call to action Search engine friendly
Directory profiles
Put you in front of targeted eyeballs
Backlinks to your website improve your organic SEO
Increase your online footprint
Provide legitimacy
Work for you 24/7
Generate quality leads
Benefits
How many visitors (new vs returning)?
How do visitors use your website?
How would my camp be found in search results?
What modules are included (events, photos, videos) and are there any extra costs?
Do you offer tracking so I know how I’m doing?
How often can I change the content? Is help available?
Directory profiles
Buying Tips
Submit proper photos, logos and copy.
Complete all sections of your profile.
Link back to your website wherever possible, and direct users to a specific page.
Include messaging/imagery that is consistent with your brand and the flow of the user.
Remember about keywords. Build content around them.
Directory profiles
How to
Increase your brand awareness.
Keeps you top of mind.
Encourages action.
Provides ability to promote around timeframes and/or programs.
Display Advertising
Benefits
Typically sold on a CPM (cost per thousand impressions).
If sold on a monthly basis, ask how many impressions you are guaranteed per month.
Decrease your spend by targeting content pages, or users by geographical area (IP address).
Determine your targeted CPM rate (audience quality).
Consider the ad size and page location (top, side, bottom).
Consider pageviews/visitor when buying impressions.
Buying Tips
Display Advertising
Focus on 1 key message. Keep it simple. Include a call to action.
Consider the media environment and the frame of mind the user is in. Wording, colours, call to action.
Include messaging/imagery that is consistent with your brand and the flow of the user.
Link to a specific page of your website whenever possible. Your homepage may not be the best.
Test creative with rotations to optimize CTR and conversions.
Display Advertising
How to
Improve your organic SEO.
Engage with your audience.
Increase your online footprint.
Share your brand story.
Ignite emotion in readers.
Motivate action.
Advertorials
Benefits
Advertorials
Buying
Typically sold per article.
Determine how long the article will stay online and can you have a backlink to your website from it?
Ask about how many promotional views, and total views you can expect.
Consider your target audience and compare targeted CPM rates.
Hook readers within the first paragraph.
Don’t promote your product/service. Write a story that showcases your value and benefits.
Link back to your website wherever possible.
Include messaging/imagery that is consistent with your brand.
Include a call to action.
Advertorials
How to
Targets your most important keywords.
Supplement keywords you do not rank well for.
Drive new website visitors.
Stay top of mind (remarket).
Control your messaging.
Search advertising
Benefits
Search advertising
Buying Tips
Typically sold on a CPC (cost per click).
Decrease your spend by targeting keywords and geographical locations (IP address).
Add negative keywords so ads are not displayed to the wrong audience. (ex: jobs, camping).
Focus on quality over quantity of clicks.
Rule: Your paid search bounce rate should be lower than your organic search bounce rate.
Test out various copy and creative Title variations with/without keyword Different teaser content Landing pages you’re directing traffic to
Set up custom landing pages or direct visitors to a specific page if possible.
Monitor clicks + conversions daily and modify when needed
Target target target. Keywords + negative keywords
Search advertising
How to
Search advertising
How to
What’s a click worth?
Quality vs. quantity
Aim for a low bounce rate
Follow your website visitors
Remind users to come back to you
Stay top of mind
Strengthen your brand
Remarketing
Benefits
Remarketing
Buying Tips
Typically sold on a CPC (cost per click)
Decrease your spend by targeting keywords and geographical locations (IP address).
Add negative keywords so ads are not displayed to the wrong audience. (ex: jobs, camping)
Focus on quality over quantity of clicks. Manage your website lists and narrow based on those that produce results.
First things first: Exclude your internal IP address
Tag your website content
Set your remarketing duration. Default is 30 days.
Create multiple campaigns for each goal
Send users to well optimized landing pages.
Set frequency caps. Average 3x per day
Remarketing
How to
Social media Online platforms that allow people to freely
connect to each other & to brands
The Socialites 62% of adults worldwide (80% of Canadians)
actively use social media.
89% of moms with smartphones access Facebook on those phones, and moms are four times more likely to prefer to check social media on their smartphones.
To learn about which brands and products to buy, 73% of moms rely on recommendations from parenting-related social media.
Moms are social
Popular Social Platforms?
Social platform Snapshot
Facebook Visual, engaging, exclusive
Twitter Inclusive, chatty
Pinterest/Instagram Visual, aspirational
YouTube/Vimeo Visual, search
Google+ Exclusive, search, SEO
Facebook An engaged audience of campers, parents, and staff.
Easy natural fit for the camp community.
Options: Sponsored stories, FB page, FB event, website
Target by: Fans and friends of fans
Geographical location
Age
Interests, hobbies, keywords…
Benefits
Twitter People are influenced by people like them and
experts
Provides a social recommendation
Coming soon: Promoted tweets in search and timelines
Promoted trends and hashtags
Featured accounts to increase followers
Geographical location targets
Benefits
LinkedIn Professional network of target parents
Typically more expensive than Facebook or Google Adwords
Allow for video ads
Target by: Geographical location
Business position
Experience, associations, groups…
Benefits
Social Ads Build a social voice first
Keep people within the network
Test out various ad copy and photo use.
Monitor clicks + conversions daily and modify when needed.
Stop or modify campaigns if they are not performing.
Invest in the networks that generate results for you.
Make it easy for people to share.
How to
Online
Offline
Website
Integrated Marketing You can’t only be online
Money shifts Print advertising losses outweighed digital ad
gains by 8 to 1 in the first three quarters of 2011
Google’s revenues were $4 billion greater than those of the entire newspaper industry in 2011
YET: 67% of online searches are driven by offline content. People search for what they know.
Print media Brings legitimacy to your camp
Strengthens your brand
Builds top of mind placement
Is a catalyst for driving search, discussion and action
Can reach a target audience: local, community, beliefs, interests…
How to
Print media
Determine your objective
Compare media rates by CPM (cost per thousand)
Compare audience and targeted CPM
Ask about page placement
Ask about how readers use the media, how long they keep it, their attitude towards it
Buying
Print media Focus on one key message. Keep it simple.
Emphasize the benefit, not the product.
Focus on the consumer.
Include a call to action.
Consider the media environment.
Track: promo or QR codes, Digimarc, Augmented Reality, NFC Clips, target landing pages.
How to
Print media integration
How to
Tracking
Promotion code Easy tracking
QR Code Quick response for mobile
Augmented reality Enhanced reality
Digimark Digital watermark
NFC Chip Android, Samsung phones
Landing page Webpage optimized for conversions
Example
Call to action
Value Proposition
QR Tracking
Branding
Multi-channel advertising
Summary #mktgacademy
Campaign Checklist 1. Website: If someone hears about the program and
searches for it, what comes up? Is it easily found on my website? Do I have contact information and a registration form easily accessible?
2. Inquiries: Does the team know about the new program? Who is responsible for answering calls and/or emails? Do emails go to one location?
3. Advertising: Who is my target audience and where are they (online)? How can I get my message in front of them? What are my goals, what do I want them to do?
4. Flow: Is my branding and message consistent? Is it easy for consumers to understand my value proposition and take my intended action?
5 Tips to Online Advertising 1. Review your website: Is it working properly. Is it easy for
visitors to connect with me? How quickly do we respond?
2. Make the most of your current ads: Add information to directories. Work with partners. Check your landing pages.
3. Analyze and test your data: Set up ad variations and track conversions so you know what’s working.
4. Review your advertising campaign: Is it consistent? Does your brand & voice come through? Does it follow an easy flow?
5. Target: Review targeted CPM rates for each of your advertising partners. It’s about increasing quality leads.
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Checklists
Case Studies
Tip Sheets
