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COMING BACK FROM COVID-19
A New Digital World
Hosted by:WVU Encova Center for
Innovation & Entrepreneurship
• 2161 University Ave. Suite 450
Encova Center
Where is the Encova Center located?
Encova Center for Innovation and
Entrepreneurship
Community Business Division
Educational Programming
Strategic Business
Consulting
Anna works with West Virginia entrepreneurs, small
businesses, students from West Virginia University, and
other entities to help with all aspects of business planning,
starting a business, and business growth and expansion.
In her role, Anna provides and supports the identification
of resources needed through classroom training, one-on-
one consultations, as well as connecting with outside
entities and partners that can support these efforts. She
also teaches within the Entrepreneurship and
Management Departments.
Anna grew up in Morgantown and attended WVU to earn
her BS, JD and MBA. Anna and her husband, Dan Carrier,
have two children, Daniel and Lena. In 2011, Anna and
her business partner, Janet Williams, opened
Morgantown's first and only cupcake bakery, The
Cupcakerie, located in Downtown Morgantown.
Encova Center
Anna Carrier, JD, MBACommunity Business Program Lead
WVU Encova Center for Innovation and Entrepreneurship
I have been an Assistant Professor of Marketing at WVU
since 2014. I am a social marketing researcher where I
use a variety of approaches to address the following three
primary streams of research: (1) Health and Financial
Well-Being; (2) Consumer Collaboration and Competition;
and (3) Social Responsibility. Additionally, my teaching
experience includes digital marketing, consumer behavior,
marketing research, and strategy.
Prior to pursuing a doctoral degree, I worked for 6-1/2
years as a brand manager with Black & Decker. I worked
specifically with the Porter-Cable and Delta Machinery
brands, and was heavily involved in coordinating product
launches and national marketing campaigns. My
experience with Black & Decker garnered a unique
manufacturing perspective and global exposure to many
industries.
Encova Center
Laurel Aynne Cook, Ph.D.Assistant Professor of Marketing
Chambers College of Business & Economics@LaurelAynne
Laurel-Cook.com
Encova Center
What’s changed?
Goal? Be discovered online in new ways!
50%
#SupportSmallBusiness
#1
“natural” “organic” search
Why aren’t small businesses doing this?
S.E.R.P. Strategy!Rank #0
“PPC” “paid” search
#2
TARGETING
CHAT BOTS
MESSAGING
BIDDING
LEAD
GENERATION
(CRM)
❑ Perceived as more trustworthy❑ More likely to be clicked on❑ Best long-term ROI❑ More exposure, brand awareness❑ Least long-term cost❑ Quick, short-term results❑ Quick set-up❑ Immediate measures (impressions, clicks)
✓✓✓✓✓✓✓✓
Google Ads Keyword Planner
What happens behind the scenes?
Don’t forget- there IS competition!
Ad RANK and Ad POSITION
BID
RANK
THRESHOLD
CONTEXT
QUERY
AD
EXTENSIONS
QUALITY
COMING BACK FROM COVID-19
A New Digital World: Using Google Ads & Digital Marketing Techniques
Joanne Hunt
West Virginia University
Student Media
Encova Center
• I have a Bachelor of Science degree in corporate communications and a master’s degree in education, technology enhanced learning.
• I have a deep dedication to local community success and I really enjoy working with local businesses.
• Currently I oversee the DA sales and PR teams and I work to promote Prospect and Price Creative our newly formed creative services agency.
My goal for our sales team is to stay current with market trends and to think outside the box for new opportunities as we continue to work with our local business clients. To us, there’s nothing more important than establishing a business relationship, based on trust, allowing our team to generate ideas and solutions that work.
Joanne Hunt, MEdTELAssistant Director of Student Media
The Daily Athenaeum (DA) /Prospect and Price Creative (P&PC)/U92
The DA and P&PC Creative are located at 284 Prospect Street. U92 is located in the Mountainlair.
All of the above are student-run organizations with professional staff advisors.
The DA is WVU’s independent student newspaper. Prospect and Price is our creative services agency.WWVU-FM (U92) is our campus radio station.
Our Offices
A look at how has
COVID-19 changed the way we do business?
Consumer Buying Habits (quarantine)
Less Disposable Income
Apprehension on a return to “new normal”
Business ability to maintain staffing
Business policy on staying safe after COVID
How are you communicating with customers?
What is your plan to re-engage them?
Coming back after COVID-19…the good news
Your business is weathering the change and your attendance today shows how much you care about the future.
You’re eager to let people know your business status.
You’re ready for information on trends and some cost-effective solutions.
Before we begin, let’s explore ways to advertise your business for FREE or at a minimal cost
• Make sure you have a social media pages that are active –Twitter, FB, Instagram.
• Utilize Google, LinkedIn, Yelp, and Pinterest opportunities.
• Communicate with your clients, ask for reviews, their favorite products. Collect data.
• Cross promote with other local businesses.
• Encourage word of mouth referrals or a loyalty program.
• Monitor consumer behavior and watch trends.
Share your story….
Invest in a web page, website and business cards.
Video
Shoppable Posts
Interactive Content
Email Customization Messenger Marketing
DIGITAL TRENDS TO CONSIDER
Video Marketing
Shoppable Posts
(Instagram)
Interactive Content
Email Personalization
Messaging App Marketing
RELATIONSHIPS/TRUST
PERSONALIZATION
CLEAR COMMUICATION OF YOUR BUSINESS INTENTIONS
KNOWING YOUR AUDIENCE AND BUSINESS LIMITATIONS
DATA/CUSTOMER BEHAVIOR
CUSTOMER EXPERIENCE
Video
YouTube has over 1B users (1/3 of total
Internet users)
More than 500M hours of videos are watched on
YouTube each day
52% of consumers say watching
product videos makes them more
confident and guides their online
purchasing decisions
70% of consumers
have shared a brand’s video
Shoppable Posts
(Instagram)
1B people use Instagram monthly
1/3 of the most viewed stories are from businesses
Brands post an average of 2.5 stories/week
500M use Instagram stories
every day
Interactive Content
Interesting content is a top 3 reason
people follow brands
60% feel more positive about a
brand after reading useful content
88% of marketers say it helps to
differentiate their brand
Costs less and gets 3x more leads
Email Marketing
2019 global email users = 3.9B; in 2023 this figure
is set to grow to 4.3B
For every $1 spend you can expect an average
return of $42
81% of small businesses rely on email as their primary way to reach and retain customers
Personalized emails generate 50% higher
open rates
Messaging Apps
Latest usage stats:
WhatsApp 2B; FB Messenger 1.3 B; WeChat 1B (there are
more)
Invite and engage
customers; Give Tips; Ask
for input, Promote an experience
Offer real time customer support
Use current events to
assist with your
marketing
Sound confusing? We’re here to help.
Clients Students
P&PC
DA (News,
Sales, PR)
U92
Analytics
Top 10 Articles:Morgantown woman arrested after party of 14 32240
More than dozen WVU students test positive for 9324COVID-19, resided in off-campus Morgantown residences
Executive Order requests Mon County employees to work from home, police enforced 7564……..…….…….…….
Print and Digital Advertising and
Podcasts
Videos, Tours, 360 Videos and Photos Ads and Logos
Radio Mentions/Sponsorships
Our office offers the following options: advertorial, digital ads, social media ads, PR street team, podcasts, logos, websites, newsletters, video marketing, business photos, graphic design & radio mentions/sponsorships
PR Street Team
Digital Newsletter
This all sounds great but how do I start?
• Use all available resources. We met today via this webinar hosted by the Encova Center.
• Always reach out to make connections.
• You can always contact our media team. We are here to help!
This Photo by Unknown Author is licensed under CC BY-NC
https://www.thedaonline.com/
https://www.prospectandpricecreative.com
https://u92themoose.com/
Joanne Hunt
WVU Student Media
304-293-0083
Thank you for participating!
