DIGITAL MARKETING: HOW TO EXTRACT THE VALUE

BY LOUISE KIRKE

ONLINE BUZZING

DIGITAL – STRATEGY – BRANDING – MARKETING – ANALYTICS – SOCIAL

WHAT DO YOU DO

I help businesses and professionals:

▪ develop their strategy,

▪ tell their story,

▪ humanize their brand,

▪ engage their audience

▪ and convert more customers online.

HOW DO YOU DO IT

ROBUST STRATEGYDesigned to your needs and to suit your business objectives

1-2-1 TRAININGworkshops and 1-2-1 training for you and your team designed to make sure that digital works for your business.

MONITOR & MEASURE SUCCESSIts all about metrics and setting targets that your business strives to achieve, otherwise it’s a waste of your time, money and effort.

3 STEPS

To see if digital add value to

your business

WHY ARE WE HERE?

ARE THE FOUNDATIONS IN PLACE?

The Big

Idea

Find a need

and fill it.

Content

Create

content that

resonates

Website

Design and

build an easy-

to-use

website.

SEO

Use search

engines to

drive traffic to

your site.

Brand

Establish an

expert

reputation for

yourself.

Engage

Follow up with

your customers

and

subscribers

with Social

and Email.

Sales

Increase your

income throug

h back-end

sales and

upselling.

WHAT PLATFROM WILL I USE

DIGITAL COMMUNICATION

BLOG

WEBSITE

ONLINE STORE

VIDEO

EMAIL/CHAT BOTS

SOCIAL PLATFROMS

KEEPING UP WITH THE STATUS QUO

PAST

Bricks & Mortar

Golden Pages

Door-2-Door

PRESENT

Email

Banner Ads

Online Store

NOW/FUTURE

Social Selling

Voice Search

AI

Omni-Channel

COMING SOON

VR

AR

IOT

HOW WE COMMUNICATEWe depend on multiple platforms that require different content including text, images and video.

WHY IS IT IMPORTANT

Ask yourself how does digital affect your business

HOW WE OPERATEWe depend on technology which requires a new skill set.

HOW WE ADVERTISEOur target customers are multi-lingual, multinational and are on different platforms at different times.

HOW WE SELLAn online store does not require a teller and is open 24/7. You can also sell via social platforms.

HOW WE PLAN OUR BUSINESSDigital is an extension of your business and must be included in your overall business plan.

WHY IS DIGITAL IMPORTANT

THE BUYERS JOURNEY

Image curtesy of Hubspot

FACEBOOK CAMPAGN

IRISH CHARITY

Campaign to raise money for an Irish Charity

Goals: Increase awareness of issue, Drive consumers to take action by making a donation.

Limited budget of €3,000

FACEBOOK CAMPAGN - RESULTS

8,560 click throughs

2,389 page likes

€18,223

Total reach of 233,470

508 donations

7 days

Boosted Post vs Facebook Ad

Call-to-Action Button

Facebook Ad Boosted Post

Types of Facebook ads

▪ CLASSIC FACEBOOK AD▪ NEWS FEED▪ LIVE▪ MARKETPLACE▪ INSTAGRAM FEED▪ ADS IN STORIES

▪ BOOSTED POST▪ POSTS▪ EVENTS▪ JOBS

SOCIAL SELLING CAMPAIGN

CLOTHES SHOP

Campaign to activate social selling on Instagram and Facebook.

Goals were to build brand visibility and drive online sales using social channels.

Budget of €5,000

CAMPAGN - RESULTS

102,719 click throughs

11,450 page likes

€51,358

Total reach of 1.8M

800+ Sales

9 weeks

Used Facebook Product catalog

Tagging products on Instagram

WHAT DOES SUCCESS LOOK LIKE

Its different for every business and should be linked to your strategic business goals.

Increased sales

Brand awareness

Customer acquisition

Customer Retention

Decreased costs

THE KEY TO SUCCESS

Organize your online activity into 1 or 2 days per week.

Quality over quantity

Know you customer personas

Easy as 1,2,3 = Action

Create shareable content that activates their emotions so they remember you.

Words are so important

Offline: SEO / Voice → Technical

Online: Blog, Social, Webpage → Emotive

HOW DO I GET THERE

Right Plan

Align your digital, social and content strategy with overall business goals.

Right People

Hire FT or PT, Outsource, Intern, Student Placement.

Right Tools

Canva, Hootsuite, analytics, unfollowed, Social channels, Grammarly, Pixel, etc.

Right Metrics

Measure using meaningful metrics.

METRICS FOR SUCCESS

Customer Acquisition Cost (CAC)

This is your total Sales and Marketing cost.

Customer Lifetime Value

This is the value of a customer over their lifetime as a customer.

Time to Payback CAC

This is the number of months it takes you to earn back the CAC you spent to get a new customer.

Marketing-Originated Customer Percentage

This ratio shows what percentage of your new business is driven by marketing efforts.

5 METRICS MYTHS

FANS = SUCCESS

Acquiring “fans” isn’t the goal. It never has been. Revenue’s the goal.

SOCIAL MEDIA IS FREE

Not if you count your time, money and staff as free assets

VANITY METRICS ARE IMPORTANT

`Registered users or downloads are easily manipulated and don't always correlate to the numbers that matter i.e. engagement or the cost of a new customer.

YOU MUST BE ON EVERY CHANNEL

Only those that your audience are on but do protect your brand

QUICK SOCIAL CHECK

Tick these boxes

Audit and clean up your followers

Engage with followers

Follow and share

Create meaningful content using text and images or video

Use relevant hashtags

STEP 2Document Who Your Ideal Customer Is. ...

STEP 1Audit Your Current Social Presence. “Know thyself. ...

STEP 3Create A Social Media Mission Statement. .

STEP 4Identify Key Success Metrics. ...

STEP 5Create and Curate Engaging Content. ...

STEP 6Invest In a Social Media Management Tool's

STEP 7Track, Analyse, Optimize

7 STEPS OF AN EFFECTIVE SOCIAL MEDIA PLAN

CUSTOMER PERSONA

WEBSITE CHECKLIST

SOCIAL STRATEGY TIPS

FREE TEMPLATES

THANK YOU

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