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DIGITAL MARKETING
& SOCIAL MEDIAAND HOW TO KEEP YOUR BRAND CONSISTENT
Sarah Hugg Centorino
GAMBEL COMMUNICATIONS
WHAT IS A DIGITAL STRATEGY?
A DIGITAL STRATEGY IS:
A PLAN TO ACCOMPLISH SOMETHING WITH THE BENEFIT OF DIGITAL TOOLS.
LET’S BREAK THAT DOWN.
A PLAN TO ACCOMPLISH SOMETHING
WITH THE BENEFIT OF DIGITAL TOOLS.
WHOWHATWHENWHEREWHY
A PLAN TO ACCOMPLISH SOMETHING
WITH THE BENEFIT OF DIGITAL TOOLS.
ACTIONABLE + MEASURABLE
A PLAN TO ACCOMPLISH SOMETHING
WITH THE BENEFIT OF DIGITAL TOOLS.
WHAT EXACTLY ARE DIGITAL TOOLS +
WHAT ARE THE BENEFITS?
An interactive layer of all media that allows users to choose their own experiences, giving marketers the ability to:
• Connect media• Gain feedback• Repeat their messages• Build relationships
TODAY, DIGITAL IS:
THIS MEANS
YOUR BRAND
EXPERIENCE NEVER
HAS TO END.
BUT WHAT MAKES
YOUR BRAND
STAND OUT?
AUTHENTICITY CONSISTENCY +
LAYERS
LET’S START WITH YOUR WEBSITE.
LET’S START WITH YOUR WEBSITE.
…HOMEPAGE.
WHO YOU ARE
WHAT YOU DO
CALL TO ACTION
IT RESONATES WITH THE TARGET AUDIENCE.
IT COMMUNICATES A
COMPELLING VALUE PROPOSITION.
IF IT’S IMPORTANT, IT SHOULD BE OBVIOUS.
WEB DESIGN QUICK TIPS
It’s all about the user first. What information are they looking for?
Usability and content are more important than design and tech.
Make it intuitive. Don’t make people go looking for the answers.
WEB DESIGN QUICK TIPS
Take photos of what your business is doing, AVOID stock photos if you are a
local business!
Compile the Top 10 questions that you and your staff are asked. Does your
website answer all of those?
WEB DESIGN QUICK TIPS
1-2 sentences, then line breaks. We don’t move through sites like a novel.
Your website is your online resume. It should be paid attention to just as much
as your social channels.
Your website need to be fancy. It needs to be useful.
In 2017, 52.2% of all
website traffic
worldwide was
generated through
mobile phones.
In 2017, 52.2% of all
website traffic
worldwide was
generated through
mobile phones.
THE PERSUASIVE POWER OF
SOCIAL PROOF
Use reviews and testimonials from real people to illustrate the positive outcome of your organization.
Let other people’s words (and photos) build your credibility and trust in your
field.
CONTENT
MARKETING
WHAT IS CONTENT
MARKETING?
A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
The most common components of a content marketing program are social media networks, blogs, visual content,and premium content assets like tools, e-books, or webinars.
WHAT IS CONTENT
MARKETING?
YOU MIGHT THINK
YOUR CONTENT
MARKETING IS
FAILING BECAUSE:
You think your ad, blog, social media post, etc. should convert a stranger into a customer instantly.
IN REALITY:
Content marketing isn’t about converting clicks the first, second
or even third time people interact with your content.
Content marketing is about earning familiarity, trust and
relationships.
SOCIAL MEDIA
Websites and
applications that
enable users to create
and share content or
to participate in social
networking.
Most importantly, social media has become both easy and necessary for businesses to reach their
audiences.
HOWEVER…
Social media has moved away from being a free
broadcast tool; it has become a paid
advertising platform for businesses and nonprofits.
So why should businesses, with limited
resources and busy schedules, spend time on
a platform that seems designed for social
exchanges?
+3B social media users
91% of retail brands have 2+ social channels.
1 in 10 American adults is
“smartphone only.”
121M new social users from Q2 –
Q3 2017
>81% of small businesses use social media
1.9B users monthly
75% of users spend 20 min+/day
Most popular platform
Fastest growing platform
600M users monthly
35% of users check multiple times a day
Mostsaturated Platform
317M users monthly
82% of users access on mobile
IT’S ALL ABOUT THE
STRATEGY
Define your brand.
Identify your goals.
Tell your story.
Build relationships.
Use visuals.
Do your research.
STRATEGY
IMPLEMENTATION
Schedules Content Video
InsightsEngagementTools
SCHEDULE & PREPARE
On Facebook and Instagram, businesses can (and should) create monthly content calendars and use scheduling tools to help them save
time and maintain their objectives in each post.
Let’s see what this looks like…
Platform Demographics: Facebook
Platform Demographics: Facebook
Platform Demographics: Instagram
Platform Demographics: Instagram
NOW, IT’S ALL ABOUT THE MONEY
Social media advertising has become both easy and necessary. Remember, it has
become a paid advertising platform for businesses and nonprofit organizations.
Digital ad spend outpaced TV ad spend in 2016
There was $595 in mobile ad revenue on Instagram in 2016
Facebook ad revenue increased 59% YOY
32% of NGOs worldwide have a written social media
strategy and 34% have paid for advertising on social
media.
Advertising on social is:
Paid advertising platform
Cost effective
Trackable & measurable ROI
Provides measurable results
Allows for experimentation
ADS
Campaign
Ad Set
Ad Ad
Ad Set
Ad
ADSSchedule ad
Create creative
Evaluate results
Set objectiveDefine
audiencePick budget
BOOSTED
POSTS
BOOSTED
POSTS
BOOSTED
POSTS
Remember, all of this is trackable. You can learn things like this (and
how they change) over time:
• Likes• Engagement Rate• Reach
• Posts• Views• Cost per Like
SEO vs. SEM
WHAT IS SEO?
Search Engine Optimization
THE PROCESS OF OPTIMIZING A WEBSITE TO MAKE IT EASY TO FIND THROUGH SEARCH ENGINES
SEO BEST PRACTICES
Create high quality content
Maintain site architecture
Increase internal & external links
SEO BEST PRACTICES
Create high quality content
Maintain site architecture
Increase internal & external links
WHAT ABOUT SEM?
Search engine marketing
“pay per click” ads that appear on top of the
regular Google results.
HOW DO YOU USE SEM?
Bidding amount
Ad relevance
Expected CTR
Land page experience
HOW DO YOU USE SEM?
Bidding amount
Ad relevance
Expected CTR
Land page experience
SEARCH ENGINE STRATEGY
Define goals
Consider audience
Create an editorial calendar
Analyze & reassess
ANALYTICS
WHAT IS
GOOGLE ANALYTICS?
It’s a Google service that generates detailed statistics
and tracking about a website's traffic and traffic
sources and measures conversions, sales, etc.
WHAT IS
GOOGLE ANALYTICS?
It’s a Google service that generates detailed statistics
and tracking about a website's traffic and traffic
sources and measures conversions, sales, etc.
WHY USE IT?
Measurability.
GA makes it easy to track and measure information about your
website, from general traffic and conversion metrics to the
demographics of the people who click on your page to what they
searched in Google.
On top of that…
it’s FREE.
HOW TO USE IT
Audience Overview
Acquisition Overview
Behavior Insights
AUDIENCE OVERVIEW
Number of searchers
Interests
Gender
Geographic location
Technology (mobile vs. desktop)
Engagement with the site
ACQUISITION OVERVIEW
How the audience arrives to your site
Top channels used
Keywords
Social media
BEHAVIOR INSIGHTS
Bounce Rate
Popular Pages
Time Spent
Load Time
GA ALLOWS YOU TO
DIRECT YOUR MARKETING
STRATEGY
In short, it makes it possible to target correct audience, at the correct time of day and day of week, through their preferred technological medium,based on their interests.
