Leveraging Digital Marketing and Social Media in Your Business Presenter: Becky Livingston, Penheel Marketing

About the Speaker 1

Becky  Livingston  ü  Owner  Penheel  Marke-ng  ü  25+  years  of  marke-ng  and  

technology  experience  ü  14  years  in  the  financial  

services  industry  ü  Social  Media  &  Digital  

marke-ng  professional  ü  Public  speaker  and  trainer  ü  Frequent  guest  blogger  ü  Dog  and  shoe  lover  

Agenda

•  The ins and outs of eMarketing on the major social media platforms

•  Tips for using search engine marketing for Google, Yahoo and Bing

•  Case studies and best practice examples

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What is eMarketing

eMarke-ng  is  a  recent  component  of  organiza-ons'  integrated  marke-ng  communica-ons  plans.      Integrated  marke-ng  communica-ons  is  a  principle  organiza-ons  follow  to  connect  with  their  targeted  markets.  

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Why do we need it?

•  Increase brand reach•  Promote product or service•  Grow fans/followers•  Reach new audience members•  Split test a product/service•  Gain new leads

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Consists Of

•  Email•  Website•  Digital Content (eBooks, whitepapers, downloads)

•  Social Media•  Video•  Any online content to support the business

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Ins and Outs

1.  Know your audience and where they spend time online (social platforms, websites, etc.)

2.  Create a content calendar to post content frequently

3.  Listen, respond, share4.  Report and Measure5.  Revise as needed

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Social Marketing - Paid

•  Facebook – boosted posts and ads•  LinkedIn – sponsored updates and campaigns•  Twitter – cards and scheduled tweets•  YouTube – video ads•  Email – split testing and drip campaigns

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Facebook Boosted Posts

•  Spend from $5 - $20 per day on boosted posts•  Spend $$ - $$$ for larger audience

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Must be a company page. Not a page created from within a

personal account.

Facebook Boosted Post How To 9

Ac0vity  

Facebook Ads – How To 10

Ac0vity  

LinkedIn Campaigns

•  CPC Campaigns•  Sponsored Posts

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LinkedIn CPC

•  Compelling. Use attention-grabbing words that your audience will respond to.

•  Action Phrases. Include a call-to-action phrase to alert the viewer to do something, such as “Download Now!,” “Order Today,” “Don’t miss this chance!,” and more.

•  Images. There are a variety of sizes available. •  Multiples. Create more than one ad for each campaign. Vary the ad text,

call-to-action phrase, and images. This works well when split testing a campaign

•  Target Audience: Geography, industry, job function, job title, Group

•  Budget: Spend some during the week day and some on weekends.

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LinkedIn CPC Campaigns 13

LinkedIn Sponsored Updates 14

Handout  

Twitter 15

1 2 3 4 Select

Objective Target

Audience Set

Budget Measure Optimize

Twitter Cards & Scheduled Tweets 16

Summary Card: Title, description, thumbnail, and Twitter account attribution. Summary Card with Large Image: Similar to a Summary Card, but with a prominently featured image. App Card: A Card to detail a mobile app with direct download. Player Card: A Card to provide video/audio/media.

Twitter Targeting Options

•  Device (desktop, laptop, mobile, tablets, etc.)•  Carrier (iOS “i” products, Android)•  Mobile carrier•  Gender•  Location•  Language

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Twitter 18

Handout  

YouTube Stats

•  YouTube has more than 1 billion users •  Every day people watch hundreds of millions of

hours on YouTube and generate billions of views •  300 hours of video are uploaded to YouTube every

minute •  ~60% of a creator’s views comes from outside their

home country •  Half of YouTube views are on mobile devices •  Mobile revenue on YouTube is up over 100% y/y

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YouTube Ads

•  Budget control•  Target audience: gender, interest, location•  Built-in analytics

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YouTube 21

Case    Study  

Email Marketing

•  4.3 billion email accounts by 2016•  91% of consumers check email 1x/day

•  82% of consumers open emails from companies•  66% of consumers have purchased online from email

•  64% of American online have printed a coupon from email

•  74% of consumers prefer to receive communications from biz•  85% of U.S. retailers consider email marketing one of the most

effective customer acquisition tactics.

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Source: Staples https://www.pinterest.com/pin/219550550561268749/

Email Split Tests 23

Email 24

Ac0vity  

eMail Drip Campaign for Leads

1.  Company introduction2.  Blog post and key message3.  Outside thought leader article

4.  eBook or whitepaper download5.  Case study6.  Infographic

7.  Ask for a meeting

25

Handout

Search Engine Marketing

•  Ad formats– Text– Graphical / Image

– Video

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SEM Ad Samples 27

They also look like this!

SEM Ad Components 28

100  

25  

SEM Keywords 29

3 Steps 1. Expand 2. Group 3. Refine

SEM Keywords, cont. 30

In addition to the built-in keywords tools in each SEM platform, you can find additional terms via search. This is great to also find negative terms, in this case “Starbucks” and “Whole Foods” if you don’t want your ad to show up for those searches.

SEM Text Ad Limitations 31

SEM Recon - iSpionage 32

iSpionage  

Who is Penheel Marketing?Social media and digital marketing consulting firm for CPA firms, small businesses, and non-profits.

Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads.

Email Send personalized, segmented Emails based on any information in your contact database.

Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords.

Lead Management Track leads with a complete timeline-view of their interactions with your firm.

Blogging Create blog content quickly while getting SEO tips and best practices pointers.

Social Media Publish content to your social accounts, then nurture leads based on their social engagement.

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