Online Marketing and

Advertising

@leighjewiss

Illawarra

What we will learn tonight

The basics, strategies and how-to’s for:

• organic marketing – how-to & tips, understanding your audience

• paid advertising –discovering paid channels

• Putting it all together

Organic vs Paid Traffic

Organic vs Paid Examples

Organic (Free) Paid

Content MarketingBlogsPromotionsCampaigns

Google Adwords

Search Engine Marketing (SEM)- Search Engine Optimisation(SEO)

Facebook- Advertising- Boosted Posts

Social Media Banner Advertising

Content Marketing Done Right

Good Content Marketing Gets Results (most of the time)

• On day 1 the campaign received almost 6 million views

(that’s more than Obama’s victory speech)

• On day 2 old spice had 8 of the 11 most popular videos online

• On day 3 the campaign had reached over 20 million views

• After the first week old spice had over 40 million views

• The Old Spice twitter following increased 2700%

• Facebook fan interaction was up 800% from 500,000 to 800,000.

• OldSpice.com website traffic was up 300%

• The Old Spice YouTube channel became the all time most viewed channel

• Subscribers to the YouTube channel more than doubled, from 65,000 to 150,000

• The campaign increased sales by 27% over 6 months since launching

• And in the last month sales were up 107%

• Old spice is now the #1 body wash brand for men.

• 1.2 billion earned media impressions, including features on national broadcast

networks and international media outlets

Sources: http://www.jeffbullas.com/2011/08/30/11-social-media-marketing-lessons-from-the-old-spice-campaign/http://www.kinesisinc.com/branding/old-spice-guy-brings-107-increase-in-sales/http://www.dandad.org/en/old-spice-response-campaign/https://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf

The Magic of Going Viral

Good Content Marketing Gets Results (most of the time)

Sources: http://www.volvotrucks.com/trucks/NewZealand-market/en-nz/newsmedia/pressreleases/Pages/pressreleases.aspx?pubid=16914

• Viewed more that 72 million times

• been shared over 6 million times on social networks.

• over 10 million impressions on Google.com.

• received extensive media coverage from all over the world: the commercial has been the subject of approximately 20,000 editorial pieces online so far.

• an estimated earned media value of €70 million.

Who Does Content Marketing Well?

• What Lorna Jane does better than most brands is live (and effectively communicate) its philosophy, or reason for being - 'Move Nourish Believe'; so much so it has become a key content driver for the company.

• Its standalone Move Nourish Believe website essentially acts as the brand's content hub - it features heaps of articles of interest and relevance to its target audience (i.e. it doesn't just bang on about Lorna Jane products but covers topics such as healthy eating, skincare, lifestyle and motivation, plus profiles of Lorna Jane 'active living advocates'); plus forums,videos, healthy recipes and details regarding Lorna Jane events.

• Social media platforms such as Facebook (close to 900,000 likes), Twitter (23,500 followers), YouTube(where its videos continue to rack up multiple of thousands of views), Tumblr (for daily doses of inspiration and motivation), Instagram (180,000+ followers) and Pinterest (17,000 followers).

• The brand also has a free iPhone app that "Track your runs, walks and cycles via your iPhone GPS while you move to live an active life".

Source:http://prwarrior.typepad.com/

Creating a Community

What is Content?

• Articles

• Books/eBooks

• Brochures/manuals

• Case Studies

• Information Guides

• Microsites/Web Pages

• Online Courses

• Podcasts/Videocasts

• Presentations

• Product Data Sheets

• Reference Guides

• Resource Libraries

• RSS/XML Feeds

• Videos

• Visual Content

• Webinars/Webcasts

• White Papers

• Workbooks

• Status Updates

• Comments

• Events/Marketing

Rule: Content should to be able to communicate and engage with your customers

Some of the things to add to your content

marketing strategy

• Become THE expert in your field• Create a blog• Create a newsletter• Can you make an ebook?• Can you make a video review?• Can you create a community?

Add value to your customers (give them a reason to connect, follow and become your brand)

Where to Find the Content (Cheat’s Guide)

• Gmail Alerts

• All Top

• Online Forums

• Industry Magazine Articles

• Competitor

• Your Fans/Followers

Search Engine Optimisation – The Basics

How to improve your ranking:

• Using keywords and keyword analysis.

• Link building to improve link popularity.

• Creating and publishing excellent content.

• Using social media links on sites such as Facebook and Twitter.

• Improving your site's navigation to provide an excellent user experience.

Source: http://www.mybloggertricks.com/2014/01/how-google-changed-seo-in-2013.htmlhttp://moz.com/beginners-guide-to-seo/how-search-engines-operate

‘Search engines have two major functions - crawling & building an index, and providing answers by calculating relevancy & serving results’.

Social Media

Who is your customer?

• Describe your customer persona• What you they look like?

• Demographic, Gender

• What do they like?• Style, Trends

• What are their hobbies?

• What do their lives look like?

• Who is actually using your product?

• Are you marketing to the

decision maker/influencer?

Question 1

Understanding Who is Your Audience

Choose the Best Social Media Channel for You

Where are your customers?

Here are some of our surprising findings:

• Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per cent of Facebook’s users are outside the U.S.

• Instagram: 60-eight per cent of Instagram’s users are women.

• Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties.

• LinkedIn is international and skews toward male users. NOTE: B2B

• Google+ is the most male-oriented of the major social networks. It’s 70% male.

• Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.

• Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $US75,000 use Tumblr.

Source: Business Insider Australia, 2014Question 2

Fine Tuning the What & the Where

4.3 times more likes than the average post (of the 100 posts we analysed on the Caterpillar page)

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

Fine Tuning the What & the Where

Fine Tuning the What & the Where

5 times more likes than the average post (of the 100 posts we analysed on the Stobart Group page)

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

Fine Tuning the What & the Where

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

16 times more likes than the average post (of the 100 posts we analysed on the Simply Business page)

Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

12 times more likes than the

average post (of the 100 posts we

analysed on the Screwfix page)

Rule of Thumb – The Schedule

Invest in understanding Social Media

Did you Know?Facebook recently revised their guidelines: ads will not be approved for placement in the News Feed because the ad image is more than 20% text. Instead, use ad images that are mostly graphic with minimal text.

Source: http://www.amyporterfield.com/2013/03/7-tips-to-create-facebook-ads-that-convert/

What do you want to achieve?

If you don’t know what you want, you can’t decide what you need to do, and you won’t know if you’ve been successful after you’ve done it.

What to Do Next?

• Why do people use your service/buy your products?• What makes you difference from your competitor?• What makes you different from your competitor?• What is your experience/skills?• What ‘perception’ do you want to portray?• What will be your voice? Your tone? (Business/Personal)• What will you look like? (Bright, Professional, Strong, Soft, Caring,

Inspiring, Bold)• Does this match your ideal audience? Your target market? • What are you trying to achieve?

• Awareness• Engagement• Purchasing• Advocacy

Question 3

Types of PAID Advertising

• Google Adwords

• Facebook

• Post Boosting

• Advertising

• Banner Ads

Google Adwords

Google Adwords

• Google Adwords Video

• Keyword Planner and Campaign builder

Understanding Your Advertising Purpose

• How much are you willing to pay for advertising• Understand conversation rate

• Review your advertising• Test, measure, review

• Why are you advertising online• Are you going to be like McDonald’s? (long term)

• Campaign driven (short term)

• Know your advertising BUDGET!

• Know your advertising PURPOSE!

Facebook Post Boost

Facebook Ads• https://www.facebook.com/ads/create/

• What makes a good ad

• Relevant to your target audience

• Clear & Compelling Call To Action

• What are you trying to say

• What are you hoping to achieve from your ad

Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx

Facebook Ad Manager

• https://www.facebook.com/ads/manage/pages.php?act=10151458848713269

Banner Ads

More help – Digital Business

WHO?

Thank YouLeigh Jewiss

Digital Enterprise Program Coordinator

Regional Development Australia Illawarra

Ph: +61 2 4227 4500

Eml: leigh@rdaillawarra.com.au

@leighjewiss @rdaillawarra

au.linkedin.com/in/leighjewiss/

Partners

Training Partners

Support Partners

Program Coordinator