Digital Marketing: Social Media & Email Marketing

Jessica SeidelPartner

Advanced Dealer Solutions@A_D_Solutions

Cam CollinsPresident and CEOExuma Technologies, Inc.@CamCollins

How do people buy today?

• Realize a need (Google search)• Investigate options• Ask friends• Seek out experts / Q&A sites• Investigate more• Buy

Social Media: Four Step Process

•Listen to your Customers•Formulate Objectives (Goals)•Decide on a Strategy•Select Technology and Resources

• Who is your audience?• Profile your audience • Who are your contributors?• Outside your business• Inside your business

Be a Listener First

Objectives

• Trust• Loyalty• Brand awareness• Engagement (e.g. conversations)• Increased sales (online/offline)

Define your Success MetricsNumber of customers that you complimented online

Number of new prospects that came through the web

Reduction in support calls and product returns Number of ReTweets

Number of positive comments you got on Facebook or Google+

Number of customer suggestions that you actually implemented successfully

Page rank on the major search engines

Number of relevant blogs that reference you

Number of people in your target demographic that follow you on Twitter

Number of active fans on your Facebook page

Reduced spending on advertising

Define your Success Metrics

Social Media Advertising EngagementBloggingEmail MarketingPay Per ClickSearch Engine Optimization

Source:

Plan your budget (time & money)

•Social Media is free right?•Facebook, Twitter, Google+ = Time•Investment of SEO•Effectiveness of blogging•Email list building•Cost of PPC (Pay per Click)

Source:

Ways to build fans•Facebook Page management

Page vs ProfileAlways assign multiple admins

•Facebook contests•Fan gates•Valuable information released•Facebook only deals•Facebook Ads (low priority)•Time sensitive deals

http://wildfireapp.com

http://crowdbooster.com

Which Social Metrics to Track• Traffic data - how many visits and visitors did

social drive to our sites?• Fan/follower data - how many people are in our

various networks and how are they growing?• Social interaction data - how are people

interacting with, sharing and re-sharing our content on social networks?

• Social content performance - how is the content we're producing on social sites performing?

Design + UX

How can I optimize the user experience on my website?

• Cluttered – Busy layouts – they are distracting• Navigation Problems – People need to find the content

they want• Boring web design – Is your site aesthetically pleasing• Pop-up ads – Stay away from them• Slow load times – People are impatient online• Small fonts – Size 14 is the new size 12, after all• Too much text – Think big blocks of text• Poor search functions – If people can’t find your content,

your site failed

Blogging – Why does it matter?

How often do I post?

Does Email Marketing still matter?

After ensuring all content on the site is high quality, focus on engagement and awareness (through social media and email)

 

Are there any tricks or tips to getting more subscribers?

• Header• Pages• Single Posts• Footer

Advanced Dealer Solutions & Exuma Technologies – Partners in your

business

www.adealersolution.com

Free Feasibility Analysis for all Online Learning Summit attendees

jseidel@adealersolution.com