The Power of Digital Marketing

Why you should consider digital marketing to promote your business.

Transcript

1. BY KAREN HEYDENRYCH COMMUNIKAY KAREN@COMMUNIKAY.CO.ZA @KAYHEY72 The Power of Digital Marketing
2. Setting the Scene Social media trends at a glance How social networks will evolve? Your Website Digital Marketing - Where to start? Handy Resources
3. Setting the Scene – The Old
4. Setting the Scene – The New Social media users are still increasing at a rate of more than 1 million per day – that’s 14 new users every second. Digital in 2017 Report, Hootsuite & We Are Social
5. Social Media Trends in 2017 “37% of Internet users turn to social networks to research brands or products.” GlobalWebIndex
6. Why digital marketing?
7. Why digital marketing? “Facebook continues to dominate the social world, and the latest data suggest that the world’s favourite social platform added an extra 97 million users over the past 3 months – that’s more than a million new users every day.” Simon Kemp, Kepios
8. Digital in Africa (Jan 2017)  7 of the 10 fastest growing internet populations in the world are in Africa  Mobile social media use in Africa increased by nearly 50% in 2016  Mobile’s share of web traffic is up 30% year-on-year, with the majority of this increase coming from the world’s developing economies. Source: Hootsuite & We Are Social
9. Hootsuite’s 2017 social trends Trend #1: Social catches up with search for discovery  Search is still king (i.e. Google), but more people are using social media to research products  Younger buyers (Millennials) skip search and go to social Trend #2: Social commerce shows new promise  Consumers moving to make purchases directly via social media channels e.g. Instagram, Pinterest, WeChat Trend #3: Video ignites social advertising  2016 saw the domination of social video – Facebook will be the platform of choice for social video advertising in 2017 Trend #4: Connected workforces  Social selling via LinkedIn, digital skills training, employee advocacy
10. Social Media Trends  Most businesses choose Facebook as their social media platform of choice  Content marketing will continue to rise – Content is still king!  Video is on the increase, and with live streaming a reality, more companies will use this as a way to share info/ events  Social media advertising is on the increase  Social messaging will rise – WhatsApp recently crossed the 1 billion user mark  Push advertising will continue to fall – more people are using ad blockers to prevent banners & pop-ups
11. How Social Networks will evolve in 2017
12. How Social Networks will evolve in 2017 Twitter: Moments in time. Customer experience and service  Real-time moments to increase loyalty  Sharing of news, events, live-tweeting, hashtags Facebook: Driving conversations. Social marketing  Will remain the top network for marketers  Pay-to-play – advertising is cheap and can reach the right audience  Facebook Live and Facebook Marketplace – will create more opportunities to advertise Instagram: Brand awareness. Community building & discovery  Brands will inspire customers, showcase new products & services  Brand loyalty via images, quotes, words of wisdom, tips
13. How Social Networks will evolve in 2017 LinkedIn: Content platform. Social selling and peer-to-peer influence  Microsoft acquired LinkedIn in 2016 – goal is to become the single place professionals go to stay on top of things in their network, industry & profession  Social selling – tapping into peer-to-peer connections  Content should spread through your workforce – amplified through the sales team, employees  SnapChat: Content distribution. Audience engagement  Sharing of content, exclusive access, fun & visual experiences  Targeting mostly millennials
14. Digital Marketing – Go back to basics WHO WHY WHAT WHERE HOW WHEN
15. 1: Who do you want to reach?  Identify your target market – Who is your customer?  What is their Persona? (Go into as much detail as possible)  Really UNDERSTAND who your buyer is  What problems do you solve for them?  What are their motivations?  Understand their challenges – how can you solve them?  Understand their roles  What influences their decision?  Where are they in terms of social media platforms, media?
16. 2: Call to Action? What do you want your prospect or customer to do?  Buy a product  Enquire about a product or service  Connect with your company to receive more information  Download a free white paper or PDF  Have a salesperson contact them  Enquire about a case study in their industry
17. 3: Why would they choose you?  Best product  Cheaper  Guarantees  Testimonials  Customer references  Excellent customer service
18. 4: Where are they?  Facebook  Twitter  LinkedIn  Instagram  YouTube  Consumers of media articles  Readers of online or print newspapers  Internet Who do they trust?
19. 5: What content will you publish?  Research keywords and questions your prospective buyers are typing in Google  Excellent tools to assist you with content planning www.answerthepublic.com www.keywordtool.io  Look at answering FAQs on your website and then share it via social media  Share customer successes and case studies  News relevant to the buyer – new products, services  Thought leadership and trends
20. Content Suggestions
21. 6: How will you publish your content?  Blogs  Facebook  LinkedIn  Instagram  YouTube  Google+  SlideShare (Owned by LinkedIn)  Videos (Live or recorded)  Podcasts  Newsletters  Media  Website
22. Essential Social Media Platforms 1. Blogs (Content drives social media sharing) 2. Facebook 3. LinkedIn 4. Instagram 5. Twitter 6. YouTube 7. Videos (Live or recorded) 8. Pinterest (Image sharing) 9. SlideShare (Owned by LinkedIn – sharing of presentations) 10. Google+ (SEO purposes, decreased popularity)
23. 7: When will you publish it?  Create a Content Calendar – Great tool to use is Trello or Google Calendar  Social Media Calendar – Trello or even Excel can be used  Use social media tools such as Hootsuite, Buffer or TweetDeck to schedule your posts & tweets
24. 5 second break
25. Your website and content  Use Blogs to drive regular content  SEO – use keywords that your customers would search for on Google.  Add Frequently Asked Questions on your website to drive traffic  Add customer success stories/ How your customers have benefited Remember to think like a customer – what information would they want to see on your website?  Make the content useful and interesting  Avoid – How wonderful your company is – rather focus on how you can help your customers.  Add hyperlinks taking users to other pages on your site  Make it Mobile user-friendly!
26. Focus on added-value marketing
27. Focus on added-value marketing “The easiest way to identify how best to add value to your audiences through marketing is to think about your brand's value proposition, beyond its products or services. This is about what your brand helps people to do - it's about what you make happen, not just what you make.” Simon Kemp, Kepios
28. Useful Resources  Digital Data Trends for every country in the World 2017: http://kepios.com/data/  Reports and templates for social media, content calendars www.Hootsuite.com www.HubSpot.com  Help with keywords and questions for content www.answerthepublic.com karen@communikay.co.za
29. Questions?