Digital Marketing Toolkit- Your First 6 Months

Digital Marketing Toolkit- Your First 6 Months

Tonight:

The basics of what every startup should be doing for digital marketing in the first 6 months.

TipsExercises

Slideshare:Xyz.slideshare.heardable.comT: @heardableE: martindale@heardable.com

Heardable gathers data from all key digital touchpoints…

…and automatically crunches it into a score for you- in under a minute!

Any Brand

Any time.

Anywhere.

Any brand’s whole digital footprint, analysed and benchmarked, instantly.

INTRO

Who am I?

Who are you?

How many are setting up or thinking of setting up new businesses?

What to do in your first 6 months

1) Keep your goals realistic2) Work with the resources you have3) Set everything up properly

Where should you begin…?

What are the essentials

that you need?

Moving through the Marketing Funnel

Awareness- Generate leads (Website, SEO, Inbound Marketing, PR)

Consideration- Build credibility- (Blog, Online reviews)

Stay top of mind- Promote USPs (Newsletter, SEM, Social Networks)

Convert to sale- $$ (Website, Customer Service, Referrals)

Loyalty- Strengthen relationships- (Email re-targeting, surveys & analysis)

Advocacy- Earn referrals- (Measure sentiment, engagement, build a community)

Awareness

Consideration

Stay Top of Mind

Convert to Sale

Loyalty

Advocacy

1) Awarenessi) Register your URL and others that people might type in accidentally, and

ones for countries you plan to expand into. Create your website and mobile app.

ii) SEO-

• create a sitemap• let search engines know about your content (Google Webmasters, Bing

Webmasters)• encourage links back to your site- organic links; list in directories: Yelp,

OpenDirectory, post links to stumble upon and digg, • send product samples to bloggers & journalists• write good meta titles & page descriptions across your site• add alt text to your content images• Use SEOMoz (moz.com), or Optimizr.com

2) Build Credibility

Get online reviews. (Amazon, Yelp, HungryGoWhere).

Write blog posts. Content matters above all to search engines.

“According to a survey from affilinet, bloggers are the third most trustworthy source of information behind family and friends.People were asked whether they trusted the opinions of mainstream media outlets (magazines, newspapers, and online titles tied to a publisher), or independent bloggers/vloggers more, when it came to purchasing decisions, and the bloggers came out on top: 57% vs. 43%.”

-eConsultancy.com

Exercise #1Come up with 3 blog post topics each.

Tip: pre-write them then post them on a schedule

Bonus Tip: Always use an image with your blog posts- Google will rank you better.

3) Stay top-of-mind

i) Register for all social network handlesii) Where are your customers, online?iii) Use HootSuite or Buffer

Exercise #2Figure out which social networks your company should use most. And for what

(Cust. Svs., lead gen, product feature, SEO).

More Social Media Tips• Grow your contacts organically. • DON’T pay for vanity subscribers. • DON’T only post to your friends and family.

Consider your purpose for each social media network- Customer Service (Facebook)? Lead Gen (Twitter/LinkedIn)? Product feature (Pinterest/Instagram)? SEO (Google Plus)?

Find people on Twitter through:CrowdFire, WeFollowSearch competitors’ followers and follow them.

4) Convert to SaleRe-examine all the touch-points your customer has been through to get to their decision to buy your product.

What’s working? What’s not?

5) Retention/Loyalty MarketingHow can you turn customers into regular users?

Keeping customers you have > trying to find new ones

• Stay in touch with people.• Remember birthdays • Contact people by phone• Special/personalised offers

Mobile- people carry oneall day long

Customer Advocacy

• Encourage your customers to 'sell' for you

• If they've liked using your product or service, encourage them to share, tweet, post about you or give a testimonial.

• Try a contest where your users have to post about your product.

-

Exercise #3Come up with a promotion or contest idea that will encourage customer advocacy.

ORGamefication of your product

Email marketingWhat you need to start

i) Types of emails• Welcome (upon signup)• Need help? (after 1 week)• Reminder Emails: Your trial is ending soon (a few days before end of trial)• Your trial has ended, but sign up for X (a week after the trial end)• Notification email/password reset (if requested)• Newsletter (at least monthly, if the person opted in)

ii) Gathering email addresses- Try offering white papers, free trials, contests.

iii) Seizing opportunities- share with friends, teach how to use your product & provide tips

Paid AdvertisingOnce all of your systems are in place, try some paid advertising to generate leads.

Be sure that you are ready- when people start to come, can you engage them, deliver your product, provide customer service, and keep them involved with your brand?

Afterwards, find out:

• How many leads did you generate?• How did your company do with supporting the demand?

Monitor and Analyse

Google Analytics

Heardable

Socialbakers

SEO Moz/Optimizr

Social media analytics (Facebook, Twitter, etc)

Monitoring TipsMonitor the competitors too.

1. What are they doing for marketing online?

2. Where are the active on social media?

3. In PR?4. 4) What keywords do

they use?Hashtags? Contests?

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Website/App Plan Blogs Newsletter Tweak Website Email retargeting Measure SentimentSocial Handles Get followers SEM Set up CRM Surveys EngagementAnalytics Early Beta Reviews Do analysis

Build your community

Digital Marketing Toolkit- Your First 6 Months

Thanks for coming!