Digital Marketing

Creating a digital marketing strategy part 6: Measurement & Budget

Creating a digital marketing strategy part 6: Measurement & Budget

When creating your digital marketing strategy you have to be mindful, and take note of, Measurement & Budget.

Measuring the impact what you are doing is key because if you are not getting any reactions with your current activity, there is no point continuing to do it.  When you first start off in social media you will look initially at likes, shares, comments etc.

As you progress with your content and start more interactions with your audience you want to see your followers increase and more retweet and engagement on your content.  This is where measurement is key and you should be using all of the inbuilt social media tools at your disposal.

Another key area to focus on is your budget.  There is no point in having very high goals if you are not willing to invest in the tools, personnel and social media advertisement options.  You have to invest in social media so setting a proper budget at the start will be important.

In the video below I go through these topics in more detail and if you want to see the first 5 videos in this series you can see them here under my more recent posts section.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Digital Marketing, Strategy, 0 comments
Creating a digital marketing strategy part 5: Action Plan

Creating a digital marketing strategy part 5: Action Plan

In part 5 of how to create a digital marketing strategy, I discuss on the video below about now creating your action plan.  Having talked about conducting a situational analysis, setting objectives, reviewing personas and deciding on the channels we want to use now it is time to start some activity by creating a content marketing strategy.

In this video I will discuss why you need to understand why you are doing content marketing in the first place, what content will resonate with your personas, have you created content already and is it fit for purpose, what content types are you going to create such as blogs, ebooks and videos and the importance of having an editorial calendar and a content management system.

If you are looking for more resources on content marketing check out this video I did as well as this detailed blog post.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Digital Marketing, Strategy, 0 comments
Creating a digital marketing strategy part 4: Channels

Creating a digital marketing strategy part 4: Channels

In this 4th video in how to create a digital marketing strategy, I talk about the importance of selecting the correct channels for your business when it comes to your target audience.

Selecting the right channels for your digital marketing strategy is critical as you want to ensure you are using the channels where your audience is present and communicating.

If you missed the first 3 videos you can see video 1 on the situational analysis here, video 2 on customer personas here and the 3rd video on setting objectives here

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Digital Marketing, Strategy, 0 comments
Creating a digital marketing strategy part 3: setting objectives

Creating a digital marketing strategy part 3: setting objectives

In this video titled creating a digital marketing strategy part 3: setting objectives, I discuss the importance of setting objectives for your business.

Setting objectives both short, medium and long-term, is very important because without a clear idea of what you want to achieve from your social media you will not be able to properly focus your efforts.

As I mention in the video below one way to set your objectives is using the SMART method which provides a simple clear framework for your to set down clear and attainable objectives for your business.

If you want to know about me just click here.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Digital Marketing, Strategy, 0 comments
10 Things To Do For Your Email Marketing Success

10 Things To Do For Your Email Marketing Success

Email Marketing, once the darling of the marketing world, is now seen as a pariah almost. The bringer of spam, and now looking so uncool when compared to Facebook, Twitter or Instagram.  Yet, I would contest that when done right email marketing can be extremely effective at taking your business to the next level.

To support this view, Campaign Monitor did an excellent post listing 70 key facts related to email marketing that I believe will convince all the email doubters to reconsider their opinion of email as a marketing tool.   Here are a couple of my favourites.

Apart from these facts do also consider that based on the excellent report done by The Radicati Group it is estimated that by 2019 there will 2.9 billion worldwide users of email.

OK, so now that we know some serious facts that show that email is still a very relevant and potent tool in your marketing strategy how should you go about planning and implementing an email campaign that will give you the best open rates and responses?

 

The following are 10 tips for email marketing success that I believe will improve your email marketing if it is not currently rewarding your efforts.

 

Fail to plan, plan to fail

 

10 Things To Do For Your Email Marketing Success

1 Create A Plan

As the saying goes “Fail To Plan, Plan To Fail”. No matter what medium, action, or strategy you want to conduct, you have to create a plan and capture a number of key pieces of information to allow you formulate the best approach to achieve success.

First, who are you targeting?  You must create buyer personas so that you can drill down and have a real picture as to who you want to target and communicate with.

The central core purpose of doing this is to ensure that the email communication you create will have the most interest and relevance for them which increases the chance that your email will be opened.

Secondly, you have to set yourself objectives and goals.  What is the email campaign suppose to achieve?  If you want to generate leads as opposed to raising awareness, the email strategy developed will be very different, so really identifying and agreeing this upfront will be vital.

Thirdly, how much money are you going to allocate to email so that you can budget your spend accordingly, and also ensure the budget allowed does not impede the ability to achieve the objectives set.

To finish off your plan you must detail how you are going to send out your emails, and then measure the effectiveness of your campaign.  You may decide to use an internal system, or look at something like Campaign Monitor, and utilise open rates and clicks on a call to action link to a specific landing page.  Whatever route you decide, ensure you have it clearly defined and thought out before sending any emails.

 

2 Be Relevant

It is vital that you know your target audience and can identify the multiple segments contained within your database.  There is absolutely no point sending out the same email offering and call to actions if they will only appeal to a certain section of your target audience.  Develop tailored personalised messages, offers and call to actions to the different buyer personas you have identified in your planning stage.  By doing this you will increase the chances of your email been opened.

 

3 A Great Subject Line Is The Key

Having a great subject line is what will get your email noticed but using words such as free will only trigger the dreaded spam filter.  Headlines should be targeted, relevant and personalised to the individual and should include your company name.  By doing this, it will help you present a more professional and authentic look to your communication.  Check out this great post by Hubspot to help you craft and excellent email subject line.

 

4 Ensure You Use Good Design

There is no point having great content and a great offer if the design and presentation are not clear, enticing or easy to follow for the reader.  Give your target audience options for both HTML and text-only versions.  Use the top part of your email to give the reader the real value and offer of what you want to communicate.  Keep your copy brief to avoid excessive scrolling and don’t mix and match different fonts and sizes. Personally, I love white space as I feel it really helps a reader see messages more clearly and allows for quick scanning of your message.

Include your logo on the top of your email, and make sure that calls to action are clear and are of a point size to allow for easy clicking.

 

5 Have A Dedicated Landing Page

There is nothing worse than having warmed up your target prospect, they click the call to action link in your email and they are brought to your home page on your website.  For your email campaigns, you must ensure you are designing bespoke landing pages that clearly directs the reader on what you want them to do when they get there.  When your prospect clicks on the call to action link in your email, they should be brought to a specific landing page that mirrors exactly with the email content they have just been interacting with.

All the information should be absolutely relevant based on the content that the reader was sent in the email, and all the key information should be presented in the top.  Make it very easy and clear to your target audience to know what they have to do next now that they have landed.  This can be done by ensuring the call to action buttons and links are prominent and clickable.

Duct Tape Marketing did a great piece on why landing pages are so important so click here to get some more ideas.

 

6 Test

It is very important to do a few trial runs first with your email campaign before sending to prospects.  Use internal teams and a group of trusted sources to pre-critique your email.  Look at how your email is displayed on various browsers from laptop, tablet and mobile.  Is your content activating spam filters or not displaying correctly on certain browsers.

Check that your images are downloading and that all your links, both call to action links to landing pages and unsubscribe links are working.  I would also advise using a free spam checker to run your email through to check to see if any sections of your copy could potentially trigger a filter and commit your email to quarantine.

 

7 Measure

It will be important to know and monitor how your email campaign is performing to ascertain whether you need to iterate and change.  Pay attention to metrics such as delivery rate, open rates and click through from call to action links to a landing page. It is also worth noting that Outlook offers no tracking metrics, so I would recommend not using this for your marketing emails. Using a specialist email marketing provider such as Campaign Monitor who have very good email marketing tools with excellent metrics will allow you track how your emails are doing.

 

8 Keep Testing and Iterating

The beauty about email is that by using metrics you can see what is not working and improve it.  AB Test different headlines, email designs, use of imagery over text-only emails, times of the day and different days of the week.  All these data parameters will offer you invaluable insights to hone your email campaign to be as responsive and as engaging as possible.

 

9 Keep Your Data Clean

This is a must to ensure your long term email marketing success.  If people are unsubscribing it may indicate the information you are sending is not relevant, so it makes practical sense to ensure you are capturing this data.  If you have a high bounce rate it means that those emails are no longer valid so it is a waste of time and effort to keep sending your emails to these addresses.

 

10 Integrate

Email when used on its own can be very effective, but don’t forget to consider an integrated approach with other targeted and relevant media that are communicating the same focussed material to your target audience.  Doing this can have an extremely positive effect on your response rates.

To further help you in your quest for email success see below an excellent infographic from Online Course Report that details some excellent information and insights that you can use to hone your emailing skills.

Email

 

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Thanks for reading

Phillip (The Curly Marketer)

 

 

Posted by Phillip Twyford in Digital Marketing, Email, Social Media, 2 comments
Are You Scared To Use Social Media For Your Business?

Are You Scared To Use Social Media For Your Business?

As a business do you find yourself struggling with the rapid changes in the social media landscape?

You are not alone when you consider the increasing variety of ways your business can keep in touch, share and digest information with, to and from customers and your target audience.

As someone that has worked in Sales and Marketing, I can completely empathise with you and I have the grey curly hair to prove it !!!

Just consider some of the social media tools at our disposal.

Facebook, Twitter, Linkedin, Pinterest, Youtube, Instagram, SEO

Vine, Google +, Blogging, Periscope, Podcasts

Display advertising, Pay Per Click, Slide Share, Snapchat

Mobile Marketing, Email Marketing, Online Ezines etc etc etc

 

Just consider some of the social media tools at our disposal

The list could go on and on and based on this great article from Kim Garst one of the next key next big trends will be visual media, and to support this Kim states that photos make up 93 percent of the most engaging posts on Facebook.

So for any business especially small companies just starting out using social media and knowing where to begin and what to use can be a minefield and a source of real stress.

However, don’t be scared. Here is what I have learned in 5 simple tips which I feel if you employ will give you a good basis to get started with this very exciting communication medium.

 

1          Target The Correct Platform And Medium

Focus on your customers, target audience and on the products/services you offer.  By doing this, it will help you decide the social media platforms that are best for you and it will also focus you to really consider where your customers hang out in a digital sense.

For example, if your product is more B2C such as clothing, I would advise you should consider Facebook and possibly Pinterest, whereas a more business to business service such as equipment hire, ISO Consultancy etc should consider Linkedin and Twitter.

Another reason to also be focused on the media you choose is time.  It is better to be actively posting and engaging on one, possibly two channels and getting great engagement and brand success as opposed to been active on every medium and not been seen or heard and creating no impact or content at all.

To help you create a digital strategy download my free ebook giving you step by step guidance in creating a planat the end of this post.

 

Target The Correct Platform And Medium

 

2          Test And Iterate, Test And Iterate

The great thing about social media is that you can track, analyse and measure how effective and successful your communication and activity is.

Constantly review key performance metrics for your channels via tools such as Google Analytics for data related to your website or Twitters analytics to track metrics on your tweets, and if you find one is not performing don’t just leave it and hope for the best.

Tweak the message, the style, content and If after changing the posting content, time of delivery etc you still find that the platform is not performing make the call that perhaps it is not the medium to use and focus on those that are working and how you can improve them.

Test And Iterate, Test And Iterate

 

3          Be Detailed About Your Profile

When you look to create for example a Google + page for your business you have to go through an activation process. Registration is detailed and you have to complete your address, what the business does, phone numbers and even move a location pin marker to the exact location on the map displayed before you can move to the next step.

Each channel has their own profile sign up some more detailed than others but the point here is not to be afraid of setting up any profile on social media.

Instead, recognise that for every digital channel account you create you must ensure you fill out all the details promoting yourself and get your images up there to ensure a real cohesive looking brand can be found when people search for you.

 

Be Detailed About Your Profile

 

4          It’s Called Social Media Be Social.

A lot of companies make this mistake.They use all their social media channels as purely another sales tool to constantly talk about how great they are, their products are and why don’t you buy from us.

However, if your strategy is to lose customers this approach is perfect so keep doing what you are doing. And no I am not serious. Please stop doing this if you are guilty.

People want their problems solved, to be advised, to be entertained, to learn, to be inspired and make a connection with people and the companies that they feel are an extension of them and their personality.

It is called Social Media for a reason.

We are all taking our conversation online and so are your customers and prospects.  We want companies to talk to us, to answer our problems, make us feel heard and offer us solutions and benefits.  By listening and engaging with your audience you will not only strengthen your relationship but you will begin to learn very important information about those who are interacting with you. This will then allow you to make their experience and interaction with you and your company more meaningful, personal and memorable.

By listening and engaging with your audience you will not only strengthen your relationship but you will begin to learn very important information about those who are interacting with you. This will then allow you to make their experience and interaction with you and your company more meaningful, personal and memorable.

 

 It's Called Social Media For A Reason So Be Social

 

5          Start

So after a few espressos and shouting affirmations at yourself with the help of your motivational Podcast you set up the Facebook page, your Blog account, and Twitter profile all completed. Yes, you feel great and high five yourself. Good job.

However, a day goes by no activity or posts.  OK, writer’s block, it happens to the best of us.

3 days go by still nothing posted. Darn, the power went down in the area so you could not power up the laptop, tablet or smartphone to send off a blog or a tweet.  A week goes by, then a month, then 3 months and on and on it goes until the amount of tumble-weed in your office means you cannot now get to the laptop to do any posts. OK, I know that’s just silly but I hope it creates the desired visual effect for you.

OK, I know that’s just silly but I hope it creates the desired visual effect for you.

 

 Start

 

To be social on social media you have to be active.  This leads me back to point 1 about time. If you choose to blog aim for 1 to 2 posts a week and then build it up.  If Twitter is your choice of medium look to be tweeting 10 to 15 times a day at key times when your target audience and followers are are going to be there.

The most important thing is that just because you have a profile page set up it does not mean anything without you being there and sharing, engaging and communicating with your audience.

Social Media is a fantastic addition to any companies marketing and branding strategy.  But like all communication mediums do your research first, prepare your strategy, find out what tools and channels best compliment your business to allow you engage, and most importantly be social and converse back with your customers and prospects.

Here is a great resource from one of the leading websites, Social Media Examiner, founded by Michael Stelzner for all things related to social media and gives you an excellent resource to start your journey

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Phillip (The Curly Marketer)

 

Posted by Phillip Twyford in Digital Marketing, Social Media, 0 comments