Digital Retail Training Session Three
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The document provides an overview of online and digital marketing topics including content marketing, email marketing, and social media. It discusses content marketing strategies like blogs, videos and rich media. It covers best practices for email marketing such as compiling a database and analyzing success. For social media, it examines platforms like Facebook, Twitter, LinkedIn and Google+, and why they are effective for different types of businesses. It also addresses myths and facts about social media engagement.
![Traffic Driver
“I absolutely believe the
real integration
opportunity, and way [for]
most business owners to
blow their competition out
of the water, is the
intentional blending of
online and offline tools and
tactics around a single
marketing strategy.” –
John Jantsch](https://image.slidesharecdn.com/retailtrainingsessionthree-151030103841-lva1-app6891/85/Digital-Retail-Training-Session-Three-49-320.jpg)
Digital Retail Training Session Three
- 1. Online and Digital Marketing (Session 3) The DED and TLC Present
- 2. Online and Digital Marketing (Session 1) • Introduction to Online and Digital Marketing: the key marketing principles, tools and techniques • Understanding client life cycles including client lifetime value as well as client acquisition vs client retention • Marketing Audits including techniques and tolls • How to set budgets, identify business objectives and sales targets • Strategy creation and content planning including integrated marketing techniques • Identifying messaging • Online marketing channels and choices • How to implement a successful online marketing plan including the division of labour and the role of marketing partners.
- 3. Creating an effective online presence (Session 2) • Myths, facts and stats • The role of a website in a marketing plan • Planning for a website • Understanding what makes a good website including design, usability, functionality and call to actions • How to convert visitors into customers • eCommerce websites and their role in promoting sales • How to get your business onto 3rd party websites including eBay and Amazon • The role of search engine optimisation and the importance of 3rd party traffic • How online advertising can attract web traffic • Understanding analytics
- 4. Social media and content marketing (Session 3) • An introduction to content marketing including blogs, videos and all rich media • Utilising email marketing to reach customers • What it takes to compile a database and deliver a successful marketing campaign • Understanding the various social media platforms, their usages and the markets behind them including Facebook, Twitter, Google +, LinkedIn, YouTube, Pinterest and Instagram • Identifying the best social media platform for your business • Using social media as a traffic driver and communication tool • Social media best practices, trends and developments • Why social media is working for the retail sector • Analysing the success of you online marketing • How the DED can help
- 5. Content Marketing Content marketing is any form of marketing that relies on or draws from editorial content. That editorial content can come in all kinds of forms: • Blog posts or articles • Video clips • Infographics • Visualizations • E-books • Guides • Resources • Whitepapers • Case studies • FAQs
- 6. Content Marketing What makes content great? • It matters to your customers • It is backed by expertise • It is relevant • It is easy to understand • It is comical, touching, thought provoking, educational … therefore SHARABLE
- 7. Content Sources General News Websites and Blogs Social News Sharing Websites Industry Updates and News Social Media Conversations Customer Q’s and Reviews Staff Members/Experts Day to Day Action
- 10. Email Marketing Compile a database: Through call to actions on website (opt in), social media and offline prompts. Timeline: Establish a suitable timeline. Select your Email Software: Decide on which email software program is best for you. Target your campaign: Make sure you segment your audience. GREAT Content: Ensure your content is clear and concise
- 11. Email Marketing Use GOOD Imagery: Make sure you use high quality images. Call to Action: Ensure you have a clear and easy call to action. IE. Email us, click here. Responsive Design: Make sure you segment your email can be viewed on mobile. Subject Lines: Ensure your subject lines are strong, short and well worded. Analytics: Monitor the success
- 12. Email Marketing
- 13. Email Marketing
- 14. Email Marketing
- 15. Email Marketing
- 17. Social Media: The phenomenon Why YOU can not ignore it... • It is word of mouth on steroids • It is current, relevant and invasive • 1 in 4 people in the world use social networks • Searching Google for social media returns 70100000 results • Everyone is talking about it, from teenagers to local grocers and even leaders of countries
- 21. Social Media: The Phenomenon “Social Media is about sociology and psychology more than technology.” ~Brain Solis Principal of FutureWorks “With the growing reliance on social media, we no longer search for news, or the products and services we wish to buy. Instead they are being pushed to us by friends, acquaintances and business colleagues”. ~Erik Qualman
- 22. Social Media: The Phenomenon “I love social media because it exists at the intersection of humanity and technology. ~ Steve Jobs "On Twitter we get excited if someone follows us. In real life we get really scared and run away."~Unknown “Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.”~Unknown
- 23. Social Media: Myths These are the most common myths of social media: • It is free • You can just appoint anyone in-house to run your social media • You need to be on EVERY social media channel • Social media can replace real-life networking • Social media is full of internet trolls
- 24. Social Media: Myths • Only teenagers are on social media • Social media can replace your website • You can not measure return on investment • You can not generate leads on social media • Too much content will reveal trade secrets to your competitors
- 25. Social Media: Myths • Social media does not compliment traditional marketing • Social media is a fad • Social media creates negativity • Social media is too informal for business
- 26. Social Media: Fears and Pitfalls Lack of commitment Inconsistency Rules/regulations/compliance Negative feedback Mixed messaging and tone Competitor snooping Costs
- 27. Social Media: Facts Social Bookmarking (stumblopen.com) • Interact by tagging websites and searching through websites bookmarked by others Social News (reddit.com) • Interact by sharing and commenting on news Social Video & Photo Sharing (youtube.com) • Interact by sharing videos and photos Social Networking (facebook.com) • Interact by adding friends, commenting and sharing
- 28. Social Media: Facts The statistics do not lie: • 1 in 4 people world wide use social media • By 2017 there will be 2.55 billion users • 67.7 % of internet users use social media at least once per month • Over 3 billion active internet users
- 29. Social Media: Facts How do marketers see social media? • 92% of marketers indicate that social media is important for their business • Facebook and LinkedIn are the most popular choice for marketers, with 54% choosing FB as their preferred platform • 64% said they dedicated 6 hours or more to social media per week • 92% said the top benefit of social media was increased exposure with increased traffic on the website 80% and developed loyal fans (Study done by Social Media Examiner, 2800 marketers took part and results were released in 2014)
- 30. Social Media: Where it all begun and why “Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more open and connected.” - Mark Zuckerberg YouTube was built for home use and Facebook was never intended to be a marketing tool – this was the age of innocence. People slowly, through their needs, pushed these channels to become what they are today.
- 31. Social Media: Where it all begun and why This is the society we have become
- 32. Social Media: Facebook, the King of Kings Facebook is undoubtedly the biggest and most powerful social network in the world. What makes it unique? • It currently has 1.49 billion users but is aiming for 5 billion users • Facebook is driving initiatives for internet accessibility world wide • It dominates the social media advertising space • Facebook is focused on growing offline too • It is a public company • Facebook has adapted to changes in technology and user behaviour
- 33. Social Media: Facebook • 21 minutes – the time the average user spends on Facebook a day • Largest opportunity - communicating with consumers in a non-obtrusive way • Users share 1 million links every 20 minutes • Posts that contains photos make-up 93% of the most engaging posts. • 350 million images are uploaded each day
- 34. Social Media: Facebook Why Facebook: • It allows you to target a broad demographic • Sponsored/boosted posts or advertising allows you to reach a mass audience • The company page feature allows you to showcase your business • It allows for the best conversations • There are Search benefits (Facebook has a relationship with search engine Bing) • Caters perfectly to the B2C market
- 35. Social Media: Twitter • 284 million active users (over 600 million total users) • Twitter is a micro blogging social site that limits posts to 140 characters • 88 % of Twitter users are on mobile • 500 million tweets a day • Use hashtags to gain 2x more engagement • Image links can get 2x the engagement rate
- 36. Social Media: Twitter Why Twitter: • Opportunities to improve SEO ranking • Covers the B2B and B2C market • Twitter is the perfect platform to share content that is housed on other social media platforms or online channels • Seen as the platform for breaking news • Known for customer service compliments and complaints
- 37. Social Media: LinkedIn •LinkedIn has 347 million registered members •Total revenue at the end of 2014 was $643 million (a growth rate of 44% over the previous period) •There are over 39 million students and recent college graduates on LinkedIn •Biggest opportunity is B2B marketing
- 38. Social Media: LinkedIn Why LinkedIn: • Opportunity to connect with colleagues, clients, like minded people and businesses • LinkedIn is built for the B2B market • It allows you to build your online reputation as both a business and an individual • It allows you to participate in groups where you can learn, share and build relationships
- 39. Social Media: Google + • 359 million active users • Social network built by Google that allows for brands and users to build circles • 25 – 35 year olds are most active • Average monthly time spent on Google + is 7 minutes • A Google + presence can assist with search engine optimisation
- 40. Social Media: Google+ Why Google +: • Great search engine optimisation potential • It has a nice combination of Facebook and Twitter features • Google hangout feature allows for video calling which is a unique feature • Content used on LinkedIn and Facebook are suitable for this platform
- 41. Social Media: Pinterest • Pinterest has 70 million users • The spilt between male and female users is even • B2C brands have seen the greatest success on the platform •The biggest brands on Pinterest include Nike, Michael Kors and • Highly visual nature of the website allows for high interaction rates • Accounts for 25 % of retail referral traffic
- 42. Social Media: Pinterest Why Pinterest: • Perfect opportunity to showcase products • It is great for generating traffic to eCommerce websites • Great for allowing customers to find you • PPC advertising has a better return on investment than platforms such as Twitter
- 43. Social Media: Instagram • Instagram has 300 million users • The male female split is almost 50/50 • B2C brands have seen the greatest success on the platform • Instagram allows for you to edit images and videos within the platform • Highly visual nature of the website allows for high interaction rates
- 44. Social Media: Instagram Why Instagram: • Perfect opportunity to showcase products through imagery and video clips • It is great for generating traffic to websites • Great for allowing customers to find you • It is the latest trend • It allows you to add the human factor to any business • Running Instagram as a feeder to other social media channels is common
- 45. Social Media: YouTube • Most video orientated social networking site • YouTube is the second largest search engine • It hits more users than TV • YouTube often is used to house videos that sit on websites or other social media channels •YouTube is owned by Google •The most viewed YouTube video is Gangham style
- 46. Social Media: YouTube Why YouTube: • Perfect opportunity to showcase products through videos • It is great for generating traffic to websites • It has a huge impact on your SEO ranking • YouTube videos are often used for product explanations and tutorials
- 47. Social Media: Tips Create a social media strategy: • Identify your target audience • Select the right platforms • Align your strategy with your business objectives and sales targets • Ask yourself what do I want people to know? • Define what you can and cannot do • Develop a tone and style
- 48. Social Media: Tips Create a social media strategy: • Identify key staff members to involve • Educate staff members • Create a content plan considering seasons, events, plans etc • Allocate time • Find tools to assist you • Monitor and adapt
- 49. Traffic Driver “I absolutely believe the real integration opportunity, and way [for] most business owners to blow their competition out of the water, is the intentional blending of online and offline tools and tactics around a single marketing strategy.” – John Jantsch
- 50. Traffic Driver Every time you share a link to your site on a social media account, you build links for Google to index. This also helps you boost your ratings in SEO, as social media accounts are considered quality sources.
- 51. Traffic Driver Competitions on social media platforms that have a website component often return better results…
- 52. Communication Tactics • Ask the question • Poll • Test the market • Feedback • Competition • Ratings and reviews • Monitor and respond to posts and comments
- 53. How social media can help your business https://www.pinterest.com/pin/175499716706887149/
- 54. Social Media: Trends • Paid advertising • Rich media • Integration marketing • Online shopping • Group/forum participation • Personal brand building • MOBILE USAGE
- 56. Social Media in the Retail Industry View more stats here
- 58. Success Stories Ellen’s Oscar Selfie • A simple selfie, with arguably the most famous faces in Hollywood, goes viral • The most retweeted picture on Twitter • This tweet generated $1 billion worth of advertising for Samsung Key Learning: Keep up to date with the latest trends
- 59. Success Stories Arby’s • This was the biggest tweet during the 2014 Grammy awards • 79834 retweets • Arby’s bought this hat for over $44000 and auctioned it off for charity Key Learning: Keep an eye out for opportunity
- 61. How to evaluate the success By identifying the right metrics Determine overall satisfaction from customers and staff alike Check growth in community Sales targets and business objective analysis Cost review Return on investment analysis
- 62. How the DED can help! · Business Support Scheme (BSS): https://www.gov.im/categories/business-and-industries/growing- a-business/business-support-scheme/ · Small Business Start up Scheme (SBSUS): https://www.gov.im/categories/business-and- industries/starting-a-business/small-business-start-up-scheme/ · DED Retail Sector info: http://www.whereyoucan.com/Sector/Retail.aspx · Regeneration: https://www.gov.im/media/426853/regeneration_0313.p df ,https://www.gov.im/categories/business-and-industries/business- grants-loans-and-assistance/town-and-village-centre-regeneration- scheme/ · Douglas Development Partnership: http://ddp.org.im/ · Chamber of Commerce Retail page: http://www.iomchamber.org.im/public/about- us/committees/retail.aspx