Digital Retail Training Session Two
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The document provides an overview of various topics related to online and digital marketing. It discusses setting up an effective online presence through websites, social media, content marketing and online advertising. Key points covered include planning a website, making websites convert visitors into customers, using search engine optimization, analyzing website analytics, leveraging different social media platforms, and utilizing online advertising options like banner ads, Google Display ads and ads on Facebook and Twitter. The document aims to educate on developing a successful online marketing strategy and presence.
Digital Retail Training Session Two
- 1. Online and Digital Marketing (Session 2) 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. The Role of a Website
- 8. Website Language CMS – Content management system is a computer application that allows publishing, editing and modifying content, organizing, deleting as well as maintenance from a central interface Sitemap – A list of pages of a web site accessible to crawlers or users. It can be either a document in any form used as a planning tool for Web design, or a Web page that lists the pages on a Web site, typically organized in hierarchical fashion.
- 9. Website Language UX Design - The process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product. UI - Your website's user interface is everything that the user can see and interact with. Open Source - Freely distributable and modifiable software to which the source code is available to the public.
- 10. Website Language Widget - Widgets are various components that can be added to a site without having to write the code.
- 11. Planning for a Website Specification Documents: • Do you need to keep anything from your existing website? (content, functionality, content management system) • Have you chosen your CMS? • Does the website planning need to go through compliance/legal advice? • Have you determined who needs to sign off on the various stages of the project?
- 12. Planning for a Website Specification Documents: • Do you have your brand style guidelines and branding items in order? • Do you have licensed imagery to use? • Do you require video content? • Who will be writing the copy for the website? • What SEO will be done on the website and by who? • Do you require any special functionality such as eCommerce or member logins?
- 13. Planning for a Website Specification Documents: • Have you registered your domain or looked at ownership expiration dates? • Who is going to host the website? • Have you got a google analytics account? • Do you need CRM integration? • Do you need social integration? • Will the website have blogging functionality?
- 14. Planning for a Website Specification Documents: • Who will be designing the website and how many designs will you see? • Who will be developing the website? • Have you thought about cross browser compatibility or responsive design? • Have you determined testing and go-live dates? • Have you addressed training/maintenance?
- 15. Planning for a Website
- 17. Is your website working for you? Alarm signs: • Is your website text based? • Do you get confused on where to find info? • Does it load slowly? • Do you appear on the 5th page of Google? • Is uploading an update a hassle? • Do you make use of outdated design elements?
- 18. Is your website working for you? You need to take your website into the era of well designed effective website that speak to the heart and mind of your target audience.
- 19. Appearance Visual design is paramount to anything else when creating a website – the idea is to catch the user’s eye with clever design and guide the user effortlessly through the most critical communication elements. The use of graphics, text, colour and imagery needs to appeal to your target audience, captivate their imagination and leave them wanting to explore your online presence. Is your website working for you?
- 20. Is your website working for you?
- 21. Is your website working for you?
- 22. Website Content The aim is to have content that is engaging, that succeeds at teaching, persuading and entertaining the user whilst also helping you meet your business objectives. It is crucial to keep the information on your website concise, direct and memorable. Is your website working for you?
- 23. Functionality Most websites fail to take into account who is going to be visiting the website and the fact that the most users spend an average of two minutes on a website. For example if the primary function of your website is to sell a product then it is important to clearly display the product and its description as well as have a user friendly check out system so purchasing is quick and easy. Is your website working for you?
- 24. Is your website working for you? Usability If a website is easy to use, users are more likely to stay on your website for longer resulting in them becoming engaged with your brand and the services or products you offer. The belief is that a website’s success is determined by how it guides its user towards its primary goal.
- 25. Is your website working for you? Usability: A good website will load quickly, have minimal scrolling, clear navigation, a consistent layout, a logical flow, and clearly show the purpose of the website within 5 seconds of arriving on the site. It is not enough to just have a user friendly website, it is also needs to be responsive and be compatible on all browsers.
- 26. Is your website working for you? Social Media: Every website should have social media links not only to allow users to connect with your business on the various social media platforms but also to allow users to share the information you have provided.
- 27. Website Trends • Parallax Scrolling Websites • Movement • Removal of non essential design elements • Minimal text • eCommerce • Full bleed imagery • High quality custom images/photographs • Dramatic typography • Storytelling and interaction • High performance
- 29. Website Call to Actions By definition: In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today".
- 30. Call to Actions Variations Add To Cart Subscribe Book Now Call Us Today Download Sign Up Share Learn More Take A Free Trial Submit
- 31. Call to Actions Best Practice CTA’s must be: • Visually appealing • Include compelling copy • Relevant to the context • Easy to identify on a page loaded with copy and visual elements • Positioned well • Clear in their result Verbs work best!!
- 32. Call to Actions Examples: http://www.themodernhonolulu.com/ http://www.thezhotels.com/ http://www.booking.com/ http://www.oysterboxhotel.com/ http://ils-world.com/ Now lets look at your website…
- 33. Ecommerce: What you should be doing Deals Easy payment methods Reasonable shipping/delivery options Recommended products Wish lists Retargeting Latest news Testimonials
- 34. Ecommerce: What you should be doing Filters Product Descriptions Icons Social media sharing Quick link contact details Store finder/physical presence Videos
- 37. 3rd Party Website Currently third-party retail sites dominate e- commerce growth in 2014/215/ http://www.amazon.com/gp/seller-account/mm- product-page.html?topic=200274800
- 38. 3rd Party Websites What are the benefits? Captive audience Referral traffic Brand awareness Added revenue Testing ground for new products Credibility
- 39. 3rd Party Websites What do you have to look out for? Competition Diluting your own online presence Search dominance Commission fees Negative associations
- 40. SEO
- 41. SEO Content: SEO content is any content created with the goal of attracting search engine traffic. Keywords: Refer to the particular words that might be entered by a user (surfer) into their search engine. Back Links: These are hyperlinks on other websites which, when clicked on by the user, transfer the user to your website.
- 42. SEO Effective SEO should be underpinned by: 1. Website content that is useful to your target market or audience. 2. Website structure that allows your content to be found easily by surfers and robots. 3. Website promotion that maximises visibility of your content. 4. Measurement and management to enable continuous improvement.
- 44. Analytics
- 45. Analytics Analytics: • Long Term vs Short Term • Bounce Rate • Entrances • Traffic Sources • Time on Site • Devices and Browsers • Audience Locations
- 48. Online Advertising Banner Ads: Image-based advertisements that often appear in the side, top, and bottom sections of websites. Google Display Ads: Form of contextual banner ads used in the Google Display Network, Google’s collection of network sites that agree to host display ads. The Google Display Network also includes Google properties such as YouTube, Gmail, Blogger, etc. Google Display ads can be text, images, and even video based.
- 49. Online Advertising Facebook Ads: Adverts on Facebook are shown to specific groups of highly engaged people on desktop and mobile. There are three types, news feed, sidebar and mobile news feed. Twitter Ads: Twitter ads refer to the paid boosts that brands on Twitter can use to extend the reach of their tweets, promote a chosen hashtag, or gain more followers.