7 Top Secrets to Successful Digital Marketing

2. 7 Top Secrets to Successful Digital Marketing In this two hour interactive workshop, Meaghan Thomson will teach you the tricks behind setting up and running a successful online marketing campaign. Whether you are a new or established business, the workshop will provide strategies on the best way to optimise your chance of being found online and how to write powerful content that sells.

3. Qualifications Webmaster Manage server side and technical aspects. Load and build websites. Visual communication to inspire, inform and problem-solve. Copywriting is the process of writing advertising promotional materials. Copywriters are responsible for the text on brochures, billboards, websites, emails, advertisements, catalogues, and more. All styles Proficient across the Adobe Creative Suite – Small & large scale commercial projects Trained and certified as a Google Marketing Consultant Graphic Designer Copywriter Illustrator Graphic Artist Google Partner

4. Brand Identity Logo Design Brand Style Guidelines Brand Strategies Competitor Analysis Social Media Styling Stationery Packages Graphic Design Digital Marketing Custom Artwork Business Cards Letterheads Flyers/Brochures Book Design & Layout Labels & Packaging Signage Websites Hosting Packages Domain Names Technical Support Google Adwords Copywriting Illustration Graphic Art Traditional Mediums Pixel Painting Vector Artwork Photography

6. Google now processes over 40,000 search queries every second. 3.5 billion searches per day. 1.2 trillion searches per year worldwide.

7. The web is saturated with content

10. Search engines want to deliver RELEVANT, QUALITY & AUTHORITATIVE content.

11. Authority Posting on the internet is largely lawless. Google wants to know if your website is a trusted place that SE would want to show to users. One way Search Engines can determine the authority of a website or page is by what other websites think of you via links back to your website. It’s not a popularity contest but rather there is an emphasis on the quality of the link. It needs to come from a well respected or industry related site. • Relevancy of the link • Text surrounding the link • Steady links over time • Social media • Authoritative links Quality Backlinks

12. Google My Business • Relevance • Distance • Prominence

13. Relevance Keywords and Phrases – Form the backbone of search

14. Keyword Planner Tool Discover what people are actually typing into a Search Engine

15. Keyword Planner Tool

18. Keyword Strategy It’s important to evaluate the different attributes of keywords before we invest time and energy into building them out. 3 things to consider RELEVANCE - Does the keyword accurately reflect the nature of the products and services you offer? SEARCH VOLUME – The Number of searches typed into a Search Engine per month for a particular keyword. COMPETITION - How difficult is it going to be for us to rank in front of our competition.

19. Relevance OR Competition Search Volume Relevance Search Volume Competition Blue Toyota Camry

20. Page Optimisation

21. Page Optimisation • Page Title & Meta Data • URL • Heading Title • Body Content • Images

22. • Get a response • Get people to take action-buy a service • Change an opinion • Change an action • Tell people what’s in it for them • People are motivated by self interest Copywriters aim to Advertising Material Websites Blogs Newsletters Emailers Sales Letters Brochures

23. A helpful formulae Headline Sub-headline (expand to lead into body copy) Features – Benefit Testimonial *** Free offer *** Call to action ***

24. Headline Formulaes • How to • Here’s how • Learn how • Ask a question • Lists • Statement • Attention (target Market) • How to pay off your mortgage in 5 years. • Here’s how to save your marriage • Learn to cook great healthy meals in under 10min • Are you sick of going to work everyday? • 3 easy steps to earn extra income each week • Your eyesight is getting worse every day. • Snorers. Discover how to wake up feeling refreshed

25. What’s in it for the target market Don’t leave your bike in the foyer

26. What’s in it for the target market Please don’t leave your bike in the foyer

27. What’s in it for the target market Don’t leave your bike in the foyer. Three bikes were stolen from here last night.

28. What’s in it for the target market Don’t leave your bike in the foyer. If someone trips over it and hurts themselves you can be sued. It’s happened before.

29. Features & Benefits Here’s the features Allantoin Tetrasodium pyrophosphate Hydrated Silica Sodium Saccharin Sucrulose etc

30. We sell the benefits, not the features Here’s the benefits 3 Shades Whiter teeth, Fresh Breath, Cavity Protection, Fortifies Enamel

31. The devil is in the details She has been working in the corporate training field for a number of years and her client list is substantial

32. The devil is in the details She has been working in the corporate training field for a number of years and her client list is substantial Compared to She has been working in the corporate training field for 25 years and her client list includes blue-chip companies such as BP, Apple and the ANZ Bank.

33. Baby Sitting Service - $20/hourCall Jane 041 485 7402

34. A formulae What are you selling? Who is the target market What needs does it solve Identify their problems Baby Sitting Service Working Mums kids under 10 Peace of mind Safe, Reliable, interactive with kids, lives locally, first aid training, willing to cook & clean, available for occassional sleep over

35. Working MumsHere’s how to find a local babysitter, who’s reliable, flexible, accredited in First Aid, cooks, cleans and best of all genuinely loves caring for children.Arrange to meet mePhone Jane - 041 485 7402

36. Google Analytics Google Analytics is the most widely used web tool on the internet.

37. ReCap What is a search engine? How does a search engine work? How do search engines determine page rank? What is the goal of a search engine? What is the difference between Organic and Pay Per Click? How can you attain improved ‘authority status.’ Where do you find the Keyword Planner Tool When deciding upon a keyword strategy, how do the terms Relevance, Search Volume & Competition play a role in helping you decide which keywords and phrases to use on your website. How does the ‘long-tail’ theory work? What are the 7 headline formulas? What is the difference between a feature and a benefit when writing body copy Why should you have a well organised website. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.