Leveraging Digital Marketing and Social Media in Your Business

1. Leveraging Digital Marketing and Social Media in Your Business

2. About the Speaker Speaker Profile Becky Livingston • Owner Penheel Marketing • 25+ years of marketing and technology experience • 14 years in the financial services industry • Social Media & Digital marketing professional • Public speaker and trainer • Frequent guest blogger • Dog and shoe lover

3. Agenda • The ins and outs of eMarketing on the major social media platforms • Tips for using search engine marketing for Google, Yahoo and Bing • Case studies and best practice examples

4. What is eMarketing eMarketing is a recent component of organizations' integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets.

5. Why do we need it? • Increase brand reach • Promote product or service • Grow fans/followers • Reach new audience members • Split test a product/service • Gain new leads

6. Consists Of • Email • Website • Digital Content (eBooks, whitepapers, downloads) • Social Media • Video • Any online content to support the business

7. Ins and Outs • Know your audience and where they spend time online (social platforms, websites, etc.) • Create a content calendar to post content frequently • Listen, respond, share • Report and Measure • Revise as needed

8. Social Marketing - Paid • Facebook – boosted posts and ads • LinkedIn – sponsored updates and campaigns • Twitter – cards and scheduled tweets • YouTube – video ads • Email – split testing and drip campaigns

9. Facebook Boosted Posts • Spend from $5 - $20 per day on boosted posts • Spend $$ - $$$ for larger audience Must be a company page. Not a page created from within a personal account.

10. Facebook Boosted Post How To Activity

11. Facebook Ads – How To Activity

12. LinkedIn Campaigns • CPC Campaigns • Sponsored Posts

13. LinkedIn CPC • Compelling. Use attention-grabbing words that your audience will respond to. • Action Phrases. Include a call-to-action phrase to alert the viewer to do something, such as “Download Now!,” “Order Today,” “Don’t miss this chance!,” and more. • Images. There are a variety of sizes available. • Multiples. Create more than one ad for each campaign. Vary the ad text, call-to-action phrase, and images. This works well when split testing a campaign • Target Audience: Geography, industry, job function, job title, Group • Budget: Spend some during the week day and some on weekends.

14. LinkedIn CPC Campaigns

15. LinkedIn Sponsored Updates Handout

16. Twitter 1 2 3 4 Select Objective Target Audience Set Budget Measure Optimize

17. Twitter Cards & Scheduled Tweets Summary Card: Title, description, thumbnail, and Twitter account attribution. Summary Card with Large Image: Similar to a Summary Card, but with a prominently featured image. App Card: A Card to detail a mobile app with direct download. Player Card: A Card to provide video/audio/media.

18. Twitter Targeting Options • Device (desktop, laptop, mobile, tablets, etc.) • Carrier (iOS “i” products, Android) • Mobile carrier • Gender • Location • Language

19. Twitter Handout

20. YouTube Stats • YouTube has more than 1 billion users • Every day people watch hundreds of millions of hours on YouTube and generate billions of views • 300 hours of video are uploaded to YouTube every minute • ~60% of a creator’s views comes from outside their home country • Half of YouTube views are on mobile devices • Mobile revenue on YouTube is up over 100% y/y

21. YouTube Ads • Budget control • Target audience: gender, interest, location • Built-in analytics

22. YouTube Case Study

23. Email Marketing • 4.3 billion email accounts by 2016 • 91% of consumers check email 1x/day • 82% of consumers open emails from companies • 66% of consumers have purchased online from email • 64% of American online have printed a coupon from email • 74% of consumers prefer to receive communications from biz • 85% of U.S. retailers consider email marketing one of the most effective customer acquisition tactics. Source: Staples https://www.pinterest.com/pin/219550550561268749/

24. Email Split Tests

25. Email Activity

26. eMail Drip Campaign for Leads Handout • Company introduction • Blog post and key message • Outside thought leader article • eBook or whitepaper download • Case study • Infographic • Ask for a meeting

27. Search Engine Marketing • Ad formats • Text • Graphical / Image • Video

28. SEM Ad Samples They also look like this!

29. SEM Ad Components 25 100

30. SEM Keywords 3 Steps Expand Group Refine

31. SEM Keywords, cont. In addition to the built-in keywords tools in each SEM platform, you can find additional terms via search. This is great to also find negative terms, in this case “Starbucks” and “Whole Foods” if you don’t want your ad to show up for those searches.

32. SEM Text Ad Limitations

33. SEM Recon - iSpionage iSpionage

34. Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-profits. http://penheel.com/speaking-engagements/ Blogging Create blog content quickly while getting SEO tips and best practices pointers. Social Media Publish content to your socialaccounts, then nurture leads based on their social engagement. Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads. Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords. Email Send personalized, segmented Emails based on any information in your contact database. Lead Management Track leads with a completetimeline-view of their interactions with your firm.