What’s Your Digital Marketing Strategy?

What is Digital Marketing? Computers Tablets Phones Social networks Traditional (Radio, TV) Ease of use Relevance to user/search Convergence between device

Two types of Marketing Pull – consumer seeks you Web searches, opening s, websites, blogs and digital media, SEO Push – you send a message Advertising on websites, writing articles, sending s, SEM, social, radio, TV What’s your strategy for each market?

Driving traffic to your site How do people find you? Google market share dominance

SEO Content is King – Quality (well written) – Keyword Research (what do people type) – Engaging (do they stay) – Fresh (is it new) HTML – Titles (title tags) – Headings (keywords) – Structured data (information about your information) – Stuffing – Hiding

SEO Architecture – Crawl able – Duplication – Speed – URLs (short and on topic) – Mobile does it work? Off Page – Quality links – Targeted text – Authority – Identity – Social – Who is searching (google knows you)

SEM Ads at the Top of Google Set a budget Pay only when you get clicks Comprehensive tracking and data A / B Split tests Control

Social Media Facebook LinkedIN Twitter Youtube Communities

Now that I’m here? Front page Who you are What you do Why are you better? What can you offer me? Can I find what I want immediately? Get them to make contact!

Case Study

Tracking Do you know what your website ROI is? Analytics Webmaster Tools Clicktale Crazy Egg Employ an expert

Design Up to date? Responsive (20% mobile) Clear messages Easy to use Looks as expected Helps to convert Keep up or exceed competitor design

Convert What is unique and better about you? USP Become their “trusted advisor” Experts, testimonials, social backups Offer tools and information Usability – can they find what they want Sales copy Capture their , likes, follows

Digital Marketing off your website Use your database. Link that to your communication systems. Automate its collection and its use. Become massively intimate. Chase information This is a way to recession proof your business. Information is the oil of tomorrow

Website design People don’t remember the PITCH… They remember the experience

How Strategy and Action can help Visit Strategyandaction.com.au/AVAA for a special offer for members of AVAA. Or Come and talk to us after the presentation