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TRANSCRIPT
Digital Marketing
Engaging your Audience Online
Presented by News Xtend
November 2015
50 YEARS AGO
TODAY
Today…
REACH YOUR AUDIENCE
Traditional Media:
Digital Media:
Match the target group to the media channel.
Match the advertising impression to the
internet user.
Where Can I Advertise
• Google - Via Ad Words
(also called PPC – Pay-Per-Click, SEM – Search Engine Marketing)
• Social – FaceBook, Twitter are the main ones because of their audience size
• Display – Websites that accept ads like News.com.au and literally millions of others
Ads or PPC
Organic or SEO
And in the News Feed
Display
FIVE STEPS TO SUCCESS Remember your vowels
Audience
Elect Goals
Identify Solutions to Reach Goals
Optimise while Executing
Use Analytics and Adjust
A
U
O
I
E
Advertiser Profile:Blinds/ ShuttersInstallers
BLINDS INSTALLS COMPANY PROFILE
Average SalesTotal Annual: $2,386,465 Total per Customer: $2,970
Average Annual Marketing Budget3.6% of retail sales50% digital ($3,600/month)
Best Source of BusinessWord-of-mouth referrals / Online leads
INDUSTRY PROFILEBlinds Shoppers are more likely to enjoy
Baking+20.7%
Exploring Nature
+18%
Home Decorating
+24.1%
Home Improvement
+20.7%
Gardening+17.1%
Source: 2014 AudienceSCAN
STEP ONE: AUDIENCE
Demographics Geography
Shopping & Browsing Habits Interests
Age GenderEducationHousehold DynamicIncome
Where the liveWhere they workHow far they will travelOnline shopping / shipping
Online Shopper Home DecoratingVehicle browser Technology guru
MusicTravelSportsCooking Business
AEIOU
Demo Targeting Geo Targeting
Behavioral Targeting Content Targeting
STEP ONE: AUDIENCE AEIOU
HomeownerHHI $75k+
Online shoppersHome Decorating
Cooking
Brisbane, QLD Cairns, QLD Townsville, QLD
New CustomersPast Customers
STEP TWO: ELECT YOUR GOALS
• Brand • Product • Event
• Phone calls • Form submissions • EDM sign up • E-Commerce Purchase• Visits to Location Page
• Lapsed Customers• Existing Customers • Potential Customers
Awareness
Engagement
Leads
AEIOU
I need to appear when customers search on Google for my brand, products and
services
STEP TWO: ELECT YOUR GOALS
“Success to me is phone calls and form fills on my website”
STEP THREE: IDENTIFY SOLUTIONS AEIOU
Awareness
Engagement
Leads
Desktop Impressions
Email Opens & clicks
Video Views
Social comments, Likes & Shares
Mobile Impressions
Social Impressions
Paid Search Impressions
Facebook Offers Claimed
Desktop View-Through
SEM form fills & phone calls
Site visits
Desktop Display Ads
Facebook Posts
SEM
Mobile Ads
I need to appear when customers search on Google for my brand, products and
services
STEP THREE: IDENTIFY SOLUTIONS
QUERY
?What percentage will network (display, mobile, and video) ads grow in Australia over the next 3 years?
Programmatic Ads will grow in 3 yrs
60-70Percent
QUERY
Source: IAB Australia, Programmatic Playbook
STEP FOUR: Optimise AEIOU
.03%
.07%
.12%
CREATIVE KEYWORDSTARGETING
STEP FOUR: Optimise DISPLAY AEIOU
Med% CTR
low%CTR
High%CTR
BLINDS INSTALLS
B
BLINDS INSTALLSBlindsInstalls.com
STEP FOUR: Optimise SOCIALAEIOU
BLINDS INSTALLS
BLINDS INSTALLS
BLINDS INSTALLS
STEP FOUR: Optimise SOCIAL PT 2AEIOU
BLINDS INSTALLS
BLINDS INSTALLS
BLINDS INSTALLS
Allergens in the air, don’t forget to keep your blinds clean!
Call or click to book your appointment.
BlindInstallers.com
BlindInstallers.com
Desktop Newsfeed
Mobile Newsfeed
Engagement Level
STEP FOUR: Optimise SEM AEIOU
Blinds installation
I need to appear when customers search on Google for my brand, products and
services
Desktop Impressions
Social comments, Likes & Shares
Mobile Impressions
Social Impressions
Paid Search Impressions
Desktop View-Through
SEM form fills & phone calls
STEP FIVE: USE ANALYTICS
STEP FIVE: USE ANALYTICS AEIOU
What Are Your Vowels?Remember your vowels
Audience
Elect Goals
Identify Solutions to Reach Goals
Optimise while Executing
Use Analytics and Adjust
A
U
O
I
E
Online Must have… www.Google.com/business
THANK YOU