CONNECT WITH US @MississaugaEDO
2020
Presented by
Laura Dunkley @LauraLDunkley
Digital Marketing Consultant, Mississauga Business
Enterprise Centre (MBEC)
Disclaimer
This webinar is hosted by The Corporation of the City of Mississauga’s Economic Development Office (the “City of Mississauga”). The information/materials provided in this webinar have been authored, prepared and delivered by other third parties and are intended as general information only, and do not comprise and should not be considered professional advice, directions or recommendations nor a complete statement of the law on any particular topics presented. Every situation is unique and involves specific business, commercial, health and safety and legal issues within a provincial/federal regulatory framework which is constantly changing and evolving. The information, views and opinions expressed on this webinar do not reflect those of the City of Mississauga and are not endorsed or recommended in any way by the City of Mississauga and should not be relied upon without the benefit of independent professional advice. It is further recommended that you contact an appropriate licensed professional and the responsible departments of the Provincial/Federal Government and obtain specific advice and direction with respect to any topics in this webinar. The City of Mississauga expressly disclaims any responsibility or liability for any use or reliance on, and any inaccuracies, errors or omissions contained within the information, materials and opinions presented by in this webinar.
MBECMississauga Business EnterpriseCentre
Your central source for small business information, resources and guidance.
mississauga.ca/mbec
LAURA DUNKLEY Digital Marketing Consultant - MBEC
Laura has spent over 20 years as an entrepreneur. After selling her retail business in 2008, Laura worked as an independent communications consultant before joining the team at MBEC in 2017.
Offering her extensive knowledge and expertise in the area of social media, digital marketing, and public relations, Laura continues to help numerous entrepreneurs and small business owners develop communication strategies to launch and grow their businesses in this digital era.
Twitter / Instagram / LinkedIn @lauraldunkleyBlog - LauraDunkley.comContact – [email protected] / 905-615-3200 ext. 4094
SMALL BUSINESS TRAININGOnline Webinars
mississauga.ca/mbec
Are you 18 years and over interested in starting, expanding or purchasing a business in Mississauga?
The program provides:• Free training and business skills development
• Free mentorship and guidance
• Opportunity to apply for a program grant of up to $5,000 after the completion of mandatory training and mentorship.
MISSISSAUGA.CA/STARTERCOMPANYPLUS
mandatory info session dates –Aug 4, 6 (general) 11, 13 (music industry)
STARTER COMPANY PLUSPROGRAM
thefutureisunlimited.ca
thefutureisunlimited.ca
Thefutureisunlimited.ca/mississaugamade
thefutureisunlimited.ca
Digitalmainstreet.ca/shopHERE
1. Branded online Shopify store
2. Help setting up store3. Ecommerce & Digital
Marketing support4. Access to Free tools
** The ShopHEREprogram is free for participants to sign up and have a Shopify store built. Businesses will be responsible for the monthly Shopify fee after the initial 90-day trial.
What do businesses and Artists get as part of ShopHERE?
thefutureisunlimited.ca
www.thefutureisunlimited.ca/covid-19/Thefutureisunlimited.ca/covid-19
• WHAT is Content Marketing?• WHY Content Marketing?• Steps to Create a ‘Simple’ Plan• Tips on How to Manage your Content Plan• Content Marketing – Scenarios & Examples• Tips on How to CREATE Key content
o Websiteo Blogo Podcasto Case Studieso Graphics o Videoo Digital Ads
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Ref: contentmarketinginstitute.com/what-is-content-marketing/
! ?$
LET US KNOW MORE?! What are your greatest challenges with content marketing?o Converting to Saleso Finding the Timeo Budgeto Knowing what type of content to create?
What kind of content do you create? (multi-select)o Videos YouTube/Vimeoo Videos Social Mediao Blogso Social Media Graphicso Infographicso Photographyo White Papers o Case Studieso Webinar/Presentations
LET US KNOW MORE?! What informs your content marketing plan? (multi-select)o Industry Researcho Results from Social Media insightso Results from Google Analyticso Consultant/Advisoro Feedback from Customers
How far ahead do you plan your content?o Every Yearo Every 6 months o Every 3 monthso Once a montho Weeklyo I don’t have a plan
WHY?
Content Marketing generates 3 times as many leads as traditional marketing.
Buyers are willing to exchange their information for…
White Papers
Webinars
E-Books
Case Studies
Third-party/analyst reports66%
Content Marketing generates over 4 x more leads per $1000 within 36 months
After introducing a content marketing strategy, 74% of companies find that lead quality and quantity increased
https://www.intercom.com/blog/the-top-2018-marketing-statistics-and-why-they-matter/https://blog.markgrowth.com/20-stats-that-show-the-power-of-content-marketing-in-2018-c2aaa7e1d13a
v
E-Newsletter
Blog
Photos
Presentations
Maps
Infographics
Videos,
Webinars
Podcasts
E-Books
Illustrations
Projects
Signs Mobile
Application
Business – Consumer (B2C)• Social media posts• Videos• Illustrations/Photos• Infographics• Interactive content (quizzes, etc.)
Ref: https://izea.com/2018/02/15/2018-content-marketing-statistics/
Business – Business (B2B)• Social media posts• Case studies• Videos• E-books/White papers• Infographics
Lead Generation‘sales’ – conversion (organic + paid)
Brand Building Reputation, Thought leadership, Provide Value & Build Trust - ‘who, what, why’
Community Building General Interest, Community outreach, humour, motivation, latest industry news shared
v
TRAFFIC
LEADS
SALES
RETAIN
Awareness?
Consideration
Decision√
Loyalty$
GREAT CONTENT moves people through the SALES FUNNEL
? Build Awareness & Educate
Establish Interest & Consider Solution
Build a business case & make decision to buy√
Become loyal customer and ambassador$
GREAT CONTENT GOALS
• Your Own Content (original > re-purpose)• Your Business Activities• Your Customers (feedback/FAQ/etc)
• Industry Leaders/Community• Competitors• Google Trends• Buzz Sumo (paid)• Social Media Account Trends - General• Ask the Public*• Social Media / Industry Calendars
Read More: https://www.lauradunkley.com/site/blog/2014/07/23/original-owned-and-shared-content
WHERE TO GET CONTENT IDEAS
OWNED
CURATED
Content Ideas
Answerthepublic.com
Keyword –Sustainability
Content Ideas
What topics support your brand?What does ideal client find interesting?How can you be a resource for your audience?
! ?$
What are you selling?
SALES BRAND/REPUTATION GENERAL INTEREST
Lead Generation Provides Value, Builds Trust, Resource
Brand awareness, engagement, buildcommunity
• UpcomingPromotions
• New Product Launch
• Buying Cycling (Seasons)
• Attending Tradeshow
• Hosting Event• Contest/Giveaway• Win-Back Campaign
• Insights on Industry Topics• Solutions for client problems• Educate client –why buy
product/how to use • Share industry news• Success Stories• Testimonials• Community work
• Industry Topics / News• Humour• Motivation• Holidays/Special Days• Trending Topics
! ?$
v
Be Consistent, Strategic.. & Patient
Relevant, Valuable, Quality Content
Share on Owned (First), Paid, Earned
Did you inform, engage, or persuade??
1. BUSINESS PLAN
2. TARGET AUDIENCES
3. SET GOALS
4. RIGHT CHANNELS
5. THE PLAN
6. GREAT CONTENT
7. TRACK PERFORMANCE
Learn more
Lauradunkley.com/blog
DIGITAL MARKETING 1017 STEP GUIDE
WHO IS ON YOUR TEAM?
YOU
CONTRACT CONSULTANTor EMPLOYEE
‘AS NEEDED’CONSULTANT
Or FREELANCER
WHERE CAN YOU FIND HELP
• MBEC – consulting / programs• www.upwork.com - freelancers• www.fiverr.com – freelancers• Social Media Research • Ask for referrals • Put out an Ad• Local Colleges – i.e. Sheridan College
WHERE CAN YOU LEARN
• MBEC Webinars / Online Courses• Online tutorials – e.g. Lynda.com• Local college i.e. Sheridan College
?
?
WHO IS YOUR AUDIENCE?
_____________________________________________
____________________________________________________________________________________________________________________________
Age
Gender
Live
Work
Children
Entertainment
Income
Personality Type
Attitudes
Values
Interests/ Hobbies
Lifestyles
Behaviours –
buying habits, etc.
• Challenges?
• Purchasing Motivators?
• How can you help them?
• Why choose you?
• What media do they use?
• What do you want them to do?
• Is there a secondary audience to
consider?
RESEARCHFocus groups
Surveys
Sales Data
Interviews
In-Store Traffic
Online Research
• Forums
• Social media
• Google Search
• Owned Channel
Analytics (e.g.
Website, Social
Media)
• Key Dates – Sales Tactics
• Select Topics of Interest for your Brand
• Plan BIG content > micro
• Plan minimum 3 months of content
• Work backwards from key topics & add in ongoing topics
• Channel strategy for distribution – organic + paid
• Set up key milestones
• Review, learn, adapt
HOW TO GET STARTED
Track Performance
• Did you reach your goal?• How many people received your message? (i.e. REACH)• How many people commented / LIKED what you had to say?• How many shares?• Who are the people that ‘bought’ from you?• What kind of comments did you get? Poor, neutral, positive – 1
star to 5 star• Where did they come from? (i.e. website traffic referrals)• How long did they spend on your content? • What was their journey? (i.e. social tracking snippet to website)• How much did you spend?• What ads worked best? Images, text, call to action, headline
https://www.google.com/analytics/analytics/#?modal_active=none
Track Performance Google Analytics
WHY GOALS AUDIENCEWHO WHAT
CREATE
RESOURCES
HOW
DISTRIBUTE WHERE PROMOTE WHEN
THE PLANMANAGEMEASUREADJUST
BUSINESS GOAL _________________________________________MARKETING GOAL ___awareness__ consideration ___ decision ____conversion _____retainKEY METRICS (i.e. website traffic, downloads, forms filled out) _________________________KEY CHANNELS (e.g. website, social media, podcast) _____________________________TOPICS/THEMES #1_____________ #2______________ #3__________________MONTHLY BUDGET | CONTENT ___________ PROMOTION ________________
MAIN CONTENT MAIN CONTENT MAIN CONTENT MAIN CONTENT
WEEKLY WEEKLY MONTHLY MONTHLY
BLOG SERIES YouTube VIDEO SERIES
WHITE PAPER/E-BOOK/DIGITALDOWNLOAD $$
WEBINAR SERIES
MICRO CONTENT MICRO CONTENT MICRO CONTENT MICRO CONTENT
SM GraphicsSM VideoAudio / SoundcloudDownload Tip Sheet
BlogSM Graphics
BlogSM Promo VideoYouTube Video
SM Promo VideoSM GraphicsBlog
PROMOTIONS PROMOTIONS PROMOTIONS PROMOTIONS
Social Media Social MediaAdwords
Contest
MONTHLY PLAN [TEMPLATE]
BUSINESS GOAL _________________________________________MARKETING GOAL ___awareness__ consideration ___ decision ____conversion _____retainKEY METRICS (i.e. website traffic, downloads, forms filled out) _________________________KEY CHANNELS (e.g. website, social media, podcast) _____________________________TOPICS/THEMES #1_____________ #2______________ #3__________________MONTHLY BUDGET | CONTENT ___________ PROMOTION ________________
MAIN CONTENT MAIN CONTENT MAIN CONTENT MAIN CONTENT
WEEKLY WEEKLY MONTHLY MONTHLY
BLOG SERIES YouTube VIDEO SERIES
WHITE PAPER/E-BOOK/DIGITALDOWNLOAD $$
WEBINAR SERIES
MICRO CONTENT MICRO CONTENT MICRO CONTENT MICRO CONTENT
SM GraphicsSM VideoAudio / SoundcloudDownload Tip Sheet
BlogSM Graphics
BlogSM Promo VideoYouTube Video
SM Promo VideoSM GraphicsBlog
PROMOTIONS PROMOTIONS PROMOTIONS PROMOTIONS
Social Media Social MediaAdwords
Contest
MONTHLY PLAN [TEMPLATE]
BUSINESS GOAL _________________________________________MARKETING GOAL ___awareness__ consideration ___ decision ____conversion _____retainKEY METRICS (i.e. website traffic, downloads, forms filled out) _________________________KEY CHANNELS (e.g. website, social media, podcast) _____________________________TOPICS/THEMES #1_____________ #2______________ #3__________________MONTHLY BUDGET | CONTENT ___________ PROMOTION ________________
MAIN CONTENT MAIN CONTENT MAIN CONTENT MAIN CONTENT
WEEKLY WEEKLY MONTHLY MONTHLY
BLOG SERIES YouTube VIDEO SERIES
WHITE PAPER/E-BOOK/DIGITALDOWNLOAD $$
WEBINAR SERIES
MICRO CONTENT MICRO CONTENT MICRO CONTENT MICRO CONTENT
SM GraphicsSM VideoAudio / SoundcloudDownload Tip Sheet
BlogSM Graphics
BlogSM Promo VideoYouTube Video
SM Promo VideoSM GraphicsBlog
PROMOTIONS PROMOTIONS PROMOTIONS PROMOTIONS
Social Media Social MediaAdwords
Contest
MONTHLY PLAN [TEMPLATE]
Editorial Calendar
Include:
• Key Dates (Internal & External Events)
• Content Themes
• Content to publish
• Channels
• Organic vs Paid
• Keywords
• Timeline
• Budget
• Performance Metrics
• Evaluation Methods
Editorial Calendar | Planner – Paper/Digital
DOWNLOAD: https://www.lauradunkley.com/site/digital-marketing-resources
Editorial Calendar | Excel
Editorial Calendar | Online Tools
https://asana.com/guide/examples/marketing/editorial-calendar#gl-content-calendar
Social Media | Scheduling www.hootsuite.com
SCENARIO
STRIVE 2B WELLNESS
• A wellness coach focused on building positivity in the corporate environment.
• Previous career in HR, with a passion for wellness, because certified coach & wellness instructor.
• Independent consultant with connection in the healthcare & government industries. Professional networks of other wellness coaches, facilitators, & researchers.
• Provides coaching services, workshops, and on-demand wellness program
• COVID-19 updates (changing)– moved services online with promotional program for wellness workshops to meet the need of challenges working in a virtual environment!
LOCATION-Google Business Listing
-Directories
CONTENT CALENDAR
GOAL: LEAD GENERATION VIRTUAL WORKING WELLNESS PROGRAM – HEALTHCARE INDUSTRY TACTICS : Deliver FREE Webinar Series in September, Website leads, Social Media leads, PR
Channel Type of Content Frequency Budget Set Up
Budget Monthly
Website - core New service page One-time $150
Website – white paper download
Landing page – writing + graphic (form etc.)
One-time set up
$250
White Paper – Design $500
Website – webinar promo page + event registration
Writing + Feature Image + media/pitch package + photos + testimonials
One-time set up
$150 $0
Promo Video editing $500
Social Media Posts Graphics, Text, Photos, Videos 2x week $0
Blogs + YouTube Writing, Graphics, Videos 2x month $0
Podcast Weekly Wellness Series (editing) 1x week $250
FB/Instagram Ads 2x month $300
Webinar Presentation - Design One-time $750
SCENARIO
BUSINESS CONSULTANT | STAGE - STARTUP
GOALS
AUDIENCE
CONTENT
DISTRIBUTE
MEASURE
Business Goals – 5 Clients in X industry by end of yearMarketing Goals – Build awareness of expertise in that field & service offerings
CEO in X Industry
Case StudiesWhite Papers / E-BooksService offerings (e.g. on website)TestimonialsExplainer videoBlog (writing & video)Industry Landing page (on website) + formsFacebook & LinkedIn ads
YouTube, Website, LinkedIn
Leads to website (landing page)Forms filled outAd clicksPhone callsSocial Media engagement
GOALS
AUDIENCE
CONTENT
DISTRIBUTE
MEASURE
Business Goals – 10,000 sales for the holiday seasonMarketing Goals – Promote in-season flowers and workshops (Oct-Dec)
Current customers, friends of customers, local people interested in flowers, hotels (parties, etc.)
Videos (how to’s)PhotographyBlogs – holiday themesFacebook & Instagram Ads
YouTube, Facebook, Instagram, Website
Leads to website (landing page)Shopping cart (traffic & purchases)Ad clicksCalls to the flower shopSurvey at POS of how they found out about the storeWorkshop attendeesGoogle searches (Google Business listing)Engagement on Social Media
SCENARIO
FLOWER SHOP | STAGE - EXISTING
https://www.velux.ca/indoorgeneration
www.thestudiopaintbar.ca/
Tips
v
P&G Thank You, Mom | The winter Olympics | #LoveOverBias. 801+ Views
https://youtu.be/JSWyrR4gXkw
• Logo
• Style
• Colors
• Be Consistent
• Be Relevant
• Be Original
• Keep it Simple
BRANDING YOUR CONTENT
WEBSITE
Read More: https://www.lauradunkley.com/site/blog/2019/09/30/how-prepare-building-first-website
WEBSITE Templates Example:
Squarespace.com
• Quality / High Resolution images – professional photos, quality stock photos
• Reduce Image Size – Tinyjpg.com
• Add Alt. Tags to Images
• Add a hyperlink to Image (if relevant)
• Make it easy to read – headings, simple language, shorter sentences
• Use Keywords – especially in first paragraph
• Include quality backlinks – internal & external
WEBSITE CONTENT
• Does the page load quickly?
• Mobile friendly?
• Can they navigate easily throughout your website?
• Is it easy for people to find important information?
• Do they know clearly and quickly that they reached the right place?
• Do they know what you want them to do?
• Is it visually appealing & easy to read?
WEBSITE USER-EXPERIENCE
Headline H1
Lead-In Paragraph
Feature Photo
Key Headline H2
Sub-Headlines H3
Ref: https://www.lauradunkley.com/site/blog/2018/02/18/enhance-meetings-with-visual-storytelling
What is the right blog length? • Did you get the right (enough) information to your visitor?• Have you incorporated keywords? • Have you used key phrases?• What length is good for your industry*?
*https://neilpatel.com/blog/long-blog-articles/
Call to Action • Subscribe >• Learn more >• Contact >• Download >
Links• Internal• External
LAURADUNKLEY.COM
ULTIMATE GUIDE TO BLOGGINGwww.lauradunkley.com/site/blog/2019/04/23/follow-these-simple-steps-to-a-successful-business-blog
ESSENTIAL
• Feature Image• Title• Client Information• Project Background• Challenge (s)• Why they chose you• Solution
Ref: http://www.evolutionwindowfilms.com/blog/title/ferguson-neudorf-glass-window-film-case-study/id/22/
RECOMMEND• Testimonials• Internal Link to related
product / Service• External Links• Supporting Rich Content
e.g. Slideshare™ /Photos/Video
• Specific Call to action
TipCreate a category called CASE STUDIES in your blog• Easy to write case studies• Quick reference• Create a unique page• Unique link for each case
study
Ref: www.socialmediaexaminer.com/tag/social-media-marketing-podcast/
about.canva.com/canva-for-work-resources/
Canva.com
Canva.com
Canva.com
Canva.com
• Know what it is for, as it will determine quality, length & style • E.g. Social Media or YouTube
• Know the WHY (content strategy)• Know the channel – size , landscape/portrait• Live / Recorded• Promote before you go live/launch• Storyboard & Script• Tech – lighting, audio, visual (test)• Find the best time to go Live• Respond to comments (Post / during live)• Add in the links in the comment area & mention in the video (e.g.
point down, subscribe if you like, etc.)
INSTAGRAMIGTV
IG STORIESFACEBOOKFB STORIES
TWITTERYOUTUBELINKEDIN
SNAPCHATPINTEREST
3-60 SECONDS15 SEC-10 MIN.
15 SECONDS120 MIN. MAX15 SECONDS140 SECONDS128G OR 12HRS3 SEC. - 1O MIN.3-10 SECONDS30 MIN. MAX
verified accounts can upload videos up to 60 minutes long, but they must be uploaded from a computer
Ref: www.lauradunkley.com/site/blog/2017/05/15/video-storytelling-trends-tips-techniques
One goalClear Call-to-ActionMake it memorable Create (and optimize) landing
page.A/B Testing Start small > test > invest
ADVERTISING
http://www.consumeracquisition.com/top-performing-instagram-ad-creative-to-try-in-2018/
CAROUSEL ADS
• Product focused• Bold colours• Clean Fonts• Prominent Logo
CTA - “SHOP ALL”
GOAL - Sell Product
ADVERTISING
http://www.consumeracquisition.com/top-performing-instagram-ad-creative-to-try-in-2018/
SLIDESHOW ADS
• Industries that are highly visual
• E.g. tourism, food, entertainment
CTA - “LEARN MORE”
GOAL – Awareness
ADVERTISING
http://www.consumeracquisition.com/top-performing-instagram-ad-creative-to-try-in-2018/
SINGLE IMAGE ADS
• Easy to create• 6 images/ad• Animation• Less text• Add movement
CTA - “LEARN MORE”
GOAL – Links to…
• CONTENT ROI = resources x longevity x reach x engagement
• Make sure your content aligns with your buyer’s journey.• Leverage owned channels first for distributing content.• Include paid promotion to help reach your audience.• Know what success looks like! Manage, measure, adapt• Get the right team! Know your strengths & resources.
Outsource when necessary.• Be a resource without always promoting – 75% / 25%• Great content – relevant, consistent, persuasive,
memorable
CONNECT WITH US @MississaugaEDO
2020
Presented by
Laura Dunkley @LauraLDunkley
Digital Marketing Consultant, Mississauga Business
Enterprise Centre (MBEC)