refresh your digital marketing strategy
TRANSCRIPT
1
Refresh Your Digital Marke3ng Strategy
April 29, 2015
SM
SM
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Promo%ng your organiza%on, services, events, exper%se…
Digital Marke4ng Overview
Using digital media… (computers, smartphones, tablets, etc.)
To deliver the informa%on your audiences seek…
When and where they want to get it
3 The goal?
Any strategic digital marke3ng effort should drive audiences to your online proper3es
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• Have a clear call to ac3on • Update informa3on
Serve up the right informa4on
5 Digital Marke4ng
Adver3sing
Video
Mobile
Search
Websites
Apps
Blog Social
PR
6 Digital Marke4ng
Mobile
Adver3sing
Video
Search
Websites
Apps
Blog Social
PR
7
Public Rela3ons
8
Offer value to your audiences.
What lies at the heart of PR has not changed… audiences s3ll want content that will inform and entertain them…
TIPS:
• Make your content compelling
• Go beyond the press release
Refresher #1
9 Refresher #2
Ensure that your brand is in the media…by becoming the media.
Don’t rely solely on tradi3onal PR methods to get your message out. Instead, use digital tools.
TIPS:
• Create a blog
• Establish brand/self as a thought leaders
• Distribute and promote your own news/content
10 Refresher #3
Remember to listen and engage.
More than ever, PR is a two-‐way conversa3on between you and all of your audiences.
TIPS:
• Transform staHc content into dialogue
• Use your digital tools to understand and address your audiences' wants and needs
• Connect with key audiences, like the media or influencers, on their plaMorms
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Open rates for emails can be as high as 49 percent. — emarketeer, May 2014
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Capture visitor informaHon for ongoing communicaHon.
Refresher #1
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Make sure your email content is relevant.
TIPS:
• Latest news
• Holiday or event
• New research
• Emerging trends
• Time of year/season
Refresher #2
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Personalize your emails.
TIPS:
• Welcomes
• Birthdays
• Anniversaries
• Past orders
Refresher #3
15 Refresher #4
Make your emails mobile-‐friendly.
51% of all emails are opened on smartphones and/or tablets.
Litmus.com; 2013
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Social Media
17 Social Media
18 Refresher #1
Manage only the number of channels that you can feed regularly.
Be picky.
19 Be picky.
TIPS:
• Know who and where your audience is
• Post o\en
• Use each channel for its intended purpose
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It’s all about the content.
So get organized!
Refresher #2
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TIPS:
• Align content with goals and mission of your organizaHon
• Incorporate scheduling at regular planning meeHngs
• Create an editorial calendar
It’s all about the content.
22 Sample Editorial Calendar
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Make content fresh and engaging.
So followers come back again and again.
TIPS:
Find interes%ng ways to present content
• Behind-‐the scenes views • Did you know… Ex: share interesHng Hdbits about an arHst/performer
• Engagement posts Ex: Can you spot the difference? Which one is real?
• Videos; quick tours, new exhibits/arHfacts
Examples…
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Engage!
Social media is a plaVorm for two-‐way conversa3on.
Refresher #3
TIPS:
• IdenHfy influencers, bloggers, media and fans
• Follow similar organizaHons and industry groups for inspiraHon and potenHal business leads
• Respond to fans/followers promptly, and don’t be afraid to show your brand’s unique personality
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Promote your social media presence.
Drive audiences to your pages and foster engagement.
TIPS:
• Display your social media icons on all markeHng channels
• Ensures that your website encourages social sharing
• Encourage interacHon when visitors are on site at your event
Refresher #4
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Set a social media budget.
Mix both paid and earned opportuni3es.
TIPS:
• Start small…a liele goes a long way
• Pay to promote only your original content
• Use your dollars efficiently – specify targets
• Monitor, adjust, repeat
Refresher #5
27 Digital Marke4ng
Adver3sing
Video
Mobile
Search
Websites
Apps
Blog Social
PR
We’d love to work with you to spark more results. For more informa3on, please contact: Karen Belletsky Content Marketing Director [email protected] Emily Pangakis PR Specialist [email protected] Ed Rossetti Integrated Program Manager [email protected]