Two weeks ago I had the pleasure of attending General Assembly’s “Digital Marketing for Business Growth” workshop, taught by Shannon Chirone. It was great to be back in school for the day, and I left with a wealth of new knowledge to impart upon both Verbal+Visual and our clients. Although information specific to Verbal+Visual has been included in this deck, please note that much of the content is adapted from Shannon Chirone’s workshop. To contact Shannon please email: shannonchirone@gmail.com

1. V E R BA L P LU S V I S UA L . C O M 2 1 2 6 9 9 6 4 10 4 1 E 1 1 T H S T 1 1 T H F L N E W YO R K , N Y 1 0 0 0 3
1
DIGITAL MARKETING 101

2. ‣ Gain more clients
‣ Keep your clients coming back
‣ Add emails to your mailing list
‣ Brand your company
2
ESTABLISH YOUR GOAL

3. ‣ Word of mouth
‣ Search
‣ Affiliate marketing
‣ Display advertising
‣ Paid social media
‣ Organic social media
‣ Mobile/app marketing
‣ Email marketing
‣ Partnerships
‣ Events
3
ACQUISITION: HOW ARE YOU FOUND?

4. ‣ E-mail marketing campaigns
‣ Preferred customer programs
‣ Display advertising on other sites
‣ Paid social media
‣ Organic social media
‣ Mobile/app marketing
‣ Retargeting Ads
‣ Great customer service
‣ Capturing customer information
4
RETENTION: KEEP YOUR CUSTOMERS

5. BRANDING: CREATE AN IDENTITY
5
BRANDING
‣ Company tag line
‣ Company motto
‣ Graphics/logo
‣ History/story
‣ Font
‣ Style
‣ Personality
‣ Values
Rule: Your design and content need to be clear and consistent across all digital channels

6. 6
PEOPLE DON’T KNOW THEY NEED YOU YET
!
‣ Hey! Look over here
!
‣ You like that? Try this
!
‣ Reach out into the world and grabbing
their attention
PEOPLE ARE LOOKING FOR YOU
!
‣ Are you easy to find?
!
‣ Do you have everything I want and
need to know when I find you?
!
‣ Are you what I’m actually looking for?
ARE YOU PUSHING OR PULLING?

7. Tip: Start by nailing town your most likely customers.
Remember, your audience doesn’t include everyone!
7
DEMOGRAPHIC
‣ Age
‣ Location
‣ Financial situation
‣ Eduction
‣ Gender
‣ Marital/Family status
‣ Occupation
‣ Ethnic background
‣ Sexual Orientation
PSYCHOLOGIC
‣ Personality
‣ Attitudes
‣ Values
‣ Interests/Hobbies
‣ Lifestyle choices
‣ Behavior
‣ Political beliefs
FIND YOUR AUDIENCE

8. e
…THEN TAKE ACTION
‣ Both design & content (text, pictures, video, and/
or audio) should best solve your customer’s
problems and answer their questions
!
‣ Steer clear of unnecessary information and
feature- focus on the main reason they’re on
your site!
!
‣ Is your content helping them to reach their goal?
FIRST ASK…
‣ Why is someone on your site?
!
‣ What information are they looking for?
!
‣ What problem are they trying to solve?
8
CREATE AWESOME CONTENT

9. 9
‣ Why? Customer engagement, event information, customer loyalty, sales, awareness, etc.
!
‣ Rule: don’t sell on social media!
!
‣ ENGAGE ENGAGE ENGAGE! Create a feeling of community
!
‣ Geek out with your customers and other related companies
!
‣ Make sure your posts have a call to action. Where does the reader go next?
!
‣ Let customers in on your story- have them be part of your family
!
‣ Consider using likes/comments as a currency form to encourage community interaction
SOCIAL MEDIA BASICS

10. ‣ Share-ability: will people share this with their friends?
!
‣ Target Audience: have you defined who you’re talking to?
!
‣ Discoverability: will this show up on other searches?
!
‣ Partnering: can you work with another company to gain more followers?
!
‣ Passion: is there inspiration and drive behind the content?
!
‣ Interaction: does the post make people want to engage and comment?
!
‣ Longevity- can you continue consistently posting this level of content?
!
‣ Listen: are you listening to your customers?
10
PRE-POST CONSIDERATIONS

11. 11
FIND YOUR VOICE
‣ Who is the voice of your social media channels?
!
‣ What is the tone? Is it conversational, educational, funny?
!
Tip: Discuss if the person who posts should have his or her own voice
come through in the content, or whether they should be a surrogate
for someone else’s perspective.

12. 12
1. Create a community
2. Let your customers know who you are
3. Engage your audience
!
‣ All about interaction. Likes for your “page” meaning nothing, you
need likes/comments on individual posts for those pages to
consistently show up on someone’s newsfeed
!
‣ Paid posts change the game. Can target by: demographic, specific
email address matched to ones’s page, similar users, etc.
!
‣ Google ads are best for targeting specific words, while Facebook ads
are best for going after a specific demographic

13. 13
‣ Give customers an inside look at your company
!
‣ Give users a hashtag to submit photos for inclusion on your
company’s account
!
‣ Really think about what vibe your photos reflect about your
company. Does your photo style reflect your company style?
!
‣ Absolutely do not use Instagram as a direct sales tool

14. 14
1. Short messaging service
2. Have public “private" conversations
3. Get in on what's happening NOW
!
‣ Link to articles outside of your company’s network, then
engage the author and posting source to create a
conversation
!
‣ Connect with similar people and companies
!
‣ Short and sweet: snag their attention then quickly redirect
them with calls to action

15. 15
‣ Curate boards of what you find interesting, not pins that
promote your company’s products
!
‣ Consider allowing followers to pin directly to your boards
!
‣ Discover tool: user sees the product and then clicks on it to learn
more about it, or to make a purchase
!
‣ Make sure that all of your boards are relevant to your company
and aren't just there for show

16. 16
‣ Give customers the opportunity to submit videos to your channel
!
‣ Case Study: Go Pro users are extreme sports enthusiasts, not
camera geeks
!
‣ Really evaluate whether your company needs a YouTube

17. 17
EMAIL MARKETING
‣ Email marketing has the best bang for your buck and creates a direct relationship with
your customers
!
‣ Every email should always have a call to action
!
‣ Try adding an extra form field that gives you extra information on the customer.
Examples: birthday, shoe size, favorite color
!
‣ Make sure the subject line matches what content is immediately visible upon opening
the email
!
‣ Do A/B testing to see which subject line, call to action button, etc. gets the best result
!
‣ Make sure all email marketing is mobile friendly

18. 18
GOOGLE ANALYTICS
‣ Basics: who are my customers? How long are they staying on the site for?
‣ Where do these people live?
!
‣ How are people finding my site? Facebook, organic search, another site, a blogger,
another device such as a Kindle?
!
‣ Where are people coming from online that takes them to my site?
!
‣ Helps you track your funnels, AKA how people from different groups and
demographics are discovering your site and becoming your audience
!
‣ Tip: Companies with Google+ accounts get higher search rankings
!
!

19. ‣ Works best for sites when someone wants to know every
option for research on a specific topic
!
‣ Options: paid search ads, pay per click, cost per click, cost per
thousand impressions
!
‣ Tip: Make sure to buy all of the words that someone looking
for your product might use, and that your ad accurately tells
the user what they’re getting
!
‣ Use Google Keyword planner to explore what word variations
searchers might use
!
‣ Tip: Check out what keywords your competitors use on Google
19
PAID SEARCH LISTINGS

20. ‣ Title
‣ URL
‣ Throughout the copy
‣ Meta tags (including
description)
‣ Image file paths
‣ Image alt text
‣ Anchor text
20
!
Tip: Remember to think of every word someone may use to
search for your product. For example: sneaker vs. tennis shoe
!
!
KEYWORDS EVERYWHERE

21. EVENTS
21
EVENTS
‣ Anything online or office that brings the customers to you in a
group setting during a set time and place
!
‣ These event's are not a place for selling! Network and connect
!
‣ Bring offline events online. Be sure to engage those who aren’t
in attendance
!
‣ Events are a great time to partner with other companies that
have overlapping demographics. Example: Uproot Wines tasting
at the V+V Holiday Party

22. 22
PARTNERSHIP CASE STUDY: REFINERY 29 + UBER
‣ “The style website has printed 30,000 copies of a 28-page "zine" it calls
"Editions," which is filled with fashion photography and illustrations.
Copies are being distributed in select Uber cars in NY during Fashion
Week”
!
‣ No advertisements were allowed inside the magazine
!
‣ “A way to bridge Refinery29's online presence and real-world events.”
!
Source: Ad Age

23. ‣ How do you get someone who already likes you to
make others like you as well?
‣ Don’t make your customers work hard to refer you to
their friends
‣ Make your customers want to tell others about you
through freebees, promotions, etc.
REWARD REFERRALS
23

24. ‣ Reward those who are already loyal to your company
!
‣ Make your best customers feel special through freebees
and special customer service
!
‣ Ask your customers what they want/need the most-
they’ll tell you!
!
‣ Give free products and/or discounts
24
REWARD LOYALTY

25. ‣ Prizes should be of tremendous value to your potential customers
!
‣ Information obtained in exchange for a prize should be of value to
your business
!
‣ The prize should force potential customers to identify
themselves, helping you to narrow in on your target audience
!
‣ Narrower target = less ad costs
25
UTILIZE PRIZES AND GIVEAWAYS

26. 1. Select the online tools you want to use
!
2. Optimize those channels by creating guidelines and
assigning responsible managers
!
‣ What is the purpose of the tool?
‣ What voice are you using when you publish?
‣ To whom are you speaking?
‣ Who from your company is posting?
‣ What is being posted?
‣ How often is it being posted?
‣ Who is listening and interacting with customers?
!
3. Create a monthly editorial calendar
26
CREATE A DIGITAL MARKETING STRATEGY

27. V E R BA L P LU S V I S UA L . C O M 2 1 2 6 9 9 6 4 10 4 1 E 1 1 T H S T 1 1 T H F L N E W YO R K , N Y 1 0 0 0 3
P R E S E N TAT I O N BY : SO P H I E V E R S H B OW , O P E R AT I O N S ASSO C I AT E
FO L LOW SO P H I E O N T W I T T E R AT @ S V E R S H B OW
W E B E L I E V E T H AT D I G I TAL P L AT F O R M S
S H O U L D I N S P I R E A C T I O N &
I M P R O V E T H E W O R L D.
V E R BA L + V I S UA L