Digital marketing workshop for small businesses by Whitefish Marketing

Digital Marketing Workshop
in association with

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Why we try to be different…
WHITEFISH MARKETING COMPANY PHILOSOPHY
WE ARE DIGITAL
MARKETING SPECIALISTS
1. Performance Comes First
2. Vanity Second
3. Company Politics Last!
• We are not sales-people, we are marketing professionals first and foremost
• We won’t take on projects unless they are feasible for success
• Our team are fully dedicated to the marketing industry and making campaigns work

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www.WhitefishMarketing.co.uk
© 2015 All Rights Reserved.
Chris
Marketing Director
Charli
Copywriter
Michael
Content Editor
Jon
PPC Manager
James
Web Developer
“Click here, to see our site”

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What will be covered in this workshop
THE AGENDA
1. Adoption of digital – how much is enough?
2. What’s your USP and the real marketing
message?
3. Which digital marketing acquisition methods
to choose
4. How to focus on customer engagement
within your site
5. Using Google analytics
6. Measuring your ROI and opportunity cost
7. Ultimate checklist for quick wins
8. Useful resources

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1: ADOPTING DIGITAL
How Much Is Enough?
Digital is essential!
Mobile and Tablet devices now commonplace
Multiple touch-points before consumer purchase
More time spent on digital devices than TV or Print
Briefly Assess Which Digital Processes You Currently Adopt

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Constantly Connected
Consumers Search Right Throughout the Day… into Night

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Customer Research Journey Multiple touch points
Information easier to obtain
Customers want to shop around
Never linear
As much as 25+ research points

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Website
TOO MUCH CHOICE
CORE OUTREACH CONVERSION RETENTION EVALUATION
Mobile Responsive
Servers
Blogging Infographics
Wordpress,
Joomla
Open Source vs
Proprietary
Rich Media,
Video
Copywriting &
Inbound
Marketing
Trust & Social
Signals
Usability
Testing
Lead Generation
Affiliate
Marketing
Email Marketing
Social
SEO
PPC
Data Analysis
Digital PR
Backlinks
Digital
Directories
Google
Local
Reviews
CRO
KPI
Reporting
How much is a distraction too early on?
Brand Reputation
Management
Google
AnalyticsLoyalty Programs

But which is REALLY important?

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Which stage are you at?
THE 3 CORE STAGES
1. Traffic Acquisition 2. Sales Conversion 3. Customer Retention
• Building your online
presence
• Increasing brand awareness
• Growing your website traffic
• Converting a visit into a sale
• Increasing your conversion rates
• Lowering CPL, improve cost
efficiency
• Up-sell & Cross-Sell
• Data Analysis
• Maintaining Brand Reputation
• Encouraging reviews
• Email Marketing & Automation
“Learn more about Stage 2, when you are ready…
Click On The COG”
“Learn more
about traffic
acquisition
models here.
Click on the
TARGET”
“Or find out
more on how
to keep your
customers
buying from
you”

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The Essentials
Focus on what is required, not desired
Responsive
Website
Principle
Social Platforms
Localised
Brand Visibility
Cost Effective
Tactical Marketing
Start on the right foot now…
To improve efficiency and save costs in the future!
”“
www PPC

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2: YOUR USP
“Unique Selling Point”
What is YOUR
Message?
Is it clear to the
customer?

Do you have an
Elevator Pitch
ready?

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CONSUMER DECISION FACTORS
5 Key Principles
STAND OUT
Customers will ALWAYS make a
purchase decision, based on 1 or more of
these factors – whether consciously or
subconsciously
PRICE
QUALITY
SPEED
FLEXIBILITY
RELIABILITY

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Which of the 5 areas will you concentrate on?
YOUR TURN
PRICE 70%
QUALITY 92%
RELIABILITY 87%
FLEXIBILITY 52%
“Here’s our USP.
This is WHY you should definitely
choose us. Let us show you; we
can beat a competitor’s PRICE, offer
a QUALITY assured guarantee, are
kite-marked in our industry and
therefore RELIABLE, can provide
FLEXIBLE options to suit your needs,
and… we can do all of this
TOMORROW!”
SPEED 73%

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3: WHICH METHODS TO CHOOSE
So…Where do we begin?
Website
CORE OUTREACH CONVERSION RETENTION EVALUATION
Mobile Responsive
Servers
Blogging Infographics
Wordpress,
Joomla
Open Source vs
Proprietary
Rich Media,
Video
Copywriting &
Inbound
Marketing
Trust & Social
Signals
Usability
Testing
Lead Generation
Affiliate
Marketing
Email Marketing
Social
SEO
PPC
Data Analysis
Digital PR
Backlinks
Digital
Directories
Google
Local
Reviews
CRO
KPI
Reporting
Brand Reputation
Management
Google
AnalyticsLoyalty Programs

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3.1 CONTENT MARKETING
Activate your muse!
BLOGGING
• Helps SEO - Google Panda
• Ties in well with Social
• Builds backlinks and expands visibility – 3rd party
outreach
• Become a recognised voice of authority in your industry
• Encourage consumer engagement and sharing
• Offer advice, then up-sell
• Use content as bait!

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CONTENT MATRIX
Positions
1.) content to entertain
2.) content to educate
3.) content to persuade
4.) content to convert
“Let Whitefish
Marketing handle
all your content
generation.
CLICK HERE
to find our more”

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TYPES OF CONTENT
POPULAR
The most popular used in
businesses today
Courtesy of marketo.com

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3.2 Social Media
• Find 1 or 2 that work for you
• Dedicate regular time
• Identify best times of day
• Schedule, for efficiency
• Encourage engagement, not
broadcast
• Vary the types of posts
• Only ¼ should be “salesy”
• Discuss on 3rd party pages
• Keep it professional
• Strongly consider social PPC
to boost

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3.3 KEEP IT LOCAL
Immediate area is low hanging fruit Localised SEO
• Focus on your immediate territory
• Enhance your Google Local listings
• Build your localised SEO citations
• Add Schema location tags or use
Data Highlighter
• Obtain PR in local press
• (Split your PPC campaigns
accordingly)
“Learn more with
Whitefish Marketing
CLICK HERE “

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Google’s Pack of 7
Significance:
Local customers
More qualified leads
Higher position in Google
Added real-estate in listings
Further Research – Venice

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3.4 TACTICAL PPC CAMPAIGNS
“Pay Per Click” – performance driven

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HOW TO ENGINEER YOUR PPC
Quick Checklist
• Keyword research
• Broad, Exact, Phrase Match Modifiers
• Add Negative Keywords
• Creative Ad Copy
• Geographic radius
• Device targeting
• Display & Search
• Time of Day targeting
• Cap bids and daily limit
• Remember Ad Extensions
• Consider Remarketing
“Speak with
Whitefish
Marketing about
our PPC Services
CLICK HERE “

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01
• 5 second test
• Reduce bounce rate
• Is it engaging?
Landing Page
02
• Is it strong, visible and
clearly labelled?
• Think of your USP
CTA
03
• Broken links = lost customers
HOT TIP
Ensure links work
04
• Have a clear route to the end
screen
• Easy navigation
• Keep it interesting
• Remove distractions
• Don’t link out to 3rd parties
Navigate and steer them
05
• Instil trust, kitemarks & social
signals
• Show you know your subject
matter
• Reaffirm their decision to
proceed with you
Think Content
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• What does a successful
end result look like?
Delivery
4: CUSTOMER
ENGAGEMENT

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LANDING
PAGE
ANATOMY
1. Prime Headline
2. Concise Subheading
3. Perfect Grammar
4. Trust Signals
5. Strong, Visible, CTA
6. Contrasting Colours &
Buttons
7. Remove Distractions
8. Rich Media
9. Above the Fold
10. KEEP TESTING

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5: Use Google Analytics
An ultimately powerful tool
Bounce Rates 01
Key Pages 02
Entrance Sources 03
Traffic Stats 04
And so much more…

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Traffic Stats for comparison
Bounce Rates
Length of Time on site
Landing pages
Key pages
Exit pages
Geographic Audiences
Traffic Mediums
CTA Conversions
Revenue
Up to 12 widgets
Setup your own Dashboard

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MEASURING YOUR ROI
“past performance is not an indication of future events”
Everyone measures success differently:
Visits / Bounce Rates / CPC / CPL / Conversion Rates / M-O-M Comparison / Traffic Channels / Key Landing Pages
Analyse KPI Metrics
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Series 1
Series 2
Series 3

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FINDING WHICH MEDIUMS WORK COST-EFFICIENTLY
Consider measuring the following things:
Which marketing medium…
• Brings in the most traffic?
• Has the most visibility (Facebook reach, GDN)?
• Encourages most sharing?
• Has the lowest Cost-Per-Visit?
• Has the lowest Cost-Per-Lead?
• Has the lowest Cost-Per-Sale?
• Has the best conversion rate?
• Holds the most attention, i.e. time on site?
• Has the lowest bounce rate?
• Takes the least time to initiate and manage?
PROFIT
PPC
Facebook
Not All Are Weighted The Same

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OPPORTUNITY COST
If budgets are tight, make sure you choose right
PPC
Social
SEO
£45 CPL
£62 CPL
£11 CPL
Compare
Dedicate some time to do post
marketing analysis on efficiency

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7: ULTIMATE CHECKLIST
1. Remember - Your website is your new storefront. Make sure you
have a good one!
2. Ensure you have a strong web server
3. Create a USP and solidify your sales message
4. Concentrate on just 1-2 marketing activities to start
5. Think PERFORMANCE, not ease or vanity
6. Look locally first – still use directories
7. Design a killer landing page – put in the effort
8. Let someone else test your site and give feedback (not family!)
9. Remember to track and monitor, or it’s been a waste!
10. Compare opportunity cost for next time

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8: USEFUL RESOURCES
Anatomy of a landing page
https://blog.kissmetrics.com/landing-page-design-infographic/
When to post on social platforms
http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-
post-on-social-media/
Download Pre-set Google Analytics Dashboards
https://econsultancy.com/blog/62828-10-useful-google-analytics-
custom-dashboards/
Keyword Research and Analysis (Keyword tool)
https://www.google.co.uk/adwords/
Simple CPA calculator
http://www.clickz.com/static/cpa-calculator
5 Second Tests for Usability Testing
http://fivesecondtest.com/
Videos - learn how to use Google Analytics
http://www.google.co.uk/intl/en_uk/analytics/learn/

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GET IN CONTACT
“We are here to help you succeed”
?
Further Questions? Lets chat
FREE SEO Audit – see our site
Turnkey Package for Business Start-Ups
Contact Whitefish Marketing
www.whitefishmarketing.co.uk
01303 720288
hello@whitefishmarketing.co.uk
Facebook.com/whitefishmarketing
Twitter: @WhitefishMarktg
The Workshop, 32-40 Tontine Street, Folkestone, Kent, CT20 1JU

Digital marketing workshop for small businesses by Whitefish Marketing

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