1. Digital Marketing Training

3. Lets start
with some
stats

4. • More than half of UK pensioners now have
facebook accounts
• 37.4 million UK adults use Facebook regularly
• 32.1 million UK adults use Youtube regularly
• 15.5 million UK adults on Twitter
• 7.9 million UK adults on Linkedin
• 6.7 million UK adults on Flickr

5. Females make up the majority of visitors to
social networks and blogs, and people aged
18-34 have the highest concentration of
visitors among all age groups

6. Females make up the majority of visitors to
social networks and blogs, and people aged
18-34 have the highest concentration of
visitors among all age groups

7. Females make up the majority of visitors to
social networks and blogs, and people aged
18-34 have the highest concentration of
visitors among all age groups

8. How are
hey using
it?

10. Females make up the majority of visitors to
social networks and blogs, and people aged
18-34 have the highest concentration of
visitors among all age groups

11. Females make up the majority of visitors to
social networks and blogs, and people aged
18-34 have the highest concentration of
visitors among all age groups

12. Females make up the majority of visitors to
social networks and blogs, and people aged
18-34 have the highest concentration of
visitors among all age groups

13. Websites
The foundation of
digital marketing

14. 1. Are the foundation of digital marketing
2. All digital marketing points to here
3. Good websites inspire action
4. What you’d like people to do should be
very simple and clear

15. 1. Writing for web is different
2. People will generally skim read so writing
has to be simple: simple words, simple
grammar, short copy
3. Should be really simple to navigate
4. Should have some direction at the end of
every page (or people won’t know where
to go)
5. Should offer something of value in return
for visitors information: white paper, email
offers, business guides etc.

16. Analytics
The science of
digital marketing

17. 1. For monitoring, analysing and improving
your website
2. Is simple, free and can be very revealing
3. Google analytics is used most
– Set up a google account
– Copy analytics code onto your website
– Read analytics reports
Lets take a look

18. SEO
How to get found
on the web

19. 1. Step one
– Find key words: Google Adwords
– Narrow by frequency, relevance and
competition
2. Step two: On page
– Add key words to site: URL, headings, text, alt
tags, meta data
– Google page description
3. Step Three: Off page
– Building links by comments and referring
– Other blogs, twitter, directories
– ‘quality’ links
4. Step Four: Measure
– Analytics: source, keywords, inbound links

20. Email
Reaching the
mailbox

21. • Driving people to the website or blog
• Reminding people you’re there
• Sharing useful information
– Newsletter (about us), Useful things (about
them)

22. • Use software to make contact
management, compliance and SPAM rule
easy
• Track analytics
• Trial different subject headings
• Consider offering different subscriptions
(offers, news etc.)
• Keep design simple
• Use names when possible
• Put vital info above the split line
• Check browser compliance
• Send at regular intervals

23. Click to edit Master title style
Blogs
Sharing your
expertise

24. • SEO
• Creating thought leadership
• Encouraging interaction (comments)
• Provide an insight into what’s important to
you organisation

25. 1. Comment on other blogs
2. Refer to content on other media
3. Pick relevant, interesting, valuable and
useful topics
4. Answer the questions you customers ask
you most frequently
5. Commit to regular posts
6. Keep writing style simple
7. Use images and videos where possible
8. Attract guest bloggers
9. Measure analytics
10. Make it easy to come back (subscribe)

26. 1. Comment on breaking news
2. Share stories, photos, recent events
3. Tell beneficiaries stories
4. Interview experts
5. Share resources and useful tips
6. Ask for feedback
7. Highlight special customers, partners,
projects or volunteers

27. Twitter
Micro blogging

30. 1. Becoming a thought leader
2. Being helpful to customers
3. Creating buzz about an event
4. Broadening your network
5. Providing Customer service

31. 1. Find your Twitter voice
2. Track your links
3. Don’t tweet only your own content
4. Retweet and reply often
5. Follow often and follow on a 1:1 ratio
6. Create ‘lists’ to organise chaos
7. Use #hashtags well
8. Decide how often to tweet
9. Use Twitter to build your e-newsletter list,
Facebook Likes
10. Design you Twitter page to match your
branding

32. Facebook
The social
persons network

34. • Getting more socially connected to your
audience
• Presenting your organisation in a more ‘live’
way
• Getting people to interact with your
organisation
• Harnessing your existing networks: staff,
volunteers, supporters

35. 1. Find your facebook voice
2. Always share a link, photo or video in
posts
3. Post no more than one or two status
updates a day
4. Encourage staff and volunteers to be
active on your page
5. Have more than one administrator
6. ‘tag’ other pages to build partnerships
7. Integrate yor facebook page into your
website, e-newsletter, blog, print material
and email

36. Linkedin
The professional
persons network

37. • Special interests
• Demonstrating you knowledge and
expertise
• Being up-to-date with
• Being helpful (professionally)
• Taking you personal networking online

38. 1. Fill in your profile to 100%
2. Use a professional photo
3. Make connections
4. Give recommendations
5. Post authentic updates
6. Join and participante in Linkedin Groups

39. Strategy

40. 1. Pick a small project or event
2. Define you target audience
– Its not enough to say ‘young people’ or ‘housing
associations’ . What age, gender, location, are the
people you’re trying to reach? What else do you
know about them e.g. interests. If you’re targeting
an organisation what is the job role of the person
you need to connect to?
3. What do you want to achieve?
– For example, engaging with entrepreneurs,
connecting with new partners, influencing key
decision makers, asking questions, getting feedback
4. How can digital marketing help you achieve
this?
– Tell a story, ask or answer questions, give your
opinion, tell your friends. Focus on what rather
than the tool.

41. Other tools

42. • RSS (really simple syndication)
• Event Management: Event Bright
• Online survey: Survey Monkey
• Photo sharing: Flickr
• Slide sharing: slide share, google docs