2. How Digital Strategy Can Help Your
1. 1st Impression to your customers
They already know you buy the time they meet you in person
2. Direct connection to customers
It’s an easy way to learn about them
3. Receive instant feedback from customer’s perspective
4. Helps find new customers and grow your audience
5. Relatively affordable/can do it in-house
6. Gain market insight and get ahead of your competitors
5. Template Cont.: Digital Tactics
Website: different locations on the website and what they will do / online store
Email – different messages to each segment
Social (paid & unpaid)
Facebook: posting schedule, promoted posts, ads, etc.
Twitter: posting schedule, promoted tweets, etc.
YouTube: video itself, ads on other videos, etc.
6. How to do Online Marketing in a Nutshell
7. Websites: why only having a Facebook
page doesn’t cut it
Website is a hub of information
It can be used for a variety of things
Store/Registration, Forum, Chat with Support, Coupons, etc.
Facebook is just one of many tools to interact with customers and drive them to your
As new algorithms come out, pages need to spend more time and effort (and $$) to have
their posts seen
Information can stay where you want it and can be changed easily.
8. Website: Reasons to have a Mobile Site
93% of adults own a mobile phone
63% use it to go online
21% primarily use their phone to go online
Mobile web will overtake PC’s in 5 years
Your regular website isn’t going to work right
9. One Website For All vs. All The Websites
If you are a part of a franchise or own a franchise, do you have 1 website or many sites
Sonic – social
If you are owned, find out what you can/can’t add to the website and what your limits
are on social media.
Come up with a strategy for why & ask for change (if needed)
11. How You Sound on Social
Use “we” & “our”
Find your voice. Are you
A best friend?
Figure out who your audience is on each
channel and talk to them in their
language – with your voice in mind.
Share personal information
Assume everyone knows the backstory to
12. Holy don’t,
• “I” – who are you?
• Their… common spelling
• Sups long – ain’t
nobody got time for
13. What’s wrong with
Many times we’re asked…
“how long will the benefits
of my facial last?” Now
you know - Melissa loves
this little graph! What’s
your favorite (brand)
14. Don’t listen to your
always the right
thing to do.
(shared by a local
19. What are some brands you follow?
What do they do well?
Please, please, please… someone say something. I don’t like awkward silence. You
don’t like awkward silence. You can even say “Oreo” or “Taco Bell”.
20. How to choose the right platform:
Largest social network – even
grandma uses it.
Advertise direct to target market.
Keep tabs on the competition.
You should really have a budget set
aside for Facebook ads/promoted
Algorithm changes and businesses
need to work harder.
21. How to choose the right platform: Twitter
Get to the point – easy calls to action
Be a part of larger conversations
Need to update frequently.
Your target audience may not use it.
22. How to choose the right platform:
Use as educational tactics (How-To
use your product or share part of a
seminar you hosted).
Don’t need to pay for videos to be
promoted – it’s currently strictly by
views (getting enough in the
beginning is your challenge)
Capture viewer’s attention for about
1-2 minutes (way more than a news
Eventually, you can get paid $$.
You need more time than other social
23. How to choose the right platform: Pinterest
Specific target audience
Build brand awareness
Can use it internally for looking at
competition with secret boards
Specific target audience
Your original copy can be erased
More “ideas” than action
25. Best Practices
1. Include a call to action (within the first 90 characters)
2. Use high quality photos
3. Combat Ad Fatigue (get a face lift every 2-3 weeks)
4. Identify your target audience (even in regular posts)
5. Keep posts short and sweet
6. Boost important posts
7. Use Facebook Offers (special discounts to fans & non-fans in the area)
8. Direct people to specific links
9. Follow Facebook.com/marketing & Facebook.com/business
27. 1. Branding
28. 2. Cross Promotion
Promote social media
Same theme on
29. 3. Content: Useful, Relevant, & Valuable
Know your organization’s voice
Who’s your audience?
What’s your goal/outcome?
What do people like on social?
How does your brand relate?
30. 4. Interact
Respond in a timely manner
Answer a commonly asked question or
misconception about your company
Explain the problem you solve
If you ask questions, ask for a reason
(not just “what are your plans this
31. 5. Giveaways and Contests
Rafflecopter (free option)
Wildfire (need to contact for price)
Blinkd (free option)
Contest Platform (wizehive) $249 + $3/day
33. Content Calendars
Campaigns October November December January February
20% off Fall
10% off Skinny
BOGO 50% off
34. Who Should Run Your Digital Strategy?
Personally active on social
Measurement experience & proven
Intern with clear training, direction, and
Your nephew who made a website once
An intern who you don’t have time to
train or supervise
Yourself, if you don’t personally use social
35. Where to Find Content Ideas?
Mindshare & Differentiators. Figure out what other businesses are like yours, what
consumers think of them – what makes you different?
Promotions & Contests
Before/After. Customer Stories/Successes.
Industry Blogs & LinkedIn Groups
Where do you currently find content ideas?
37. Creating a measurement plan
https://analyticsacademy.withgoogle.com/preview Thanks Google Analytics Academy!
1. Define your organization’s needs & define measurement plan (what
will you measure?)
2. Document your technical infrastructure (is it possible to track what
3. Create an implementation plan (who will set up what you need?)
4. Implement your plan (set up tracking recommendations)
5. Maintain and refine
39. How can a small business keep up?
Stick to the strategy
Only do what you can do well
Make meaningful content with a purpose
Gather groups of knowledgeable and capable
volunteers/interns/staff/etc… (Social Media
Give specific tasks/jobs