Maximize Your Digital Marketing

© 2019 Erin Brenner www.righttouchediting.com
Presented by
Erin Brenner
Right Touch Editing
erin@righttouchediting.com
@ebrenner
Maximize Your Digital
Marketing: Making a Big
Splash with a Small Team
#MagsWest2019

The “Simple” Answer
1. Create a strategy, including goals and metrics.
2. Follow the strategy.
3. Monitor early results.
4. Adjust the campaign as needed.
5. Measure results at the end.
Implement what you learn in the next campaign.
#MagsWest2019

Know Where You Are Going
• What are you marketing?
• What is your goal with this marketing
campaign?
Download the worksheet for your team:
bit.ly/RTEresources.
#MagsWest2019

Determine Audience and Benefits
Who are you
marketing to?
What are the
benefits?
#MagsWest2019

Customized Training for Your Team
Topics
Persuasive writing
Copyediting skills
Digital marketing
And more!
Formats
Webinars: 75 minutes
to 3 hours
In-person workshops:
½ or full day
#MagsWest2019
Go to righttouchediting.com/services/#training to learn more!

Message Elements
• Item name
• Brand or
company name
• Description
• 1–3 benefits
• The offer
• How to get the
offer and the URL
• Magic words
• CTA
#MagsWest2019

Magic Words You Can Use
#MagsWest2019

Don’t Forget Your CTA!
#MagsWest2019

Copyediting’s Org Subscription
Description: An annual subscription for editing
teams that includes Copyediting newsletter,
discounted group training, a free job ad, weekly
email, 4 free recorded classes, a white paper
Benefits: Ongoing training for the entire staff,
including monthly webinars and a bimonthly
newsletter, shareable with your team; $316 of
free training in the form of recorded classes; one
price for a year of training
#MagsWest2019

Organization Subscription
The offer: $50 off the annual $599 rate; good
for teams of up to 10; offer ends March 15,
2019.
How do they get it? Go to
www.copyediting.com/TheOffer to sign up.
Magic words: editing team, training,
budgeting, online, consistent editing, free,
discounted
CTA: Subscribe now and save!
#MagsWest2019

Keys to a Master Message
• Strong verbs
• Active voice
• Needs-based
wording
• Webpage link
• Hashtag
• Images
• CTA
#MagsWest2019

Master Message
Do you have an editorial team but no time or
budget to keep up their training? Sign up now
for Copyediting’s Organization Subscription,
and you’ll save $50 to give your team the best
training package around! Hurry! This offer
ends on March 15, 2019. Go to
www.copyediting.com/TheOffer today, and
start training tomorrow!
#MagsWest2019

Finalize Your Strategy
• Marketing
channels
• Schedule
• Metrics
• Measurement
tools
#MagsWest2019

Marketing Channels
• Your website
• Email
• Twitter
• Facebook
• LinkedIn
• Instagram
Also consider:
• Brand
ambassadors
• Partnerships
#MagsWest2019

House Ads
Success Metrics
CTR
Time on page
Signups/sales
#MagsWest2019

House Ads
Measure Success
• Track clicks = CMS or a URL shortener
• Time on page = CMS or Google
Analytics
• Signups/sales = shopping cart
#MagsWest2019

CTAs within the Content
Success Metric
CTR
Measure Success
• CMS or URL
shortener
#MagsWest2019

Email
Success Metrics
• Email open rates
• CTRs
Measure Success
Retrieve from your email software.
#MagsWest2019

Social Media Channels
Success Metrics
• Likes
• Comments
• Shares
• Click-throughs
Measure Success
• Run reports from your social media dashboard
OR …
#MagsWest2019

Collect Your Own Data
1. Collect data from dashboards or individual
sites.
2. Drop them into an Excel file.
Resources:
DIY Website and SocMed Dashboards:
bit.ly/RTEresources
LinkedIn Stats Spreadsheet by John Espirian:
bit.ly/LinkedInStatsTracker
#MagsWest2019

Maxing Out Facebook
• Posts to group
pages
• Posts to our
page
• Paid ads
#MagsWest2019

Facebook
Success Metrics
• Posts to pages: Interactions
• Posts to your pages: Promotion results,
interactions, page views, people reached,
responses, CTRs, etc.
• Paid ads: # people reached and CTR
#MagsWest2019

Brand Ambassadors
• Identify your brand ambassadors
(fans).
• Thank them.
• Offer them more of your brand.
• Never ask for positive reviews.
#MagsWest2019

Brand Ambassadors
Success Metric
• Public activity
Measure Success
• Monitor online
activity and public
reactions.
• Collect in a
spreadsheet.
#MagsWest2019

Ad/Sponsorship Swaps
• Be sure it’s a
good fit.
• Outline the
deal in detail.
• Determine
what data you’ll
share.
#MagsWest2019

Ad/Sponsorship Swaps
Success Metrics
• Views
• CTRs
• Signups/sales
Measure Success
• Swap data agreed to.
• Use URL tracking
codes, offer codes, or
special landing pages.
• Monitor online activity
and public reactions.
• Collect in a
spreadsheet.
#MagsWest2019

A Digital Program for You
1. Create a strategy
that fits your team.
2. Spend money on
things you can’t do.
3. Measure, measure,
measure!
#MagsWest2019

Resources
slideshare.net/erinbrenner
bit.ly/RTEresources
Contact Me
erin@righttouchediting.com
linkedin.com/in/erinbrenner/
#MagsWest2019

Maximize Your Digital Marketing

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