Digital Marketing for small Businesses
- 1. GET ONLINE, BE VISIBLE AND MAKE SALES DIGITAL MARKETING MASTERCLASS FOR NASSI REGISTERED MEMBERS By RES-Q Digital Limited September 2018
- 2. • The Master Class will expose participants to the full scope of digital marketing especially for MSME so as to have a solid knowledge of which part of digital marketing they can harness for business growth. • The class is also designed to enable participants have live experience of how digital marketing can transform their businesses. • The only antidote to obtaining a FAKE service is knowing the ORIGINAL service, at the end of this class, participants will be able to distinguish between poor digital marketing services and the good one.
- 3. TRAINING MODULES INTRODUCTION THE DIGITAL MARKETING JOURNEY MSME Advertising Landscape Why advertising? Overview of Digital Marketing Definition Forms of Digital Marketing Business listing Google My Business Other platforms available Content Marketing STDC strategy Blogging Website Types Best practices
- 4. TRAINING MODULES CONT’D Social Media and your business Types and characteristics Best Practices Social Media Marketing Costing and bidding Best Practices PPC Advertising Types and platforms Email Marketing Platforms Best practices Affiliate Marketing Search Engine Optimization CASE STUDIES THE DIGITAL MARKETING JOURNEY
- 7. YOUR BUSINESS CAN SCALE UP IF YOU ADVERTISE “Many a small thing has been made large by the right kind of advertising.” Mark Twain
- 8. ADVERTISING IS A BIG FINANCIAL RISK: More than two-third (66 percent) of SMEs that don’t advertise see it as financially risky. Advertising is testable, measurable and scalable. SMEs should focus on optimizing adverts through testing before committing to costly campaigns and develop consistent, long-term campaigns to get more for their money. WRONG PERCEPTIONS TO ADVERTISING BY MSME’s
- 9. ADVERTISING IS FOR BIGGER BRANDS: The most prevalent adverts are usually from large companies, no doubt, but small businesses actually stand to benefit much more from advertising than most bigger firms. More than three quarter (82 percent) of consumers see unfamiliar brands as risky; so for SMEs, getting their product and services out there and gaining exposure is vital for their success. WRONG PERCEPTIONS TO ADVERTISING BY MSME’s
- 10. WRONG PERCEPTIONS TO ADVERTISING BY MSME’s INITIAL DISAPPOINTMENT WITH ADVERTISMENT IS A TOTAL DISAPPOINTMENT: It’s easy to be deterred when attempts go wrong. Some SMEs have concluded that they simply can’t do advertising, or it’s incompatible with their business. Neither of these things is true. Many SMEs don’t properly test their adverts for effectiveness before rolling out a campaign, which is quite costly and detrimental.
- 11. FUNDAMENTAL QUESTIONS BEFORE ADVERTISMENT - Who is it that I want to communicate with? - What do people look for when buying my type of product or service. - What message (or messages) can I use to get them interested in my product or service? - How best can I reach these people? DRAW UP YOUR ADVERTISING STRATEGY FROM THE BEGINNING!
- 12. ENSURE DIGITAL MARKETING IS A PART OF YOUR ADVERTISING STRATEGY
- 13. AN OVERVIEW OF DIGITAL MARKETING
- 14. WHAT IS DIGITAL MARKETING . Digital Marketing is the advertising of products and services, with digital technologies (online). Examples of these digital technologies are search engine, websites, social media, email, and mobile applications. In summary, Digital Marketing are marketing activities that uses digital devices such as smartphones, tablets, laptops, smart watches etc.
- 15. TYPES OF DIGITAL MARKETING Social Media Marketing Content Marketing Search Engine Optimization (SEO) Search Engine Marketing (SEM) Pay-Per-Click Advertising (PPC Advertising) Affiliate Marketing Email Marketing Website Design
- 16. FORMS OF DIGITAL MARKETING SOCIAL MEDIA MARKETING Social media marketing is the use of social media platforms and websites to promote a product or service. It involves sharing of information - engaging with fans and followers, partners and competitors on social media – with the goal of promoting your product and service. CONTENT MARKETING Content marketing is the art of using storytelling and relevant information to increase brand awareness. The goal of every content marketing strategy is to get your target audience to take profitable action. Content is usually put up on blogs (on websites).
- 17. SEARCH ENGINE OPTIMIZATION (SEO) SEO is the process of getting free traffic from search results on search engines. It is the process of optimizing your content and website to rank highly on search results in search engines. SEARCH ENGINE MARKETING (SEM) While SEO is the process of getting unpaid traffic from search engines, SEM refers to the process of getting paid traffic from search engines. A common platform that is used for this is Google AdWords. FORMS OF DIGITAL MARKETING
- 18. AFFILIATE MARKETING Affiliate marketing is the method in which you pay people to promote your product online and pay them a commission for each sale they bring in. PAY-PER-CLICK ADVERTISING (PPC ADVERTISING) PPC advertising is the type of advertising in which you pay for each click on a link to your website. Search engines and – almost – all social networks offer this type of advertising. FORMS OF DIGITAL MARKETING
- 19. EMAIL MARKETING Email marketing is a form of marketing that uses email to start, build, and nurture relationships with customers - and potential customers. It is one of the most effective forms of internet marketing. FORMS OF DIGITAL MARKETING
- 21. FIRST IMPRESSIO N LAST LONGER!!! THE FIRST PART OF YOUR BUSINESS A POTENTIAL CUSTOMER INTERACTS WITH FIRST IS YOUR CONTENT LET START WITH CONTENT MARKETING CONTENT IS THE KING
- 23. CONTENT MARKETING CONTENT MARKETING is a very vital tool that every marketing tactic requires. Content marketing is a strategic marketing approach and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience - and to drive profitable customer action.
- 24. CONTENT MARKETING TOOLS In content marketing, WELL ORGANIZED and STRUCTURED CONTENT is of utmost importance. CONTENT involves giving detailed but short information about a particular brand/product/service. CHARACTERISTICS OF GOOD CONTENT • Accurate (precise & concise) Scannable • Relevance • Credible (current & consistent) Simple(tone) • Useful • Findable (SEO) Your content must: • Inform • Persuade • Entertain • Change Behaviour/perception • Inspire to purchase.
- 25. In content marketing, there is a vital tool which helps in coordinating and organizing events and posts. This tool is called CONTENT CALENDAR. It is a marketing tool used to plan all content marketing activity. Its major benefit is that it allows users visualize how content is distributed through a span of time. CONTENT CALENDAR/SCHEDUL E
- 26. BENEFITS FOR BUSINESS THAT USE CONTENT MARKETING: Increased sales Cost effective Build relationship with customers who have more loyalty to your business. 3 STEPS TO CREATING CONTENT MARKETING PLAN: Set marketing goals Audit your business assets Identify the need of your prospective customer, which will help create problem solving content.
- 27. The See - Think - Do - Care (STDC) Model is a content marketing strategy that caters for all categories of audience a business can target. A content strategy seeks to convert your TARGET AUDIENCE to a LOYAL CUSTOMERS – by taking them through a journey. S.T.D.C STRATEGYSEE THINK DO CARE
- 29. BLOGGING
- 30. BLOGGING Blogging is the use of a blog to promote awareness and educate your target audience about a service/product/brand. It’s a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.
- 31. BENEFITS OF BLOGGING • The primary goal of running a blog marketing strategy is to bring organic traffic to your website/social media. • By actively blogging, your brand becomes alive, and people start trusting your brand. • This is one of the cheapest ways to advertise your brand. • A great foundation for other online marketing channels. • Blogs promote perfect reader engagement. • Readers get a chance to comment and voice their different concerns to the viewer. “Make sure that every piece of your blog content is well-researched and has value for the reader.”
- 32. BUSINESS LISTING
- 33. HOW MANY OF US KNOWS YELLOW PAGES ?
- 34. Local business listings are online portfolios that contain information about your business, such as your name, address, phone number, hours, and other data. It’s a digital version of the YELLOW PAGE. It can be described as your online front door with simple details that can attract more customers Business listing is a direct optimized way of submitting your business details and website URL to local search engines or nearby city directories for optimum visibility for local searchers. The goal of local business listings is to make your business more accurate and searchable online. Businesses who have information and photos listed often have better search engine optimization and are seen as credible and authoritative on the Internet. LOCAL BUSINESS LISTING
- 35. There are two major platforms for business listing Google my business Other platforms No competitive local business would give up the powerful — and largely free — advertising potential of online business listings PLATFORMS FOR BUSINESS LISTING
- 36. This is made by Google for local business owners. It’s simple function is to bring together local businesses, and enable local searchers to have the best result and localized experience. Your listing appears right when people are searching for your business or businesses like yours on Google Search or Google Maps. Google My Business makes it easy to create and update your listing—so you can stand out, and bring customers in. “THIS PLATFORM IS TOTALLY FREE FOR USE” Google My Business
- 37. Google will rank your business based on RELEVANCE, DISTANCE AND PROMINENCE. Your Google My Business listing plays a vital part in boosting your rankings for local search, as well as cementing your online presence outside of your website. Users are no longer needing to click-through to websites. More often than not, all the information they could possibly need is available in the various features of the SERPs. The reviews on Google My Business Page matters as it shows the quality of the service you offer or the product sell. In fact, positive reviews make 68% of consumers trust a local business more. HOW DOES IT WORK?
- 38. There are other platforms in which both small scale and large businesses can get listed to have the required visibilities. Most of these platforms are totally free, why some requires little payment in form of yearly subscription. #1. Vconnect Nigeria #2. FineLib.com #3. Business List #4. SME Arena #5. Nigeria Business Directory #6 Yalwa Business Directory #7. Nigeria Galleria #8. NGEX Business Directory #9. Lagos List And lots more Other Platforms
- 39. • Ensure you get positive reviews. Positive reviews make 68% of consumers trust a local business more. • Ensure you update your details/information as soon as they change. • Avoid using an employee’s contact details on business listings. • You should have a traceable physical address. • Ensure you use the RIGHT KEYWORDS in the business description section during listing. Best Practices
- 40. ACTIVITY REGISTER ON GOOGLE MY BUSINESS LISTING AND ANY OTHER NIGERIAN PLATFORM
- 41. WEBSITE
- 42. What is a website? A website is a collection of related web pages, including multimedia content, usually identifiable with a common domain name. In simple terms, a website is a collection of one or more pages on the word wide web, that contains specific information provided by one person or entity and traces back to a common web name (domain/URL) Your website is synonymous to your physical office. Therefore, all information regarding the services and products you offer should be strategically displayed to attract conversion. Website
- 43. Why do you need a website 1. Your business is never closed 2. Your potential clients are online 3. You can target a bigger market 4. Your have the opportunity to do business globally 5. Your clients expect you to be online 6. You can educate your clients about your brand, products, and services 7. Your business website is the center of your marketing 8. Compete with the big shots 9. A website gives you another way to collect data about visitors and generate new leads
- 44. There are different categories of website for different purposes. Your choice of website is based on needs, target audience and available budget. Premium VS Freemium Static VS Dynamic VS E-commerce Mobile VS Desktop VS Responsive/Adaptive Premium VS Freemium Freemium website are the free to use, easy to design website. They usually come with templates in which users can edit. Premium website are the website that require payment for both domain registration and hosting. It comes in packages with different prices and most times requires a professional to build What type of website does your business require? Free website usually come with limitations. E.g. 1. Use of domain extension i.e. .wordpress.com, .blogger.com etc. 2. Small bandwidth size for large traffic 3. Inability to have customized email with domain URL For businesses with extremely low budget FEEMIUM website are advisable
- 45. Static VS Dynamic VS E-commerce Static sites are the most basic type of website and are the easiest to create. Unlike dynamic websites, they do not require any web programming or database design. The striking difference between a dynamic website and an e-commerce website is the ability to make payment on an e-commerce website. What type of website does your business require?
- 46. .Mobile VS Desktop VS Responsive Website Mobile websites are designed specifically for mobile phones. They often live under a separate URL (e.g., m.site.com) and are completely distinct from the full site. They contain features or content that have been deemed appropriate for mobile. They are often contrasted with responsive sites, which typically contain the same content and functionality for mobile and desktop, but rearrange these features on mobile. What type of website does your business require?
- 47. Which type of website do I have? DISCUSSION Which type of website does my business require?
- 48. Best Practices for Website Design & Update 1. Update website information 2. Provide easy to see & click contact details 3. Use responsive website for easy navigation on all platforms 4. Call to Actions should be visible and attractive 5. Your website should be a lead generating platform 6. Provide regular updates 7. Get social with your website
- 50. SOCIAL MEDIA AND YOUR BUSINESS
- 51. 76.8% of SME’s in Nigeria have a social media presence but less than 34.5% use it efficiently.
- 52. Social Media Definition: Just like the name implies, it’s a social gathering of connected individuals BUT as a business owner, it is a platform to meet your potential clients/customer in a more relaxed and friendly mood. Audience demography and content makes the difference between the available social media platforms. Each of these social media platforms have their distinct characteristics. Therefore, there is a need for strategic selection of the best platform for your business.
- 53. Social Media Platforms Instagram is a social networking site that allows users to share pictures and short videos using their mobile device. Key Features Millennials (18-32) uses it more It deals with pictures and a minute video You are not expected to write a long post Links are not allowed in the body of the post Content thrives more with hashtags (30 max) Facebook is a social networking site that allows people from around the world to network with friends, companies, and organizations. Key Features • Most popular of all social media platforms • Encompasses almost all demography • Popularly used by individual, brands, and celebrities • When plenty people engage with your post, you stay at the top of the feed
- 54. Social Media Marketing LinkedIn is a business-related social networking site used mainly for professional networking. Key Features • A professional social media for business oriented individuals. • Primarily for connecting with others individual on professional bases. Twitter is a micro-blogging site that allows people to post updates in 230 characters or less. Key Features • Popular in Nigeria among the educated youths. • Widely known for short and concise messages.
- 55. What is Social Media Marketing? Social media marketing refers to the process of gaining traffic or attention through social media sites. It is also the use of social media platforms and websites to promote a product or service most especially with paid efforts. Reaching a larger audience organically might seem impossible, this brought about the introduction of ADS. Businesses and individuals can now create ads on almost all social media platforms to reach more targeted audiences. With Ads, a high level of targeting can be done to specific demography, interest, location, job etc. This high level of targeting makes digital advertising cost effective. Your desired audiences can see your ads. Social media Ads comes with specific CALL TO ACTIONS. E.g FOLLOW, SHOP, SIGN UP, BOOK NOW etc.
- 56. Social Media Marketing (Cont’d) DO YOU FEEL THIS WAY? If only I can have mass data of people interested in my products, I can talk/persuade them to purchasing. BUT The problem is how do I get the contact of people really interested in my products at first.
- 57. Social Media Lead Acquisition: This is a form of social media ad that allows the harvest of some data about people interested in your product/services, without making them fill a form consciously. The required information is pre-filled, all the customer needs to do is a single click and the required information is harvested. A proper follow-up plan can be made to ensure conversion of the harvested contacts. Information such as: NAME, LOCATION, PHONE NUMBER, EMAIL, INTEREST, JOB, JOB ROLE etc. This is available on Facebook, Instagram and Linkedln Social Media Marketing (Cont’d)
- 58. Instagram Insight showing Result of a Campaign SE X AGE LOCATION S
- 59. PAY PER CLICK ADVERTISING
- 60. Pay Per Click Advertising PPC is an online advertising model in which advertisers can display ads for their goods or services when users (people searching for things online) enter relevant queries into search engines. Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. This implies that advertisers can show their product/service to a wide range of audience across platforms. The good part of Google Ads is your ability to show your products and services to people actively searching for it thereby increasing your chances of sales.
- 61. Online Ads Models CPC: CPC is a pricing model that charges the advertiser every time a user clicks on the ad. Users are not expected to complete the conversion, purchase a product or sign up for a newsletter. They simply have to click. This work majorly to drive traffic to a website Cost-Per-Mille (CPM) or Cost-Per-Impression (CPI) CPM is a pricing model where the publisher charges a flat rate for 1,000 displays or impressions of an advertisement to the audience. That is why CPM is sometimes also called cost per thousand. The CPM model heavily relies on the number of times the ad was shown; it does not matter whether the user clicked on the ad or engaged with it. It is most suitable for brand awareness. Cost-Per-Action, Cost-Per-Acquisition (CPA) or Cost-Per-Lead (CPL): With the cost-per-lead pricing model, advertisers pay when a user views an ad on the website, clicks that ad and then takes a further action. Cost-per-lead takes the entire process a step further because a user has to complete an action on the advertiser’s site. Only then will the publisher receive payment. Advertisers may choose which specific action will be charged i.e. download a PDF, sign up for a newsletter, become a member, watch a video, complete a survey, etc. This action is specified when setting up each campaign. CPA CPC CPM
- 62. PPC Advertising Google Ads is built on two major pillars: - PLACEMENT - KEYWORDS Your choice of placement and keywords determine the success of the campaign. KEYWORDS are the strings of words a searcher is likely to use when looking for your product/service. Keywords trigger your ads on the selected placement. The key to showing on the most relevant search result is to “Think like the buyer/client.” This will ultimately position you to provide the apt solution for the searcher. There are tools to assist in keyword research. E.g. KEYWORD PLANNER PLACEMENTS: Placements are locations on the Google Display Network where your ads can appear. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit.
- 63. Placement for Google Ads can be : • Specific location: This refers to a location on the platform. It can be top, side, bottom, in-between text etc. The location of ads sometimes determines the “click through rate”. • Mobile app, Desktop, Mobile website: • Search, Display network: Google search page, Youtube and millions of websites in and outside Nigeria that are partnered with Google through Ad sense. • Each business must be very mindful of ads placement as this will affect the conversion rate of the campaign. An individual selling local spices must target women related website with enticing pictures Placement
- 64. Campaign types on Google Ads
- 65. Campaign types on Google Ads Drive more traffic to your site with text or call ads that show near search results of Google.com, on Google search partners sites, and more. It is basically text ads to attract people to your products/service Drive new customers to your website, build your site visitor list with ads that show across the web, and optimize your campaign’s performance with it. It can come in form of text, pictures or rich media. Get clicks to your website from people who are likely to make a purchase. This specifically targets people who are likely to shop/buy from your platform, especially an ecommerce platform. Bring interested people to your site and get more conversions with a compelling Call-to- action and other features that encourage people to take action after your video plays.
- 66. Best Practices • Keyword research is critical to its success • Optimization is very important • Ensure right targeting • Connect with Google Analytics • Stand out from the crowd with creative ads • Extreme level of location targeting: • Target wider audience • Maximum return on investment WHY GOOGLE ADS?
- 67. EMAIL MARKETING
- 68. EMAIL MARKETING Content builds relationships. Relationships build trust. Trust drives revenue. Email marketing is the use of email to promote goods and services. it is the strategic use of email to develop relationships with potential customers or clients. 61% of internet users use social media, while 94% use email. Facebook has clickthrough rate of 0.07%, Twitter has 0.03%, and Email has 3.7%. Facebook has an organic reach of 1- 6%, Twitter has <1-30%, and Email has 79%. Large list = long term internet marketing success. “The money is in the list.”
- 69. An email marketing service (EMS) is a tool that allows you to get the highest ROI possible by automating your workflow, tracking opens, clicks, replies, and gaining more mailing list subscribers.
- 70. WHY DO YOU NEED AN EMS? You want to send a nice looking email to a lot of contacts – without coding. You want to use a tested, tried, and trusted pre-designed template. You want to customize the selected template. Analytics. They make sure you follow all rules automatically (like the CAM-SPAM Act). List management capabilities: segmentation, auto opt-in/opt-out etc. BEST EMAIL MARKETING PRACTICES Build your own email list. Don’t be salesy all the time. Treat your list with respect.
- 71. BEST EMAIL MARKETING PRACTICES (CONT’D) Adhere to the SPAM Laws. To adhere, your emails must include: a non-deceptive subject line a method of unsubscribing your name and address at the end of the emails. Stick to a schedule. Be consistent so your customers can know what to expect from you and when. Use a lead magnet. It can be a PDF, Mp3, videos, eBook, coupon, free trial . . . Segment your list into small groups, so you can send them personalized and relevant emails. Perfect timing based on data you have.
- 72. BEST EMAIL MARKETING PRACTICES (CONT’D) Make your subject line stand out; entice their curiosity. Inject some humor. Don’t be too serious. Personalize the copy. Write like you’re writing to a single friend. Use their names. Make the call-to-action pop; contract the color with the color of the whole page, so it stands out. Format and design to make it look clean, neat, and easily readable. Ensure your design is mobile-friendly.
- 73. EXAMPLES OF EMS Name Pricing Plan Constant Contact 60 day free trial (no credit card required), starts at $20/month Drip Free trial account for up to 100 subscribers, starts at $41/month ConvertKit Starts at $29/month with 30-day refund policy Aweber 30 day free trial, starts at $19/month GetResponse 30 day free trial, starts at $15/month MailChimp Forever Free Plan up to 2000 subscribers, starts at $10/month Active Campaign Starts at $9/month, demo with limited features can be test-run We strongly recommend MailChimp for small businesses. With the Forever Free Plan, you can send 12,000 emails to up to 2000 subscribers for free.
- 76. AFFILIATE Marketing Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. Simply put, affiliate marketing entails putting your products on any online platform, and you get to pay ONLY when your desired ACTION is performed - which is usually purchase. This means you only pay when people purchase. There are tracking mechanisms to know the source of website traffic.
- 77. Affiliate Marketing Platforms 1. DealDey Affiliate Program 2. VConnect Affiliate Program 3. PayPorte Affiliate Program 4. Jumia Affiliate Program 5. Konga Affiliate Program
- 79. Search Engine Optimization (SEO) SEO is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. SEO strategy includes all the tactics to ensure that when certain keywords related to your product/services are searched, your website or any other online platform comes up. SEO is focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. When last did you check the 2nd page of a Google search result. “Most people believe that the BEST place to hide a DEAD BODY is the second page of Google result page.”
- 80. SEO STRATEGIES YOUR DIGITAL PLATFORMS WILL NOT SHOW ON SEARCH RESULT PAGE IF YOU ARE NOT ANSWERING ANY QUESTION. HOW SATISFIED ARE PEOPLE WITH YOUR ANSWERS? WHEN LAST DID YOU UPDATE YOUR CONTENT? HOW MANY OTHER WEBSITE ARE POINTING TO YOU? WHAT IS THE VOLUME OF KEYWORD ON YOUR WEBSITE?
- 81. SEO STRATEGIES ON- PAGE SEO • Sprinkle keywords into content • On page link building • Mobile friendly design • Educative content • Use of images • Use of Alt text for images • Encourage social sharing • SEO friendly URL • Page speed OFF- PAGE SEO • Social Media Engagement • Off Page link building • Guest blogging • Encourage influencer sharing
- 86. WHATSAPP FOR BUSINESS “If you do follow-up on WHATSAPP instead of direct phone calls, you will get 40% more response.” WhatsApp Business is a dedicated Android app which is free to download, and was built with the small business owner in mind. WhatsApp Business makes interacting with customers easy by providing tools to automate, sort and quickly respond to messages. It's also intended to feel and work just like WhatsApp Messenger. You can use it to do everything that you're used to doing, from messaging to sending photos. www.profitbooks.net
- 87. Key features: - Autoreply functionality - Business profile to list important information such as a company's address, email, other contact details and website. - Statistics to see how many messages were successfully sent, delivered, and read. - Messaging tools to quickly respond to customers. WHATSAPP FOR BUSINESS
- 88. LET’S DOWNLOAD WHATSAPP FOR BUSINESS
- 89. Can a single person handle this ?
- 91. Professional Advise You can start your digital marketing journey on your own BUT A digital marketing agency will assist you achieve your goals with the right budget. You don’t need large capital to do this, consult an agency with your goals
- 92. RES-Q Digital is a creative digital marketing agency which specializes in making brands get visible and also convert using various digital marketing techniques. We offer quality service delivery in all areas of digital marketing, in time past and currently we have been trusted by multinational and local brands as a proof of our top notch service delivery.
- 93. CASE STUDY
Editor's Notes
- #21: Digital space in 2018