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Demystifying Digital Marketing:Strategies & Tactics to Efficiently Communicate Your
Message & Grow Your Audience
Paul Hickey | Kate Hickey
datadriven.design
ABOUT US200+ Websites Built10+ Years of Experience6 full-time employees in Spring Hill & Nashville
Web Design | Mobile ResponsiveDigital Marketing | Search Engine OptimizationContent Creation | Social Media ManagementLead Generation | Web Analytics Tracking
www.datadriven.design
WHO WE WORK WITHSmall to Mid-Size BusinessesStart-upsEnterprise Level CompaniesWe support agencies who don’t staff for what we do
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WHAT WE’RE GOING TO COVER TODAY-How to find and capture your audience’s attention(at lowest cost per entry)
-The absolute must-dos in Local Search Engine Optimization (SEO)
-How to use data/analytics to inform your next marketing actions
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Today’s Presentation AvailableGo to datadriven.design/springhill
Data Driven Academy September 7 - $50 off for Spring Hill Chamber Members ($100 discounted down from $150) and enter code springhill at checkout.
IN PREPARATION FOR TODAYWe decided we’d love to work pro bono with member businesses of the Spring Hill Chamber of Commerce to help them with various aspects of digital strategy.
All members had the opportunity to submit for help. Three were chosen based on their need for help.
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RHINO RENTALS THE RESERVE SPRING HILLHOMEPAGE
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How To Find And Capture Your Audience’s Attention
(at the lowest cost per entry)
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FACEBOOK Marketing: Lowest Cost Per Attention1) Get to know the people who matter to your business, so you can understand what
matters to them. Learn about their locations, interests and behaviors, so you can create messages that will help your business grow.
2) Cost Per Consumer Attention (Social Media is 1000x more efficient than radio; 2000x more efficient than TV)
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BEFORE: - High post volume- Low post engagement- Low post differentiation- Quality content | High Page Likes
SPRING HILL HOMEPAGE
OPPORTUNITY: - Frequency / Recency- Visibility in the Facebook News Feed
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Goals:
- To differentiate posts- To engage followers- To understand the FB algorithm- How to use hashtags effectively
SPRING HILLHOMEPAGE
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The Facebook Algorithm:“The more engagement a user has with a piece of content, the stronger EdgeRank believes that the users interest will be in similar content and it filters that person’s content accordingly”
“EdgeRank makes sure that a user who often likes or comments on a friends photos, but who ignores that friend’s plain status updates, will see more of that friends photos but fewer of his status updates. Every engagement, whether between friends or between users and brands, strengthens their connection and the likelihood that EdgeRank will push appropriate content from those friends and brands to the top of a user’s newsfeed.”
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Differentiating Posts: Image is everything
Resource for free high quality stock photos: Pexels.com
Resources for writing over images: Picfont (desktop) or Phonto (mobile device)
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Differentiating Posts: InfographicsResource: Canva.com
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Interactions: Questions to readers:
Do you think bikers take advantage of the road?
Does TN properly train drivers about the bike/motorbike rules?
Is Spring Hill supportive of cyclists?
Twitter Polls
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Interactions: Encourage Comments:
Tell us what you think below.
Who do you think deserves…
Share this post to help find Missing Megan
Less text is better:Click for more… Full Story Here...
Tag Spring Hill’s fastest and finest runners and support the Spring Hill Children’s Home.
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Entertain: Videos
1) Take video of interviews - they’re visual, personal,could tease your story, or could re-post your story without actually reposting it
2) Facebook Live - anything!!
*If you want to talk to people while they consume their entertainment - you need to BE
their entertainment*
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Hashtags on FBHow many is too many?
- Posts with 1 or 2 hashtags averaged 593 interactions - Posts with 3 to 5 hashtags averaged 416 interactions - Posts with 6 to 10 hashtags averaged 307 interactions - Posts with more than 10 hashtags averaged 188 interactions
Please don’t #dothis it’s annoying and hard #toread. Put hashtags at the end. #yourwelcome #likethis
When appropriately used they can only help break through “EdgeRank” and extend your content reach.
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Hashtags on FBYou can’t go wrong by using a hashtag:
If your audience isn't socially savvy they just skip over them (unless you use too many), but by using them, someone who is deep into social may find your post as they search and scroll through hashtags.
Cross-promotion and Branding:
Hashtags will allow your pages to be easily linked and makes monitoring social conversations seamless and trackable. Moreover, you are creating a HomePage brand and feel with: #REALnewsBrentwood #REALnewsTN (always capitalizing REAL)
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In short:- Facebook cares about the user experience - not the marketers.
- Think like a user AND a journalist. Market your article.
- If no one interacts with you - no one will see your content.
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Provide Value to Readers: Beyond quality news, are you?
Entertaining (visually entertaining, posting fun content)
Educational
Interesting
Personal (engaging your readers, commenting, asking questions, tagging
readers)
Why should you post something that’s not directly about business? Because it
can’t be all about YOU - it has to keep your audience in mind and engaged.
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AFTER: - Post differentiation driving higher engagement- Started Facebook Live Series called “What’s Up With That?”12 Facebook Live Videos averaging 2,333 views per video.
SPRING HILL HOMEPAGE www.datadriven.design
BEFORE: - Low post volume (0.2 ppd)- Posted 19 times in 3 months- Low post engagement- Low post differentiation- Posting about more than products
RHINO RENTALS
OPPORTUNITY: - Increase Reach/Frequency- Personal | Problem Solving | Entertaining
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Personal:Contests:
Photography
Best DIY idea
Best “Summer Hack”
Kid laugh
Best way to beat the heat
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Entertaining:www.datadriven.design
Long form blogging within Facebook posts:
One average, it drives 3x more engagement and it’s visually cleaner.
When you copy and paste your link. - the engagement is often weaker and the aesthetic appears dated.
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Entertain: Videos1) Take video of interviews - they’re visual,
personal,could tease your story, or could re-post your story without actually reposting it
2) Facebook Live - anything!!
*If you want to talk to people while they consume their
entertainment - you need to BE their entertainment*
www.datadriven.design
AFTER: - Increased post frequency- Posted 45 times in 2 months- 0.75 ppd (increased post frequency by 40%)- Increased post differentiation (Personal, Entertaining, - Personal | Problem Solving | Entertaining
RHINO RENTALS
RESULTS:
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BEFORE: - Consistent / Frequent posting- Low post differentiation- Posts focused on linking to
external articles
OPPORTUNITY: - Involve Community | Engage Frequently- Personal | Problem Solving | Entertaining
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Entertaining: Engaging: Personal:
Boosted Posts:
- Recommended Strategy: Start putting at least $1-$5 behind every single organic post.
- Carve out $100 - $300 per month in Facebook boosted post budget.
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Boosted Posts: Note: Budget remaining means Facebook is spreading the spent over your chosen time period. This can increase reach and frequency without posting every day.
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Boosted Posts:www.datadriven.design
AFTER: - Increased Reach/Frequency- Improved Post Differentiation
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MUST-DOS IN LOCAL SEO-Local Business Directory Listings
-Google My Business Verification
-Review Generation Strategy
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LOCAL BUSINESS DIRECTORY LISTINGS- 34x increase in “Near Me” searches since 2011 - 4 in 5 local mobile searches result in a purchase- 55% of conversions occur within 1 hour of initial mobile search- 93% of sales still occur in person- 40% of in-person purchases include online research- 76% of purchasing decisions are made in-person & locally- Today’s mobile revolution is about more than the newest smartphone and the
next big app.- It’s about leveraging these technologies to make it easy for your customers to
find you online and visit your location(s).
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THE CHALLENGE: MANAGING LOCATION DATA
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THE CHALLENGE: MANAGING LOCATION DATA
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THE SOLUTION: MANAGING LOCATION DATA• Lock & control your business listing(s) across the biggest names like Google, Apple, Bing, Facebook,
Yahoo!, Yelp and 60+ more leading maps, apps, search engines, and social networks.• Verify Google My Business Listings for all stores.• Your business need to be connected with all these apps, maps, search engines, directories, and more in
order for mobile consumers to easily find and visit your locations.• Integrated Technology with online sites and directories means that you’re in complete control of the
information displayed to your customers online. What we put into the platform is exactly what your customers see and cannot be overwritten by anyone but you.
• Duplicate Suppression will solve SEO-damaging duplicate listings and keep them from reappearing.• Real-Time Updates means that your business information will be 100% up-to-date all time time – no
delays.
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THE SOLUTION: MANAGING LOCATION DATA
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LOCAL BUSINESS DIRECTORY LISTINGS
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WHEN YOU MAKE A SEARCH...
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WHEN YOU MAKE A SEARCH...
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REVIEW GENERATION STRATEGY
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REVIEW GENERATION STRATEGY
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REVIEW GENERATION STRATEGY
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REVIEW GENERATION STRATEGY
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REVIEW GENERATION STRATEGY
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REVIEW GENERATION STRATEGY
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HOW TO USE DATA TO INFORM YOUR NEXT ACTIONS-Google Adwords vs.
-Google Adwords Express vs.
-Social Media vs.
-Blogging/SEO
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GOOGLE ANALYTICS GOALS
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Recommended Resources For Designing Posts: Canva.com
For Scheduling Posts: Facebook.com Schedule Posts Tool
Data Driven Academy September 7 - $50 off for Spring Hill Chamber Members ($100 discounted down from $150)
Go to datadriven.design/springhill and enter code springhill atcheckout.
Demystifying Digital Marketing:Strategies & Tactics to Efficiently Communicate Your
Message & Grow Your Audience
Paul Hickey | Kate Hickey
datadriven.design
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