Welcome everyone So this talk is on digital marketing for beginners So this talk assumes that you

don't really know anything about digital marketing you might know a few little things but I kind of

start from beginning this is a level playing field no advanced topics here Just going through

what digital marketing is getting you cued up onto the different channels and just give you some basic

concepts of of what it digital marketing involves So before we start a little bit about me

I don't want to talk about me too much because this is about digital marketing Um just to kick

things off I've been in business for myself since 2005 I run a successful wordpress consultancy business I also offer

online courses and I run the wordpress Sydney and element of Sydney meet up groups that's

the monthly meet up groups and I'm currently vice president of Australia Australia represents the whole

open source community here in Australia Before we get started I just want to note

that all the links that I mentioned in this talk will be available um on

the website will give a link to the website at the end of this talk So all the links

and stuff in within the presentation that's going to be available at the end You

can also drop any questions that you have into the chat box or ask me directly at

the end So please meet your microphone during the presentation just so that others can clearly

hear the presentation Thank you very much Okay so before we look at digital marketing techniques

let's just review some traditional marketing techniques now with things like Tv and radio got signage got

direct mail we've got flyers and brochures printed dads and cold calling or telemarketing Now these things these

techniques have been around for a very long time and these ones here are largely very expensive So just to

give you an example for Tv and radio So for here local television stations in New

South Wales advertisers can expect to pay a minimum of $5 per 1000 viewers for a 32nd

commercial Now based on data provided by the advertising and marketing agency Adage A 32nd spot broadcast

nationally average round about $115,000 in 2020 so a couple of years ago but it will

be roughly the same amount just now That's a huge amount that we are small businesses here um and

we just can't afford that amount of money and that's across the board So you're talking about

Tv and video signage you know and maybe things like flowers and dread meal might not be as much but

these are the traditional marketing techniques they're big and they're costly So I just wanted to

cue those up just so you're aware of what these are but that's not what we're gonna be

focusing on today We're gonna be focusing on digital marketing so for certain industries that traditional marketing techniques that can

work very well for big brands like coca cola and google and meta However you know if you're

trying to run a lean small business um I think these methods are very costly I think they're

very poor or at least questionable return of investment And for many of them either instantly outdated For example

if you're printing flyers or brochures and that's all very well for just now but

six months down the line things could change and now you've got a pile of 4000 flyers

that are pretty much outdated So I think digital marketing is definitely the way that we want

to move forward So let's dive into the top digital marketing strategies that you're likely going to

use to promote your business online Now there are two general audiences that you're going to

target with digital marketing They are B two B So business to business and B Two C

Which is business to consumer B two B This is where you are marketing to other businesses So you could

be a supplier or a service provider for that particular business Whereas business to consumers this is

where you're gonna be marketing to the public So to individuals so likely going to

be selling products or services an individual could use at home or the workplace Now you will

have to adjust your digital marketing strategies accordingly So for example for B Two B Business to business you

may require that you're gonna have to target maybe the C E O S Or

the cfos or supply chain managers Now that may have different requirements for things like purchasing goods and

services than individuals with So for example things like bulk suppliers volume discounts guaranteed supply

critical delivery deadlines things like that Whereas consumers they're more likely to be focused on the price and immediate

availability So just bear that in mind for those two general audiences where when you mark

them you're gonna require different strategies and target different people within your marketing Okay so

the digital market what do they actually do Digital marketers They are responsible for the promotion of products

or brands through one or more digital media channels such as search engines social media

email websites apps for example and connect with current and prospective customers So the top tasks have

pulled out a few top tasks that digital marketers will be involved and now you

don't need to do all of these Um Of course you might have one or two that you do But

these are the general tasks that a digital marketer will involve themselves in So things

like developing marketing strategies managing content generation running PPC That's pay per click ad campaigns managing

social media channels updating Crm that's customer relationship management software that holds all your customer and

the details running email marketing campaigns overseeing S C O And usually this is a mixture of

on page and off page SEO so link building brand awareness social network and that sort of

stuff tracking key performance indicators or KPI S Um and um conversions and search channels opens click through rates

things like that analysis campaigns to identify what did work and what didn't work and whether time

and money can be better spent and things like competitor analysis as well So the job is

wide and varied but you can specialize or target in one or two areas if you are just starting out

I've got a question from an says should we be on another slide yet Can everyone

see my slides Okay I'm sure it should be on the digital marketer Can I

just get a thumbs up or a number one in the chat if you can see the slide that says

the digital marketer one Excellent Thank you very much So um and if you're having

problems maybe refresh your zoom link or something but we are moving on in the slides Thanks

so much Okay so before we start doing any digital marketing you need to first

identify where your potential buyers are and what problems they have Otherwise you're going to spend a lot of time

and a lot of money marketing people who don't want your offer and we certainly don't want to

do that because digital marketing can be a bit costly The first thing you need to do

is define your niche Now a niche is a really focused laser targeted area that you serve particularly well

It's a specialized segment of the market for a particular kind of product or service that you

are going to provide A niche is small and the smaller the better a niche is

specific and a niche is known to you So I often get asked how do you define a

niche and well in its very broad scope if you don't know what your niche

is a very simple way of the identifying one is to draw two circles in one you

outlined all your interests and in the other one you outlined all your skills all the stuff that you're

good at and usually your niche is a combination of the two So it's a very simple exercise

that you can undertake if you really don't know where to go how to define

your niche That really really simple exercise can set you on the way and give

you some ideas as to places that your niche could involve in So the next thing you're you

want to do is going to identify um and create an ideal customer avatar or

I see a you'll probably hear the acronym I C bounded around in digital marketing quite

a lot and this is what it is Um an ideal customer avatar it's a fictional representation of

your ideal buyer your ideal customer within your target market who has a problem that you

can solve with your niche solution that I would highly recommend that you create at least one I see

And this is going to help you identify which digital marketing strategies you can use to engage with them And

as you grow your digital marketing campaigns you're likely going to create more I CS to target maybe

a wider range of your products and services or maybe a different aspects of the niche that you're going

for So here's a couple of examples of some I C S This is a very

basic one So here is an ideal customer avatar that contains information like age gender profession industry

likes dislikes problems etcetera all that sort of stuff So here's one here for our Charles Chester

Some windows around so I can see that properly Okay so at the very top

we've got a picture of the person and again it's just a fake picture It's not

a particular person that's just to identify with this Um I see because it's always good to try

and try to individually identify with this person to get to know them Um So I've got

a title this person's a marketing manager They are a decision maker So we know that they're in the software

and I T Industry age 30 sally roughly about 80,000 and education Well they've got

a degree and diplomas for that a little bit of background on him So Charles He started out as

little engineer He's now got good technical knowledge but now it's kind of sidestepped into marketing and a

little bit of information you've got a growing family a young family and he lives in the

burbs so it's good to get to know the type of person that we're trying

to get to know what we're trying to market with And underneath there we've got general goals and

challenges So his goals is to deliver quality leads to the sales team and they've got added

to that He's going to get a monthly bonus on the sales that he generates So

some of the challenges is he's relatively new it's a marketing and he wants to improve

website conversions but it doesn't really know where to start identifying these goals identifying these challenges allows

us to really understand this customer It allows us to put together some digital strategies that

can really help them So we at the end of these um I see is

we put our offering how we can help So here we can offer a done

for you and this this is our solutions our new solution we can offer done

for you high converting landing page templates email sequences and maybe a monthly retainer service that's got a couple

of hours online to allow them to help with training and to tweet campaigns and stuff

And so now that we know who we're targeting Now we know our ideal customer you

can start to put together an idea of how we can then serve them what our solutions can

be and how we can promote our solutions to them Here is another example this

one is slightly more complicated but along the same lines So this is an I C For an

I C A For coffee shop marketing So here we've got an I C For someone called Sarah Smartly we've

got a quote from her as well She says I need somewhere to go to relax to recharge the batteries

and get inspired without breaking the bank So I got a little bit of background on her

she's 20 single she's a full time art student Again this one is getting more specific

This I see it's a part time worker lives in the Sydney suburb and commutes

on on daily tune from the city A little bit about her finances just a little bit on the low

income because she's a student and part time workers So she's very conscious is what she

spends her money on and she prefers to use the phone to pay stuff and cards as well rather than

cash or whatever Then we've got some hopes and dreams and some worries and fears So she wants to travel

the world be successful She's a bit of a nomadic worker um and live financially free Some of the

worries it's not having enough money stuck in one place can't replay college debt no time to socialize with

friends and then we've got some hobbies Um and then we've got some online life

as well So particularly for the online life this is where digital marketing kind of comes in So

it's good to have that included in your I C A And so instagram is her life She

lives on instagram She kind of active on facebook Pinterest and Tiktok but you know instagram is

the place that she is going to be and she would die without her phone

And so that kind of gives you a little bit of inkling when you're trying to put together your digital

marketing strategy what kind of social channels and devices to kind of focus on So again at

the bottom we've got what she's looking for and what her problems are So she wants somewhere to chill

out recharge her energy She wants a quiet place to study and do her work and you want some new

experiences and things to try as well So some of our problems as well how we can solve

them from a coffee point of view inviting relaxing place to hang out cozy seeking plenty

of power sockets for recharging order drinks through a phone app perhaps and then pick up the counter coupons discounts

loyalty card as well to bring them coming back and socially active on those particular media channels So again now

that we know our ideal customer is we can now start engaging in digital channels We can

start thinking about what the solutions that we have to solve our problems So this is why

doing I CS avatars is really really important in your digital marketing and if you really don't know

where to start I've got a buyer I've got an icy persona as an ideal

customer avatar sheet in a pdf and a word document as well And I'll give you a link to those

at the very end that you can download those at least get started today and tomorrow Okay so

once you have developed your I see a before you start defining your target audience

and think about what their problems are what their solutions are and how you can

solve them and all the benefits that your solution can have and the transformation that they're going to

get from buying your product or services So this is problem solutions and benefits Sometimes it can be

called problem solutions and agitation The agitation part is in your marketing where you kind of poking

that kind of problem bit and saying you know is this really a big problem

in your life Well here's the solution here's a problem that I have that's going to give

you all these benefits It's going to transform you from from being in here this position to then this next

position for those and generally people are pretty selfish generally So they're kind of wondering what's in

it for them What's in it for me Um so what I see is I

see many small businesses when they try to do digital marketing their marketing their services as a

list of features that they can offer rather than a list of benefits or solutions to problems

or transformations So for example um a plumber they may say that they have their

search for plumbing license or that they can do gas plumbing or hot water systems or household plumbing

And you see that on their web page they just list that this is what they do

is set for plumbing license Do gas plumbing do hot water systems do household plumbing

and that's good and that's the service they provide but that's not marketing it's not marketing

to the I C To the ideal customer avatar And what you'll generally find is that that's

not what people are looking for People are not googling for search for plumbing license or gas plumbing or

hot water systems What they are searching for is things like how to unblock a toilet or hydride plumbing new

gas cooker in in the Sydney So if you focus your digital marketing efforts on solutions to

problems and the benefits to end users then you're already going to be way ahead of the competition So define

your target audience your target audience that is the group of people that your niche serves or the

group of people whose problems you are solving with your niche products and services And

this is where your I C E Can really really help to identify who they are So

it's all well and good having an audience to target with your digital marketing strategies but will

they purchase what you are offering that is your target market the people you are selling to the people

who are willing to buy from you So that's going to be a smaller segment of the wider target audience

And so if you are developing a new product or service you have to do a little bit of

competitive analysis and a little bit of research out there to determine what demand is

and what the price points are Now you can perform some really basic competitive research using google So basically search

on keywords and key phrases around the product or service that you're going to offer and just see what

comes back who else is selling the same as you What are they selling Who

are they selling to Is it local Is it regional Is it national Is it global How much are

they charging Are they after the exact same target market as you Or is your niche really well defined

that you can then creep in with your offers Now if nothing comes back from the searches

that you're performing then either you've hit a unique niche that nobody else is marketing to

which could be an absolute goldmine for you or more likely nobody's really interested in buying that particular

thing that you're offering So maybe back to the drawing board So it's really really important to remember

to figure out that if you have a target market people are actually gonna buy what you're offering Okay so

that's been a roundup of what digital marketing is how to approach it setting up your ideal client ideal

customer avatar and then having to think about your target audience your niche offering And if there's a market

out there to sell to you should really be doing all that stuff before you hit these digital marketing channels

So there are so many digital marketing channels out there that I'd be here for weeks

trying to explain them all So let's look at the top channels you'll probably find yourself using when you start

into this digital marketing campaigns Okay let's start with an easy one This one is SEO or

search engine optimization and SEO is the process of improving the quality and quantity of website

traffic to a website or a single landing page or a sales page for example

from search engines that S C O It targets unpaid traffic So we're not talking about a paid

ads here it's commonly known as organic traffic or the free stuff And so as is true

for all digital marketing channels SEO requires a bit of strategy otherwise you're not going

to get results that match your expectation So some common tasks that you're going to do when performing ESI

Oh defining your keywords So these are the keywords and key phrases that your target audience are currently searching for

Writing high quality content So that means writing naturally just as if you were talking

to or explaining something to somebody in person or online as I'm doing just now You want to

be engaging natural using your keywords in your way page you RLS in your content

and your titles as well perfecting read worthy attention grabbing titles Titles are very important when

you're doing S C O Just think about the tabloids the newspapers the titles that they have and

that's the sort of stuff that you want to try and aim for That draws people attention into

then read through your article So I have a think about improving your your titles

reviewing all your pages for additional keywords and placements So you maybe got a set of keywords that define

your niche define your product define your your solution and also identify with your target market But

you also want to have a look for adjacent keywords as well Things that maybe aren't so hugely popular but

still have a little bit of search volume that you can then target people on the kind of

outside of the searches for those things Like improving the user experience So how can people find your content

Can they navigate around your website easily when you're writing your blog post your content

Are you linking to all your other internal pages so that google can find those

and so that people can find them from you know the articles for their so it's something that's that's common

to the article Something that's linked to it linked to all your internal pages for

that and then building back links to your website from high quality relevant website So that's reaching out to other

places like forums groups other news outlets different industry type websites and try to get them to link to

important information articles on your website So S E O Is a huge topic And in fact I think

I've got I've queued up in a couple of weeks I've actually got a talk on search

engine optimization for beginners So you can maybe enroll in that in a couple of

weeks time And so that's just one part one channel for digital marketing a great

site to get started um to find out what people are actually searching for is this website here

it's called Answer the Public dot com It's recently been taken over by Neil Patel Patel is quite big in

S SEO and digital marketing so it's gonna be a few improvements A few changes to that But

in essence you type in a few key words on what you're looking for and it

comes back with what people are actually searching for at the moment across the way So here here's a couple

examples The one on the left hand side is the full graphic that you're gonna get it's gonna come back

and I've just taken the little bottom right hand segment and blowing up just so

you can see some of those key words a little bit better So what I've done here and I have

searched for landing pages So landing space pages and just this is what's come back from

the result and this is the way that answer the public works So it basically defines what people

are saying around about things like what our will can where how when why And you can see

some of the questions there that people are typing in to their browsers So things like so I'm just

looking at my other screen which landing page is the best we've got How to

do landing pages We've got why landing pages are important um why optimize the landing page

And then we've got things like how to find landing pages So they've got all these questions This is what

people are typing in around that key phrase landing page So this is a fantastic site to go to If

you're trying to put together a digital marketing stu strategy to know exactly what people are typing for then

you can write content that answers that question This is the question this is the problems that

people are typing So then you can write content and digital marketing ads and stuff around the solution

to that particular problem that they're having Okay let's move on to the next one Next one is

S E M So there's a lot of acronyms in digital marketing So heads up lots of

acronyms ECM it stands for search engine marketing S C O And ECM often get

mixed up But they are very different So ECM is search engine marketing So while S C O

Concentrates on the free organic stuff the free results from search engines ECM is more of a strategy which incorporates

the organic free stuff and paid advertising Mostly using pay per click PPC adverts to boost your listings in the

search engine results so that the results from ECM So when you're doing a search in google

you're going to see these four or five paid ads at the top This is what we're talking about

with SCM So we're using the PPC to boost our ratings push them to the top

of the search engine results for that But incorporate the free stuff as well We don't want to ignore all

the free organic searches So ECM is a broader statute incorporates both SEO and paid ads So let's segue into

Pay per click marketing So pay per click or PPC marketing um is exactly as it sounds You pay a

base price per keyword or per advert every time someone clicks on it now costs they depend

on the keywords them So you're targeting and the platform that you're advertising on and there are many

there's google there's facebook there's instagram there's Youtube there's Tiktok there's general websites all sorts

of stuff So it's gonna fluctuate depending on the popularity of the keyword and the platform that

you're on as well Popular keywords that people search for the most and those that

business really want to be on the first page for the search engine results they are generally going

to be the most expensive because that's how these big companies make their money alphabet

and google So on average businesses should expect to pay round about 1 to $2 per click

to advertise on for example the google search network on a monthly basis the average small medium sized businesses you

can expect to spend between 15,000 on PPC pay per click adverts and those are just

the the ad cost it's not the management fees on that So generally when you go to someone else when

you outsource PPC you're going to have to outline a budget for your ad spend and that's the

money that comes directly for paying those adverts and there'll be a monthly management fee

as well for for that person for that company to then manage that campaign for you So

that's just indicative prices It's going to be different for depending on the keywords and the platforms

that you're going to use But again it's an indication of roughly what you're going to be

paying monthly to expectation to kind of get some idea of these ads and how they're

going to work So of course if you're starting out you're probably not gonna have

a pot of money that big liner right So you can put daily limits on and thresholds on ads for

the amount that the PPC campaign is going to use of course that's going to

limit your reach But you know everyone has to start somewhere So a top tip of

mine is to find alternative keywords that don't cost as much as the top ones They're not gonna give you

the huge traffic volumes of the top keywords but they may get you enough to push your

sales and marketing where you want them to to go towards So maybe you're not getting the

millions of reach for that top keyword But you know if you're getting 10,000 that's

that's better than nothing So there's a top tip Try and look at like smaller keyword volumes

and try and target them because they're gonna not gonna cost as much as the big ones Okay moving on

pay per impression Now PPM is where you pay a set price for your advert to be seen

X number of times Now tracking PPM is more difficult than pay per click because you don't have to click

in there It's just basically PPM is where your average is shown or displayed on a website

So track it's a little bit more difficult It's called impressions So impressions are usually calculated based on

the amount of unique visits that a page gets to do in the duration your advert is

displayed but you can't guarantee that anyone's going to click on it It's just basically eyes on your

adverts It's more of a branding exercise rather than a direct marketing a direct link to a particular

campaign That's hard to say what is best for your business and your industry But generally PPC

is more cost effective in price and easier to track than PPM or pay per impressions

paper Okay Content marketing content marketing that involves the creation and sharing of online marketing materials

that we've touched on that with S E O But we're talking about things like videos

blogs podcasts social media posts that's the general bit of contact marketing content marketing that people are doing at the

moment It doesn't it doesn't explicitly promote your brand but it isn't tend to spark interest in your products or

services or build brand awareness and trust Now when using content marketing you should be writing

about your solutions to your I see problems that your target audience so focus on the problems

they have and try and produce content that's going to help them either reach their goals or

fix their their problems have a solution to their problem Now content marketing it can

be used to move potential buyers to a sales funnel from not being aware that they have a problem

to making the decision to buy your product or service Now there's very there's a lot of different marketing funnels

out there This is a very basic one it's called the ADA sales funnel and ADA

stands for attention interest desire and action So there's four parts to that funnel Each term represents the stage

of a consumer's buying journey And so this is why it's important to create um I see a s

so that you can write content explicitly for them and their problems at these different

stages of the funnel So for example at the very top you've got the awareness funnel So that's the

broad broad top of your digital marketing funnel And this is people they are aware that there is a problem

there where they have a problem out there and there's aware that there might be solutions for their but

they're not particularly know exactly what you offer And then the further they go down the funnel the

more chances are they're more likely they are to pick up your solutions that you've got

your offerings So the interest one is they are now aware of the solution that

you offer and they kind of like it it sounds good and then the last one Desire is

they know exactly what you offer it's a good fit for them and it will solve

the problem It's going to get them good benefits and they want it And then the

last one the funnel is they actually gonna buy So that's the sale that they go through

So we're going from people who kind of know there's a problem out there but they

don't know your solution all the way down the funnel we're getting less people less people a bit

more specific to buying from you and then finally they're going to take that action

and they're going to buy something from you That's a very very very a simple sales funnel from

there And again when you're thinking content marketing the content that you're gonna create for these

people is going to be different depending on where they are in your funnel So for example you're gonna

be writing different general content for the awareness people at the very top of the funnel

and very more specific stuff The people who are interested in your solution outlining more specifically the benefits

that are going to get in the transformation they're going to get from by your

stuff to try and nudge them down that funnel into the action to buy stuff

Now they have a great in depth article about the sales funnel and its history Its

usage for things like those I've got a link to that particular blog post and I'll put that on

the link on my web page at the end of this this event Okay moving on

email marketing So email marketing is where you use email marketing services or systems to deliver commercial messages to generate

sales through a sales funnel Email is one of the most powerful digital marketing sales channels that you're

gonna use and it delivers messages directly into their inbox In general people have opted

in or allowed you to send email directly into their inbox and that is marketing

gold Now email marketing it's got return of investment roughly a $42 back for every $1 you

spend So that makes email marketing one of the top bank for bucks types of digital

marketing to use And that's generally why people kind of start with email marketing first Email marketing is

fantastic for getting down to and personal with leads So no matter where they are in your sales

funnel email marketing will work from awareness all the way down to people just almost ready to commit

And usually you've got to have collected at very least the first name and the email

address when they signed up to your email list So that that allows you to bring in

that personalization That personalization part is really important for a good copyrighting and really really important

for email marketing So very quickly if you aren't collecting email marketing email addresses from your website at the moment

you should definitely start right now or at least after this this event myself and

everyone I've ever talked to wishes they started their email building list sooner rather than later So here's a

simple process to start with your email list Um you'll basically need an offer that provides a

value to your target offer to your target customers You're I see is this could be a checklist It

could be a how to guide all those sort of things Then you've got a sign up form

that links to your Crm or your email software Um And then in this case when someone signs

up then this Crm or your email management software that sends them an email with a link to the offer

and everyone is happy So it's a very very basic introduction to how to build an email

list I've got a little bit more at the end of this presentation Okay some more

channels social media marketing So like search engine marketing Social media marketing known simply as S S M M is

a strategy that includes a range of different techniques So social media marketing its use of social media platforms

and websites So we're talking about instagram facebook Youtube Tiktok to promote your product and service audience to the

followers So what's great about S mm is that you have access to a well defined and active vertical market

segment So traditionally you would pay a lot of money to get access to those types of lists So in

the past people would sell a list of emails you know so you could target particular verticals But

with social media you already have that audience there and they're active and they're already chatting around So you've got

access to that premium channel So if you sell doggy products for example your target

audience is probably gonna be moms between 25-35 you post at least one pic picture or video a date and

you can probably find that vertical audience on any social media channel and so S S S M

M Is a combination of free organic content so you're posting stuff and information about that as

well as pay per click adverts as where you're actually targeting those particular people with their you

know their gender and their their target audience their likes their dislikes at age that sort of range

for those So here's a tip for social media marketing of course there are lots of

social media platforms to choose from these days A message a few on facebook instagram linkedin Youtube tiktok

Pinterest twitter what's that Reddit and more The top tip is to pick one just pick one social media

platform and stick with it for at least six months to build your following and

engage with that target audience And once you start to get a good engagement back from that now you

can start moving on to other and spin up some for interest in other social media channels but don't don't

try and spread yourself too thin at the beginning If you're new to this focus on one where your

I C S Are going to be mostly and just try and build up your

following and engagement just in that one social media channel influencer marketing is a form of social media

marketing It's kind of revolves around involving endorsements and product placement from influencers that's people and

organizations who have an expert level of knowledge or a big following in their particular field This is

usually a paid service However some influencers they can ask for your products or services in return for

their times It's a bit of a bartering system sometimes a bit of an exchange So this is

a relatively new type of digital marketing channel So experiences pricing and results can vary a lot but if you

can get an influencer in your particular niche involved and generating talking about your stuff You know

if they got a huge following of hundreds of thousands or millions of people that can really promote your digital

market So it's worthwhile considering using this type of digital marketing Now affiliate marketing is the process which an affiliate

that could be you or it could be your website or your client earns a

commission for marketing someone else's stuff so somebody else's um products and services Now you

basically are selling someone else's stuff in order to make a small commission on this sale The affiliate marketing it

can work really well as a top up to your baseline income or if you have a large

volume of traffic to your website it could be an absolute breadwinner And the process is quite simple You sign

up to an affiliate network and you receive a unique I D You search for a product on

that affiliates network that could be a book It could be some clothing it could be some electrical stuff

and then you promote it to your own audience adding your unique I D In the target U R

L And then the affiliate network er nose with that idea and identifies you and assigns a

commission on that sale of people follow through from that So you can engage in affiliate

marketing or you could be an affiliate market tour So commissions are usually paid out monthly direct debit into

someone's bank account So it's well worth thinking about that If you've got a very

very well defined niche and you know that people are going to buy stuff around about that Maybe some books

that you recommend that you can go into affiliate marketing start to earn a little bit of commission on

that Okay we're getting towards the end So mobile marketing is a multi channel online marketing strategy and

it's focused at reaching specific audiences on their smartphones So feature phones tablets or anything else

related to mobile devices Now this can be done using websites So a mobile friendly website

or it can be done using email to target people for offers on their on their particular mobile It

can be using SmS or mm S multimedia things or social media or even native

mobile applications as well Now you may not have the cost the budget to create a motor mobile application and

native mobile application but it's worth considering for that It's worth having that in your tool belt

to think about if that's a worthwhile thing for you to do So if your target audience

is on the go and primarily using their mobile devices and you'll know that from your I see a

this could be a great digital marketing strategy for you to use Okay A common question I

get from people around the subject is will digital marketing work with any business Will it work with my business

Of course digital marketing Yes It can work for any business and any industry So

regardless of what your business sells digital marketing it still involves the creation of I C Is to identify your

audiences needs knowing your niche having a niche to find a niche knowing your target audience

defining a target market knowing your sales funnel as well and creating valuable online content

for lead to consume then they're gonna land on your page sales page or landing page

know about your offerings and buy your stuff So digital marketer it's a digital marketing for your online business Can

be as simple as a single page a single page website or as complicated as

running multi channel campaigns using email social media or pay per click marketing So yes digital marketing

works for any business I've not come across the business yet It hasn't been involved in some aspect of digital

marketing that has worked for them Okay so after all that you may be sitting back and thinking

if you there's a lot of stuff to think about where do I start can be a bit

overwhelming So I'm gonna give you some point of a task for you to do So here's your task

I want you to implement to build and use an email list this week or this month

However so this is a suggestion of something that you something easy that you can start with So how

do you go about starting with that So in order for someone to give your name and

email address you're gonna need to offer something that's pretty good value and that's going to help

them out with something So if you've developed your ideal customer avatar your I see

you kind of already know your target audiences problems their desires So it should be reasonably easy to

create a valuable offer for them Now you don't need to create a 300 page monster A one page

offers convert equally as well as long as they offer value So just keep that in

mind when you're creating your offer is it needs to offer some value to your

niche your target audience your target market So things that work well for an offer

are are these things as checklist um a workbook that someone can work through personality quizzes They work really really

well And so a personality quiz What type of dog walker are you just pulling out things

here and then you go through the quiz it's maybe got five or six questions that you

ask them and at the very end you get asked They asked for the name and email

which emails them the results And then the next page also shows you but you're basically capturing the

email and the name of the person in the quiz They work really really well

just now But other things like seasonal or V I P Discounts So seasonal promotions you know just have

Halloween are gearing up for christmas So those types of discounts will work really really well But V I

P discounts work equally as well So via the way that V I P discounts work

is you entice people onto a V I P E mailing list which then you give

them a slightly better discount than you would offer a general public So again that gets people to sign up

for your email list Webinars and podcasts So this webinars like this it's a great for generating leads life hacks

cheat sheets cheat sheets work really really well templates So things like if you're within

your niche if you've got particular templates that you use for blog post for marketing for presentations things

like that and they work really really well So bundling together and templates on canvas

for example and then offering that bundle in return for an email address and the name works super

well as do things like video training and e books So there's a whole list of ideas there

that you can then take one of those and just create a valuable offer for your

I see a for that So that's the first thing create a valuable offer The

next thing is create a landing page for those for you to put your offer on

and you're forgetting to sign up So landing pages they are laser focused pages on your website that as

visitors do one thing and one thing only and in this case it to sign

up for our offer So you're gonna need a sign up form that captures at minimum the name and

email address of people opting in to your offer Here's an example of one of

my landing pages so I'm offering here the ultimate S C O Power words This is focused at copywriters

people who need to improve their copying for their copyrighting for S C O Now I

ask a few more questions on the form It works well for me with my target audience but

generally name and email converts the best because the least amount of stuff that people have to put in it's

a note that landing page should have no other links or areas that people can

click on So in this example you can see the full page but there's no header there's

no navigation header there's no food at the bottom there's no sidebar that tells you

about all the latest blog post It's just this one thing that they need to do and that's to sign

up for this form to get that offer The third thing you need to do to implement

this process is to sign up for um um to link your form to your crm or your

email marketing system So I use active campaign but if you're starting out you don't

have the money to do that male chimp they offer a free plan I think it's up to

emails that you send out But yeah you get it for free so that's good So ideally the capture

process should be automated So when someone types something into the form and it automatically puts name

in the email up onto a list on your Crm or your email marketing system Now um whatever website you're

using whatever form system you're using have a look to see if it's got built in integration most have

for the popular Crm and email marketing systems like mail chimp so then link that and then automatically

that will put that name in the email list onto that list within that system then you

can start sending emails and track all that stuff if you don't have that then there's a service called zap

here zap here connects to software services together allows you to pass data and talk

to each other So that could be something that you use to connect your form

your website form to your email marketing system or your crm So forth Thing is once

you have your email this started then start to send out emails regularly I curated weekly newsletter helpful tips

interesting news anything at all Um Try not just to do your posts You know here's my blog post

last week it can be a bit boring try to be a little bit more

active a little bit more creative little bit more personal personality into that So when marketing your to your

email list you should probably follow This rule is 90% helpful content So what I just said tips interesting Use

helpful stuff valuable stuff then 10% offers So do that kind of rule 90% good helpful content 10% offers

and sales Otherwise people are gonna unsubscribe unsubscribe from your list cause that's gonna be

a little bit too sales a little bit too marketing if you're hammering that sort of stuff all

the time if you um So I was gonna go back just to review that Um So create a

valuable offer and you got all these ideas for things that they can sign up

on the next step is have a landing page on your website with a form that

allows people to sign up and that forms you then put all that people's data into

your crm into your marketing email marketing system send them a link with the offer

to say thank you And then once you start building up that list then use that

list and just send out valuable content to that list weekly And you can also use it for

your marketing as well Okay everyone that is me done That was a long time and that was

about 50 minutes Thank you for sticking with me towards the end If you got any questions then come

up my cup or you can drop me some questions in the Chat Here is the link before people start

sending questions Here's the link Um So it's will brown dot com slash S B M

For small business month Go there and I'll have the link to the presentation on here

later today I'll copy the video down and put the video up as well So you can

have a replay and there'll be some links to the I C A And all

the other stuff that I mentioned within the presentation So I am just gonna stop sharing

for that just now As I said if you've got any questions please feel free to come up put your

microphone on and ask me some questions or drop them in the chat just now and I'll do my

best to answer any of them and take some water Great We've got some stuff coming

through says thanks lisa says thanks helpful That was great Many thanks thank you all Great presentation Thank

you very much feedback is always welcomed The link to the presentation will be on that

page as well I'll just type in the chat here So you've got that https so will

brown dot com slash S P M For small business month Should I spell my name

correctly Oops I forgot the hcps brian dot com s they've got that one work victor The question says I

have an issue with limitations regarding health supplements and selling them on a line That's right Anything

you sell products or services you're gonna need to know what you can sell who you can sell to

for those Um If you've got limitations for those then you can turn that into

a benefit So if there's if you've got limitations selling stuff online and everyone else has got limitations All that

your other competitors have got limitations as well So you can use that as a benefit You

can use things like timers you know limited stock available stock just in brand new stock

seasonal stock We have the quickest shipment packages You can use a lot of that limitation that you have

to promote stuff using digital marketing for that So what you might think is a limitation You

can kind of spin that around and sell that and use that as a positive

for your digital marketing campaigns Someone said do I have a link to the S

C O Session that I mentioned yet So I'm running that the beginner's guide to S C O Let

me just bring up my Mhm There I have a link to that Let me just

get that beginner's guide to S C O So that is on Wednesday the 16th at 10 a.m. And I

will copy that link into the chat just now for everyone Uh There we go So that's

the beginner's guide to S C O And again it's going to be a very very beginners

guy So you know basic stuff in there about a roundup You're welcome vic Thanks for the question That's

good Okay I'll give everyone a couple more minutes just to put down any questions that you have

nearly saying if you have not much search demand for a product it is either gold or more

likely not desired How do I find out Um I would think it's just my belief in the product and

marketing research but I mean google google is your best friend So there's two ways to

do that One is as I suggested So it's google search keywords just a normal google search engine Have

a look for that putting key words key phrases about your your product I just see what comes

back You know it's people looking for that Are there already Um Companies selling what

you're selling or roughly around about what you're selling If there are then yes there is demand but another one

you can use is google keyword planner So the google keyword tool it's used for the P P C

S For the ads And it shows you if you can go into the keyword planner

it shows all the keywords so type in a couple of key words from your product and actually shows

you the search volume and the search volume that determines the price But you know you're not

looking to do an ad you're just looking at this this data So don't go to

the google keyword planner putting your keywords and it will actually tell you how many

people are searching for that keyword of that keyword phrase So that's a good indication um To see

what you see what the demand is and that's really low Like when we're talking

about really low like in the hundreds then the demands probably not there So in the hundreds it's it's

not a particularly good target market for you I don't think you're probably gonna be looking

at the thousands maybe like the low thousands would be sufficient for you to start marketing To another

one is um you can then just c you can have a look at the

answer The public dot com Sorry people are saying don't say yes that's my fault People There we go

I posted the link in the wrong place so that's the S C O Link

and then I'll just put there The Resources one Well ground columns that small business month they've got

Sorry about that was posted to the waiting room that's no use Yeah so so google's keyword planner

Normal search and to the public dot com and that will tell you you know

what people are searching for And if you find that people are not searching for that then maybe maybe

you need to rethink what you're offering is Uh Alicia asked how many emails are

too many When does it become spammy is one per week good to aim for I think

one per week is good I think I have to think about your own expectation If you're signing up for

somebody's email list somebody's offering what's the expectation that you have about the amount that's coming through I think

one or two a week is probably good One would be an expectation I think for me um I

think three or four you're starting to hit into that kind of spammy thing unless people

are signing up for something that's gonna have multiple things that maybe somebody's signing up for

Maybe you're going to offer a five day course by email implication course in in that case

and people are expecting they're gonna receive one a day But for general email marketing list I think start

off one a week once a week or twice a week Any more than that for new people that are

playing along to your new list I think it's probably going to start to think a little

bit more about spamming So that's a great question I'm gonna include that in the presentation the next time

Thank you lisa asked once they have already signed up with the numbers be the same Yes

Yes I think so You want to curate your content and make sure that it's like

that when you start looking into digital marketing So something I didn't really touch on because

there's a beginner's talk when you're in your your crm So I use active campaign

or mail chimp has this as well You'll find that you can actually create different campaigns and you can target

people a little bit differently So people who sign up new people sign up to your email you

can send them a different marketing campaign to people who have been signed up for a while

So people are new to your campaign you can send them a welcome email straightaway You can then

send another email the next day to say you know thanks very much You know

this this is what to expect from my email marketing um subscriptions here's a bunch of

useful links You hear some of my top posts you can send another email a couple

of days later That extends kind of more helpful information So that's okay for new people new people will be

expecting that But you don't want to be sending that information to two people have

already signed up for like six months ago So within your email marketing software crm Male chimps

will be able to define different marketing campaigns that you can send people depend on when they signed up

or what they signed up for as well So one particular instances that is tagging So tagging is an

advanced feature Alicia that allows you to tag on someone who's on your list and then you can send a

particular email chain just based on what they've done So for example when you signed up for

this this webinar I tagged everyone with the course name which is Digital Mark digital marketing for

beginners and the date And that allows me to end my crm It picks up on that

tag and it will send send you an email the day before and an hour before with the

zoom link You can do exactly the same with your email marketing campaigns So someone buys a

particular or signs up for the particular offer Then within your crm you can then

send an email marketing chain Just specific on the details of that offer that they sent up which

was separate for the general stuff that you send out as a in general Weekly to

your email marketing list Hopefully that that kind of solves that one Great okay let's see if time

is 11 o'clock I know everyone's busy I'm going to wrap it up for today If you got any other

questions There is a form on my website Link the one I sent you can

send some questions and follow up questions I'm happy to answer those but I'm gonna call it for

today everyone Thank you so much Sign up for my other um couple of sessions

and hopefully I will see you there So take care Thanks very much for today and I'll see you

later Thank you Bye