www.newmedia.uk.com
New Media Digital Marketing System Just 10 steps to successful online marketing
Contents Introduction to our system
P01
Step 1: An online promotional video is essential
P02
Step 2: A bespoke online information guide
P04
Step 3: Seamless email marketing
P06
Step 4: Memorable and distinctive homepage copy
P08
Step 5: Mobile device optimised website
P10
Step 6: Effective lead generation landing page
P12
Step 7: Social media marketing
P14
Step 8: Making Google Adwords work for you
P16
Step 9: Making direct mail instant
P18
Step 10: The effectiveness of re-marketing
P20
The benefits at a glance
P22
New Media Digital Marketing Chester House, 81-83 Fulham High Street, Fulham, SW6 3JA Telephone: 0207 112 8122 Email: info@newmedia.uk.com
The New Media Digital Marketing System, the complete marketing tool kit for your business
Introduction
The New Media Digital Marketing System, the complete marketing tool kit for your business. As a business owner you’ve probably got a heavy workload, with little respite. The recent faltering and erratic economy has inflicted challenges on many businesses around the world, and as the UK straightens its top hat new challenges arise daily in the business marketplace. However, despite these challenges you’ll be all too aware that the success of your business depends on one crucial factor above all others: an effective and systematic communication with potential prospects and current customers. Without them your business would, quite simply, fail.
Customers mean everything and connecting with them regularly and efficiently is crucial to building productive relationships. This is not always easy, can be extremely time consuming and you may not have the skill set within your remit to carry it out effectively. It’s for these reasons that an enormous, world-wide marketing and advertising industry exists. Raising the profile of your business is essential within the fiercely competitive marketplace of the internet. It’s no secret that marketing and advertising campaigns can cost thousands, if not sometimes, millions of pounds; yet it’s vital for businesses to conduct marketing activity for them to be successful. Fortunately the New Media Digital Marketing System is here to steer your marketing strategy towards success. We have a team of highly dedicated and experienced professionals who have collectively worked in the industry for more than 15 years across a wide range of media platforms. They understand the past, present and future of successful marketing campaigns and how elements from each can be combined to provide the best possible marketing mix. We offer a comprehensive range of solutions, which you’ll read more about in the next few pages and we’ll work very closely with you to ensure their success.
01
Step 1: An online promotional video is essential www.newmedia.uk.com
“...recent research has revealed that it takes an average of 7 seconds to arrest the interest of a potential prospect when they access a website.” “...our digital marketing film crew will create professionally made HD movies that will impress and entice customers.”
In recent years, people have increasingly expected websites to be slick, multi-media experiences. This is particularly poignant for companies and businesses; customers will often make judgements about whether a business is successful or not, based on their online presence. In order to get the correct formula of marketing formats and platforms to impress it’s essential to feature a professionally made video. It catches your viewers’ attention by expressing the personality of your business and engenders the kind of trust that is crucial to business/ customer relations. Videos are unrivalled for their ability to captivate people like no other digital format; providing the sort of memorable and accessible interactivity that customers crave. Furthermore, recent research has revealed that it takes an average of 7 seconds to arrest the interest of a potential prospect when they access a website. This can be best achieved with a video to click on and view. So whilst video is vital: it’s equally essential to get it look and sound great. A shoddily produced clip can be harmful for your reputation and is likely to put off potential customers, who are used to slick visuals, sound and editing. With an abundance of relatively cheap video cameras and editing software packages presently available, it is tempting to try and put one together yourself. However, there is a science to it and it’s likely you’ll end up investing a lot of time into something that will be substandard. Whereas film production companies are likely to charge thousands for making promotional films; our digital marketing film crew will create professionally made HD movies that will impress and entice customers, included within your package.
Offering an online video will allow you to stand out from the competition, retain customer attention, arouse consumer imagination and facilitate a direct dialogue from the outset. Our post production team will also include all of the branding, company logos, graphics, statistics and information you require to communicate the essence and personality of your business and what it does. Our video production team has a wealth of experience in this area and takes tremendous pride in producing superb quality products that consistently reflect client expectations. The importance of professionally produced videos: • Video promotion is over 6 times more effective at getting a message across than print and online text (b2bmarketing.net) • 80% of Internet users recall watching a video ad on a website they visited in the past 30 days; 46% took action after viewing the ad (Online Publishers Association) • 81% of senior marketing executives now use online video content in their marketing programmes, up from 70% in 2011 (MarketingProfs) • 90% of online shoppers found video helpful in making a purchasing decision (Video Brewery) What we do for you: • Produce three 30 second high definition videos for you. • Supply a professional presenter to convey your business message • Record your videos in our own professional production studio • Complete all post production editing to ensure highest broadcast quality • Write compelling, sales-focused content • Create your own business YouTube channel or upload videos to your existing one.
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Step 2: A bespoke online information guide 04 / 05
“...if an information guide is available to a potential customer free of charge, it is likely that the prospect will regard it as a cost free high value item that will heighten their enthusiasm for your business.” “if you let your prospects leave without securing their contact information, then the chances are you’ll never hear from them again.”
When creating a business website, many people tend to forget the most important reasons for being online in the first place: providing detailed information to generate custom. Most customers will be tech savvy web surfers who will make snap decisions on a company; based on the information supplied on its website. If you let your prospects leave without securing their contact information, then the chances are you’ll never hear from them again. Therefore, it’s important to have all the answers for their questions in a well-written, accessible and comprehensive document. Your information guide should possess a powerful and compelling title that increases sign-ups, a professionally designed cover graphic, and a number of strong ‘calls to action’ throughout the guide. By providing an information guide to potential customers free of charge; you will generate an enthusiasm for your business from the get-go. They are getting great value in exchange for their valuable contact details. An elegantly designed and published “ Information Guide” which credits you as the author can be the most effective means of telling your customers everything you want them to know about your business. We achieve this by getting our team of copywriters and graphic designers to create bespoke brochures to bolster your business. Our team of experienced advertising and marketing professionals have been in this game for years, so they can promote your business in an engaging, memorable and compelling manner. The importance of free content/information guides: • (40%) of people interact with brands because they are looking for news or information about products (Lithium) • Call to actions promoting ebooks get almost twice the click through rate as emails promoting webinars (HubSpot)
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• The top two reasons for handing over an email highlighted as receiving discounts or money-off promotions (52%) and receiving ‘free stuff or giveaways’ (44%) (Exact Target) What we do for you: • One of our experienced copywriters and business experts will interview you based on a pre-written topic guide that explores the key facets of your business • Write your 3000 word information guide that is then proof read, edited and presented as a draft to you • We will then add any amendments or tweaks you require • Our graphics team will create an immaculately designed guide that you can send out to your customers and prospects & also offer as a free download. • We will also print 250 copies and deliver them to your door
Step 3: Seamless email marketing
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“Email marketing is a crucial component of any successful online marketing strategy” “...build relationships and then direct those prospects to specific web pages within your site with a view to a sale.”
So far we have considered how a video can arrest the attention of prospects long enough for them to be directed to a free information guide. This will subsequently lead to a process in which they will need to provide you with their contact details in exchange for a problem solving guide. This serves as a foundation for seamless email marketing. Email marketing is a crucial component of any successful online marketing strategy as it allows you to communicate with your prospects, build relationships and then direct those prospects to specific web pages within your site with a view to a sale. Marketing studies have consistently shown that, on average, people buy on the 7th point of contact making fostering a relationship with your prospects through email marketing imperative. For instance – if you were told there were 75 customers in the building next door- it’s quite likely you’d want to connect with them as soon as possible. And- if you were able to speak to them directly - you’d be in an excellent position to convince them that your company has the ability to get the job done for them. However if you suddenly discovered that these 75 potential prospects had just disappeared without leaving any contact details you’d probably be frustrated that you had missed a golden opportunity to engage with them. This is what happens millions of times all over the world, when people make anonymous visits to websites without leaving any discernible trace that they had ever been there. Fortunately there is a means of preventing this with a mechanism known as “data capture”. Put simply, “data capture” is a process in which a website offers something free such as the aforementioned information guide in a prominent area, on the condition that the viewer provides their contact details.
Once you have their contact details – you will be able to contact these prospects again and again, and not only turn them into customers, but long-term, repeat customers at that; who remain loyal to you and your business. The importance of email marketing: • In a recent survey 97% of businesses used email marketing to convert email recipients to buyers (Smith- Harmon) • In another survey 76% of targeted prospects made a purchase after receiving a marketing message (Hubspot) • In 2013 – the Direct Marketing Association estimated that email marketing typically returns £40 for every £1 invested (Hubspot) • In 2013- 66% of online American consumers purchased an item as a result of receiving an online marketing message (Marketing Sherpa) What we do for you: • Draft the copy for you and design your data capture solution • Design and code your digital data capture • Create bespoke fields in order to organise and log personal and email details • Connect your sign up box with our email marketing system
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Step 4: Memorable and distinctive homepage copy 08 / 09
“...A good landing page is vital in lead generation and the building of a relationship with prospective customers.” “If you succeed in the implementation of these dynamics, it’s likely that you’ll be rewarded with a flood of new business.”
As the influence of digital marketing continues to grip the world; millions of people browse the web daily. The first encounter a visitor is likely to have with your business, is its homepage. Whether they find the homepage appealing or not will have a fundamental impact on whether they choose to investigate further. This decision is often based on how they regard the opening sentences of the homepage copy - so it’s vital to get the tone, style and language absolutely spot on. We have copywriting resources that can achieve this in a highly actionable, sales focused manner based upon the principles of “Direct Response Marketing”. The copy can also be used and adapted for a wide range of other marketing solutions such as brochures, thru the line advertising and telephone sales. Using the meticulously crafted copy we draft for you can also help to make your marketing messages more effective; giving your brand a voice. This clarity and coherence will help reinforce the nature and personality of your business. The importance of memorable homepage copy: • In 2013 - $1.1 trillion of all retail sales were web-influenced ( Forrester Research) • 80% of internet users will make a purchase based on a memorable headline displayed on a company website (Marketing Sherpa) • Today’s online shopper will spend 10 seconds perusing a new website before making a purchase or moving on (Hubspot) • 70% of marketers consider an effective homepage as the dominant aspect of customer conversion (Hubspot)
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What we do for you: • Create AIDA structured copy (Attention, Interest, Desire, Action), that is memorable and distinctive to the reader • Establish you as an authority in your industry • Use language that will arrest the attention of prospects • Create clear descriptions of your company’s services and products • Create a USP (Unique Selling Proposition) • Use language that has been proven to boost and increase lead generation/ sales • Optimise copy to create a better Google Adwords keyword score based on search terms
Step 5: Mobile device optimised website www.newmedia.uk.com
“...mobile related marketing must offer a highly engaging and customer friendly experience.” “By the end of 2014 customers will spend more time accessing websites through tablets or phones than laptops or PC’s.”
In recent years using mobile phones as a tool for marketing activity has become increasingly popular and effective. It can engage with audiences in a manner that is highly personal, focused and targeted and has the advantage of being accessible and practical. In today’s increasingly frenetic world, people rarely conduct their business and private affairs without having their mobile phones within reach. It’s no surprise then, that marketers have adopted it as a key opportunity for businesses to target their current and potential customers in an intimate and bespoke way. Recently, the online marketing information resource EkoBuzz has collated evidence that decisively illustrates the effectiveness of mobile related marketing activity and campaigns. EkoBuzz has reported that, when BMW Germany launched a mobile focused campaign; a conversion rate of over 30% was achieved. This resulted in an impressive 30.1% of customers purchasing products based on the marketing activity. Similarly, the world famous retailer Gap Inc has asserted that an increase in shopping through its mobile site has led to a three-fold rise within its online conversions. Furthermore, Military.com has claimed that its pay per click landing page conversions have soared by at-least 70% as the result of mobile based marketing. ‘mcommerce’ is the future. However, for these levels of success to be achieved, mobile related marketing must offer a highly engaging and customer friendly experience as there is also evidence to suggest that non consumer friendly instances can lead to lower mobile conversion rates. Google AdWords have addressed this by exclusively targeting mobile web users and connecting with at-least 44% of its customers that will conduct online searches for places to visit, eat and shop at during this year’s holiday season. This can optimise marketing activity by targeting customers when they are relaxed, up-beat and enjoying their well-deserved breaks; all cleverly helping to maximise engagement with marketing messages.
It should also be considered that the vast majority of businesses and companies have not engaged with Mobile AdWords as yet, providing an opportunity for businesses of all shapes and sizes to take advantage of a relatively low competition for keywords that can be costly on desktop Adwords. Mobile Adwords also has several unique aspects that can help to optimise marketing activity further, including: • Google Click to Call settings that can allow for business phone numbers and contact details to be visible on advertisements and links. This can also be designed to enable the customer to call your business immediately by simply pressing on the link provided • Ad sitelinks can also be helpful in generating sales enquiries- by directing customers promptly and simply to a category they are interested in. The importance of an optimised mobile device website • 46% of consumers are unlikely to return to a mobile site if it didn’t work properly during their last visit (Hubspot) • 71% of mobile browsers expect web pages to load almost as quickly or faster as web pages on their desktop computers (Hubspot) • One half of all local searches are performed on mobile devices (Hubspot) • By the end of 2014 – customers will spend more time accessing the website though tablets and phones than laptops or PCs (Hubspot) What we will do for you: • Create a micro-site optimised for mobile devices • Create well structured visually appealing pages • Use your company branding and colours • Include your HD video on your homepage • Include a homepage data capture system • Add a click to call business phone number
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Step 6: Effective lead generation landing page
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“...a good landing page is vital in lead generation and the building of a relationship with prospective customers.” “If you succeed in the implementation of these dynamics, it’s likely that you’ll be rewarded with a flood of new business.”
A well designed landing page is also essential for creating a good impression and holding people’s attention, as it is the first thing a prospective customer will see, once they have been directed to you via Google Ad words and other search engines. A good landing page is vital in lead generation and the building of a relationship with prospective customers. Therefore, for this process to work properly, it’s necessary for a lead generation landing page to recognise very prescribed, tried and tested marketing dynamics. If you succeed in the implementation of these dynamics, it’s likely that you’ll be rewarded with a flood of new business and if you don’t, your business fortunes could falter. We firmly understand how an effective lead generation landing page can impact upon a business and we design them in a manner that strictly follows the aforementioned marketing principles. We will create two options for you to choose from and ensure that we get all the key information regarding your audience and business goals when you brief us. We always strive to listen to clients intently, ask questions and clarify requests so your wishes can be actioned quickly. What’s more, you can duplicate the landing pages and edit the content to use on any future marketing campaigns: it’s yours. The importance of an effective landing page: • 48% of marketers build a new landing page for each marketing campaign ( Marketing Sherpa) • 60% of B2B businesses use landing pages to generate new sales leads for future customer conversion (Marketing Sherpa) • Businesses with over 40 landing pages generate 12 times more leads that those with 1-5 pages (Hubspot)
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How we do this for you: • Ensure that your landing page explicitly highlights an attractive offer • Devise compelling sales driven copy that generates results • Include a clear ‘Call To Action’ • Integrate your new videos (assuming you want to use video) • Analyse online traffic sources through Google Analytics
Step 7: Social media marketing
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“83% of marketers assert that social media is an essential marketing tool for their businesses” (Social Media Examiner) “...if you fail to have a Facebook business page, or if it is designed and written badly you will lose out.”
Whilst using social media sites and tools can represent an excellent marketing opportunity for companies and businesses; it is essential to use them properly. Social media has a very distinctive and complex culture that is not always compatible with business and corporate culture, and whilst it can be used to communicate with millions of people on a daily basis, it is vital to target the right people with the right type of marketing messages. Fortunately we have conducted the research into this and our digital marketing system has identified the three social media resources it is essential for all small to medium sized companies to interact with to gain new business: Facebook, Google+ and LinkedIn. Staggeringly, as of January 2014 statistics state that in the UK has 33 million users who spend an average of 18 minutes a day on Facebook (Source: Facebook). Therefore, a significant slice of your customers are likely to see how your company is represented and promoted on Facebook before making the decision on whether to do business with you. As a result if you fail to have a Facebook business page, or if it is designed and written badly: you will lose out. In recognition of this, we can provide a team of copywriters and designers that can create or optimise an already existing Facebook business page for you. Similarly, a Google + account can serve as a highly effective business tool. As a digital tool it has a phenomenally wide reach with over 360 million users worldwide- providing potential prospects on Google + with a seamless access to your page. We can help to enhance your Google + marketing results with a highly visible and bespoke user profile which can be highly effective in raising awareness of your business and connecting you with potential users.
Recent business research has confirmed that Google+ is rapidly growing as a marketing resource; as the result of being integrated to Google’s other highly popular products (such as their mobile operating system – Android, and also their free email service - Gmail). This represents an excellent opportunity for businesses to connect with Google’s services- before completion reaches saturation point. If your business sells B2B then having a LinkedIn account is a must. Linked in is the world’s largest professional network. Through LinkedIn business can approach you quickly and easily, and you can likewise contact prospective business customers and source services. LinkedIn has over 255 million members in 200 countries and is essential for establishing your business within the wider B2B community. Integrating use of all of these social media platforms elevates your business on all major search engines. The importance of social media marketing: • 84% of B2B marketers use social media in some form (Aberdeen) • 83% of marketers assert that social media is an essential marketing tool for their businesses (Social Media Examiner) • 42% of marketers confirmed that Facebook was an essential aspect of their marketing activity (Institute of Digital Marketing) • 62% of marketers claimed that social media has become more important to their campaigns in the last 6 months (Marketing Sherpa) What we do for you: • Create a Facebook, Google+ and Linked-In accounts • Use graphics consistent with your present branding and identity • Add business contact information to the pages • Create the first 10 posts • Create duplicate posting system (so one post will be duplicated across accounts)
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Step 8: Making Google Adwords work for you 16 / 17
“Almost all businesses that enjoy successful online activity identify Google’s pay per click advertising as a key tool to their success” “Google display campaigns reach 80% of global internet users.” (Google Benchmarks and Insights)
Almost all businesses enjoying successful online activity identify Google’s pay per click advertising as a key tool to their success and effective engagement with customers. Google Adwords is an excellent resource as businesses pay only for the success it achieves, and it also represents a peak of “Attraction Marketing” by allowing for 24/7 exposure for businesses. Of course, online businesses are dependent on online traffic in order to get potential customers to visit their websites and this can be very variable in terms of quality and volume. However, Google Adwords will always provide the highest quality traffic by enabling those searching the internet to become swiftly signposted to your business once they have expressed an interest. Whilst you’re reading this, it’s very likely that potential prospects are trying to locate a business that offer the products and services that you do, and using Google Adwords is certain to be an instrumental tool in this search. If you’re not familiar with how these types of Google services can work for you, we will sign you up to a Google Adwords account and even provide you with an Adwords diagnostic if you already have an Adwords account, to assess the extent to which you need to increase traffic in order to generate more business. The importance of google adwords: • In 2011- Google search and advertising tools generated $80 billion in economic activity across the US (Google Economic Impact Report) • Google display campaigns reach 80% of global internet users. (Google Benchmarks and Insights) • 98% of Google’s revenue comes from advertising (Google Investor Relations) • Businesses make an average of £2 revenue for every £1 they spend in AdWords (Google Economic Impact Report)
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What we will do for you: Businesses new to pay per click • Set up your Google Adwords account • Design and implement your first campaign • Conduct keyword research • Create adverts • Create a conversion code • Create a Google analytics account to track and adjust your tactics Businesses with pay per click • Implement a full Adwords diagnostic • Provide a re-vitalised keyword plan • Advise on strategy recommendation • Advise new advertising suggestions
Step 9: Making direct mail instant
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“We recognise that more conventional marketing tools such as Direct Mail still play an important role in the fortunes of a business.” “...much of the population still retains a fondness for physical information that they can read immediately.”
Whilst online marketing is an essential, and increasingly talked about, aspect of contemporary business culture; it is only one aspect of a successful marketing mix. Despite online marketing’s popularity and forward thinking reputation, other tried and tested marketing tools can still be very effective in raising awareness of, and generating income for businesses. We recognise that more conventional marketing tools such as Direct Mail still play an important role in the procurement of prospects for a business and that internet market successes have a close relationship with Direct Mail. For instance, Google uses Direct Mail to advertise and secure customers for its Adwords service. Direct Mail is still an effective marketing tool, as much of the population still retains a fondness for physical information that they can read immediately or pick up and take away. It prompts them to go online to collect more information before investing in a product or service and vice versa. Therefore, we are committed to providing you with a universal set of marketing resources that include Direct Mail as an important part of your marketing mix, and have resources available to help you devise the best possible Direct Mail campaigns. We can achieve this by digitally designing and producing up to 250, “Direct Response Postcards” that can be mailed to both potential and existing customers. The postcard is also intended to direct people to your online landing page so that prospects can access or order your free information guide.
The importance of direct mail: • In 2011-12 an average of 82% of direct mail was opened, including 96% for pharmaceuticals and 94% for car dealerships mail • The percentage who kept mail for future reference has remained constant at around 18% • 17.8m people ordered product after receiving a mail order catalogue in the past 12 months • 17.86m adults have shopped via mail order in the last 12 months (CentralMarketing) How we do this for you: • Design and create copy for direct mail postcards • Print and mail up to 250 postcards • Add contact information to postcards
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Step 10: The effectiveness of re-marketing 20 / 21
“If you’re not already using Re-Marketing then you should be.” “In a recent survey 782 out of 1000 who were shown ads made an online purchase.” (Marketing Sherpa)
The best thing to happen to marketing in recent years is the creation of Google Re-Marketing. If you’re not already using Re-Marketing then you should be. Here’s how it works: Until now, once someone had left your site there was no way of reaching them, and these people are highly qualified leads, as they are already interested in the product or service which brought them to you begin with. Now when somebody visits your website they are automatically entered into the Re-Marketing system, so when they leave your site and start to visit other websites the Google Re-Marketing system- will start to display your banner ads to them, wherever they are browsing. As a result, the potential customer will view messages relating to your business within multiple online platforms; constantly reminding them of your product or service, whilst boosting the credibility of your company. We will help you take advantage of the numerous benefits that Re-Marketing has to offer by creating a Re-Marketing account for you. We will also create a series of a series of exclusive banner ads. The importance of re-marketing • Re-Marketing boosts the credibility of your business for you prospects ( Hubspot) • Re-Marketing is presently recapturing customers at a 37% conversion rate ( Marketing Sherpa) • In a recent survey - 782 out of 1000 who were shown ads made an online purchase ((Marketing Sherpa) • For many companies Re-Marketing represents an excellent opportunity for a business to increase its visibility (Hubspot) What we will do for you: • Create a Re-Marketing Campaign in Google Adwords • Set-up Re-Marketing lists • Create a series of exclusive Re-Marketing banner ads. • Apply the right settings for your campaign • Launch your campaign
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The benefits at a glance The benefits of the New Media Digital Marketing System at a glance: • We’ll provide you with one empowered contact who can oversee all your needs • You’ll have access to an experienced team of marketing and advertising professionals dedicated to achieving results and providing excellent work • We can provide you with an effective and actionable marketing system within 30-45 days • We will implement it in a manner which doesn’t interfere with other task and duties • We will provide a “one stop” solution for all your marketing needs so you don’t need to consult with dozens of companies • All of our services are based in one location in Central London
• By dealing with experts from one company you will save time and money • We have over 15 years of experience in offering digital marketing services to clients and businesses of all shapes, sizes and sectors • In this ever diversifying world it’s difficult to stay on top of technological innovations and developments. This is what we do; so you won’t have to! • We won’t overwhelm you with complicated language relating to complex technologies. We’ll explain everything simply in a manner that won’t burden or confuse you.
Get in touch New Media Digital Marketing Chester House, 81-83 Fulham High Street, Fulham, SW6 3JA Telephone: 0207 112 8122 Email: info@newmedia.uk.com
www. newmedia .uk.com