Making money from digital

One day in-company training course

Aimed at Tailored to your needs

Anyone who wants to create more money via their digital communications.

Objective

Is your website working hard enough to boost your bottom line? Are you uncertain how to make social media make you money? Do you want your blog to improve your conversion rates? This course explains how to optimise all your digital communications to boost engagement, audience, traffic and turnover.

Outline

Identifying your primary and secondary business goals – what are you trying to sell?

Who do you want to come to your site?
What do you want them to do when they get there?
What is a conversion for you?
Do you have any secondary aims eg to attract volunteers to your charity website?
Exercise: order your goals according to how much money they make

Creating a Brand Pyramid (TM): audience, tone, benefits and core values

The Brand Pyramid is a way to think about your brand. At each corner are your audience, the benefits you offer to that audience, and the tone of voice you use.
Benefits get you in the game; tone of voice helps you win it.

The big ideal: keeping your message consistent

By identifying a mission statement (Coke's is "The Glass is Always Half Full") you can make sure that everyone working on communicating the brand is on the same page. Or put another way, the branding is the glue that binds all your communications channels.
Exercise: what is your mission statement?

Listening: what is your target audience saying about you?

Once brands were powerful and customers were grateful. Now the reverse is true. Through networks such as Facebook and Twitter customers disseminate information about your brand without your control. What they think matters. This segment shows you how to listen to them.

Riepl's law: What is each digital channel best at?

Each new piece of media does not replace the previous one, but changes how they all fit together.
What is Facebook good for, what are blogs best at, how should you Tweet? Does "Channibalism" matter?

Optimising for search

Everything starts with search. What kind of questions are your customers asking? Do you have the right answers ?
This segment shows you how to offer benefits not functions on your landing pages.

The buying cycle: what your audiences really want and when they want it

The questions the customer asks clues you in to where they are in the buying cycle - and how you should talk to them. Get it right and boost your conversion rate well over the 10% industry average.

Managing your digital community to make it the fast-track to engagement, audience, traffic and data.

A network like Facebook gets 30 times the level of engagement of most newspapers. Networks mean more people, more engagement and more value to extract. Here is how to boost your online community and use social networks to give your brand a leg up.

What success looks like