Digital Promotion For Business

NCFE Level 2 Certificate in Digital Promotion for Business (601/6673/3)

Unit 01 Digital promotion for business (Y/507/4155)

In this unit we will investigate and apply a range of digital promotional activities.
 

1.1 Here Is A Description Of A Range Of Digital Promotional Activities

  1. A website can be a simple one page to a full database of content which could include images, video and sound. This can be used to promote a business and it's products or services.
  2. Social media marketing is using platforms such as linkedin, facebook and twitter to promote a business and connect directly with your customers or clients. The business can measure the results of social media activity accurately.
  3. Content marketing can be described as activities like blogging, creating online white papers and reports, videocast on platforms like youtube or podcasting. The idea is to be an expert in the industry of a topic of the choice in an industry. This is way to promote the brand and business. Appeal to customers capture imaginations. Grab the attention of major media outlets.
  4. SEO or search engine optimisation is the act of being found on search engines. The idea is to make a business website user friendly on as many devises as possible, have the most relevant content on a website and  have other referring links directed to your site. This should help a business rank the highest.
  5. Search engine marketing SEM and PPC pay per clip. This the promotion of a business using paid marketing. This could be paying to be top of a search result conducted on using a web site engine by out bidding other bidders. The idea is for your business, product or service description result appear when a user searches for words a business has bid on. The description is to be clicked on and directed to your own landing page or website. The business can measure the results of a campaign accurately.
  6. Online Advertising can be used a business to promote themselves this can be a simple as advertising on LinkedIn or facebook. Visitors can be targeted as you can find out about the demographics of the visitors on these platforms. The business can measure the results of a campaign accurately.
  7. Affiliate marketing is having a business promoted on other peoples website e.g amazon, tradedoubler, income access or paysafe are platforms that allow advertise to promote themselves on publisher websites. An affiliate is a person that refers traffic (customers, clients, or players) to an advertiser or operator website, for example pokerlistings.com would refer a player to 888.com. The affiliate is then paid a revenue share or CPA (cost per acquisition) for each of the players they send. It is about partnership, sharing long term success.
  8. Email marketing is the sending out of emails to a database of subscribers. The content could include any of the following and more: a newsletter, voucher code, competitions promotion and an event. The business can measure the results of a campaign accurately.
  9. Voice search on a digital voice device such as google assistent or voice, Alex or cortana. It is screenless interface for different uses to screen users.

1.2 The Purpose And Aim Of Digital Promotional Activities For A Business

An outline is as follows:

Activity Purpose Aim
Website  Online presence of a business, supply contact details like telephone number, address, email and or list of products or services Sell products or service, collect emails, promote business
Social media marketing Promote the brand, influence visitor on these global platforms Gain followers, convert followers to buyers for sales
Content marketing Be know as an expert in the content, subject business. Gaining authoritative links back to the business website. Grab the attention of major media outlets. Increase ranking in SERP, gain invaluable links, directing traffic to website, collect email addresses, sales
SEO Be found in the search engines Be on the first page of a google search, funnel to sales
SEM and PPC Campaigns on Google or Bing Drive traffic to the business
Online Advertising Banner advertising to landing pages Drive traffic to the business, promote a business, funnel customers to sales
Affiliate marketing Links directed to advertisers websites Drive traffic to your website and  convert customers
Email marketing Building a database of subscribers Click throughs, increase database of customers and sales

 

1.3 Here Are The Positive And Negative Points Of A Range Of Digital Promotional Activities

Digital Marketing Strategy Positive Negative
Website Small businesses can compete with a larger business

Business traffic can come from anywhere in the world 24/7

It takes time to develop a very professional website for all devices

 

You need coding knowledge if you wish to do this on your own

Content Marketing The business can be know as an authority of a subject

An increase in business traffic can be grown over time

Writing expert copy or shooting video or producing a podcast may need getting outside help

This takes time. Months and years to be know as an expert

Social Media Marketing – (SMM) Best for getting feed-back from clients.

Speed Information

Must be constant

Most monitor all the platforms

Be careful with the posts

Customers and client can spread bad news online about the business. Influencer using content can be expensive

Search Engine Optimisation – (SEO) The business will be on top

Satisfying google users

The business will have an increase in web traffic

It takes long time to be on top. If a business does it wrong the traffic can drop as the website can be delisted. Goal penalties

You need specific knowledge. The search engines change their algorithms all the time which means a business has to keep on investing in this activity. Protecting ranking. Losing links

Pay-Per-Click – (PPC) It is faster

A business can measure it

Good for promotion

For a business it can be very expensive

Need to target the right customers

You need perfect keywords

Social Engine Marketing SEM The business will be on top of search results

The brand will be noticed

The campaign is direct which can be measured

If the business gets this wrong it can be very expensive

You need to know what you are doing in detail, results will come straight away but after trial and error

Online Advertising  

The brand will be noticed

The campaign is direct which can be measured

Staying compliant

Expensive

Affiliate Marketing

The brand will be noticed

The campaign is direct which can be measured

Staying compliant

Need to find the best program

 

Email marketing

The campaign is direct which can be measured

Cheap

Staying compliant with permissions

Takes time to build up a database of emails

Data can go out of date

Need to check content before sending out

The above section 1 is all about understanding digital promotional activities for business
 

2.1 Here The Digital Promotional Goals For A Business Are Identified

  1. Reach customers in another location, town, county or country with local language
  2. Respond to customer enquiries anytime with automation
  3. Market to customers at anytime with emails
  4. Test products or services online with a small group before full launch to rest of market
  5. Be the number one authority on a subject matter online
  6. Keep customers on site for as long as possible
  7. Focus on page content
  8. Link building
  9. Identifying keywords
  10. Create video for greater engagement and capture the imaginations of customers

2.2 Plan Digital Promotional Activities For A Business Using SMART Objectives

Goal 1 Month 1 budget 20%

Increase the ranking of a business on google from page 12 to page 3 for key words "coffee, business, exports" in a period of 3 months for an east African coffee exporter's website.

Goal 2 Month 2-4 budget 40%

Increase online revenue by 50% from £1,000 to £1,500 by April 2020.

This will be achieved by the study of the analytics software on the website i.e Google Analytics, plus HubSpot

The critical data is:

  • How many visitors come to the website during that year
  • How many enquiries came through the website
  • and how many of those enquiries turned into customers

Using Google Analytics for the date range to 1 year, the following must be checked: the number of sessions in the Audience section. A value need to be place on visit to the website it could be say worth approximately £10. With me so far? I knew you would be.

Using the basic calculation for website enquiries and customers. The following is worked out. Received 10 website enquiries over the year and 5 of these turned into customers or clients.

This gives you the following information:
1000 sessions = 10 website enquiries
10 website enquiries = 5 customers
5 customers = £10
Average customer value = £2

Goal 3 Month 3 budget 5%

SMART goals connected to the business objectives.

Increase revenue by 50% in 12 months - increase your sessions and enquiries by that amount too.

Goal 4 Month 4-12 budget 5%

Increase monthly sessions by 50 percent by April 2020
100 x 1.5 equals 150 sessions per annum
150 divided 12 equals 12.5 session per month
 
Goal 5 Month 12-24 budget 10%

Increase monthly website enquiries by 50 percent by April 2021
10 x 1.5 equals 15 website enquiries per annum
15 divided 12 equals 1.25 website enquiries per month

Goal 6 Month 24-36 budget 20%

Increase monthly new customers by 50 percent from by April 2023
5 x 1.5 equals 7.5 new customers per annum
7.5 divided 12 equals .625 new customers per month

Overview and more

For most businesses - the marketing team needs to agree that these figures are doable with the sales team.

You're basically saying they're going to be 50 percent more effective, so it's a good idea to chat through with them what a brilliant sales lead looks like, and work on delivering those to the sales team.

Strategic decisions need to be made on what marketing activity will achieve the SMART goals.

What marketing activity will achieve these outcomes?

Invest in social media advertising, content marketing or Google AdWords could be the key. Also conversion rate optimisation (CRO) to make a higher percentage of sessions convert into enquiries.

Review, analyse and optimise

Review these goals quarterly with the sales team

Why digital marketing

Since the mass increase in computing online by the public all businesses have to be online and this mean marketing themselves digitally. Once a business knows their customers online habits they can design a website that will attract or reach them for repeat business and find or attract similar new customers. A business hopes to satisfy a customer which leads to sales.

The knowledge on a customer can be as follows:

Who are they

What devise they use

What software operating system they use

Where they are from

Which language they use or speak

How did they find the business website

Which website they use before coming to the business website

Which key words were use by a search engine to find the site

Which social media platform was use before a visitor arrived at the website

Whether an email marketing campaign was successful in driving traffic to a website

Whether an offline marketing campaign was successful in driving traffic to a website

Whether other websites are referring traffic to a website

What are they doing on the website

How long they spent on the site

How many pages they looked at on a website

Which content types are most popular

What are they worth

Did they convert

Digital marketing is cost effective, 24/7 local and international, measurable, fast and one to one.

The above section 2 is all about planning digital promotional activities for a business 

Presented evidence  
 
Written 
 
Written evidence may be presented in word-processed or handwritten form. Audio-visual content (videos, pictures, drawings, audio) may also be used. 
 
Tables, graphs and spreadsheets may be produced using appropriate ICT. 
 
Any copied material must be suitably acknowledged, and quotations must be clearly marked and a reference provided wherever possible to ensure that learner work can be authenticated.

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