Digital Promotion For Business

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

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

In this NCFE 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

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.
Social media marketing is using platforms such as linkedin, facebook and twitter to promote a business and connect directly with the business customers or clients. The business can measure the results of social media activity accurately.
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.
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 the business website. This should help a business rank the highest.
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 the 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 a landing page or website. The business can measure the results of a campaign accurately.
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 the business owners can find out about the demographics of the visitors on these platforms. The business can measure the results of a campaign accurately.
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.
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.
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 the 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 A business need coding knowledge if it wish to do this on its 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 A business needs 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 A business needs 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 A business needs to know what they 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

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

2.1 Here The Digital Promotional Goals For A Business Are Identified

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

2.2 Plan Digital Promotional Activities For A Business Using SMART Objectives

Our SMART objectives need to be specific measurable, attainable, relevant and timely for the following core promotional activities our business website, Social media channels, website content marketing with a focus on SEO or search engine optimisation and finally email marketing to a database of subscribers.

Examples of these objectives for a 6 month time period can be as follows:

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 and measuring the KPIs for these months i.e Google Analytics, plus HubSpot figures

The critical data is:

How many visitors come to the website during that year
How many inquiries came through the website
and how many of those inquiries 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.

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

This gives a business the following information:
1000 sessions = 10 website inquiries
10 website inquiries = 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 a business website's sessions and inquiries 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 inquiries by 50 percent by April 2021
10 x 1.5 equals 15 website inquiries per annum
15 divided 12 equals 1.25 website inquiries 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. The business is 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 inquiries.

Review, analyse and optimise

Review these goals quarterly with the sales team

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