Workshop: Digital Marketing Audit

Transcription

1 Workshop: Digital Marketing Audit

2 Merge Forward Approach Digital Marketing Audit It s Your Brand s Presence Website Brand Website Social Media Personal / Human Why is it important? Alignment People Company Brand Messaging Visuals Consistency Credibility Social Media

3 WEBSIT WEBSITE E

4 Website Analysis WEBSITE Identity: Who is C5? Who is in photo? What does C5 do? What is happening in photograph? Analysis: Website looks dated Images not inspirational no identity in group photos too serious Too much copy No hiearchy

5 Website Analysis WEBSITE Improvements: Clearly define / show who they are and what they do Tell stories! What is going on in these photos? Add a tagline C5 Youth Foundation of Texas Serving Today s Youth A Track Record of Remarkable Success Make sure website is mobile friendly

6 Website Example WEBSITE EXAMPLE NOTES

7 Website Example WEBSITE What We Like: Clean design Information above the fold Sharp photos Taglines Call to Action (CTA) Information is organized Video on main page Other page names clearly describe what they are

8 Website Think Mobile First

9 Website Think Mobile First What We Like: Menu bar Simple Easy to read Taglines Description CTA

10 Search Results C5 Texas

11 Search Results Opportunities FB address says Austin; Search says Dallas Photos missing on biz profile Unsure if Google biz page has been claimed Inconsistencies in messaging

12 Social Media Facebook NOTES About needs to explain what C5 is/does (like Instagram) Add tabs for Instagram and twitter in the left hand navigation No upcoming events listed

13 Social Media Facebook Opportunities About Page needs to explain what C5 is / does (Instagram Page explains better) Add social media tabs in left hand navigation (link your content) No upcoming events Tell more stories Add Donate Now button

14 Facebook Example

15 Social Media Instagram

16 Social Media Instagram

17 Social Media Twitter

18 Social Media Twitter Opportunities Descriptions inconsistent Branding doesn t match

19 Social Media YouTube Opportunities Cover image missing Cover image should match other social channels About Us should have website Descriptions should match

20 Social Media LinkedIn Review Provide links in Contact Info Leverage Summary Info Highlight projects / campaigns Add Case Studies Add Company Page

21 Other Platforms Directories

22 Marketing Recommendations

23 Digital Audit Recommendations Align Marketing Messages Determine target audiences Update messaging and map to audiences Define Marketing Channels (Social, Brochures, Events, Marketing) Create Taglines Craft Messages - Types of content Determine CTAs per audience and channel Establish Content Strategy Determine Purpose, Goals & Strategies for all Content Align Program Schedules with Marketing Create Social Content (Write copy, design posts) Establish Marketing Program Schedule Content to Align with Programs Update Brand Update Logo & Create Tagline Create Branding Guide (Logo, Font & Color Usage) Align & Leverage Social Media Update all social channels Add CTA s Link all channels

24 Digital Audit Recommendations Redesign Website Match to Updated Branding Ensure simple & clear messages and CTAs Design to create greater impact Images, Stats, Stories Include Testimonials Design a mobile friendly site Establish Donation Section Optimize site for Search Engines Support C5 Events Design Collateral Video / Photograph the Event Post Events to Social Channels Update Sponsorship Packets Video Reel / Photography Create videos to tell story, pull at heartstrings Leverage existing footage Highlight Success Stories Other Avenues Research - Listed on Non Profit Sites Social Contest With Marty to Raise Money Blog to drive awareness

25 Digital Audit Phase of Rework Crawl Walk Run Align Marketing Messages Establish Content Strategy Update Brand Align & Leverage Social Channels Redesign Website Support Events & Video Reel Create Content & Schedule Ongoing Research

26 Merge Forward Approach Checklist Review Website q Mobile friendly q Branded q Contact info q Update style q 1/3 Design rule q Engaging photos q Social links q Easy navigation q SEO / keywords q Taglines q Google Analytics / Adwords Social Media q Branded q Human element q Consistency in messaging q Has a purpose / content q Contact info q Frequent posts q Respond / engage q Taglines q CTAs / links q Local listings q Directories q Keywords Other

27 CAPABILITIES

28 OUR TEAM

29 ENTREPRENEUR SUMMIT EntrepreneurSummitDallas.Com USE CODE MERGE 20% Discount