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This website is a collection of all the work I have done for my Digital Marketing Level 3 Apprenticeship with Big Creative Education where I am working with Konnect Digital.
Newsletter signs up often come through pop ups on websites too, which can be made using programs such as Poptins. Automated pop ups are based off of website data so wouldn't be good for new websites. They can enter their details for a benefit and then they have given their consent. Having a thank you page afterwards will be easy to track. The more targeted the messages, the better.
Some things to remember when it comes to list building and email marketing:
- You need permission.
- Don't buy data as it can give a negative view of your company. Cold emails don't look professional as they don't typically look nice and don't have a good template.
- Data that you have built yourself is called warm data and much easier/more professional to use.
Analytics
Bounce Rate - how quickly they go
Conversion rate
Design - simplicity for landing pages is important
Engagement
Flow - from headline to goal, like a narrative
Goal - usually only one goal for a landing page
Headline - get the next sentence read
Imagery - to engage all senses
Justification KPIs - know what you’re measuring
Layout - should compliment design
Mistakes - avoid slow loading pages etc
Navigation - don’t want them leaving a landing page
Optimisation - always test
Performance - quicker the better
Resistance - use reviews etc
SEO - use keywords that stick
Traffic - steady flow
Understanding - understand customers
Visuals
Writing - copy is underrated
Xray - understand everything you’re doing
You - write as your brand
Zen - simplicity is key
It is important to know the rules of social media before you use it. The rules you establish for your brand will allow you to stay consistent, help your message and to grow efficiently on social media. Having a rule book/style guide also means you can share with you team so everyone is on the same page but also any new people in the company can understand your branding and message easily.
There are 36 general rules established for brands and social media. You should use some of these when they apply to your brand.
Below is the style guide for social media I have created for Konnect Digital. This includes our goals, audiences, content pillars, voice/tone, hashtags, emojis, timing, good and bad examples of posting, guidelines and inspiring bands.
4 main reasons any social media content is made:
To entertain – this will have a strong emotional appeal to an audience, making it very shareable.
To educate – this will allow for a wide reach especially for those who might not be in the know about products or services just yet. Again, this is often very shareable.
To persuade – This is slightly more emotionally charged; content that gradually changes the mind of the consumer (I say consumer as persuasive content will often be used in a product sense).
To convert – Content that is more often than not rational rather than emotional as you will need a decision-making brain when considering what a conversion piece has to offer you.
You can add your own voice to already made content in your industry n certain, interesting topics that your audience will enjoy. When you are doing this, its basically sharing your opinion on already created content and this will help with:
1. Be recognised as an expert.
2. It's easier than creating your own.
3. Show you're in the game.
4. Grow your network.
5. Grow your business.
6. Stay informed.
There are lots of rules for copy that you can follow which are beneficial for B2B social media channels. Some of these include:
Need to keep up with the trends, especially within industry (like entertainment) and relevant topics at the time and in the world (like pandemic) and social media (like any new updates and trends). Trends can also come in hashtags around Twitter and Instagram and companies can use these in their own social media strategy.
To the left is the trend for #documentary which would be relevant to Konnect Digital. It shows the popularity and the weekly and monthly trend and other hashtags related to it.
Your paid campaign on social needs to have the following defined:
Non committal CTA is popular - like learn more.
You can then look at analytics. You can see who unlikes and hides your adverts, this signals to social media platforms that people don’t want to see your content so your reach will suffer.
Posts with high engagement are good to boost as a paid ad.
Below are some Instagram paid social tips too.
Your paid campaign on social needs to have the following defined:
Non committal CTA is popular - like learn more.
You can then look at analytics. You can see who unlikes and hides your adverts, this signals to social media platforms that people don’t want to see your content so your reach will suffer.
Posts with high engagement are good to boost as a paid ad.
Below are some Instagram paid social tips too.
Pay-per-click - Google Ads for example. Your targeting has intent, you’re understand the intent behind that person's search and they are intentionally searching for what you are advertising.
You need to plan out exactly how the campaign is going to work.
Adwords process:
Google ads charge different industries a different amount. Also, the more competitive and profitable the market is, the more expensive the ads usually are.
Keyword levels of intent: need to balance out the low intent and high intent keywords. Even if the search volume for a word is low, the intent might be high because it could be really specific.
Very important that the keywords are on the landing page and they are sent to the right one. You can then track what ads people have come from.
Broad match modifier: (don’t think they use this anymore), Broad + match + modifier : this covers a wide target
Phrase match : you want people to search for exactly what they have written but it can be a different combination. E.g black trainers but also trainers black
Exact match: The exact search term, including plurals.
Negative keywords: Don’t want your ads to show similar words but different products.E.g keyboards but not computer keyboards.
Each campaign must have one key message with groups of more targeted and specific messages. Per every one campaign, ita advised that you have at least 3 ad sets (certain ad areas within your campaign) and 3 ads per group (individual ads for the ad sets).
Extensions and expanding ads: usually have to be a high ranking ad to get these. Callout extension: what makes your stand out. Consumer ratings: if you have the data available
Most important metric rates for PPC are CTR and Conversion Rate. They are the biggest indicators of success or failure. You can use industry benchmarks to help as your first KPI too and you should research this before setting goals etc.
For Konnect Digital:
Display ads are more focused towards brand awareness than conversion. You can get the visuals of your brand in front of loads of people so they are aware of your brand and they don't have to click it to know who you are and what you do. This is why the metric is Cost Per Mil (CPM).
You can create a variety of display ads for different websites etc. You can make banners, gifs, JPEGS, youtube ads etc.
A competitor analysis is researching your competitors' overall marketing strategy, branding, techniques, audience, earnings, popularity etc and seeing how you can make your marketing strategy better compared to them.
Some terms:
Opportunities & threats = stuff that is out of the companies control, external
Strengths & weaknesses = internal
Sets of step by step instructions for the computer to follow. They are at the heart of all computer programs. For example, Google search engines use algorithms to take the criteria of website, put it through its judging process then outputs its rank.
A pseudocode is an algorithm in words before it is transferred to code.
Algorithms have values that can be constant or variable.
These values are stored in a memory location and can be changed, depending on the output that is needed.
Algorithms use control flow to make decisions about which order to do things. They can repeat actions or start new actions based on new information.
Computer programs use sequence, selection and iteration to control the flow of the program.
The software development life cycle is the name of the overall process of developing software from start to finish. When starting any new software project, it is important to plan how it will be developed and maintained.
HTML stands for HyperText Markup Language. HTML provides structure to the content appearing on a website, such as images, text, or videos. Right-click on any page on the internet, choose “Inspect,” and you’ll see HTML in a panel of your screen.
One of the key HTML elements we use to build a webpage is the body element. Only content inside the opening and closing body tags can be displayed to the screen.
Once the file has a body, many different types of content – including text, images, and buttons – can be added to the body.
There are 6 heading tags (H1, H2, H3, H4, H5, H6).
If we want to expand an element’s tag, we can do so using an attribute. Attributes are content added to the opening tag of an element and can be used in several different ways, from providing information to changing styling. One commonly used attribute is the id. We can use the id attribute to specify different content (such as <div>s) and is really helpful when you use an element more than once.
If you want to display text in HTML, you can use a paragraph or span. You can also style text using HTML tags. The <em> tag emphasizes text, while the <strong> tag highlights important text (bold writing).
The spacing between code in an HTML file doesn’t affect the positioning of elements in the browser. If you are interested in modifying the spacing in the browser, you can use HTML’s line break element: <br>.
In addition to organizing text in paragraph form, you can also display content in an easy-to-read list. In HTML, you can use an unordered list tag (<ul>) to create a list of items in no particular order. An unordered list outlines individual list items with a bullet point. Ordered lists (<ol>) are like unordered lists, except that each list item is numbered. They are useful when you need to list different steps in a process or rank items for first to last.
The <img> tag allows you to add an image to a web page. Most elements require both opening and closing tags, but the <img> tag is a self-closing tag. The <img> tag has a required attribute called src. The src attribute must be set to the image’s source, or the location of the image. The alt attribute, which means alternative text, brings meaning to the images on our sites. The alt attribute can be added to the image tag just like the src attribute. The value of alt should be a description of the image. In addition to images, HTML also supports displaying videos. Like the <img> tag, the <video> tag requires a src attribute with a link to the video source. Unlike the <img> tag however, the <video> element requires an opening and a closing tag.
Javascript is a computer programming language commonly used to create interactive effects within web browsers.
Seven fundamental data types are numbers, string, boolean, null, undefined, symbol and object.
An arithmetic operator is a character that performs a task in our code. JavaScript has several built-in arithmetic operators, that allow us to perform mathematical calculations on numbers. These include the following operators and their corresponding symbols:
- Add: +
- Subtract: -
- Multiply: *
- Divide: /
- Remainder: %
Java is a high-level, class-based, object-oriented programming language that is designed to have as few implementation dependencies as possible. The Java Virtual Machine (JVM) ensures the same Java code can be run on different operating systems and platforms. .java file is transformed into byte code by a compiler before it is executed by the Java Virtual Machine on your computer. An integrated development environment (IDE) is a development tool that helps programmers write, compile, and test their programs. Tells you what is expected to make an error and predicts what you want when typing.
We store information in variables, named locations in memory. Naming a piece of information allows us to use that name later, accessing the information we stored. Variables also give context and meaning to the data we're storing. To assign a value to a variable, we use the assignment operator =.
Variable names of only one word are spelled in all lowercase letters. Variable names of more than one word have the first letter lowercase while the beginning letter of each subsequent word is capitalized. This style of capitalization is called camelCase. A variable starts with a valid letter, or a $, or a _
Types of variables: