Do something digital in 2014 - Digital Bites February 2014
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Do something digital in 2014 - Digital Bites February 2014



Tom Gillman, Head of Sales and Marketing at bespoke digital agency Crafted, looks at the evidence for embracing digital marketing to drive your business forward. Whether you are just starting out or ...

Tom Gillman, Head of Sales and Marketing at bespoke digital agency Crafted, looks at the evidence for embracing digital marketing to drive your business forward. Whether you are just starting out or looking to improve your digital strategy, Tom suggests ways that you can step up to the challenge in 2014, offering tips and advice covering the most popular digital channels. Tom's presentation is from Digital Bites February 2014. You can see more at



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Do something digital in 2014 - Digital Bites February 2014 Do something digital in 2014 - Digital Bites February 2014 Presentation Transcript

  • 014 in 2 ital d dig rafte g tC in ing a et eth Mark om s and o s Bites   Head of Sale D Digital   an – llm i om G T Do  Something  Digital  in  2014  
  • From willowgardeners on Flickr
  • W ? t a h View slide
  • ? y h W View slide
  • H ? w o
  • S nd ou r? ia il m fa
  • “We probably should be doing more digital, but we’re not.” Image from purple-lover on Flickr
  • “It’s finding the time” Image from northcharleston on Flickr
  • “Well we’ve always done it this way and it seems to work” Image from farnsie on Flickr
  • “Someone else looks after the marketing – not my problem” Image from tomsaint on Flickr
  • “We tried it, but it didn’t really work” Image from nesster on Flickr
  • So lm ia c ia d e
  • What Pick a channel, any channel… Image from The Drum
  • 33% use social media to discover new brands, products and services emarketer
  • 60% of LinkedIn users have clicked on an ad on the site lab42
  • 100% of business decision-makers use social media for work purposes Forrester Research
  • 47% share photos or videos they find online Pew
  • Pinterest drives twice the website referral traffic of Twitter, LinkedIn and Google combined Shareaholic
  • Novice •  Claim your brand! •  Set-up a Twitter account •  Start networking on LinkedIn
  • Advocate •  Define your style •  Build a following •  Time your tweets
  • Hero •  Create a viral contest page •  Connect your blog to Facebook •  Conversion is your goal
  • E il a m
  • What?   •  Use email to - Build long term relationships - Promote your products/services - Add value!
  • 77% prefer to receive permission-based marketing communications through email Exact Target
  • 44% of email recipients made at least one purchase last year based on a promotional email Convince and Convert
  • 40% of B2B marketers rated the leads generated by email marketing as high quality Software Advice Survey
  • Novice •  Choose an email marketing provider •  Create a branded email template •  Define customer journey – where does email fit in?
  • Advocate •  How’s your database? •  Create campaigns – acquire / educate / retain
  • Hero •  Segment and create lists •  A/B test
  • Co nt te n
  • What?   •  Create engaging, relevant and interesting content for your business From ualucky on Flickr
  • Interesting content is a top 3 reason people follow brands on social media Content+
  • 78% think organisations providing custom content are interested in building good relationships TMG Custom Media
  • 58% of consumers trust editorial content Nielsen
  • 50% of companies have content marketing strategies WebDAM
  • Novice •  Start a blog •  Create a content calendar •  Implement social sharing
  • Advocate •  Submit content (social hubs) •  Bookmark your content (Delicious) •  Write to build a relationship
  • Hero •  Write an eBook •  Write guest posts •  Create an infographic
  • O e lin n rk a m o nic rga ng ti e
  • What?   •  Is your website a well-kept secret? From losangelespersonaltrainer on Flickr
  • on That’s 100 billi 10000000 0000000 searches on Google per month Search Engine Land
  • 89% of consumers use search engines for purchase decisions Brafton
  • 70% of users click on organic search results Search Engine Journal
  • 75% of users never click past the first page Hubspot
  • Novice •  Establish your search objectives •  Research your keywords
  • Advocate •  Set-up Google Webmaster Tools •  Blog for search
  • Hero •  Get more links – write/talk/network •  See ‘Content’ above
  • O e lin n rk a m aid p ng ti e
  • What? •  PPC •  Google AdWords •  Social advertising •  Remarketing
  • The top three paid ad spots get 41% of clicks Wordstream
  • Google ads account for 2/3 of clicks for high commercial intent keywords TMG Custom Media
  • Mobile represents 20% of total search spending worldwide TMG Custom Media
  • Novice •  Create a Google AdWords account
  • Advocate •  Send traffic to landing pages
  • Hero •  Improve message match and improve quality score •  Get a PPC expert £
  • In ht ig s
  • What?
  • Why?   •  It’s free! •  Because assumptions don’t inform improvement •  Because you want to measure success across your - Website - Social channels - Ecommerce - Online advertising
  • Novice •  Set-up a Google Analytics account •  Consider some training •  Identify underperforming areas
  • Advocate •  Make a note of important events
  • Hero •  Set-up goal tracking •  Create custom reports and dashboards •  Assign values
  • nv Co on si er
  • “Start testing and stop arguing” - Jon Correll (Founder of Conversion Voodoo)
  • CRO is… 1.  Finding out why visitors aren’t converting 2.  Fixing it
  • Companies that use CRO are twice as likely to see an increase in conversion Econsultancy
  • 44% of clicks for B2B companies are directed to a home page, not a landing page Marketing Sherpa
  • Novice •  Take a 5-second test •  CTA
  • Advocate •  A/B test •  Rate yourself
  • Hero •  Gather user insight •  Segment inbound traffic
  • Thank you •  Next Digital Bites – Tuesday 8th April •  Subscribe to the Crafted Edition newsletter at •  Follow @craftedmedia and @digital_bites on Twitter
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