Digital Marketing An Overview Doherty White

DohertyWhite Digital Marketing and PR Growing sales through more effective marketing Michael White 23 October 2009

Agenda Brief Intro First things first - what is Marketing? Where do you start? The tools available Why online marketing? Online marketing tools Social networks and your business Recap of key points

Introduction • Co-founder and partner at DohertyWhite • Ex Head of Marketing at €20m Singularity, ex Senior Product Manager at Siemens, ex management consultant with Deloitte & Touche • Enterprise Ireland Marketing mentor • Helped double revenue at Singularity using online marketing tools like Google pay-per-click, search engine optimization and email marketing • Trinity Computer Science grad, Post Grad Diploma in Computing, Member Forrester Research Technology Marketing Exec Council

What is Marketing?  It’s not advertising  Marketing is about making people (potential customers) aware of the great stuff you have to offer  More precisely: The goal of marketing is to make more people aware of and willing to buy what you’ve got to sell  There are loads of ways to do this for small businesses ? Me How do I reach them? My potential customers

Where do you start? A simple 6 step process: 1 What are you trying to promote? (Your product, service?) Who do you want to target, and where? (Everyone? Particular 2 types of business? Particular types of consumer? Letterkenny? Ireland? Europe? the US? 3 Who are your competitors (and why are you better?) Pick the tools you’ll use to promote your business from the list 4 available Set out a plan with actions, dates and expected outputs 5 Get going – implement the activities on your plan and measure 6 how effective they are in producing sales. Experiment, adjust, test again. Start small, then increase efforts where you enjoy success.

The tools available ‘Offline’ Online Print Ads Web-site Radio Ads Search Engine Marketing Direct Mail Google Pay-per-click  PR Events/Tradeshows Email marketing PR Online ads Telemarketing Online PR In-store merchandising Social Media Flyers Webinars Newsletters / bulletins eNewsletters Use a mixture, but emphasise online tools

Why online marketing?

Why online marketing? 1. Makes business sense  More cost effective – you can see what you get for your money  Greater impact – you can market to 1000s for same price as 100s  Small businesses can look like big businesses  Small businesses can access bigger potential markets 2. Recognises changes in Buyer behaviour  People’s buying habits are changing  They start shopping by looking on the web, especially Google  They do research on the web, not at tradeshows  Order online more frequently Basically, you can generate more sales at less cost

Online marketing tools 1. Your Website 2. Google pay-per-click advertising 3. Search Engine Optimization (SEO) 4. Online PR 5. Email Marketing 6. Social media marketing (Twitter, LinkedIn, Facebook, blogs etc.)

Online marketing tools 1. Your web-site  The most important marketing tool you have  Your best sales-person 24/7/365 if you are B2C  A sales lead generation machine if you are B2B  Drive visitors to your site Home page is the  Get them to take “Most wanted action” most important page  Either ‘Buy Now’ (B2C) or ‘capture contact details’ (B2B) Structure, text Give visitors plenty of things to click on Make downloads and ‘buy now’ offers prominent Look at competitor sites for comparison Check out Hypertemplates.com, other template sites

Online marketing tools 2. Google pay-per-click (PPC) Quick way to get traffic to your site Tell Google which search terms you want to be found for E.g. show my ad when someone searches for ‘graphic design donegal’ Only pay if someone clicks on my ad Create specific ‘landing’ page for the ad Avg. 50c per click, can set maximum daily/weekly budget Can lock down by geography, time, day

Online marketing tools 2. Google pay-per-click (PPC) Set yourself as a small business advertiser (2 mins) Tell Google the words you want to be found for – ‘keywords’ Write the ad that will appear Tell Google how much you’re willing to spend per day/month Ad only shown when someone searches for your word Don’t pay unless they click on your ad Success factors for Google PPC Keywords you choose – make sure people are looking for them Ad text – does it make people want to click Your ‘landing page’ – make sure it’s matched to the ad, and that there’ some kind of “call to action”

Online marketing tools 3. Search Engine Optimization (SEO) You want to get found without paying Google all the time ‘Organic’ or natural search results How do you get to the top? Main element – good ‘content’ – information A site that people find useful

Online marketing tools 3. Search Engine Optimization (SEO) On Page – stuff you put on your web-site Off Page – links from other people/sites to you On page Off page

Online marketing tools 3. Search Engine Optimization (SEO) – On Page First, choose your “key words” Page Title Then for each page .… URL Header tags Text, internal links, bold Page description text

Online marketing tools 3. Search Engine Optimization (SEO) – Off Page A link: www.dohertywhite.com Anchor text: PR and marketing Links should be from other good sites To get links, provide information/content that people think is valuable and should be shared

Online marketing tools 4. Online PR PR is the most cost-effective form of marketing Generate €1000s worth of coverage Seen to be more credible than standard ads Some basic rules – ‘Man bites dog’, Inverted Pyramid, ‘who, what, when, where and why’, include a photo etc. But … now also has an online element Should ‘optimize’ each press release so that (a) it highlights particular keywords and (b) has embedded links that link back to your web-site Should also issue to Twitter, RSS feeds, blog, other sites etc. as part of your PR release process (more later …) Test using graphics, video embedded in releases

Online marketing tools 5. Email Marketing Do not spam But do regularly email contacts who have ‘opted in’ Email to communications 91% of internet users use email Cost effective, broad reach First, build your list Reply Next, draft your email Keep it short Visit “Call to action” Test every element From & Subject – determine whether email is deleted or SPAM Download Inbound Marketing Guide opened Certain words will attract NOW! spam filters e.g. ‘Free’

Online marketing tools 6. Social Media Marketing Twitter, LinkedIn, Facebook, Yammer, blogging, video…. Interactive rather than one way communication Now everyone can contribute, write, edit, shoot video, record audio People/customers can talk back, engage, ask questions Generate interesting stuff people want to see, read, hear You’ll get more web traffic, visitors, business

Online marketing tools 6. Social Media Marketing Three types of social media: publish, share, network Publish: publish everything you can, everywhere Monitor what’s published – Google alerts, Google blog search, Twitter follower, Monitter

Online marketing tools 6. Social Media Marketing Share: recommend/share anything with anyone Monitor what’s being shared about you Find out where your customers go/read/watch Promote your stuff Produce stuff that people will love to read/hear/see

Online marketing tools 6. Social Media Marketing Network: connect to anyone/everyone Find existing connections Network online through groups e.g. ‘internet marketers’, ‘designers’

Online marketing tools 6. Social Media Marketing Blogs Why? Draws more traffic to your web-site, leads, sales Like online diaries, now being used for business Type of web-site where you can easily post comments, information Allows readers to provide feedback Tips  Can paste in YouTube videos, SlideShare slides Decide who you’re targeting Mix of entries – news, opinion, video, photos, informative Basic, medium and rich posts, light & heavy Strong headlines Pick a posting schedule

Online marketing tools 6. Social Media Marketing Video Video yourself, a colleague, a customer Home-made is good Relate to your business – e.g. “how I design wedding cards” Post it on YouTube Link to YouTube from your website, blog, Twitter ….

Online marketing tools 6. Social Media Marketing Twitter What: Listen, Tweet, Respond Why?: Traffic to your website, inbound links, leads, sales How: 140 character “tweets” E.g. press release headline Can also insert links to stuff you like/find interesting Follow others e.g. customers, influencers Make your tweets useful e.g. links to web-site, video, news item Tweet about good stuff your business is doing Customer service

Online marketing tools 6. Social Media Marketing Fast Food – Kogi Korean BBQ Gourmet fast food aimed at night-club audience How to let customers know when/where vans will be near? Twitter updates, forwarded by SMS to followers Queues now form before trucks arrive Dublin bus – special ticket discounts Running last minute promotional discounts Twitter followers receive offers via mobile phone

Online marketing tools 6. Social Media Marketing LinkedIn Business or private Use your network to promote what you do Search for contacts at particular companies Join new groups with shared interest Create a group and encourage people to join LinkedIn ads – very targeted (role, location) Tip: build out your profile info

Online marketing tools 6. Social Media Marketing Facebook Why do you care? -over 200 million active users Lots of your customers 3rd most trafficked website Get found, promote your stuff, connect with others Get started: Set up a personal profile first Join networks Set up a business page second Put links to your facebook pages on emails, web-site, …. Facebook ads

Online marketing tools 6. Social Media Marketing Facebook Try Facebook ads 11 targeting factors Includes location, age, birthday, sex, workplace, education and interests So, could run ads to women only in 30 to 40 age bracket in your area to test the results http://www.facebook.com/marketing

Recap 6 step process – 1. what, 2. who, 3. competitors, 4. tools, 5. plan, 6. execute Tools – Offline and Online Should use a mixture, emphasizing online tools  1. Web-site first – the key element  2. Google Pay-per-click  3. Search Engine Optimization (SEO)  4. Email  5. Social media – blog, Twitter, LinkedIn, video, YouTube, Facebook, … Create and publish stuff (video, voice, written) that will interest your audience Network with potential influencers, customers, colleagues Measure the results regularly Repeat your successes

Resources www.dohertywhite.com www.hubspot.com www.marketingprofs.com www.raintoday.com www.marketingsherpa.com www.forrester.com

What we do • DohertyWhite is a Digital Marketing and PR company. • Founded by Michael White and Annmarie Doherty in 2006. • We help you promote your business and generate sales leads. • We generate the leads using your web-site, PR and online marketing tools like Google pay-per-click, SEO and email marketing • Customers include Irish government agencies, technology companies

DohertyWhite Thank You Email michael.white@dohertywhite.com Slides slideshare.net/dohertywhite Twitter @michaelgwhite Mobile +353 86 383 8981 www.dohertywhite.com

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Digital Marketing An Overview Doherty White

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