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