Digital marketing workshop 2013Presentation Transcript
Digital Marketing Workshop
Key LearningPointsExplore the rapidly evolving digital environmentFind out more about the core areas of digitalmarketingOverview of social mediaAdvice on incorporating digital marketing
Social Media Overview?Marketing in a Digital World
Source: ExactTarget, 2011Email: WhySubcribe
24 Billion UK searches in 2012!"Do" Transactional Queries - Action queries such as buy a plane ticket or listen to a song."Know" Informational Queries - best restaurant in Belfast, or ‘historical abuse enquiry’ "Go" Navigation Queries - Search queries that seek a particular online destination, such as Facebook
Towards ‘Hypercompetition’in marketing?
What is your organisation doing to reach andinfluence consumers online?
Social Media Overview?Digital Marketing Core Areas:Awareness / AttractConvertRetainAnalyse
Source: Econsultancy.com, 2012
Social Media Overview?Awareness / Attract
1. Search Marketing2. Digital Display3. Social media display and online PR
This is Your Enemy Online!Low Traffic from search
“Italy holidays from Northern Ireland”“Restaurants Belfast”“construction companies northern ireland”“How to prevent heart disease”“cancer support Northern Ireland”“solicitors Northern Ireland”“Digital Diploma courses Belfast”
Select a small, manageable numberof keyphrases to start!
Terms: Search Advertising = Pay Per Click(PPC)What is it:Advertising on the sponsored section of searchlistingsAim: Attracting relevant leads / traffic to yourwebsite
BenefitsMarket to your customers while they are researchingissue / product!Increase quality web traffic for your websiteIncrease sales and leadsYou completely control budget and campaign period
Click to Call
On Google’s Advertising network
On Google’s Advertising network
ExerciseSearch for Google Keyword Tool:•Use the keyword tool to search for 3 relevantkeyphrasesUse Google search engine to search for the 3keyphrases•Assess your search engine visibility for yourorganisation•Assess competitor rankings (if applicable)
Definition:SEO is the process of increasing theranking for your website and web pages inthe natural search engine results pages.
SEO Can Bring You....Cost-effective Customer Acquisition - free toindex. Good for high volume phrasesFixed Costs - No ongoing payments for clicks asin PPCBrand Visibility - Closely associates your brandwith internet searches
Correct meta data arevitally importantfor achieving SEO success.The two most important factorsin Meta Data are:1.The Title Tag2.The Meta Description
Warning: Most websites haveincorrect meta information!Look at successful examples of search engine resultsInsert well written meta information –with the keyphrases you have chosen!Make sure the information is unique!Keywords / Meta Tags have lostimportance!
Video:OpportunitiesIncrease direct traffic to your websiteProvide great content to feed social media and emailnewslettersGreat for gaining rankings on searchPromote your brand via storiesMore engagement with social media audiences andstakeholders
Video:ChallengesThe Myth of the ‘Viral Video’ResourcesGetting the stories and formats rightMarketing your online video
CEO Talk /Interview
“A viral video is a video that becomespopular through the process of internetsharing typically through video sharingwebsites, social media and email”‘Viral’ Video
How to Market YourVideos
Create aVideo Page
5 Main RankingFactors
SEO for You TubeOverview
Opportunity topromote videos toimportant artsjournalists“@marielouisemuir check out ournew video for onecity one bookApproach top onlineinfluencers
Online ReputationManagement andMonitoring
Social Media Overview?Convert
Your Website Presence
“How does your websiteactually help us to dosomething?”
Definition“The process of improving theoverall website usability andexperience in order to increase thepercentage of visitors who convertto actions.”
Why?Most of your website visitors don’t take actions on yourwebsite – 2% average!You need to map out the main marketing actionsEncourage them to convert• Sign up to a database• Download a form• Request a call back
Q. What marketing ‘conversions’ do you want your customersto take? (i.e make a donation, download a form etc)Q. Is your site optimised for conversions?Q. How might you might you improve the site?Quick Exercise
‘Put your site to the test’Quick Exercise
Carry out an audit and usability test ofyour website
Second only to search marketing as the most effectivedigital marketing tactic!You can reach substantial numbers of email subscriberswho have opted inOver half of Internet users check or send email on atypical day.Email Marketing:Benefits
1.Driving to a poor website2.Spam filters3.Poor Content4.Email lists5.Outdated TechnologyWhat typically goeswrong with emailmarketing
How will yougain ‘permission’emails
Source: Hubspot, 2012
Source: ExactTarget, 2011Content?
“A business approach that seeks to create, developand enhance relationships with carefully targetedcustomers in order to improve customer value andcorporate profitability and thereby maximiseshareholder value”.CustomerRelationshipManagement
Social Media Overview?Retention / Engagement
Key question for social mediamarketing is…………
“Are you more interesting thanmy wife*?”*Insert: MistressFootball teamSon / daughterBoss………………….Etc
The following people and brandshave social capital online!
AimsTo drive footfall back into the city – ImmediatelyIncrease trade in shops, bars and restaurantsRestore citizen confidence in city centre
HowOffers: Deals and promosStories based on contentShared via Social Media – viral effect in Belfast
Social Proof – Friends and familysharing content via #BackinBelfast
ImpactCreated an emotional connection to businessownersPromoted offers via engaging content8500 Facebook Followers9600 Twitter followers
“Find the content that people willconnect to. Whether (in our case) it’sstrange things about what you havein your fridge, the food that you liketo cook in your new oven”
Growth in fans – good content and smartadvertisingCompetitions around relevant productsThey reply to EVERY customer / fan whotalks to themHow they do it..
60% uplift on branded searches. Facebook hasdriven most of this change.Via: Clever content and engagementSignificant rise in conversionsBoosting SearchTraffic and Sales
Additional Social Media Points
Main SocialMedia Risks forOrganisations
“Actually a lot of the success of, say,SEO or Social Media or Email Marketingor Most Forms of Marketing …….. isabout creating great content that peoplewill want to read, link to, talk about andshare.”Ashley Friedlein, Econsultancy
“The term white paper...... refers todocuments used by businesses asmarketing or sales tools. They arguethat the benefits of a particulartechnology, product or policy aresuperior for solving a specific problem”(Source: Wikipedia)
Content is critical in digital marketing•Critique the content you have•Build content marketing into your brand,PR, digital and social marketing
Social Media Overview?Analyse
True Value of ‘Likes and Followers’?
Social Media Overview?Digital Marketing Stragegy,Management /Recommendations
“unfortunately all plansdegenerate into work”
Demonstrate how digital and socialmarketing will help with the 5 S’s:•Sell•Speak•Serve•Save•SizzleThey will listen to you!Convincing theBoard
Carry out a digital auditDevelop a digital media and marketingstrategy across the businessInvest in core areas – Website contentand conversions, Search, Social andEmail
Q. What areas of digital marketing do you use?Q. How might you use them more effectively?Q. Identify the key areas of digital media youcould use in the future!Exercise