Digital marketing workshop 2013

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  • Explain what I do and services
  • Email remains a fundamental channel for engagement and for ROI, but those practising ‘batch-and-blast’ need to raise their standards. There are still areas where email marketers do not know enough about their campaigns, and many low hanging fruits not being picked. To get the best possible return from email marketing, companies need to get the basics right whilst overcoming challenges preventing increased sophistication


  • 1. Digital Marketing Workshop
  • 2. Clients
  • 3. About You?
  • 4. Key LearningPointsExplore the rapidly evolving digital environmentFind out more about the core areas of digitalmarketingOverview of social mediaAdvice on incorporating digital marketing
  • 5. Social Media Overview?Marketing in a Digital World
  • 6., 2013
  • 7. Brand EmailSubscriptions
  • 8. Source: ExactTarget, 2011Email: WhySubcribe
  • 9. 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
  • 10. Towards ‘Hypercompetition’in marketing?
  • 11. Examples
  • 12. What is your organisation doing to reach andinfluence consumers online?
  • 13. Social Media Overview?Digital Marketing Core Areas:Awareness / AttractConvertRetainAnalyse
  • 14. Source:, 2012
  • 15. Social Media Overview?Awareness / Attract
  • 16. 1. Search Marketing2. Digital Display3. Social media display and online PR
  • 17. This is Your Enemy Online!Low Traffic from search
  • 18. “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”
  • 19. GoogleKeyword tool
  • 20. Select a small, manageable numberof keyphrases to start!
  • 21. Terms: Search Advertising = Pay Per Click(PPC)What is it:Advertising on the sponsored section of searchlistingsAim: Attracting relevant leads / traffic to yourwebsite
  • 22. 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
  • 23. LocalExtensions
  • 24. Click to Call
  • 25. Site Links
  • 26. On Google’s Advertising network
  • 27. On Google’s Advertising network
  • 28. 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)
  • 29. Definition:SEO is the process of increasing theranking for your website and web pages inthe natural search engine results pages.
  • 30. 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
  • 31. Correct meta data arevitally importantfor achieving SEO success.The two most important factorsin Meta Data are:1.The Title Tag2.The Meta Description
  • 32. 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!
  • 33. Online PR
  • 34. 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
  • 35. Video:ChallengesThe Myth of the ‘Viral Video’ResourcesGetting the stories and formats rightMarketing your online video
  • 36. Artists Profiles
  • 37. Artist Diary
  • 38. EventsPromotion
  • 39. CEO Talk /Interview
  • 40. Vox Pops
  • 41. UserGeneratedContent
  • 42. ‘Viral Video’
  • 43. “A viral video is a video that becomespopular through the process of internetsharing typically through video sharingwebsites, social media and email”‘Viral’ Video
  • 44. How to Market YourVideos
  • 45. Create aVideo Page
  • 46. 5 Main RankingFactors
  • 47. SEO for You TubeOverview
  • 48. Improving yourChannel
  • 49. Solus Emails
  • 50. Opportunity topromote videos toimportant artsjournalists“@marielouisemuir check out ournew video for onecity one bookApproach top onlineinfluencers
  • 51. Bloggers
  • 52. ChannelSelection
  • 53. Online ReputationManagement andMonitoring
  • 54. Social Media Overview?Convert
  • 55. Your Website Presence
  • 56. TemplateWebsites
  • 57. “How does your websiteactually help us to dosomething?”
  • 58. Conversion Optimisation
  • 59. Definition“The process of improving theoverall website usability andexperience in order to increase thepercentage of visitors who convertto actions.”
  • 60. 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
  • 61. Usability
  • 62. 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
  • 63. MobileExperience?
  • 64. ‘Put your site to the test’Quick Exercise
  • 65. Carry out an audit and usability test ofyour website
  • 66. Email Marketing
  • 67. 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
  • 68. 1.Driving to a poor website2.Spam filters3.Poor Content4.Email lists5.Outdated TechnologyWhat typically goeswrong with emailmarketing
  • 69. How will yougain ‘permission’emails
  • 70. Source: Hubspot, 2012
  • 71. ESP
  • 72. Source: ExactTarget, 2011Content?
  • 73. “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
  • 74. Social Media Overview?Retention / Engagement
  • 75. Engage
  • 76. Key question for social mediamarketing is…………
  • 77. “Are you more interesting thanmy wife*?”*Insert: MistressFootball teamSon / daughterBoss………………….Etc
  • 78. The following people and brandshave social capital online!
  • 79. AimsTo drive footfall back into the city – ImmediatelyIncrease trade in shops, bars and restaurantsRestore citizen confidence in city centre
  • 80. HowOffers: Deals and promosStories based on contentShared via Social Media – viral effect in Belfast
  • 81. Social Proof – Friends and familysharing content via #BackinBelfast
  • 82. ImpactCreated an emotional connection to businessownersPromoted offers via engaging content8500 Facebook Followers9600 Twitter followers
  • 83. “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”
  • 84. Growth in fans – good content and smartadvertisingCompetitions around relevant productsThey reply to EVERY customer / fan whotalks to themHow they do it..
  • 85. 60% uplift on branded searches. Facebook hasdriven most of this change.Via: Clever content and engagementSignificant rise in conversionsBoosting SearchTraffic and Sales
  • 86. Additional Social Media Points
  • 87. Influencers
  • 88. Main SocialMedia Risks forOrganisations
  • 89. “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
  • 90. Whitepapers…
  • 91. “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)
  • 92. Blogs…
  • 93. Brands asPublishers!
  • 94. Content is critical in digital marketing•Critique the content you have•Build content marketing into your brand,PR, digital and social marketing
  • 95. Social Media Overview?Analyse
  • 96. True Value of ‘Likes and Followers’?
  • 97. Social Media Overview?Digital Marketing Stragegy,Management /Recommendations
  • 98. “unfortunately all plansdegenerate into work”
  • 99. ManagementandResources
  • 100. Budgets
  • 101. Demonstrate how digital and socialmarketing will help with the 5 S’s:•Sell•Speak•Serve•Save•SizzleThey will listen to you!Convincing theBoard
  • 102. Carry out a digital auditDevelop a digital media and marketingstrategy across the businessInvest in core areas – Website contentand conversions, Search, Social andEmail
  • 103. 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
  • 104. Paul McGarrity