This document discusses digital marketing strategies and tactics. It defines digital marketing and explains key concepts like organic versus paid search on Google. Various social media platforms like Facebook, Twitter, Pinterest and LinkedIn are analyzed to determine which may be best for different business types. The importance of measuring the effectiveness of digital campaigns through analytics is also emphasized. The overall message is that a successful digital marketing strategy incorporates multiple online and offline tactics and platforms in a coordinated way.

1. Follow @marickab @galwaymarketing @IMSMarketings
The Business Road Show 13th,14th and 15th
October 2014
Demystify the World of Digital Marketing -
What is it and How do I Use it.

2. Before we start...

3. Outline
Demeisfying..
1. Digital Marketing – what is it?
2. Google Organic Vs Google PPC.
3. Facebook. Twitter, Pinterest, LinkedIn etc –
What is the difference and what do I use?
4. Do I need a website?
5. Monitor, Measure and Convert.

4. 1.DIGITAL
MARKETING
What is it and how should I
use it?

5. What is Digital Marketing
In simplistic terms, digital marketing is the
promotion of products or brands via one or more
forms of electronic media.

6. 2.GOOGLE
ORGANIC Vs
GOOGLE PPC
What’s the difference and
what should I use?

7. Google Organic Vs Google PPC
Google Pay Per
Click Ads (PPC) –
Google Adwords
Google ‘Organic
Listings’ – Listings
you do not pay
for.

8. Google Organic Vs Google PPC
Google Organic
• Free
• Trusted.
• Loves fresh, relevent and quality
content.
• Your company can show up via
company website, social media,
news etc – make sure YOU own
the space.
• Extremely competitive.
• Involves more work than you think
i.e. S.E.O – Search Engine
Optimisation.
Google PPC
• Increases visibility on search
engines.
• Allows you to be seen when you
may not be ranking high
‘organically’’.
• Extremely targeted advertising.
• Reaching potential customers at
the latter end of the buying cycle.
• Do not fall behind your
competitors.
• Can be useful when you have
little or no online visibility.

9. Do you have your business listed
with Google Business?
Go to www.Google.ie/business
and do it now if not!

10. 3.FACEBOOK,
TWITTER,
PINTEREST,
LINKEDIN
So much to choose from where do
I start?

11. Socialreach is the
new
word-of-mouth
referralengine

13. Which Social Media Platform do I
choose?
• No need to be a jack of all trades and master of none.
• Experiment and study what works best for your
company.
• Look at companies/competitors in your industry doing it
well and learn from what works well.
• Look at engagement levels, comments and see what
posts/pictures etc are working well.
• Think about where your target market are e.g. B2C
Retail i.e. Facebook, Instagram, B2B i.e. Twitter,
LinkedIn etc.

14. Facebook
Pros
• Over 60% of the Irish
population are on it. (Source:
Facebook, 2014)
• The platform can suit many
B2C companies, huge success
stories in Galway include; Pat
Divilly Fitness, The Dough
Bros, and Goodness Cakes.
• Extremely targeted options
available if you use Facebook
advertsing.
• Great for visual type busineses
– where you can show of your
product or service.
Cons
• News feed algorithm – less
and less are seeing your
newsfeed updates unless they
are sponsored.
• Not suited to every company.
• Needs to be maintained to be
successful.

15. Twitter
Pros
• Lots local and topical
communities to engage with
i.e. #irishbizparty
#GalwayHour
• Measure campaign successes
with # or engagement.
• Great for customer service.
Cons
• 140 characters to
communicate with isn’t always
enough.
• Needs consistent
maintenance.

16. Pinterest
Pros
• Large female audience,
beneficial if this is part of
your target market.
• Image based network,
again great if you have
products or services that
suit this.
• Great for displaying mood
boards, ideas etc to get
conversations started.
Cons
• Relatively limited
audience i.e. females.
• Irish adoption is slower
than the US market (keep
this in mind when reading
all the positive stats).

17. YouTube
Pros
• 2nd largest search engine
in the world.
• Videos on a website
result in users spending a
longer time on the site
and more engagement.
(source: eMarketing
Consultant 2013).
• Visually get your
message across quickly.
Cons
• Higher production
involved.
• More equipment and
skills needed to make a
quality video.

18. LinkedIn
Pros
• Large professional community.
• Targeting advertising to the
large professional community.
• Millions of closed or open
groups with very specific
interests to engage and network
with.
• Create your own ‘personal
brand’
• Use a a platform for publishing
with ‘LinkedIn Pulse’.
Cons
• Closed community –
communication is unique to
thise on LinkedIn.
• Need to be a 1st connection or
have a premium subscription
to communicate direct.
• Can be more suited to B2B
business.

19. @JeffreyLCoh
en
Social media
amplifies the
effectiveness
of offline
marketing.
It doesn’t replace
it.
“
Tweet
This!
#OMiG
”

20. 4. WEBSITE
Do I Need One?

21. Have you got a website?
Twitter
Traditional
Advertsing
Shop Floor YouTube
Facebook Website
Pinterest
Email
Marketing
PPC

22. Don’t put all your Social Media
Eggs in One Basket… Things
Change..

23. 5. Monitor,
Measure and
Convert
Test, Test, Test

24. Cost of Customer
Acquisition

25. Monitor and Measure
• Social Media marketing can be made extremely
transparent.
• Monitoring and measuring the success of your
campaigns, will allow you to make decisions about the
tools and platforms that work well for your digital
strategy.
• Find out and monitor Cost per Acquisition.
• Think; Google Analytics, Conversion Tracking, and
Social Media Measurement tools such as; Hootsuite;
Tweetreach, Klout, Social Mention and more.

26. Summary
1. Digital Marketing is part of the overall marketing
process.
2. Both Google Organic and Google PPC serve a
purpose, understand the difference and choose what
suits your business. In many cases BOTH will.
3. Study your competitors and companies in similar
industries for inspiration on your social media. Test and
research what Social Media works best for your
Marketing strategy
4. Do not put all your eggs in one basket, create a central
online base with your website.
5. Monitor, Measure, Measure and Measure!!

27. Times have changed…

28. Reading

29. Check out the following links
• eMarketer- http://www.emarketer.com/ Hubspot
- http://www.hubspot.com/
• B2BMarketing - http://www.b2bmarketing.net/
• Google Adwords Exam (Google Partners) -
http://www.google.ie/partners/
• Advertise on Facebook -
https://www.facebook.com/advertising
• How to get started with Google Adwords -
http://www.google.ie/adwords/get-started.html
• SEO Blog by Moz - http://moz.com/blog

30. To finish...

31. Follow @marickab @galwaymarketing
@IMSMarketings