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Digital Marketing Strategy

Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing. Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.

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Digital Marketing Strategy 
North West Clare FRC 
27th September, 2014
Who is JSB? 
• Trained Journalist 
• Former CEO 
• PR Lecturer 
• Entrepreneur – Media Box & Digital Training Institute 
• EdTech Startup Founder – Young Minds Online 
• Failed politician 
• Desperate for a New Challenge everyday 
• Blogger & soon to be author 
• Life-Long Learner – MA Journalism, MA Digital Marketing 
• ‘The Apprentice’ Finalist
Welcome & Introductions 
• Who are you? 
• Why are you here? 
• Level of digital marketing knowledge? 
• Do you have - a website, social media accounts, email 
marketing software, digital marketing strategy, budget?
Course Objectives 
• Understanding your Customer/Niche 
• Components of a Digital Marketing Strategy 
• Building your Digital Infrastructure 
• Your Website & Web Marketing 
• Content Marketing 
• Digital Design 
• Digital Advertising 
• Measurement Tools 
• Developing Your Strategy
What is Digital Marketing? 
Digital marketing is marketing that 
makes use of electronic devices 
(computers) such as personal 
computers, smartphones, cellphones, 
tablets and game consoles to engage 
with stakeholders. Digital marketing 
applies technologies or platforms 
such as websites, e-mail, apps (classic 
and mobile) and social networks. Social 
Media Marketing is a component of 
digital marketing. Many organizations 
use a combination of traditional and 
digital marketing channels. 
- Wikipedia
Know Your Niche & Stay Informed 
• What is your sector? 
• How do you fit into it? 
• What is your niche? 
• Get to know the influencers – competitors, bloggers, 
media, Government agencies 
• Keep on top of trends 
• Understand how the trend setters operate

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Digital Marketing Strategy

  • 1. Digital Marketing Strategy North West Clare FRC 27th September, 2014
  • 2. Who is JSB? • Trained Journalist • Former CEO • PR Lecturer • Entrepreneur – Media Box & Digital Training Institute • EdTech Startup Founder – Young Minds Online • Failed politician • Desperate for a New Challenge everyday • Blogger & soon to be author • Life-Long Learner – MA Journalism, MA Digital Marketing • ‘The Apprentice’ Finalist
  • 3. Welcome & Introductions • Who are you? • Why are you here? • Level of digital marketing knowledge? • Do you have - a website, social media accounts, email marketing software, digital marketing strategy, budget?
  • 4. Course Objectives • Understanding your Customer/Niche • Components of a Digital Marketing Strategy • Building your Digital Infrastructure • Your Website & Web Marketing • Content Marketing • Digital Design • Digital Advertising • Measurement Tools • Developing Your Strategy
  • 5. What is Digital Marketing? Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels. - Wikipedia
  • 6. Know Your Niche & Stay Informed • What is your sector? • How do you fit into it? • What is your niche? • Get to know the influencers – competitors, bloggers, media, Government agencies • Keep on top of trends • Understand how the trend setters operate
  • 8. Digital Marketing Trends Watch Video here
  • 9. COMPONENTS OF A DIGITAL MARKETING STRATEGY
  • 10. w Eb ONLINE PR SOCIAL DIRECT DIGITAL SUCCESS w ITh CONTENT
  • 13. Your Website The Hub of all Digital Marketing Activity Website Review.  Do you have a website?  Is it mobile responsive?  Registered with search engines, Google, Bing Yahoo?  If not, check Domain name availability at irishdomains.com  Email address consistent with web address?  Who hosts your website? DigiWeb, Blacknight, Big Wet Fish?  Is your website brochure / eCommerce / Blog?  HTML v Open Source e.g. Wordpress, Joomla, Drupal, Magento?  Is it a CMS (Content Management System) – easy to update & manage?  What about SEO (Search Engine Optimization)?  Brand consistency?  Content Marketing e.g Video, Blog, Downloads, Photos, Keyword Rich Copy  Social Sharing?  Google Analytics installed?  Cookies Policy
  • 14.  Mobile Responsive – mobile and tablet responsive  Messaging – clear, concise copy, no essays please!  Links – URL’s to match content of each web page e.g. mediabox.ie-blog- 10-top-PR-tips  Simple & Descriptive Navigation – along the top or down the site  Easy to read text – black on white background is best  Images – complete ALT Descriptor and ensure min size, somewhere between 20-100kb. Write keywords into your logo image, header image and all buttons and other graphics you include in your site design  CTAs – shop now, download, register, sign up, share, book, find out more, call Your Website - The Rules of Good Web Design Good websites grow businesses!
  • 15. Your Website - The Rules of Good Web Design Good websites grow businesses!  Trust – industry standards, awards, customers, testimonials, partners,  Content is King – photos, digital graphics, links, video, interactive map – people, faces, story  Branding – consistent with your company logo/brand identity  Contact Details – clearly on first page  Social Sharing – social share icons on each page and links to your own  UX (user experience) – easy navigation, getting from A to B with least number of clicks  Web 2.0 – it’s about the customer stupid, not you! What can you do for me?  Video – optimization, storytelling, engaging content, sharability  Updates – blogging, product/services, photos, videos  SEO – keyword-rich copy, title tags, URL chains  Industry Leader – showcase your knowledge & expertise  Flash Website – no please don’t! They are dead.
  • 16. Respect the Power of Google Here’s Some Top Tips NOTE: Google ranks web pages not websites! 1. Keyword Research at the beginning of the web process – use Google Keyword Tool 2. Optimise page load times - To see how quickly your site is loading, try using a tool like WebPageTest, or Google’s own tool PageSpeed Insights. 3. Create great content 4. Strong Headline – follow the headline hierarchy – H1, H2 etc. 5. Strong introductory paragraph containing keywords 6. Text links to pages within your website 7. Don’t deliberately mislead or be deceptive to drive traffic. 8. If you spot a Google loophole, do not take advantage. You will be penalised. 9. Don’t buy third party links! They must be relevant and real. 10.Consider adding your site to directories such as mylocal.ie, yelp, sector specific directories – those that add value.
  • 17. The Power of Google Watch video here
  • 19. The Most Popular Social Networking Sites in Ireland • Facebook • YouTube • Twitter • LinkedIn • Google+ • Instagram • Blogs • Pinterest
  • 20. The Social Media Revolution Watch video here
  • 21. Writing For the Social Life • State a benefit • Provoke a question • Offer useful information e.g. tips, advice, insights • Answer a question • Write for your readers • Reward the following • Give Exclusives • Ask for feedback
  • 22. Handling Feedback Or in other words - managing your online reputation
  • 23. Handling Feedback - Tips 1. Define the feedback - well thought out, rushed, fair commentary or emotional rant 2. Define where the comments are coming from - bad customer service, irate client, unhappy supplier etc. 3. If genuine and posted in a professional manner - respond immediately 4. If aggressive, emotional, negative, irrational – take it offline:“thank you for your post/comment, we will look into this. PM / DM me your details and I will contact your directly” 5. If abuse continues – block or report 6. Remember your followers see this so mind your P’s&Q’s - stay en message 7. Don’t get personal 8. A strategy of silence is not recommended
  • 24. Social Media Use Policy Ask yourself the following questions  Who uses social media in our organisation?  Who is responsible / decision-maker?  What are the objectives of social media for our business/organisation?  Will staff’s social media behaviour affect our business/organisation’s online reputation?  Do we need to discuss online brand reputation generally with everyone in our organisation?  What about client confidentiality?  Disciplinary procedures  Retention of follows/intellectual property?
  • 25. Developing Content for Social Media Success You need a mix of content to share on your social channels Ask yourself: 1. What content do I have already? 2. What content can I create in-house? 3. Do I need to out-source any content creation? 4. What is my budget? 5. What existing resources/expertise do I have in-house? TASK: Answer these questions and document them
  • 26. Generating Content/Campaigns Are you a Thought Leader or Trendsetter in your sector?  Content Calendar  Photos  eBooks  Email Newsletters (eZines)  Infographics  FAQ  Podcasts / Vodcasts  Webinars  Online PR  White Paper  Surveys  Reports  Blogs Posts
  • 27. Linking Your Content  Facebook to Twitter www.facebook.com/twitter  Facebook to Website: Post Status Update, copy Link into status field  Twitter to Facebook www.twitter.com/facebook  Twitter to Website – use bitly.com to shorten urls  Twitter to Blog – use bitly.com to shorten urls  You Tube to Facebook/Blog/Twitter – Click Share and choose your social media platform  You Tube to Website – copy & paste Emded Code
  • 28. Rules of Social Media Marketing  Don’t take yourself too seriously. Social Media is about being social  You must have well-produced engaging content  Be clear about what you want your audience to do after consuming your content or engaging with your brand  Always add value. If you’re not then your customers will lose interest and unfollow you  Social is a two way street. When contacted, respond. It’s all about the conversation, so you need to ‘strike one up’!  Proving content worth sharing is the best way to get your message heard
  • 29. Components of a Social Media Strategy 1.Goals/Objectives 2.Target Market 3. Social Platforms 4. Action Plan 5.Content Planner 6. Key Metrics 7.Measurement
  • 30. Setting your company up for Social Media Success • Set out the business/organisation’s goals. Be as specific as possible and keep the objectives in mind for every imitative you execute • Ensure you have the human resources necessary to implement the social media strategy. Before starting, ask yourself if you have the necessary resources, commitment and dedication • Draft and implement a social media use policy • Produce enough content to sustain your social conversation. Put a plan in place that will enable you to consistently produce social media worthy content such as blog pots, infographics, videos and white papers (A report or guide helping readers understand an issue, solve a problem or make a decision) • Know what sites your target market are using. Do your research and focus your energy where your audience are. • Ensure your company website is prepared for the social media attention • Commit to making every campaign a social campaign • Set budget for training, out-sourcing, advertising
  • 31. Measuring Web Success Google Analytics Video Watch here
  • 33. 7-Step Strategy Implementation In f RASTRUCTURe BRAn d In G Co n Te n T MARKe TIn G Me ASURe - Me n T MIl e STo n e S Ad v e RTISIn G CAMpAIGn S
  • 35. DIGITAL MARKETING STRATEGY IMPLEMENTATION 35
  • 36. CONTENT MARKETING PORTFOLIO 3 x Monthly Blog Pos ts 2 x eBooks Monthly Soc ial Media Content Planne r 3 x Online PR Campaigns 6 x e -Zine s 36
  • 38. DIGITAL MARKETING STRATEGY IMPLEMENTATION 38
  • 40. DIGITAL MARKETING STRATEGY IMPLEMENTATION 40
  • 44. Display Ads 44 Measuring CTR on display advertising
  • 45. Google AdWords 45 Measuring CTR on PPC Google advertising
  • 46. Social Media Advertising 46 Measuring CTR on SM advertising
  • 47. DIGITAL MARKETING STRATEGY IMPLEMENTATION 47
  • 48. 48 DIGITAL MARKETING STRATEGY IMPLEMENTATION Milestones You should measure milestones in two ways: 1. Target Dates 2. Project Objectives
  • 49. 49 DIGITAL MARKETING STRATEGY IMPLEMENTATION Timeframe Milestones Sample  September: Digital Marketing Strategy Presented & Agreed  October: New website and brand launched, indexed on search engines, SEO, social media sites set up and branded  October: Videos complete & portfolio of content developed  November: 1st campaign launched & promoted, portfolio of content developed  December: 2nd campaign launched & promoted, portfolio of content developed  January: Mid project review & portfolio of content developed  February: 3rd campaign launched & promoted, portfolio of content developed  March: Final evaluation report & recommendations
  • 50. 50 DIGITAL MARKETING STRATEGY IMPLEMENTATION Lifetime Milestones Sample  500 Facebook Likes  200 Twitter Followers  50 LinkedIn Company Page Followers  50 YouTube Subscribers  50 Google Plus Connections  10 Media Mentions  2,000 Unique Visitors to Website  40 Enquiries / Sales Leads NOTE: Our goal is to try to convert all in-bound traffic and engagement to enquiries at a rate of 2%. We believe this is a realistic and achievable target in the timeframe given.
  • 51. DIGITAL MARKETING STRATEGY IMPLEMENTATION 51
  • 52. 52 DIGITAL MARKETING STRATEGY IMPLEMENTATION Measurement In order to measure the effectiveness of our campaigns we will measure each digital marketing action as follows. • Website – Google Analytics, Enquiries through enquiry form • Social Media – SocialBakers.com, Facebook Insights, Twitter Analytics, YouTube & LinkedIn Stats, Tweetreach • Email Marketing - Constant Contact Reports • SEO – Majestic SEO, Google Search • Display Advertising – Click Through Rate (CTR), Google Analytics • Social Media Advertising – Engagement, Reach, §Advertising Reports, Web Traffic, Downloads, Sales Leads, Enquiries