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
  • Digital marketing workshop 2013

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