This document outlines Pat Kennedy's digital marketing workshop for Dublin Chamber. The workshop will introduce digital strategy concepts and guide participants through filling out a digital marketing worksheet. Key points covered include defining target customers, building an online sales funnel of attract, engage, convert, and measure steps, setting goals and budgets, and implementing a simple initial strategy that can be improved over time. Participants will identify their current position and goals to develop a customized digital strategy consultation and report.

1. Digital Strategy
Workshop
(Dublin Chamber)

2. Introduction
• Who I am: Pat Kennedy, eConcept
• What we do: Digital Marketing &
development (Facebook Business Apps)
• Format
– Introduction to the concepts of digital strategy
(10mins)
– Fill in the form, Digital Marketing Workshop (15mins)

3. Where to start ?

4. Its not hard,
just take the plunge

5. Digital Marketing
Funnel

6. 1. Define Target Customers
• Define and get to know your target customers
• Sex / Age / Job Title / Interests / Family Status/
• The tools you use will be based on
target customers

7. 2. Define e-Sales Funnel
a) Attract:
- Online Advertising
- Viral Content (Online PR)
b) Engage:
- Tier 1: Social media / Website content
- Tier 2: Email newsletter / Text messaging
c) Online Conversion:
- Bookings / Query’s / Footfall / Visitors / Online sales* /
d) Action / Sale
- Point of sale
e) Measure & Monitor
- Analytics

8. 2a) Attract:
Travel agents
Dublin
Chamber, solicitors, insurance, accountants, B2B
Local Pubs / Restaurants / Gyms
Target workers in Facebook or Google

9. 2b) Engage

10. 2c) Convert
• What do you consider a conversion?
Bookings
Query’s
Downloaded Offers
Footfall
Visitors
Exposure to key demographic
Brand subscribers
Online sales*

11. Managing your
Strategy

12. Management
• Who makes the decisions?
• Who is updating and responding ?
• When does it happen?
• What is the budget?
• When do we review?

13. Money
Digital Marketing x Good Business = Improved Sales
Time x Money
• If your serious, set a budget and financial goals.
• If it performs well, increases budgets until you
find the sweet spot.

14. Setting Targets
• Online targets
• Monetary targets
• Just make a guess, you can adjust later

15. Measure / Monitor / Refine
• Define what’s being measured
– Financial
– Non- financial
• Calculate Return on Investment
• Identify Opportunities & Refine

16. Implementation
1) Copy those who do it
well
2) Just take the jump
with a simple plan ….it
can be improved next
month.

17. Workshop
Make bold
assumptions

18. Target Customer Groups

19. Where I’m at,
Where I’d like to be

20. Digital Marketing Funnel
1. Attract:
- Online Advertising
- Viral Content (Online PR)
2. Engage:
- Tier 1: Social media / Website content
- Tier 2: Email newsletter / Text messaging
3. Online Conversion:
- Bookings / Query’s / Footfall / Visitors / Online sales* /
4. Action / Sale
- Point of sale
5. Measure & Monitor
- Analytics

21. And now
eConcepts
We would like to meet
- PR / Marketing companies
- Business Owners who believe in digital
**Facebook for business
BON Offer: Digital Strategy Consultation
- Online digital assessment form
- 5 page report
- 2 hr Face2Face Consultation
- Strategy you can implement
• Cost €350 but € 175 to those in the room (with their worksheets)

22. Video plug

23. Thank You
pat@econcepts.ie