Richard Butler

Digital
                                  MASTERING DIGITAL MARKETING
Marketing Dublin
                   ...
Mastering New Marketing                                                        DigitalMarketingDublin.Com




            ...
Mastering New Marketing                                                DigitalMarketingDublin.Com



                     ...
Mastering New Marketing                                                 DigitalMarketingDublin.Com




                   ...
Mastering New Marketing                                                 DigitalMarketingDublin.Com



                    ...
Mastering New Marketing                                                 DigitalMarketingDublin.Com



                    ...
Mastering New Marketing                                                 DigitalMarketingDublin.Com



                    ...
Mastering New Marketing                                                  DigitalMarketingDublin.Com



                   ...
Mastering New Marketing                                                  DigitalMarketingDublin.Com



                   ...
Mastering New Marketing                                                 DigitalMarketingDublin.Com



                    ...
Mastering New Marketing                                                  DigitalMarketingDublin.Com



                   ...
Mastering New Marketing                                                 DigitalMarketingDublin.Com



                    ...
Mastering New Marketing                                                DigitalMarketingDublin.Com




                    ...
Mastering New Marketing                                                         DigitalMarketingDublin.Com



            ...
Upcoming SlideShare
Loading in …5
×

Mastering digital marketing

1,140 views

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,140
On SlideShare
0
From Embeds
0
Number of Embeds
48
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mastering digital marketing

  1. 1. Richard Butler Digital MASTERING DIGITAL MARKETING Marketing Dublin LOW COST METHODS TO INCREASE PROFITS +353-(0)87-6361907 Richard@DigitalMarketing.com As a business owner in today’s economic climate, you are likely more concerned than ever with your bottom line. It’s critical to both increase sales and reduce costs. Every part of a business has to be analyzed to determine if it is increasing profits — or just costs. Marketing is no different. Just a few short years ago a business could place an ad in the Yellow Pages followed up with a few newspaper ads or direct mailings. Today, frequently the only time the phone book is touched is when a new copy is delivered. Newspapers are also quickly becoming obsolete when compared with the instant news found both online and on 24-hour news channels. However, both newspapers and the Yellow Pages act as if they still have the advertising monopoly that they held for so long. They price their advertising as if there are no other options. ABOUT THE AUTHOR Richard Butler is a “OLD” -VS- “NEW” MARKETING trained business coach and consultant to small/home office If you ask a room of 100 people if they’ve used the Yellow Pages in businesses. the last month you might see one hand raised. Ask the same crowd In 2000 he wrote one if they’ve used Google to search for a business or business phone of the first books on number and nearly all hands will go up. internet usage published by OakTree Press. His articles have also appear in The Irish Marketing Journal He has lectured on internet marketing for business. +353-(0)87-6361907 Copyright © 2010 Richard Butler www.DigitalMarketingDublin.com
  2. 2. Mastering New Marketing DigitalMarketingDublin.Com The average consumer is getting more connected every year. We’re moving from desktop computers to wireless laptops to web- enabled cell phones. It just makes sense that people will use whatever is easiest, and today they’re looking towards the Internet. Does this mean that traditional marketing methods no longer have ARE YELLOW PAGES a place? Absolutely not. However they have become a small part of DEAD? a much larger whole. A business that ignores the Internet as a Of course not. The printed marketing medium will quickly be passed by competitors who use it effectively. phone book is being used by fewer people each year, so the price tag just doesn’t ADVANTAGES OF ONLINE MARKETING match the benefit. Internet Marketing allows a business to have a great deal of flexibility in their marketing efforts. Since all of the marketing methods are digital, it’s very easy to change and tweak parts of campaigns or even entire campaigns to either improve them or to react to changing markets or to add new products or services. NO ONE-SIZE-FITS-ALL Internet marketing efforts can be worldwide or can be targeted for SOLUTION a region or a specific town or even a neighborhood. If a business Every business has different adds additional locations, new locations can be added to the mix marketing needs. Even very painlessly. direct competitors in the same field might have For those who want to spread their marketing message across the different marketing needs world, there has never been any advertising vehicle like the based on their market Internet. A chocolatier based in a small mall in a suburban area can sell and ship their chocolates anywhere in the world — without the share, the age of their need to print and distribute catalogs. But not every business needs a business, and even the worldwide reach. segment of the market they are targeting. Thankfully The Internet can also be used to target nearly any market segment. marketing on the Internet No matter how specific your target market, the Internet can help gives plenty of flexibility to your customers find you. No longer do businesses have to rely on meet each business’ the shotgun approach of traditional advertising. You can see exactly individual needs. what customers are searching for online and place your marketing Copyright © 2010 Richard Butler —2— www.DigitalMarketingDublin.com
  3. 3. Mastering New Marketing DigitalMarketingDublin.Com message in front of customers who are looking for your product or service. LOW COST Traditional advertising is very expensive. The investment required for a comprehensive Internet Marketing package, even when fully outsourced, is a fraction of what a single Yellow Page ad might cost. MEASURABLE No longer do you have to take shots in the dark. You won’t have to rely on statistics from advertising salesmen either. With Internet marketing, it’s easy to see real-time results of each piece of your THE SURVEY SAYS : marketing campaign. When one part is making a larger impact, it According to a December becomes very simple to ramp up that portion of your marketing 2008 survey, 74% of American adults use the campaign. Finally, poorly performing methods can be turned off Internet. nearly instantly. This can dramatically improve the cost effectiveness of your advertising. GROWING MEDIUM Use of the Internet continues to grow at an incredible rate. In 2007, 58% of all American adults (both Internet users and non-Internet users) stated that they used the Internet to research a product or service (source: Pew Internet). This year that figure is expected to be higher than 70%. Doesn’t it make sense to place your marketing message in front of those who are looking for it? MARKETING ON THE INTERNET Copyright © 2010 Richard Butler —3— www.DigitalMarketingDublin.com
  4. 4. Mastering New Marketing DigitalMarketingDublin.Com When asked, most business owners will say that they are already marketing on the Internet. “We have a website.” In truth, often a business’ website is often nothing more than an online brochure — it does little to help increase sales or to attract customers. Even an effective website is only one part of an effective marketing campaign online. If you are serious about using the power of the Internet to drive your company’s profits, consider the following marketing methods. YOUR WEBSITE What’s the purpose of your company website in its current form? Does it “claim your space on the Internet” or perhaps provide an address and phone number for those who are searching for your CALL TO ACTION business? Here are some other things that a website can (and Every page on a website should) do: should include a single clear action for your  Attract customers. A website should help your business attract visitors and should tell your new customers who are searching for or researching your visitors exactly how to take product or service — or those who have the need your product that action. solves.  Capture leads. Once a visitor has found your website, if you capture their contact information you’ll have multiple opportunities to present different marketing messages.  Pre-sell your product or service. Show the benefits of your product or service to start warming up your prospect for the sale.  Sell your product or service. Using a shopping cart or other methods actually sell your product or service directly from your website.  Build and strengthen your customer relationships. Show your customers that your company is made up of real people — Copyright © 2010 Richard Butler —4— www.DigitalMarketingDublin.com
  5. 5. Mastering New Marketing DigitalMarketingDublin.Com people who have common interests.  Increase customer retention. Provide support or other methods to make sure the customers you have today will be around tomorrow. Each of these actions works best if done somewhat independently — each on its own page or section of your site. Changes to an existing website can often be accomplished by simply adding a few pages. For example a service business with an existing “brochure” website might only need to add the following pages:  Pre-sell service A  Pre-sell service B  Lead Capture So while the prospect of website changes might seem daunting, often smaller focused is called for rather than broad wholesale changes. Finally, where at all possible it is important to build in a tracking mechanism. This helps you to learn which parts of your site have the most impact. EMAIL MARKETING EMAIL IS KING Thanks to a few who have abused the system, email marketing 91% of internet users send often gets a bad rap. However, email can be a powerful yet cost- and/or read email effective way to market to new prospects as well as a way to stay in contact with existing customers. Possibly the best part of email marketing systems is that they can be set up to be semi to fully automated. For prospective clients, once you capture their lead information, the email marketing system can send them a series of pre- composed emails — each with your specific sales message based on Copyright © 2010 Richard Butler —5— www.DigitalMarketingDublin.com
  6. 6. Mastering New Marketing DigitalMarketingDublin.Com whatever frequency your sales process requires. These emails might be a series of soft-sell messages, each discussing a benefit of your service. They could alternatively be used for weekly or monthly product specials It’s often significantly easier to get a pleased customer to return than it is to attract a new customer. For this reason, email marketing can be an extremely effective means of communicating with existing customers. Give the fans of your business a way to sign up for a “rewards program” or “birthday club” or even a “lunch special” list, and you can give them incentive to return more frequently. Not only will these emails bring your customers back, they can also be used to strengthen your existing relationships by staying in contact with your customers just to let them know what’s happening within your business. Even automated emails can read like a personal one-on-one contact. If your product or service is one that requires ongoing support, a support list can be a great way to provide information on product updates or changes as well as common support issues. It can also be used to remind customers how to find support (i.e. visit this website or call this number) at set intervals after purchase. As with most other marketing methods in this report, measurement of results is an integral part of email marketing. COMPANY BLOG BLOGS A company blog does not Nearly any business owner would agree that if he could take a have to replace your customer to lunch or for a round of golf, he has a great chance of existing website. Normally making a friend that will remain a customer for a long time. A blog it is set up as a subpage. For example: can be used for the same thing. When semi-regular blog posts are made by the business owner (even if ghost-written), customers can www.yoursite.com/blog. feel as if they are having a conversation with the owner. This feeling is bolstered by their ability to leave comments, which makes it a true two-way conversation. Copyright © 2010 Richard Butler —6— www.DigitalMarketingDublin.com
  7. 7. Mastering New Marketing DigitalMarketingDublin.Com Blogging is a big part of relationship marketing. It can help the customer feel he has a stronger relationship with the owner and the business. Blog posts don’t always have to be long essays with tons of information, nor should they always be purely personal. However a good mix helps show your customers that you are a real person with a life not too different from theirs. Rapport is the key. Also in the mix can be posts that pre-sell your product or service. Each of these posts could target a specific benefit. Certainly if you are in the news or get positive press, this should be mentioned. Any new product developments could be detailed. All of this can help establish your authority in your customer’s eyes. Finally your blog can help direct new customers to your “action” pages. This should be done gently, but that should be a goal with any online interaction. PPC (PAY-PER-CLICK) GOOGLE ADWORDS PPC is a type of online advertising where an advertiser pays for Google sells PPC each click-through to their page. This type of advertising can be advertising that is very effective, but there is a small downside — you are paying for displayed both in search visitors (often pennies for each). results and within related pages on the Internet. PPC advertising can be extremely beneficial as a means to drive customers to your action pages. Once a certain number of visitors have been on a site and their actions have been measured, it’s easy to calculate the average dollar value for each visitor. This information can help indicate whether a particular area should be increased or not, but it can also indicate whether or not to continue or even ramp up further PPC advertising. If a visitor has a “value” of $1 (i.e. you earn $100 profit from 100 visitors on average), and if this traffic only costs $.05 per click, you’d want to get as many of these visitors as possible. Copyright © 2010 Richard Butler —7— www.DigitalMarketingDublin.com
  8. 8. Mastering New Marketing DigitalMarketingDublin.Com Direct mailing is the only other form of advertising where this level of measurement has been possible. However with PPC, your overall budget doesn’t have to be in the thousands of dollars — unless you chose to ramp up based on real results. You set your advertising budget from the outset. PPC advertising can also be targeted to a very specific geographical area. If you add a branch office in a different town, advertising can be “turned on” for that town extremely easily. Of course, PPC advertising can be tracked and measured in order to maximize its effectiveness. PRESS RELEASES READ ALL ABOUT IT Most businesses are familiar with traditional press releases. Online press releases can pull in visitors to your However it’s now possible to submit online press releases as well. website as well as draw These press releases can serve the same purposes as traditional customers to your press releases, but they also have other benefits. physical location. Online press releases can be picked up by traditional media sources, but they are also often used by online sources which can widen your online “net.” When you use press releases as a way to announce new products or services, they can drive traffic to your action pages. These printed “stories” can help establish your company’s authority in your field. Finally, not only can these pre-sales articles help directly boost your sales, they give you the opportunity to be called upon as an industry expert in the future by news sources which can lead to even more exposure. SIMPLE VIDEOS WITH BIG IMPACT YOUTUBE Even the most basic online videos for a business can help Online video is huge. Even online commercials have a chance at strengthen and even becoming viral — the “will it blend?” videos are great examples of establish customer this. However, online videos don’t have to be seen by millions to be relationships. effective. Copyright © 2010 Richard Butler —8— www.DigitalMarketingDublin.com
  9. 9. Mastering New Marketing DigitalMarketingDublin.Com Reality-style commercials made by low-cost cameras such as the Flip cameras can be used to highlight products or services. These videos, when linked from your various web pages can help pre-sell your product, help establish your authority, and help build relationships with your customers. Often when customers can see a real person they feel much more connected to a business. These videos can also pull in traffic which can then be sent to your physical location or to one of your action pages. Finally, videos — even low-cost videos shot with a cheap hand- held camera — can be used to provide support to your customers. Often businesses are hesitant to produce anything but super high- quality video, but that’s not what YouTube and related sites are about. Companies are just now beginning to understand how these types of videos can be used to help their business. SOCIAL MEDIA Social media sites such as Facebook, MySpace and Twitter are all A CONVERSATION WITH about relationship building. They are easy ways to maintain ongoing FRIENDS contact with your customers. This makes it more possible to Social media can be thought of as a social develop a group of loyal fans. gathering. There are lots Not only can these sites be used to announce new products, of conversations, and people tend to wander services, or specials as well as other changes or news about your around, joining in when business, they can be used to solicit feedback from existing they hear something that customers — feedback that can help steer your future business interests them. actions. Like so many other online activities, social media sites can help you establish your authority or expertise in your field. As long as your style is not too pushy, these sites can be effectively used to pre-sell your product or service, too. None of these sites takes much effort to keep updated, but Twitter is by far the easiest. On Twitter, you can post no more than 140 characters at a time. Anyone should be able to type a sentence or Copyright © 2010 Richard Butler —9— www.DigitalMarketingDublin.com
  10. 10. Mastering New Marketing DigitalMarketingDublin.Com two about things happening with their business. Twitter can also be tied to a blog so that when you create a blog post, Twitter is automatically updated. This makes it even easier to provide ongoing contact with your customer base. HUB PAGES / SQUIDOO / GOOGLE PAGES These sites all have social elements, but from a marketing perspective they can be thought of as secondary blogs and should SEARCH ENGINE be used in similar manner. The main difference is that these sites OPTIMIZATION should only be used for informational posts. Each time a new site is It’s possible that your created, whether a blog or on a social site, a company’s presence is business might have been widened on the Internet which makes it easier for potential approached by someone customers to find them. wanting to sell their SEO services. Search engine optimization is the method that internet SOCIAL BOOKMARKING marketers use to help pages rank higher in the Social bookmarking sites are another way that a business can use search engine results. the Internet to pull in visitors and customers. These sites allow an SEO is an integral part of individual to list their “favorite” sites, and as such each bookmark every element we create for marketing on the becomes a “vote” for a site on the Internet. Internet. While these steps should be applied When you bookmark each new piece of content you post on the to your main website, Internet, not only do you have the potential for others to find your their effect is significantly page via that bookmarking site, but also each vote gives your site a stronger when applied bit of authority with search engines such as Google. Each across an entire individual bookmark carries little weight, but the overall effect over marketing campaign. time can be significant. ARTICLE D IRECTORIES Online article directories can also be an excellent way for a business to be found by potential customers. These directories are used extensively by online businesses for their marketing efforts but are Copyright © 2010 Richard Butler — 10 — www.DigitalMarketingDublin.com
  11. 11. Mastering New Marketing DigitalMarketingDublin.Com only beginning to be used by local businesses for the same purposes. Each article should be written about an area of “pain” or need that your product or service solves. For example, if your business is a tax service, an article might be something about tax audits or late penalties. This helps individuals who have a problem find the solution that your product or service offers. Then at the end of the article they find a link to your page with the answers they need. The real benefit of article directories is not the traffic that comes directly from the site, although there typically is some. The power comes when a website owner publishes your article. They are required to leave the link back to your page intact, so their site, in effect, becomes another traffic source for you. CLASSIFIED These articles can’t really be used to directly sell your product, On any given day about however they can be used to help establish your expertise in your a tenth of internet users field. Each article also widens your exposure on the internet. visit online classified sites, up from 4% in 2005. CRAIGSLIST AND KIIJII Online classified sites such as Craigslist and Kijii are heavily used by individuals and even businesses who are searching for a product or service. Each of these sites has rules for the type of advertising that can be placed, however the ads are free and can be effective at targeting local customers with a specific need. When used to target a higher-volume product or service or even to highlight a special, online classifieds can bring customers through your door. RAVING FANS Meetup groups give you a chance to build MEETUP GROUP relationships with the crowd that has the Meetup.com is a site where you can set up and schedule a regular strongest interest in your product or service. meeting for a group with a common interest. From a business perspective, if your client base might share a common interest Copyright © 2010 Richard Butler — 11 — www.DigitalMarketingDublin.com
  12. 12. Mastering New Marketing DigitalMarketingDublin.Com strong enough to want to meet to talk about it, a meetup group can be a very powerful way to reach out to potential and existing customers. These meetings can be a great way to build relationships with the “serious” customers who can then become raving fans of your business. If hosted by your business, these group meetings easily help establish you as an authority and also have the benefit of bringing prospects directly into your location. Obviously you would want to keep the focus of the meeting to be purely non-sales, but the seed is planted, regardless. As an extreme example, do you think it might be worthwhile for a Harley-Davidson dealer to host a meetup group for Harley lovers? EBAY eBay is one of the most widely-used sites on the Internet. If you sell a physical product, the exposure you can get from setting up an eBay store can far outweigh the small cost. Even if a potential customer doesn’t buy directly from the eBay page, they can be directed to one of your other action pages. eBay has a significant amount of buying traffic. Doesn’t it make sense to place your product in front of this crowd? GOOGLE ANALYTICS WHERE ARE YOU GOING? Google provides a free service for websites to track their visitors, One of the strengths of their visitors’ sources, and their visitors’ actions. This is the tool marketing online is the ability to accurately that makes measurement on the internet so powerful. measure performance then quickly make It’s important to set up tracking on every page you have as well as changes to adjust to on every potential action your visitors could take. The reports real-time results. provided by Google Analytics can be invaluable for measuring and improving the performance of your online marketing efforts. Copyright © 2010 Richard Butler — 12 — www.DigitalMarketingDublin.com
  13. 13. Mastering New Marketing DigitalMarketingDublin.Com OUTSOURCING Often outsourcing can be a powerful way for a small business to perform like a much larger business. For example, a mom-and-pop store could keep their books in Quicken and file their own taxes. However when they hire an accountant, they gain the benefit of his years of training and experience to be able to save money at tax time. Marketing on the internet is another great example of this. While it WHAT ABOUT YOUR WEB might be possible for a business to handle parts of an Internet DEVELOPER ? marketing plan in-house, isn’t it better to spend your time focusing Some companies might on running your business? be tempted to ask their web guy to help them At Your Company Name, we have spent the past ## years with some or all of these supporting Your City companies. We have helped businesses from marketing areas. retail shops to service companies harness the power of the internet This would be like asking to attract customers, increase sales, and build customer a roofer to build a house. relationships. We can help your business, too. While a roofer might be able to learn how to do all of the tasks, you’d be much better served by hiring a contractor from the start. Web design is just a small part of the overall picture. Copyright © 2010 Richard Butler — 13 — www.DigitalMarketingDublin.com
  14. 14. Mastering New Marketing DigitalMarketingDublin.Com HERE’S HOW TO GET STARTED Call now for a no-obligation needs assessment to see how we can tailor an online marketing campaign for your business to boost your bottom line. +353-(0)87-6361907 Or send me an email at Richard@DigitalMarketingDublin.com to schedule an appointment. Be sure to sign up for you free video series detailing 14 ways to market your site. Simply visit the website http://www.DigitalMarketingDublin.com and sign up on the right hand side. Richard Butler 27 New Row Square Dublin 8 Phone: +353-(0)87-6361907 Email: richard@DigitalMarketingDublin.com Website: www.DigitalMarketingDublin.com Thanks to Richard's efforts in optimising my website I regularly receive inquiries. My site is now at the top of numerous search engines for keywords important to my client base. My business has grown appreciably thanks to Richard's work” Dr David J Carey, http://www.DavidJCarey.com. Copyright © 2010 Richard Butler — 14 — www.DigitalMarketingDublin.com

×