Digital Drill #01

1. THE 7 DEADLY SINS
(OF DIGITAL MARKETING)
Rory Macrae

2. WHAT DO YOU
LOOK LIKE (ONLINE)?

3. STEP 1
The Digital Marketing Process
welcome to our website
we make some stuff
(but don’t tell anybody!)

4. WE NEED TO DO
DIGITAL!

5. STEP 2
The Digital Marketing Process
Banners!
Adwords!
Emails!
New website!
Videos!
Facebook!
Twitter

6. Hello?

7. 1. NO STRATEGY

8. WHAT DO YOU WANT
TO ACHIEVE?

9. 2. TRYING TO
TARGET EVERYBODY

10. WHAT IS YOUR
DEMOGRAPHIC REALLY?

11. 3. THE HARD SELL

12. • Product press releases
• Company news
• Dry corporate videos
• Banners
• Sales-heavy emails
SELFISH
• Blog articles
• Free eBooks
• Webinars
• Podcasts
• Infographics
EMPATHETIC

13. 4. UNDERESTIMATING
QUALITY & SKILLS
REQUIRED

14. • Branding
• UX
• Copywriting
• Strategy
• SEO
• Coding
• Research
• Analysis
• Social media…
A UNIQUE SET
OF SKILLS…

15. 5. NOT GETTING
IT OUT THERE

16. • Social media (organic)
• Social media advertising
• Search engine optimisation
• Sponsored content
• Infiltrate online communities
• Outreach
DISTRIBUTION

17. 6. NOT MEASURING…
ANYTHING

18. • Hubspot
‘All-in-one’ inbound marketing & user tracking
• Lead Forensics
Identifies company users by IP address
• Yoast SEO
Optimise ‘on-page’ search engine optimisation
• Moz Pro
Research keyword ‘competitiveness’
• Buffer
Schedule and analyse social media
• Mailchimp
Automated email marketing
BETTER TOOLS

19. 7. NO PATIENCE

20. RULE OF 70!RULE OF 7

21. NEW MINDSET
1. Online, people want to be informed or
entertained (preferably both)
2. Really understand your demographic and what
makes them tick
3. Prioritise providing content that empathises

22. INBOUNDattract followers by sharing knowledge & expertise