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Age Friendly Bootcamp - digital marketing

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Age Friendly Bootcamp - digital marketing

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Age Friendly Bootcamp - digital marketing

  1. 1. This programme has been funded with support from the European Commission AN EXCITING EU PROJECT
  2. 2. DIGITAL MARKETING
  3. 3. • 95% internet penetration • 89% access to internet at home • 70% of Irish internet users surf the web every day • Average Irish adult looks at their phone 57 times a day • 1 in 3 of us check our phone within 5 minutes of going to sleep • More than half of us think we use our phone too much • 86% use internet to find out about goods and services • 72% use it to access online banking • One in four purchased online six+ times in the last 3 months • Ireland ranks 9th in EU for online shopping • 58% of large enterprises in Ireland experienced ecommerce which accounted for 43% of total sales • 68% of Irish businesses use social media https://www.neworld.com/newsblog/2018/irelands-digital-and-social-statistics/ Irish Customer is Online
  4. 4. Set Goals1 Define Target Market2 Attract the Customer3 Build Contact Email list4 5 Measure & Optimise DIGITAL MARKETING STRATEGY
  5. 5. CRAFT AN IDENTITY OF YOUR IDEAL CUSTOMER AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES • Name, demographic, disposable income, method of communication etc. • A day in their life – where do they go, what do they do /read , how do they spend their money etc. • How do you reach them? • What are their pain points/challenges? • How can your product/service fill their gap/challenge/need. What messaging does s/he want.
  6. 6. ATTRACT THE CUSTOMER AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES • Email • Content • SEO – relevance & authority • Focus on key media platform for engagement • Give incentives • Paid advertising
  7. 7. • Content speaks to ideal customer and addresses their needs by using SEO best practice. – Drives traffic, interests customer and builds trust and credibility • SEO supports content by understanding how the search engines work with niche keywords and other technical SEO. – Creates visibility in Google with relevance & authority CONTENT MARKETING
  8. 8. CONTENT CURATION AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES • Curate external content from other sources • Create your own content (subject to keyword strategy) – Clarify goals/USP message to promote – Create headline that promises value – Create content that is relevant to the audience – Message should communicate your solution – Attractive content – how to/educational, brand success or entertainment. • Promote it!
  9. 9. Keywords & Selection AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES • Keyword – term or phrase used by a searcher to find infomation on particular topic. • Keyword Selection – process of scrutinising different propsective keywords to select the right ones for your campaign.
  10. 10. Local SEO AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES •Google treats local business searches differently •Growth of mobile •Local searches are ready to act •Competition is growing •Google MyBusiness Profile •Dominate search results and get feedback – Yelp, FB, Tripadvisor – Positive reviews drive discoverability and rank – Ask customers to leave reviews – Negative reviews require a response
  11. 11. No. 5 • Over 610 million users in over 200 countries • Almost one fifth of users use site daily • Over 20 million registered companies • Working professionals and jobseekers • 27% Irish population use it • 24% of 50-64 year olds use it • 9% of 65+ year olds use it LinkedIn
  12. 12. No. 4 • 1 billion users • 60% of users use the site daily • 95 million photos uploaded daily • 74% of businesses use it • Biggest jump in Irish users – from 5% to 32% yoy • 21% of 50-64 year olds use it • 10% of 65+ year olds use it Instagram
  13. 13. No. 3 • 321 million active monthly users • 46% of users use it daily • 140 million tweets daily • Tweets with video get x 10 more engagement • 84% of businesses use Twitter • 16.2% of global users are 45 years+ • 19% of 50-64 year olds use it • 8% of 65+ year olds use it Twitter
  14. 14. No. 2 • Almost 2 billion monthly users (2018) • Create videos to funnel customers back to your website with links over the video (Youtube card) or in description • Average visit lasts 40 minutes • 40% of US Seniors use it • 61% of businesses use it • 29% of Irish Users Youtube
  15. 15. No. 1 • 2 billion active monthly users • No. 1 social networking site • 75% of users use it daily • 65% of Irish people use it • 8 billion video views daily • 65% of 50-64 year old use it • 41% of 50-64 year olds use it • 95% of businesses worldwide use it Facebook
  16. 16. Youtube Ranking Success Tips AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES • Key words • Create Youtube account with Gmail account – Tags – SEO Optimised video – Customise Thumbnail – Add Cards to Videos – Family friendly content – Competitor espionage – Vid IQ – Do Ad campaign in Adwords – Youtube
  17. 17. Successful Facebook Ads • Targeting the right customer – Core targeting – demographics, behaviour etc – Custom audiences – target people you have a relationship with through: • Page engagement • Your website (pixel) • App engagement (facebook sdk) • Video view • Email list – Lookalike audiences – reach people like current customers/fans/visitors
  18. 18. 01 Tena Men https://www.facebook.com/business/ success/tena-men 02 Travel Department https://www.facebook.com/business/ success/travel-department 03 AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES CASE STUDY Facebook Campaign
  19. 19. Final Thoughts • Research your market • Match social media activity to the target market • SEO & Local SEO • Engage – savvy customers with good content - relevant, useful, shareable • Give customer high value content - Create contented customers • Listen to your customer and always respond • Turn customer into fans and ambassadors

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