Make your Digital Strategy Work


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An overview of why a digital strategy is important, key approaches to attracting, converting and promoting your business online including SEO, Email Marketing & Social Media. Watch out for the ninja tricks!

Published in: Marketing, Technology, Business
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Make your Digital Strategy Work

  1. 1. Want New Customers? Make your Web Strategy work National Women’s Enterprise Day 16 October 2013 #nwed
  2. 2. WHY?
  3. 3. Irish online market spend worth €4.1 billion in 2013. 75% spent with overseas retailers.
  4. 4. 50%: The effectiveness of campaigns that set hard objectives 11%: The success rate of campaigns that set soft, intermediate
  5. 5. Who am I targeting? How many of them are visiting my website? How many of those visiting my website are converting to customers?
  6. 6. Attracting the right traffic
  7. 7. SEO = Healthy Diet
  8. 8. How important is it to be ON TOP?
  9. 9. Attract Keywords If you want to boil digital marketing down to a single starting point, KEYWORDS are IT!  Create a list of keywords relevant to your business  Choose keywords based on difficulty and relevance
  10. 10. Ninja Tricks Ninja Trick #1: Google Keyword Planner
  11. 11. Attract Backlinks: Don’t build an island!  Large % of Google Rankings driven by off-page activities  Backlink: a link from another website to your website (not a link from your website to another)
  12. 12. Customer / Partner Links Remarkable content Get listed in directories Check your competitors
  13. 13. Ninja Trick #2 Link-Building:
  14. 14. Ninja Trick #3 Local SEO: Google Places
  15. 15. Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.
  16. 16. The best websites are often times the simplest. Clearly describe what you do and what visitors should do next. That’s it.
  17. 17. The best websites speak like a human, not a corporation. The best websites answer “what can you do for me?” Being too clever leads to confusion. Being clear leads to credibility, conversation, and conversion.
  18. 18. Convert
  19. 19. Promote
  20. 20. Find and Groom Your Influencers Influence is…. …the ability to shape thoughts, perceptions or behaviour
  21. 21. Ninja Trick #4 Listen In – Google Alerts: everything on the web to your inbox – Topsy Alerts: social media stuff to your inbox (great way to follow Twitter without having a Twitter account). – Hootsuite: for managing your social media channels
  22. 22. Remember one thing:
  23. 23. Twitter: @aoifep