This document contains information from a digital marketing seminar, including summaries of key topics: 1. The agenda covers SEO, social media, email marketing, digital strategy, and case studies. 2. Presenters discuss Google experts to follow and outline components of a digital marketing strategy like acquisition, engagement, conversion and retention. 3. Statistics show that digital advertising now exceeds TV and influences most B2B and retail sales. Effective digital marketing requires listening to audiences, consistency, and focus on goals.

1. Some say Google is God. Others say Google is Satan.
Thurs 24thNovember
Enniskillen
27/11/2014 1
Sergey Brin, co-founder, Google

2. 2
Simon Hunter
E-Business Advisor INI
Simon
Applies all he knows to
windsortennis.co.uk
Alison Nicholl
E-Business Advisor INI
Alison
NI u17 Ladies Soccer Manager, and social media strategist
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3. Plan for Today
09:00 :: Registration
10:00 :: WHY?? & SEO–Simon Hunter
10:30:: Social Media –Alison Nicholl
11:00 :: email Marketing -Simon Hunter
11:30 :: Create an effective Digital Marketing Strategy–Alison Nicholl
11:50 :: Case Study –Patrick Conlon -Shuphoric.com
12:15 :: Top Tips, Tools and Links –Simon Hunter
12:45 :: Lunch
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4. What??
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5. The ‘Google Guru’ guys
•AvinashKaushik
–Works for Google
–Prolific blogger
–Follow on LinkedIn
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6. The ‘Google Guru’ guys
•John Mueller
–Works for Google
–google.com/+JohnMueller
–Does Google hangouts
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7. Digital Marketing Strategy
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If it’s worth doing....
https://www.youtube.com/watch?v=ZUG9qYTJMsI
Dollar Shave Club Ad

8. The questions everyone asks . . .
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48hours 12,000new signups
Other Marketing? FewGoogle Ads
So who’s seen it? Only 17 million to date....
No-one watched it first 3 months –4.75 million
Bet it ££££a lot!! No–just $4,500
Facebooka mere 1.35 million to date....
Twitter86 thousand tweets...
Active customers 1.2 million...

9. Does it work all the time?
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•48 million views
•Film was ....rubbish

10. What’s Digital Marketing all about?
•Acquisition
•Engagement
•Conversion
•Retention
•Support
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11. Surely a website is enough?
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SHADOW
(What everyone else says about you!)
VOICE
(your website)
FOOTPRINT
(Ads, Social Media, e-zines, other)
Source: Gareth Dunlop, Ion

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What?
Internet overtakes television to become biggest advertising sector in UK
Source:Year
Fact
Web >TV

13. WHY Digital??
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It’s about Driving Traffic......
Web Site
Search
Social Media
Email
Paid Search
Advertising

14. Traditional Marketing
•Telephone
•Postal mail
•TV & Radio Advertising
•Events
•Brochures, Fliers
•Recommendations
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15. WHY DIGITAL??
Because that is
where your
customers are
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Start with your customers and work
backwards

16. 27/11/2014 Digital Marketing - Is it any good? 16
Influence on B2B
Of businesses use the Internet to research and find potential vendors
Source: Forrester
Fact
88%

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But it’s notfree
No cost
•The Investment
•Time
•Energy
•Engage with What??
•Time
•Energy

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Do....
•Listentoyouraudience
•Behonest
•PublishConsistently
•Begracious-acknowledgeothers
•UseImages
Interaction
Do’s & Don’ts

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Don’ts....
•Act without thinking
•Reveal personal information about colleagues, competitors
•Spam
•Use images without permission
•rights-managed
•Royalty-free
•Creative commons
Interaction
Do’s & Don’ts

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Keep the focus
Somehaveinbuilttools
•Facebookinsights
•google.com/alerts
•hootsuite.com
•bit.ly.com
Monitor??

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Influence on retail
Of all retail sales are expected to be influenced by or made on the Internet
Source: Forrester
Fact
81%

22. SEO –the Google Way
•3 Algorithms to be aware off
–Panda
–Penguin
–Hummingbird
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23. SEO –the Google Way
•Panda–April 2011
–Content more relevant,
–Google fights thin, stolen or plagirised content.
–Interestingly, Google now dislikes sites with high ad/content ratio.
–Sites with too much ad-space above the fold were penalized.
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24. SEO –the Google Way
•Penguin–April 2012
–Link Schemes
–Keyword Stuffing
–Over Optimization
–Web Spam
–Unnatural links
–‘No’ to reciprocal links
–Google Disavow Tool became very useful at this point!
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25. SEO –the Google Way
•Hummingbird –August 2013
–More User Centric than previous major updates.
–Google tries to give the searcher what Google thinks they want (using user info), rather than just on the keyword phrase.
–Knowledge graph on search returns is evidence of this.
–Google wants Fast, Relevant, Comprehensive, User Experience.
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26. SEO –the Google Way
•Penguin 3.0 –October 17 2014
–> 12 months since previous Penguin update,
–many major brands damaged by focus on poor links
–the release of Penguin 3.0 sees a significant change in returns
–Google claimed that only 1% of English speaking websites were affected.
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27. Pay per Click –PPC
•Google Adwords
–a PPC advertising platform
–allows advertisers to show ads to a targeted audience on Google Search Results as well as on advertising websites.
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28. PPC v SEO
PPC
•Instant Traffic
•Unlimited Keywords
•Total control over adtext& landing page
•Certainty
•Cost Effective
•Warning –can kill in the hands of a novice!
SEO
•Medium to Long term traffic
•Limited Keywords
•Degree of control over text & landing page
•Volatile
•When it works, it’s possibly the most cost- effective marketing an advertiser will ever do.
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