Terenure Enterprise Centre - Start Your Own Business Course - Online Marketing Overview with Case Studies

1. SYOB - Digital Marketing For Business Keith Feighery

2. Summary Introductions The Changing Digital & Customer Landscape Online Marketing Strategy Content Marketing Social Marketing Online Marketing Tactics – PPC, SEO, Email Q & A

3. Introductions

4. Introduction Owner of Digital Insights Work with clients Developing Online Business Channels Lecturer with DIT in MA Digital Media Technologies Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT Work with university incubation centres – LINC and Synergy IT Colleges 12 Years working in Software Industry Irish and International Companies Developed Online Retail Businesses www.BabaBeag.ie 30,000 Customers over 50,000 Subscribers to email

5. The Changing Digital Landscape

6. Traditional Marketing Vs Social Engagement

8. Where is everyone?

9. Social Media Landscape

11. Key Platforms for Customers Social/Professional Networks Facebook, LinkedIn(Main ones in US and Europe) Blogging/Micro-Blogging/Lifestreaming Wordpress, TypePad, Twitter, Posterous, Tumblr Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, YFrog Mobile Foursquare, Facebook, Twitter, Yelp Bookmarks/Sharing Delicious, StumbleUpon, Digg, Google Profils

12. Online Marketing Strategies

13. Businesses need to understand changes in digital landscape and customer behaviours and how this affects their businessOnce they understand THISThen they should implement digital marketing programme – not before

15. Sales, Information, Lead Gen, Build Awareness, Customer Retention

16. Know exactly who your audience is – and where they reside digitally

17. Develop a content strategy for your site and digital channels – that adds value for your customers

18. Build relationships – not always selling

20. Content & Inbound Marketing

21. Hubspot – Inbound Marketing Company view

22. Outbound Vs Inbound Marketing Strategies Outbound marketing strategy: More traditional approach – can also be referred to as ‘push messaging’. Business decides on a particular message and pushes it out into the marketplace. Finds customers by building brand awareness through advertising and promotion. Inbound marketing strategy: New and emerging approach – can also be referred to as ‘pull messaging’. Business aims to be ‘get found’ by customers Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing.

23. Differentiated Digital Media Model Owned Media – such as website Paid Media – such as display ads Earned Media – such as viral campaign

24. Owned Vs Paid Vs Earned Media

26. Owned Media Areas to consider

27. Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, blogs, social profiles, digital conversations/interactions etc. Brands/Businesses becoming publishers media outlets No limits to what an organisation can publish online for the consumption of their constituencies Become trusted knowledge experts in your business or sphere of operations Establish trust and develop relationships with customers and prospects Be engaging, entertaining, educative, informative etc.. Allow user participation and transparent engagement

28. Various Types of Content TheContent and Digital Mediaon your Web site, otherMicrosites, Partner Sites etc.. Whitepapers, Case Studies,Webinars, Podcasts Blog Posts,Reader Commentsand Reactions Tweets, Status Updates E-mail Newsletters Facebook posting, Updates, Interactions on Fan Pages Videos, Demos,Presentations, ScreencastsandCustom Animations Product/Service Reviews & Customer Testimonials Articles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.

29. Content Marketing Characteristics of Success Understanding the informational needs of your customers Knowing how those informational needs mix with your marketing goals and objectives Mapping content schedule to user profiles and buyer cycles Being consistent (content marketing is a marathon, not a sprint) Listen and continually evolve the program .

30. Advantages of effective content Creates the means to be “findable” on the web Creates demand generation and awareness through publishing, distribution and “shareability” Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates ‘stickiness’ to your owned media assets (rather than to paid ones)

31. Who creates the content? Internally Find employees who are knowledgeable and want to write Re-purpose content that has been created over time for different media Partners, customers and third party experts Publish whitepapers, webinars, eBooks, articles etc…with partners Customers If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc.. You can allow customers to make product recommendations – crowd sourcing

32. Content Marketing: Success Vs Failure Characteristics of Failure Always selling, rather than informing and educating Not listening, thus not evolving the content program .

33. Some Social Case Studies

34. Cully & Sully

35. Hairybaby

36. Dazzledust

37. Groupon – CityDeal.ie

38. Ikea – Malmo

39. The Good Mood Food Blog

40. Kogi BBQ

41. Blacknight

42. Beaut.ie

43. Social Platforms

44. FacebookPages

45. The Rise of Facebook

46. Business Pages

47. Irish Political Parties

48. Charities & Not for Profit

49. Bars - Facebook

50. Twitter

52. Great potential for building relationships

53. Directly with customers

54. Good examples Beaut.ie, Blacknight.ie, kogibbq

55. Good listening tool

56. What is being said about you and most importantly are you hearing it?

57. Easy to engage with customers

58. Reach out to them and resolve issues and improve service to them

59. Opportunity to convey a personal dimension rather than marketing speak

60. Has become mainstream over 2009/2010

62. Small Biz

63. Journalists

64. Useful Resources

65. Blogging

66. Blogging Effective way of building community and improving SEO Common Blogging Platforms WordPress, Type Pad, Bloggers, Blogspot Excellent way of engaging with readers Inform followers what is of interest to you Can use an informal style Show human face of organisation Participate in wider conversations Leave comments, interact, generate interest, etc.. Search Engines Love regularly updated content Now MNCs are encouraging employees to Blog and engage with social media IBM, Dell, Intel and Cisco

67. Blogs

68. Blogs

69. Blogging Tips Connect to your most important keywords. Important for Search Engine Optimisation Grow the number of influential referral sites. Critical to get authoritative inbound links to your site Don’t forget the outbound links. Be generous with links to other blogs and websites and others will return the favor and build your traffic for you. Understand the location of your audience. Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople. Measure endurance. Measure return visitor and length of time spent on site

70. Blogging Tips cont. Find and nurture your VIPs. Make sure you respond to key people – thos who subsribe and comment Use Twitter for blog PR. If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Use URL shorteners to gauge subject interest. UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets. Build cross-referencing across social media tools. No social media tool is an island. All tools should cross-reference each other – don’t necessarily re-publish the same content on each platform Embed and measure calls to action. If we can get people to a landing page, we should.

71. Review Sites

72. Yelp

73. Yelp – Bars & Restaurants

74. Photosites

75. Photosharing Sites

76. Video Sites YouTube, Vimeo, Blip.tv

78. Old Spice, Tippex, Blendtec etc..

79. User-generated content

80. Run competitions for customers to build content (see Pat The Baker example)

81. Best Job in the World etc..

82. Extending digital footprint and brand-building purposes

83. Create engaging content, tag videos with keywords and distribute on a wide network

85. LinkedIn

86. Professional Networking

87. Social Bookmarking, RSS and Sharing

89. Sociable, AddThis, Share are widely used

90. Link all social profiles from website

91. Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net etc.

92. Ensure that RSS is enabled

93. Feedburner, GoogleReader, MyYahoo, NetVibes

94. Add rating and individual bookmark buttons

95. Digg, Technorati, Reddit, StumbleUpon, Delicious

96. Yahoo Pipes

99. Know your target audience

100. Plan goals and aims of campaign

101. Prepare internal organisation for impact of social media

102. Identify stakeholders and task them with ownership

103. Pick platforms and tools that relate to your identified audience

104. Implement a pilot programme and monitor and analyse campaign progress

105. Revise approach and campaign based on feedback

108. Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..

109. Levels of Interaction

110. Comments etc… - engaged customers are quality customers

111. Sales

112. Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)

113. Leads/Conversions

114. If not possible to convert online – therefore create other measaurable conversions

115. Links

116. Video links – Tagged: YouTube, Vimeo, Blip.tv

117. Blog Links – trackbacks, comments, direct references

118. Digg Links

119. Brand Metrics

120. Positive Brand Associations

121. Word of Mouth

122. Brand Awareness

123. Propensity to Buy

125. Search Engine Optimisation (SEO)

126. Top 5 Ranking Factors Keyword Focused Anchor Text from External Links 73% very high importance External Link Popularity (quantity/quality of links) 71% very high importance Diversity of Link Sources (links from many unique root domains) 67% very high importance Keyword Use Anywhere in the Title Tag 66% very high importance Trustworthiness of the Domain Based on Link Distance from Trusted Domains 66% very high importance

127. Next 5 Important Factors Keyword Use in Internal Link Anchor Text on the Page 47% moderate importance Keyword Use in External Link Anchor Text on the Page 46% moderate importance Keyword Use as the First Word(s) in the H1 Tag 45% moderate importance Keyword Use in the First 50-100 Words on the Page 45% moderate importance Keyword Use in the Subdomain Name 42% low importance Keyword Use in the Page Name URL 38% low importance

128. Pay Per Click Advertising (PPC)

129. PPC Introduction Analyse your specific market Use Keyword Tools Analyse your online and offline competitors Trellian.com, Google keywords tool Create the PPC accounts Google, Bing, Yahoo Divide the main account campaigns, Ad Groups and Ads (with targetted keywords) Enables highly targetted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation

130. PPC Tips Match your keywords to optimised and tested landing pages Ensure you optimise your Google "Quality Score” Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Tools and strategies to find the best PPC keywords Google Adwords Tool Wordstream Wordze WordTracker Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Clear Calls to Action Dynamic Keyword Insertion

131. Email Marketing

132. Email Applications

133. Best Practices of Email Marketing Create segmented targeted lists – NOT one size fits all Optimise and test subject lines, time of delivery, from addresses, email copy etc.. Deliverability Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records Clear Calls to Action Ensure clear to customer what next step is Share with Social Network Make it easy to share email content with networks

134. Best Practices of Email Marketing Organic Opt-in List Growth Don’t buy lists – when people unsubscribe – ensure they are Remind recipients why they are receiving mails Be relevant and provide value not marketing messages Frequency Think relevancy – ALWAYS be cognisant of SPAM Constantly Test Test Content, Images, Subject Line, Address, Calls to actions, placements, layout Template Design Fresh brand centric design

135. Analysing Key Performance Indicators

136. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Keywords: Measures – Objectives Objectives: Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs,

137. Online Key Performance Indicators

138. Typical Trackable KPIs Number of Conversion Cost per Lead, Cost per Sale Bounce rates Returning visitors Recency Rates Abandonment rate Average order size (ecommerce apps) CPA / Customer Lifetime Value Average Revenue Per User

139. Additional Metrics 3rd Party Links – Partners, Referrals, Promotions, Affiliates New account sign-ups Article or press release views Newsletter signups Page views per session No. of site specific downloads – products, articles, whitepapers, podcasts No. of Webinar Views

140. Questions & Answers

141. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie