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

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  1. 1. SYOB - Digital Marketing For Business <br />Keith Feighery<br />
  2. 2. Summary<br />Introductions<br />The Changing Digital & Customer Landscape<br />Online Marketing Strategy<br />Content Marketing<br />Social Marketing<br />Online Marketing Tactics – PPC, SEO, Email<br />Q & A<br />
  3. 3. Introductions<br />
  4. 4. Introduction<br />Owner of Digital Insights<br />Work with clients Developing Online Business Channels<br />Lecturer with DIT in MA Digital Media Technologies<br />Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT<br />Work with university incubation centres – LINC and Synergy IT Colleges<br />12 Years working in Software Industry<br />Irish and International Companies<br />Developed Online Retail Businesses<br />www.BabaBeag.ie<br />30,000 Customers over 50,000 Subscribers to email<br />
  5. 5. The Changing Digital Landscape<br />
  6. 6. Traditional Marketing Vs Social Engagement<br />
  7. 7.
  8. 8. Where is everyone?<br />
  9. 9. Social Media Landscape<br />
  10. 10.
  11. 11. Key Platforms for Customers<br />Social/Professional Networks<br />Facebook, LinkedIn(Main ones in US and Europe)<br />Blogging/Micro-Blogging/Lifestreaming<br />Wordpress, TypePad, Twitter, Posterous, Tumblr<br />Video, Audio & Photo sharing<br />YouTube, Vimeo, Blip etc.. <br />Flickr, Photobucket, TwitPic, YFrog<br />Mobile<br />Foursquare, Facebook, Twitter, Yelp <br />Bookmarks/Sharing<br />Delicious, StumbleUpon, Digg, Google Profils<br />
  12. 12. Online Marketing Strategies<br />
  13. 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<br />
  14. 14. Web Strategy<br /><ul><li>Have a clear and defined business objective for your web presence
  15. 15. Sales, Information, Lead Gen, Build Awareness, Customer Retention
  16. 16. Know exactly who your audience is – and where they reside digitally
  17. 17. Develop a content strategy for your site and digital channels – that adds value for your customers
  18. 18. Build relationships – not always selling
  19. 19. Optimise and promote content across digital channels (web, social media, offline etc.) </li></li></ul><li>Key Online Marketing Tactics<br />Content & Inbound Marketing<br />Social Marketing<br />Pay Per Click Advertising (PPC)<br />Search Engine Optimisation (SEO)<br />Email Marketing<br />Measurement and Analytics<br />
  20. 20. Content & Inbound Marketing<br />
  21. 21. Hubspot – Inbound Marketing Company view<br />
  22. 22. Outbound Vs Inbound Marketing Strategies<br />Outbound marketing strategy: <br />More traditional approach – can also be referred to as ‘push messaging’. <br />Business decides on a particular message and pushes it out into the marketplace.<br />Finds customers by building brand awareness through advertising and promotion. <br />Inbound marketing strategy:<br />New and emerging approach – can also be referred to as ‘pull messaging’.<br />Business aims to be ‘get found’ by customers<br />Approach tends to be more social and it is more interactive and involving that the more traditional outbound marketing. <br />
  23. 23. Differentiated Digital Media Model<br />Owned Media – such as website<br />Paid Media – such as display ads<br />Earned Media – such as viral campaign<br />
  24. 24. Owned Vs Paid Vs Earned Media<br />
  25. 25.
  26. 26. Owned Media<br />Areas to consider<br />
  27. 27. Leveraging Owned Media Assets<br />Recognise the value in your owned media assets <br />Websites, blogs, social profiles, digital conversations/interactions etc.<br />Brands/Businesses becoming publishers media outlets<br />No limits to what an organisation can publish online for the consumption of their constituencies<br />Become trusted knowledge experts in your business or sphere of operations<br />Establish trust and develop relationships with customers and prospects<br />Be engaging, entertaining, educative, informative etc..<br />Allow user participation and transparent engagement<br />
  28. 28. Various Types of Content<br />TheContent and Digital Mediaon your Web site, otherMicrosites, Partner Sites etc..<br />Whitepapers, Case Studies,Webinars, Podcasts<br />Blog Posts,Reader Commentsand Reactions<br />Tweets, Status Updates<br />E-mail Newsletters<br />Facebook posting, Updates, Interactions on Fan Pages<br />Videos, Demos,Presentations, ScreencastsandCustom Animations<br />Product/Service Reviews & Customer Testimonials<br />Articles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.<br />
  29. 29. Content Marketing <br />Characteristics of Success<br />Understanding the informational needs of your customers<br />Knowing how those informational needs mix with your marketing goals and objectives <br />Mapping content schedule to user profiles and buyer cycles<br />Being consistent (content marketing is a marathon, not a sprint)<br />Listen and continually evolve the program<br />.<br />
  30. 30. Advantages of effective content<br />Creates the means to be “findable” on the web<br />Creates demand generation and awareness through publishing, distribution and “shareability”<br />Creates a less-frictional way of converting prospects into sales<br />When used in conjunction with lead management systems<br />Helps build long-term relationships rather than one-off sales <br />Creates ‘stickiness’ to your owned media assets (rather than to paid ones)<br />
  31. 31. Who creates the content?<br />Internally<br />Find employees who are knowledgeable and want to write<br />Re-purpose content that has been created over time for different media<br />Partners, customers and third party experts<br />Publish whitepapers, webinars, eBooks, articles etc…with partners<br />Customers<br />If you create a community you can allow them to create feedback, suggest ideas, generate comments, develop engaged community etc..<br />You can allow customers to make product recommendations – crowd sourcing<br />
  32. 32. Content Marketing: Success Vs Failure<br />Characteristics of Failure<br />Always selling, rather than informing and educating <br />Not listening, thus not evolving the content program<br />.<br />
  33. 33. Some Social Case Studies<br />
  34. 34. Cully & Sully<br />
  35. 35. Hairybaby<br />
  36. 36. Dazzledust<br />
  37. 37. Groupon – CityDeal.ie<br />
  38. 38. Ikea – Malmo <br />
  39. 39. The Good Mood Food Blog<br />
  40. 40. Kogi BBQ<br />
  41. 41. Blacknight<br />
  42. 42. Beaut.ie<br />
  43. 43. Social Platforms<br />
  44. 44. FacebookPages<br />
  45. 45. The Rise of Facebook<br />
  46. 46. Business Pages<br />
  47. 47. Irish Political Parties<br />
  48. 48. Charities & Not for Profit<br />
  49. 49. Bars - Facebook<br />
  50. 50. Twitter<br />
  51. 51. Twitter <br /><ul><li>Excellent B2B and B2C networking tool
  52. 52. Great potential for building relationships
  53. 53. Directly with customers
  54. 54. Good examples Beaut.ie, Blacknight.ie, kogibbq
  55. 55. Good listening tool
  56. 56. What is being said about you and most importantly are you hearing it?
  57. 57. Easy to engage with customers
  58. 58. Reach out to them and resolve issues and improve service to them
  59. 59. Opportunity to convey a personal dimension rather than marketing speak
  60. 60. Has become mainstream over 2009/2010
  61. 61. 1400% growth over past 12 months</li></li></ul><li>Twitter Clients<br />
  62. 62. Small Biz<br />
  63. 63. Journalists<br />
  64. 64. Useful Resources<br />
  65. 65. Blogging<br />
  66. 66. Blogging <br />Effective way of building community and improving SEO<br />Common Blogging Platforms<br />WordPress, Type Pad, Bloggers, Blogspot<br />Excellent way of engaging with readers <br />Inform followers what is of interest to you<br />Can use an informal style <br />Show human face of organisation<br />Participate in wider conversations <br />Leave comments, interact, generate interest, etc..<br />Search Engines <br />Love regularly updated content<br />Now MNCs are encouraging employees to Blog and engage with social media<br />IBM, Dell, Intel and Cisco <br />
  67. 67. Blogs<br />
  68. 68. Blogs<br />
  69. 69. Blogging Tips<br />Connect to your most important keywords.<br />Important for Search Engine Optimisation<br />Grow the number of influential referral sites. <br />Critical to get authoritative inbound links to your site<br />Don’t forget the outbound links.<br />Be generous with links to other blogs and websites and others will return the favor and build your traffic for you.<br />Understand the location of your audience.<br /> 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.<br />Measure endurance.<br />Measure return visitor and length of time spent on site<br />
  70. 70. Blogging Tips cont.<br />Find and nurture your VIPs.<br />Make sure you respond to key people – thos who subsribe and comment<br />Use Twitter for blog PR.<br /> If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly.<br />Use URL shorteners to gauge subject interest.<br />UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets. <br />Build cross-referencing across social media tools.<br />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<br />Embed and measure calls to action. If we can get people to a landing page, we should. <br />
  71. 71. Review Sites<br />
  72. 72. Yelp<br />
  73. 73. Yelp – Bars & Restaurants<br />
  74. 74. Photosites<br />
  75. 75. Photosharing Sites<br />
  76. 76. Video Sites<br />YouTube, Vimeo, Blip.tv<br />
  77. 77. Video Sites<br /><ul><li>Very useful marketing tool
  78. 78. Old Spice, Tippex, Blendtec etc..
  79. 79. User-generated content
  80. 80. Run competitions for customers to build content (see Pat The Baker example)
  81. 81. Best Job in the World etc..
  82. 82. Extending digital footprint and brand-building purposes
  83. 83. Create engaging content, tag videos with keywords and distribute on a wide network
  84. 84. Post all content and video blogs on your website and distribute on free video sharing sites</li></li></ul><li>Video Sites<br />
  85. 85. LinkedIn<br />
  86. 86. Professional Networking<br />
  87. 87. Social Bookmarking, RSS and Sharing<br />
  88. 88. Social Bookmarking & RSS<br /><ul><li>Add Bookmark Buttons to sites
  89. 89. Sociable, AddThis, Share are widely used
  90. 90. Link all social profiles from website
  91. 91. Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube, MySpace, Bebo, Slideshare.net etc.
  92. 92. Ensure that RSS is enabled
  93. 93. Feedburner, GoogleReader, MyYahoo, NetVibes
  94. 94. Add rating and individual bookmark buttons
  95. 95. Digg, Technorati, Reddit, StumbleUpon, Delicious
  96. 96. Yahoo Pipes
  97. 97. RSS and Lifestream aggregator </li></li></ul><li>Bookmarking, Sharing & RSS<br />
  98. 98. Pre-requisites for Social Media<br /><ul><li>Essentials of a successful campaign
  99. 99. Know your target audience
  100. 100. Plan goals and aims of campaign
  101. 101. Prepare internal organisation for impact of social media
  102. 102. Identify stakeholders and task them with ownership
  103. 103. Pick platforms and tools that relate to your identified audience
  104. 104. Implement a pilot programme and monitor and analyse campaign progress
  105. 105. Revise approach and campaign based on feedback
  106. 106. Roll-out on different platforms and business areas incrementally</li></li></ul><li>Implementing Social Media<br />Benchmark existing stats<br />Current site statistics - PPC and Organic Search <br />Twitter followers, Facebook fans, Digg Links, existing traffic etc..<br />Quantify ROI benchmarks – customer acquisition, advertising spend per channel<br />Design and develop the campaign<br />Decide on channels<br />Stakeholders <br />Expectations<br />Pilots<br />Revision points<br />Monitoring process<br />Engagement process<br />
  107. 107. Measuring Social Media<br /><ul><li>Traffic
  108. 108. Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..
  109. 109. Levels of Interaction
  110. 110. Comments etc… - engaged customers are quality customers
  111. 111. Sales
  112. 112. Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)
  113. 113. Leads/Conversions
  114. 114. If not possible to convert online – therefore create other measaurable conversions
  115. 115. Links
  116. 116. Video links – Tagged: YouTube, Vimeo, Blip.tv
  117. 117. Blog Links – trackbacks, comments, direct references
  118. 118. Digg Links
  119. 119. Brand Metrics
  120. 120. Positive Brand Associations
  121. 121. Word of Mouth
  122. 122. Brand Awareness
  123. 123. Propensity to Buy
  124. 124. Brand Recall </li></li></ul><li>Online Marketing Tactics<br />Search Engine Optimisation (SEO)<br />Pay Per Click Advertising (PPC)<br />Email Marketing<br />Social Marketing Campaigns<br />Key Performance Indicators (KPIs)<br />
  125. 125. Search Engine Optimisation <br />(SEO)<br />
  126. 126. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Link Popularity (quantity/quality of links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains<br />66% very high importance<br />
  127. 127. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  128. 128. Pay Per Click Advertising (PPC)<br />
  129. 129. PPC Introduction<br />Analyse your specific market <br />Use Keyword Tools<br />Analyse your online and offline competitors<br />Trellian.com, Google keywords tool<br />Create the PPC accounts<br />Google, Bing, Yahoo<br />Divide the main account campaigns, Ad Groups and Ads (with targetted keywords)<br />Enables highly targetted Ad Campaigns<br />Create Longtail multi-word bids<br />Over 60% searches use 3 or more words<br />Set up a Conversion points and Track<br />Adjust constantly to ensure optimisation<br />
  130. 130. PPC Tips<br />Match your keywords to optimised and tested landing pages <br />Ensure you optimise your Google "Quality Score”<br />Based on CTR, relevancy of keywords, ads and landing pages<br />High quality score means higher ranking with lower bid costs<br />Tools and strategies to find the best PPC keywords<br />Google Adwords Tool<br />Wordstream<br />Wordze<br />WordTracker<br />Write highly optimised and design ads to attract highly targeted clicks<br />Make sure landing pages are relevant<br />Repeat bid keywords in copy (they are bolded and increase CTR)<br />Clear Calls to Action<br />Dynamic Keyword Insertion<br />
  131. 131. Email Marketing<br />
  132. 132. Email Applications<br />
  133. 133. Best Practices of Email Marketing<br />Create segmented targeted lists – NOT one size fits all<br />Optimise and test subject lines, time of delivery, from addresses, email copy etc..<br />Deliverability <br />Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records<br />Clear Calls to Action<br />Ensure clear to customer what next step is<br />Share with Social Network<br />Make it easy to share email content with networks<br />
  134. 134. Best Practices of Email Marketing<br />Organic Opt-in List Growth<br />Don’t buy lists – when people unsubscribe – ensure they are<br />Remind recipients why they are receiving mails<br />Be relevant and provide value not marketing messages<br />Frequency<br />Think relevancy – ALWAYS be cognisant of SPAM<br />Constantly Test<br />Test Content, Images, Subject Line, Address, Calls to actions, placements, layout<br />Template Design<br />Fresh brand centric design<br />
  135. 135. Analysing<br />Key Performance Indicators<br />
  136. 136. Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />Keywords: Measures – Objectives<br />Objectives:<br />Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs, <br />
  137. 137. Online Key Performance Indicators<br />
  138. 138. Typical Trackable KPIs<br />Number of Conversion<br />Cost per Lead, Cost per Sale<br />Bounce rates<br />Returning visitors<br />Recency Rates<br />Abandonment rate<br />Average order size (ecommerce apps)<br />CPA / Customer Lifetime Value<br />Average Revenue Per User<br />
  139. 139. Additional Metrics<br />3rd Party Links – Partners, Referrals, Promotions, Affiliates <br />New account sign-ups<br />Article or press release views<br />Newsletter signups<br />Page views per session<br />No. of site specific downloads – products, articles, whitepapers, podcasts<br />No. of Webinar Views<br />
  140. 140. Questions & Answers<br />
  141. 141. Contact Details<br />086 6070274<br />www.linkedin.com/in/keithfeighery<br />www.twitter.com/kfeighery<br />www.faceboook.com/keith.feighery<br />keith.feighery@digitalinsights.ie<br />