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Follow @marickab @galwaymarketing @IMSMarketings 
The Business Road Show 13th,14th and 15th 
October 2014 
Demystify the W...
Before we start...
Outline 
Demeisfying.. 
1. Digital Marketing – what is it? 
2. Google Organic Vs Google PPC. 
3. Facebook. Twitter, Pinter...
1.DIGITAL 
MARKETING 
What is it and how should I 
use it?
What is Digital Marketing 
In simplistic terms, digital marketing is the 
promotion of products or brands via one or more ...
2.GOOGLE 
ORGANIC Vs 
GOOGLE PPC 
What’s the difference and 
what should I use?
Google Organic Vs Google PPC 
Google Pay Per 
Click Ads (PPC) – 
Google Adwords 
Google ‘Organic 
Listings’ – Listings 
yo...
Google Organic Vs Google PPC 
Google Organic 
• Free 
• Trusted. 
• Loves fresh, relevent and quality 
content. 
• Your co...
Do you have your business listed 
with Google Business? 
Go to www.Google.ie/business 
and do it now if not!
3.FACEBOOK, 
TWITTER, 
PINTEREST, 
LINKEDIN 
So much to choose from where do 
I start?
Socialreach is the 
new 
word-of-mouth 
referralengine
Which Social Media Platform do I 
choose? 
• No need to be a jack of all trades and master of none. 
• Experiment and stud...
Facebook 
Pros 
• Over 60% of the Irish 
population are on it. (Source: 
Facebook, 2014) 
• The platform can suit many 
B2...
Twitter 
Pros 
• Lots local and topical 
communities to engage with 
i.e. #irishbizparty 
#GalwayHour 
• Measure campaign ...
Pinterest 
Pros 
• Large female audience, 
beneficial if this is part of 
your target market. 
• Image based network, 
aga...
YouTube 
Pros 
• 2nd largest search engine 
in the world. 
• Videos on a website 
result in users spending a 
longer time ...
LinkedIn 
Pros 
• Large professional community. 
• Targeting advertising to the 
large professional community. 
• Millions...
@JeffreyLCoh 
en 
Social media 
amplifies the 
effectiveness 
of offline 
marketing. 
It doesn’t replace 
it. 
“ 
Tweet 
T...
4. WEBSITE 
Do I Need One?
Have you got a website? 
Twitter 
Traditional 
Advertsing 
Shop Floor YouTube 
Facebook Website 
Pinterest 
Email 
Marketi...
Don’t put all your Social Media 
Eggs in One Basket… Things 
Change..
5. Monitor, 
Measure and 
Convert 
Test, Test, Test
Cost of Customer 
Acquisition
Monitor and Measure 
• Social Media marketing can be made extremely 
transparent. 
• Monitoring and measuring the success ...
Summary 
1. Digital Marketing is part of the overall marketing 
process. 
2. Both Google Organic and Google PPC serve a 
p...
Times have changed…
Reading
Check out the following links 
• eMarketer- http://www.emarketer.com/ Hubspot 
- http://www.hubspot.com/ 
• B2BMarketing -...
To finish...
Follow @marickab @galwaymarketing 
@IMSMarketings
Local Enterprise Office, Galway. The Business Roadshow with Online Marketing in Galway.
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Local Enterprise Office, Galway. The Business Roadshow with Online Marketing in Galway.

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Local Enterprise Office, Galway. The Business Roadshow with Online Marketing in Galway (OMiG). 13/14/15th October 2014, Clifden, Tuam, Portumna.

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Local Enterprise Office, Galway. The Business Roadshow with Online Marketing in Galway.

  1. 1. Follow @marickab @galwaymarketing @IMSMarketings The Business Road Show 13th,14th and 15th October 2014 Demystify the World of Digital Marketing - What is it and How do I Use it.
  2. 2. Before we start...
  3. 3. Outline Demeisfying.. 1. Digital Marketing – what is it? 2. Google Organic Vs Google PPC. 3. Facebook. Twitter, Pinterest, LinkedIn etc – What is the difference and what do I use? 4. Do I need a website? 5. Monitor, Measure and Convert.
  4. 4. 1.DIGITAL MARKETING What is it and how should I use it?
  5. 5. What is Digital Marketing In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media.
  6. 6. 2.GOOGLE ORGANIC Vs GOOGLE PPC What’s the difference and what should I use?
  7. 7. Google Organic Vs Google PPC Google Pay Per Click Ads (PPC) – Google Adwords Google ‘Organic Listings’ – Listings you do not pay for.
  8. 8. Google Organic Vs Google PPC Google Organic • Free • Trusted. • Loves fresh, relevent and quality content. • Your company can show up via company website, social media, news etc – make sure YOU own the space. • Extremely competitive. • Involves more work than you think i.e. S.E.O – Search Engine Optimisation. Google PPC • Increases visibility on search engines. • Allows you to be seen when you may not be ranking high ‘organically’’. • Extremely targeted advertising. • Reaching potential customers at the latter end of the buying cycle. • Do not fall behind your competitors. • Can be useful when you have little or no online visibility.
  9. 9. Do you have your business listed with Google Business? Go to www.Google.ie/business and do it now if not!
  10. 10. 3.FACEBOOK, TWITTER, PINTEREST, LINKEDIN So much to choose from where do I start?
  11. 11. Socialreach is the new word-of-mouth referralengine
  12. 12. Which Social Media Platform do I choose? • No need to be a jack of all trades and master of none. • Experiment and study what works best for your company. • Look at companies/competitors in your industry doing it well and learn from what works well. • Look at engagement levels, comments and see what posts/pictures etc are working well. • Think about where your target market are e.g. B2C Retail i.e. Facebook, Instagram, B2B i.e. Twitter, LinkedIn etc.
  13. 13. Facebook Pros • Over 60% of the Irish population are on it. (Source: Facebook, 2014) • The platform can suit many B2C companies, huge success stories in Galway include; Pat Divilly Fitness, The Dough Bros, and Goodness Cakes. • Extremely targeted options available if you use Facebook advertsing. • Great for visual type busineses – where you can show of your product or service. Cons • News feed algorithm – less and less are seeing your newsfeed updates unless they are sponsored. • Not suited to every company. • Needs to be maintained to be successful.
  14. 14. Twitter Pros • Lots local and topical communities to engage with i.e. #irishbizparty #GalwayHour • Measure campaign successes with # or engagement. • Great for customer service. Cons • 140 characters to communicate with isn’t always enough. • Needs consistent maintenance.
  15. 15. Pinterest Pros • Large female audience, beneficial if this is part of your target market. • Image based network, again great if you have products or services that suit this. • Great for displaying mood boards, ideas etc to get conversations started. Cons • Relatively limited audience i.e. females. • Irish adoption is slower than the US market (keep this in mind when reading all the positive stats).
  16. 16. YouTube Pros • 2nd largest search engine in the world. • Videos on a website result in users spending a longer time on the site and more engagement. (source: eMarketing Consultant 2013). • Visually get your message across quickly. Cons • Higher production involved. • More equipment and skills needed to make a quality video.
  17. 17. LinkedIn Pros • Large professional community. • Targeting advertising to the large professional community. • Millions of closed or open groups with very specific interests to engage and network with. • Create your own ‘personal brand’ • Use a a platform for publishing with ‘LinkedIn Pulse’. Cons • Closed community – communication is unique to thise on LinkedIn. • Need to be a 1st connection or have a premium subscription to communicate direct. • Can be more suited to B2B business.
  18. 18. @JeffreyLCoh en Social media amplifies the effectiveness of offline marketing. It doesn’t replace it. “ Tweet This! #OMiG ”
  19. 19. 4. WEBSITE Do I Need One?
  20. 20. Have you got a website? Twitter Traditional Advertsing Shop Floor YouTube Facebook Website Pinterest Email Marketing PPC
  21. 21. Don’t put all your Social Media Eggs in One Basket… Things Change..
  22. 22. 5. Monitor, Measure and Convert Test, Test, Test
  23. 23. Cost of Customer Acquisition
  24. 24. Monitor and Measure • Social Media marketing can be made extremely transparent. • Monitoring and measuring the success of your campaigns, will allow you to make decisions about the tools and platforms that work well for your digital strategy. • Find out and monitor Cost per Acquisition. • Think; Google Analytics, Conversion Tracking, and Social Media Measurement tools such as; Hootsuite; Tweetreach, Klout, Social Mention and more.
  25. 25. Summary 1. Digital Marketing is part of the overall marketing process. 2. Both Google Organic and Google PPC serve a purpose, understand the difference and choose what suits your business. In many cases BOTH will. 3. Study your competitors and companies in similar industries for inspiration on your social media. Test and research what Social Media works best for your Marketing strategy 4. Do not put all your eggs in one basket, create a central online base with your website. 5. Monitor, Measure, Measure and Measure!!
  26. 26. Times have changed…
  27. 27. Reading
  28. 28. Check out the following links • eMarketer- http://www.emarketer.com/ Hubspot - http://www.hubspot.com/ • B2BMarketing - http://www.b2bmarketing.net/ • Google Adwords Exam (Google Partners) - http://www.google.ie/partners/ • Advertise on Facebook - https://www.facebook.com/advertising • How to get started with Google Adwords - http://www.google.ie/adwords/get-started.html • SEO Blog by Moz - http://moz.com/blog
  29. 29. To finish...
  30. 30. Follow @marickab @galwaymarketing @IMSMarketings

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