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OMiG at Inaugural GMIT Marketing Society Talk

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OMiG at Inaugural GMIT Marketing Society talk, Tuesday 25th November 2014. Be sure to like our Facebook page www.facebook.com/GalwayMarketing and follow us on Twitter @GalwayMarketing and our website www.GalwayMarketing.ie

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OMiG at Inaugural GMIT Marketing Society Talk

  1. 1. Follow @marickab @galwaymarketing @IMSMarketings GMIT Students Union Talk Tuesday 25th November Demystify the World of Digital Marketing - What is it and How do I Use it.
  2. 2. 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 as part of the Digital Marketing Strategy? 5. Monitor, Measure and Convert.
  3. 3. Times have changed…
  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 in your plan? 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. Reading
  27. 27. 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
  28. 28. Follow @marickab @galwaymarketing @IMSMarketings

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