Ben Corbally talks all things digital. Focusing on specific channels and an extensive guide as to how you can make digital marketing impact your business.
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Agenda
• A brief insight to last years presentation.
• Digital trends for 2017.
• Focus on your customer in 2017.
• Making the right recipe for your
customers.
• Top tips on Digital marketing for 2017.
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2017 – 2020
is a game
changer
online.
• A mobile world:
• Mobile phones.
• Virtual reality.
• Augmented reality.
• Tablets.
• Voice devices like the Amazon echo.
• The internet of things.
• We will see more machine learning in the things
we use every day.
• Digital marketing will become “marketing” as the
gap of knowledge closes.
• Influencer marketing will explode as brands look
to be perceived as more authentic.
• Building communities of customers will be more
important, we will no longer be able to rely on a
singular marketing strategy such as Social Media
or PPC.
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No big surprises Year on Year
0 0,05 0,1 0,15 0,2 0,25 0,3 0,35
Content Marketing
Big Data
Marketing Automation
Mobile Marketing
Social Media Marketing
Conversion Rate Optimisation
Internet of Things
Search Engine Optimisation
Wearables
Paid Search Marketing
Online PR
Communities
Display
Partnerships
Other
2017 2016 2015
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I want to make a point about Digital
“Content marketing is the
next big thing!” “How are we using big data in our
business?”
“We have to be doing stuff on
Facebook” “Automation is apparently
going big”
“Oh my god let’s build a
website for our iWatches”
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New channels, new devices doesn’t
mean jump straight away.
0 0,05 0,1 0,15 0,2 0,25 0,3 0,35
Content Marketing
Big Data
Marketing Automation
Mobile Marketing
Social Media Marketing
Conversion Rate Optimisation
Internet of Things
Search Engine Optimisation
Wearables
Paid Search Marketing
Online PR
Communities
Display
Partnerships
Other
2017 2016 2015
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Find the right
recipe
• What is currently working for us?
• What are our customers using?
• How will this new area of digital affect our
business objectives?
• How much is it going to cost vs how much we get
back?
• Is there any seasonality benefit to running certain
channels?
• Is it right for our business? Don’t get confused
between the sales cycle of B2B vs B2c.
• How is it going to affect the other areas of digital
we focus on?
• Do we need external expertise?
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In an ideal world a customer would do
something like the following..
See your advert Go to the website
Visit the
product/service
page
Buys the
product/service
you’re trying to sell
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That’s fine, let’s get some basics down.
•Search engines
•Pay Per Click
•Links from other websites
•Social media
•Email marketing
•Word of mouth
•Even billboards
Getting known by
your customers
•Content marketing
•Reviews
•Blog
•Display advertising
•More social media
•More emails
•Phone calls
Trusting and
considering you
•Your website
•Your store
•Telephone
•Email
Buying from you
•Promotions
•Blog
•More social
•More content
•More email
•Build a community
Keep them
buying
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1. What are you trying to achieve?
Example:
1. Sell more of my product?
2. Be seen to a wider audience?
3. Educate my existing customers?
4. Make more friends?
This is distinctively not:
1. Increase traffic by X
2. Improve site speed by X
3. Improve rank by X
This is how we’ll measure what we’re trying to achieve, not where we start.
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3.Look at where your customers “hang
out”.
Offline
Gym advertising
Events advertising
Bus stop advertising
Sainsbury's advertising
Online
Social media
Tv on demand
PPC
Remarketing
Display advertising
Email marketing
Mobile marketing
Online Publications
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5. Set up your campaigns and schedule
content1. Always use demographic data to set up paid advertising.
2. Ensure your advertising is optimised for the intent of the user.
3. Ensure you’re tracking your campaign “end to end”, if you’re using a telephone as a method
of contact, you might want to use call tracking so you can have a more accurate idea of how
you got on.
4. Make sure you send your traffic to pages they can either (dependent on what you’re trying
to achieve):
1. Convert.
2. Engage in some way.
3. Take an action.
4. Inform or educate.
5. Create a schedule in days of when channels are active.
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Top tips for content marketing
• Audit your content page by page to try and make it clearer to your customers.
• Create a visual sitemap of your existing content and see if you can spot any
gaps in the journey.
• Are you using terminologies in your content that only your organisation
understands? Make it clearer for your customer.
• Create a plan with dates your business has to adhere to.
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Focus on keyphrases with high intent
Type Example keyword Average Search Volume Likelihood of conversion
Broad “Shoes” High Low
Informational “What are brogues?” Medium Low
Transactional “Buy brogues UK” High Medium
Navigational “Topman” or “Topman
Brogues”
High High
Local “Places to buy brogues in
Exeter”
Low High
Mobile “Men's shoe shops near by” Low High
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Top tips for Search Engine Optimisation
• Research what your customers are looking for.
• Be active on other peoples websites, don’t just pay for
exposure, create valuable content and the rest will follow.
• Look out for trends in search volumes that are relevant to
your industry.
• Plan for voice search.
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Top tips for Social Media
• Focus on the social media profiles that your customers are on.
• Create a schedule for your social media posts, try not to be reactive other than responding to
your customers.
• Don’t focus on selling yourself, focus on being relatable to your customers.
• Be clear and make yourself available, a lot of social media is customer service.
• Encourage your customers to share their experience of working with you.
• Don’t be boring.
• Focus on building a relevant audience opposed to just building numbers.
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Top tips for User Experience
• Map out where you want your customers to go on your website.
• Make sure you’re crystal clear, it’s not always easy to take yourself
away from the business you work in and look at it through a
businesses eyes.
• Create rich content to convince your customers to do business
with you.
