A digital marketing agency provides digital strategy and marketing services including developing digital strategies, defining business objectives, search engine optimization, paid advertising, email marketing, and building relationships. Digital strategies involve understanding the audience, developing a content strategy, optimizing websites for search engines, and promoting content. Key factors for success include quality content, research on target audiences and keywords, and building trust and links from other websites and social media. Measurement of strategies includes metrics like click-through and conversion rates.

1. TRAFFIC DRIVERS

2. A DIGITAL MARKETING AGENCY
DELIVERING GREAT RESULTS
+353 (1) 53 11 611 | adam@encendo.co | encendo.coWHAT WE DO

3. A digital strategy is a plan to
accomplish something with the
benefit of digital tools.

4. Plans require a why, who, what,
when, where, and how.
a plan

5. An objective has to be
measureable and actionable.
accomplish something

6. What is digital and what are the
benefits?
benefit of digital tools

7. SOURCE :
SIMON SINEK
PEOPLE DON’T BUY WHAT YOU DO
THEY BUY WHY YOU DO IT
DIGITAL STRATEGY

8. KNOW YOUR AUDIENCE
DEVELOP A CONTENT STRATEGY
OPTIMISE AND PROMOTE
BUILD A RELATIONSHIP
DEFINE THE BUSINESS OBJECTIVES
DIGITAL STRATEGY

9. BUILDING RELATIONSHIPS

10. Website
Search Engine
Optimisation
Online PR /
Social
Email Marketing
/ CRM
Paid Advertising
Convert

11. SEO

12. 1. A Search Engine Spider crawls the web.
2. Builds an index of the words it finds and their location
3. When a user searches, they are searching that index
4. The Search Engine presents the most relevant results of the search
from the index.
Mechanics

13. ON-THE-PAGE SEO OFF-THE-PAGE SEO
No single SEO factor will guarantee search engine rankings
CONTENT HTML
ARCHITECTURE
LINKS TRUST
SOCIAL PERSONAL
Success Factors

14. CONTENT HTML ARCHITECTURE
Quality
Research
Words
Engage
Fresh
Thin
Ads
Titles
Description
Headers
Structure
Stuffing
Hidden
Crawl
Duplicate
Speed
URLs
Mobile
Cloaking
On Site SEO Success Factors

15. Quality : Are pages well written & have substantial quality content?
Research : Have you researched the keywords people may use to find
your content?
Words : Do pages use words & phrases you hope they’ll be found for?
Engage : Do visitors spend time reading or “bounce” away quickly?
Fresh : Are pages fresh & about “hot” topics?
Thin : Is content “thin” or “shallow” & lacking substance?
Ads : Is your content ad-heavy especially “above the fold?”
On-Site Success Factors - Content

16. On-Site Success Factors - HTML
Titles : Do HTML title tags contain keywords relevant to page topics?
Description : Do meta description tags describe what pages are about?
Headers : Do headlines & subheads use header tags with relevant keywords?
Structure : Do pages use structured data to enhance listings?
Stuffing : Do you excessively use words you want pages to be found for?
Hidden : Do colours or design “hide” words you want pages to be found for?

17. On-Site Success Factors - Architecture
Crawl : Can search engines easily “crawl” pages on site?
Duplicate : Does site manage duplicate content issues well?
Speed : Does site load quickly?
URLS : Are URLs short & contain meaningful keywords to page topics?
Mobile : Does your site work well for mobile visitors, on smartphones and tablets?
Cloaking : Do you show search engines different pages than humans?

18. LINKS TRUST
Quality
Text
Numbers
Paid
Spam
Authority
History
Identity
Piracy
SOCIAL PERSONAL
Reputation
Shares
Country
Locality
History
Social
Off-Site Success Factors

19. Off-Site Inbound Links
• Uninformative link : Click here
• URL link: www.vidalsasson.com
• Topic link: hair care
• Keyword link: hair styling with Vidal Sassoon (and ensure variety
of keywords.)

20. • “Natural” editorial links
• Manual “Outreach” Link Building
• Self-created, non-editorial
• Get your customers to link to you
• Build a company blog. Make it valuable, informative and entertaining
• Create content that inspires viral sharing and natural linking
• Be newsworthy
Off-Site Inbound Links

21. Off-Site Inbound Links
Quality : Are links from trusted, quality or respected web sites?
Text : Do links pointing at pages use words you hope they’ll be found for?
Number : Do many links point at your web pages?
Paid : Have you purchased links in hopes of better rankings
Spam : Have you created many links by spamming blogs, forums or other places?

22. Useful Tools

23. ADWORDS

24. What is it? - User
Adwords will show in:
• Desktop
• Mobile
• Tablets
Adwords can appear on the:
• Left
• Right
• Top

25. What is it? - User
Relevant search
terms trigger
relevant ads
Digital Marketing

26. What is it? - Advertiser
user
searches
Device
Competitors
Copy
Intent
Design
Usability
Copy
Calls to action
Funnel
Attribution
search term
triggers ad
user clicks
on ad
lands on your
landing page
converts to a
sale or lead

27. Adwords is good
• TRANSPARENT ROI, CPA, CTR, CVR and so on
• TARGETTED
• COST EFECTIVE
• INFLUENCE BUYER BEHAVIOUR
• AGILE
• IMMEDIATE
• LARGE RELEVANT AUDIENCE

28. Adwords is good … BUT …
• BE METHODOLOGICAL
• MONITOR CONSTANTLY
• KNOW YOUR VALUE PROPOSITION
• TEST
• WRITE GOOD COPY
• KNOW YOUR BUDGET
• KNOW WHAT YOUR END GOAL IS
THINK USER !!!

29. Structure
CAMPAIGNS ADGROUPS ADS KWS

30. Campaigns
• DEPARTMENTS
• THINK CAMPAIGN SETTINGS
AND TYPE
• Type, devices, location + options,
languages, bid strategy, advanced
settings
• BE CLEAR
• DAILY BUDGETS
• ADWORDS EDITOR

31. Keywords
• BE RELEVANT
• THINK USER
• COMPETITIVENESS
• MATCH TYPES exact, phrase, broad (modifier)
• VARIATIONS
• MOUNTPLEASANT-
MOUNTPLEASANT
• NEGATIVE

32. AdGroups
• PLAN YOUR WAREHOUSE
• THEME KEYWORDS TOGETHER
• THINK CAMPAIGN SETTINGS
• THINK USER INTENT
• THINK DEVICE
• THINK CALL TO ACTION

33. Ads
• THINK VALUE PROPOSITION
• THINK CALL TO ACTION
• THINK END GOAL
• THINK DEVICE
• THINK KEYWORD
• THINK CHARACTERS
• THINK FULL STOP

34. Boost Your AdWords
SITELINK EXTENSIONS LOCATION EXTENSIONS CALL EXTENSIONS
APP EXTENSIONS REVIEW EXTENSIONS CALLOUT EXTENSIONS

35. Relevance
• AdGroup Keywords
• Ad Keywords
• Clickthrough Rates
• Landing Page Keywords
• Landing Page Bouncerate?
QUALITY SCORE

36. SETTING IT ALL UP

37. FACEBOOK

38. 0.37%
FACEBOOK CONTENT
TYPICAL ENGAGEMENT RATES
0.27% 0.15%0.31%

39. FACEBOOK RETARGETING
right sidebar ads
Best for : Dynamic product ads
driving direct response
news feed ads
Best for : Content marketing and
promotions taking advantage of
its social components

40. FACEBOOK RETARGETING
65% ADVERTISING IN NEWS FEEDS
197% INCREASE IN ROI COMPARED TO RHS
21% CTR HIGHER THAN WEB RETARGETING 49% THAN RHS

41. SETTING IT ALL UP

42. LINKEDIN

43. ESTABLISH YOUR PRESENCE
ATTRACT FOLLOWERS
ENGAGE FOLLOWERS
AMPLIFY THROUGH THE NETWORK
ANALYZE AND REFINE
CONTENT MARKETING

44. ESTABLISH YOUR PRESENCE
ATTRACT FOLLOWERS
ENGAGE FOLLOWERS
AMPLIFY THROUGH THE NETWORK
ANALYZE AND REFINE
COMPANY PAGES
SHOWCASE PAGES
CONTENT MARKETING

45. ENGAGE YOUR COLLEAGUES
MULTI-CHANNEL APPROACH
FOLLOW BUTTON
FOLLOW COMPANY ADS
ESTABLISH YOUR PRESENCE
ATTRACT FOLLOWERS
ENGAGE FOLLOWERS
AMPLIFY THROUGH THE NETWORK
ANALYZE AND REFINE
CONTENT MARKETING

46. COMPANY UPDATES
INTRODUCTIONS AND HEADLINES
IMAGE OR RICH MEDIA
SNACKABLE AND VALUABLE
CONSISTENT AND AGILE
ENGAGE THROUGH COMMENTS
ESTABLISH YOUR PRESENCE
ATTRACT FOLLOWERS
ENGAGE FOLLOWERS
AMPLIFY THROUGH THE NETWORK
ANALYZE AND REFINE
CONTENT MARKETING

47. SPONSORED UPDATES
SLIDESHARE
CONTENT ADS
LINKEDIN GROUPS
SPONSORED INMAIL
DISPLAY ADS
ESTABLISH YOUR PRESENCE
ATTRACT FOLLOWERS
ENGAGE FOLLOWERS
AMPLIFY THROUGH THE NETWORK
ANALYZE AND REFINE
CONTENT MARKETING

48. CONTENT MARKETING SCORE
TRENDING SCORE
ESTABLISH YOUR PRESENCE
ATTRACT FOLLOWERS
ENGAGE FOLLOWERS
AMPLIFY THROUGH THE NETWORK
ANALYZE AND REFINE
CONTENT MARKETING

49. EMAIL

50. Why email is still hot
• People are used to it - use it every day
• Adaptable to all stages in lifecycle
• Cuts costs – direct mail, telemarketing
• Offers short time to market
• Short test to roll cycles
• Infinitely personalisable
• Delivers best Return on Investment…

51. Email is not easy

52. Concentrate on 3 things :
• Deliverability, measurement and monitoring!
• Good old fashioned marketing.
• If it gets delivered your half way home.
• If you’re measuring you’ll see trends
and patterns
• If you’re monitoring you’ll know when to
change tact

53. What do you want me to do as a customer?
• Go to the website or other medium?
• Register?
• Buy stuff?
• Turn up again soon?
• Give you some feedback?
• Keep the relationship alive?
• Keep coming back?
• Recommend you?

54. Source: Email Marketing Best Practice Guide: Econsultancy.com

55. Local personalisation
• Registration Data
• Transactional Data
• Click-stream data
• Do more analysis!

56. The Bigger Picture - measure
• Segmentation size!
• Open rate
• Click-through rate
• Conversion Rate
• Average Order Value!

57. FRANCIS MAC AONGHUS
francis@encendo.co