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This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.
Register now: http://www.thewholebraingroup.com/events
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• Driving online (and offline) traffic to your website
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• Increasing donations, volunteers, registrations, etc.
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DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July 2010
1. DohertyWhite
Digital Marketing and PR
Growing sales through more effective marketing
Michael White
July 2010
2. Agenda
Ho w to driv e in c re a s e s in s a le s , le a d g e n e ra tio n
a n d re v e n u e u s in g O n lin e Ma rk e t in g
Today when people want to buy something the first place they
look is the web, whether they’re looking for shoes, a car or a
house
Some websites are more easily found than others
And some web-sites are better at convincing you to buy
During this presentation I’ll be describing what you can do to
make your website more easily found and, once found, to
persuade people to buy your products or services
3. Topics
Introduction – who we are, what we do
First things first - what is Marketing?
Why online marketing for small businesses?
Where do you start?
The tools available
Social networks and your business
Recap of key points
4. Who we are
Michael White • Co-founder and partner at DohertyWhite
Marketing • Enterprise Ireland Marketing mentor to 20 firms
Digital Marketing • Ex Head of Marketing at Singularity – helped
double revenue in 2 years, won ISA sales award
Software product delivery
• Senior Product Manager at Siemens,
Management Consultant with Deloitte, Project
Annmarie Doherty Manager with Misys Corporation
PR & Online PR • Trinity College Computer Science, Post Grad
Social media Diploma in Computing
Advertising
Bhavin Doshi Philip Barrett
Web development Graphic design
Web strategy Website design
Digital marketing Branding
Simon Rogals Paul Kennedy
Marketing strategy Sales strategy
Product management Marketing strategy
Tech startup advisory Project Management
5. What we do
We help businesses generate more revenue through more effective
sales and marketing
Online marketing, PR, Sales lead generation
Recognised expertise – Forrester, Irish Medical Device Association,
Irish Software Association
We work fast and deliver value early and often
6. What is marketing?
“Make something people want, then sell it to them”
Make something people want – your product or service and what
makes you different/better
Sell it to them – understand your potential customers, how they buy
and connect with them
?
Me How do I reach them?
My potential customers
7. General approach
1 Review what you’re selling - so you can articulate
it’s features, its benefits, why you’re better
2 Review who you’re selling to – your
target buyers
3 Use your website to
Generate More Sales
8. Why focus on digital marketing?
Because your prospective customers will find you before you
them.
The first place people look for products or services is online – primarily Google
The first place someone looks after contact is your web-site. What’s on your site that would
encourage them to become a customer?
Will they find you? How do you compare with competing sites?
If you are promoting yourself the same way you did 10 years ago then you’re doing something
wrong
9. Why online marketing?
1. Makes business sense
More cost effective – you can see what you get for your money
Greater impact – you can market to 1000s for same price as 100s
Small businesses can look like big businesses
Small businesses can access bigger potential markets
You can ‘Scale up’ – easy to increase results at low cost
2. Recognises changes in Buyer behaviour
People’s buying habits are changing
They start shopping by looking on the web, especially Google
They do research on the web, not at tradeshows
Order online more frequently
Basically, you can generate more sales at less cost
10. Where do you start?
A step-by-step approach:
1 What are you trying to promote? (Your product, service?)
Who do you want to target, and where? (Everyone? Particular
2 types of business? Particular types of consumer? Donegal?
Ireland? Europe? the US?
3 Who are your competitors (and why are you better?)
Pick the tools you’ll use to promote your business from the list
4
available
5 Set out a plan with actions, dates and expected outputs
6 Get going – implement the activities on your plan and measure
how effective they are in producing sales. Experiment, adjust,
test again. Start small, then increase efforts where you enjoy
success.
11. The tools available
‘Offline’ Digital Marketing
• Print Ads • Web-site
• Radio Ads • Search Engine Marketing
• Direct Mail • PR Pay-per-click
Google
• Events/Tradeshows • Email marketing
• PR • Online ads
• Telemarketing • Online PR
• In-store merchandising • Social Media
• Flyers • Webinars
• Newsletters / bulletins • eNewsletters
Use a mixture, but emphasise online tools
12. A step-by-step approach
Sales
Digital Demand Generation
1. Revise 2. Generate content 3. Launch 4. Start Email 5. Generate PR
website based on to attract visitor Google pay-per- Marketing and online PR
buyer analysis, add registrations click ads campaigns
landing pages
6. Post to Corporate 7. Launch Search 8. Hardcopy Mail to 9. Telemarketing
Blog and Social Media Engine Optimization selected contacts qualification of warm
activities leads
13. Online marketing tools
1. Your Website
2. Google pay-per-click advertising
3. Search Engine Optimization (SEO)
4. Online PR
5. Email Marketing
6. Social media marketing (Twitter, LinkedIn, Facebook,
blogs etc.)
14. 1. The web-site
1. Your web-site
The most important marketing tool you have
Your best sales-person 24/7/365 if you are B2C
A sales lead generation machine if you are B2B
Drive visitors to your site Home page is the most
Get them to take “Most wanted action”
important page
Either ‘Buy Now’ (B2C) or ‘capture contact details’ (B2B)
Structure, text
Give visitors plenty of
things to click on
Make downloads and
‘buy now’ offers
prominent
Look at competitor sites
for comparison
Check out
Hypertemplates.com,
other template sites
15. 1. The web-site
Have plenty of “bait” on your site –documents, presentations or other information that
people will want to download e.g. Case studies
Ask for their email address and name in return
16. 1. The Website
1. The web-site
Your Objective – Generate Sales (B2C) or Generate Leads (B2B)
Web Design Best Practice
Reflect your buyer in the web-page design – use “Buyer Personas”
Make it easy for them to accomplish goals e.g. find information, contact you (put
your number on the home page), get you to contact them (call back button), search
Think about your “Most Wanted Actions” – what do you want them to do?
If you want them to do something (go to a section of the site, download content)
then make it obvious and easy
Provide ‘bait’ on each page – downloadable content
Great book on this subject: “Don’t make me think” by Steve Krug
17. 1. The web-site
1. The Website
Structure
Not too many levels in your site structure – aim for 3
Use URLs that make sense – better for your buyers, better for search engines
Configure 5 or 6 settings per page for Search Engine Optimization (covered later)
Segment your site into key sections, optimize each section individually, rather than
having all pages equally ranked per key phrase
When looking at layout, have a look at Hypertemplates and other sites
Most corporate sites follow a particular home-page structure (80% of large B2B and
53% of small firms, as of 2007 report)
18. 1. The web-site
1. The Website
Graphics
Keep graphics down to less than 3rd of home page – see heatmaps
Use images of real people, avoid clichéd stock images
Make the entire graphic clickable
Make sure graphic is ‘tagged’ so you turn up on image searches
Use Clicktale or similar tool to check how visitors move around your pages
19. 1. TheWebsite
1. The
web-site
Use the list above as a checklist – have you adequately provided this kind of information
on your website?
For example, have you clearly described what you do, what sectors you target, do you
have case studies etc. etc.
20. 1. The web-site
1. The Website
Before you start - Audit
Review web-traffic stats – historic performance, sources of traffic
Set up Google analytics if not set up already
Identify all pages that are indexed, all your inbound links
These are assets and you don’t want to lose them (will use 301 redirects to
maintain them)
Competitor comparison – use WebSiteGrader.com, WooRank and other tools
21. 2. Google Pay-per-click
Quick way to get traffic to
your site
Tell Google which search
terms you want to be
found for
E.g. show my ad when
someone searches for
‘graphic design donegal’
Only pay if someone clicks
on my ad
Create specific ‘landing’
page for the ad
Avg. 50c per click, can set
maximum daily/weekly
budget
Can lock down by
geography, time, day
22. 2. Google Pay-per-click
1 Keyword analysis
2 Ad text
3 Landing page
Campaign set-up – budget, geography
Keyword analysis – what are people searching for
Ad text – variants
Bids and cost-per-click
Bid management
Broadmatch, exact match, negative keywords, keyword insertion
keyword
23. 2. Pay-per-click
Set yourself up as an advertiser (2 mins,
minimum €15)
Tell Google the words you want to be found
for – ‘keywords’
Write the ad that will appear
Tell Google how much you’re willing to
spend per day/month
Ad only shown when someone searches for
your word
Don’t pay unless they click on your ad
Can control spend – “pay-as-you-go”
Success factors for Google PPC
Keywords you choose – make sure people are looking for them
Ad text – does it make people want to click
Your ‘landing page’ – make sure it’s matched to the ad, and that there’ some kind of
“call to action”
24. 2. Google Pay-per-click
2. Landing page design
CONVERT YOUR VISITORS! – Landing Pages
Rule #1: Avoid unneccessary distractions – push visitor to your “Most Wanted
Action”
Spell out the benefits and have clear call to action
Remove any unnecessary navigation
Be consistent with the ad or email that brought your visitor here, including
keywords, logos and other images
Try to keep registration fields to a minimum e.g. Name and email
Try “A/B” testing of 2 versions of landing page to see what works
Use Google analytics to monitor conversions
26. 3. Search Engine Optimization (SEO)
You want to get found
without paying Google all the
time
‘Organic’ or natural search
results
How do you get to the top?
Main element – good
‘content’ – information
A site that people find useful
27. 3. Search Engine Optimization (SEO)
Two main tasks in SEO
“On Page” – stuff you put on your web-site pages
“Off Page” – getting other sites to link to you
WWW
WWW
WWW
WWW WWW
On page Off page
28. 3. Search Engine Optimization
First step – KEYWORD ANALYSIS
Choose words you think people will look for when searching for your
kind of product or servcie
29. 3. Search Engine Optimization (SEO)
Then for each page . …
1. Page Title
2. URL
3. Header tags
4. Text, internal links, bold
5. Page description text
30. 3. Search Engine Optimization (SEO)
Next, seek External Links – ask other sites to link to you
A link: www.dohertywhite.com
Links should be from other good sites
To get links, provide information/content that
people think is valuable and should be shared
Identify a target list of sites you’d like to link to you
Who links to you now?
Who links to your competitors?
What sites are top for the search terms related to you?
31. 4. Online PR
PR is the most cost-effective form of marketing
Generate €1000s worth of coverage
Seen to be more credible than standard ads
Some basic rules – try to be interesting: e.g.‘Man bites dog’;
‘who, what, when, where and why’, include a photo etc.
But … now also has an online element
Should ‘optimize’ each press release so that (a) it highlights
particular keywords and (b) has embedded links that link back to
your web-site
Should also issue to Twitter, RSS feeds, blog, other sites etc. as
part of your PR release process (more later …)
Test using graphics, video embedded in releases
32. 5. Email Marketing
Do not spam
Email But do regularly email contacts
who have ‘opted in’ to
communications
91% of internet users use email
Cost effective, broad reach
Reply First, build your list
Next, draft your email
Visit Keep it short
“Call to action”
Test every element
From & Subject – determine
SPAM Download
Inbound
Marketing
Guide NOW!
whether email is deleted or
opened
Certain words will attract spam
filters e.g. ‘Free’
33. 6. Social Media
Twitter, LinkedIn, Facebook, Yammer, blogging, video….
Generate interesting stuff people want to see, read, hear
Publish it everywhere, with links back to you
Share intersting stuff you find on the web
Connect with people you’ve worked with or who you find informativve
Interactive rather than one way communication
Now everyone can contribute, write, edit, shoot video, record audio
People/customers can talk back, engage, ask questions
You’ll get more web traffic, visitors, business
Monitor what’s published – Google alerts, Google blog search, Twitter follower,
Monitter
34. 6. Social Media
Blogs
Why? Draws more traffic to your web-site, leads, sales
Like online diaries, now being used for business
Type of web-site where you can easily post comments, information
Allows readers to provide feedback
Tips
Can paste in YouTube videos, SlideShare slides
Decide who you’re targeting
Mix of entries – news,
opinion, video, photos,
informative
Basic, medium and rich
posts, light & heavy
Strong headlines
Pick a posting schedule
36. 6. Social Media
Video
Video yourself, a colleague, a
customer
Home-made is good
Relate to your business – e.g.
“how I design wedding cards”
Post it on YouTube
Link to YouTube from your
website, blog, Twitter ….
37. 6. Social Media
Twitter
What: Listen, Tweet, Respond
Why?: Traffic to your website, inbound
links, leads, sales
How: 140 character “tweets”
E.g. press release headline
Can also insert links to stuff you
like/find interesting
Follow others e.g. customers,
influencers
Make your tweets useful e.g. links to
web-site, video, news item
Tweet about good stuff your business
is doing
Customer service
38. 6. Social Media
Fast Food – Kogi Korean BBQ
Gourmet fast food aimed at night-club audience
How to let customers know when/where vans will be near?
Twitter updates, forwarded by SMS to followers
Queues now form before trucks arrive
Dublin bus – special ticket discounts
Running last minute promotional discounts
Twitter followers receive offers via mobile phone
39. 6. Social Media
LinkedIn
Business or private
Use your network to promote
what you do
Search for contacts at
particular companies
Join new groups with shared
interest
Create a group and encourage
people to join
LinkedIn ads – very targeted
(role, location)
Tip: build out your profile info
40. 6. Social Media
Facebook
Why do you care? -over 450 million
active users
Lots of your customers
3rd most trafficked website
Get found, promote your stuff, connect
with others
Get started: Set up a personal profile
first
Join networks
Set up a business page second
Put links to your facebook pages on
emails, web-site, ….
Facebook ads
41. 6. Social Media
Facebook
Try Facebook ads
11 targeting factors
Includes location, age, birthday, sex,
workplace, education and interests
So, could run ads to women only in 30 to
40 age bracket in your area to test the
results
http://www.facebook.com/marketing
42. Recap
6 step process – 1. what, 2. who, 3. competitors, 4. tools, 5. plan, 6. execute
Tools – Offline and Online
Should use a mixture, emphasizing online tools
1. Web-site first – the key element
2. Google Pay-per-click
3. Search Engine Optimization (SEO)
4. Email
5. Social media – blog, Twitter, LinkedIn, video, YouTube, Facebook, …
Create and publish stuff (video, voice, written) that will interest your audience
Network with potential influencers, customers, colleagues
Measure the results regularly
Repeat your successes