slides from the various presentations at the Generate UK Digital Marketing Strategy seminar held in October 2012 at The Donnington Grove Hotel in Newbury.

2. Digital Marketing Strategy
Seminar 2012

3. Agenda
1. An Introduction to Generate UK
2. A Digital Marketing Strategy for your Business
3. Generate UK Advantage
Refreshments and Networking
4. Top Ten Tips to Accelerate your Website Success
5. Case Study – An Integrated Social Marketing Strategy
6. Q&A Panel

4. Digital Marketing
Agency
HQ: NEWBURY
LONDON OFFICE
50 Liverpool St

5. Happy Bunch Happy Customers

7. Online Marketing Success

10. Watch out next year….

11. So what do we do?
We quite simply work hard with our clients
to achieve their online objectives.
We form strategic partnerships with our clients and
develop our relationships through coaching,
training and deliverables.

12. Hello…we are Generate UK

13. A Digital Marketing Strategy

14. Do you have a strategy?
• If so where is it?
– In your head Strategy ?
– On the back of a scrap piece
of paper
– Or a professionally written
document?

15. Source : Smart Insights

16. WEBSITE & ONLINE
PLATFORMS
Transfer Skills Consultancy
WEB ANALYTICS WEBSITE DESIGN &
BUILD
Support Customer Service
ONLINE STRATEGY

17. Where to Start?
The Basics!

18. “a failure to plan is a plan to fail”.

19. A Clear Vision
You’re directionless
We find that
companies without a
digital strategy (and
many that do) don’t
have clear vision

20. Goals and Objectives
• Strategic goals allow you to understand
what you want to achieve?
• Sell more products
• Gaining new customers
• Build deeper relationships with
existing customers?
• If you don’t have goals
• You don’t put enough resources to
reach the goals
• You don’t evaluate through analytics
whether you’re achieving those goals.

21. With no strategy do you know your
potential?
• You won’t know your online
market share
• You could underestimate
customer demand
• Waste time, resource and
money in the wrong areas
• An ad-hoc approach simply
does not work!
• You’re always second
guessing

22. You struggle to define your online value
proposition
• Will help you differentiate
your online brand
• Encouraging existing and
new customers to engage
• With the aim to stay loyal

23. Integrated not “disintegrated”!
• It’s all too common
for digital activities to
be completed in silos
• Statistics prove that
digital marketing
works best when
integrated with
traditional media

24. Have an open mind!
• Embrace digital marketing
• Be sceptical
• Be open in new ideas
• If you look at the top
online brands like Amazon,
Dell, Google, Tesco they’re
all trialling new approaches
to gain or keep their online
audiences.

25. You’re simply not optimising
• Most company
website now have
analytics
• We find many senior
managers/owners
don’t ensure that
they take time to
review them

26. Analyse and Benchmark!
• Do you know how big your online
footprint is?
• Do you know your competitors?
• What are they doing?
• Do you know your customers?
• Do you know where they hang
out?
• Do they have a typical profile?
• Search criteria?
• Do you know the potential for
different online channels?

27. Understand the Market Place
• Google has updated their algorithm 200
times in the last 6 months!
• Facebook have 1 billion users!
• 140 million Twitter users globally
• Twitter now has 10m users in UK
• UK is the fourth-largest country
with 80% accessing it with mobile phones
Sources:
Guardian
Mashable
Maolcom Coles

28. VIDEO
"Social Media Revolution" by Erik Qualman.
Based on #1 International Best Selling Book
Socialnomics by Erik Qualman.
Stats are from 2011

30. The Essential Components
to a Success Strategy

31. ?....have you

32. Are the platforms you use effective?

33. Are your Platforms Integrated

34. Does your Website deliver?

35. Are you connected

36. Can you measure?

38. Be proactive!

39. Elements of an online strategy

40. WEBSITE & ONLINE
PLATFORMS
Transfer Skills Consultancy
WEB ANALYTICS WEBSITE DESIGN &
BUILD
Support Customer Service
ONLINE STRATEGY

41. Be careful!
...Attract More New Customers,
Sell More to Existing Customers,
and Bring Back Your Customers
More Often, With Less Effort —
No Matter What Product or
Service You Sell
"You Will Discover The Secrets To Making $50,247 Per
Month Online And How To Grow Your Own Insane Profit
Machine - Even If You're Totally New To The Web!"

42. Be bold!

43. Don’t take the easy option..
• Don’t be fooled
• Don’t be tempted
• Online marketing is a long
term and continuous
commitment
• Cheap is not always best

44. If you’re not achieving...
Ask yourself a number of straight questions...
• Is my strategy clear?
• Are my goals realistic?
• Do I have enough resource……

45. Final thoughts
• If you’re not devoting enough resources to
digital marketing or you’re using an ad-hoc
approach with no clearly defined strategy,
then your competitors will gain the advantage

46. Generate UK Advantage

47. What does it take to get a potential
customer to you site?

49. Investing in a great Ecommerce Website,
SEO, Link Building, Social media, etc.
is a must but it’s not enough

50.  For an Ecommerce site It’s vital to get your pricing right
 Too high and you lose a potential sale.
 Too low and you’ve lost out on potential margin. The last
thing you want is to sell something too cheap.
 Getting your price point correct is extremely important.
 So, is the solution is to spend all day, every day comparing
prices on your competitors websites?
Generate Advantage is the answer

51.  We track your competitors online
prices daily.
 This is done discreetly without your
competitors' knowledge.
 Daily report showing latest price from
each of your competitors for your
chosen products.
 All price changes that have occurred
since the previous day will be
highlighted
 Increase profitability and cut cost

52. 15 minutes……

53. Top 10 Tips for accelerating your
website success

56. Top Tip 1
Flexible website
• Make sure you can update it
• Ensure it is easy to update
• Add videos/images etc
• Search engines are focused on fresh, quality
content. Can you provide this?

57. Top Tip 2
Be clear on your objective
• Not just at homepage level but also subpages
• An objective drives focused decision making

58. Top Tip 3
Know Your Competitors
• Certainly the top 3 in your sector, both
online and offline
• See what they have on their website
• How do they engage?
• Where do they rank?

59. Top Tip 4
It’s all about the Keywords
I repeat…. It’s all about the keywords.

60. Top Tip 5
Content is still King..
• Content is written, it’s video, it’s images,
podcasts, blogs/news etc
• Make it engaging
• Consider the User Experience
• Make sure it is better than your competitors
– Google base their rankings on content they think is better

61. Top Tip 6
Have an Internet Marketing Strategy
• Focuses on the Now.. Ie, Pay Per Click, Email
Marketing
• Focuses on the Mid Term… Ie, SEO, Video, Blogs
• Focuses on the Longer Term… Ie, Social Media,
Community Building
• Budgets, resources and priority will dictate which
is most important.

62. Top Tip 7
Be a Social Butterfly
• I’ve not met a business yet where Social
Media could not help them. The question to
ask is whether it is a priority.

63. Top Tip 8
You Can’t Avoid Video
• Videos are showing in search results
• They are more engaging (user experience)

64. Top Tip 9
Ignorance is no longer bliss…
• Mobile – Don’t forget it.
• You heard already… this year alone Google made
over 200 updates to their search algorithm.
• New platforms arriving all of the time, Fancy,
Pinterest etc… are these good for your business?

65. Top Tip 10
Learn to love analytics
• Google Analytics, Facebook Insights etc
• Extend analytics with IP tracking for B2B
• Knowledge allows you to make informed
changes

66. Bonus Tip!
It’s not just about online marketing
– Business cards
– Flyers
– Leaflets
– Local newspaper
– Editorials