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Diploma in Digital Marketing & Social Media (Dip Digital
Mkt.)
Business Proposal for Let’s Talk
James Duffy
07/01/2016

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Contents
Background to Let’s Talk __________________________________________3
Digital Marketing Plan ____________________________________________ 5
Situational Analysis ________________________________________________ 5
Objectives _________________________________________________________ 8
SEO Analysis & Plan _______________________________________________ 11
Keyword Research __________________________________________________ 11
Content ___________________________________________________________ 14
Meta & Data Optimisation ____________________________________________ 16
Off-Site Optimisation ________________________________________________ 20
Content Marketing _________________________________________________ 22
Blog _____________________________________________________________ 23
Online Forum ______________________________________________________ 23
Public Relations ____________________________________________________ 26
Google Adwords & Adsense __________________________________________ 30
Account __________________________________________________________ 30
Campaigns _________________________________________________________ 31
Keywords _________________________________________________________ 32
Adtexts ___________________________________________________________ 35
Budgets & Bidding _________________________________________________ 36
Adsense __________________________________________________________ 37
Google Analytics ___________________________________________________ 39
Goals _____________________________________________________________ 39
Annotations ________________________________________________________ 42
Custom Alerts ______________________________________________________ 42
Audience Overview __________________________________________________ 42
Social Media _______________________________________________________ 44
Twitter ____________________________________________________________ 44
Facebook __________________________________________________________ 46
LinkedIn __________________________________________________________ 49
YouTube __________________________________________________________ 50
Website Design & Usability __________________________________________ 52
Web Hosting _______________________________________________________ 52
Content Management System __________________________________________ 53
Desktop ___________________________________________________________ 54
Mobile ___________________________________________________________ _ 57
Mobile & Email Marketing __________________________________________ 59
Mobile Markteting __________________________________________________ 59
Email Marketing ____________________________________________________ 60
Annual Budget & Concluding Notes ____________________________________ 63

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Background
Let’s Talk was set up by Claire Perry in November 2013 in response to what she felt
was a gap in supports for parents of teenagers. Her own daughter had just gone to
secondary school and there was a huge difference between the interaction with
parents in primary school and secondary school. There was nowhere that a parent or
carer could go to discuss issues they might be facing with their teenagers.
There are a lot of issues facing teenagers including cyber bullying, teen violence,
suicide, Internet use and abuse, online gaming, gaming addiction, bullying, violence
on T.V. and social integration on Facebook, Twitter, Instagram and other social media
platforms.
Let’s Talk offers the opportunity for parents to come along and meet other parents of
teenagers and discuss issues that they might be finding difficult to deal with at the
present time. The main drive of Let’s Talk is to provide education and support so that
the parent/carer is armed with relevant information from ‘experts’ and also have the
name of an organisation that might be able to help them.
Their current main target market is mothers with teens, 30-50 years old, from the
South Dublin area who do not work. The talks are run in the morning time every
second Wednesday so parents with children in school can attend.
Project Brief
As Let ’s Talk’s chosen Internet Marketing and Social Media Consultant, you have
been asked to provide them with a strategy and plan to maximise the benefits online
can bring to their company. You will need to provide the company with a complete
Internet marketing strategy (see the following page for a breakdown of the areas you
need to cover in your report). The company has indicated a budget of €15k for online
in year one and a yearly budget of €3-5k thereafter for ongoing digital marketing
activities. Hopefully this will be sourced through sponsorship of the site and
company. However, Let’s Talk have stressed that any recommendations you provide
should be backed up with broken down indicative costs (money and/or time) and the
expected return on investment you predict they will get from your recommended
activities. They are open to higher spends than that outlined in the budgets if it can be

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backed up with a business case/return on investment. The company only has one
administrator whose role encompasses marketing resources, as such you should also
provide clarity around the timeframes of your various recommended activities and
any dependencies on internal staff for implementation.

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Digital Marketing Plan
Many businesses and organisations often make the mistake of failing to create a
physical marketing plan before implementing their marketing campaign. A business
that has the foresight to devise such a plan in advance will benefit from being able to
assess their position and that of their competitors within the market place, clearly
define target markets, set realistic and appropriate objectives for their marketing
campaign based on market research and then plan out the strategies and tactics that
will be used to go about trying to achieve these.
During this part of the paper, I will go through each of these steps in detail, with the
aim of devising a successful digital marketing strategy for Let’s Talk.
1. Situational Analysis
As mentioned already, before we look to change our situation we need to look at
where we currently sit in the market place and how we’re performing in terms of what
target customers we’re reaching and engaging with but also analyse other customer
segments that we should be targeting and what it is that we need to do in order to
reach out to them but also retain them once we’ve done so.
The Let’s Talk organisation is currently running talks, every second Wednesday
morning, with the vast majority of the audience being mothers between the ages of
thirty and fifty who reside in the South Dublin area. Efforts have been made recently
to accommodate a larger audience by moving from Shankill to a new venue in the
Sallynoggin area. The talks that take place are very much within a discussion format.
Parents who attend are encouraged to ask questions and share their own experiences if
they wish to do so. They are also empowered to suggest topics of discussion for future
talks, which the organisers then endeavour to provide.
Therefore, it is clear that Let’s Talk are currently marketing themselves to their
existing group of customers as a personal point of contact for parents who have
concerns regarding their teenagers. A place where no stigma is attached, where

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parents with similar needs and concerns can come together and listen to or discuss the
topics that importantly are of interest to them.
However, in spite of these positive aspects of the organisation existing, they are
currently only reaching a core group of customers in the South Dublin area. The
frequency of the talks and also the times that they take place are limiting the amount
of people that are able to attend, which somewhat counteracts their efforts to attract a
larger audience by moving to a larger venue. Also, a lack of presence online is
certainly stunting the growth of the organisation. They are failing to reach out to
wider audiences by not having a website and no social media content strategy in
place. They have managed to accrue over two hundred and forty four ‘likes’ on their
Facebook page, however the content is infrequent and receiving little in the way of
interactions.
Therefore, I see a definite need to drive awareness of the Let’s Talk brand more
effectively to the current target market but also a need to assess potential new
customer segments to reach out to with key value propositions regarding the brand
that are currently being overlooked due to the limitations in the marketing tools
currently at the disposal of the Let’s Talk organisation.
Having said that, how do we actually discover who these potential new customers are
and what do we have to do to reach them? I conducted surveys with a group of
parents of teenagers. There were a variety of ages amongst the group, some lived in
towns and cities, others were rural dwellers and the results were interesting and rather
conclusive.
I provided them with background information on the organisation and asked them
questions such as ‘what would you search for on the internet regarding issues related
to parenting your teen?’. ‘What topics and type of content would you like to see on
the website that you subsequently visited?’ and ‘would social media presence be
important to you?’. Based on the information I received, it became clear to me that
any new customers that Let’s Talk attempt to target would fall under the category of
what I would call a ‘hunter’. By this I mean that they certainly have an idea of what
they’re looking for but they have no product or brand bias. Therefore, I feel that there

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is a very definite need to sell ourselves to potential customers based on their particular
needs and wants. I have concluded that these needs and wants are largely based
around the products and services that are on offer.
Based on my research, and taking the Let’s Talk product and services offered into
account, I have concluded there to be three distinct customer segments within our
overall target market of parents of teenagers:
Group 1: This group feel that an online and social media presence would certainly be
beneficial in terms of reaching out to customers and getting them to visit the website
but in terms of interaction and engagement, they felt this would only be possible for
them through the provision of more talks and presence in schools. Thus, I feel this
group will require information provided on the website and chosen social media
channels on upcoming talks and events. The existence of this group could also yield
potential for Let’s Talk to be franchised around the country.
Group 2: Are much more likely to engage within the website and social media pages
themselves. They would like to see tips and advice from respected professionals on
relationship and communicating building and training on how to deal with certain
situations. However, there was a reluctance to contribute personally to content within
an online forum or post on social media. Therefore, there is a need to gain the trust of
this group in order to convert them in this area. Additional talks and presence in
schools may help here.
Group 3: What I would describe as a ‘tech-savvy’ group who have somewhat of an
on-the-go kind of lifestyle. They went as far as to express a need and desire to share
views and stories with fellow parents. They were also much more specific on topics of
interest and concerns. Potentially a difficult segment to please at all times, it will be
important to focus on the quality and relevance of content provided here and of course
make sure that its is accessible on a mobile website.
Furthermore, having assessed the current situation of Let’s Talk within the market and
the customer segments that should be targeted, as mentioned previously, it is also
important to assess the direct competition in order to view what they are doing, that

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we should be looking to do, but also to assess what unique services we offer that we
should then look to market.
My research brought me to practicalparenting.ie, set up by Sheila O’Malley. With a
Diploma in Parent Mentoring and Communication, she provides parenting talks and
courses. The courses cost 70 and covers relationships, communicating and
discipline. She does not run scheduled weekly talks as Let’s Talk do, but instead
provides a list of topics that she covers and contact details and office location are also
available on the website. The website is easy to use with a clean and simple design.
My overall feelings towards this competitor is that it is a professional organisation
with a website to match, which Let’s Talk should certainly look to emulate. Their
presence in schools and within various different parent organisations is also
something that Let’s Talk should focus on, which my research supports.
However, where Let’s Talk differ, and this could also make them stand out in the
digital world as well, is in their approach to dealing with issues – encouraging
discussion, asking the opinions of its members for topics to cover and attempting to
reduce any stigmas attached to such issues. It is also apparent that, support groups for
parents of teenagers specifically, is a niche market that Let’s Talk should be very
clear in promoting to all target customer segments. Practical Parenting, ISPCC,
Barnardos, Mummy Pages and One Family all offer support to parents in various
ways however they do not specialise in teenager related subjects.
2. Objectives
The analysis involved in assessing your current situation is clearly extensive but it’s
vital in determining what should be aimed for and what are realistic targets to include
in a marketing strategy. Based on my market research, outlined in the previous
section, I have set the following objectives for Let’s Talk for the twelve months that
follow from the moment of implementation of their marketing plan:
1. Set up a website that is also mobile friendly. They should aim to achieve this
inside the first three months. Creating a website is clearly vital to extending

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Let’s Talk’s reach to new customers segments. Also, having a mobile friendly
website will ensure that all customers have access and will improve Let’s
Talk’s SEO ranking.
2. Develop a strong online presence within Google Search in order to generate
traffic towards the website. They should aim to rank on page one of Google
Search organically for their top five related keywords after twelve months. In
other words, if we were to look back at our website content plan from the
previous twelve months and analyse which five of our keyword phrases were
the most used and also most searched for, we would hope at this stage to be
appearing on page one of Google Search when someone entered the phrase
into their search bar. This should ensure that we continue to reach the correct
customers at all times.
3. With our Google organic presence a long term target due to the need to build
up a reputation for producing good quality and relevant content, there will be
an immediate need to set up Google Adwords campaigns in order to appear
within Google Search as soon as possible. We should set a target of firstly
creating Adwords campaigns and then aim to acquire one thousand visitors to
the website through this campaigns inside the first six months of setting the
campaign live.
4. As mentioned previously, many potential customers fall into the ‘hunter’
category. They could already be viewing other sites that offer similar products
and services to Let’s Talk or sites that may be related to the areas Let’s Talk
work in such as the Barnardos and ISPCC websites or websites of schools,
parenting groups or any other clients that may have done business with Let’s
Talk. We should look to take advantage of this by working with such
organisations and aim to acquire 10% of overall traffic to the website through
referrals, inbound links and social media inside the first twelve months.
5. Of our targeted customer segments, Group 3 were very much in favour of
interaction with other parents through the website and social media accounts.
Group 2 showed reluctance but with the provision of more talks and face-to-

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face interaction there should be an opportunity to convert some of this group.
Therefore, I propose a set target of 25% of all active users of the Let’s Talk
website to be registered after twelve months. This will allow them access to
the online forum and any potential newsletters. It will also allow us to
communicate with them.
It is also important to define here what I consider to be an active user of the
Let’s Talk website. I feel people who have interacted with the site in the last
thirty days should be considered as active users. If they go past this period of
time, we are not engaging with them as we should be, especially when we are
talking about a group who are in favour of interaction and contribution within
the website and social media pages.
6. Not strictly a digital marketing objective, however a digital presence for Let’s
Talk will certainly influence it greatly. We should aim for an overall increase
of 50% in attendance rates at any talks held. There is still a large section of our
target market that requires the need for personal, face-to-face talks. With the
introduction of a website, it would be dangerous to then switch to providing
information solely on a digital level. Producing the correct content on the
website relevant to this customer segment should lead to higher attendances at
talks. It may also lead to demand for talks outside of the Dublin area and the
expansion of the Let’s Talk brand to other areas of the country.
In order to measure these objectives within this period and then analyse them, it will
be important to set goals within Google Analytics. This will be explained in detail
later in the paper. Throughout the rest of the paper I will talk in detail about the
different strategies and tools that I believe should be used in order to achieve these
objectives and ensure that Let’s Talk’s digital marketing plan is a successful one.

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SEO Analysis and Plan
SEO (Search Engine Optimisation) is a set of methods aimed at improving the
ranking of a website in organic search engine listings. The methods involved will be
critical in gaining Let’s Talk presence within Google Search pages for the relevant
keyword phrases that their target customers are searching for. A website’s SEO
ranking is determined by both on-site and off-site factors and I will give suggestions
in both areas for the purpose of improving Let’s Talk’s organic Google Search
ranking and achieving the objective of ranking one page one of Google after twelve
months for their top five keyword phrases.
The use of Google Adwords should allow Let’s Talk to acquire a presence within
Google Search in the short term, and how I suggest this is done will be explained later
in the paper. However, a well-run website should, after a period of time, start to
appear within Google Search without the need of putting vast amounts of money
towards Google Adwords bidding strategies. Of course, Adwords campaigns
containing relevant keywords and linking to the most relevant pages will continue to
yield plenty of traffic over time. However, organic search results account for 70-75%
of overall clicks within Google search, so optimising their website is critical for the
purpose of reaching out to the target market.
1. Keyword research
The first and probably the most important on-site factor involved in SEO is keyword
research. What are Let’s Talk’s target customers searching for and based on this what
content would they expect to find on their site? This is the most important step as all
content optimisation decisions will be centred around the use of what are deemed to
be the most important keywords that relate to the brand.
Firstly, I would suggest that Let’s Talk focus on the needs and wants of the suggested
target customer segments that I have already mentioned, such as topics of interest and
services on offer, when determining what keywords to centre the website around. The

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particular survey that I conducted contained the question, ‘If searching for
information within the area of parenting your teenager, what would you search for?’. I
received a wide variety of keyword phrase suggestions, which included some the
following:
Internet security
Teenager mental health
Teen issues
Study tips
Exam advice
Teenagers, drugs and alcohol
Teenager eating disorders
Teenagers and depression
Activities for teenagers
Communicating with your teenager
Teenagers and sex
How to recognise a problem with your teen
Things to do with your teenager on holiday
Is my teenager happy?
Is my teenager depressed?
This information gives us a vast amount of ideas in terms of what topics should be
covered within the types of content that we decide to use on the website and this will
act to optimise the website so that it appears for these particular customers when
searching for these topics and other search terms similar to these.
Additionally, I would also suggest that Let’s Talk use the Google Keyword Planner to
discover what is already being searched for within the area of ‘parenting and family’.
The below table shows some of the most popular search terms based on this area and
also the average number of monthly searches for the various keywords within the area
in Ireland. Based on this information, the most popular keyword searches are still
rather general with the likes of ‘parenting teenagers’ and ‘parenting classes’ ranking
particularly high. The keyword planner does not currently have a category such as
‘parenting teenagers’. Thus, I think it is important that Let’s Talk use a combination

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of qualitative analysis such as the suggested keywords that I obtained from my survey
research and also use the keyword planner when deciding on the content to use on the
website.
I would also suggest that Let’s Talk visit some competitor websites to assess whether
or not they have missed any important keywords phrases. I discovered on
practicalparenting.ie that they have actually listed some of their main keyword
phrases on the website itself, which link to blog articles that have been posted over
time relating to these topics. This is an interesting feature and I believe Let’s Talk
could utilise something similar as their archive of content grows. It highlights to the
customer that the organisation are in-tune with their target market’s needs and wants,
it promotes old but still relevant content that may have been missed as new content is
added to the site and it also acts to improve the site’s SEO ranking with the presence
of relevant keyword phrases.

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2. Suggestions for on-site optimisation
As I have mentioned already, SEO is broken down into on-site and off-site. With
keyword ideas in place, we can now look at how we can incorporate them into the
make up of the website in order to rank highly on Google for search queries related to
these keyword phrases.
- Website Content:
There are various different techniques that I believe Let’s Talk can use in order to
improve their SEO ranking. Firstly, when adding content to a particular page I
recommend that they chose a particular keyword phrase to optimise the page for and
create content that a customer would expect to find on that page, based on their search
query. For instance, based on the keyword suggestions already mentioned, if Let’s
Talk were to choose to create a page containing content focusing on depression
amongst teenagers then they should restrict the content produced for this page to
relate to that topic. This will ensure that if a customer searches for depression
amongst teenagers in Google Search and clicks on the Let’s Talk link for that
particular keyword phrase, then they will be brought to a page that contains relevant
content. Also, by restricting the page to one keyword phrase, Google will know
exactly what to index the page for and improve the chances of it ranking higher.
Filling a page with various keywords will simply confuse Google as they won’t know

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what to index the page for and therefore the ranking will suffer as a result. I would
recommend that for pages where keyword topics, such as the ones already mentioned,
are discussed at length that a dedicated blog section or website will be the best way of
presenting these articles. The way the blog should be used will be discussed at length
in section three.
In summary, pages containing content specific to a particular topic rather than pages
of general information on parenting teenagers will improve SEO rankings for Let’s
Talk but also serve to deliver the specific content, based on surveys and keyword
research, that Let’s Talk’s target market desires.
Additionally, when attempting to optimise a particular page for a keyword of choice,
it is important that the content is well written and free of grammatical errors. Google
will penalise the website if this isn’t the case. The content should contain instances of
the keyword that brought the customer to the page in the first place but it is vitally
important that the keywords are used only where relevant to the sentence that they are
a part of and not used for the sake of filling the page. This is known as keyword
stuffing and again Google will penalise the website if keywords are used out of
context, needlessly or not within well-written, flowing content. Below is an example
of keyword stuffing, where the keyword is used within a sentence on five separate
occasions, over-emphasising for the sake of trying to improve their SEO ranking with
what is a lazy tactic.
I would advice that Let’s Talk should avoid this tactic at all costs as it will only serve
to reduce the credibility of the website and will have an adverse effect on their SEO
ranking.

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On the other hand, a positive tactic that I would suggest using would be to create
content that clearly explains customer queries. Write pieces where the title asks a
question and the text beneath goes on to give an answer to the question. This will give
Let’s Talk an authoritative voice and should help in terms of ranking highly for search
queries that are questions. For example, based on the keyword phrase ‘Is my teenager
depressed?’ a page containing content within the website asking this question and
attempting to answer it should ranking highly within Google Search for this particular
keyword phrase.
Furthermore, I would also advise that Let’s Talk update the website regularly,
producing topical content based around news and sport as long as it can be related to a
topic that concerns the brand. I would recommend creating a content calendar as far
as twelve months in advance, which will allow in depth analysis of what events are
relevant to Let’s Talk and how they can be related to the products and services on
offer through the website. If this is done correctly, with careful consideration, it
should lead to increased engagement with customers and also many customers
returning on a regular basis.
Finally, any content produced should be engaging, catching the reader’s attention with
the basis of the piece within the opening paragraph. It should also be kept simple. In
other words, limit any pieces of content to the rule of one idea, suggestion or
explanation per paragraph as there is a danger of losing the readers attention if you
jump between points.
- Meta and Data Optimisation:
Another extremely important factor for Let’s Talk to consider when it comes to
attempting to obtain a high SEO ranking is the HTML and architecture within the
website.
HTML, hypertext markup language, is the language used in the form of tags to create
web pages. The most important HTML tags for Let’s Talk to consider for SEO will be
title tags, meta description tags and header tags. The use of these tags when creating
web pages for the website will be highly influential for these web pages to rank highly

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on Google Search for the relevant keyword searches but also for how the results
display on Google Search.
For example, below we can see a search result for the search term ‘teenagers and
alcohol’. We can see the title in blue that links to the relevant page, the URL of that
particular page below in green and below that are a couple of lines of text that are
relevant to the page.
The title here is displayed based on the title tag that alcoholireland.ie have used within
the html of their website and published in their content management system of choice.
The URL displayed is taken directly from the URL for that particular page and the
description text here is a snippet of text that Google has deemed to be the most
relevant section of content on that page relevant to the search result. The text that
appears in the description can vary between the html text entered within the
description tag, often part of the opening paragraph, or the most relevant snippet as I
have mentioned.
Additionally, the example below shows the html that the website has used within their
content management system in order structure their web page and subsequent search
result with a title and description.
For Let’s Talk, I would recommend that the most important things to consider in
terms of HTML website architecture are:
 That they structure their website so that each page has titles that are relevant to
the text on the page but also that are relevant to the keyword phrases that
people will use in their searches. This will be critical for getting target
customers to the website and also for people already on the website, it will
increase the chances of engagement by giving a clear idea to the customer

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what the page is about as soon as they arrive there. Additionally, the use of
keywords relevant to the page within the title itself should increase the
chances of ranking highly for that keyword.
 That the content within the page is relevant to the title that sits at the top of it.
If the text drifts away from the title that brought customers to the page then
bounce rates for that page will be high and the SEO ranking of the page will
suffer due to irrelevant content.
 Careful consideration of the meta description used. This is going to appear on
Google Search and is what potential visitors to the site will use to make sure
that the page is exactly what they are looking for. It should contain the most
relevant keywords that also appear within the title. Also, the main points of the
page should appear within the description. If it’s a search result that links to
the Lets Talk homepage then the main services should be included here such
as ‘Lets Talk offers a range of services to parents of teenagers. Tips and
advice, blog articles, online forum, talks every two weeks’. Alternatively, if it
is for a blog article on ‘teenager drinking’ for example, then I would
recommend outlining what the page is about. For example ‘There are many
risks involved with underage drinking. Get the facts on the dangers, symptoms
and treatment from Dr John Smith’.
 As already mentioned, header tags will also be important to Let’s Talk within
the HTML of their website. This should be used on the various navigational
pages, such as the homepage and the main blog pages that lists all of the
published blog articles on the website. It should also be used on any pages
such as articles that discuss a number of points. The use of headers will make
the website user friendly with articles and blog posts much easier to read
rather than presenting one long body of text.
Headers are also opportunities to add relevant keywords to the page. By using
a header at the start of a paragraph, rather than simply starting a new

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paragraph that contains a keyword, you can show Google exactly what the
section of the page is about which is backed up with relevant content beneath.
 Image optimisation - I would advise that Let’s Talk use at least one relevant
image on every page of the website where possible. Customers are more
inclined to engage with the page if this is the case, rather than if the page was
simply loaded with text. This is additional to other images that will appear on
every page such as the Let’s Talk logo and links to social media pages.
Wherever these images are displayed, by using an alt tag within the html,
whenever someone hovers over the image with their cursor, the text you have
entered within the tag will appear. It is a good place to include relevant
keywords and Google will take the use of this into account when indexing the
page. Any images used should also be saved by the creator as something
relevant to the page that it is displayed on with the use of keywords. Google
will also take this into account when indexing.
 Page URLs – Google will also index pages based on their URLs. They should
be concise and relevant to the content on the page. Let’s Talk should use
keywords where necessary within the URL and divide them using a dash.
From my experience certain characters like & and % can often break the link,
so make sure these aren’t appearing in any page URLs. As well as URLs being
part of a the process of ranking a page on Google Search, it also appears in the
search result, enhancing the need for it to be short and relevant in order to get
people to click on the link. Therefore, I would recommend for example that
the Lets Talk blog page URL is www.letstalk.ie.blog that the blog post
regarding teenagers and alcohol is www.letstalk.ie/blog/teenagers-alcohol, that
the blog post on teenagers and depression is www.letstalk.ie/blog/teenagers-
depression and that the page regarding organisation news and any upcoming
talks or events is www.letstalk.ie/news-events.
 Finally, Let’s Talk should look to monitor whether their site can be indexed
quickly by Google, does the site load quickly and does the site work well on
mobile and tablet as well as desktop? In order for Google to be able to crawl

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the site quickly, I recommend that all key pages are within a maximum of two
clicks from the homepage. This applies to the likes of the registration form,
the blog homepage, the forum and upcoming events page for example. This
can be monitored over time and altered based on what Google Analytics
results as the most important pages. If it isn’t easy to navigate around the
website, the SEO ranking will fall. I would also recommend that in order to
keep on top of these things, Let’s Talk should use an XML Sitemap,
particularly the Google XML Sitemap recommended by Wordpress. By
having this file in place, they can list all of the pages on their website for
search engines to crawl. The sitemap can also provide data to Goggle such as
when a page was last updated, how often it is changed and it’s importance
within the overall website. By providing this information it should act to speed
up the process of indexing and getting ranked a lot quicker. It will also be
useful to Let’s Talk early on where not many external pages are linking to the
website, which is an extremely important part of SEO which I will move onto
now.
3. Suggestions for off-site optimisation
Google ranks successful link building as one of the most important aspects of SEO as
they view it as somewhat a vote of confidence to the website in question. Therefore it
is vitally important that Let’s Talk focus on this from the very beginning.
I would recommend that as soon as the website is up and running, as a way of
building up good relationships with respected organisations, that Let’s Talk initiate a
strategy of linking to their websites. The likes of ISPCC and Barnados are major and
well respected organisations within the field of childcare in Ireland, both with charity
status. I believe it would be a good idea to mention them and link to them in any posts
on the website. For instance, an article on the dangers of teenagers and drinking
alcohol at Christmas could include a link to the Barnados page where you can donate
to help vulnerable children at Christmas. Have a look at their websites and see what
upcoming events are being promoted and if they are relevant to the content that you
have scheduled.

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I would also suggest approaching such organisations and offering to guest blog on
their websites on topics that are relevant to the services that they offer. This will
increase brand exposure amongst Let’s Talk’s desired customer segments who, as
previously mentioned, may already be using sites such as these. Within these blog
posts it will be possible to link to the relevant page on the Let’s Talk website and
hopefully bring in new customers.
The task then is getting these organisations to link to the Let’s Talk website. The
building of a relationship should help this but it is also important to create high
quality, educational and entertaining content that people will want to link to. Any
events or campaigns taking place that Let’s Talk organise should be communicated
through a press release to the organisations that you hope to target. This should
certainly be done for the launch of the website and it would be a good idea then in the
weeks that follow to contact these organisations and ask if they can link to certain
blog posts and articles for further exposure. Email them with a personal message
rather than something sent to a group. It may be necessary to use some flattery also in
the initial stages in order to build a relationship.
Additionally, I would also recommend partnering with schools and parents
associations. Approach them to organise talks, and following these taking place ask if
they could include the Let’s Talk logo on their website as a partner which should also
be done in return. Also, building a testimonial page based on client feedback will
establish trust amongst potential customers and hopefully encourage them to engage
with the brand and register.

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Content Marketing
Before Let’s Talk decide how they are going to produce content for their website and
overall digital marketing campaign I believe it is important that they begin by
devising a content marketing plan. By doing this, it will allow them to look at what
the different needs of the overall target market are in terms of the type of content that
they desire and then assess when exactly in the year these particular topics should be
covered.
When analysing Let’s Talk’s target market, I observed that there was one distinct
group who said that they would certainly use the Let’s Talk website, however only for
the purpose of finding out information regarding upcoming talks and events.
Therefore, as part of their content marketing plan, I believe Let’s Talk should focus
their attentions here by devising a calendar for the following six to twelve months for
any talks, events or campaigns that they plan on doing. Within this calendar, they
should take into consideration topical issues at different times of the year to be
discussed at talks such as exam worries, things for teenagers to do on holidays,
summer activities for teenagers and teenagers and alcohol at Christmas. Events may
include the official launch of the website, special guest speakers or fundraising
events.
With these plans in place months in advance, it will allow Let’s Talk to focus on the
content that they want to use to market such events. Firstly, I believe that there should
be a dedicated news and events section on the website and due to the fact that it’s an
area of the brand particularly important to a large segment of the target market, I
would ensure that there is a direct link to it from the homepage in the main quick links
tab section. Also, for particularly big events I would suggest these should be
displayed on the homepage with an image and text describing the main details of the
event in order to capture the attentions of other customer segments who would usually

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use the website in other ways but may be interested here due to the size of the event,
thus increasing numbers at the talks as desired.
Blog
In addition, based on the use of the Google Keyword planner and also surveys
conducted, Let’s Talk will have a good idea of the topics and issues that parents of
teenagers would like to find the answers to, and that goes for all the customer
segments. I believe that for topical content relating to teenagers and also anything
going on in the world of news and sport that can be related to parenting teenagers, this
should fall under the Let’s Talk blog section. However, it is important that this blog is
restricted to relevant content only. For example, if Let’s Talk wanted to wish our
customers ‘Happy Christmas’ we should then look to talk about issues for teenagers at
Christmas such as alcohol. Likewise, if they wanted to celebrate Ireland’s
qualification for the European Football Championships we should look to discuss how
sport can boost moral and relieve stress amongst teenagers.
In summary, I would advise Let’s Talk to post blog articles around once every week.
Again, the blog will need to be incorporated into the content calendar that will allow
them to plan out their posts months in advance rather than brainstorming for ideas on
a Monday morning. The content should always be as topical and relevant as possible.
As with the news and events section of the website, due to the call from customers for
discussion and advice on specific topics, I would ensure that the blog is given its own
homepage tab. For me, I don’t have a preference as to whether the blog is or is not an
external site but I believe it should be accessible directly from the Let’s Talk
homepage. If chosen to be a separate website, then Wordpress.org would be an
advisable CMS to use for creating is. I would also advise that the style of the blog is
similar to that of the main website so that customers who navigate to it are aware that
they are still dealing with the Let’s Talk brand.
Online Forum

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Furthermore, based on my research, there is a desire from certain customers to
interact with fellow parents for the purpose of sharing experiences and ideas around
parenting their teens. For this reason I believe it would be a particularly good idea for
Let’s Talk to set up an online forum within their website.
Where with their blog, they will create the content based around the content calendar
and allow customers to leave short comments, the forum gives the opportunity for
customers to ask their own questions and create their own discussions. I believe there
are many advantages to Let’s Talk having a forum in place on their website.
For instance, I feel that such a service will act to build trust and relationships among
the customers who use the forum on a continuous basis. This should result in
increased traffic to the website as active members of the forum return to the website
regularly to catch up on any discussions they may be involved in or may like to join.
In this way, hopefully Let’s Talk can be a major part of the process in removing the
stigmas that exist around many of the topics that the organisation concerns itself with,
such as depression and alcoholism. Depending on their geographical location, the
relationships may even get to a point that certain members decide to attend talks so
that they can interact with other parents face to face. Such conversions to this service
should be monitored as it may highlight the need to provide more talks in other areas
of the country.
Additionally, having a forum in place is a way of getting more educational content
onto the website on top of that already created by Let’s Talk. Those contributing to
the forum will be experienced and well informed in the areas that they are discussing.
Another advantage of this is that this content is likely to be littered with keyword
phrases that potential new customers may search for. Although Let’s Talk will have
plenty of work to do in order to constantly improve and hold a strong SEO ranking as
has been mentioned in the previous section, the presence of an online forum with
knowledgeable members creating high quality, educational content will actually
become part of this process and help their SEO work. Furthermore, the content
produced by users of the forum should create ideas for Let’s Talk to bring into their
talks.

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Although having an online forum in place can potentially be extremely beneficial for
Let’s Talk, there are a few different things to consider before setting it up. Firstly, I
would advice that in order for anyone to use the forum they should have to register
with Let’s Talk before doing so, giving their name and email address. This will allow
Let’s Talk to easily block somebody from the forum if they are abusing the service. It
will also present other opportunities such as email marketing, which will be explained
in depth later in the paper.
Furthermore, I think it’s important to emphasise that an online forum will not be an
immediate success and will require a lot of work by those running the Let’s Talk
website before the large numbers of visitors arrive and essentially begin to look after
it themselves. In the early weeks and months they should be prepared for having to
instigate conversations within the forum. It’s important that these topics are
interesting in order to get visitors to reply. I’d advise that they refer to any survey
results, the Google keyword planner and their content calendar for ideas here. It may
be also an idea to get close friends involved, as long as they are parents and preferably
of teenagers, in order to increase interactions during the forum’s early days.
Also, once the forum does begin to grow to a stage where users are creating topics of
conversation and others are replying, the issue of moderating then takes centre stage.
This means making sure all posts, conversation starters and replies, are relevant to the
Let’s Talk product and appropriate in terms of language used. It also means checking
that certain members are not spamming the forum such as attempting to sell things,
gain likes for a Facebook page or views on a YouTube page, things that are all
irrelevant to the Let’s Talk forum. This will have to be done on a daily basis and
depending on how busy the forum gets, could become very time consuming. It may
be necessary to employ someone solely for this position if it gets to this stage.
However, in order to avoid conflict with members of the forum, Let’s Talk should
create a set of rules that are visible to the user from the outset of them joining the
forum. I wouldn’t advice throwing them at the customer in terms of an email or
webpage popup but it’s important that Let’s Talk have a link to these rules that is
visible within the forum so that they can refer to them when needs must. Ideally, a
customer should be contacted and asked to remove their post with reference to the

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rule they are deemed to have abused, before their post is deleted and they are removed
from the forum. Also, it’s important that the language that Let’s talk use does not
come across as condescending and the rules should be short, simple and relevant.
Public Relations
Another element of Let’s Talk’s content marketing strategy will be Online Public
Relations. Public Relations essentially concerns the tactic of influence, and those
groups that we are trying to influence when it comes to Online Public Relations are
largely newspapers, TV, radio and magazines, as it the case with traditional Public
Relations, but also bloggers, social media users, events and directories, which are
online lists of people that may be deemed as someone worth targeting.
It is important for Let’s Talk that they devise a Online Public Relations strategy, using
the Frank Jefkins Six Point Plan, as it is another important element within the goals of
increasing brand awareness and acquiring new customers.
There are many parts of this plan that are similar to the digital marketing plan that
we’ve already covered for Let’s Talk. For instance, the first step of Jefkins PR plan is
appreciation of the situation, which includes public perception towards the brand and
competitor analysis. The second is defining objectives, many of which will be similar
to Let’s Talk’s overall digital marketing objectives such as driving traffic to the
website, increased brand awareness, signups and increased numbers at talks.
The third step is defining who we should be targeting. Based on my market research,
we already know what customer segments that Let’s Talk should be targeting and
how they would use the website and also how they currently use social media.
However, we also need to decide on what media should be targeted as well and how
they should be targeted, which ties in with step four of the process. I recommend that
in any PR plan that Let’s Talk draw up, that they use the Irish Media Directory in
order to make sure that they are targeting the most relevant people with their
communications and not wasting time and money on targeting people who will have
no influence on them achieving their goals. The Irish Media Directory is a booklet
distributed by the Irish Marketing Journal to its subscribers who include major firms
within the marketing, advertising, media and Public Relations. I recommend that
Let’s Talk subscribe to the Irish Media Directory as it will allow them to showcase

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their products and services and build up a reputation within these areas as well as
having access to the contact details of media related firms and personnel that they
wish to contact.
In addition, listenership and readership figurers will be hugely important when
deciding which media outlets to target. Joint National Listenership Figures distributed
by the Broadcasting Authority of Ireland will give information such as age groups that
listen to particular radio stations and at what times they listen. Such information will
give Let’s Talk an idea of who to approach for the purpose of advertising the Let’s
Talk brand or doing interviews. They will then we able to negotiate the ideal times
with which to broadcast. Readership figures will likewise give information on what
newspapers and magazines are being read in different areas of the country and what
are the age groups who read them.
Example of Listenership Figures
In terms of using Public Relations for the launch of Let’s Talk’s website, I
recommend that they issue a press release. They should look to target various areas of
the media such as national newspapers as well as local newspapers in the South
Dublin reason, due to the fact that the website will be available to people throughout
the country. I would also suggest looking into other websites that attract viewers
within the overall target market of Let’s Talk and communicating the press release to
these sites also. It is important that such newspapers and sites are contacted in
advance with a personal email or phone call explaining to them who Let’s Talk are

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and what the intended press release is about. If there are not interested, move onto the
next organisation on the list.
Once the list of who to send the press release to has been finalised, the press release
itself should be no more than five or six paragraphs long, with the opening paragraph
outlining who Let’s Talk are, what they do and that they’ve launched a website. For
example ‘ Let’s Talk, an organisation from the South Dublin area, set up with the aim
of supporting parents of teenagers, on the 10th April 2016, launched their new
website’. The remainder of the press release should include a background summary of
the Let’s Talk organisation and any additional information including contact details
and upcoming talks. Having presence in these areas with this information should act
to increase brand awareness and hopefully drive new customers towards the website
Additionally, I would also recommend posting the press release on the Let’s Talk
website itself and adapt it for Let’s Talk customers as opposed to the media, using
relevant keywords throughout the piece. This should also help to improve Let’s Talk’s
SEO ranking.
Additionally, following the press release for the launch of the new website, roughly
one month later I would suggest holding a launch event. Whilst the press release for
the launch of the website will be relatively inexpensive and should not require a
public relations agency, the launch event will probably require an agency and there
will be some costs involved. I would advise hiring a PR agency on a retainer for a
period of roughly six to twelve, outlining to them the company’s goals and target
markets. Costs involved will include hiring a venue, photographer, catering and guest
speakers for the launch event. The Public Relations agency will be tasked with
organising these and the relevant guest speakers for the event and this will also be the
case for any future events and campaigns organised. Following the event, Let’s Talk
should then look to cover it in an article on the website homepage and news and
events section., including notes and photographs.
I would also advise an in depth conversation with the agency regarding potential
speakers to acquire such as a child psychologist and a celebrity similar to what ISPCC
have done with Holly Carpenter and Barnardos with Amy Huberman. They may be
some of the biggest costs within the overall annual budget, however they could be

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extremely beneficial to the respect and popularity of the brand in the future. Let’s
Talk should look to hire the PR agency’s suggestions as brand ambassadors who can
be used for future PR events and campaigns, they could also contribute to the Let’s
Talk blog and their social media presence could also be an important factor when it
comes to them mentioning Let’s Talk and re-tweeting Let’s Talk on Twitter. All of
these factors should contribute to increasing awareness of the Let’s Talk brand. If
these costs exceed the annual budget and therefore are not a possibility in year one, I
would still consider revisiting these options further down the line.
Finally, as with any Public Relations campaign that Let’s Talk undertake, an
evaluation should be conducted in order to conclude whether or not the press release
and launch events were a success and to look at what could be done differently with
future public relations. It may be a good idea to create a #letstalkwebsitelauch hashtag
and monitor engagement and journeys to the website via tweets containing this
hashtag. Also, by referring to Google analytics you can assess whether customers
came to the Let’s Talk site via the press release or coverage of the launch event on
another site that was originally contacted having been sought out from the Irish Media
Directory.

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Google Adwords and Adsense Campaigns
Google Adwords
Google AdWords is an advertising product from Google, which allows you to
promote your business to Internet users on Google search. As I have mentioned
previously, the use of Google Adwords will be vital for Let’s Talk during the early
stages of their website launching to the public, in order to command a presence within
Google Search for particular keyword phrases that target customers search for.
Google Adwords will be particularly important early on as their website will be
lacking any SEO history, and therefore any of the SEO tactics that I have mentioned
previously will only improve Let’s Talk’s ranking after a number of weeks and
months, once Google has had an opportunity to index the website.
Due to the issue of Let’s Talk having no immediate SEO presence, I have set them the
goal of acquiring at least one thousand visitors to the Let’s Talk website through
Google Adwords campaigns within the first twelve months of the website launching.
Therefore, in order for this to be achieved there is going to need to be a lot of thought
and consideration put into their Google Adwords campaigns, in terms of which
customer segments they target and what products, services and keywords these groups
are targeted with.
Firstly, I recommend that Let’s Talk set up a Google Adwords account well in
advance of the website going live to the public and link a credit or debit card to the
account in order to be in a position to bid on keywords that they want to be found for.
This option can be found in the settings section, found in the top right hand corner of
the Google Adwords homepage.
The diagram below outlines the structure of a typical Google Adwords account. As
explained already, the first step is to set up the account and billing information. It is

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then possible to set up multiple campaigns with customised start and end dates, with
different budgets and keywords within them. I will now go through my
recommendations for Let’s Talk’s Google Adwords campaigns using the steps shown
below.
Based on the three different target customer segments that exist for Let’s Talk, I
believe that they should set up three separate Adwords campaigns to coincide with the
launch of the website, each based on the keywords and products and services relevant
to Let’s Talk that relate to the customers within each segment. I also suggest that they
run these campaigns for a period of at least three months before making any
alterations to them. Some keywords will have a smaller search volume than others
and therefore it’s important to give them a long enough testing period before making
any judgements.
Each campaign should be based on the needs and wants of the three different target
customer segments that we have concluded exist for Let’s Talk. As mentioned in
detail already there is Group 1, the group who believe an online presence will be
useful in reaching out to new customers but whose use of the website will be very
much centred around information on upcoming talks and various events and
campaigns. Group 2, the group likely to engage within the website and social media
pages themselves, who would like to see tips and advice from respected professionals

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but would be reluctant to contribute in any areas personally. Finally, there is Group 3,
the tech-savvy’ on-the-go segment. This is the group with a desire to share views and
stories with fellow parents based on specific topics of interest and concerns.
With the existence of these three distinct groups in mind, I suggest that within each
campaign, Let’s Talk should set up two adgroups, one containing exact match
keywords and the other containing phrase match keywords. Exact match keywords
are the exact phrases that customers search for, without any other words before, in
between or after the phrase. The keyword phrases used here will therefore have to be
well researched and specific.
For the Group 1 Adwords campaign, based on the surveys conducted and use of the
Google Keyword planner, I would suggest using exact match keywords such as the
following:
 Advice for parents with teenagers
 Support for parents with teenagers
 Support groups in Dublin area for parents with teenagers
 Upcoming parent support events in Dublin area
 Information on parenting support in Dublin area
As you can see, these are particularly specific phrases and they also deal specifically
with the kind of content and information that this group of customers are looking for.
For instance, it would be a waste of time and money for Let’s talk if they were to bid
on keyword phrases for this adgroup that mentioned the online forum as these
customers will never search for a product such as this.
In addition, I would suggest that Let’s Talk use the likes of the following exact match
keywords in their Group 2 Adwords campaign:
 Advice for parents with teenagers
 Communicating with your teenager
 Support for parents with teenagers

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 Tips and advice for parents with teenagers
 Examples of peer pressure amongst teenagers
 Parent dealing with a stressed teenager
 What kind of things do teenagers worry about?
 Helping your teen deal with exam stresses
Like the Group 1 campaign, they are specific phrases and similar to some of the
phrase match keywords within Group 1, however they are tailored towards the content
that this group would hope to find on the Let’s Talk website, such as general tips and
advice and certain topics like communication issues, peer pressure and general
teenager stresses.
Furthermore, Let’s Talk’s third campaign will also need an exact match adgroup.
Based on my research, Group 3 are a segment who were keen for interaction with
other parents and had specific topics of interest in mind, therefore the exact match
keywords used for this campaign will have to be specific towards these needs. I would
suggest using the likes of the following:
 The dangers of teenagers and alcohol
 The dangers of teenagers and drugs
 I’m worried my teenager is smoking
 The dangers of teenage sex
 How to stop my teenager smoking
 How to stop my teenager drinking
 Talk with other parents about their teenagers
 Online discussion with parents of teenagers
As can be seen here, these phrases deal with the specific topics of interest that
concern this group. The way in which they are phrased stems from research
conducted into the types of questions and queries that these people will use within
their search terms.

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Additionally, within each of these three campaigns Let’s Talk should also set up an
adgroup containing phrase match keywords. Phrase match keywords are similar to
exact match in that the words within the keyword phrase must appear in that order,
however, it also allows for additional words to appear before and after the phrase.
Therefore, this means that they don’t need to be as specific with the phrases within
the group, allowing for the fact that customer search phrases may vary slightly but at
the same time will still include the most important words within the keyword phrase.
Thus, campaign one will include phrase match keywords like ‘advice for parents’ and
‘parenting classes’, but will still appear for search terms such as ‘advice for parents
with teenagers’ and ‘parent of teenagers interested in parenting classes’. Similarly for
campaign two, Let’s Talk can use the likes of ‘stressed teenager’ and ‘exam stress’,
but still appear when ‘dealing with a stressed teenager’, ‘worried about my stressed
teenager’ and ‘how to help you teenager deal with exam stress’ are searched for.
Finally, it is important to stress that each adgroup, phrase and exact, should contain
between twenty and thirty keywords each in order to cover all possible search terms.
Furthermore, based on my research, I feel it is important for Let’s Talk that they also
exclude certain keywords which are known as negative keywords, such as ‘teen
parents’ ‘teen parenting’, ‘pregnant teen’ ‘teen pregnancy’. If these negative
keywords are not included within this campaign, the adtexts linked to the phase match
adgroup could appear for certain searches containing these phrases. For example,
when I searched for phrases similar to advice for parents with teenagers while
conducting my research, I was presented with certain ads that advertised support for
teenager parents, meaning these websites had not paid close enough attention to the
keywords used within their campaigns. This will also be particularly important for
Let’s Talk to pay attention to.
Also, typically each adgroup should contain three different Adtexts. Adtexts are the
physical adverts that appear when someone searches for a keyword phrase that you
have included within your campaign. The reason for having three for each group is
that it allows you to vary the text that you use such as keywords and products and
services promoted and also the different pages within the site that they link to. By
abiding to this rule of thumb, Let’s Talk will be able to test within each campaign

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which keywords, products and services and web pages are the most relevant to those
particular customer segments in terms of the amount of clicks that they receive and
the levels of engagement on those particular web pages that are recorded through
those particular customer journeys. I think that it is particularly important that they
include the unique selling points of Let’s Talk within each of their Adtexts and link
the customer to the page promoting such features. These Adtexts can then be edited
during or after the campaign based on their results.
An Adtext comprises of a headline, display URL, description and destination URL.
The example below shows those four components in the order mentioned. The
headline is specific to a topic of interest relevant to the customer segment. The display
URL acts to reaffirm that if the customer clicks on this Adtext, then they will be
brought to a relevant page and the description gives an indication of the type of
content that will be found on the page. Let’s Talk should endeavour to produce
Adtexts in this manner when initiating their campaigns.
Finally, concerning Google Adwords, is the important topic of bidding on keywords.
Cost-Per-Click bidding refers to the amount that you are willing to pay for a click on
your ad that appears on Google Search. I would advise selecting the automatic
bidding setting for all keywords within Google Adwords. This will allow Let’s Talk
to set a daily budget and Adwords will then work out a strategy that attempts to bring
the most possible clicks on an ad for each keyword. Also, setting a cost-per-click bid
limit will ensure that the daily budget is not used up on the more competitive and thus
expensive keywords, giving the less competitive, but still important keywords, equal
opportunity.

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While along with survey results, the Google Keyword planner will be important in
generating ideas for keywords to use within Adgroups, the keyword planner can also
be used to estimate the cost-per-click of each keyword. I would advise inputting the
list of keyword ideas generated from surveys and the keyword planner and from the
keyword planner homepage select ‘Get click and cost performance forecasts’. The
estimated suggested bids, such as the examples listed below, will give a basis for
planning monthly and yearly Adword budgets.
Some keywords that are relevant to Let’s Talk actually do not return any suggested
bid as there are currently no ads showing across the Internet for them. I advise taking
advantage of this rather than dismissing them. Create highly relevant Adtexts to these
keywords and it may end up being the case that they are highly successful in driving
traffic to the Let’s Talk website while at the same time requiring extremely low
bidding amounts.
In addition, once Let’s Talk have decided on the keywords to use for each campaign
and have assessed the average cost-per-click for each keyword, I would advise that
they adopt the following strategy when setting their budgets for these campaigns and
for any future campaigns. On average, one in every one hundred people who view an
advert will click on it and every one in one hundred people who click on the ad will
convert to customers. In Let’s Talk’s case I would measure customers as anyone who

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interacts with the site, returns to the after an initial visit, signs up to the website and
attends a talk based on information they viewed on the website.
Therefore, based on this information, if we take the average CPC for our keywords,
which according to my research is 1 and multiply it by 100 (the average number of
clicks for a conversion), the average cost for each keyword is 100. There will be
some cross overs between the three campaigns of keywords, however I estimate that
sixty to seventy unique keywords will exists across the campaigns. Therefore the total
amount spent on Adwords for the year is around 7000, just short of 20 per day.
Finally, as already mentioned, I would set this budget but use a testing period of
around three months. It may work out that certain keywords are in the wrong Adgroup
or that certain keywords are not receiving enough clicks and should be removed
completely. Perhaps, there are too many keywords in the Adgroup and therefore
keyword searches are not matching up to the relevant Adtext and thus smaller sized
Adgroups should be created. Linking of your Google Adwords account to your
Google Analytics account will reveal these answers, however I would advise this
Adwords strategy for at least the first three months of the Let’s Talk website going
live.
Google Adsense
Google Adsense is a tool from Google which allows website publishers to earn money
by displaying targeted Google ads on their website. By targeted ads, that is to say that
the website displaying them can chose what pages and positions on pages that they
appear. It is also possible to customise these ads so that the colours and fonts tie in
with the style used on the publishers website and also block any competitor ads
appearing on your site.
There are various different Adsense products that you can display on your website
and earn money from:

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 Content – display ads on your content pages that are related to the content that
user are looking for on your site. They will improve SEO ranking while
earning money from it at the same time.
 Search – place a search engine on your site to provide users on your site with
web search.
 Video – earn money by displaying relevant ads within any video content on
your website.
 Mobile – ads relevant to the content on your mobile website. You earn money
whenever visitors to your mobile website click on the ad.
As an Adsense publisher you will receive 68% of the total amount of revenue that
Google collects from the advertisers of adverts on your website. I would suggest that
Let’s Talk join the Google Display Network, however, displaying Adsense products
on the website from the outset of its launch is something I would be hesitant to do. As
a new website, lacking in reputation, adverts may act to cheapen the look of the
website, whether they’re relevant or not.
Nevertheless, once the Let’s Talk website has acquired a good reputation and is close
to reaching many of it’s goals, it may be a good idea to generate some extra revenue
through Adsense. I would recommend using the content and video products, due to
both being largely features that don’t interrupt the customer when browsing the
website. Content can be tailored to appear as part of the website but for the fact that it
links away from the website. Adverts within videos are common place nowadays and
I would not expect the presence of them to results in regular users of the website to
exit a video.

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Google Analytics
Having set up objectives for the website to achieve as part of Let’s Talk’s digital
marketing plan, it is going to be important to be able to track how the various parts of
the website are performing throughout the year and assess whether or not the
objectives that have been set are on course to being achieved.
As a reminder, the goals that have been set are:
 To set up a website that is also mobile friendly.
 Rank on page one of Google Search organically for their top five keywords
within the first twelve months of the website launching.
 Acquire one thousand visitors to the website through Google Adwords
campaigns inside the first twelve months.
 Acquire 10% of overall traffic to the website inside the first twelve months
through referrals, inbound links and social media.
 25% of all active users of the website after twelve months are registered
members
 Increase of 50% in attendance rates at talks.
I would advise that Let’s Talk set up a Google Analytics account in advance of the
website launching. The first thing that should be done once the account is registered is
to set up universal tracking for both the desktop and mobile sites. Google Analytics
generates a tracking ID which then must be inserted into the HTML code of every

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page within the website that you wish to track and to be able to benefit from the
various tools that Google Analytics has to offer.
Goals
The next step for Let’s Talk is to set up Goals within Google Analytics in order to
measure the success of the various parts of the website in relation to the business
objectives as listed above. There are various different types of goals that can be set in
Google Analytics which come under the headings of destination, duration,
pages/screens per session and events.
A destination goal is where a user reaches a specified web page. Let’s Talk will want
to set up goals for some of the most important pages on their website such as their
blog homepage, forum homepage, registration page and news and events page based
on the business’s objectives and customer needs and wants. Some visitors to the site
may arrive at those pages directly via Adwords campaigns or social media links,
however for those customers who arrive to the website homepage, we can set up
Goals and track whether or not they achieve them.
Within these destination goals is the option to set up funnels, which I would advise
doing. A funnel outlines the steps, or web pages, within the journey to achieving the
goal. If the customer does not arrive at the page through these funnels, then it does not
count towards the goal. You may analyse from this that you are still getting large
amounts of traffic to the pages in question, but a low number of goals recorded. This
could mean the need to alter the funnels within the goal. Alternatively, you may also
see that goals and traffic rates are low, highlighting the need to improve the usability
of the website. It is also possible to see at what point customer abandon the funnel en
route to achieving a goal. The journey may be too long or there may be an
unnecessary step. This could be particularly important for Let’s Talk to analyse with
regards to people signing up to the website.
In addition, duration goals are determined by the length of time that a user spends on
the site. With objectives set of increasing attendance levels at talks by 50% and

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having 25% of active users registered with the Let’s Talk website after twelve
months, Let’s Talk obviously need people to spend time on and engage with the
website in order to be able to achieve these things. A specified period of time will
need to be set that isn’t too short so that every visitor achieves it, and so it is possible
to have enough data in order to learn how to improve the site. It is best to set a time
that not every one will reach but some will. I would recommend setting a period of
‘greater than five minutes’. During that time, an article could have been read, a visitor
could have signed up or have navigated between a number of different pages during
this time period, so I feel it is suffice. If they’re leaving before that time, the
likelihood is that they’re not engaging with the site, and Let’s Talk will need to
discover why.
Also, pages/screens per session goals involve specifying the desired number of these
in order for a goal to be achieved. This is also an important goal to set for measuring
site engagement. If we were dealing with an ecommerce site we would probably set
the page visit value to ‘less than’ in order to assess the effectiveness of the site,
however, since we want to measure engagement levels, Let’s Talk should opt for the
‘more than’ setting. I’d advise looking at the funnels within the destination goals that
have been set. Based on the average amount of page funnels, that should be the
chosen value for this goal.
The last type of goal available is an event goal. Certain elements of the website may
not be possible to track through standard code implementation of the track ID. This
goal is triggered if a visitor to the site conducts a specified action, such as viewing a
video or downloading something from the website. The kind of events that I
recommend that Let’s Talk set up would be viewing a video, the time spent watching
a video, use of page gadgets such as social media like and share buttons, logging in
and donating. When setting up such goals, Let’s Talk will need to specify the
category, action, label and value. The category is the name given to a group of similar
events to be tracked, such as videos. The action will be ‘play’, ‘stop’, ‘like’, ‘share’,
‘login’ etc. The label is simply there for you to give more information about the event.
The goal value can be left blank, unless the goal is directly tied to revenue.

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Additional Google Analytics tips
Annotations: Allows you to record anything that may positively or negatively
influence activity on your website such as the date of the launch, website design and
content changes, topical issues or any campaigns or events. You can then reference
traffic results to this and understand the reasons for your figures.
Custom Alerts: Set up alerts to your email that notify you when for example traffic to
the website decreases by a certain percentage in comparison to the same day on the
previous week. It could indicate a major fault with the website that requires
immediate attention.
Link Analytics and Adwords accounts: The benefit of doing this is that Let’s Talk
will be able to import their goals from Google Analytics such as the destination URL,
session duration and pages per session goals and apply them to their Adwords
campaigns. They’ll be able to see in their Adwords account if their Adtexts are
reaching the required destination and if visitors are then staying on the page that
they’ve been taken to for the desired period of time or if they’re leaving without
converting to a customer. In Google Analytics they will then be able to analyse things
such as whether they are bidding on keywords during a time of the day that has very
little traffic and if bids should be increased or decreased based on conversions.
Audience Overview Report

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Finally, there are a few different reports available in Google Analytics that I suggest
that Let’s Talk use, as they should give them a good idea over the course of the year
as to whether or not they are on track to achieving their marketing objectives. One of
the most valuable in my opinion is the Audience Overview Report
which contains some of the follow useful figures:
Sessions: A typical session is thirty minutes but Google Analytics will extend the
session by thirty minutes every time there is an interaction. High average session
durations should mean that your site is engaging.
Users: This feature allows you to view the total number of unique visitors to the
website. This will be important for assessing whether or not SEO, Adwords and
Social Media are driving new users to the website.
Pageviews: Total number of pages viewed on your site. As mentioned already,
certain pages on the Let’s Talk website are going to be more important for acquiring
and retaining these customers. However, are these pages being viewed? Are they too
difficult to find? It may result in a need to restructure certain elements of the website.
Bounce Rate: A high bounce rate means people aren’t interacting with the site. The
content may not be engaging enough or relevant to the internal or external link that
they clicked on.
New Users: Let’s Talk should keep an eye on this figure to ensure that they are
reaching potential new customers and getting them to visit the website through their
various digital marketing activities.
It is also possible to view reports in Google Analytics on the like of the frequency
with which visitors return to the website, number of days since a customer last visted
the website, the length of a visit and also the depth of a visit in terms of how many
pages were viewed. All of these I feel will be invaluable to Let’s Talk in measuring
the quality of their website and the levels of engagement on it, which should help
them on the path to achieving their marketing goals.

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Social Media
Social Media will play a vital role for Let’s Talk in increasing brand awareness and
driving people towards the website. As an element of the goal of bringing 10% of
overall traffic to the website inside the first twelve months, they will have to pay close
consideration to deciding on which social media platforms they should have presence,
the type of content that they publish, how often they publish, and what kind of
customers they wish to target.
Let’s Talk’s Social Media strategy will be centred around increasing brand awareness
online with the aim of converting that awareness to traffic for the website but also
then engaging with customers on a continual basis. Depending how successful Let’s
Talk’s social media strategy is, there may even be a need to expand the Let’s Talk
brand outside of Dublin. Thus, I do not believe it would be suffice to simply set goals
of achieving ‘x’ amount of followers or likes as that does not necessarily mean those
people will convert to loyal Let’s Talk customers. I suggest that Let’s Talk focus their
social media attentions on their Twitter, Facebook, YouTube and LinkedIn accounts.
Twitter
This social media platform will be particularly important in reaching out to and
engaging with new and existing customers, as the majority of Let’s Talk’s target
market has an active Twitter account. There are currently 700,000 daily users of
Twitter in Ireland, which is split down the middle between male and female users.

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It is vitally important that Let’s Talk present themselves in the correct manner on
Twitter in order to be noticed and taken seriously. For instance, they should pay
particular attention to their profile picture and bio when setting up their Twitter
account. With it being a company account, the company logo should be the profile
picture in order to increase brand awareness. Additionally, the text beneath the profile
picture, known as a bio, should clearly describe what the Let’s Talk organisation
does, including the website address, and what kind of tweets can be expected from the
account. There is also space for an external link below this, and Let’s Talk should
make sure to include their blog address here in order to increase traffic. Also, I would
recommend that the header image on Let’s Talk’s Twitter page contain a photo of the
various people who run the organisation or at least those who Tweet from the account.
It is important that they remain personable on social media at all times, particularly
given some of the sensitive subjects the organisation deals with, as customers will
want to know who they are talking to.
Furthermore, Let’s Talk should look to create a content calendar so that they know
exactly what content will be tweeted each day for the weeks and months ahead, rather
than having to come up with new ideas every week. I would suggest deciding on the
amount of times to tweet each day, which in my opinion should be four and then
groups tweets into themes, making sure that they create content that includes a shared
amount of text, video and images in order to cater for all interests. For example, based
on Let’s Talk’s social media objectives, they could group tweets into categories such
as traffic, awareness and conversion. The traffic group could contain tweets such as a
link to and a brief description of the weekly blog piece, some of the latest and most
relevant articles on site or a photo and a snippet of information regarding the most
recent talk or event hosted by Let’s Talk, with a link to the webpage outlining details
of upcoming talks and events.
The awareness group could be centred around tweets including a topical hashtag, as
long as they are relevant to the Let’s Talk brand with links to an external article or
one produced by Let’s Talk that will give extra information on the topic. They could
also use this group to tweet about any campaigns or events run by other organisations
that they were involved in and use the hashtag specific to that campaign. Using
hashtags, as long as they are relevant and already in use across Twitter, will increase

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exposure as the tweet will appear when people search for any tweets containing that
hashtag. I would advise that Let’s Talk involve themselves with #irishbizparty, which
is a hashtag used from 9-11pm every Wednesday that allows businesses to come
together and promote themselves or share any news that they may have.
Also, Let’s Talk could produce tweets aimed at converting people to customers.
While these tweets may not be as creative and somewhat fall into the category of hard
marketing, they will still be vital for driving people towards the website and signing
up for services such as newsletters and forum access. They could also look to run
competitions on Twitter as an incentive for people to sign up.
Finally, there are certain tools that Let’s Talk could use to help them produce the best
content for each customer segment:
Feedly: By signing up to this website, Let’s Talk will be able to search for topics of
interest to gain ideas for content that they should post, or tweet the article or video
themselves with a link to where the article was published. This could also lead to a
building of relationships with such bloggers and journalists who may do the same
with your content in the future.
Twitter Search (including advanced search): Let’s Talk can use some of their
keyword phrases, including exact words, phrases, hashtags or even exclude words,
and type them into Twitter Search to find people and tweets that relate to their topics
of interest. It will give them ideas of what keywords and hashtags that they should use
in their posts in order to be found and they may end up following people who will
retweet for Let’s Talk, further increasing their potential reach.
Hootsuite: Not just restricted to Twitter, Let’s Talk will be able to connect their
Twitter, Facebook and LinkedIn pages and schedule their posts and tweets and
monitor Facebook news feeds, statuses, events and wall posts as well as their Twitter
timeline and mentions, all from one place by signing up to Hootsuite. There is also the
option to create reports based on engagement and clicks meaning Let’s Talk will
continue to learn when are the best times to post and what should be posted at those
times.

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Facebook
It is vitally important that Let’s Talk take into account the Facebook newsfeed
algorithm when creating content on Facebook. The current, most known elements that
Facebook takes into account when deciding what appears on a given user’s news feed
is the following:
1. The interest that the user has in the person/brand that has created the content.
2. The particular post’s performance amongst other users in terms of interaction.
3. The performance of other posts by the particular creator of this post, again in
terms of positive interaction.
4. The type of content that the particular user prefers, be it statuses, photos or
links.
5. Also taken into account is how recently the post was created.
Based on this information, I feel there are a few things for Let’s Talk to consider
regarding the content that they include in their content calendar. The most important
thing for Let’s Talk is that the content that they post on Faceback sparks interaction.
Interaction can come in the form of liking or sharing a post, leaving a comment or
clicking on the ‘see more’ button to read the rest of a post, so they shouldn’t be
concerned with creating posts that are long.
With that in mind, I feel it necessary that Let’s Talk ensure that they create a variety
of content in order to achieve such interactions that should result in people engaging
with the brand, an increase in reach and brand awareness through the sharing and
liking of posts, and converting people into Let’s Talk customers. The different types
of content that they post will determine the success of this.
Let’s Talk already have a Facebook page set up, so they’re already complying with
Facebook guidelines by not existing on Facebook as a person, they’ll be able to
customise their page a lot more and avail of Facebook advertising if they wish, plus
they’ll be able to use analytics, as mentioned with regards to using Hootsuite.

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I would recommend that they set up a content calendar in a similar manner to the one
suggested for Twitter, creating themes and striking a balance between being
entertaining and educational. Within the content calendar they should look to focus on
the following things:
Interaction with followers and extend reach
 Create post that asks the user a question – ask for the opinions of followers
about a current topical event or situation. Those with an opinion will likely
give an answer, they may also like the post, thus increasing interactions and
the chances of appearing in other followers’ news feeds and the news feeds of
people who don’t follow Let’s Talk but may do so as a result.
 Tips, trivia and interesting facts – that are relevant to the Let’s Talk brand.
The more interesting and useful they are the more likely people are to interact.
They may even share the post among their friends on Twitter. Any trivia
questions will likely involve people searching the brand for the answer, thus
embedding the brand in people’s minds. Therefore, make sure the answer can
be found.
 Humorous images with caption – again should be relevant to the brand and
should be limited to once a week. It’s not as informative as other posts will be
so should be kept to a minimum, however they will have a positive influence
on the Facebook algorithm in terms of meeting the needs of users who value
the use of images.
Converting Facebook users into Let’s Talk customers
 Post photos or short video clips from the previous talk held or event that Let’s
Talk were involved in. It will allow people to see who’s behind the Let’s Talk

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brand. They may then be more inclined to click on the link within the post
taking them to them to the page of choice, be it the registration page or the
news and events page. Make sure to tag any other companies that you worked
with as the post may show up on the news feeds of people who follow that
brand.
 Competitions – create a competition calendar within the content calendar with
ideas for competitions that are based on different times of the year such as
Christmas, Easter, Summer Holidays. Regular competitions should see people
interact on a continual basis.
Finally regarding Facebook, as with Twitter it will be important for Let’s Talk to
focus on the presentation of their page. They should aim for it to be attractive but also
professional. I recommend that Let’s Talk look at Canva.com for ideas on Facebook
page cover images, which they can then customise to suit the business. They should
make sure that the about section of their page is informative and includes links to
other social media pages as well as the company website. Also group photos into
albums with dates and relevant names so that any photos from talks and events can be
viewed easily.
LinkedIn
Although having a LinkedIn account won’t be particularly beneficial to Let’s Talk in
terms of reaching out to new and existing customers, it will be important with regards
to reaching out to other organisations who may develop into potential partners that
will enhance the brand awareness of Let’s Talk. Large organisations within the same
areas as Let’s Talk such as ISPCC and Barnardos but potentially other organisations
outside of the industry such as local and national businesses who they may run a
campaign in conjunction with at some stage in the future. It is also important to have a
LinkedIn account for the purpose of gaining familiarity with people who already work
within the industry. As the organisation of Let’s Talk grows there may be a need to
employ more people to hold talks around the country, moderate the forum or manage
the social media account for example. Being connected with these people on LinkedIn

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will allow Let’s Talk to post job vacancies on the social media platform with the
assurance that they will be seen and the right people will apply.
Regarding Let’s Talk’s Linkedin profile, I would again advise using the company
logo and ensure that a high quality image is used. The headline should simply be the
name of the company and they should include what industry there are a part of from
the drop down list available. This will enhance their chances of appearing in the
LinkedIn search bar for relevant searches. The summary should describe the
organisation in full, including the services on offer and the names of its employees
while it remains manageable. I would also upload and certificates and diplomas that
any of the employees hold that are relevant to the organisation so that the impression
is given of being qualified and professional. The body of text that makes up the
summary should be divided by sub-headings based on the various services on offer
and should contain any relevant keywords.
I would advise that they post content on Linkedin regularly, based mostly around their
latest blog post or an article related to their field of work that they have read on
Feedly or Twitter for example. Of course, professionals will need to be connected
with Let’s Talk in order to see these posts on their LinkedIn feed and LinkedIn does
suggest people to connect with based on the line of work you are in. You can also use
advanced search and search by industry, company and keyword for example
YouTube
Finally, in terms of social media, I believe that it is important that Let’s Talk have a
YouTube page. Firstly, I believe that it is a good opportunity to present more varied
content on the website and blog by embedding videos from the Let’s Talk Youtube
page through the Wordpress CMS. It will improve Let’s Talk’s SEO ranking by also
having a website that is optimised for video and will also mean a website with a
variety of content including text, image and video.
The content that I would create on the YouTube page would be short five minute
videos ideal for the blog in that they would be based around tips and advice for

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specific subjects, or discussing a relevant topical issue presented by a member of the
Let’s Talk team or a child psychologist. The videos could be embedded onto a blog
post that contains text, which expands on the content in the video or acts as a
substitute for people who deserve to read rather than watch. It could also be used to
highlight the launch of any campaigns or events that Let’s Talk are involved in,
presented by the chosen celebrity brand ambassador.
Additionally, over time the Let’s Talk YouTube channel should hopefully become
another external source of inbound traffic to the website and views increase as more
people are exposed to the videos. In that way the YouTube channel will also act to
increase the brand within another digital area.
Finally, I feel that having a YouTube will be an opportunity for Let’s Talk to strike a
personal connection with existing and potential customers. It will allow users to get to
know the people behind the Let’s Talk brand which should enhance their reputation
within the industry.

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Website Design & Usability
Many areas of this paper have so far dealt with trying to get customers to visit the
Let’s Talk website, however, it’s extremely important that once the user arrives, that
they are met with a fully-functioning, easy to use and attractive website, be it on their
desktop computer or their mobile device. It is vitally important that Let’s Talk focus
as much of their attention on their mobile site as well as their desktop site, in order to
reach all target customers. Having a mobile site as well as a desktop site will also help
improve Let’s Talk’s SEO ranking. Google punish businesses in this way if they fail
to produce or neglect their mobile site. Considering Internet access via mobile is
expected to reach 61% by 2018, it’s easy to understand why this is the case.
When it comes to the design and usability of a new website, there are a few things to
consider.
Website Hosting
By availing of a hosting service, Let’s Talk will essentially only then be able to make
their website available to the public. A web host will rent out space on their server,
which Let’s Talk can then use to upload the entirety of their web pages files to in a
process that is known as File Transfer Protocol (FTP).
I have researched the market and have concluded that the website host best suited to
the Let’s Talk website is Blacknight Solutions. Based in County Carlow, they are
described as being ‘a real player in the global hosting industry’ and ‘Ireland’s most
popular domain registrar’. Through purchasing their Maximus Hosting package for a
price of 149.95 per year, Let’s Talk will be able to benefit from being able to

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transfer 600GB of data every month, so there will be no danger of the site going down
due to a particular page or post having a lot of traffic. Also, 30GB of diskspace will
mean that there will be plenty of storage space on the server that Let’s Talk may want
to use for photos and videos for the website. There is also the option to back up the
site fully in the event of any webpage files being deleted. Other features include fully
hosted subdomains such as www.blog.letstalk.ie and a login to the customer control
panel in order to transfer files via FTP. It may be a good idea to give the website
developer access to this so that they can do this themselves.
Content Management System (CMS)
In order to design the website’s structure and appearance, Let’s Talk will also need to
avail of a content management system (CMS). A content management system is an
application that allows for the publishing, editing a deleting of any content, including
text and images, on a website. Rather than having to be an expert in HTML coding
and using these expertise every time something on the website needs to be updated or
changed, a CMS will contain a user interface that will simply require the user to add
or remove the same content that physically appears on the website itself.
I would recommend that Let’s Talk use the CMS provider Wordpress.org for the
following reasons:
 They can use their own domain name for their website www.letstalk.ie, rather
than wordpress.letstalk.ie, if they were to chose Wordpress.com as their CMS
provider.
 They can use any plugins or themes within the website so that the website
looks exactly how you want it to, rather than a variation of a template that
looks like so many other websites.
 No ads will appear on the website unless Let’s Talk decide to avail of Google
Adsense.
 Ability to add, edit or remove any files with the use of FTP.
 It also supports the use of Google Analytics.
Website Development & Design