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Local Enterprise Office, Galway. The Business Roadshow with Online Marketing in Galway.
This document discusses digital marketing strategies and tactics. It defines digital marketing and explains key concepts like organic versus paid search on Google. Various social media platforms like Facebook, Twitter, Pinterest and LinkedIn are analyzed to determine which may be best for different business types. The importance of measuring the effectiveness of digital campaigns through analytics is also emphasized. The overall message is that a successful digital marketing strategy incorporates multiple online and offline tactics and platforms in a coordinated way.
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Local Enterprise Office, Galway. The Business Roadshow with Online Marketing in Galway.
- 1. Follow @marickab @galwaymarketing@IMSMarketings The Business Road Show 13th,14th and 15th October 2014 Demystify the World of Digital Marketing - What is it and How do I Use it.
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- 3. Outline Demeisfying.. 1.Digital Marketing – what is it? 2. Google Organic Vs Google PPC. 3. Facebook. Twitter, Pinterest, LinkedIn etc – What is the difference and what do I use? 4. Do I need a website? 5. Monitor, Measure and Convert.
- 4. 1.DIGITAL MARKETING Whatis it and how should I use it?
- 5. What is DigitalMarketing In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media.
- 6. 2.GOOGLE ORGANIC Vs GOOGLE PPC What’s the difference and what should I use?
- 7. Google Organic VsGoogle PPC Google Pay Per Click Ads (PPC) – Google Adwords Google ‘Organic Listings’ – Listings you do not pay for.
- 8. Google Organic VsGoogle PPC Google Organic • Free • Trusted. • Loves fresh, relevent and quality content. • Your company can show up via company website, social media, news etc – make sure YOU own the space. • Extremely competitive. • Involves more work than you think i.e. S.E.O – Search Engine Optimisation. Google PPC • Increases visibility on search engines. • Allows you to be seen when you may not be ranking high ‘organically’’. • Extremely targeted advertising. • Reaching potential customers at the latter end of the buying cycle. • Do not fall behind your competitors. • Can be useful when you have little or no online visibility.
- 9. Do you haveyour business listed with Google Business? Go to www.Google.ie/business and do it now if not!
- 10. 3.FACEBOOK, TWITTER, PINTEREST, LINKEDIN So much to choose from where do I start?
- 11. Socialreach is the new word-of-mouth referralengine
- 13. Which Social MediaPlatform do I choose? • No need to be a jack of all trades and master of none. • Experiment and study what works best for your company. • Look at companies/competitors in your industry doing it well and learn from what works well. • Look at engagement levels, comments and see what posts/pictures etc are working well. • Think about where your target market are e.g. B2C Retail i.e. Facebook, Instagram, B2B i.e. Twitter, LinkedIn etc.
- 14. Facebook Pros •Over 60% of the Irish population are on it. (Source: Facebook, 2014) • The platform can suit many B2C companies, huge success stories in Galway include; Pat Divilly Fitness, The Dough Bros, and Goodness Cakes. • Extremely targeted options available if you use Facebook advertsing. • Great for visual type busineses – where you can show of your product or service. Cons • News feed algorithm – less and less are seeing your newsfeed updates unless they are sponsored. • Not suited to every company. • Needs to be maintained to be successful.
- 15. Twitter Pros •Lots local and topical communities to engage with i.e. #irishbizparty #GalwayHour • Measure campaign successes with # or engagement. • Great for customer service. Cons • 140 characters to communicate with isn’t always enough. • Needs consistent maintenance.
- 16. Pinterest Pros •Large female audience, beneficial if this is part of your target market. • Image based network, again great if you have products or services that suit this. • Great for displaying mood boards, ideas etc to get conversations started. Cons • Relatively limited audience i.e. females. • Irish adoption is slower than the US market (keep this in mind when reading all the positive stats).
- 17. YouTube Pros •2nd largest search engine in the world. • Videos on a website result in users spending a longer time on the site and more engagement. (source: eMarketing Consultant 2013). • Visually get your message across quickly. Cons • Higher production involved. • More equipment and skills needed to make a quality video.
- 18. LinkedIn Pros •Large professional community. • Targeting advertising to the large professional community. • Millions of closed or open groups with very specific interests to engage and network with. • Create your own ‘personal brand’ • Use a a platform for publishing with ‘LinkedIn Pulse’. Cons • Closed community – communication is unique to thise on LinkedIn. • Need to be a 1st connection or have a premium subscription to communicate direct. • Can be more suited to B2B business.
- 19. @JeffreyLCoh en Socialmedia amplifies the effectiveness of offline marketing. It doesn’t replace it. “ Tweet This! #OMiG ”
- 20. 4. WEBSITE DoI Need One?
- 21. Have you gota website? Twitter Traditional Advertsing Shop Floor YouTube Facebook Website Pinterest Email Marketing PPC
- 22. Don’t put allyour Social Media Eggs in One Basket… Things Change..
- 23. 5. Monitor, Measureand Convert Test, Test, Test
- 24. Cost of Customer Acquisition
- 25. Monitor and Measure • Social Media marketing can be made extremely transparent. • Monitoring and measuring the success of your campaigns, will allow you to make decisions about the tools and platforms that work well for your digital strategy. • Find out and monitor Cost per Acquisition. • Think; Google Analytics, Conversion Tracking, and Social Media Measurement tools such as; Hootsuite; Tweetreach, Klout, Social Mention and more.
- 26. Summary 1. DigitalMarketing is part of the overall marketing process. 2. Both Google Organic and Google PPC serve a purpose, understand the difference and choose what suits your business. In many cases BOTH will. 3. Study your competitors and companies in similar industries for inspiration on your social media. Test and research what Social Media works best for your Marketing strategy 4. Do not put all your eggs in one basket, create a central online base with your website. 5. Monitor, Measure, Measure and Measure!!
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- 29. Check out thefollowing links • eMarketer- http://www.emarketer.com/ Hubspot - http://www.hubspot.com/ • B2BMarketing - http://www.b2bmarketing.net/ • Google Adwords Exam (Google Partners) - http://www.google.ie/partners/ • Advertise on Facebook - https://www.facebook.com/advertising • How to get started with Google Adwords - http://www.google.ie/adwords/get-started.html • SEO Blog by Moz - http://moz.com/blog
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- 31. Follow @marickab @galwaymarketing @IMSMarketings