This document provides an overview of digital marketing strategies and tactics for businesses. It discusses: 1) The changing digital landscape and importance of social media platforms like Facebook, YouTube, and Twitter for customers. 2) Key online marketing tactics including content marketing, social media marketing, pay-per-click advertising, search engine optimization, and email marketing. 3) The benefits of inbound marketing and creating valuable content to attract and engage customers across owned, paid, and earned media channels.

1. SYOB - Digital Marketing For Business Keith Feighery

2. SummaryIntroductionsThe Changing Digital & Customer LandscapeOnline Marketing StrategyContent Marketing Social MarketingOnline Marketing Tactics – PPC, SEO, EmailQ & A

3. Introductions

4. IntroductionOwner of Digital InsightsWork with clients Developing Online Business ChannelsLecturer with DIT in MA Digital Media TechnologiesRun Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBATWork with university incubation centres – LINC and Synergy IT Colleges12 Years working in Software IndustryIrish and International CompaniesDeveloped Online Retail Businesseswww.BabaBeag.ie30,000 Customers over 50,000 Subscribers to email

5. The Changing Digital Landscape

6. Traditional Marketing Vs Social Engagement

8. Social Media Landscape

9. Key Platforms for CustomersSocial/Professional NetworksFacebook, LinkedIn (Main ones in US and Europe)Blogging/Micro-Blogging/LifestreamingWordpress, TypePad, Twitter, Posterous, TumblrVideo, Audio & Photo sharingYouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, YFrogMobileFoursquare, Facebook, Twitter, Yelp Bookmarks/SharingDelicious, StumbleUpon, Digg, Google Profils

10. Web StrategyHave a clear and defined business objective for your web presence

11. Sales, Information, Lead Gen, Build Awareness, Customer Retention

12. Know exactly who your audience is – and where they reside digitally

13. Develop a content strategy for your site and digital channels – that adds value for your customers

14. Build relationships – not always selling

15. Optimise and promote content across digital channels (web, social media, offline etc.) Key Online Marketing TacticsContent & Inbound MarketingSocial MarketingPay Per Click Advertising (PPC)Search Engine Optimisation (SEO)Email MarketingMeasurement and Analytics

16. Content & Inbound Marketing

17. Hubspot – Inbound Marketing Company view

18. Inbound Marketing Advantages

19. Advantages Inbound MarketingCreates awareness, findability, demand generation and customer retention through publishing content of interest to prospectivesCreates a less-frictional way of converting prospects into salesWhen used in conjunction with lead management systemsHelps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than to paid ones)Once started, provides an ongoing process and framework to control and publish valuable information

20. Differentiated Digital Media ModelOwned Media – such as websitePaid Media – such as display adsEarned Media – such as viral campaign

21. Owned Vs Paid Vs Earned Media

22. Owned MediaAreas to consider

23. Leveraging Owned Media AssetsRecognise the value in your owned media assets Websites, blogs, social profiles, digital conversations/interactions etc.Brands/Businesses becoming publishers media outletsNo limits to what an organisation can publish online for the consumption of their constituenciesBecome trusted knowledge experts in your business or sphere of operationsEstablish trust and develop relationships with customers and prospectsBe engaging, entertaining, educative, informative etc..Allow user participation and transparent engagement

24. Various Types of ContentThe Content and Digital Media on your Web site, other Microsites, Partner Sites etc..Whitepapers, Case Studies, Webinars, PodcastsBlog Posts, Reader Comments and ReactionsTweets, Status UpdatesE-mail NewslettersFacebook posting, Updates, Interactions on Fan PagesVideos, Demos, Presentations, Screencastsand Custom AnimationsProduct/Service Reviews & Customer TestimonialsArticles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.

25. Some Social Case Studies

26. Cully & Sully

27. Hairybaby

28. Dazzledust

29. Ikea – Malmo

30. The Good Mood Food Blog

31. Blacknight

32. Social Platforms

33. Facebook Pages

34. Irish Political Parties

35. Charities & Not for Profit

36. Bars - Facebook

37. Business Pages

38. eCommerce within Facebook

39. Puddleducks

40. Facebook eCommerce Apps

41. Payvment

42. Payvment Facebook App

43. Facebook Competitions

44. What you are not allowed to doRunning competitions directly on a Facebook Page.You are required to use a competition application must not run a competition directly on your Wall.Having users automatically enter by ‘Liking’ a Page.You may have them first ‘Like’ your Page but this must lead on to entering a properly set up competition.Conditioning entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, posting a status update (such as asking Friends to ‘Like’ the Page).Any interaction a user takes must be using the competition application and not directly on your Page.Notifying winners on their Facebook Wall. Most people do not realise that Facebook requires that you notify the winner by email or other means, but not using Facebook in any way to do so.

45. Facebook GuidelinesYou cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update.You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

46. Third Party Tools

47. Wildfire Apps

48. Blogging

49. Wordpress.org & .com

50. Introduction to BloggingCommon Blogging PlatformsWordPress, TypePad, Blogger Excellent low barrier to entry publishing platformEasy to use CMS system to produce and distribute all forms of digital media – text, audio, video, RSSVery effective way of building engaged community and improving SEOProvides a channel for businesses to use a more informal style to communicateProvides a hub for business to participate in wider conversations and discussion Leave comments, interact, generate interest, etc..Search Engines Love regularly well formatted updated content Blogs are designed to be part of a connected eco-system which is at the heart of good SEO

51. Blogging TipsConnect to your most important keywords.Important for Search Engine OptimisationGrow the number of influential referral sites. Critical to get authoritative inbound links to your siteCreate outbound links using relevant anchor textBe generous with links to other blogs and websites and others will return the favor and build your traffic for you.Understand the location of your audience. Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.Measure endurance.Measure return visitor and length of time spent on site

52. Blogging Tips cont.Find and nurture your most important readers and constituentsMake sure you respond to key people – those who subsribe and commentUse Twitter and Facebook to promote blog If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly.Monitor conversations on both Facebook and TwitterUse URL shorteners to gauge subject interest.UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets (Use Vanity Urls)Build cross-referencing across social media tools.No social media tool is an island. Tools should cross-reference each otherEmbed and measure calls to action. If we can get people to a landing page, we should.

53. Blogs

54. Video SitesYouTube, Vimeo, Blip.tv

55. Video SitesVery useful marketing tool

56. Old Spice, Tippex, Blendtec etc..

57. User-generated content

58. Run competitions for customers to build content (see Pat The Baker example)

59. Best Job in the World etc..

60. Extending digital footprint and brand-building purposes

61. Create engaging content, tag videos with keywords and distribute on a wide network

62. Post all content and video blogs on your website and distribute on free video sharing sitesVideo Sites

63. Professional Networking

64. Search Engine Optimisation

65. Top 5 Ranking FactorsKeyword Focused Anchor Text from External Links73% very high importanceExternal Link Popularity (quantity/quality of links)71% very high importanceDiversity of Link Sources (links from many unique root domains)67% very high importanceKeyword Use Anywhere in the Title Tag66% very high importanceTrustworthiness of the Domain Based on Link Distance from Trusted Domains66% very high importance

66. Next 5 Important FactorsKeyword Use in Internal Link Anchor Text on the Page47% moderate importance Keyword Use in External Link Anchor Text on the Page46% moderate importance Keyword Use as the First Word(s) in the H1 Tag45% moderate importanceKeyword Use in the First 50-100 Words on the Page45% moderate importanceKeyword Use in the Subdomain Name42% low importanceKeyword Use in the Page Name URL38% low importance

67. SEO Case Example

68. Write engaging headlines and descriptions

69. Pay Per Click Advertising (PPC)

70. PPC IntroductionAnalyse your specific market Use Keyword ToolsAnalyse your online and offline competitorsTrellian.com, Google keywords toolCreate the PPC accountsGoogle, Bing, YahooDivide the main account campaigns, Ad Groups and Ads (with targetted keywords)Enables highly targetted Ad CampaignsCreate Longtail multi-word bidsOver 60% searches use 3 or more wordsSet up a Conversion points and TrackAdjust constantly to ensure optimisation

71. PPC TipsMatch your keywords to optimised and tested landing pages Ensure you optimise your Google "Quality Score”Based on CTR, relevancy of keywords, ads and landing pagesHigh quality score means higher ranking with lower bid costsTools and strategies to find the best PPC keywordsGoogle Adwords ToolWordstreamWordzeWordTrackerWrite highly optimised and design ads to attract highly targeted clicksMake sure landing pages are relevantRepeat bid keywords in copy (they are bolded and increase CTR)Clear Calls to ActionDynamic Keyword Insertion

72. PPC Examples

73. PPC Screen Real Estate

74. Create Specific Focused PPC Ads

75. Email Marketing

76. Best PracticesCreate segmented targeted listsOptimise and test subject lines, time of delivery, from addresses, email copy etc..Deliverability Consider ESP products, Ensure using whitelisted IP addressClear Calls to ActionEnsure clear to customer what next step isShare with Social NetworkMake it easy to share email content with networksIntegrate with CRM systemSegment Database, Dynamic Contents

77. Best PracticesOrganic Opt-in List GrowthDon’t buy lists – when people unsubscribe – ensure they areRemind recipients why they are receiving mailsBe relevant and provide value not marketing messsagesFrequencyThink relevancy – ALWAYS be cognisant of SPAMConstantly TestTest Content, Images, Subject Line, Address, Calls to actions, placements, layoutTemplate DesignFresh brand centric design

78. Email Applications

79. Case Studies

80. CityDeal.ie

82. Asos

84. Schuh

86. Twitter

87. Twitter Excellent B2B and B2C networking tool

88. Great potential for building relationships

89. Directly with customers

90. Good examples Beaut.ie, Blacknight.ie, kogibbq

91. Good listening tool