Digital Marketing Workshop

Clients

About You?

Key Learning Points

Explore the rapidly evolving digital environment

Find out more about the core areas of digital marketing

Overview of social media

Advice on incorporating digital marketing

Social Media Overview?Marketing in a Digital World

ComScore.com, 2013

Brand Email Subscriptions

Source: ExactTarget, 2011

Email: Why Subcribe

24 Billion UK searches in 2012!

"Do" Transactional Queries - Action queries such as buy a plane ticket or listen to a song.

"Know" Informational Queries - best restaurant in Belfast, or ‘historical abuse enquiry’

"Go" Navigation Queries - Search queries that seek a particular online destination, such as Facebook

Towards ‘Hypercompetition’ in marketing?

Examples

What is your organisation doing to reach and influence consumers online?

Social Media Overview?

Digital Marketing Core Areas:

Awareness / Attract Convert Retain

Analyse

Source: Econsultancy.com, 2012

Social Media Overview?Awareness / Attract

1. Search Marketing

2. Digital Display

3. Social media display and online PR

This is Your Enemy Online!Low Traffic from search

“Italy holidays from Northern Ireland”

“Restaurants Belfast”

“construction companies northern ireland”

“How to prevent heart disease”

“cancer support Northern Ireland”

“solicitors Northern Ireland”

“Digital Diploma courses Belfast”

Google Keyword tool

Select a small, manageable number of keyphrases to start!

Terms: Search Advertising = Pay Per Click (PPC)

What is it:

Advertising on the sponsored section of search listings

Aim: Attracting relevant leads / traffic to your website

Benefits

Market to your customers while they are researching issue / product!

Increase quality web traffic for your website

Increase sales and leads

You completely control budget and campaign period

Local Extensions

Click to Call

Site Links

On Google’s Advertising network

On Google’s Advertising network

Exercise

Search for Google Keyword Tool:

•Use the keyword tool to search for 3 relevant keyphrases

Use Google search engine to search for the 3 keyphrases

•Assess your search engine visibility for your organisation

•Assess competitor rankings (if applicable)

Definition:

SEO is the process of increasing the ranking for your website and web pages in the natural search engine results pages.

SEO Can Bring You....

Cost-effective Customer Acquisition - free to index. Good for high volume phrases

Fixed Costs - No ongoing payments for clicks as in PPC

Brand Visibility - Closely associates your brand with internet searches

Correct meta data are

vitally important for achieving SEO success.

The two most important factors in Meta Data are:

1.The Title Tag 2.The Meta Description

Warning: Most websites have incorrect meta information!

Look at successful examples of search engine results

Insert well written meta information – with the keyphrases you have chosen!

Make sure the information is unique!

Keywords / Meta Tags have lost importance!

Online PR

Video: Opportunities

Increase direct traffic to your website Provide great content to feed social media and email newsletters

Great for gaining rankings on search

Promote your brand via stories

More engagement with social media audiences and stakeholders

Video: Challenges

The Myth of the ‘Viral Video’

Resources

Getting the stories and formats right

Marketing your online video

Artists Profiles

Artist Diary

Events Promotion

CEO Talk / Interview

Vox Pops

User GeneratedContent

‘Viral Video’

“A viral video is a video that becomes popular through the process of internet sharing typically through video sharing websites, social media and email”

‘Viral’ Video

How to Market Your Videos

Create a Video Page

5 Main Ranking Factors

SEO for You Tube Overview

Improving your

Channel

Solus Emails

Opportunity to promote videos to important arts journalists

“@marielouisemuir check out our new video for one city one book

Approach top online influencers

Bloggers

Channel Selection

Online Reputation Management and

Monitoring

Social Media Overview?Convert

Your Website Presence

Template Websites

“How does your website actually help us to do

something?”

Conversion Optimisation

Definition

“The process of improving the overall website usability and experience in order to increase the percentage of visitors who convert to actions.”

Why?

Most of your website visitors don’t take actions on your website – 2% average!

You need to map out the main marketing actions

Encourage them to convert

• Sign up to a database• Download a form • Request a call back

Usability

Q. What marketing ‘conversions’ do you want your customers to take? (i.e make a donation, download a form etc)

Q. Is your site optimised for conversions?

Q. How might you might you improve the site?

Quick Exercise

Mobile Experience?

‘Put your site to the test’

Quick Exercise

Carry out an audit and usability test of your website

Email Marketing

Second only to search marketing as the most effective digital marketing tactic!

You can reach substantial numbers of email subscribers who have opted in

Over half of Internet users check or send email on a typical day.

Email Marketing: Benefits

1.Driving to a poor website

2.Spam filters

3.Poor Content

4.Email lists

5.Outdated Technology

What typically goes wrong with email

marketing

How will you gain ‘permission’

emails

Source: Hubspot, 2012

ESP

Source: ExactTarget, 2011

Content?

“A business approach that seeks to create, develop

and enhance relationships with carefully targeted

customers in order to improve customer value and

corporate profitability and thereby maximise

shareholder value”.

Customer Relationship Management

Social Media Overview?Retention / Engagement

Engage

Key question for social media marketing is…………

“Are you more interesting than my wife*?”

*Insert: Mistress Football team Son / daughter Boss ………………….Etc

The following people and brands have social capital online!

Aims

To drive footfall back into the city – Immediately

Increase trade in shops, bars and restaurants

Restore citizen confidence in city centre

How

Offers: Deals and promos

Stories based on content

Shared via Social Media – viral effect in Belfast

Social Proof – Friends and family sharing content via #BackinBelfast

Impact

Created an emotional connection to business owners

Promoted offers via engaging content

8500 Facebook Followers

9600 Twitter followers

“Find the content that people will

connect to. Whether (in our case) it’s

strange things about what you have

in your fridge, the food that you like

to cook in your new oven”

Growth in fans – good content and smart advertising

Competitions around relevant products

They reply to EVERY customer / fan who talks to them

How they do it..

60% uplift on branded searches. Facebook has driven most of this change.

Via: Clever content and engagement

Significant rise in conversions

Boosting Search Traffic and Sales

Additional Social Media Points

Influencers

Main Social Media Risks for Organisations

“Actually a lot of the success of, say,

SEO or Social Media or Email Marketing

or Most Forms of Marketing …….. is

about creating great content that people

will want to read, link to, talk about and

share.”

Ashley Friedlein, Econsultancy

Whitepapers…

“The term white paper...... refers to documents used by businesses as marketing or sales tools. They argue that the benefits of a particular technology, product or policy are superior for solving a specific problem”

(Source: Wikipedia)

Blogs…

Brands as Publishers!

Content is critical in digital marketing

•Critique the content you have

•Build content marketing into your brand,

PR, digital and social marketing

Social Media Overview?Analyse

True Value of ‘Likes and Followers’?

Social Media Overview?Digital Marketing Stragegy,

Management / Recommendations

“unfortunately all plans degenerate into work”

Management and Resources

Budgets

Demonstrate how digital and social marketing will help with the 5 S’s:

•Sell •Speak•Serve •Save•Sizzle

They will listen to you!

Convincing the Board

Carry out a digital audit

Develop a digital media and marketing strategy across the business

Invest in core areas – Website content and conversions, Search, Social and Email

Q. What areas of digital marketing do you use?

Q. How might you use them more effectively?

Q. Identify the key areas of digital media you

could use in the future!

Exercise

Paul McGarrity