building a cost effective digital marketing strategy · building a cost effective digital marketing...

BUILDING A COST EFFECTIVE DIGITAL MARKETING STRATEGY

Ian Cleary - RazorCoast

Member of the FI Web Supports Team

Free or Paid..

Free or Paid..

Free or Paid..

Research your target audience and competitors

Step 1

Tools to Help

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Step 1

Site Explorer – compare how you rank against your competitors

10

Step 1

Domain Authority = 46 Page Authority = 55 Domain Authority = 42 Page Authority = 50

FanPage Karma – Compare your Facebook page’s performance

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Step 1

Define customers and influencers you are targeting – Build Personas

Step 2

How about a persona for your business?

Step 2

The Nobis Hotel is a grand old lady who lives in a vast apartment in Stockholm. She's a dame of means. She has a cocktail party starting every day at 11:00 am and is slightly tipsy by 5:00 pm and that is when she is communicating to you via social networks as a friend

Tools to Help Step 2

Search for: Travel Blogger in the UK Step 2

Build a Content Marketing plan Step 3

Hotel ran an Instagram Competition to create a piece of art for Lobby

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Step 3

Utility Marketing

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Step 3

Write useful articles on topics related to your products/services

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Step 3

Write useful articles on topics related to your products/services

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Step 3

Tools to Help

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Step 3

Select Your Channels

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Step 4

Define Your Analytics Step 5

Your Sales Funnel.. Step 5

Setup goals and track them Step 5

Watch your Mobile traffic Step 5

Tools to Help

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Step 5

Key Actions

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1. • Review your Digital Marketing Strategy

2. • Skill up your staff

3.

• Focus on Analytics and your conversion funnel

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Just do it…

Fáilte Ireland

88-95 Amiens Street

Dublin 1

Ireland

Lo-Call: 1890 525 525

WEBINARS

For details on future webinars please visit http://failteireland.webex.com If you want to register for future webinars email websupports@failteireland.ie

Online Resources failteireland.ie/Market-Your-Business-With-Failte-Ireland.aspx Courses Available failteireland.ie/Business-Supports/Websupports/Events Online Business Tools failteireland.ie/Develop-Your-Business/Business-Tools.aspx

For any other questions, contact the Business Supports

team on 01-8847762

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