building a cost effective digital marketing strategy · building a cost effective digital marketing...
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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
9
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
11
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
18
Step 3
Write useful articles on topics related to your products/services
19
Step 3
Write useful articles on topics related to your products/services
20
Step 3
Tools to Help
21
Step 3
Select Your Channels
22
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
27
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
30
Just do it…
Fáilte Ireland
88-95 Amiens Street
Dublin 1
Ireland
Lo-Call: 1890 525 525
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For any other questions, contact the Business Supports
team on 01-8847762
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