digital marketing workshop 2013
DESCRIPTION
TRANSCRIPT
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