Digital Marketing Strategy

North West Clare FRC27th September, 2014

Who is JSB?

• Trained Journalist• Former CEO• PR Lecturer• Entrepreneur – Media Box & Digital Training Institute• EdTech Startup Founder – Young Minds Online • Failed politician• Desperate for a New Challenge everyday• Blogger & soon to be author• Life-Long Learner – MA Journalism, MA Digital

Marketing• ‘The Apprentice’ Finalist

Welcome & Introductions

• Who are you?• Why are you here?• Level of digital marketing knowledge?• Do you have - a website, social media accounts,

email marketing software, digital marketing strategy, budget?

Course Objectives

• Understanding your Customer/Niche• Components of a Digital Marketing Strategy• Building your Digital Infrastructure• Your Website & Web Marketing • Content Marketing• Digital Design• Digital Advertising • Measurement Tools• Developing Your Strategy

What is Digital Marketing?

Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels.

- Wikipedia

Know Your Niche & Stay Informed

• What is your sector? • How do you fit into it?• What is your niche?• Get to know the influencers – competitors,

bloggers, media, Government agencies• Keep on top of trends• Understand how the trend setters operate

Persona Profiling

Digital Marketing Trends

Watch Video here

COMPONENTS OF A DIGITAL MARKETING STRATEGY

Digital Marketing Infrastructure

Website Review. Do you have a website? Is it mobile responsive? Registered with search engines, Google, Bing Yahoo? If not, check Domain name availability at irishdomains.com Email address consistent with web address? Who hosts your website? DigiWeb, Blacknight, Big Wet Fish? Is your website brochure / eCommerce / Blog? HTML v Open Source e.g. Wordpress, Joomla, Drupal, Magento? Is it a CMS (Content Management System) – easy to update & manage? What about SEO (Search Engine Optimization)? Brand consistency? Content Marketing e.g Video, Blog, Downloads, Photos, Keyword Rich Copy Social Sharing? Google Analytics installed? Cookies Policy

Your Website The Hub of all Digital Marketing Activity

Mobile Responsive – mobile and tablet responsive Messaging – clear, concise copy, no essays please! Links – URL’s to match content of each web page e.g.

mediabox.ie-blog-10-top-PR-tips Simple & Descriptive Navigation – along the top or down the site Easy to read text – black on white background is best Images – complete ALT Descriptor and ensure min size,

somewhere between 20-100kb. Write keywords into your logo image, header image and all buttons and other graphics you include in your site design

CTAs – shop now, download, register, sign up, share, book, find out more, call

Your Website - The Rules of Good Web DesignGood websites grow businesses!

Trust – industry standards, awards, customers, testimonials, partners, Content is King – photos, digital graphics, links, video, interactive

map – people, faces, story Branding – consistent with your company logo/brand identity Contact Details – clearly on first page Social Sharing – social share icons on each page and links to your

own UX (user experience) – easy navigation, getting from A to B with least

number of clicks Web 2.0 – it’s about the customer stupid, not you! What can you do

for me? Video – optimization, storytelling, engaging content, sharability Updates – blogging, product/services, photos, videos SEO – keyword-rich copy, title tags, URL chains Industry Leader – showcase your knowledge & expertise Flash Website – no please don’t! They are dead.

Your Website - The Rules of Good Web DesignGood websites grow businesses!

Respect the Power of GoogleHere’s Some Top Tips

NOTE: Google ranks web pages not websites!

1. Keyword Research at the beginning of the web process – use Google Keyword Tool

2. Optimise page load times - To see how quickly your site is loading, try using a tool like WebPageTest, or Google’s own tool PageSpeed Insights.

3. Create great content4. Strong Headline – follow the headline hierarchy – H1, H2 etc.5. Strong introductory paragraph containing keywords6. Text links to pages within your website7. Don’t deliberately mislead or be deceptive to drive traffic. 8. If you spot a Google loophole, do not take advantage. You will

be penalised.9. Don’t buy third party links! They must be relevant and real.10.Consider adding your site to directories such as mylocal.ie,

yelp, sector specific directories – those that add value.

The Power of GoogleWatch video here

Google’s Algorithm

The Most Popular Social Networking Sites in Ireland

• Facebook• YouTube• Twitter• LinkedIn• Google+• Instagram• Blogs• Pinterest

The Social Media Revolution

Watch video here

Writing For the Social Life

• State a benefit• Provoke a question• Offer useful information e.g. tips, advice, insights• Answer a question• Write for your readers• Reward the following • Give Exclusives • Ask for feedback

Handling FeedbackOr in other words - managing your online reputation

Handling Feedback - Tips1. Define the feedback - well thought out, rushed, fair commentary or emotional rant

2. Define where the comments are coming from - bad customer service, irate client, unhappy supplier etc.

3. If genuine and posted in a professional manner - respond immediately

4. If aggressive, emotional, negative, irrational – take it offline:“thank you for your post/comment, we will look into this. PM / DM me your details and I will contact your directly”

5. If abuse continues – block or report6. Remember your followers see this so mind your P’s&Q’s

- stay en message7. Don’t get personal 8. A strategy of silence is not recommended

Social Media Use PolicyAsk yourself the following questions

Who uses social media in our organisation? Who is responsible / decision-maker? What are the objectives of social media for

our business/organisation? Will staff’s social media behaviour affect our

business/organisation’s online reputation? Do we need to discuss online brand

reputation generally with everyone in our organisation?

What about client confidentiality? Disciplinary procedures Retention of follows/intellectual property?

Developing Content for Social Media Success

You need a mix of content to share on your social channelsAsk yourself:

1. What content do I have already?2. What content can I create in-house?3. Do I need to out-source any content creation?4. What is my budget?5. What existing resources/expertise do I have in-house?

TASK: Answer these questions and document them

Generating Content/CampaignsAre you a Thought Leader or Trendsetter in your

sector? Content Calendar Photos eBooks Email Newsletters (eZines) Infographics FAQ Podcasts / Vodcasts Webinars Online PR White Paper Surveys Reports Blogs Posts

Linking Your Content Facebook to Twitter www.facebook.com/twitter

Facebook to Website: Post Status Update, copy Link into status field

Twitter to Facebook www.twitter.com/facebook

Twitter to Website – use bitly.com to shorten urls

Twitter to Blog – use bitly.com to shorten urls

You Tube to Facebook/Blog/Twitter – Click Share and choose your social media platform You Tube to Website – copy & paste Emded Code

Rules of Social Media Marketing Don’t take yourself too seriously. Social Media

is about being social You must have well-produced engaging

content Be clear about what you want your audience

to do after consuming your content or engaging with your brand

Always add value. If you’re not then your customers will lose interest and unfollow you

Social is a two way street. When contacted, respond. It’s all about the conversation, so you need to ‘strike one up’!

Proving content worth sharing is the best way to get your message heard

Components of a Social Media Strategy

1.Goals/Objectives2.Target Market3.Social Platforms4.Action Plan5.Content Planner6.Key Metrics7.Measurement

Setting your company up for Social Media Success

• Set out the business/organisation’s goals. Be as specific as possible and keep the objectives in mind for every imitative you execute

• Ensure you have the human resources necessary to implement the social media strategy. Before starting, ask yourself if you have the necessary resources, commitment and dedication

• Draft and implement a social media use policy• Produce enough content to sustain your social conversation. Put

a plan in place that will enable you to consistently produce social media worthy content such as blog pots, infographics, videos and white papers (A report or guide helping readers understand an issue, solve a problem or make a decision)

• Know what sites your target market are using. Do your research and focus your energy where your audience are.

• Ensure your company website is prepared for the social media attention

• Commit to making every campaign a social campaign• Set budget for training, out-sourcing, advertising

Measuring Web Success

Google Analytics Video

Watch here

Your Digital Markeing Strategy

7-Step Strategy Implementation

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CONTENT MARKETING PORTFOLIO

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Display Ads

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Display Ads

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DIGITAL ADVERTISING

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Display Ads

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Measuring CTR on display advertising

Google AdWords

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Measuring CTR on PPC Google advertising

Social Media Advertising

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Measuring CTR on SM advertising

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MilestonesYou should measure milestones in two ways:1. Target Dates2. Project Objectives

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Timeframe Milestones Sample

September: Digital Marketing Strategy Presented & Agreed October: New website and brand launched, indexed on

search engines, SEO, social media sites set up and branded October: Videos complete & portfolio of content developed November: 1st campaign launched & promoted, portfolio of

content developed December: 2nd campaign launched & promoted, portfolio of

content developed January: Mid project review & portfolio of content developed February: 3rd campaign launched & promoted, portfolio of

content developed March: Final evaluation report & recommendations

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Lifetime Milestones Sample

500 Facebook Likes 200 Twitter Followers 50 LinkedIn Company Page Followers 50 YouTube Subscribers 50 Google Plus Connections 10 Media Mentions 2,000 Unique Visitors to Website 40 Enquiries / Sales Leads

NOTE: Our goal is to try to convert all in-bound traffic and engagement to enquiries at a rate of 2%. We believe this is a realistic and achievable target in the timeframe given.

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Measurement

In order to measure the effectiveness of our campaigns we will measure each digital marketing action as follows.

• Website – Google Analytics, Enquiries through enquiry form• Social Media – SocialBakers.com, Facebook Insights, Twitter

Analytics, YouTube & LinkedIn Stats, Tweetreach• Email Marketing - Constant Contact Reports• SEO – Majestic SEO, Google Search• Display Advertising – Click Through Rate (CTR), Google

Analytics• Social Media Advertising – Engagement, Reach,

§Advertising Reports, Web Traffic, Downloads, Sales Leads, Enquiries

Questions?

Mentoring

Evaluation & Feedback

Thank You!