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Helping our clients succeed online

Visit www.finnmedia.ie for free advice & details

Grow Your Business Online

Topics covered

importance of a focused on-line presence

Understanding your consumers on-line behaviour

Creating an effective digital marketing strategy

Benefits of a well designed website & landing page

Tactics to improve its success Kpi’s & ROI

Social Media , SEO & PPC Introduction

Importance of a focused online presence: (Results you should be getting)

•Determine quality leads which can be delivered to your inbox – Lead generation •Improve conversion for your inbound marketing (SEO/PPC /Email/SM) to find prospects who are actively searching for services/products. •Collect valuable information (using Analytics) to determine what people like •Automate some processes such as selling products, downloads etc •Collect emails and contact details for your database marketing •Work along side your other marketing activities to add value to your campaigns

Stages to success

1. Design customer focused website for conversion 2. Create digital strategy to choose correct activities 3. Use KPI’s to review ROI and adapt strategy

Understand how consumers use the Internet

Interact with friends & brands

Find out information & news

Search for products or service

Play on-line games & view shows

Digital Marketing Strategy

What is it?

Digital strategy is about adapting your organisation to succeed online

Measurements

KPI’s (Key performance Indicators)

Analyse your analytics. Learn what brings your readers to your site.

Monitor sales results & sources – Prevents wasting budget

Strategy Steps

1. You - Review organisation departments for digital and provide Clear communication

2. Create digital presence with customer (ownership)

3. Innovate offering & experience for big results

4. People - who does what - Responsible?

5. Adapt and resolve strategy issues fast

1. Understand your offering

Describe your company in 20 words

Why should people buy from you ?(Value proposition)

Competitor /Market analysis

Develop your story – Clear concise communication

What are the benefits of your products/services – customer focused

2. Customer Involvement

Segment your customers

Find out what they want & engage with them on services

What influences their decision

Where do they hang out?

What products/services can you upsell to loyal customers

How can I find out?

Primary research

Ask existing customers – surveys,

Talk to sales team & create profiles

Secondary research

Search online, blogs, Existing studies

2. Customer Involvement

Understand YOUR Why (Story/Brand)

& Customers Why!

•Become the authoritative figure in your industry •Research to become your customers hero •How will you build, engage and succeed? •Choose your marketing activities via ROI data

3. Innovate Offering

Traditional competitors not same as on-line competition

4. Leadership - People

Strategy needs to be delivered from top down

Plan – Design - Web – SEO – PPC – Email - Social

5. Adapt & Resolve Issues

Understand the data & be decisive

Next Step – Online Presence

How to generate business when investing in a new

website

Why Invest

Don’t be left behind

Stages to success

1. Design customer focused website for conversion

2. Create digital strategy to choose correct activities

3. Use KPI’s to review ROI and adapt strategy

Before you build

Research & Plan

Ask plenty of questions

Why do I want a site ?

What are my targets/goals? (Make clear sales and task objectives

Who is my target audience and their online behaviour?

What are the products/services you are selling?

Why should people buy from you online?

What are your successful competitors doing?

What type of conversion pages do you need?

Have you planned the site/business for growth and expansion

Prevent Headaches

Will cause problems later if not thought of now •Web partner – Choose your developer wisely •Wrong advice (no strategy) – Research & ask for references if choosing DM, developers

•CMS Platform to meet needs & plan for growth - ecommerce (Magento, OpenCart) - Story focused (Joomla, Wordpress) •Domain ownership - com Vs Country based domains - .ie, .co.uk (.uk), •Hosting – Ensure it meets your platform requirements and digital marketing •Mobile – Responsive or Mobile adaptive

Prevent Headaches

Will cause problems later if not thought of now •Payment Gateway & SSL Certs PayPal and/or Stripe or Realex , Worldpay, Sage •Website structure, design and navigation - Key for UX (User experience) •Content - your responsibility – customer focused content, graphics, quality images •Integration & Reporting •Shipping costs for operations •Generating business –Now what!!! Digital marketing and treat it like a proper business On-going strategy, SEO, PPC, Database marketing, Display advertising, Sales strategy

Landing page layout Important for conversion rates

Provide clear information for your audience

Provide clear Call to actions

Make it easy to collect leads

Create visitor interaction when possible

Case study: Company offering services to dairy industry

Web Brief Created

As well as a detailed digital marketing strategy a web brief which includes 6-8 page document and cornerstone category layout for structure was provided.

Search Engine Optimisation

Why bother?

“Basically, if someone wanted to find us online, they couldn’t – we didn’t exist as far as online was concerned,”

SEO – Search Engine Optimisation

Optimise your website/blog to get found at the top of

search engine results when your target market types in key

phrases.

Get found ahead of competition regardless of size

Target your landing pages for different customers

Allow new audience to find your services/products

Tools – Keyword planner, Google webmaster

Main Player

How Search Works

How Search Works

•Robots/Crawlers

•Page Index

•Ranking Factors

Relevancy - Is content relevant?

Authority – Do you control the content - leader

On-site - Building or re-building your website so that it will place higher in

search rankings

Off-site – Build strong links with quality sites

SEO Before Build

Pay Per Click (Benefits)

1. Advertise to those looking for you right now

2. Advertise to an exact geography

3. Measurable at every level

Google Adword Campaign

Advanced Measuring - Google Adwords

•Special Phone Numbers

•Special Landing Pages or Sub-sites

• Conversion Tracking

•Negative Keywords

Social media

Note: Called Social Media – Not Sales Media

LinkedIn – B2B, Professional

Facebook - B2C – Target consumers & building brands

Twitter – Communicate with peers & gossip

Blogging – Influence your peers and market

YouTube – Used to showcase products/services

Social Media Strategy

•Define your customer

•Define your objectives

•Design/Create Content

•Create a Messaging Calendar

•Define your Measurements

•Execute your Plan (Strategy – link to site)

Social media

Track & Measure Success 1. Google Analytics & ROI Data •Visitor numbers, conversion rates, time on site, bounce rate, exit pages

2. Google Webmaster Tool for your digital marketer, web team to view Google bots reports, errors

3. Reports •Sales reports •Marketing ROI •Other KPI’s

4, Weekly and monthly meetings •Projections Vs Actual

Key Metrics

REAL TIME TRAFFIC You can see visitors who are on your website in real time. This is very useful if your business is shown on television and who can see how it is performing as people are watching the advertisement or programme. AUDIENCE This section of the tool allows you to see the amount of visitors that visit on your website, their locations, what browsers they use, mobile Vs desktop information and their behaviour on--line. TRAFFIC SOURCES: This will help you in choosing your inbound marketing activities as the data can tell you where your visitors arrive on the site from. This is useful if you have your website link on a 3rd party website and you need to see how successful the campaign is. This section will also tell you how successful your organic (SEO) results are performing , adword , email campaigns and how important if at all are your social media platforms in driving traffic to your website. CONTENT: The content section tells you what your most visited web pages are, including your landing pages for the website and a visitor flow map to discover how your visitors view your website. This is excellent for planning what webpages to edit or add content for as well as improving your call to actions.

Google Analytics

AVERAGE TIME ON YOUR SITE: If you can get this figure up to 4 minutes it will greatly improve your conversion rates. To achieve this, use the data above to improve content, navigation flow and provide information your target audience are looking for and/or cannot get elsewhere. BOUNCE RATE: This can be confusing for a lot of businesses but the easiest way to explain it is if someone goes into a retail store and leaves straight away as it was not the shop for them, the bounce rate will be close to 100% (bad). However if a person goes into the store, browses and purchases a product the bounce rate is 100% (excellent). You should try to keep the bounce rate to about 30% and work on your site to keep this figure. CALL TO ACTION VIEWS: Keep a record of the number of people who go to your call to action pages either checking figures in the content section or add conversion goals. This way you know how many people visit the contact us page, purchase page, location map etc and if you increase this figure, sale leads will increase.

Results Focused

• Increase conversion rate

•

Marketing Activities January Leads

January Sales

Conversion Rate ROI

Email Marketing Campaign

SEO

Google Adwords

Printed advert

Tradeshow

etc

Results Focused

• Key Performance Indicators (KPI’s)

•

Month Website Visitors

No. of Transaction

Amount of Sales

Conversion rate

June 6000 100 9,000 1.6%

July

Results Focused

• Increase conversion rate

•

Month Website Visitors

No. of Transaction

Amount of Sales

Conversion rate

June 6000 100 9,000 1.6%

July 6000 140 12,600 2.3%

Campaign Playground Example

Brief: Increase enquiries for customers looking for playground grants Strategy

•Research customer and market needs

•Create optimised content on website – pages/blog

•Build database of crèches and schools

•Optimise pages and site for “playground grants”

•Email and track KPI’s

rchitects Campaign - Builder Example

Brief: Target potential customers Strategy

•Research customer and market needs

•Create optimised content on website – pages/blog

•Optimise pages and site for “Builders in Cork” “ Building contractors”

•Add projects images on Facebook and share among network

•Create “Free Build Checklist” content and download function

•Collect emails and follow up – soft friendly communication

•Review ROI

Campaign - Architects

Brief: Ensure McCabe Architects is top of Google.ie in Donegal & Sligo Base: They were on page 5 originally

Strategy

•Research customer and market needs

•Make list for site update and development changes

•Optimise for “Architects Donegal”

•Result – Number one after 6 weeks

•Review ROI (Results proven after 8 weeks)

Example Company that supplies catering equipment – Stainless steel oven

Company & Product - Customer benefits

Customer segments

Catering companies – Manager

Lowest cost stainless steel cooker available with warranty

Spread message – Trade shows, SEO, PPC, newsletters, LinkedIn

Hotels- Head chefs –

Less that 90 seconds to clean

Viral video – cleaning office quicker than a Ferrari lap- etc

Article on cleaning benefits for trade mag/blog and flyers.

Spread links with LinkedIn, Reddit, Online-PR Twitter – ask names of head chefs to target

Questions

Thank You

Any Questions

For more details visit www.finnmedia.ie