Bua Marketing Digital Marketing presentation for IT Sligo Enterprise and Innovation Week 2012

1. Using Digital to Stretch your
Aoife Porter
Marketing Budget
Enterprise and Innovation Week
20 March 2012
#EIWeek2012

2. What’s the plan?
 Best tools to stretch your marketing
budget
 How to really engage customers
 How to measure the success of your
investment
#EIWeek2012

3. Bua Marketing

4. How to choose the right digital
marketing activities
 Know your audience
 Pick the right channels
 Do a few things really well
#EIWeek2012

5. #EIWeek2012

6. Top Tools for Strettccchhhhing
1. Keywords
If you want to boil digital
marketing down to a single
starting point, KEYWORDS are
IT!
 Create a list of 3-5 keywords
relevant to your business
 Choose keywords based on
difficulty and relevance
 Use tools such as Google
Keyword Tool to choose
your keywords
#EIWeek2012

7. Top Tools for Strettccchhhhing
2. Search Engine Optimisation
 Aim to be on the first page
 Optimise your website and all your social
media profiles
 Optimise page titles, headings, images
 Improve off-page SEO with Link Love
#EIWeek2012

8. Top Tools for Strettccchhhhing
3. Social Media
 Facebook pages, Facebook ads
 Twitter great instant way to engage with
journalists, stakeholders, support agencies, online
PR
 LinkedIn for recruitment, engaging with your
peers
 Also to consider Google+, Pinterest
 Monitor social media through Google Alerts
 Use tools like Hootsuite and Tweetdeck to
manage your channels from one place.
#EIWeek2012

9. Top Tools for Strettccchhhhing
4. Convert Website Traffic into Leads:
“People are visiting my website, but those
visits aren't leading to new customers. What
should I do?”
You need:
• Compelling Offers
• Calls-to-Action
• Landing pages with visitor forms
#EIWeek2012

10. Top Tools for Strettccchhhhing
5. Optimise for Mobile
Viewing
 How does your website render
on a mobile device?
 More important to have a
mobile friendly version of your
website than an app.
 Make sure your contact
information is easily
accessible.
#EIWeek2012

11. LookWest.ie
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12. Joe Macken
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13. Tour America
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14. Murphy’s Ice Cream
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15. Hairy Baby
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16. Puddleducks.ie
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17. New Facebook Timeline
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18. “However beautiful the strategy, you should
occasionally look at the results”– Winston Churchill
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19. So What?
 SO WHAT if you have 5,000 likes on your
Facebook page?
 SO WHAT if you have 20,000 pageviews
per month on your website?
 SO WHAT if you have an Open Rate of
20% for your email newsletter?
 So What? So What? So What?
#EIWeek2012

20. #EIWeek2012

21. What should you measure?
 Sales: € value
 Website: traffic % growth, conversions,
sales, links, downloads (offer free stuff)
 Email: # newsletter subscribers, CTR
 Google page rankings
 Online ad performance: CTR, ROI
 Social Media Buzz Measurement: channel
growth, engagement (comments / replies)
 Use channel specific codes e.g. Facebook
code, email code to measure effectiveness
#EIWeek2012

22. Google Analytics
 Free tool from Google, just add code to
your website
 Key metrics to monitor
– Visitors
– Referrers: where is your content coming
from?
– Top Content
– Keywords
• What keywords are important
• Integrate into website, headlines, blogs etc
• Measure your page rank
#EIWeek2012

23. Facebook Insights
 = Know your audience
Monitor:
 Fan growth
 Engagement metrics
 Demographics
 Page & Post popularity
 People talking about this
 Lots more!
#EIWeek2012

24. Digital Marketing in 10 Minutes Per Day
 Update your LinkedIn Status
 Check Google Alerts
 Post a Facebook story / video / photo
 Monitor Twitter, respond, schedule
 Check Google Analytics and Facebook
Insights
 Manage it in one place:
– Hootsuite
– TweetDeck
#EIWeek2012

25. www.buamarketing.ie
aoife@bumarketing.ie
Twitter: @aoifep
#EIWeek2012