Demystify Digital Marketing - Prelude / Superclub John Readman - Digital Brains Jan 2015

@jreadman // @_DigitalBrains // // @ride25tweet // www.ride25.com
Making Britain the most enterprising
nation in the world
Demystifying Digital Marketing
John Readman - Digital Brains
jr@ride25.com

Agenda
Who have we got?
Who am I and what’s my background?
Why do you have a website?
Do you really need to update your website every week?
The secret to SEO success // Social Media madness – making it work for you.
PPC and paid online clicks are they worth it?
Is email marketing dead?
Mobile website
Can we do it all in house?

Who have we got..?
Image - https://thomasinterestingblog.wordpress.com/tag/your-country-needs-you/

Who am I?
QAS – Caudwell Group – Barclays – Communicator Corp
Search Laboratory
• Multilingual Search Marketing // SEO // PPC
• 20 – 100+ - Growth in Clients
• Inc. ASOS, River Island, HP, Sony, Boohoo, House of Fraser, Superdry
• Revenue from £600k - £6.1m
• Profit from >£60K to £1.1m
• 8 – 160 – Growth in people under 4 years
Ride25 – Explore the World Leg by Leg – The Ultimate Cycling Adventure
Digital Brains – RONSEAL Sales & Marketing Strategies
• NED // Advisor // Coach // Trainer // Speaker

Numbers...

Why do you have a website?

Less is often more…

Brands vs Websites

Marketing - 4Ps & 7Ps
4Ps
Product – Place - Price – Promotion
7Ps
People – Process – Physical Evidence
"Marketing is the management process responsible for identifying, anticipating and satisfying
customer requirements profitably."
The official academic definition from The Chartered Institute of Marketing (CIM).

Isn’t it all just marketing..?

Isn’t it all just marketing..?
Image - http://www.durhamcreatives.co.uk/News/Article/View/newsId/123/

Is this digital marketing or just marketing?
What does the customer want?
What interests the customer?
Anticipate what the customers are looking for now and next?
Answer the customers questions
Be genuine and be helpful
Think offline but online…

How often do you need to update your website?
Image - http://hypnosismarketers.com/blog/

Use Video

Secret to SEO

Interesting // Relevant // Up to date // Video
Image - http://hypnosismarketers.com/blog/

Interesting // Relevant // Up to date

Webmaster Tools, Google Dev & GA not just for IT

Video - 2014 in search

Coffee Break

Recap so far...
• Think BRAND not just website
• Content – useful, interesting, relevant, sharable.
• Think video
• Blog is the heart of your site
• Technical frame work for Google bot
• Understand the data and analytics
• Be the marketing data GEEK…
Not digital, social, online, off-line or even agile…
… It’s Marketing and Branding

Social Media

Social Media – what do you do?
Be a content curator, you don’t always have to be the publisher.

Competitions & Partnerships

Social Media – Tools
• Mention
• Social Media Examiner podcasts
• Unfollowers
• Swayy
• Socialoomph
• Tweetdeck
• Google Think

Paid Traffic
• AdWords – Google
• Retargeting
• Display Remarketing
• Real Time Bidding
• Facebook Audience Targeting
• Display Advertising
• Social Paid Ads – YouTube, Facebook, Twitter

Paid Traffic – PCC, Social, Display, Retargeting

Email Marketing is Dead...?

• Text to web
• App push messages

Tips for good emails…
• Planned
• Thoughtful (would you read it?)
• Content rich
• Engaging
• Interesting
• Not always selling
• Why should they open it?
• Text?

Do You Need A Mobile Website?
You need a
FULLY RESPONSIVE WEBSITE
NO

What’s Next...

In-House or Agency?
OR

Things to ask an agency
1. Who is actually doing the work?
2. Where are they based and can I meet them?
3. What are we trying to achieve?
4. What does good actually look like?
5. How can we measure success?
6. How are you charging us for the work?
7. How can we track this? Links, Days, Hours, Words?
8. What and how much work and/or input do you need from us?
9. Can I speak with 2 previous clients?
(Maybe one that has stopped working with them!)

Finding digital talent
1. From your agency – (an agency)
2. Direct from Uni - sponsor a degree prize
3. Google Squared // econsultancy training
4. Be nice – good benefits, environment, support & training
5. Pay fairly
6. Don’t abuse interns
7. Empower – they know better than you!

KPIs to measure marketing
Likes? Shares? Tweets?
Traffic // Conversions – soft and hard // Bounce rate
Sales // Leads // Email Sign Ups
Meetings // Pitches // Tenders
Client Retention
CRM – SalesForce etc.

Summary
• Think Brand
• Create and Curate amazing content
• Get into video
• Be a marketing data GEEK
• Social is also about paid
• Email is all about mobile – use text to web...
• Responsive is the only choice
• In house is better, but you need to empower and be confident
• You need a brand story and strategy before you can do this

Finding Global Markets

How to identify markets

Identifying Markets

The secret sauce for SEO success…

Demystify Digital Marketing - Prelude / Superclub John Readman - Digital Brains Jan 2015

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