1.
Digital Marketing Workshop

2.
Clients

3.
About You?

4.
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

5.
Social Media Overview?Marketing in a Digital World

6.
ComScore.com, 2013

7.
Brand Email
Subscriptions

8.
Source: ExactTarget, 2011
Email: Why
Subcribe

9.
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

10.
Towards ‘Hypercompetition’
in marketing?

11.
Examples

12.
What is your organisation doing to reach and
influence consumers online?

13.
Social Media Overview?
Digital Marketing Core Areas:
Awareness / Attract
Convert
Retain
Analyse

14.
Source: Econsultancy.com, 2012

15.
Social Media Overview?Awareness / Attract

16.
1. Search Marketing
2. Digital Display
3. Social media display and online PR

17.
This is Your Enemy Online!
Low Traffic from search

18.
“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”

19.
Google
Keyword tool

20.
Select a small, manageable number
of keyphrases to start!

21.
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

22.
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

23.
Local
Extensions

24.
Click to Call

25.
Site Links

26.
On Google’s Advertising network

27.
On Google’s Advertising network

28.
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)

29.
Definition:
SEO is the process of increasing the
ranking for your website and web pages in
the natural search engine results pages.

30.
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

31.
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

32.
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!

33.
Online PR

34.
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

35.
Video:
Challenges
The Myth of the ‘Viral Video’
Resources
Getting the stories and formats right
Marketing your online video

36.
Artists Profiles

37.
Artist Diary

38.
Events
Promotion

39.
CEO Talk /
Interview

40.
Vox Pops

41.
User
Generated
Content

42.
‘Viral Video’

43.
“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

44.
How to Market Your
Videos

45.
Create a
Video Page

46.
5 Main Ranking
Factors

47.
SEO for You Tube
Overview

48.
Improving your
Channel

49.
Solus Emails

50.
Opportunity to
promote videos to
important arts
journalists
“@marielouisemui
r check out our
new video for one
city one book
Approach top online
influencers

51.
Bloggers

52.
Channel
Selection

53.
Online Reputation
Management and
Monitoring

54.
Social Media Overview?Convert

55.
Your Website Presence

56.
Template
Websites

57.
“How does your website
actually help us to do
something?”

58.
Conversion Optimisation

59.
Definition
“The process of improving the
overall website usability and
experience in order to increase the
percentage of visitors who convert
to actions.”

60.
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

61.
Usability

62.
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

63.
Mobile
Experience?

64.
‘Put your site to the test’
Quick Exercise

65.
Carry out an audit and usability test of
your website

66.
Email Marketing

67.
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

68.
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

69.
How will you
gain ‘permission’
emails

70.
Source: Hubspot, 2012

71.
ESP

72.
Source: ExactTarget, 2011
Content?

73.
“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

74.
Social Media Overview?Retention / Engagement

75.
Engage

76.
Key question for social media
marketing is…………

77.
“Are you more interesting than
my wife*?”
*Insert: Mistress
Football team
Son / daughter
Boss
………………….Etc

78.
The following people and brands
have social capital online!

79.
Aims
To drive footfall back into the city – Immediately
Increase trade in shops, bars and restaurants
Restore citizen confidence in city centre

80.
How
Offers: Deals and promos
Stories based on content
Shared via Social Media – viral effect in Belfast

81.
Social Proof – Friends and family
sharing content via #BackinBelfast

82.
Impact
Created an emotional connection to business
owners
Promoted offers via engaging content
8500 Facebook Followers
9600 Twitter followers

83.
“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”

84.
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..

85.
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

86.
Additional Social Media Points

87.
Influencers

88.
Main Social
Media Risks for
Organisations

89.
“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

90.
Whitepapers…

91.
“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)

92.
Blogs…

93.
Brands as
Publishers!

94.
Content is critical in digital marketing
•Critique the content you have
•Build content marketing into your brand,
PR, digital and social marketing

95.
Social Media Overview?Analyse

96.
True Value of ‘Likes and Followers’?

97.
Social Media Overview?
Digital Marketing Stragegy,
Management /
Recommendations

98.
“unfortunately all plans
degenerate into work”

99.
Management
and
Resources

100.
Budgets

101.
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

102.
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

103.
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

104.
Paul McGarrity