RPC-DigitalMarketingOverview

SYOB - Digital Marketing For Business Keith Feighery

Summary Introductions The Changing Digital & Customer Landscape Online Marketing Strategy Content Marketing Social Marketing Online Marketing Tactics – PPC, SEO, Email Q & A

Introduction Owner of Digital Insights Work with clients Developing Online Business Channels Lecturer with DIT in MA Digital Media Technologies Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT Lecture with Digital Marketing Institute 12 Years working in Software Industry Irish and International Companies Developed Online Retail Businesses www.BabaBeag.ie 30,000 Customers over 50,000 Subscribers to email

The Changing Digital Landscape

Traditional Marketing Vs Social Engagement

Key Platforms for Customers Social/Professional Networks Facebook, LinkedIn (Main ones in US and Europe) Blogging/Micro-Blogging/Lifestreaming Wordpress, TypePad, Twitter, Posterous, Tumblr Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, YFrog Mobile Foursquare, Facebook, Twitter, Yelp Bookmarks/Sharing Delicious, StumbleUpon, Digg, Google Profils

Sales, Information, Lead Gen, Build Awareness, Customer Retention

Know exactly who your audience is – and where they reside digitally

Develop a content strategy for your site and digital channels – that adds value for your customers

Build relationships – not always selling

Optimise and promote content across digital channels (web, social media, offline etc.) ,[object Object]

Hubspot – Inbound Marketing Company view

Various Types of Content The Content and Digital Media on your Web site, other Microsites, Partner Sites etc.. Whitepapers, Case Studies, Webinars, Podcasts Blog Posts, Reader Comments and Reactions Tweets, Status Updates E-mail Newsletters Facebook posting, Updates, Interactions on Fan Pages Videos, Demos, Presentations, Screencastsand Custom Animations Product/Service Reviews & Customer Testimonials Articles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.

Advantages Inbound Marketing Creates the means for prospects to find and discover you through the nurturing of an extensive digital footprint Creates stickiness to your owned media assets (rather than to paid ones) Creates a less-frictional way of converting prospects into sales Helps build long-term relationships rather than one-off sales Once started, provides an ongoing process and framework to control and publish valuable information

Differentiated Digital Media Model Owned Media – such as website Paid Media – such as display ads Earned Media – such as viral campaign

Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, blogs, social profiles, digital conversations/interactions etc. Brands/Businesses becoming publishers media outlets No limits to what an organisation can publish online for the consumption of their constituencies Become trusted knowledge experts in your business or sphere of operations Establish trust and develop relationships with customers and prospects Be engaging, entertaining, educative, informative etc.. Allow user participation and transparent engagement

Elements of a social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign Prepare internal organisation for impact of social media Identify stakeholders and task them with ownership Pick platforms and tools that relate to your identified audience Implement a pilot programme and monitor and analyse campaign progress Revise approach and campaign based on feedback Roll-out on different platforms and business areas incrementally

What you are not allowed to do Running competitions directly on a Facebook Page. You are required to use a competition application must not run a competition directly on your Wall. Having users automatically enter by ‘Liking’ a Page. You may have them first ‘Like’ your Page but this must lead on to entering a properly set up competition. Conditioning entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, posting a status update (such as asking Friends to ‘Like’ the Page). Any interaction a user takes must be using the competition application and not directly on your Page. Notifying winners on their Facebook Wall. Most people do not realise that Facebook requires that you notify the winner by email or other means, but not using Facebook in any way to do so.

Facebook Guidelines You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update. You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest. You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration. You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information. You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail. You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

Introduction to Blogging Common Blogging Platforms WordPress, TypePad, Blogger Excellent low barrier to entry publishing platform Easy to use CMS system to produce and distribute all forms of digital media – text, audio, video, RSS Very effective way of building engaged community and improving SEO Provides a channel for businesses to use a more informal style to communicate Provides a hub for business to participate in wider conversations and discussion Leave comments, interact, generate interest, etc.. Search Engines Love regularly well formatted updated content Blogs are designed to be part of a connected eco-system which is at the heart of good SEO

Blogging Tips Connect to your most important keywords. Important for Search Engine Optimisation Grow the number of influential referral sites. Critical to get authoritative inbound links to your site Create outbound links using relevant anchor text Be generous with links to other blogs and websites and others will return the favor and build your traffic for you. Understand the location of your audience. Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople. Measure endurance. Measure return visitor and length of time spent on site

Blogging Tips cont. Find and nurture your most important readers and constituents Make sure you respond to key people – those who subsribe and comment Use Twitter and Facebook to promote blog If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Monitor conversations on both Facebook and Twitter Use URL shorteners to gauge subject interest. UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets (Use Vanity Urls) Build cross-referencing across social media tools. No social media tool is an island. Tools should cross-reference each other Embed and measure calls to action. If we can get people to a landing page, we should.

Video Sites YouTube, Vimeo, Blip.tv

Old Spice, Tippex, Blendtec etc..

Run competitions for customers to build content (see Pat The Baker example)

Extending digital footprint and brand-building purposes

Create engaging content, tag videos with keywords and distribute on a wide network

Post all content and video blogs on your website and distribute on free video sharing sites,[object Object]

Top 5 Ranking Factors Keyword Focused Anchor Text from External Links 73% very high importance External Link Popularity (quantity/quality of links) 71% very high importance Diversity of Link Sources (links from many unique root domains) 67% very high importance Keyword Use Anywhere in the Title Tag 66% very high importance Trustworthiness of the Domain Based on Link Distance from Trusted Domains 66% very high importance

Next 5 Important Factors Keyword Use in Internal Link Anchor Text on the Page 47% moderate importance Keyword Use in External Link Anchor Text on the Page 46% moderate importance Keyword Use as the First Word(s) in the H1 Tag 45% moderate importance Keyword Use in the First 50-100 Words on the Page 45% moderate importance Keyword Use in the Subdomain Name 42% low importance Keyword Use in the Page Name URL 38% low importance

Write engaging headlinesand descriptions

Pay Per Click Advertising (PPC)

PPC Introduction Analyse your specific market Use Keyword Tools Analyse your online and offline competitors Trellian.com, Google keywords tool Create the PPC accounts Google, Bing, Yahoo Divide the main account campaigns, Ad Groups and Ads (with targetted keywords) Enables highly targetted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation

PPC Tips Match your keywords to optimised and tested landing pages Ensure you optimise your Google "Quality Score” Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Tools and strategies to find the best PPC keywords Google Adwords Tool Wordstream Wordze WordTracker Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Clear Calls to Action Dynamic Keyword Insertion

Create Specific Focused PPC Ads

Best Practices Create segmented targeted lists Optimise and test subject lines, time of delivery, from addresses, email copy etc.. Deliverability Consider ESP products, Ensure using whitelisted IP address Clear Calls to Action Ensure clear to customer what next step is Share with Social Network Make it easy to share email content with networks Integrate with CRM system Segment Database, Dynamic Contents

Best Practices Organic Opt-in List Growth Don’t buy lists – when people unsubscribe – ensure they are Remind recipients why they are receiving mails Be relevant and provide value not marketing messsages Frequency Think relevancy – ALWAYS be cognisant of SPAM Constantly Test Test Content, Images, Subject Line, Address, Calls to actions, placements, layout Template Design Fresh brand centric design

Great potential for building relationships

Good examples Beaut.ie, Blacknight.ie, kogibbq

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