1. Digital Marketing
Digital marketing is a
combination of push and pull
Internet technologies to
execute marketing campaigns

2. Re- thinking marketing
Traditional
Outbound Marketing
• Telemarketing
• Trade shows
• Direct mail
• Email blasts
• Print
• TV/radio ads
Interruption based
New
Inbound Marketing
• Search Engine Optimisation
• Blogging
• Social Media
• RSS feeds
• Free tools/trials
• Video
Permission based

3. Search Engine Optimisation

4. Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is a
technique which helps search engines find
and rank your site higher than the millions
of other sites in search engines.

5. Search Engine Optimisation
If you don’t read anything else, read this Guide!

6. What is SEO - Why is it important?
Benefits of SEO :
1. Optimised Search Results –
increases the ranking of your website
on many search engines
2. Increase Visibility – Search engine
optimisation helps to increase search
engine visibility
3. Increased Online Traffic – result of
increase visibility in the search engines
4. Low Investment – If done properly,
SEO supports promotion of your
website

7. Search Engine Optimisation
PAIDPAID
FREE!FREE!
VerticalVertical
SearchSearch

8. Search Engine Optimisation
People look
here according
to eye tracking
research

9. Title
Heading h1
Alt image tag
Copy

10. www.webyogi.co.uk
SEO - keywords
Keywords used by searchers are not necessarily what we
think!
• Over 50% of searchers use key phrases of 3 words or
longer
• Vital to a successful SEO campaign
• Local search - location specific key phrases are
common use theses in title tags
• Aim to optimise your site on keyword per page with the
most search volume

11. SEO - Optimise your site for keywords
https://adwords.google.com/select/KeywordToolExternal

12. • Training courses for employers
• Apprenticeship provision
• Professional Development provision
• Higher Education provision
• Restaurant, Beauty Salon and Fitness Club
• Conference facilities
Can you think of any other terms people might use to
search for your services?
SEO - Optimise your site for keywords

13. Local SE0 - Basics
Get listed on …
• Google Places / Google+
• Yahoo Local
• Bing Local
•

14. www.webyogi.co.uk
Local SE0 – Social media
Most of the networks have iPhone, Android, and
BlackBerry apps

15. www.webyogi.co.uk

16. Social Media Enlightenment

17. Social Media
Social media is just about human beings having
conversations and relationships
through the use of online technology. It’s
simply a ‘new’ form of mass media. It helps
SEO by building relationships that may later
turn into links and sales

18. The social media revolution - video
http://www.youtube.com/watch?v=3SuNx0UrnEo

19. Social media - Why is it important?
Benefits of Social media
• Low cost - use social media to create
and distribute articles, videos & audio for
a fraction of the money it would cost to
appear in press, print, radio or TV
• Unlimited access
• Simplicity
• Global reach
• Flexibility
• Measurability
• SEO social signals

20. Social media is ……
• Social Bookmarking (Delicious)
• Social News (Digg, Reddit)
• Social Networking (Facebook, LinkedIn)
• Video (Youtube, Vimeo)
• Audio (Podcasts, Itunes)
• Blogs (Wordpress, eblogger, tumblr,
posterous)
• Local Business Listing (Google, Facebook
places)
• Brand monitoring (socialmention,
Howsociable)
• Q&A – Quora, Yahoo answers
• Reputation management
• Events & tweet ups
• Photosharing (flickr)
• Presentation sharing
(slideshare)
• Social Broadcasting (Youtube)
• Ratings and reviews (yelp,
Google places)
• Location based marketing
(Foursquare, Gowalla)
• Viral Marketing (Youtube,
Articles & PR)

21. The conversation prism
The Conversation Prism
gives you a whole view of
the social media
universe, categorised
and also organised by
how people use each
network.
So many
networks…
So little time!

22. Social media dashboards
But… there are tools
you can use to help
manage social media
sites..
•Hootsuite
•Tweetdeck
•Sproutsocial

23. Facebook Analytics
Youtube Insights
Topsy
Tweetstats
bit.ly
Twitter Analyzer
Klout
PeerIndex
Social Mention
Backtype
Boardreader
CoComment
Hootsuite
Yahoo Site Explorer
Omgili Graphs
IceRocket
Compete.com
Some Free Social media listening & monitoring tools

24. Social media networks

25. Facebook
• Largest social media site
• 750 million participate
• Fan pages popular with
businesses
Your Facebook page is a gateway to other social media
streams, with news, pictures, videos & posts from your blog
Facebook should definitely be a part of YOUR social media
efforts.

26. Facebook – how to use it
• Create a Business Page
• Use Facebook applications
• Promote events
• Promote your sales, promotions and offers
• Get feedback
• Ask questions

27. Facebook – Case study
http://www.excellencegateway.org.uk/page.aspx?o=299885

28. Twitter
Twitter provides an easy outlet
for daily interaction with
students, parents, college
news, well wishes,
announcements, student
congratulations and re tweets
of positive messages/pictures

29. Twitter – how to use it
•Create a twitter profile
•Strategically build your following
•Listorious, twellow, #hashtags
•Tweet events
•Tweet promotions, offers

30. Youtube
• 2nd
largest search engine
• Use your keywords when uploading a video
• Spread your videos across the internet
• Brand your account
• Create a series of videos
• Build a network

31. Youtube case study
http://www.youtube.com/watch?gl=GB&v=kpEcCjpbm5w

32. Flickr
Photostreams on Flickr are a nice way to
focus on special events sponsored by your
college or held on your campuses.

33. Flickr

34. Flickr – What can you do?
• Search for your institution name in Flickr
• Create a Flickr group (e.g Amherst College) gather
existing users and ask them to post pics of your
college
• Discover great photos for your next publications
• Launch a contest and invite users to post their
best shots about your institution
• The winners could have their photos published on
your website or in your next magazine…

35. Linkedin
LinkedIn is perhaps one of the most effective
social media platforms for business to business
networking.

36. Linkedin
•Create a solid company profile
•Join several groups and become involved
•Connect with specialist employers
•Ask and answer questions
•Give and ask for recommendations
•Ask for introductions

37. www.webyogi.co.uk
Q+A Sites
Questions & Answers

38. www.webyogi.co.uk
Which channels right for my business?
• Blogger outreach
• Video
• Local search marketing
• Mobile marketing
• Groupon/offer sites
• Corporate web site
• Free content (ebooks, white
papers)
• Online communities
• Webinars
• Podcasts
• Display Advertising
• Email Marketing
• Pay-Per-Click Advertising (PPC)
• Online Public Relations
• Search Engine Optimization
(SEO)
• Affiliate Marketing
• Social Media Marketing
• Viral Content Campaigns
• Conversion Rate Optimisation
• Blogging/Microblogging

39. www.webyogi.co.uk
It depends on business objectives & audiences!
• Brand awareness
• Web traffic
• Online course bookings
• Recruitment
• Sales
• Leads
• Promotion
• Reputation management
• Public relations

40. What makes a good Social Media Campaign ?
Old Spice “Smell Like a Man, Man.”
Old Spice spokesman Isaiah Mustafa
was an interactive online hit
responding to questions submitted by
fans on Twitter in 180 Web videos.
He proposed marriage to one fan's
girlfriend. She accepted.
From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

41. What makes a good Social Media Campaign ?
A. Buzz, participation &
engagement
These types of content are
popular…..
• How to’s
• Asking questions
• Competitions
• Quizzes
• Polls
• Widgets
• White Papers
• Viral games- farmville

42. What’s Hot in Social Media?
Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia

43. www.webyogi.co.uk
Juicy Social media links – yum !
You’ll love these links!
• Hubspot inbound marketing blog – Marketing Resources
for small businesses: strategic Internet marketing tips and
links to much more.
• Social Media Examiner – Social Media Examiner is a free
online magazine designed to help businesses discover
how to best use social media tools
• Mashable – Social Media news blog covering cool new
websites and social networks
• Duct tape marketing blog – Small business marketing
coaching and consulting ideas & strategies that are simple
& effective.

44. Demographics
Where do people go online & what
do they do?

45. www.webyogi.co.uk
Who is using which sites?
Source : Flowtown

46. Forrester research – Use this tool!
18-24 yr olds in the UK
tend to be Joiners &
Spectators
Joiners like
•Facebook
•Myspace
Spectators like
•Blogs
•Video
•Forums
•reviews

47. How people behave online

48. Content Marketing
Text – where people put
across views, opinions or
write blog posts.
Images – images and photos
Audio – social media enables
you create podcasts or radio
shows
Video – video sites mean that
you can record entertaining
videos for the world to see.

49. Information highway…

50. www.webyogi.co.uk
Create more highways… through content
• SEO (people link to great content)
– More Visitors
– More Google links
• Social Media (people share great content)
– Word-of-Mouth
– Develop Relationships

51. • On & offline tactics
• Timely
• SEO
• Social media – networks, content, blog
• Online PR
• Strategy & campaign plan
• Measurement
Digital Marketing plan….

52. The Digital Marketing Mix
Start with your business/website goals
and create valuable content for your
audiences
Research your online landscape for the
most appropriate marketing mix for
your digital strategy
Use web analytics, on and offline
conversion tracking and optimisation
to measure campaigns
Implement the tactics that fit your
business goals best.

53. www.webyogi.co.uk
• Research what your target audiences are searching for on
Google
• Listen, engage and participate through social media
• Develop digital marketing plan that meets business
objectives & customer needs
• Optimise your web content to meet Google best practice
• Create and distribute content that will promote your
expertise and drive targeted traffic to your website
• Implement content & link building strategies to help you
achieve high Google rankings
• Measure your activities through web analytics
8 Steps to digital marketing success….

54. www.webyogi.co.uk
Connect with SEO Web Take….
Email : info@oceaniainternet.com.au
Site: www.seoservicesadelaide.com
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