Digital marketing on a shoe string, Wild Atlantic Way conference, Donegal Marine Tourism- Speaker: Jill Robb, Digital Marketing Director, Origin Digital (formerly Ambition Digital)

1. Digital Marketing on a Shoe String
Top Ten Twelve Tips

2. @JillLRobb
 Recovering Retail Manager (1998 – 2005)
 Digital Marketing Newbie (2005-2006)
 Self Taught SEO
 Focus on eCommerce
 Digital Marketing Exec (2006-2007)
 Advanced SEO
 PPC
 E-Mail Marketing
 Affiliate Marketing
 Social Media (Joined Linkedin)
 Head of Digital Marketing (2008-2009)
 Joined Twitter 2008
 Started using social media for marketing clients
 Advanced Digital Strategy
 Digital Marketing Trainer
 Founded Ambition Digital (2009- Present Day)

5. Lets Get Down To the Good Bits!
Top Ten Twelve Tips

6. Tip #1: Education
 You will need to learn new techniques
 Read up on the channels BEFORE you start using them
 Take a look at the booklet in the goodie bag you’ll get later today
 *Remember this may be digital- but it is just marketing

9. Tip #2: Research you Audience
 Cultural differences can be surprising
 You need to be where you customers are
How many people advertise in the Yellow Pages?

10. Tip #2: Research you Audience
 Multi-Screen is a reality

12. Tip #2: Research you Audience
 LIKE…for example…
 Poor translations for international visitors…

13. Or…Honda Jazz… Was Originally a Honda ‘Fitta’

14. Tip #3: Strategy & Planning: Race Model
Source:
SmartInsights.com

15. Tip #3: Strategy & Planning: Race Model
Source:
SmartInsights.com

16. Tip #4: Become a Content King/ Queen
 Writing great content on your website will work wonders!
 Its great for SEO
 SHOW OF HANDS: WHO KNOWS WHAT SEO IS?
 Blogging is almost as useful as PR
 AND it immediately is accessible to an international audience
 Be aware of your website address - .ie addresses may restrict you
 Engage with other bloggers to trade links – but not insults…

17. Don’t ‘Do a Ryanair’
Ryanair spokesman Stephen McNamara:
"Ryanair can confirm that a Ryanair staff member did engage
in a blog discussion," he told CNN. "It is Ryanair policy not to
waste time and energy in corresponding with idiot bloggers,
and Ryanair can confirm that it won't be happening again.
Lunatic bloggers can have the blog sphere all to themselves,
as our people are far too busy driving down the cost of air
travel."

18. SEO- Searcher Behaviour
 There are three stages to the ‘search journey’ (how people search on
Google etc) that users typically follow:
 Explorer – browsing stage, looking for inspiration: Example search term - B&B
Donegal
 Hunter – Now have made their mind up about exact requirements : Example
search term – B&B Bundoran
 Tracker – Now at booking stage – Casa Mia B&B Bundoran rates
 You must ensure you have pages that include content with keywords for
every stage
 Relevance, quality, frequency

19. Tip #5: Become a Content King/ Queen
 Watch your spelling
 And Grammar!

20. Tip #5: Become a Content King/ Queen
Cottages
Weather
Waterbus
Town Hotel
Walks
Wild Camping Daily

21. Six Tips to Writing Effective Copy
 Write Like a Journalist.
 Keep it concise and include keywords.
 Make your text readable on a screen.
 Remember that you want the most important points to be readable at a glance.
 Don't make your reader work to find important information.
 Break up the Text -include important keywords in headings or links
 Ensure the language is natural and flows well. Don’t stuff with keywords.
 Create content that’s relevant to your customers

22. What Difference Does Great Web Content Make?

23. Tip #6: Make the Most of Social Media
 Listen for a while to what is going on & assess it
 Don’t go overboard- only go where you customers are
 Listen for mentions of your brand/ your location
 Get involved if appropriate
 Don’t forget that social media is two-way- you can expect interaction
 It is also real time - & people are impatient!
 Be emotive…
 A picture can say a thousand words
Image Source:
www.udaras.ie/

24. Tip #6: Make the Most of Social Media
 Be careful of how you construct and use Hashtags on Twitter

25. Tip #6: Make the Most of Social Media
 Be different- don’t follow the crowd, you need to stand out
 Be relevant & Interesting to your followers/ fans
 Make use of technology- use tools to schedule in your updates
 Like Hootsuite
 Don’t be too salesy/ self-centred
 Don’t forget about video
 Engagement is key
 Use Competitions
 Use Facebook ads strategically
www.pauldoherty.ie/

26. Tip #7: Use Strong Calls to Action
 First rule of the Web: Don’t Make
People Think
 Tell them exactly what you want them
to do
 Click here
 Book now
 Buy now
 Visit today
 Call us today
 Contact us today

27. Tip #8: Use E-Mail Marketing
 An existing or past customer is a cheaper customer
 E-mails can be tracked so easily to understand who is opening, clicking…
 Personalisation and Relevance are key!
 Open rates vary 20-30% usually regarded as good
 Open rates for this conference were a huge 41-52% !!
 It doesn’t have to be expensive – try MailChimp as a starter e-mail
marketing package

28. Tip #9: Get Smart
 Affiliate marketing – getting other websites to market you and only pay
them when you get a lead/ sale
 Use automation where possible - consider auto-generated e-mails/
marketing automation- tools such as Copernica
 Include your website/ digital address on offline marketing
 Get bloggers interested in what you are doing and get them to blog about
you
 Save time by scheduling
 If you need visibility online fast, consider Pay Per Click
 Always set a goal to achieve- and focus efforts towards it

29. Tip #10: Spend Wisely
 On the web most marketing spend can be measured
 Always ask yourself ‘what goals do I want to achieve’
 Google PPC can work well to drive traffic to your site
 BUT entrust it with someone who is RESULTS focused rather than just
traffic focused
 Facebook ads can be a cost effective way of generating more visibility
with target audiences
 Consider what you can achieve yourself through you own efforts

30. Tip #11: Measure
 Google Analytics is a great FREE Tool
 Understand your customers and get great insight
 How much traffic are you driving from Google?
 What keywords do people search to find your site?
 Do they then go on to contact you/ buy/ book?
 What information do they spend most time reading?
 Can they access all the pages?
 Which pages and areas are they clicking on most?
 How many people clicked through on that e-mail offer to look at your site?

31. Tip #11: Measure
 Benchmarks for Comparison
 2.5% - 4.5% typical sales conversion rate (leads only? Approx 7%)
 Website bounce rate average – 45% - 50%
 E-mail open rates- vary but above 25% - 30% usually good
 Time on site- varies but 4-5 mins good
 Click through rates on ads: PPC between 5- 10%, display ad between
0.14% - 0.2%

32. Tip #12: Think Bigger Picture & Think Continuity
 Get involved and contribute to your local community
 Be consistent online & offline
 Enter Awards
 Team up with other complimentary businesses to create packages
 Cross Promote
 Get Online Reviews, Referrals & Recommendations – Try YotPo as a
cheap/ free solution to put reviews on your site
 Be professional & maintain a positive attitude
 Use branding & offline displays
 Look to your peers for inspiration – in Ireland and further afield

33. Thank You!
Slides will be made available
on SlideShare
Web: www.ambitiondigital.com
Facebook: www.facebook.com/AmbitionDigital
Twitter: @JillLRobb or @AmbitionDigital