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

Introductions

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 Businesseswww.BabaBeag.ie

• 30,000 Customers over 50,000 Subscribers to email

The Changing Digital Landscape

Traditional Marketing Vs Social

Engagement

Social Media Landscape

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

Web Strategy

• Have a clear and defined business objective for your web presence– 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.)

Key Online Marketing Tactics

• Content & Inbound Marketing• Social Marketing• Pay Per Click Advertising (PPC)• Search Engine Optimisation (SEO)• Email Marketing• Measurement and Analytics

Content & Inbound Marketing

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, Screencasts and Custom

Animations• Product/Service Reviews & Customer Testimonials• Articles and other Intellectual Property or Knowledge Sharing –

Professional Contributions etc.

Inbound Marketing Advantages

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

Owned Vs Paid Vs Earned Media

Owned Media

Areas to consider

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

Some Social Case Studies

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

Cully & Sully

Hairybaby

Dazzledust

Ikea – Malmo

The Good Mood Food Blog

Blacknight

Social Platforms

Facebook Pages

Irish Political Parties

Charities & Not for Profit

Bars - Facebook

Business Pages

eCommerce within Facebook

Puddleducks

Facebook eCommerce Apps

Payvment

Payvment Facebook App

Facebook Competitions

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.

Third Party Tools

Wildfire Apps

Blogging

Wordpress.org & .com

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.

–

Blogs

Video Sites

YouTube, Vimeo, Blip.tv

Video Sites

• Very useful marketing tool– Old Spice, Tippex, Blendtec etc..– User-generated content

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

• Best Job in the World etc..

• 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

Video Sites

Professional Networking

Search Engine Optimisation

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

SEO Case Example

Write engaging headlines and 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

PPC Examples

PPC Screen Real Estate

Create Specific Focused PPC Ads

Email Marketing

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

Email Applications

Case Studies

CityDeal.ie

Asos

Schuh

Twitter

Twitter

• Excellent B2B and B2C networking tool• Great potential for building relationships

– Directly with customers– Good examples Beaut.ie, Blacknight.ie, kogibbq

• Good listening tool – What is being said about you and most importantly are you hearing it?

• Easy to engage with customers– Reach out to them and resolve issues and improve service to them– Opportunity to convey a personal dimension rather than marketing

speak

• Has become mainstream over 2009/2010– 1400% growth over past 12 months

Small Biz

Review Sites

Yelp

Yelp – Bars & Restaurants

Photosites

Photosharing Sites

LinkedIn

AnalysingKey Performance Indicators

Measurement

• Key Performance Indicators– Measures that help you understand how you are doing against

your objectives.– highlight success, or failures, for the objectives you have

created for your organization– Keywords: Measures – Objectives

• Objectives:– Increase Sales, increase customer retention, Increase # of

leads, increase share of voice, increase quality of leads to sales, reduce customer service costs,

Online Key Performance Indicators

Typical Trackable KPIs

• Number of Conversion• Cost per Lead, Cost per Sale• Bounce rates• Returning visitors• Recency Rates• Abandonment rate• Average order size (ecommerce apps)• CPA / Customer Lifetime Value• Average Revenue Per User

Additional Metrics

• 3rd Party Links – Partners, Referrals, Promotions, Affiliates

• New account sign-ups• Article or press release views• Newsletter signups• Page views per session• No. of site specific downloads – products, articles,

whitepapers, podcasts• No. of Webinar Views

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274