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Digital marketing workshop 2013
This document provides an overview of digital marketing and key areas within it. It discusses exploring the digital environment and learning about core digital marketing areas like social media, search marketing, email marketing and analytics. It covers topics such as the growth of digital searches, rise of "hypercompetition" online, and how organizations can reach consumers digitally. The document also discusses developing a digital strategy, managing resources, and convincing boards of the benefits of digital and social marketing. Overall it aims to give attendees an introduction to digital marketing and how to incorporate these techniques.
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Digital marketing workshop 2013
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- 5. Key Learning Points Explore therapidly evolving digital environment Find out more about the core areas of digital marketing Overview of social media Advice on incorporating digital marketing
- 6. Social Media Overview?Marketingin a Digital World
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- 13. Source: ExactTarget, 2011 Email:Why Subcribe
- 18. 24 Billion UKsearches 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
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- 30. What is yourorganisation doing to reach and influence consumers online?
- 31. Social Media Overview? DigitalMarketing Core Areas: Awareness / Attract Convert Retain Analyse
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- 34. Social Media Overview?Awareness/ Attract
- 35. 1. Search Marketing 2.Digital Display 3. Social media display and online PR
- 37. This is YourEnemy Online! Low Traffic from search
- 38. “Italy holidays fromNorthern Ireland” “Restaurants Belfast” “construction companies northern ireland” “How to prevent heart disease” “cancer support Northern Ireland” “solicitors Northern Ireland” “Digital Diploma courses Belfast”
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- 40. Select a small,manageable number of keyphrases to start!
- 42. 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
- 44. Benefits Market to yourcustomers while they are researching issue / product! Increase quality web traffic for your website Increase sales and leads You completely control budget and campaign period
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- 49. On Google’s Advertisingnetwork
- 50. On Google’s Advertisingnetwork
- 51. Exercise Search for GoogleKeyword 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)
- 53. Definition: SEO is theprocess of increasing the ranking for your website and web pages in the natural search engine results pages.
- 54. SEO Can BringYou.... 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
- 56. Correct meta dataare vitally important for achieving SEO success. The two most important factors in Meta Data are: 1.The Title Tag 2.The Meta Description
- 59. Warning: Most websiteshave 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!
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- 68. Video: Opportunities Increase direct trafficto 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
- 69. Video: Challenges The Myth ofthe ‘Viral Video’ Resources Getting the stories and formats right Marketing your online video
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- 78. “A viral videois a video that becomes popular through the process of internet sharing typically through video sharing websites, social media and email” ‘Viral’ Video
- 81. How to MarketYour Videos
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- 85. SEO for YouTube Overview
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- 89. Opportunity to promote videosto important arts journalists “@marielouisemui r check out our new video for one city one book Approach top online influencers
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- 100. “How does yourwebsite actually help us to do something?”
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- 102. Definition “The process ofimproving the overall website usability and experience in order to increase the percentage of visitors who convert to actions.”
- 103. Why? Most of yourwebsite 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
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- 111. 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
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- 114. ‘Put your siteto the test’ Quick Exercise
- 115. Carry out anaudit and usability test of your website
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- 117. Second only tosearch 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
- 119. 1.Driving to apoor website 2.Spam filters 3.Poor Content 4.Email lists 5.Outdated Technology What typically goes wrong with email marketing
- 121. How will you gain‘permission’ emails
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- 126. “A business approachthat 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
- 130. Social Media Overview?Retention/ Engagement
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- 132. Key question forsocial media marketing is…………
- 133. “Are you moreinteresting than my wife*?” *Insert: Mistress Football team Son / daughter Boss ………………….Etc
- 134. The following peopleand brands have social capital online!
- 138. Aims To drive footfallback into the city – Immediately Increase trade in shops, bars and restaurants Restore citizen confidence in city centre
- 139. How Offers: Deals andpromos Stories based on content Shared via Social Media – viral effect in Belfast
- 140. Social Proof –Friends and family sharing content via #BackinBelfast
- 142. Impact Created an emotionalconnection to business owners Promoted offers via engaging content 8500 Facebook Followers 9600 Twitter followers
- 145. “Find the contentthat 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”
- 146. 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..
- 147. 60% uplift onbranded searches. Facebook has driven most of this change. Via: Clever content and engagement Significant rise in conversions Boosting Search Traffic and Sales
- 148. Additional Social MediaPoints
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- 150. Main Social Media Risksfor Organisations
- 152. “Actually a lotof 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
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- 157. “The term whitepaper...... 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)
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- 160. Content is criticalin digital marketing •Critique the content you have •Build content marketing into your brand, PR, digital and social marketing
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- 165. True Value of‘Likes and Followers’?
- 167. Social Media Overview? DigitalMarketing Stragegy, Management / Recommendations
- 168. “unfortunately all plans degenerateinto work”
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- 176. Demonstrate how digitaland social marketing will help with the 5 S’s: •Sell •Speak •Serve •Save •Sizzle They will listen to you! Convincing the Board
- 177. Carry out adigital audit Develop a digital media and marketing strategy across the business Invest in core areas – Website content and conversions, Search, Social and Email
- 178. Q. What areasof 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
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Editor's Notes
- #2 Explain what I do and services
- #117 Email remains a fundamental channel for engagement and for ROI, but those practising ‘batch-and-blast’ need to raise their standards. There are still areas where email marketers do not know enough about their campaigns, and many low hanging fruits not being picked. To get the best possible return from email marketing, companies need to get the basics right whilst overcoming challenges preventing increased sophistication