Insurers' journeys to build a mastery in the IoT usage
How to use digital to stretch your marketing budget
1. Using Digital to Stretch your
Aoife Porter
Marketing Budget
Enterprise and Innovation Week
20 March 2012
#EIWeek2012
2. What’s the plan?
Best tools to stretch your marketing
budget
How to really engage customers
How to measure the success of your
investment
#EIWeek2012
6. Top Tools for Strettccchhhhing
1. Keywords
If you want to boil digital
marketing down to a single
starting point, KEYWORDS are
IT!
Create a list of 3-5 keywords
relevant to your business
Choose keywords based on
difficulty and relevance
Use tools such as Google
Keyword Tool to choose
your keywords
#EIWeek2012
7. Top Tools for Strettccchhhhing
2. Search Engine Optimisation
Aim to be on the first page
Optimise your website and all your social
media profiles
Optimise page titles, headings, images
Improve off-page SEO with Link Love
#EIWeek2012
8. Top Tools for Strettccchhhhing
3. Social Media
Facebook pages, Facebook ads
Twitter great instant way to engage with
journalists, stakeholders, support agencies, online
PR
LinkedIn for recruitment, engaging with your
peers
Also to consider Google+, Pinterest
Monitor social media through Google Alerts
Use tools like Hootsuite and Tweetdeck to
manage your channels from one place.
#EIWeek2012
9. Top Tools for Strettccchhhhing
4. Convert Website Traffic into Leads:
“People are visiting my website, but those
visits aren't leading to new customers. What
should I do?”
You need:
• Compelling Offers
• Calls-to-Action
• Landing pages with visitor forms
#EIWeek2012
10. Top Tools for Strettccchhhhing
5. Optimise for Mobile
Viewing
How does your website render
on a mobile device?
More important to have a
mobile friendly version of your
website than an app.
Make sure your contact
information is easily
accessible.
#EIWeek2012
18. “However beautiful the strategy, you should
occasionally look at the results”– Winston Churchill
#EIWeek2012
19. So What?
SO WHAT if you have 5,000 likes on your
Facebook page?
SO WHAT if you have 20,000 pageviews
per month on your website?
SO WHAT if you have an Open Rate of
20% for your email newsletter?
So What? So What? So What?
#EIWeek2012
21. What should you measure?
Sales: € value
Website: traffic % growth, conversions,
sales, links, downloads (offer free stuff)
Email: # newsletter subscribers, CTR
Google page rankings
Online ad performance: CTR, ROI
Social Media Buzz Measurement: channel
growth, engagement (comments / replies)
Use channel specific codes e.g. Facebook
code, email code to measure effectiveness
#EIWeek2012
22. Google Analytics
Free tool from Google, just add code to
your website
Key metrics to monitor
– Visitors
– Referrers: where is your content coming
from?
– Top Content
– Keywords
• What keywords are important
• Integrate into website, headlines, blogs etc
• Measure your page rank
#EIWeek2012
23. Facebook Insights
= Know your audience
Monitor:
Fan growth
Engagement metrics
Demographics
Page & Post popularity
People talking about this
Lots more!
#EIWeek2012
24. Digital Marketing in 10 Minutes Per Day
Update your LinkedIn Status
Check Google Alerts
Post a Facebook story / video / photo
Monitor Twitter, respond, schedule
Check Google Analytics and Facebook
Insights
Manage it in one place:
– Hootsuite
– TweetDeck
#EIWeek2012
1. Keywords: if you want to boil internet marketing down to a single starting point, keywords are itA keyword is a works or phrase that a person uses to gather information on a topic onlineTake advantage by optimizing your website and social media profiles around keywords relevant to your businessCreate a list of 3-5 keywords relevant to your businessChoose keywords based on difficulty and relevance; general words are very competitive making it difficult to rank for them. SMEs should choose less competitive keywords more specifically related to your business. Comprehensive keyword research will help you save money by improved organic search results and saving on CPCNumber of different tools to determine competitiveness of specific keywords and suggest others to you. Google Keyword Tool. Find a balance between relevance and difficulty.Design and optimize your website around your keywords. Include mentions of them in key places. Images you use, especially on your homepage should include alt test that reflects your keyword strategy.
Aim to be on the first page - Search Engine OptimisationEasier to do than previously thanks to social media.Google+ business account is immensely helpful with SEO. Make sure you optimize all your social media profiles to include updates with major industry keywords.On Page SEO counts for 25% of your search engine ranking: elements to consider for keyword optimization: page titles, meta description and meta data, headings, imagesImprove off-page SEO with inbound links; we need Link Love with good content creation. Use social media to share your content and improve inbound links.
3. Promote content through social mediaMonitoring social mediaGoogle Alerts: set-up Google alerts for your company, brand, products, leaders, industry termsHubspotHoosuiteTwitter: twitter is a social network on which people share 140 character messages.
4. Convert website traffic into leadsPeople are visiting your website, but those visits aren't leading to new customers. What to do?You are still at the top of the sales funnel. You need to convert your website visitors into sales leads. To do this, decide on a compelling offer for your prospects, create a call-to-action to promote your offer and launch a landing page with a form for visitors to submit your information. Finally measure and iterate the whole process.
At least 750,000 smartphone owners in Ireland (50% are iPhones)*Most popular among 25-34 year olds (53%)4.8 app downloads per month; social networking apps are the most popularOnline retailers in the UK are losing 30% of potential business by not having a mobile site*AMAS State of the Net Spring 2012
Multiple Accounts on Twitter make it difficult to collect definitive user numbers, the use of third party clients (tweet deck, hoot suite) also makes it difficult to count visitors to twitter.com.Important to note that many more people “see” twitter than have accounts as the feed is often imported to other websites
765 photos were entered into the MySummer competition over 2.5 weeks.2060 votes were collected in 2.5 weeks.Huge PR response across all regional media channels.Strong website traffic over the duration of the campaign (+117.42%)