introduction to digital marketing for Bid Worcester Delegates

1. Introduction to Online
Marketing
Date March 2013

2. A bit about me.
Your turn for a 30
second introduction.
Your Experience with
Digital.

3. What Makes a Good
Web Site?

4. Good Stuff?
• Quick to download?
• Easy to navigate / use?
• Works on the phone?
• Helps me?
• Gives me information?
• Saves me time / money?
• Visual? Nice to look at!

5. What Stops Us Getting a Good
Website?
• Cost?
• Language?
• Time?
• Don’t understand the technology?

8. location
book a table
order take away
competition
good copy
review
community

10. search
purchase
Find stockist
community

11. websites
Social
I want to buy a sites
new tablet
reviews
friends
I want to book a
restaurant brands
search
I want to search for
a new house

12. Who are your typical customers?
What do you want them to do?

13. Exercise 1 – Persona’s

14. Online Competitors?

15. How do you differentiate?

16. • Book online?
• Online Chat / Customer Service?
• Price difference online?
• Buy online?
• Access to unique information?
• Video / download / apps?
• Discount codes ?

17. Exercise 2 - Competitor Review

18. Competitor Tools
http://www.keywordspy.com
http://www.keyworddiscovery.com
http://www.opensiteexplorer.com

19. Online marketing tactics

21. Your Domain
21

23. Saying The Same But Different?
– Keyphrase research
• Many ways of saying the same thing.
– Womens sportswear
– Women’s sportswear
– Womens sports wear
– Women’s sports wear
– Ladies sportswear
– Generic, brand, product, market specific

24. Google Keyword Tools

26. Paid advertising on
Search engines

31. • Grab attention in the subject line and in the first sentence.
• Be brief and relevant to the target segment.
• Be personalised.
• Have a clear call to action at start and end.
• Provide opt-out or ‘unsubscribe’ option by law.
• Contain contact details of sender.
• Operate within legal and ethical constraints for country
• Offer choice of HTML or text
• Link to relevant landing page not home page

32. • Stay informed about what your customers really think.
• Raise your profile.
• Research what customers are talking about and how they feel.
• Influence the influencers.
• Nuture passionate brand evangelists.
•Wisdom of the crowd
• Hit your target market with ads related to their interests on
social media.

34. gaining new followers/likes/subscribers.
improving reputation management.
increase in sales.
improved customer satisfaction.
higher levels of loyalty.
increase in new customers.
lower levels of churn.
higher brand awareness.

36. • www.socialmention.co.uk
• www.blogpulse.co.uk
• www.crowdbooster.com
• www.google.com/alerts
• www.technorati.com
• www.google.com/insights/search
• www.klout.com
• Analytics

37. Exercise 3 - marketing tools

38. marketing tools
• www.internetmarketingninjas.com
• www.google.com/trends
• www.hootsuite.com
• www.bufferapp.com
• Google Keyword Tools
• www.google.com/webmasters/tools

42. Contact:
• john@sharpmonkeys.co.uk
• www.sharpmonkeys.co.uk
• www.twitter.com/sharpmonkeys
• skype – sharpmonkeys
• phone – 01684 575255 / 07962188183