Tony McMahon – ICT advisor, Invest Northern Ireland Tony is based in the Newry office of Invest Northern Ireland and regularly provides IT advice to SMEs on a range of topics including online marketing. He has over 10 years of experience of providing practical advice to help businesses make the most of their IT systems and using online marketing to increase sales.

1. What I am NOT speaking
about
• SEO
• Adwords
Just tell me how everyone
• Usability
else does it !!!
• Conversion
• Payment gateways
Tony McMahon
E•Business Team
Content management systems
• Email
Invest NI marketing et al !!!!

2. Who I am talking about

3. One Observation …..
The enemy is not in the room!!!

4. Carpet Tile Solutions

6. How did he do it?
• Top level management commitment
• Attended Invest NI workshops
• Immersed himself totally in the subject
• Committed resources – money and staff
• Never stands still
• 60% from Adwords(costs 5% of sales) –
40% organic
• Sales up 1000%

7. Cesar Millan

8. Cesar Millan

9. The Dog Guru

10. The Results
• Invited to 14 different countries this year
– South Africa, Denmark, Sweden, Norway,
Italy, USA
• 50% of business now export
• Sales growth
• Profile growing – judging competitions
• Cannot breed enough pups

11. Cunningham Covers

12. Cunningham Covers

13. What they did
• Used PPC initially
• Listened to the customer – watched
traffic and behaviour
• Revamped website
• Engaged with SEO – especially off-
page
• Reduced PPC
• Watched traffic/enquiries grow

14. Bubble Bum

18. So what????
• Customer service / engagement
• Thinking outside the box
• Adding value
• Replied to a 7 year old
• What does that say about the
company?
• I’ve now told you – no Google analytics
tracks that!

20. So here’s how they did it !
1. Started with a sound/good business
– Good product, good customer service,
back office support, ambition
2. Asked questions
3. Listened and acted on advice
4. Gave commitment to the online
world – made it a priority
5. Did not look for the silver bullet
6. Tested, tried, experimented – logically

21. So here’s how they did it !
7. Involved top management/owner
8. Allocated appropriate resources
9. Did the simple things well
10.Researched and re-evaluated
11.And then did it all again !!
12.Realised there is NO SECRET