Low Budget Digital Marketing
Marios Siathas

Overview
• Introductions
• Differentiating Online Vs Offline
• Overview of Digital Marketing & Digital Marketing
Landscape
• Benefit and Importance of Content and Inbound
Marketing
• Digital Channels and Examples
• Questions and Answers

Contact Details
www.ciim.ac.cy
99557009
http://cy.linkedin.com/in/mariossiathas
https://twitter.com/MariosSiathas
marios@ciim.ac.cy

Understanding Digital Marketing Vs
Traditional

Big Advantage of Online over Offline – is the
way in which the Customer Self Selects (Opts
in) and Qualifies themselves
Search, Email, Social Media, Apps
Download etc..

Benefits of Digital Marketing
• Customer Self Qualifies through their actions and signals
– looking for your service through search with specific
keywords (there is no ambiguity)
– They subscribe to your email
– They visit your website/blog to find information
about product/service
– They follow/Like you on Social Media and allow you
to communicate to them
• Peer recommendations
– Networks (Tripadvisor, Booking.com, Facebook,
Twitter etc..)

Big Difference between online and offline is
that these interactions can be tracked and
measured to specific outcomes
Sales, Leads, Downloads etc..

Digital Vs Traditional
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Micro Measurability Vs Broad Metrics
Interactive Vs Passive
Inbound Vs Outbound
Manageability Vs Outsource
Targeting Vs Scattergun
Nichecasting vs broadcast
Permission based Vs Interrupt
Educating vs Sales
Informal Vs Formal
Social Vs Authoratative

So, From a Business Perspective, what are we
trying to do with Digital Marketing Channels

To Reach, Acquire, Retain (and
Advocate) Customers both Online
and Offline through Digital Channels

The Buyer Journey
Digital Marketing Activities
Should help achieve:
 Create Awareness
 Customer Acquisition
 Customer Retention
 Customer Advocacy

What are the core tactical tools at a
Digital Marketers disposal

Key Online Marketing Tactics
• Search Engine & Rich Media Marketing
– PPC, Display and Affiliates
• Search Engine Optimisation (SEO)
– Structured & Planned Content, Optimised Vocabulary, Links
• Social Media Marketing
– Twitter, LinkedIn, Facebook, YouTube, Blogs, Podcasts
• Content Marketing Programmes
– Website, blog, social platforms, partnership sites etc…
• Email Marketing
– Email Service Providers, Acquisition and Retention, Lead Nurturing
• Mobile Marketing
– Location Based, Text, Advertising, Coupons, Offline-Activation
• Measurement and Analytics
– Clear Objectives and Benchmarks

Characteristics of a Digital
Marketing Campaign

Digital is a more iterative process
than traditional marketing

Iterative Digital
Marketing Strategies

The Digital Landscape has
changed changed radically over
the past 5 years

Changing Digital Landscape

Proliferation of Channels
Growth of Social Media

Social Media Landscape

It has never been easier for business to
communicate with People online
But You have to use engaging content –
Give people a reason to engage with you

Todays Digital Marketing
Ecosystem

Digital Marketing Ecosystem

That’s why Inbound & Content
Marketing are so Important

Inbound & Content Marketing

Hubspot – Inbound Marketing Company view

Inbound Vs Outbound

Marketing Platforms and
Tactics

Website/Blog

Website
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Register a domain
Create website
Create ‘GOOD’ Content
Optimize on Google, through search engine optimization
you can rank higher on Google so you can get more
visitors to your website.
• One way of doing this is to pay a marketing firm, or by
doing SEO if you learn it yourself.

Blogs
• It doesn’t matter what kind of business you are running,
you can still have a blog.
• Create a community by responding to each blog
comment.
• Become an expert by posting comments on other blogs
and message board
• Message boards may sound boring and dull because
they’ve been around for years, but they are still
effective. There are millions of message boards on the
Internet and there is one for almost every topic.
• If you can leave messages on popular boards and give
people advice, it can drive a lot of traffic to your website

Resources

Resources

Resources

Resources

Resources

Resources
www.blogger.com
Free weblog publishing tool from Google,
for sharing text, photos and video.
www.wordpress.com
Start a blog or a website for free
Read more tips at
http://startbloggingonline.com/ or at
http://impossiblehq.com/how-to-start-ablog-guide

Resources

Marketo Blog

Search Engine
Optimisation
&
Pay Per Click Advertising

Search: Laptops Cyprus

Home Page

KeyWords in URLs Help too
Typical Website URLs
Good
 www.XYZ.com.cy/holiday-villas-paphos/
 www.XYZ.com.cy/cat61/paphos
 www.XYZ.com.cy/cat61/174
 www.XYZ.com.cy/f?ID=174
 www.XYZ.com.cy/f?cat=61&?ID=174
Bad
 cdn6.fly.XYZ.com.cy/f?cat=61&?ID=174&CustID=5afsdf21

PPC Landing Pages

Landing Pages

Landing page example

SEO Factors

On Page Keyword Considerations
• Keyword Use Anywhere in the Title Tag
– high importance
• Keyword Use as the First Word(s) of the Title Tag
– high importance
• Keyword Use in the url
– high importance
• Keyword Use Anywhere in the H1 Headline Tag
– moderate importance
• Keyword Use in Internal Link Anchor Text on the Page
– moderate importance
• Keyword Use as the First Word(s) in the H1 Tag
– moderate importance
• Keyword Use in the First 50-100 Words in HTML on the Page
– moderate importance

On Page: Content Related
• Existence of Substantive, Unique Content on the Page
– Very high importance
• Recency (freshness) of Page Creation
– High importance
• Historical Content Changes (how often the page content has
been updated)
– Moderate importance

Off Page
• Keyword-Focused Anchor Text from External Links
– High importance
• External Link Popularity (quantity/quality of external links)
– High importance
• Load Times of Pages
– High importance
• Bounce Rate from Search Engine Results Page
– High importance
• Mobile Strategy – Preferred solution is Responsive by Google
– High importance

Tools

Keyword Planner

Email Marketing

The process of delivering
relevant, engaging and timely
marketing messages about your
products and services to a specific
group of recipients via electronic mail.

How Email is used
B2C
B2B
87
88
Retain Existing Customers
26
66
Generate Leads
65
54
58
Profile / Awareness
34
53
56
63
83

Some numbers
• 91% use email at least daily. Compared with 57% of
Facebook Users.
Exact Target Channel Survey 2012
• 66% of people have made a purchase as a result of a
marketing message via Email vs. just 20% via
Facebook.
Exact Target - 2012
• Get this report at http://www.ExactTarget.com/SFF

Return on Investment
For every dollar spent on
email marketing in 2012 marketers had a $40
return-on-investment.
»
DMA - 2012
http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/

How it compares

The Services

MailChimp

What they offer
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List Management
Unsubscribe Management
Design / Template Editor
AAA Delivery
Reports
Inexpensive

Things to consider
• Never spam people
• Build your own list

What is spam
• The word "Spam" as applied to Email means "Unsolicited Bulk Email".
• Unsolicited means that the Recipient has not granted verifiable
permission for the message to be sent.
• Bulk means that the message is sent as part of a larger collection of
messages, all having substantively identical content.
• Unsolicited Email is normal email
(examples: first contact enquiries, job enquiries, sales enquiries)
• Bulk Email is normal email
(examples: subscriber newsletters, customer communications, discussion
lists)
• A message is Spam only if it is both Unsolicited and Bulk.
– Source - Spamhaus - http://www.spamhaus.org/consumer/definition/

Build your own list
• Add a subscribers form
• Add update contact form
• Other forms
• Facebook Apps
• Competition Entries
• Membership Form
• Registration Forms

Add a subscribers form
• Ask for just the
“must-haves”
• Don’t get Personal
• What info can you collect
later?
• Find a balance
• Add on more pages not just
home page (research shows
that only 10% use the home
page to sign up)

The best way? ASK
• Face to Face
• Sales Calls
• Trade Shows
• Events
• Ask for Permission
• It Respects the rules
• Ensures Familiarity
• It Increases Engagement

Things to consider
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Words - “Free” / “Discount” / “Offer” / “Buy”
“Click Here”
“Unsubscribe”
Overuse of Punctuation....................
Exclamation Marks!!!!!!
ALL CAPS
White Listed Sender
No Attachments
Good Quality in Design
Correct Balance of Text and Images
Use a Testing Service - Litmus.com

Clear and shorts
subject line
Get to the point
Clear CTA
Several links
Scannable text

Design Considerations
• Keep HTML Emails to 500-600 Pixels in width
• Always use a Top Link - Click here to view it in your browser
• Don’t Depend on Images to get your message across
• Can’t you Flash, Video or animated bits
• Beware of special characters in your emails
• Never use attachments
• Test the end product on different email clients
• Always use a valid and consistent send / reply address
• Personalise... or not. Discuss.
• Never design and send as one big image

When to Deliver
• Traditionally best
• Tuesday / Wednesday - 11am.
• NEVER on Friday
• Avoid Monday
• Aim for people at their desks
• Analysis
• About 80% of email opened between 5 am and 5 pm
• Roughly 62% opened between Tuesday and Thursday
• Business customers most likely to open during working day
• Personal email accounts are often checked during the day
• Consider when you want the traffic / calls.

Analytics

Group Deals

Group deals

Group deals

Skroutz deals Inbox

Other platforms

Listing

Google Business Places

Google + for Business

You tube

Social Media

• As you build your brand, always remember to apply
these simple steps at every stage of your business:
– Build Relationships
– Fresh Content
– Share Your Knowledge
– Image is Everything
– Connect with Clients/Customers
– Be Transparent

• When identifying the right social network for your
business, consider the following:
– Research the social networks that will work best for
building your brand
– Understand the needs of your target audience
– Make connections and talk to people
– Share your goals and identify supporters
– Measure results
– There are so many free and low-cost tools available
to you. Use these tools to your advantage. Don’t wait
for that million-euro check to come in the mail. It will
not!

What posts work best?
• Develop a varied post strategy – don’t template every post
• Images and Video get most interaction but you have to mix with
Status updates to optimise reach
• Think Shorthand – posts with 80 chars or less receive 27% more
engagement
• When sharing company links – use an image with the link and
some commentary – 65% higher engagement rate using images
• Think frequency – too much is spam, too little could mean not
being noticed
• Think Humour and Personality – Don’t be shy boundaries – get
responses from people

Tools

They Like You!

Other photo editing
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http://www.picmonkey.com/ free and cool
http://getbulb.com/ create infographics with ease
https://infogr.am infographics
www.gimp.org – photoshop type for free
Vine app - Create & share beautiful looping videos
Shadow puppet app - Shadow Puppet Is a New
Storytelling App For Sharing Narrated Slideshows Of
Your Photos
• Doodly Doo app – adds drawings, text and other fun
stuff on your photos

Thank You