1. Digital Marketing Workshop

3. Clients

4. About You?

5. Key Learning
Points
Explore the rapidly 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?Marketing in a Digital World

7. ComScore.com, 2013

12. Brand Email
Subscriptions

13. Source: ExactTarget, 2011
Email: Why
Subcribe

18. 24 Billion UK searches 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

23. Towards ‘Hypercompetition’
in marketing?

24. Examples

30. What is your organisation doing to reach and
influence consumers online?

31. Social Media Overview?
Digital Marketing Core Areas:
Awareness / Attract
Convert
Retain
Analyse

33. Source: Econsultancy.com, 2012

34. Social Media Overview?Awareness / Attract

35. 1. Search Marketing
2. Digital Display
3. Social media display and online PR

37. This is Your Enemy Online!
Low Traffic from search

38. “Italy holidays from Northern Ireland”
“Restaurants Belfast”
“construction companies northern ireland”
“How to prevent heart disease”
“cancer support Northern Ireland”
“solicitors Northern Ireland”
“Digital Diploma courses Belfast”

39. Google
Keyword tool

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 your customers while they are researching
issue / product!
Increase quality web traffic for your website
Increase sales and leads
You completely control budget and campaign period

46. Local
Extensions

47. Click to Call

48. Site Links

49. On Google’s Advertising network

50. On Google’s Advertising network

51. Exercise
Search for Google Keyword 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 the process of increasing the
ranking for your website and web pages in
the natural search engine results pages.

54. SEO Can Bring You....
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 data are
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 websites have
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!

66. Online PR

68. Video:
Opportunities
Increase direct traffic to 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 of the ‘Viral Video’
Resources
Getting the stories and formats right
Marketing your online video

70. Artists Profiles

71. Artist Diary

72. Events
Promotion

73. CEO Talk /
Interview

74. Vox Pops

75. User
Generated
Content

76. ‘Viral Video’

78. “A viral video is 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 Market Your
Videos

82. Create a
Video Page

84. 5 Main Ranking
Factors

85. SEO for You Tube
Overview

86. Improving your
Channel

88. Solus Emails

89. Opportunity to
promote videos to
important arts
journalists
“@marielouisemui
r check out our
new video for one
city one book
Approach top online
influencers

90. Bloggers

91. Channel
Selection

92. Online Reputation
Management and
Monitoring

96. Social Media Overview?Convert

97. Your Website Presence

98. Template
Websites

100. “How does your website
actually help us to do
something?”

101. Conversion Optimisation

102. Definition
“The process of improving the
overall website usability and
experience in order to increase the
percentage of visitors who convert
to actions.”

103. Why?
Most of your website 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

109. Usability

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

112. Mobile
Experience?

114. ‘Put your site to the test’
Quick Exercise

115. Carry out an audit and usability test of
your website

116. Email Marketing

117. Second only to search 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 a poor 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

123. Source: Hubspot, 2012

124. ESP

125. Source: ExactTarget, 2011
Content?

126. “A business approach that 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

131. Engage

132. Key question for social media
marketing is…………

133. “Are you more interesting than
my wife*?”
*Insert: Mistress
Football team
Son / daughter
Boss
………………….Etc

134. The following people and brands
have social capital online!

138. Aims
To drive footfall back into the city – Immediately
Increase trade in shops, bars and restaurants
Restore citizen confidence in city centre

139. How
Offers: Deals and promos
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 emotional connection to business
owners
Promoted offers via engaging content
8500 Facebook Followers
9600 Twitter followers

145. “Find the content that 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 on branded 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 Media Points

149. Influencers

150. Main Social
Media Risks for
Organisations

152. “Actually a lot of 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

156. Whitepapers…

157. “The term white paper...... 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)

158. Blogs…

159. Brands as
Publishers!

160. Content is critical in digital marketing
•Critique the content you have
•Build content marketing into your brand,
PR, digital and social marketing

161. Social Media Overview?Analyse

165. True Value of ‘Likes and Followers’?

167. Social Media Overview?
Digital Marketing Stragegy,
Management /
Recommendations

168. “unfortunately all plans
degenerate into work”

171. Management
and
Resources

173. Budgets

176. Demonstrate how digital and 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 a digital 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 areas of 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

180. Paul McGarrity