Age Friendly Bootcamp - digital marketing

1. This programme has been funded with
support from the European Commission
AN EXCITING
EU PROJECT

2. DIGITAL
MARKETING

3. • 95% internet penetration
• 89% access to internet at home
• 70% of Irish internet users surf the web every day
• Average Irish adult looks at their phone 57 times a day
• 1 in 3 of us check our phone within 5 minutes of going to sleep
• More than half of us think we use our phone too much
• 86% use internet to find out about goods and services
• 72% use it to access online banking
• One in four purchased online six+ times in the last 3 months
• Ireland ranks 9th in EU for online shopping
• 58% of large enterprises in Ireland experienced ecommerce which accounted for 43% of total
sales
• 68% of Irish businesses use social media
https://www.neworld.com/newsblog/2018/irelands-digital-and-social-statistics/
Irish Customer is Online

4. Set Goals1
Define Target Market2
Attract the Customer3
Build Contact Email list4
5 Measure & Optimise
DIGITAL MARKETING
STRATEGY

5. CRAFT AN IDENTITY OF YOUR IDEAL
CUSTOMER
AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES
• Name, demographic, disposable income,
method of communication etc.
• A day in their life – where do they go,
what do they do /read , how do they
spend their money etc.
• How do you reach them?
• What are their pain points/challenges?
• How can your product/service fill their
gap/challenge/need. What messaging
does s/he want.

6. ATTRACT THE CUSTOMER
AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES
• Email
• Content
• SEO – relevance & authority
• Focus on key media platform for
engagement
• Give incentives
• Paid advertising

7. • Content speaks to ideal customer and
addresses their needs by using SEO best
practice.
– Drives traffic, interests customer and builds
trust and credibility
• SEO supports content by understanding
how the search engines work with niche
keywords and other technical SEO.
– Creates visibility in Google with relevance &
authority
CONTENT MARKETING

8. CONTENT CURATION
AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES
• Curate external content from other sources
• Create your own content (subject to keyword
strategy)
– Clarify goals/USP message to promote
– Create headline that promises value
– Create content that is relevant to the audience
– Message should communicate your solution
– Attractive content – how to/educational, brand
success or entertainment.
• Promote it!

9. Keywords & Selection
AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES
• Keyword – term or phrase used by a searcher to find
infomation on particular topic.
• Keyword Selection – process of scrutinising different
propsective keywords to select the right ones for your
campaign.

10. Local SEO
AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES
•Google treats local business searches differently
•Growth of mobile
•Local searches are ready to act
•Competition is growing
•Google MyBusiness Profile
•Dominate search results and get feedback
– Yelp, FB, Tripadvisor
– Positive reviews drive discoverability and rank
– Ask customers to leave reviews
– Negative reviews require a response

11. No. 5 • Over 610 million users in over 200 countries
• Almost one fifth of users use site daily
• Over 20 million registered companies
• Working professionals and jobseekers
• 27% Irish population use it
• 24% of 50-64 year olds use it
• 9% of 65+ year olds use it
LinkedIn

12. No. 4 • 1 billion users
• 60% of users use the site daily
• 95 million photos uploaded daily
• 74% of businesses use it
• Biggest jump in Irish users – from 5% to 32% yoy
• 21% of 50-64 year olds use it
• 10% of 65+ year olds use it
Instagram

13. No. 3 • 321 million active monthly users
• 46% of users use it daily
• 140 million tweets daily
• Tweets with video get x 10 more engagement
• 84% of businesses use Twitter
• 16.2% of global users are 45 years+
• 19% of 50-64 year olds use it
• 8% of 65+ year olds use it
Twitter

14. No. 2 • Almost 2 billion monthly users (2018)
• Create videos to funnel customers back to your website with
links over the video (Youtube card) or in description
• Average visit lasts 40 minutes
• 40% of US Seniors use it
• 61% of businesses use it
• 29% of Irish Users
Youtube

15. No. 1
• 2 billion active monthly users
• No. 1 social networking site
• 75% of users use it daily
• 65% of Irish people use it
• 8 billion video views daily
• 65% of 50-64 year old use it
• 41% of 50-64 year olds use it
• 95% of businesses worldwide use it
Facebook

16. Youtube Ranking Success Tips
AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES
• Key words
• Create Youtube account with Gmail account
– Tags
– SEO Optimised video
– Customise Thumbnail
– Add Cards to Videos
– Family friendly content
– Competitor espionage – Vid IQ
– Do Ad campaign in Adwords
– Youtube

17. Successful Facebook Ads
• Targeting the right customer
– Core targeting – demographics, behaviour etc
– Custom audiences – target people you have a relationship
with through:
• Page engagement
• Your website (pixel)
• App engagement (facebook sdk)
• Video view
• Email list
– Lookalike audiences – reach people like current
customers/fans/visitors

18. 01
Tena Men
https://www.facebook.com/business/
success/tena-men
02
Travel Department
https://www.facebook.com/business/
success/travel-department
03
AGE FRIENDLY ECONOMY | FUTURE OPPORTUNITIES FOR SMES
CASE STUDY
Facebook Campaign

19. Final Thoughts
• Research your market
• Match social media activity to the target market
• SEO & Local SEO
• Engage – savvy customers with good content - relevant, useful, shareable
• Give customer high value content - Create contented customers
• Listen to your customer and always respond
• Turn customer into fans and ambassadors