GMIT Students Union Talk

Tuesday 25th November

Demystify the World of Digital Marketing -What is it and How do I Use it.

Follow @marickab @galwaymarketing @IMSMarketings

Outline

Demeisfying..

1. Digital Marketing – what is it?

2. Google Organic Vs Google PPC.

3. Facebook. Twitter, Pinterest, LinkedIn etc –

What is the difference and what do I use?

4. Do I need a website as part of the Digital

Marketing Strategy?

5. Monitor, Measure and Convert.

Times have changed…

1.DIGITAL

MARKETING

What is it and how should I

use it?

What is Digital Marketing

In simplistic terms, digital marketing is the

promotion of products or brands via one or more

forms of electronic media.

2.GOOGLE

ORGANIC Vs

GOOGLE PPCWhat’s the difference and

what should I use?

Google Organic Vs Google PPC

Google Pay Per Click Ads (PPC) –Google Adwords

Google ‘Organic Listings’ – Listings you do not pay for.

Google Organic Vs Google PPC

Google Organic

• Free

• Trusted.

• Loves fresh, relevent and quality

content.

• Your company can show up via

company website, social media,

news etc – make sure YOU own

the space.

• Extremely competitive.

• Involves more work than you think

i.e. S.E.O – Search Engine

Optimisation.

Google PPC

• Increases visibility on search

engines.

• Allows you to be seen when you

may not be ranking high

‘organically’’.

• Extremely targeted advertising.

• Reaching potential customers at

the latter end of the buying cycle.

• Do not fall behind your

competitors.

• Can be useful when you have

little or no online visibility.

Do you have your business listed

with Google Business?

Go to www.Google.ie/businessand do it now if not!

3.FACEBOOK,

TWITTER,

PINTEREST,

LINKEDINSo much to choose from where do

I start?

Socialreach is thenew

word-of-mouthreferralengine

Which Social Media Platform do I

choose?

• No need to be a jack of all trades and master of none.

• Experiment and study what works best for your

company.

• Look at companies/competitors in your industry doing it

well and learn from what works well.

• Look at engagement levels, comments and see what

posts/pictures etc are working well.

• Think about where your target market are e.g. B2C

Retail i.e. Facebook, Instagram, B2B i.e. Twitter,

LinkedIn etc.

Facebook

Pros • Over 60% of the Irish

population are on it. (Source: Facebook, 2014)

• The platform can suit many B2C companies, huge success stories in Galway include; Pat Divilly Fitness, The Dough Bros, and Goodness Cakes.

• Extremely targeted options available if you use Facebook advertsing.

• Great for visual type busineses – where you can show of your product or service.

Cons

• News feed algorithm – less

and less are seeing your

newsfeed updates unless they

are sponsored.

• Not suited to every company.

• Needs to be maintained to be

successful.

Twitter

Pros

• Lots local and topical

communities to engage with

i.e. #irishbizparty

#GalwayHour

• Measure campaign successes

with # or engagement.

• Great for customer service.

Cons

• 140 characters to

communicate with isn’t always

enough.

• Needs consistent

maintenance.

Pinterest

Pros

• Large female audience,

beneficial if this is part of

your target market.

• Image based network,

again great if you have

products or services that

suit this.

• Great for displaying mood

boards, ideas etc to get

conversations started.

Cons

• Relatively limited

audience i.e. females.

• Irish adoption is slower

than the US market (keep

this in mind when reading

all the positive stats).

YouTube

Pros

• 2nd largest search engine

in the world.

• Videos on a website

result in users spending a

longer time on the site

and more engagement.

(source: eMarketing

Consultant 2013).

• Visually get your

message across quickly.

Cons

• Higher production

involved.

• More equipment and

skills needed to make a

quality video.

LinkedIn

Pros

• Large professional community.

• Targeting advertising to the

large professional community.

• Millions of closed or open

groups with very specific

interests to engage and network

with.

• Create your own ‘personal

brand’

• Use a a platform for publishing

with ‘LinkedIn Pulse’.

Cons

• Closed community –

communication is unique to

thise on LinkedIn.

• Need to be a 1st connection or

have a premium subscription

to communicate direct.

• Can be more suited to B2B

business.

@JeffreyLCoh

en

Social media amplifies the effectiveness of offline marketing.It doesn’t replace it.

“

Tweet

This!#OMiG

”

4. WEBSITE

Do I Need One?

Have you got a website in your

plan?

Website Facebook

Twitter

Traditional Advertsing

Shop Floor YouTube

Pinterest

Email Marketing

PPC

Don’t put all your Social Media

Eggs in One Basket… Things

Change..

5. Monitor,

Measure and

ConvertTest, Test, Test

Cost of Customer

Acquisition

Monitor and Measure

• Social Media marketing can be made extremely transparent.

• Monitoring and measuring the success of your campaigns, will allow you to make decisions about the tools and platforms that work well for your digital strategy.

• Find out and monitor Cost per Acquisition.

• Think; Google Analytics, Conversion Tracking, and Social Media Measurement tools such as; Hootsuite; Tweetreach, Klout, Social Mention and more.

Summary

1. Digital Marketing is part of the overall marketing

process.

2. Both Google Organic and Google PPC serve a

purpose, understand the difference and choose what

suits your business. In many cases BOTH will.

3. Study your competitors and companies in similar

industries for inspiration on your social media. Test and

research what Social Media works best for your

Marketing strategy

4. Do not put all your eggs in one basket, create a central

online base with your website.

5. Monitor, Measure, Measure and Measure!!

Reading

Check out the following links

• eMarketer- http://www.emarketer.com/ Hubspot

- http://www.hubspot.com/

• B2BMarketing - http://www.b2bmarketing.net/

• Google Adwords Exam (Google Partners) -

http://www.google.ie/partners/

• Advertise on Facebook -

https://www.facebook.com/advertising

Follow @marickab @galwaymarketing

@IMSMarketings