SYOB - Digital Marketing For Business

Keith Feighery

Summary

• Introductions• The Changing Digital & Customer Landscape• Online Marketing Strategy• Content Marketing • Social Marketing• Online Marketing Tactics – PPC, SEO, Email• Q & A

Introductions

Introduction

• Owner of Digital Insights– Work with clients Developing Online Business Channels– Lecturer with DIT in MA Digital Media Technologies– Run Diploma in Online Marketing, Sales & Digital Strategy with

DBS, Griffith College, IBAT– Work with university incubation centres – LINC and Synergy IT

Colleges• 12 Years working in Software Industry

– Irish and International Companies• Developed Online Retail Businesses

www.BabaBeag.ie• 30,000 Customers over 50,000 Subscribers to email

The Changing Digital Landscape

Traditional Marketing Vs Social

Engagement

Where is everyone?

Social Media Landscape

Key Platforms for Customers

• Social/Professional Networks– Facebook, LinkedIn (Main ones in US and Europe)

• Blogging/Micro-Blogging/Lifestreaming– Wordpress, TypePad, Twitter, Posterous, Tumblr

• Video, Audio & Photo sharing– YouTube, Vimeo, Blip etc.. – Flickr, Photobucket, TwitPic, YFrog

• Mobile– Foursquare, Facebook, Twitter, Yelp

• Bookmarks/Sharing– Delicious, StumbleUpon, Digg, Google Profils

Online Marketing Strategies

Businesses need to understand changes in digital landscape and customer behaviours and how

this affects their business

Once they understand THIS

Then they should implement digital marketing programme – not before

Web Strategy

• Have a clear and defined business objective for your web presence– Sales, Information, Lead Gen, Build Awareness, Customer

Retention• Know exactly who your audience is – and where they reside

digitally• Develop a content strategy for your site and digital channels

– that adds value for your customers• Build relationships – not always selling• Optimise and promote content across digital channels (web,

social media, offline etc.)

Key Online Marketing Tactics

• Content & Inbound Marketing• Social Marketing• Pay Per Click Advertising (PPC)• Search Engine Optimisation (SEO)• Email Marketing• Measurement and Analytics

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Outbound Vs Inbound Marketing Strategies

Outbound marketing strategy: • More traditional approach – can also be referred to as ‘push messaging’. • Business decides on a particular message and pushes it out into the

marketplace.• Finds customers by building brand awareness through advertising and

promotion.

Inbound marketing strategy:• New and emerging approach – can also be referred to as ‘pull messaging’.• Business aims to be ‘get found’ by customers• Approach tends to be more social and it is more interactive and involving

that the more traditional outbound marketing.

Differentiated Digital Media Model

• Owned Media – such as website

• Paid Media – such as display ads

• Earned Media – such as viral campaign

Owned Vs Paid Vs Earned Media

Owned Media

Areas to consider

Leveraging Owned Media Assets

Recognise the value in your owned media assets • Websites, blogs, social profiles, digital conversations/interactions etc.

Brands/Businesses becoming publishers media outlets• No limits to what an organisation can publish online for the consumption of

their constituencies

Become trusted knowledge experts in your business or sphere of operations

Establish trust and develop relationships with customers and prospects

• Be engaging, entertaining, educative, informative etc..• Allow user participation and transparent engagement

Various Types of Content

• The Content and Digital Media on your Web site, other Microsites, Partner Sites etc..

• Whitepapers, Case Studies, Webinars, Podcasts• Blog Posts, Reader Comments and Reactions• Tweets, Status Updates• E-mail Newsletters• Facebook posting, Updates, Interactions on Fan Pages• Videos, Demos, Presentations, Screencasts and Custom

Animations• Product/Service Reviews & Customer Testimonials• Articles and other Intellectual Property or Knowledge Sharing –

Professional Contributions etc.

Content Marketing

• Characteristics of Success– Understanding the informational needs of your customers– Knowing how those informational needs mix with your

marketing goals and objectives – Mapping content schedule to user profiles and buyer cycles– Being consistent (content marketing is a marathon, not a sprint)– Listen and continually evolve the program

.

Advantages of effective content

• Creates the means to be “findable” on the web• Creates demand generation and awareness through

publishing, distribution and “shareability”• Creates a less-frictional way of converting prospects into

sales– When used in conjunction with lead management systems

• Helps build long-term relationships rather than one-off sales

• Creates ‘stickiness’ to your owned media assets (rather than to paid ones)

Who creates the content?• Internally

– Find employees who are knowledgeable and want to write– Re-purpose content that has been created over time for different

media• Partners, customers and third party experts

– Publish whitepapers, webinars, eBooks, articles etc…with partners

• Customers– If you create a community you can allow them to create

feedback, suggest ideas, generate comments, develop engaged community etc..

– You can allow customers to make product recommendations – crowd sourcing

Content Marketing: Success Vs Failure

• Characteristics of Failure

– Always selling, rather than informing and educating

– Not listening, thus not evolving the content program.

Some Social Case Studies

Cully & Sully

Hairybaby

Dazzledust

Groupon – CityDeal.ie

Ikea – Malmo

The Good Mood Food Blog

Kogi BBQ

Blacknight

Beaut.ie

Social Platforms

Facebook Pages

The Rise of Facebook

Business Pages

Irish Political Parties

Charities & Not for Profit

Bars - Facebook

Twitter

Twitter

• Excellent B2B and B2C networking tool• Great potential for building relationships

– Directly with customers– Good examples Beaut.ie, Blacknight.ie, kogibbq

• Good listening tool – What is being said about you and most importantly are you hearing it?

• Easy to engage with customers– Reach out to them and resolve issues and improve service to them– Opportunity to convey a personal dimension rather than marketing

speak• Has become mainstream over 2009/2010

– 1400% growth over past 12 months

Twitter Clients

Small Biz

Journalists

Useful Resources

Blogging

Blogging

• Effective way of building community and improving SEO• Common Blogging Platforms

– WordPress, Type Pad, Bloggers, Blogspot• Excellent way of engaging with readers

– Inform followers what is of interest to you• Can use an informal style

– Show human face of organisation• Participate in wider conversations

– Leave comments, interact, generate interest, etc..• Search Engines

– Love regularly updated content• Now MNCs are encouraging employees to Blog and engage

with social media– IBM, Dell, Intel and Cisco

Blogs

Blogs

Blogging Tips

• Connect to your most important keywords.– Important for Search Engine Optimisation

• Grow the number of influential referral sites. – Critical to get authoritative inbound links to your site

• Don’t forget the outbound links. – Be generous with links to other blogs and websites and others will return the favor

and build your traffic for you.• Understand the location of your audience.

– Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople.

• Measure endurance. – Measure return visitor and length of time spent on site

Blogging Tips cont.

• Find and nurture your VIPs. – Make sure you respond to key people – thos who subsribe and comment

• Use Twitter for blog PR.– If Twitter isn’t one of your highest-ranking referral sites, you’re not using it

properly.• Use URL shorteners to gauge subject interest.

– UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets.

• Build cross-referencing across social media tools. – No social media tool is an island. All tools should cross-reference each other – don’t

necessarily re-publish the same content on each platform • Embed and measure calls to action. If we can get people to a landing page, we should.

–

Review Sites

Yelp

Yelp – Bars & Restaurants

Photosites

Photosharing Sites

Video Sites

YouTube, Vimeo, Blip.tv

Video Sites

• Very useful marketing tool– Old Spice, Tippex, Blendtec etc..– User-generated content

• Run competitions for customers to build content (see Pat The Baker example)

• Best Job in the World etc..

• Extending digital footprint and brand-building purposes– Create engaging content, tag videos with keywords and

distribute on a wide network– Post all content and video blogs on your website and

distribute on free video sharing sites

Video Sites

LinkedIn

Professional Networking

Social Bookmarking, RSS and Sharing

Social Bookmarking & RSS

• Add Bookmark Buttons to sites– Sociable, AddThis, Share are widely used

• Link all social profiles from website – Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouTube,

MySpace, Bebo, Slideshare.net etc.• Ensure that RSS is enabled

– Feedburner, GoogleReader, MyYahoo, NetVibes• Add rating and individual bookmark buttons

– Digg, Technorati, Reddit, StumbleUpon, Delicious• Yahoo Pipes

– RSS and Lifestream aggregator

Bookmarking, Sharing & RSS

Pre-requisites for Social Media

• Essentials of a successful campaign• Know your target audience• Plan goals and aims of campaign• Prepare internal organisation for impact of social media • Identify stakeholders and task them with ownership• Pick platforms and tools that relate to your identified audience• Implement a pilot programme and monitor and analyse

campaign progress• Revise approach and campaign based on feedback• Roll-out on different platforms and business areas

incrementally

Implementing Social Media• Benchmark existing stats

– Current site statistics - PPC and Organic Search – Twitter followers, Facebook fans, Digg Links, existing traffic

etc..– Quantify ROI benchmarks – customer acquisition, advertising

spend per channel• Design and develop the campaign

– Decide on channels– Stakeholders – Expectations– Pilots– Revision points– Monitoring process– Engagement process

Measuring Social Media• Traffic

• Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..

• Levels of Interaction• Comments etc… - engaged customers are quality customers

• Sales• Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter

in 18 months)• Leads/Conversions

• If not possible to convert online – therefore create other measaurable conversions• Links

• Video links – Tagged: YouTube, Vimeo, Blip.tv• Blog Links – trackbacks, comments, direct references• Digg Links

• Brand Metrics • Positive Brand Associations• Word of Mouth• Brand Awareness• Propensity to Buy• Brand Recall

Online Marketing Tactics

• Search Engine Optimisation (SEO)• Pay Per Click Advertising (PPC)• Email Marketing• Social Marketing Campaigns• Key Performance Indicators (KPIs)

Search Engine Optimisation

(SEO)

Top 5 Ranking Factors

• Keyword Focused Anchor Text from External Links– 73% very high importance

• External Link Popularity (quantity/quality of links)– 71% very high importance

• Diversity of Link Sources (links from many unique root domains)– 67% very high importance

• Keyword Use Anywhere in the Title Tag– 66% very high importance

• Trustworthiness of the Domain Based on Link Distance from Trusted Domains– 66% very high importance

Next 5 Important Factors

• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance

• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance

• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance

• Keyword Use in the First 50-100 Words on the Page– 45% moderate importance

• Keyword Use in the Subdomain Name– 42% low importance

• Keyword Use in the Page Name URL– 38% low importance

Pay Per Click Advertising (PPC)

PPC Introduction

• Analyse your specific market– Use Keyword Tools

• Analyse your online and offline competitors– Trellian.com, Google keywords tool

• Create the PPC accounts– Google, Bing, Yahoo

• Divide the main account campaigns, Ad Groups and Ads (with targetted keywords)– Enables highly targetted Ad Campaigns

• Create Longtail multi-word bids– Over 60% searches use 3 or more words

• Set up a Conversion points and Track• Adjust constantly to ensure optimisation

PPC Tips• Match your keywords to optimised and tested landing pages • Ensure you optimise your Google "Quality Score”

– Based on CTR, relevancy of keywords, ads and landing pages– High quality score means higher ranking with lower bid costs

• Tools and strategies to find the best PPC keywords– Google Adwords Tool– Wordstream– Wordze– WordTracker

• Write highly optimised and design ads to attract highly targeted clicks– Make sure landing pages are relevant– Repeat bid keywords in copy (they are bolded and increase CTR)– Clear Calls to Action– Dynamic Keyword Insertion

Email Marketing

Email Applications

Best Practices of Email Marketing

• Create segmented targeted lists – NOT one size fits all• Optimise and test subject lines, time of delivery, from

addresses, email copy etc..• Deliverability

– Consider ESP products, Ensure using whitelisted IP adresses, Set up SPF records

• Clear Calls to Action– Ensure clear to customer what next step is

• Share with Social Network– Make it easy to share email content with networks

Best Practices of Email Marketing

• Organic Opt-in List Growth– Don’t buy lists – when people unsubscribe – ensure they are

• Remind recipients why they are receiving mails• Be relevant and provide value not marketing messages• Frequency

– Think relevancy – ALWAYS be cognisant of SPAM• Constantly Test

– Test Content, Images, Subject Line, Address, Calls to actions, placements, layout

• Template Design– Fresh brand centric design

AnalysingKey Performance Indicators

Measurement

• Key Performance Indicators– Measures that help you understand how you are doing against

your objectives.– highlight success, or failures, for the objectives you have

created for your organization– Keywords: Measures – Objectives

• Objectives:– Increase Sales, increase customer retention, Increase # of

leads, increase share of voice, increase quality of leads to sales, reduce customer service costs,

Online Key Performance Indicators

Typical Trackable KPIs

• Number of Conversion• Cost per Lead, Cost per Sale• Bounce rates• Returning visitors• Recency Rates• Abandonment rate• Average order size (ecommerce apps)• CPA / Customer Lifetime Value• Average Revenue Per User

Additional Metrics

• 3rd Party Links – Partners, Referrals, Promotions, Affiliates

• New account sign-ups• Article or press release views• Newsletter signups• Page views per session• No. of site specific downloads – products, articles,

whitepapers, podcasts• No. of Webinar Views

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274