Post on 16-Jul-2015
@JillLRobb Recovering Retail Manager (1998 – 2005)
Digital Marketing Newbie (2005-2006)
Self Taught SEO
Focus on eCommerce
Digital Marketing Exec (2006-2007)
Advanced SEO
PPC
E-Mail Marketing
Affiliate Marketing
Social Media (Joined Linkedin)
Head of Digital Marketing (2008-2009)
Joined Twitter 2008
Started using social media for marketing clients
Advanced Digital Strategy
Digital Marketing Trainer
Founded Ambition Digital (2009- Present Day)
Tip #1: Education
You will need to learn new techniques
Read up on the channels BEFORE you start using them
Take a look at the booklet in the goodie bag you’ll get later today
*Remember this may be digital- but it is just marketing
Tip #2: Research you Audience
Cultural differences can be surprising
You need to be where you customers are
How many people advertise in the Yellow Pages?
Tip #4: Become a Content King/ Queen
Writing great content on your website will work wonders!
Its great for SEO
SHOW OF HANDS: WHO KNOWS WHAT SEO IS?
Blogging is almost as useful as PR
AND it immediately is accessible to an international audience
Be aware of your website address - .ie addresses may restrict you
Engage with other bloggers to trade links – but not insults…
Don’t ‘Do a Ryanair’
Ryanair spokesman Stephen McNamara:
"Ryanair can confirm that a Ryanair staff member did engage
in a blog discussion," he told CNN. "It is Ryanair policy not to
waste time and energy in corresponding with idiot bloggers,
and Ryanair can confirm that it won't be happening again.
Lunatic bloggers can have the blog sphere all to themselves,
as our people are far too busy driving down the cost of air
travel."
SEO- Searcher Behaviour
There are three stages to the ‘search journey’ (how people search on
Google etc) that users typically follow:
Explorer – browsing stage, looking for inspiration: Example search term - B&B
Donegal
Hunter – Now have made their mind up about exact requirements : Example
search term – B&B Bundoran
Tracker – Now at booking stage – Casa Mia B&B Bundoran rates
You must ensure you have pages that include content with keywords for
every stage
Relevance, quality, frequency
Six Tips to Writing Effective Copy
Write Like a Journalist.
Keep it concise and include keywords.
Make your text readable on a screen.
Remember that you want the most important points to be readable at a glance.
Don't make your reader work to find important information.
Break up the Text -include important keywords in headings or links
Ensure the language is natural and flows well. Don’t stuff with keywords.
Create content that’s relevant to your customers
Tip #6: Make the Most of Social Media
Listen for a while to what is going on & assess it
Don’t go overboard- only go where you customers are
Listen for mentions of your brand/ your location
Get involved if appropriate
Don’t forget that social media is two-way- you can expect interaction
It is also real time - & people are impatient!
Be emotive…
A picture can say a thousand words
Image Source:
www.udaras.ie/
Tip #6: Make the Most of Social Media
Be different- don’t follow the crowd, you need to stand out
Be relevant & Interesting to your followers/ fans
Make use of technology- use tools to schedule in your updates
Like Hootsuite
Don’t be too salesy/ self-centred
Don’t forget about video
Engagement is key
Use Competitions
Use Facebook ads strategically
www.pauldoherty.ie/
Tip #7: Use Strong Calls to Action
First rule of the Web: Don’t Make
People Think
Tell them exactly what you want them
to do
Click here
Book now
Buy now
Visit today
Call us today
Contact us today
Tip #8: Use E-Mail Marketing
An existing or past customer is a cheaper customer
E-mails can be tracked so easily to understand who is opening, clicking…
Personalisation and Relevance are key!
Open rates vary 20-30% usually regarded as good
Open rates for this conference were a huge 41-52% !!
It doesn’t have to be expensive – try MailChimp as a starter e-mail
marketing package
Tip #9: Get Smart
Affiliate marketing – getting other websites to market you and only pay
them when you get a lead/ sale
Use automation where possible - consider auto-generated e-mails/
marketing automation- tools such as Copernica
Include your website/ digital address on offline marketing
Get bloggers interested in what you are doing and get them to blog about
you
Save time by scheduling
If you need visibility online fast, consider Pay Per Click
Always set a goal to achieve- and focus efforts towards it
Tip #10: Spend Wisely
On the web most marketing spend can be measured
Always ask yourself ‘what goals do I want to achieve’
Google PPC can work well to drive traffic to your site
BUT entrust it with someone who is RESULTS focused rather than just
traffic focused
Facebook ads can be a cost effective way of generating more visibility
with target audiences
Consider what you can achieve yourself through you own efforts
Tip #11: Measure
Google Analytics is a great FREE Tool
Understand your customers and get great insight
How much traffic are you driving from Google?
What keywords do people search to find your site?
Do they then go on to contact you/ buy/ book?
What information do they spend most time reading?
Can they access all the pages?
Which pages and areas are they clicking on most?
How many people clicked through on that e-mail offer to look at your site?
Tip #11: Measure
Benchmarks for Comparison
2.5% - 4.5% typical sales conversion rate (leads only? Approx 7%)
Website bounce rate average – 45% - 50%
E-mail open rates- vary but above 25% - 30% usually good
Time on site- varies but 4-5 mins good
Click through rates on ads: PPC between 5- 10%, display ad between
0.14% - 0.2%
Tip #12: Think Bigger Picture & Think Continuity
Get involved and contribute to your local community
Be consistent online & offline
Enter Awards
Team up with other complimentary businesses to create packages
Cross Promote
Get Online Reviews, Referrals & Recommendations – Try YotPo as a
cheap/ free solution to put reviews on your site
Be professional & maintain a positive attitude
Use branding & offline displays
Look to your peers for inspiration – in Ireland and further afield