Diploma in Online Marketing, Sales & Digital Strategy

Keith Feighery

Course Overview

• 12 week course• Project Assignment Based • Lectures, Hands-on group work, class presentations• Assignment due 2 weeks after final class• Class participation is key• Essential to read suggested course materials – blogs, books, reference sites, podcasts, webinars

etc…

Course Overview

• Developing and executing Digital Strategy• Digital and Online Marketing Programmes• Content Marketing Programmes• B2C and B2B Online Marketing Tactics– SEO, PPC, Email, Display, Automated Marketing Solutions

• Social Media Strategies & Tactics• Online Sales Optimisation• Implementing Measurement Programmes• Digital Media Content Creation

Reading Lists

Readings• Core Text Books

– New Rules of Marketing and PR – David Meerman Scott– Now is Gone – Brian Solis– Engage – Brian Solis– Groundswell – Charlene Li and Josh Bernoff– Web analytics 2.0 - Avinash Kaushik

– Advanced Google AdWords – Brad Geddes • Supplementary Reading:

– Flip the Funell – Joseph Jaffe– Web analytics : an hour a day – Avinash Kaushik– Landing Page Optimization: The Definitive Guide to Testing Time Ash– Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg– Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg

Podcasts• Podcasts

– Forimmediaterelease.biz– Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/

(with Joel Jaffe also)– Marketing Over Coffee– PPC Rockstars – David Szetela– Landing Page Optimisation – Tim Ash– Beyond Web Analytics – Adam Greco and Rudi Shumpert -

http://www.beyondwebanalytics.com/– Landing Page Optimisation – Tim Ash -

http://www2.webmasterradio.fm/landing-page-optimization/– Rebooting The News – Dave Winer and Jay Rosen - http://rebootnews.com/– Marketing Experiments – Website Optimisation

Websites• Digital Marketing

– http://www.marketingprofs.com– http://www.marketingsherpa.com/– http://www.twistimage.com/blog/– http://econsultancy.com/– www.adage.com– http://johnbell.typepad.com/

– www.mashable.com– www.rww.com– www.emarketer.com– www.junta41.com– www.hubspot.com– http://sethgodin.typepad.com/

Websites

• Social Media– www.webstrategist.com/blog– www.brandrepublic.com/– www.mashable.com– http://www.socialmediatoday.com– www.techcrunch.com– http://www.chrisbrogan.com/– http://blogs.forrester.com/groundswell/– http://www.casestudiesonline.com/– www.nevillehobson.com– http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/– http://www.beingpeterkim.com/2008/09/ive-been-thinki.html– http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17

-lists-and-tons-of-examples/

Online PR

• Online PR/Communications– http://www.webinknow.com/– http://www.nevillehobson.com/– http://www.steverubel.com/– http://blog.holtz.com/– http://kdpaine.blogs.com/– http://darmano.typepad.com/logic_emotion/– http://www.shivsingh.com/goingsocial/– http://www.theharteofmarketing.com/– http://www.insidepr.ca/– http://www.acrossthesound.net/

SEO• SEO/PPC

– searchengineland.com/– searchenginewatch.com/– www.seroundtable.com/– www.seo-moz.com– www.toprank.blog.com– www.searchenginejournal.com/– www.seobook.com– www.mattcutts.com– www.seochat.com/– www.semrush.com/– www.googlerankings.com/– www.sitepoint.com/article/ultimate-seo-checklist– www.searchengineguide.com/

B2B Sites and Products• B2B Marketing and Lead Management

– blog.startwithalead.com/weblog/– marketinginteractions.typepad.com/– www.leadsloth.com– www.propellingbrands.wordpress.com– www.leaddogs.com– www.market2lead.com– www.churchofthecustomer.com– www.customerexperiencematrix.blogspot.com/– www.funnelholic.com

• B2B Marketing Products– www.alterian.com– www.eloqua.com– www.marketo.com– www.reachforce.com– www.genius.com

Websites

• Analytics– http://www.webmetricsguru.com/– http://www.kaushik.net/avinash/– http://lifeanalytics.blogspot.com/– http://andrewchenblog.com/list-of-essays/– http://blog.revahealth.com/– http://crazyegg.com/– http://haveamint.com/

• A/B & MultiTesting– http://www.abtests.com/– https://www.google.com/analytics/siteopt/splash?hl=en– http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-ti

ps/– http://www.vertster.com/– http://www.whichmvt.com/

Google/Conversion Related• Google Related

– www.google.com/support/forum/p/websiteoptimizer?hl=en– www.google.com/webmasters/– www.google.com/support/conversionuniversity/– www.google.com/adwords/webinars/agency.html– www.google.com/insights/search/#– adwords.google.com/select/AdTargetingPreviewTool– adwords.google.com/select/KeywordToolExternal– www.google.com/trends

• Keywords– freekeywords.wordtracker.com/– inventory.overture.com/d/searchinventory/suggestion/

• Online Conversion Related– conversionroom.blogspot.com/– www.widerfunnel.com/proof/case-studies

Changing Digital & Customer Landscape

Where do people get information today and how do they engage

Where is everyone?

Social Media Landscape

Traditional Marketing Vs Social Engagement

Content Drives The Web

Be Relevant

Owned Vs Paid Vs Earned Media

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.

Leveraging Owned Media Assets

• Recognise the value in your owned media assets – Websites, mobile applications, digital

conversations/interactions etc.• Brands/Businesses are becoming publishers and media outlets– No limits to what an organisation can publish online for the

consumption of their consituencies• 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

Digital Strategy

Digital Strategy & Planning

Source RedAnt.co.uk

Digital Marketing Process

Source eConsultancy

Planning Phase

Planning• Define business Aims & Objectives

– Increase awareness, increase reputation, create demand, educate audience, increase sales, augment lead generation programme etc..

– Identify and communicate to key stakeholders (buy-in)• Listening to what is being said about brand currently• Define audience and break down into key segments

– Influencers, Advocates, Personas – Demographics, Psychographics, SocialGraphics etc.

• Audience locations and value of each audience segment– Where do the reside digitally, what are their preferences, how do they

consume media, what are preferred formats• Aligning brand with digital strategy

– What is the tone, voice, perception currently presented

Aims and Audience Location Analysis

Source RedAnt.co.uk

Creation Phase

Creation

• Once strategy, audience, locations are known– Start conceiving, designing and creating tactical solutions

• Identify themes, channels, tone, aims for each tactical channel and initiative– PPC, Social Platforms, SEO, Email, Lead Gen etc…

• For B2B business map out buyer and sales cycles– Align marketing and sales organisations

• Create internal procedures and best practices for social channels• Initiate a content marketing production programme

– Map this out along with personas and buyer cycles

• Define KPIs for each programme – know upfront what success will look like (by corrolary failure too)

Mapping audience, solutions and projected ROI

Source RedAnt.co.uk

Actualisation Phase

Actualisation

• Real-time implementation of each channel, campaign and platform

• Engaging and interacting with your audiences• Reacting to issues and tweaking campaigns as they

proceed live• Constantly compare performance with projected KPIs

created during the previous phases• Create a cross functional communications feedback loop

to resolve all issues and update status• Capture all lessons learnt in a repository in order to

feedback into an improvement process

Evaluation Phase

Evaluation• Once Campaign goes live then measure the following to find the delta for

before and after– Online Traffic

• Traffic Volumes, PPC conversions, referral numbers, effectiveness of keyword usage, time spent on sites, bounce rates

– Levels of interaction • Comments left by users, number of Retweets, number of Fans on Facebook pages,

numbers of @comments in twitter, number of subscribers through email and RSS

– Leads/Conversions • create measurable and trackable conversion points in your sales funnel – sign up for

newsletter, make a purchase, click on a link, fill out contact form, download a trial version, whitepapers, attend webinars, podcasts listens, etc.

– Search Engine Optimisation • links from blogs, trackbacks, comments left in blogs, views of embedded digital content

that you provided, Digg links

– Brand Metrics • NPS, positive brand associations, brand awareness, brand recall

Evaluation Feedback loop

• Implement a continuous learning and improvement framework

• All findings and experiences should feed into subsequent phases, campaigns and initiatives

• Refine reporting process – Improve ROI metrics in their broadest sense– Continue to get communicate internally of sucesses– Educate management through correlation of digital

and business goals

Questions & Answers

Contact Details

www.linkedin.com/in/keithfeighery

www.twitter.com/kfeighery

www.faceboook.com/keith.feighery

keith.feighery@digitalinsights.ie

086 6070274