Digital Marketing StrategySeminar 2012

Agenda

1. An Introduction to Generate UK2. A Digital Marketing Strategy for your Business3. Generate UK Advantage

Refreshments and Networking

4. Top Ten Tips to Accelerate your Website Success5. Case Study – An Integrated Social Marketing Strategy

6. Q&A Panel

Digital Marketing Agency

HQ: NEWBURY

LONDON OFFICE50 Liverpool St

Happy Bunch Happy Customers

http://www.furnituredream.co.uk/

Online Marketing Success

http://www.teamrefuge.org/

Watch out next year….

So what do we do?

We quite simply work hard with our clients to achieve their online objectives.

We form strategic partnerships with our clients and develop our relationships through coaching, training and deliverables.

Hello…we are Generate UK

A Digital Marketing Strategy

Do you have a strategy?

• If so where is it? – In your head– On the back of a scrap piece

of paper– Or a professionally written

document?

Strategy ?

Source : Smart Insights

WEBSITE DESIGN & BUILD

WEB ANALYTICS

ONLINE STRATEGY

Consultancy

Customer ServiceSupport

Transfer Skills

WEBSITE & ONLINE PLATFORMS

Where to Start?

The Basics!

“a failure to plan is a plan to fail”.

A Clear Vision

You’re directionless

We find that companies without a digital strategy (and many that do) don’t have clear vision

Goals and Objectives

• Strategic goals allow you to understand what you want to achieve?

• Sell more products• Gaining new customers • Build deeper relationships with

existing customers?

• If you don’t have goals • You don’t put enough resources to

reach the goals • You don’t evaluate through analytics

whether you’re achieving those goals.

With no strategy do you know your potential?

• You won’t know your online market share

• You could underestimate customer demand

• Waste time, resource and money in the wrong areas

• An ad-hoc approach simply does not work!

• You’re always second guessing

You struggle to define your online value proposition

• Will help you differentiate your online brand

• Encouraging existing and new customers to engage

• With the aim to stay loyal

Integrated not “disintegrated”!• It’s all too common

for digital activities to be completed in silos

• Statistics prove that digital marketing works best when integrated with traditional media

Have an open mind!

• Embrace digital marketing• Be sceptical • Be open in new ideas• If you look at the top

online brands like Amazon, Dell, Google, Tesco they’re all trialling new approaches to gain or keep their online audiences.

You’re simply not optimising• Most company

website now have analytics

• We find many senior managers/owners don’t ensure that they take time to review them

Analyse and Benchmark!• Do you know how big your online

footprint is?• Do you know your competitors?• What are they doing?

• Do you know your customers?• Do you know where they hang

out?• Do they have a typical profile? • Search criteria?

• Do you know the potential for different online channels?

Understand the Market Place • Google has updated their algorithm 200 times in the last 6 months!• Facebook have 1 billion users!• 140 million Twitter users globally• Twitter now has 10m users in UK• UK is the fourth-largest country with 80% accessing it with mobile phones

Sources:Guardian MashableMaolcom Coles

VIDEO"Social Media Revolution" by Erik Qualman. Based on #1 International Best Selling Book Socialnomics by Erik Qualman.

Stats are from 2011

The Essential Componentsto a Success Strategy

?....have you

Are the platforms you use effective?

Are your Platforms Integrated

Does your Website deliver?

INTERACTIV

E

Are you connected

Can you measure?

DATA

Be proactive!

Elements of an online strategy

WEBSITE DESIGN & BUILD

WEB ANALYTICS

ONLINE STRATEGY

Consultancy

Customer ServiceSupport

Transfer Skills

WEBSITE & ONLINE PLATFORMS

Be careful!

...Attract More New Customers, Sell More to Existing Customers, and Bring Back Your Customers More Often, With Less Effort — No Matter What Product or Service You Sell

"You Will Discover The Secrets To Making $50,247 Per Month Online And How To Grow Your Own Insane Profit Machine - Even If You're Totally New To The Web!"

Be bold!

Don’t take the easy option..

• Don’t be fooled• Don’t be tempted• Online marketing is a long

term and continuous commitment

• Cheap is not always best

If you’re not achieving...

Ask yourself a number of straight questions...• Is my strategy clear?• Are my goals realistic?• Do I have enough resource……

Final thoughts

• If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategy, then your competitors will gain the advantage

Generate UK Advantage

What does it take to get a potential customer to you site?

Investing in a great Ecommerce Website, SEO, Link Building, Social media, etc.

is a must but it’s not enough

For an Ecommerce site It’s vital to get your pricing right Too high and you lose a potential sale. Too low and you’ve lost out on potential margin. The last

thing you want is to sell something too cheap. Getting your price point correct is extremely important. So, is the solution is to spend all day, every day comparing

prices on your competitors websites?

Generate Advantage is the answer

We track your competitors online prices daily.

This is done discreetly without your competitors' knowledge.

Daily report showing latest price from each of your competitors for your chosen products.

All price changes that have occurred since the previous day will be highlighted

Increase profitability and cut cost

15 minutes……

Top 10 Tips for accelerating your website success

Top Tip 1

Flexible website

• Make sure you can update it• Ensure it is easy to update• Add videos/images etc• Search engines are focused on fresh, quality

content. Can you provide this?

Top Tip 2

Be clear on your objective

• Not just at homepage level but also subpages • An objective drives focused decision making

Top Tip 3

Know Your Competitors

• Certainly the top 3 in your sector, both online and offline• See what they have on their website• How do they engage?• Where do they rank?

Top Tip 4

It’s all about the Keywords

I repeat…. It’s all about the keywords.

Top Tip 5

Content is still King..

• Content is written, it’s video, it’s images, podcasts, blogs/news etc

• Make it engaging• Consider the User Experience• Make sure it is better than your competitors

– Google base their rankings on content they think is better

Top Tip 6

Have an Internet Marketing Strategy

• Focuses on the Now.. Ie, Pay Per Click, Email Marketing

• Focuses on the Mid Term… Ie, SEO, Video, Blogs• Focuses on the Longer Term… Ie, Social Media,

Community Building• Budgets, resources and priority will dictate which is

most important.

Top Tip 7

Be a Social Butterfly

• I’ve not met a business yet where Social Media could not help them. The question to ask is whether it is a priority.

Top Tip 8

You Can’t Avoid Video

• Videos are showing in search results• They are more engaging (user experience)

Top Tip 9

Ignorance is no longer bliss…

• Mobile – Don’t forget it.• You heard already… this year alone Google

made over 200 updates to their search algorithm.

• New platforms arriving all of the time, Fancy, Pinterest etc… are these good for your business?

Top Tip 10

Learn to love analytics

• Google Analytics, Facebook Insights etc• Extend analytics with IP tracking for B2B• Knowledge allows you to make informed

changes

Bonus Tip!

It’s not just about online marketing

– Business cards– Flyers– Leaflets– Local newspaper– Editorials