Demystifying the Web · Analytics - Control Your Campaign Key Performance Indicators • Sales • Website Analytics • Visitors, impressions, time on site • Bounce rates • Conversion

Demystifying the Web

Shane Meehan - Brilliant Red Ltd

© Brilliant Red Ltd 2014

What is Digital Marketing?

Digital Marketing is a term used to describe all forms of online

communications, including:

• Website promotion

• Social Media, including Blogging

• Pay per Click Advertising

• Display advertising

• Search Engine Optimisation (SEO)

• Email marketing


Digital Strategy Framework


Areas of focus

© brilliant red 2013



7 Steps to Digital Marketing Success..

Step 1:

Why? – Digital Marketing

“Everyone else is doing it” – is not a good strategy!!

• OBJECTIVES - What are your Objectives?

• Create leads?

• Sell online?

• Increase brand awareness?

• Increase Likes and Followers?

• Improve customer care/satisfaction?

• Reduce costs through self-service?


Set Objectives – Time is Money!


Step 2:

Who? – Know Your Customers

Key Considerations:

• Who are you targeting?

• Customer Profiling

• Time Together

• Mature Cosmopolitans

• Family Fun

• Young and Lively

• Great Escapers

• Social Energisers

• Culturally Curious

• Tourism Ireland market segments


Great Escaper

• Age 30 – 40

• Breath taking landscapes

• Exploring remote and exciting place on foot or bike

• Go home with batteries recharged

• Relaxed meal of fresh local produce or a fun evening in an

authentic pub


Know your Customers


Step 3:

What? – Value Proposition

• Understand what you are offering

• Focus on Experience

• Are you selling a bed for a night or a Night at the Races?

• Clustering


Discover what your customers are buying,

NOT what you think you’re selling..

Keyword Planner


Google Keyword Tool


The Perfect Page!


Step 4:

Which? – Marketing Channels

Don’t Do Everything!!

• Which channels to use?


xx

xx:

• xx


Build your brand on Social


Email Marketing is Still Popular!

Among consumers with a broadband connection at

home, the most widely undertaken activities on the

Internet were sending and receiving email (89% of

respondents) and general surfing or browsing of the

web (88% of respondents)


SEO - Why Optimise?


Over 80% of online proceedings

start with a search query!

Stages of Search


Google Algorithm

1billion searches per day, 15% of which Google has never seen!

200+ Factors Including:

• Relevant Content

• Page Title / Optimisation

• Pagerank / Authority

• In bound links

• Locality / Geographic origin of search

• Site speed

• Sitemap – Easy navigation, use of Headers etc..

• Site Age – When Domain and Future domain registration


Step 5:

How? – Plan your Tactics

• Plan Your Tactics

• Understand where you want to go & how to get there

• DIY vs Contractor

• Content Strategy

• Paid vs Organic web traffic

• Mobile Strategy


CONTENT is still King


But DISTRIBUTION is King Kong!


Challenges


PUSH PULL

EARNED Social

Organic Search

OWNED Brand

website Email

marketing

PAID Display Search

Step 6:

When? – Timing is Critical

• Communicate when your audience is listening

• Email on Tuesday/Wednesday after 10:30am / Maybe at

weekend?


Step 7:

Analyse – Monitor Success

• Is it working?

• Manage your Budget

• Review and Improve

• Google Analytics

• Mouseflow


Analytics - Control Your Campaign

Key Performance Indicators

• Sales

• Website Analytics

• Visitors, impressions, time on site

• Bounce rates

• Conversion rates

• SEO results - Link building campaign results

• Social Media Management Tools

• Google Alerts

• Twitter followers/interactions

• Facebook Fans

• File links sent through Media Lightbox product


Google Analytics


Geographic Analytics


Device Analytics


Documents

Demystifying the Web · Analytics - Control Your Campaign Key Performance Indicators • Sales • Website Analytics • Visitors, impressions, time on site • Bounce rates • Conversion