www.finnmedia.ie

Integrating your website into your business marketing strategy

Twitter: @finnmediamkt

@denispfinnegan

Facebook: /finnmediamarketing

Web: www.finnmedia.ie

Email: hello@finnmedia.ie

Our Background

Qualified Digital Marketing company

Building online authority for our clients

•Digital Strategies – Creation & Implementation

•Inbound Marketing - Google Adwords - SEO - Email

•SalesBoost Service – Monthly programme to generate phone calls

Visit www.finnmedia for your free review

1: Your Digital Strategy Activity Plan

Integrating your website into your business marketing strategy

(Part of your team – 24 Sales & Marketing Department)

Aim of the Workshop 1

importance of a focused on-line presence

Understanding on-line behaviour

Creating well designed website & landing page

Creating your digital marketing strategy

, SEO, PPC & Google Analytics . (Social Media at 8pm)

Tactics to improve its success KPI’s & ROI

How people use the Internet

Interact with friends & brands

Find out information & news

Search for products or service

Play on-line games & view shows

Activities to Increase Web Traffic

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Remember a website can:

•Determine quality leads which can be delivered to your inbox – Lead

generation

•Use SEO/PPC to find prospects who are actively searching for

services/products

•Collect valuable information (using Analytics) to determine what people like

•Automate some processes such as selling products, downloads etc

•Collect emails and contact details for your database marketing

•Work along side your other marketing activities to add value to your

campaigns

Stages to success

1. Design customer focused website for conversion

2. Create digital strategy to choose correct activities

3. Use KPI’s to review ROI and adapt strategy

Before you build

Research

Ask plenty of questions:

Why do I want a site ?

What are my targets/goals?

Who is my target audience?

What is the online behaviour of my target audience?

What devices do they use?

What are the products/services you are selling?

Why should people buy from you online?

What are your successful competitors doing?

What type of conversion pages do you need?

What is the structure for my SEO strategy

Have you planned the site for growth and expansion?

Case study – Legal firm with global appeal

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Header

The workshop will cover:

•In

Digital Marketing Strategy

What is it?

Digital strategy is about finding that place

where the Consumer, Technology and your

Brand meet.

Measurements

KPI’s (Key performance Indicators)

Understand your offering

Describe your company in 20 words

Why should people buy from you (USP) ?

What is your current online presence?

What marketing is working/not working?

What are the benefits of your products/services – customer focused

Know your customer

Segment your customer Find out what they want

What influences their decision

Where do they hang out? What products/services do your customers use that are

associated with your products

How can I find out?

Primary research Ask existing customers – surveys,

Talk to sales team & create profiles

Secondary research Search online, blogs, Existing studies

Targeted steps

Create content that appeals to your market

2. Direct that information using channels

Facebook, Twitter, LinkedIn, Pinterest, (Social)

Emails, Bulk text, Newsletters (Database

Marketing)

SEO with quality content (blogs & articles)

PPC (Google Adwords)

Offline channels

3. Track results using KPI Charts

•Visit www.finnmedia.ie for more details

KPI’s Table

Marketing Activities January Leads

January Sales

Conversion Rate ROI

Email Marketing Campaign

SEO

Google Adwords

Printed advert

Tradeshow

etc

Results Focused

Increase conversion rate

Marketing Activities January Leads

January Sales

Conversion Rate ROI

Email Marketing Campaign

SEO

Google Adwords

Printed advert

Tradeshow

etc

Search Engine Optimisation

Why bother?

“Basically, if someone wanted to find us online, they couldn’t – we didn’t

exist as far as online was concerned,”

Search Engine Optimisation

Optimise your website/blog to get found at the top of search engine

results when your target market types in key phrases.

Get found ahead of competition regardless of size

Target your landing pages for different customers

Allow new audience to find your services/products

How Search Works

•Robots/Crawlers

•Page Index

•Ranking Factors

Relevancy - Is content relevant?

Authority – Do you control the content - leader

On-site - Building or re-building your website so that it will place

higher in search rankings

Off-site – Build strong links with quality sites

Onsite content & structure Keywords are important as large part of what Google uses to determine your

page’s relevancy.

Tools to Use:

• Google Adwords Keyword Tool

• Google• LSI Keyword Tool

• Google Trends

What to Consider:

• Relevancy to Content

• Traffic

• Competition

• Long-Tail vs. Short Tail

For now, just pick a keyword or phrase that you feel would be relevant and

well-trafficked.

Research

Use Google Adwords keyword tool to build a list of 5

keywords that are relevant to your content and would

drive real traffic to your blog.

Google’s Keyword Planner

Get search volume for a list of keywords in your target market

Onsite audit - Focus on your content

1. Visual vs. Text

• Header Tags

• Strong/Emphasis

• Image Alt Tags

• Internal Linking

• External Linking

2. URL/Permalinks

3. Meta Data

• Self-Hosted

• 2. Title

• 3. Description

• 4. No Keywords

4. SE Readability

• Java/ Flash3./index issues/etc

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Offsite Search Optimisation Building your website’s authority and relevance as perceived by Google.

Authority

•Pagerank

•Domain Authority

•Trust/Antitrust

Relevance

•Anchor Text

•Context

•Co-Citation

•DoFollow/NoFollow

Building links to your site

•High Page Ranking Sites – Quality (Age, Natural, Relevant)

•Local SEO Links

•Sharable content

•Anchor Text

•Context

Pay Per Click (Benefits)

1. Advertise to those looking for you right now

2. Advertise to an exact geography

3. Measurable at every level

Google Adwords - Settings

Google Adword Campaign

Advanced Measuring - Google Adwords

•Special Phone Numbers

•Special Landing Pages or Sub-sites

• Conversion Tracking

•Negative Keywords

Google Analytics

The workshop will cover:

•Introduction to Google Analytics

•Its Benefits

•Measurement type explanation

•Important measurements to improve performance

•Goals to measure conversion

•Adding filters & linking accounts

•Answering questions / How to’s

IIIIIIIIIIIIIIII !!!!!!!!!!!!!!

Google Analytics

WHAT IS GOOGLE ANALYTICS?

Google Analytics is a service offered by Google that generates

detailed statistics about a website's traffic and traffic sources and

measures conversions and sales.

The product is aimed at marketers and website owners who want to review

the data that can assist with their website objectives.

Google Analytics

WHAT DOES IT COST?

The basic service is completely free of charge and is suitable for most businesses.

There is a paid version available also.

Google Analytics

HOW TO ADD GOOGLE ANALYTICS TO YOUR WEBSITE?

Once you create an account, you will receive a snippet of code that needs to be

added to every page on your website above or below the </body> code. Your website

developer should assist you but ensure you create the account on your gmail/Google

apps account so you have ownership on your analytics and not your web

developer/digital marketer.

Set Up

Set Up

Set Up

WHAT IT CAN TRACK:

Key Metrics

REAL TIME TRAFFIC

You can see visitors who are on your website in real time. This is very useful if your business is

shown on television and who can see how it is performing as people are watching the

advertisement or programme.

AUDIENCE

This section of the tool allows you to see the amount of visitors that visit on your website, their

locations, what browsers they use, mobile Vs desktop information and their behaviour on--line.

TRAFFIC SOURCES:

This will help you in choosing your inbound marketing activities as the data can tell you where

your visitors arrive on the site from. This is useful if you have your website link on a 3rd party

website and you need to see how successful the campaign is. This section will also tell you

how successful your organic (SEO) results are performing , adword , email campaigns and how

important if at all are your social media platforms in driving traffic to your website.

CONTENT:

The content section tells you what your most visited web pages are, including your landing

pages for the website and a visitor flow map to discover how your visitors view your

website. This is excellent for planning what webpages to edit or add content for as well as

improving your call to actions.

Google Analytics

AVERAGE TIME ON YOUR SITE:

If you can get this figure up to 4 minutes it will greatly improve your conversion rates.

To achieve this, use the data above to improve content, navigation flow and provide

information your target audience are looking for and/or cannot get elsewhere.

BOUNCE RATE:

This can be confusing for a lot of businesses but the easiest way to explain it is if

someone goes into a retail store and leaves straight away as it was not the shop for

them, the bounce rate will be close to 100% (bad). However if a person goes into the

store, browses and purchases a product the bounce rate is 100% (excellent). You

should try to keep the bounce rate to about 30% and work on your site to keep this

figure.

CALL TO ACTION VIEWS:

Keep a record of the number of people who go to your call to action pages either

checking figures in the content section or add conversion goals. This way you know

how many people visit the contact us page, purchase page, location map etc and if

you increase this figure, sale leads will increase.

1.Goals - Easy to set up to measure an activity

• Length of time spent

• Reaching a specific page

• Visiting a certain number of pages

• Thank you page (CTA) after someone has placed an order or signed up

•To set up a goal, simply select which goal group you want to use, name your goal,

and then define the goal type.

Tip: Set up goals for the last page in your conversion process or sales funnel.

2. E-commerce conversions require inserting code on your actual site.

Conversions

KPI’s Table

Conversion Goals

Filters & Linking accounts Demo

2. Social Media

1. Social Media Platforms Explained

2. Strategy

3. Facebook

4. LinkedIn

5. Database marketing

6. Mailchimp

7. Dropbox

Examples of social media platforms

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Source your leads

Source October

Lead October Sales

November Leads

November Sales

Facebook 1 1

Twitter 0 0

LinkedIn 2 1

Local paper advert 3 3

Sales person 20 19

Search Engines 10 9

Golden pages 6 5

Total 42 38

Social Media Strategy

•Define your customer

•Define your objectives

•Design/Create Content

•Create a Messaging Calendar

•Define your Measurements

•Execute your Plan (Strategy – link to site)

Facebook Benefits

•Get found by people interested in your products/services

•Connect & engage with current and potential customers

•Create a community around your business

•Promote other content you create, including blogs,

articles, events

•Generate leads for your business

Facebook Questions

•Is Facebook suitable for my business

•Is my audience on Facebook?

•What incentive is there for people to like my page?

•Who will manage it all

Facebook Benefits

How do I engage with Facebook?

•Tips for your audience

•Industry news & insights

•Trends

•Special events and opportunities

•Inside information

•Your work

•80% contribution 20% promotion

Facebook Objectives

Get more fans on your Facebook Page

Increase conversion rate

Increase more interactions per post on your Facebook

Page (Likes, Comments)

Sell directly from Facebook

Send more traffic to your website – Lead generator

Increasing Facebook Likes

•Ask your friends to like you

•Use your email list to send an invitation

•Facebook badge on your website

•Check-ins

•Facebook ads

•Like box widget

•Keep your updates in your fans feeds - subscribe

Facebook Best Practices

Be interactive, fun and helpful.

2. Embed videos on your Facebook page.

3. Create a connection between Facebook and the outside world.

4. Create contests on Facebook.

5. Integrate traditional advertising with Facebook.

6. Use Facebook to grow your email list, and vice versa.

7. Introduce new products on Facebook first.

8. Welcome new page visitors.

.

9. Integrate social content on your Facebook Page.

.

10. 'Like' other businesses’ Facebook Pages. Remember that social media is, well, social.

Source: HubSpot.com

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•LinkedIn is a social media platform used mainly for

professional networking

•Essential tool if you are involved with B2B

companies (Use to find names)

•Personal Profile

•Company Profile

Improve your LinkedIn profile

•Build up your connections

•Ask for recommendations

•Add your blog feed to your profile

•Join groups

•Answer industry related questions under the more tab

Target Database Marketing

1. Create fields on excel with segments

2. Collect details (site, comment cards, shows, 3rd party

websites

3. Segment list & create targeted content

4. Monitor results & engage using CTA

5. Review success of different segments

Mailchimp

Mailchimp

Mailchimp is an easy-to-use email marketing service that allows you to

design, schedule and deliver email newsletters to your customers

MailChimp Features

•Build and Manage Your List

•Design HTML Email Campaigns

•Send with Confidence

•Email Campaign Tracking

Campaign Playground Example

Brief: Increase enquiries for customers looking for playground grants

Strategy

•Research customer and market needs

•Create optimised content on website – pages/blog

•Build database of crèches and schools

•Optimise pages and site for “playground grants”

•Email and track KPI’s

Campaign - Builder Example

Brief: Target potential customers

Strategy

•Research customer and market needs

•Create optimised content on website – pages/blog

•Optimise pages and site for “Builders in Cork” “ Building contractors”

•Add projects images on Facebook and share among network

•Create “Free Build Checklist” content and download function

•Collect emails and follow up – soft friendly communication

•Review ROI

Example

Company that supplies catering equipment – Stainless steel oven

Company & Product - Customer benefits

Customer segments

1. Catering companies – Manager

Lowest cost stainless steel cooker available with warranty

Spread message – Trade shows, SEO, PPC, newsletters, LinkedIn

2. Hotels- Head chefs

Less that 90 seconds to clean

Viral video – cleaning office quicker than a Ferrari lap- etc

Article on cleaning benefits for trade mag/blog and flyers.

Spread links with LinkedIn, Reddit, Online-PR

Twitter – ask names of head chefs to target

Finn Media - What works

•LinkedIn – B2B, Professional

•Twitter – Communicate with peers & gossip

•Blogging – Influence your peers and market

•Newsletter – Target specific markets

Summary

Facebook – B2C

Works well for products to share & promote

Show off and impress

Customer service – point of contact

Rules can be daunting

Twitter – target press, peer groups

LinkedIn – B2B

Blogs – Answer online questions.

YouTube – Videos less than 90 seconds

Dropbox

Questions

Thank You

Any

Questions

For more details visit

www.finnmedia.ie

What is Twitter

A micro blogging tool/communication tool

• One to many communication

Twitter Strategy

•Follow industry experts and thought leaders

•Answer industry related questions