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LEO Westmeath – Digital Trading Voucher TheoryThursday 2nd June 2016
Demystify the World of Digital Marketing -
What is it and How do I Use it.
Follow @marickab @galwaymarketing @altocloud
Outline
Demeisfying..
1. Digital Marketing – what is it?
2. Google Organic Vs Google PPC.
3. Facebook. Twitter, Pinterest, LinkedIn etc – What is the difference and what do I use?
4. Do I need a website?
5. Monitor, Measure and Convert.
1.DIGITAL MARKETINGWhat is it and how should
I use it?
What is Digital Marketing
In simplistic terms, digital marketing is the promotion of products or brands via one or
more forms of electronic media.
2.GOOGLE ORGANIC Vs
GOOGLE PPCWhat’s the difference and
what should I use?
Google Organic Vs Google PPC
Google Pay Per Click Ads (PPC) – Google Adwords
Google ‘Organic Listings’ – Listings you do not pay for.
Google Organic Vs Google PPC
Google Organic• Free• Trusted.• Loves fresh, relevent and quality
content.• Your company can show up via
company website, social media, news etc – make sure YOU own the space.
• Extremely competitive.• Involves more work than you
thinki.e. S.E.O – Search EngineOptimisation.
Google PPC• Increases visibility on search
engines.• Allows you to be seen when
you may not be ranking high ‘organically’’.
• Extremely targeted advertising.• Reaching potential customers at
the latter end of the buying cycle.
• Do not fall behind your competitors.
• Can be useful when you have littleor no online visibility.
Do you have your business listed
with Google Business?
Go to www.Google.ie/business and do it now if not!
3.FACEBOOK, TWITTER,
PINTEREST, LINKEDIN
So much to choose from where do I start?
Socialreach is the new
word-of-mouth
referralengine
Online Marketing in Galway
Which Social Media Platform do I
choose?• No need to be a jack of all trades and master of none.• Experiment and study what works best for
your company.• Look at companies/competitors in your industry doing
it well and learn from what works well.• Look at engagement levels, comments and see
what posts/pictures etc are working well.• Think about where your target market are e.g. B2C
Retaili.e. Facebook, Instagram, B2B i.e. Twitter, LinkedIn etc.
Pros• Over 60% of the Irish
population are on it. (Source: Facebook, 2014)
• The platform can suit many B2C companies, huge success stories in Galway include; Pat Divilly Fitness, The Dough Bros, and Goodness Cakes.
• Extremely targeted options available if you use Facebook advertsing.
• Great for visual type busineses– where you can show of your product or service.
Cons• News feed algorithm – less
and less are seeing your newsfeed updates unless they are sponsored.
• Not suited to every company.• Needs to be maintained to be
successful.
Pros• Lots local and topical
communities to engage withi.e. #irishbizparty #GalwayHour
• Measure campaign successes with # or engagement.
• Great for customer service.
Cons• 140 characters to
communicate with isn’t always enough.
• Needs consistent maintenance.
Pros• Large female audience,
beneficial if this is part of your target market.
• Image based network, again great if you have products or services that suit this.
• Great for displaying mood boards, ideas etc to get conversations started.
Cons• Relatively limited
audience i.e. females.• Irish adoption is slower
than the US market (keep this in mind when reading all the positive stats).
YouTube
Pros Cons• 2nd largest search engine
•in the world.
• Videos on a website result in users spending a longer time on the site and more engagement. (source: eMarketing Consultant 2013).
• Visually get your messageacross quickly.
Higher productioninvolved.
• More equipment and skills needed to make a quality video.
Pros• Large professional community.• Targeting advertising to the
large professional community.• Millions of closed or open
groups with very specific interests to engage and network with.
• Create your own ‘personal brand’
• Use a a platform for publishingwith ‘LinkedIn Pulse’.
Cons• Closed community –
communication is unique to thise on LinkedIn.
• Need to be a 1st connection or have a premium subscription to communicate direct.
• Can be more suited to B2B business.
amplifies the effectiveness of offline marketing.It doesn’t replaceit.
“ Social
media
Tweet This!#OMiG
”
4. WEBSITE
Do I Need One?
Have you got a website?
WebsiteFacebook
Traditional Advertsing
Shop Floor YouTube
Email Marketing
PPC
Don’t put all your Social Media Eggs
in One Basket… Things Change..
5. Monitor, Measure andConvert
Test, Test, Test
Cost of Customer Acquisition
Monitor and Measure• Social Media marketing can be made
extremely transparent.
• Monitoring and measuring the success of your campaigns, will allow you to make decisions about the tools and platforms that work well for your digital strategy.
• Find out and monitor Cost per Acquisition.
• Think; Google Analytics, Conversion Tracking,and Social Media Measurement tools such as;Hootsuite; Tweetreach, Klout, Social Mention and more.
Summary1. Digital Marketing is part of the overall
marketing process.2. Both Google Organic and Google PPC serve a
purpose, understand the difference and choose what suits your business. In many cases BOTH will.
3. Study your competitors and companies in similar industries for inspiration on your social media. Test and research what Social Media works best for your Marketing strategy
4. Do not put all your eggs in one basket, create a centralonline base with your website.
5. Monitor, Measure, Measure and Measure!!
Times have changed…
Reading
Check out the following links• eMarketer- http://www.emarketer.com/
Hubspot- http://www.hubspot.com/
• B2BMarketing - http://www.b2bmarketing.net/• Google Adwords Exam (Google Partners) -
http://www.google.ie/partners/• Advertise on Facebook -
https://www.facebook.com/advertising
Follow @marickab @galwaymarketing @altocloud
