demystifying the web · analytics - control your campaign key performance indicators • sales •...

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

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Digital Strategy Framework

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Areas of focus

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© Brilliant Red Ltd 2014

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?

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Set Objectives – Time is Money!

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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

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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

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Know your Customers

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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

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Discover what your customers are buying,

NOT what you think you’re selling..

Keyword Planner

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Google Keyword Tool

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The Perfect Page!

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Step 4:

Which? – Marketing Channels

Don’t Do Everything!!

• Which channels to use?

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xx

xx:

• xx

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Build your brand on Social

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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)

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SEO - Why Optimise?

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Over 80% of online proceedings

start with a search query!

Stages of Search

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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

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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

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CONTENT is still King

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But DISTRIBUTION is King Kong!

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Challenges

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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?

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Step 7:

Analyse – Monitor Success

• Is it working?

• Manage your Budget

• Review and Improve

• Google Analytics

• Mouseflow

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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

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Google Analytics

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Geographic Analytics

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Device Analytics

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