demystify digital marketing - prelude / superclub john readman - digital brains jan 2015

@jreadman // @_DigitalBrains // // @ride25tweet // www.ride25.com

Making Britain the most enterprising nation in the world

Demystifying Digital Marketing

John Readman - Digital Brains

[email protected]


AgendaWho have we got?

Who am I and what’s my background?

Why do you have a website?

Do you really need to update your website every week?

The secret to SEO success // Social Media madness – making it work for you.

PPC and paid online clicks are they worth it?

Is email marketing dead?

Mobile website

Can we do it all in house?


Who have we got..?

NEEDS

YOU

YOUR WEBSITE

Image - https://thomasinterestingblog.wordpress.com/tag/your-country-needs-you/


Who am I?

QAS – Caudwell Group – Barclays – Communicator Corp

Search Laboratory

• Multilingual Search Marketing // SEO // PPC• 20 – 100+ - Growth in Clients

• Inc. ASOS, River Island, HP, Sony, Boohoo, House of Fraser, Superdry

• Revenue from £600k - £6.1m

• Profit from >£60K to £1.1m

• 8 – 160 – Growth in people under 4 years

Ride25 – Explore the World Leg by Leg – The Ultimate Cycling Adventure

Digital Brains – RONSEAL Sales & Marketing Strategies• NED // Advisor // Coach // Trainer // Speaker


Numbers...


Numbers...

https://www.youtube.com/v/watch?v=zxpa4dNVd3c&autoplay=1



http://www.thisisdare.com/home


Less is often more…

http://www.youtube.com/embed/Z-Ed7-QB7uE?autoplay=1


Brands vs Websites


Marketing - 4Ps & 7Ps

4Ps

Product – Place - Price – Promotion

7Ps

People – Process – Physical Evidence

"Marketing is the management process responsible for identifying,

anticipating and satisfying customer requirements profitably."

The official academic definition from The Chartered Institute of Marketing (CIM).


Isn’t it all just marketing..?

https://www.airbnb.co.uk/


Isn’t it all just marketing..?

Image - http://www.durhamcreatives.co.uk/News/Article/View/newsId/123/


Is this digital marketing or just marketing?

What does the customer want?

What interests the customer?

Anticipate what the customers are looking for now and next?

Answer the customers questions

Be genuine and be helpful

Think offline but online…


How often do you need to update your website?

Image - http://hypnosismarketers.com/blog/


Brands vs Websites


Use Video

https://www.youtube.com/v/watch?v=fX1JaQXcJ_I&autoplay=1


Secret to SEO


Secret to SEO

https://www.google.co.uk/search?q=corporate+cycling+events&oq=corporate+cycling+events&aqs=chrome..69i57.5248j0j1&sourceid=chrome&es_sm=91&ie=UTF-8


Interesting // Relevant // Up to date // Video

Image - http://hypnosismarketers.com/blog/


Interesting // Relevant // Up to date


Secret to SEO


Webmaster Tools, Google Dev & GA not just for IT


Video - 2014 in search

https://www.youtube.com/v/watch?v=DVwHCGAr_OE&autoplay=1


Coffee Break


Recap so far...

• Think BRAND not just website

• Content – useful, interesting, relevant, sharable.

• Think video

• Blog is the heart of your site

• Technical frame work for Google bot

• Understand the data and analytics

• Be the marketing data GEEK…

Not digital, social, online, off-line or even agile…… It’s Marketing and Branding


Social Media


Social Media – what do you do?

Be a content curator, you don’t always have to be the publisher.



Competitions & Partnerships


Social Media – Tools

• Mention• Social Media Examiner podcasts• Unfollowers• Swayy• Socialoomph• Tweetdeck• Google Think


Paid Traffic

• AdWords – Google

• Retargeting

• Display Remarketing

• Real Time Bidding

• Facebook Audience Targeting

• Display Advertising

• Social Paid Ads – YouTube, Facebook, Twitter


Paid Traffic – PCC, Social, Display, Retargeting


Email Marketing is Dead...?



• Text to web• App push messages



Tips for good emails…

• Planned• Thoughtful (would you read it?)• Content rich • Engaging• Interesting• Not always selling• Why should they open it?• Text?


Do You Need A Mobile Website?

You need a

FULLY RESPONSIVE WEBSITE

NO


What’s Next...


In-House or Agency?

OR


Things to ask an agency

1. Who is actually doing the work?

2. Where are they based and can I meet them?

3. What are we trying to achieve?

4. What does good actually look like?

5. How can we measure success?

6. How are you charging us for the work?

7. How can we track this? Links, Days, Hours, Words?

8. What and how much work and/or input do you need from us?

9. Can I speak with 2 previous clients?

(Maybe one that has stopped working with them!)


Finding digital talent

1. From your agency – (an agency)

2. Direct from Uni - sponsor a degree prize

3. Google Squared // econsultancy training

4. Be nice – good benefits, environment, support & training

5. Pay fairly

6. Don’t abuse interns

7. Empower – they know better than you!


KPIs to measure marketing

Likes? Shares? Tweets?

Traffic // Conversions – soft and hard // Bounce rate

Sales // Leads // Email Sign Ups

Meetings // Pitches // Tenders

Client Retention

CRM – SalesForce etc.


Summary

• Think Brand

• Create and Curate amazing content

• Get into video

• Be a marketing data GEEK

• Social is also about paid

• Email is all about mobile – use text to web...

• Responsive is the only choice

• In house is better, but you need to empower and be confident• You need a brand story and strategy before you can do this


Finding Global Markets


How to identify markets


BDO

Search Labs

Identifying Markets


The secret sauce for SEO success…

demystify digital marketing - prelude / superclub john readman - digital brains jan 2015

Marketing

marketing dead

physical evidence marketing

mobile website

ps people

date video image http

image https

world leg

brands vs websites