dohertywhite - introduction to digital marketing - profitnet letterkenny july 2010
DESCRIPTION
Introduction to Digital Marketing for Small Business by Michael White, CEO of DohertyWhiteTRANSCRIPT
Digital Marketing and PRGrowing sales through more effective marketing
Michael White July 2010
DohertyWhite
Agenda
Ho w to drive inc re a s e s in s a le s , le a d g e ne ra tio n a nd re ve nue us ing O nline Ma rke ting
Today when people want to buy something the first place they look is the web, whether they’re looking for shoes, a car or a house
Some websites are more easily found than others And some web-sites are better at convincing you to buy
During this presentation I’ll be describing what you can do to make your website more easily found and, once found, to persuade people to buy your products or services
Topics
Introduction – who we are, what we do
First things first - what is Marketing?
Why online marketing for small businesses?
Where do you start?
The tools available
Social networks and your business
Recap of key points
Who we are
• Co-founder and partner at DohertyWhite• Enterprise Ireland Marketing mentor to 20 firms• Ex Head of Marketing at Singularity – helped
double revenue in 2 years, won ISA sales award• Senior Product Manager at Siemens,
Management Consultant with Deloitte, Project Manager with Misys Corporation
• Trinity College Computer Science, Post Grad Diploma in Computing
Michael WhiteMarketingDigital MarketingSoftware product delivery
Annmarie DohertyPR & Online PRSocial mediaAdvertising
Bhavin DoshiWeb developmentWeb strategyDigital marketing
Philip BarrettGraphic designWebsite designBranding
Simon RogalsMarketing strategyProduct managementTech startup advisory
Paul KennedySales strategyMarketing strategyProject Management
We help businesses generate more revenue through more effective sales and marketing
Online marketing, PR, Sales lead generation Recognised expertise – Forrester, Irish Medical Device Association,
Irish Software Association We work fast and deliver value early and often
What we do
Make something people want – your product or service and what
makes you different/better
Sell it to them – understand your potential customers, how they buy
and connect with them
Me
My potential customers
?How do I reach them?
“Make something people want, then sell it to them”
What is marketing?
Use your website to Generate More Sales
Review what you’re selling - so you can articulate it’s features, its benefits, why you’re better
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Review who you’re selling to – your target buyers
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General approach
Why focus on digital marketing?
Because your prospective customers will find you before you them.
The first place people look for products or services is online – primarily Google
The first place someone looks after contact is your web-site. What’s on your site that would encourage them to become a customer?
Will they find you? How do you compare with competing sites?
If you are promoting yourself the same way you did 10 years ago then you’re doing something wrong
Why online marketing?1. Makes business sense
More cost effective – you can see what you get for your money
Greater impact – you can market to 1000s for same price as 100s
Small businesses can look like big businesses
Small businesses can access bigger potential markets
You can ‘Scale up’ – easy to increase results at low cost
2. Recognises changes in Buyer behaviour
People’s buying habits are changing
They start shopping by looking on the web, especially Google
They do research on the web, not at tradeshows
Order online more frequently
Basically, you can generate more sales at less cost
Where do you start?
A step-by-step approach:
What are you trying to promote? (Your product, service?)
Who do you want to target, and where? (Everyone? Particular types of business? Particular types of consumer? Donegal? Ireland? Europe? the US?
Who are your competitors (and why are you better?)
Pick the tools you’ll use to promote your business from the list available
Set out a plan with actions, dates and expected outputs
Get going – implement the activities on your plan and measure how effective they are in producing sales. Experiment, adjust, test again. Start small, then increase efforts where you enjoy success.
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The tools available
PR
‘Offline’ Digital Marketing• Print Ads • Web-site
• Radio Ads • Search Engine Marketing
• Direct Mail • Google Pay-per-click
• Events/Tradeshows • Email marketing
• PR • Online ads
• Telemarketing • Online PR
• In-store merchandising • Social Media
• Flyers • Webinars
• Newsletters / bulletins • eNewsletters
Use a mixture, but emphasise online tools
S
ale s
1. Revise website based on buyer analysis, add landing pages
2. Generate content to attract visitor registrations
3. Launch Google pay-per-click ads
7. Launch Search Engine Optimization activities
5. Generate PR and online PR
4. Start Email Marketing campaigns
6. Post to Corporate Blog and Social Media
8. Hardcopy Mail to selected contacts
9. Telemarketing qualification of warm leads
Digital Demand Generation
A step-by-step approach
Online marketing tools
1. Your Website
2. Google pay-per-click advertising
3. Search Engine Optimization (SEO)
4. Online PR
5. Email Marketing
6. Social media marketing (Twitter, LinkedIn, Facebook,
blogs etc.)
1. The web-site1. Your web-site The most important marketing tool you have Your best sales-person 24/7/365 if you are B2C A sales lead generation machine if you are B2B Drive visitors to your site Get them to take “Most wanted action” Either ‘Buy Now’ (B2C) or ‘capture contact details’ (B2B)
Home page is the most important page
Structure, text Give visitors plenty of
things to click on Make downloads and
‘buy now’ offers prominent
Look at competitor sites for comparison
Check out Hypertemplates.com, other template sites
1. The web-site Have plenty of “bait” on your site –documents, presentations or other information that
people will want to download e.g. Case studies Ask for their email address and name in return
Your Objective – Generate Sales (B2C) or Generate Leads (B2B)
Web Design Best Practice
Reflect your buyer in the web-page design – use “Buyer Personas”
Make it easy for them to accomplish goals e.g. find information, contact you (put your number on the home page), get you to contact them (call back button), search
Think about your “Most Wanted Actions” – what do you want them to do?
If you want them to do something (go to a section of the site, download content) then make it obvious and easy
Provide ‘bait’ on each page – downloadable content
Great book on this subject: “Don’t make me think” by Steve Krug
1. The Website1. The web-site
1. The Website
Structure
Not too many levels in your site structure – aim for 3
Use URLs that make sense – better for your buyers, better for search engines
Configure 5 or 6 settings per page for Search Engine Optimization (covered later)
Segment your site into key sections, optimize each section individually, rather than having all pages equally ranked per key phrase
When looking at layout, have a look at Hypertemplates and other sites
Most corporate sites follow a particular home-page structure (80% of large B2B and 53% of small firms, as of 2007 report)
1. The web-site
Graphics
Keep graphics down to less than 3rd of home page – see heatmaps
Use images of real people, avoid clichéd stock images
Make the entire graphic clickable
Make sure graphic is ‘tagged’ so you turn up on image searches
Use Clicktale or similar tool to check how visitors move around your pages
1. The Website1. The web-site
1. The Website1. The web-site
Use the list above as a checklist – have you adequately provided this kind of information on your website?
For example, have you clearly described what you do, what sectors you target, do you have case studies etc. etc.
Before you start - Audit
Review web-traffic stats – historic performance, sources of traffic
Set up Google analytics if not set up already
Identify all pages that are indexed, all your inbound links
These are assets and you don’t want to lose them (will use 301 redirects to maintain them)
Competitor comparison – use WebSiteGrader.com, WooRank and other tools
1. The Website1. The web-site
2. Google Pay-per-click
Quick way to get traffic to your site
Tell Google which search terms you want to be found for
E.g. show my ad when someone searches for ‘graphic design donegal’
Only pay if someone clicks on my ad
Create specific ‘landing’ page for the ad
Avg. 50c per click, can set maximum daily/weekly budget
Can lock down by geography, time, day
1 Keyword analysis
2 Ad text
3 Landing page
Campaign set-up – budget, geography
Keyword analysis – what are people searching for
Ad text – variants
Bids and cost-per-click
Bid management
Broadmatch, exact match, negative keywords, keyword insertion
keyword
2. Google Pay-per-click
Set yourself up as an advertiser (2 mins, minimum €15)
Tell Google the words you want to be found for – ‘keywords’
Write the ad that will appear Tell Google how much you’re willing to
spend per day/month Ad only shown when someone searches for
your word Don’t pay unless they click on your ad Can control spend – “pay-as-you-go”
Success factors for Google PPC Keywords you choose – make sure people are looking for them Ad text – does it make people want to click Your ‘landing page’ – make sure it’s matched to the ad, and that there’ some kind of
“call to action”
2. Pay-per-click
2. Landing page design
CONVERT YOUR VISITORS! – Landing Pages Rule #1: Avoid unneccessary distractions – push visitor to your “Most Wanted
Action”
Spell out the benefits and have clear call to action
Remove any unnecessary navigation
Be consistent with the ad or email that brought your visitor here, including keywords, logos and other images
Try to keep registration fields to a minimum e.g. Name and email
Try “A/B” testing of 2 versions of landing page to see what works
Use Google analytics to monitor conversions
2. Google Pay-per-click
Advertising – (Pay-per-click)
Natural or ‘organic’ search
results
3. Search Engine Optimization (SEO)
You want to get found without paying Google all the time
‘Organic’ or natural search results
How do you get to the top?
Main element – good ‘content’ – information
A site that people find useful
3. Search Engine Optimization (SEO)
Two main tasks in SEO
“On Page” – stuff you put on your web-site pages
“Off Page” – getting other sites to link to you
3. Search Engine Optimization (SEO)
On page Off page
WWW WWW
WWW WWW
WWW
3. Search Engine Optimization
First step – KEYWORD ANALYSIS
Choose words you think people will look for when searching for your
kind of product or servcie
Then for each page . …
1. Page Title
3. Header tags
2. URL
4. Text, internal links, bold
5. Page description text
3. Search Engine Optimization (SEO)
A link: www.dohertywhite.com
Links should be from other good sites
To get links, provide information/content that people think is valuable and should be shared
3. Search Engine Optimization (SEO)Next, seek External Links – ask other sites to link to you
Identify a target list of sites you’d like to link to you
Who links to you now?
Who links to your competitors?
What sites are top for the search terms related to you?
PR is the most cost-effective form of marketing Generate €1000s worth of coverage Seen to be more credible than standard ads
Some basic rules – try to be interesting: e.g.‘Man bites dog’; ‘who, what, when, where and why’, include a photo etc.
But … now also has an online element Should ‘optimize’ each press release so that (a) it highlights
particular keywords and (b) has embedded links that link back to your web-site
Should also issue to Twitter, RSS feeds, blog, other sites etc. as part of your PR release process (more later …)
Test using graphics, video embedded in releases
4. Online PR
Do not spam But do regularly email contacts
who have ‘opted in’ to communications
91% of internet users use email Cost effective, broad reach First, build your list Next, draft your email Keep it short “Call to action” Test every element From & Subject – determine
whether email is deleted or opened
Certain words will attract spam filters e.g. ‘Free’
SPAM Download Download Inbound Inbound
Marketing Marketing Guide NOW!Guide NOW!
Reply
Visit
5. Email Marketing
Twitter, LinkedIn, Facebook, Yammer, blogging, video….
Generate interesting stuff people want to see, read, hear
Publish it everywhere, with links back to you
Share intersting stuff you find on the web
Connect with people you’ve worked with or who you find informativve
Interactive rather than one way communication
Now everyone can contribute, write, edit, shoot video, record audio
People/customers can talk back, engage, ask questions
You’ll get more web traffic, visitors, business
6. Social Media
Monitor what’s published – Google alerts, Google blog search, Twitter follower, Monitter
Blogs
Why? Draws more traffic to your web-site, leads, sales
Like online diaries, now being used for business
Type of web-site where you can easily post comments, information
Allows readers to provide feedback
Can paste in YouTube videos, SlideShare slides Tips
Decide who you’re targeting
Mix of entries – news, opinion, video, photos, informative
Basic, medium and rich posts, light & heavy
Strong headlines
Pick a posting schedule
6. Social Media
6. Social Media
Video Video yourself, a colleague, a
customer Home-made is good Relate to your business – e.g.
“how I design wedding cards” Post it on YouTube Link to YouTube from your
website, blog, Twitter ….
6. Social Media
What: Listen, Tweet, Respond
Why?: Traffic to your website, inbound links, leads, sales
How: 140 character “tweets”
E.g. press release headline
Can also insert links to stuff you like/find interesting
Follow others e.g. customers, influencers
Make your tweets useful e.g. links to web-site, video, news item
Tweet about good stuff your business is doing
Customer service
6. Social Media
Fast Food – Kogi Korean BBQ
Gourmet fast food aimed at night-club audience
How to let customers know when/where vans will be near?
Twitter updates, forwarded by SMS to followers
Queues now form before trucks arrive
Dublin bus – special ticket discounts
Running last minute promotional discounts
Twitter followers receive offers via mobile phone
6. Social Media
Business or private
Use your network to promote what you do
Search for contacts at particular companies
Join new groups with shared interest
Create a group and encourage people to join
LinkedIn ads – very targeted (role, location)
Tip: build out your profile info
6. Social Media
Why do you care? -over 450 million active users
Lots of your customers
3rd most trafficked website
Get found, promote your stuff, connect with others
Get started: Set up a personal profile first
Join networks
Set up a business page second
Put links to your facebook pages on emails, web-site, ….
Facebook ads
6. Social Media
Facebook Try Facebook ads 11 targeting factors Includes location, age, birthday, sex,
workplace, education and interests So, could run ads to women only in 30 to
40 age bracket in your area to test the results
http://www.facebook.com/marketing
6. Social Media
Recap6 step process – 1. what, 2. who, 3. competitors, 4. tools, 5. plan, 6. execute
Tools – Offline and Online
Should use a mixture, emphasizing online tools
1. Web-site first – the key element
2. Google Pay-per-click
3. Search Engine Optimization (SEO)
4. Email
5. Social media – blog, Twitter, LinkedIn, video, YouTube, Facebook, …
Create and publish stuff (video, voice, written) that will interest your audience
Network with potential influencers, customers, colleagues
Measure the results regularly
Repeat your successes
Resources
www.dohertywhite.com
www.hubspot.com
www.marketingprofs.com
www.raintoday.com
www.marketingsherpa.com
www.forrester.com
Email [email protected] slideshare.net/dohertywhite
Twitter @MichaelGWhite
Mobile +353 86 383 8981
www.dohertywhite.com
Thank You
DohertyWhite