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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
© Brilliant Red Ltd 2014
Digital Strategy Framework
© Brilliant Red Ltd 2014
Areas of focus
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© brilliant red 2013
© 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?
© Brilliant Red Ltd 2014
Set Objectives – Time is Money!
© brilliant red 2013
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
© Brilliant Red Ltd 2014
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
© Brilliant Red Ltd 2014
Know your Customers
© Brilliant Red Ltd 2014
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
© Brilliant Red Ltd 2014
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?
© Brilliant Red Ltd 2014
xx
xx:
• xx
© brilliant red 2013
Build your brand on Social
© brilliant red 2013
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)
© brilliant red 2013
SEO - Why Optimise?
© brilliant red 2013
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
© brilliant red 2013
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
© Brilliant Red Ltd 2014
CONTENT is still King
© brilliant red 2013
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?
© Brilliant Red Ltd 2014
Step 7:
Analyse – Monitor Success
• Is it working?
• Manage your Budget
• Review and Improve
• Google Analytics
• Mouseflow
© Brilliant Red Ltd 2014
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
© brilliant red 2013
Google Analytics
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Geographic Analytics
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Device Analytics
© brilliant red 2013