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Forming A Digital Marketing Strategy www.rogue.ie [email protected] +35319066160
6 Steps of Digital Marketing
O (Overview) – Where are you now?
G (Goals) – Where do you want to go?
S (Strategy) – What route will you take to get there?
T (Tactics) – Tools to help you get where you want to be?
A (Actions) – Who is responsible to get you there?
A (Analysis) – Constantly looking back to check you took the
correct route?
Why Irish Businesses Should Use Social Media
� 1.8 million Irish people use Facebook every day
� 29% of Irish Facebook users are 25-34 years of age
� 87% of Facebook users log on via mobile each month
Twitter For Business
� 92% of Irish journalists use Twitter every day
� The Irish population send more than 1 million tweets per day
� 700,000 daily Twitter users in Ireland
YouTube
� 77% of Irish YouTube users access the site once a week
� 1 in 3 people spend as much time watching YouTube as they do TV
� 31% of Irish users view tutorial videos regularly
Other Platforms
� 22% of the population use Snapchat daily & Spend an average of
1.43 hours using the app
� 24% of Irish people are on LinkedIn
� 15% of the population are on Pinterest
� 18% of Irish people use Instagram with 43% using it daily
Content Marketing in Ireland
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain your target audience or customer.
Is it worth it?
� On-site videos increase conversion by 86%
� Customer testimonials can increase conversion by 89%
� B2B companies who blog can gain up to 67% more leads than those who don’t blog
Why Mobile Is So Important
Mobi le market ing a l lows your bus iness to communicate and engage with your target audience utilising any mobile device or network.
� 70% of Irish people now use smartphones
� 75% of the population access the internet at least once a day from their smartphone
� 1 in 5 people admit accessing the internet every waking hour of the day
� 57% of the population shop online
SEO in Ireland & Why You Need To Understand The Basics
Search Engine Optimisation (SEO) is the process of affecting the visibility of a website in a search engine’s unpaid (organic) results.
� 75% of search users do not click past the first page of search results
� Organic search traffic produces up to 35% higher conversion rates than traffic driven by equivalent paid search traffic
� 20% of searches on Google are related to location with 56% of smartphone users using their browser for local searches
Bringing It All Together Forming a digital strategy
In order to create a shit hot, effective digital marketing strategy you need to utilize a combination of;
� Great content production
� Social media marketing
� Mobile marketing
� Search engine marketing & SEO
Digital marketing is all about providing content that is relevant, informative and engaging for your target audience/customer. You must provide them with useful, valuable content across channels they want, on devices they use with search terms they enter when conducting a search.
Situational Analysis
This is the first step in any digital marketing strategy. You must understand your current performance before you can set out goals and objectives.
You must review;
� Demographics and behaviour of your existing audience
� Engagement and website referrals via social media channels
� Web traffic from mobile devices and operating systems � Web pages – most popular, bounce rates & visitor flow
� Competitor– current performance and tactics
Basic SWOT To Understand Your Internal & External Situation
Strengths S • Your special marketing expertise • A new, innovative product or service • Location of your business • An other aspect of your business that can
add value to your product or service
Weaknesses W • Lack of marketing expertise • Undifferentiated product or services in
relation to your competitors • Location of your business • Poor quality goods or services
Opportunities O • Developing/growing routes to market e.g.
online via website • Mergers, joint ventures or strategic alliances • Moving into new market segments that
offer improved profits
Threats T • A new competitor in your home market • A competitor has a new, innovative
product Competitors have superior access to channels of distribution
• Taxation is introduced on your product or service
Goals
Setting goals defines the end of your journey – where you want your digital marketing strategy to take you. In order to do so, they must be SMART.
Specific – who will be involved, what do you want to accomplish, where will you do this, when will it be done, which requirements and constraints are involved, why are you doing
this?
Measurable – establish a concrete criteria for measuring progress toward the attainment of each goal you set.
Attainable – identify goals that are most important to your business and develop attitudes, abilities
and skills that will help you reach them
Realistic – a goal must represent an objective toward which you are both willing and able to work to. Don’t set goals that you can’t and won’t achieve within a realistic period of time.
Timely – set a timeframe for your goals. With no time frame to a goal, there is no sense of urgency.
Strategy
Once you have an understanding of the current situation and you have set SMART goals, you can start planning your digital marketing strategy.
� Identify new markets your business could tap in to
� Improve the existing strategy e.g. Optimise your
website for mobile or upgrade landing pages to
reduce bounce rates
� Identify KPI’s – key performance indicators
that will allow you to monitor and analyze your progress
Techniques
Think of your initial strategy as a skeleton. Techniques will be the flesh on the bones. Your strategy will tell you generally how you’re going to achieve your goals while techniques tell you exactly how.
So you’ve decided to go for a content marketing strategy to increase traffic to your site. Your techniques will focus on the content itself now;
� What content are you going to produce and when? Plan and schedule in advance
� When will you broadcast the content? Time of day, weekends etc.
� Where will you share the content? Social media, forums, email lists
� How will you tailor the content? To suit different audiences
Here your initial situational analysis and broad strategy will come into effect and help you decide what techniques will yield the greatest ROI.
Actions
Now that you have a strategy and set of techniques you plan on using, who is going to do the work?
Planning is only half the battle. Implementation and actions are just as important. Here you must decide what team members will be responsible for each aspect of your strategy and when they will be implemented.
Spend some time testing different systems, processes and tools your team can use to help plan, manage and analyze your marketing techniques.
Play on people’s strengths – from your SWOT you will be able to identify internal capabilities for handling your strategy and techniques. If necessary, you may need to outsource or set up working relationships with agencies.
Analysis
Consistent analysis and reporting is crucial to the success of any digital marketing strategy. You need to constantly measure all relevant KPI’s in order to make sure your strategy is driving you towards the goals previously set out.
� As part of your techniques, it is important to decide upon when and how you will generate reports to monitor your progress.
� Utilise the same processes and tools to collect your data in order to make sure the data is reliable and easily comparable.
Useful Tools
Google Analytics – this is your best friend & it’s free!
� Real-time tracking
� Daily, weekly, monthly traffic reports
� Channels – organic, social, direct, referral
� Bounce rates
� Goal conversions
� User flow
� And much, much more
Scheduling & Content Monitoring
Hootsuite Helps you track & manage your social media channels in one dashboard. Find content, monitor what other businesses are publishing and schedule posts for the future.
Google Alerts It’s a great way monitor mentions of your business and your competitors businesses but it’s also a great tool for keeping on top of developments in your industry.
Pocket Allows you to find great pieces of content, save them for when you have more time later to read them and access it on your laptop, phone or tablet device.
