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1 Fully Qualified Marketing Company Helping our clients succeed online Visit for free advice & details

2 Digital Marketing Strategy What is it? Digital strategy is about adapting your organisation to succeed online Measurements KPI s (Key performance Indicators) Analyse your analytics. Learn what brings your readers to your site. Monitor sales results & sources Prevents wasting budget

3 Strategy Steps 1. You - Review organisation departments for digital and provide Clear communication 2. Create digital presence with customer (ownership) 3. Innovate offering & experience for big results 4. People - who does what - Responsible? 5. Adapt and resolve strategy issues fast

4 1. Understand your offering Describe your company in 20 words Why should people buy from you?(value proposition) Competitor /Market analysis Develop your story Clear concise communication What are the benefits of your products/services customer focused

5 2. Customer Involvement Segment your customers Find out what they want & engage with them on services What influences their decision Where do they hang out? What products/services can you upsell to loyal customers How can I find out? Primary research Ask existing customers surveys, Talk to sales team & create profiles Secondary research Search online, blogs, Existing studies

6 2. Customer Involvement Understand YOUR Why (Story/Brand) & Customers Why! Become the authoritative figure in your industry Research to become your customers hero How will you build, engage and succeed? Choose your marketing activities via ROI data

7 3. Innovate Offering Traditional competitors not same as on-line competition

8 4. Leadership - People Strategy needs to be delivered from top down Plan Design - Web SEO PPC - Social

9 5. Adapt & Resolve Issues Understand the data & be decisive

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11 Next Step Online Presence How to generate business when investing in a new website

12 Why Invest Don t be left behind

13 Why Invest Determine quality leads which can be delivered to your inbox Lead generation Use SEO/PPC to find prospects who are actively searching for services/products Upsell full product range and increase market reach Collect valuable data (using Analytics) to determine what people like Automate some processes such as selling products, downloads etc Collect s and contact details for your database marketing Work along side your other marketing activities to add value to your campaigns

14

15 Stages to success 1. Design customer focused website for conversion 2. Create digital strategy to choose correct activities 3. Use KPI s to review ROI and adapt strategy

16 Before you build

17 Ask plenty of questions Research & Plan Why do I want a site? What are my targets/goals? (Make clear sales and task objectives Who is my target audience and their online behaviour? What are the products/services you are selling? Why should people buy from you online? What are your successful competitors doing? What type of conversion pages do you need? Have you planned the site/business for growth and expansion

18 Prevent Headaches Will cause problems later if not thought of now Web partner Choose your developer wisely Wrong advice (no strategy) Research & ask for references if choosing DM, developers CMS Platform to meet needs & plan for growth - ecommerce (Magento, OpenCart) - Story focused (Joomla, Wordpress) Domain ownership - com Vs Country based domains -.ie,.co.uk (.uk), Hosting Ensure it meets your platform requirements and digital marketing Mobile Responsive or Mobile adaptive

19 Prevent Headaches Will cause problems later if not thought of now Payment Gateway & SSL Certs PayPal and/or Stripe or Realex, Worldpay, Sage Website structure, design and navigation - Key for UX (User experience) Content - your responsibility customer focused content, graphics, quality images Integration & Reporting Shipping costs for operations Generating business Now what!!! Digital marketing and treat it like a proper business On-going strategy, SEO, PPC, Database marketing, Display advertising, Sales strategy

20 Landing page layout Important for conversion rates Provide clear information for your audience Provide clear Call to actions Make it easy to collect leads Create visitor interaction when possible

21

22 Case study: Company offering services to dairy industry

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24

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26 Case study Legal firm with global appeal

27 3 click rule

28 3 click rule

29 Next - Inbound Marketing

30 Search Engine Optimisation Why bother? Basically, if someone wanted to find us online, they couldn t we didn t exist as far as online was concerned,

31 SEO Search Engine Optimisation Optimise your website/blog to get found at the top of search engine results when your target market types in key phrases. Get found ahead of competition regardless of size Target your landing pages for different customers Allow new audience to find your services/products Tools Keyword planner, Google webmaster

32

33 Pay Per Click (Benefits) 1. Advertise to those looking for you right now 2. Advertise to an exact geography 3. Measurable at every level

34 Advanced Measuring - Google Adwords Special Phone Numbers Special Landing Pages or Sub-sites Conversion Tracking Negative Keywords

35 Social media Note: Called Social Media Not Sales Media LinkedIn B2B, Professional Facebook - B2C Target consumers & building brands Twitter Communicate with peers & gossip Blogging Influence your peers and market YouTube Used to showcase products/services

36 Social media

37 Track & Measure Success 1. Google Analytics & ROI Data Visitor numbers, conversion rates, time on site, bounce rate, exit pages 2. Google Webmaster Tool for your digital marketer, web team to view Google bots reports, errors 3. Reports Sales reports Marketing ROI Other KPI s 4, Weekly and monthly meetings Projections Vs Actual

38 REAL TIME TRAFFIC You can see visitors who are on your website in real time. Google Analytics AUDIENCE This section of the tool allows you to see the amount of visitors that visit on your website, their locations, what browsers they use, mobile Vs desktop information and their behaviour on--line. TRAFFIC SOURCES: This will help you in choosing your inbound marketing activities as the data can tell you where your visitors arrive on the site from. This is useful if you have your website link on a 3rd party website and you need to see how successful the campaign is. This section will also tell you how successful your organic (SEO) results are performing, adwords, campaigns and how important if at all are your social media platforms in driving traffic to your website. CONTENT: The content section tells you what your most visited web pages are, including your landing pages for the website and a visitor flow map to discover how your visitors view your website. This is excellent for planning what webpages to edit or add content for as well as improving your call to actions. AVERAGE TIME ON YOUR SITE: If you can get this figure up to 4 minutes it will greatly improve your conversion rates. To achieve this, use the data above to improve content, navigation flow and provide information your target audience are looking for and/or cannot get elsewhere. BOUNCE RATE: It represents the percentage of visitors who enter the site and "bounce" (leave the site) rather than continue viewing other pages within the same site. CALL TO ACTION VIEWS: Keep a record of the number of people who go to your call to action pages either checking figures in the content section or add conversion goals. This way you know how many people visit the contact us page, purchase page, location map etc and if you increase this figure, sale leads will increase.

39 Results Focused

40 Task Priorities

41 Results Focused Increase conversion rate Marketing Activities Marketing Campaign January Leads January Sales Conversion Rate ROI SEO Google Adwords Printed advert Tradeshow etc

42 Results Focused Key Performance Indicators (KPI s) Month Website Visitors No. of Transaction Amount of Sales Conversion rate June , % July

43 Results Focused Increase conversion rate Month Website Visitors No. of Transaction Amount of Sales June , % Conversion rate July , %

44 Thank You Any more questions???? If you want to hear more. Free ½ hr consultation We only work with clients we want to work with and whom we feel we can deliver results which is why we cover the costs ourselves of the initial consultation and review so there is no obligation on behalf of the potential customer. Face to face / Phone / Skype Remember location not an issue

45 Questions???? Thank You

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