omig at inaugural gmit marketing society talk
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OMiG at Inaugural GMIT Marketing Society talk, Tuesday 25th November 2014. Be sure to like our Facebook page www.facebook.com/GalwayMarketing and follow us on Twitter @GalwayMarketing and our website www.GalwayMarketing.ieTRANSCRIPT
GMIT Students Union Talk
Tuesday 25th November
Demystify the World of Digital Marketing -What is it and How do I Use it.
Follow @marickab @galwaymarketing @IMSMarketings
Outline
Demeisfying..
1. Digital Marketing – what is it?
2. Google Organic Vs Google PPC.
3. Facebook. Twitter, Pinterest, LinkedIn etc –
What is the difference and what do I use?
4. Do I need a website as part of the Digital
Marketing Strategy?
5. Monitor, Measure and Convert.
Times have changed…
1.DIGITAL
MARKETING
What is it and how should I
use it?
What is Digital Marketing
In simplistic terms, digital marketing is the
promotion of products or brands via one or more
forms of electronic media.
2.GOOGLE
ORGANIC Vs
GOOGLE PPCWhat’s the difference and
what should I use?
Google Organic Vs Google PPC
Google Pay Per Click Ads (PPC) –Google Adwords
Google ‘Organic Listings’ – Listings you do not pay for.
Google Organic Vs Google PPC
Google Organic
• Free
• Trusted.
• Loves fresh, relevent and quality
content.
• Your company can show up via
company website, social media,
news etc – make sure YOU own
the space.
• Extremely competitive.
• Involves more work than you think
i.e. S.E.O – Search Engine
Optimisation.
Google PPC
• Increases visibility on search
engines.
• Allows you to be seen when you
may not be ranking high
‘organically’’.
• Extremely targeted advertising.
• Reaching potential customers at
the latter end of the buying cycle.
• Do not fall behind your
competitors.
• Can be useful when you have
little or no online visibility.
Do you have your business listed
with Google Business?
Go to www.Google.ie/businessand do it now if not!
3.FACEBOOK,
TWITTER,
PINTEREST,
LINKEDINSo much to choose from where do
I start?
Socialreach is thenew
word-of-mouthreferralengine
Which Social Media Platform do I
choose?
• No need to be a jack of all trades and master of none.
• Experiment and study what works best for your
company.
• Look at companies/competitors in your industry doing it
well and learn from what works well.
• Look at engagement levels, comments and see what
posts/pictures etc are working well.
• Think about where your target market are e.g. B2C
Retail i.e. Facebook, Instagram, B2B i.e. Twitter,
LinkedIn etc.
Pros • Over 60% of the Irish
population are on it. (Source: Facebook, 2014)
• The platform can suit many B2C companies, huge success stories in Galway include; Pat Divilly Fitness, The Dough Bros, and Goodness Cakes.
• Extremely targeted options available if you use Facebook advertsing.
• Great for visual type busineses – where you can show of your product or service.
Cons
• News feed algorithm – less
and less are seeing your
newsfeed updates unless they
are sponsored.
• Not suited to every company.
• Needs to be maintained to be
successful.
Pros
• Lots local and topical
communities to engage with
i.e. #irishbizparty
#GalwayHour
• Measure campaign successes
with # or engagement.
• Great for customer service.
Cons
• 140 characters to
communicate with isn’t always
enough.
• Needs consistent
maintenance.
Pros
• Large female audience,
beneficial if this is part of
your target market.
• Image based network,
again great if you have
products or services that
suit this.
• Great for displaying mood
boards, ideas etc to get
conversations started.
Cons
• Relatively limited
audience i.e. females.
• Irish adoption is slower
than the US market (keep
this in mind when reading
all the positive stats).
YouTube
Pros
• 2nd largest search engine
in the world.
• Videos on a website
result in users spending a
longer time on the site
and more engagement.
(source: eMarketing
Consultant 2013).
• Visually get your
message across quickly.
Cons
• Higher production
involved.
• More equipment and
skills needed to make a
quality video.
Pros
• Large professional community.
• Targeting advertising to the
large professional community.
• Millions of closed or open
groups with very specific
interests to engage and network
with.
• Create your own ‘personal
brand’
• Use a a platform for publishing
with ‘LinkedIn Pulse’.
Cons
• Closed community –
communication is unique to
thise on LinkedIn.
• Need to be a 1st connection or
have a premium subscription
to communicate direct.
• Can be more suited to B2B
business.
@JeffreyLCoh
en
Social media amplifies the effectiveness of offline marketing.It doesn’t replace it.
“
Tweet
This!#OMiG
”
4. WEBSITE
Do I Need One?
Have you got a website in your
plan?
Website Facebook
Traditional Advertsing
Shop Floor YouTube
Email Marketing
PPC
Don’t put all your Social Media
Eggs in One Basket… Things
Change..
5. Monitor,
Measure and
ConvertTest, Test, Test
Cost of Customer
Acquisition
Monitor and Measure
• Social Media marketing can be made extremely transparent.
• Monitoring and measuring the success of your campaigns, will allow you to make decisions about the tools and platforms that work well for your digital strategy.
• Find out and monitor Cost per Acquisition.
• Think; Google Analytics, Conversion Tracking, and Social Media Measurement tools such as; Hootsuite; Tweetreach, Klout, Social Mention and more.
Summary
1. Digital Marketing is part of the overall marketing
process.
2. Both Google Organic and Google PPC serve a
purpose, understand the difference and choose what
suits your business. In many cases BOTH will.
3. Study your competitors and companies in similar
industries for inspiration on your social media. Test and
research what Social Media works best for your
Marketing strategy
4. Do not put all your eggs in one basket, create a central
online base with your website.
5. Monitor, Measure, Measure and Measure!!
Reading
Check out the following links
• eMarketer- http://www.emarketer.com/ Hubspot
- http://www.hubspot.com/
• B2BMarketing - http://www.b2bmarketing.net/
• Google Adwords Exam (Google Partners) -
http://www.google.ie/partners/
• Advertise on Facebook -
https://www.facebook.com/advertising
Follow @marickab @galwaymarketing
@IMSMarketings