Tom Gillman, Head of Sales and Marketing at bespoke digital agency Crafted, looks at the evidence for embracing digital marketing to drive your business forward. Whether you are just starting out or looking to improve your digital strategy, Tom suggests ways that you can step up to the challenge in 2014, offering tips and advice covering the most popular digital channels. Tom's presentation is from Digital Bites February 2014. You can see more at http://www.digital-bites.co.uk

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Do
Something
Digital
in
2014

5. From willowgardeners on Flickr

6. W
?
t
a
h

7. ?
y
h
W

8. H
?
w
o

9. S
nd
ou
r?
ia
il
m
fa

10. “We probably should
be doing more digital,
but we’re not.”
Image from purple-lover on Flickr

11. “It’s finding
the time”
Image from northcharleston on Flickr

12. “Well we’ve always
done it this way and
it seems to work”
Image from farnsie on Flickr

13. “Someone else looks
after the marketing
– not my problem”
Image from tomsaint on Flickr

14. “We tried it,
but it didn’t
really work”
Image from nesster on Flickr

15. So
lm
ia
c
ia
d
e

16. What
Pick a channel, any channel…
Image from The Drum

17. 33%
use social media to
discover new brands,
products and services
emarketer

18. 60%
of LinkedIn users have
clicked on an ad on
the site
lab42

19. 100%
of business decision-makers use
social media for work purposes
Forrester Research

20. 47%
share photos or videos
they find online
Pew

21. Pinterest drives twice the website
referral traffic of Twitter, LinkedIn and
Google combined
Shareaholic

22. Novice
• Claim your brand!
• Set-up a Twitter account
• Start networking on LinkedIn

23. Advocate
• Define your style
• Build a following
• Time your tweets

24. Hero
• Create a viral contest page
• Connect your blog to Facebook
• Conversion is your goal

25. E
il
a
m

26. What?
• Use email to
- Build long term relationships
- Promote your products/services
- Add value!

27. 77%
prefer to receive
permission-based
marketing communications
through email
Exact Target

28. 44%
of email recipients made
at least one purchase
last year based on a
promotional email
Convince and Convert

29. 40%
of B2B marketers rated the
leads generated by email
marketing as high quality
Software Advice Survey

30. Novice
• Choose an email marketing provider
• Create a branded email template
• Define customer journey –
where does email fit in?

31. Advocate
• How’s your database?
• Create campaigns –
acquire / educate / retain

32. Hero
• Segment and create lists
• A/B test

33. Co
nt
te
n

34. What?
• Create engaging, relevant
and interesting content for
your business
From ualucky on Flickr

35. Interesting content is a
top 3 reason
people follow brands
on social media
Content+

36. 78%
think organisations
providing custom content
are interested in building
good relationships
TMG Custom Media

37. 58%
of consumers trust
editorial content
Nielsen

38. 50%
of companies have content
marketing strategies
WebDAM

39. Novice
• Start a blog
• Create a content calendar
• Implement social sharing

40. Advocate
• Submit content (social hubs)
• Bookmark your content (Delicious)
• Write to build a relationship

41. Hero
• Write an eBook
• Write guest posts
• Create an infographic

42. O
e
lin
n
rk
a
m
o
nic
rga
ng
ti
e

43. What?
• Is your website
a well-kept secret?
From losangelespersonaltrainer on Flickr

44. on
That’s 100 billi
10000000
0000000
searches on Google per month
Search Engine Land

45. 89%
of consumers use
search engines for
purchase decisions
Brafton

46. 70%
of users click on organic
search results
Search Engine Journal

47. 75%
of users never click past
the first page
Hubspot

48. Novice
• Establish your search objectives
• Research your keywords

49. Advocate
• Set-up Google Webmaster Tools
• Blog for search

50. Hero
• Get more links – write/talk/network
• See ‘Content’ above

51. O
e
lin
n
rk
a
m
aid
p
ng
ti
e

52. What?
• PPC
• Google AdWords
• Social advertising
• Remarketing

53. The top three
paid ad spots get
41%
of clicks
Wordstream

54. Google ads account for
2/3
of clicks for high commercial
intent keywords
TMG Custom Media

55. Mobile represents
20%
of total search
spending worldwide
TMG Custom Media

56. Novice
• Create a Google AdWords account

57. Advocate
• Send traffic to landing pages

58. Hero
• Improve message match
and improve quality score
• Get a PPC expert
£

59. In
ht
ig
s

60. What?

61. Why?
• It’s free!
• Because assumptions don’t inform improvement
• Because you want to measure success across your
- Website
- Social channels
- Ecommerce
- Online advertising

62. Novice
• Set-up a Google Analytics account
• Consider some training
• Identify underperforming areas

63. Advocate
• Make a note of important events

64. Hero
• Set-up goal tracking
• Create custom reports
and dashboards
• Assign values

65. nv
Co
on
si
er

66. “Start testing and
stop arguing”
- Jon Correll (Founder of Conversion Voodoo)

67. CRO is…
1. Finding out why visitors
aren’t converting
2. Fixing it

68. Companies that
use CRO are
twice as likely
to see an increase
in conversion
Econsultancy

69. 44%
of clicks for B2B
companies are directed
to a home page,
not a landing page
Marketing Sherpa

70. Novice
• Take a 5-second test
• CTA

71. Advocate
• A/B test
• Rate yourself

72. Hero
• Gather user insight
• Segment inbound traffic

74. Thank you
•
Next Digital Bites – Tuesday 8th April
•
Subscribe to the Crafted Edition newsletter at www.crafted.co.uk
•
Follow @craftedmedia and @digital_bites on Twitter

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