Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing. Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.

1. Digital Marketing Strategy
North West Clare FRC
27th September, 2014

2. Who is JSB?
• Trained Journalist
• Former CEO
• PR Lecturer
• Entrepreneur – Media Box & Digital Training Institute
• EdTech Startup Founder – Young Minds Online
• Failed politician
• Desperate for a New Challenge everyday
• Blogger & soon to be author
• Life-Long Learner – MA Journalism, MA Digital Marketing
• ‘The Apprentice’ Finalist

3. Welcome & Introductions
• Who are you?
• Why are you here?
• Level of digital marketing knowledge?
• Do you have - a website, social media accounts, email
marketing software, digital marketing strategy, budget?

4. Course Objectives
• Understanding your Customer/Niche
• Components of a Digital Marketing Strategy
• Building your Digital Infrastructure
• Your Website & Web Marketing
• Content Marketing
• Digital Design
• Digital Advertising
• Measurement Tools
• Developing Your Strategy

5. What is Digital Marketing?
Digital marketing is marketing that
makes use of electronic devices
(computers) such as personal
computers, smartphones, cellphones,
tablets and game consoles to engage
with stakeholders. Digital marketing
applies technologies or platforms
such as websites, e-mail, apps (classic
and mobile) and social networks. Social
Media Marketing is a component of
digital marketing. Many organizations
use a combination of traditional and
digital marketing channels.
- Wikipedia

6. Know Your Niche & Stay Informed
• What is your sector?
• How do you fit into it?
• What is your niche?
• Get to know the influencers – competitors, bloggers,
media, Government agencies
• Keep on top of trends
• Understand how the trend setters operate

7. Persona Profiling

8. Digital Marketing Trends
Watch Video here

9. COMPONENTS OF A
DIGITAL MARKETING STRATEGY

10. w Eb
ONLINE PR SOCIAL
DIRECT
DIGITAL
SUCCESS
w ITh
CONTENT

11. Digital Marketing Infrastructure

13. Your Website
The Hub of all Digital Marketing Activity
Website Review.
 Do you have a website?
 Is it mobile responsive?
 Registered with search engines, Google, Bing Yahoo?
 If not, check Domain name availability at irishdomains.com
 Email address consistent with web address?
 Who hosts your website? DigiWeb, Blacknight, Big Wet Fish?
 Is your website brochure / eCommerce / Blog?
 HTML v Open Source e.g. Wordpress, Joomla, Drupal, Magento?
 Is it a CMS (Content Management System) – easy to update & manage?
 What about SEO (Search Engine Optimization)?
 Brand consistency?
 Content Marketing e.g Video, Blog, Downloads, Photos, Keyword Rich Copy
 Social Sharing?
 Google Analytics installed?
 Cookies Policy

14.  Mobile Responsive – mobile and tablet responsive
 Messaging – clear, concise copy, no essays please!
 Links – URL’s to match content of each web page e.g. mediabox.ie-blog-
10-top-PR-tips
 Simple & Descriptive Navigation – along the top or down the site
 Easy to read text – black on white background is best
 Images – complete ALT Descriptor and ensure min size, somewhere
between 20-100kb. Write keywords into your logo image, header image
and all buttons and other graphics you include in your site design
 CTAs – shop now, download, register, sign up, share, book, find out more,
call
Your Website - The Rules of Good Web Design
Good websites grow businesses!

15. Your Website - The Rules of Good Web Design
Good websites grow businesses!
 Trust – industry standards, awards, customers, testimonials, partners,
 Content is King – photos, digital graphics, links, video, interactive map –
people, faces, story
 Branding – consistent with your company logo/brand identity
 Contact Details – clearly on first page
 Social Sharing – social share icons on each page and links to your own
 UX (user experience) – easy navigation, getting from A to B with least
number of clicks
 Web 2.0 – it’s about the customer stupid, not you! What can you do for
me?
 Video – optimization, storytelling, engaging content, sharability
 Updates – blogging, product/services, photos, videos
 SEO – keyword-rich copy, title tags, URL chains
 Industry Leader – showcase your knowledge & expertise
 Flash Website – no please don’t! They are dead.

16. Respect the Power of Google
Here’s Some Top Tips
NOTE: Google ranks web pages not websites!
1. Keyword Research at the beginning of the web process – use Google
Keyword Tool
2. Optimise page load times - To see how quickly your site is loading, try
using a tool like WebPageTest, or Google’s own tool PageSpeed
Insights.
3. Create great content
4. Strong Headline – follow the headline hierarchy – H1, H2 etc.
5. Strong introductory paragraph containing keywords
6. Text links to pages within your website
7. Don’t deliberately mislead or be deceptive to drive traffic.
8. If you spot a Google loophole, do not take advantage. You will be
penalised.
9. Don’t buy third party links! They must be relevant and real.
10.Consider adding your site to directories such as mylocal.ie, yelp,
sector specific directories – those that add value.

17. The Power of Google
Watch video here

18. Google’s Algorithm

19. The Most Popular
Social Networking Sites in Ireland
• Facebook
• YouTube
• Twitter
• LinkedIn
• Google+
• Instagram
• Blogs
• Pinterest

20. The Social Media Revolution
Watch video here

21. Writing For the Social Life
• State a benefit
• Provoke a question
• Offer useful information e.g. tips, advice, insights
• Answer a question
• Write for your readers
• Reward the following
• Give Exclusives
• Ask for feedback

22. Handling Feedback
Or in other words - managing your online reputation

23. Handling Feedback - Tips
1. Define the feedback - well thought out, rushed, fair
commentary or emotional rant
2. Define where the comments are coming from - bad customer
service, irate client, unhappy supplier etc.
3. If genuine and posted in a professional manner - respond
immediately
4. If aggressive, emotional, negative, irrational – take it
offline:“thank you for your post/comment, we will look into this.
PM / DM me your details and I will contact your directly”
5. If abuse continues – block or report
6. Remember your followers see this so mind your P’s&Q’s - stay
en message
7. Don’t get personal
8. A strategy of silence is not recommended

24. Social Media Use Policy
Ask yourself the following questions
 Who uses social media in our organisation?
 Who is responsible / decision-maker?
 What are the objectives of social media for our
business/organisation?
 Will staff’s social media behaviour affect our
business/organisation’s online reputation?
 Do we need to discuss online brand reputation
generally with everyone in our organisation?
 What about client confidentiality?
 Disciplinary procedures
 Retention of follows/intellectual property?

25. Developing Content for Social
Media Success
You need a mix of content to share on your social channels
Ask yourself:
1. What content do I have already?
2. What content can I create in-house?
3. Do I need to out-source any content creation?
4. What is my budget?
5. What existing resources/expertise do I have in-house?
TASK: Answer these questions and document them

26. Generating Content/Campaigns
Are you a Thought Leader or Trendsetter in your sector?
 Content Calendar
 Photos
 eBooks
 Email Newsletters (eZines)
 Infographics
 FAQ
 Podcasts / Vodcasts
 Webinars
 Online PR
 White Paper
 Surveys
 Reports
 Blogs Posts

27. Linking Your Content
 Facebook to Twitter www.facebook.com/twitter
 Facebook to Website: Post Status Update, copy Link into
status field
 Twitter to Facebook www.twitter.com/facebook
 Twitter to Website – use bitly.com to shorten urls
 Twitter to Blog – use bitly.com to shorten urls
 You Tube to Facebook/Blog/Twitter – Click Share and choose
your social media platform
 You Tube to Website – copy & paste Emded Code

28. Rules of Social Media Marketing
 Don’t take yourself too seriously. Social Media is
about being social
 You must have well-produced engaging content
 Be clear about what you want your audience to do
after consuming your content or engaging with your
brand
 Always add value. If you’re not then your customers
will lose interest and unfollow you
 Social is a two way street. When contacted,
respond. It’s all about the conversation, so you
need to ‘strike one up’!
 Proving content worth sharing is the best way to get
your message heard

29. Components of a Social Media
Strategy
1.Goals/Objectives
2.Target Market
3. Social Platforms
4. Action Plan
5.Content Planner
6. Key Metrics
7.Measurement

30. Setting your company up for
Social Media Success
• Set out the business/organisation’s goals. Be as specific as possible and
keep the objectives in mind for every imitative you execute
• Ensure you have the human resources necessary to implement the social
media strategy. Before starting, ask yourself if you have the necessary
resources, commitment and dedication
• Draft and implement a social media use policy
• Produce enough content to sustain your social conversation. Put a plan in
place that will enable you to consistently produce social media worthy
content such as blog pots, infographics, videos and white papers (A report or
guide helping readers understand an issue, solve a problem or make a
decision)
• Know what sites your target market are using. Do your research and focus
your energy where your audience are.
• Ensure your company website is prepared for the social media attention
• Commit to making every campaign a social campaign
• Set budget for training, out-sourcing, advertising

31. Measuring Web Success
Google Analytics Video
Watch here

32. Your Digital Markeing
Strategy

33. 7-Step Strategy Implementation
In f RASTRUCTURe BRAn d In G
Co n Te n T
MARKe TIn G
Me ASURe -
Me n T
MIl e STo n e S Ad v e RTISIn G CAMpAIGn S

35. DIGITAL MARKETING STRATEGY IMPLEMENTATION
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36. CONTENT MARKETING PORTFOLIO
3 x Monthly Blog Pos ts
2 x eBooks
Monthly Soc ial Media Content Planne r
3 x Online PR Campaigns
6 x e -Zine s
36

38. DIGITAL MARKETING STRATEGY IMPLEMENTATION
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40. DIGITAL MARKETING STRATEGY IMPLEMENTATION
40

41. Display Ads
41

42. Display Ads
42

43. DIGITAL ADVERTISING
DISPLAY PPC
43

44. Display Ads
44
Measuring CTR on display advertising

45. Google AdWords
45
Measuring CTR on PPC Google advertising

46. Social Media Advertising
46
Measuring CTR on SM advertising

47. DIGITAL MARKETING STRATEGY IMPLEMENTATION
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48. 48
DIGITAL MARKETING STRATEGY IMPLEMENTATION
Milestones
You should measure milestones in two ways:
1. Target Dates
2. Project Objectives

49. 49
DIGITAL MARKETING STRATEGY IMPLEMENTATION
Timeframe Milestones Sample
 September: Digital Marketing Strategy Presented & Agreed
 October: New website and brand launched, indexed on search
engines, SEO, social media sites set up and branded
 October: Videos complete & portfolio of content developed
 November: 1st campaign launched & promoted, portfolio of content
developed
 December: 2nd campaign launched & promoted, portfolio of content
developed
 January: Mid project review & portfolio of content developed
 February: 3rd campaign launched & promoted, portfolio of content
developed
 March: Final evaluation report & recommendations

50. 50
DIGITAL MARKETING STRATEGY IMPLEMENTATION
Lifetime Milestones Sample
 500 Facebook Likes
 200 Twitter Followers
 50 LinkedIn Company Page Followers
 50 YouTube Subscribers
 50 Google Plus Connections
 10 Media Mentions
 2,000 Unique Visitors to Website
 40 Enquiries / Sales Leads
NOTE: Our goal is to try to convert all in-bound traffic and engagement
to enquiries at a rate of 2%. We believe this is a realistic and
achievable target in the timeframe given.

51. DIGITAL MARKETING STRATEGY IMPLEMENTATION
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52. 52
DIGITAL MARKETING STRATEGY IMPLEMENTATION
Measurement
In order to measure the effectiveness of our campaigns we will
measure each digital marketing action as follows.
• Website – Google Analytics, Enquiries through enquiry form
• Social Media – SocialBakers.com, Facebook Insights, Twitter
Analytics, YouTube & LinkedIn Stats, Tweetreach
• Email Marketing - Constant Contact Reports
• SEO – Majestic SEO, Google Search
• Display Advertising – Click Through Rate (CTR), Google Analytics
• Social Media Advertising – Engagement, Reach, §Advertising
Reports, Web Traffic, Downloads, Sales Leads, Enquiries

55. Questions?

56. Mentoring

57. Evaluation &
Feedback

58. Thank You!