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The Blueprint to Digital Marketing
Success
Lynsey Sweales @SocialBuk
SocialB
International Digital Marketing Experts - Enabling A Better Future Together
What will you leave with today?
Understanding the digital landscape including the key
channels
Creating a digital strategy including deciding what
channels to use and how to work across a number of
channels
The essentials that need to be in place before you start
Key tools to know how and why measurement is so
important
International Digital Marketing Experts - Enabling A Better Future Together
What is digital marketing?
http://www.internetlivestats.com/ International Digital Marketing Experts - Enabling A Better Future Together
Plan your digital marketing
marketing
• Search engine
optimisation
• Social media
• Paid Google
ads
Website
International Digital Marketing Experts - Enabling A Better Future Together
Three key elements to success
online
ATTRACT ENGAGE
CONVERT
International Digital Marketing Experts - Enabling A Better Future Together
Strategy
International Digital Marketing Experts - Enabling A Better Future Together
Strategy
Without a plan you plan to ……..
What does success look like?
How has your organisation become successful? With a
plan/strategy by any chance??
“What do we want to achieve
with our online activity?”
International Digital Marketing Experts - Enabling A Better Future Together
Priority one - website
International Digital Marketing Experts - Enabling A Better Future Together
Websites – the 7 key areas
2) Clear call to actions
3) Content! 4) Navigation
1) Good design
5) Credibility 6) Mobile/tablet friendly
7) Social media buttons
Ecommerce
Its not as simple as
selling in a
traditional sense
Invest in a system
that is easy to use,
you can update
yourself & you can
move companies!
International Digital Marketing Experts - Enabling A Better Future Together
Measure everything - Google
Analytics
International Digital Marketing Experts - Enabling A Better Future Together
Measure everything – Excel
Weekly per platform per tab
Monthly on one tab
Create graphs
International Digital Marketing Experts - Enabling A Better Future Together
Google Analytics – set up
Set up free – so anything you do online measure!
Track number of enquiries/sales – thank you page & goal
tracking
Track sign ups for newsletter, events, etc – goals
Ecommerce tracking
International Digital Marketing Experts - Enabling A Better Future Together
Tactics
International Digital Marketing Experts - Enabling A Better Future Together
Tactic tools
International Digital Marketing Experts - Enabling A Better Future Together
Figures you have to know
- What is your profit margin?
- Cost per enquiry
- Cost per sale/service
- What is your conversion
rate?
International Digital Marketing Experts - Enabling A Better Future Together
Paid Advertising
International Digital Marketing Experts - Enabling A Better Future Together
Paid Advertising
Great to get to the top of search engines like Google and other search engines quickly
Be careful with key words, landing pages and budgets
Use a Google Partner & ask to speak to their clients
International Digital Marketing Experts - Enabling A Better Future Together
Social Media
Strategy – who, what where
& when
Social
SEO (keywords)
Search
International Digital Marketing Experts - Enabling A Better Future Together
Social Media Strategy
Your overall objectives will inform what you do in social media in
terms of:
Who you want to connect with
What content you share
How you interact with people
How often you need to interact with people
How you want to influence people to act
International Digital Marketing Experts - Enabling A Better Future Together
Email Marketing
If you have a database
Think like an end user
Best tools Mail
Chimp/Campaign
Monitor
Plan & measure
International Digital Marketing Experts - Enabling A Better Future Together
SEO
Search engine optimisation
Search engines index
websites, directory sites &
social media platforms
Google, Yahoo, Bing have
to decide what answers to
give people
SEO = having the right
keywords that people
search on
International Digital Marketing Experts - Enabling A Better Future Together
Google Keyword Planner
International Digital Marketing Experts - Enabling A Better Future Together
SEO Strategy
Note down longer keywords i.e homes by the sea – great for blogs
and articles
Think like a client! Ask clients/ colleagues what they would type in
What locations do you cover? City, county, regions, UK wide, global
Set up an excel sheet with keywords/key phrases so they can be used
across all your online areas (social media, website, etc.)
Review every two to three months if you get the chance
International Digital Marketing Experts - Enabling A Better Future Together
SEO Search - Blogging
International Digital Marketing Experts - Enabling A Better Future Together
Tips for success online
International Digital Marketing Experts - Enabling A Better Future Together
Tip One
Set up your website
foundations in place first
Use my 7 tips!
International Digital Marketing Experts - Enabling A Better Future Together
Tip Two
Don’t try and do everything
at once – the tactics are
very enticing but get your
foundations in place first
International Digital Marketing Experts - Enabling A Better Future Together
Tip Three
Provide a great service and
customers will help sell
for you/talk about you on
social media/review sites
International Digital Marketing Experts - Enabling A Better Future Together
Todays Take Aways
Improve your website
Get Google Analytics in place
Identify your SEO words/phrases and compile a strategy
Decide what tactics or range of tactics are worth
spending time /investing in
Measure!
FREE – weekly tips email newsletter www.socialb.co.uk
FREE – Copy of these slides
International Digital Marketing Experts - Enabling A Better Future Together
32
Lynsey Sweales
SocialB
The Digital Marketing Experts
Twitter - @socialbuk
www.socialb.co.uk
+44 (0) 1223 258000
Thank You
International Digital Marketing Experts - Enabling A Better Future Together
The Blueprint to Digital Marketing
Success
Lynsey Sweales @SocialBuk