Return on Investment

Digital 
Marketing

Qualified Help

Digital marketing covers all marketing efforts via online and mobile technologies using the internet and electronic devices. It consists of a number of interrelated elements and tactics. The benefits are measurable.

The Marketing Consultant, Ronan Hickey, is a highly qualified and experienced marketeer. I am available to help your business with all elements of digital and traditional marketing.

WHAT IS DIGITAL MARKETING?

Marketing focuses on bringing buyers and sellers together. It is the activity and processes for creating, communicating, delivering and exchanging offerings that have value for customers. It involves promoting and selling products or services, including market research and advertising.

The meaning of digital marketing is all the marketing activities for a product or service using digital, online and mobile technologies. This occurs via the internet, electronic devices, mobile and online platforms. Digital channels are used to target existing and prospective customers with adverts and content to connect with customers online. Online is where people are spending their time. These channels include websites, search engines, social media, email, mobile phones, apps, smart watches, GPS systems and any other digital mediums.

    Benefits of Online Marketing

    The key advantages of digital marketing include:

    1.       Reaching your target audience
    2.       Cost-effective marketing tactic
    3.       Measurable results in real time.

    Expert Help is at Hand

    Would you hire a plumber to do your company accounts? Of course not, because they are not trained for that role! Similarly, your marketing should be carried out by a trained professional with qualifications and relevant work experience. This will ensure you follow the correct promotional strategy, eliminating wasted expenditure and time. The result is achieving goals and receiving a return on investment.

    Hire a qualified expert with years of hands-on expertise in sales and marketing, along with running a business. I can develop and implement a suitable digital strategy for your company. You can then focus on what you are good at…running your business.

    The Marketing Consultant, Ronan Hickey, is a highly skilled digital marketeer. I have 15 years commercial experience working with Voucher Pages, Golden Pages, Vodafone and TextUs. My qualifications include a Masters in Marketing Management and a Bachelor of Commerce (Marketing) degree. Plus, I also have a PRINCE2 project management certificate and a Google AdWords certification.

    Digital Marketing Tactics

    Website

    First and foremost, your business needs a website. As well as being an information source for potential customers, your website can be your most effective marketing tool. But only if it is optimised to perform! A website must be mobile responsive, secure, easy to navigate, fast, contain relevant content and have effective SEO.

    Ronan can develop a mobile responsive site that performs.

    Native Advertising

    Native advertising are adverts that are placed on third party websites. The ads match the form and function of the platform upon which it appears. It is content-led and features on sites alongside other non-paid content. Generally, native ads operate on a cost-per-click basis.

    Ronan is highly experienced using the major native advert networks including Outbrain and Taboola.

    Content & Inbound Marketing

    Content marketing involves the creation, promotion and sharing of online content material to stimulate interest amongst consumers. This includes web content, articles, blog posts, videos, social media posts, e-books, whitepapers and infographics. Content marketing can improve SEO, drive website traffic, increase brand awareness and stimulate interest amongst consumers.
    The most important content marketing strategy is to have relevant content on your website that answers the queries of searchers. This is often referred to as Inbound Marketing. It involves attracting customers with content. You must create engaging and educational content that solves a problem and provides value to the user.
    Ronan can find the correct content strategy for your business.

    Search Engine Optimisation (SEO)

    Search engine optimisation (SEO) is a set of practices to optimise your website to achieve good organic search engine results. Organic traffic is unpaid traffic, predominantly from Google. Google processes 100 billion searches a month. Therefore, it is vital that pages on your website have relevant content, are correctly structured and effectively communicate with search engines.

    On-page SEO covers all aspects of quality on your own website. It includes the web page content, HTML source code and technical SEO. Ensure that meta tags, title, meta description, alt tags and URL structure follow best practice. Usability factors including page structure, site navigation, internal links, page speed and keyword relevance to search queries are important ranking factors.

    Off-page SEO covers external factors that take place off your website. These factors affect rank of webpages for relevant search terms. Off-page SEO factors include your external backlink profile, social signals and domain authority.

    Ronan can optimise your website to the highest standard to build a domain with authority.

    Search Engine Marketing (SEM)

    Search Engine Marketing covers paid search activities to drive website traffic and conversions. It generally involves search, display or shopping adverts on Google AdWords to appear on Google search results. There are a number of bidding methods. These include Cost Per Click (CPC) or Pay Per Click (PPC), where advertisers pay for each click. Cost per Acquisition (CPA) is a strategy where advertisers only pay for a specific action on their site. Cost per thousand impressions (CPM) and cost per view (CPV) is payment for your ad appearing.

    Ad rank is the value that’s used to determine your ad placement and position. There are many factors that contribute to whether your ad appears for a search and how much you pay per click. These include bid amount, ad formats, content, expected click thru rate, landing page experience, ad relevance and quality score.

    Ronan is a certified Google Ads professional. I have many years of experience optimising Google Ads campaigns. This ensures that you do not waste your budget and that you maximise your return.

    Email Marketing

    Email marketing, sometimes referred to as electronic direct mail (EDM), is the use of email to promote products or services. It can be an essential CRM tool to develop relationships with potential customers and generate sales.
    There are many elements that go into effective email marketing. To start with, you must have a GDPR compliant opt-in process to build your list. You must choose an email provider and verify your domain. A database should be segmented. Do you know how to decide frequency of emails and decide they optimal time to send EDMs?
    Designing a beautiful mobile responsive email template is a prerequisite. Choosing effective subject lines is a must for a reader to open the email. Valuable content must be well written and include a measurable call-to-action. A/B testing campaigns is vital for success. Reporting results can ensure you learn lessons.

    Most importantly, your emails need to stay out of the junk/spam folder. Many factors contribute to spam free email marketing. Sender score is an important reputation factor to ensure you keep your spam score low, as is monitoring spam filters.

    Ronan built an email database for Voucher Pages with 246,000 opt-in subscribers. I manage all aspects of the email strategy for the business to sell effectively via email.

    Social Media Marketing (SMM)

    45% of the global population are social media users. Social media marketing (SMM) involves developing a social media strategy. Firstly, you need to build an audience of followers. Secondly, you need to create and share content on social media networks to engage your audience in order to achieve your goals. SMM covers social media posts that must continuously adapt to organic algorithm changes and paid social media ads.

    Facebook, Twitter, Instagram, WhatsApp, Pinterest, LinkedIn and Snapchat are powerful tools. However, do you know how to maximise their benefits? Understanding the pros and cons of various promotional opportunities is vital to achieve a return on investment.

    Ronan has built a social media following of over 18,000 for Voucher Pages. I can create a suitable social media strategy for your business that is measurable and provides a return on investment with organic and paid reach.

    Affiliate Marketing

    Affiliate marketing is of particular interest to e-commerce businesses. It is a performance-based advertising, where advertisers pay for results to a third-party website or blog. Advertisers only pay commissions when users convert into a sale.

    Ronan is a highly experienced affiliate marketeer, who built a business sales strategy around it and has relationships with the major affiliate networks. I can set up and manage an affiliate programme for your e-commerce business.

    MARKETING AUTOMATION

    Marketing automation involves software platforms and technologies designed to more effectively market on multiple channels online. It automates repetitive tasks and basic marketing operations. This includes scheduling social media posts and email newsletters, and automating responses and lead generation workflows.

    Ronan has considerable experience in automation with platforms including Hootsuite, Mailchimp and Salesforce.

    Mobile Marketing & Push Messaging

    Mobile marketing involves marketing to people on mobile phones, and broadcasting via SMS messaging and mobile push notifications. With people using their phones on the go, mobile marketing opens up plenty of opportunities for businesses. There are options to communicate with opt-in subscribers/customers via broadcasting SMS text messages or via mobile app push notifications.

    Ronan is experienced using mobile marketing techniques and platforms. His app, Voucher Pages, reached the top of the App Store charts in Ireland.

    Mobile Applications

    A mobile app is a software application designed to run on a mobile device such as a phone, tablet or watch. There are operating systems including iOS, Android and Windows.

    Ronan has experience in the development of mobile apps with Voucher Pages, Deal Pages, Golden Pages and TextUS.

    For effective marketing in 2019, online marketing needs to be a significant element of your marketing mix. Your digital tactics need to complement your offline promotional plan.

     

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