Shannen's Blog

Marketing has changed quite a bit over the last few years and there has been a shift towards a more focused campaign with inbound marketing, stepping away from what would be known as the traditional way with outbound marketing. This is mainly due to how technology has changed the way people obtain information and has forced marketing to undergo a massive transformation. We have entered an age of inbound marketing that is driven by the internet and social media passing out the likes of television and radio advertising. We will discuss the differences below; Outbound could be anything from cold calls, door-to-door sales, trade shows - a more hands on approach where as inbound is strategy whereby you create content to share via a website, social media platforms etc, to help build brand awareness. Both have their pro's and con's, these days you can easily skip TV adverts and the majority of people now have access to the news from the internet, so less and less people see pri...

In this blog post we are going to speak about the different types of media - Earned, Owned & Paid. If you have been privy to the digital world then these are probably buzzwords you've heard thrown around, if not, don't worry! We will have a brief introduction to each one here! First of all lets do a simple break down; Earned Media - Sharing, Mentions, Reposts, Reviews Paid Media - PPC, Display Ads, Retargeting, Paid Influencers, Paid Content Promotion, Social Media Owned Media - Website, Mobile site, Blog site, Social Media Channels Each one will prove to be an important part of your strategy and all contribute to its success. Lets dig a bit deeper into each one. Earned Media This is where building brand reputation plays it's part! Reviews and recommendations all plays its part, as well as shares and mentions on social media. But one if the biggest factors in earned media is a strong position in organic rankings on the search engines!  Having great content...

In this blog post we are going to discuss Ads in your digital marketing strategy. There is many different avenues when it come to advertising online, so, I am going to just talk about what I have chosen to use in my current position. We incorporate Facebook Ads and Google Ads. Firstly, set a budget so you always know what you have to work within, it can be easy to get lost and want to spend more. Facebook Ads The key benefit with advertising on this particular social media platform is the ability to target your audience with precision demographics. Below is a recent campaign I created and it's results The total budget for this advert was €50, with this particular campaign it had a reach of 17,596 and a total of 538 link clicks resulting in only €0.09 cost per link click, this performed much better to a previous ad I ran which let me see what kind of content worked better for that particular target audience. You also can see insights such as the age rang...

Wondering where to start with your digital marketing plan? There is so many components involved when marketing your business online. Unfortunately it is not quite as simple as putting all your eggs into one basket and relying on one channel, it's too risky but more importantly it's inefficient. Online trends are changing all the time but your strategy would not be complete without social media. Amongst all generations there is an increase in social media popularity. You are giving the opportunity to bring your brand messaging to them. According to Global Ambassador, 71% of consumers who have a positive social media experience with a brand will likely recommend it to others. It allows you to be able to build trust in an authentic way. So, we understand why it's very valuable to have social media as part of your strategy, lets chat about the best practices and utilising it as much as you can. If you are only starting out then you should first set all your profile ...

If you are only starting out your journey of creating a marketing a plan, it might get a little confusing in terms of what system is the best to use and work by. Today, we will be talking about The 5 S's, developed by Dave Chaffey and it is a simple, easy to use method to plan your digital marketing strategy. Over the years we have seen various different models with the same principle, such as SWOT, SOSTACT or 7P's of the Marketing Mix. Today, lets take a closer look at the 5Ss. This framework is an extremely useful tool to ensure your digital marketing strategy is maximised for success, so it is useful to know the ins and outs of what you should be measuring your strategy against. (Prideaux, 2020) SELL | SERVE | SPEAK | SAVE | SIZZLE The main reason to create a digital marketing plan is to sell! The goal is growth, if your organisations goal is to sell a subscription then we need to keep that as our point of reference in tracking if our digital marketing activities are su...

Lets take a step into the world that is Google Analytics. You could build a great website but if you are not tracking it then you are going to lose out and not reach the potential you can. Google Analytics allows you to see many aspects of data to help you on your journey to improving your website and creating a more user friendly experience. So what metrics should we be measuring for success? I would suggest the following; Pageviews, Goal Conversion Rate, Returning Visitors and Bounce Rate, would be a big indicator of the success of pages on your website. Pageviews will allow you to see how many times it has been viewed and what post/pages are your most popular and the bounce rate will measure how long it took them to bounce off the page - if this is a high percentage then the page isn't doing what you want it to do. Average time on page tells you whether people are actually reading your website. Returning Visitors tells you w...