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December 26th, 2014 | Comments Off 29 short lectures on Digital Marketing

January 13th 2015, 2pm, Dublin

To kickstart 2015 I’m going to give a seminar in Dublin, possibly 90 minutes to 120 minutes long. What will it cover? Keep reading. It’s “almost” free to those that are clients or came along to the various Mulley Events in 2014. Spaces are limited. That last line was marketing bullshit making you think a resource is limited so you’ll want it more. They are though.

The seminar is called “29 short lectures on digital marketing” which is a total ripoff of the amazing “28 short lectures” given by Mary Reufle. There won’t be 29 lectures but they will be short.

This seminar is going to be on January 13th in Dublin City Centre (not booked venue yet, usually near Temple Bar) from 2pm to 4pm or a little beyond. Bring your own teas and coffees.

If you want to sign up, you can use this Eventbrite link. It’s €5 to book a place which won’t cover operating costs but ensures you might turn up. In Ireland, free events have a 50% no-show rate. 50% don’t bother turning up or letting you know.

And I’ll talk about:

  • Various elements on making Facebook work: Edgerank and all that, what updates are best, why if you ignore it for B2C you’re a dope.
  • Twitter: Growing, automating, lead generation, Twitter cards.
  • LinkedIn: This is B2B and it works a charm. How to use it to build an amazingly rich address book.
  • Google+: Haha, just kidding.
  • Mailchimp: Some quick tips from a non-expert.

Why am I doing this? Testing out new material and to gauge interest in the paid courses I’ll be running in January/February – Lead Generation, Digital Strategy, Advanced Twitter. And because I’m sound.

June 20th, 2014 | Comments Off Barbie joins LinkedIn – Other Barbies on LinkedIn get lots of visits

So it was announced by Mattel that Barbie is going to be “hashtag unapologetic” about being an entrepreneur. iPad, business attire and a LinkedIn profile! You can buy the doll right here now.

Barbie Linked - Fake Plastic Barbie

Plastic ceilings
From the PR blurb:

This year Barbie is once again breaking through plastic ceilings and inspiring girls to follow their dreams. The 2014 career of the year doll is Entrepreneur Barbie. To celebrate her newest career, Barbie is honoring special women entrepreneurs to help start a conversation for girls everywhere, reminding them that — “If they can dream it, they can be it – anything is possible!

Barbie on LinkedIn - #unapologetic

So with that, if you go on to LinkedIn now and look for Barbie, hello Barbie!

BarbieLinkedIn1

LinkedIn.com/in/Barbie

Even when you Google for “Barbie LinkedIn” you get:
BarbieLinkedIn2

This guy is going to be getting a lot of views and I’m sure some weird connection requests too.

June 16th, 2014 | Comments Off Link Roundup – June 16th 2014

So then.

Very interesting case study around mobile networks, Facebook and geofencing. There ads to people on Facebook based on their current location as supplied by their mobile network. It will drive more footfall to your store. And with Apple now doing things to prevent stores from logging your phone‘s hardware address, this becomes even more attractive for retailers.

Pinterest now doing self service ads. Good to see.

Twitter now doing remarketing too. So you can run ads on Twitter to people who came to your website.

AKA Fuck you, pay me. Facebook plainly explaining organic reach and Edgerank. The free ride is over for those that produced shit updates on Facebook. If you have updates that appeal to your subscribers, you have a lot less to worry about.

Social signals. So Google says that they don’t take social into account when ranking pages BUT the pre-ranking/discovery of your content seems very reliant on these social signals. Lots of people sharing/tweeting your link? Seems Google will see this as having importance.

These new changes with iOS 8.0, yeah, Android probably can do this but Apple makes it way better. Apps calling apps inside their own app and showing you just the relevant bits. Great for the usual devices but also tiny screens like, oh, hmm. watches?

May 18th, 2014 | Comments Off Your Digital Content Strategy – Today it’s SEO and Social not one OR the other

Well it’s even more than those two but for this post, we’ll look at both.

More work but more rewards for digital marketing these days. 50% of the visitors to this website are now coming here because of Twitter. 50%. So each month a few hundred visitors are coming here just from Tweets about our various courses. Twitter indirectly sells most of the training courses Mulley Comms does and Google searches do the rest.

Information consumes attention

What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.

Your future digital/social content strategy – What you need to do

1. Build pages that are search friendly:
You need good titles, good descriptions, well structured pages, fantastic and inspiring content. Yeah, just that. totally easy right? But at least you have a plan. So this blog post has “digital, content, strategy” as keywords in the title and the description will mention digital marketing and social too. Here’s a preview of them:

MulleyPostDescription

The post should tell people what needs to be done and so gives readers content that they feel is valuable and they might share that value on Twitter or Facebook. Use Google Keyword planner or other keyword research tools so see what people are searching for and use some of those keywords in your post/page. Unless you are a website that updates non-stop and Google visits you non-stop too, then it will be days but more likely weeks before this page starts performing well in Google. Weeks is a generation in digital. So social is going to help.

2. Create Twitter, LinkedIn, Facebook headlines that are must-click in nature.
Social Media traffic is the quick hit. It is surge in nature. Lots of clicks in a very short time and then traffic falls off a cliff until you Tweet/Facebook about it again. This is the traffic surge from a link that was Tweeted the other day.

BitlyClicksDrop

Social Media is the first line of attack nowadays with SEO the rear guard that comes in and finishes the job. For what’s on your website, you need to be strategic with the keywords so that over long periods of time, Google will bring you traffic. To get people in social media to click on links to this content though, you need to think like a PR person or a headline maker for a tabloid. The title of this post is useful to a degree, very findable in Google but what about social? What gets the clicks? Well what makes you click on things on Twitter or Facebook? What works for me are amazing stats and then a promise to reveal more. This post could be marketed/PR’d on Twitter as:

  • Well written Tweets are generating thousands in revenue for me yearly. Here’s how:
  • A single Facebook status update or Tweet can send 100s of visitors to my site. Some become clients. A guide for you:
  • Cheatsheet: Writing good website content and creating great social media headlines = How to get business in digital.

Here is a great guide form Upworthy on how to cook great social media headlines. Social Media is noisy though so you also need to be strategic here. Timing is everything. Various tools like Buffer will help you to find the best times to Tweet/Facebook out during the day/evening and time updates to go out then during those “social media prime times”. Once you get a handle on that, line up the most important tweets and Facebook updates for the week/month then it becomes a good deal easier to have your content seen, shared and clicked.

And here’s the sell.

A post with good content that you spent an hour writing has to have some kind of action item! I’m doing a course on Social Media Content Creation on May 28th in Dublin. Why not book a place?

May 8th, 2014 | Comments Off Google Adwords (Advertising) Training Course

  • Date: 9.15am until 12.45pm, May 26th 2014
  • Location: Temple Bar Hotel.
  • Price: Book by May 16th for €147 or €167 after.
  • Ability Level: For those have Google Ads accounts but want to know how to use them efficiently.
  • You can book the course now.

Your trainer is Joanne Casey from Glowmetrics and she receives very high ratings on her courses.

After attending this course you’ll have

  • A clear understanding of the targeting options and settings available in Google Adwords
  • A view of the international search market if you are considering entering into markets outside Ireland
  • A demonstration of how you can conduct smart keyword research
  • Tips on how to write compelling ad copy that customers will want to click on
  • Guidelines on how to optimise landing pages
  • An overview of the Google Display Network
  • Strategies on how to best measure and enhance campaign performance.

This training session is more practical than theory so don’t forget to bring your laptop and get ready for plenty of brain food!

More detail

CPM, CPA, CTR, Maximum CPC, Actual CPC, CRO, Quality Score, VTC…the list goes on and if this is double Dutch to you then don’t worry, you aren’t alone. Running a Google Adwords campaign can sometimes feel like you’ve just walked into a minefield yet understanding and knowing how to improve these metrics is key to running a successful paid search campaign.
Maybe you have an Adwords Account but have a feeling you aren’t getting the most from it or maybe you want to drive more traffic to you website but don’t know where to start? In this training course we’ll be looking at how businesses can run an effective paid search campaign on Google to drive traffic and ultimately revenue.

We’ll start by having a quick look at the current state of the paid search marketplace before we log into the interface and begin to build well thought-out campaigns, taking into consideration keywords, ad copy, landing pages and Display Network opportunities. Once we’ve the campaigns set-up we’ll then finish with understanding how to best track and review performance so you can execute a range of optimisation tactics to boost ROI.

Date and location: May 26th 2014, Temple Bar Hotel, Dublin
Price: Book by May 16th for €147 or €167 after the 16th.
Book now.
Ability Level: For those have Google Ads accounts but want to know how to use them efficiently.

May 4th, 2014 | Comments Off 5 minutes can positively impact your business – Here’s how

Five minutes will transform your business

Your website:

Every webpage on your website has two interesting properties: One called a Title, one called a Description. If you add relevant keywords (based on what people search for) to these titles and descriptions, you can increase your website visitors easily by 20% and this only takes 5 minutes. The change takes 5 minutes, the initial impact takes 3 weeks depending on Google’s coming around.

Your Facebook:

Your Facebook Business Page has a tool called Insights that only you can access. It tells you the time of the week and time of the day that are the best to do updates in order to be seen by the most people. Look at these figures (takes 3 mins) and you can have your updates seen by more people.

Your Twitter:

Do you know when people that follow you on Twitter are most active, do you know what Tweets of yours were clicked on the most? Log on to ads.Twitter.com and Twitter will tell you. From that plan your Tweets to go out at the Prime times during the day and week

Mulley Communications does training courses and consultancy around strategy. Sign up to the courses list or our mailing list.

April 7th, 2014 | Comments Off Mulley’s Fourth Law of Social Media

. Whomever is first to include the dot thing in a silly online argument on Twitter automatically forfeits the argument. Even if the other person is ignorant and wrong.

March 30th, 2014 | Comments Off Google Analytics Training Course – Dublin July 8th 2014

Google Analytics Training Course in Dublin

The next Google Analytics training course will be in Dublin on July 8th, this will be the last analytics course until September.

Only 3 places are left on this course.

After attending this Google Analytics workshop you’ll have:

  • A clear understanding of the important metrics to look for in a Google Analytics account
  • A demonstration of how you can set-up and use goals and funnels in your own account to assess visitor quality
  • Tips on how to produce better reports that contain actionable insights which you can use to power your business.

Pricing:
€147 if you pay by June 27th, €167 for payment after that. Payment required in advance for all training courses.
Book this course now to start putting your website data to good use.

Google Analytics Training Course Detail

Are you swimming in a sea of data? This course will leave you with a clear understanding of how to get the most out of your Google Analytics account.

It will start with walk through the interface, this includes showing you how you can remove your own traffic from your Google Analytics reports before an overview of the account metrics- so right from the start you’ll know your bounce rate from your conversion rate. Before going into individual reports we’ll concentrate on the one factor that is commonly cited as the reason why most companies fail at web analytics: goal setting.

This course will walk you through step-by-step how to identify, set-up and manage website goals in your Google Analytics account so each participant walks away with goals (and possibly funnels) injected into their account and ready to use.

What does this mean? It will help you identify the good quality traffic from the poor quality traffic so you can use the reports to get more quality traffic back to your website.

After goal setting you will be given a deep-dive into the main Google Analytics reports and learn how to look for and use actionable insights over vanity metrics through better customer segmentation.

Your trainer is Joanne Casey who has many years of experience in Google Analytics.

Date and Time:
1.45pm until 5pm on July 8th

Location
Dublin City Centre

Book this course now so you know more about your website visitors.

January 13th, 2014 | Comments Off Digital links – Monday January 13th 2014

Why not get rid of some of your fans? Maybe a lot of the ones? Highly interesting post from John Bell on this. Real fans versus those there for a freebie debate coming back again.

Facebook can now tell of those who saw your FB ad (not just those that clicked), who purchased something in a physical store. In the store! jumping from the digital to the physical.

Facebook is also the number two ad network in the world now. Google is number 1.

Just read ALL of these.

(PDF). The Social Media Policy from the HSE is quite good and full of common sense.

Jeremy Waite’s social strategy for 2014.

P.O.S.T. People Objectives Strategy Technology.

Facebook ads, like growing crops. This guy suggests highly targeted and lots of ads. Or something.

January 6th, 2014 | Comments Off Your Digital NCT

Mulley Communications does training courses and consultancy around strategy. Sign up to the courses list or our mailing list.

If you want to start being serious about digital in 2014 and it’s a good idea to be so, then you need to up your game. Digital is going to get harder and harder in 2014, the easy days are gone, so you need to be more efficient and strategic about what you do.

So here’s a checklist on what you ought to be aware of. Pick one area to concentrate on or all. This is not a definitive list. (That gets me out of getting into trouble)

Overall Digital:
Are you mobile first in all things digital?

Website:

  • Is your website mobile first?
  • Make your website responsive by re-designing it or adding some responsive plugins to it.
  • If you can’t make it responsive, then have elements that allow the site to perform while being viewed on a mobile e.g. your number in text on the front page, same with email. No crappy contact forms.
  • Do you have a content and search optimisation plan?
  • Do you have Google Analytics or something better installed?

Facebook:

  • Learn about Edgerank.
  • Forget Page likes, the most important thing is your reach. How many people actually see any update of yours? It is less and sometimes WAY less than the number of likes.
  • What is your post engagement rate? How many people click on your post or Like it or share it or comment on it? The more people that engage with your updates, the more signals Facebook gets to keep sending your updates to your fans on the Page. Engagements are very low? Your reach is going to go down and down over time.
  • Are you updates short to be seen on mobiles?
  • Are you images using up as much of the timeline as possible?
  • What is your content plan?
  • Are you timing updates?

Simply put: Good content = good reactions = over time you retain or grow the reach of your page. Good content timed = reaching the best possible numbers each time.

Twitter:

  • Who are the people you are following?
  • Who are the people that follow you?
  • How many RTs would you get on a Tweet that’s business related?
  • How many new follows do you get a week?
  • Are your images the right size to be displayed nicely in the timeline?
  • Do you have a growth plan for Twitter?
  • Do you have a content plan for Twitter?
  • Are you timing updates?
  • How many clicks on average do you Tweets get? Are they going to your website?

Instagram, Vine, Snapchat

  • Are your audiences on Instagram? Find out.
  • Should you be using Vine? Will quick 6 second videos get you customers? They could.
  • Are many of your demographic under 20? Yes? So why are you not on Snapchat?

And you’ll never guess who does this stuff for companies? Yeah.

Contact us if you want a full evaluation or an evaluation of on one of your channels.

Mulley Communications does training courses and consultancy around strategy. Sign up to the courses list or our mailing list.


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