Category Archives: Digital Marketing

Digital Marketing Tips and Recommendations

Woman deciding to buy online

Understanding the Online Buyer Process

When it comes to making purchases online, many business owners mistakenly believe that their customers purchase choices are sporadic and random. In fact, before making a purchase online, customers undergo a multi-step process that reaffirms their decision and helps convince them that they have made the correct choice.


This multistage process is most commonly referred to as the Online Buying Process. Understanding the motivations of customers at each stage in this process is essential when it comes to optimising your website and leveraging digital marketing practices. In this blog we explore the online buying process at greater depth, making it easier for you to understand the process and help you drive your online business.

Problem Identification

The very first stage in the online buying process is referred to as the problem identification phase and it is essentially that, the identification of a problem or issue that could be overcome by buying a product or service. In many cases the problem is clearly defined and specifies a want or need of that customer. E.g. “I need a bigger car” or “I want a new waterproof jacket.” The role of content marketing at this phase is massive, many customers may not have identified their problem yet, and scripted content that attracts and engages their attention can often kick start the buying process.


Information Search

Having identified their particular issues or pain point, customers subsequently begin to seek out information and research potential solutions to their problem. It is at this stage that the customers most desired solution becomes apparent, as they gather information. For instance, their initial search may be something like “waterproof jackets” and as they gather more information they begin to clearly identify their most desired solution and ultimately searching for something like “Ladies Helly Hansen Insulator Jackets”. Having a clear understanding of how customers motivations develop through this phase and optimising your search engine tactics to capitalise on such phases will drive your customer acquisition strategy and ultimately grow overall sales.


Evaluation of Alternatives Phase

Having clearly defined their particular solution, consumers move on to the evaluation of alternatives phase. Here they research a variety of potential solution providers, ultimately seeking out the most appropriate fit for them. Customers want to reaffirm that their decision to purchase with your company is the best decision. Having a strong understanding of your customer is key at this phase. Let’s face it, price is one of the most influential factors for B2C business and ensuring your price points are competitive is key to winning online sales. However, customers may have ulterior motivations, like the after sales service or delivery time, that could factor in the next phase – their purchase decision. The length of time a user spends at the evaluation of alternatives phase is proportional to the expected spend. Small spends can are often born off the back of a very short evaluation of alternatives. Much larger spends tend to be quite drawn out and multi session. In some cases, it isn’t surprising to see 10+ visits to your website before a consumer ultimately makes a purchase.


Purchase Decision

It seems counter intuitive to go through all that work and not make a purchase, but believe it or not, customers still walk away from sales at this stage. For example, external factors such as an unexpected expense or large bill may have eradicated the disposable budget which the customer may have put aside for said purchase. Perhaps the customer has forgotten the problem that prompted the initial buying process or feel like the issue has been resolved. Remarketing and email marketing can aid the purchase decision and ultimately convert customers.



Congratulations, we’ve got a sale.  Or have we? The purchase phase is the time when user has committed to making the purchase. They’ve done their research, evaluated alternative providers and decided that your business has come out on top. But is making a purchase on your website really as easy as it could be? Objectively test your purchase process. Keep it as clear and simple with as few steps as possible. Consider mobile users, and ensure the process is clear and easy for them also.


Post Purchase Evaluation

Even though the sale has been made, it doesn’t mean that the process has ended for the customer. In fact, your new customers further evaluate their decision to purchase with your company. Was your service or product as described? Were delivery times accurate? Were they billed correctly? All these and more are questions that could diminish customer loyalty in an instant, putting future purchases with your business in jeopardy. Following up with services, reviews and feedback from consumers, all offer customers the opportunity to have their say and share their experience. Leveraging customer loyalty schemes and ‘previous customer only sales promotions” can continually enhance your reputation and grow your online business.


Good luck with perfecting your online buying process and if you have any related questions don’t hesitate to get in touch.

An Introduction to Attribution

If your understanding of marketing attribution is cloudy, don’t worry you are far from alone. Many digital marketers & traditional marketers feel at sea when it comes to attribution models. In this article we throw you a life ring and help you find your feet when it comes to marketing attribution.

Attribution as a whole relates to the business of assigning credit to a marketing channel. Before we get into the nitty gritty of it all, let’s firstly clear up some of the digital marketing jargon your likely to come across during this piece.
First off…


If I had a penny for every time I have been asked to explain what a conversion is, I certainly wouldn’t be sitting here writing an article on attribution. Essentially, a conversion is any customer action which you can define as being profitable for your business.

A conversion can be anything you deem valuable for your company, from an email sign up to an online transaction. Conversions generally take two forms – micro or macro. Micro conversions contribute to the buyer journey and helps buffer a potential customer through your sales funnel. Macro conversions, on the other hand are the ultimate action you want your customer to take, i.e. request a quote, call your business or complete an online transaction.


Secondly some metrics. Return on ad spend (or ROAS) and cost per acquisition (or CPA).

Return on ad spend boils down to the amount of money a company receives for every euro spent on an advertising source i.e. spend €100 advertising, receive €1000 in revenue.

Cost per acquisition or cost per conversion relates to the amount of money a company spends to generate a conversion action. i.e. Spend €10 and gain 1 email sign up or generate one call.

Now that we have cleared that up, let’s examine what exactly attribution is and how these elements play a role…

Attribution is the process of assigning the credit for these micro & macro conversions to a marketing channel or set of channels, offering greater channel insight for marketing professionals. Doing so, can help optimise budgets, spend and even refine marketing efforts to drive an increased return on ad spend and lower cost per acquisition.

Sounds great right?

Now that you have a basic understanding of what “attribution” is let’s examine it a little closer.

There are a range of different models when it comes to attribution. Each model assigns credit differently to various channels used by a customer leading up to a conversion. These models can be categorised into last click or last interaction, first click orfirst interaction, linear, time decay or position based. Don’t fret if you’ve never heard of these models, we are going to examine each one closer. For each of the following we are going to use the following customer journey as an example.

Customer Journey

Monday – Clicks Facebook Ad
Tuesday – No Action
Wednesday – Clicks Google Search Ad
Thursday – No Action
Friday – Clicks Google Shopping Ad & Converts

• Last Click Attribution

Last click or last interaction attribution model assigns the credit for the conversion the very last touch point used by the customer. Applying the last click attribution model to the above example would assign all the credit to the Google Shopping Ad click and nothing elsewhere. Has its limitations, right?

• First Click Attribution

First click attribution performs in exactly the same manner as last click attribution, however in this case all the credit would be assigned to the first click that brought the customer your website. In the example above, this would mean your Facebook campaign would be assigned all the credit for the conversion, and why shouldn’t it, after all this is how the customer first found your website. But if you weren’t using Google Search ads or Google Shopping would that customer have bought from you or a competitor?

• Linear Attribution

The linear attribution model could be described as a fairer attribution model. In this instance it assigns credit equally among all touch points that led to the conversion. In the example given above, this would mean that 33.33% of the credit would be assigned to each of the three campaigns that contributed to the overall sale.

• Time Decay Attribution

Utilising a time decay attribution model gives greater emphasis to the clicks closer to the conversion. Essentially this model reduces the value of the first click and assigns greater credit to each subsequent click with the final click being assigned the most credit. In the example above, 60% would be assigned to the Google Shopping Campaign, 30% to the Google Search Campaign & 10% to the Facebook Ads Campaign.

• Position Based Attribution

Position based attribution assigns credit to the first and last clicks primarily, and divides the remaining credit among touch points throughout the customer journey leading to conversion. Essentially this attributes the most credit to what brought the customer to your site initially, and what ultimately led to their conversion and minimises the value of any intermittent marketing channels. In the above example 40% of the credit would be assigned to the Facebook Ads Campaign & 40% assigned to the Google Shopping Campaign, while the Google Search Campaign would receive 20% of the credit.

Each attribution model has its own pros & cons and grasping the concept can prove quite tricky initially.

When it comes to choosing an attribution model that’s right for your business, understanding your customer journey is key. If you are retailing a high ticket item, customers tend to spend much longer in the research and evaluation phase and so may visit your website numerous times before converting. In this instance, each touch point had a role to play in convincing the customer, so a linear or time decay model is most appropriate.

On the other hand, if your customers journey to conversion is quite short, and their overall spend is low, it is likely they will move to research and evaluation phase quite readily suggesting a last click or position based attribution might be most appropriate.


While attribution is a rather complex, multifaceted topic, if you take away one thing from this article let it be this – no attribution model is perfect. Despite your best efforts, every model has is shortcomings and the pursuit of perfection can lead to unrestrained hair pulling and sleepless nights.

To quote Scott Rayden of Marketing Land

“The secret of mastering attribution is knowing when good is good enough.”

Thankfully, from an introductory perspective, Google Analytics can help you gain understanding in the role each of your marketing channels plays in your overall performance. It even has built in attribution models and a comparison tool so you can see just how each channel performs under each model. Getting to grips with these models and other analytics reports you could be using can and will help you optimise your online marketing and drive greater return

What exactly is a ‘landing page?’


In the digital world there is way too much of industry terminology and acronyms that are confusing and perplexing to us normal folk. In a business that bandies about insider jargon from conversion rates to latent semantic indexing, it is comforting to find something which does exactly what it says on the tin.


A landing page is simply the page that you land on once you have clicked on a link (either in an ad or anywhere else). As the page where the link ‘lands’ you, a landing page offers a unique opportunity to engage potential customers to take immediate action.


In the jargon of the industry, a landing page leads you to a CTA or A call to action.  A good landing page is designed to generate leads or enquiries for potential client interaction. A good landing page gets you an excellent conversion rate, which in any language means that your clicks are turned to actions and ultimately, into sales.


If your landing page is currently getting you a good ‘conversion rate’, there may be room for improvement. The following hints & tips could help you increase the number of enquries or sales your website generates or if you are new to this method of inviting potential new business then read on


What makes a good landing page?




First impressions last.
Make the invitation to your landing page enticing by crafting powerful & interesting headlines.  Here’s a Good Landing Page Example.


Once potential customers have clicked through and arrived on your landing page, keep them interested with a simple message that gets your point across quickly.  It is worth remembering that most people only scan the internet and read less than 30% of what you write.  Bullet points, short paragraphs and numbered lists are the way to go… so…



  • Have a clear, persuasive Call to Action: The main object of your landing page should be clear and persuasive.  Give a simple explanation of what you are offering and an enticing invitation to action ‘Sign up Now!’ or ‘Create my account’…etc.


  • Keep a consistent message: Mirror the wording of the ad or headline with the actual ‘landing page’ content. Research shows that potential clients get confused, and even irritated, if the landing page does not reflect the click invitation. It may negatively impact on your brand.


  • Ask for the minimum amount of information: Prospective clients prefer a succinct contact form and can get a little nervous if you ask for too much information. Keep it to names, contact details and let the follow up do the rest.


  • Swift Action on those leads: A potential customer who has communicated through the landing page option should receive an acknowledgement, a welcome email or follow up in good time to instil confidence and keep that ‘landing page’ working well for you.



A successful landing page should yield a high volume of conversions and quality leads. If you would like more advice on how to tweak your ad’s and landing pages, contact our expert Digital Marketing team and start a conversation today.



Used Car Sales Web Designers

Selling Cars Online – The Digital Future


An inviting, well designed, website with easy functionality is a must for all car salesmen/motor dealers in these digital times when the go-to instinct of all shrewd millennials is to reach for the smartphone before every purchase. Everything from a simple falafel sandwich to a high end Hybrid car is accessed and assessed online prior to purchase.  Car buyers too, are increasingly researching, comparing and buying on the net.


The latest online research indicates that Millennials (defined as those young up and coming customers) are overwhelmingly open to buying cars online. Over a third of those who took part in a Trustpilot survey on the digital future of car buying, said they would research and purchase their new vehicle online.  It is no surprise that online research is already a feature in potential car purchases with over 71% of potential car- buyers doing online searches before they purchase (Consumer Association). But despite the online searching, there was still a reluctance for a full purchase online, and as consumer trends change, this too, will become a reality for many motor traders.


This change to a digital future for car sales, demonstrates the need for auto retailers to digitally transform and update their online presence. This includes improving the company website, improving your presence on third party websites and engaging on social media in a more meaningful way. The clever car dealer must start thinking that the internet is not just an extension of the car salesroom or the garage forecourt, it is the gateway to potential buyers.    Third-party sites are the now the most popular starting point for car shopping (used by 78% of potential car buyers). It is essential to have an impressive presence on sites like Carzone and Done Deal to attract the car browsing public.


The Society of Irish Motor Industry recommend that consumers research online in advance of buying a car and then go on to buy locally for the best deal.


We can’t emphasis enough the importance the importance of doing your research when buying a car particularly a second-hand car you need to be well informed as you are not the original owner.


They even offer their own website, www. as a good start for second hand purchases, as it displays cars from SIMI members, with car history checks already completed.  It is only one of many third party sites available for the buyer to peruse.  Check out which ones offer you, the trade the best deal and have the most traffic, and make sure you are visible, visited and updated regularly.


According to the Motor trade publication, Autotrader, 71% of car shoppers will spend a lot of time researching car prices online, before test driving. Just under two thirds of prospective car buyers will find the actual car they want listed for sale on motor trader websites.  Car buyers will also use online searches to compare different models and prices. They will seek the current value and expert reviews on cars and even use detailed video test drives prior to visiting a car show room. Finally they use the internet to locate a car dealer locally or to get dealer info and reviews.


Motor Traders need to embrace the digital age.



Trustpilot, the consumer review site has important message:    “For those seeking to appeal to Millennials, the message is clear – build a compelling digital experience that provides access to the buying and service experiences of others. By doing so you’ll appeal on their terms, as our research clearly shows this segment is ready to buy online. The winners in the industry will be those that embrace change and transformation.”


At Dmac Media, drawing on our years of experience in providing outstanding websites and digital marketing expertise to the motor industry, we put it in more simple terms.  The website of a successful motor trader needs to be sleek, classy with an ease of functionality. Your potential client will view it on a number of devices including smartphones.   The buyer wants to see featured cars with video, imagery and the increasingly popular 360 spins. They also expect access to finance applications and simple contact methods.  A car that lacks detail is a huge turnoff!  Not just for that car but for brand.


With projected new car sales for 2018 expected to be in the region of 125,000, and considering the vibrant trade in second hand vehicles, it is vital for the independent motor trader not to get left behind in the world of online car sales.  Social media, third party sites and your own amazing website are all part of keeping up with the online trends. Embrace the future and start forward thinking with a website revamp and a digital marketing strategy that will ultimately increase your footfall and sales.


More Useful Links

6 Top Social Media Tips for Car Dealers


25 Amazing Statistics on How Consumers Shop for Cars



Walkthrough: How to optimise images for mobile

Google now looks at your ‘mobile first’ when deciding your website ranking. One of the key ways to improve your ranking is to improve your page load speed. When improving the load speed of any webpage the first thing to do is Optimise your Images. Images are the main culprits for slowing down a web page as they generally have a large file size and often unnecessarily so. So how do we Optimise Images?

Go to Page Speed Insights

Visit and enter your website address:





Next you will see a quick overview of your page speed. By default your mobile score is shown first.


Your Mobile Speed test



Scroll down until you see the heading ‘Optimization Suggestions’. Beneath this again is the sub heading Optimize images with a link to ‘Show how to fix’



Click on the text ‘Show How to Fix’ and the page will list a summary of images below that can be optimised (reduced in size with minimal loss to quality)


Beneath this again, you can see the text ‘Download optimized image’.
Clicking on the word ‘image’ will download a .zip folder to your computer containing all the optimised imagery.





Now its time to replace all the old bulky images on your site with your new speedy optimised ones. Run the test again and see your score improve.




Note, some loss to image quality may occur but the flip side is you have fulfilled one of Google’ most basic criteria and worked towards your site ranking better in search results.


In Summary.

This is the quickest way to optimise images and keep Google super happy but there is more you can do. This process simply compresses your image as much as possible it doesn’t resize the width or height. If you have uploaded an image that is 2000px wide and it only displays on your page at 1000px wide, then you should resize this image first to further increase your page speed. Here’s a quick walkthrough on Resizing imagery for web


Of course if you need to know more, don’t hesitate to get in touch with us at Dmac Media

6 Top Social Media Tips for Car Dealers

Social media: For some it’s their favourite past time, for others it is the bane of their life. Love it or hate it, there is no denying it plays a massive part in all of our daily lives– so if you haven’t already, it really is time to embrace it, especially from a business point of view. With that in mind, this blog is going to focus on Car Dealers – although feel free to interpret any of the points for your own business.


It’s common knowledge that Car Dealers are experts in their field in most aspects of traditional marketing (billboards, newspapers, brochures, radio ads etc.) You name it and they have it covered. It does seem however, that a large portion of car dealers (Not all!) do not utilise and severely underestimate the power of Social Media.  Perhaps it’s the typical scepticism that is within the Irish culture “Sure who would buy a car online?”, and although it is possible to buy a car online (yes really!) that’s not what this is about. What if I was to tell you that you can advertise your business to your customers for free? Would you jump at the offer? Of course you would!


With all that being said here are my top 6 tips
for Cars Dealers:

1. Be Social

So many businesses forget what their objective is, so here is a hint – you are on SOCIAL media! This is the perfect place to add a personal element to your business, this is not however, the place to add your entire car directory and spam your customers with information and images. People are naturally nosey and any insights into the personal side of the business will generally be well recieved and create a personal attachment to a potential customer, that you have never even met. This can be the hardest element to begin with, but trust me, once you do you will be amazed how many post opportunities you will see each and every day.

2. The Team

There is no “I” in team, so following on from point one about keeping it personal, you should show case your team. Make your customers feel like they know you and your team members, before they even enter the forecourt. Your team is what keeps your business going and not only will it increase their morale by telling the world how great they are, it will show the discerning public how valued the team really is. If you have a specialist in a certain area, then tell your customers all about it.

3. The Customers

It’s a personal peeve of my own when a customer takes the time to try to interact with a business only to be met by a stone wall. If a client leaves you a lovely review, then remember your manners and say thank you. If by chance they leave you a bad review, then, address the issues politely and as the old saying goes “There is no such thing as bad publicity”. Make a point of showing happy & satisfied clients leaving with their sparklingly new car and if there is a personal element, add it to the post. (But Always obtain permission)

4. The Rule of Thirds

If you are finding the balance of the first few points hard to manage, try Hootsuites Rule of Thirds – Hootsuites is a clever tool used for managing all you social media platforms.  This clearly lays out that a third of your content should be business related. The next third should be the personal element, to promote your business and brand in a different, social way. The final third is the most general part, this can include local events, some humorous memes and seasonal activities. A simple and clever idea for car dealers is to feature a weekly top tip on how to maintain their cars.

5. Platforms

There are multiple social media platforms; Facebook, Twitter, Instagram, LinkedIn, YouTube, Google +, Pinterest, Snapchat, Tumblr, Flickr, to name but a few of the most popular ones. The most important aspect is to post the right content to the right platform. To give you some guidance on this there are some things to consider. You simply can’t Snapchat without a face filter!  Does you’re Twitter have the right hashtag? But, most importantly is your photo “Insta” ready? If you’re even slightly confused about any of what you have just read, then you need to do your research before launching into multiple platforms. Remember to post quality over quantity. Another solid piece of advice is to start easy and walk before you run.  Pick the most suitable platform for your business demographic and master each platform one at time before moving onto the next one. A big no-no is having inactive social media account.  If you’re not using it – start now!

6. Paid Advertising

This is the only tip that involves any input apart from your time. This one is a little more complicated and needs far more than a bullet point! Advertising on social media, just as in traditional advertising, comes in many forms and can target a specific demographic tailored to your business.






If you need advice on the best way to spend money on social media platforms, have any questions, or need assistance with your social media, contact the Dmac Media Digital marketing team today.


Google analytics tools

5 Google Analytics tools your probably not using enough

Being the number one web analysis platform, Google Analytics offers incredible insight into how websites perform and how users are interacting with said website.


With a whole host of data available to website managers, it can sometimes be difficult to decide what metrics are most important. Turning to Google for suggestions, most self-help articles will reference bounce rate as a key metric for website performance.


As a metric, bounce rate is a percentage of website users who navigate away from a website after viewing just a single page. I.E not interacting with other information on the website.

In certain context bounce rate can provide invaluable information, however in 2018, the prevalence of social media and blog articles drives the metric skyward, leaving website owners in dismay at the growth in single page sessions their website attracts.



That’s why we have compiled this list of 5 analytics reports that you could be using to help interpret your website performance.

1. User Demographics & Insight

Opening up the audience tab in Google Analytics can provide you with a host of information about your website visitors. Age, Gender & Interest metrics can help you hone your content strategy and even tailor marketing initiatives across multiple platforms. The information available to you in this report can help you tailor your content and digital marketing practices to attract, engage and convert more customers.

2. Site Search

The site search column provides you with real life data of what users have typed into your websites search box. Utilising this information can help website managers amend site categories and learn about consumer trends such as colours or styles in vogue depending on industry. Analysing your site search on a regular basis can offer incredible insight and even sculpt buying decisions to conform to consumer interest.

3. Goals

Utilising Google Analytics Goal setting can provide incredible insight into how your website performs with clicks of just a few buttons. Setting up target URL’s as a goal (such as the contact page, or your request a quote page) can tell you just how many people are viewing key pages. This information can then be leveraged to determine elements like drop off rates of key pages, and even A/B Test form elements to help buffer customers through your buying cycle.

4. Reverse Goal Paths

Once you have established a number of goals, Google Analytics reverse goal path analysis becomes an invaluable tool. Once you have a clear idea of what your key pages are, figuring out what content helps convince and convert customers is key. Interpreting the data available in this report can help you create and place the right calls to action across the website and drive conversions.

5. Search Console Queries Report

Ever wondered what people type into Google to find your website? Well analytics can help. The search console queries report holds a diverse list of search terms used by your customers when visiting the website. Simply set your chosen date range and select the report to see exactly how your customers search for your business online.

While these are simply a flavour of the reports Google Analytics can create, remembering these the next time your setting out your website KPI’s could help you drive your website online.

While bounce rate does have its place in website analytics, don’t become over consumed with this as your KPI. Appreciate it for what it is, but don’t let it define your website. Check out the first two examples in this piece from if you want to learn a bit more.  (



Rebuilding email list after GDPR

Rebuilding your email marketing list post GDPR.

On the 25th May 2018 the GDPR regulations (General Data Protection Regulations) became law across Europe and many companies worked hard to become compliant.

One of the focus areas under GDPR was Email Marketing and how the email addresses were collected. Many lists had been compiled over time or in some cases emails lists were sold to companies so they could send marketing emails to a particular sector, specific demographic or a geographic location which meant the owner of the email address was often sent marketing material they didn’t ask for.

The recipients were in effect being “spammed”.


Let’s presume that you did the right thing and went through the process of asking everyone on your marketing list to “re-subscribe” so that you had a record of them agreeing to receive marketing emails from you.  If you did that your email marketing list has probably been reduced by 80 or 90 percent!


The good news is that the people who opted to stay on your marketing list are the very customers you want to market to because they like your product or service.

That said you will now want to build on that 10% and increase the number of people on your marketing list, remember we’re going to do it the GDPR way!


GDPR Opt in email list

So how do you re-build your email marketing list?

First things first, it’s important to understand the most people will only sign up to your Newsletter because there’s something in it for them!

Most people sign up for and continue reading newsletters or blog posts that are interesting, informative and valuable to them, the content has to be relevant to the recipient.

3 Ways to rebuild your email marketing lists

1. Content Writing:

Write interesting, informative and valuable content that is relevant to the recipient.


If like me you receive a lot of emails each day, you’ll only open the ones that are interesting, choose interesting subject lines, I sent out 22 individual emails recently to prospective clients, they had all requested quotes from me and then gone cold. After the first 15 or 16 I realised I was writing boring subject lines like:

“Follow up to Quotation from Dmac Media” ,  “Website Quote from Dmac Media” ,  “Building your Business online”, Etc.


So for the last few I wrote this subject line: “Tea is a cure for all ailments” The body of the email said “Dear “customer name” My mother always told me that tea was a cure for all ailments, but it won’t make you money online!


Surprisingly I got 4 replies out of 5 from emails with that subject line, I’m still waiting for replies from the others.


Segment your marketing list so that you can tailor your content to sub sets of your list, unless you are a supreme being you won’t be able to design one newsletter that suits everyone on the list.


2. Newsletter Sign Ups:

Add opportunities to sign up for your newsletter in various places: the header of your website and on the checkout of your website.


If your header is already crowded you could create a “pop-up” sign-up to our Newsletter, but to be honest most people find these annoying so only use it as a last resort. Whatever method you choose make sure your Newsletter Sign-Up is above the fold

Whatever method you choose make sure your Newsletter Sign-Up is above the fold


The wording of your invitation is important, use phrases like:

  1. “sign up to be the first to hear about new products and special offers”
  2. “new subscribers will receive a 20% discount code”
  3. “only subscribers will receive limited offers”

3. Social media:

  1. Create an eye catching “sign up to our newsletter” post that is scheduled to display every 2 weeks or so
  2. Use posts, draws and competitions limited to newsletter members only, always include a link to the sign up page with a call to action statement something like this: “sign up now to win this great prize”



Marketing to prospective customers in 2018 is now a much more focused process, rather than the scattergun approach of old where you sent marketing material to any email address you could find, you are now cultivating your list carefully, you have clear sight of your prospects so you can present material that interests them and they find either attractive or informative, remember you’ve spent time and money cultivating this list if you treat them right they will be customers for life.



What Rugby taught me about Digital Marketing!

As disciplines go, you can be forgiven for believing there is very little in common between the sport of rugby and digital marketing in 2018. After all what has 15 brutish men battling over the forlorn oval ball got to with driving online sales and enquiries anyway? Well from my experience, more than you might think.


But first a little about me…



Having first started playing the humble game of rugby in Summerhill College at 12 years of age, it fast became my game of choice throughout my teens and early 20s, even going so far as to specialise in the game through a college degree course. My love for the sport stemmed from the unrivalled camaraderie and willingness to win among all team members, and, down through the years we shared many victories (and losses) together making many lifetime friends and memories.


What has all this got to do with Digital Marketing I hear you ask?



Modern digital marketing practice is a multifaceted activity employing a range of different (yet complementary) tools. Rugby teams too are multifaceted, with individual team units such as the forward and backs have individual team goals & KPI’s. Forwards for instance are charged with winning possession of the ball at set pieces such as scrums and lineouts. In digital marketing, we employ two search engine tactics (search engine optimisation & search engine marketing) in order to win website traffic.


Speaking about set pieces, rugby fraternities often through the phrase “getting clean ball” around when it comes to winning possession. In many ways, this describes digital marketing optimisation processes designed to improve the calibre of website visitors.


But the similarities don’t end there. Most readers will be familiar with a few select players on the Irish Rugby Team. Through no fault of your own, readers will be far more familiar with players such as Rob Kearney, Conor Murray & Johnny Sexton, simply because the media amplifies Ireland’s success on the back of these players.



Let’s take a look at Ireland’s world renowned victory against France in the 2018 Six Nations Championship where Johnny Sexton landed an 82nd minute drop goal, clinching victory at the death. In watching the video below, look at the work rate of Jack McGrath (#17) and Devin Toner (#19) in the lead up to the kick.


Did you notice the extraordinary amount of work Jack & Devin got through to help Johnny get in position over 41 phases of play? Without their work and the work of 12 other players, Ireland wouldn’t have won the game and gone on to win the Six Nations Grand Slam. However, Johnny Sexton reaped the plaudits for the victory.


A similar story happens in Digital Marketing. Often the plaudits for a sale or enquiry are attributed to a single channel, when in actual fact that is not the case. For instance, a website visitor may have read your recent blog post, visited your Facebook page, and opened your email marketing newsletter before taking the Google and clicking on your pay per click ad. Each channel had a role to play in gaining the conversion, however the kudos is often attributed to the final channel that gained the success. In reality it is a team effort with each and every player contributing to the overall goal in their own, individual way.  Savvy digital marketers understand each channel has a role to play and attributes success to each and every channel employed.


Rugby is also a highly analysed activity. Individual performances, unit performances, team performances and even the opposition are reflected upon by the coaching team following victories and losses. Every on pitch decision carefully analysed in order to achieve better outcomes in future.


In digital marketing, we employ the very same strategic thinking and analysis. Every outcome is an opportunity to improve. Whether it’s a sales funnel update, acquisition strategy adjustment or even succinct tweak to a call to action, every step should be analysed and improved upon to afford greater return on investment in the future.


So there you have it. Do rugby players make the best digital marketers? Who knows!


But what we do know is there is a variety of similarities that can be drawn between the digital marketing practice and the game of rugby.


Domain names are a new hot commodity – Hang on to yours!

There are two important things which support your website in the cyber world.

One is website hosting.  The space that your site takes up.  Hosting with a trusted provider is essential for peace of mind and for a confident web presence.  But the website must also be found easily. Domain names are the other vital component. The domain name directs people to your site, advertises your brand and is an integral part of your business profile.


Domain names are the technical shortcut to where your website is located.  Every computer has an IP address (Internet protocol), a code of numbers which leads people to it. No one is going to remember yet another set of numbers in their life, so unique words are assigned to the codes and linked for easy access.    Ergo:  Your domain name.


choosing the right domain name

Choosing your domain name

The name you choose is very important. A short, relevant and clever domain name is the difference between your website being lost in cyber space or recalled easily by potential customers. It must reflect who you are. It must be easy to remember. It belongs to you, the owner, and is protected by regulations against being snapped up by others.  Regulations vary from country to country but generally they allow certain protection to citizens and residents to prevent their particular country code domain being bought by those outside the jurisdiction. There is good reason to protect the names and we will come to that later. For now, your purchased domain name is yours, provided it is paid for annually, and the odd emails verifying ownership are answered.

Renewing your Domain Name

Whether your domain is managed by an I.T. Company or administered by yourself, it is vitally important that the renewal costs are paid annually.  This cost is relatively small compared to other business costs and it is often ignored, precisely for this reason.  A fairly modest invoice, among many higher costs can seem to be unimportant.  However, the cost of losing your domain name is extremely high.  If you worry about missing that all important invoice, there is the option of updating for five or ten years in advance.

When a domain name remains unpaid after its renewal date, it enters a ‘Grace period’ where the website is still visible, but the domain is on a countdown to suspension. Graced periods vary from company to company and are different for .com’s and .ie’s etc.  But on average there is around 40 day’s grace.  During this “Grace Period” a domain owner can renew an expired domain at the regular renewal price.  If a domain remain unpaid even after this time, then they go into the dreaded NRP. Non-Renewal Process!

40 days after the renewal date the NRP is enforced and the name is completely suspended, causing all services to automatically stop. Even though you’re hosting and your email may still be paid up to date, they will not be accessible because of the lapsed domain. The loss in search engine rankings is immediate and deadly. Some providers will charge an extra fee to renew the domain at this NRP stage.

70 days after the renewal date, the domain is deleted. The domain registrars publish a list of deleted domains every day. These are immediately available for purchase by anyone who wants. If you are super quick, there is a possibility of purchasing back your own domain at this stage, but experience has shown that this rarely happens. There are many companies throughout the world buying up deleted domains and reselling at exorbitant prices. This is the moment when many businesses look back wistfully at that old unpaid invoice for a modest sum and regret the non –renewal bitterly.

Where do lost and deleted domains go?

It is not surprising that an increasing number of companies worldwide have been set up with the express mission of nabbing deleted domain names and selling them on at a profit. Thankfully, the registration rules around dot ie’s protect this to some degree, but the more widely used .com’s and .net’s are a prolific hunting ground for the shark companies. Reselling at an exorbitant price is their main mission.

Increasingly too, brokers are being used to appraise the value of domain names and to access them for hungry clients.  This is real proof that it is a sellers’ market and the very fact that a third party, the broker, can now make a living from the sale of coveted domains is proof of the value of the once humble domain name.  It seems that a domain name can be your golden ticket, if you are lucky enough to own one that is desirable.

Regular domain names can make it to the open market at prices of $2,500 dollars upwards. In 2005 ‘’ was purchased from an unknown reseller for $90 million. The buyer agreed to pay $12 million upfront and the rest in instalments till 2040.  This is, without doubt, the most expensive domain name ever purchased.  It is not unusual however, for a desired domain to reach big figures. ‘’ was bought in 2010 for a mere $49.7. Million, while ‘’ fetched a cool $9.9 million in 2008. Is your domain name commanding a little more respect now?

A good domain name is important to your business, not just because it directs traffic to your website, but because it represents your business and is its internet identity. While its current monetary value may seem relatively small, it plays a very important part of your online branding and it could be a very expensive loss.