Download pdf - Sleeping Giant Media - Summer Series 1 of 6 - Digital Marketing Essentials

Digital Marketing Essentials #gianttalks @lukequilter @anthonyklokkou

Digital Summer Series - 1 of 6

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

The summer series

- Talks will be running every month over the summer

-Completely free

-Covering various areas around digital marketing

-Next month’s talk is on 27th May and will be more focused around social media

- Please use social throughout! 2

mailto:[email protected]

http://www.sleepinggiantmedia.co.uk

https://adwords.google.com/professionals/profile/org?id=017702451200549020354








Introduction - Part 1

- Part 1 - @lukequilter

-What is the point of a website?

-CMS (Content Management System)

-How SEO works and why it is important

- How to run social media effectively

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- Part 2 - @anthonyklokkou

- PPC basics

- How PPC can be used to drive increased business online

- How you can use Google’s free analytics tool to understand your business

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What’s the point of a website?


Your customer

-Like all marketing questions, it should start with your customer

-Who are they?

-What do they want from you?

-What do they expect?

-What questions do they ask?

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What action

-What do you want them to do once they have been on your site?

-You must have a clear call to action

- Phone numbers, contact details, contact form

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Examples

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The purpose

-Educate

- Engage

- Purchase

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Content Management Systems (CMS)


CMS

-Time saving, allows you to quickly build pages on your site with very little technical understanding required

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Wordpress

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Open source Vs in-house

-CMS “Open Source”

- Free to use

- Regularly updated

- Plugins are free and easily added

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How it works

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Front endBackend

Theme

What the user sees

CMS

Only you see this











Limitations

-May need a bit of set up

- Some plugins break the theme!

- Some updates also break the theme

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How SEO works and why it is important


SEO

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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

What is SEO?

-Google “crawls” your website analysing thousands of factors.

- These factors each have a value and based on this value Google will rank your page in a specific position on the SERP.

-As marketeers we look to try and understand these factors and adapt the site to better meet the engines needs.

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SEO - the basics

- Some questions:

-What is the purpose of Google?

-How does Google make money?

-What do users want from Google?

-What makes Google better than it’s competitors?

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Changing tolerance

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Low HighQuantity link building











SEO - good marketing

-SEO is a form of marketing

-What defines a good approach to marketing?

-Understanding the customer

-Add value to them

-Provide useful tools or tips to them

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Optimisation

Summary

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On page Content

Optimisation

Out reach

Reporting and analysis

Optimisation

New technology

dev

SEO balance

Social










How to run social media effectively


Social is fundamental to SEO

- Social is about personality

-You get to tell your story

- It is something you can do a lot better than bigger companies

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Social planning - the process

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Establish persona

and brand rules

Research and target

influencers in the market

Create content strategy based on

assets

Build followers

and influence

Target with offers and promotions

Evaluate and adapt

Provide relevant

content and topics

Engage with users,

answer questions










t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Enhance your values

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Value

ValueValue

Topic 1Topic 2

Topic 3

Topic 4

Topic 5

Topic 6

- Social should be used to enhance your business and its values

-Content topics should subtly mention core values

- Promotions and services are seeded into content delivery










Now, part 2

Presented by: Anthony Klokkou @anthonyklokkou +anthonyklokkou

Digital Summer Series - 1 of 6



- Part 2 - @anthonyklokkou

-PPC basics

-What is PPC & how does it work?

-How PPC can be used to drive business

-Considerations & key strategies

-Using Google Analytics to understand your business

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What is PPC and how does it work?


What is PPC?

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What is PPC?

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- PPC = Pay Per Click

- Search engine’s revenue drivers

- Advertise on words/phrases you think your customers may be searching (keywords)

- Set what you are willing to pay per click & daily budget

- Create some adcopy

- Go live and review











What is PPC?

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- How much do I pay?

- Google’s calculates your actual CPC (Cost per click) based on a number of factors

- The key is to be thinking about relevancy, targeting and the most wanted responses (MWR)

Bid

Quality Score

Relevancy

Click Through

Rate

Load Speed

Competition











What is PPC?

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- What does this mean to me?

- How can this drive business?

- Be where your customers are looking!











The purpose

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How to get clicks for less











Why?

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Relevancy

Help comply to Googles Quality Score Algo











What Google say

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http://support.google.com/adwords/answer/2454010?hl=en










http://support.google.com/adwords/answer/2454010?hl=en


Simple terms

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The more relevant your ad is, the more people will click and the better

experience a user will have

Google is a business

They want more customers











Relevance

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£14

£15

£13

£12

£11

£10

£9

£8

£14

£15

£13

£12

£11

£10

£9

£8










PPC basics


PPC strengths

- Fast to setup

- Data received almost real time (2 hour lag)

- Easy to learn, difficult to master

- Huge amount of control over the targeting and display settings

- Can be switched on or off when ever you like

- Google rewards relevance

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PPC weaknesses

- It costs per click and easy to spend a lot of money quickly

-Google doesn’t really help you out in that regard

-Lots to learn, it changes quite regularly

-No real demographic targeting or cross device….

- Coming soon! 42











Tips for success - landing pages

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PPC page SEO page

Traffic

Increase relevancy with landing pages











Tips for success - search query reports

- SQRs help you find new terms

-What your customers are actually typing in

- Improve relevancy

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Other engines

- Time Vs reward

-Only use them once you are sure you are doing a pretty good job with Google!

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PPC - tips for success

- Relevancy is key!

-Landing pages

- Search query reports & data

-Only use Bing when you are sure you have the best performance from Google

- Migrate over the campaigns

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Google Analytics - to understand your business


Google Analytics

- What is Google Analytics?

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- How do I get Google Analytics?

- It’s free - you just need a Google account

- Add a simple tag to every page of your website

- Most CMSs will do this for you

- Accrue some data49

Google Analytics











- What can it do for me?

- It can help you analyse the success of your marketing activities

- Allowing you to adapt and try again!

- Email sends work better at ‘x’ with content ‘y’

- Where the weaknesses of your site i.e… mobile vs desktop…

- It is the tool for you to learn about your customers

- It is the tool that should power your strategy

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Google Analytics










Thanks for listening, any questions? !

Next event 27th May Why social media is important to your business What tools should you use to run your social media !This presentation will be sent out to attendees