Delivering Growth Through search Marketing - discovery park, Giant Talk

Delivering Growth Through Search Marketing

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

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Recap: The Challenges

mailto:[email protected]

http://www.sleepinggiantmedia.co.uk

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







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

The Challenges

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Google Confidential and Proprietary Google Confidential and Proprietary

Search behaviour is sometimes strange but always true

Google Internal Data

2.5bnUsers of Google Search

100bnSearch queries conducted every month

Google Confidential and Proprietary Google Confidential and Proprietary

And the goalposts are constantly moving


Searches every second

40kHave never been seen before

15%Google Confidential and Proprietary Google Confidential and Proprietary

The database of intentions is changing

SEARCHES FOR “WHY” ARE GROWING

1.5X AS FAST AS FOR “WHAT”

SEARCHES FOR “HOW TO” HAVE GROWN

3X IN THE LAST THREE

YEARS


-Search trends are developing

-Habits are changing

-Device usage is growing

- The online user is evolving




The Challenges

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WhoWhatHow

When

WhereThen



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Client Case Study











Spicers of Hythe

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-Local business founded in 1926 as a high street grocers

-Now sources, packages and distributes luxury hampers

-Huge white label contracts as well as good direct sales












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Stay focused on good marketing










beforeDigital Marketing

Just because we can, doesn’t mean we should


Where, When & How

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Audience groups Topics Keywords Influencers

Identify

Create

Share

Written

Evaluate

Image Video

InfluencersTracking

and analytics

Create content that will connect and engage

Once created, share it with the people your audience listen too already

As ever, monitor what works and do more of it





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What we did for Spicers of Hythe












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The Brief











The Brief

- Support during the new site development

-Grow their direct sales

-Lower their reliance on white label contracts

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Who











B2B

B2C

Identify Audience

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- PA’s

- Business Owners

- General Present Buyers

- Frugals & Thrifties

- Gift Givers

- Mums





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Then what











B2B - Business to Business

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Search Ads

Google Shopping

PPC - Pay Per Click

(Google Advertising)

“business hampers”“Corporate Christmas gifts”

“Corporate christmas hampers”

“Gift hampers” “Corporate hampers”

“Client gifts”





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Search Ads

Google Shopping

PPC - Pay Per Click

(Google Advertising)

- Key considerations

- Don’t get hung up on position

- Make the most of your budget

- Pick your battles





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Blog Articles

Social Distribution

Content CreationPA Life> Site

Content





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Emails Key Pages

Remarketing

(Making more of your efforts)

Offer Messages>Blog

Articles




B2C - Business 2 Consumer

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“Hampers by Christmas”

“Xmas hampers”

“Christmas food hampers”

“Chocolate hampers” “Christmas hampers”

“Cheap hampers”

PPC - Pay Per Click

Audience Search Ads

- Frugals & Thrifties

- Gift Givers

- Mums

Google Shopping





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Content

Contextually Relevant

Audience Targeted





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Build Relationships

Prizes

Outreach & Competitions Increased

Exposure>Product Reviews





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The results











GIANT results

- Page 1 rankings across a wide range of competitive terms

-Huge uplift in traffic at key seasonal times

- The highest SEO revenue ever generated by Spicers of Hythe

-We didn’t focus on SEO, just good marketing

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GIANT results

-Overall 2014 was the biggest year ever for Spicers of Hythe

- By the Dec peak the business was at complete capacity

- Spicers now have a network of solid online relationships

- Their Social assets are stronger than ever

- Poised for a bigger 201528












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Key takeaways











The who first

- Think about “who” first

- The drivers and motivators of your audience

-What can you do for them?

-Be aware of the multichannel path users take

- Embrace the integrated approach, but

- Focus on good marketing

-Don’t be put off by the options

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So this is us…










London Kent

St. Pancras Folkestone, Kent







Thanks very much! Any questions?


Competition time

- 2 x Goody Bags from Google

- Short SEO audit from Sleeping Giant Media

-Luxury Hamper from Spicers of Hythe

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