Digital Marketing: 5 Things For 2014

5 Things You Can Do To Succeed Online in 2014

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5 Things You Can Do To Succeed Online

• Take PPC Beyond Google AdWords

• Organic Social Media is Dying…

• Get on Google+!

• Reputation Management & Trust

• Digital Channel Integration

Take PPC Beyond Google AdWords

Paul Jackson

Tip 1: Take PPC Beyond Google AdWords


• How?• 1. Bing & Yahoo!


• How?• 2. Mobile & Local


• How?• 3. Product Listing Ads

• And much, much more…

Organic Social Media is Dying

Tip 2: Organic Social Media is Dying

• Why?• Overcrowding• IPOs & £££• Unsettled users• Algorithm changes• Ad blindness


• What Can You Do?• Focus on the right channels

• Social Media Advertising• Facebook• Twitter• LinkedIn• YouTube• Instagram/Pinterest etc


• What Can You Do?• Custom Tabs & Promotions

• SM to boost other channels• E.g. mailing list

Top Takeaways…• Go beyond AdWords

• Start there or elsewhere• Bing/Yahoo!• Mobile/Local• Product Listing Ads

• Consider SM a paid channel • Focus your efforts• Social Media Advertising• Promotions, Tabs & Integration

• It’s not all about cats…

Google+

Rick Eliason

Get On Google+ Right Now!

• Eugh, not another social media site!

• If your customers are on... • Facebook, use Facebook• Twitter, use Twitter• LinkedIn, use LinkedIn• ONLINE, use Google+!

Google+ Is Growing...Fast!

• 2nd Biggest

• 800,000/month

• 70% bus. brands

• In ‘slow’ industry?

…Good news!

SEO Benefits = More Traffic

• Posts are web pages• Real estate• Instant indexing

• Build authority to your site,

impact traffic• New ranking metrics

(identify credible brands)

Find NEW Customers (unlike Facebook)

• Twitter & Facebook = Good retention tools

• G+ is great for finding new business

• - Communities & Hangouts

• Create a community for branding

Hangouts

• Multi-person Video-conferencing

• YouTube Content

• Great for connecting with customers• Product launches• “On set” / “Behind the scenes” hangouts• Customer service• Interviews with journalists, bloggers, AMAs etc.

No Brainer If You Advertise on Google

Social Proof Plus Post Ads

Lastly…

Consider that for a moment...

Reputation Management & Trust

Reputation Management & Trust

“It takes 20 years to build a reputation and five minutes to ruin it” ~ Warren Buffett

Even in 2014, Online reputation is not thought about enough

- monitor, protect & promote...

Three Areas

• 3rd Party Sites (Yelp, Check-a-trade, coverage)

• Native / On Site (testimonials/product reviews)

• Social Media chatter

3rd Party Sites

“Increasingly, consumers are making decisions well before the actual moment of in-store or

online purchase. In fact, 88% of consumers research before they buy, consulting an

average of 10.4 sources.” ~ Google

3rd Party Sites (Cont.)

• What can you do right now?

• Search for you brand, individuals, contact details etc.• Google Alerts• Monitor & respond to reviews• Buy relevant domain names• Set-up (& verify) profiles on all social media & profile sites

• Including less obvious ones (About.me, Flickr etc.) & industry sites (e.g. WhatClinic)

• Participate in relevant forums

3rd Party Sites (Cont.)

• Create a “branding kit” containing • Approved imagery/avatar• Selection of bios (differing in length)• Awards & accomplishments• Links to good coverage/blog posts etc.

Native / On-Site

“73% of consumers say positive reviews make them trust a business more”

“4 out of 5 consumers trust online reviews as much as personal recommendations”

Trust elements are so important if you sell products or services online.

Native / On-Site (Cont.)

• Add applicable testimonials to different pages (service, newsletter, partners, about etc.)

• Product reviews (+ schema mark-up)• Post-purchase emails to boost reviews

• Recognised awards/accolades

• Professionalism (aesthetics)

Social Media

• Shunning SM? Better to be in control!

• Proactive as well as reactive!

• How to react:• Misguided - Fix the facts (keep online)• Unhappy - Rectify, show compassion (take offline)• Bashing - Delete/remove & monitor

• “Listening Tools” - Hootsuite, Topsy, Tweetdeck

Digital Channel Integration

Ed Tate

SEO and PPC Better Together

Visibility and SERP’s Real Estate

• Dominate the screen

• Reduce user choice

• Push competitors down!


What about Mobile…?

• 50% of the screen!

• Over 50% using mobile for

search


Share Keyword Data

• Running both gives you double the data to analyse.

• Determine which Organic and PPC keywords have the highest conversion rate, and use that information to optimize your overall strategy.


Combat Negative PR

• Combined PPC and SEO efforts can be great damage control

• Visibility again….!

• You can guide the conversation more effectively if you control the SEO and PPC results for a certain term.

• 2010 BP Oil spill


Social Media Visibility

How does Social Impact SEO?

Social Shares Are a New Form of Link Building

• Develop original content, that can be shared across social media

• Links to your content on FB,T,IN,G+,YT etc. Help’s search engines understand what websites are credible and should be ranked for what keywords


Author Authority – Google Author Rank

• Allows an author to associate content with G+ Profile

• Allows account and bio link in search results

• Increase credibility, recognition and trust

• Author tag reduces risk of being subject to duplicate content


Speed Up How Quickly Content Gets Indexed

• Back to social links!!!!

• Extensive tweeting can cut indexation time by 50%

Content Is King!!!

• Great content is linked to everything!

• SEO Relevancy

• PPC Relevancy

• Social ‘Shareability’

Adopting a Good Digital Strategy!!!

• Choose Relevant channels!

• Consider your budget…

• Proper planning implementation