How to integrate the digital channels effectively for maximum impact

Presented by: Luke Quilter

How to integrate the digital channels effectively for maximum impact

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

Introduction

- What channels are we talking about?

- Strengths, weaknesses, potential uses

- How they can work together

- How to apply this in every day work life

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mailto:[email protected]


http://www.sleepinggiantmedia.co.uk


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









Some of our clients

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sleepingawake the power

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The channels

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The aim of search and social is to get relevant traffic to your site














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The channels

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With the ultimate focus of getting more customers and growing your business














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The channels

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PPC SEOSocial

Website














PPC

- Strengths

- Weaknesses

- Tips for success









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

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Adwords Editor

- Offline management

- Quicker and easier

- Can back up the account

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Landing pages

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PPC page SEO page

TrafficRelevancy














Landing pages

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PPC page SEO page

TrafficRelevancy














Landing pages

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PPC page SEO page

TrafficRelevancy














Search Query Report

- SQR’s help you $nd new terms

- What your customers are actually typing in

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Content network GDN

- Default position is on

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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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SEO

- Strengths

- Weaknesses

- Tips for success









SEO - strengths

- Traffic is “free”

- Potentially better ROI

- If done officially positions are sustainable

- Building a longterm asset

- Broader reach than PPC potentially

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SEO - weaknesses

- Takes time to build traffic

- Less targeting capabilities compared to PPC

- The rules change - takes time to understand and interpret them

- No one fully understands the rules, not even Google

- Pages are often content heavy

- 8% of users go to the second page

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SEO - Tips for success

- Pick the right terms to target

- DON’T buy links!

- Don’t trust guarantees

- Content updates to the site regularly (blogs)

- Using internal anchor text

- Find a balance

- Use tools to help you

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Internal anchor text

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Content about a particular article, then link to another article about

Online Marketing using relevant anchor text within the post

Page about online marketing














Internal anchor text

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Content about a particular article, then link to another article about

Online Marketing using relevant anchor text within the post

Page about online marketing














Tech tools

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Seo mozScreaming frog Adwordsbing ads

social bromajestic

analytics

adwords editor

bing ads

word watch proHootsuite














Tech tools

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No one piece of technology does everything. By finding the best systems

and combining the human factor you will get the best result














Social Media

- Strengths

- Weaknesses

- Tips for success









Social - Strengths

- Building of rapport - trust

- Can reach a huge audience

- Adds value to the brand

- Can reduce costs on other channels

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Social Weaknesses

- Not generally a direct sales channel

- Not intent based generally

- Potential for complaints

- Can do harm if not run well

- Quantifying performance is still a problem, expensive to track

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Social - Tips for success

- Have a story

- Pick 6 content topics

- Develop a tone of voice

- Plan the activity, delegate roles within your business

- Link back to your site for selling

- Integrate with other channels

- Use tools to help you 22














Linking the channels for online success - How to use their strengths

PPC SEO

Social









Linking them

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PPC SEO

Social

Google analytics














Social powering

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Social SEO

PPC

Listen to the questionsFind competitors

Improve SEO performance














Social powering

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Social SEO

PPC
















Social powering

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Social SEO

PPC
















SEO impacts

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SEO PPC

Social

Keyword identification 22% increase in performance














SEO impacts

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SEO PPC

Social















SEO impacts

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SEO PPC

Social















PPC leading the way

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PPC SEO

Social

Conversion testing

Keyword identificationHighlights key topicsNew market identification

Reputation management














PPC leading the way

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PPC SEO

Social

Conversion testing
















PPC leading the way

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PPC SEO

Social

Conversion testing
















Worked examples

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Worked examples

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PPC

New country














Worked examples

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PPC

New country

SEO Build content around most

popular terms














Worked examples

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PPC

New country


popular terms

SEO

Topical blog content














Worked examples

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PPC

New country


popular terms

SEO


Social Used social to

spread the word














Worked examples

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PPC

New country


popular terms

SEO


Social Used social to

spread the word

Link people back to the product page














Thanks for your time

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Technology

How to integrate the digital channels effectively for maximum impact