April 17th 2013 saw the first ever Digital in Kent conference come to Folkestone in Kent, UK. Managing director of Sleeping Giant Media, Luke Quilter, delivered a workshop at the event that covered the pros and cons of SEO, PPC and social as digital marketing channels and discussed how integrating all three delivers the best results. Find out more about Sleeping Giant Media at http://www.sleepinggiantmedia.co.uk Twitter - @SleepingGiantM

1. How to integrate the digital channels
effectively for maximum impact
Presented by: Luke Quilter

2. 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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3. Some of our clients
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4. sleepinggiant.
media
awake the power The channels
The aim of search and social is to get
relevant traffic to your site
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5. sleepinggiant.
media
awake the power The channels
With the ultimate focus of getting more
customers and growing your business
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6. sleepinggiant.
media
awake the power The channels
PPC Social SEO
Website
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7. PPC
- Strengths
- Weaknesses
- Tips for success
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8. 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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9. 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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10. Adwords Editor
- Offline
management
- Quicker and easier
- Can back up the
account
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11. Landing pages
Relevancy
Traffic
PPC page SEO page
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12. Landing pages
Relevancy
Traffic
PPC page SEO page
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13. Landing pages
Relevancy
Traffic
PPC page SEO page
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14. Search Query Report
- SQR’s help you find
new terms
- What your
customers are
actually typing in
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15. Content network GDN
- Default position
is on
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16. 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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17. SEO
- Strengths
- Weaknesses
- Tips for success
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18. 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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19. 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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20. 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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21. Internal anchor text
Content about a particular article,
then link to another article about
Online Marketing using relevant
anchor text within the post
Page about
online marketing
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22. Internal anchor text
Content about a particular article,
then link to another article about
Online Marketing using relevant
anchor text within the post
Page about
online marketing
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23. Tech tools
Screaming frog bing ads Adwords
Seo moz adwords editor
word watch p
Hootsuite
majestic
social bro
analytics
bing ads
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24. Tech tools
No one piece of technology does
everything. By finding the best systems
and combining the human factor you will
get the best result
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25. Social Media
- Strengths
- Weaknesses
- Tips for success
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26. 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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27. 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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28. 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
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29. Linking the channels for
online success
- How to use their strengths
PPC SEO
Social
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30. Linking them
Google analytics
PPC SEO
Social
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31. Social powering
Social SEO
Find competitors
Listen to the questions
Improve SEO performance
PPC
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32. Social powering
Social SEO
Find competitors
Listen to the questions
Improve SEO performance
PPC
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33. Social powering
Social SEO
Find competitors
Listen to the questions
Improve SEO performance
PPC
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34. SEO impacts
SEO PPC
Keyword identification
22% increase in performance
Social
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35. SEO impacts
SEO PPC
Keyword identification
22% increase in performance
Social
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36. SEO impacts
SEO PPC
Keyword identification
22% increase in performance
Social
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37. PPC leading the way
PPC SEO
Conversion testing
Reputation management
Keyword identification
Highlights key topics
Social
New market
identification
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38. PPC leading the way
PPC SEO
Conversion testing
Reputation management
Keyword identification
Highlights key topics
Social
New market
identification
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39. PPC leading the way
PPC SEO
Conversion testing
Reputation management
Keyword identification
Highlights key topics
Social
New market
identification
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40. Worked examples
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41. Worked examples
New country
PPC
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42. Worked examples
New country
Build content
PPC SEO around most
popular terms
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43. Worked examples
New country
Build content
PPC SEO around most
popular terms
SEO
Topical blog
content
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44. Worked examples
New country
Build content
PPC SEO around most
popular terms
Used social to
SEO Social spread the
word
Topical blog
content
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45. Worked examples
New country
Build content
PPC SEO around most
popular terms
Link people back to
the product page
Used social to
SEO Social spread the
word
Topical blog
content
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46. Thanks for your time
- Any further questions?
- Join us for beers and pizza at 5
- Win 1 of 5 free SEO site audits
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