Digital Marketing for Charities - How To Integrate the Digital Channels Effectively for Maximum Impact

Presented by: Luke Quilter
How to integrate the digital channels
effectively for maximum impact
1Friday, 2 August 13

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Introduction
-What channels are we talking about?
-Strengths, weaknesses, potential uses
-How charities can use them to present
their message and encourage additional
financial support
2

The reason
The purpose of this presentation is to give you
an insight into some of the areas of digital
marketing that you could use to help increase
the exposure of the site and help encourage
additional funding
3

About me
-MD of search marketing agency
-Board of trustees for Kent Foundation
-We specialize in driving quality traffic to our
clients sites in order to increase their business
performance
4

Some of our clients
5

The channels
6
The aim of search and social is to
get relevant traffic to your site

The channels
6
With the ultimate aim of getting your
message across and encouraging
them to support you

The channels
6
PPC SEOSocial
Website

But first
-Google analytics
-Free
-Helps you understand more about your
visitors
7

PPC
-Strengths
-Weaknesses
-Tips for success

What areas
9
PPC
PPC
SEO

How does it work
-You pick the terms you want to appear for
-You select how much you are willing to pay
per click
-Google serves your adverts to people when
they search for the terms you selected
-You only get charged if someone clicks on
the advert
10

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
11

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
12

Landing pages
13
PPC page SEO page
Traffic
Relevancy

Search Query Report
-SQR’s help you find
new terms
-What your
customers are
actually typing in
14

Other engines
-Time Vs reward
-Only use them once you are
sure you are doing a pretty
good job with Google!
15

How could it be used?
-Google grants?
-Tactically
-Events?
-Key communications
16

SEO
-Strengths
-Weaknesses
-Tips for success

What areas
18
PPC
PPC
SEO

Factors
19

What is SEO?
-Google “crawls” your website analyzing
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 S.E.R.P.
-As marketeers we look to try and
understand these factors and adapt the
site to better meet the engines needs.
20

SEO - strengths
-Traffic is “free”
-Potentially better ROI
-If done officially positions are sustainable
-Building a longterm asset
-Broader reach than PPC potentially
21

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
22

SEO - Tips for
-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
23

Internal anchor text
24
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
25
Seo moz
Screaming frog Adwordsbing ads
social bro
majestic
analytics
adwords editor
bing ads
word watch p
Hootsuite

Tech tools
25
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
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
28

Social - Tips for
-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
29

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

Linking them
31
PPC SEO
Social
Google analytics

SEO impacts
32
SEO PPC
Social
Keyword identification
22% increase in performance

PPC leading the way
33
PPC SEO
Social
Conversion
testing
Keyword identification
Highlights key topics
New market
identification
Reputation
management

Worked examples
34

Worked examples
34
PPC
New service

Worked examples
34
PPC
New service
SEO
Build content
around most
popular terms

Worked examples
34
PPC
New service
SEO
Build content
around most
popular terms
SEO
Topical blog
content

Worked examples
34
PPC
New service
SEO
Build content
around most
popular terms
SEO
Topical blog
content
Social
Used social to
spread the
word

Worked examples
34
PPC
New service
SEO
Build content
around most
popular terms
SEO
Topical blog
content
Social
Used social to
spread the
word
Link people back to
the product page

Thanks for your
time
-Any further questions?

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Digital Marketing for Charities - How To Integrate the Digital Channels Effectively for Maximum Impact