Introduction to Digital Marketing

#DigitalMarketi
ng
@MrJonPayne
#DigitalMarketing
@MrJonPayne
@BathCollege

TIMETABLE
Start End Topic
10:10 11:25 Intro & Outcomes
BREAK
11:45 13:00 SEO (Search Engine Optimisation)
LUNCH
13:30 14:45 Social, Virality, PR
BREAK
15:00 16:00 Advertising, Email, Law
#DigitalMarketing @MrJonPayne

I HAVE 3 O’ LEVELS*
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
*And I’m teaching?? Today may be my mother’s proudest.

@MrJonPayne
TRUSTED
The biggest local players in the public sector, the biggest local
brands and our peers
#DigitalMarketing

RESPECTED
For campaigns that innovatively lever search, video, Facebook,
Twitter and Google+
#DigitalMarketing
@MrJonPayne

@MrJonPayne
CANDID
We freely give away the basics. This stops our ‘competitors’
ripping people off.
#DigitalMarketing

@MrJonPayne
STUPID
#DigitalMarketing Disruption is transformative

@MrJonPayne
TESTED
Top shows all non PPC traffic from month 1. Bottom just that from
Universal Search
#DigitalMarketing

YOU?
2 minutes max
Name – Job – Company
“Today, I’d like to go away with…”

ZERO SUM GAME
Money isn’t limitless. You need to stop your potential customer
spending it on something else.

DIGITAL MARKETING…
visitor acquisition
visitor behaviour
visitor outcome

AQUISITION
• How many sessions (visitors)?
• New or returning?
• Where did they come from?
• What were they looking for?
• What’s the strategy to get new ones?

BEHAVIOUR
• Bounces
• Page views
• Top content
• Returning visitors

OUTCOME
• Absolutely dependent on your business
• Micro and macro goals
• Nudges towards the bigger picture

BUYING CYCLES
#DigitalMarketing Exercise 1 – Builders Merchant launching a new ecommerce @MrJonPayne
site…
Personalised content, support centre
material
1. Unaware
2. Aware of product
or need
3. Supplier Search
4. Evaluate & select
5. Purchase
6. Post purchase
evaluation
Generate awareness
Position features,
benefit & brand
Lead generation
Assist purchase
decision
Facilitate purchase
Support use & retain
business
Display & PPC ads, social
recommendations
SEO, targeted PPC, optimising blog
content & case studies
Industry directories, social
recommendations, PPC
Web content: buyers guides, user
reviews, product info/spec
Online specification & purchase, trust
signifiers, addressing barriers
STAGE IN BUYING
CYCLE
COMMUNICATIONS
OBJECTIVES
DIGITAL MARKETING
OPPORTUNITIES
YOU
TELL
ME

BUYING CYCLES
DIGITAL MARKETING
OPPORTUNITIES
Display & PPC ads, social
recommendations
SEO, targeted PPC, optimising blog
content & case studies
Industry directories, social
recommendations, PPC
Web content: buyers guides, user
reviews, product info/spec
Online specification & purchase, trust
signifiers, addressing barriers
Personalised content, support centre
material
STAGE IN BUYING
CYCLE
1. Unaware
2. Aware of product
or need
3. Supplier Search
4. Evaluate & select
5. Purchase
6. Post purchase
evaluation
COMMUNICATIONS
OBJECTIVES
Generate awareness
Position features,
benefit & brand
Lead generation
Assist purchase
decision
Facilitate purchase
Support use & retain
business
#DigitalMarketing How did we do? @MrJonPayne

DON’T GET LOST IN GRAPHS
• What is the number one business objective of the company?
• How does the website fit into the overall business strategy?
• How do you attract new visitors to the website?
• What do you want visitors to do on the website?
• How do you know if the website is successful?
http://www.noisylittlemonkey.com/3-analytics-reports-that-will-tempt-
your-boss/

N00B?
• Sign up for Google Analytics
• Install Google Analytics on EVERY PAGE OF your website
• Set up Goals
http://www.google.com/analytics/

#DigitalMarketi
ng
@MrJonPayne
SEO
PARTICULARLY, GOOGLE

#DigitalMarketing Exercise 2 – What can Google use as trust indicators? @MrJonPayne

#DigitalMarketing Context… does this make sense as something that cures @MrJonPayne
toothache?

#DigitalMarketing Name Address Phone number – are these referenced elsewhere @MrJonPayne
on the web, in context, by reputable sources?

#DigitalMarketing Query Deserves Freshness (QDF) @MrJonPayne

#DigitalMarketing Is this image useful to help me organise the universe @MrJonPayne

NO 1 ON GOOGLE ISN’T THE
GOAL
Google in 2001 isn’t the same as now

#DigitalMarketing The singularity! Almost. Things not strings. @MrJonPayne

#DigitalMarketing Where’s your number one? NOT EVEN ANY ADS! @MrJonPayne

#DigitalMarketing The singularity cometh. But in the meantime @MrJonPayne

#DigitalMarketing www.youtube.com/watch?v=BNHR6IQJGZs @MrJonPayne

#DigitalMarketing Matt talked about links. A link is something that you click / press on a @MrJonPayne
page which then fires off an event.

#DigitalMarketing Your logo is a link, right? RIGHT? @MrJonPayne

INTERNAL LINKS
www.yoursite.com/page-a
www.yoursite.com/page-b
When page a links to page b, page a bestows some of its
authority onto page b

EXTERNAL LINKS
www.anothersite.com/page-b
You’re saying to your visitors (and Google), “Hey, you can trust
this other site, because I do”

INBOUND LINKS
More inbound links is good then, right?

CC
WITH LINKS
QUALITY >
QUANTITY

INBOUND LINKS
GOOD – ONLY AS LONG AS THE OTHER SITE IS
TRUSTWORTHY

RECIPROCAL LINKS
Beloved of ‘SEO’ companies, but think of the Knowledge Graph
Unless there is a demonstrable ‘real world’ partnership it’s risky

LINKS PASS AUTHORITY
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy
Your
site
BBC
lots of links to it,
so it has lots of
authority
Link Farm
Loads of links to
it, but mainly
reciprocal and
quite a few
questionable
links
Cultivate links from trusted websites, they pass more authority

LINKS PASS AUTHORITY
Your
site
Local blog
Business
partner
Local press
Trade
magazine
Local Chamber of
A diverse, relevant and growing set of linking websites is best
BBC
Commerce

DON’T WASTE HOMEPAGE LINKS
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys
Don’t waste that strength on privacy policy, terms and conditions
and your web designer

CULTIVATE INBOUND LINKS TO
IMPORTANT PAGES
www.yoursite.com/stuff-the-customer-buys
Your homepage will always rank well, so give deeper, important
pages some love

KEEP IT NATURAL
http://magesticseo.com
#WTF??
Is this reflected
on news sites,
social media,
search
volumes?

HOW DO I GET MORE
LINKS TO MY SITE?

#DigitalMarketing NEVER BUY LINKS! If someone tells you they’re a master od the @MrJonPayne
dark arts of SEO, they’re not.

WHO LINKS
TO YOUR
COMPETITORS?
#DigitalMarketing https://moz.com/researchtools/ose/ Apply some common sense to @MrJonPayne
these results and think – why should these sites link to mine?

GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL*
• Why not start your own blog?
Ignore social bookmarking if you’re not already using it
*In Real Life

GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL
• Why not start your own blog?
Query Deserves Freshness!

GOOGLE READS ALL
YOUR CONTENT
As with links, quality and relevance are key

HOW
CAN
GOOGLE
DETERMINE
RELEVANCE?

NOT IMAGES
CODE + TEXT
ACCESSIBLE
GOOD UX

ALL IMAGE
TERRIBLE UX
NOT
ACCESSIBLE

AN ACCESSIBLE
WEBSITE MAKES THE
WEB A BETTER PLACE
FOR EVERYONE

HOW
DOES
GOOGLE
DETERMINE
RELEVANCE?
#DigitalMarketing http://www.noisylittlemonkey.com/making-your-online-campaigns- @MrJonPayne
stick/

DOMAIN
LEVEL
INDICATORS
#DigitalMarketing Does the domain match the search? @MrJonPayne

SEARCH
TERMS IN
FILE PATH
#DigitalMarketing How closely does the URL match the query? @MrJonPayne

SEARCH
TERMS IN
PAGE TITLE
#DigitalMarketing Google will truncate long page titles, so test here: @MrJonPayne
http://www.seomofo.com/snippet-optimizer.html Not for prudes.

SEARCH
TERMS IN
PAGE TITLE
#DigitalMarketing Looks a bit repetitive, but it’s OK. @MrJonPayne

SEARCH
TERMS IN ALT
TEXT
#DigitalMarketing 2-4 words, actually describe the image… this is for blind people. @MrJonPayne
Ideally use an image which works for SEO & illustration

SEARCH
TERMS IN
HEADLINE 1,
H2, H3…
#DigitalMarketing DON’T have this as ‘welcome to…’ or even worse an image! @MrJonPayne

SEARCH
TERMS &
SYNONYMS
IN BODY
COPY
#DigitalMarketing Write about what you know and this will happen naturally @MrJonPayne

META
STUFF
#DigitalMarketing Meta Description – doesn’t help rank, but should attract the click @MrJonPayne
Ignore meta keywords…your web dev is an idiot.

SO – YOUR PAGE
HAS ALL THE SEOs

I ARE SAD CUZ
I
DON’T
NO
HOW
PEOPLES
SEARCH

GOOGLE TRENDS!
#DigitalMarketing http://www.google.com/trends/ @MrJonPayne

GOOGLE TRENDS!
Compare
volumes…
ignore the
numbers
#DigitalMarketi
ng
http://www.google.com/trends/ @MrJonPayne

AIM LOW
#DigitalMarketing Search Demand Curve courtesy of Moz.com @MrJonPayne

WEBMASTER TOOLS
• GOOGLE & BING WANT TO HELP YOU. SIGN UP!
• Sign up in YOUR name (not your web developer’s)
• Follow the instructions to verify your site
• On some CMS you can verify yourself
• If not, send the files to your developer
• Submit Sitemap.xml to both (http://www.xml-sitemaps.com/)
• Learn some cool stuff!
www.google.com/webmasters/ &
www.bing.com/toolbox/webmaster

HOW CAN FACEBOOK
MEASURE WHAT’S
GOOD?

WHICH PLATFORMS?
#DigitalMarketi
ng
@MrJonPayne

DigitalMarketing http://www.youtube.com/watch?v=mmQl6VGvX-c @MrJonPayne

SPREADS EASILY
Double bubble = social helping search ranking

#DigitalMarketin
g
Google+, Facebook & Twitter help you dominate branded search @MrJonPayne

TOP TIER PLATFORMS
at least one of these
Recycle content for Google+

SECONDARY PLATFORMS
If you’re niche, hip, cool. Target Instagram or Vine.
LinkedIn isn’t easy to scale, it’s personal

GETTING THE RIGHT
IMAGE FOR YOUR
BRAND
Before you start

#DigitalMarketing Who are your audience? @MrJonPayne

WHAT DOES YOUR AUDIENCE WANT?
Joanna - 48
Linda - 35
Chief Executive Marketing Assistant / PA
Dan - 43
Managing Director
Create detailed personae – it’ll help you understand what to post
and when

GET PLANNING - SCHEDULED FUN
Hubspot Editorial Calendar

https://twitter.twimg.com/OwnTheMoment

HOW WILL YOU HANDLE
NEGATIVITY?
#DigitalMarketing DON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN @MrJonPayne

WOT DUZ DAT MEAN FYR
STYLEZ, BRUV?
#DigitalMarketing Izzit? @MrJonPayne

SOCIAL MEDIA STYLE GUIDE
• What does the business want from social media?
• Who are the audience?
• What do the audience want?
• Who do they trust?
• What do they read online?
• What does that mean for my writing style?
• Who is empowered to do this?
Take ½ a day to do this. It’ll make your marketing team or your
agency do a better job

ENGAGE
THE BASICS

#DigitalMarketing Schedule your posts, keep pics big and maintain editorial sign off, @MrJonPayne
use BufferApp

ENGAGE
ON FACEBOOK

#DigitalMarketing No engagement = bad for platform, bad for your brand. @MrJonPayne
Patronising pro tip: Use images & pay for advertising.

Much better! People ♥ pictures

#DigitalMarketing The social platforms want people to keep coming back. Your @MrJonPayne
content needs to encourage this like these posts.

THINK MOBILE.
THNK TIMING.
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
#DigitalMarketing 94 likes, 9 comments, 12 shares @MrJonPayne

COMPETITIONS
Minimal barrier to entry – ask for
comment.
You’ll need a comment to be able
to respond to the winner.
#DigitalMarketing Don’t ask for shares, this is currently against Facebook T&Cs @MrJonPayne

#DigitalMarketing Truffle Shuffle on Facebook @MrJonPayne

NOT ALWAYS AS IT SEEMS

FACEBOOK TIPS
• Keep your messages short and sweet
• Use pictures / video for engagement
• Ask people to do something ‘Share if you love..’
• Make it personal
• It’s not about followers
© Aaron Stidwell

ENGAGE
ON TWITTER

#DigitalMarketing Share video, image content… resize images! @MrJonPayne

#DigitalMarketing Pin important tweets. Use Hashtags sparingly, @ useful @MrJonPayne
accounts sparingly, tag photos to save space & get RTs

#DigitalM#aDrikgeittainlMgarketing Search Bios for influencers with the Twitter desktop app, @MrJonPayne
Just Unfollow and / or FollowerWonk

#DigitalMarketing Monitor mentions of your brand, competitor brands or @MrJonPayne
relevant phrases + geocode for prospecting / outreach

TWITTER ANALYTICS

TWITTER TIPS
• Clear CTA ‘Click Here’
• Use Urgency ‘Right Now’
• Use Pictures & resize your images
• Comment don’t just RT
• Share your message more than once
© Aaron Stidwell

ENGAGE
ON PINTEREST

According to Piqora:
70% of the clicks happen
within first 2 days

SECRET BOARDS
Keep em secret until they’re full or for planning in house stuff

PINTEREST TIPS
• Use attractive & engaging images
• Write optimised descriptions for your pins
• Think about trends
• A mix of your pins and others
• Use secret boards to inspire
• Tell your story
© Aaron Stidwell

ENGAGE
ON GOOGLE+

SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps

It’s tough to do, but get it right and you should reap search
rankings too
Example posts…

GOOGLE+ TIPS
• Verify location(s) – postcard method
• Verify website – rel publisher code
• If you’re posting anywhere else
recycle for Google+
• GET REVIEWS!
© Aaron Stidwell

ENGAGE
MORE

THINK MOBILE.
I paid for this bit
THNK TIMING.
#DigitalMarketi
ng
service to something that has
plenty of PR already. Use some of
their juice.
94 likes, 9 comments, 12 shares @MrJonPayne

THINK MOBILE.
THNK TIMING.
#DigitalMarketi
ng
Free postcards
Proper job
service to something handwritten that label
has
plenty of PR already. on a MOOMIN!
Use some of
their juice.
Hand tied ribbon
on this
“handwritten” note
94 likes, 9 comments, 12 shares @MrJonPayne
Social nudges

#DigitalMarketing Be nice IRL! @MrJonPayne

MONITOR . MEASURE . IMPROVE

HOW MUCH CAN I DO
MYSELF?

#DigitalMarketing Do one thing well @MrJonPayne

TOP TIER PLATFORMS
Consumer Sales
Pinterest is particularly wonderful for craft, fashion, cooking,
visual stuff. Facebook good for sites with a physical location

TOP TIER PLATFORMS
Business Sales
I’d lean more towards Twitter. Good for outreach to influencers
and customers in the B2B sector

GOOGLE ADS

WITH PPC PARTICULARLY
#DigitalMarketing Search Demand Curve courtesy of Moz.com @MrJonPayne

#DigitalMarketing Include the words on which you’re bidding in the Ad Headline @MrJonPayne

#DigitalMarketing Include the words on which you’re bidding in the display URL @MrJonPayne

#DigitalMarketing Include the words on which you’re bidding in the first line of the ad @MrJonPayne

RTFM
#DigitalMarketing RESEARCH. This is a costly business! @MrJonPayne

KNOWLEDGE IS ROI POWER
#DigitalMarketing Don’t let Google set up your campaign. It’s like giving your cocaine @MrJonPayne
dealer your credit card and saying – give me what you think is best

#DigitalMarketing Search only. Nobody will click your crappy text ads on the Display @MrJonPayne
Network

#DigitalMarketing Google only please – and none of this ‘Display ads when you feel @MrJonPayne
like it nonsense’
NO!

NO!
#DigitalMarketing Target by locations (it’s the next thing in the set up) @MrJonPayne

NO!
Go back to your
SEO research
#DigitalMarketing Google will have suggestions too but be wary. Choose the words @MrJonPayne
right for this ad, your clients the landing page. Set up multiple ads!

FACEBOOK ADS

FACEBOOK ADS
• Less visits to website (a bit like display)
• Good for building Facebook page likes
• Regionally target
• Demographically target
• Boosted posts with images can’t have more than 25% text in
the image
• CHEAP!!

TWITTER ADS

#DigitalMarketing Hashtag, promoted tweet, promoted account @MrJonPayne

TWITTER ADS
• Less visits to website (a bit like display)
• Good for building follower numbers and RTs
• Regionally target
• Demographically target
• Target the followers of your competitors accounts

TWITTER ADS
• Target the followers of your competitors accounts
Mwahahaha!

DISPLAY / BANNER
ADS

EMAILS

EMAIL
• Have a clean list (not your address book)
• Check it. Make it double opt in.
• Always include an unsubscribe
• Mailchimp will let you send 12,000 emails /
2,000 subscribers every month for free
• Hate crappy subject lines Jon?
http://mailchimp.com

REGULATION

EMAIL
http://ico.org.uk/for_organisations/privacy_and_electronic_comm
unications/the_guide/cookies

EMAIL
If you’re doing anything other than remembering what your user
put into a basket (strictly necessary) you’ll need this.

#DigitalMarketing This is a bit much, but if you’re using retargeting / remarketing it’s @MrJonPayne
the letter of the law.

OTHER STUFF
• DPA - If you have an online presence and you collect or store
information from prospective clients then you must apply for
registration under The Data Protection Act 1998.
• PECR - If you have an online presence and you collect or store
information from prospective clients/other users then you must
disclose certain information on your web site in the form of a
Privacy Policy.
• DDA - If you have an online business presence then your
website must be accessible to disabled people.
• Co Reg, Registered Address and VAT number must appear on
the website
http://www.services-online.co.uk/regulations.shtml

Introduction to Digital Marketing

Introduction to Digital Marketing

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