Nottingham Business School Event: Digital Marketing with Impression

www.impression.co.uk/uon-april/
Strategic Digital Marketing:
How to grow your business online
@impressiontalk

Who we are
Impression is an award
winning digital agency
that takes a scientific
approach with a
creative edge

Credentials

What we do
We help businesses just like yours to make more money by
generating new leads and making more profitable online sales.
S E O
C O N T E N T
P P C
C R O
P R
W E B

We help
businesses grow
online

Today’s Agenda:
9:15-10:00 - Your Digital Opportunity
10:00-10:45 - The Value of Technical SEO
10:45-11:00 - Break
11:00-11:45 - Profitable Investment in PPC
11:45-12:00 - Questions
12:00 - Lunch and networking

Our Speakers:
Laura Hampton: Digital Marketing Manager
Aaron Dicks: Managing Director
Liam Wade: PPC Manager

Laura Hampton:
Strategic Digital
Marketing

www.impression.co.uk/uon-april/www.impression.co.uk/uon-april/

?????

We need to be
strategic in our
approach...

… But what does
that mean?

5 things all businesses
can do to ensure they get
the most out of their
digital opportunity

Successful
marketing is born
of clear data and
an inquisitive mind

#1: Start gathering
and analysing your
data

What other
sources of data do
we have?

CRM Sales
Team
CS
team
Social
media
Surveys

Ask:
- Do people visit our website?
- Where do they come from?
- What do they look at?
- Do they convert?

All marketing
must begin with
an understanding
of our audience

#2: Get to know
your audience

www.impression.co.uk/uon-april/http://impression.tips/brightonlaura

Ask:
- Who visits our website?
- What are their needs?
- How can we help them?
- How well does our website
appeal to them?

We can only know
how well we’re doing
when we know where
we’re trying to go

#3: Set clear goals

- Lead generation = thank you pages
- Awareness = traffic and rankings
- Sales = conversions
- Engagement = time on site, pages per visit
- Also consider softer conversions

What’s the value of
a website visitor?

- What’s the ASP?
- What’s your conversion rate?
- How many visits do you therefore
need for one sale?
- ASP / number of visits = value of a visit
<< Inform our budgeting decisions! >>

ASP = £50
Conversion rate = 3%
We need 33 visitors to get one sale (100/3)
Each visitor is worth £1.51 (50/33)

Digital marketing
provides a level
playing field… but only
when we know the
other players

#4: Understand
your competition

Image credit: Smart Insights

- Who outranks you?
- Who’s bidding against you?
- What are they doing?
- What can we learn?
- How can we be better?

www.impression.co.uk/uon-april/http://impression.tips/rand10

#5: Measure,
analyse and refine

Bonus Tip:
2 minute channel
overview...

SEO

PPC

Content Marketing

Digital PR

5 things all businesses can do to ensure they get the
most out of their digital opportunity
#1: Gather data
#2: Know your audience
#3: Set clear goals
#4: Know your marketplace
#5 Measure, analyse, refine

Next up…
Aaron Dicks on the
increasing value of
technical SEO

laura@impression.co.uk

Aaron Dicks:
The Increasing Value
of Technical SEO

hello@impression.co.uk
What is technical SEO, and
why should it matter?

First, how a search
engine works
Three key functions
Crawl
Index
Rank

1. Crawler
● How?
● Best pages are crawlable
● Block access to resources?
● Load speed is critical for users and search engine
crawlers alike
● Crawl budget
● Encryption -- security

2. Indexer
● Once crawled/discovered - pages are indexed
● Test whether your site is indexed in a couple of ways
○ Cached page or site: operator
● Confirm Google has all the content indexed
● Indexes pages based on topics and keywords for later searches

3. Ranker
● A page will only rank well
○ if it has lots of inbound links
○ and if it has great content
○ and it’s part of a great website that Google can understand
● Outcomes
○ Rankings on Google.co.uk
○ traffic in Google Analytics
○ Sales in ERP & leads in your CRM

A great website is really a lot like a
great house
(terrible analogy - sorry)

Strong foundations
● Is is likely to fail?
● Will I always find it in the same place?
● Is it reliable?
● Can I always access it in the same way?

Nice building
● What is the contents?
● Does it look nice?
● Is everything organised?
● Do other people like it?
● Is it large or small?
● Fancy or modest?

Location, location, location
● Where is it?
● Is it in the best location?
● Can it be found?
● Do you tell people about it?
● Do people talk about it off their own back?

When considering it like this, you end
up with
A great website
With great architecture
That makes sense
for users and search engines

Search engines are really good
at understanding humans

We search in weird ways
We search in keywords, not phrases
“Garden lawnmower online”
“Designer furniture london”
“Office 365 license”

We search for weird stuff

15% of all search queries
Google handles every day are
unique

So with those thoughts in
mind, it’s a good idea to help
Google and Bing understand
our websites

This is where structured data
comes in

Structured data allows you to
describe a web page’s content
to search engines
Entities
Facts
Answers
Paragraphs
Lists
Tables

Not just the 10 blue links

Can lead to Google results
including:
Phone numbers
Quick answers/ facts
Instructions
Product details
Recipe details
Events

Phone numbers and company information

Quick answers

Products & reviews

Recipes

Instructions

Fact cards

All quite useful for a user, right?

This is a great opportunity for
brands to gain further traffic
from search

If you’re already visible in the
top 10 results
… then your site could rank in
position 0

#1
#2
#3

A quick recap

We know what a search engine
does in order to rank content

We know good reasons for
having a technically sound
website

We know we can give Google
support in understanding our
content

We know brands can exploit these
opportunities for more free traffic

The future of search

+

Google alone has these devices

From 2017 onwards, we’ll see more
changing habits to voice search

Google’s already getting ready for
this

Relaxing “exact match” keywords

Investment in NLP and AI

Image AI is coming along nicely

20% of search already
comes from voice

Let’s bring this back to
where we started

SEO = chance to show to
more users of Google

For your best chance,
now and in the future…

Ensure you have strong
foundations

Thank you!
aaron@impression.co.uk
linkedin.com/in/aarondicks

Next up…
Break time!!
Then…
Liam Wade on profitable
investments in PPC

Liam Wade:
Profitable
Investment in PPC

Why listen to me?

Care for a slice of PPC?
Where and how to apply your
advertising budget
Channel
Priority
Super
Audiences
Powerful
Data
1 2 3

SEARCHGet in front of your targets
when they’re looking for you
1Channel Selection

SEARCH
1Channel Selection
SOCIALGet in front of your targets
Reach your target audience on
social media

DISPLAY &
PROGRAMMATICSEARCH
1Channel Selection
SOCIAL
Reach your target audience on
social media
Get in front of your targets
Reach your target audience
around the web

1Channel Selection
Users are actively
looking for your
product / service
Users are not
actively looking for
your product / service

1Channel Selection
Are people
searching for my
product / service?
Do I need to get in
front of the right
people, before I show
them my offering?
Would the right people
be interested in my
product / service if they
knew about it?

Apply budget on a
priority basis

Relax, you’ve earned it
How we target audiences, and how to
use them most effectively
Channel
Priority
Super
Audiences
Powerful
Data
1 2 3

Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic Affinity
Premium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Specific Interests

Audience creation
2
Demographics
– Age
– Gender
– Location (granular)
Audience
- University students
- Estimated income
- Low spenders
- Credit card users
- Online purchasers
- Homeowners / renters

Audience creation
2
GEO radius targeting
– Events
– Competitors

Audience creation
2
Customer match

Location
Parental Status
Relationship Status
Employer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic Affinity
Premium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Specific Interests
Audience testing
2

Ad testing
2
Bespoke video anim VS Designed ads VS User-generated
content
Creative testing against different audiences
Bespoke video Designed carousel User-generated content

Why do we use
Facebook?

Entertainment

Ad creation
2
Uses relevancy Increases engagement
Engagement = higher relevancy score = cheaper cost-per-click
Example targeting Intro messaging Ad content
18-24, Female
University or Graduate
Are you 18-24, studying at university or a
recent graduate? We’re looking for women just
like you... High relevancy
example survey
questions
25-35, Male
Keen Football Fan
Know your football? We’ve been looking for
you.

Promote content your
potential customers will enjoy

AWARENESS
2Audience Funnel
INTEREST ACTION LOYALTY

2Audience Funnel
AWARENESS

2Audience Funnel
INTEREST

2Audience Funnel
ACTION

2Lead Capture Ads

2Audience Funnel
LOYALTY

2Cookies

2Retargeting

2Retargeting http://whoisretargeting.me/

If I’ve already paid to get a user on
my site, why would I pay again?

EXAMPLE
Added remarketing
to an already
profitable campaign

EXAMPLE
30%
increase
no. of sales
Added remarketing
to an already
profitable campaign

EXAMPLE
30%
increase
no. of sales
88%
decrease
cost per sale
Added remarketing
to an already
profitable campaign

EXAMPLE
30%
increase
no. of sales
88%
decrease
cost per sale
Added remarketing
to an already
profitable campaign
53%
increase in
repeat sales
within a year

EXAMPLE
30%
increase
no. of sales
88%
decrease
cost per sale
Increases
sales conversion rate
and
repeat purchases
53%
increase in
repeat sales
within a year

Time for a cuppa?
How data powers every part of PPC,
from ad creation to lead quality
Channel
Priority
Super
Audiences
Powerful
Data
1 2 3

““The time has come when
advertising has in some
hands reached the status of
a science.””
3Powerful Data

Good digital marketers will
probe into everything...

3Powerful Data
… which device?

3Powerful Data
… which day / hour?

3Powerful Data
… what query did the
user type in?
“i can’t afford to
empty my cesspit”

N-GRAM
ANALYSIS

Word count Clicks Conv Conv. Rate
1 14 0 0.00%
2 1,530 50 3.27%
3 3,629 105 2.89%
4 2,915 99 3.40%
5 1,600 45 2.81%
6 709 19 2.68%
7+ 298 5 1.68%

3Search queries

3Call tracking

CUSTOMER
MATCH
AUDIENCE
INSIGHTS
SIMILAR
AUDIENCES
3Audience Data

How to approach data-driven
digital marketing?

HYPOTHESIS
TEST
EVALUATION
ACTION

Source: Spurious Correlations

If you’re unsure of a
correlation….

If you’re unsure of a
correlation….
TEST IT

If you’re sure of a correlation….

If you’re sure of a correlation….
TEST IT

66%
increase
sales YoY
15%
decrease
cost per sale
Weather targeting
Increase bids when
the sun is shining
3Unique Data Links

125%
increase
sales MoM
11%
decrease
cost per sale
Geographical
targeting
Increase bids if a user is
in a postcode sector
with a high avg. house
price
3Unique Data Links

Getting saucy
Aside from campaigns, where can we get data from?
3rd party CRM
Speaking to real live
human people
...

Channel
Priority
Super
Audiences
Powerful
Data
1 2 3
- Choose the channels
that are right for the
customer, not you!
- Apply budget on a
priority basis
- Layer audiences
- ‘Warm-up’ your audience
- Retargeting will supercharge
your campaigns
- Good PPC
= test and learn
- Test everything
- Collect & use customer data

liam@impression.co.uk

Enjoy some lunch with us…

Thank you
We’d love to discuss your requirements
and show you how we can help.
26-30 Stoney Street
Nottingham
NG1 1LL

Nottingham Business School Event: Digital Marketing with Impression

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Nottingham Business School Event: Digital Marketing with Impression

Ähnlich wie Nottingham Business School Event: Digital Marketing with Impression (20)

Mehr von Laura Hampton

Mehr von Laura Hampton (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Nottingham Business School Event: Digital Marketing with Impression