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Strategic Digital Marketing with Nottingham Trent University and Impression

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Strategic Digital Marketing with Nottingham Trent University and Impression

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Laura Hampton of Impression explains how to use strategic digital marketing techniques to help businesses grow online. Presented as part of a series of workshops for Nottingham Trent University.

Laura Hampton of Impression explains how to use strategic digital marketing techniques to help businesses grow online. Presented as part of a series of workshops for Nottingham Trent University.

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Strategic Digital Marketing with Nottingham Trent University and Impression

  1. 1. http://impression.tips/ntustrategy @impressiontalk #digstrategy Strategic Digital Marketing How to use digital marketing to achieve your business goals http://impression.tips/ntustrategy @impressiontalk #digstrategy Prepared for: Prepared by:
  2. 2. http://impression.tips/ntustrategy @impressiontalk #digstrategy lauralhampton impressiontalk uk.linkedin.com/in/lauralhampton laura.hampton@impression.co.uk
  3. 3. http://impression.tips/ntustrategy @impressiontalk #digstrategy Credentials
  4. 4. http://impression.tips/ntustrategy @impressiontalk #digstrategy Clients
  5. 5. http://impression.tips/ntustrategy @impressiontalk #digstrategy Our team
  6. 6. http://impression.tips/ntustrategy @impressiontalk #digstrategy We help businesses grow online SOCIAL PPC DIGITAL PR EMAIL CONTENT DEVELOPMENTSEO REPORTING
  7. 7. http://impression.tips/ntustrategy @impressiontalk #digstrategy Today’s Agenda – Introduction to digital marketing – What is ‘strategy’? – How to be more strategic in your marketing – SEO (search engine optimisation) – Content marketing – PPC and paid opportunities – Social media
  8. 8. http://impression.tips/ntustrategy @impressiontalk #digstrategy An introduction to digital marketing The medium through which we engage our target audience and show the personality behind our brand. A place to showcase all that is great about our business on a level playing field.
  9. 9. http://impression.tips/ntustrategy @impressiontalk #digstrategy Where it starts
  10. 10. http://impression.tips/ntustrategy @impressiontalk #digstrategy Does your website show off everything you offer? Can your target audience easily find the information they need/want? Can Google understand what you’re all about too?
  11. 11. http://impression.tips/ntustrategy @impressiontalk #digstrategy All about setting out your stall When your website clearly shows off what you have to offer… … and it is easy for people to use… … it has a much better chance of ranking highly in the Google search results. This is on page SEO.
  12. 12. http://impression.tips/ntustrategy @impressiontalk #digstrategy Validation and credibility Google, like your target audience, won’t just take your word for it. This is why we need to promote your website and build your brand’s credibility around the web. This is off page SEO.
  13. 13. http://impression.tips/ntustrategy @impressiontalk #digstrategy Promotion Techniques: Social Media Social media is the term used to describe the plethora of user-generated-content platforms that rely on the shared content and updates of their users. Most commonly used by businesses are: ● Facebook ● Twitter ● Instagram ● YouTube ● Pinterest ● LinkedIn
  14. 14. http://impression.tips/ntustrategy @impressiontalk #digstrategy Promotion Techniques: Paid advertising Paid advertising comes in many forms, both online and offline. In online marketing, we most commonly use: ● Google AdWords, including search network ads, display advertising and remarketing ● Facebook boost and sponsored updates ● Twitter sponsored tweets ● LinkedIn promoted content
  15. 15. http://impression.tips/ntustrategy @impressiontalk #digstrategy Promotion Techniques: Content Marketing Content marketing has become a bit of a buzzword in recent years, but generally speaking refers to: ● Creative content in the form of graphics, infographics, imagery, video or audio ● Created to communicate a message, display data or generally appeal to the target audience ● Typically underpinned by a strong promotional plan, which can include SEO, paid ads and social media
  16. 16. http://impression.tips/ntustrategy @impressiontalk #digstrategy The role of digital PR Digital PR is a real growth area in digital marketing and refers to the promotion of business stories through traditional PR and online techniques. The goal is to secure editorial feature of the brand in places relevant to the target audience, in order to increase brand exposure. This also has a highly beneficial impact on SEO, which also relies on the placement of a brand across the web to signify credibility to Google.
  17. 17. http://impression.tips/ntustrategy @impressiontalk #digstrategy Investment in digital marketing - In 2015 report, highest reported value channels were SEO and email marketing - 28% of roles held in ‘marketing’ are now ‘digital’ specific - The more technical areas tend to be outsourced, including SEO and PPC - Whilst more content driven campaigns stay in house, such as social media and email - Digital marketing spend increased by 17% in 2015
  18. 18. http://impression.tips/ntustrategy @impressiontalk #digstrategy What does “strategy” mean to you?
  19. 19. http://impression.tips/ntustrategy @impressiontalk #digstrategy - Insert answers here
  20. 20. http://impression.tips/ntustrategy @impressiontalk #digstrategy Being ‘strategic’ as a marketer... ● Having a clear set of goals ● Making those goals measurable and SMART ● Having a way to measure those goals ● Assessing the contribution of every campaign and marketing channel
  21. 21. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 1: Start gathering data
  22. 22. http://impression.tips/ntustrategy @impressiontalk #digstrategy ● Google Analytics ● Google AdWords ● Google Search Console ● Bing Webmaster Tools ● CRM reports ● Salesperson reports
  23. 23. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  24. 24. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  25. 25. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  26. 26. http://impression.tips/ntustrategy @impressiontalk #digstrategy Interpreting the data... ● How well are we currently achieving our goals? ● Where are we doing particularly well? Look at best performing channels, products, pages, devices, countries, etc ● Where are we not doing well? ● What is the conversion rate for each of our goals?
  27. 27. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 2: Set SMART goals
  28. 28. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  29. 29. http://impression.tips/ntustrategy @impressiontalk #digstrategy What are your goals?
  30. 30. http://impression.tips/ntustrategy @impressiontalk #digstrategy - Insert answers here
  31. 31. http://impression.tips/ntustrategy @impressiontalk #digstrategy Now… make them SMART.
  32. 32. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 3: Align your goals to financial forecasts ● When we know the conversion rates of our channels… ● … and we know the revenue figures we need to hit… ● … we can set realistic marketing targets… ● … and better refine our work.
  33. 33. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  34. 34. http://impression.tips/ntustrategy @impressiontalk #digstrategy Why invest in SEO? – More website traffic – Increased rankings in the Google search results – More customers – More sales – Better brand representation online
  35. 35. http://impression.tips/ntustrategy @impressiontalk #digstrategy Back to basics: how Google works Google bots crawl the web, following links to find new pages Uses sitemaps, internal links and external links in this process.
  36. 36. http://impression.tips/ntustrategy @impressiontalk #digstrategy Back to basics: how Google works Google indexes all pages on the web, like a huge library Some sites/pages will be crawled and indexed faster, some can’t be found - buried too deep
  37. 37. http://impression.tips/ntustrategy @impressiontalk #digstrategy Back to basics: how Google works Google’s index includes categories, topics and relevancy ratings Based on Google’s algorithms.
  38. 38. http://impression.tips/ntustrategy @impressiontalk #digstrategy Back to basics: how Google works When someone conducts a search, Google retrieves the result from its index Based on Google’s algorithms.
  39. 39. http://impression.tips/ntustrategy @impressiontalk #digstrategy Google’s mission statement Google is a business too and it’s service is its search results. It needs to deliver the best search results possible in order to deliver a good experience to its users. If it fails to do this, it will lose its market share.
  40. 40. http://impression.tips/ntustrategy @impressiontalk #digstrategy What is an algorithm? The set of rules used by Google to govern the search results so they deliver the best quality, most relevant results for its searchers.
  41. 41. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  42. 42. http://impression.tips/ntustrategy @impressiontalk #digstrategy How to keep up with Google updates – Follow @impressiontalk on Twitter! – Sign up for the Search Engine Land daily newsletter – Read Google’s Webmaster Central blog
  43. 43. http://impression.tips/ntustrategy @impressiontalk #digstrategy How Google understands websites On page factors The things we do on our own websites, including the content, the structure, the hosting, the loading speed, whether or not it’s mobile friendly… Off page factors The things that are said about our website outside of our direct control (though we can influence them) including external links, editorial mentions and, to an extent, social engagement.
  44. 44. http://impression.tips/ntustrategy @impressiontalk #digstrategy On Page SEO: Focus Each page on your site should have a specific focus. This means it can be a relevant search result for a specific search query. If you have multiple pages on the same specific topic, they compete with one another as Google doesn’t know which is the best/most relevant search result.
  45. 45. http://impression.tips/ntustrategy @impressiontalk #digstrategy Further keyword ideas ● Google Keyword Planner ● Answer the Public ● Customer feedback ● Competitor analysis ● Service/product review
  46. 46. http://impression.tips/ntustrategy @impressiontalk #digstrategy Content Hierarchy ● The closer to the homepage, the more important the page is considered to be ● Think about the hierarchy of your website and make a plan for the pages you need
  47. 47. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  48. 48. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  49. 49. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 4: Optimise your pages for search
  50. 50. http://impression.tips/ntustrategy @impressiontalk #digstrategy On-Page SEO Title tags The title of the page as shown in the Google search results. Google will refer to this early on in its analysis to understand that the page is about. Should clearly state the topic of the page. Maximum 60 characters.
  51. 51. http://impression.tips/ntustrategy @impressiontalk #digstrategy On-Page SEO Page Titles (H1) The title of the page as seen on the page itself. This should be the main title of the page and reflect the title tag, though it may be formatted differently. Ensure it is ‘H1’ style in the HTML code.
  52. 52. http://impression.tips/ntustrategy @impressiontalk #digstrategy On-Page SEO Body Copy The text on your page is an important element of how Google understands it. Your aim should be to write pages which have their own specific focus, so you can ensure everything on it is relevant to the page’s topic. Google recognises words in bold or italic as being more important than others, so use these to highlight important words that are relevant to the page topic.
  53. 53. http://impression.tips/ntustrategy @impressiontalk #digstrategy On-Page SEO Image Alt Tags Google can’t (entirely) ‘see’ images like we can, so it struggles to use your images in its understanding of the page. Image alt tags are descriptions of the image in text format, usually applied within the code or, if you have one, content management system. The image alt tag should be relevant to the page topic.
  54. 54. http://impression.tips/ntustrategy @impressiontalk #digstrategy On-Page SEO Meta Descriptions Though no longer directly used by Google to understand your page, the meta description is an important marketing message which can entice people to click on your search result over others. Maximum 140 characters, ensure you include a message and call to action.
  55. 55. http://impression.tips/ntustrategy @impressiontalk #digstrategy On-Page SEO Internal Linking Remember that Google follows links to find new pages. The links to and from your page say a lot about what the page itself is about. Look at where your page is linked to from within your site, including the pages that link to it and the text they use to link. Should be relevant to the page’s topic. Also look at what other pages are linked to from that page and how well this shows its relevancy for its focus topic.
  56. 56. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 5: Optimise your pages for users
  57. 57. http://impression.tips/ntustrategy @impressiontalk #digstrategy Page Load Speed How quickly do your pages load? https://developers.google.com/speed/pagespeed/insights/
  58. 58. http://impression.tips/ntustrategy @impressiontalk #digstrategy Mobile Friendly How well does your website work on mobile devices? https://search.google.com/search-console/mobile-friendly
  59. 59. http://impression.tips/ntustrategy @impressiontalk #digstrategy Interactive Content To what extent does your content go above and beyond that of your competitors? https://moz.com/blog/how-to-create-10x-content-whiteboard-friday
  60. 60. http://impression.tips/ntustrategy @impressiontalk #digstrategy Broken Elements Don’t put off fixing what should be fixed today!
  61. 61. http://impression.tips/ntustrategy @impressiontalk #digstrategy User Journey How easy is it for users to move through your website and how well do you guide/inspire them to make their journey as streamlined as possible?
  62. 62. http://impression.tips/ntustrategy @impressiontalk #digstrategy Engagement Metrics Time on page, time on site, bounce rate, new vs returning visitors
  63. 63. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 6: Don’t Neglect Off Page SEO Google doesn’t just ‘take your word for it’. In order to identify the most relevant, high quality search results, it needs to consider what other people think of your site. This is off-page SEO, and account for roughly 70% of Google’s effort in understanding your site. So… get the on-page stuff done, then focus is on building your brand’s credibility around the web.
  64. 64. http://impression.tips/ntustrategy @impressiontalk #digstrategy What is link building? Link building is the practice of creating valuable stories/content and sharing valuable expertise to encourage others to mention and link to our website.
  65. 65. http://impression.tips/ntustrategy @impressiontalk #digstrategy What is NOT link building? – Buying links with money or giveaways – Adding your website to poor quality directories – Attempting to ‘play the system’ in any way
  66. 66. http://impression.tips/ntustrategy @impressiontalk #digstrategy Domain Authority A metric constructed by Moz which gives an estimation of the perceived authority of your website. Domain authority is scored out of 100 and is based on a logarithmic scale, meaning it increases more quickly at the bottom end and then gets more difficult to grow. Generally, DA of over 40 is considered good. Donington’s website has a domain authority of 58/100, which means it is considered to be quite authoritative and should therefore be able to compete with other websites on most search queries.
  67. 67. http://impression.tips/ntustrategy @impressiontalk #digstrategy Links and “link equity” All links are votes, but not all votes are equal...
  68. 68. http://impression.tips/ntustrategy @impressiontalk #digstrategy What makes a good link? Of high domain authority itself Relevant to your brand Not paid for or otherwise solicited
  69. 69. http://impression.tips/ntustrategy @impressiontalk #digstrategy Why would someone link to someone else’s website?
  70. 70. http://impression.tips/ntustrategy @impressiontalk #digstrategy - Insert answers here
  71. 71. http://impression.tips/ntustrategy @impressiontalk #digstrategy How do you get people to link to your site? Create great content People are much more likely to link to, and therefore share, something which is of high quality and relevant to their target audience Add something new If you create a resource or piece of content which adds to theirs, people will link to it Interesting, entertaining, unique Create content which can’t be found elsewhere, and people will link to it
  72. 72. http://impression.tips/ntustrategy @impressiontalk #digstrategy Outreach Promote your content by outreaching to people who might want to link to it. Create a list of potential ‘linkers’. Approach them with your content, explaining what it is, and why they might want to link to it.
  73. 73. http://impression.tips/ntustrategy @impressiontalk #digstrategy Which websites might link to yours?
  74. 74. http://impression.tips/ntustrategy @impressiontalk #digstrategy The role of digital PR in SEO – By generating news stories of interest, you can encourage others to link to your website. – Consider what is newsworthy, and how best to represent it. – For example, you might have some interesting stats from a race which you write a press release about, then link to a page on your site where you’ve presented those stats in a graph. – Use of traditional PR and online outreach techniques combined. – Always include links in your press releases.
  75. 75. http://impression.tips/ntustrategy @impressiontalk #digstrategy Who can you approach to link to you now?
  76. 76. http://impression.tips/ntustrategy @impressiontalk #digstrategy Measure, analyse, refine... ● Links to your website - use Google Alerts, Google your own brand name - site:www.mysite.co.uk or tools like AHREFs and Open Site Explorer ● Look for improved ranking positions ● And more organic search traffic ● Could also be more referral traffic
  77. 77. http://impression.tips/ntustrategy @impressiontalk #digstrategy How to measure SEO impact Key performance indicators – Organic traffic to your website – Organic traffic to the pages you’ve optimised – Domain authority improvement - check on https://moz.com/researchtools/ose/ – Improved rankings for the terms you want to search queries you want to target
  78. 78. http://impression.tips/ntustrategy @impressiontalk #digstrategy Measure, analyse, refine... ● Work out where you currently rank for your target terms (STAT) ● Look at who ranks above you ● Monitor for improvements, which you should see within weeks, depending on your industry ● Use Google Analytics to monitor search traffic ● And Google Search Console for rankings too
  79. 79. http://impression.tips/ntustrategy @impressiontalk #digstrategy Conducting an SEO audit – Use Screaming Frog to run a crawl of your website – This will show you all of the URLs – And all of the title tags – And all of the meta descriptions – And all of the H1s – And image tags – Highlight all of the pages that need to be updated – Review the on-page copy of each page; does it have a specific purpose and does it meet that purpose well? – Use Open Site Explorer to review all of the sites linking to yours and identify types of sites that have linked in the past, and therefore where new opportunities might be – Look out for any bad links, e.g. from poor quality directories
  80. 80. http://impression.tips/ntustrategy @impressiontalk #digstrategy Google’s Mission Statement Google's mission is to organise the world's information and make it universally accessible and useful.
  81. 81. http://impression.tips/ntustrategy @impressiontalk #digstrategy Your Mission To let Google know that your website is the most accessible and useful result for a given search query.
  82. 82. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  83. 83. http://impression.tips/ntustrategy @impressiontalk #digstrategy “Link building” has evolved... – Requesting links – Contributing content – Creating unique content – Digital PR – Relationship building – Offline
  84. 84. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  85. 85. http://impression.tips/ntustrategy @impressiontalk #digstrategy What is content marketing? – Refers to the creative generation of content which communicates a message, visualises data or generally appeals to your target audience. – Typically involves an investment in the creation of that content beyond simply writing a blog post.
  86. 86. http://impression.tips/ntustrategy @impressiontalk #digstrategyhttps://www.harveywatersofteners.co.uk/history-interior-design/
  87. 87. http://impression.tips/ntustrategy @impressiontalk #digstrategyhttps://www.harveywatersofteners.co.uk/history-interior-design/
  88. 88. http://impression.tips/ntustrategy @impressiontalk #digstrategyhttp://hub.companycheck.co.uk/wp-content/uploads/2016/01/Business-Census-2016.pdf?pdf=BizCensus2016
  89. 89. http://impression.tips/ntustrategy @impressiontalk #digstrategyhttp://hub.companycheck.co.uk/wp-content/uploads/2016/01/Business-Census-2016.pdf?pdf=BizCensus2016
  90. 90. http://impression.tips/ntustrategy @impressiontalk #digstrategyhttps://www.impression.co.uk/black-friday/
  91. 91. http://impression.tips/ntustrategy @impressiontalk #digstrategyhttps://www.impression.co.uk/black-friday/
  92. 92. http://impression.tips/ntustrategy @impressiontalk #digstrategyhttps://www.impression.co.uk/black-friday/
  93. 93. http://impression.tips/ntustrategy @impressiontalk #digstrategy Promotion of content Good content marketing has the power to generate LINKS and SOCIAL SHARES. A good content marketing campaign is underpinned by a strong outreach strategy; so who do you plan to promote it to and how?
  94. 94. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 7: Invest in Strategic Content Marketing – Think PROMOTION FIRST – Consider who you want to promote to… – … and how you’ll do it… – … then work backwards for best results – Always think about your target audience – And your brand
  95. 95. http://impression.tips/ntustrategy @impressiontalk #digstrategy (Content) Marketing Foundations ● Something to say ● Someone to say it to ● A reason for saying it
  96. 96. http://impression.tips/ntustrategy @impressiontalk #digstrategy Something to say (brand stories)
  97. 97. http://impression.tips/ntustrategy @impressiontalk #digstrategy - What differentiates you from your competitors? - What is unique about Donington as an experience? - What do you offer, in a nutshell? - Why do your customers come to you? - What need/desire do you fulfil? - What is your backstory? Brand stories
  98. 98. http://impression.tips/ntustrategy @impressiontalk #digstrategy What are your brand stories?
  99. 99. http://impression.tips/ntustrategy @impressiontalk #digstrategy Not just what, but how...
  100. 100. http://impression.tips/ntustrategy @impressiontalk #digstrategy Blogging
  101. 101. http://impression.tips/ntustrategy @impressiontalk #digstrategy Guides
  102. 102. http://impression.tips/ntustrategy @impressiontalk #digstrategy Creative Content
  103. 103. http://impression.tips/ntustrategy @impressiontalk #digstrategy Videos
  104. 104. http://impression.tips/ntustrategy @impressiontalk #digstrategy Audio
  105. 105. http://impression.tips/ntustrategy @impressiontalk #digstrategy Great content...
  106. 106. http://impression.tips/ntustrategy @impressiontalk #digstrategy Someone to say it to (audience)
  107. 107. http://impression.tips/ntustrategy @impressiontalk #digstrategy Knowing your audience – Who are you trying to speak to – What are their interests – What challenges face them/their industry – How does your service/product help them
  108. 108. http://impression.tips/ntustrategy @impressiontalk #digstrategy Knowing your audience – Audience segments – Individuals – Personas
  109. 109. http://impression.tips/ntustrategy @impressiontalk #digstrategy Key Attributes Time Poor Time Rich Answering to Others Sole decision maker Low propensity to buy High propensity to buy Technophobe Technophile Office based On the road Technology and Web Use Challenges Time: Matt is investing a lot of time in getting his business off the ground and knows every minute is valuable Admin: Matt feels overwhelmed by the paperwork involved in starting a business and wants to make sure he gets it right. Focus: Matt started his business because he loves what he does. He wants to retain his focus and not get bogged down in tasks related to running the business wherever possible. Name: Matt Thomson Age: 31 Position: Owner Company: Thomson Creative Matt says: “I’m really excited to be running my own business and want to ensure I have the best chance of success. NEW BUSINESS OWNER Matt is our new business owner, currently operating from his home. He has extensive experience in his field but has never run a business. He is hungry for information and does his best to read as much as he can to equip him to run his business successfully, but he is limited in time. He appreciates bite- size content and quick responses. He is best suited to graphical content, guides, listicles and social interactions.
  110. 110. http://impression.tips/ntustrategy @impressiontalk #digstrategy Who are you trying to reach?
  111. 111. http://impression.tips/ntustrategy @impressiontalk #digstrategy http://www.smartinsights.com/content -management/content-marketing- planning/tools-for-content-marketing/
  112. 112. http://impression.tips/ntustrategy @impressiontalk #digstrategy http://www.smartinsights.com/content -management/content-marketing- planning/tools-for-content-marketing/
  113. 113. http://impression.tips/ntustrategy @impressiontalk #digstrategy What content could you produce that communicates your brand stories and appeals to your audience?
  114. 114. http://impression.tips/ntustrategy @impressiontalk #digstrategy A reason for saying it (goals)
  115. 115. http://impression.tips/ntustrategy @impressiontalk #digstrategy SMART goals
  116. 116. http://impression.tips/ntustrategy @impressiontalk #digstrategy (Content) Marketing Foundations ● Something to say (stories and content) ● Someone to say it to (audience) ● A reason for saying it (goals)
  117. 117. http://impression.tips/ntustrategy @impressiontalk #digstrategy Measure, analyse, refine... ● New links to your website (Moz Open Site Explorer or AHREFs or Google Alerts) ● Traffic to your content ● New leads via your content ● Organic search rankings ● Paid ad engagement ● Engagement metrics
  118. 118. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  119. 119. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 8: Invest in PPC Pay per click marketing refers to the paid advertising techniques, usually through Google AdWords. You pay for each click your advert receives and ads are placed according to a bidding system like eBay, in conjunction with quality assessments of your ads and landing pages. Paid advertising can also be done through social media such as Facebook, and through Bing.
  120. 120. http://impression.tips/ntustrategy @impressiontalk #digstrategy Adverts in the Google search results
  121. 121. http://impression.tips/ntustrategy @impressiontalk #digstrategy Google AdWords: Basics Campaigns A campaign is a collection of ad groups and ads. A campaign should be focused on a specific theme; for example, you might create a campaign for ‘Driving Experiences’ Ad Groups An ad group is a subsection of a campaign which hones in on a more specific theme. You can have multiple ad groups in a campaign. For example, within the campaign ‘Driving Experiences’ you might have an ad group for ‘Christmas Gift’ Ads An ad is the advert(s) you want to present to people. Ads sit within an ad group which is in a campaign, and much be relevant to the ad group and campaign. For example, within the Christmas Gift ad group of your Driving Experiences campaign, you would have an ad which talks about booking a driving experience as a Christmas gift.
  122. 122. http://impression.tips/ntustrategy @impressiontalk #digstrategy Google AdWords: Basics Keywords Keywords in AdWords are the terms for which you want your advert to appear when people search for them. You’ll have lots of keywords for every ad, which sits in an ad group, which sits in a campaign. The keywords should be relevant to all of the above. For example, for your Driving Experiences campaign, Christmas Gift ad group you might want to appear for keywords like: ‘driving experience christmas gift’, ‘driving day gift christmas’, ‘christmas driving experience’, ‘christmas driving day’, ‘driving day gift’ Note the specificity of these keywords to the ad group. If you wanted to target driving experiences for birthdays, you’d create a different ad group. You can use the Keyword Planner to look for more ideas.
  123. 123. http://impression.tips/ntustrategy @impressiontalk #digstrategy Budgets and bidding You set the budget for your campaign at a campaign level. So you might decide you want to spend £30 per day on your Driving Experiences campaign. You can then set a bid at a keyword level. So you might say you are willing to pay 70p for every click on your Christmas advert. It then works like eBay, to an extent. If you’re the highest bidder, you’ll probably appear in position 1. However, it also looks at quality score; so your keywords must be relevant to your ads which must be relevant to your ad groups which must be relevant to your campaign and the landing page you’re sending people to must be relevant to all of that.
  124. 124. http://impression.tips/ntustrategy @impressiontalk #digstrategy Landing Pages A key element of PPC, landing pages are the pages you send people to from your ads. In order to get as many conversions as possible, they should be built to focus on that conversion and nothing else.
  125. 125. http://impression.tips/ntustrategy @impressiontalk #digstrategy Remarketing through AdWords
  126. 126. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 9: Try Social Media Advertising
  127. 127. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  128. 128. http://impression.tips/ntustrategy @impressiontalk #digstrategy 59% of the UK population have ACTIVE social media accounts
  129. 129. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  130. 130. http://impression.tips/ntustrategy @impressiontalk #digstrategy Social media is NOT a broadcasting tool
  131. 131. http://impression.tips/ntustrategy @impressiontalk #digstrategy Social media IS a conversation
  132. 132. http://impression.tips/ntustrategy @impressiontalk #digstrategy What could social media do for your business?
  133. 133. http://impression.tips/ntustrategy @impressiontalk #digstrategy What could social media do for you? – Reach more prospective customers – Convert more prospects into customers – Keep existing customers loyal – Gain market intelligence
  134. 134. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  135. 135. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  136. 136. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  137. 137. http://impression.tips/ntustrategy @impressiontalk #digstrategy How Twitter works – Followers – Following – Tweeting, replying, retweeting
  138. 138. http://impression.tips/ntustrategy @impressiontalk #digstrategy Who could you follow?
  139. 139. http://impression.tips/ntustrategy @impressiontalk #digstrategy Who could you follow? – Local press: www.twitter.com/nottscc/lists – Trade press – Existing customers – Suppliers – Business press
  140. 140. http://impression.tips/ntustrategy @impressiontalk #digstrategy What to say?
  141. 141. http://impression.tips/ntustrategy @impressiontalk #digstrategy Something to say (brand stories)
  142. 142. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  143. 143. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  144. 144. http://impression.tips/ntustrategy @impressiontalk #digstrategy Setting up Hootsuite – Claim free account – Set up mentions stream – Set up custom search streams
  145. 145. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  146. 146. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  147. 147. http://impression.tips/ntustrategy @impressiontalk #digstrategy Facebook Business Basics – Built on ‘likes’; when someone ‘likes’ your page, they can see its content appearing in their news feed – Not all content posted on a page appears in everyone’s news feed - algorithm – Range of native apps available, so you can post events and even take booking through FB – Photos work really well on FB – As do links to longer content pieces – Like all social media, it’s about starting and contributing to conversations
  148. 148. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  149. 149. http://impression.tips/ntustrategy @impressiontalk #digstrategy Facebook Analytics – Use to learn what works and what doesn’t – Identify seasonal/daily trends – What types of content get most engagement? Usually photos – Demographic information; how can you better appeal? – Location information; again, what messages work best?
  150. 150. http://impression.tips/ntustrategy @impressiontalk #digstrategy Facebook Advertising
  151. 151. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  152. 152. http://impression.tips/ntustrategy @impressiontalk #digstrategy Who owns YouTube?
  153. 153. http://impression.tips/ntustrategy @impressiontalk #digstrategy Who owns YouTube?
  154. 154. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  155. 155. http://impression.tips/ntustrategy @impressiontalk #digstrategy LinkedIn
  156. 156. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  157. 157. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  158. 158. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  159. 159. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  160. 160. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  161. 161. http://impression.tips/ntustrategy @impressiontalk #digstrategy Tip 10: Structure your social media campaign 1. Have a clear set of goals a. who? b. what? c. why? 2. Select the appropriate channel 3. Create a content plan
  162. 162. http://impression.tips/ntustrategy @impressiontalk #digstrategy Structuring your social media campaign 4. Start posting, give it a couple of weeks 5. Review 6. Refine
  163. 163. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  164. 164. http://impression.tips/ntustrategy @impressiontalk #digstrategy Configuring your Analytics: Goals Destination goals A destination goal tracks visits to a specific page URL. You might use a destination goal to track visits to a ‘thank you’ page that results from a new subscription or a booking to track how many people complete that action. Event goals Where a new URL is not generated by an interaction, such as watching a video within the page or clicking a button, you can add code to the site to track that interaction as an event goal. Ecommerce goals Google Analytics allows for ecommerce tracking integration for sites which take online purchases.
  165. 165. http://impression.tips/ntustrategy @impressiontalk #digstrategy What goals will you set up?
  166. 166. http://impression.tips/ntustrategy @impressiontalk #digstrategy Google Analytics Custom Dashboards
  167. 167. http://impression.tips/ntustrategy @impressiontalk #digstrategy Google Analytics
  168. 168. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  169. 169. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  170. 170. http://impression.tips/ntustrategy @impressiontalk #digstrategy
  171. 171. http://impression.tips/ntustrategy @impressiontalk #digstrategy Sales Enquiries Sales team CRM
  172. 172. http://impression.tips/ntustrategy @impressiontalk #digstrategy Today’s Top Tips 1. Start gathering and analysing data 2. Create SMART goals 3. Align goals to financial forecasts 4. Optimise your pages for search 5. Optimise your website for users 6. Don’t neglect off page promotion 7. Invest in strategic content marketing 8. Invest in PPC 9. Try social media ads 10.Structure your social campaigns Bonus: Measure everything!
  173. 173. http://impression.tips/ntustrategy @impressiontalk #digstrategy Today’s Agenda – Introduction to digital marketing – What is ‘strategy’? – How to be more strategic in your marketing – SEO (search engine optimisation) – Content marketing – PPC and paid opportunities – Social media
  174. 174. HELLO@IMPRESSION.CO.UKHELLO@IMPRESSION.CO.UK THANK YOU laura.hampton@impression.co.uk uk.linkedin.com/in/lauralhampton/ @lauralhampton www.impression.co.uk

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