digital marketing for charities - how to integrate the digital channels effectively for maximum...
Post on 17-Oct-2014
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In this presentation, Managing Director of Sleeping Giant Media, Luke Quilter, explains the strengths and weaknesses of pay per click (PPC), search engine optimisation (SEO) and social media marketing, and shows how the three channels can be integrated for maximum impact. The purpose of this presentation is to give an insight into some of the areas of digital marketing that not-for-profit organisations could use to help increase the exposure of their websites and help encourage additional funding. Luke gave this presentation at the Hospice in the Weald, located in Pembury, Kent. To find out more, take a look at the story on our site: http://www.sleepinggiantmedia.co.uk/posts/using-digital-marketing-for-charities-luke-talks-to-hospice-in-the-weald/ We are Sleeping Giant Media. We specialise in driving quality traffic to our clients sites in order to increase their business performance. We are BIG on search.TRANSCRIPT
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Presented by: Luke Quilter
How to integrate the digital channels effectively for maximum impact
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t. 01303 240715 e. [email protected] 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
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Some of our clients
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
6
The aim of search and social is to get relevant traffic to your site
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
6
With the ultimate aim of getting your message across and encouraging
them to support you
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
6
PPC SEOSocial
Website
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
But first
-Google analytics
- Free
-Helps you understand more about your visitors
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC
-Strengths
-Weaknesses
-Tips for success
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
What areas
9
PPC
PPC
SEO
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
13
PPC page SEO page
TrafficRelevancy
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
13
PPC page SEO page
TrafficRelevancy
13Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
13
PPC page SEO page
TrafficRelevancy
13Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Search Query Report
- SQR’s help you find new terms
-What your customers are actually typing in
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
How could it be used?
-Google grants?
-Tactically
- Events?
-Key communications
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO
-Strengths
-Weaknesses
-Tips for success
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
What areas
18
PPC
PPC
SEO
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Factors
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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.
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
24Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Tech tools
25
Seo mozScreaming frog Adwordsbing ads
social bromajestic
analytics
adwords editor
bing ads
word watch proHootsuite
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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Social Media
-Strengths
-Weaknesses
-Tips for success
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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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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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
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Linking the channels for online success -How to use their strengths
PPC SEO
Social
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Linking them
31
PPC SEO
Social
Google analytics
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO impacts
32
SEO PPC
Social
Keyword identification 22% increase in performance
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO impacts
32
SEO PPC
Social
Keyword identification 22% increase in performance
32Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO impacts
32
SEO PPC
Social
Keyword identification 22% increase in performance
32Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC leading the way
33
PPC SEO
Social
Conversion testing
Keyword identificationHighlights key topicsNew market identification
Reputation management
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC leading the way
33
PPC SEO
Social
Conversion testing
Keyword identificationHighlights key topicsNew market identification
Reputation management
33Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC leading the way
33
PPC SEO
Social
Conversion testing
Keyword identificationHighlights key topicsNew market identification
Reputation management
33Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
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Worked examples
34
PPC
New service
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
34
PPC
New service
SEO Build content around most
popular terms
34Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
34
PPC
New service
SEO Build content around most
popular terms
SEO
Topical blog content
34Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
34
PPC
New service
SEO Build content around most
popular terms
SEO
Topical blog content
Social Used social to
spread the word
34Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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
34Friday, 2 August 13
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Thanks for your time-Any further questions?
35Friday, 2 August 13