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Presented by: Luke Quilter
How to integrate the digital channels effectively for maximum impact
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Introduction
- What channels are we talking about?
- Strengths, weaknesses, potential uses
- How they can work together
- How to apply this in every day work life
2
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sleepingawake the power
giant.
med
ia
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
4
The aim of search and social is to get relevant traffic to your site
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sleepingawake the power
giant.
med
ia
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
4
With the ultimate focus of getting more customers and growing your business
![Page 6: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/6.jpg)
sleepingawake the power
giant.
med
ia
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
The channels
4
PPC SEOSocial
Website
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC
- Strengths
- Weaknesses
- Tips for success
![Page 8: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/8.jpg)
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
7
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Adwords Editor
- Offline management
- Quicker and easier
- Can back up the account
8
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Landing pages
9
PPC page SEO page
TrafficRelevancy
![Page 12: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/12.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
9
PPC page SEO page
TrafficRelevancy
![Page 13: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/13.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Landing pages
9
PPC page SEO page
TrafficRelevancy
![Page 14: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/14.jpg)
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Search Query Report
- SQR’s help you $nd new terms
- What your customers are actually typing in
10
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Content network GDN
- Default position is on
11
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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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SEO
- Strengths
- Weaknesses
- Tips for success
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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
- 8% of users go to the second page
15
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO - Tips for success
- 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
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Internal anchor text
17
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
17
Content about a particular article, then link to another article about
Online Marketing using relevant anchor text within the post
Page about online marketing
![Page 23: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/23.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Tech tools
18
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
18
No one piece of technology does everything. By finding the best systems
and combining the human factor you will get the best result
![Page 25: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/25.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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 success
- 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
- Use tools to help you 22
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Linking the channels for online success - How to use their strengths
PPC SEO
Social
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Linking them
24
PPC SEO
Social
Google analytics
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Social powering
25
Social SEO
PPC
Listen to the questionsFind competitors
Improve SEO performance
![Page 32: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/32.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Social powering
25
Social SEO
PPC
Listen to the questionsFind competitors
Improve SEO performance
![Page 33: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/33.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Social powering
25
Social SEO
PPC
Listen to the questionsFind competitors
Improve SEO performance
![Page 34: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/34.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO impacts
26
SEO PPC
Social
Keyword identification 22% increase in performance
![Page 35: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/35.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO impacts
26
SEO PPC
Social
Keyword identification 22% increase in performance
![Page 36: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/36.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
SEO impacts
26
SEO PPC
Social
Keyword identification 22% increase in performance
![Page 37: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/37.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC leading the way
27
PPC SEO
Social
Conversion testing
Keyword identificationHighlights key topicsNew market identification
Reputation management
![Page 38: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/38.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC leading the way
27
PPC SEO
Social
Conversion testing
Keyword identificationHighlights key topicsNew market identification
Reputation management
![Page 39: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/39.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
PPC leading the way
27
PPC SEO
Social
Conversion testing
Keyword identificationHighlights key topicsNew market identification
Reputation management
![Page 41: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/41.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
28
PPC
New country
![Page 42: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/42.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
28
PPC
New country
SEO Build content around most
popular terms
![Page 43: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/43.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
28
PPC
New country
SEO Build content around most
popular terms
SEO
Topical blog content
![Page 44: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/44.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
28
PPC
New country
SEO Build content around most
popular terms
SEO
Topical blog content
Social Used social to
spread the word
![Page 45: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/45.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Worked examples
28
PPC
New country
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
![Page 46: How to integrate the digital channels effectively for ... · The aim of search and social is to get relevant traffic to your site. sleeping awake the power giant. media t. 01303](https://reader034.vdocument.in/reader034/viewer/2022042404/5f18fd1c267a6f313c0e6710/html5/thumbnails/46.jpg)
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
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