sleeping giant media - summer series 1 of 6 - digital marketing essentials
DESCRIPTION
In the first of our Digital Summer Series of talks, we gave an introduction to digital marketing essentials. In this presentation, we cover - What is the point of a website? - CMS (Content Management System) - How SEO works and why it is important - How to run social media effectively - PPC basics - How PPC can be used to drive increased business online - How you can use Google's free analytics tool to understand your business The Summer Series is being held jointly by Sleeping Giant Media and Shepway District Council. They are completely free and cover various areas around digital marketing. To learn more about the talks being held in Folkestone, Kent visit www.sleepinggiantmedia.co.uk/digital-marketing-summer-seriesTRANSCRIPT
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Digital Marketing Essentials #gianttalks @lukequilter @anthonyklokkou
Digital Summer Series - 1 of 6
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
- Talks will be running every month over the summer
-Completely free
-Covering various areas around digital marketing
-Next month’s talk is on 27th May and will be more focused around social media
- Please use social throughout! 2
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Introduction - Part 1
- Part 1 - @lukequilter
-What is the point of a website?
-CMS (Content Management System)
-How SEO works and why it is important
- How to run social media effectively
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Introduction - Part 2
- Part 2 - @anthonyklokkou
- PPC basics
- How PPC can be used to drive increased business online
- How you can use Google’s free analytics tool to understand your business
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What’s the point of a website?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Your customer
-Like all marketing questions, it should start with your customer
-Who are they?
-What do they want from you?
-What do they expect?
-What questions do they ask?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What action
-What do you want them to do once they have been on your site?
-You must have a clear call to action
- Phone numbers, contact details, contact form
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Examples
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The purpose
-Educate
- Engage
- Purchase
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Content Management Systems (CMS)
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
CMS
-Time saving, allows you to quickly build pages on your site with very little technical understanding required
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Wordpress
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Open source Vs in-house
-CMS “Open Source”
- Free to use
- Regularly updated
- Plugins are free and easily added
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How it works
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Front endBackend
Theme
What the user sees
CMS
Only you see this
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Limitations
-May need a bit of set up
- Some plugins break the theme!
- Some updates also break the theme
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How SEO works and why it is important
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
What is SEO?
-Google “crawls” your website analysing 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 SERP.
-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 t. #gianttalks @sleepinggiantm
SEO - the basics
- Some questions:
-What is the purpose of Google?
-How does Google make money?
-What do users want from Google?
-What makes Google better than it’s competitors?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Changing tolerance
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Low HighQuantity link building
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO - good marketing
-SEO is a form of marketing
-What defines a good approach to marketing?
-Understanding the customer
-Add value to them
-Provide useful tools or tips to them
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Optimisation
Summary
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On page Content
Optimisation
Out reach
Reporting and analysis
Optimisation
New technology
dev
SEO balance
Social
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How to run social media effectively
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social is fundamental to SEO
- Social is about personality
-You get to tell your story
- It is something you can do a lot better than bigger companies
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social planning - the process
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Establish persona
and brand rules
Research and target
influencers in the market
Create content strategy based on
assets
Build followers
and influence
Target with offers and promotions
Evaluate and adapt
Provide relevant
content and topics
Engage with users,
answer questions
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Enhance your values
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Value
ValueValue
Topic 1Topic 2
Topic 3
Topic 4
Topic 5
Topic 6
- Social should be used to enhance your business and its values
-Content topics should subtly mention core values
- Promotions and services are seeded into content delivery
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Now, part 2
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Presented by: Anthony Klokkou @anthonyklokkou +anthonyklokkou
Digital Summer Series - 1 of 6
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Introduction - Part 2
- Part 2 - @anthonyklokkou
-PPC basics
-What is PPC & how does it work?
-How PPC can be used to drive business
-Considerations & key strategies
-Using Google Analytics to understand your business
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What is PPC and how does it work?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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- PPC = Pay Per Click
- Search engine’s revenue drivers
- Advertise on words/phrases you think your customers may be searching (keywords)
- Set what you are willing to pay per click & daily budget
- Create some adcopy
- Go live and review
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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- How much do I pay?
- Google’s calculates your actual CPC (Cost per click) based on a number of factors
- The key is to be thinking about relevancy, targeting and the most wanted responses (MWR)
Bid
Quality Score
Relevancy
Click Through
Rate
Load Speed
Competition
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is PPC?
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- What does this mean to me?
- How can this drive business?
- Be where your customers are looking!
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The purpose
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How to get clicks for less
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why?
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Relevancy
Help comply to Googles Quality Score Algo
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What Google say
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http://support.google.com/adwords/answer/2454010?hl=en
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Simple terms
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The more relevant your ad is, the more people will click and the better
experience a user will have
Google is a business
They want more customers
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Relevance
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£14
£15
£13
£12
£11
£10
£9
£8
£14
£15
£13
£12
£11
£10
£9
£8
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PPC basics
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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 t. #gianttalks @sleepinggiantm
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 or cross device….
- Coming soon! 42
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tips for success - landing pages
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PPC page SEO page
Traffic
Increase relevancy with landing pages
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Tips for success - search query reports
- SQRs help you find new terms
-What your customers are actually typing in
- Improve relevancy
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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 t. #gianttalks @sleepinggiantm
PPC - tips for success
- Relevancy is key!
-Landing pages
- Search query reports & data
-Only use Bing when you are sure you have the best performance from Google
- Migrate over the campaigns
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Google Analytics - to understand your business
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Google Analytics
- What is Google Analytics?
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- How do I get Google Analytics?
- It’s free - you just need a Google account
- Add a simple tag to every page of your website
- Most CMSs will do this for you
- Accrue some data49
Google Analytics
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- What can it do for me?
- It can help you analyse the success of your marketing activities
- Allowing you to adapt and try again!
- Email sends work better at ‘x’ with content ‘y’
- Where the weaknesses of your site i.e… mobile vs desktop…
- It is the tool for you to learn about your customers
- It is the tool that should power your strategy
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Google Analytics
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Thanks for listening, any questions? !
Next event 27th May Why social media is important to your business What tools should you use to run your social media !This presentation will be sent out to attendees