top tips & tools for seo & paid social media #tide talks - @nedpoulter

Download Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

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  • VISITwww.polestardigital.com

    EMAILned@polestardigital.com

    CALL+447887851818

    FOLLOW@nedpoulter

    SEO & PAID SOCIAL MEDIA: TOP TIPS & TOOLS

  • 1/ VISIBILITY & REACH

  • Q: DOES SEO MATTER FOR START-UPS?

  • A: DO YOU HAVE A STORY TO TELL?*

  • A: DO YOU HAVE A STORY TO TELL?*

    (*answering a question with another question is an annoying politician thing

    to do. Sorry.)

  • WHAT?WHO?WHY?

  • SEARCH HAS CHANGED.

  • SEARCH SEO HAS CHANGED.

  • SEARCH IN 20172 IMPORTANT WORDS

  • 1/ LOCAL2/ PERSONAL

  • STEPS YOU CAN TAKE TO EQUIP YOURSELVES

  • /get VISIBLE

  • /get LISTENING

  • MENTION TRACKING

    SETUP ALERTS FOR:

    BRAND NAMES (+ VARIATIONS/MISSPELLINGS) WEBSITE URLS PRODUCT NAMES (+ VARIATIONS/MISSPELLINGS) SENIOR EMPLOYEE NAMES SERVICE-BASED KEYWORD

    FREE!

    AND / OR

    VISIT: http://bit.ly/1QSRKuG

  • IMAGE TRACKING

    SETUP TRACKING FOR:

    BRAND LOGO PRODUCT IMAGES (nice tip for eCommerce

    clients with their own product photos)

    300 CREDITS FREE!

    VISIT: http://bit.ly/1NnxlNe

  • /get LOCAL

  • VISIT: http://bit.ly/2m3cb1V

  • 1/ upload + verify all locations2/ ensure consistency across all

    listings

  • /get STRUCTURED

  • INJECT USING JSON-linkedData ON SEARCH RESULTS

    BRAND LOGO SOCIAL PROFILES TELEPHONE NUMBERS PERSON SERP SEARCH BOX MUSIC EVENT LOCATION PRODUCT REVIEWS

    CHECK OUT:THIS PRESENTATION http://bit.ly/1Xx7XIVTHIS CHEAT SHEET http://bit.ly/1Lsf9FB

  • /get INSPIRED

  • 2/ TARGETING INTERACTION

  • MY CUSTOMERS ARENT ON SOCIAL

    MEDIA

  • WRONG.

  • AROUND 1 IN 3 MINUTES SPENT ONLINE IS DEVOTED TO SOCIAL NETWORKING AND MESSAGING

  • TWITTER HAS 310 MILLION MONTHLY ACTIVE USERS

  • LINKEDIN HAS 450 MILLIONS MEMBERS

  • LINKEDIN HAS 450 MILLIONS MEMBERS

    100 MILLION OF THOSE ACCESS IT MONTHLY

  • THATS 29% OF ALL INTERNET USERS.

  • FACEBOOK HAS 1.49 BILLION ACTIVE MONTHLY USERS

  • THATS 79% OF ALL INTERNET USERS.

  • 6 NEW FACEBOOK PROFILES ARE CREATED EVERY SECOND

  • THATS 500,000 NEW PROFILES

  • THATS 500,000 NEW PROFILES. EVERY DAY.

  • 1.8 BILLION DAILY USERS(TO REACH WITH FACEBOOK ADS)

  • FACEBOOK ADS ARE AWESOME.

  • FACEBOOK ADS + YOU

  • =

  • /get TRACKING

  • /get CREATIVE

  • /get CREATING

  • https://www.canva.com/

  • http://bit.ly/2lSHD0y

  • CREATE CINEMAGRAPHS (MOVING PICTURES)

    https://flixel.com

  • https://www.eyeem.com/

  • 20TWENTY CROWD-SOURCE YOUR AD CREATIVES

    https://www.twenty20.com/

  • https://www.facebook.com/ads/tools/text_overlay

  • /get TESTING

  • COOL AD TYPES TO TRY

  • VIDEO VIEWS

  • VIDEO VIEWS

  • LOCAL AWARENESS

  • LOCAL AWARENESS

  • LEAD GEN

  • LEAD GEN

  • FACEBOOK CANVAS

  • FACEBOOK CANVAS

  • FACEBOOK CANVAS

  • THINK OF IT AS A FACEBOOK LANDING

    PAGE BUILDER

  • REMEMBER!

  • BUILD AN AUDIENCE WITH THOSE THAT HAVE INTERACTED WITH

    YOUR ADS + ADAPT MESSAGING + RESERVE THEM ADS

  • /get WILD!

  • USE EMOTICONS IN YOUR AD COPY

    CHECK OUT http://emojipedia.org/

  • TOP TIPS: CUSTOM AUDIENCES

    EMAIL UPLOAD1. Enhance your email marketing2. Reach the users who never open your emails3. Turn trial-ers into customers

  • TOP TIPS: CUSTOM AUDIENCES

    EMAIL UPLOAD1. Generate competition entries2. Generate survey responses

  • TOP TIPS: CUSTOM AUDIENCES

    REMARKETING WEBSITE VISITORS1. Encourage users back to your site if they didnt complete an enquiry2. Upsell to your existing customers

  • TWITTER LEAD GENERATION CARD

  • LINKEDIN IN-MAIL ADS

  • 3/ LEVERAGE DATA

  • /get SMART

  • +

  • FACEBOOK UTM BUILDER

    https://www.facebook.com/business/google-analytics/build-your-url

  • COMBINE GOOGLE AUDIENCE INSIGHTS + FACEBOOK AUDIENCE INSIGHTS

    TIP: CROSS COMPARE ADWORDS CAMPAIGN DEMOGRAPHICS. COMPARE DEMOGRAPHICS, DEVICE USAGE MORE!

  • SIGN UP HERE:http://bit.ly/1OGJ5xJ

  • REMEMBER! TOO MUCH DATA CAN BE A BAD THING

    There is a lot of data available in Facebook Audience Insights...

    Age and Gender Lifestyle Relationship Status Education Level Job Title Pages Liked Location and Language Activity on Facebook Devices Used to Access Facebook Household Income Home Ownership Household Size Home Market Value Spending Methods ... Etc etc etc!

    MAKING SENSE OF IT IS THE HARD PART!

  • /get PERSONAL

  • FACEBOOK: CUSTOM AUDIENCES

  • TYPES OF CUSTOM AUDIENCE

  • CUSTOMER FILE

    UPLOAD THE EMAIL ADDRESSES OF YOUR NEWSLETTER SUBSCRIBERS, CUSTOMERS ETC

  • WEBSITE TRAFFIC

    OR CERTAIN PARTS OF YOUR WEBSITE

  • APP ACTIVITY

  • ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!

    BASED ON THOSE THAT INTERACTED WITH YOUR FORMS

  • ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!

    BASED ON THOSE THAT INTERACTED WITH YOUR CANVAS

  • LOOK-A-LIKE AUDIENCES

    WHERE THE REAL POWER COMES IN

  • YOU CAN CREATE LOOK-A-LIKE AUDIENCES FOR THE FOLLOWING

    Page Fans Email Lists Current/Previous Customers Website Custom Audiences App Activity Engagement (Video/App/Posts etc) Conversions/Standard Events

    THERE ARE LOADS OF POSSIBILITIES!

  • INCLUDE+/-

    EXCLUDE

  • THE POSSIBILITIES ARE ALMOST ENDLESS

  • THINK ABOUT WHICH AUDIENCES FIT WHERE

  • LINKEDIN: CUSTOM AUDIENCES

  • INTELLIGENCE-BASED FACEBOOK REMARKETING

    SETUP REMARKETING BASED ON ACTION FOR:

    INCLUDE WEBSITE VISITORS (REMARKETING)

    INDIVIDUALS WHO HAVE VISITED THE SITE BUT HAVENT SIGNED UP/PURCHASED

    EXCLUDE PEOLE WHOVE REACHED THE BASKET/SIGN-UP PAGE (CUSTOM CONVERSION)

  • ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS TO GA

    Site Performance Audience Snapshot AdWords Performance eCommerce Dashboard

    DASHBOARDS1.

    CUSTOM REPORTS2.

    CUSTOM SEGMENTS3.

    SEO Insights (Not Provided)

    404 Tracker PPC Keyword/Matched

    Query Report Acquisition: Visit and

    Goal Conversion by Traffic Source

    Enhanced Ecommerce Segments

    Occams Razor Awesomeness

    THANKS TO:

  • REMEMBER THIS VERY IMPORTANT WORD

  • REMARKETING

  • REMARKETINGDIGITAL STALKING

  • REMARKETINGDIGITAL STALKING

    AUDIENCE DEVELOPMENT

  • REMEMBER

  • REMEMBER

  • AWESOME ALERT!

    USE CODE POLESTAR! TO GET 50% OFF BANNERWISE

  • /get OLD SCHOOL

  • /get AWARE

  • AWARENESS

    Display Ads

    Gmail Ads

    YouTube In-Display

    YouTube In-Stream

    Dynamic Search

    AdsLinkedIn

    Ads

    Facebook Ads

    Twitter Ads

    Instagram Ads

    Bing Native Ads

  • /get CONSIDERED

  • CONSIDERATION

    Brand Bidding (PPC)

    Competitor Bidding (PPC)

    Vouchers / Reviews

    Remarketing

    Seller Ratings

    RLSA

    Landing Pages

    Affinity Audiences

    YouTube Remarketing

    Dynamic Remarketing

    Bing Native

    Local Inventory Ads

  • /get CONVERTING

  • CONVERSION

    Bing Search Ads (PPC)

    Google Search Ads

    (PPC)

    In-Market Audiences

    Remarketing

    RLSA

    Amazon Ads

    YouTube Shopping

    Ads

    Bing Shopping

    Google Shopping

    Facebook Shopping

    Ads

    Local Inventory Ads

    In-Market Audiences

  • /get LOYAL

  • LOYALTY

    Bing Search Ads (PPC)

    Google Search Ads

    (PPC)

    Customer Match

    Remarketing

    RLSA

    Gmail Ads

    Facebook Ads

    Twitter Ads

  • /get ADVOCATING

  • ADVOCACY

    Customer Match

    Recommend-a-friend

    Gmail Ads (forward to a

    friend)Facebook Ads

    Twitter Ads

  • LOOK FAMILIAR?

  • VISIBILITY+

    PERSONALISED DATA+

    INTERACTION

  • DIGITAL MARKETING CONSULTANT

    Ive been Ned Poulter

    SOCIAL

    @NedPoulter

    /NedPoulter

  • thanks.