identifying the digital opportunity:

Post on 12-Feb-2017

185 Views

Category:

Marketing

0 Downloads

Preview:

Click to see full reader

TRANSCRIPT

HELLO@IMPRESSION.CO.UK

Identifying the digital opportunity: How to spot the right channels for your business

HELLO@IMPRESSION.CO.UK

– Work with businesses to help understand where they can generate the best ROI

– Develop both short and long term marketing strategies

– Explore what digital channels a company should and can explore

– Sales background & head up all new business for Impression

https://www.linkedin.com/in/mikeyemery

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

My objectives of today…

– Why do we need to invest in marketing in the first place?

– How to assess the value of each channel

– What tools can we use to be more data led

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Why we should invest in marketing…

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

The benefits of outbound..

❖ Target the customers you want

❖ Number led approach

❖ The more resource you put in, the more you get out

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

The negatives of outbound..

❖ It’s bloody hard graft

❖ Dependent on the sales team

HELLO@IMPRESSION.CO.UK

The benefits of inbound...

❖ Customers who are further along the buying journey find you

❖ Higher conversion rates

❖ Longevity through online reputation

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Outbound Leads VS Inbound Leads...

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

So where do we start?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Inbound Marketing Channels...

❖ SEO

❖ PPC

❖ Advanced analytics

❖ CRO

❖ Affiliate marketing

❖ Content Marketing

❖ Email Marketing

❖ PR

❖ Social Media

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

How do we approach it?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

HELLO@IMPRESSION.CO.UK

Inbound Marketing Channels...

❖ SEO

❖ PPC

❖ Advanced analytics

❖ CRO

❖ Affiliate marketing

❖ Content Marketing

❖ Email Marketing

❖ PR

❖ Social Media

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Taking a data led approach

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Put a monetary value on everything you do...

– Alan Sugar to update his business's Facebook page

– £50m earnings in 2015

– £192,000 per day (260 working days)

– £24,000 per hour (8 hour days)

– £400 per minute

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Prioritising

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Step 1 - What position is your business currently in...

Drive Traffic - Convert Traffic

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Step 2 - We have no traffic...

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Step 3 - We have no conversions...

HELLO@IMPRESSION.CO.UK

Search Engine Optimisation

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

❖ 40% searchers will skip ads

❖ 60% = position 1

❖ 20% = position 2

❖ 10% = Position 3

❖ Long term investment

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Do I have budget or resource to invest?

NO

YES

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Do my customers use search engines ?NO

YES

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

What are the targeted keywords that will bring high converting traffic?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

How competitive is the online landscape?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Does my budget allow for me to reach my goals?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

HELLO@IMPRESSION.CO.UK

Paid Marketing

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

❖ Results from day 1

❖ 60% of searchers click Ads

❖ ROI driven

❖ Flexible

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Do I have budget or resource to invest?

NO

YES

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Do my customers use search engines ?NO

YES

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

How much is it going to cost us for a click?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

How many clicks do we need to get to get an enquiry?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

How many enquiries do we need to get a sale?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

❖ £0.50 per click

❖ Conversion Rate - 1%

❖ £50 per lead

❖ 33% ‘Lead to Sale’ conversion rate

❖ CPA = £150

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

❖ £0.50 per click

❖ Conversion rate - 3%

❖ CPA = £16.66

HELLO@IMPRESSION.CO.UK

Digital PR

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

❖ Rich information

❖ Relevant information

❖ Drives website visits

❖ Raises brand awareness

❖ Promotes your your products & services

❖ Creates search volume

❖ SEO Improvements

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Do I have budget or resource to invest?

NO

YES

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Do my customers use search engines ?

NO

YES

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Websites

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Simple Navigation

Clear CTA’s

Clear & concise content

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

❖ £0.50 per click

❖ Conversion Rate - 5%

❖ £10 per lead

❖ 33% ‘Lead to Sale’ conversion rate

❖ CPA = £30

HELLO@IMPRESSION.CO.UK

Do you have analytics & can you track your visitors?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Do you have enough traffic to measure how effective your website is?

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

Final Thoughts & Useful Resources

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UKwww.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

– Google Keyword Planner - Search Volumes & cost per clicks

– Google Analytics - Web traffic and conversion tracking

– SEMrush - How competitive is the landscape

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

My objectives of today…

– Why do we need to invest in marketing in the first place?

– How to assess the value of each channel

– What tools can we use to be more data led

www.impression.co.uk/sdm

HELLO@IMPRESSION.CO.UK

HELLO@IMPRESSION.CO.UK

THANK YOU

top related