rob shaw ppc to twitter

www.epiphanysolutions.co.uk

PPC to Twitter, SEO to Facebook: Choosing the Right Tools for the Job in

Search Marketing

Rob Shaw

Lets talk about Martin…

…he has a passion….

An opportunity…. …and an opportunity…

A reasonable start.

A predictable next step…..a mistake.

A predictable next step…a mistake!

It’s time to turn this into a business!

Lets use the right tools for the job!

Website build

• Easy to host • Easy to install • Open source (free) • Well supported & documented • Easy to SEO (plugins)

Web design & usability

Web design & usability

Conversion rate optimisation

• What is it? • Test, test and test again! • Tools…..

PPC

•Start small, be specific •Competitor research – find your USP •Targeted landing pages •Allocate a budget month 1 and stick to it! •Think about the buying cycle (last click!)

SEO

• Structure, content & links • Research your keywords & focus (PPC can help) • Get your local listings sorted – Google Places • Submit to Google products/base • Start your own link building (partners/suppliers) • Social Media & Community engagement will be key • Make the most of SEOmoz

Social Media

• Choose a name and bag it! (example) • Community engagement • Monitoring (Radian 6/Sysomos/Google alerts) • Think about website content (many benefits)

• Think about useful resources – Race planner for Martin?

•Blog/Content – promote through social media

Knowem.com

Social Media

• Choose a name and bag it! (example) • Community engagement • Monitoring (Radian 6/Sysomos/Google alerts) • Think about website content (many benefits)

• Think about useful resources – Race planner for Martin? • Infographics?

•Blog/Content – promote through social media

Twitter

• Get on with it!!! • Fully complete your profile (including image) • CoTweet – multiple supporters • TweetDeck – Good single user tool • Backtweets.com – who is linking through twitter?

•Great way of finding people to engage with

• Start following your target market • Look for and target key influencers • Competitions • Talk about what you know • Think about your style (Smart casual?)

Facebook

Facebook

• Make the most of the demographic targeting

• Test different images, ad text and bespoke landing pages

• Adverts can be removed suddenly with negative feedback – have others ready

Facebook Sponsored Stories….It’s new!

Your Brand as your Community: Wiggly Wigglers

Mobile

• Get the basics rights (can you view the site?) • Think about click to call • Remember to consider Twitter as part of mobile • Be realistic!

Summary

What are you waiting for?

Thank You

rob.shaw@epiphanysolutions.co.uk www.epiphanysolutions.co.uk

@robshaw99 @epiphanysol