strategic digital marketing: fsb and ntu

Strategic Digital MarketingHow to grow your business online

www.impression.co.uk/fsb-may/

@impressiontalk

Who we are

Impression is an award winning digital agency that takes a scientific approach with a creative edge

Credentials

What we doWe help businesses just like yours to make more money by

generating new leads and making more profitable online sales.

C O N T E N T

We help businesses grow

online

Today’s Agenda:1) Setting the scene for a strategic approach

2) Fundamentals of search marketing3) Invest wisely in paid advertising

4) Track, measure and refine everything !5) Q&A

1) Setting the scene for strategic

digital marketing

We need to be strategic in our

approach...

… But what does that mean?

5 things all businesses can do to be more strategic in their

approach

#1: Start gathering and analysing your

What other sources of data do

we have?

CRM Sales Team

CS team

Social media

Surveys

Ask:- Do people visit our website?- Where do they come from?

- What do they look at?- Do they convert?

#2: Get to know your audience

http://impression.tips/brightonlaura

Ask:- Who visits our website?- What are their needs?

- How can we help them?- How well does our website

appeal to them?

#3: Set clear goals

What are your goals?

- Lead generation = thank you pages- Awareness = traffic and rankings

- Sales = conversions- Engagement = time on site, pages per visit

- Also consider softer conversions

What’s the value of a website visitor?

- What’s the ASP?- What’s your conversion rate?

- How many visits do you therefore need for one sale?

- ASP / number of visits = value of a visit

<< Inform our budgeting decisions! >>

ASP = £50Conversion rate = 3%

We need 33 visitors to get one sale (100/3)Each visitor is worth £1.51 (50/33)

#4: Understand your competition

Image credit: Smart Insights

- Who outranks you?- Who’s bidding against you?

- What are they doing?- What can we learn?

- How can we be better?

http://impression.tips/semrush2017

http://impression.tips/rand10

#5: Measure, analyse and refine

5 things all businesses can do to ensure they get the most out of their digital opportunity

#1: Gather data#2: Know your audience

#3: Set clear goals#4: Know your marketplace#5 Measure, analyse, refine

2) The fundamentals of search marketing

Technical considerations...

“site:www.yoursite.com”

Is it being indexed?Does the number match your

expectations?

Add an XML sitemap (and submit through GSC)

Check your site is being indexed by Google

Make your website secure

Make your website mobile friendly

Test your page load speed

On Page SEO

Google’s purpose is to provide the most relevant, highest

quality results

Review your keyword targeting

Give every page a purpose

(this could mean you need more pages!)

Keyword in...

Title tagHeadings

SubheadingsBody text

Image alt tagswww.impression.co.uk/fsb-may/

Off Page SEO(promotion, PR, link building)

Hi, I’m Laura...

All about building authority

Who might link to your website?

PartnersSuppliersCustomersAssociations

PressIndustry

websitesAlumni

But… don’t expect a link if you don’t

deserve it...

Access the press:#journorequest

#prrequest

http://impression.tips/nottsmedia17

3) Invest wisely in paid advertising

hello@impression.co.uk

SEARCHGet in front of your targets

when they’re looking for you

Channel Selection

SEARCH

Channel Selection

SOCIALGet in front of your targets

when they’re looking for youReach your target audience on

social media

DISPLAY & PROGRAMMATICSEARCH

Channel Selection

SOCIALReach your target audience on

social media

Get in front of your targets

when they’re looking for youReach your target audience

around the web

Retargeting

4) Track everything - measure, analyse

and refine

Destination goal:Track people going to a specific page,

e.g. thank you

Event goal:Track people doing a certain thing, e.g. watching a video

Engagement goal:Track how long

people stay on site or pages per visit

Bonus Tip:2 minute channel

overview...

Content Marketing

Digital PR

Today’s Agenda:1) Setting the scene for a strategic approach

2) Fundamentals of search marketing3) Invest wisely in paid advertising

4) Track, measure and refine everything !5) Q&A

Thank youWe’d love to discuss your requirements

and show you how we can help.

laura@impression.co.uk

26-30 Stoney Street

Nottingham

NG1 1LL

strategic digital marketing: fsb and ntu

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