better digital marketing
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Better Digital Marketing
• Seamus Morley• www.find50-marketing.co.uk
The web is full !
• The days of easy wins are over• Competition for Clicks is fierce
Two Challenges:• How to reach your audience AND• How to make their visit worthwhile
• Organic• PPC• Email• Social Media• Referral• Content Ads
• 70%• 10%• 3%• 5% • 10%• 2%
• Content/SEO• Get Grant Ac• Build List • Push Content• Get more !• Needs £
Typical UK Charity Site Visitor Sources:
Source % Total Visits To Do:
Find More/New Visitors
• PPC
• Content Strategy
• Display Ads
• Google Grant:– 20k Visits p.mth FREE !
• Get the Organisation behind you
• Images/text/Video Ads on 3rd party sites
Now - what do you want them to do ?
GA - Advanced Segments
• Where do visitors come from ?– Organic/Social Media/Grant PPC, Display Ads...
• Where did they go on the site ?– Top Pages/Site Sections/Return Visits
• What did they complete?– Downloads/Sign Ups/
Goals Measuring Success
Ecommerce Site > £/£/£
Content Site > `more visits staying longer` > Time on Site/ > BRate/PagesVisit > Market Share ?
GA Multi-Channel Funnels What Channel adds value ?
Your best friends !
• Web dev team• They know tech stuff• You know marketing stuff..and we do not talk the
same language !
• Talk Results – not Design
• Topics for discussion:– Page Duplication– Better Tracking Code– Broken Links / 404`s– Page Redirects /301`s
You have to know what you want !
How do you create success ?
Find the interested ones.
What gets attention ( excluding ££) ?
What matters to senior management ?
• Needs to be `closed loop`
• ie `cause and effect`• Look for quick wins• Simple data easy to
understand.
Closed loop – monitor what you can change
SummaryIdentify target
audience
Agree Goals and KPI`s
Market your Content
Create New Content
Monitor and Modify
Thanks
• Sign up for .5 day session (£)– Google Analytics Marketing Training
• Questions/ Comments
seamus(at)find50-marketing.co.uk