nottingham business school event: digital marketing with impression

www.impression.co.uk/uon-april/

Strategic Digital Marketing:How to grow your business online



@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.

S E O

C O N T E N T

P P C

C R O

P R

W E B



We help businesses grow

online



Today’s Agenda:9:15-10:00 - Your Digital Opportunity

10:00-10:45 - The Value of Technical SEO10:45-11:00 - Break

11:00-11:45 - Profitable Investment in PPC11:45-12:00 - Questions

12:00 - Lunch and networking



Our Speakers:Laura Hampton: Digital Marketing Manager

Aaron Dicks: Managing DirectorLiam Wade: PPC Manager



Laura Hampton:Strategic Digital

Marketing


www.impression.co.uk/uon-april/www.impression.co.uk/uon-april/


?????



We need to be strategic in our

approach...



… But what does that mean?



5 things all businesses can do to ensure they get

the most out of their digital opportunity



Successful marketing is born of clear data and

an inquisitive mind



#1: Start gathering and analysing your

data



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?



All marketing must begin with

an understanding of our audience



#2: Get to know your audience


www.impression.co.uk/uon-april/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?



We can only know how well we’re doing when we know where

we’re trying to go



#3: Set clear 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)



Digital marketing provides a level

playing field… but only when we know the

other players



#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?


www.impression.co.uk/uon-april/http://impression.tips/rand10


#5: Measure, analyse and refine



Bonus Tip:2 minute channel

overview...



SEO



PPC



Content Marketing



Digital PR



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



Next up…Aaron Dicks on the increasing value of

technical SEO



[email protected]



Aaron Dicks:The Increasing Value

of Technical SEO


[email protected]

What is technical SEO, and why should it matter?


First, how a search engine works

Three key functions

Crawl

Index

Rank

[email protected]

1. Crawler

● How?

● Best pages are crawlable

● Block access to resources?

● Load speed is critical for users and search engine

crawlers alike

● Crawl budget

● Encryption -- security

[email protected]

2. Indexer

● Once crawled/discovered - pages are indexed

● Test whether your site is indexed in a couple of ways

○ Cached page or site: operator

● Confirm Google has all the content indexed

● Indexes pages based on topics and keywords for later searches

[email protected]

3. Ranker

[email protected]

● A page will only rank well

○ if it has lots of inbound links

○ and if it has great content

○ and it’s part of a great website that Google can understand

● Outcomes

○ Rankings on Google.co.uk

○ traffic in Google Analytics

○ Sales in ERP & leads in your CRM

[email protected]

A great website is really a lot like a great house

(terrible analogy - sorry)


Strong foundations

● Is is likely to fail?

● Will I always find it in the same place?

● Is it reliable?

● Can I always access it in the same way?

[email protected]

Nice building

● What is the contents?

● Does it look nice?

● Is everything organised?

● Do other people like it?

● Is it large or small?

● Fancy or modest?

[email protected]

Location, location, location

● Where is it?

● Is it in the best location?

● Can it be found?

● Do you tell people about it?

● Do people talk about it off their own back?

[email protected]

[email protected]

When considering it like this, you end up with

A great website

With great architecture

That makes sensefor users and search engines


[email protected]

Search engines are really good at understanding humans


We search in weird waysWe search in keywords, not phrases

“Garden lawnmower online”

“Designer furniture london”

“Office 365 license”

[email protected]

We search for weird stuff

[email protected]

[email protected]

15% of all search queries Google handles every day are

unique


[email protected]

So with those thoughts in mind, it’s a good idea to help Google and Bing understand

our websites


[email protected]

This is where structured datacomes in


[email protected]

Structured data allows you to describe a web page’s content

to search engines


Entities

Facts

Answers

Paragraphs

Lists

Tables

[email protected]

Not just the 10 blue links


[email protected]

Can lead to Google results including:


Phone numbers

Quick answers/ facts

Instructions

Product details

Recipe details

Events

[email protected]

Phone numbers and company information


[email protected]

Quick answers


[email protected]

Products & reviews


[email protected]

Recipes


[email protected]

Instructions


[email protected]

Fact cards


[email protected]

All quite useful for a user, right?


[email protected]

This is a great opportunity for brands to gain further traffic

from search


[email protected]

If you’re already visible in the top 10 results

… then your site could rank in position 0


[email protected]/uon-april/

#1

#2

#3

[email protected]

A quick recap


[email protected]

We know what a search engine does in order to rank content


[email protected]

We know good reasons for having a technically sound

website


[email protected]

We know we can give Google support in understanding our

content


[email protected]

We know brands can exploit these opportunities for more free traffic


[email protected]

The future of search



+

[email protected]

Google alone has these devices


[email protected]

From 2017 onwards, we’ll see more changing habits to voice search


[email protected]

Google’s already getting ready for this


[email protected]

Relaxing “exact match” keywords


[email protected]

Investment in NLP and AI


[email protected]

Image AI is coming along nicely


[email protected]

20% of search already comes from voice


[email protected]

Let’s bring this back to where we started


[email protected]

SEO = chance to show to more users of Google


[email protected]

For your best chance, now and in the future…


[email protected]

Ensure you have strong foundations



Thank you!

[email protected]

linkedin.com/in/aarondicks



Next up…Break time!!

Then…Liam Wade on profitable

investments in PPC



Liam Wade:Profitable

Investment in PPC


Why listen to me?


Care for a slice of PPC?Where and how to apply your

advertising budget

[email protected]

Channel

Priority

Super

Audiences

Powerful

Data

1 2 3


[email protected]

SEARCHGet in front of your targets

when they’re looking for you

1Channel Selection


[email protected]

SEARCH

1Channel Selection

SOCIALGet in front of your targets

when they’re looking for youReach your target audience on

social media


[email protected]

DISPLAY & PROGRAMMATICSEARCH

1Channel 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


[email protected]

1Channel Selection

Users are actively

looking for your

product / service

Users are not

actively looking for

your product / service

[email protected]

1Channel Selection

Are people

searching for my

product / service?

Do I need to get in

front of the right

people, before I show

them my offering?

Would the right people

be interested in my

product / service if they

knew about it?

Apply budget on a priority basis


Relax, you’ve earned itHow we target audiences, and how to

use them most effectively

[email protected]

Channel

Priority

Super

Audiences

Powerful

Data

1 2 3


[email protected]

Location

Parental Status

Relationship StatusEmployer

Job Title

Gender

Age

IncomeHousehold Composition

Payment Method

Education

Life Events

Ethnic AffinityPremium Buyers Car Owner

Renting/Mortgaged

Expats

Charity Donations

Specific Interests


Audience creation

[email protected]

2

Demographics

– Age

– Gender

– Location (granular)

Audience

- University students

- Estimated income

- Low spenders

- Credit card users

- Online purchasers

- Homeowners / renters


Audience creation

[email protected]

2

GEO radius targeting

– Events

– Competitors


Audience creation

[email protected]

2

Customer match


Location

Parental Status

Relationship StatusEmployer

Job Title

Gender

Age

IncomeHousehold Composition

Payment Method

Education

Life Events

Ethnic AffinityPremium Buyers Car Owner

Renting/Mortgaged

Expats

Charity Donations

Specific Interests

Audience testing

[email protected]

2


Ad testing

[email protected]

2

Bespoke video anim VS Designed ads VS User-generated content

Creative testing against different audiences

Bespoke video Designed carousel User-generated content


Why do we use Facebook?


[email protected]

Entertainment


Ad creation

[email protected]

2

Uses relevancy Increases engagement

Engagement = higher relevancy score = cheaper cost-per-click

Example targeting Intro messaging Ad content

18-24, Female

University or Graduate

Are you 18-24, studying at university or a

recent graduate? We’re looking for women just

like you... High relevancy

example survey

questions25-35, Male

Keen Football Fan

Know your football? We’ve been looking for

you.


[email protected]

Promote content your potential customers will enjoy


[email protected]

AWARENESS

2Audience Funnel

INTEREST ACTION LOYALTY


[email protected]

2Audience Funnel

AWARENESS


[email protected]

2Audience Funnel

INTEREST


[email protected]

2Audience Funnel

ACTION


[email protected]

2Lead Capture Ads


[email protected]

2Audience Funnel

LOYALTY


[email protected]

2Cookies


[email protected]

2Retargeting


[email protected]

2Retargeting http://whoisretargeting.me/


If I’ve already paid to get a user on my site, why would I pay again?


EXAMPLE

[email protected]

Added remarketing to an already

profitable campaign


EXAMPLE

30%increase

no. of sales

[email protected]


profitable campaign


EXAMPLE

30%increase

no. of sales

88%decrease

cost per sale

[email protected]


profitable campaign


EXAMPLE

30%increase

no. of sales

88%decrease

cost per sale

[email protected]


profitable campaign

53%increase in

repeat sales

within a year


EXAMPLE

30%increase

no. of sales

88%decrease

cost per sale

[email protected]

Increases sales conversion rate

andrepeat purchases

53%increase in

repeat sales

within a year


Time for a cuppa?How data powers every part of PPC,

from ad creation to lead quality

[email protected]

Channel

Priority

Super

Audiences

Powerful

Data

1 2 3


[email protected]

““The time has come when

advertising has in some

hands reached the status of

a science.””

3Powerful Data


[email protected]

Good digital marketers will probe into everything...


[email protected]

3Powerful Data

… which device?


[email protected]

3Powerful Data

… which day / hour?


[email protected]

3Powerful Data

… what query did the user type in?

“i can’t afford to empty my cesspit”


[email protected]

N-GRAMANALYSIS


[email protected]

Word count Clicks Conv Conv. Rate1 14 0 0.00%2 1,530 50 3.27%3 3,629 105 2.89%4 2,915 99 3.40%5 1,600 45 2.81%6 709 19 2.68%

7+ 298 5 1.68%


[email protected]

3Search queries


[email protected]

3Call tracking


[email protected]

CUSTOMER MATCH

AUDIENCE INSIGHTS

SIMILAR AUDIENCES

3Audience Data


[email protected]

How to approach data-driven digital marketing?


HYPOTHESISTEST

EVALUATIONACTION


[email protected]

Source: Spurious Correlations


[email protected]

If you’re unsure of a correlation….


[email protected]

If you’re unsure of a correlation….

TEST IT


[email protected]

If you’re sure of a correlation….


[email protected]

If you’re sure of a correlation….

TEST IT


66%increase

sales YoY

15%decrease

cost per sale

[email protected]

Weather targetingIncrease bids when the sun is shining

3Unique Data Links


125%increase

sales MoM

11%decrease

cost per sale

[email protected]

Geographical targeting

Increase bids if a user is in a postcode sector

with a high avg. house price

3Unique Data Links


Getting saucyAside from campaigns, where can we get data from?

[email protected]

3rd party CRMSpeaking to real live

human people

...


[email protected]

Channel

Priority

Super

Audiences

Powerful

Data

1 2 3

- Choose the channels

that are right for the

customer, not you!

- Apply budget on a

priority basis

- Layer audiences

- ‘Warm-up’ your audience

- Retargeting will supercharge

your campaigns

- Good PPC

= test and learn

- Test everything

- Collect & use customer data



[email protected]



Today’s Agenda:9:15-10:00 - Your Digital Opportunity

10:00-10:45 - The Value of Technical SEO10:45-11:00 - Break

11:00-11:45 - Profitable Investment in PPC11:45-12:00 - Questions

12:00 - Lunch and networking


[email protected]

Enjoy some lunch with us…



Thank youWe’d love to discuss your requirements

and show you how we can help.


[email protected]

26-30 Stoney Street

Nottingham

NG1 1LL

mailto:[email protected]

nottingham business school event: digital marketing with impression

Business