strategic digital marketing: fsb and ntu
TRANSCRIPT
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Strategic Digital MarketingHow to grow your business online
www.impression.co.uk/fsb-may/
www.impression.co.uk/fsb-may/
@impressiontalk
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Who we are
Impression is an award winning digital agency that takes a scientific approach with a creative edge
www.impression.co.uk/fsb-may/
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Credentials
www.impression.co.uk/fsb-may/
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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
www.impression.co.uk/fsb-may/
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We help businesses grow
online
www.impression.co.uk/fsb-may/
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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
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1) Setting the scene for strategic
digital marketing
www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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We need to be strategic in our
approach...
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… But what does that mean?
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5 things all businesses can do to be more strategic in their
approach
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#1: Start gathering and analysing your
data
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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What other sources of data do
we have?
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CRM Sales Team
CS team
Social media
Surveys
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Ask:- Do people visit our website?- Where do they come from?
- What do they look at?- Do they convert?
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#2: Get to know your audience
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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http://impression.tips/brightonlaura
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Ask:- Who visits our website?- What are their needs?
- How can we help them?- How well does our website
appeal to them?
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#3: Set clear goals
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www.impression.co.uk/fsb-may/
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What are your goals?
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- Lead generation = thank you pages- Awareness = traffic and rankings
- Sales = conversions- Engagement = time on site, pages per visit
- Also consider softer conversions
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What’s the value of a website visitor?
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- 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! >>
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ASP = £50Conversion rate = 3%
We need 33 visitors to get one sale (100/3)Each visitor is worth £1.51 (50/33)
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#4: Understand your competition
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Image credit: Smart Insights
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- Who outranks you?- Who’s bidding against you?
- What are they doing?- What can we learn?
- How can we be better?
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http://impression.tips/semrush2017
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http://impression.tips/semrush2017
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www.impression.co.uk/fsb-may/
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http://impression.tips/rand10
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#5: Measure, analyse and refine
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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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
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2) The fundamentals of search marketing
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Technical considerations...
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“site:www.yoursite.com”
Is it being indexed?Does the number match your
expectations?
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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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
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www.impression.co.uk/fsb-may/
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On Page SEO
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www.impression.co.uk/fsb-may/
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Google’s purpose is to provide the most relevant, highest
quality results
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Review your keyword targeting
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Give every page a purpose
(this could mean you need more pages!)
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Keyword in...
Title tagHeadings
SubheadingsBody text
Image alt tagswww.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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Off Page SEO(promotion, PR, link building)
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Hi, I’m Laura...
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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All about building authority
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Who might link to your website?
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PartnersSuppliersCustomersAssociations
PressIndustry
websitesAlumni
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But… don’t expect a link if you don’t
deserve it...
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www.impression.co.uk/fsb-may/
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www.impression.co.uk/fsb-may/
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Access the press:#journorequest
#prrequest
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http://impression.tips/nottsmedia17
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3) Invest wisely in paid advertising
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SEARCHGet in front of your targets
when they’re looking for you
Channel Selection
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SEARCH
Channel Selection
SOCIALGet in front of your targets
when they’re looking for youReach your target audience on
social media
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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
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4) Track everything - measure, analyse
and refine
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Destination goal:Track people going to a specific page,
e.g. thank you
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Event goal:Track people doing a certain thing, e.g. watching a video
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Engagement goal:Track how long
people stay on site or pages per visit
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www.impression.co.uk/fsb-may/
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Bonus Tip:2 minute channel
overview...
www.impression.co.uk/fsb-may/
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SEO
www.impression.co.uk/fsb-may/
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PPC
www.impression.co.uk/fsb-may/
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Content Marketing
www.impression.co.uk/fsb-may/
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Digital PR
www.impression.co.uk/fsb-may/
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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
www.impression.co.uk/fsb-may/
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Thank youWe’d love to discuss your requirements
and show you how we can help.
26-30 Stoney Street
Nottingham
NG1 1LL
www.impression.co.uk/fsb-may/