Sleeping Giant Media - Summer Series 1 of 6 - Digital Marketing Essentials
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The document outlines a digital marketing series by Sleeping Giant Media, covering essential topics such as website purpose, SEO, social media strategies, and PPC basics. It highlights the importance of understanding customer needs and utilizing tools like Google Analytics for effective online marketing. The series consists of monthly talks, with the next session scheduled for May 27th focusing on social media.
Sleeping Giant Media - Summer Series 1 of 6 - Digital Marketing Essentials
- 1. Digital Marketing Essentials #gianttalks @lukequilter @anthonyklokkou Digital Summer Series - 1 of 6
- 2. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The summer series -Talks will be running every month over the summer -Completely free -Covering various areas around digital marketing -Next month’s talk is on 27th May and will be more focused around social media -Please use social throughout! 2
- 3. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction - Part 1 -Part 1 - @lukequilter -What is the point of a website? -CMS (Content Management System) -How SEO works and why it is important -How to run social media effectively 3
- 4. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction - Part 2 -Part 2 - @anthonyklokkou -PPC basics -How PPC can be used to drive increased business online -How you can use Google’s free analytics tool to understand your business 4
- 5. What’s the point of a website?
- 6. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Your customer -Like all marketing questions, it should start with your customer -Who are they? -What do they want from you? -What do they expect? -What questions do they ask? 6
- 7. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What action -What do you want them to do once they have been on your site? -You must have a clear call to action -Phone numbers, contact details, contact form 7
- 8. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Examples 8
- 9. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The purpose -Educate -Engage -Purchase 9
- 10. Content Management Systems (CMS)
- 11. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm CMS -Time saving, allows you to quickly build pages on your site with very little technical understanding required 11
- 12. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Wordpress 12
- 13. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Open source Vs in-house -CMS “Open Source” -Free to use -Regularly updated -Plugins are free and easily added 13
- 14. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm How it works 14 Front endBackend Theme What the user sees CMS Only you see this
- 15. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Limitations -May need a bit of set up -Some plugins break the theme! -Some updates also break the theme 15
- 16. How SEO works and why it is important
- 17. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO 17
- 18. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk What is SEO? -Google “crawls” your website analysing thousands of factors. -These factors each have a value and based on this value Google will rank your page in a specific position on the SERP. -As marketeers we look to try and understand these factors and adapt the site to better meet the engines needs. 18
- 19. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO - the basics -Some questions: -What is the purpose of Google? -How does Google make money? -What do users want from Google? -What makes Google better than it’s competitors? 19
- 20. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Changing tolerance 20 Low High Quantity link building
- 21. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO - good marketing -SEO is a form of marketing -What defines a good approach to marketing? -Understanding the customer -Add value to them -Provide useful tools or tips to them 21
- 22. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Optimis ation Summary 22 On page Content Optimis ation Out reach Reporting and analysis Optimis ation New technology dev SEO balance Social
- 23. How to run social media effectively
- 24. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Social is fundamental to SEO -Social is about personality -You get to tell your story -It is something you can do a lot better than bigger companies 24
- 25. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Social planning - the process 25 Establish persona and brand rules Research and target influencers in the market Create content strategy based on assets Build followers and influence Target with offers and promotions Evaluate and adapt Provide relevant content and topics Engage with users, answer questions
- 26. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk Enhance your values 26 Value ValueValue Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Topic 6 -Social should be used to enhance your business and its values -Content topics should subtly mention core values -Promotions and services are seeded into content delivery
- 27. Now, part 2
- 28. Presented by: Anthony Klokkou @anthonyklokkou +anthonyklokkou Digital Summer Series - 1 of 6
- 29. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction - Part 2 -Part 2 - @anthonyklokkou -PPC basics -What is PPC & how does it work? -How PPC can be used to drive business -Considerations & key strategies -Using Google Analytics to understand your business 29
- 30. What is PPC and how does it work?
- 31. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 31
- 32. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 32 - PPC = Pay Per Click - Search engine’s revenue drivers - Advertise on words/phrases you think your customers may be searching (keywords) - Set what you are willing to pay per click & daily budget - Create some adcopy - Go live and review
- 33. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 33 - How much do I pay? - Google’s calculates your actual CPC (Cost per click) based on a number of factors - The key is to be thinking about relevancy, targeting and the most wanted responses (MWR) Bid Quality Score Relevancy Click Through Rate Load Speed Competition
- 34. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 34 - What does this mean to me? - How can this drive business? - Be where your customers are looking!
- 35. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The purpose 35 How to get clicks for less
- 36. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Why? 36 Relevancy Help comply to Googles Quality Score Algo
- 37. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What Google say 37 http://support.google.com/adwords/answer/ 2454010?hl=en
- 38. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Simple terms 38 The more relevant your ad is, the more people will click and the better experience a user will have Google is a business They want more customers
- 39. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Relevance 39 £14 £15 £13 £12 £11 £10 £9 £8 £14 £15 £13 £12 £11 £10 £9 £8
- 40. PPC basics
- 41. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC strengths - Fast to setup - Data received almost real time (2 hour lag) - Easy to learn, difficult to master - Huge amount of control over the targeting and display settings - Can be switched on or off when ever you like - Google rewards relevance 41
- 42. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC weaknesses -It costs per click and easy to spend a lot of money quickly -Google doesn’t really help you out in that regard -Lots to learn, it changes quite regularly -No real demographic targeting or cross device…. -Coming soon! 42
- 43. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Tips for success - landing pages 43 PPC page SEO page Traffic Increase relevancy with landing pages
- 44. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Tips for success - search query reports -SQRs help you find new terms -What your customers are actually typing in -Improve relevancy 44
- 45. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Other engines -Time Vs reward -Only use them once you are sure you are doing a pretty good job with Google! 45
- 46. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC - tips for success -Relevancy is key! -Landing pages -Search query reports & data -Only use Bing when you are sure you have the best performance from Google - Migrate over the campaigns 46
- 47. Google Analytics - to understand your business
- 48. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Google Analytics - What is Google Analytics? 48
- 49. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm - How do I get Google Analytics? - It’s free - you just need a Google account - Add a simple tag to every page of your website - Most CMSs will do this for you - Accrue some data 49 Google Analytics
- 50. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm - What can it do for me? - It can help you analyse the success of your marketing activities - Allowing you to adapt and try again! - Email sends work better at ‘x’ with content ‘y’ - Where the weaknesses of your site i.e… mobile vs desktop… - It is the tool for you to learn about your customers - It is the tool that should power your strategy 50 Google Analytics
- 51. Thanks for listening, any questions? ! Next event 27th May Why social media is important to your business What tools should you use to run your social media ! This presentation will be sent out to attendees