Digital Marketing for Charities - How To Integrate the Digital Channels Effectively for Maximum Impact
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Digital Marketing for Charities - How To Integrate the Digital Channels Effectively for Maximum Impact

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In this presentation, Managing Director of Sleeping Giant Media, Luke Quilter, explains the strengths and weaknesses of pay per click (PPC), search engine optimisation (SEO) and social media ...

In this presentation, Managing Director of Sleeping Giant Media, Luke Quilter, explains the strengths and weaknesses of pay per click (PPC), search engine optimisation (SEO) and social media marketing, and shows how the three channels can be integrated for maximum impact. The purpose of this presentation is to give an insight into some of the areas of digital marketing that not-for-profit organisations could use to help increase the exposure of their websites and help encourage additional funding.

Luke gave this presentation at the Hospice in the Weald, located in Pembury, Kent. To find out more, take a look at the story on our site:
http://www.sleepinggiantmedia.co.uk/posts/using-digital-marketing-for-charities-luke-talks-to-hospice-in-the-weald/

We are Sleeping Giant Media. We specialise in driving quality traffic to our clients sites in order to increase their business performance. We are BIG on search.

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Digital Marketing for Charities - How To Integrate the Digital Channels Effectively for Maximum Impact Digital Marketing for Charities - How To Integrate the Digital Channels Effectively for Maximum Impact Presentation Transcript

  • Presented by: Luke Quilter How to integrate the digital channels effectively for maximum impact 1Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Introduction -What channels are we talking about? -Strengths, weaknesses, potential uses -How charities can use them to present their message and encourage additional financial support 2 2Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The reason The purpose of this presentation is to give you an insight into some of the areas of digital marketing that you could use to help increase the exposure of the site and help encourage additional funding 3 3Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk About me -MD of search marketing agency -Board of trustees for Kent Foundation -We specialize in driving quality traffic to our clients sites in order to increase their business performance 4 4Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Some of our clients 5 5Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The channels 6 The aim of search and social is to get relevant traffic to your site 6Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The channels 6 With the ultimate aim of getting your message across and encouraging them to support you 6Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk The channels 6 PPC SEOSocial Website 6Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk But first -Google analytics -Free -Helps you understand more about your visitors 7 7Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk PPC -Strengths -Weaknesses -Tips for success 8Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk What areas 9 PPC PPC SEO 9Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk How does it work -You pick the terms you want to appear for -You select how much you are willing to pay per click -Google serves your adverts to people when they search for the terms you selected -You only get charged if someone clicks on the advert 10 10Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 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 11 11Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 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 12 12Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Landing pages 13 PPC page SEO page Traffic Relevancy 13Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Landing pages 13 PPC page SEO page Traffic Relevancy 13Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Landing pages 13 PPC page SEO page Traffic Relevancy 13Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Search Query Report -SQR’s help you find new terms -What your customers are actually typing in 14 14Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Other engines -Time Vs reward -Only use them once you are sure you are doing a pretty good job with Google! 15 15Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk How could it be used? -Google grants? -Tactically -Events? -Key communications 16 16Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO -Strengths -Weaknesses -Tips for success 17Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk What areas 18 PPC PPC SEO 18Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Factors 19 19Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk What is SEO? -Google “crawls” your website analyzing 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 S.E.R.P. -As marketeers we look to try and understand these factors and adapt the site to better meet the engines needs. 20 20Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO - strengths -Traffic is “free” -Potentially better ROI -If done officially positions are sustainable -Building a longterm asset -Broader reach than PPC potentially 21 21Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO - weaknesses -Takes time to build traffic -Less targeting capabilities compared to PPC -The rules change - takes time to understand and interpret them -No one fully understands the rules, not even Google -Pages are often content heavy 22 22Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO - Tips for -Pick the right terms to target -DON’T buy links! -Don’t trust guarantees -Content updates to the site regularly (blogs) -Using internal anchor text -Find a balance -Use tools to help you 23 23Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Internal anchor text 24 Content about a particular article, then link to another article about Online Marketing using relevant anchor text within the post Page about online marketing 24Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Internal anchor text 24 Content about a particular article, then link to another article about Online Marketing using relevant anchor text within the post Page about online marketing 24Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Tech tools 25 Seo moz Screaming frog Adwordsbing ads social bro majestic analytics adwords editor bing ads word watch p Hootsuite 25Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Tech tools 25 No one piece of technology does everything. By finding the best systems and combining the human factor you will get the best result 25Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social Media -Strengths -Weaknesses -Tips for success 26Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social - Strengths -Building of rapport - trust -Can reach a huge audience -Adds value to the brand -Can reduce costs on other channels 27 27Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social Weaknesses -Not generally a direct sales channel -Not intent based generally -Potential for complaints -Can do harm if not run well -Quantifying performance is still a problem, expensive to track 28 28Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Social - Tips for -Have a story -Pick 6 content topics -Develop a tone of voice -Plan the activity, delegate roles within your business -Link back to your site for selling -Integrate with other channels 29 29Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Linking the channels for online success -How to use their strengths PPC SEO Social 30Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Linking them 31 PPC SEO Social Google analytics 31Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO impacts 32 SEO PPC Social Keyword identification 22% increase in performance 32Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO impacts 32 SEO PPC Social Keyword identification 22% increase in performance 32Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk SEO impacts 32 SEO PPC Social Keyword identification 22% increase in performance 32Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk PPC leading the way 33 PPC SEO Social Conversion testing Keyword identification Highlights key topics New market identification Reputation management 33Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk PPC leading the way 33 PPC SEO Social Conversion testing Keyword identification Highlights key topics New market identification Reputation management 33Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk PPC leading the way 33 PPC SEO Social Conversion testing Keyword identification Highlights key topics New market identification Reputation management 33Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Worked examples 34 34Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Worked examples 34 PPC New service 34Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Worked examples 34 PPC New service SEO Build content around most popular terms 34Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Worked examples 34 PPC New service SEO Build content around most popular terms SEO Topical blog content 34Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Worked examples 34 PPC New service SEO Build content around most popular terms SEO Topical blog content Social Used social to spread the word 34Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Worked examples 34 PPC New service SEO Build content around most popular terms SEO Topical blog content Social Used social to spread the word Link people back to the product page 34Friday, 2 August 13
  • t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Thanks for your time -Any further questions? 35Friday, 2 August 13