Digital Strategy Capita IT VIP Event
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Digital Strategy Capita IT VIP Event

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Slides from my talk for Capita IT about all things digital marketing. Covering SEO, Content marketing, CRO, Social media

Slides from my talk for Capita IT about all things digital marketing. Covering SEO, Content marketing, CRO, Social media

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    Digital Strategy Capita IT VIP Event Digital Strategy Capita IT VIP Event Presentation Transcript

    • FUTURE PROOFING YOUR DIGITAL STRATEGY Capita IT VIP Resourcing Event Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
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    • http://moz.com/blog
    • Got a questions...? @googledave @phcreative INBOUND MARKETING BUYING CYCLE
    • Got a questions...? @googledave @phcreative
    • BUT. IT TAKES. EFFORT. Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! Got a questions...? @googledave @phcreative
    • GOOGLE HAVE A ‘JEDI’COUNCIL Got a questions...? @googledave @phcreative
    • PANDA AND PENGUINS MAKE THIS HAPPEN Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area Got a questions...? @googledave @phcreative
    • OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • “Think visibility rather than rankings. Rankings vary from user to user, device and location. Focus on the user, keyword themes and behaviour” Got a questions...? @googledave @phcreative
    • CONVERGANCE OF DIGITAL MARKETING Got a questions...? @googledave @phcreative
    • But what does it really mean…? Got a questions...? @googledave @phcreative
    • Optimise for humans Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • THROUGH SCIENCE AND ART Got a questions...? @googledave @phcreative
    • http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • PERSONA MAPPING Got a questions...? @googledave @phcreative
    • Workshop s Got a questions...? @googledave @phcreative
    • CONTENT PILLARS Got a questions...? @googledave @phcreative
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    • @googledave @phcreative #HDevents
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    • Got a questions...? @googledave @phcreative
    • Got a question? @googledave @phcreative
    • Got a question? @googledave @phcreative
    • IF CARLSBERG DID SOCIAL NETWORKING Got a questions...? @googledave @phcreative
    • WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? Got a questions...? @googledave @phcreative
    • • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ PROBABLY THE BEST SOCIAL NETWORKING ADVICE! Got a questions...? @googledave @phcreative
    • Got a question? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
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    • Got a questions...? @googledave @phcreative
    • Got a question? @googledave @phcreative
    • Once you know what they look like Do your homework and find your influencers and their communities Follow me @googledave to receive this free guide Got a questions...? @googledave @phcreative
    • Second largest search engine Third largest social channel Don’t ignore Got a questions...? @googledave @phcreative
    • 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • GOOGLE + SOCIAL AND IDENTITY ENGINE Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a questions...? @googledave @phcreative
    • http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a questions...? @googledave @phcreative
    • http://www.searchenginejournal.com/eye-tracking-study-importance-using-google- authorship-search- results/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE Got a questions...? @googledave @phcreative
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    • Got a questions...? @googledave @phcreative
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    • Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • SCIENCE FICTION SCIENCE FACT Got a questions...? @googledave @phcreative
    • Knight Rider Voice activated computer Siri Got a questions...? @googledave @phcreative
    • Terminator Google glass Real-Time Visuals Got a questions...? @googledave @phcreative
    • Interaxon Muse X-Men Thought Control Devices Got a questions...? @googledave @phcreative
    • Got a questions...? @googledave @phcreative
    • Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a questions...? @googledave @phcreative