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

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Digital Strategy Capita IT VIP Event

  1. 1. FUTURE PROOFING YOUR DIGITAL STRATEGY Capita IT VIP Resourcing Event Got a questions...? @googledave @phcreative
  2. 2. Got a questions...? @googledave @phcreative
  3. 3. Got a questions...? @googledave @phcreative
  4. 4. http://moz.com/blog
  5. 5. Got a questions...? @googledave @phcreative INBOUND MARKETING BUYING CYCLE
  6. 6. Got a questions...? @googledave @phcreative
  7. 7. BUT. IT TAKES. EFFORT. Got a questions...? @googledave @phcreative
  8. 8. Got a questions...? @googledave @phcreative
  9. 9. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! Got a questions...? @googledave @phcreative
  10. 10. GOOGLE HAVE A ‘JEDI’COUNCIL Got a questions...? @googledave @phcreative
  11. 11. PANDA AND PENGUINS MAKE THIS HAPPEN Got a questions...? @googledave @phcreative
  12. 12. Got a questions...? @googledave @phcreative
  13. 13. 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
  14. 14. 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
  15. 15. Got a questions...? @googledave @phcreative
  16. 16. Got a questions...? @googledave @phcreative
  17. 17. “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
  18. 18. CONVERGANCE OF DIGITAL MARKETING Got a questions...? @googledave @phcreative
  19. 19. But what does it really mean…? Got a questions...? @googledave @phcreative
  20. 20. Optimise for humans Got a questions...? @googledave @phcreative
  21. 21. Got a questions...? @googledave @phcreative
  22. 22. THROUGH SCIENCE AND ART Got a questions...? @googledave @phcreative
  23. 23. http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html Got a questions...? @googledave @phcreative
  24. 24. Got a questions...? @googledave @phcreative
  25. 25. Got a questions...? @googledave @phcreative
  26. 26. PERSONA MAPPING Got a questions...? @googledave @phcreative
  27. 27. Workshop s Got a questions...? @googledave @phcreative
  28. 28. CONTENT PILLARS Got a questions...? @googledave @phcreative
  29. 29. Got a questions...? @googledave @phcreative
  30. 30. @googledave @phcreative #HDevents
  31. 31. Got a questions...? @googledave @phcreative
  32. 32. Got a questions...? @googledave @phcreative
  33. 33. Got a questions...? @googledave @phcreative
  34. 34. Got a question? @googledave @phcreative
  35. 35. Got a question? @googledave @phcreative
  36. 36. IF CARLSBERG DID SOCIAL NETWORKING Got a questions...? @googledave @phcreative
  37. 37. 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
  38. 38. • 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
  39. 39. Got a question? @googledave @phcreative
  40. 40. Got a questions...? @googledave @phcreative
  41. 41. Got a questions...? @googledave @phcreative
  42. 42. Got a questions...? @googledave @phcreative
  43. 43. Got a question? @googledave @phcreative
  44. 44. 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
  45. 45. Second largest search engine Third largest social channel Don’t ignore Got a questions...? @googledave @phcreative
  46. 46. 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
  47. 47. Got a questions...? @googledave @phcreative
  48. 48. Got a questions...? @googledave @phcreative
  49. 49. GOOGLE + SOCIAL AND IDENTITY ENGINE Got a questions...? @googledave @phcreative
  50. 50. Got a questions...? @googledave @phcreative
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. Got a questions...? @googledave @phcreative
  55. 55. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE Got a questions...? @googledave @phcreative
  56. 56. Got a questions...? @googledave @phcreative
  57. 57. Got a questions...? @googledave @phcreative
  58. 58. Got a questions...? @googledave @phcreative
  59. 59. Got a questions...? @googledave @phcreative
  60. 60. Got a questions...? @googledave @phcreative
  61. 61. Got a questions...? @googledave @phcreative
  62. 62. Got a questions...? @googledave @phcreative
  63. 63. SCIENCE FICTION SCIENCE FACT Got a questions...? @googledave @phcreative
  64. 64. Knight Rider Voice activated computer Siri Got a questions...? @googledave @phcreative
  65. 65. Terminator Google glass Real-Time Visuals Got a questions...? @googledave @phcreative
  66. 66. Interaxon Muse X-Men Thought Control Devices Got a questions...? @googledave @phcreative
  67. 67. Got a questions...? @googledave @phcreative
  68. 68. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 Got a questions...? @googledave @phcreative

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