Beginner's Guide To Digital Marketing
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The slides from the talk I gave for Bristol City Council on 28th May 2015
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Beginner's Guide To Digital Marketing
- 3. Bristol City Council @MrJonPayne WHAT WE’LL COVER • Introductions • What makes a great website • How to get traffic from Google • How to win on Social Media • How to measure success with Google Analytics • Questions
- 4. Bristol City Council @MrJonPayne THIS BALD GEEZER 25 years in sales 17 years selling online 15 years running web agencies 8 years in search & social marketing
- 8. Bristol City Council @MrJonPayne GREAT WEBSITES What makes ‘em great? You tell me.
- 9. Bristol City Council @MrJonPayne GREAT WEBSITES What will make yours great? You tell me.
- 10. Bristol City Council @MrJonPayne MAKING IT GREAT FOR GOOGLE
- 11. Bristol City Council @MrJonPayne NO 1 ON GOOGLE IS HISTORY Google in 2001 isn’t the same as now
- 12. Bristol City Council @MrJonPaynewww.youtube.com/watch?v=BNHR6IQJGZs
- 13. Bristol City Council @MrJonPayneThe singularity! Almost. Things not strings.
- 14. Bristol City Council @MrJonPayneWhere’s your number one? NOT EVEN ANY ADS!
- 15. Bristol City Council @MrJonPaynehttps://www.youtube.com/watch?v=mmQl6VGvX-c
- 16. Bristol City Council @MrJonPayneLinks?
- 17. Bristol City Council @MrJonPayneInternal Links!
- 18. Bristol City Council @MrJonPayneExternal Links
- 19. Bristol City Council @MrJonPayne INTERNAL LINKS When page a links to page b, page a bestows some of its authority onto page b www.yoursite.com/page-a www.yoursite.com/page-b
- 20. Bristol City Council @MrJonPayne EXTERNAL LINKS You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do” www.yoursite.com/page-a www.anothersite.com/page-b
- 21. Bristol City Council @MrJonPayne INBOUND LINKS More inbound links is good then, right? www.yoursite.com/page-a www.anothersite.com/page-b
- 22. CC
- 24. Bristol City Council @MrJonPayne INBOUND LINKS GOOD – ONLY AS LONG AS THE OTHER SITE IS TRUSTWORTHY www.yoursite.com/page-a www.anothersite.com/page-b
- 25. Bristol City Council @MrJonPayne HOW DOES GOOGLE DETERMINE RELEVANCE? ON PAGE Domain level indicators
- 26. Bristol City Council @MrJonPayne
- 27. Bristol City Council @MrJonPayneDomain level signals
- 28. Bristol City Council @MrJonPayneURL Signals
- 29. Bristol City Council @MrJonPaynePage Title Signals
- 30. Bristol City Council @MrJonPayneAlt text signals
- 31. Bristol City Council @MrJonPayneKnowledge graph signals
- 32. Bristol City Council @MrJonPayneSearcher’s history, social connections, device
- 33. KNOWLEDGE GRAPH Millward Brown 2014 PEOPLE USE PHONES
- 34. Bristol City Council @MrJonPaynehttp://wordpress.org/ http://yoast.com/wordpress/seo/ GET A RESPONSIVE SITE
- 35. Bristol City Council @MrJonPayneDoes the domain match the search?
- 36. Bristol City Council @MrJonPayneHow closely does the URL match the query?
- 37. Bristol City Council @MrJonPayneGoogle will truncate long page titles, so test here: http://www.seomofo.com/snippet-optimizer.html Not for prudes.
- 38. Bristol City Council @MrJonPayne2-4 words, actually describe the image… this is for blind people. Ideally use an image which works for SEO & illustration
- 39. Bristol City Council @MrJonPayneSearch terms in Headline 1 DON’T have this as ‘welcome to…’ or even worse an image!
- 40. Bristol City Council @MrJonPayneSynonyms in the body copy Write about what you know and this will happen naturally
- 41. Bristol City Council @MrJonPayneMeta Description – doesn’t help rank, but should attract the click Ignore meta keywords…your web dev is an idiot.
- 42. Bristol City Council @MrJonPayne BREAK – 10 MINUTES
- 43. Bristol City Council @MrJonPayne YOUR 7 MINUTE TO DO LIST FOR SEO
- 44. Bristol City Council @MrJonPayne 1 MINUTE Win on Mobile Search
- 46. Bristol City Council @MrJonPayne 1 MINUTE Win on Universal Search
- 47. Bristol City Council @MrJonPayne SPEED TEST (TTFB) http://www.webpagetest.org/ 0.350 or faster please
- 48. Bristol City Council @MrJonPayne 5 MINUTES Win on Local Search
- 49. Bristol City Council @MrJonPayne LOCAL Check yo NAP-LOP https://moz.com/local/search
- 50. Bristol City Council @MrJonPayne LOCAL See where you can improve
- 51. Bristol City Council @MrJonPayne SOCIAL MEDIA FOR BUSINESS
- 53. SPREADS EASILY
- 56. Bristol City Council @MrJonPayne SPREADS EASILY Double bubble = social helping search ranking
- 57. Bristol City Council @MrJonPayneGoogle+, Facebook & Twitter help you dominate branded search
- 58. Bristol City Council @MrJonPayne TOP TIER PLATFORMS Recycle content for Google+ at least one of these
- 59. Bristol City Council @MrJonPayne SECONDARY PLATFORMS If you’re niche, hip, cool. Target Instagram or Vine. LinkedIn isn’t easy to scale, it’s personal
- 60. Bristol City Council @MrJonPayne GETTING THE RIGHT IMAGE FOR YOUR BRAND Before you start
- 61. Bristol City Council @MrJonPayneWho are your audience?
- 62. HOW WILL YOU HANDLE NEGATIVITY? Bristol City Council @MrJonPayneDON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN
- 63. Bristol City Council @MrJonPayneIzzit? WOT DUZ DAT MEAN FYR STYLEZ, BRUV?
- 64. Bristol City Council @MrJonPayne SOCIAL MEDIA STYLE GUIDE • What does the business want from social media? • Who are the audience? • What do the audience want? • Who do they trust? • What do they read online? • What does that mean for my writing style? • Who is empowered to do this? Take ½ a day to do this. It’ll make your marketing team or your agency do a better job
- 68. SEXY @MrJonPayne
- 69. Bristol City Council @MrJonPayneSchedule your posts, keep pics big and maintain editorial sign off, use BufferApp
- 71. Bristol City Council @MrJonPayneUnless you’re worldwide, go for this. Better for ranking on Facebook searches and Google
- 72. Bristol City Council @MrJonPayneThe social platforms want people to keep coming back. Your content needs to encourage this like these posts.
- 73. THINK MOBILE. THNK TIMING. Bristol City Council @MrJonPayne94 likes, 9 comments, 12 shares Tie your brand / product or service to something that has plenty of PR already. Use some of their juice.
- 74. Bristol City Council @MrJonPayne • Your personal PROFILE MANAGES your organisation’s PAGE • Keep your messages short and sweet • Use pictures / video for engagement • Ask people to do something ‘Share if you love..’ • Make it personal • It’s not about followers FACEBOOK TIPS © Aaron Stidwell
- 76. Bristol City Council @MrJonPayneShare video, image content… resize images!
- 77. Bristol City Council @MrJonPaynePin important tweets. Use Hashtags sparingly, @ useful accounts sparingly, tag photos to save space & get RTs
- 78. Bristol City Council @MrJonPayne • Clear CTA ‘Click Here’ • Use Urgency ‘Right Now’ • Use Pictures & resize your images • Comment don’t just RT • Share your message more than once TWITTER TIPS © Aaron Stidwell
- 80. Bristol City Council @MrJonPayne PINTEREST
- 81. Bristol City Council @MrJonPayne© BellaFaye Garden
- 82. Bristol City Council @MrJonPayne According to Piqora: 70% of the clicks happen within first 2 days
- 83. Bristol City Council @MrJonPayne
- 85. Bristol City Council @MrJonPayne
- 86. Bristol City Council @MrJonPayne • Use attractive & engaging images • Write optimised descriptions for your pins • Think about trends • A mix of your pins and others • Use secret boards to inspire • Tell your story PINTEREST TIPS © Aaron Stidwell
- 88. Bristol City Council @MrJonPayne SMASHING IT ON THE GOOGLE+ 100,000 + views from Google / Google maps
- 89. Bristol City Council @MrJonPayne SMASHING IT ON THE GOOGLE+
- 90. Bristol City Council @MrJonPayne • Verify location(s) – postcard method • Verify website – rel publisher code • If you’re posting anywhere else recycle for Google+ • GET REVIEWS! GOOGLE+ TIPS © Aaron Stidwell
- 92. THINK MOBILE. THNK TIMING. Bristol City Council @MrJonPayne94 likes, 9 comments, 12 shares Tie your brand / product or service to something that has plenty of PR already. Use some of their juice. I paid for this bit
- 93. THINK MOBILE. THNK TIMING. Bristol City Council @MrJonPayne94 likes, 9 comments, 12 shares Tie your brand / product or service to something that has plenty of PR already. Use some of their juice. Proper job handwritten label on a MOOMIN! Free postcards Hand tied ribbon on this “handwritten” note Social nudges
- 94. Bristol City Council @MrJonPayneBe nice IRL!
- 95. Bristol City Council @MrJonPayne TOP TIER PLATFORMS Pinterest is particularly wonderful for craft, fashion, cooking, visual stuff. Facebook good for sites with a physical location Consumer Sales
- 96. Bristol City Council @MrJonPayne TOP TIER PLATFORMS I’d lean more towards Twitter. Good for outreach to influencers and customers in the B2B sector Business Sales
- 108. Bristol City Council @MrJonPayne ANNONTATING IS VITAL Might include: • Sent out an email to our mailing list • Changed the layout of the blog • Increased the volume of social media activity • Paid for an ad • Sponsored an exhibition • Recruited a new member of the team • Changed the page titles or meta descriptions Any marketing investment that might impact on the site TOP TIP: you will forget what you’ve done & don’t do everything at once!
- 115. Bristol City Council @MrJonPayne DEFINITIONS 101 Sessions # visits to your site Users # unique devices used to browse your site Pageviews # views of individual pages Pages/session # pages a user looked at within each session on average Average session duration amount of time a user on average spent looking at the site Bounce rate % sessions with only one user interaction % New visitors % visitors who have not visited previously
- 117. Bristol City Council @MrJonPayne ACQUISTION Data collected from the referring source • Organic search • Paid search • Social • Direct • Referral
- 118. Bristol City Council @MrJonPayne MORE DEFINITIONS • Organic search • Google, Bing, Yahoo, Yandex, Badu, Seznam • Paid search • AdWords (NOT other forms of paid*) • Social • Facebook, LinkedIn, Twitter, Google+ • Referral • A link from another website • Direct • Anything else*
- 119. Bristol City Council @MrJonPayne DIRECT / (NONE) The visitor has . . . • typed your website address directly into the browser • clicked a link to your website inside a PDF • clicked the link to your website in your email footer • clicked a link inside an email • clicked on a shortened URL • has your site bookmarked Can mean good offline marketing, or insufficient tagging
- 120. Bristol City Council @MrJonPayne NOW YOU HAVE SOME IDEAS… • What makes a great website • How to get traffic from Google • How to win on Social Media • How to measure success with Google Analytics Click those pics for recommended reading
Editor's Notes
- https://www.flickr.com/photos/bellafaye8/6699360101/sizes/l
- https://www.flickr.com/photos/tom-margie/3189268106/in/photostream/
- http://pinterest.com/joannatapeface/for-geography-geeks/ http://pinterest.com/generalelectric/badass-machines/ http://pinterest.com/tianarutledge/i-fucking-love-me-some-tea/ http://pinterest.com/marcymassura/drunkknitting/