Better Digital Marketing• Seamus Morley• www.find50-marketing.co.uk
The web is full !• The days of easy wins are over• Competition for Clicks is fierce Two Challenges:• How to reach your audience AND• How to make their visit worthwhile
Typical UK Charity Site Visitor Sources: Source % Total Visits To Do:• Organic • 70% • Content/SEO• PPC • 10% • Get Grant Ac• Email • 3% • Build List• Social Media • 5% • Push Content• Referral • 10% • Get more !• Content Ads • 2% • Needs £
Find More/New Visitors• PPC • Google Grant: – 20k Visits p.mth FREE ! • Get the Organisation• Content Strategy behind you • Images/text/Video Ads• Display Ads on 3rd party sites Now - what do you want them to do ?
GA - Advanced Segments• Where do visitors come from ? – Organic/Social Media/Grant PPC, Display Ads...• Where did they go on the site ? – Top Pages/Site Sections/Return Visits• What did they complete? – Downloads/Sign Ups/
Goals Measuring SuccessEcommerce Site > £/£/£Content Site > `more visits staying longer` > Time on Site/ > BRate/PagesVisit > Market Share ?GA Multi-Channel Funnels What Channel adds value ?
Your best friends !• Web dev team • Topics for discussion:• They know tech stuff – Page Duplication• You know marketing stuff – Better Tracking Code – Broken Links / 404`s..and we do not talk the – Page Redirects /301`s same language !• Talk Results – not Design You have to know what you want !
How do you create success ?Find the interested • Needs to be `closed ones. loop`What gets attention • ie `cause and effect` ( excluding ££) ? • Look for quick winsWhat matters to senior • Simple data easy to management ? understand. Closed loop – monitor what you can change
Summary Identify target audience Agree Goals and KPI`s Monitor and ModifyMarket your Create New Content Content
Thanks• Sign up for .5 day session (£) – Google Analytics Marketing Training• Questions/ Comments seamus(at)find50-marketing.co.uk