How to integrate the digital channels effectively for maximum impact

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April 17th 2013 saw the first ever Digital in Kent conference come to Folkestone in Kent, UK. Managing director of Sleeping Giant Media, Luke Quilter, delivered a workshop at the event that covered the pros and cons of SEO, PPC and social as digital marketing channels and discussed how integrating all three delivers the best results.
Find out more about Sleeping Giant Media at
http://www.sleepinggiantmedia.co.uk
Twitter - @SleepingGiantM

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How to integrate the digital channels effectively for maximum impact

  1. 1. How to integrate the digital channelseffectively for maximum impactPresented by: Luke Quilter
  2. 2. Introduction- What channels are we talking about?- Strengths, weaknesses, potential uses- How they can work together- How to apply this in every day work lifet. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 2
  3. 3. Some of our clientst. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 3
  4. 4. sleepinggiant. media awake the power The channels The aim of search and social is to get relevant traffic to your site t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 4
  5. 5. sleepinggiant. media awake the power The channels With the ultimate focus of getting more customers and growing your business t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 4
  6. 6. sleepinggiant. media awake the power The channels PPC Social SEO Website t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 4
  7. 7. PPC- Strengths- Weaknesses- Tips for successt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
  8. 8. 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 relevancet. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 6
  9. 9. 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 targetingt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 7
  10. 10. Adwords Editor- Offline management- Quicker and easier- Can back up the accountt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 8
  11. 11. Landing pages Relevancy Traffic PPC page SEO paget. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 9
  12. 12. Landing pages Relevancy Traffic PPC page SEO paget. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 9
  13. 13. Landing pages Relevancy Traffic PPC page SEO paget. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 9
  14. 14. Search Query Report - SQR’s help you find new terms - What your customers are actually typing int. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 10
  15. 15. Content network GDN - Default position is ont. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 11
  16. 16. Other engines - Time Vs reward - Only use them once you are sure you are doing a pretty good job with Google!t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 12
  17. 17. SEO- Strengths- Weaknesses- Tips for successt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
  18. 18. SEO - strengths - Traffic is “free” - Potentially better ROI - If done officially positions are sustainable - Building a longterm asset - Broader reach than PPC potentiallyt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 14
  19. 19. 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 - 8% of users go to the second paget. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 15
  20. 20. SEO - Tips for success - 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 yout. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 16
  21. 21. Internal anchor text Content about a particular article, then link to another article about Online Marketing using relevant anchor text within the post Page about online marketingt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 17
  22. 22. Internal anchor text Content about a particular article, then link to another article about Online Marketing using relevant anchor text within the post Page about online marketingt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 17
  23. 23. Tech tools Screaming frog bing ads Adwords Seo moz adwords editor word watch pHootsuitemajestic social bro analytics bing ads t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 18
  24. 24. Tech tools No one piece of technology does everything. By finding the best systems and combining the human factor you will get the best resultt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 18
  25. 25. Social Media- Strengths- Weaknesses- Tips for successt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
  26. 26. Social - Strengths- Building of rapport - trust- Can reach a huge audience- Adds value to the brand- Can reduce costs on other channelst. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 20
  27. 27. 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 trackt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 21
  28. 28. Social - Tips for success- 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- Use tools to help yout. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 22
  29. 29. Linking the channels foronline success- How to use their strengths PPC SEO Socialt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
  30. 30. Linking them Google analytics PPC SEO Socialt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 24
  31. 31. Social powering Social SEO Find competitors Listen to the questions Improve SEO performance PPCt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 25
  32. 32. Social powering Social SEO Find competitors Listen to the questions Improve SEO performance PPCt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 25
  33. 33. Social powering Social SEO Find competitors Listen to the questions Improve SEO performance PPCt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 25
  34. 34. SEO impacts SEO PPC Keyword identification 22% increase in performance Socialt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 26
  35. 35. SEO impacts SEO PPC Keyword identification 22% increase in performance Socialt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 26
  36. 36. SEO impacts SEO PPC Keyword identification 22% increase in performance Socialt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 26
  37. 37. PPC leading the way PPC SEO Conversion testing Reputation management Keyword identification Highlights key topics Social New market identificationt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 27
  38. 38. PPC leading the way PPC SEO Conversion testing Reputation management Keyword identification Highlights key topics Social New market identificationt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 27
  39. 39. PPC leading the way PPC SEO Conversion testing Reputation management Keyword identification Highlights key topics Social New market identificationt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 27
  40. 40. Worked examplest. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 28
  41. 41. Worked examplesNew country PPCt. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 28
  42. 42. Worked examplesNew country Build content PPC SEO around most popular termst. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 28
  43. 43. Worked examples New country Build content PPC SEO around most popular terms SEOTopical blog content t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 28
  44. 44. Worked examples New country Build content PPC SEO around most popular terms Used social to SEO Social spread the wordTopical blog content t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 28
  45. 45. Worked examples New country Build content PPC SEO around most popular terms Link people back to the product page Used social to SEO Social spread the wordTopical blog content t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk 28
  46. 46. Thanks for your time- Any further questions?- Join us for beers and pizza at 5- Win 1 of 5 free SEO site auditst. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk

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