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Week1 v4


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Week1 v4

  1. 1. Short Evening Courses – Digital Marketing
  2. 2. Who am i? /martinmcandrew company/blue-thirst @MartinMcAndrew @BlueThirst
  3. 3. Where did it all start
  4. 4. What I have done since
  5. 5. What I am doing now
  6. 6. Who it with
  7. 7. Who are you? What is your name? My current level of digital knowledge is: 1. 2. 3. 4. 5. Digi-what? I know my adwords from my adcenter I digital most days I know who Matt Cutts is I taught Matt Cutts everything he knows Why did you choose this course? What do you want to achieve by the end of this course? How do you plan to use this knowledge in the future?
  8. 8. The Plan Week no. week 1 week 2 week 3 week 4 week 5 week 6 week 7 week 8 week 9 week 10 Topic Intro to digital marketing Search Marketing - SEO Search Marketing - PPC Research Analytics Social GCN, Retargeting, Youtbue & Paid Social Marketing CRM & Email Marketing Mobile Building Multi Channel Marketing Stratergy / Working with agencies
  9. 9. Search Engine Optimisation About Web Analytics • How Google Crawls & Indexes sites • How modern web analytics works • Introduction to Cookies Onsite SEO • Site Structures • Page Code • Content Offsite SEO • What is offsite SEO • How this has changed • How to do good SEO work The Future of SEO • Google Updates Penguin & Panda • Google Update Humming Bird • Future of SEO
  10. 10. Search Engine Pay per Click Advertising What is PPC • • What is pay per click advertising Google Adwords vs Bing Search Managing a campaign • • • The Adwords Interface How to tell if a campaign is running well How to ensure a campaign will be profitable Advanced PPC • • • • Introduction to bid management Google Shopping ads Ad Extensions Multi Click Attribution
  11. 11. Research Understand your Customers • • • • Understand who your customers are, their buying habits and their life cycle. Understand the profitability, value and life cycle of your customers. Identify how your website and digital marketing is performing and how it could be improved. Understand your market • • • • Identify new customer groups. Develop new products or services. Create new potential routes to market and pricing structures Monitor known competitor marketing activity. What changes are needed • • • • Assist in creating business cases for future investment. Identify new products or services. Identify new routes to market and pricing structures. ensure that your marketing strategy is complete.
  12. 12. Web Analytics About Web Analytics • History of analytics • How modern web analytics works • Introduction to Cookies Google Analytics • Google Analytics – Benefits • Google Analytics – Disadvantages • User levels Standard Reports • Standard Reports • Advanced Segments • Custom Reports • Custom Dashboards Advanced Features • Regex • Goals • Ecommerce
  13. 13. Break
  14. 14. Social Marketing About Social • Social Channels • Which social channels should be invested in Managing a campaign • Goals • Content • Competitions • Rules and Regulations Advanced Social • Reporting • Some bad examples • Some Good Examples
  15. 15. Paid Digital (that isn't Google AdWords) GCN • What is the Google Content Network • How the GCN works • How to waste a lot of money on the GCN Retargeting • What is retargeting • How does it work • How to build retargeting campaigns that return Paid Social Marketing • Facebook • Twitter • Linkedin • YouTube
  16. 16. Email Marketing & CRM CRM • What is customer relationship management • How does it work? • CRM data Types of Emails • System emails • Marketing emails • Behaviour based emails Email Strategy • Email Content • Email Lists & Unsubscribes • Tracking and data
  17. 17. Putting it all together PPC SEO Social media Online PR Customer acquisition Competitor research Conversation rate optimisation Landing page optimisation Statistical analysis and reporting Customer data acquisition Email Marketing Call to action improvement A/B multivariate testing Design / navigation improvements Remarketing Repeat customer generation Database research traffic conversion rate basket value no of purchases revenue 100 5% 10 1 £ 50.00 200 10% 20 2 £ 800.00 16 x increase in revenue!
  18. 18. Integrating Mobile Mobile Site • Do you need it • How to calculate the business case for it • Responsive Design Mobile Advertising • Google mobile ads • Mobile Email • Mobile SEO
  19. 19. Working with Agencies How to pick an agency • What to look for • What to avoid How to ensure you get that you want. • Setting expectations • Setting goals • Writing specs How to ensure the relationship works • What agencies want • What the staff in agencies want • How to get that little bit extra.
  20. 20. Questions