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6 Steps to Guarantee Online Marketing Project Success, From Day 1 #OptimiseOxford

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We all know the situation. A big new client win or shiny new internal project means spirits run high with the team, aspirations of greatness and award-winning results. But just a few months down the line we find ourselves stuck in a rut, still struggling to get through the excessive red tape needed to start showing great results either through holdups from the tech department, tracking errors or lack of data. The key is starting well.

In this talk I shared how his agency starts every one of their campaigns. With a key focus on actionable takeaways he will run through 7 vital steps to starting, including: essential tips, tricks and tool recommendations that you can takeaway and test out yourself, whether in-house or agency side.

From analytics, conversion rate optimisation, understanding website user behaviour or simply quick-wins for overcoming long technical delays, Playing To Win: 6 Steps to Guarantee Online Marketing Project Success, From Day 1 will leave all attendees with at least one new thing to try on their websites.

Published in: Marketing
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6 Steps to Guarantee Online Marketing Project Success, From Day 1 #OptimiseOxford

  1. 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS FROM DAY 1
  2. 2. DIGITAL MARKETING CONSULTANT Hi. I’m Ned Poulter BLOGGER SOCIAL @NedPoulter /NedPoulter
  3. 3. Background Warner Bros. TheLADBible Realtor.com Netflix Miinto Børsen The Hay Group Norton Rose Fulbright SABMiller Notonthehigh street.com
  4. 4. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER WE ALL KNOW THIS FEELING
  5. 5. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER WINNING A BIG NEW ACCOUNT OR STARTING AN EXCITING NEW PROJECT
  6. 6. THE FEAR
  7. 7. DON’T WORRY!
  8. 8. HERE’S HOW WE APPROACH ALL OUR DIGITAL MARKETING PROJECTS.
  9. 9. Before we start… 1. These aren’t specific to any digital marketing disciplines 2. Most of the tools recommended are FREE 3. This is the approach that we have for all clients PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  10. 10. 1. GIVE CLIENTS ACCESS TO EVERYTHING PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  11. 11. CREATE CLIENT-OWNED PROFILE PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  12. 12. ADD ALL RELEVANT BOOKMARKS + ADD-ONS PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  13. 13. SETUP EMAIL FORWARDING TO LINK TO MASTER ACCOUNT PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER YOUR MAIN EMAIL ACCOUNT CLIENT-OWNED ACCOUNT EMAIL FORWARDING / FILTERING RULES
  14. 14. SETUP EMAIL FORWARDING TO LINK TO MASTER ACCOUNT PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  15. 15. 2. GAIN ACCESS TO ALL ACCOUNTS PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  16. 16. 2. GAIN ACCESS TO ALL ACCOUNTS PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER  GOOGLE ANALYTICS  GOOGLE ADWORDS (All relevant profiles)  GOOGLE SEARCH CONSOLE  BING WEBMASTER TOOLS  BINGADS  FACEBOOK ADS  GOOGLE MERCHANT CENTRE REMEMBER: Also get the clients office IP[s] – these will come in handy later.
  17. 17. REMEMBER: DO IT WITH YOUR ‘CLIENT’ GOOGLE ACCOUNT, THEN SHARE ACCESS WITH WORK EMAIL/ACCOUNT PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER YOUR MAIN EMAIL ACCOUNT CLIENT-OWNED ACCOUNT
  18. 18. 3. SETUP THESE TOOLS PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  19. 19. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER WEBSITE MONITORING SERVICE CHECKS FOR:  HTTP RESPONSE CODES  ROBOTS.TXT CHANGES  CANONICALISATION ISSUES  MALWARE STATUS ALERTS  WEBPAGE LOAD TIMES  WEBSITE CRAWL ISSUES FREE FOR UP TO 5 DOMAINS VISIT: http://bit.ly/1kqv8qZ
  20. 20. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  21. 21. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER MENTION TRACKING SETUP ALERTS FOR:  BRAND NAMES (+ VARIATIONS/MISSPELLINGS)  WEBSITE URLS  PRODUCT NAMES (+ VARIATIONS/MISSPELLINGS)  SENIOR EMPLOYEE NAMES FREE! AND / OR VISIT: http://bit.ly/1QSRKuG
  22. 22. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER IMAGE TRACKING SETUP TRACKING FOR:  BRAND LOGO  PRODUCT IMAGES (nice tip for eCommerce clients with their own product photos) 300 ‘CREDITS’ FREE! VISIT: http://bit.ly/1NnxlNe
  23. 23. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER SUPER POWERFUL WEBSITE CRAWLING SOFTWARE HELPS OPTIMISE/CHECK FOR:  INDEXATION  CONTENT OPTIMISATION  URL STRUCTURE  LINK STRUCTURE  PAGE SPEED  MOBILE SEO  INTERNATIONAL SEO FREE FOR UP TO 100 URLS VISIT: http://bit.ly/1XjWvB6
  24. 24. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  25. 25. 4. REVIEW/AUDIT ANALYTICS ACCOUNTS PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  26. 26. AUDIT ANALYTICS ACCOUNTS FREE IF YOU’RE: • A consultant wanting to expand your offerings • An in-house marketer on a shoestring budget • A manager who needs to train new marketers • A newbie looking to bolster your resume Out of respect for Annie, please pay $195 if you don’t meet the above criteria. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER READ THIS! -> http://bit.ly/1VNhlM5
  27. 27. ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER  Site Performance  Audience Snapshot  AdWords Performance  eCommerce Dashboard DASHBOARDS 1. CUSTOM REPORTS 2. CUSTOM SEGMENTS 3.  SEO Insights (Not Provided)  404 Tracker  PPC Keyword/Matched Query Report  Acquisition: Visit and Goal Conversion by Traffic Source  Enhanced Ecommerce Segments  Occam’s Razor Awesomeness THANKS TO:
  28. 28. 5. LEARN & USE GOOGLE TAG MANAGER PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  29. 29. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER VISIT: http://bit.ly/1kn8EqJ TAKE THIS COURSE
  30. 30. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER http://bit.ly/1MC6475 READ 1. VISIT 2. FOLLOW 3.
  31. 31. 6. HOTJAR PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  32. 32. WHAT IF I TOLD YOU… PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  33. 33. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER HEATMAPS
  34. 34. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER RECORDINGS
  35. 35. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER FUNNEL VISUALISATION
  36. 36. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER FORM COMPLETION TRACKING
  37. 37. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER RECRUITERS & SURVEYS
  38. 38. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER SIGN UP HERE: http://bit.ly/1OGJ5xJ
  39. 39. ANY QUESTIONS? PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING PROJECT SUCCESS BY @NEDPOULTER
  40. 40. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL +447887851818 FOLLOW @nedpoulter
  41. 41. Image credits: WOLF 1 – Thenypost.com WOLF 2 – BusinessInsider.com

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