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Sleeping Giant Media - Summer Series 1 of 6 - Digital Marketing Essentials

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In the first of our Digital Summer Series of talks, we gave an introduction to digital marketing essentials.

In this presentation, we cover
- What is the point of a website?
- CMS (Content Management System)
- How SEO works and why it is important
- How to run social media effectively
- PPC basics
- How PPC can be used to drive increased business online
- How you can use Google's free analytics tool to understand your business

The Summer Series is being held jointly by Sleeping Giant Media and Shepway District Council. They are completely free and cover various areas around digital marketing.

To learn more about the talks being held in Folkestone, Kent visit www.sleepinggiantmedia.co.uk/digital-marketing-summer-series

Published in: Marketing, Technology, Business
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Sleeping Giant Media - Summer Series 1 of 6 - Digital Marketing Essentials

  1. 1. Digital Marketing Essentials #gianttalks @lukequilter @anthonyklokkou Digital Summer Series - 1 of 6
  2. 2. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The summer series -Talks will be running every month over the summer -Completely free -Covering various areas around digital marketing -Next month’s talk is on 27th May and will be more focused around social media -Please use social throughout! 2
  3. 3. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction - Part 1 -Part 1 - @lukequilter -What is the point of a website? -CMS (Content Management System) -How SEO works and why it is important -How to run social media effectively 3
  4. 4. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction - Part 2 -Part 2 - @anthonyklokkou -PPC basics -How PPC can be used to drive increased business online -How you can use Google’s free analytics tool to understand your business 4
  5. 5. What’s the point of a website?
  6. 6. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Your customer -Like all marketing questions, it should start with your customer -Who are they? -What do they want from you? -What do they expect? -What questions do they ask? 6
  7. 7. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What action -What do you want them to do once they have been on your site? -You must have a clear call to action -Phone numbers, contact details, contact form 7
  8. 8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Examples 8
  9. 9. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The purpose -Educate -Engage -Purchase 9
  10. 10. Content Management Systems (CMS)
  11. 11. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm CMS -Time saving, allows you to quickly build pages on your site with very little technical understanding required 11
  12. 12. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Wordpress 12
  13. 13. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Open source Vs in-house -CMS “Open Source” -Free to use -Regularly updated -Plugins are free and easily added 13
  14. 14. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm How it works 14 Front endBackend Theme What the user sees CMS Only you see this
  15. 15. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Limitations -May need a bit of set up -Some plugins break the theme! -Some updates also break the theme 15
  16. 16. How SEO works and why it is important
  17. 17. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO 17
  18. 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk What is SEO? -Google “crawls” your website analysing thousands of factors. -These factors each have a value and based on this value Google will rank your page in a specific position on the SERP. -As marketeers we look to try and understand these factors and adapt the site to better meet the engines needs. 18
  19. 19. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO - the basics -Some questions: -What is the purpose of Google? -How does Google make money? -What do users want from Google? -What makes Google better than it’s competitors? 19
  20. 20. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Changing tolerance 20 Low High Quantity link building
  21. 21. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm SEO - good marketing -SEO is a form of marketing -What defines a good approach to marketing? -Understanding the customer -Add value to them -Provide useful tools or tips to them 21
  22. 22. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Optimis ation Summary 22 On page Content Optimis ation Out reach Reporting and analysis Optimis ation New technology dev SEO balance Social
  23. 23. How to run social media effectively
  24. 24. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Social is fundamental to SEO -Social is about personality -You get to tell your story -It is something you can do a lot better than bigger companies 24
  25. 25. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Social planning - the process 25 Establish persona and brand rules Research and target influencers in the market Create content strategy based on assets Build followers and influence Target with offers and promotions Evaluate and adapt Provide relevant content and topics Engage with users, answer questions
  26. 26. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk Enhance your values 26 Value ValueValue Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Topic 6 -Social should be used to enhance your business and its values -Content topics should subtly mention core values -Promotions and services are seeded into content delivery
  27. 27. Now, part 2
  28. 28. Presented by: Anthony Klokkou @anthonyklokkou +anthonyklokkou Digital Summer Series - 1 of 6
  29. 29. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Introduction - Part 2 -Part 2 - @anthonyklokkou -PPC basics -What is PPC & how does it work? -How PPC can be used to drive business -Considerations & key strategies -Using Google Analytics to understand your business 29
  30. 30. What is PPC and how does it work?
  31. 31. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 31
  32. 32. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 32 - PPC = Pay Per Click - Search engine’s revenue drivers - Advertise on words/phrases you think your customers may be searching (keywords) - Set what you are willing to pay per click & daily budget - Create some adcopy - Go live and review
  33. 33. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 33 - How much do I pay? - Google’s calculates your actual CPC (Cost per click) based on a number of factors - The key is to be thinking about relevancy, targeting and the most wanted responses (MWR) Bid Quality Score Relevancy Click Through Rate Load Speed Competition
  34. 34. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What is PPC? 34 - What does this mean to me? - How can this drive business? - Be where your customers are looking!
  35. 35. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The purpose 35 How to get clicks for less
  36. 36. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Why? 36 Relevancy Help comply to Googles Quality Score Algo
  37. 37. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm What Google say 37 http://support.google.com/adwords/answer/ 2454010?hl=en
  38. 38. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Simple terms 38 The more relevant your ad is, the more people will click and the better experience a user will have Google is a business They want more customers
  39. 39. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Relevance 39 £14 £15 £13 £12 £11 £10 £9 £8 £14 £15 £13 £12 £11 £10 £9 £8
  40. 40. PPC basics
  41. 41. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 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 relevance 41
  42. 42. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 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 targeting or cross device…. -Coming soon! 42
  43. 43. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Tips for success - landing pages 43 PPC page SEO page Traffic Increase relevancy with landing pages
  44. 44. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Tips for success - search query reports -SQRs help you find new terms -What your customers are actually typing in -Improve relevancy 44
  45. 45. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Other engines -Time Vs reward -Only use them once you are sure you are doing a pretty good job with Google! 45
  46. 46. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm PPC - tips for success -Relevancy is key! -Landing pages -Search query reports & data -Only use Bing when you are sure you have the best performance from Google - Migrate over the campaigns 46
  47. 47. Google Analytics - to understand your business
  48. 48. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Google Analytics - What is Google Analytics? 48
  49. 49. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm - How do I get Google Analytics? - It’s free - you just need a Google account - Add a simple tag to every page of your website - Most CMSs will do this for you - Accrue some data 49 Google Analytics
  50. 50. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm - What can it do for me? - It can help you analyse the success of your marketing activities - Allowing you to adapt and try again! - Email sends work better at ‘x’ with content ‘y’ - Where the weaknesses of your site i.e… mobile vs desktop… - It is the tool for you to learn about your customers - It is the tool that should power your strategy 50 Google Analytics
  51. 51. Thanks for listening, any questions? ! Next event 27th May Why social media is important to your business What tools should you use to run your social media ! This presentation will be sent out to attendees

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