4 Pillars of Digital Marketing

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My slides from the talk I gave at Bristol City Council on 27th April 2014

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  • http://www.flickr.com/photos/worldizen/4563405626/sizes/l/in/photostream/ / http://www.flickr.com/photos/dekcuf/6441085947/ / http://www.flickr.com/photos/guysie/6958087062/
  • http://blog.hubspot.com/blog/tabid/6307/bid/33284/14-Unique-Types-of-Content-Every-Marketer-Should-Try.aspx
  • http://upload.wikimedia.org/wikipedia/commons/0/01/February_calendar.jpg
  • http://upload.wikimedia.org/wikipedia/commons/0/01/February_calendar.jpg
  • http://www.flickr.com/photos/ramsd/5933053057/sizes/l/in/photostream/
  • Conversations, contact form submissions
  • 4 Pillars of Digital Marketing

    1. 1. THE 4 PILLARS OF DIGITAL MARKETING BRISTOL CITY COUNCIL
    2. 2. NOISY LITTLE MONKEY • With a unique hybrid of search optimisation, social media marketing, creative flair and technical wizardry, we drive traffic, enquiries and sales AWARD WINNING DIGITAL MARKETING AGENCY
    3. 3. consult research traindo report
    4. 4. The four pillars of digital marketing
    5. 5. PURLEEEZE!
    6. 6. SEARCH SOCIAL DESIGN REPORTS
    7. 7. I DON’T DO HANDOUTS CC
    8. 8. GIVE FEEDBACK – VIEW SLIDES SEARCH FOR NOISY LITTLE MONKEY
    9. 9. SEARCH SOCIAL DESIGN REPORTS
    10. 10. USER CENTRIC FTW CC
    11. 11. DESIGN
    12. 12. DESIGN • How did I arrive at this page? – Search – Share – Online Ad – Link – A bloke in the pub • What do I want to do now? – Read – Watch – Discover – Share – Leave – Get in touch – Stay in contact Think ux THINK UX
    13. 13. DESIGN DOES THIS PAGE HELP ME? “carpet fitting quote” top adword. Cost £4.46
    14. 14. DESIGN DOES THIS PAGE HELP ME? “carpet fitting quote” top universal.
    15. 15. DESIGN Glenwood flooring had a clickable phone number. Easy win though DOES THIS PAGE HELP ME? “carpet fitting quote” Mobile search
    16. 16. DESIGN • How did I arrive at this page? – Search – Share – Online Ad – Link – A bloke in the pub • What do I want to do now? – Read – Watch – Discover – Share – Leave – Get in touch – Stay in contact Apply this thinking to a sample of your pages… Maybe test what you want people to do on each page with http://www.usertesting.com/ THINK UX
    17. 17. DESIGN USER TESTING CAN BE DEPRESSING
    18. 18. DESIGN TEST DIFFERENT CALLS TO ACTION
    19. 19. DESIGN Ugly highlighting, mild swearing and casual language all worked when instinct said is shouldn’t according to Amelia Showalter YOUR INSTINCT IS A #FAIL
    20. 20. DESIGN You can come test your new website here: http://odlbristol.co.uk STOP WATCHING TV
    21. 21. DESIGN Smartphone usage outstripped TV worldwide, with 70% of people who multiscreen reporting that they are looking at unrelated content. Millward Brown, March 2014 STOP WATCHING TV
    22. 22. IF THEY’RE STACKING CC
    23. 23. SOCIAL
    24. 24. IF THE AREA OF THIS SLIDE REPRESENTS ALL THE PAGE VIEWS @MrJonPayne
    25. 25. SOCIAL 1 in 5 of all page views are on Facebook: ZDNET 2012 FACEBOOK PWNS THE TRAFFIC THIS MUCH IF FACEBOOK @MrJonPayne
    26. 26. SOCIAL As a brand, you’re not doing social to persuade people to buy or to try to close the deal NO ONE WANTS TO BE FRIENDS WITH THIS GUY
    27. 27. Engaging content is usually entertaining or engaging in and of itself Thanks Hannah Smith
    28. 28. KNOW YOUR AUDIENCE STYLE & PERSONAS
    29. 29. Who are you writing for? What are their goals? What are they interested in? How can you help? CC dreamsjung:
    30. 30. IT Director Challenges: Budgets Reliable Infrastructure Managing geeks Wants: Straight forward language Reliable data Facts figures Reads The Register, Seth Godin, Homes & Gardens, the headlines on the gutter press Uses Email. BBC apps Sarah – Aged 40Dan - 30 Developer (agency based) Challenges: Work / Life (18 month old kid) Productivity The new boy is better than me Wants: Productivity Tools, management advice, Google Glass, to be entertained Reads netmums, nhs direct, Stackoverflow, Wired, Oatmeal, xkcd Uses r/tech, Facebook Vicky - 25 IT Journalist Challenges: Being ahead of the latest geek trends, stock news, tech gossip, being found out. Wants: Google Glass, Bylines in the nationals, her big break. Reads The Register, Guardian Tech, gizmodo, TC, Mashable, Buzzfeed, NextWeb Uses r/tech, Google+, Twitter & Facebook CC: Wordlizen, Dekcuf, GuySie
    31. 31. VICKY FEELS TEARY WHEN 5 YEAR OLD MILES WINS THE INTERNET
    32. 32. Source: Buzzfeed
    33. 33. DAN LAUGHS READING COMICS ABOUT NO PANTS
    34. 34. Source: Oatmeal
    35. 35. SARAH GOSSIPS ABOUT BROADSHEET TITBITS
    36. 36. Source: The Guardian
    37. 37. PLAN THE WHAT & WHEN YOUR BREAD & BUTTER (WITH A DASH OF JELLY BEANS)
    38. 38. CREATE A CONTENT CALENDAR CC: Will Keightley
    39. 39. DON’T EXPECT YOUR CONTENT TO GO VIRAL
    40. 40. FIND YOUR BREAD & BUTTER CONTENT THE STAPLE THAT KEEPS YOU GOING CC:JD Hancock
    41. 41. CC: Stefan Schausberger JELLY BEAN CONTENT A SHORT LIVED RUSH THAT YOU CAN’T SURVIVE ON ALONE
    42. 42. Create a Content Calendar
    43. 43. Keep your eye out for brand mentions 
    44. 44. HOW DO YOU SEE THE WORLD? IT SCROLLS BY
    45. 45. MAKE SURE YOUR CONTENT STANDS OUT CC: Dean McCoy
    46. 46. USE PICTURES TO STOP THE SCROLL CC: Wiki
    47. 47. This? @Tashsb BEFORE AFTER
    48. 48. Mobile devices show content differently
    49. 49. THINK ABOUT TIMING – WHEN IS YOUR AUDIENCE ONLINE? CC: MIKI Yoshihito
    50. 50. A QUICK SOCIAL MEDIA POLICY @MrJonPayne
    51. 51. Empower some people to do a proper job (give them a budget to turn haters into lovers) @MrJonPayne
    52. 52. Don’t feed the trolls @MrJonPayne
    53. 53. Don’t be stupid @MrJonPayne
    54. 54. SHORT ON TIME? DO ONE THING. WELL. @MrJonPayne
    55. 55. SOCIAL • Facebook a must for brands targeting consumers • Twitter good for business / thought leaders – (tends to be broadsheet readers) • Google+ will get you better search results • Pinterest will convert crafty / gardeny / weddingy / consumers • LinkedIn is one to one conversations, tough to amp up • Instagram is good for people to upload content with your # • Vine for video • Quora for engineers / geeks / techs • Reddit for nerds If you’re already on Quora and Reddit, you might want to give Pinterest a miss. WHICH TO CHOOSE
    56. 56. Content that gets shared helps your brand get more traffic from the channels and from…
    57. 57. SEARCH
    58. 58. INTRODUCING THE KNOWLEDGE GRAPH http://www.youtube.com/watch?v=mmQl6VGvX-c
    59. 59. GOOGLE READS ALL YOUR CONTENT QUALITY AND RELEVANCE ARE KEY
    60. 60. gA site that is accessible makes the web a better place for everyone. This is a good thing. HOW DOES GOOGLE DETERMINE RELEVANCE? Looks pretty, AND made with code and text = Accessible, good experience Looks pretty, but is all images. (Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign). Not computer readable = Inaccessible, poor experience The code and text returns below, but this is really, really bad.
    61. 61. http://www.noisylittlemonkey.com/top-5-trustworthy-and-free-seo-resources/ HOW DOES GOOGLE DETERMINE RELEVANCE?
    62. 62. gDon’t change your domain name to match a popular search without setting up 301 redirects first DOMAIN LEVEL INDICATORS
    63. 63. gIf your website isn’t built like this, you need to get a new website. Seriously. SEARCH TERMS IN THE FILE PATH
    64. 64. This also shows on Google’s results page, so make it snappy, useful and attract the click! SEARCH TERMS IN THE PAGE TITLE
    65. 65. Make sure your site is accessible for blind people – label all images SEARCH TERMS IN THE ALT TEXT
    66. 66. gMake sure your site is accessible for blind people – this mustn't be an image! AND don’t waste the space by saying ‘Welcome to our site’ SEARCH TERMS IN THE PAGE HEADLINE
    67. 67. Use synonyms and keep it readable for humans. Don’t just stuff search terms in here SEARCH TERMS IN THE COPY
    68. 68. View Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source” A META DESCRIPTION WHICH ATTRACTS THE CLICK Becomes this on Google
    69. 69. YOUR PAGE MATCHES A SEARCH WHEN IT IS GOOD QUALITY AND HIGHLY RELEVANT
    70. 70. I don’t know how people search http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
    71. 71. ghttp://www.google.com/trends/ MAYBE I CAN HELP? Compare volumes… ignore the numbers
    72. 72. g Thanks, Google! http://www.flickr.com/people/el_momento_i_sitio_apropiados/ model: su novia
    73. 73. Search Demand Curve courtesy of SEOmoz AIM LOW(ISH). SERIOUSLY.
    74. 74. WANT TO MAKE THIS SUPER EASY • WordPress is the best • Your web designer will love it IT NEEDS TO BE: • Updated regularly • Give useful information • Contain unique insights / perspective / news • Running the Yoast SEO plug in WORDPRESS IS YOUR FRIEND http://wordpress.org/ http://yoast.com/wordpress/seo/
    75. 75. You may not use another platform People recognise WordPress and use it easily. Google loves it
    76. 76. Unless you add a WordPress blog at www.<yoursite>.co.uk/blog/ You may not stick with what you have
    77. 77. It’s free. I don’t make any commission
    78. 78. It’s free. I don’t make any commission
    79. 79. REPORTS
    80. 80. REPORTS Think ux GOOGLE ANALYTICS - ESSENTIAL
    81. 81. REPORTS https://www.google.com/analytics/web/?hl=en#report/visitors-overview/ (or click image) GENERAL REPORTS
    82. 82. REPORTS SEARCH & SOCIAL REPORTS
    83. 83. REPORTS • This shortens your links and tracks them from any campaign, any channel Free. Always will be: http://goo.gl/yX88la GOOGLE ANALYTICS – RECOMMENDED @MrJonPayne
    84. 84. REPORTS Think ux SEARCH & SOCIAL REPORTS
    85. 85. CC: Willy D WHAT ARE YOUR GOALS?
    86. 86. REPORTS https://support.google.com/analytics/answer/1032415?hl=en-GB DESIGN / UX – GOAL COMPLETIONS
    87. 87. REPORTS https://www.google.com/analytics/web/?hl=en#report/visitors-mobile-overview/ DESIGN / UX – DEVICE USAGE Ouchy!
    88. 88. REPORTS • Follower growth (or circles, etc) • Likes (or +1s, , etc) • Comments (Or replies, or mentions) • Shares (or Re-pins, or RTs) • Clicks (on links you share, even to the sites of others) • Maybe use https://bufferapp.com/ to schedule posts while maintaining full size images • Maybe use https://hootsuite.com/ for monitoring brand mentions and for customer service Do these numbers monthly, add them to a spreadsheet SOCIAL - FLCSC
    89. 89. @NoisyMonkey for tips @MrJonPayne for the slides (& swearing)

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