Lukasz zelezny riba3

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Digital marketing workshop Join online marketing guru Lukasz Zelezny, Head of Organic Acquisition at uSwitch.com at one of our digital marketing workshops. Learn more about the power of digital marketing and promoting your practice through the RIBA.

Themes of the workshop include
– The new look ‘Find an Architect’ and creating the perfect practice profile to help win you work.
– What is digital marketing and why is it important?
– How do businesses sell themselves online?
– Using social media.
– SEO, what does it mean, how does it work and why is it important?

Online marketing guru Lukasz Zelezny will be on-hand during and after the workshop to answer your questions

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Lukasz zelezny riba3

  1. 1. DIGITAL MARKETING Lukasz Zelezny Lukasz ZeleznyRIBA / Architecture.com1|
  2. 2. DIGITAL MARKETING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com2|
  3. 3. DIGITAL MARKETING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com3|
  4. 4. More affordable than traditional marketing Because of number of consumers Easier to track results WHY IS IMPORTANT? DIGITAL MARKETING Overall PRESENTER NAMECOMPANY NAME4|
  5. 5. Cost Audience Immediacy Tracking WHY IS DIFFERENT TO OTHER FORMS OF MARKETING? DIGITAL MARKETING Overall PRESENTER NAMECOMPANY NAME5|
  6. 6. DIGITAL ARCHITECTURE Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com6|
  7. 7. SEARCH ENGINE OPTIMIZATION (SEO) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com7| Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
  8. 8. SEARCH ENGINE OPTIMIZATION (SEO) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com8|
  9. 9. SEARCH ENGINE OPTIMIZATION (SEO) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com9|
  10. 10. SEARCH ENGINE OPTIMIZATION (SEO) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com10| On Page SEO: Refers to website implementation strategies to optimize position of a website in search results of particular words or phases Off Page SEO: Refers to optimization strategies outside of your website’s design such as link building with authoritative sites with relevant content
  11. 11. SEARCH ENGINE OPTIMIZATION (SEO) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com11|
  12. 12. SEARCH ENGINE OPTIMIZATION (SEO) Tools LUKASZ ZELEZNYRIBA/ Architecture.com12|
  13. 13. SEARCH ENGINE OPTIMIZATION (SEO) Tools LUKASZ ZELEZNYRIBA/ Architecture.com13| Pros Cons SEO - Traffic is cheaper - ROI is higher - Positions are sustainable - Broader reach than PPC - Takes long time to build - Less targeted than PPC - Google algorithm change often - To receive traffic website needs to be at 1st page of results
  14. 14. PAY PER CLICK (PPC) Overall LUKASZ ZELEZNYRIBA/ Architecture.com14|
  15. 15. PAY PER CLICK (PPC) Overall LUKASZ ZELEZNYRIBA/ Architecture.com15| Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”[1]
  16. 16. PAY PER CLICK (PPC) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com16|
  17. 17. PAY PER CLICK (PPC) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com17|
  18. 18. PAY PER CLICK (PPC) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com18| Pros Cons Pay Per Click - Fast to setup - Data received almost real time - Easy to learn - Full control of targeting and display - Can be switched on/off immediately - Google rewards relevance - May cost a lot and spend money quickly - Lots to learn to master - No demographic targeting
  19. 19. SEO & PAY PER CLICK (PPC) Organic Search & Paid Search LUKASZ ZELEZNYRIBA/ Architecture.com19|
  20. 20. SEO & PAY PER CLICK (PPC) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com20|
  21. 21. SEO & PAY PER CLICK (PPC) Organic Search LUKASZ ZELEZNYRIBA/ Architecture.com21|
  22. 22. SEO & PAY PER CLICK (PPC) Organic Search & Paid Search LUKASZ ZELEZNYRIBA/ Architecture.com22|
  23. 23. SEO & PAY PER CLICK (PPC) Organic Search & Paid Search LUKASZ ZELEZNYRIBA/ Architecture.com23|
  24. 24. SEO & PAY PER CLICK (PPC) Organic Search & Paid Search LUKASZ ZELEZNYRIBA/ Architecture.com24|
  25. 25. SEO & PAY PER CLICK (PPC) Organic Search & Paid Search LUKASZ ZELEZNYRIBA/ Architecture.com25|
  26. 26. SEO & PAY PER CLICK (PPC) Organic Search & Paid Search LUKASZ ZELEZNYRIBA/ Architecture.com26|
  27. 27. SEO & PAY PER CLICK (PPC) Organic Search & Paid Search LUKASZ ZELEZNYRIBA/ Architecture.com27| Return on Ad Spend (ROAS) / Return of Investment (ROI) Most advertisers talk about ROI and ROAS. ROAS is simply PPC revenue minus PPC cost, divided by PPC cost. It’s can be represented as a percentage. For example: - You paid £5,000 for PPC click costs - Monthly revenue from PPC is £20,000 - Monthly profit from PPC is £15,000 ROAS = (£20,000 revenue / £5,000 PPC cost) = 400% ROI = (£20,000 revenue – £5,000 PPC cost) / £5000 = 300%
  28. 28. SOCIAL MEDIA Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com28|
  29. 29. SOCIAL MEDIA Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com29| Social media is the interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.
  30. 30. SOCIAL MEDIA Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com30|
  31. 31. SOCIAL MEDIA Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com31|
  32. 32. SOCIAL MEDIA Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com32| WORLD POPULATION: 1. China 2. India 3. Facebook 4. Tencent 5. Whatsapp 6. United State 7. Google+ 8. Indonesia 9. Linkedin 10.Twitter
  33. 33. SOCIAL MEDIA Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com33| Pros Cons YouTube - Visual presentation - Search friendly - Large community - Access from almost all of devices - Difficult to communicate beyond video Twitter - Short form (140 characters) - Access from almost all of devices - Can send users to website - Direct communication - Must be continually present - Must build own audience - Risk of public complains from potential / existing customers Facebook - Large audience - User engagement - Content rich - No need to visit company website - Must be continually present Linkedin - Doesn’t require constant presence - Useful for sales leads - Considered for job hunters
  34. 34. AFFILIATE MARKETING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com34|
  35. 35. AFFILIATE MARKETING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com35| Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. The industry has four core players: the merchant (also known as 'retailer' or 'brand'), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as 'the affiliate'), and the customer. The market has grown in complexity, resulting in the emergence of a secondary tier of players, including affiliate management agencies, super-affiliates and specialized third party vendors.
  36. 36. AFFILIATE MARKETING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com36| The Customer The Publisher The Merchant The Network £
  37. 37. AFFILIATE MARKETING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com37| Pros Cons Affiliate Marketing - No product cost - Low start up cost - No order to process - Part-time or fulltime - No customer service - Less profit - Content - High competition - Pay per sale - Middlemen
  38. 38. EMAIL Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com38|
  39. 39. EMAIL Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com39| Electronic marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
  40. 40. EMAIL Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com40| Collect emails of your potential customers
  41. 41. EMAIL Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com41| Collect emails of your potential customers
  42. 42. EMAIL Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com42| Sent Delivered Opened Clicked Converted
  43. 43. DISPLAY Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com43|
  44. 44. DISPLAY Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com44| Display advertising also appears on the Internet, as a form of online advertising. Display advertising appears on web pages in many forms, including web banners. Banner ad standards continue to evolve.
  45. 45. DISPLAY Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com45|
  46. 46. DISPLAY Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com46|
  47. 47. DISPLAY Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com47| Pros Cons DISPLAY - Easy to setup - Immediate switch on/off - Intrusive - Low CTR
  48. 48. YOUR WEBSITE Lukasz Zelezny Lukasz ZeleznyRIBA / Architecture.com48|
  49. 49. YOUR WEBSITE Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com49|
  50. 50. YOUR WEBSITE Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com50|
  51. 51. CMS Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com51|
  52. 52. CMS Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com52| Pros Cons CMS - SEO friendly - Edit content by yourself whenever you want - Security - Premade, built-in functions - Ready to install Plug- ins / components / extensions - Tons of ready to use layouts - Need to be frequently updated because of security issue
  53. 53. LAYOUT & UX Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com53|
  54. 54. LAYOUT & UX Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com54|
  55. 55. LAYOUT & UX Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com55| Pros Cons LAYOUT & UX - Affordable - Responsive - Easy to install - Optimized - Few websites may run under the same layout
  56. 56. LAYOUT & UX Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com56|
  57. 57. LAYOUT & UX Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com57| Nav bar Contact Form Phone number
  58. 58. CONTENT Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com58|
  59. 59. CONTENT Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com59|
  60. 60. TRACKING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com60|
  61. 61. TRACKING Digital Marketing Mixture LUKASZ ZELEZNYRIBA/ Architecture.com61|
  62. 62. THANK YOU! LUKASZ ZELEZNYRIBA/ Architecture.com62|

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