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020 8385 5050 
Introducing Digital Strategies 
by Damon Segal
020 8385 5050 
What is digital marketing?
020 8385 5050 
digital marketing 
• digital marketing is the promotion of products, 
services or brands via a collection o...
020 8385 5050 
what will we cover? 
• Content Strategy 
• SEO 
• Blogging 
• Social Media and social media sharing and adv...
020 8385 5050 
Digital Marketing 
Content Strategy 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
which is more plentiful? 
www.emotio.co.uk • hello@emotio.co.uk 
VS
020 8385 5050 
why strategy? 
If you put effort into planning your 
marketing and content strategy you’ll 
have a higher s...
020 8385 5050 
strategy questions 
Before you jump into planning answer these critical 
questions: 
• What triggers your c...
020 8385 5050 
visitor funnel 
www.emotio.co.uk • hello@emotio.co.uk 
show up in SERPs 
visit website 
sign up for newslet...
020 8385 5050 
about content 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
owned - earned - paid 
www.emotio.co.uk • hello@emotio.co.uk 
Website 
Facebook 
Twitter 
Google+ 
LinkedIn...
020 8385 5050 
content development 
• Photos 
• Videos 
• Text / written articles 
• Curated content 
www.emotio.co.uk • h...
020 8385 5050 
www.emotio.co.uk • hello@emotio.co.uk 
SEO
020 8385 5050 
SEO evolved 
! 
“SEO has evolved to become the result of an actual 
marketing strategy versus marketing tac...
020 8385 5050 
seo planning is step 1 
www.emotio.co.uk • hello@emotio.co.uk 
• seo is not an item 
to be left to the end ...
020 8385 5050 
seo components 
• A strong SEO strategy has three core components: 
– links 
– content 
– social media 
• W...
020 8385 5050 
pandas, penguins, 
hummingbirds 
http://panguintool.barracuda-digital.co.uk/ Lets you see updates against a...
020 8385 5050 
fundamentals 
• solid, strong brand 
• great copy 
• adds value 
• well-designed site 
www.emotio.co.uk • h...
020 8385 5050 
www.emotio.co.uk • hello@emotio.co.uk 
schema.org 
• html tags to markup 
pages 
• search engines rely on 
...
020 8385 5050 
Google’s markup helper 
• Optimize Your WordPress Blog Content with 
Google’s Markup Helper 
• https://www....
020 8385 5050 
On Page Optimisation 
• Title 
– page 
– file media library 
• Text 
• Tags 
– alt 
– post 
– H2, H3 
• Pag...
020 8385 5050 
other considerations 
• Inbound links 
• Bold 
• Cross site links as on-page 
navigation 
• No “click this ...
020 8385 5050 
get found on google 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
Your Blog 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
Social Media 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
internet stats 
73% of online adults use social media 
42% use multiple social sites 
71% of online adults ...
020 8385 5050 
who uses what? 
• Pinterest appeals especially to females users (4:1) 
• LinkedIn is especially popular amo...
020 8385 5050 
why use social media? 
“...value in bonding with 
an online community 
and reaching people 
where they alre...
020 8385 5050 
social media fundamentals 
• Be sociable- not boring 
• Develop relationships 
• Be where your customers ar...
020 8385 5050 
why blog? 
Companies that blog have 
434% more indexed pages. 
And companies with more 
indexed pages get f...
020 8385 5050 
blogging is.. 
Blogging is an essen7al 
marke7ng component for 
your business 
www.emotio.co.uk • hello@emo...
020 8385 5050 
reasons to blog? 
• Improve Search Rank 
• Build for Long-Tail Content 
• Community and Market Education 
•...
020 8385 5050 
www.emotio.co.uk • hello@emotio.co.uk 
Research 
Blog Posts 
Business Goals
020 8385 5050 
what do you post about? 
www.emotio.co.uk • hello@emotio.co.uk 
What your 
customers 
care about 
What you ...
020 8385 5050 
plan blog categories 
Parent 
Category Child or 
www.emotio.co.uk • hello@emotio.co.uk 
Cupcakes 
Secondary...
020 8385 5050 
ads required 
• Dec 2013 Facebook changed the algorithm that 
determines which "stories" show up on the New...
020 8385 5050 
ads required 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
ads required 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
ads required 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
ALS Ice Bucket Challenge 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
From mid-2013 to early 2014, a challenge of unknown origin 
often called the "Cold Water Challenge" became ...
020 8385 5050 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
was it worth all the hype 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
www.emotio.co.uk • hello@emotio.co.uk 
beware
020 8385 5050 
share, friend, participate 
the main contenders 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
e-mail marketing 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
email marketing creates ROI 
• Recent survey of marketing professionals, 64% 
“believe in the ability of em...
020 8385 5050 
email marketing best practices 
• Establish a clear purpose of communication 
• Tailor content to suit your...
020 8385 5050 
pay per click 
www.emotio.co.uk • hello@emotio.co.uk
020 8385 5050 
pay per click knowledge 
• best for businesses with online sales 
– direct sales 
– when you can ask for sp...
020 8385 5050 
pay per click must dos 
• determine network, Google, Bing, Facebook 
• set budget 
• keyword research 
• wo...
020 8385 5050 
lather, rinse, repeat 
• monitor 
• adjust 
• refresh 
• keep alert to changes 
• competition 
www.emotio.c...
Return on investment 
is our key focus 
020 8385 5050
020 8385 5050
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Introducing digital strategies

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Introducing digital strategies

  1. 1. 020 8385 5050 Introducing Digital Strategies by Damon Segal
  2. 2. 020 8385 5050 What is digital marketing?
  3. 3. 020 8385 5050 digital marketing • digital marketing is the promotion of products, services or brands via a collection of online channels • allows small, local businesses to compete • allows big businesses to engage on a personal level • requires a business marketing strategy • requires detailed conversion tracking and monitoring www.emotio.co.uk • hello@emotio.co.uk
  4. 4. 020 8385 5050 what will we cover? • Content Strategy • SEO • Blogging • Social Media and social media sharing and advertising • Email marketing • Search marketing pay per click www.emotio.co.uk • hello@emotio.co.uk
  5. 5. 020 8385 5050 Digital Marketing Content Strategy www.emotio.co.uk • hello@emotio.co.uk
  6. 6. 020 8385 5050 which is more plentiful? www.emotio.co.uk • hello@emotio.co.uk VS
  7. 7. 020 8385 5050 why strategy? If you put effort into planning your marketing and content strategy you’ll have a higher success rate and also continue to execute based on a strategy, versus reacting to what is wrong due to lack of organisation. www.emotio.co.uk • hello@emotio.co.uk
  8. 8. 020 8385 5050 strategy questions Before you jump into planning answer these critical questions: • What triggers your customer to purchase/donate? • What are your seasonal / fundraising goals? • Customer personas/segments • What questions can you answer, problems can you solve, or understanding can you add? • What can you reasonably commit to? www.emotio.co.uk • hello@emotio.co.uk
  9. 9. 020 8385 5050 visitor funnel www.emotio.co.uk • hello@emotio.co.uk show up in SERPs visit website sign up for newsletter open / read engages or see your PPC ad or call for information
  10. 10. 020 8385 5050 about content www.emotio.co.uk • hello@emotio.co.uk
  11. 11. 020 8385 5050 owned - earned - paid www.emotio.co.uk • hello@emotio.co.uk Website Facebook Twitter Google+ LinkedIn Pinterest Tumblr Instagram Blog etc. Adwords FB Promoted Twitter Ads LinkedIn PPC Affiliate Email Shares & Likes Publications Articles Re-Tweets G+ etc. Target area for activity Owned - Channels a Brand Controls Paid - Channels a Brand Pays For Earned - Syndication
  12. 12. 020 8385 5050 content development • Photos • Videos • Text / written articles • Curated content www.emotio.co.uk • hello@emotio.co.uk
  13. 13. 020 8385 5050 www.emotio.co.uk • hello@emotio.co.uk SEO
  14. 14. 020 8385 5050 SEO evolved ! “SEO has evolved to become the result of an actual marketing strategy versus marketing tactics” Rae Hoffman www.emotio.co.uk • hello@emotio.co.uk
  15. 15. 020 8385 5050 seo planning is step 1 www.emotio.co.uk • hello@emotio.co.uk • seo is not an item to be left to the end • plan first • without planning, you’ll never get where you want to be.
  16. 16. 020 8385 5050 seo components • A strong SEO strategy has three core components: – links – content – social media • What's become more pronounced in the last year is the relationship between these elements. • Best user experience, e.g. mobile compatibility is no longer optional Read more: 5 SEO Trends Every Entrepreneur Needs to Know for 2014 www.emotio.co.uk • hello@emotio.co.uk
  17. 17. 020 8385 5050 pandas, penguins, hummingbirds http://panguintool.barracuda-digital.co.uk/ Lets you see updates against analytics data www.emotio.co.uk • hello@emotio.co.uk
  18. 18. 020 8385 5050 fundamentals • solid, strong brand • great copy • adds value • well-designed site www.emotio.co.uk • hello@emotio.co.uk • useful information • fast • mobile
  19. 19. 020 8385 5050 www.emotio.co.uk • hello@emotio.co.uk schema.org • html tags to markup pages • search engines rely on this markup • created by the four major search engines
  20. 20. 020 8385 5050 Google’s markup helper • Optimize Your WordPress Blog Content with Google’s Markup Helper • https://www.google.com/webmasters/markup-helper/ www.emotio.co.uk • hello@emotio.co.uk
  21. 21. 020 8385 5050 On Page Optimisation • Title – page – file media library • Text • Tags – alt – post – H2, H3 • Page • Subheads • Descriptions www.emotio.co.uk • hello@emotio.co.uk
  22. 22. 020 8385 5050 other considerations • Inbound links • Bold • Cross site links as on-page navigation • No “click this link” rather, “click for map to our location” www.emotio.co.uk • hello@emotio.co.uk
  23. 23. 020 8385 5050 get found on google www.emotio.co.uk • hello@emotio.co.uk
  24. 24. 020 8385 5050 Your Blog www.emotio.co.uk • hello@emotio.co.uk
  25. 25. 020 8385 5050 Social Media www.emotio.co.uk • hello@emotio.co.uk
  26. 26. 020 8385 5050 internet stats 73% of online adults use social media 42% use multiple social sites 71% of online adults are Facebook users ! ***Know your customer and where they are most likely to be in social media. www.emotio.co.uk • hello@emotio.co.uk
  27. 27. 020 8385 5050 who uses what? • Pinterest appeals especially to females users (4:1) • LinkedIn is especially popular among college graduates and internet users in higher income households. • Twi.er and Instagram have particular appeal to younger adults, urban dwellers, • Substantial overlap between Twitter and Instagram user bases. www.emotio.co.uk • hello@emotio.co.uk
  28. 28. 020 8385 5050 why use social media? “...value in bonding with an online community and reaching people where they already spend much of their time — on mobile phones and in social media apps.” NY Times www.emotio.co.uk • hello@emotio.co.uk
  29. 29. 020 8385 5050 social media fundamentals • Be sociable- not boring • Develop relationships • Be where your customers are • Answer their questions • It’s about them, not you • Just like when at a party, don’t hog the conversation www.emotio.co.uk • hello@emotio.co.uk
  30. 30. 020 8385 5050 why blog? Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads. ! --Search Engine Strategies Conference, NYC 2013 www.emotio.co.uk • hello@emotio.co.uk
  31. 31. 020 8385 5050 blogging is.. Blogging is an essen7al marke7ng component for your business www.emotio.co.uk • hello@emotio.co.uk
  32. 32. 020 8385 5050 reasons to blog? • Improve Search Rank • Build for Long-Tail Content • Community and Market Education • Communicate High Trust Content • Build Lists, Conversions and Reach • Build Brand Value and Equity ! --Search Engine Watch www.emotio.co.uk • hello@emotio.co.uk
  33. 33. 020 8385 5050 www.emotio.co.uk • hello@emotio.co.uk Research Blog Posts Business Goals
  34. 34. 020 8385 5050 what do you post about? www.emotio.co.uk • hello@emotio.co.uk What your customers care about What you care about What you blog about
  35. 35. 020 8385 5050 plan blog categories Parent Category Child or www.emotio.co.uk • hello@emotio.co.uk Cupcakes Secondary Categories Chocolate Birthday Decorating
  36. 36. 020 8385 5050 ads required • Dec 2013 Facebook changed the algorithm that determines which "stories" show up on the News Feed • Facebook’s algorithm changes caused a decline in “organic reach and organic reach percentage 44% on average, with some pages seeing declines as high as 88%.” • “Brand Page Reach Now Often Under 3%” Business Insider www.emotio.co.uk • hello@emotio.co.uk
  37. 37. 020 8385 5050 ads required www.emotio.co.uk • hello@emotio.co.uk
  38. 38. 020 8385 5050 ads required www.emotio.co.uk • hello@emotio.co.uk
  39. 39. 020 8385 5050 ads required www.emotio.co.uk • hello@emotio.co.uk
  40. 40. 020 8385 5050 ALS Ice Bucket Challenge www.emotio.co.uk • hello@emotio.co.uk
  41. 41. 020 8385 5050 www.emotio.co.uk • hello@emotio.co.uk
  42. 42. 020 8385 5050 From mid-2013 to early 2014, a challenge of unknown origin often called the "Cold Water Challenge" became popular on social media in areas of the Northern United States www.emotio.co.uk • hello@emotio.co.uk
  43. 43. 020 8385 5050 www.emotio.co.uk • hello@emotio.co.uk
  44. 44. 020 8385 5050 www.emotio.co.uk • hello@emotio.co.uk
  45. 45. 020 8385 5050 was it worth all the hype www.emotio.co.uk • hello@emotio.co.uk
  46. 46. 020 8385 5050 www.emotio.co.uk • hello@emotio.co.uk beware
  47. 47. 020 8385 5050 share, friend, participate the main contenders www.emotio.co.uk • hello@emotio.co.uk
  48. 48. 020 8385 5050 e-mail marketing www.emotio.co.uk • hello@emotio.co.uk
  49. 49. 020 8385 5050 email marketing creates ROI • Recent survey of marketing professionals, 64% “believe in the ability of email marketing” • Most marketers integrate all aspects of their marketing with their email marketing/list development • Increasing numbers of marketers are adapting their email marketing to work on mobile devices • email is one to one communication www.emotio.co.uk • hello@emotio.co.uk
  50. 50. 020 8385 5050 email marketing best practices • Establish a clear purpose of communication • Tailor content to suit your audience • Distribute regularly • Make it visually engaging • Monitor the effectiveness of your emails – Unique Opens, CTR, Forwards, Social Share, Best customers The Next Web www.emotio.co.uk • hello@emotio.co.uk
  51. 51. 020 8385 5050 pay per click www.emotio.co.uk • hello@emotio.co.uk
  52. 52. 020 8385 5050 pay per click knowledge • best for businesses with online sales – direct sales – when you can ask for specific action • ads must be placed so they intersect your customer at the right time in buying cycle/search • buyer personas can guide campaigns • landing pages www.emotio.co.uk • hello@emotio.co.uk
  53. 53. 020 8385 5050 pay per click must dos • determine network, Google, Bing, Facebook • set budget • keyword research • word ads • refine ads, campaigns, keywords • placement, mobile? Network? Search results? www.emotio.co.uk • hello@emotio.co.uk
  54. 54. 020 8385 5050 lather, rinse, repeat • monitor • adjust • refresh • keep alert to changes • competition www.emotio.co.uk • hello@emotio.co.uk
  55. 55. Return on investment is our key focus 020 8385 5050
  56. 56. 020 8385 5050

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