The end goal to a PPC campaign is often to drive brand awareness, sales, sign-ups and downloads. But more often than not, we do not analyse the data available to us to optimise and drive a successful strategy to reach this goal. Jason will be talking through some of the key areas where data can be analysed and built into a successful PPC strategy.
4 Competencies of a Successful Sales TeamAggregage
As you scale your SaaS business, you want to be armed with all the necessary tools to ensure optimal growth, which ultimately stems from how effective your sales team is. After identifying that you have a great product that the market needs, the next step is to determine if you have the proper messaging, if you are using the correct channels, and if you have the most effective tactics in place. Join Co-Founder and Co-CEO of Predictable Revenue Collin Stewart to learn how to use this formula to fast-track your startups’ growth journey.
How to Fuel Your Content Strategy with ABMDemandbase
The process of account-based marketing (ABM) starts with a question of “who?” – i.e., which accounts need to be reached? – then shifts to a question of “what?” What do you need to say to reach these accounts? The best way to answer this question is through targeted content. However, the content itself isn’t enough – the content needs to be delivered in a targeted content experience in order to penetrate all levels of the account. Join Uberflip’s CEO and Co-founder, Yoav Schwartz, for a tactical session on how to leverage content and build a remarkable content experience for successful account-based marketing.
Cut The Crap - How to Use Courses and Guides to Generate Leads OnlineCharlie Martin
By the end of today’s session, you will have created a one-page document detailing the opportunity to develop your own lead generating, online educational tool.
While it seems like some of the most successful content campaigns and marketing efforts are the result of creative geniuses, the truth is that coming up with great content really has nothing to do with traditional creativity.
In fact, the more "creative" our content is, the less helpful it can be for our audiences. That's because creating great content isn't actually an art – it's a science. And there's a specific process for how brands can engage and attract more customers. This lighthearted and entertaining session will reveal exactly what that formula is and how you can use it every single day.
What you'll learn:
-Understand what actually makes "great content"
-Check whether or not you and your teams are creating the right content for your organisation and your audiences
-Discover ways to get content into alignment with your goals, plus get teams on the same page
-Get reusable and strategic frameworks for content marketing success
About the presenter
Anna Hrach
Anna Hrach is a speaker, marketing strategist, and content expert who tackles her clients’ toughest marketing problems with fearlessness and tenacity. She was named one of the 50 Most Influential Women in Content Marketing of 2017. For more than a decade, she’s developed super-smart content strategies for companies ranging from up-and-coming startups to Fortune 500s. Her experience spans a range of industries, including pharmaceuticals, beauty, healthcare, hospitality, insurance, consumer packaged goods, banking, and education. She’s also helped build content departments at three different advertising agencies.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
[DevDay2019] Growth Hacking - How to double the benefits of your startup with...DevDay.org
What is growth hacking? Why do all startup need it? Examples of Growth Hack with 10 Classic (Facebook, Dropbox, Airbnb, etc.). How to create robot to automatize your task. How to find clients automatically in 5 minutes. 6 SEO hacks to grow up super fast on Google.
4 Competencies of a Successful Sales TeamAggregage
As you scale your SaaS business, you want to be armed with all the necessary tools to ensure optimal growth, which ultimately stems from how effective your sales team is. After identifying that you have a great product that the market needs, the next step is to determine if you have the proper messaging, if you are using the correct channels, and if you have the most effective tactics in place. Join Co-Founder and Co-CEO of Predictable Revenue Collin Stewart to learn how to use this formula to fast-track your startups’ growth journey.
How to Fuel Your Content Strategy with ABMDemandbase
The process of account-based marketing (ABM) starts with a question of “who?” – i.e., which accounts need to be reached? – then shifts to a question of “what?” What do you need to say to reach these accounts? The best way to answer this question is through targeted content. However, the content itself isn’t enough – the content needs to be delivered in a targeted content experience in order to penetrate all levels of the account. Join Uberflip’s CEO and Co-founder, Yoav Schwartz, for a tactical session on how to leverage content and build a remarkable content experience for successful account-based marketing.
Cut The Crap - How to Use Courses and Guides to Generate Leads OnlineCharlie Martin
By the end of today’s session, you will have created a one-page document detailing the opportunity to develop your own lead generating, online educational tool.
While it seems like some of the most successful content campaigns and marketing efforts are the result of creative geniuses, the truth is that coming up with great content really has nothing to do with traditional creativity.
In fact, the more "creative" our content is, the less helpful it can be for our audiences. That's because creating great content isn't actually an art – it's a science. And there's a specific process for how brands can engage and attract more customers. This lighthearted and entertaining session will reveal exactly what that formula is and how you can use it every single day.
What you'll learn:
-Understand what actually makes "great content"
-Check whether or not you and your teams are creating the right content for your organisation and your audiences
-Discover ways to get content into alignment with your goals, plus get teams on the same page
-Get reusable and strategic frameworks for content marketing success
About the presenter
Anna Hrach
Anna Hrach is a speaker, marketing strategist, and content expert who tackles her clients’ toughest marketing problems with fearlessness and tenacity. She was named one of the 50 Most Influential Women in Content Marketing of 2017. For more than a decade, she’s developed super-smart content strategies for companies ranging from up-and-coming startups to Fortune 500s. Her experience spans a range of industries, including pharmaceuticals, beauty, healthcare, hospitality, insurance, consumer packaged goods, banking, and education. She’s also helped build content departments at three different advertising agencies.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
[DevDay2019] Growth Hacking - How to double the benefits of your startup with...DevDay.org
What is growth hacking? Why do all startup need it? Examples of Growth Hack with 10 Classic (Facebook, Dropbox, Airbnb, etc.). How to create robot to automatize your task. How to find clients automatically in 5 minutes. 6 SEO hacks to grow up super fast on Google.
Seminar on Marketing for Technology Companies, presented for Technology Transfer Office at National University of Ireland Galway on 12 Decemer 2012. Describes how to use web marketing and content to sell high-value, complex technology products online
To succeed today, brands need to be creatively powered and data-driven. Marketers need to focus on what really matters, recognize meaningful patterns and trends, and share insights and take action with teammates.
In this session, we'll discuss:
- The 4 steps to being data-driven.
- How traffic sources fit together and what this tells you about the changing context of your customer.
- What is attribution and why is it important?
The more you see, understand and use your data to build on what works and eliminate what doesn't, the better you can connect, communicate and sell.
Clwyd has been involved with starting, growing and selling multiple successful businesses both in the UK and the USA. He is the entrepreneur business owners turn to for strategic planning & business growth through his unique and innovative sales and marketing campaigns.
In addition to owning and running Whitehat, Clwyd teaches marketing as a guest lecturer at UCL and runs the London HUG event which has grown to be the largest such event worldwide.
More info on Google AdWords (PPC) here:
https://www.whitehat-seo.co.uk/pay-per-click-management
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.
Lead Gen Best Practices by Andy CrestodinaAnton Shulke
Lead Generation Best Practices (learned from 500+ website redesigns)
Click! You have a new visitor. What happens next? Do they barf and bounce or smile and stay?
The answer depends on a lot of little things, some obvious, some not.
This session is a breakdown of the best practices for B2B lead generation websites, based on hundreds of website projects. You will learn:
What are the key elements of high-performing service pages?
What features are common to blog templates but probably shouldn’t be?
What three elements determine if visitors sign up for emails?
From social proof to CTAs, videos to contact forms, we will break down the options for UX elements and how they work with (or against) the psychology of your visitors.
The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision.
Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale.
If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat.
During the webinar, you'll learn:
-How the customer journey has evolved
-How to capture more conversions through paid search
-How to identify if you should implement a live chat function
Digital Marketing for Startups: a seminar on how to use web marketing to generate leads and acquire customers. Includes defining your Value Proposition; identifying your Ideal Customer Profile; revising your Website design to support lead generation; using Content Marketing, SEO, Social Media and paid online adds to generate traffic; using landing pages, content and downloads to convert that traffic to leads; and using lead nurturing to convert those leads to sales opportunities. Also discusses using Outbound Lead Generation campaigns in parallel with Online / Inbound Lead generation to maximize results for early stage tech firms.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
Nordics SaaS HubSpot User Group - April 20, 2022AskeDenning1
Build the B2B Inbound Sales-Marketing Engine you Need to Scale your SaaS Business.
Agenda:
Case: “From Outbound Sales to Inbound Lead Engine” by Ida Normark Rasmussen, Marketing Funnel Manager, Valuer.ai.
Expert Advice: “How we built Valuer’s lead engine in HubSpot” by Lotte, Helion B2B
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
4 Customer Success Data Hacks to Identify your Ideal Customer ProfileGainsight
This slide deck - from a presentation given by Customer Success Evangelist at Gainsight, Lincoln Murphy - focuses on what goes into creating an Ideal Customer Profile and how to use existing Customer Success Data to surface customers most likely to be successful, acquired profitably, with expansion potential, or those most likely to be an advocate for you.
The most successful Enterprise SaaS or subscription companies - in fact, any company that values a long-term and expanding relationship with their customers - know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-data-predictive-analytics-marketing-clouds-platform-modern-marketer/
Description:
In today’s B2B marketing world, there’s an increase in marketing complexity and an explosion in the quantity and types of data. Left unmanaged, complexity and data overload could prevent marketers from finding and developing their ideal customers.
Enterprise software companies including Oracle are offering an expanding marketing platform to the CMO under the category of marketing clouds. It’s no secret that many are expecting CMOs to outspend CIOs on technology purchases within the next several years, and marketing clouds and data tools will be front and center for marketers.
Check out this webinar to learn how predictive analytics combined with marketing clouds will bring silos of data and customer experiences together by enabling marketers to understand who their most likely buyers are and centrally manage and orchestrate campaigns.
The topics covered will include:
- The rise of the marketing cloud as the centerpiece in customer-centric marketing
- How data and predictive analytics uncovers the insights to power the marketing cloud
- Where marketing clouds are headed and what marketers need to understand to succeed in their organization
People and the brands, products and services they connect with are creating vast data footprints. What does this all mean?
In this webinar, we will discuss how your business could profit from exploiting data to deliver business growth, brand fame, creativity and enhanced customer experiences.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Seminar on Marketing for Technology Companies, presented for Technology Transfer Office at National University of Ireland Galway on 12 Decemer 2012. Describes how to use web marketing and content to sell high-value, complex technology products online
To succeed today, brands need to be creatively powered and data-driven. Marketers need to focus on what really matters, recognize meaningful patterns and trends, and share insights and take action with teammates.
In this session, we'll discuss:
- The 4 steps to being data-driven.
- How traffic sources fit together and what this tells you about the changing context of your customer.
- What is attribution and why is it important?
The more you see, understand and use your data to build on what works and eliminate what doesn't, the better you can connect, communicate and sell.
Clwyd has been involved with starting, growing and selling multiple successful businesses both in the UK and the USA. He is the entrepreneur business owners turn to for strategic planning & business growth through his unique and innovative sales and marketing campaigns.
In addition to owning and running Whitehat, Clwyd teaches marketing as a guest lecturer at UCL and runs the London HUG event which has grown to be the largest such event worldwide.
More info on Google AdWords (PPC) here:
https://www.whitehat-seo.co.uk/pay-per-click-management
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.
Lead Gen Best Practices by Andy CrestodinaAnton Shulke
Lead Generation Best Practices (learned from 500+ website redesigns)
Click! You have a new visitor. What happens next? Do they barf and bounce or smile and stay?
The answer depends on a lot of little things, some obvious, some not.
This session is a breakdown of the best practices for B2B lead generation websites, based on hundreds of website projects. You will learn:
What are the key elements of high-performing service pages?
What features are common to blog templates but probably shouldn’t be?
What three elements determine if visitors sign up for emails?
From social proof to CTAs, videos to contact forms, we will break down the options for UX elements and how they work with (or against) the psychology of your visitors.
The customer journey has become very complex – there are so many touch-points that influence the ultimate buying decision.
Oftentimes, the customer journey begins with a high-intent search. Crafting and serving up strong, relevant ads will bring the lead directly to your website. However, keeping the potential customer on your website long enough to convert is challenging – this is where live chat comes in. It acts as a powerful conversion tool to facilitate a positive customer experience ending in a sale.
If you want to boost conversion rates in the buying cycle, our search and chat experts Armen Vartanyan of WordStream and Sebalis Davis of Pure Chat, are here to help. Join us for this live webinar to learn how to perfect the customer journey through key touch-points like paid search and live chat.
During the webinar, you'll learn:
-How the customer journey has evolved
-How to capture more conversions through paid search
-How to identify if you should implement a live chat function
Digital Marketing for Startups: a seminar on how to use web marketing to generate leads and acquire customers. Includes defining your Value Proposition; identifying your Ideal Customer Profile; revising your Website design to support lead generation; using Content Marketing, SEO, Social Media and paid online adds to generate traffic; using landing pages, content and downloads to convert that traffic to leads; and using lead nurturing to convert those leads to sales opportunities. Also discusses using Outbound Lead Generation campaigns in parallel with Online / Inbound Lead generation to maximize results for early stage tech firms.
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
Nordics SaaS HubSpot User Group - April 20, 2022AskeDenning1
Build the B2B Inbound Sales-Marketing Engine you Need to Scale your SaaS Business.
Agenda:
Case: “From Outbound Sales to Inbound Lead Engine” by Ida Normark Rasmussen, Marketing Funnel Manager, Valuer.ai.
Expert Advice: “How we built Valuer’s lead engine in HubSpot” by Lotte, Helion B2B
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
4 Customer Success Data Hacks to Identify your Ideal Customer ProfileGainsight
This slide deck - from a presentation given by Customer Success Evangelist at Gainsight, Lincoln Murphy - focuses on what goes into creating an Ideal Customer Profile and how to use existing Customer Success Data to surface customers most likely to be successful, acquired profitably, with expansion potential, or those most likely to be an advocate for you.
The most successful Enterprise SaaS or subscription companies - in fact, any company that values a long-term and expanding relationship with their customers - know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-data-predictive-analytics-marketing-clouds-platform-modern-marketer/
Description:
In today’s B2B marketing world, there’s an increase in marketing complexity and an explosion in the quantity and types of data. Left unmanaged, complexity and data overload could prevent marketers from finding and developing their ideal customers.
Enterprise software companies including Oracle are offering an expanding marketing platform to the CMO under the category of marketing clouds. It’s no secret that many are expecting CMOs to outspend CIOs on technology purchases within the next several years, and marketing clouds and data tools will be front and center for marketers.
Check out this webinar to learn how predictive analytics combined with marketing clouds will bring silos of data and customer experiences together by enabling marketers to understand who their most likely buyers are and centrally manage and orchestrate campaigns.
The topics covered will include:
- The rise of the marketing cloud as the centerpiece in customer-centric marketing
- How data and predictive analytics uncovers the insights to power the marketing cloud
- Where marketing clouds are headed and what marketers need to understand to succeed in their organization
People and the brands, products and services they connect with are creating vast data footprints. What does this all mean?
In this webinar, we will discuss how your business could profit from exploiting data to deliver business growth, brand fame, creativity and enhanced customer experiences.
Similar to 2014 11-18 - identifying data to fuel your ppc strategy (20)
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
30. It is important to understand the difference between Keywords
black_hawk204
and Search Queries.
31. Keywords, are the platonic ideal of a search query – it's an abstraction that we extrapolate
from multiple search queries.
Search Queries, the actual word or string of words that a user types into the search box,
they are the real-world application of a keyword – it may be misspelled, out of order or have
other words tacked on to it, or conversely it might be identical to the keyword.
black_hawk204
69. black_hawk204
What are they?
How do they work?
Assisted conversions reveal how and when
different channels had an impact on conversion
70. black_hawk204
What are they?
How do they work?
Time lag helps understand time to conversion
Assisted conversions reveals how and when
different channels had an impact on conversion
71. black_hawk204
What are they?
How do they work?
Path length shows you the number of
interactions before a conversion
Time lag helps understand time to conversion
Assisted conversions reveals how and when
different channels had an impact on conversion
72. black_hawk204
What are they?
How do they work?
Top conversion paths illustrate the routes that
your customers take
Path length shows you the number of
interactions before a conversion
Time lag helps understand time to conversion
Assisted conversions reveals how and when
different channels had an impact on conversion
74. black_hawk204
What are they?
How do they work?
Why should we use them?
View all of your digital marketing channels in one place
75. Better understand the value of your marketing efforts
black_hawk204
What are they?
How do they work?
Why should we use them?
View all of your digital marketing channels in one place
76. black_hawk204
What are they?
How do they work?
Why should we use them?
See a complete picture of the steps that your
customers take before purchasing or converting
Better understand the value of your marketing efforts
View all of your digital marketing channels in one place
77. black_hawk204
What are they?
How do they work?
Why should we use them?
Improve your marketing based on channel performance
See a complete picture of the steps that your
customers take before purchasing or converting
Better understand the value of your marketing efforts
View all of your digital marketing channels in one place
78. black_hawk204
What are they?
How do they work?
Why should we use them?
Make the right digital marketing budgeting decisions
Improve your marketing based on channel performance
See a complete picture of the steps that your
customers take before purchasing or converting
Better understand the value of your marketing efforts
View all of your digital marketing channels in one place
82. black_hawk204
Why survey?
Customer loyalty: Understand the magic – what they like about you
and what they dislike
83. who do not have outstanding negative issues concerning
black_hawk204
Why survey?
Customer satisfaction: Satisfied customers are those
you on their mind
Customer loyalty: Understand the magic – what they like about you
and what they dislike
84. black_hawk204
Why survey?
Effective communication: By inviting customers to talk
to you, and through careful design of your survey, you
can effectively inform them about things they may not
know - or remind them of important changes or
innovations
Customer satisfaction: Satisfied customers are those
who do not have outstanding negative issues concerning
you on their mind
Customer loyalty: Understand the magic – what they like about you
and what they dislike
85. black_hawk204
Why survey?
Spotting trends: Spotting such trends ahead of
competition could offer you a significant advantage
Effective communication: By inviting customers to talk
to you, and through careful design of your survey, you
can effectively inform them about things they may not
know - or remind them of important changes or
innovations
Customer satisfaction: Satisfied customers are those
who do not have outstanding negative issues concerning
you on their mind
Customer loyalty: Understand the magic – what they like about you
and what they dislike
86. How far would you travel to a
UK airport to catch a flight?
over 2
hours,
13%
black_hawk204
Example Survey
up to 30
mins, 13%
up to 1
hour, 37%
up to 2
hours, 14%
up to 1.5
hours, 23%
From our own market research we’ve identified what the
propensity amongst travellers is to fly from airports
further afield.
Create geo-targeted campaigns for specific offers such
as seating upgrades from specific UK airports.
What would you travel further for?
37%
39%
29%
32%
24%
Inclusive refreshments
Free parking
More…
0% 10% 20% 30% 40% 50%
Better in flight services
A better seat
89. black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
architectural masterpiece to avoid cross-contamination
and budget haemorrhages.
90. black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
architectural masterpiece to avoid cross-contamination
and budget haemorrhages.
Do Your Research: Data mine search
queries to identify new and profitable
keywords. Remember to cross-reference in
other tools and give the Wikipedia example
a go.
91. black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
architectural masterpiece to avoid cross-contamination
and budget haemorrhages.
Do Your Research: Data mine search
queries to identify new and profitable
keywords. Remember to cross-reference in
other tools and give the Wikipedia example
a go.
Day & Time: Analyse when your customers
are viewing your site and optimise your
bidding strategy accordingly.
92. black_hawk204
Key Takeaways
Devices: Analyse how people are reaching
your site and ensure your website is
mobile/OS friendly.
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
architectural masterpiece to avoid cross-contamination
and budget haemorrhages.
Do Your Research: Data mine search
queries to identify new and profitable
keywords. Remember to cross-reference in
other tools and give the Wikipedia example
a go.
Day & Time: Analyse when your customers
are viewing your site and optimise your
bidding strategy accordingly.
93. black_hawk204
Key Takeaways
Devices: Analyse how people are reaching
your site and ensure your website is
mobile/OS friendly.
Traffic Acquisition: Understand where your
traffic is coming from and ensure you are
not reliant on any one channel.
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
architectural masterpiece to avoid cross-contamination
and budget haemorrhages.
Do Your Research: Data mine search
queries to identify new and profitable
keywords. Remember to cross-reference in
other tools and give the Wikipedia example
a go.
Day & Time: Analyse when your customers
are viewing your site and optimise your
bidding strategy accordingly.
94. black_hawk204
Key Takeaways
Devices: Analyse how people are reaching
your site and ensure your website is
mobile/OS friendly.
Traffic Acquisition: Understand where your
traffic is coming from and ensure you are
not reliant on any one channel.
Multi-Channel Funnels: Don’t take the
performance of any channel at face-value.
It may not directly convert but can be
important in assisting the conversion.
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
architectural masterpiece to avoid cross-contamination
and budget haemorrhages.
Do Your Research: Data mine search
queries to identify new and profitable
keywords. Remember to cross-reference in
other tools and give the Wikipedia example
a go.
Day & Time: Analyse when your customers
are viewing your site and optimise your
bidding strategy accordingly.
95. black_hawk204
Key Takeaways
5W1H: Remember Why, What, Who,
Where, When and How.
Structure: Your account should be an
architectural masterpiece to avoid cross-contamination
and budget haemorrhages.
Do Your Research: Data mine search
queries to identify new and profitable
keywords. Remember to cross-reference in
other tools and give the Wikipedia example
a go.
Day & Time: Analyse when your customers
are viewing your site and optimise your
bidding strategy accordingly.
Devices: Analyse how people are reaching
your site and ensure your website is
mobile/OS friendly.
Traffic Acquisition: Understand where your
traffic is coming from and ensure you are
not reliant on any one channel.
Multi-Channel Funnels: Don’t take the
performance of any channel at face-value.
It may not directly convert but can be
important in assisting the conversion.
Surveys: These can provide additional and
invaluable insights into the experience of
your customers.
96. “Data! Data! Data! I can’t make bricks without clay!”
black_hawk204
- Sir Arthur Conan Doyle
97. whitedotnet
Thank you!
Slides available at: bit.ly/158JRPK
Jason Denny
PPC Consultant @ White
@black_hawk204
Editor's Notes
Effectively data is the digital footprint that we, a user, leave behind when we visit a website or perform certain actions online and it’s this data that we will look at this morning.
There are various ways in which to devise a strategy, for me, I use the 5W1H method. Required to define a strategy.
‘Why’ denotes ‘objective’ or ‘reasoning’. For example, Why you are doing it? You must have clear objective of doing something esp. on a commercial level like creating a PPC marketing strategy. Without well-defined objective(s), creating and implementing any strategy could result in waste of both time and resources.
‘what’ denotes ‘what is involved’. Creating and implementing any strategy requires time, cost, subject matter expertise and other resources. So you need to determine exactly what is involved in creating and implementing your strategy.
‘who’ denotes ‘people’. These people can be you, your colleagues, boss, stakeholders, employees, clients or other target audience. Every strategy requires the input of one or more people or is directed towards one or more people. So you need to know exactly who is involved in the creation and implementation of your strategy and who will benefit from it (your company, clients etc).
‘where’ denotes ‘direction’ or a point/step in a process/development. It can also denote ‘location’. This is the direction in which your strategy should move so that you can get highest possible return on your investment. The ability to move in the right direction and at the right time is what that separates a good strategy from a bad strategy.
‘when’ denotes ‘situation’, ‘date and time’ or ‘deadlines’. A strategy needs to be time bound in order to be cost effective. Without deadlines there is no urgency. You can create your strategy next week or after 2 months. Without deadlines every goal is achievable. That is why it is imperative that every goal and strategy must be time bound.
‘how’ denotes ‘method’ i.e. exactly how you will create your strategy or how you will implement it.
WC once said….
If we treat account structure as our building and shape it well, it in return should shape us in providing a great ROAS.
And structure is where I would like to being this morning………………
So I first want to briefly cover account structure. What do I mean by an architectural masterpiece? Semantic relations. The keyword must represent the search term, the creative must represent the keyword and the landing page must represent the creative. Explain benefits to QS and CPC.
Advise the need for an a/b structure and what it is. This forms the basis of my talk today, locating the data to build and enhance such a structure.
To begin, the campaigns should reflect your website structure. More than anything for ease of reporting.
In this example we see Used -. Alongside this would New -, Rental -, etc.
AdGroups should reflect the campaign. Explain why we use broad and exact for the same adgroup.
Explain reasons for selected keywords.
Why do we need negatives? Control when our ads are and are not displayed. Avoid cross-contamination. Control messaging.
This forms the base for a well structured account.
Now we come to identifying the data to optimise the account.
Firstly we start with the ‘bread and butter’, the search terms, and how to locate the keywords that you want to bid on. Do your research.
It is important to understand the difference between keywords and search queries.
Well if you have an account already, the SQR. Advise extrapolating the search terms to form new keywords. Advise that in this instance ‘used 9 seater minibus’ is well searched for and should be built out into a new AdGroup with creative messaging supporting this. Add as exact match and negate from broad.
This process should be rolled out across the account and performed often. (Search query mining is also a good way to find negative keywords).
Review neg kw list if there are no issues here it may be down to the limited keywords you currently have or keywords that do not represent the users search queries.
And if that’s the case…
There are some valuable tools out there that will help you discover new queries from which to extrapolate kw to bid on.
Here are 3 that I use daily…
Keyword Eye is a suite of affordable, fast, no-nonsense visual keyword and competitor research tools to help with your PPC and SEO campaigns.
Options for several countries and returns results in language.
The free version of this tool does limit you to 100 keywords, so while it’s useful for high level ideas, it’s not a keyword research substitute. A nice feature is the ability to order the cloud visualization it returns – by Adwords competition or by search volume.
SEM Rush is also a paid tool with a free option, but unlike other free options, I think it provides just enough data in its free application to be useful.
Good old keyword planner. Keyword Planner is a free AdWords tool that helps you build campaigns by finding keyword ideas and estimating how they may perform.
So all 3 of these tools will provide you with search query data to expand your campaigns but tools like keyword eye and semrush provide you with insight into what your competitors are bidding on.
And to throw in a curveball….
Wikipedia is a free global collaborative encyclopaedia. With over 30 million articles and 18 billion page views monthly, it’s probably one of the largest, yet most-overlooked, sources for keyword research.
Wikipedia is not going to churn out a list of keywords for you. Instead, Wikipedia provides you with information-rich content that will inform your keyword research and it is this content from which you identify your keywords to expand on.
So how does this work?
Or from directly within keyword planner, search for new keywords and adgroup ideas…. Enter your current product/keyword (barbeques in this example), for the landing page enter the Wikipedia page that relates to your product/keyword and hit Get Ideas.
What you will then be displayed is the typical search volume trends. But also underneath…
….keyword planners suggestions on related keywords based on the Wikipedia page. This works for pretty much every product or service where there is a Wikipedia page present and can really churn out some keywords that you would perhaps have otherwise overlooked.
But it doesn’t stop there, you can continue mining…..
For example, it highlighted Electric Barbeques…. From this you can then run the same process.
So, we’ve looked out structure and data mining. Now we’ll look at…..
Important to know when to optimise bid management.
Firstly, know that date and time information is not the easiest to find. Like with many valuable pieces of data, digging into analytics to find actionable information is not always easy. There’s no direct link under Behavior, Acquisition, Audience or Conversion that will lead you to the right place. Instead, you need to create a custom report that applies date and time against source, conversions, goals, events, etc.
This is the process to creating that custom report. I will include a template link with the deck materials once posted so that you can easily add this to your Analytics account with a single click.
Highlight Tuesday as best performing day of week.
So 9pm is the time of day for the most transactions/goal completions etc. Important to note that day and time reports provide insight into the hours & days whereby traffic may naturally be lower, or where competition is more fierce.
To gain great insight, we need to review the search impr. share in adwords and segment by day.
And what does it show us……. Search impr. share is at it’s lowest on Tuesday highlighting the need for bid optimisation on this day. If Tuesday showed 100% impr. Share then we know that competition is OK, but traffic is naturally lower on this day.
Ensuring your ads are best placed in terms of day of week/hour of day will provide you the best possibility of reaching users in a consideration state.
Understanding Mobile Traffic.
This report is used determine how much traffic, conversions and revenue is coming through Mobile Devices and how much is coming through non-mobile devices.
It can highlight data in many ways. But it also provides you insight into our mobile users behaviour from Paid Media. For example, we see at the top, the sessions, bounces and revenue split by device with mobile and tablet issuing a high bounce rate and low revenue. This highlighted the need for optimisation.
And below, the same split but after the launch of a responsive design.
With mobile user numbers growing YoY it is imperative that you ensure your site is responsive, and where possible create apps to increase the likelihood of repeat custom.
Review this report to quickly determine the main big mobile traffic consumption platforms (Iphone, Ipad,Samsung etc) and the main sources of conversions and revenue via mobile.
What this can assist with is prioritising App production. As we see here, iOS figures vastly outnumber Android so the priority leans towards iOS app development. What this also highlights is the bounce rate by device, potentially if there was high bounce rate for iPad users this may indicate that there page/nav/layout issues.
With this data you ideally want to create a pivot table in Analytics, which will look something like this.
You can now determine the volume of traffic and conversions sent by mobile devices from different traffic sources. This can help you a lot in optimising your mobile dedicated campaigns. For example if mobile on Facebook is generating greater ROAS than AdWords, you may look to re-allocate budget from this area.
I will include a link to creating pivot tables in analytics when the deck is uploaded.
I am often asked, why do I need a paid strategy? If my organic is working well for me.
Nor should you rely on one channel for your traffic. Your website must have a balanced portfolio of traffic sources. That means you should not depend on any one traffic and revenue source esp. search engines like Google. This is because if tomorrow your website received a penalty, you will lose majority of your traffic and revenue.
Therefore it is imperative that you diversify your traffic acquisition strategy and get traffic from different sources.
Ideally your search traffic should not be more than 40% of the total website traffic – If it is more than 50% then it means you are over dependent on search engines which is a high risk strategy.
Direct Traffic around 30% – If direct traffic is less than 15% then it means you are either not good in customer service or you have got branding issues.
Referring sites traffic around 20% – If referring traffic is too low then it means people don’t link out to you much and there are some serious issues with your link building and content marketing campaigns.
Traffic from Other channels should be around 10 % – This is the traffic from any source other than organic search, PPC, referring sites or direct traffic. For e.g. traffic from email marketing campaigns, display ads, banner ads, social media campaigns etc.
Ultimately, do not keep all your eggs in the one basket. You wouldn’t for your finances so why for your paid media strategy.
Your customers research, compare and make purchase decisions at different times and in different places, so measuring return solely based on the last click gives an incomplete picture and potentially misses important insights about how you reach your most valuable customers.
Multi-Channel Funnels in Google Analytics let you look at interactions across different digital media and show how these channels work together to create sales and conversions. More importantly, this tool helps you make crucial marketing decisions regarding advertising investments at the macro level – what channels – as well as the micro level, for example what keywords and ad placements.
The five Multi-Channel Funnels reports show what channels customers interacted with during the 30 days before conversion or purchase. These reports provide valuable metrics such as.
Assisted conversions reveals how and when different channels had an impact on conversion
Time lag helps understand time to conversion
Path length shows you the number of interactions before a conversion
Top conversion paths illustrates the routes that your customers take
View the performance of all of your digital marketing channels in one place
Better understand the value of your marketing efforts
See a complete picture of the steps that your customers take before purchasing or converting
Improve your marketing based on channel performance
Make the right digital marketing budgeting decisions
Found in the conversion tab.
On the left we see the Multi-Channel Conversion Visualiser – The overlaps highlight the multi-channel dependent conversions.
On the right is the Assisted Conversion MCF Channel Grouping which breaks out direct and assisted conversions nicely by their channel.
Important to note that any channel may be assisting more in the conversion funnel that directly providing conversions. Reviewing these reports will allow you to better understand each channels performance and allow you to more informatively adjust channel budgets and efforts.
Knowing what keeps them coming back over and over again is the secret to your success. Loyalty is the magic when they start talking about you and referring you to others.
This doesn’t mean everything has always been perfect. Sometimes things may not have gone all right. In all such situations you gave your customers a chance to talk to you. Sympathetic listening to customers is essential. Online surveys provide a way where customers get a chance to get their side of the story out without being interrupted.
This doesn’t mean everything has always been perfect. Sometimes things may not have gone all right. In all such situations you gave your customers a chance to talk to you. Sympathetic listening to customers is essential. Online surveys provide a way where customers get a chance to get their side of the story out without being interrupted.
This doesn’t mean everything has always been perfect. Sometimes things may not have gone all right. In all such situations you gave your customers a chance to talk to you. Sympathetic listening to customers is essential. Online surveys provide a way where customers get a chance to get their side of the story out without being interrupted.
This is a sample of a survey we recently undertook for one of our travel clients… what we identified was….
Geo targeting campaigns for best price versus departure. Explain localised ads with offers and price points etc.
Sir Conan Doyle’s famous fictional detective, Sherlock Holmes, couldn’t form any theories or draw any conclusions until he had sufficient data. Data is the basic building block of everything we do in Paid Media: the reports we build, the analyses we perform, the decisions we influence, and the optimisations we derive.