View the slides from my seminar at Bristol City Council on 30th October.

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@MrJonPayne

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THE IDIOT’S GUIDE TO DIGITAL MARKETING
For beginners.

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@MrJonPayne
THE IDIOT
Jon Payne
23 years in sales
16 years selling online
14 years running agencies*
7 years in search & social marketing
*Except 6 months where I worked for a web design company. It gave me an ulcer.

4. google
links
content
social
review

5. CC

6. I ARE SAD CUZNO HANDOUTSS

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@MrJonPayne
NO 1 ON GOOGLE ISN’T THE GOAL
Google in 2001 isn’t the same as now

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@MrJonPayne
The singularity! Almost. Things not strings.

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@MrJonPayne
Where’s your number one? NOT EVEN ANY ADS!

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@MrJonPaynehttp://www.youtube.com/watch?v=mmQl6VGvX-c

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@MrJonPayne
The singularity cometh. But in the meantime

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@MrJonPayne
www.youtube.com/watch?v=BNHR6IQJGZs

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@MrJonPayne
Your logo is a link, right? RIGHT?

14. @NoisyMonkeyor event #
@MrJonPayne
Your logo is a link, right? RIGHT?

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@MrJonPayne
INTERNAL LINKS
When page alinks to page b, page a bestowssome of its authorityonto page b
www.yoursite.com/page-a
www.yoursite.com/page-b

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@MrJonPayne
INBOUND LINKS
More inbound links is good then, right?
www.yoursite.com/page-a
www.anothersite.com/page-b

17. CC

18. CC
WITH LINKS
QUALITY > QUANTITY

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@MrJonPayne
INBOUND LINKS
GOOD –ONLY AS LONG AS THE OTHER SITE IS TRUSTWORTHY
www.yoursite.com/page-a
www.anothersite.com/page-b

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@MrJonPayne
LINKS PASS AUTHORITY
A diverse, relevant and growing set of linking websites is best
Your site
BBC
Local blog
Business partner
Local press
Trade magazine
Local Chamber of Commerce

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@MrJonPayne
KEEP IT NATURAL
http://magesticseo.com
#WTF??
Is this reflected
on news sites, social media, search volumes?

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@MrJonPayne
HOW DO I GET MORE LINKS TO MY SITE?

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@MrJonPayne
GET INVOLVED = GET LINKS
•Discussion forums (be a really useful engine)
•Research (white papers, or mine your data)
•Social bookmarking (reddit, stumbleupon, etc)
•Social media
•PR / Press Releases
•Comment on industry blogs
•Demonstrate partnerships IRL*
•Why not start your own blog?
Ignore social bookmarking if you’re not already using it
*In Real Life

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@MrJonPayne
GET INVOLVED = GET LINKS
•Discussion forums (be a really useful engine)
•Research (white papers, or mine your data)
•Social bookmarking (reddit, stumbleupon, etc)
•Social media
•PR / Press Releases
•Comment on industry blogs
•Demonstrate partnerships IRL
•Why not start your own blog?
Query Deserves Freshness!

25. google
links
content
social
review

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@MrJonPayne
GOOGLE READS ALL YOUR CONTENT
As with links, quality and relevance are key

27. HOWCAN GOOGLE DETERMINE RELEVANCE?

28. NOT IMAGESCODE + TEXTACCESSIBLEGOOD UX

29. ALL IMAGETERRIBLE UXNOT ACCESSIBLE

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@MrJonPayne
AN ACCESSIBLE WEBSITE MAKES THE WEB A BETTER PLACE FOR EVERYONE

35. HOWDOESGOOGLEDETERMINERELEVANCE?
BRAVE
@MrJonPaynehttp://www.noisylittlemonkey.com/making-your-online-campaigns- stick/

36. DOMAIN LEVELINDICATORS
BRAVE
@MrJonPayne
Does the domain match the search?

37. SEARCH TERMS IN FILE PATH
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@MrJonPayne
How closely does the URL match the query?

38. SEARCH TERMS IN PAGE TITLE
BRAVE
@MrJonPayne
Google will truncate long page titles, so test here: http://www.seomofo.com/snippet-optimizer.htmlNot for prudes.

39. SEARCH TERMS IN PAGE TITLE
BRAVE
@MrJonPayne
Looks a bit repetitive, but it’s OK.

40. SEARCH TERMS IN ALT TEXT
BRAVE
@MrJonPayne
2-4 words, actually describe the image… this is for blind people. Ideally use an image which works for SEO & illustration

41. SEARCH TERMS IN HEADLINE 1, H2, H3…
BRAVE
@MrJonPayne
DON’T have this as ‘welcome to…’ or even worse an image!

42. SEARCH TERMS & SYNONYMS IN BODY COPY
BRAVE
@MrJonPayne
Write about what you know and this will happen naturally

43. METASTUFF
BRAVE
@MrJonPayne
Meta Description –doesn’t help rank, but should attract the click
Ignore meta keywords…your web devis an idiot.

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@MrJonPayne
SO –YOUR PAGE HAS ALL THE SEOs

45. I ARE SAD CUZIDON’TNOHOW PEOPLESSEARCH

46. GOOGLE TRENDS!
BRAVE
@MrJonPayne
http://www.google.com/trends/

47. Compare volumes… ignore the numbers
GOOGLE TRENDS!
BRAVE
@MrJonPayne
http://www.google.com/trends/

48. I ARE HAPPY

49. AIM LOW
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@MrJonPayne
Search Demand Curve courtesy of Moz.com

50. google
links
content
social
engage

51. CCTIMELY MESSAGING

52. SPREADS EASILY

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@MrJonPayne
WHICH PLATFORMS?

54. SPREADS EASILY
CC

55. #DownloadBristol
@MrJonPayneSPREADS EASILY
Double bubble = social helping search ranking

56. #DownloadBristol
@MrJonPayne
Google+, Facebook & Twitter help you dominate branded search

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@MrJonPayne
TOP TIER PLATFORMS
Recycle content for Google+
at least one of these

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@MrJonPayne
SECONDARY PLATFORMS
If you’re niche, hip, cool. Target Instagram or Vine. LinkedIn isn’t easy to scale, it’s personal

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@MrJonPayne
GETTING THE RIGHT IMAGE FOR YOUR BRAND
Before you start

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@MrJonPayne
Who are your audience?

61. HOW WILL YOU HANDLE NEGATIVITY?
#DownloadBristol
@MrJonPayne
DON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN

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@MrJonPayne
Izzit?
WOT DUZ DAT MEAN FYR STYLEZ, BRUV?

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@MrJonPayne
SOCIAL MEDIA STYLE GUIDE
•What does the business want from social media?
•Who are the audience?
•What do the audience want?
•Who do they trust?
•What do they read online?
•What does that mean for my writing style?
•Who is empowered to do this?
Take ½ a day to do this. It’ll make your marketing team or your agency do a better job

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@MrJonPayne
ENGAGE
THE BASICS

67. SEXY
@MrJonPayne

68. #DownloadBristol
@MrJonPayne
Schedule your posts, keep pics big and maintain editorial sign off,
use BufferApp

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@MrJonPayne
ENGAGE
ON FACEBOOK

70. #DownloadBristol
@MrJonPayne
No engagement = bad for platform, bad for your brand.
Patronising pro tip: Use images & pay for advertising.

71. #DownloadBristol
@MrJonPayne
Much better! People ♥pictures

72. #DownloadBristol
@MrJonPayne
The social platforms want people to keep coming back. Your content needs to encourage this like these posts.

73. THINK MOBILE. THNK TIMING.
#DownloadBristol
@MrJonPayne
94 likes, 9 comments, 12 shares
Tie your brand / product or service to something that has plenty of PR already. Use some of their juice.

74. #DownloadBristol
@MrJonPayne
•Keep your messages short and sweet
•Use pictures / video for engagement
•Ask people to do something ‘Share if you love..’
•Make it personal
•It’s not about followers
FACEBOOK TIPS
© Aaron Stidwell

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@MrJonPayne
ENGAGE
ON TWITTER

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@MrJonPayne
Share video, image content… resize images!

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@MrJonPayne
Pin important tweets. Use Hashtags sparingly, @ useful accounts sparingly, tag photos to save space & get RTs

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@MrJonPayne
•Clear CTA ‘Click Here’
•Use Urgency ‘Right Now’
•Use Pictures & resize your images
•Comment don’t just RT
•Share your message more than once
TWITTER TIPS
© Aaron Stidwell

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@MrJonPayne
ENGAGE
ON PINTEREST

80. #DownloadBristol
@MrJonPayne
PINTEREST

81. #DownloadBristol
@MrJonPayne
© BellaFaye Garden

82. #DownloadBristol
@MrJonPayne
According toPiqora:
70% of the clicks happen within first 2 days

83. #DownloadBristol
@MrJonPayne

85. #DownloadBristol
@MrJonPayne

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@MrJonPayne
SECRET BOARDS
Keep emsecret until they’re full or for planning in house stuff

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@MrJonPayne

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@MrJonPayne
•Use attractive & engaging images
•Write optimised descriptions for your pins
•Think about trends
•A mix of your pins and others
•Use secret boards to inspire
•Tell your story
PINTEREST TIPS
© Aaron Stidwell

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@MrJonPayne
ENGAGE
ON GOOGLE+

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@MrJonPayne
SMASHING IT ON THE GOOGLE+
100,000 + views from Google / Google maps

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@MrJonPayne
SMASHING IT ON THE GOOGLE+

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@MrJonPayne
SMASHING IT ON THE GOOGLE+
It’s tough to do, but get it right and you should reap search rankings too
Example posts…

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@MrJonPayne
•Verify location(s) –postcard method
•Verify website –relpublisher code
•If you’re posting anywhere elserecycle for Google+
•GET REVIEWS!
GOOGLE+ TIPS
© Aaron Stidwell

95. THINK MOBILE. THNK TIMING.
#DownloadBristol
@MrJonPayne
94 likes, 9 comments, 12 shares
Tie your brand / product or service to something that has plenty of PR already. Use some of their juice.
I paid for this bit

96. THINK MOBILE. THNK TIMING.
#DownloadBristol
@MrJonPayne
94 likes, 9 comments, 12 shares
Tie your brand / product or service to something that has plenty of PR already. Use some of their juice.
Proper job handwritten label on a MOOMIN!
Free postcards
Hand tied ribbon on this “handwritten” note
Social nudges

97. #DownloadBristol
@MrJonPayne
Be nice IRL!

99. KNOWLEDGE GRAPH
Millward Brown 2014
PEOPLE
USE
PHONES
FOR SOCIAL

100. #DownloadBristol
@MrJonPayne
http://wordpress.org/ http://yoast.com/wordpress/seo/
GET A RESPONSIVE SITE

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@MrJonPayne
TOP TIER PLATFORMS
Pinterest is particularly wonderful for craft, fashion, cooking, visual stuff. Facebook good for sites with a physical location
Consumer Sales

102. #DownloadBristol
@MrJonPayne
TOP TIER PLATFORMS
I’d lean more towards Twitter. Good for outreach to influencers and customers in the B2B sector
Business Sales

103. GOOGLE: NOISY LITTLE MONKEY
@MrJonPayne