Better Digital Marketing

• Seamus Morley• www.find50-marketing.co.uk

The web is full !

• The days of easy wins are over• Competition for Clicks is fierce

Two Challenges:• How to reach your audience AND• How to make their visit worthwhile

• Organic• PPC• Email• Social Media• Referral• Content Ads

• 70%• 10%• 3%• 5% • 10%• 2%

• Content/SEO• Get Grant Ac• Build List • Push Content• Get more !• Needs £

Typical UK Charity Site Visitor Sources:

Source % Total Visits To Do:

Find More/New Visitors

• PPC

• Content Strategy

• Display Ads

• Google Grant:– 20k Visits p.mth FREE !

• Get the Organisation behind you

• Images/text/Video Ads on 3rd party sites

Now - what do you want them to do ?

GA - Advanced Segments

• Where do visitors come from ?– Organic/Social Media/Grant PPC, Display Ads...

• Where did they go on the site ?– Top Pages/Site Sections/Return Visits

• What did they complete?– Downloads/Sign Ups/

Goals Measuring Success

Ecommerce Site > £/£/£

Content Site > `more visits staying longer` > Time on Site/ > BRate/PagesVisit > Market Share ?

GA Multi-Channel Funnels What Channel adds value ?

SummaryIdentify target

audience

Agree Goals and KPI`s

Market your Content

Create New Content

Monitor and Modify

Thanks

• 8 Pro Bono Hours in Nov and Dec• First to apply will get them• Sign up for .5 day session (£)– Google Analytics Marketing Training

seamus(at)find50-marketing.co.uk

GA - Three key features

• Advanced Segments

• Goals

• Intelligence Events

• Actionable data

• Measuring site success

• Find `unknown unknowns`

1. Crawling 2. Indexing 3. Ranking

How Google classifies your site/pages

1. Search/Google bots/spiders visit your site

2. Then they copy and index the pages

3. All pages are ranked.

How do you measure success ?

Find the interested ones.

What gets attention ( excluding ££) ?

What matters to senior management ?

• Needs to be `closed loop`

• ie `cause and effect`• Look for quick wins• Simple data easy to

understand.

Closed loop – monitor what you can change

Your best friend !

• Web dev team• They know about tech

stuff• You know about

marketing stuff..and we do not talk the

same language !What to do ?

• Topics for discussion:– Accuracy ( eg page

duplication,) – Adding Javascript to

pages– GA provides a ton of

data – stick to a few key metrics to begin with.

You have to know what you want !