Private and confidential

A Business Leader’s Guide to

Digital MarketingSEO | PPC | PR

1

by Laura HamptonH E A D O F M A R K E T I N G A N D P R

A little about me...

Twitter: @lauralhampton @impressiontalk

LinkedIn: www.linkedin/in/lauralhampton

Email:laura.hampton@impression.co.uk

@lauralhampton @impressiontalk

hello@impression.co.uk

Who we areImpression is an award winning, strategic

thinking team of digital marketing experts

with a creative edge.

We thrive on creating intelligent, integrated creative marketing

campaigns and seamless customer journeys.

We’re passionate about doing the best work we can and pushing

new technology to its limits. And we achieve results to be proud of.

Our TeamSEO, PR and PPC professionals passionate about crafting

the future of digital marketing

@lauralhampton @impressiontalk

Our clientsWe work with influential businesses both locally and nationally

@lauralhampton @impressiontalk

hello@impression.co.uk

Impression is an award winning, strategic thinking team of

digital marketing experts with a creative edge.

Awards

- Search Agency 2018 -

- Digital Strategy 2018 -

- Best Large SEO Agency 2018 -

- Best Small PPC Agency 2017 -

- Search Agency of the Year -

- Best Integrated Campaign -

- Best Digital Team -

- Best Use of SEO -

What we doWe help businesses just like yours to make more money by

generating new leads and making more profitable online sales.

S E O

C O N T E N T

P P C

C R O

P R

W E B

@lauralhampton @impressiontalk

Private and confidential

What I’ll talk about today:

❏ Persona Driven Marketing❏ Fundamentals of Search Success❏ Building Credibility (and Links)

❏ Performing in a “Pay to Play” World❏ How to Measure Digital Marketing Success❏ What’s Next for Tomorrow’s Marketer

8

Private and confidential UK & Europe’s Best Large Agency 9

But first, a story...

Private and confidential UK & Europe’s Best Large Agency 10

2015/16: Local Agency Makes “Big Impression”

Private and confidential UK & Europe’s Best Large Agency 11

2016: Our first “real” office

No more sharing with another agency or working from Tom and Aaron’s flat

Private and confidential UK & Europe’s Best Large Agency 12

2016: Nottingham Post New Business of the Year

Private and confidential UK & Europe’s Best Large Agency 13

2016/17: Impression takes to the big stage

Speaking alongside big names

Private and confidential UK & Europe’s Best Large Agency 14

2017: European Search Awards: Best Small PPC Agency

Our first international award

Private and confidential UK & Europe’s Best Large Agency 15

2018: New Office at Fothergill House

With space for plenty more growth to come

Private and confidential UK & Europe’s Best Large Agency 16

2018: European Search Awards and UK Search Awards: Best Large SEO Agency

Plus a range of other awards and shortlists too

Private and confidential 17

Our Vision:To become the UK’s digital agency of choice

Private and confidential 18

We’ve used all the

techniques I’m going to

share with you today.

Private and confidential 19

Persona Driven Marketing

Private and confidential 20

Know Your Audience

Private and confidential 21

Know Your AudienceWho are you speaking to

Private and confidential 22

Know Your AudienceWho are you speaking to

What do they want

Private and confidential 23

Know Your AudienceWho are you speaking to

What do they want

Why should you be the one to give it to them

Private and confidential 24

Speaking to many... Vs speaking to one.

Private and confidential 25

Know Your Brand

Private and confidential 26

Know Your BrandWhat do you want to be known for

Private and confidential 27

Know Your BrandWhat do you want to be known for

How do you want to be perceived

Private and confidential 28

Know Your BrandWhat do you want to be known for

How do you want to be perceived

Who do you want to be aligned with

Private and confidential 29

Being “A Brand”... Vs being a brand.

Private and confidential 30

The Fundamentals of

Search Success

Private and confidential 31

Search successmeans

being seen by the people who

want to buy from youat the time when

they need/want you most

Private and confidential 32

Keywords for SEOWhat will your audience be most likely to type

into Google when they need your services?

Private and confidential 33

Keywords for UsersWhat search queries does your business

deserve to be listed for?

Private and confidential 34

Private and confidential 35

A well optimised pageis

a page that does what the user

expectsin the

way that best meets their needs

Private and confidential 36

Private and confidential 37

Private and confidential 38

Private and confidential 39

Private and confidential 40

Private and confidential 41

Building Credibility

(and Links)

Private and confidential

All links are votes...

42

But not all votes are equal...

Private and confidential

Hi, I’m Laura...

43

Private and confidential

Hi, I’m Laura...

44

Private and confidential

Hi, I’m Laura...

45

Private and confidential

All links are votes… not all are equal

46

Private and confidential 47

Digital PRis a valuable technique to

get your brand seen in the places

your audience is already lookingand

align yourself with reputable

brands

Private and confidential 48

Performing in a

Pay to Play World

Private and confidential 49

Private and confidential 50

Private and confidential 51

Private and confidential 52

Success in advertisingis all about

setting clear CPA targetsand

being willing to test budgets

across platforms

Private and confidential 53

Measuring Your Digital

Marketing Success

Private and confidential 54

Private and confidential 55

I want to increase brand

awareness.

Private and confidential 56

I want to increase brand

awareness.

I want to grow my website traffic.

I want to increase my search

ranking positions.

Private and confidential 57

Private and confidential 58

The Future of

Digital Marketing

Private and confidential 59

Technology DrivenIf you’re not mobile friendly, you’re already late

to the party…

Voice search and digital assistants will guide

the future of online marketing.

Private and confidential 60

User FocusedAs Google strives to understand the web more

as humans do, the only logical way for

marketers to move forward is to create online

experiences tailored to human users.

Private and confidential 61

Omni ChannelThe term ‘digital marketing’ will be absorbed

into the wider marketing mix, in recognition of

the role of multi-channel approaches. Don’t

neglect your other marketing channels!

Private and confidential

What I’ll talk about today:

❏ Persona Driven Marketing❏ Fundamentals of Search Success❏ Building Credibility (and Links)

❏ Performing in a “Pay to Play” World❏ How to Measure Digital Marketing Success❏ What’s Next for Tomorrow’s Marketer

62

Thank you

Leave us a review!

https://www.reviews.co.uk/company-reviews/store/impression

laura@impression.co.uk

01158 242 212