Date post: | 20-Dec-2014 |
Category: |
Documents |
Upload: | miles-maier |
View: | 347 times |
Download: | 0 times |
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 !