How to integrate the digital channels effectively for maximum impact

Presented by: Luke Quilter

How to integrate the digital channels effectively for maximum impact

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Introduction

- What channels are we talking about?

- Strengths, weaknesses, potential uses

- How they can work together

- How to apply this in every day work life

2

mailto:[email protected]


http://www.sleepinggiantmedia.co.uk


https://adwords.google.com/professionals/profile/org?id=017702451200549020354









Some of our clients

3













sleepingawake the power

giant.

med

ia


The channels

4

The aim of search and social is to get relevant traffic to your site














giant.

med

ia


The channels

4

With the ultimate focus of getting more customers and growing your business














giant.

med

ia


The channels

4

PPC SEOSocial

Website














PPC

- Strengths

- Weaknesses

- Tips for success









PPC Strengths

- Fast to setup

- Data received almost real time (2 hour lag)

- Easy to learn, difficult to master

- Huge amount of control over the targeting and display settings

- Can be switched on or off when ever you like

- Google rewards relevance

6














PPC Weaknesses

- It costs per click and easy to spend a lot of money quickly

- Google doesn’t really help you out in that regard

- Lots to learn, it changes quite regularly

- No real demographic targeting

7














Adwords Editor

- Offline management

- Quicker and easier

- Can back up the account

8














Landing pages

9

PPC page SEO page

TrafficRelevancy














Landing pages

9

PPC page SEO page

TrafficRelevancy














Landing pages

9

PPC page SEO page

TrafficRelevancy














Search Query Report

- SQR’s help you $nd new terms

- What your customers are actually typing in

10














Content network GDN

- Default position is on

11














Other engines

- Time Vs reward

- Only use them once you are sure you are doing a pretty good job with Google!

12














SEO

- Strengths

- Weaknesses

- Tips for success









SEO - strengths

- Traffic is “free”

- Potentially better ROI

- If done officially positions are sustainable

- Building a longterm asset

- Broader reach than PPC potentially

14














SEO - weaknesses

- Takes time to build traffic

- Less targeting capabilities compared to PPC

- The rules change - takes time to understand and interpret them

- No one fully understands the rules, not even Google

- Pages are often content heavy

- 8% of users go to the second page

15














SEO - Tips for success

- Pick the right terms to target

- DON’T buy links!

- Don’t trust guarantees

- Content updates to the site regularly (blogs)

- Using internal anchor text

- Find a balance

- Use tools to help you

16














Internal anchor text

17

Content about a particular article, then link to another article about

Online Marketing using relevant anchor text within the post

Page about online marketing














Internal anchor text

17

Content about a particular article, then link to another article about

Online Marketing using relevant anchor text within the post

Page about online marketing














Tech tools

18

Seo mozScreaming frog Adwordsbing ads

social bromajestic

analytics

adwords editor

bing ads

word watch proHootsuite














Tech tools

18

No one piece of technology does everything. By finding the best systems

and combining the human factor you will get the best result














Social Media

- Strengths

- Weaknesses

- Tips for success









Social - Strengths

- Building of rapport - trust

- Can reach a huge audience

- Adds value to the brand

- Can reduce costs on other channels

20














Social Weaknesses

- Not generally a direct sales channel

- Not intent based generally

- Potential for complaints

- Can do harm if not run well

- Quantifying performance is still a problem, expensive to track

21














Social - Tips for success

- Have a story

- Pick 6 content topics

- Develop a tone of voice

- Plan the activity, delegate roles within your business

- Link back to your site for selling

- Integrate with other channels

- Use tools to help you 22














Linking the channels for online success - How to use their strengths

PPC SEO

Social









Linking them

24

PPC SEO

Social

Google analytics














Social powering

25

Social SEO

PPC

Listen to the questionsFind competitors

Improve SEO performance














Social powering

25

Social SEO

PPC
















Social powering

25

Social SEO

PPC
















SEO impacts

26

SEO PPC

Social

Keyword identification 22% increase in performance














SEO impacts

26

SEO PPC

Social















SEO impacts

26

SEO PPC

Social















PPC leading the way

27

PPC SEO

Social

Conversion testing

Keyword identificationHighlights key topicsNew market identification

Reputation management














PPC leading the way

27

PPC SEO

Social

Conversion testing
















PPC leading the way

27

PPC SEO

Social

Conversion testing
















Worked examples

28














Worked examples

28

PPC

New country














Worked examples

28

PPC

New country

SEO Build content around most

popular terms














Worked examples

28

PPC

New country


popular terms

SEO

Topical blog content














Worked examples

28

PPC

New country


popular terms

SEO


Social Used social to

spread the word














Worked examples

28

PPC

New country


popular terms

SEO


Social Used social to

spread the word

Link people back to the product page














Thanks for your time

- Any further questions?

- Join us for beers and pizza at 5

- Win 1 of 5 free SEO site audits








Date post:	01-Nov-2014
Category:	Technology
Upload:	rachel-birchley
View:	834 times
Download:	3 times

How to integrate the digital channels effectively for maximum impact

Technology