Reflect Digital's Integrated Digital Marketing workshop from The Business Show November 2012

1. Integrated Digital
Strategy
Becky Campbell - MD
@ReflectDigital
22nd November 2012

4. Source: International Telecommunication Union, November 2011

5. Source: International Telecommunication Union, November 2011
UKOM, May 2010

6. Search Engine Market Share
UK – 91% UK – 5% UK – 2% UK – 1% UK – 0.4%
US – 61% US – 15% US – 17% US – 3% US – 4%
Source: The E Word October 2012

7. Paid vs. Natural

8. SEO Positioning

9. Online Marketing does not need to be complicated
Traffic Conversions ROI

12. Source: Social Marketing Forum, December 2010

13. Website Design
Live chat is a tool that can be
used to increase conversions
Clear brand identity
Trackable phone
number
Engage with clients
through social media
The banner area is
ideal for highlighting
offers and services
Clear call-to-action

14. Mobile design
By 2014 more users will be browsing
on a mobile device than desktops.
Mobile sites need to be easy to use
and have a cut down version of the
most important content.
You can use your analytics to work
out what pages are more important
to mobile users and the % of traffic
you are receiving from which devices.
Source: Morgan Stanley, April 2010

16. Our SEO Process…
Planning, Keyword On-Site Off-Site Measurement &
Research & Research Optimisation Optimisation Refinement
Analysis

17. Planning, Research & Analysis
We would audit the site to make sure the
search engine Robots and Spiders can find
what they are looking for.
We’ll also look at other potential
technical issues such as duplicate
content and page load time.

18. Keyword Research

19. On-Page
On-site SEO consists of optimising the actual
content itself
We’ll look at meta tags, H tags and alt tags
We’ll then ensure that the content has just the
right keyword density so that the search
On-Page engines know exactly what the page is about

20. Off Site Optimisation
Traditional Methods New Methods
Paid Links Link Baiting
Directory Submissions Social Media Sharing
Site Wide Blog Links Blog Guest Posting
Forum Posts Infographics
Reciprocal Linking Press Releases

21. Results and Analysis
Everything we do is
tracked and monitored
to ensure the strategy
is working and
delivering results.
Our constant analysis
allows us to continually
plan where to take the
strategy to next…

22. SEO is Changing…
Over the past couple of months Google have made
some big changes to their algorithm.
Panda
Penguin
The ‘Over-Optimisation Update’
Essentially they have looked to de-value poor-
quality links, penalise over-optimisation and
localise their results.
There has also been big signals that they are using
social media ‘shares’ as a clear ranking signal…

23. Infographics

25. What is PPC?

26. PPC – What’s it good for?
Offers/Promotions
To compensate for low SEO traffic
To target new markets
Seasonal trends

27. PPC in the mobile age…
Google’s mobile revenues have
been growing year on year for PPC
Smartphones occupy 6.9% of
Adwords clicks
Tablets occupy 2.3% of Adwords
clicks
CTRs are higher on mobiles and
tablet devices

28. Our PPC Process…
Planning, Keyword Campaign Add-ons, site Measurement &
Research & Research Creation links Refinement
Analysis

29. Planning, Research & Analysis
We look at the competition to review
what terms they are bidding on and
research the marketplace.
We look at which devices suit the
campaign best
•We look at the landing pages to ensure
that the campaign is as targeted as
possible.
•We also ensure tracking is in place to be
clear on the ROI PPC is generating

30. Keyword Research
Keyword Research is
one of the most
important elements
of PPC.
We select keywords
by match type and
ensure that we only
include terms which
have the highest
possibility of leading
to a conversion.

31. Campaign Creation
Campaign Campaign Campaign
Group Ad Group Ad Group Ad Group Ad Group Ad Group Ad Gro
Keyword Keyword Keyword Keyw
Ads Ads Ads Ads
s s s s

32. Ad Extensions
Throughout the course of
the campaign we would
experiment with ad
extensions to help increase
the CTR.
There are several types of
ad extensions: site-links, call
extensions, product
extensions, social extensions,
location extensions

33. Results and Analysis
Everything we do is
tracked and monitored
to ensure the strategy
is working and
delivering results.
Our constant analysis
allows us to continually
plan where to take the
strategy to next…

35. Social

36. Facebook
Facebook is the
most well known
and most used
social network.
There are currently
1 billion people
registered to
Facebook
Facebook is more of
a branding tool than
a lead generation
tool

37. Google +
Social networks are
becoming increasingly
popular and Google
want to ensure that
they keep their share
of the audience
If users are logged
into Google + they will
start to see their
searches become
more personalised
+ Pages are starting
show in the SERPs

38. Twitter
Twitter is a fantastic
way to engage with
current and potential
users
It offers you a platform
to discuss industry-
related news
There are strong signals
that ‘shares’ on Twitter
are starting to influence
ranking positions

39. YouTube
1 in every 20 users that
leave Google go directly to
YouTube, showing the
power that the site has!
YouTube could offer a
friendly modern face to the
business, potentially
creating short videos
This could open your
website up to a new
audience and create greater
engagement on the new site
as videos do keep users on
the website longer.
Source: SEObook.com, June 2012

40. LinkedIn
In June 2012 there were more
than 175 million professionals
on LinkedIn worldwide
LinkedIn is good for
networking, and opening up
potential commercial
opportunities
People often look for
recommendations on
LinkedIn, meaning that it’s
important that your staff are
signed up
LinkedIn can also be used to
broadcast news and updates

42. Why Send Email Campaigns?
Email is important for the customer life cycle
Email campaigns enable you to engage with
your client base
Email campaigns are great for brand
awareness, seasonal offers and promotions

43. Email Marketing
Including social
sharing tools in
an email
increases click
through rates
by 55%
Research from GetResponse

44. Email Marketing - Tracking
Our email marketing dashboard allows clients to
see email results and manage their database.

46. Constant Measurement and Refinement

47. How we can help
We specialise in…

48. Who are Reflect Digital?

49. Competition!
We’re giving away £3,000
worth of digital marketing
to spend on SEO or a
Social Campaign, to enter
please let me have your
business card!