Future Proofing Digital Marketing in Recrutiment
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Presentation from Global Recruiter in London on 11th Feb 2014. Talking about the 4 key areas of digital marketing SEO, Experience, Social Media and Content Marketing... and how to take advantage and maximize you strategy.
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Future Proofing Digital Marketing in Recrutiment
- 1. FUTURE PROOFING YOUR DIGITAL STRATEGY IN RECRUITMENT #GRUKSummit London 11th February 2014 @googledave @phcreative #GRUKSummit
- 7. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #GRUKSummit
- 9. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #GRUKSummit
- 11. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area @googledave @phcreative #GRUKSummit
- 12. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ @googledave @phcreative #GRUKSummit
- 15. “Think visibility rather than rankings. Rankings vary from user to user, device and location. Focus on the user, keyword themes and behaviour” Got a question? @googledave @phcreative
- 16. CONVERGANCE OF DIGITAL MARKETING @googledave @phcreative #GRUKSummit
- 17. But what does it really mean…? @googledave @phcreative #GRUKSummit
- 29. • Mobile friendly • Visible phone numbers • Simple downloads • Live chat • Simple forms • Clear buttons • Improves user experience • Not mobile friendly • Too many clicks • Long forms • Hard to find @googledave @phcreative #GRUKSummit
- 32. PERSONA EXAMPLE - CLIENT Characteristics Digital Habits • • • • Uses technology Smartphones, tablets LinkedIn, Twitter Reads online, industry news (sectors specific = opportunity) • • • • Decision maker, controls budget Confident, driven, demanding Time poor (very busy) Has team around them (influencers – who could be researching for him) What's Important to me Solutions I Appreciate • • • • Delivery, ROI Speed – find it fast On going relationship No bullshit • • • • • Help me achieve my business goals Bring talent into my business World class service Innovation Value, cost per hire, time to hire Person name: Occupation: Age: @googledave @phcreative #GRUKSummit Steve Smith C-Level, HRD 35 - 50
- 33. PERSONA CONTENT PILLARS Case Studies Digital Experience • • • • • • Relevant to me and my sector • Not just written, video, client features • Validation of your people credentials Multi device – mobile responsive Speed – page by page How fast can I find answers… Page behaviour Don’t confuse me Content Conversion Triggers • • • • • • Telephone numbers Data capture Live chat Email to myself (mobile) Take away info, downloads Social icons and shares • • • • • Speak to me in a language I understand! Be genuine and sincere – authentic Answer my questions and objections Scanability – ‘F’ factor Content assets – videos, surveys, downloads • Demonstrate thought leadership • Rendering on multi device • Things that interest and help me Person name: Occupation: Age: @googledave @phcreative #GRUKSummit Steve Smith C-Level, HRD 35 - 50
- 37. @googledave @phcreative association with Mersey Maritime In #GRUKSummit
- 39. IF CARLSBERG DID SOCIAL NETWORKING @googledave @phcreative #GRUKSummit
- 40. WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, „which pub‟? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? @googledave @phcreative #GRUKSummit
- 41. PROBABLY THE BEST SOCIAL NETWORKING ADVICE! • A good conversationalist, listens most of the time, that‟s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don‟t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… „Givers Gain‟ @googledave @phcreative #GRUKSummit
- 48. Don‟t ignore Second largest search engine Third largest social channel @googledave @phcreative #GRUKSummit
- 49. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google @googledave @phcreative #GRUKSummit
- 52. Once you know what they look like Do your homework and find your influencers and their communities Follow me @googledave to receive this free guide @googledave @phcreative #GRUKSummit
- 53. GOOGLE + SOCIAL AND IDENTITY ENGINE @googledave @phcreative #GRUKSummit
- 59. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #GRUKSummit
- 73. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 @googledave @phcreative #GRUKSummit
Notas del editor
- Interflora example90 day penanlty
- Its not just about what it is you do and how you do it…Its about why you do it and why they should do it with you
- Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
- Become a master of simplification….Bring motivated people inHelp motivated people with simple triggers – on any deviceImprove you on page motivators, pain solvers, offer solutions, evidence
- Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
- Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
- Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
- What types of content help us connect emotionally and factually?
- Ask themInfograhic – oil and gas – interviews the candidates for their adviceTop ten lists – the most digitally engaged HR populations in your specific sector – Interview – who would be the biggest interview target in your sectos – create a piece of research and get their opinionListen in the channels – linked groups? Forums – question are like a gift of a brief
- Nationwide LinkedIn Story