We all know the situation. A big new client win or shiny new internal project means spirits run high with the team, aspirations of greatness and award-winning results. But just a few months down the line we find ourselves stuck in a rut, still struggling to get through the excessive red tape needed to start showing great results either through holdups from the tech department, tracking errors or lack of data. The key is starting well. In this talk I shared how his agency starts every one of their campaigns. With a key focus on actionable takeaways he will run through 7 vital steps to starting, including: essential tips, tricks and tool recommendations that you can takeaway and test out yourself, whether in-house or agency side. From analytics, conversion rate optimisation, understanding website user behaviour or simply quick-wins for overcoming long technical delays, Playing To Win: 6 Steps to Guarantee Online Marketing Project Success, From Day 1 will leave all attendees with at least one new thing to try on their websites.

1. VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter
PLAYING TO WIN: 6 STEPS TO GUARANTEE
ONLINE MARKETING PROJECT SUCCESS
FROM DAY 1

2. DIGITAL MARKETING CONSULTANT
Hi. I’m Ned Poulter
BLOGGER SOCIAL
@NedPoulter
/NedPoulter

3. Background
Warner
Bros.
TheLADBible
Realtor.com Netflix
Miinto
Børsen
The Hay
Group
Norton
Rose
Fulbright
SABMiller
Notonthehigh
street.com

4. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
WE ALL KNOW THIS FEELING

5. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
WINNING A BIG NEW ACCOUNT OR STARTING AN EXCITING NEW PROJECT

6. THE FEAR

7. DON’T
WORRY!

8. HERE’S HOW WE APPROACH ALL OUR
DIGITAL MARKETING PROJECTS.

9. Before we start…
1. These aren’t specific to any digital marketing
disciplines
2. Most of the tools recommended are FREE
3. This is the approach that we have for all clients
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

10. 1. GIVE CLIENTS ACCESS TO EVERYTHING
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

11. CREATE CLIENT-OWNED PROFILE
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

12. ADD ALL RELEVANT BOOKMARKS + ADD-ONS
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

13. SETUP EMAIL FORWARDING TO LINK TO MASTER ACCOUNT
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
YOUR MAIN
EMAIL ACCOUNT
CLIENT-OWNED
ACCOUNT
EMAIL
FORWARDING
/ FILTERING
RULES

14. SETUP EMAIL FORWARDING TO LINK TO MASTER ACCOUNT
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

15. 2. GAIN ACCESS TO ALL ACCOUNTS
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

16. 2. GAIN ACCESS TO ALL ACCOUNTS
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
 GOOGLE ANALYTICS
 GOOGLE ADWORDS (All relevant profiles)
 GOOGLE SEARCH CONSOLE
 BING WEBMASTER TOOLS
 BINGADS
 FACEBOOK ADS
 GOOGLE MERCHANT CENTRE
REMEMBER: Also get the clients office IP[s] – these will
come in handy later.

17. REMEMBER: DO IT WITH YOUR ‘CLIENT’
GOOGLE ACCOUNT, THEN SHARE ACCESS
WITH WORK EMAIL/ACCOUNT
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
YOUR MAIN EMAIL
ACCOUNT
CLIENT-OWNED
ACCOUNT

18. 3. SETUP THESE TOOLS
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

19. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
WEBSITE MONITORING SERVICE
CHECKS FOR:
 HTTP RESPONSE CODES
 ROBOTS.TXT CHANGES
 CANONICALISATION ISSUES
 MALWARE STATUS ALERTS
 WEBPAGE LOAD TIMES
 WEBSITE CRAWL ISSUES
FREE FOR UP TO 5 DOMAINS
VISIT: http://bit.ly/1kqv8qZ

20. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

21. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
MENTION TRACKING
SETUP ALERTS FOR:
 BRAND NAMES (+ VARIATIONS/MISSPELLINGS)
 WEBSITE URLS
 PRODUCT NAMES (+
VARIATIONS/MISSPELLINGS)
 SENIOR EMPLOYEE NAMES
FREE!
AND / OR
VISIT: http://bit.ly/1QSRKuG

22. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
IMAGE TRACKING
SETUP TRACKING FOR:
 BRAND LOGO
 PRODUCT IMAGES (nice tip for eCommerce
clients with their own product photos)
300 ‘CREDITS’ FREE!
VISIT: http://bit.ly/1NnxlNe

23. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
SUPER POWERFUL WEBSITE CRAWLING
SOFTWARE
HELPS OPTIMISE/CHECK FOR:
 INDEXATION
 CONTENT OPTIMISATION
 URL STRUCTURE
 LINK STRUCTURE
 PAGE SPEED
 MOBILE SEO
 INTERNATIONAL SEO
FREE FOR UP TO 100 URLS
VISIT: http://bit.ly/1XjWvB6

24. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

25. 4. REVIEW/AUDIT ANALYTICS ACCOUNTS
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

26. AUDIT ANALYTICS ACCOUNTS
FREE IF YOU’RE:
• A consultant wanting to expand your offerings
• An in-house marketer on a shoestring budget
• A manager who needs to train new marketers
• A newbie looking to bolster your resume
Out of respect for Annie, please pay $195 if you
don’t meet the above criteria.
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
READ THIS! ->
http://bit.ly/1VNhlM5

27. ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
 Site Performance
 Audience Snapshot
 AdWords Performance
 eCommerce Dashboard
DASHBOARDS
1.
CUSTOM REPORTS
2.
CUSTOM SEGMENTS
3.
 SEO Insights (Not
Provided)
 404 Tracker
 PPC Keyword/Matched
Query Report
 Acquisition: Visit and
Goal Conversion by
Traffic Source
 Enhanced Ecommerce
Segments
 Occam’s Razor
Awesomeness
THANKS TO:

28. 5. LEARN & USE GOOGLE TAG MANAGER
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

29. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
VISIT: http://bit.ly/1kn8EqJ
TAKE THIS COURSE

30. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
http://bit.ly/1MC6475
READ
1.
VISIT
2.
FOLLOW
3.

31. 6. HOTJAR
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

32. WHAT IF I TOLD YOU…
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

33. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
HEATMAPS

34. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
RECORDINGS

35. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
FUNNEL VISUALISATION

36. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
FORM COMPLETION TRACKING

37. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
RECRUITERS & SURVEYS

38. PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER
SIGN UP HERE:
http://bit.ly/1OGJ5xJ

39. ANY QUESTIONS?
PLAYING TO WIN: 6 STEPS TO GUARANTEE ONLINE MARKETING
PROJECT SUCCESS BY @NEDPOULTER

41. Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
+447887851818
FOLLOW
@nedpoulter

42. Image credits:
WOLF 1 – Thenypost.com
WOLF 2 – BusinessInsider.com