Digital, Inbound Marketing Workshop I ran for Chartered Institute of Marketing in Manchester.
Covers:
What is Inbound Marketing and the Journeys users take
Persona Mapping and understanding your customer
How to find them with tools and techniques
Content Marketing how to plan and implement content that your customers will consume and share
Social Media
SEO
User experience and conversion rate optimisation
How to measure for ROI of Digital Marketing
6. Got a question?
@googledave
@phcreative
Inbound Marketing:
“A marketing strategy that places you
in front of customers during their
discovery and research phase -
throughout the buying cycle”
45. 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?
Got a question?
@googledave
@phcreative
46. • 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’
PROBABLY THE BEST SOCIAL NETWORKING ADVICE!
Got a question?
@googledave
@phcreative
81. Second largest search engine
Third largest social channel
Don’t ignore
Got a question?
@googledave
@phcreative
82. 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
Got a question?
@googledave
@phcreative
91. BUFFER QUICK AND EASY
https://bufferapp.com
Got a question?
@googledave
@phcreative
92. BUFFER QUICK AND EASY
https://bufferapp.com
Got a question?
@googledave
@phcreative
93. Buffer Chrome App
• Direct from browser
• Fast and simple
• Post or share later
• Pick your channels
https://bufferapp.com
Got a question?
@googledave
@phcreative
95. WHY YOU NEED USE GOOGLE+
Get your content read and ranking faster
• Faster indexing of your content – make it relevant
to your candidates
• Extended circles, means you influence your
followers and theirs
Authorship Tag = Identity
• Have you set yours up?
AuthorRank is coming!
• How authoritive and interesting are you to your
audience?
• Share-ability of authors content
• Number of people in your circles and how many
you are in
• Engagement levels of your content
Got a question?
@googledave
@phcreative
103. OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the darkside!
Got a question?
@googledave
@phcreative
104. PANDA AND PENGUINS MAKE THIS HAPPEN
Got a question?
@googledave
@phcreative
108. 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
Got a question?
@googledave
@phcreative
109. 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’
Got a question?
@googledave
@phcreative
118. Got a question?
@googledave
@phcreative
All digital roads lead here...
o Where does your website fit into your overall marketing strategy?
o Why do you need to optimise?
o Improving your organic search results
o Improving conversion
120. Got a question?
@googledave
@phcreative
Understanding your users
o Why are they visiting your website?
o Where have they come from?
o What do they want to achieve on any specific page?
o Are they finding what they need? Or leaving?
o Bounce rate: higher than 60%?
o Conversion rates
135. Got a question?
@googledave
@phcreative
A few more tips to keep top of mind...
o Don't cause 'friction'
o Always be testing
o Think about mobile
o Don't forget your thank you pages
145. Got a question?
@googledave
@phcreative
Pages Content Traffic Device
Landing pages Copy / Message Organic Desktop
Data Capture Call to action PPC Tablet
Live chat Promotion Social media Smartphone
Sales funnels Colours Affiliate SMART TV
Shopping cart Social proof Geography Google Glass
Template style Video W'end v W'day Voice search
Squeeze pages Images New & repeat
Interactive/Flash Long v's short Demographics
Dynamic Buttons Behavioural
146. Got a question - @googledave / dave@ph-creative.comHOW DO YOU MEASURE UP?