The document outlines an agenda for a digital marketing training session. The timetable includes introductions and outcomes, sessions on SEO, social media, virality, PR, advertising, email, and law. It then covers topics like SEO, focusing on Google and getting links; social media and spreading content effectively; and developing a social media style guide. Images and hashtags indicate it was shared on social media.
3. I HAVE 3 O’ LEVELS*
23 years in sales
16 years selling online
14 years running agencies
7 years in search & social marketing
*And I’m teaching?? Today may be my mother’s proudest.
#DigitalMarketing @MrJonPayne
4.
5. @MrJonPayne
TRUSTED
The biggest local players in the public sector, the biggest local
brands and our peers
#DigitalMarketing
6. RESPECTED
For campaigns that innovatively lever search, video, Facebook,
Twitter and Google+
#DigitalMarketing
@MrJonPayne
7. @MrJonPayne
CANDID
We freely give away the basics. This stops our ‘competitors’
ripping people off.
#DigitalMarketing
16. AQUISITION
• How many sessions (visitors)?
• New or returning?
• Where did they come from?
• What were they looking for?
• What’s the strategy to get new ones?
#DigitalMarketing @MrJonPayne
18. OUTCOME
• Absolutely dependent on your business
• Micro and macro goals
• Nudges towards the bigger picture
#DigitalMarketing @MrJonPayne
19. BUYING CYCLES
#DigitalMarketing Exercise 1 – Builders Merchant launching a new ecommerce @MrJonPayne
site…
Personalised content, support centre
material
1. Unaware
2. Aware of product
or need
3. Supplier Search
4. Evaluate & select
5. Purchase
6. Post purchase
evaluation
Generate awareness
Position features,
benefit & brand
Lead generation
Assist purchase
decision
Facilitate purchase
Support use & retain
business
Display & PPC ads, social
recommendations
SEO, targeted PPC, optimising blog
content & case studies
Industry directories, social
recommendations, PPC
Web content: buyers guides, user
reviews, product info/spec
Online specification & purchase, trust
signifiers, addressing barriers
STAGE IN BUYING
CYCLE
COMMUNICATIONS
OBJECTIVES
DIGITAL MARKETING
OPPORTUNITIES
YOU
TELL
ME
20. BUYING CYCLES
DIGITAL MARKETING
OPPORTUNITIES
Display & PPC ads, social
recommendations
SEO, targeted PPC, optimising blog
content & case studies
Industry directories, social
recommendations, PPC
Web content: buyers guides, user
reviews, product info/spec
Online specification & purchase, trust
signifiers, addressing barriers
Personalised content, support centre
material
STAGE IN BUYING
CYCLE
1. Unaware
2. Aware of product
or need
3. Supplier Search
4. Evaluate & select
5. Purchase
6. Post purchase
evaluation
COMMUNICATIONS
OBJECTIVES
Generate awareness
Position features,
benefit & brand
Lead generation
Assist purchase
decision
Facilitate purchase
Support use & retain
business
#DigitalMarketing How did we do? @MrJonPayne
21. DON’T GET LOST IN GRAPHS
• What is the number one business objective of the company?
• How does the website fit into the overall business strategy?
• How do you attract new visitors to the website?
• What do you want visitors to do on the website?
• How do you know if the website is successful?
http://www.noisylittlemonkey.com/3-analytics-reports-that-will-tempt-
#DigitalMarketing @MrJonPayne
your-boss/
22. N00B?
• Sign up for Google Analytics
• Install Google Analytics on EVERY PAGE OF your website
• Set up Goals
http://www.google.com/analytics/
#DigitalMarketing @MrJonPayne
39. INTERNAL LINKS
www.yoursite.com/page-a
www.yoursite.com/page-b
When page a links to page b, page a bestows some of its
authority onto page b
#DigitalMarketing @MrJonPayne
40. EXTERNAL LINKS
www.yoursite.com/page-a
www.anothersite.com/page-b
You’re saying to your visitors (and Google), “Hey, you can trust
this other site, because I do”
#DigitalMarketing @MrJonPayne
45. RECIPROCAL LINKS
www.yoursite.com/page-a
www.anothersite.com/page-b
Beloved of ‘SEO’ companies, but think of the Knowledge Graph
Unless there is a demonstrable ‘real world’ partnership it’s risky
#DigitalMarketing @MrJonPayne
46. LINKS PASS AUTHORITY
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy
Your
site
BBC
lots of links to it,
so it has lots of
authority
Link Farm
Loads of links to
it, but mainly
reciprocal and
quite a few
questionable
links
Cultivate links from trusted websites, they pass more authority
#DigitalMarketing @MrJonPayne
47. LINKS PASS AUTHORITY
Your
site
Local blog
Business
partner
Local press
Trade
magazine
Local Chamber of
A diverse, relevant and growing set of linking websites is best
BBC
Commerce
#DigitalMarketing @MrJonPayne
48. DON’T WASTE HOMEPAGE LINKS
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys
Don’t waste that strength on privacy policy, terms and conditions
and your web designer
#DigitalMarketing @MrJonPayne
49. CULTIVATE INBOUND LINKS TO
IMPORTANT PAGES
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b
Your homepage will always rank well, so give deeper, important
pages some love
#DigitalMarketing @MrJonPayne
50. KEEP IT NATURAL
http://magesticseo.com
#WTF??
Is this reflected
on news sites,
social media,
search
volumes?
#DigitalMarketing @MrJonPayne
51. HOW DO I GET MORE
LINKS TO MY SITE?
#DigitalMarketing @MrJonPayne
52. #DigitalMarketing NEVER BUY LINKS! If someone tells you they’re a master od the @MrJonPayne
dark arts of SEO, they’re not.
53. WHO LINKS
TO YOUR
COMPETITORS?
#DigitalMarketing https://moz.com/researchtools/ose/ Apply some common sense to @MrJonPayne
these results and think – why should these sites link to mine?
54. GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL*
• Why not start your own blog?
Ignore social bookmarking if you’re not already using it
*In Real Life
#DigitalMarketing @MrJonPayne
55. GET INVOLVED = GET LINKS
• Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Social media
• PR / Press Releases
• Comment on industry blogs
• Demonstrate partnerships IRL
• Why not start your own blog?
Query Deserves Freshness!
#DigitalMarketing @MrJonPayne
56. GOOGLE READS ALL
YOUR CONTENT
As with links, quality and relevance are key
#DigitalMarketing @MrJonPayne
67. SEARCH
TERMS IN
FILE PATH
#DigitalMarketing How closely does the URL match the query? @MrJonPayne
68. SEARCH
TERMS IN
PAGE TITLE
#DigitalMarketing Google will truncate long page titles, so test here: @MrJonPayne
http://www.seomofo.com/snippet-optimizer.html Not for prudes.
69. SEARCH
TERMS IN
PAGE TITLE
#DigitalMarketing Looks a bit repetitive, but it’s OK. @MrJonPayne
70. SEARCH
TERMS IN ALT
TEXT
#DigitalMarketing 2-4 words, actually describe the image… this is for blind people. @MrJonPayne
Ideally use an image which works for SEO & illustration
71. SEARCH
TERMS IN
HEADLINE 1,
H2, H3…
#DigitalMarketing DON’T have this as ‘welcome to…’ or even worse an image! @MrJonPayne
72. SEARCH
TERMS &
SYNONYMS
IN BODY
COPY
#DigitalMarketing Write about what you know and this will happen naturally @MrJonPayne
73. META
STUFF
#DigitalMarketing Meta Description – doesn’t help rank, but should attract the click @MrJonPayne
Ignore meta keywords…your web dev is an idiot.
74. SO – YOUR PAGE
HAS ALL THE SEOs
#DigitalMarketing @MrJonPayne
81. WEBMASTER TOOLS
• GOOGLE & BING WANT TO HELP YOU. SIGN UP!
• Sign up in YOUR name (not your web developer’s)
• Follow the instructions to verify your site
• On some CMS you can verify yourself
• If not, send the files to your developer
• Submit Sitemap.xml to both (http://www.xml-sitemaps.com/)
• Learn some cool stuff!
www.google.com/webmasters/ &
www.bing.com/toolbox/webmaster
#DigitalMarketing @MrJonPayne
96. WHAT DOES YOUR AUDIENCE WANT?
Joanna - 48
Linda - 35
Chief Executive Marketing Assistant / PA
Dan - 43
Managing Director
#DigitalMarketing @MrJonPayne
Create detailed personae – it’ll help you understand what to post
and when
97. GET PLANNING - SCHEDULED FUN
Hubspot Editorial Calendar
#DigitalMarketing @MrJonPayne
99. HOW WILL YOU HANDLE
NEGATIVITY?
#DigitalMarketing DON’T FEED THE TROLLS. Fix only what you can fix. BE HUMAN @MrJonPayne
100. WOT DUZ DAT MEAN FYR
STYLEZ, BRUV?
#DigitalMarketing Izzit? @MrJonPayne
101. SOCIAL MEDIA STYLE GUIDE
• What does the business want from social media?
• Who are the audience?
• What do the audience want?
• Who do they trust?
• What do they read online?
• What does that mean for my writing style?
• Who is empowered to do this?
Take ½ a day to do this. It’ll make your marketing team or your
agency do a better job
#DigitalMarketing @MrJonPayne
110. #DigitalMarketing The social platforms want people to keep coming back. Your @MrJonPayne
content needs to encourage this like these posts.
111. THINK MOBILE.
THNK TIMING.
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
#DigitalMarketing 94 likes, 9 comments, 12 shares @MrJonPayne
112. COMPETITIONS
Minimal barrier to entry – ask for
comment.
You’ll need a comment to be able
to respond to the winner.
#DigitalMarketing Don’t ask for shares, this is currently against Facebook T&Cs @MrJonPayne
136. SMASHING IT ON THE GOOGLE+
#DigitalMarketing @MrJonPayne
100,000 + views from Google / Google maps
137. SMASHING IT ON THE GOOGLE+
#DigitalMarketing @MrJonPayne
138. SMASHING IT ON THE GOOGLE+
#DigitalMarketing @MrJonPayne
It’s tough to do, but get it right and you should reap search
rankings too
Example posts…
142. THINK MOBILE.
I paid for this bit
THNK TIMING.
#DigitalMarketi
ng
Tie your brand / product or
service to something that has
plenty of PR already. Use some of
their juice.
94 likes, 9 comments, 12 shares @MrJonPayne
143. THINK MOBILE.
THNK TIMING.
#DigitalMarketi
ng
Free postcards
Tie your brand / product or
Proper job
service to something handwritten that label
has
plenty of PR already. on a MOOMIN!
Use some of
their juice.
Hand tied ribbon
on this
“handwritten” note
94 likes, 9 comments, 12 shares @MrJonPayne
Social nudges
150. TOP TIER PLATFORMS
Consumer Sales
Pinterest is particularly wonderful for craft, fashion, cooking,
visual stuff. Facebook good for sites with a physical location
#DigitalMarketing @MrJonPayne
151. TOP TIER PLATFORMS
Business Sales
I’d lean more towards Twitter. Good for outreach to influencers
and customers in the B2B sector
#DigitalMarketing @MrJonPayne
161. KNOWLEDGE IS ROI POWER
#DigitalMarketing Don’t let Google set up your campaign. It’s like giving your cocaine @MrJonPayne
dealer your credit card and saying – give me what you think is best
162. KNOWLEDGE IS ROI POWER
#DigitalMarketing Search only. Nobody will click your crappy text ads on the Display @MrJonPayne
Network
163. KNOWLEDGE IS ROI POWER
#DigitalMarketing Google only please – and none of this ‘Display ads when you feel @MrJonPayne
like it nonsense’
NO!
164. KNOWLEDGE IS ROI POWER
NO!
#DigitalMarketing Target by locations (it’s the next thing in the set up) @MrJonPayne
165. KNOWLEDGE IS ROI POWER
NO!
Go back to your
SEO research
#DigitalMarketing Google will have suggestions too but be wary. Choose the words @MrJonPayne
right for this ad, your clients the landing page. Set up multiple ads!
169. FACEBOOK ADS
• Less visits to website (a bit like display)
• Good for building Facebook page likes
• Regionally target
• Demographically target
• Boosted posts with images can’t have more than 25% text in
the image
• CHEAP!!
#DigitalMarketing @MrJonPayne
172. TWITTER ADS
• Less visits to website (a bit like display)
• Good for building follower numbers and RTs
• Regionally target
• Demographically target
• Target the followers of your competitors accounts
#DigitalMarketing @MrJonPayne
173. TWITTER ADS
• Target the followers of your competitors accounts
Mwahahaha!
#DigitalMarketing @MrJonPayne
177. EMAIL
• Have a clean list (not your address book)
• Check it. Make it double opt in.
• Always include an unsubscribe
• Mailchimp will let you send 12,000 emails /
2,000 subscribers every month for free
• Hate crappy subject lines Jon?
http://mailchimp.com
#DigitalMarketing @MrJonPayne
179. EMAIL
• Have a clean list (not your address book)
• Check it. Make it double opt in.
• Always include an unsubscribe
• Mailchimp will let you send 12,000 emails /
2,000 subscribers every month for free
• Hate crappy subject lines Jon?
http://ico.org.uk/for_organisations/privacy_and_electronic_comm
unications/the_guide/cookies
#DigitalMarketing @MrJonPayne
180. EMAIL
• Have a clean list (not your address book)
• Check it. Make it double opt in.
• Always include an unsubscribe
• Mailchimp will let you send 12,000 emails /
2,000 subscribers every month for free
• Hate crappy subject lines Jon?
If you’re doing anything other than remembering what your user
put into a basket (strictly necessary) you’ll need this.
#DigitalMarketing @MrJonPayne
181. #DigitalMarketing This is a bit much, but if you’re using retargeting / remarketing it’s @MrJonPayne
the letter of the law.
182. OTHER STUFF
• DPA - If you have an online presence and you collect or store
information from prospective clients then you must apply for
registration under The Data Protection Act 1998.
• PECR - If you have an online presence and you collect or store
information from prospective clients/other users then you must
disclose certain information on your web site in the form of a
Privacy Policy.
• DDA - If you have an online business presence then your
website must be accessible to disabled people.
• Co Reg, Registered Address and VAT number must appear on
the website
http://www.services-online.co.uk/regulations.shtml
#DigitalMarketing @MrJonPayne
Notas del editor
Before you can start to right content and post to social media you need to have a good idea of who your audience is and what it is that they’re interested in.
http://offers.hubspot.com/thank-you/blog-editorial-calendar?
http://blog.hubspot.com/marketing/create-robust-editorial-calendar-ht
http://offers.hubspot.com/thank-you/social-media-publishing-template?
Start to create a plan around when and what you want to post. And it could be in excel or Google Docs – what ever works for you or your team.
Planning in advance and creating content that has longevity will allow you to create a balance between what’s happening right now and what’s coming up.
You also want to think about what will be trending and what is seasonal. It’s like working for a magazine you want to think about what is coming up months in advance so that you can plan ahead and make a really great campaign.