Digital Marketing – Top Tips & Techniques

BNSW – Exeter

By Chris Wood

• Digital Marketing &

Social Media Specialist

• Provides training to businesses showing how to use these marketing channels

• Showing how to engage & promote online to customer base

Intro to Chris Wood

@qChrisWood

• What activities do yourselves undertake?

Intro

• Enhance your digital marketing activities • Don’t get left behind - Becoming increasingly competitive

(reported 17% budget increase)

• Generate more traffic, online awareness

• More internet leads and/or online sales

• Improved ROI

Intro - Top Tips & Techniques

• Be in 20% - that track and review Google stats (econsultancy)

• Understand where traffic coming from

• Track performance of digital marketing activities

• Ensure following setup: • Tracking conversion points - Goals (and Ecommerce Tracking)

• Synced with Adwords/Webmaster (latter helps SEO)

• Remarketing enabled • Email Reports

1. Review Website Traffic

Ensure consistent message offline & online

Many people when hearing offline then Google online

On website ensure follow icons for social media & email sign up options All part of customer’s journey:

2. Sync with Offline

• No guarantees on enquiries / sales

just by being online

• Particularly if B2B

• Reach out to customer base and attract them in – inbound marketing • What would be useful for

them to know? • FAQs?

• On LinkedIn – message existing connections, groups (like forums) & advanced searches by criteria

3. Be Proactive

Can Work But Requires Optimisation!!

Save 50% of Ad Spend:

1. Search Network Only (for those new to Adwords) 2. Set locations (default UK wide) 3. Phrase Matching (not broad) 4. Review search terms in Keyword Planner

• Add Negative Keywords – saves on wasted clicks

5. Regularly review actual search terms – at least once a month • Add Negative Keywords

6. Regularly review Keyword Bidding & Average Position

Plus Remarketing Ad Campaign – syncs with Analytics

4. Digital Advertising

4. Digital Advertising - cont.

• Target those that follow competitor & industry related profiles

Other targeting options available as well • Build followers / Promote Tweets / Website Clicks • Pay per click – min. budget is £1/day

• Target by location, age and interests Other targeting options available as well • Build Likes / Promote Updates / Website Clicks • Pay per click – min. budget is £1/day

Great for SEO – one business from Twitter Ad campaign moved from top of page 3 to top of page 2 within 4 weeks!

• Optimise website structure & content for Google - owns 91% of search engine market

5. Optimise Your Website

1. Meta data fields – Title & Description

2. Alternate Text for images

3. Video

4. Website links – mention keywords

5. Page Titles and Headings (h1, h2 tags etc) – mention keywords

6. Use variation of keywords within content

7. Link Building with quality industry and business related sites

8. Mobile friendly – particularly if consumer/public facing

Keywords in this context are search terms – more than one word, often 2 or 3 words i.e. “digital marketing seminar” is a keyword for this seminar

5. Optimise Your Website – cont.

Key part of SEO – Content Marketing

• Why Hummingbird?

6. Informative Content

• People are researching more and more before making purchasing decisions

i.e. looking for informative content to make informative decisions

• Google Hummingbird update takes this into account – FAQs, blogs, articles, white papers etc,

- #tags, keyword searching, lists

– photo albums, notes, events, advertising

– post to more than one platform, schedule

updates, save keyword searches and lists

7. Utilise Social Media Features

Plus Key Part of SEO – Social Media

Google looks for Social Signals

Mention different website pages in updates every week

Social media profiles can appear in Google

search results

• No doubt every week collating in email addresses - sales, enquiries, networking etc

• B2B vs B2C – different rules, B2B doesn’t require permission

just unsubscribe option

• Great way to stay in touch with customers, prospects and other contacts

• Over time customers may come back plus opportunities to upsell/cross sell (see how Amazon do this)

• Prospects / Other Contacts – may over time become customers, often its about

timing and being there at the right time – regular informative newsletter helps there

• Helps SEO – drives traffic to your website on a regular basis

• Complement with social media – share and follow icons

8. Email Marketing

ROI

• New Leads / Sales • Upsell / Cross Sell

• New Opportunities

• Opens Doors • Collaborations

• Research / Keeping Up To

Date

• Building Brand Promote As Expert –

Builds Trust

• Cost Savings Recruitment Traditional

Marketing reduction spend

• Track month by month • Key stats within Google Analytics & digital marketing tools

• Key offline stats – new enquires, new customers etc

• Over time should see increase – in particular Google Organic & Direct Traffic

• Plus goal conversions for these as often final part of purchasing journey

• Plus, of course, more enquiries & customers

ROI - Tracking Spreadsheet

Time & Effort – at least 2 to 4hrs a week

Not likely to be a quick win – need to go for mid-long term benefit Requires perseverance / several marketing

channels

Lack of how to knowledge Takes time to learn

All Sounds Great – What Are the Drawbacks?

Develop Strategy - build up over time, not quick wins

Perhaps each month focus on an additional new area:

Implementation

1. Review Website Visitor Stats

2. Sync offline with online

3. Be Proactive

4. Digital Advertising

5. Optimise Website

6. Informative Content

7. Fully Utilise Social Media Features

8. Email Marketing

We Can Help

• Onsite Training – develop in-house skills

• Save 20% - book by end of April

• Contact for details

• Outsource Activities – saving you time • If spending £500 or more on Google Adwords –

cost saving by optimisation covers our fees!

Follow Us On:

@qChrisWood

@qSocialMedia

www.facebook.com/qsocialmedia

www.linkedin.com/company/q-social-media

Q&A

Q&A