VISITwww.polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter
SEO & PAID SOCIAL MEDIA: TOP TIPS & TOOLS
1/ VISIBILITY & REACH
Q: “DOES SEO MATTER FOR START-UPS?”
A: DO YOU HAVE A STORY TO TELL?*
A: DO YOU HAVE A STORY TO TELL?*
(*answering a question with another question is an annoying politician thing
to do. Sorry.)
WHAT?WHO?WHY?
SEARCH HAS CHANGED.
SEARCH SEO HAS CHANGED.
SEARCH IN 20172 IMPORTANT WORDS
1/ LOCAL2/ PERSONAL
STEPS YOU CAN TAKE TO EQUIP YOURSELVES
/get VISIBLE
/get LISTENING
MENTION TRACKING
SETUP ALERTS FOR:
§ BRAND NAMES (+ VARIATIONS/MISSPELLINGS)§ WEBSITE URLS§ PRODUCT NAMES (+ VARIATIONS/MISSPELLINGS)§ SENIOR EMPLOYEE NAMES§ SERVICE-BASED KEYWORD
FREE!
AND / OR
VISIT: http://bit.ly/1QSRKuG
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
/get LOCAL
VISIT: http://bit.ly/2m3cb1V
1/ upload + verify all locations2/ ensure consistency across all
listings
/get STRUCTURED
INJECT USING JSON-linkedData ON SEARCH RESULTS
§ BRAND LOGO§ SOCIAL PROFILES§ TELEPHONE NUMBERS§ PERSON§ SERP SEARCH BOX§ MUSIC EVENT LOCATION§ PRODUCT REVIEWS
CHECK OUT:THIS PRESENTATION http://bit.ly/1Xx7XIVTHIS CHEAT SHEET http://bit.ly/1Lsf9FB
/get INSPIRED
2/ TARGETING INTERACTION
“MY CUSTOMERS AREN’T ON SOCIAL
MEDIA”
WRONG.
AROUND 1 IN 3 MINUTES SPENT ONLINE IS DEVOTED TO SOCIAL NETWORKING AND MESSAGING
TWITTER HAS 310 MILLION MONTHLY ACTIVE USERS
LINKEDIN HAS 450 MILLIONS MEMBERS
LINKEDIN HAS 450 MILLIONS MEMBERS
100 MILLION OF THOSE ACCESS IT MONTHLY
THAT’S 29% OF ALL INTERNET USERS.
FACEBOOK HAS 1.49 BILLION ACTIVE MONTHLY USERS
THAT’S 79% OF ALL INTERNET USERS.
6 NEW FACEBOOK PROFILES ARE CREATED EVERY SECOND
THAT’S 500,000 NEW PROFILES
THAT’S 500,000 NEW PROFILES. EVERY DAY.
1.8 BILLION DAILY USERS(TO REACH WITH FACEBOOK ADS)
FACEBOOK ADS ARE AWESOME.
FACEBOOK ADS + YOU
=
/get TRACKING
/get CREATIVE
/get CREATING
https://www.canva.com/
http://bit.ly/2lSHD0y
CREATE CINEMAGRAPHS (MOVING PICTURES)
https://flixel.com
https://www.eyeem.com/
20TWENTY – CROWD-SOURCE YOUR AD CREATIVES
https://www.twenty20.com/
https://www.facebook.com/ads/tools/text_overlay
/get TESTING
COOL AD TYPES TO TRY…
VIDEO VIEWS
VIDEO VIEWS
LOCAL AWARENESS
LOCAL AWARENESS
LEAD GEN
LEAD GEN
FACEBOOK CANVAS
FACEBOOK CANVAS
FACEBOOK CANVAS
THINK OF IT AS A FACEBOOK LANDING
PAGE BUILDER
REMEMBER!
BUILD AN AUDIENCE WITH THOSE THAT HAVE INTERACTED WITH
YOUR ADS + ADAPT MESSAGING + RESERVE THEM ADS
/get WILD!
USE EMOTICONS IN YOUR AD COPY
CHECK OUT –http://emojipedia.org/
TOP TIPS: CUSTOM AUDIENCES
EMAIL UPLOAD1. Enhance your email marketing2. Reach the users who never open your emails3. Turn trial-ers into customers
TOP TIPS: CUSTOM AUDIENCES
EMAIL UPLOAD1. Generate competition entries2. Generate survey responses
TOP TIPS: CUSTOM AUDIENCES
REMARKETING WEBSITE VISITORS1. Encourage users back to your site if they didn’t complete an enquiry2. Upsell to your existing customers
TWITTER LEAD GENERATION CARD
LINKEDIN IN-MAIL ADS
3/ LEVERAGE DATA
/get SMART
+
FACEBOOK UTM BUILDER
https://www.facebook.com/business/google-analytics/build-your-url
COMBINE GOOGLE AUDIENCE INSIGHTS + FACEBOOK AUDIENCE INSIGHTS
TIP: CROSS COMPARE ADWORDS CAMPAIGN DEMOGRAPHICS. COMPARE DEMOGRAPHICS, DEVICE USAGE … MORE!
SIGN UP HERE:http://bit.ly/1OGJ5xJ
REMEMBER! TOO MUCH DATA CAN BE A BAD THING…
There is a lot of data available in Facebook Audience Insights...
• Age and Gender• Lifestyle• Relationship Status• Education Level• Job Title• Pages Liked• Location and Language• Activity on Facebook• Devices Used to Access Facebook• Household Income• Home Ownership• Household Size• Home Market Value• Spending Methods• ... Etc etc etc!
MAKING SENSE OF IT IS THE HARD PART!
/get PERSONAL
FACEBOOK: CUSTOM AUDIENCES
TYPES OF CUSTOM AUDIENCE
CUSTOMER FILE
UPLOAD THE EMAIL ADDRESSES OF YOUR NEWSLETTER SUBSCRIBERS, CUSTOMERS … ETC
WEBSITE TRAFFIC
OR CERTAIN PARTS OF YOUR WEBSITE
APP ACTIVITY
ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!
BASED ON THOSE THAT INTERACTED WITH YOUR FORMS
ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!
BASED ON THOSE THAT INTERACTED WITH YOUR CANVAS
LOOK-A-LIKE AUDIENCES
WHERE THE REAL POWER COMES IN
YOU CAN CREATE LOOK-A-LIKE AUDIENCES FOR THE FOLLOWING
• Page Fans• Email Lists• Current/Previous Customers• Website Custom Audiences• App Activity• Engagement (Video/App/Posts etc)• Conversions/Standard Events
THERE ARE LOADS OF POSSIBILITIES!
INCLUDE+/-
EXCLUDE
THE POSSIBILITIES ARE ALMOST ENDLESS…
THINK ABOUT WHICH AUDIENCES FIT WHERE
LINKEDIN: CUSTOM AUDIENCES
INTELLIGENCE-BASED FACEBOOK REMARKETING
SETUP REMARKETING BASED ON ACTION FOR:
§ INCLUDE WEBSITE VISITORS (REMARKETING)
§ INDIVIDUALS WHO HAVE VISITED THE SITE BUT HAVEN’T SIGNED UP/PURCHASED
§ EXCLUDE PEOLE WHO’VE REACHED THE BASKET/SIGN-UP PAGE (CUSTOM CONVERSION)
ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS TO GA
§ Site Performance§ Audience Snapshot§ AdWords Performance§ eCommerce Dashboard
DASHBOARDS1.
CUSTOM REPORTS2.
CUSTOM SEGMENTS3.
§ 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:
REMEMBER THIS VERY IMPORTANT WORD…
REMARKETING
REMARKETINGDIGITAL STALKING
REMARKETINGDIGITAL STALKING
AUDIENCE DEVELOPMENT
REMEMBER
REMEMBER
AWESOME ALERT!
USE CODE POLESTAR! TO GET 50% OFF BANNERWISE
/get OLD SCHOOL
/get AWARE
AWARENESS
Display Ads
Gmail Ads
YouTube In-Display
YouTube In-Stream
Dynamic Search
AdsLinkedIn
Ads
Facebook Ads
Twitter Ads
Instagram Ads
Bing Native Ads
/get CONSIDERED
CONSIDERATION
Brand Bidding (PPC)
Competitor Bidding (PPC)
Vouchers / Reviews
Remarketing
Seller Ratings
RLSA
Landing Pages
Affinity Audiences
YouTube Remarketing
Dynamic Remarketing
Bing Native
Local Inventory Ads
/get CONVERTING
CONVERSION
Bing Search Ads (PPC)
Google Search Ads
(PPC)
In-Market Audiences
Remarketing
RLSA
Amazon Ads
YouTube Shopping
Ads
Bing Shopping
Google Shopping
Facebook Shopping
Ads
Local Inventory Ads
In-Market Audiences
/get LOYAL
LOYALTY
Bing Search Ads (PPC)
Google Search Ads
(PPC)
Customer Match
Remarketing
RLSA
Gmail Ads
Facebook Ads
Twitter Ads
/get ADVOCATING
ADVOCACY
Customer Match
Recommend-a-friend
Gmail Ads (forward to a
friend)Facebook Ads
Twitter Ads
LOOK FAMILIAR?
VISIBILITY+
PERSONALISED DATA+
INTERACTION
DIGITAL MARKETING CONSULTANT
I’ve been Ned Poulter
SOCIAL
@NedPoulter
/NedPoulter
thanks.