rob shaw ppc to twitter
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www.epiphanysolutions.co.uk
PPC to Twitter, SEO to Facebook: Choosing the Right Tools for the Job in
Search Marketing
Rob Shaw
Lets talk about Martin…
…he has a passion….
An opportunity…. …and an opportunity…
A reasonable start.
A predictable next step…..a mistake.
A predictable next step…a mistake!
It’s time to turn this into a business!
Lets use the right tools for the job!
Website build
• Easy to host • Easy to install • Open source (free) • Well supported & documented • Easy to SEO (plugins)
Web design & usability
Web design & usability
Conversion rate optimisation
• What is it? • Test, test and test again! • Tools…..
PPC
•Start small, be specific •Competitor research – find your USP •Targeted landing pages •Allocate a budget month 1 and stick to it! •Think about the buying cycle (last click!)
SEO
• Structure, content & links • Research your keywords & focus (PPC can help) • Get your local listings sorted – Google Places • Submit to Google products/base • Start your own link building (partners/suppliers) • Social Media & Community engagement will be key • Make the most of SEOmoz
Social Media
• Choose a name and bag it! (example) • Community engagement • Monitoring (Radian 6/Sysomos/Google alerts) • Think about website content (many benefits)
• Think about useful resources – Race planner for Martin?
•Blog/Content – promote through social media
Knowem.com
Social Media
• Choose a name and bag it! (example) • Community engagement • Monitoring (Radian 6/Sysomos/Google alerts) • Think about website content (many benefits)
• Think about useful resources – Race planner for Martin? • Infographics?
•Blog/Content – promote through social media
• Get on with it!!! • Fully complete your profile (including image) • CoTweet – multiple supporters • TweetDeck – Good single user tool • Backtweets.com – who is linking through twitter?
•Great way of finding people to engage with
• Start following your target market • Look for and target key influencers • Competitions • Talk about what you know • Think about your style (Smart casual?)
• Make the most of the demographic targeting
• Test different images, ad text and bespoke landing pages
• Adverts can be removed suddenly with negative feedback – have others ready
Facebook Sponsored Stories….It’s new!
Your Brand as your Community: Wiggly Wigglers
Mobile
• Get the basics rights (can you view the site?) • Think about click to call • Remember to consider Twitter as part of mobile • Be realistic!
Summary
What are you waiting for?
