top tips & tools for seo & paid social media #tide talks - @nedpoulter

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Page 1: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

VISITwww.polestardigital.com

[email protected]

CALL+447887851818

FOLLOW@nedpoulter

SEO & PAID SOCIAL MEDIA: TOP TIPS & TOOLS

Page 2: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

1/ VISIBILITY & REACH

Page 3: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

Q: “DOES SEO MATTER FOR START-UPS?”

Page 4: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

A: DO YOU HAVE A STORY TO TELL?*

Page 5: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

A: DO YOU HAVE A STORY TO TELL?*

(*answering a question with another question is an annoying politician thing

to do. Sorry.)

Page 6: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

WHAT?WHO?WHY?

Page 7: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

SEARCH HAS CHANGED.

Page 8: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

SEARCH SEO HAS CHANGED.

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SEARCH IN 20172 IMPORTANT WORDS

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1/ LOCAL2/ PERSONAL

Page 21: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

STEPS YOU CAN TAKE TO EQUIP YOURSELVES

Page 22: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

/get VISIBLE

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/get LISTENING

Page 28: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

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

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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

Page 31: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

/get LOCAL

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VISIT: http://bit.ly/2m3cb1V

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1/ upload + verify all locations2/ ensure consistency across all

listings

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/get STRUCTURED

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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

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/get INSPIRED

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2/ TARGETING INTERACTION

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“MY CUSTOMERS AREN’T ON SOCIAL

MEDIA”

Page 57: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

WRONG.

Page 58: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

AROUND 1 IN 3 MINUTES SPENT ONLINE IS DEVOTED TO SOCIAL NETWORKING AND MESSAGING

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TWITTER HAS 310 MILLION MONTHLY ACTIVE USERS

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LINKEDIN HAS 450 MILLIONS MEMBERS

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LINKEDIN HAS 450 MILLIONS MEMBERS

100 MILLION OF THOSE ACCESS IT MONTHLY

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THAT’S 29% OF ALL INTERNET USERS.

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FACEBOOK HAS 1.49 BILLION ACTIVE MONTHLY USERS

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THAT’S 79% OF ALL INTERNET USERS.

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6 NEW FACEBOOK PROFILES ARE CREATED EVERY SECOND

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THAT’S 500,000 NEW PROFILES

Page 67: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

THAT’S 500,000 NEW PROFILES. EVERY DAY.

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1.8 BILLION DAILY USERS(TO REACH WITH FACEBOOK ADS)

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FACEBOOK ADS ARE AWESOME.

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FACEBOOK ADS + YOU

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=

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/get TRACKING

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/get CREATIVE

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/get CREATING

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https://www.canva.com/

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http://bit.ly/2lSHD0y

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CREATE CINEMAGRAPHS (MOVING PICTURES)

https://flixel.com

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https://www.eyeem.com/

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20TWENTY – CROWD-SOURCE YOUR AD CREATIVES

https://www.twenty20.com/

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https://www.facebook.com/ads/tools/text_overlay

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/get TESTING

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COOL AD TYPES TO TRY…

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VIDEO VIEWS

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VIDEO VIEWS

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LOCAL AWARENESS

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LOCAL AWARENESS

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LEAD GEN

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LEAD GEN

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FACEBOOK CANVAS

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FACEBOOK CANVAS

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FACEBOOK CANVAS

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THINK OF IT AS A FACEBOOK LANDING

PAGE BUILDER

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REMEMBER!

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BUILD AN AUDIENCE WITH THOSE THAT HAVE INTERACTED WITH

YOUR ADS + ADAPT MESSAGING + RESERVE THEM ADS

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/get WILD!

Page 104: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

USE EMOTICONS IN YOUR AD COPY

CHECK OUT –http://emojipedia.org/

Page 105: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

TOP TIPS: CUSTOM AUDIENCES

EMAIL UPLOAD1. Enhance your email marketing2. Reach the users who never open your emails3. Turn trial-ers into customers

Page 106: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

TOP TIPS: CUSTOM AUDIENCES

EMAIL UPLOAD1. Generate competition entries2. Generate survey responses

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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

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TWITTER LEAD GENERATION CARD

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LINKEDIN IN-MAIL ADS

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3/ LEVERAGE DATA

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/get SMART

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Page 113: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

+

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FACEBOOK UTM BUILDER

https://www.facebook.com/business/google-analytics/build-your-url

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COMBINE GOOGLE AUDIENCE INSIGHTS + FACEBOOK AUDIENCE INSIGHTS

TIP: CROSS COMPARE ADWORDS CAMPAIGN DEMOGRAPHICS. COMPARE DEMOGRAPHICS, DEVICE USAGE … MORE!

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SIGN UP HERE:http://bit.ly/1OGJ5xJ

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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!

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/get PERSONAL

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FACEBOOK: CUSTOM AUDIENCES

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TYPES OF CUSTOM AUDIENCE

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CUSTOMER FILE

UPLOAD THE EMAIL ADDRESSES OF YOUR NEWSLETTER SUBSCRIBERS, CUSTOMERS … ETC

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WEBSITE TRAFFIC

OR CERTAIN PARTS OF YOUR WEBSITE

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APP ACTIVITY

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ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!

BASED ON THOSE THAT INTERACTED WITH YOUR FORMS

Page 132: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!

BASED ON THOSE THAT INTERACTED WITH YOUR CANVAS

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LOOK-A-LIKE AUDIENCES

WHERE THE REAL POWER COMES IN

Page 134: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

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!

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INCLUDE+/-

EXCLUDE

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THE POSSIBILITIES ARE ALMOST ENDLESS…

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THINK ABOUT WHICH AUDIENCES FIT WHERE

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LINKEDIN: CUSTOM AUDIENCES

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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)

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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:

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REMEMBER THIS VERY IMPORTANT WORD…

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REMARKETING

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REMARKETINGDIGITAL STALKING

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REMARKETINGDIGITAL STALKING

AUDIENCE DEVELOPMENT

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REMEMBER

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REMEMBER

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AWESOME ALERT!

USE CODE POLESTAR! TO GET 50% OFF BANNERWISE

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/get OLD SCHOOL

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/get AWARE

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AWARENESS

Display Ads

Gmail Ads

YouTube In-Display

YouTube In-Stream

Dynamic Search

AdsLinkedIn

Ads

Facebook Ads

Twitter Ads

Instagram Ads

Bing Native Ads

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/get CONSIDERED

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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

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/get CONVERTING

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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

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/get LOYAL

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LOYALTY

Bing Search Ads (PPC)

Google Search Ads

(PPC)

Customer Match

Remarketing

RLSA

Gmail Ads

Facebook Ads

Twitter Ads

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/get ADVOCATING

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ADVOCACY

Customer Match

Recommend-a-friend

Gmail Ads (forward to a

friend)Facebook Ads

Twitter Ads

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LOOK FAMILIAR?

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VISIBILITY+

PERSONALISED DATA+

INTERACTION

Page 169: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

DIGITAL MARKETING CONSULTANT

I’ve been Ned Poulter

SOCIAL

@NedPoulter

/NedPoulter

Page 170: Top Tips & Tools for SEO & Paid Social Media  #tide talks - @nedpoulter

thanks.