32. Tactic 1: SEO
Long-term influence
and growth. Great effort
with great effect.
@precedentau #PrecSem
33. SEO
SEO missions
“People know us for x but not y.”
“Certain people don’t know us.”
“People go to competitors.”
“No one knows us. We’re so alone.”
@precedentau #PrecSem
34. Audience SEO missions
“How do we drive more traffic to
the website?”
“My stakeholders always want expensive
marketing buys but I just don’t
Tactic 1: SEO online ads or SEM
have budget for
– what can I do that is free
and will show positive returns?”
@precedentau #PrecSem
42. The results
Tactic 1: SEO for all top
Top search result
animal related key phrases
Nearly 13 million views for
the cost of one email
@precedentau #PrecSem
43. Audience SEO missions
Tactic 1:we drive more traffic to
“How do SEO
the website?”
@precedentau #PrecSem
44. Audience SEO missions
“My stakeholders always want expensive
marketing buys but I just don’t have
budget for online ads or SEM –
Tacticcan SEO is free
what 1: I do that
and will show positive returns?”
@precedentau #PrecSem
45. Tactic 2: Social Media
Win hearts and minds.
Small effort for short
lived effects.
@precedentau #PrecSem
46. Social media missions
“People don’t know us enough.”
Tactic 1: SEO
“People don’t use us enough.”
“Our audiences need to meet.”
“Our audience don’t work for us.”
@precedentau #PrecSem
47. Audience Social media missions
Tactic 1:we raise money using
“How do SEO
digital marketing?”
@precedentau #PrecSem
48. Audience Social media missions
“We have social profiles but no
strategy that integrates thinking
Tactic 1: SEO
to our site and other
online activities”
@precedentau #PrecSem
59. Social media result
Tactic 1: SEO
Lloyds: Better security, customer
satisfaction & efficiency
ASOS: 1.7 million VERY
active ambassadors
@precedentau #PrecSem
60. Social media result
Tactic 1: SEO
Lloyds: Better security, customer
satisfaction & efficiency
ASOS: 1.7 million VERY
active ambassadors
@precedentau #PrecSem
61. Tactic 3: PPC advertising
Needed for aggressive SEO
invasions. Targeted for
focused, short-term wins.
@precedentau #PrecSem
62. PPC missions
“We’re about to do a launch.”
Tactic 1: SEO
“We’ve got a market to fill.”
“We need aggressive SEO.”
“We have a specific problem.”
@precedentau #PrecSem
63. Audience PPC missions
“How do we recruit new members?”
Tactic 1:we
“How do SEO
increase our fundraising
with paid advertising?”
@precedentau #PrecSem
72. PPC results
Tactic 1: SEO sites
415 participating
36 million impressions
300% increase in donations
compared to same period
@precedentau #PrecSem
73. PPC results
Tactic 1: SEO sites
415 participating
36 million impressions
300% increase in donations
compared to same period
@precedentau #PrecSem
74. Tactic 4: Email marketing
Squeeze existing users.
So targeted you can see
the whites of their eyes.
@precedentau #PrecSem
75. Email missions
“There are so many things
Tactic 1: SEO
our customers could be doing!”
“There are so many things
our customers should know!”
@precedentau #PrecSem
76. Audience Email missions
“How do we get people to renew
their subscription?”
Tactic 1: SEO
“Digital fundraising campaigns
(eg. online versions of mail appeals)
– how to make them work?”
@precedentau #PrecSem
81. Email results
Tacticincrease in site
400% 1: SEO
visits during Alzheimer’s
Awareness Month.
@precedentau #PrecSem
82. Email results
Tacticincrease in site
400% 1: SEO
visits during Alzheimer’s
Awareness Month.
@precedentau #PrecSem
83. Audience Digital Marketing mission
“Our member based has an older skew, but
we want to attract a
younger demographic.
Tactic 1:we use
How can SEO
digital marketing to do so?”
@precedentau #PrecSem
84. digital marketing must match your
individual problems and culture
because without a custom fit, you’re
missing the point.
@precedentau #PrecSem
85. digital marketing can match your
individual problems and culture
because it’s designed to be custom fit.
@precedentau #PrecSem
96. Cardiff University had to change
its strategy and fast, or risk
the greatest losses.
@precedentau #PrecSem
97. Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.
Sun Tzu, Art of War
@precedentau #PrecSem
98. The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
99. The Mission
The Climate
The Ground
The Leadership
The Method
@precedentau #PrecSem
100. The Mission:
Who is your target
and what is your
objective?
@precedentau #PrecSem
130. UK application decline: 7 per cent
Cardiff University: 4 per cent
(despite predictions we’d be hit
harder than any other institute)
@precedentau #PrecSem
131. THRIVE is now the permanent
UG recruitment brand (and the
Schools are all on-board!)
@precedentau #PrecSem
132. The Method:
Which tactics will be used?
How will they be planned
and implemented?
@precedentau #PrecSem
140. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
141. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
142. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
143. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
144. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
145. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
146. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
147. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
148. digital marketing must match your
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
149. 80 experts
strategy & research
branding & communications
digital marketing must match your
user centred design
development & hosting
individual problems and culture digital marketing
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
150. 6 sectors
membership
digital marketing must match your
government
education
individual problems and culture health
not for profit
because without a custom fit, you are
destinations
missing the point.
@precedentau #PrecSem
151. 5 offices
Perth
Melbourne
digital marketing must match your
London
Edinburgh
individual problems and culture
Cardiff
because without a custom, you are
missing the point.
@precedentau #PrecSem
152. 22 years
experience
quality
digital marketing must match your
stability
loyalty
individual problems and culture
results
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
154. Find our Precedent group @Precedentau for industry
on LinkedIn to find out trends, tips, seminar info
more about our seminars, and other insider stuff and
digital marketing must match your
share ideas and quiz the
Precedent team.
tweet today with #PrecSem.
individual problems and culture
because without a custom fit, you are
missing the point.
@precedentau #PrecSem
