Luke Quilter from Sleeping Giant Media will talk through a case study of a long standing client, to show how using a joined up and integrated approach to traditional and digital marketing is the best approach to growing your business

1. Delivering Growth Through Search Marketing

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Recap: The Challenges

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The Challenges
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Search behaviour is sometimes strange but
always true
Google Internal Data
2.5bn
Users of Google
Search
100bn
Search queries
conducted every
month
Google Confidential and ProprietaryGoogle Confidential and Proprietary
And the goalposts are constantly moving
Google Internal Data
Searches every
second
40k
Have never been seen
before
15%
Google Confidential and ProprietaryGoogle Confidential and Proprietary
The database of intentions is changing
SEARCHES FOR “WHY”
ARE GROWING
1.5X
AS FAST AS FOR “WHAT”
SEARCHES FOR “HOW
TO” HAVE GROWN
3X
IN THE LAST THREE
YEARS
Google Internal Data
-Search trends are developing
-Habits are changing
-Device usage is growing
-The online user is evolving

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The Challenges
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6. WhoWhat
How
When
WhereThen

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Client Case Study

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Spicers of Hythe
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-Local business founded in 1926 as a
high street grocers
-Now sources, packages and distributes
luxury hampers
-Huge white label contracts as well as
good direct sales

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Stay focused on good
marketing

10. beforeDigital Marketing

11. Just because we can,
doesn’t mean we should

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Where, When & How
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Audience
groups
Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
Influencers
Tracking
and analytics
Create content that will
connect and engage
Once created, share
it with the people
your audience listen
too already
As ever, monitor what
works and do more of it

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What we did for Spicers of Hythe

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The Brief

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The Brief
-Support during the new site development
-Grow their direct sales
-Lower their reliance on white label contracts
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Who

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B2B
B2C
Identify Audience
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- PA’s
- Business Owners
- General Present Buyers
- Frugals & Thrifties
- Gift Givers
- Mums

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Then what

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B2B - Business to Business
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Search
Ads
Google
Shopping
PPC - Pay Per Click
(Google Advertising)
“business hampers”
“Corporate Christmas gifts”
“Corporate christmas hampers”
“Gift hampers”“Corporate hampers”
“Client gifts”

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B2B - Business to Business
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Search
Ads
Google
Shopping
PPC - Pay Per Click
(Google Advertising)
- Key considerations
- Don’t get hung up on position
- Make the most of your budget
- Pick your battles

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B2B - Business to Business
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Blog
Articles
Social
Distribution
Content Creation
PA Life>
Site
Content

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B2B - Business to Business
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Emails Key Pages
Remarketing
(Making more of
your efforts)
Offer
Messages
>
Blog
Articles

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B2C - Business 2 Consumer
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“Hampers by Christmas”
“Xmas hampers”
“Christmas food hampers”
“Chocolate hampers”
“Christmas hampers”
“Cheap hampers”
PPC - Pay Per Click
Audience Search Ads
- Frugals & Thrifties
- Gift Givers
- Mums
Google
Shopping

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B2C - Business 2 Consumer
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Content
Contextually
Relevant
Audience
Targeted

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B2C - Business 2 Consumer
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Build
Relationships
Prizes
Outreach &
Competitions
Increased
Exposure
>
Product
Reviews

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The results

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GIANT results
-Page 1 rankings across a wide range of
competitive terms
-Huge uplift in traffic at key seasonal times
-The highest SEO revenue ever generated by
Spicers of Hythe
-We didn’t focus on SEO, just good marketing
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GIANT results
-Overall 2014 was the biggest year ever for
Spicers of Hythe
-By the Dec peak the business was at
complete capacity
-Spicers now have a network of solid online
relationships
-Their Social assets are stronger than ever
-Poised for a bigger 2015
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Key takeaways

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The who first
-Think about “who” first
-The drivers and motivators of your audience
-What can you do for them?
-Be aware of the multichannel path users take
-Embrace the integrated approach, but
-Focus on good marketing
-Don’t be put off by the options
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So this is us…

33. London Kent
St. Pancras Folkestone, Kent

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36. Thanks very much!
Any questions?

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Competition time
-2 x Goody Bags from Google
-Short SEO audit from Sleeping Giant Media
-Luxury Hamper from Spicers of Hythe
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38. Networking
@zoe_cairns
@SleepinggiantM #GiantTalks
@WonderfulCA
@wilkinskennedy