Digital Marketing Essentials: Learn SEO, CMS, PPC and Analytics

Digital Marketing Essentials
#gianttalks
@lukequilter
@anthonyklokkou
Digital Summer Series - 1 of 6

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
-Talks will be running every month over the
summer
-Completely free
-Covering various areas around digital
marketing
-Next month’s talk is on 27th May and will be
more focused around social media
-Please use social throughout!
2

Introduction - Part 1
-Part 1 - @lukequilter
-What is the point of a website?
-CMS (Content Management System)
-How SEO works and why it is important
-How to run social media effectively
3

-Part 2 - @anthonyklokkou
-PPC basics
-How PPC can be used to drive increased business
online
-How you can use Google’s free analytics tool to
understand your business
4

What’s the point of a website?

Your customer
-Like all marketing questions, it should start
with your customer
-Who are they?
-What do they want from you?
-What do they expect?
-What questions do they ask?
6

What action
-What do you want them to do once they
have been on your site?
-You must have a clear call to action
-Phone numbers, contact details, contact
form
7

Examples
8

The purpose
-Educate
-Engage
-Purchase
9

Content Management Systems (CMS)

CMS
-Time saving, allows you to quickly build pages
on your site with very little technical
understanding required
11

Wordpress
12

Open source Vs in-house
-CMS “Open Source”
-Free to use
-Regularly updated
-Plugins are free and easily added
13

How it works
14
Front endBackend
Theme
What the user sees
CMS
Only you see this

Limitations
-May need a bit of set up
-Some plugins break the theme!
-Some updates also break the theme
15

How SEO works and why it is important

SEO
17

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
What is SEO?
-Google “crawls” your website analysing
thousands of factors.
-These factors each have a value and
based on this value Google will rank your
page in a specific position on the SERP.
-As marketeers we look to try and
understand these factors and adapt the
site to better meet the engines needs.
18

SEO - the basics
-Some questions:
-What is the purpose of Google?
-How does Google make money?
-What do users want from Google?
-What makes Google better than it’s
competitors?
19

Changing tolerance
20
Low High
Quantity link building

SEO - good marketing
-SEO is a form of marketing
-What defines a good approach to marketing?
-Understanding the customer
-Add value to them
-Provide useful tools or tips to them
21

Optimis
ation
Summary
22
On page
Content
Optimis
ation
Out reach
Reporting
and analysis
Optimis
ation
New
technology
dev
SEO balance
Social

How to run social media effectively

Social is fundamental to SEO
-Social is about personality
-You get to tell your story
-It is something you can do a lot better than
bigger companies
24

Social planning - the process
25
Establish
persona
and brand
rules
Research
and target
influencers in
the market
Create
content
strategy
based on
assets
Build
followers
and
influence
Target with
offers and
promotions
Evaluate
and adapt
Provide
relevant
content and
topics
Engage with
users,
answer
questions

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
Enhance your values
26
Value
ValueValue
Topic 1
Topic 2
Topic
3
Topic
4
Topic
5
Topic
6
-Social should be used to
enhance your business
and its values
-Content topics should
subtly mention core
values
-Promotions and services
are seeded into content
delivery

Presented by: Anthony Klokkou
@anthonyklokkou
+anthonyklokkou
Digital Summer Series - 1 of 6

-Part 2 - @anthonyklokkou
-PPC basics
-What is PPC & how does it work?
-How PPC can be used to drive business
-Considerations & key strategies
-Using Google Analytics to understand your business
29

What is PPC and how does it work?

What is PPC?
31

What is PPC?
32
- PPC = Pay Per Click
- Search engine’s revenue drivers
- Advertise on words/phrases you think
your customers may be searching
(keywords)
- Set what you are willing to pay per click
& daily budget
- Create some adcopy
- Go live and review

What is PPC?
33
- How much do I pay?
- Google’s calculates your
actual CPC (Cost per click)
based on a number of
factors
- The key is to be thinking about
relevancy, targeting and the
most wanted responses
(MWR)
Bid
Quality
Score
Relevancy
Click
Through
Rate
Load
Speed
Competition

What is PPC?
34
- What does this
mean to me?
- How can this drive
business?
- Be where your
customers are
looking!

The purpose
35
How to get clicks for less

Why?
36
Relevancy
Help comply to Googles Quality Score Algo

What Google say
37
http://support.google.com/adwords/answer/
2454010?hl=en

Simple terms
38
The more relevant your ad is, the more
people will click and the better
experience a user will have
Google is a business
They want more customers

Relevance
39
£14
£15
£13
£12
£11
£10
£9
£8
£14
£15
£13
£12
£11
£10
£9
£8

PPC strengths
- Fast to setup
- Data received almost real time (2
hour lag)
- Easy to learn, difficult to master
- Huge amount of control over the
targeting and display settings
- Can be switched on or off when
ever you like
- Google rewards relevance
41

PPC weaknesses
-It costs per click and easy to spend a lot of
money quickly
-Google doesn’t really help you out in that
regard
-Lots to learn, it changes quite regularly
-No real demographic targeting or cross
device….
-Coming soon!
42

Tips for success - landing pages
43
PPC page SEO page
Traffic
Increase relevancy
with landing pages

Tips for success -
search query reports
-SQRs help you find
new terms
-What your
customers are
actually typing in
-Improve relevancy
44

Other engines
-Time Vs reward
-Only use them once you are
sure you are doing a pretty
good job with Google!
45

PPC - tips for success
-Relevancy is key!
-Landing pages
-Search query reports & data
-Only use Bing when you are sure you have the
best performance from Google
- Migrate over the campaigns
46

Google Analytics - to understand your
business

Google Analytics
- What is Google Analytics?
48

- How do I get Google
Analytics?
- It’s free - you just need
a Google account
- Add a simple tag to
every page of your
website
- Most CMSs will do this
for you
- Accrue some data
49
Google Analytics

- What can it do for me?
- It can help you analyse the success of your marketing
activities
- Allowing you to adapt and try again!
- Email sends work better at ‘x’ with content ‘y’
- Where the weaknesses of your site i.e… mobile vs desktop…
- It is the tool for you to learn about your customers
- It is the tool that should power your strategy
50
Google Analytics

Thanks for listening, any questions?
!
Next event 27th May
Why social media is important to your business
What tools should you use to run your social media
!
This presentation will be sent out to attendees

Digital Marketing Essentials: Learn SEO, CMS, PPC and Analytics

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