a business leader’s guide to digital marketing · a business leader’s guide to digital...

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A Business Leader’s Guide to

Digital MarketingSEO | PPC | PR

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by Laura HamptonH E A D O F M A R K E T I N G A N D P R

A little about me...

Twitter: @lauralhampton @impressiontalk

LinkedIn: www.linkedin/in/lauralhampton

Email:laura.hampton@impression.co.uk

@lauralhampton @impressiontalk

hello@impression.co.uk

Who we areImpression is an award winning, strategic

thinking team of digital marketing experts

with a creative edge.

We thrive on creating intelligent, integrated creative marketing

campaigns and seamless customer journeys.

We’re passionate about doing the best work we can and pushing

new technology to its limits. And we achieve results to be proud of.

Our TeamSEO, PR and PPC professionals passionate about crafting

the future of digital marketing

@lauralhampton @impressiontalk

Our clientsWe work with influential businesses both locally and nationally

@lauralhampton @impressiontalk

hello@impression.co.uk

Impression is an award winning, strategic thinking team of

digital marketing experts with a creative edge.

Awards

- Search Agency 2018 -

- Digital Strategy 2018 -

- Best Large SEO Agency 2018 -

- Best Small PPC Agency 2017 -

- Search Agency of the Year -

- Best Integrated Campaign -

- Best Digital Team -

- Best Use of SEO -

What we doWe help businesses just like yours to make more money by

generating new leads and making more profitable online sales.

S E O

C O N T E N T

P P C

C R O

P R

W E B

@lauralhampton @impressiontalk

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What I’ll talk about today:

❏ Persona Driven Marketing❏ Fundamentals of Search Success❏ Building Credibility (and Links)

❏ Performing in a “Pay to Play” World❏ How to Measure Digital Marketing Success❏ What’s Next for Tomorrow’s Marketer

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But first, a story...

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2015/16: Local Agency Makes “Big Impression”

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2016: Our first “real” office

No more sharing with another agency or working from Tom and Aaron’s flat

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2016: Nottingham Post New Business of the Year

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2016/17: Impression takes to the big stage

Speaking alongside big names

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2017: European Search Awards: Best Small PPC Agency

Our first international award

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2018: New Office at Fothergill House

With space for plenty more growth to come

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2018: European Search Awards and UK Search Awards: Best Large SEO Agency

Plus a range of other awards and shortlists too

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Our Vision:To become the UK’s digital agency of choice

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We’ve used all the

techniques I’m going to

share with you today.

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Persona Driven Marketing

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Know Your Audience

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Know Your AudienceWho are you speaking to

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Know Your AudienceWho are you speaking to

What do they want

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Know Your AudienceWho are you speaking to

What do they want

Why should you be the one to give it to them

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Speaking to many... Vs speaking to one.

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Know Your Brand

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Know Your BrandWhat do you want to be known for

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Know Your BrandWhat do you want to be known for

How do you want to be perceived

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Know Your BrandWhat do you want to be known for

How do you want to be perceived

Who do you want to be aligned with

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Being “A Brand”... Vs being a brand.

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The Fundamentals of

Search Success

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Search successmeans

being seen by the people who

want to buy from youat the time when

they need/want you most

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Keywords for SEOWhat will your audience be most likely to type

into Google when they need your services?

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Keywords for UsersWhat search queries does your business

deserve to be listed for?

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A well optimised pageis

a page that does what the user

expectsin the

way that best meets their needs

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Building Credibility

(and Links)

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All links are votes...

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But not all votes are equal...

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Hi, I’m Laura...

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Hi, I’m Laura...

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Hi, I’m Laura...

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All links are votes… not all are equal

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Digital PRis a valuable technique to

get your brand seen in the places

your audience is already lookingand

align yourself with reputable

brands

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Performing in a

Pay to Play World

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Success in advertisingis all about

setting clear CPA targetsand

being willing to test budgets

across platforms

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Measuring Your Digital

Marketing Success

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I want to increase brand

awareness.

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I want to increase brand

awareness.

I want to grow my website traffic.

I want to increase my search

ranking positions.

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The Future of

Digital Marketing

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Technology DrivenIf you’re not mobile friendly, you’re already late

to the party…

Voice search and digital assistants will guide

the future of online marketing.

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User FocusedAs Google strives to understand the web more

as humans do, the only logical way for

marketers to move forward is to create online

experiences tailored to human users.

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Omni ChannelThe term ‘digital marketing’ will be absorbed

into the wider marketing mix, in recognition of

the role of multi-channel approaches. Don’t

neglect your other marketing channels!

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What I’ll talk about today:

❏ Persona Driven Marketing❏ Fundamentals of Search Success❏ Building Credibility (and Links)

❏ Performing in a “Pay to Play” World❏ How to Measure Digital Marketing Success❏ What’s Next for Tomorrow’s Marketer

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Thank you

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laura@impression.co.uk

01158 242 212