digital marketing for charities - how to integrate the digital channels effectively for maximum...

Presented by: Luke Quilter

How to integrate the digital channels effectively for maximum impact

1Friday, 2 August 13

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Introduction

-What channels are we talking about?

-Strengths, weaknesses, potential uses

-How charities can use them to present their message and encourage additional financial support


mailto:[email protected]


http://www.sleepinggiantmedia.co.uk


https://adwords.google.com/professionals/profile/org?id=017702451200549020354









The reason

The purpose of this presentation is to give you an insight into some of the areas of digital marketing that you could use to help increase the exposure of the site and help encourage additional funding















About me

-MD of search marketing agency

- Board of trustees for Kent Foundation

-We specialize in driving quality traffic to our clients sites in order to increase their business performance















Some of our clients















The channels

6

The aim of search and social is to get relevant traffic to your site















The channels

6

With the ultimate aim of getting your message across and encouraging

them to support you















The channels

6

PPC SEOSocial

Website















But first

-Google analytics

- Free

-Helps you understand more about your visitors















PPC

-Strengths

-Weaknesses

-Tips for success










What areas

9

PPC

PPC

SEO











How does it work

-You pick the terms you want to appear for

-You select how much you are willing to pay per click

-Google serves your adverts to people when they search for the terms you selected

-You only get charged if someone clicks on the advert















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















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















Landing pages

13

PPC page SEO page

TrafficRelevancy















Search Query Report

- SQR’s help you find new terms

-What your customers are actually typing in















Other engines

- Time Vs reward

-Only use them once you are sure you are doing a pretty good job with Google!















How could it be used?

-Google grants?

-Tactically

- Events?

-Key communications















SEO

-Strengths

-Weaknesses

-Tips for success










What areas

18

PPC

PPC

SEO











Factors













What is SEO?

-Google “crawls” your website analyzing 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 S.E.R.P.

-As marketeers we look to try and understand these factors and adapt the site to better meet the engines needs.















SEO - strengths

- Traffic is “free”

- Potentially better ROI

- If done officially positions are sustainable

-Building a longterm asset

- Broader reach than PPC potentially















SEO - weaknesses

- Takes time to build traffic

-Less targeting capabilities compared to PPC

- The rules change - takes time to understand and interpret them

-No one fully understands the rules, not even Google

- Pages are often content heavy















SEO - Tips for

- Pick the right terms to target

-DON’T buy links!

-Don’t trust guarantees

-Content updates to the site regularly (blogs)

-Using internal anchor text

- Find a balance

-Use tools to help you 23















Internal anchor text

24

Content about a particular article, then link to another article about

Online Marketing using relevant anchor text within the post

Page about online marketing















Tech tools

25

Seo mozScreaming frog Adwordsbing ads

social bromajestic

analytics

adwords editor

bing ads

word watch proHootsuite















Tech tools

25

No one piece of technology does everything. By finding the best

systems and combining the human factor you will get the best result















Social Media

-Strengths

-Weaknesses

-Tips for success










Social - Strengths

-Building of rapport - trust

-Can reach a huge audience

-Adds value to the brand

-Can reduce costs on other channels















Social Weaknesses

-Not generally a direct sales channel

-Not intent based generally

- Potential for complaints

-Can do harm if not run well

-Quantifying performance is still a problem, expensive to track















Social - Tips for

- Have a story

- Pick 6 content topics

-Develop a tone of voice

- Plan the activity, delegate roles within your business

-Link back to your site for selling

- Integrate with other channels















Linking the channels for online success -How to use their strengths

PPC SEO

Social










Linking them

31

PPC SEO

Social

Google analytics















SEO impacts

32

SEO PPC

Social

Keyword identification 22% increase in performance















PPC leading the way

33

PPC SEO

Social

Conversion testing

Keyword identificationHighlights key topicsNew market identification

Reputation management















Worked examples















Worked examples

34

PPC

New service















Worked examples

34

PPC

New service

SEO Build content around most

popular terms















Worked examples

34

PPC

New service


popular terms

SEO

Topical blog content















Worked examples

34

PPC

New service


popular terms

SEO


Social Used social to

spread the word















Worked examples

34

PPC

New service


popular terms

SEO


Social Used social to

spread the word

Link people back to the product page















Thanks for your time-Any further questions?









digital marketing for charities - how to integrate the digital channels effectively for maximum...

Self Improvement

internal anchor

relevant anchor

topical blog

seo build

online marketing

worked examples

reputation

conversion