how to integrate the digital channels effectively for maximum impact

Presented by: Luke Quilter

How to integrate the digital channels effectively for maximum impact

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

Introduction

- What channels are we talking about?

- Strengths, weaknesses, potential uses

- How they can work together

- How to apply this in every day work life

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mailto:[email protected]


http://www.sleepinggiantmedia.co.uk


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









Some of our clients

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sleepingawake the power

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The channels

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














giant.

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The channels

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With the ultimate focus of getting more customers and growing your business














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The channels

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PPC SEOSocial

Website














PPC

- Strengths

- Weaknesses

- Tips for success









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

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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

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Adwords Editor

- Offline management

- Quicker and easier

- Can back up the account

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Landing pages

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PPC page SEO page

TrafficRelevancy














Search Query Report

- SQR’s help you $nd new terms

- What your customers are actually typing in

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Content network GDN

- Default position is on

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Other engines

- Time Vs reward

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

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SEO

- Strengths

- Weaknesses

- Tips for success









SEO - strengths

- Traffic is “free”

- Potentially better ROI

- If done officially positions are sustainable

- Building a longterm asset

- Broader reach than PPC potentially

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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

- 8% of users go to the second page

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SEO - Tips for success

- 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

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Internal anchor text

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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

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Seo mozScreaming frog Adwordsbing ads

social bromajestic

analytics

adwords editor

bing ads

word watch proHootsuite














Tech tools

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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

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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

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Social - Tips for success

- 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

- Use tools to help you 22














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

PPC SEO

Social









Linking them

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PPC SEO

Social

Google analytics














Social powering

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Social SEO

PPC

Listen to the questionsFind competitors

Improve SEO performance














SEO impacts

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SEO PPC

Social

Keyword identification 22% increase in performance














PPC leading the way

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PPC SEO

Social

Conversion testing

Keyword identificationHighlights key topicsNew market identification

Reputation management














Worked examples

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Worked examples

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PPC

New country














Worked examples

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PPC

New country

SEO Build content around most

popular terms














Worked examples

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PPC

New country


popular terms

SEO

Topical blog content














Worked examples

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PPC

New country


popular terms

SEO


Social Used social to

spread the word














Worked examples

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PPC

New country


popular terms

SEO


Social Used social to

spread the word

Link people back to the product page














Thanks for your time

- Any further questions?

- Join us for beers and pizza at 5

- Win 1 of 5 free SEO site audits








how to integrate the digital channels effectively for maximum impact

Technology

relevant anchor text

wordtopical blog content

seo social spread

online marketingt

performance socialt

post page

media awake

worked examples