identifying the digital opportunity:
TRANSCRIPT
Identifying the digital opportunity: How to spot the right channels for your business
– Work with businesses to help understand where they can generate the best ROI
– Develop both short and long term marketing strategies
– Explore what digital channels a company should and can explore
– Sales background & head up all new business for Impression
https://www.linkedin.com/in/mikeyemery
www.impression.co.uk/sdm
My objectives of today…
– Why do we need to invest in marketing in the first place?
– How to assess the value of each channel
– What tools can we use to be more data led
www.impression.co.uk/sdm
Why we should invest in marketing…
www.impression.co.uk/sdm
The benefits of outbound..
❖ Target the customers you want
❖ Number led approach
❖ The more resource you put in, the more you get out
www.impression.co.uk/sdm
The negatives of outbound..
❖ It’s bloody hard graft
❖ Dependent on the sales team
The benefits of inbound...
❖ Customers who are further along the buying journey find you
❖ Higher conversion rates
❖ Longevity through online reputation
www.impression.co.uk/sdm
Outbound Leads VS Inbound Leads...
www.impression.co.uk/sdm
Inbound Marketing Channels...
❖ SEO
❖ PPC
❖ Advanced analytics
❖ CRO
❖ Affiliate marketing
❖ Content Marketing
❖ Email Marketing
❖ PR
❖ Social Media
www.impression.co.uk/sdm
Inbound Marketing Channels...
❖ SEO
❖ PPC
❖ Advanced analytics
❖ CRO
❖ Affiliate marketing
❖ Content Marketing
❖ Email Marketing
❖ PR
❖ Social Media
www.impression.co.uk/sdm
Taking a data led approach
www.impression.co.uk/sdm
Put a monetary value on everything you do...
– Alan Sugar to update his business's Facebook page
– £50m earnings in 2015
– £192,000 per day (260 working days)
– £24,000 per hour (8 hour days)
– £400 per minute
www.impression.co.uk/sdm
Step 1 - What position is your business currently in...
Drive Traffic - Convert Traffic
www.impression.co.uk/sdm
Step 2 - We have no traffic...
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Search Engine Optimisation
www.impression.co.uk/sdm
❖ 40% searchers will skip ads
❖ 60% = position 1
❖ 20% = position 2
❖ 10% = Position 3
❖ Long term investment
www.impression.co.uk/sdm
Do I have budget or resource to invest?
NO
YES
www.impression.co.uk/sdm
Do my customers use search engines ?NO
YES
www.impression.co.uk/sdm
What are the targeted keywords that will bring high converting traffic?
www.impression.co.uk/sdm
How competitive is the online landscape?
www.impression.co.uk/sdm
Does my budget allow for me to reach my goals?
www.impression.co.uk/sdm
❖ Results from day 1
❖ 60% of searchers click Ads
❖ ROI driven
❖ Flexible
www.impression.co.uk/sdm
Do I have budget or resource to invest?
NO
YES
www.impression.co.uk/sdm
Do my customers use search engines ?NO
YES
www.impression.co.uk/sdm
How much is it going to cost us for a click?
www.impression.co.uk/sdm
How many clicks do we need to get to get an enquiry?
www.impression.co.uk/sdm
How many enquiries do we need to get a sale?
www.impression.co.uk/sdm
❖ £0.50 per click
❖ Conversion Rate - 1%
❖ £50 per lead
❖ 33% ‘Lead to Sale’ conversion rate
❖ CPA = £150
www.impression.co.uk/sdm
❖ Rich information
❖ Relevant information
❖ Drives website visits
❖ Raises brand awareness
❖ Promotes your your products & services
❖ Creates search volume
❖ SEO Improvements
www.impression.co.uk/sdm
Do I have budget or resource to invest?
NO
YES
www.impression.co.uk/sdm
Do my customers use search engines ?
NO
YES
www.impression.co.uk/sdm
Simple Navigation
Clear CTA’s
Clear & concise content
www.impression.co.uk/sdm
❖ £0.50 per click
❖ Conversion Rate - 5%
❖ £10 per lead
❖ 33% ‘Lead to Sale’ conversion rate
❖ CPA = £30
Do you have analytics & can you track your visitors?
www.impression.co.uk/sdm
Do you have enough traffic to measure how effective your website is?
www.impression.co.uk/sdm
Final Thoughts & Useful Resources
www.impression.co.uk/sdm
– Google Keyword Planner - Search Volumes & cost per clicks
– Google Analytics - Web traffic and conversion tracking
– SEMrush - How competitive is the landscape
www.impression.co.uk/sdm
My objectives of today…
– Why do we need to invest in marketing in the first place?
– How to assess the value of each channel
– What tools can we use to be more data led
www.impression.co.uk/sdm
