strategic search marketing: impression and enabling innovation

Strategic Digital MarketingHow to grow your business online

https://www.impression.co.uk/dm-may/

Today’s Agenda:9:30-10:00: Strategic Digital Marketing

10:00-10:45: On Page SEO10:45-11:00 Break

11:00-11:30: Off Page SEO11:30-12:30: Paid advertising online (PPC)

12:30-1:15: Lunch1:15-2:45: Social media for business

2:45-3:00: Break3:00-4:00: Strategic video marketing

@impressiontalkhttps://www.impression.co.uk/dm-may/

This morning:

Laura Hampton - SEOAaron Dicks - PPC


Who we are

Impression is an award winning digital agency that takes a scientific approach with a creative edge


Credentials


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


We help businesses grow

online


Laura [email protected]

@lauralhampton


mailto:[email protected]

Strategic Digital Marketing


We need to be strategic in our

approach...


… But what does that mean?


4 things all businesses can do to be more strategic in their

approach


#1: Start gathering and analysing your

data


What other sources of data do

we have?


CRM Sales Team

CS team

Social media

Surveys


Ask:- Do people visit our website?- Where do they come from?

- What do they look at?- Do they convert?


#2: Get to know your audience


http://impression.tips/brightonlaura

Ask:- Who visits our website?- What are their needs?

- How can we help them?- How well does our website

appeal to them?


#3: Set clear goals


SMART


What are your goals?


- Lead generation = thank you pages- Awareness = traffic and rankings

- Sales = conversions- Engagement = time on site, pages per visit

- Also consider softer conversions


Goals in Google Analytics


Destination goal:Track people going to a specific page,

e.g. thank you


Event goal:Track people doing a certain thing, e.g. watching a video


Engagement goal:Track how long

people stay on site or pages per visit


#4 The value of a website visitor


- What’s the ASP?- What’s your conversion rate?

- How many visits do you therefore need for one sale?

- ASP / number of visits = value of a visit

<< Inform our budgeting decisions! >>


ASP = £50Conversion rate = 3%

Means we get 3 sales in 100 visitsSo we need 33 visitors to get one sale

(100/3)Each visitor is worth £1.51 (50/33)


www.impression.co.uk/uon-april/

4 things all businesses can do to ensure they get the most out of their digital opportunity

#1: Gather data#2: Know your audience

#3: Set clear goals#4: Value of a visit


Organic Search Marketing (SEO)


What to expect in this session:

1) How search engines work2) On page optimisation3) Off page promotion

4) Measure, analyse and refine


How Search Engines Work


Google is investing in its own ability to

understand contenthttp://searchengineland.com/library/google/googl

e-rankbrain


http://searchengineland.com/library/google/google-rankbrain

As marketers, the only logical approach is to

focus on making the best experience for our users…


But… the reality is that we can still help Google to understand our website and see how great it is.


Technical considerations...


Can your site be indexed?


“site:www.yoursite.com”

Is it being indexed?Does the number match your

expectations?


http://www.yoursite.com

Takeaways- Can your site be indexed?

- Is it secure?- Is it mobile friendly?

- Can you improve the load speed?


On Page SEO


Google’s purpose is to provide the most relevant, highest

quality results


Review your keyword targeting


Give every page a purpose

(this could mean you need more pages!)


Keyword in...

Title tagHeadings

SubheadingsBody text

Image alt tags@impressiontalkhttps://www.impression.co.uk/dm-may/

Schema markup / structured data


Telling Google not just what it says, but

what it means


ReviewsTelephone numbers

PricesJobs


Takeaways- Review your keyword targeting

- Ensure every page has a purpose- Add new pages where relevant

- Consider use of schema markup


Break


Off Page SEO(promotion, PR, link building)


Hi, I’m Laura...


All about building authority


Who might link to your website?


PartnersSuppliersCustomersAssociations

PressIndustry

websitesAlumni


But… don’t expect a link if you don’t

deserve it...


Access the press:#journorequest

#prrequest


http://impression.tips/nottsmedia17

Takeaways- Have a story/asset

- Know your target audience (read their website/publications)

- Identify influencers- Build relationships


Car = websiteDriver = content


Image credit: Smart Insights


Who’s in the race?

Who outranks you?What are they doing?What can we learn?

How can we be better?


http://impression.tips/rand10

Track everything -measure, analyse

and refine


What to expect in this session:

1) How search engines work2) On page optimisation3) Off page promotion

4) Measure, analyse and refine


Thank youWe’d love to discuss your requirements

and show you how we can help.

[email protected]

26-30 Stoney Street

Nottingham

NG1 1LL


mailto:[email protected]

Bonus:2 minute channel

overview...


SEO


PPC


Content Marketing


Digital PR


strategic search marketing: impression and enabling innovation

Business