top tips & tools for seo & paid social media #tide talks - @nedpoulter

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VISIT www.polestardigital.com EMAIL [email protected] CALL +447887851818 FOLLOW @nedpoulter SEO & PAID SOCIAL MEDIA: TOP TIPS & TOOLS

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VISITwww.polestardigital.com

[email protected]

CALL+447887851818

FOLLOW@nedpoulter

SEO & PAID SOCIAL MEDIA: TOP TIPS & TOOLS

1/ VISIBILITY & REACH

Q: “DOES SEO MATTER FOR START-UPS?”

A: DO YOU HAVE A STORY TO TELL?*

A: DO YOU HAVE A STORY TO TELL?*

(*answering a question with another question is an annoying politician thing

to do. Sorry.)

WHAT?WHO?WHY?

SEARCH HAS CHANGED.

SEARCH SEO HAS CHANGED.

SEARCH IN 20172 IMPORTANT WORDS

1/ LOCAL2/ PERSONAL

STEPS YOU CAN TAKE TO EQUIP YOURSELVES

/get VISIBLE

/get LISTENING

MENTION TRACKING

SETUP ALERTS FOR:

§ BRAND NAMES (+ VARIATIONS/MISSPELLINGS)§ WEBSITE URLS§ PRODUCT NAMES (+ VARIATIONS/MISSPELLINGS)§ SENIOR EMPLOYEE NAMES§ SERVICE-BASED KEYWORD

FREE!

AND / OR

VISIT: http://bit.ly/1QSRKuG

IMAGE TRACKING

SETUP TRACKING FOR:

§ BRAND LOGO§ PRODUCT IMAGES (nice tip for eCommerce

clients with their own product photos)

300 ‘CREDITS’ FREE!

VISIT: http://bit.ly/1NnxlNe

/get LOCAL

VISIT: http://bit.ly/2m3cb1V

1/ upload + verify all locations2/ ensure consistency across all

listings

/get STRUCTURED

INJECT USING JSON-linkedData ON SEARCH RESULTS

§ BRAND LOGO§ SOCIAL PROFILES§ TELEPHONE NUMBERS§ PERSON§ SERP SEARCH BOX§ MUSIC EVENT LOCATION§ PRODUCT REVIEWS

CHECK OUT:THIS PRESENTATION http://bit.ly/1Xx7XIVTHIS CHEAT SHEET http://bit.ly/1Lsf9FB

/get INSPIRED

2/ TARGETING INTERACTION

“MY CUSTOMERS AREN’T ON SOCIAL

MEDIA”

WRONG.

AROUND 1 IN 3 MINUTES SPENT ONLINE IS DEVOTED TO SOCIAL NETWORKING AND MESSAGING

TWITTER HAS 310 MILLION MONTHLY ACTIVE USERS

LINKEDIN HAS 450 MILLIONS MEMBERS

LINKEDIN HAS 450 MILLIONS MEMBERS

100 MILLION OF THOSE ACCESS IT MONTHLY

THAT’S 29% OF ALL INTERNET USERS.

FACEBOOK HAS 1.49 BILLION ACTIVE MONTHLY USERS

THAT’S 79% OF ALL INTERNET USERS.

6 NEW FACEBOOK PROFILES ARE CREATED EVERY SECOND

THAT’S 500,000 NEW PROFILES

THAT’S 500,000 NEW PROFILES. EVERY DAY.

1.8 BILLION DAILY USERS(TO REACH WITH FACEBOOK ADS)

FACEBOOK ADS ARE AWESOME.

FACEBOOK ADS + YOU

=

/get TRACKING

/get CREATIVE

/get CREATING

https://www.canva.com/

http://bit.ly/2lSHD0y

CREATE CINEMAGRAPHS (MOVING PICTURES)

https://flixel.com

https://www.eyeem.com/

20TWENTY – CROWD-SOURCE YOUR AD CREATIVES

https://www.twenty20.com/

https://www.facebook.com/ads/tools/text_overlay

/get TESTING

COOL AD TYPES TO TRY…

VIDEO VIEWS

VIDEO VIEWS

LOCAL AWARENESS

LOCAL AWARENESS

LEAD GEN

LEAD GEN

FACEBOOK CANVAS

FACEBOOK CANVAS

FACEBOOK CANVAS

THINK OF IT AS A FACEBOOK LANDING

PAGE BUILDER

REMEMBER!

BUILD AN AUDIENCE WITH THOSE THAT HAVE INTERACTED WITH

YOUR ADS + ADAPT MESSAGING + RESERVE THEM ADS

/get WILD!

USE EMOTICONS IN YOUR AD COPY

CHECK OUT –http://emojipedia.org/

TOP TIPS: CUSTOM AUDIENCES

EMAIL UPLOAD1. Enhance your email marketing2. Reach the users who never open your emails3. Turn trial-ers into customers

TOP TIPS: CUSTOM AUDIENCES

EMAIL UPLOAD1. Generate competition entries2. Generate survey responses

TOP TIPS: CUSTOM AUDIENCES

REMARKETING WEBSITE VISITORS1. Encourage users back to your site if they didn’t complete an enquiry2. Upsell to your existing customers

TWITTER LEAD GENERATION CARD

LINKEDIN IN-MAIL ADS

3/ LEVERAGE DATA

/get SMART

+

FACEBOOK UTM BUILDER

https://www.facebook.com/business/google-analytics/build-your-url

COMBINE GOOGLE AUDIENCE INSIGHTS + FACEBOOK AUDIENCE INSIGHTS

TIP: CROSS COMPARE ADWORDS CAMPAIGN DEMOGRAPHICS. COMPARE DEMOGRAPHICS, DEVICE USAGE … MORE!

SIGN UP HERE:http://bit.ly/1OGJ5xJ

REMEMBER! TOO MUCH DATA CAN BE A BAD THING…

There is a lot of data available in Facebook Audience Insights...

• Age and Gender• Lifestyle• Relationship Status• Education Level• Job Title• Pages Liked• Location and Language• Activity on Facebook• Devices Used to Access Facebook• Household Income• Home Ownership• Household Size• Home Market Value• Spending Methods• ... Etc etc etc!

MAKING SENSE OF IT IS THE HARD PART!

/get PERSONAL

FACEBOOK: CUSTOM AUDIENCES

TYPES OF CUSTOM AUDIENCE

CUSTOMER FILE

UPLOAD THE EMAIL ADDRESSES OF YOUR NEWSLETTER SUBSCRIBERS, CUSTOMERS … ETC

WEBSITE TRAFFIC

OR CERTAIN PARTS OF YOUR WEBSITE

APP ACTIVITY

ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!

BASED ON THOSE THAT INTERACTED WITH YOUR FORMS

ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!

BASED ON THOSE THAT INTERACTED WITH YOUR CANVAS

LOOK-A-LIKE AUDIENCES

WHERE THE REAL POWER COMES IN

YOU CAN CREATE LOOK-A-LIKE AUDIENCES FOR THE FOLLOWING

• Page Fans• Email Lists• Current/Previous Customers• Website Custom Audiences• App Activity• Engagement (Video/App/Posts etc)• Conversions/Standard Events

THERE ARE LOADS OF POSSIBILITIES!

INCLUDE+/-

EXCLUDE

THE POSSIBILITIES ARE ALMOST ENDLESS…

THINK ABOUT WHICH AUDIENCES FIT WHERE

LINKEDIN: CUSTOM AUDIENCES

INTELLIGENCE-BASED FACEBOOK REMARKETING

SETUP REMARKETING BASED ON ACTION FOR:

§ INCLUDE WEBSITE VISITORS (REMARKETING)

§ INDIVIDUALS WHO HAVE VISITED THE SITE BUT HAVEN’T SIGNED UP/PURCHASED

§ EXCLUDE PEOLE WHO’VE REACHED THE BASKET/SIGN-UP PAGE (CUSTOM CONVERSION)

ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS TO GA

§ Site Performance§ Audience Snapshot§ AdWords Performance§ eCommerce Dashboard

DASHBOARDS1.

CUSTOM REPORTS2.

CUSTOM SEGMENTS3.

§ SEO Insights (Not Provided)

§ 404 Tracker§ PPC Keyword/Matched

Query Report§ Acquisition: Visit and

Goal Conversion by Traffic Source

§ Enhanced Ecommerce Segments

§ Occam’s Razor Awesomeness

THANKS TO:

REMEMBER THIS VERY IMPORTANT WORD…

REMARKETING

REMARKETINGDIGITAL STALKING

REMARKETINGDIGITAL STALKING

AUDIENCE DEVELOPMENT

REMEMBER

REMEMBER

AWESOME ALERT!

USE CODE POLESTAR! TO GET 50% OFF BANNERWISE

/get OLD SCHOOL

/get AWARE

AWARENESS

Display Ads

Gmail Ads

YouTube In-Display

YouTube In-Stream

Dynamic Search

AdsLinkedIn

Ads

Facebook Ads

Twitter Ads

Instagram Ads

Bing Native Ads

/get CONSIDERED

CONSIDERATION

Brand Bidding (PPC)

Competitor Bidding (PPC)

Vouchers / Reviews

Remarketing

Seller Ratings

RLSA

Landing Pages

Affinity Audiences

YouTube Remarketing

Dynamic Remarketing

Bing Native

Local Inventory Ads

/get CONVERTING

CONVERSION

Bing Search Ads (PPC)

Google Search Ads

(PPC)

In-Market Audiences

Remarketing

RLSA

Amazon Ads

YouTube Shopping

Ads

Bing Shopping

Google Shopping

Facebook Shopping

Ads

Local Inventory Ads

In-Market Audiences

/get LOYAL

LOYALTY

Bing Search Ads (PPC)

Google Search Ads

(PPC)

Customer Match

Remarketing

RLSA

Gmail Ads

Facebook Ads

Twitter Ads

/get ADVOCATING

ADVOCACY

Customer Match

Recommend-a-friend

Gmail Ads (forward to a

friend)Facebook Ads

Twitter Ads

LOOK FAMILIAR?

VISIBILITY+

PERSONALISED DATA+

INTERACTION

DIGITAL MARKETING CONSULTANT

I’ve been Ned Poulter

SOCIAL

@NedPoulter

/NedPoulter

thanks.