Post on 09-May-2015
description
London • 10–13 February 2014 • #SESLON @KevGibbo
Integrated Digital Marketing
e: kgibbons@blueglass.co.ukt: @kevgibbow: www.blueglass.co.uk
London | 10–13 February 2014 | #SESLON | @kevgibbo
Why Integrated?
London | 10–13 February 2014 | #SESLON | @kevgibbo
Biggest Mistakes of Marketing Campaigns
= Starting With the Wrong Questions
London | 10–13 February 2014 | #SESLON | @kevgibbo
If You’re Chasing the Google Algorithm Something is Wrong!
London | 10–13 February 2014 | #SESLON | @kevgibbo
“Your brand is the single most important investment you can make in
your business”
Steve Forbes
London | 10–13 February 2014 | #SESLON | @kevgibbo
Every Campaign Should Start With Goals
London | 10–13 February 2014 | #SESLON | @kevgibbo
• Profit per Customer?
• Number of Customers?
• Market Share?
• Total Revenue?• Net Profit?• Volume of Sales?• Average Order Value?
But It Needs to be Aligned & Measuring the Right Goals
London | 10–13 February 2014 | #SESLON | @kevgibbo
Marketing Should be Driven by Brand Strategy, Not Channel-Specific Tactics
BrandStrategy
SEO
PPC
SocialMedia
Digital PR
MarketingStrategy
DigitalStrategy
Affiliate
London | 10–13 February 2014 | #SESLON | @kevgibbo
The Whole Should be Greater than the Sum of its Parts
London | 10–13 February 2014 | #SESLON | @kevgibbo
Understanding Your Audience
Monitoring Your Audience
Converting Your Audience
Targeting Your Audience
Marketing to Your Audience
Build Your Strategy Around Audience
London | 10–13 February 2014 | #SESLON | @kevgibbo
• How does your audience interact with your
website?
• What do prospects need before they purchase?
• Is your tone of voice consistent across all
channels?
• How many channels do customers typically come
from?
• Do returning customers have a different
behaviour to new visitors?
• Can you tailor the experience to multiple
personas?
• What is the lifetime value of a new customer?
Focus on Consumers
London | 10–13 February 2014 | #SESLON | @kevgibbo
How Are Brands Integrating?
London | 10–13 February 2014 | #SESLON | @kevgibbo
Vertical Search is Much More than Organic & Paid
London | 10–13 February 2014 | #SESLON | @kevgibbo
Be the Vertical Market Leader – Don’t Rely on Google, Build an Audience
London | 10–13 February 2014 | #SESLON | @kevgibbo
You Want Users to Come Back Directly -
Get them to Subscribe, Follow & Download…
London | 10–13 February 2014 | #SESLON | @kevgibbo
Ditch Silos & Get Buy-In From Full Team Maximise Synergies & Speed Up
Process
London | 10–13 February 2014 | #SESLON | @kevgibbo
Make Content Central
London | 10–13 February 2014 | #SESLON | @kevgibbo
Tactics Get OversaturatedBiggest Mistake is Content Made by SEOs for
SEOs
(It’s not about sharing content with your mates)
London | 10–13 February 2014 | #SESLON | @kevgibbo
It’s Not Just About Creating a Buzz
London | 10–13 February 2014 | #SESLON | @kevgibbo
Not Everything Is Going to Be a Winner
London | 10–13 February 2014 | #SESLON | @kevgibbo
Successful campaigns require a sustained content strategy (not 1 infographic!)
London | 10–13 February 2014 | #SESLON | @kevgibbo
Learn What Works & Scale Quality Content
London | 10–13 February 2014 | #SESLON | @kevgibbo
Great Content Isn’t Produced in a Silo
London | 10–13 February 2014 | #SESLON | @kevgibbo
Make Content Consumer-Led to Resonate & Tell Your Brands Story to an
Audience
London | 10–13 February 2014 | #SESLON | @kevgibbo
Every Story Needs an Audience… If you haven’t got one, leverage someone
else’s!
London | 10–13 February 2014 | #SESLON | @kevgibbo
Carefully Craft Content Specifically For Them
Data Driven = More Newsworthy & Shareable
London | 10–13 February 2014 | #SESLON | @kevgibbo
Then Promote It From All Angles
London | 10–13 February 2014 | #SESLON | @kevgibbo
We’re on the Same Team!
London | 10–13 February 2014 | #SESLON | @kevgibbo
Promoted business card content:- Generated links/shares from
authority environmental blogs- Increased ranking for “business
cards” from #3 to #1 in Google!
Leverage Organic Search from Overall Strategy
London | 10–13 February 2014 | #SESLON | @kevgibbo
Biddable Media Integration
Keyword Strategy Branding Audience
Targeting
Biddable Platform Insights
Ads
London | 10–13 February 2014 | #SESLON | @kevgibbo
Promote to Social Influencers & Authority Authors
London | 10–13 February 2014 | #SESLON | @kevgibbo
Capture & Retarget Potential Customers
Again & again (via multiple channels)
London | 10–13 February 2014 | #SESLON | @kevgibbo
Key Takeaways
London | 10–13 February 2014 | #SESLON | @kevgibbo
1 Single Digital Marketing Budget = Huge Benefits
• Flexibility cross channels
• Ditch channel specific
silos
• No internal budget
fighting
• Greater team
transparency
• Higher agility & better
ideas
• More efficient & effective
use of time
• Focus on real-world
results
London | 10–13 February 2014 | #SESLON | @kevgibbo
Q1 - Stabilise
• Analytics Auditing
• SEO Auditing• Content Strategy• PPC Review &
Retargeting Plan
Q2 - Formalise
• CRO Testing Plan
• Grow Affiliate & Display Opportunity
• Upscale PPC
Q3 - Energise
• Social Media Marketing & Promotions
• Email Marketing – Customer Relationship Management
Diversify your Marketing Short, Mid & Long-Term Multi-Channel Strategy
London | 10–13 February 2014 | #SESLON | @kevgibbo
Focus on Brand & Audience Building Consider the Risk of Relying Too Heavily on
London | 10–13 February 2014 | #SESLON | @kevgibbo
Kevin Gibbonse: kgibbons@blueglass.co.ukt: @kevgibbow: www.blueglass.co.uk