Cross-Site Request Forgery Vulnerability: “A Sleeping Giant”
Google and Sleeping Giant Media event delivering growth through search marketing final copy
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Transcript of Google and Sleeping Giant Media event delivering growth through search marketing final copy
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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Recap: The Challenges
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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Client Case Study
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Spicers of Hythe
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-Local business founded in 1926 as a high street grocers
-Now sources, packages and distributes luxury hampers
-Huge white label contracts as well as good direct sales
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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The Brief
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The Brief
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-Support during the new site development
-Grow their direct sales
-Lower their reliance on white label contracts
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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Stay focused on good marketing
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Who
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- Who do you want to be engaging with?
- Define your target audience
- Think about their persona
- For Sleeping Giant Media
- Business owners
- Marketing managers
- New to search marketing
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
What
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- Now we can consider the what
- What would they be interested in?
- What are their drivers, motivations & influencers?
Audience Interest Topics Key Influencers
Business Owners Driving revenue through search, Low cost search solutions
@ukstartup, @kentbusinesses, @invictachamber
Marketing Managers Customer acquisition using PPC, How to engage with YouTube
@ppchero, @sejournal, @marketingland
New To Search What is PPC? What is Search Marketing and how to us it? @googleanalytics, @moz, @adwords
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
Where, When & How
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Audience groups Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
InfluencersTracking
and analytics
Create content that will connect and engage
Once created, share it with the people your audience listen too already
As ever, monitor what works and do more of it
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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What we did for Spicers of Hythe
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2B
B2C
Identify Audience
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- PA’s
- Business Owners
- General Present Buyers
- Frugals & Thrifties
- Gift Givers
- Mums
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
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Search Ads
Google Shopping
PPC - Pay Per Click
(Google Advertising)
“business hampers”“Corporate Christmas gifts”
“Corporate christmas hampers”
“Gift hampers” “Corporate hampers”
“Client gifts”
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
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Search Ads
Google Shopping
PPC - Pay Per Click
(Google Advertising)
- Key considerations
- Don’t get hung up on position
- Make the most of your budget
- Pick your battles
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
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Blog Articles
Social Distribution
Content CreationPA Life> Site
Content
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2B - Business to Business
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Emails Key Pages
Remarketing
(Making more of your efforts)
Offer Messages>Blog
Articles
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2C - Business 2 Consumer
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“Hampers by Christmas”
“Xmas hampers”
“Christmas food hampers”
“Chocolate hampers” “Christmas hampers”
“Cheap hampers”
PPC - Pay Per Click
Audience Search Ads
- Frugals & Thrifties
- Gift Givers
- Mums
Google Shopping
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2C - Business 2 Consumer
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Content
Contextually Relevant
Audience Targeted
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
B2C - Business 2 Consumer
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Build Relationships
Prizes
Outreach & Competitions Increased
Exposure>Product Reviews
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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The results
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
GIANT results
- Page 1 rankings across a wide range of competitive terms
-Huge uplift in traffic at key seasonal times
- The highest SEO revenue ever generated by Spicers of Hythe
-We didn’t focus on SEO, just good marketing
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
GIANT results
-Overall 2014 was the biggest year ever for Spicers of Hythe
- By the Dec peak the business was at complete capacity
- Spicers now have a network of solid online relationships
- Their Social assets are stronger than ever
- Poised for a bigger 201527
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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Key takeaways
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The who first
- Think about “who” first
- The drivers and motivators of your audience
-What can you do for them?
-Embrace the integrated approach
- Think about good marketing
-Don’t be distracted by the challenges
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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 30
t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk