Digital Marketing Strategy - Search
Transcript of Digital Marketing Strategy - Search
Calum Shepherd
Search & Social Media
Manager
@calumshepherd
http://calumshep.com
@VisitScotland
http://www.visitscotland.com
Marketing is the process of communicating the value of a product
or service to customers.
Clever marketing is getting other people to do it for you.
1. The Importance of Google+
• Create a Personal Profile
• Use Google Authorship
• Create a Google+ Local page
• Create a Google+ page
• Think about Events / Hangouts
2. Pick Your Social Battles
• Small Businesses / events can’t do everything
• Primary channels for your business or event may vary
• Do some things and do them well
3. Be a Content Creator
• Offer something valuable
• Make your website your content hub
• Point social links to your site when sharing new content
• Share high quality visuals and videos
• Blog and blog some more
4. Make it easy
• Link to your social profiles from your site
• Make your website the hub for your content, feature feeds
and aggregated discussion
• Simple and clear social sharing functionality
• Include web / social in print material – gain approval!
5. Future proof with mobile
• Research your audience & mobile / non-mobile split
• Your website will be viewed on a multitude of devices
• Some social is now mobile first e.g. Vine
1. Getting involved with News Jacking
• Topical discussion that you can use to your advantage
• Get creative with visuals or just get involved in the chat
• TV Shows and movies a great starting point
• National and regional news likely one to avoid (see below!)
2. The Content you Share
• Topical, fresh, digestible & interesting
• Visuals & videos are great!
• Ask people questions
• Create polls or vote mechanics
• Make things fun
• Give them a reason to engage!
• Emotional content….
3. Content Others Share
• Feature the content of others and thank where possible (Egobait)
• Feature attendees content / people with good reach
• Share quotes from people
• Allow fans to make decisions, e.g. header images
• Offer rewards and competitions
• Fill in the blanks / caption competitions / ask questions
• Curate some of the best commentary (Storify) > Blog)
Also, if you are event;
• Promote hashtags
• Aggregate commentary and coverage (Tweetwalls!)
• Make people jealous through the content others are sharing
4. Identify & organise your influencers
• Look for people to follow who are active in your area
• Comment on the content they share
• Look for questions using hashtags / keyword searches (Twitter)
• Make use of platform specific features (Communities on G+)
• Create Circles on G+ and lists on Twitter (use TweetDeck!)
1. Gain their trust / help feel comfortable!
• Content people liked (Facebook Plugin)
• Be clear about payment methods and use logos
• Certified? Let your customers / attendees know!
• Quotes from customers
• Partners with a well known brand? Get it out there!
• Case Studies!
2. Understanding their Journey
• First click / Last Click / Assisted Conversions
• All channels play a role in the path to conversion
3. Optimise Forms
• Length of forms
• Ease of completion
• Calls to action helping people to progress
• Multi-step process
• Source; http://econsultancy.com/uk/blog/63028-10-more-tips-
for-optimising-web-forms
4. General CTA improvement
• In line with key objectives
• Sign post important pages throughout your site
• Keep consistent colouring & look / feel
5. Measure
• Create a framework (as simple as text doc) & measure
• Plan for next time by capturing your learnings
• Keep talking, keep asking questions and keep improving
• Use tools like Google Analytics, FB Insights and Twitter Analytics
6. Thank You Pages
• Share out to social
• Link to related content / value adds
• Sign up for your newsletter?