A Business Leader’s Guide to Digital Marketing · A Business Leader’s Guide to Digital...
Transcript of A Business Leader’s Guide to Digital Marketing · A Business Leader’s Guide to Digital...
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Private and confidential
A Business Leader’s Guide to
Digital MarketingSEO | PPC | PR
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by Laura HamptonH E A D O F M A R K E T I N G A N D P R
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A little about me...
Twitter: @lauralhampton @impressiontalk
LinkedIn: www.linkedin/in/lauralhampton
Email:[email protected]
@lauralhampton @impressiontalk
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Who we areImpression is an award winning, strategic
thinking team of digital marketing experts
with a creative edge.
We thrive on creating intelligent, integrated creative marketing
campaigns and seamless customer journeys.
We’re passionate about doing the best work we can and pushing
new technology to its limits. And we achieve results to be proud of.
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Our TeamSEO, PR and PPC professionals passionate about crafting
the future of digital marketing
@lauralhampton @impressiontalk
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Our clientsWe work with influential businesses both locally and nationally
@lauralhampton @impressiontalk
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Impression is an award winning, strategic thinking team of
digital marketing experts with a creative edge.
Awards
- Search Agency 2018 -
- Digital Strategy 2018 -
- Best Large SEO Agency 2018 -
- Best Small PPC Agency 2017 -
- Search Agency of the Year -
- Best Integrated Campaign -
- Best Digital Team -
- Best Use of SEO -
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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
@lauralhampton @impressiontalk
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Private and confidential
What I’ll talk about today:
❏ Persona Driven Marketing❏ Fundamentals of Search Success❏ Building Credibility (and Links)
❏ Performing in a “Pay to Play” World❏ How to Measure Digital Marketing Success❏ What’s Next for Tomorrow’s Marketer
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Private and confidential UK & Europe’s Best Large Agency 9
But first, a story...
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Private and confidential UK & Europe’s Best Large Agency 10
2015/16: Local Agency Makes “Big Impression”
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Private and confidential UK & Europe’s Best Large Agency 11
2016: Our first “real” office
No more sharing with another agency or working from Tom and Aaron’s flat
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Private and confidential UK & Europe’s Best Large Agency 12
2016: Nottingham Post New Business of the Year
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2016/17: Impression takes to the big stage
Speaking alongside big names
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2017: European Search Awards: Best Small PPC Agency
Our first international award
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2018: New Office at Fothergill House
With space for plenty more growth to come
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Private and confidential UK & Europe’s Best Large Agency 16
2018: European Search Awards and UK Search Awards: Best Large SEO Agency
Plus a range of other awards and shortlists too
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Our Vision:To become the UK’s digital agency of choice
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We’ve used all the
techniques I’m going to
share with you today.
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Persona Driven Marketing
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Know Your Audience
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Know Your AudienceWho are you speaking to
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Know Your AudienceWho are you speaking to
What do they want
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Know Your AudienceWho are you speaking to
What do they want
Why should you be the one to give it to them
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Speaking to many... Vs speaking to one.
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Know Your Brand
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Know Your BrandWhat do you want to be known for
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Know Your BrandWhat do you want to be known for
How do you want to be perceived
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Know Your BrandWhat do you want to be known for
How do you want to be perceived
Who do you want to be aligned with
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Being “A Brand”... Vs being a brand.
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The Fundamentals of
Search Success
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Search successmeans
being seen by the people who
want to buy from youat the time when
they need/want you most
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Keywords for SEOWhat will your audience be most likely to type
into Google when they need your services?
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Keywords for UsersWhat search queries does your business
deserve to be listed for?
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A well optimised pageis
a page that does what the user
expectsin the
way that best meets their needs
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Building Credibility
(and Links)
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All links are votes...
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But not all votes are equal...
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Hi, I’m Laura...
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Hi, I’m Laura...
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Hi, I’m Laura...
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All links are votes… not all are equal
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Digital PRis a valuable technique to
get your brand seen in the places
your audience is already lookingand
align yourself with reputable
brands
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Performing in a
Pay to Play World
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Success in advertisingis all about
setting clear CPA targetsand
being willing to test budgets
across platforms
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Measuring Your Digital
Marketing Success
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I want to increase brand
awareness.
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I want to increase brand
awareness.
I want to grow my website traffic.
I want to increase my search
ranking positions.
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The Future of
Digital Marketing
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Technology DrivenIf you’re not mobile friendly, you’re already late
to the party…
Voice search and digital assistants will guide
the future of online marketing.
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User FocusedAs Google strives to understand the web more
as humans do, the only logical way for
marketers to move forward is to create online
experiences tailored to human users.
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Omni ChannelThe term ‘digital marketing’ will be absorbed
into the wider marketing mix, in recognition of
the role of multi-channel approaches. Don’t
neglect your other marketing channels!
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What I’ll talk about today:
❏ Persona Driven Marketing❏ Fundamentals of Search Success❏ Building Credibility (and Links)
❏ Performing in a “Pay to Play” World❏ How to Measure Digital Marketing Success❏ What’s Next for Tomorrow’s Marketer
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