DSC Digital Conference Tips and Tricks

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1. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Digital Marketing: Tips and Tricks John Onion, MD upriseUP
2. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Introductions:
3. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Introductions: Julia Roberts
4. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Introductions: upriseUP
5. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk digital marketing that works Introductions: upriseUP
6. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk What do you want from today? Introductions: You Job Organisation Digital Marketing Experience • Display Ads • Social Media • Search engine marketing • Analytics
7. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Success
8. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Convert Engage Attract Success
9. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Optimisation (incremental gains) Killer strategy Measurable objectives Success
10. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk What is the campaign for? Are goal completions being tracked? What is required ROI? What action should supporters take? Success: Measurable objectives
11. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Convert Engage Attract Broad Display Targeted Display Remarketing Search Success: Killer strategy } -Burst Ongoing
12. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Success: Killer strategy Start with the bull
13. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Desk Survey Google Insights Analytics Benchmark Data Database Audience Research } Personas Success: Killer strategy Target audiences
14. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk What data would be available to The Hole in the Wall Gang Camp to research sympathetic donors? Group Exercise: Campaign plan
15. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Clear call to action Make the call to action easy! Detail Solution Detail need Bring story to life! Plan user experience
16. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Plan user experience
17. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Success: Optimise Experiment
18. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Launch Test Learn Adapt Agile Success: Optimise
19. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Heap of other stuff Conversion Pixels Search Console Google Analytics Tag Manager Website Success: Optimise
20. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Success: Optimise
21. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Questions so far Clear? Detailed? Anything missed?
22. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk
23. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Channels
24. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk What terms could people be searching for if they we looking to donate money to a children’s charity like The Hole In The Wall Gang? Group Exercise: Keyword Research 9.50
25. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Keywords Competitors Tools Thesaurus Colleagues
26. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Channel: SEO
27. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Relevance Strength Trust Channel: SEO
28. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Technical SEO • Meta tags • URLs • Mobile compatibility • Crawl errors Content SEO • Content optimisation • New content creation • Internal linking Backlink Building • Backlinks • Guest blogs • Social media Who can be tasked with championing each aspect of SEO in your organisation? Channel: SEO 14:15
29. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk broken links (404) Optimise for Google Flag content Quick site speed Mobile friendly Top Tips: Technical User Friendly Integrate with PR Track conversions
30. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Target: Searches Reach: Limited Impact: Low Channel key facts: CPC: High ROI: High Channel: Paid Search
31. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Know keyword value Don’t automate Don’t spend budget Relevant keywords Set up conversions Get Google Grants!!! Building blocks: Use all ad extensions Use remarketing
32. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Channel: Paid Search https://upriseup.co.uk/learning/applying-for-a-google-ad-grant
33. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Further, my guess is that you won’t even be reading this. Channel: Display Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries,
34. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Remarketing Keywords Demographics Target: Contextual Reach: Massive Impact: High Channel key facts: CPC: Low ROI: Low Channel: Display
35. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Target: Searches and users Reach: Massive Impact: High Channel key facts: CPC: Low ROI: Low Channel: Display Bumper Ads 6 seconds and non- skippable TrueView Ads Only pay for views of 30+ secs Discovery Ads Appear in YouTube search results
36. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Channel: Display
37. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Target: Users and events Reach: Massive Impact: High Channel key facts: CPC: Medium ROI: Medium Channel: Display
38. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Remarketing Tight Targeting Use Campaign Tracking Softer CTAs Track Conversions Burst media Building blocks: Display Use Google Tag Manager Limit frequency
39. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Approx. UK users per network 2017 32 million users 14 million users 20 million users + 2 million users 19 million users 13 million users Organic Social Media Channel: Social Media
40. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Facebook reach: 2007, 100% - 2017, -2% Channel: Social Media Twitter reach: 1% followers will see tweet Instagram reach: 10% followers will see tweet
41. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Consider KPIs Calls to action Go where supporters are Community management Set aside time Monitor results Choose channels carefully Ongoing conversations Building blocks: Social Media Quality content Repetition of posts
42. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Awareness Actions Consideration Search Social Social Search Search Display Display YouTube Y T “I want to do a fundraising event” “I wonder what charity events are local to me?” “I wish to run this event for charity” Advocacy & Loyalty Channels in Context Social
43. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Choose and plan a digital marketing campaigns for… Group Exercise: Campaign plan 9.50
44. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Timings Audience Messaging Landing Page Challenge Events Channels Donations Disaster Emergency Membership Celebrate a life Campaigning Informational
45. info@upriseup.co.uk John.onion@upriseup.co.uk @john_upriseUP www.upriseup.co.uk Thank you! Please visit our stand if you’d like a copy of our presentation!