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DSC Digital Conference Tips and Tricks

DSC Digital Conference Tips and Tricks

upriseUP

July 05, 2018
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  1. [email protected] [email protected] @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
  2. [email protected] [email protected] @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
  3. [email protected] [email protected] @john_upriseUP www.upriseup.co.uk Desk Survey Google Insights Analytics Benchmark

    Data Database Audience Research } Personas Success: Killer strategy Target audiences
  4. [email protected] [email protected] @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
  5. [email protected] [email protected] @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
  6. [email protected] [email protected] @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
  7. [email protected] [email protected] @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
  8. [email protected] [email protected] @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
  9. [email protected] [email protected] @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
  10. [email protected] [email protected] @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,
  11. [email protected] [email protected] @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
  12. [email protected] [email protected] @john_upriseUP www.upriseup.co.uk Target: Users and events Reach: Massive

    Impact: High Channel key facts: CPC: Medium ROI: Medium Channel: Display
  13. [email protected] [email protected] @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
  14. [email protected] [email protected] @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
  15. [email protected] [email protected] @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
  16. [email protected] [email protected] @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
  17. [email protected] [email protected] @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
  18. [email protected] [email protected] @john_upriseUP www.upriseup.co.uk Timings Audience Messaging Landing Page Challenge

    Events Channels Donations Disaster Emergency Membership Celebrate a life Campaigning Informational