creative marketing agency, based in Leeds. Creative design, branding, ad campaigns, PR, social media and digital. PROJECT / SHU MARKETING SOCIETY WWW.TURN-KEY.CO
- Sony - Bring Me The Horizon - Porsche - Ideal Heating - My Bunjee - Eden - Sambuca - Wild Turkey - Many many more We work across sectors, from consumer retail and FMCG, to B2B.
Turn Key. - I advise clients on how we can use digital marketing and technology to achieve their goals - Manage a team of 9 web designers, web developers, account/project managers - Write proposals, digital strategies and pitch for new work - Project management - Work with the rest of the company to ensure digital is at the core of our offering - Everything from making tiny updates to website to integrated company pitches
- More than just marketing involving the internet or Google Ads - Marketing using the internet, AND electronic devices to engage with customers, partners or potential consumers - This could mean marketing involving TV sets, mobile phones, computers or a combination - Not really something that can be covered off in a single lecture, it’s more a life’s work! - It’s all about the big idea ... don’t be a tech ‘fan boy’ - A human experience. Technology simply an enabler
marketing. - One major advantage of digital marketing is that we can measure everything - It is easier to measure ROI - Brands and companies love this, which has lead partly in the astronomical rise in spend on digital marketing “Half of what I spend on advertising is wasted. The trouble is I don’t know which half.” Lord Leverhulme, Unilever
- Still one of the most common aspects of working in an agency is creating websites - These vary between company websites, eCommerce sites, campaign microsites, social media hubs, etc
- Taking a client brief - Creating a website map and user flows - Writing a functional specification - Web design - Web development (front end, back end) - Testing and compliance - Launch
concepts (using photoshop) - Design for best usability - not just looks great but actually works - Be collaborative, make decisions along the way to improve - Responsive design http://www.central-retail.co.uk/
longest part of the project - HTML, CSS, PHP, ASP.NET, JavaScript, etc, etc. - Not essential to understand unless you’re a developer, though this code is now one of the biggest growing languages in the world and is essential to understanding how anything using technology is created Who said this ...? “We all rely on technology to communicate, to survive, to do our banking, to shop, to get informed, but none of us knows how to read and write the code. It’s like the middle ages, when only the clergy could read and write.”
total cretin! “We all rely on technology to communicate, to survive, to do our banking, to shop, to get informed, but none of us knows how to read and write the code. It’s like the middle ages, when only the clergy could read and write.”
you or your clients to easily update their website - Originally an amateur blogging platform, now the website platform of choice Top tip: Get into Wordpress
The boring bit but the most important - making websites is hard - What you’d be likely doing on the first few months at an agency - Browsers and devices, operating systems and screen resolutions - Launch the website, celebrate!
the top of Google’s natural rankings - Google is still king of search with over 80% of all searches worldwide - You Tube is now 2nd biggest search engine - Searches = opportunities ... and if you’re not getting them your competitors are - If you’re high in the rankings, this can mean increased enquiries, sales and better brand awareness
65% of why your site will be high in the rankings - This is hard but can gain fantastic effects over the long term - Beware of SEO spammers (link farms) - Panda and Penguin algorithm updates - 1 x link from BBC or Guardian, can provide more value than 1000s of links from low quality sites - SEO is now about great content, on your site, on your blog, on social media, on other sites, publications and blogs - Think like a journalist, pick up the phone Now called ‘content marketing’...
marketing? - Creating branded content for use online, backed up with a strategy - Your complete online strategy, working to achieve business objectives - Your website content and natural SEO - Your blog content and strategy - Linked in, Facebook, Twitter, You Tube, Instagram, Google Plus, Pinterest, Vine - UGC (user generated content) - Online PR and blogger engagement - think like a journalist - Learning about your customers, your audience and how they behave
visual web. - We communicate by images and video - Attention spans have shrunk - You Tube 2nd biggest in search - Instagram just sold for £1b after gaining 100m active users in just 10 months - 40m photos posted each day - 8500 ‘likes’ per second - 1000 ‘comments’ per second - A picture is 5 times more likely to be shared than text content - A video is 20 times more likely to be shared - Be aware of the importance of the visual web
still big. 96% of Google’s earnings come from advertising - Bidding on keywords and placing your ads in Google’s paid listings - Start bidding from 10p per click - Beware of your competition - ‘Personal injury accident claim’ = £91.98! Larry Page & Serge Brin
tool allows you to see to what extent people are searching for phrases - Find the phrases your audience are searching for which are cost effective - Use PPC to plug the gaps in your natural SEO - Use PPC for tactical promotions and seasonal trends - Use Google Trends to look at which keywords are ‘trending up’ or ‘trending down’ - Learn for yourself at the Google Certification Programme
89% of Google searches on mobile devices are location based e.g. ‘best bars on Ecclesall Road’ - We can now target people searching on mobile devices within a location radius - E.g. someone searches ‘best bars Ecclesall Road’ - They are served an ad for Champs ‘2 for 1 on cocktails today!’ But only to people within a 3 mile radius of the bar - This ensures no wastage and maximum conversions
- Insight and analytics is the true opportunity of digital marketing. There are stats for everything - Billions of people are telling us every day who they are, what they like to do, when they like to do it, with whom they like to do it ... all we have to do is listen - If we can listen, and crunch the data, we can learn about our customers and give them what they want, when they want it, without wasting all that valuable marketing budget So how do we get insight?
many visitors? - Who’s looking at your site? - When? - What do they like? - What don’t they like? - What devices are they looking on? - Who’s referring to us? - What are people searching for and finding us? - Is our strategy working? ... and that’s just the tip of the iceberg!
- New or changed content = changes in rankings = more visitors = more opportunities - What are our competitors up to, how well positioned are they, where can we win over them? - Keyword monitoring - Trend monitoring - What people are searching for now and what will they search for tomorrow
us to ... - Understand what people are saying about us - Understand what people are saying about our industry or competition - Find the stories and conversations we want to be a part of - Find key influencers in our industry that we can engage with - What content people like, and what they don’t (and what content drives action) - Nip it in the bud! – Be aware of the issues before your customers or the media - How our marketing activity affects our social ‘likes’, ‘follows’, etc. - Listen in on our competitors e.g. Thomas Cook / Low Cost http://twitpic.com/b51zly/full
- Smart Insights - Dave Chaffey - Ben Hammersley - 64 things you need to know now for then - Matt Cutts - Google Trends - Google Keyword Tool - Google Certification Programme - Wordpress - Get a blog - The Drum - Best for agencies - Wired Magazine - TED
know the agencies and their work - Follow them on social networks - Read their blogs - Make contact - Get any experience you can - Get a good LinkedIn profile - Be aware of your social legacy - Be passionate, show willing, be bold - Get to know the tools of the trade
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