Google and Sleeping Giant Media event delivering growth through search marketing final copy

Delivering Growth Through Search Marketing

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

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Recap: The Challenges

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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

The Challenges

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Client Case Study











Spicers of Hythe

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-Local business founded in 1926 as a high street grocers

-Now sources, packages and distributes luxury hampers

-Huge white label contracts as well as good direct sales












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The Brief











The Brief

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-Support during the new site development

-Grow their direct sales

-Lower their reliance on white label contracts












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Stay focused on good marketing










beforeDigital Marketing

Just because we can, doesn’t mean we should

WhoWhatHow

When

WhereThen


Who

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- Who do you want to be engaging with?

- Define your target audience

- Think about their persona

- For Sleeping Giant Media

- Business owners

- Marketing managers

- New to search marketing




What

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- Now we can consider the what

- What would they be interested in?

- What are their drivers, motivations & influencers?

Audience Interest Topics Key Influencers

Business Owners Driving revenue through search, Low cost search solutions

@ukstartup, @kentbusinesses, @invictachamber

Marketing Managers Customer acquisition using PPC, How to engage with YouTube

@ppchero, @sejournal, @marketingland

New To Search What is PPC? What is Search Marketing and how to us it? @googleanalytics, @moz, @adwords




Where, When & How

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Audience groups Topics Keywords Influencers

Identify

Create

Share

Written

Evaluate

Image Video

InfluencersTracking

and analytics

Create content that will connect and engage

Once created, share it with the people your audience listen too already

As ever, monitor what works and do more of it





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What we did for Spicers of Hythe











B2B

B2C

Identify Audience

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- PA’s

- Business Owners

- General Present Buyers

- Frugals & Thrifties

- Gift Givers

- Mums




B2B - Business to Business

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Search Ads

Google Shopping

PPC - Pay Per Click

(Google Advertising)

“business hampers”“Corporate Christmas gifts”

“Corporate christmas hampers”

“Gift hampers” “Corporate hampers”

“Client gifts”





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Search Ads

Google Shopping

PPC - Pay Per Click

(Google Advertising)

- Key considerations

- Don’t get hung up on position

- Make the most of your budget

- Pick your battles





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Blog Articles

Social Distribution

Content CreationPA Life> Site

Content





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Emails Key Pages

Remarketing

(Making more of your efforts)

Offer Messages>Blog

Articles




B2C - Business 2 Consumer

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“Hampers by Christmas”

“Xmas hampers”

“Christmas food hampers”

“Chocolate hampers” “Christmas hampers”

“Cheap hampers”

PPC - Pay Per Click

Audience Search Ads

- Frugals & Thrifties

- Gift Givers

- Mums

Google Shopping





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Content

Contextually Relevant

Audience Targeted





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Build Relationships

Prizes

Outreach & Competitions Increased

Exposure>Product Reviews





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The results











GIANT results

- Page 1 rankings across a wide range of competitive terms

-Huge uplift in traffic at key seasonal times

- The highest SEO revenue ever generated by Spicers of Hythe

-We didn’t focus on SEO, just good marketing

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GIANT results

-Overall 2014 was the biggest year ever for Spicers of Hythe

- By the Dec peak the business was at complete capacity

- Spicers now have a network of solid online relationships

- Their Social assets are stronger than ever

- Poised for a bigger 201527












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Key takeaways











The who first

- Think about “who” first

- The drivers and motivators of your audience

-What can you do for them?

-Embrace the integrated approach

- Think about good marketing

-Don’t be distracted by the challenges

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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 30













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