SEO? PPC? Search Engine Marketing!

‘Hub How to…’ ‘SEO? PPC? Search Engine Marketing!’

A Presentation for the Farnham Hub by

Jamie Barlow of Stop and Stare Marketing Ltd

11th February 2015

I launched Stop and Marketing in May 2014, recognising the need to offer online and offline marketingservices to brands with a “big agency experience, without the need for big agency budgets”.

With over 10 years’ experience in marketing, Stop and Stare mission is to create the right market awarenessfor brands, ensuring they connect with their audiences and achieve their goals. I lead marketing campaignsfor leading B2B and B2C organisations such as Elphicks Department Store, AM-Tech Tools and NRG Digital.

Thanks to our diverse and experienced team and specialist partnerships we offer multiple marketingdisciplines. Core to Stop and Stare’s success is our ability to offer advice to customers talking in theirlanguage, instantly winning their respect.

Prior to launching Stop and Stare, Jamie was the head of digital at the marketing agency, TCCommunications, where he led major website design and build, and social media campaigns for the likes ofO2, Samsung, Sony, Virgin Atlantic and Charles Church.

Through this talk we are going to look at…

• What is Search Engine Marketing?

• Pay-Per-Click

• Search Engine Optimsation

• How to get the two to work in conjunction with each other

• Digital Footprint

‘What I hope you will takeaway from my talk today’

1. An understanding of what PPC is and what SEO is?

2. How they can be used to obtain customers and raise the presence of your business online

3. Answer any questions you may have around you own campaign?

• Your Website

• Your Website

• Website Paths

• Your Website

• Website Paths

• Social Media Channels

• Your Website

• Website Paths

• Social Media Channels

• Companies House

• Your Website

• Website Paths

• Social Media Channels

• Companies House

• Directory

• Your Website

• Website Paths

• Social Media Channels

• Companies House

• Directory

• Blog

BRAND AWARE USERS using brand specific searches.

PRODUCT (SERVICE) SPECIFIC USERSusing product specific searches.

Two Types Of Searchers

Pay-Per-Click

Pay-Per-Click

Pay-Per-Click

SEO (Organic)

How Does A Brand Achieve First Page Domination?

Comparing PPC and SEO…

How to split your budget to get the best results…

How to get started…

www.google.co.uk/adwords www.google.com/webmasters

Pay-Per-Click with Google AdWords Search Engine Optimisation with Google

Digital Footprint

Digital FootprintActive

Everything you consciously post or do online with the intention of leaving a trail:

• Your website• Your social media channels• Blog entries• Commenting on other users’ blogs

Digital FootprintActive

Everything you consciously post or do online with the intention of leaving a trail:

• Your website• Your social media channels• Blog entries• Commenting on other users’ blogs

Passive

Everything you do or what others say about you online is tracked on one way or another:

• Website visits• Who you connect with socially online,

and what they do and say• The crazy email address that was funny

at the time you set it up

Digital Footprint

BOB

Drives a lorry for a ‘ABC Haulage’.

Digital Footprint

BOB

Drives a lorry for a ‘ABC Haulage’.PHIL

Works at Stop and Stare Marketing

Digital FootprintHey Phil, I’ve had a really **** day at work. I hate everything

about my boss. Let’s go out and get really drunk!

Digital FootprintHey Phil, I’ve had a really **** day at work. I hate everything

about my boss. Let’s go out and get really drunk!

Hi Bob, I’ll meet you at 7pm.

Digital Footprint

ME

I’m pitching for a 12 month marketing contract for Innocent Smoothies.

Digital Footprint

ME

I’m pitching for a 12 month marketing contract for Innocent Smoothies.

RICHARD REED – Innocent Smoothies

Richard is loving my ideas and enjoying the presentation. “This guy is definitely going to win the contract!”

Digital Footprint

Searches for Jamie Barlow Stop and Stare Marketing

Digital Footprint

Searches for Jamie Barlow Stop and Stare Marketing

Digital Footprint

Searches for Jamie Barlow Stop and Stare Marketing

Digital Footprint

Searches for Jamie Barlow Stop and Stare Marketing

Digital Footprint

Searches for Jamie Barlow Stop and Stare Marketing

Managing Your Digital Footprint

1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it

Managing Your Digital Footprint

1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it

2. Decide how you want your brand to be reflected online. Add this to you company handbook

Managing Your Digital Footprint

1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it

2. Decide how you want your brand to be reflected online. Add this to you company handbook

3. Use tools like Google Alerts to keep track of online mentions. Then act on them

Managing Your Digital Footprint

1. Dive in, build your digital knowledge. Your online footprint will spread whether you act or not. Being aware of it allows you to control it

2. Decide how you want your brand to be reflected online. Add this to you company handbook

3. Use tools like Google Alerts to keep track of online mentions. Then act on them

4. Recognise that your digital footprint does not stand alone, it is linked to the day-to-day operations of your business