Digital Strategy To Future Proof Your Business
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Slides from the presentation at the Insurance Broker Expo in Ascot on the 26th September 2013
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Digital Strategy To Future Proof Your Business
- 1. @googledave @phcreative #brokerexpo FUTURE PROOFING YOUR DIGITAL STRATEGY
- 13. BUT IT TAKES EFFORT. @googledave @phcreative #brokerexpo
- 17. CONVERGANCE OF DIGITAL MARKETING @googledave @phcreative #brokerexpo
- 18. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #brokerexpo
- 19. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #brokerexpo
- 22. OVER 200 FACTORS INFLUENCE YOUR SEO Relevancy (on page SEO) • Focus on your users, give them what they want • Freshness of content – how often do you change yours? • Content strategy, evolves, purposeful, hot topics, contagious • Don’t spam, keyword stuff Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action Experience (Google Panda) • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ @googledave @phcreative #brokerexpo
- 23. IF CARLSBERG DID SOCIAL NETWORKING @googledave @phcreative #brokerexpo
- 24. WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? @googledave @phcreative #brokerexpo
- 25. • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ PROBABLY THE BEST SOCIAL NETWORKING ADVICE! @googledave @phcreative #brokerexpo
- 27. GOOGLE + SOCIAL AND IDENTITY ENGINE @googledave @phcreative #brokerexpo
- 29. WHY YOU NEED USE GOOGLE+ Get your content read and ranking faster • Faster indexing of your content – make it relevant to your candidates • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive and interesting are you to your audience? • Share-ability of authors content • Number of people in your circles and how many you are in • Engagement levels of your content @googledave @phcreative #brokerexpo
- 44. @googledave @phcreative #brokerexpo Second largest search engine Third largest social channel Don’t ignore
- 53. INBOUND MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #brokerexpo
- 56. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT @googledave @phcreative #brokerexpo
- 67. @googledave @phcreative #brokerexpo Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549
Notas do Editor
- Interflora example90 day penanlty
- Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
- Sir Richard…. Would you mind
- DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
- Nationwide LinkedIn Story