Better Digital Marketing by Seamus Morley at Lasa Digital Summit 12 November 2012

1. Better Digital Marketing
• Seamus Morley
• www.find50-marketing.co.uk

2. The web is full !
• The days of easy wins are over
• Competition for Clicks is fierce
Two Challenges:
• How to reach your audience AND
• How to make their visit worthwhile

3. Typical UK Charity Site Visitor Sources:
Source % Total Visits To Do:
• Organic • 70% • Content/SEO
• PPC • 10% • Get Grant Ac
• Email • 3% • Build List
• Social Media • 5% • Push Content
• Referral • 10% • Get more !
• Content Ads • 2% • Needs £

5. Find More/New Visitors
• PPC • Google Grant:
– 20k Visits p.mth FREE !
• Get the Organisation
• Content Strategy
behind you
• Images/text/Video Ads
• Display Ads on 3rd party sites
Now - what do you want them to do ?

6. GA - Advanced Segments
• Where do visitors come from ?
– Organic/Social Media/Grant PPC, Display Ads...
• Where did they go on the site ?
– Top Pages/Site Sections/Return Visits
• What did they complete?
– Downloads/Sign Ups/

7. Goals Measuring Success
Ecommerce Site > £/£/£
Content Site > `more visits
staying longer`
> Time on Site/
> BRate/PagesVisit
> Market Share ?
GA Multi-Channel Funnels What Channel adds value ?

8. Summary
Identify target
audience
Agree Goals
and KPI`s
Monitor and
Modify
Market your Create New
Content Content

9. Thanks
• 8 Pro Bono Hours in Nov and Dec
• First to apply will get them
• Sign up for .5 day session (£)
– Google Analytics Marketing Training
seamus(at)find50-marketing.co.uk

10. GA - Three key features
• Advanced Segments • Actionable data
• Goals • Measuring site success
• Intelligence Events • Find `unknown unknowns`

11. How Google classifies your site/pages
1. Crawling 2. Indexing 3. Ranking
1. Search/Google bots/spiders visit your site
2. Then they copy and index the pages
3. All pages are ranked.

12. How do you measure success ?
Find the interested • Needs to be `closed
ones. loop`
What gets attention • ie `cause and effect`
( excluding ££) ? • Look for quick wins
What matters to senior • Simple data easy to
management ? understand.
Closed loop – monitor what you can change

13. Your best friend !
• Web dev team • Topics for discussion:
• They know about tech – Accuracy ( eg page
stuff duplication,)
– Adding Javascript to
• You know about pages
marketing stuff
– GA provides a ton of
..and we do not talk the data – stick to a few key
same language ! metrics to begin with.
What to do ?
You have to know what you want !