Laura Hampton of digital marketing agency Impression shares her tips for business leaders to improve their online visibility through SEO, PR and PPC.

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A Business Leader’s Guide to
Digital Marketing
SEO | PPC | PR
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by Laura Hampton
H E A D O F M A R K E T I N G A N D P R

2. A little about me...
Twitter:
@lauralhampton @impressiontalk
LinkedIn:
www.linkedin/in/lauralhampton
Email:
laura.hampton@impression.co.uk
@lauralhampton @impressiontalk

3. hello@impression.co.uk
Who we are
Impression is an award winning, strategic
thinking team of digital marketing experts
with a creative edge.
We thrive on creating intelligent, integrated creative marketing
campaigns and seamless customer journeys.
We’re passionate about doing the best work we can and pushing
new technology to its limits. And we achieve results to be proud of.

4. Our Team
SEO, PR and PPC professionals passionate about crafting
the future of digital marketing
@lauralhampton @impressiontalk

5. Our clients
We work with influential businesses both locally and nationally
@lauralhampton @impressiontalk

6. hello@impression.co.uk
Impression is an award winning, strategic thinking team of
digital marketing experts with a creative edge.
Awards
- Search Agency 2018 -
- Digital Strategy 2018 -
- Best Large SEO Agency 2018 -
- Best Small PPC Agency 2017 -
- Search Agency of the Year -
- Best Integrated Campaign -
- Best Digital Team -
- Best Use of SEO -

7. What we do
We help businesses just like yours to make more money by
generating new leads and making more profitable online sales.
S E O
C O N T E N T
P P C
C R O
P R
W E B
@lauralhampton @impressiontalk

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What I’ll talk about today:
❏ Persona Driven Marketing
❏ Fundamentals of Search Success
❏ Building Credibility (and Links)
❏ Performing in a “Pay to Play” World
❏ How to Measure Digital Marketing Success
❏ What’s Next for Tomorrow’s Marketer
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But first, a story...

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2015/16: Local Agency
Makes “Big Impression”

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2016: Our first
“real” office
No more sharing
with another
agency or working
from Tom and
Aaron’s flat

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2016:
Nottingham
Post New
Business of
the Year

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2016/17: Impression takes to
the big stage
Speaking alongside big names

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2017: European Search Awards: Best Small PPC Agency
Our first international award

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2018: New Office
at Fothergill
House
With space for plenty
more growth to come

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2018: European
Search Awards
and UK Search
Awards: Best
Large SEO
Agency
Plus a range of other
awards and shortlists
too

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Our Vision:
To become the UK’s digital agency of choice

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We’ve used all the
techniques I’m going to
share with you today.

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Persona Driven Marketing

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Know Your Audience

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Know Your Audience
Who are you speaking to

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Know Your Audience
Who are you speaking to
What do they want

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Know Your Audience
Who are you speaking to
What do they want
Why should you be the one to give it to them

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Speaking to many... Vs speaking to one.

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Know Your Brand

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Know Your Brand
What do you want to be known for

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Know Your Brand
What do you want to be known for
How do you want to be perceived

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Know Your Brand
What do you want to be known for
How do you want to be perceived
Who do you want to be aligned with

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Being “A Brand”... Vs being a brand.

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The Fundamentals of
Search Success

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Search success
means
being seen by the people who
want to buy from you
at the time when
they need/want you most

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Keywords for SEO
What will your audience be most likely to type
into Google when they need your services?

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Keywords for Users
What search queries does your business
deserve to be listed for?

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A well optimised page
is
a page that does what the user
expects
in the
way that best meets their needs

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Building Credibility
(and Links)

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All links are votes...
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But not all votes are equal...

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Hi, I’m Laura...
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Hi, I’m Laura...
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Hi, I’m Laura...
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All links are votes… not all are equal
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Digital PR
is a valuable technique to
get your brand seen in the places
your audience is already looking
and
align yourself with reputable
brands

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Performing in a
Pay to Play World

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Success in advertising
is all about
setting clear CPA targets
and
being willing to test budgets
across platforms

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Measuring Your Digital
Marketing Success

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I want to increase brand
awareness.

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I want to increase brand
awareness.
I want to grow my website traffic.
I want to increase my search
ranking positions.

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The Future of
Digital Marketing

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Technology Driven
If you’re not mobile friendly, you’re already late
to the party…
Voice search and digital assistants will guide
the future of online marketing.

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User Focused
As Google strives to understand the web more
as humans do, the only logical way for
marketers to move forward is to create online
experiences tailored to human users.

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Omni Channel
The term ‘digital marketing’ will be absorbed
into the wider marketing mix, in recognition of
the role of multi-channel approaches. Don’t
neglect your other marketing channels!

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What I’ll talk about today:
❏ Persona Driven Marketing
❏ Fundamentals of Search Success
❏ Building Credibility (and Links)
❏ Performing in a “Pay to Play” World
❏ How to Measure Digital Marketing Success
❏ What’s Next for Tomorrow’s Marketer
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63. Thank you
Leave us a review!
https://www.reviews.co.uk/company-reviews/store/impression
laura@impression.co.uk
01158 242 212