From Atoms to Stars: Explore Your Universe of Opportunities with a Multi-channel Approach

Paid Social Show (BrightonSEO) - 08.09.2021
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In a world far larger than ourselves, we often give things names to help us understand and master them. We break down our reality into segments and analyse the details to better comprehend it. But delving too deeply can sometimes lead us in the wrong direction, causing us to lose sight of the bigger picture.

It's only when we take a step back and view things as a whole that we can truly understand how everything fits together and spot new opportunities.

This is just as true in the digital realm. Working in isolation or focusing too much on individual efforts may bring short-term gains, but it's only through collaboration and a holistic approach that you can unlock the full potential of your marketing strategies and uncover fresh opportunities.

By adopting smart cross-channel strategies, you can achieve more and shine like stars in the digital universe!

Transcript

1. From atoms to stars: explore your Universe of opportunities in the online marketing with multi-channel approach Manuel Madeddu Honcho @manu_madeddu
2. A Bit About Me: • Father of 2 lovely boys • Tony Stark look-a-like • SEO Manager @ Honcho • Studied Robotics (Mechatronics) • Now fully voted to SEO • Like to discuss easy things in a complex way (and viceversa)
3. How do we get to understand COMPLEX environments? @manu_madeddu
4. We use two approaches: - Analysis - Synthesis @manu_madeddu
5. When analysing, we go into as many details as we can. @manu_madeddu
6. @manu_madeddu From the very TOP…
7. @manu_madeddu …then down…
8. @manu_madeddu …and down…
9. @manu_madeddu …and down…
10. @manu_madeddu …down…
11. @manu_madeddu …down…
12. @manu_madeddu …down…
13. @manu_madeddu …further down…
14. @manu_madeddu …down…
15. @manu_madeddu …down!
16. Clear enough? @manu_madeddu
17. In the 20th century, physicists began to notice that when we got down to a smaller scale, classical mechanics no longer applied. A need for a new system: QUANTUM MECHANICS. @manu_madeddu
18. The more we know, the less we know! @manu_madeddu Heisenberg’s Uncertainty principle: the more precisely the position of some particle is determined, the less precisely its momentum can be predicted from initial conditions, and vice versa.
19. Helpful? @manu_madeddu
20. It’s clear now that this level of detail doesn’t help. @manu_madeddu
21. Let’s have a step back and go in the opposite direction. @manu_madeddu
22. @manu_madeddu
23. @manu_madeddu Only by looking at the broader picture we are able to really understand how things work together.
24. @manu_madeddu It’s through the integration of all the moving parts that we embrace the full potential.
25. Mechatronic + Telecom @manu_madeddu
26. Mechatronic + Telecom @manu_madeddu
27. Clothing & Sportwear @manu_madeddu
28. Communication & Social Life @manu_madeddu
29. So what? @manu_madeddu
30. @manu_madeddu It’s by joint effort that we can own processes and discover opportunity. It’s the very same for the Digital Online Universe.
31. @manu_madeddu Internet is a complex system. We need to segment that reality to be able to understand it and operate in that environment. SEO PAID SEARCH SOCIAL PR AFFILIATES DISPLAY
32. Segmentation and working in silos can bring short sighted results. By adopting a cross-channel approach we can get the full picture and find real opportunities. @manu_madeddu
33. How? @manu_madeddu
34. Social Media Activity: impulsive response @manu_madeddu In signal processing, the impulse response of a dynamic system is its output when presented with a brief input signal, called an impulse. Time Sessions
35. @manu_madeddu Sessions Planning activity to extend the response over a specific period of time. Social Media Activity: impulsive response over time Time
36. Paid Search Activity: on/off response @manu_madeddu The square wave, or pulse wave, is a periodic waveform consisting of instantaneous transitions between two levels. Sessions Time
37. Organic Traffic: fluctuating response @manu_madeddu The sinusoidal waveform describes periodic signals that move smoothly from 2 states. Time Sessions
38. @manu_madeddu Given a specific seasonality and trend, we can identify an average performance. Organic Traffic: average trend Time Sessions
39. Cross-channel synergy @manu_madeddu Better contrast seasonal/changed behaviour and better target user intent/customer base. Sessions Time
40. @manu_madeddu Obtain stronger opportunities to improve performance and achieve. Cross-channel synergy Sessions Time
41. Practical Examples @manu_madeddu
42. @manu_madeddu 1. Search Terms & User Intent
43. • Keyword research and negative terms @manu_madeddu SEO+PPC: Search Terms & User Intent
44. @manu_madeddu 2. Audience Insights
45. Identify Customer base, interest, trends, personas from Audience Insights. @manu_madeddu SEO+PPC+Social: Identify Customer Base
46. @manu_madeddu 3. Content Creation & Social
47. @manu_madeddu • Use keyword research and personas insights to create content • Reach wider audience, improve visibility, drive quality traffic • Push sales AWARENESS & DISCOVERY CONSIDERATION & EVALUTATION CONVERSION & PURCHASE SEO+PPC+Social: Content Creation & Boost
48. @manu_madeddu Create upper funnel content (ie. blogs) to push first time buyers and create customer base, brand awareness. SEO+PPC+Social: Content Creation & Boost
49. @manu_madeddu Content Atomisation: • No need to create content all the time • Reach wider audience by breaking your long-form content down in to smaller, more digestible formats. SEO+PPC+Social: Content Creation & Boost
50. @manu_madeddu Sessions Time • Ensure your organic traffic doesn’t stagnate. • Improve engagement. SEO+PPC+Social: Content Creation & Boost
51. @manu_madeddu • A/B testing and boost specific content at specific time/for specific audience (Page Insights) SEO+PPC+Social: Content Creation & Boost
52. @manu_madeddu Drive traffic to more transactional pages to drive more sales: • Internal linking • Posting/promoting more commercial content SEO+PPC+Social: Drive more Conversions
53. @manu_madeddu Time Sessions ORGANIC SOCIAL PAID • SMART strategy in synergy
54. @manu_madeddu Time Sessions • END-GOAL: Maintain & Improve
55. @manu_madeddu 4. On-page optimisation
56. @manu_madeddu • Direct impact on CPC/Competitiveness • Linked to page performance/relevancy SEO+PPC: Quality Score
57. @manu_madeddu SEO+PPC: Landing page relevancy and optimisation • Landing page experience is a keyword metric • You’d need to export keyword data and cross-reference (vlookup) with the final URLs available at ADs level
58. @manu_madeddu That’s all!
59. @manu_madeddu THANK YOU!