SEO, PPC & Paid Social Seminar 29 Feb 2024

Abi Bellion-Carey, seasoned Paid Media specialist talks us through the complexities of B2B vs B2C Marketing. Whether you're targeting consumers or businesses, understanding the human element behind every transaction is crucial. Abi will explore how acknowledging and empathising with the individuals behind the business can improve your conversion rate on Paid Social.

We see many brands/businesses activating channels such as Meta and Google Ads because they think their customers are there, or because they’ve always used those channels, and sometimes because their competitors are doing it. But, this approach to channel selection massively limits your paid media strategy through biases. Instead, you should be looking to data and insights to make informed decisions about your paid marketing mix. By understanding the data and the journey your customers are taking, you gain insights into their thought process and how each channel can solve a specific challenge at every stage of the journey.

Silentnight is the best-known sleep brand in the UK but had lost market share to new competitors with bigger budgets. Their marketing team wanted to regain market share and they proposed significant changes to how they promote the brand through performance marketing.

Over the past 12-months, AI has presented so many opportunities for advertising and marketing to scale through enhanced data processing and generative functions. The other side to this coin is how search engines like Google and Bing are not only using AI technologies to rank websites, but how they’re disrupting user journeys and intercepting website traffic on the Search Engine itself, removing the need for users to visit websites. To be prepared for this, we need to develop a defensive part to our SEO strategies that helps identify our risk and exposure to AI search, communicate this to other stakeholders in the business, and implement tactics to maintain as much visibility and organic traffic as possible.

Demand for PR is at an all-time high – but siloed thinking persists in the industry. By failing to align marketing strategies like SEO and social media, PR campaigns are seriously missing out on better results. The challenge businesses face now is not whether to run PR or not – it’s how to make the PR they do run work harder, and deliver more results. David White, will explain exactly how you can get the most from your campaigns, and drive sales for your business too.

In this session you will learn how to use Causal Impact on R Studio, a powerful way to analyse test results and infer the impact of a change on a group of pages. It can be used in any areas where changes in strategy need to be justified by test results first, and it’s an invaluable tool to help your decision-making and clearly show stakeholders the impact of your team’s work. Added bonus: no statistics or coding knowledge needed.