On Tuesday the 26th of April, The Candidate attended
a digital marketing training masterclass hosted by TheEWord. The event was held in
partnership with Google and was hosted at their pop-up digital garage,
which had been taking temporary residency at the Manchester Central
The afternoon was designed to help us unlock our full potential
when 'Reaching New Customers Online'.
The first half of the workshop was run by theEWord's
Daniel Nolan, who provided us with some top tips for tailoring
our online presence and engaging with customers. Then we heard from
TheEWord's Business Development Director, who delivered an
insightful talk on content creation.
The second half of the afternoon was an interactive session
presented by Google's
Christine Mohamed; helping us understand how to reach new
customers online and the different Google applications we can
manipulate to aid us in this pursuit.
Upon arriving at the trendy digital hub, we were kindly offered
some refreshments and were seated in the intimate, make-shift
lecture space. Daniel kicked off proceedings by talking about the
importance of discovery.
He discussed the following;
Discovery, coding and
"If we can fully understand our
audience, we can tailor our web presence towards them and then
ultimately, we will better engage with them."
Daniel ran through a number of methods and techniques we can use
to better understand our audience and how they behave online; such
as using Google trends to see how consumers use search engines in
the industry or programmes such as Buzzsumo or Followerwonk to see what
type of content they engage with the most.
Next he discussed the do's and don'ts of coding and what we can
do to ensure our websites are search engine (and Google)
Finally, he covered the importance of meta-data and how audience
focused content, naturally placed key words and relevant internal
links can increase your websites rankings and page visits!
Daniel then passed it over to his colleague, Kleon West,
TheEWord's Business Development Director, who discussed at length
the content marketing process and how it works; even detailing how
you can turn Kanye West's
next public twitter melt down into a successful content
strategy for your company!
He highlighted the importance of
creating unique content which not only has personality, but is made
visible to the audience at a time and location they would naturally
TheEWord's top 10 tips for improving digital visibility and
engaging with customers online:
- Understand your audience- Thoroughly research
your market by looking at customer databases, feedback forms, sales
records, market research and consumer research to better understand
- Get your coding right- Coding is the
foundation of any website, so it must be perfect. Have all content
in HTML, include important keywords and branding to improve
meta-data, keep bounce rates low by having a fast page speed and
make the website structurally simple to improve user ease and
- Optimise your meta data- Good meta data will
increase your Google rankings and ultimately improve customer
traffic. Remember to include a call to action, structure data in a
visually attractive manner and provide answers or solutions to
- Create engaging content- Include content that
is both valuable and original on your landing pages. This could
mean including quizzes, testimonials, expert guest articles or
- Remain relevant- Use tools such as Buzzsumo or
Followerwonk to find the key areas of interest for your target
audience and then create content around this.
Pizza Hut had success with this earlier in the year when they
offered Kanye West a job after he publically asked Mark Zuckerberg
to help relieve him of his apparent $53M debt on twitter!
- Consistency is key- Build a content marketing
calendar with all the topics that address your customer's needs and
schedule this taking into account seasons, trends and big changes
in the market such as new product launches.
- Amplify content effectively- Distribute
content into a space where your audience already spends time;
utilising blogs, partnerships, paid promotions and social media as
necessary. Consider your audience demographics, for example there
is no use advertising holiday homes in Cumbria, to people who live
and reside in Devon etc.
- Keep audiences coming back- Publish content
regularly, reframe and repurpose content to maintain engagement,
share content across different social platforms and at optimal
times, tailoring the message to each social network.
- Protect your investment- Work to continually
review and improve your site, checking for errors and correcting
code and backlinks.
- Improve conversion rates- Constantly
test and improve your website to make it more user friendly using
Next up was Google's turn and we were left in the capable hands
of lead trainer Christine Mohamed. Christine explained how the
Googlebot works when scrolling our websites and how we can use the
Google features to enhance our customer offering.
"The way consumers purchase
goods has been completely transformed due to the rise in popularity
of blogs, reviews, company websites and social media. Consumers
gather all the information they can before buying, so companies
must be easily found in search to make a sale!"
How to use the Google applications to reach customers
- Google trends:If you type in key wordsthis will show you the
fluctuations in traffic over time, which you can use to build your
content around. For example, if there is a peak in search levels
for Christmas trees starting in September, why not set up an "Order
now, pay in December" offer on your website.
- Google my business:Listing your business on Google can allow
local customers to find information such as contact details,
business hours and your pin location more easily. You can also add
office tours, post content, read customer reviews and gain
important insights about your business.
- Google Keyword planner:This can help expand the terms and
phrases your audience may be using to search online and help you
target your SEO to fit the attitudes of your audience,
understanding them better. For examples;searching trainers vs.
- Google Search Console:This enables you to see where you rank in
search and allows Google to crawl your website, spotting for errors
and checking re-directs.
And finally…you're going to want to hear
Googlebot's like mobile sites that:
- Are readable without the need for constant zooming.
- Have content that fits the size of screen and doesn't need to
be scrolled horizontally.
- Have buttons and links which can be tapped easily, ie. With
enough space in between them for people with wider fingers.
- Avoid flash software (as this is less common on mobiles).
We loved how much useful information was packed into one short
afternoon session. We will be keeping an eye out for future
TheEWord events! Thank you, guys!