Post on 14-Jun-2015
description
Digital channelsAerey
Good evening. My name is Bart.
This is my daughter Merel (I have 3 kids).
I’m passionate about coffee.
I’m passionate about I live and work in Ghent.
I work at digital agency Wijs.
You can find me on Twitter: @netlash
Digital ChannelsAerey 28/10
A storm is coming…
‣ how do potential buyers know about you?
‣ how do they select their longlist & shortlist?
‣ what influences their decision?
Awareness & decision
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
A Wijs-example: paths to conversion
When the winds of change blow some people build walls and other build windmills.
‣ online (in all its forms) is often the start of the decision process
‣ face-to-face is still important!
‣ be where your target audience is
Decision process
What are your windmills?
‣ SEO: search engine optimization
‣ SEA: search engine advertising
‣ social advertising
‣ social media
‣ combine
‣ conversion optimization
‣ analytics
Windmills
‣ search engine optimization
‣ search engine = Google
‣ difference with SEA
‣ „organic search”
1. SEO
SEA
SEO
‣ Technical factors‣ Content‣ Link building‣ Social
Organic search
‣ Technical factors- code- information architecture: URL, breadcrumbs, inner linking, pagerank sculpting...- attention for meta tags & other specific tags
Organic search
‣ Content
- text, text, text!
Organic search
‣ Long tail‣ spelling, dialect etc.‣ aim high in the customer journey‣ pains & solutions
Keyword Research
‣ Link building
- value of PageRank?
- domain authority
- link baiting
Organic search
‣ Social
- importance of social signals for search
- personalized results
- networks?
Organic search
‣ „black hat”
- Google Bowling
- keyword spamming- buying links- …
Organic search
‣ goal: bring more visitors to the website
‣ without spending advertising budget (focus on SEO)
‣ non-branded traffic: not on brand name, with generic keywords
A case
Search engine optimization
Search engine optimization
Search engine optimization
5 months of data, compared with same period last year.
Search engine optimization
Search engine optimization
from 3.858 to 18.935 visitors
Search engine optimization
= 390% more visitors
from 3.858 to 18.935 visitors
‣ keyword research
‣ writing webcopy & metadata
‣ develop landing pages based on keyword research
‣ optimise content rest of website
‣ coordinate technical adaptations site with webbuilder
‣ strategic linkbuilding
‣ using Google Analytics
‣ local SEO by creating and optimizing Google Places
What we did
‣ analysis of competitors
‣ optimize existing backlinks
‣ optimize internal links
‣ content creation external websites
‣ SEO optimization of press releases
‣ using existing vacancies for linkbuilding
Strategic linkbuilding
‣ setup conversion funnels and tracking
‣ using Google Analytics to benchmark and follow up
‣ finding long tail searchwords in GA
Google Analytics
Search engine optimization
from 100 to 1.500 daily visitors
‣ advertising in Google
‣ search network vs. content network
‣ understand the dynamics!
2. SEA
‣ CPC
‣ bid system
‣ quality score
2. SEA
Why SEA?
Search engine advertising
Search engine advertising
Every visitor costs €0,23.
Search engine advertising
Every visitor costs €0,23.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 in 10 visitors buys something.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Is margin on average sale higher than €2,3?
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Is margin on average sale higher than €2,3?
If yes: start with SEA!
‣ YouTube
‣ …
Where is your audience? What is your goal?
3. Social advertising
Paid
Owned
Earned
‣ Earned / Paid / Owned
‣ social = let others generate traffic
‣ „be interesting”
‣ what is their trigger? WIIFM?
4. Social media
‣ Content circles‣ ‘curation sweet spot’‣ Editorial agenda‣ Form vs. target audience
Content marketing
5. Combine
‣ SEO vs. SEA
‣ e-mail & Facebook
‣ LinkedIn & Retargeting
5. Combine
‣ optimize your website
‣ get people from A to B
‣ remove friction
‣ add velocity
6. Conversion optimization
Double instrument
‣ every doubt‣ every uncertainty‣ every hesitation
... makes people leave.
Remove friction
‣ navigation‣ logo, subnavigation, search,
language...‣ text: SEO vs. conversion
Remove friction
‣ user centered‣ faceted navigation & filters‣ action based navigation vs. target
Navigation
?
4 kinds of surfers
‣ hierarchical‣ search‣ chaos‣ social
4 kinds of surfers
‣ shopping cart‣ shipping costs‣ payments‣ product pages (2-tier)‣ logins vs. CRM‣ …
Other usability rules
Add velocity
‣ trust‣ psychology‣ ‘goesting’
... gets people moving.
Velocity
‣ logos‣ link to privacy‣ telephone number, real-world contact‣ testimonials‣ neuromarketing
Velocity
‣ sector & quality organisations‣ fake?‣ adds trust!
Logos
‣ next to info-request‣ adds trust‣ (never gets clicked...)
Privacy
‣ next to info-request‣ adds trust‣ “If it all goes wrong, someone will
help me.”
Telephone number
‣ security‣ adds trust‣ “It’s not 2 youth delinquents in a
garage.”
Real-world contact
‣ don’t fake it!‣ pictures: make them ugly...‣ social reviews?
Testimonials
Neuromarketing
‣ collecting, reciprocity, social validation,
commitment, discovery, concession, scarcity,
fear of loss, the endowment effect, choice,
Hawthorne effect, clustering illusion, availability
The power of the brain
‣ optimize your website
‣ a/b testing
‣ data
‣ funnels
7. Analytics
Recap
‣ SEO: search engine optimization
‣ SEA: search engine advertising
‣ social advertising
‣ social media
‣ combine
‣ conversion optimization
‣ analytics
Windmills
‣ link to your business goals
‣ offline is still important
‣ make strategic decisions
Close the loop
There will be only 2 types of companies left.
There will be only 2 types of companies left.
The quick and the dead.
Questions?
Wijs bvba
Voorhavenlaan 31/3 9000 GENT
09 335 22 80 09 330 09 83
http://wijs.be info@wijs.be
BE 0473.071.275