Post on 15-Sep-2014
description
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Using best practices in
digital marketing to increase leads
and salesIDM Knowledge and Networking Evening
London, 27th September
Dave ChaffeySmartInsights.com/idm2012
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Books Online advice and consultingwww.smartinsights.com
Qualifications and trainingwww.theidm.com
Insights Directorwww.clickthrough-marketing.com
About Dave Chaffey
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Ling’s Cars
Ling’s Cars
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Mobile optimised!
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This month (Feb 2012) so far, I have sold 18 Merc C-Class (to chose a significant car). That is a £30k car.
Payments will typically be more than £12,000 of payment commitment over 3-years. Try converting and getting an order for £12,000 from a website! Therefore I have to try
harder than most websites...
Yes, many people will take one look, or make one visit and leave, never to come back. Many people complain
about retina burn etc. But, so what? I *HAVE* to polarise visitors, and get them to choose
to stay or go. It's no good being average, no one would commit to £12k of payments over 3 years if I was
average. So the argument that I get drop-off is very valid.
Source: Ling’s cars and the art of persuading visitors to buy
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What is “best practice” for digital marketing?
A process? A technique? A mindset?
Need? A framework Capability review The right people
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Where does “best practice” originate?
Opinion Beware the gurus!
Experience Relevant case studies
Testing Using analytics
Research What sample
size/frame, sector?
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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
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Use Google Analytics MCFto understand true value
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Measuring Assists in Google AnalyticsGoogle’s new social reports
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PLAN: Insight Journey
analysis OVP
13B2B Marketing Best Practice Guide
Creating digital personas
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Understanding multichannel journeys
Smart Insights: ROPO summary of Google case
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OVP backed by research
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Consistent OVP through customer journeys
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REACH Mix SEO Viral
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Is ethical SEO “best practice”?
Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal, too.
Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of legality.
Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that’s better than charcoal?)
Slate Gray Hat SEO: An SEO creating link farms and such.
Gray Hat SEO: An SEO who actually reads the search engine’s webmaster guidelines, but then tries as much “evil” as she can get away with.
Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at search engines.
Off-White Hat SEO: This guy not only ensures the site is indexable – he’ll also make sure to get lots of backlinks from friends.
White Hat SEO: This person puts up the content that people are actually searching for, and prepares the site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be ranking top in search engines.
Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the LPW Hat SEO also makes sure pages will not show up for irrelevant queries.
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A case in point…
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Google+ matters (to SEO)
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Source: Digital Buzz Blog
Dollar Shave
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ACT Content
marketing UX
myths
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Investing in content and using effective “engagement devices”?
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Smart Insights Explainer example
TEFL Taster example
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Persistent UX myth 2: Make the home page scrollable
Source: CX Partners
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Source: CX Partners
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Persistent UX myth 3:The home page is most important
to get right / optimise
Gerry McGovern: The Decline of the homepage
In 2003, 39 percent of the page views for a large research website were for the homepage. By 2009, it was down to 19 percent. In one month in 2008, of the 70,000 page views a technology site
received, 22,000 were for the homepage. For the same month in 2010, of the 120,000 page views the site received, only 2,500
were for the homepage.
Another technology website had roughly 10 percent of page views for the homepage in 2008, and by 2010 it was down to 5 percent. One of the largest websites in the world had 25 percent of visitors come to the homepage in 2005, but in 2010 only has 10 percent.
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CONVERT CRO
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Will you get the balance right?Investment in CRO?
Mobile and social are sexy, and important for the future. But today 98% of your revenue comes from Email, Affiliate, Display, Search.
At least 50% of your attention / love / obsession should be to continuously get good at 98% of your revenue.
You'll likely survive longer. : )
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Ask “Why” as well as “what” - use feedback tools
iPerceptions http://www.4qsurvey.com
“Bad web site. Difficult to find item as no search box
provided for short cut”
“I can't find any prices on your website”
“Would like to see where I can buy products from” .
KeyPoint
Satisfaction : Intent toolshttp://bit.ly/smartfeedback
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Gaining site and business innovation ideas through Uservoice
Tools: http://bit.ly/smartfeedback
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38Source: Craig Sullivan (Belron/Autoglass)
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A glimpse of the futureRue La La (Flash Sales)
April 14th 2012 53% mobile
(Apps and Site)
30% mobile Weekends
40% mobileWeekdays
Source: InternetRetailer.com
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ENGAGE Customer
comms Big data Social
media
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Your email marketing capability?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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Social media best practices?
3 Social media gaffes
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Conclusions? You can run an online business by best practice alone,
but… to make the most of opportunities you need… A digital marketing strategy To analyse and test, test, test what works in your sector Be relentless!
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Let’s Connect! Questions & discussion welcome
SmartInsights.com/idm2012
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