Digital Vidya: Making Digital Marketing Work

Making Digital Marke-ng Work 5 easy ways to improve your

online marke3ng results

Webinar presenta3on with Michael Leander www.michaelleander.me

Most of us are leaking – why not fix that first?

Drive towards your objec=ves first , deadlines second !

See video about being objec=ve driven hAp://www.youtube.com/watch?v=4mxvy_usWz8

If 95% of you

r effort is here

, you are wron

g !

Meet Good ‘ol AIDA A = AFen3on (Awareness) I = Interest D = Desire

A = Ac3on

Meet the new AIDA A = AFen3on (Awareness) I = Interest D = Desire

E = Engagement

A = Ac3on

Engage me Shares & comments

Meet the new AIDA A = AFen3on (Awareness) I = Interest D = Desire

E = Engagement

A = Ac3on

Shares & comments

Eyeballs

On-‐page

$

Engage

Nurture

Re-‐ac3vate

Say hello to @michaelleander

Random =dbits of informa=on from the PLEA

Know your numbers

Define your ideal funnel

Describe your ideal

lead

Understand the buying process

Establish ecosystem

Develop aFractors push

& pull

Develop campaigns

Develop media plan

Develop nurturing

plan

Measure & improve

First 30 days

Sign-‐up tac=cs

Automate The PLEA

Planned selling process

ABOA

The Perfect Lead Acquisi3on System

4 ½ amazingly simple online marke-ng components powered by commonsense

1.   The power of MWR: Most Wanted Responses and how to implement these consistently for maximum effect.

2.  How to avoid common on-‐page mistakes by understanding fric-on?

3.  How to improve the synergy between your ad messages and your landing pages for beFer results?

4.  Why emo-onal links work much beFer than descrip3ve links and how to implement?

Acquiring a beAer Return on

Marke=ng Investment is crucial for most businesses.

ROMI is in the details

Ques3on !

How confident are you about your online marke-ng assets (website, landing pages, blogs etc.) and their ability to meet your objec-ves? 1) Extremely confident 2) Confident 3) Suddenly, I wonder 4) Not confident at all 5) I refuse to answer

Confident usually means “looking gooood”

Good looking in Hermés, but uAerly useless online

Ques3on !

How many hours does it take for you and/or your team and/or agency to create a standard webpage? 1) Less than 1 hour 2) 1 -‐3 hours 3) 4-‐7 hours 4) 8-‐11 hours 5) More than 11 hours

Nurture and care for key pages the way you would care for your baby

The simplified flow Define purpose

Decide MWR’s

Add content

Check SEO score and adjust

Add MWR’s links

Test look & feel + op3mize

A/B Test run traffic to page

Evaluate, adjust and run again

Adjust again and run again

How not to do when you hit it Big Time through SEO

Should have created an op=mized page as

opposed to retaining the blog post format

See page here hFp://www.michaelleander.me/blog/facebook-‐engagement-‐rate-‐benchmark/

If you want to be a top performer, stop your “templa-zed” approach

> Each page on your website, blog or e-‐commerce plajorm serves a purpose. > Different purposes oken requires different approaches. Standards some3mes gets in the way of maximum success > If a page aFracts great traffic, consider op3mizing it towards your MWR’s

WHAT IS FRICTION AND HOW DO YOU DEAL WITH IT?

What to do about fric=on?

•  Remove disturbing elements to get the eye to focus on what maFers

•  Add a clear hook ! •  Add elements that will help the visitor (fully) understand your proposi3on Get the newsleWer to learn more about how you avoid fric-on: hFp://michaelleander.com/newsleFer.html

WHICH IS GOOD AND WHICH IS BETTER?

Simple is not always the best

choice – remember the

trade-‐off ! (law of reciprocity)

See the page here hFp://michaelleander.com/newsleFer.html

How to structure a webpage

•  Know your purpose > start with the end in mind

•  Define your MWR’s – Most Wanted Responses, max. 3-‐5

•  Remove fric-on and resistance – Think about your web template – is it in the way of achieving your objec3ve?

•  Implement the MWR call to ac-ons consistently throughout your website

MWR = Most Wanted Response Using MWR think about what you 1) Most want people to do 2) Second most want people to do 3) Third most want people to do

Most of the =me, you cannot have it all. And you cannot sa=sfy everybody. You must make a conscious choice. A choice that helps you achieve your specific objec=ve.

Bad MWR Good MWR

Which is (usually) most effec-ve? Headline on top or below picture?

Words maAer a lot more than you think,

but only if you know which, why, when and for how

long

70% of people make purchasing decisions to

solve problems. 30% make decisions to gain

something. Source: Impact Communica3ons

Thin

Which problem are you solving?

More about Steve hFp://www.campaignlive.co.uk/news/910967/

The power of emo-onal links

Click here or click here

Click here to see how this helps

Integrate call to ac=ons on all pages

85%

15%

Banner and text links are on the same web-‐page

Think about text/copy and in par=cular headlines and their Emo=onal Marke=ng Value

1.  Slim down your lead acquisi3on funnel 2.  Improve your lead acquisi3on funnel

Link: hFp://www.amins3tute.com/cgi-‐bin/headline.cgi

Benefit driven headlines

•  Emo3onal Marke3ng Value (EMV)

Which last step call to ac=on (CTA) buAon is more effec=ve?

Get my thing Get your thing

Wins 9 out of 10 =mes

Pay aAen=on to details & don’t be afraid to experiment, don’t be afraid of failure

Create a culture of experimenta=on

ABOA

AAribute Benefit Objec=on Answer

41

ABOA exercise for lead genera-on

# AWribute (feature or characteris-cs)

Benefit (to the customer)

Objec-on (why isn’t the customer interested)

Answer (to objec-on)

1 Free webinar Learn about … It is just a sales pitch not worth my -me

_____________

2

3

A lead genera3on campaign is a campaign, which leverages a combina3on of channels to acquire qualified leads. The measurement is typically based on Cost Per Lead or the beFer Cost Per New Customer or Cost Per Order

How to structure a homepage for maximum response and success?

No more one size fits all – no more pretending

Personalize and/or customize the online experience

Dumb sta-c approach: Homepage

Sta=c approach insight driven: What does your visitor want to do next?

Model for content, customiza-on and personaliza-on planning

Can your visitors FURDIC ? – Find – Understand – Relate – Do – Interact – Complete (transac3on)

Can your audience FURDIC ?

– Find > what are they looking for and why? – Understand > what do they need to understand ? – Relate > what might they relate to? – Do > what would they like to do? –  Interact > how and when would they like to interact with us?

– Complete (transac3on) > what would they want to complete, or how would they like to transact?

FIND, Serve, Convert Dynamic

Entry page

Campaign

Google

Social

Am I in the right place ?

Looks for signals

Finds signal quickly

No signals found

Good experience

Use commonsense > increase your conversion rates Banner adver3sement

Landing page

Fix the basics before you aWempt to reinvent the wheel !

90% of websites in India haven’t focused the founda6on (yet) and 90% of CMO’s talk to impress when they meet

Don’t count the customers you reach – Reach those who count

CALL ME +45 27 28 29 53 EMAIL ME [email protected] TWEET ME @michaelleander

Digital Vidya: Making Digital Marketing Work

Marketing

Transcript of Digital Vidya: Making Digital Marketing Work