Essentials of digital marketing

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

http://slideshare.net/netlash

http://slideshare.net/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

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


5 months of data, compared with same period last year.


from 3.858 to 18.935 visitors


= 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


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


Every visitor costs €0,23.


Conversion rate (SEA visitors only) is 10%.





1 in 10 visitors buys something.




1 buyer costs €2,3.







Is margin on average sale higher than €2,3?






Is margin on average sale higher than €2,3?

If yes: start with SEA!

‣ Facebook

‣ LinkedIn

‣ Twitter

‣ Pinterest

‣ 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

‣ 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 [email protected]

BE 0473.071.275

Essentials of digital marketing

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