Profit, online

@optimisedhq

Chris Middleton

Covering• Push Vs. Pull• Analytics:

– What can analytics provide us with?– How can we use this information to design a marketing

campaign?• How we do it:

– Persuasive marketing– Generate traffic– Content sharing

• Integrate• Stand out from the crowd

Push Vs. Pull

Push Marketing

Pull Marketing

Analytics

What Can Analytics Provide Me With?

Keywords

Location

Devices and Browser Type

New vs. Returning Visits

Conversions

Email Analytics

Email: Test Content

Email: Test Databases

Email: Test Times and Days of the Week

Social Analytics

How Can We Use Analytics To Design Our Marketing Activities?

Keywords That Provide Visitors

Keywords That Convert

How Do We Find These Keywords?

• Brainstorm • Ask Customers• Google Keyword Planner• Test in Google Adwords

How Do We Know These Keywords Are Converting?

• Custom tracking – goals & events• AdWords & Webmaster Tools• Enquiry entry forms• Keyword telephone tracking• Record data in CRM system

Structure a Website that Converts

The quickest way to achieve more business is to improve conversions by 100% not to increase visitors by 100%.

Structure A Website That Converts

• A website should convert as close to 100% of visitors as it can

• Design, structure and content is key• Create landing pages• Test landing pages

Remember Your Websites’ Goal

Evaluate

Salesperson That Never Sleeps™

We Talk Less to Real Sales People

Provide the Right Content

The Website Needs To Answer All The Questions A Salesperson Would

Buying Process

http://www.inboundsales.net/blog/bid/49600/A-Guide-to-Understanding-the-B2B-Buying-Process

Awareness Evaluation Decision

Status Quo Priority Shift Research Options Validation Choice

 Forrester Research reports that 65% of sellers that create the buying vision during these early states get the deal.

Buying Process

Marketing Sales

Status Quo

Priority Shift

Research OptionsStep Backs

Validation Choice

Content Gap

Past Now

The website has to provide information to satisfy different

personality types and for different stages in the buying process.

Advertising

PPC Advertising

Paid Search

Paid SearchPaid Search

Organic Search

Display Ads

Remarketing

Social Networking Advertising

YouTube

Landing Pages

Increase CTRWith Search Ad Campaigns

Clicks

Impressions= CTR

(click-through rate)

Test Multiple Adverts

Test Times and Days of the Week

Adwords and Organic Listings: Double Up!

Adwords Rating Extensions

Adwords: Local Extensions

Adwords: Call Extensions

Adwords: Targeting Mobile

Adwords Relevancy Score

Reduce Cost Per Click & Increase Ad Position

Who Clicks on PPC?

Google Vs. Bing

Organic Search Engine Optimisation (SEO)

Panda and Penguin

Panda

Penguin

Warning

SEO Tips

1. Build a technically sound website2. Host on fast servers – in the same

country to your audience3. Format the text correctly on the

website: titles, subtitles and body copy4. Add title tags to non-text items, such as

images, headings, animations and videos

5. Use friendly URL’s6. Add quality content to your website and

keep it updated: videos, FAQ’s, testimonials, PDF’s, news stories, blog posts etc.

Organic Click-through RatesGoogle Result Page Average Traffic Share

1 32.5%

2 17.6%

3 11.4%

4 8.1%

5 6.1%

6 4.4%

7 3.5%

8 3.1%

9 2.6%

10 2.4%

Paid Vs. Organic Click Distribution

SEO: Highest Click-through Rates

Try PPC First

Social Media Marketing

People Having Conversations Online

Listen First

The Three Era’s of Sales

1.Show up and ‘Throw up’

2.Consultative3.Research

Research EraTraditional Buy a

carSpeak to a salesperson again with follow up questions

Read through a brochure

Visit a showroom and speak to a salesperson

Find your local dealership in a hard copy local directory

Vs.Online

Read opinions and comments on a range of cars. Ask friends and friends of friends

Visit specialist blogs for reviews on cars

Watch walk around tours, video reviews and full specifications of vehicles

Google search a showroom locally that has the vehicle and provides quality content of its own

Buy a car

Other Uses for Social Media

Customer Retention – Rewarding Loyal Customers

Customer Retention – Customer Care

Does Social Influence SEO?

Social Signals

• Not a direct SEO ranking factor• Greater audience and awareness• Shares and retweets by influential users• Build trust and drive traffic

“Social has an indirect but powerful impact on search rankings. It’s not the actual social activity that matters, but what happens as a result of that activity.” ~ from “Social Signals and SEO” by AJ Kohn

Creating Content

Content is King

Create Content

1. Enhance brand perception 2. Enhance SEO and social media

marketing 3. Engage with target audience in a way

that they ‘like’ and share content with others which ultimately leads to:

4. Increased sales

Create quality content that is useful for your target audience, put on your ‘customers’ hat’ and consider what they would want as content from you.

One Piece of Content Just Won’t Do

Your Website Needs to Provide Straight Forward Answers

• FAQs• Graphical guides• Video overview• Reviews• Price• Awards• Contact details

And Detailed Complicated Answers

• Technical download sheets• White papers• Product / service video demonstrations

One Piece of Content? Convert it into Multiple Formats

The website has to provide information to satisfy different

personality types and for different stages in the buying process.

Case Study

Create Content For Target Audience

Publish Content On Your Website

Share Online

Integrate Pull / Push Marketing

It’s Noisy Out There

Think big?Think different.

Don’t Be A Carbon Copy

Copies Have No Distinguishing Features

Above the Aircon it says “not that Kulula planes need it… they’re already cool”.

Overhead cabins – “VIP seating for your hand luggage”.

“Black box which is actually orange”

Fuel tanks – “the go-go juice”.

The captain is described as “The Big Cheese”

"Ladies and gentlemen, we've reached cruising altitude and will be turning down the cabin lights. This is for your comfort and to enhance the appearance of your flight attendants."

"Ladies and gentlemen, we have landed in Cape Town . Please take all your possessions. Anything left behind will be shared equally between staff. Please note we do not accept unwanted mothers-in-law or children."

"Welcome to Johannesburg, if this is not where you were intending to go then you have a bit of a problem."

“Have you heard the latest Cabin Crew lingo? BOB (Best-On-Board)if you are a BOB – you are the best looking man/woman onboard” – facebook comment

Give Your Audience A Reason To Talk About You And Connect

dollarshaveclub.com

To Finish• Analyse • Measure• Improve / delete campaigns• Create the best online salesperson• Provide relevant engaging content• Share content• Integrate online and offline marketing• Stand out from the crowd

Thank You

www.optimised.today hello@optimised.today@optimisedHQ