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Online marketing Best practices
1. Using best
practices in
digital marketing
to increase leads
and sales
IDM Knowledge and
Networking Evening
London, 27th September
Dave Chaffey
SmartInsights.com/idm2012
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2. About Dave Chaffey
Books Online advice and consulting
www.smartinsights.com
Qualifications and training
www.theidm.com
Insights Director
www.clickthrough-marketing.com
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5. 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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6. 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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7. 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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19. 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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30. Persistent UX myth 3:
The home page is most important
to get right / optimise
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.
Gerry McGovern: The Decline of the homepage
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32. 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. : )
Will you get the balance right?
Investment in CRO?
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34. Ask “Why” as well as “what” - use feedback tools Key
Point
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” .
Satisfaction : Intent tools
http://bit.ly/smartfeedback
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39. A glimpse of the future
Rue La La (Flash Sales)
April 14th 2012
53% mobile
(Apps and Site)
30% mobile
Weekends
40% mobile
Weekdays
Source: InternetRetailer.com 39
40. ENGAGE
Customer
comms
Big data
Social
media
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41. Your email marketing capability?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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44. 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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