Essentials of digital marketing

1. Digital channels Aerey

2. Good evening. My name is Bart.

3. This is my daughter Merel (I have 3 kids).

4. I’m passionate about coffee.

5. I live and work in Ghent. I’m passionate about

6. I work at digital agency Wijs.

7. You can find me on Twitter: @netlash

8. http://slideshare.net/netlash

9. Digital Channels Aerey 28/10

10. A storm is coming…

11. Awareness & decision ‣ how do potential buyers know about you? ‣ how do they select their longlist & shortlist? ‣ what influences their decision?

12. Source: Think Finance with Google, April 2011

15. A Wijs-example: paths to conversion

16. When the winds of change blow some people build walls and other build windmills.

17. Decision process ‣ 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

18. What are your windmills?

19. Windmills ‣ SEO: search engine optimization ‣ SEA: search engine advertising ‣ social advertising ‣ social media ‣ combine ‣ conversion optimization ‣ analytics

20. 1. SEO ‣ search engine optimization ‣ search engine = Google ‣ difference with SEA ‣ „organic search”

21. SEA SEO

22. Organic search ‣ Technical factors ‣ Content ‣ Link building ‣ Social

23. Organic search ‣ Technical factors - code - information architecture: URL, breadcrumbs, inner linking, pagerank sculpting... - attention for meta tags & other specific tags

24. Organic search ‣ Content - text, text, text!

25. Keyword Research ‣ Long tail ‣ spelling, dialect etc. ‣ aim high in the customer journey ‣ pains & solutions

26. Organic search ‣ Link building - value of PageRank? - domain authority - link baiting

27. Organic search ‣ Social - importance of social signals for search - personalized results - networks?

28. Organic search ‣ „black hat” - Google Bowling - keyword spamming - buying links - …

29. A case ‣ goal: bring more visitors to the website ‣ without spending advertising budget (focus on SEO) ‣ non-branded traffic: not on brand name, with generic keywords

30. Search engine optimization

32. Search engine optimization 5 months of data, compared with same period last year.

34. Search engine optimization from 3.858 to 18.935 visitors

35. Search engine optimization = 390% more visitors from 3.858 to 18.935 visitors

36. What we did ‣ 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

37. Strategic linkbuilding ‣ analysis of competitors ‣ optimize existing backlinks ‣ optimize internal links ‣ content creation external websites ‣ SEO optimization of press releases ‣ using existing vacancies for linkbuilding

38. Google Analytics ‣ setup conversion funnels and tracking ‣ using Google Analytics to benchmark and follow up ‣ finding long tail searchwords in GA

39. Search engine optimization from 100 to 1.500 daily visitors

40. 2. SEA ‣ advertising in Google ‣ search network vs. content network ‣ understand the dynamics!

41. 2. SEA ‣ CPC ‣ bid system ‣ quality score

42. Why SEA?

43. Search engine advertising

44. Search engine advertising Every visitor costs €0,23.

45. Search engine advertising Every visitor costs €0,23.

46. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23.

47. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23. 1 in 10 visitors buys something.

48. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23. 1 buyer costs €2,3. 1 in 10 visitors buys something.

49. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23. 1 buyer costs €2,3. 1 in 10 visitors buys something.

50. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23. 1 buyer costs €2,3. 1 in 10 visitors buys something. Is margin on average sale higher than €2,3?

51. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23. 1 buyer costs €2,3. 1 in 10 visitors buys something. Is margin on average sale higher than €2,3? If yes: start with SEA!

52. 3. Social advertising ‣ Facebook ‣ LinkedIn ‣ Twitter ‣ Pinterest ‣ YouTube ‣ … Where is your audience? What is your goal?

53. Paid Owned Earned

54. 4. Social media ‣ Earned / Paid / Owned ‣ social = let others generate traffic ‣ „be interesting” ‣ what is their trigger? WIIFM?

55. Content marketing ‣ Content circles ‣ ‘curation sweet spot’ ‣ Editorial agenda ‣ Form vs. target audience

56. 5. Combine

57. 5. Combine ‣ SEO vs. SEA ‣ e-mail & Facebook ‣ LinkedIn & Retargeting

58. 6. Conversion optimization ‣ optimize your website ‣ get people from A to B ‣ remove friction ‣ add velocity

59. Double instrument

60. Remove friction ‣ every doubt ‣ every uncertainty ‣ every hesitation ... makes people leave.

61. Remove friction ‣ navigation ‣ logo, subnavigation, search, language... ‣ text: SEO vs. conversion

62. Navigation ‣ user centered ‣ faceted navigation & filters ‣ action based navigation vs. target

64. 4 kinds of surfers

65. 4 kinds of surfers ‣ hierarchical ‣ search ‣ chaos ‣ social

66. Other usability rules ‣ shopping cart ‣ shipping costs ‣ payments ‣ product pages (2-tier) ‣ logins vs. CRM ‣ …

67. Add velocity

68. Velocity ‣ trust ‣ psychology ‣ ‘goesting’ ... gets people moving.

69. Velocity ‣ logos ‣ link to privacy ‣ telephone number, real-world contact ‣ testimonials ‣ neuromarketing

70. Logos ‣ sector & quality organisations ‣ fake? ‣ adds trust!

71. Privacy ‣ next to info-request ‣ adds trust ‣ (never gets clicked...)

72. Telephone number ‣ next to info-request ‣ adds trust ‣ “If it all goes wrong, someone will help me.”

73. Real-world contact ‣ security ‣ adds trust ‣ “It’s not 2 youth delinquents in a garage.”

74. Testimonials ‣ don’t fake it! ‣ pictures: make them ugly... ‣ social reviews?

75. Neuromarketing

76. The power of the brain ‣ collecting, reciprocity, social validation, commitment, discovery, concession, scarcity, fear of loss, the endowment effect, choice, Hawthorne effect, clustering illusion, availability

77. 7. Analytics ‣ optimize your website ‣ a/b testing ‣ data ‣ funnels

78. Recap

79. Windmills ‣ SEO: search engine optimization ‣ SEA: search engine advertising ‣ social advertising ‣ social media ‣ combine ‣ conversion optimization ‣ analytics

80. Close the loop ‣ link to your business goals ‣ offline is still important ‣ make strategic decisions

81. There will be only 2 types of companies left.

82. There will be only 2 types of companies left. The quick and the dead.

83. Questions?

84. Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275

Essentials of digital marketing

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Essentials of digital marketing

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