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Essentials of digital marketing

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Essentials of digital marketing

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Als beginnend ondernemer is het belangrijk jezelf en vooral je startup in de spotlight te zetten. Maar hoe doe je dit? Iedereen weet tegenwoordig dat een 'deftige' website hebben een belangrijk gegeven is en dat aanwezig zijn op social media praktisch een 'sociale verplichting' geworden is.

Maar hoe pak je dit allemaal aan op de juiste manier? Hoe zorg je er voor dat je een groot bereik hebt en belangrijker: dat je het juiste verhaal vertelt aan de juiste mensen? Hoe zorg je dat je digitaal aanwezig bent met je startup op een langere termijn?

Hoe zorg je er voor dat deze inspanningen daadwerkelijk een positieve invloed hebben op de sales van je startup?
Velen onder jullie voelen al aan dat er op deze vragen duizend mogelijke juiste antwoorden zijn. Aan vele antwoorden hangt echter een prijskaartje vast.
Deze sessie is speciaal voor jonge ondernemers en startups die een sterke digital presence willen hebben op een low-cost manier.

Als beginnend ondernemer is het belangrijk jezelf en vooral je startup in de spotlight te zetten. Maar hoe doe je dit? Iedereen weet tegenwoordig dat een 'deftige' website hebben een belangrijk gegeven is en dat aanwezig zijn op social media praktisch een 'sociale verplichting' geworden is.

Maar hoe pak je dit allemaal aan op de juiste manier? Hoe zorg je er voor dat je een groot bereik hebt en belangrijker: dat je het juiste verhaal vertelt aan de juiste mensen? Hoe zorg je dat je digitaal aanwezig bent met je startup op een langere termijn?

Hoe zorg je er voor dat deze inspanningen daadwerkelijk een positieve invloed hebben op de sales van je startup?
Velen onder jullie voelen al aan dat er op deze vragen duizend mogelijke juiste antwoorden zijn. Aan vele antwoorden hangt echter een prijskaartje vast.
Deze sessie is speciaal voor jonge ondernemers en startups die een sterke digital presence willen hebben op een low-cost manier.

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Essentials of digital marketing

  1. 1. Digital channels Aerey
  2. 2. Good evening. My name is Bart.
  3. 3. This is my daughter Merel (I have 3 kids).
  4. 4. I’m passionate about coffee.
  5. 5. I live and work in Ghent. I’m passionate about
  6. 6. I work at digital agency Wijs.
  7. 7. You can find me on Twitter: @netlash
  8. 8. http://slideshare.net/netlash
  9. 9. Digital Channels Aerey 28/10
  10. 10. A storm is coming…
  11. 11. Awareness & decision ‣ how do potential buyers know about you? ‣ how do they select their longlist & shortlist? ‣ what influences their decision?
  12. 12. Source: Think Finance with Google, April 2011
  13. 13. Source: Think Finance with Google, April 2011
  14. 14. Source: Think Finance with Google, April 2011
  15. 15. A Wijs-example: paths to conversion
  16. 16. When the winds of change blow some people build walls and other build windmills.
  17. 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. 18. What are your windmills?
  19. 19. Windmills ‣ SEO: search engine optimization ‣ SEA: search engine advertising ‣ social advertising ‣ social media ‣ combine ‣ conversion optimization ‣ analytics
  20. 20. 1. SEO ‣ search engine optimization ‣ search engine = Google ‣ difference with SEA ‣ „organic search”
  21. 21. SEA SEO
  22. 22. Organic search ‣ Technical factors ‣ Content ‣ Link building ‣ Social
  23. 23. Organic search ‣ Technical factors - code - information architecture: URL, breadcrumbs, inner linking, pagerank sculpting... - attention for meta tags & other specific tags
  24. 24. Organic search ‣ Content - text, text, text!
  25. 25. Keyword Research ‣ Long tail ‣ spelling, dialect etc. ‣ aim high in the customer journey ‣ pains & solutions
  26. 26. Organic search ‣ Link building - value of PageRank? - domain authority - link baiting
  27. 27. Organic search ‣ Social - importance of social signals for search - personalized results - networks?
  28. 28. Organic search ‣ „black hat” - Google Bowling - keyword spamming - buying links - …
  29. 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. 30. Search engine optimization
  31. 31. Search engine optimization
  32. 32. Search engine optimization 5 months of data, compared with same period last year.
  33. 33. Search engine optimization
  34. 34. Search engine optimization from 3.858 to 18.935 visitors
  35. 35. Search engine optimization = 390% more visitors from 3.858 to 18.935 visitors
  36. 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. 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. 38. Google Analytics ‣ setup conversion funnels and tracking ‣ using Google Analytics to benchmark and follow up ‣ finding long tail searchwords in GA
  39. 39. Search engine optimization from 100 to 1.500 daily visitors
  40. 40. 2. SEA ‣ advertising in Google ‣ search network vs. content network ‣ understand the dynamics!
  41. 41. 2. SEA ‣ CPC ‣ bid system ‣ quality score
  42. 42. Why SEA?
  43. 43. Search engine advertising
  44. 44. Search engine advertising Every visitor costs €0,23.
  45. 45. Search engine advertising Every visitor costs €0,23.
  46. 46. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23.
  47. 47. Search engine advertising Conversion rate (SEA visitors only) is 10%. Every visitor costs €0,23. 1 in 10 visitors buys something.
  48. 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. 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. 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. 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. 52. 3. Social advertising ‣ Facebook ‣ LinkedIn ‣ Twitter ‣ Pinterest ‣ YouTube ‣ … Where is your audience? What is your goal?
  53. 53. Paid Owned Earned
  54. 54. 4. Social media ‣ Earned / Paid / Owned ‣ social = let others generate traffic ‣ „be interesting” ‣ what is their trigger? WIIFM?
  55. 55. Content marketing ‣ Content circles ‣ ‘curation sweet spot’ ‣ Editorial agenda ‣ Form vs. target audience
  56. 56. 5. Combine
  57. 57. 5. Combine ‣ SEO vs. SEA ‣ e-mail & Facebook ‣ LinkedIn & Retargeting
  58. 58. 6. Conversion optimization ‣ optimize your website ‣ get people from A to B ‣ remove friction ‣ add velocity
  59. 59. Double instrument
  60. 60. Remove friction ‣ every doubt ‣ every uncertainty ‣ every hesitation ... makes people leave.
  61. 61. Remove friction ‣ navigation ‣ logo, subnavigation, search, language... ‣ text: SEO vs. conversion
  62. 62. Navigation ‣ user centered ‣ faceted navigation & filters ‣ action based navigation vs. target
  63. 63. ?
  64. 64. 4 kinds of surfers
  65. 65. 4 kinds of surfers ‣ hierarchical ‣ search ‣ chaos ‣ social
  66. 66. Other usability rules ‣ shopping cart ‣ shipping costs ‣ payments ‣ product pages (2-tier) ‣ logins vs. CRM ‣ …
  67. 67. Add velocity
  68. 68. Velocity ‣ trust ‣ psychology ‣ ‘goesting’ ... gets people moving.
  69. 69. Velocity ‣ logos ‣ link to privacy ‣ telephone number, real-world contact ‣ testimonials ‣ neuromarketing
  70. 70. Logos ‣ sector & quality organisations ‣ fake? ‣ adds trust!
  71. 71. Privacy ‣ next to info-request ‣ adds trust ‣ (never gets clicked...)
  72. 72. Telephone number ‣ next to info-request ‣ adds trust ‣ “If it all goes wrong, someone will help me.”
  73. 73. Real-world contact ‣ security ‣ adds trust ‣ “It’s not 2 youth delinquents in a garage.”
  74. 74. Testimonials ‣ don’t fake it! ‣ pictures: make them ugly... ‣ social reviews?
  75. 75. Neuromarketing
  76. 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. 77. 7. Analytics ‣ optimize your website ‣ a/b testing ‣ data ‣ funnels
  78. 78. Recap
  79. 79. Windmills ‣ SEO: search engine optimization ‣ SEA: search engine advertising ‣ social advertising ‣ social media ‣ combine ‣ conversion optimization ‣ analytics
  80. 80. Close the loop ‣ link to your business goals ‣ offline is still important ‣ make strategic decisions
  81. 81. There will be only 2 types of companies left.
  82. 82. There will be only 2 types of companies left. The quick and the dead.
  83. 83. Questions?
  84. 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

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