B2C Advanced Digital Marketing Workshop

1. Give your marketing a boost
Taking your online marketing to the next level

2. The agenda 12:30 – 13:15 – The Essentials –
Taking them to the next level
Phil Pettifer
B2C Account Manager– LexisClick
13:15 – 13:30 – Refreshment
Break
13:30 – 14:45 – The latest
developments in retail
marketing
Stephen Bavister
MD - LexisClick
14:45 – 15:30 – Networking
Give your marketing a boost
Taking your online marketing to the next level

3. What should An overview of some of the
latest developments in online
you get from marketing
this
An action plan of your priority
seminar? areas to address
Give your marketing a boost
Taking your online marketing to the next level

4. What would Feedback for future seminars
we like from How can we help you?
you?
Give your marketing a boost
Taking your online marketing to the next level

5. Retail Online Marketing Essentials
Taking them to the next level

6. Quick survey When searching online who
uses?
• Google
• Bing
• Yahoo
• Another search engine
Give your marketing a boost
Taking your online marketing to the next level

7. Google’s UK
domination
UK Search Engine Market Share - April 2011
Source: Hitwise
Give your marketing a boost
Taking your online marketing to the next level

8. If you are
marketing
internationally
Don’t discount the
other players
US Search Engine Market Share - April 2011
Source: Comscore
Give your marketing a boost
Taking your online marketing to the next level

9. So how
important is
SEO really???
Give your marketing a boost
Taking your online marketing to the next level

10. Natural
results drive
more clicks
than
advertising...

11. On average % of visits from organic search
LexisClick’s
clients get
64% of their
website traffic
from organic
search... Source: LexisClick client base average of traffic source
visits April 2011
Give your marketing a boost
Taking your online marketing to the next level

12. And 60% of % of conversions from organic
search
their online
sales or
enquiries
through
organic
search... Source: LexisClick client base average of traffic source
conversions April 2011
Give your marketing a boost
Taking your online marketing to the next level

13. Quick survey When using a search engine
how far will you go before
refining your search?
• First page
• Second page
• Third page
Give your marketing a boost
Taking your online marketing to the next level

14. On average % of non brand search visits
from the first page of results
95% of non
brand search
traffic comes
from the first
page of
results... Source: iCrossing “The Importance of Page-one Visibility”
February 2010
Give your marketing a boost
Taking your online marketing to the next level

15. The highest rankings get most clicks
Not surprising really...
Organic search – Average CTR By Search Ranking
Source: SEOMad May 2011
Give your marketing a boost
Taking your online marketing to the next level

16. Generate
more first
page coverage
with product
search...
Product search
Shopping results
Give your marketing a boost
Taking your online marketing to the next level

17. Getting well Complete information upload
ranked in
Regular updates e.g. Price
Google changes
product
Frequent and good reviews
search...
Optimised content (but not over
optimised)
Google checkout – Can help
Give your marketing a boost
Taking your B2B online marketing to the next level

18. Zappos
generated a
400% increase in
relevant traffic
through Google
product search...
Give your marketing a boost
Taking your online marketing to the next level

19. Quick survey If you are looking for a specific
company online, what do you
usually do?
• Do you know their url and
type it in the address bar?
• Do you search on their
company name in Google?
Give your marketing a boost
Taking your online marketing to the next level

20. People will % of searches – brand vs non
brand
search for you
by name...
Source: LexisClick client base average of organic brand
searches April 2011
Give your marketing a boost
Taking your online marketing to the next level

21. Things to How often do you search on
your company name?
consider... • Check common variations of
your brand terms used in
search and what the search
results return
• Make sure all the top 30
results for your most common
brand terms contain good
listings that link back to your
site
Give your marketing a boost
Taking your online marketing to the next level

22. In an ever
changing
landscape...
Here’s a few things you
should be aware of...
Give your marketing a boost
Taking your online marketing to the next level

23. Site links
You can keep them current in Google Webmaster Tools...
Site Links
Give your marketing a boost
Taking your online marketing to the next level

24. Google Instant
Search results and suggestions to keep an eye on...
Give your marketing a boost
Taking your online marketing to the next level

25. Search preview
First impressions count...
Give your marketing a boost
Taking your online marketing to the next level

26. Reviews
Stay positive...
Give your marketing a boost
Taking your online marketing to the next level

27. News
All news is good news...
Give your marketing a boost
Taking your online marketing to the next level

28. Social media inclusion
Twitter and more...
Dell Related Tweets
Give your marketing a boost
Taking your online marketing to the next level

29. Google Panda / Farmer Update
It might be time to update your SEO strategy...
Give your marketing a boost
Taking your online marketing to the next level

30. Quick survey How many of you use Google
Adwords or other paid search
advertising?
Give your marketing a boost
Taking your online marketing to the next level

31. SEO + PPC
Increase your search power – 1+1=3...
Give your marketing a boost
Taking your online marketing to the next level

32. The combined SEO + PPC – The combined
effect
power of
attraction...
Source: iCrossing “Search Synergy Report” 2007
Give your marketing a boost
Taking your online marketing to the next level

33. Get even Organic rankings through SEO
more power Google Adwords
Product/Shopping search
... listings
Reviews
Google Checkout
Adwords Site Links
Give your marketing a boost
Taking your B2B online marketing to the next level

34. Google Adwords Site Links
You can keep them current in Google Webmaster Tools...
Adwords
Site Links
Give your marketing a boost
Taking your online marketing to the next level

35. Heads or tails The different types of search
terms
...you win
Head key phrases – General search terms
Higher volume
Tail key phrases – Specific search
terms
Lower volume
Give your marketing a boost
Taking your online marketing to the next level

36. Strategies Getting results from PPC
Head phrases – can be very competitive – if
your margins are strong, its a good place for
instant results
If your margins are weak it can be very
expensive with better returns from SEO
Tail can be expensive to cover via SEO
Inexpensive to generate large key phrase
portfolio via PPC
Give your marketing a boost
Taking your online marketing to the next level

37. With Improve your results with
testing
immediate
Test advert creative on click
effect... throughs (CTR) and conversions
Test landing pages to improve
conversion rates
Use what you’ve learnt in your SEO
e.g. Page titles, Meta descriptions,
Landing pages
Give your marketing a boost
Taking your online marketing to the next level

38. It’s time to • Ad extensions
get creative... – Site links
– Phone
– Location
Go on have some fun – Product
• Mobile ads
• Platform targeting
• Seller ratings
• Adwords remarketing (content
network)
• Comparison ads
• Click to download ads
Give your marketing a boost
Taking your online marketing to the next level

39. Quick survey • How many people here use
email marketing?
• How many use bought in data
lists?
Give your marketing a boost
Taking your B2B online marketing to the next level

40. Should all Segment your emails by?
your contacts
• Stage in the buying process
receive the • What they last purchased
same • When they last purchased
message? • Age
• Gender
Give your marketing a boost
Taking your online marketing to the next level

41. Get personal... Increase your conversion
rates
• Go beyond Dear ...
• Personalise by your
segmentation data
• Save time – only
personalise the information
you need to
Give your marketing a boost
Taking your online marketing to the next level

42. Test, test ,test... Are you testing your emails?
• Subject line
• Time of day
• Day of week
• Offers
• Content
• Layout
• Calls to action
• Landing pages
Give your marketing a boost
Taking your online marketing to the next level

43. And there is • Bought in data lists and
email campaigns
plenty more... • Triggered campaigns
• Calls to action and sign-ups
• Encouraging sign-ups
Give your marketing a boost
Taking your online marketing to the next level

44. How are you • Assess
doing? • Score
• Prioritise
• Action
Give your marketing a boost
Taking your online marketing to the next level