View
123
Download
1
Category
Preview:
Citation preview
Confidential. Intellectual property of Noble Studios.
NCET Tech Wednesday
Hosted by Noble Studios
January 10, 2018
Confidential. Intellectual property of Noble Studios.
We’re a digital original. Pleased to meet you.Hello
Confidential. Intellectual property of Noble Studios.
Noble Studios
Confidential. Intellectual property of Noble Studios.
Our Philosophy
Data-Informed Digital
Confidential. Intellectual property of Noble Studios.
OWNERSHIP
Our Values
INTEGRITY
COMMITMENT
EMPOWERMENT
Confidential. Intellectual property of Noble Studios.
About Our Agency
15Years inBusiness
90%Client
Retention
ManyName Brands
Confidential. Intellectual property of Noble Studios.
Agency Recognition
INC 50005x Fastest-Growing Private
Companies In America
Top Design FirmsTop 20 Design Firm
Premier Google PartnerSearch, Mobile Ads, Shopping
200+ Industry AwardsSEO
Certified ProfessionalsA/B TestingCertified Agency
Confidential. Intellectual property of Noble Studios.
Dedicated Team
8
Confidential. Intellectual property of Noble Studios.
Our Approach
Discovery
Research & Insights
Strategy & Planning
THINK
Website Design
Content Marketing & Creation
Development & Consulting
MARKET
Analytics
Optimization
Social Media Management
MEASURE
9
Confidential. Intellectual property of Noble Studios.
Select Clients
10
Confidential. Intellectual property of Noble Studios.
What are the forces driving Digital Marketing in 2018?
11
Confidential. Intellectual property of Noble Studios.
What’s your brand’s voice under an SEO lens?
12
Confidential. Intellectual property of Noble Studios.
“93% of online experiences begin with a search engine.”
Source: Forrester
Confidential. Intellectual property of Noble Studios.
What is a SERPKeyword
SERP Results
14
Confidential. Intellectual property of Noble Studios.
Search is Volatile
• Frequent algorithm updates
• New competitors and innovations
• Ongoing SERPs changes
• Increasingly complex buyer’s journey
• Multiple devices
15
Confidential. Intellectual property of Noble Studios.
SEO and SEM Work Better Together
16
Confidential. Intellectual property of Noble Studios.
Develop an integrated strategy
17
OPTIMIZE Uncover above-the-fold opportunities to improve for fast wins
DEFENDKnow where you’re performing well and need to monitor
CREATEIdentify organic-friendly opportunities that need content
COLLABORATEFind below-the-fold opportunities to team-up with paid search
Confidential. Intellectual property of Noble Studios.
Branding is more than people identifying with your logo or trademarks. Help them to discover and connect with you.
61% of marketers say improving SEO is their top inbound priority
18
• Understand SEO/SEM basics
• Check and monitor listings regularly
• Create useful content
• Reputation is critical to online brand impression
Purchase a voice enabled device for home and start experimenting to unlock consumer trends
Confidential. Intellectual property of Noble Studios.
Personalization
19
Confidential. Intellectual property of Noble Studios.
What is Personalization?
20
Confidential. Intellectual property of Noble Studios.
Netflix
21
Confidential. Intellectual property of Noble Studios.
What is Personalization?
22
Confidential. Intellectual property of Noble Studios.
• Audience is unique and identifiable.
• Can you technically identify the thing that makes a visitor part of a specific audience?
• Who is the visitor? Where are they coming from? New vs returning?
• Audience is valuable.
• Is the audience important from a strategic or volume standpoint?
• Audience has a unique need to solve.
• Use personalization to help user achieve their goal or understand your company.
Know Your Audience
23
Confidential. Intellectual property of Noble Studios.
Tahoe South
24
Confidential. Intellectual property of Noble Studios.
A/B Testing
25
Confidential. Intellectual property of Noble Studios.
What is A/B testing?
26
Confidential. Intellectual property of Noble Studios.
CTA Button Color, Styles
Headlines & Content
Images
Layouts
Multi-variate Testing
A/B Testing Possibilities
27
Confidential. Intellectual property of Noble Studios.
That’s great, but why A/B test?
28
• Data vs. opinion
• Customer voice vs.internal speculation
• Maximize ROI
Confidential. Intellectual property of Noble Studios.
Up to 90% better conversion rates when using 1st person POV
Write the most clickable copy
29
Confidential. Intellectual property of Noble Studios.
Use Active Verbs
✓ Download ✓ Start Trial
✓ Get Started ✓ RSVP
Be Specific
✓ Get My Travel Guide
✕ Click Here
30
Confidential. Intellectual property of Noble Studios.
Keep it Short
✓ Should be easily read and understood at a glance.
Create a Sense of Urgency
✓ Simply adding “Now” canboost conversions
31
Confidential. Intellectual property of Noble Studios.
Focus on Mobile Audiences✓ Apple recommends a CTA
at be least 44 x 44 pixels
32
Confidential. Intellectual property of Noble Studios.
Make it the Star of the Show
✓ CTA’s should never compete; Use plenty of negative space.
Images & Placement Matter
✓ Be sure eyes are pointedtoward CTA’s
✓ CTA’s should be above the fold
33
Confidential. Intellectual property of Noble Studios. 34
A B
Confidential. Intellectual property of Noble Studios.
Winner: Version B
Out of 6,000 emails sent, the karate-themed header image kicked butt, increasing course registrations by 136%.
35
B
Confidential. Intellectual property of Noble Studios.
Ready to Start your Own A/B Testing?
36
Google Optimize
Confidential. Intellectual property of Noble Studios.
Social Influencers
37
A McKinsey study found that Word-of-mouth influence doubles the sales of paid advertising and boosts the customer retention rate by 37%
Why Influencer Marketing? CONTENT.
Yosemite.com
VisitRenoTahoe.com
Organic Keywords
• Builds a strong and diverse link profile by generating better and natural backlinks for your website
• Provides intriguing and unique content that is captivating and shareable
• Adds credibility to your content and increases your content reach
How does Influencer Content Impact your Website?
Influencer Reach
Organic Keywords
• Treat the influencer like a contractor – they are professional content creators and like to be considered as so.
• Allow the influencer to have some level of creative freedom in the content they create, however ensure that they have a clear direction for the type of content you are looking for them to produce.
• Not all influencers are right for all brands. Make sure the influencers audience and brand matches your businesses audience and brand.
• REACH. Be sure that the influencers you contract have a large following to help increase your brands reach.
• DO YOUR RESEARCH. Chose an experienced influencer professional who’s values and brand align with yours.
Tips for Influencer Marketing
Confidential. Intellectual property of Noble Studios.
Create once, publish everywhere
45
Confidential. Intellectual property of Noble Studios. 46
Confidential. Intellectual property of Noble Studios.
Taking it to the next level
47
Confidential. Intellectual property of Noble Studios. 48
Content
Create blog postDevelop landing page
Upload and optimize on YouTube
Create 5-10 tweets Create 5 – 10 posts
Create 5 – 10 posts
Send out email
Create 2 postsUpload 5 – 10 stories
Confidential. Intellectual property of Noble Studios. 49
Pro Tip: Outline Your Approach Before Creating
1 Video=
+ 15 Pieces of Content
Confidential. Intellectual property of Noble Studios.
• Make sure your Google Analytics is installed
• Social Channels – make sure all your channels have a consistent brand/voice
• Don’t rely on vanity methods – look at actual conversions vs. passive/vanity metrics
• Content calendar – with frequencies and goals, ex: 5 blogs a month, 10 social posts a week and make sure to stick to that calendar
• Blogs – best way to show your readers you’re not interested? – not updating your blogs
• Consider videos for the future knowing it’s becoming the #1 medium (74% of all internet traffic was video in 2017 – create a YouTube channel and use tags to lead people back to your channel
Quick Pro Tips
50
Confidential. Intellectual property of Noble Studios.
Q & A
Recommended