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Profit, online
@optimisedhq
Chris Middleton
Covering• Push Vs. Pull• Analytics:
– What can analytics provide us with?– How can we use this information to design a marketing
campaign?• How we do it:
– Persuasive marketing– Generate traffic– Content sharing
• Integrate• Stand out from the crowd
Push Vs. Pull
Push Marketing
Pull Marketing
Analytics
What Can Analytics Provide Me With?
Keywords
Location
Devices and Browser Type
New vs. Returning Visits
Conversions
Email Analytics
Email: Test Content
Email: Test Databases
Email: Test Times and Days of the Week
Social Analytics
How Can We Use Analytics To Design Our Marketing Activities?
Keywords That Provide Visitors
Keywords That Convert
How Do We Find These Keywords?
• Brainstorm • Ask Customers• Google Keyword Planner• Test in Google Adwords
How Do We Know These Keywords Are Converting?
• Custom tracking – goals & events• AdWords & Webmaster Tools• Enquiry entry forms• Keyword telephone tracking• Record data in CRM system
Structure a Website that Converts
The quickest way to achieve more business is to improve conversions by 100% not to increase visitors by 100%.
Structure A Website That Converts
• A website should convert as close to 100% of visitors as it can
• Design, structure and content is key• Create landing pages• Test landing pages
Remember Your Websites’ Goal
Evaluate
Salesperson That Never Sleeps™
We Talk Less to Real Sales People
Provide the Right Content
The Website Needs To Answer All The Questions A Salesperson Would
Buying Process
http://www.inboundsales.net/blog/bid/49600/A-Guide-to-Understanding-the-B2B-Buying-Process
Awareness Evaluation Decision
Status Quo Priority Shift Research Options Validation Choice
Forrester Research reports that 65% of sellers that create the buying vision during these early states get the deal.
Buying Process
Marketing Sales
Status Quo
Priority Shift
Research OptionsStep Backs
Validation Choice
Content Gap
Past Now
The website has to provide information to satisfy different
personality types and for different stages in the buying process.
Advertising
PPC Advertising
Paid Search
Paid SearchPaid Search
Organic Search
Display Ads
Remarketing
Social Networking Advertising
YouTube
Landing Pages
Increase CTRWith Search Ad Campaigns
Clicks
Impressions= CTR
(click-through rate)
Test Multiple Adverts
Test Times and Days of the Week
Adwords and Organic Listings: Double Up!
Adwords Rating Extensions
Adwords: Local Extensions
Adwords: Call Extensions
Adwords: Targeting Mobile
Adwords Relevancy Score
Reduce Cost Per Click & Increase Ad Position
Who Clicks on PPC?
Google Vs. Bing
Organic Search Engine Optimisation (SEO)
Panda and Penguin
Panda
Penguin
Warning
SEO Tips
1. Build a technically sound website2. Host on fast servers – in the same
country to your audience3. Format the text correctly on the
website: titles, subtitles and body copy4. Add title tags to non-text items, such as
images, headings, animations and videos
5. Use friendly URL’s6. Add quality content to your website and
keep it updated: videos, FAQ’s, testimonials, PDF’s, news stories, blog posts etc.
Organic Click-through RatesGoogle Result Page Average Traffic Share
1 32.5%
2 17.6%
3 11.4%
4 8.1%
5 6.1%
6 4.4%
7 3.5%
8 3.1%
9 2.6%
10 2.4%
Paid Vs. Organic Click Distribution
SEO: Highest Click-through Rates
Try PPC First
Social Media Marketing
People Having Conversations Online
Listen First
The Three Era’s of Sales
1.Show up and ‘Throw up’
2.Consultative3.Research
Research EraTraditional Buy a
carSpeak to a salesperson again with follow up questions
Read through a brochure
Visit a showroom and speak to a salesperson
Find your local dealership in a hard copy local directory
Vs.Online
Read opinions and comments on a range of cars. Ask friends and friends of friends
Visit specialist blogs for reviews on cars
Watch walk around tours, video reviews and full specifications of vehicles
Google search a showroom locally that has the vehicle and provides quality content of its own
Buy a car
Other Uses for Social Media
Customer Retention – Rewarding Loyal Customers
Customer Retention – Customer Care
Does Social Influence SEO?
Social Signals
• Not a direct SEO ranking factor• Greater audience and awareness• Shares and retweets by influential users• Build trust and drive traffic
“Social has an indirect but powerful impact on search rankings. It’s not the actual social activity that matters, but what happens as a result of that activity.” ~ from “Social Signals and SEO” by AJ Kohn
Creating Content
Content is King
Create Content
1. Enhance brand perception 2. Enhance SEO and social media
marketing 3. Engage with target audience in a way
that they ‘like’ and share content with others which ultimately leads to:
4. Increased sales
Create quality content that is useful for your target audience, put on your ‘customers’ hat’ and consider what they would want as content from you.
One Piece of Content Just Won’t Do
Your Website Needs to Provide Straight Forward Answers
• FAQs• Graphical guides• Video overview• Reviews• Price• Awards• Contact details
And Detailed Complicated Answers
• Technical download sheets• White papers• Product / service video demonstrations
One Piece of Content? Convert it into Multiple Formats
The website has to provide information to satisfy different
personality types and for different stages in the buying process.
Case Study
Create Content For Target Audience
Publish Content On Your Website
Share Online
Integrate Pull / Push Marketing
It’s Noisy Out There
Think big?Think different.
Don’t Be A Carbon Copy
Copies Have No Distinguishing Features
Above the Aircon it says “not that Kulula planes need it… they’re already cool”.
Overhead cabins – “VIP seating for your hand luggage”.
“Black box which is actually orange”
Fuel tanks – “the go-go juice”.
The captain is described as “The Big Cheese”
"Ladies and gentlemen, we've reached cruising altitude and will be turning down the cabin lights. This is for your comfort and to enhance the appearance of your flight attendants."
"Ladies and gentlemen, we have landed in Cape Town . Please take all your possessions. Anything left behind will be shared equally between staff. Please note we do not accept unwanted mothers-in-law or children."
"Welcome to Johannesburg, if this is not where you were intending to go then you have a bit of a problem."
“Have you heard the latest Cabin Crew lingo? BOB (Best-On-Board)if you are a BOB – you are the best looking man/woman onboard” – facebook comment
Give Your Audience A Reason To Talk About You And Connect
dollarshaveclub.com
To Finish• Analyse • Measure• Improve / delete campaigns• Create the best online salesperson• Provide relevant engaging content• Share content• Integrate online and offline marketing• Stand out from the crowd
