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eth
Mark
om
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o s Bites	
   Head of Sale
D Digital	
   an –
llm

i
om G
T

...
From willowgardeners on Flickr
W

?
t
a
h
?
y
h
W
H

?
w
o
S

nd
ou

r?
ia
il
m
fa
“We probably should
be doing more digital,
but we’re not.”

Image from purple-lover on Flickr
“It’s finding
the time”
Image from northcharleston on Flickr
“Well we’ve always
done it this way and
it seems to work”
Image from farnsie on Flickr
“Someone else looks
after the marketing
– not my problem”

Image from tomsaint on Flickr
“We tried it,
but it didn’t
really work”
Image from nesster on Flickr
So

lm
ia
c

ia
d
e
What

Pick a channel, any channel…

Image from The Drum
33%
use social media to
discover new brands,
products and services
emarketer
60%
of LinkedIn users have
clicked on an ad on
the site
lab42
100%

of business decision-makers use
social media for work purposes

Forrester Research
47%

share photos or videos
they find online

Pew
Pinterest drives twice the website
referral traffic of Twitter, LinkedIn and
Google combined
Shareaholic
Novice
•  Claim your brand!
•  Set-up a Twitter account
•  Start networking on LinkedIn
Advocate
•  Define your style
•  Build a following
•  Time your tweets
Hero
•  Create a viral contest page
•  Connect your blog to Facebook
•  Conversion is your goal
E

il
a
m
What?	
  
•  Use email to
- Build long term relationships
- Promote your products/services
- Add value!
77%

prefer to receive
permission-based
marketing communications
through email
Exact Target
44%

of email recipients made
at least one purchase
last year based on a
promotional email
Convince and Convert
40%

of B2B marketers rated the
leads generated by email
marketing as high quality

Software Advice Survey
Novice
•  Choose an email marketing provider
•  Create a branded email template
•  Define customer journey –
where does em...
Advocate
•  How’s your database?
•  Create campaigns –
acquire / educate / retain
Hero
•  Segment and create lists
•  A/B test
Co

nt
te
n
What?	
  
•  Create engaging, relevant
and interesting content for
your business

From ualucky on Flickr
Interesting content is a

top 3 reason

people follow brands
on social media

Content+
78%

think organisations
providing custom content
are interested in building
good relationships
TMG Custom Media
58%
of consumers trust
editorial content

Nielsen
50%

of companies have content
marketing strategies

WebDAM
Novice
•  Start a blog
•  Create a content calendar
•  Implement social sharing
Advocate
•  Submit content (social hubs)
•  Bookmark your content (Delicious)
•  Write to build a relationship
Hero
•  Write an eBook
•  Write guest posts
•  Create an infographic
O

e
lin
n

rk
a
m
o

nic
rga

ng
ti
e
What?	
  
•  Is your website
a well-kept secret?

From losangelespersonaltrainer on Flickr
on
That’s 100 billi

10000000
0000000
searches on Google per month
Search Engine Land
89%
of consumers use
search engines for
purchase decisions
Brafton
70%

of users click on organic
search results

Search Engine Journal
75%

of users never click past
the first page

Hubspot
Novice
•  Establish your search objectives
•  Research your keywords
Advocate
•  Set-up Google Webmaster Tools
•  Blog for search
Hero
•  Get more links – write/talk/network
•  See ‘Content’ above
O

e
lin
n

rk
a
m
aid
p

ng
ti
e
What?
•  PPC
•  Google AdWords
•  Social advertising
•  Remarketing
The top three
paid ad spots get

41%
of clicks
Wordstream
Google ads account for

2/3

of clicks for high commercial
intent keywords
TMG Custom Media
Mobile represents

20%
of total search
spending worldwide
TMG Custom Media
Novice
•  Create a Google AdWords account
Advocate
•  Send traffic to landing pages
Hero
•  Improve message match
and improve quality score
•  Get a PPC expert

£
In

ht
ig
s
What?
Why?	
  
•  It’s free!
•  Because assumptions don’t inform improvement
•  Because you want to measure success across your
...
Novice
•  Set-up a Google Analytics account
•  Consider some training
•  Identify underperforming areas
Advocate
•  Make a note of important events
Hero
•  Set-up goal tracking
•  Create custom reports
and dashboards
•  Assign values
nv
Co

on
si
er
“Start testing and
stop arguing”
- Jon Correll (Founder of Conversion Voodoo)
CRO is…
1.  Finding out why visitors
aren’t converting
2.  Fixing it
Companies that
use CRO are

twice as likely
to see an increase
in conversion

Econsultancy
44%

of clicks for B2B
companies are directed
to a home page,
not a landing page
Marketing Sherpa
Novice
•  Take a 5-second test
•  CTA
Advocate
•  A/B test
•  Rate yourself
Hero
•  Gather user insight
•  Segment inbound traffic
Thank you
• 

Next Digital Bites – Tuesday 8th April

• 

Subscribe to the Crafted Edition newsletter at www.crafted.co.uk...
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Do something digital in 2014 - Digital Bites February 2014
Do something digital in 2014 - Digital Bites February 2014
Do something digital in 2014 - Digital Bites February 2014
Do something digital in 2014 - Digital Bites February 2014
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Do something digital in 2014 - Digital Bites February 2014

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Tom Gillman, Head of Sales and Marketing at bespoke digital agency Crafted, looks at the evidence for embracing digital marketing to drive your business forward. Whether you are just starting out or looking to improve your digital strategy, Tom suggests ways that you can step up to the challenge in 2014, offering tips and advice covering the most popular digital channels. Tom's presentation is from Digital Bites February 2014. You can see more at http://www.digital-bites.co.uk

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Transcript of "Do something digital in 2014 - Digital Bites February 2014"

  1. 1. 014 in 2 ital d dig rafte g tC in ing a et eth Mark om s and o s Bites   Head of Sale D Digital   an – llm i om G T Do  Something  Digital  in  2014  
  2. 2. From willowgardeners on Flickr
  3. 3. W ? t a h
  4. 4. ? y h W
  5. 5. H ? w o
  6. 6. S nd ou r? ia il m fa
  7. 7. “We probably should be doing more digital, but we’re not.” Image from purple-lover on Flickr
  8. 8. “It’s finding the time” Image from northcharleston on Flickr
  9. 9. “Well we’ve always done it this way and it seems to work” Image from farnsie on Flickr
  10. 10. “Someone else looks after the marketing – not my problem” Image from tomsaint on Flickr
  11. 11. “We tried it, but it didn’t really work” Image from nesster on Flickr
  12. 12. So lm ia c ia d e
  13. 13. What Pick a channel, any channel… Image from The Drum
  14. 14. 33% use social media to discover new brands, products and services emarketer
  15. 15. 60% of LinkedIn users have clicked on an ad on the site lab42
  16. 16. 100% of business decision-makers use social media for work purposes Forrester Research
  17. 17. 47% share photos or videos they find online Pew
  18. 18. Pinterest drives twice the website referral traffic of Twitter, LinkedIn and Google combined Shareaholic
  19. 19. Novice •  Claim your brand! •  Set-up a Twitter account •  Start networking on LinkedIn
  20. 20. Advocate •  Define your style •  Build a following •  Time your tweets
  21. 21. Hero •  Create a viral contest page •  Connect your blog to Facebook •  Conversion is your goal
  22. 22. E il a m
  23. 23. What?   •  Use email to - Build long term relationships - Promote your products/services - Add value!
  24. 24. 77% prefer to receive permission-based marketing communications through email Exact Target
  25. 25. 44% of email recipients made at least one purchase last year based on a promotional email Convince and Convert
  26. 26. 40% of B2B marketers rated the leads generated by email marketing as high quality Software Advice Survey
  27. 27. Novice •  Choose an email marketing provider •  Create a branded email template •  Define customer journey – where does email fit in?
  28. 28. Advocate •  How’s your database? •  Create campaigns – acquire / educate / retain
  29. 29. Hero •  Segment and create lists •  A/B test
  30. 30. Co nt te n
  31. 31. What?   •  Create engaging, relevant and interesting content for your business From ualucky on Flickr
  32. 32. Interesting content is a top 3 reason people follow brands on social media Content+
  33. 33. 78% think organisations providing custom content are interested in building good relationships TMG Custom Media
  34. 34. 58% of consumers trust editorial content Nielsen
  35. 35. 50% of companies have content marketing strategies WebDAM
  36. 36. Novice •  Start a blog •  Create a content calendar •  Implement social sharing
  37. 37. Advocate •  Submit content (social hubs) •  Bookmark your content (Delicious) •  Write to build a relationship
  38. 38. Hero •  Write an eBook •  Write guest posts •  Create an infographic
  39. 39. O e lin n rk a m o nic rga ng ti e
  40. 40. What?   •  Is your website a well-kept secret? From losangelespersonaltrainer on Flickr
  41. 41. on That’s 100 billi 10000000 0000000 searches on Google per month Search Engine Land
  42. 42. 89% of consumers use search engines for purchase decisions Brafton
  43. 43. 70% of users click on organic search results Search Engine Journal
  44. 44. 75% of users never click past the first page Hubspot
  45. 45. Novice •  Establish your search objectives •  Research your keywords
  46. 46. Advocate •  Set-up Google Webmaster Tools •  Blog for search
  47. 47. Hero •  Get more links – write/talk/network •  See ‘Content’ above
  48. 48. O e lin n rk a m aid p ng ti e
  49. 49. What? •  PPC •  Google AdWords •  Social advertising •  Remarketing
  50. 50. The top three paid ad spots get 41% of clicks Wordstream
  51. 51. Google ads account for 2/3 of clicks for high commercial intent keywords TMG Custom Media
  52. 52. Mobile represents 20% of total search spending worldwide TMG Custom Media
  53. 53. Novice •  Create a Google AdWords account
  54. 54. Advocate •  Send traffic to landing pages
  55. 55. Hero •  Improve message match and improve quality score •  Get a PPC expert £
  56. 56. In ht ig s
  57. 57. What?
  58. 58. Why?   •  It’s free! •  Because assumptions don’t inform improvement •  Because you want to measure success across your - Website - Social channels - Ecommerce - Online advertising
  59. 59. Novice •  Set-up a Google Analytics account •  Consider some training •  Identify underperforming areas
  60. 60. Advocate •  Make a note of important events
  61. 61. Hero •  Set-up goal tracking •  Create custom reports and dashboards •  Assign values
  62. 62. nv Co on si er
  63. 63. “Start testing and stop arguing” - Jon Correll (Founder of Conversion Voodoo)
  64. 64. CRO is… 1.  Finding out why visitors aren’t converting 2.  Fixing it
  65. 65. Companies that use CRO are twice as likely to see an increase in conversion Econsultancy
  66. 66. 44% of clicks for B2B companies are directed to a home page, not a landing page Marketing Sherpa
  67. 67. Novice •  Take a 5-second test •  CTA
  68. 68. Advocate •  A/B test •  Rate yourself
  69. 69. Hero •  Gather user insight •  Segment inbound traffic
  70. 70. Thank you •  Next Digital Bites – Tuesday 8th April •  Subscribe to the Crafted Edition newsletter at www.crafted.co.uk •  Follow @craftedmedia and @digital_bites on Twitter
  71. 71. u… yo nk ha T k @cra ello u d.co. fte | h k 3852 .co.u 3393 d 20 4 (0) 2 l. +4 crafte . Te 322 0AT. 3 21 www ) 147 EC1R 4 (0 ndon l. +4 e. Lo e los JU. T ell C IP4 1 rkenw ich Cle Ipsw 7/31 reet, ps, 2 re St ksho 2 Fo Wor o: 3 well tudi rken ich S Cle Ipsw fice: f on O Lond
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