CraftedSEMINARMAINTAINING A COMPETITIVEEDGE IN THE DIGITAL AGEPART 1
Tom GillmanBusiness Development Directorverb [ with obj ]exercise skill in making (something):he crafted the chair lovingl...
CraftedSEMINARSome of our clientsGrain. Seed. Fertiliser
CraftedSEMINAR•  Why I should care about digital•  How I can get more out of my website•  Which digital channels are right...
CraftedSEMINAR“There is no reason anyonewould want a computerin their home.”- Ken Olson, (Founder)Digital Equipment 1977
CraftedSEMINARWhat is digital marketing?
CraftedSEMINARWhy is digital so important?
CraftedSEMINARDigital landscape288millionmonthlyactive users665milliondailyactive users200+millionusers29.1millionUK smart...
CraftedSEMINARIN Q1 2013Tablets exceededtraditional desktopdevices for conversionrates for the first timeSource: Monetate ...
CraftedSEMINAR43%of all onlineshoppers are fansand followers of thebrands they buySource: Harp Social
CraftedSEMINAR45 MILLIONpeople viewSlideSharepresentationseach monthSource: SlideShare
CraftedSEMINAR2.5%of companyrevenue onaverage isspent on digitalmarketingSource: Gartner
CraftedSEMINAR41%of marketers saythat savings fromdigital marketingare reinvestedSource: Gartner
CraftedSEMINARUP TO50%of digitalmarketingactivities areoutsourcedSource: Gartner
CraftedSEMINAR•  Size doesn’t matter– level playing field•  Cost effective(compared to traditional)•  Easy to measure•  Re...
CraftedSEMINAR•  Security-  Scammers-  Provide peace of mind	  •  Updates-  Frequent-  Relevant-  Managed	  But be aware…•...
CraftedSEMINAR•  An extension of your offline plan (if you want)•  Customer centric – their insight & needs•  Digital – yo...
CraftedSEMINARWhere are you now?Understanding your business
CraftedSEMINARCrafted	  SEMINARRevisit your understanding of…•  Customers•  Market•  Competitors•  3rd party influencers• ...
CraftedSEMINAR•  Assess your capabilities-  Time-  Resource-  SkillsInternalCrafted	  SEMINARImage by Erich Ferdinand “eri...
CraftedSEMINARCrafted	  SEMINARObjective setting•  What does success look like for you?•  Can you measure it?•  Regularly ...
CraftedSEMINARCreating your strategyPlanning, implementation & beyond
CraftedSEMINARCrafted	  SEMINARGetting started•  Targeting•  Positioning•  Choosing the right channelsImage by Lefteris He...
CraftedSEMINAR•  2.4 billion global internet users (2012)•  Digital information created& shared grew x9 in 5 years•  74% o...
CraftedSEMINARINCREASING WEB SALESAND ENQUIRIES
Barnie MillsHead of Designverb [ with obj ]exercise skill in making (something):he crafted the chair lovingly | (as adj. c...
Our approachWhat we don’t do✗ Design for the sake of design✗ Create one-size-fits-all designs✗ Design for our own tastesWh...
What the next hour is not about• Hard and fast-rules with a guaranteed ROI• A silver bullet to boost your web sales• The s...
What the next hour is about• Using design to engage users• Quite a lot of common sense• Some tools to see if it all works•...
• Somewhere easy to find and to get to• Somewhere that your date will be comfortable with• Somewhere that suits the occasi...
Where are they from?How do people arrive at your website?Source MediumGoogle organic/cpc/referralBing organic/cpcFacebook ...
The homepage(Arranging to meet under the clock at Waterloo Station)• Easy to offer a wide range of options• Expectation is...
Landing pages(Arranging to meet at the cinema)• Expectation is predefined• We have a much better ideaof what is going to h...
• Fairly self-explanatory - fashionably late won’t work2. Turn up on time
Page loadWe could have failed before we’ve startedEvery second loading =0.65 increase in bounce rate!
MobileThe pre-date traffic jam!• 	  Breaking the 1000ms Timeto Glass Barrier• 	  Average currently 4800ms• 	  400ms latenc...
We can’t ignore it20% of adultsown a tabletMobile OperatorsAssociation (MOA) andYouGovOver half ofBritain ownsa smartphone...
• People form an opinion within 30 seconds• First impressions are hard to reverse3. Make a good first impression
It is especially important online…The averagetime spent ona webpage is25secondsOn average,visitors onlyread around20%of co...
The 5 second rule
(not this one!)Image by Daniel Oines “dno1967b” (Flickr)
Am I in the right place?• Is the core message obvious?• Can I see a reference towhat I’m looking for?
Am I interested?• Does it meet my expectationsat first glance?• Do I care / empathise in any way?	  	  	  
Do I trust you?• Is the site well presented• Does the site look professional• Can I see any evidence that thesite is trust...
What next?• Is there a clear call to action?• Is there an obvious way toexplore the site further?
Some examples…
www.wiggle.co.uk• What activities does this site cater for?• What are 3 of the company’s USPs?
www.mailchimp.com• What service does the site offer?• Why might you choose it over competitors?
Any ideas?• What service does the site offer?
Dress appropriately!Image from allfancydress.com
Dealing with devices• How will your content display• How will users interact
Responsive web design• Adapts to suit screen size• Agnostic to device (in the most part)• A single site to maintain• A sin...
Breakpoint 1
Breakpoint 1
Breakpoint 1
Breakpoint 1
Breakpoint 2
Breakpoint 2
Breakpoint 2
Breakpoint 3
Breakpoint 3
Breakpoint 3
Breakpoint 4
Breakpoint 4
Breakpoint 4
Breakpoint 4
Breakpoint 4
Calls to action(CTAs)
Calls to action (CTAs)What is a call to action?(I probably flash and play the themefrom The Apprentice every 30 seconds)
Call us today0800 123 456
The easy wins…• BIG• PROMINENT• ISOLATED• AFFORDANCE• COMFORT( I struggled with a clever acronym!)
• Conversation• Shared interests• Empathy• Trust4. Build trust, build the relationship
Refining calls to actionGood looks will only get you so far…Learn More(About	  what	  exactly?	  	  It	  is	  a	  bit	  va...
Try ‘Blind Date’ Free60 second sign up(What	  have	  I	  go	  to	  lose?)	  A bit more like it
• Lead	  with	  a	  familiar,	  easy-­‐to-­‐understand	  verb	  • Be	  specific	  rather	  than	  generic	  • Add	  a	  str...
However…for	  most	  of	  us	  simply	  having	  a	  clear,	  concise	  	  call	  to	  acGon	  isn’t	  enough	  on	  its	 ...
Supporting content
I wonder if anyone noticed thatCall to Action at the very bottomof the last page!What happened to prominence?
• build trust• build empathy• build desireUse your content to…
Trust marks
Social proof
Design patterns
Not quite!Image:	  Flickr,	  IrishFireside	  
Anti-patternsThe awkward handshake or unexpected hug!• 	  ’Click	  here’	  • 	  ’Tiny	  targets’	  • 	  Beware	  the	  ‘No...
A time and a place for innovation• 	  Don’t	  re-­‐invent	  the	  wheel	  • 	  Be	  consistent	  in	  your	  approach	  • ...
• Long term relationships reap greater reward• Always keep trying• Sometimes a surprise is good5. You can just as easily l...
Beyond first conversionNew vs ReturningNew	  	  visitors	  Returning	  visitors	  
Welcome to the clubNewsletters and Accounts
Customer benefits(It’s all for them, honest)• 	  Membership	  benefits	  –	  offers,	  promoGons	  • 	  Faster	  payment	  •...
Who really benefits?• 	  Know	  your	  customer	  • 	  Target	  them	  more	  efficiently	  • 	  Increase	  customer	  value...
Keep in touch
Means Get AgencyParaphernalia!!
Who’s had a good(or a bad) experience online?
Don’t forget old fashionedcustomer service!• 	  Keep	  your	  promises	  • 	  Keep	  the	  human	  touch	  • 	  Give	  a	 ...
There is no silver bullet
Testing assumptions
40%Increase inconversion
55%Increase inconversion
Testing toolkit
Summary
Blind date1. Choose a venue2. Turn up on time3. Make a good first impression4. Build trust5. Remember, it’s very easy to l...
Thank you,any questions?
CraftedSEMINARMAINTAINING A COMPETITIVEEDGE IN THE DIGITAL AGEPART 2
CraftedSEMINARChoosing the right channels
CraftedSEMINARPros•  It’s about relationships•  Viral opportunity•  Show your brand personality•  Listen•  Learn more abou...
CraftedSEMINARCons•  Investment in time•  Long haul strategy•  Let the brand speak with one voice•  Know your risk managem...
CraftedSEMINARCrafted	  SEMINARSocial media - considerations•  Does your brand fit?•  Which channels areyour customers usi...
CraftedSEMINARCrafted	  PRESENTATION
CraftedSEMINARPros•  Relatively low cost•  Immediate calls to action•  Quick to deploy(less than direct mail)•  Segmentati...
CraftedSEMINARCons•  Deliverability and renderability•  Email response‘window of opportunity’•  Perception of spam•  Black...
CraftedSEMINAR•  Follow best practice (DMA)•  Grow your list ORGANICALLY?•  What’s your ‘honey pot’•  Data segmentation?• ...
CraftedSEMINAR
CraftedSEMINAR
CraftedSEMINAR4 BILLIONmobiles inuse globallySource: marketing.anchormobile.net/blog/bid/202428/Mobile-Marketing-Statistic...
CraftedSEMINAROVER HALFof Britain ownsa smartphoneSource: Ofcom
CraftedSEMINAR31% OFSITE TRAFFICin the UK isfrom mobileSource: Mobify
CraftedSEMINARMORE TIMEis spent on mobilemedia by adults,than they do onnewspapersand magazinescombinedSource: marketing.a...
CraftedSEMINARMOBILEBROWSINGis expected toovertake desktopbrowsing by 2014Source: Microsoft Tag
CraftedSEMINAR40%OF EMAILis now openedon mobile devicesSource: Knotice
CraftedSEMINARUSERS RUN43 APPSon averageSource: mobileapptesting.com
CraftedSEMINAROVER2 HOURSPER DAYon average is spenton mobile appsSource: mobileapptesting.com
CraftedSEMINARPros•  Works offline•  Talk to your customers (push notifications)•  Better ‘front of mind’ reference•  Acce...
CraftedSEMINARCons•  Potentially expensive option•  App store – rules, reviews and revenue•  1 in 4 apps abandoned after i...
CraftedSEMINARProsIf your goal is to attract more customers andincrease conversion, then consider a mobile website:•  Acce...
CraftedSEMINARCons•  It’s not aresponsive website!Mobile website
CraftedSEMINARIn summary•  Let insight guide your choices•  What does my customer really care about?•  Capability and sust...
CraftedSEMINAR“Why waste a sentencesaying nothing?”- Seth Godin
CraftedSEMINARINFLUENCING CUSTOMERSIN THE DIGITAL AGE
Ian MillerSearch Directorverb [ with obj ]exercise skill in making (something):he crafted the chair lovingly | (as adj. cr...
CraftedSEMINARHow is PR changing?
CraftedSEMINARCrafted	  SEMINARI PR
CraftedSEMINARImage by Ben Gallagher “bengallagher” (Flickr)Ultimately it’s a story
UNDER THEINFLUENCE OFDIGITAL, PR ISTRANSFORMINGCrafted	  SEMINARImage by Sham Hardy “xshamx” (Flickr)
Everything is amplifiedImage by Joe Green “joeandsarah” (Flickr)CraftedSEMINAR
Image by The U.S. National Archives “usnationalarchives” (Flickr)CraftedSEMINAR
CraftedSEMINARImage by Hotel de la Paix Genève “hoteldelapaixgeneve” (Flickr)Infinite Choice
Why the rush towards digital?Crafted	  SEMINAR
Source: Pew Research Center	  CraftedSEMINAR
CraftedSEMINARSource: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.htmlCrafted	  SEMINAR
CraftedSEMINARSource: http://www.guardian.co.uk/media/abcsWe’re moving online
CraftedSEMINARTier 1Trade pressNewspapersTier 2Authority websitesIndustry associations & eventsProfessional bloggersTier 3...
CraftedSEMINARTRADITIONALPRONLINEPRTier 1Trade pressNewspapersTier 2Authority websitesIndustry associations & eventsProfes...
CraftedSEMINARPR IS LIKE ADINNER PARTYCraftedSEMINARImage by manhhai (Flickr)
CraftedSEMINARWhat yourbusiness isinterested inWhat yourcustomers areinterested in
CraftedSEMINARPR in the digital age
MACRO& MICROPUBLIC RELATIONSCrafted	  SEMINAR
SOCIAL MEDIACrafted	  SEMINAR
CraftedSEMINARCrafted	  SEMINARCONTENTIS FIRESOCIAL MEDIAIS GASOLINE
CraftedSEMINARCrafted	  SEMINAR
CraftedSEMINARCrafted	  SEMINAR
CraftedSEMINARCrafted	  SEMINAR
YOU CAN TURNIT AROUNDCraftedSEMINARCrafted	  SEMINAR
CraftedSEMINARBe prepared, online and off•  Ship grounded during the evening of Friday 13th January 2012•  First offline P...
Crafted	  PRESENTATIONCraftedSEMINAR
Crafted	  PRESENTATIONCraftedSEMINAR
OFFLINE OR ONLINE?CraftedSEMINARImage by Ruben Alexander “the-wanderers-eye” (Flickr)
Crafted	  SEMINAR
Crafted	  SEMINAR
CraftedSEMINARWhere do I begin?
We all start somewhereCraftedSEMINAR
#1 - PlanningCrafted	  SEMINAR
CraftedSEMINAR
“In god we trust…all others bring data”- Edward DemingCrafted	  SEMINAR
Crafted	  SEMINARONLY 11% OFMARKETING DECISIONSARE BASED ON DATASource: Adobe/Econsultancy Quarterly Digital Intelligence ...
#2 – Leverage any opportunityCrafted	  SEMINAR
Crafted	  SEMINAR
Crafted	  SEMINAR
3185 shares1545 tweetsCrafted	  SEMINAR
#3 – Show what you hideCrafted	  SEMINAR
http://www.youtube.com/watch?v=oSd0keSj2W8Crafted	  SEMINAR
#4 – Create your own newsCrafted	  SEMINAR
CraftedSEMINAR
CraftedSEMINAR
#5 – Think beyond wordsCrafted	  SEMINAR
Crafted	  PRESENTATIONtaxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23CraftedSEMINAR
CONTENT IS CUSTOMER SERVICECraftedSEMINAR
#6 – Sometimes, normal is OKCrafted	  SEMINAR
70 20 10Crafted	  SEMINAR
#7 – ListenCrafted	  SEMINAR
CONTENT IS CUSTOMER SERVICEhttp://www.google.co.uk/trends/exploreCrafted	  SEMINAR
CONTENT IS CUSTOMER SERVICECrafted	  SEMINAR
CONTENT IS CUSTOMER SERVICECraftedSEMINAR
#8 – Identify influencersCrafted	  SEMINAR
CONTENT IS CUSTOMER SERVICECraftedSEMINAR
INFLUENCEINFLUENCECrafted	  SEMINARTier 1Trade pressNewspapersTier 2Authority websitesIndustry associations & eventsProfes...
#9 – Reach outCrafted	  SEMINAR
CraftedSEMINAR
#10 – EvaluateCrafted	  SEMINAR
CraftedSEMINARImage by Marco Estrella “marcoestrella” (Flickr)
#11 – Get readingCrafted	  SEMINAR
Crafted	  SEMINARThe Business of InfluencePhilip Sheldrake
Crafted	  SEMINARImage by Stefany “steffypeeageayemm” (Flickr)
CraftedSEMINARThank you•  Slides•  Business on a bike – 4th July•  Digital Bites – October•  Newsletter•  Follow @craftedm...
CraftedSEMINARIpswich Studio32 Fore Street,Ipswich, IP4 1JUT: +44 (0) 1473 322841E: hello@crafted.co.ukLondon OfficeClerke...
CraftedSEMINARIconography from The Noun ProjectiPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon...
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Maintaining the competitive edge in the digital age: Crafted IoD presentation
Upcoming SlideShare
Loading in...5
×

Maintaining the competitive edge in the digital age: Crafted IoD presentation

471

Published on

Our businesses operate in a world in which Google handles 100 billion searches every month, half of Britain owns a smartphone and the average UK resident spends nine hours each day glued to a screen. We are trading in the digital age, and it is vital to understand how to get the most from online technologies in order to compete.

Measurable, scalable and highly-targeted, effective digital marketing can help businesses sell more and better engage with customers. But, with so many channels available, how do you determine which outlets will work best for your business, and how do you make the most of the tools you already have? In this presentation, experts from integrated digital agency Crafted will take you through the digital journey, helping you to focus on the channels that can deliver real ROI for your business to ensure that you maintain the competitive edge in the online era.

The presentation will explore:

1) Crafting your digital strategy – Tom Gillman, Business Development Director, will explain the basics of formulating a digital marketing strategy, help you define your objectives and understand your current positioning


2) Increasing web sales and enquires – Barnie Mills, Head of Creative, will highlight design considerations for more successful websites and outline helpful tweaks to boost the performance of your existing site

3) Influencing customers in the digital age – Ian Miller, Search Director, will explore ways to blend traditional and online PR to resonate with your audience and generate better business results

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
471
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
24
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Maintaining the competitive edge in the digital age: Crafted IoD presentation

  1. 1. CraftedSEMINARMAINTAINING A COMPETITIVEEDGE IN THE DIGITAL AGEPART 1
  2. 2. Tom GillmanBusiness Development Directorverb [ with obj ]exercise skill in making (something):he crafted the chair lovingly | (as adj. crafted) :a beautifully crafted object.
  3. 3. CraftedSEMINARSome of our clientsGrain. Seed. Fertiliser
  4. 4. CraftedSEMINAR•  Why I should care about digital•  How I can get more out of my website•  Which digital channels are right for me•  How can I use digital to influencemy customers and prospectsWorkshop aims
  5. 5. CraftedSEMINAR“There is no reason anyonewould want a computerin their home.”- Ken Olson, (Founder)Digital Equipment 1977
  6. 6. CraftedSEMINARWhat is digital marketing?
  7. 7. CraftedSEMINARWhy is digital so important?
  8. 8. CraftedSEMINARDigital landscape288millionmonthlyactive users665milliondailyactive users200+millionusers29.1millionUK smartphoneusers by 2015Sources: Econsultancy, SoDA, Gartner
  9. 9. CraftedSEMINARIN Q1 2013Tablets exceededtraditional desktopdevices for conversionrates for the first timeSource: Monetate Q1 2013 Ecommerce Quarterly
  10. 10. CraftedSEMINAR43%of all onlineshoppers are fansand followers of thebrands they buySource: Harp Social
  11. 11. CraftedSEMINAR45 MILLIONpeople viewSlideSharepresentationseach monthSource: SlideShare
  12. 12. CraftedSEMINAR2.5%of companyrevenue onaverage isspent on digitalmarketingSource: Gartner
  13. 13. CraftedSEMINAR41%of marketers saythat savings fromdigital marketingare reinvestedSource: Gartner
  14. 14. CraftedSEMINARUP TO50%of digitalmarketingactivities areoutsourcedSource: Gartner
  15. 15. CraftedSEMINAR•  Size doesn’t matter– level playing field•  Cost effective(compared to traditional)•  Easy to measure•  Real-time impact / results•  Ready for refinementWhy is digital so important?•  Far greater exposure•  Viral potential•  Two-way•  It’s where your customers are
  16. 16. CraftedSEMINAR•  Security-  Scammers-  Provide peace of mind  •  Updates-  Frequent-  Relevant-  Managed  But be aware…•  Cost-  It’s not free-  Be aware of hidden costs-  Follow a budget-  Develop a strategy  
  17. 17. CraftedSEMINAR•  An extension of your offline plan (if you want)•  Customer centric – their insight & needs•  Digital – your other flexible friend•  Realistic goals•  Rolling-review & updateYet another marketing strategy?!
  18. 18. CraftedSEMINARWhere are you now?Understanding your business
  19. 19. CraftedSEMINARCrafted  SEMINARRevisit your understanding of…•  Customers•  Market•  Competitors•  3rd party influencers•  Macro environment
  20. 20. CraftedSEMINAR•  Assess your capabilities-  Time-  Resource-  SkillsInternalCrafted  SEMINARImage by Erich Ferdinand “erix” (Flickr)
  21. 21. CraftedSEMINARCrafted  SEMINARObjective setting•  What does success look like for you?•  Can you measure it?•  Regularly monitor and review
  22. 22. CraftedSEMINARCreating your strategyPlanning, implementation & beyond
  23. 23. CraftedSEMINARCrafted  SEMINARGetting started•  Targeting•  Positioning•  Choosing the right channelsImage by Lefteris Heretakis “heretakis” (Flickr)
  24. 24. CraftedSEMINAR•  2.4 billion global internet users (2012)•  Digital information created& shared grew x9 in 5 years•  74% of businesses believe userexperience is key for improving sales•  Mobile users reach tophone 150x per day•  ‘Always-on’ likely to increasewith wearableWhere do I start?Sources: KPCB, eConsultancyImage by Max Braun “maxbraun” (Flickr)
  25. 25. CraftedSEMINARINCREASING WEB SALESAND ENQUIRIES
  26. 26. Barnie MillsHead of Designverb [ with obj ]exercise skill in making (something):he crafted the chair lovingly | (as adj. crafted) :a beautifully crafted object.
  27. 27. Our approachWhat we don’t do✗ Design for the sake of design✗ Create one-size-fits-all designs✗ Design for our own tastesWhat we do✔ Design for function✔ Design for the user✔ Create a bespoke solution for each client
  28. 28. What the next hour is not about• Hard and fast-rules with a guaranteed ROI• A silver bullet to boost your web sales• The secret button colour that will guarantee clicks!
  29. 29. What the next hour is about• Using design to engage users• Quite a lot of common sense• Some tools to see if it all works• Hopefully, a way to remember it all…
  30. 30. • Somewhere easy to find and to get to• Somewhere that your date will be comfortable with• Somewhere that suits the occasion1. Choose a venue
  31. 31. Where are they from?How do people arrive at your website?Source MediumGoogle organic/cpc/referralBing organic/cpcFacebook referralGoogle shopping cpcYahoo organic/referralOutlook direct
  32. 32. The homepage(Arranging to meet under the clock at Waterloo Station)• Easy to offer a wide range of options• Expectation is not as clearly defined• Harder to plan in advanceImage by Elliott Brown “ell-r-brown” (Flickr)
  33. 33. Landing pages(Arranging to meet at the cinema)• Expectation is predefined• We have a much better ideaof what is going to happenPhoto: ScypaxPictures, www.flickr.com
  34. 34. • Fairly self-explanatory - fashionably late won’t work2. Turn up on time
  35. 35. Page loadWe could have failed before we’ve startedEvery second loading =0.65 increase in bounce rate!
  36. 36. MobileThe pre-date traffic jam!•  Breaking the 1000ms Timeto Glass Barrier•  Average currently 4800ms•  400ms latency on 3G!Source: http://youtu.be/Il4swGfTOSM
  37. 37. We can’t ignore it20% of adultsown a tabletMobile OperatorsAssociation (MOA) andYouGovOver half ofBritain ownsa smartphone(Ofcom)
  38. 38. • People form an opinion within 30 seconds• First impressions are hard to reverse3. Make a good first impression
  39. 39. It is especially important online…The averagetime spent ona webpage is25secondsOn average,visitors onlyread around20%of contentOne in fivevisitors leavea site within5seconds
  40. 40. The 5 second rule
  41. 41. (not this one!)Image by Daniel Oines “dno1967b” (Flickr)
  42. 42. Am I in the right place?• Is the core message obvious?• Can I see a reference towhat I’m looking for?
  43. 43. Am I interested?• Does it meet my expectationsat first glance?• Do I care / empathise in any way?      
  44. 44. Do I trust you?• Is the site well presented• Does the site look professional• Can I see any evidence that thesite is trustworthy?Image by Tattoo_Lover “tattoos-nu” (Flickr)
  45. 45. What next?• Is there a clear call to action?• Is there an obvious way toexplore the site further?
  46. 46. Some examples…
  47. 47. www.wiggle.co.uk• What activities does this site cater for?• What are 3 of the company’s USPs?
  48. 48. www.mailchimp.com• What service does the site offer?• Why might you choose it over competitors?
  49. 49. Any ideas?• What service does the site offer?
  50. 50. Dress appropriately!Image from allfancydress.com
  51. 51. Dealing with devices• How will your content display• How will users interact
  52. 52. Responsive web design• Adapts to suit screen size• Agnostic to device (in the most part)• A single site to maintain• A single set of analytics• Google recommends responsive for mobile
  53. 53. Breakpoint 1
  54. 54. Breakpoint 1
  55. 55. Breakpoint 1
  56. 56. Breakpoint 1
  57. 57. Breakpoint 2
  58. 58. Breakpoint 2
  59. 59. Breakpoint 2
  60. 60. Breakpoint 3
  61. 61. Breakpoint 3
  62. 62. Breakpoint 3
  63. 63. Breakpoint 4
  64. 64. Breakpoint 4
  65. 65. Breakpoint 4
  66. 66. Breakpoint 4
  67. 67. Breakpoint 4
  68. 68. Calls to action(CTAs)
  69. 69. Calls to action (CTAs)What is a call to action?(I probably flash and play the themefrom The Apprentice every 30 seconds)
  70. 70. Call us today0800 123 456
  71. 71. The easy wins…• BIG• PROMINENT• ISOLATED• AFFORDANCE• COMFORT( I struggled with a clever acronym!)
  72. 72. • Conversation• Shared interests• Empathy• Trust4. Build trust, build the relationship
  73. 73. Refining calls to actionGood looks will only get you so far…Learn More(About  what  exactly?    It  is  a  bit  vague)  
  74. 74. Try ‘Blind Date’ Free60 second sign up(What  have  I  go  to  lose?)  A bit more like it
  75. 75. • Lead  with  a  familiar,  easy-­‐to-­‐understand  verb  • Be  specific  rather  than  generic  • Add  a  strong  benefit  or  statement  of  value.  What’s  in  it  for  the  user?  • Suggest  instant  graGficaGon!  http://copyhackers.com/2012/06/radically-rethink-your-ctas/Consider
  76. 76. However…for  most  of  us  simply  having  a  clear,  concise    call  to  acGon  isn’t  enough  on  its  own.
  77. 77. Supporting content
  78. 78. I wonder if anyone noticed thatCall to Action at the very bottomof the last page!What happened to prominence?
  79. 79. • build trust• build empathy• build desireUse your content to…
  80. 80. Trust marks
  81. 81. Social proof
  82. 82. Design patterns
  83. 83. Not quite!Image:  Flickr,  IrishFireside  
  84. 84. Anti-patternsThe awkward handshake or unexpected hug!•  ’Click  here’  •  ’Tiny  targets’  •  Beware  the  ‘Novel  NoGon’      (the  designers  shame!)  
  85. 85. A time and a place for innovation•  Don’t  re-­‐invent  the  wheel  •  Be  consistent  in  your  approach  •  Avoid  the  ‘awkward  handshake!’    Image by Grant Mitchell “anachronism_uk” (Flickr)
  86. 86. • Long term relationships reap greater reward• Always keep trying• Sometimes a surprise is good5. You can just as easily lose trust
  87. 87. Beyond first conversionNew vs ReturningNew    visitors  Returning  visitors  
  88. 88. Welcome to the clubNewsletters and Accounts
  89. 89. Customer benefits(It’s all for them, honest)•  Membership  benefits  –  offers,  promoGons  •  Faster  payment  •  Make  them  feel  ‘special’  
  90. 90. Who really benefits?•  Know  your  customer  •  Target  them  more  efficiently  •  Increase  customer  value  
  91. 91. Keep in touch
  92. 92. Means Get AgencyParaphernalia!!
  93. 93. Who’s had a good(or a bad) experience online?
  94. 94. Don’t forget old fashionedcustomer service!•  Keep  your  promises  •  Keep  the  human  touch  •  Give  a  bit  extra  •  Just  be  nice!  
  95. 95. There is no silver bullet
  96. 96. Testing assumptions
  97. 97. 40%Increase inconversion
  98. 98. 55%Increase inconversion
  99. 99. Testing toolkit
  100. 100. Summary
  101. 101. Blind date1. Choose a venue2. Turn up on time3. Make a good first impression4. Build trust5. Remember, it’s very easy to lose trust!
  102. 102. Thank you,any questions?
  103. 103. CraftedSEMINARMAINTAINING A COMPETITIVEEDGE IN THE DIGITAL AGEPART 2
  104. 104. CraftedSEMINARChoosing the right channels
  105. 105. CraftedSEMINARPros•  It’s about relationships•  Viral opportunity•  Show your brand personality•  Listen•  Learn more about customersSocial media•  Low cost of entry•  Customer service•  Another arm for crisis management
  106. 106. CraftedSEMINARCons•  Investment in time•  Long haul strategy•  Let the brand speak with one voice•  Know your risk management strategy•  Loss of controlSocial media
  107. 107. CraftedSEMINARCrafted  SEMINARSocial media - considerations•  Does your brand fit?•  Which channels areyour customers using?•  Who will manageyour channels?•  What’s your capacity?•  What are youtrying to achieve?•  How will you measure it?•  Be human•  Be different, give peoplea reason to engage•  Be on brand•  Share regularly
  108. 108. CraftedSEMINARCrafted  PRESENTATION
  109. 109. CraftedSEMINARPros•  Relatively low cost•  Immediate calls to action•  Quick to deploy(less than direct mail)•  Segmentation•  Measurement,testing and improvementEmail marketing
  110. 110. CraftedSEMINARCons•  Deliverability and renderability•  Email response‘window of opportunity’•  Perception of spam•  Blacklisting•  Easily ignoredEmail marketing
  111. 111. CraftedSEMINAR•  Follow best practice (DMA)•  Grow your list ORGANICALLY?•  What’s your ‘honey pot’•  Data segmentation?•  Know your spam!•  Design for the preview pane•  How will you create value?Email marketing - considerations
  112. 112. CraftedSEMINAR
  113. 113. CraftedSEMINAR
  114. 114. CraftedSEMINAR4 BILLIONmobiles inuse globallySource: marketing.anchormobile.net/blog/bid/202428/Mobile-Marketing-Statistics-2013-That-Will-Blow-Your-Mind
  115. 115. CraftedSEMINAROVER HALFof Britain ownsa smartphoneSource: Ofcom
  116. 116. CraftedSEMINAR31% OFSITE TRAFFICin the UK isfrom mobileSource: Mobify
  117. 117. CraftedSEMINARMORE TIMEis spent on mobilemedia by adults,than they do onnewspapersand magazinescombinedSource: marketing.anchormobile.net/blog/bid/202428/Mobile-Marketing-Statistics-2013-That-Will-Blow-Your-Mind
  118. 118. CraftedSEMINARMOBILEBROWSINGis expected toovertake desktopbrowsing by 2014Source: Microsoft Tag
  119. 119. CraftedSEMINAR40%OF EMAILis now openedon mobile devicesSource: Knotice
  120. 120. CraftedSEMINARUSERS RUN43 APPSon averageSource: mobileapptesting.com
  121. 121. CraftedSEMINAROVER2 HOURSPER DAYon average is spenton mobile appsSource: mobileapptesting.com
  122. 122. CraftedSEMINARPros•  Works offline•  Talk to your customers (push notifications)•  Better ‘front of mind’ reference•  Access to device specific functionality(camera, accelerometer)Mobile app
  123. 123. CraftedSEMINARCons•  Potentially expensive option•  App store – rules, reviews and revenue•  1 in 4 apps abandoned after initial useMobile app
  124. 124. CraftedSEMINARProsIf your goal is to attract more customers andincrease conversion, then consider a mobile website:•  Accessible to search•  Improved user experience over desktop site•  A single platform•  Likely to be more affordable•  25% of UK consumers have purchased via mobileMobile website
  125. 125. CraftedSEMINARCons•  It’s not aresponsive website!Mobile website
  126. 126. CraftedSEMINARIn summary•  Let insight guide your choices•  What does my customer really care about?•  Capability and sustainability are vital•  It’s a long-term commitment•  Review, adapt and evolve
  127. 127. CraftedSEMINAR“Why waste a sentencesaying nothing?”- Seth Godin
  128. 128. CraftedSEMINARINFLUENCING CUSTOMERSIN THE DIGITAL AGE
  129. 129. Ian MillerSearch Directorverb [ with obj ]exercise skill in making (something):he crafted the chair lovingly | (as adj. crafted) :a beautifully crafted object.
  130. 130. CraftedSEMINARHow is PR changing?
  131. 131. CraftedSEMINARCrafted  SEMINARI PR
  132. 132. CraftedSEMINARImage by Ben Gallagher “bengallagher” (Flickr)Ultimately it’s a story
  133. 133. UNDER THEINFLUENCE OFDIGITAL, PR ISTRANSFORMINGCrafted  SEMINARImage by Sham Hardy “xshamx” (Flickr)
  134. 134. Everything is amplifiedImage by Joe Green “joeandsarah” (Flickr)CraftedSEMINAR
  135. 135. Image by The U.S. National Archives “usnationalarchives” (Flickr)CraftedSEMINAR
  136. 136. CraftedSEMINARImage by Hotel de la Paix Genève “hoteldelapaixgeneve” (Flickr)Infinite Choice
  137. 137. Why the rush towards digital?Crafted  SEMINAR
  138. 138. Source: Pew Research Center  CraftedSEMINAR
  139. 139. CraftedSEMINARSource: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.htmlCrafted  SEMINAR
  140. 140. CraftedSEMINARSource: http://www.guardian.co.uk/media/abcsWe’re moving online
  141. 141. CraftedSEMINARTier 1Trade pressNewspapersTier 2Authority websitesIndustry associations & eventsProfessional bloggersTier 3Niche websitesHobby bloggersForums & communitiesSocial media hubs
  142. 142. CraftedSEMINARTRADITIONALPRONLINEPRTier 1Trade pressNewspapersTier 2Authority websitesIndustry associations & eventsProfessional bloggersTier 3Niche websitesHobby bloggersForums & communitiesSocial media hubs
  143. 143. CraftedSEMINARPR IS LIKE ADINNER PARTYCraftedSEMINARImage by manhhai (Flickr)
  144. 144. CraftedSEMINARWhat yourbusiness isinterested inWhat yourcustomers areinterested in
  145. 145. CraftedSEMINARPR in the digital age
  146. 146. MACRO& MICROPUBLIC RELATIONSCrafted  SEMINAR
  147. 147. SOCIAL MEDIACrafted  SEMINAR
  148. 148. CraftedSEMINARCrafted  SEMINARCONTENTIS FIRESOCIAL MEDIAIS GASOLINE
  149. 149. CraftedSEMINARCrafted  SEMINAR
  150. 150. CraftedSEMINARCrafted  SEMINAR
  151. 151. CraftedSEMINARCrafted  SEMINAR
  152. 152. YOU CAN TURNIT AROUNDCraftedSEMINARCrafted  SEMINAR
  153. 153. CraftedSEMINARBe prepared, online and off•  Ship grounded during the evening of Friday 13th January 2012•  First offline PR was 14 January (PM)•  First news conference with CEO was held 16 January•  Online had:•  35,000 tweets•  10,000 blog mentions•  34,000 new mentions online•  4,500 YouTube video mentions
  154. 154. Crafted  PRESENTATIONCraftedSEMINAR
  155. 155. Crafted  PRESENTATIONCraftedSEMINAR
  156. 156. OFFLINE OR ONLINE?CraftedSEMINARImage by Ruben Alexander “the-wanderers-eye” (Flickr)
  157. 157. Crafted  SEMINAR
  158. 158. Crafted  SEMINAR
  159. 159. CraftedSEMINARWhere do I begin?
  160. 160. We all start somewhereCraftedSEMINAR
  161. 161. #1 - PlanningCrafted  SEMINAR
  162. 162. CraftedSEMINAR
  163. 163. “In god we trust…all others bring data”- Edward DemingCrafted  SEMINAR
  164. 164. Crafted  SEMINARONLY 11% OFMARKETING DECISIONSARE BASED ON DATASource: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
  165. 165. #2 – Leverage any opportunityCrafted  SEMINAR
  166. 166. Crafted  SEMINAR
  167. 167. Crafted  SEMINAR
  168. 168. 3185 shares1545 tweetsCrafted  SEMINAR
  169. 169. #3 – Show what you hideCrafted  SEMINAR
  170. 170. http://www.youtube.com/watch?v=oSd0keSj2W8Crafted  SEMINAR
  171. 171. #4 – Create your own newsCrafted  SEMINAR
  172. 172. CraftedSEMINAR
  173. 173. CraftedSEMINAR
  174. 174. #5 – Think beyond wordsCrafted  SEMINAR
  175. 175. Crafted  PRESENTATIONtaxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23CraftedSEMINAR
  176. 176. CONTENT IS CUSTOMER SERVICECraftedSEMINAR
  177. 177. #6 – Sometimes, normal is OKCrafted  SEMINAR
  178. 178. 70 20 10Crafted  SEMINAR
  179. 179. #7 – ListenCrafted  SEMINAR
  180. 180. CONTENT IS CUSTOMER SERVICEhttp://www.google.co.uk/trends/exploreCrafted  SEMINAR
  181. 181. CONTENT IS CUSTOMER SERVICECrafted  SEMINAR
  182. 182. CONTENT IS CUSTOMER SERVICECraftedSEMINAR
  183. 183. #8 – Identify influencersCrafted  SEMINAR
  184. 184. CONTENT IS CUSTOMER SERVICECraftedSEMINAR
  185. 185. INFLUENCEINFLUENCECrafted  SEMINARTier 1Trade pressNewspapersTier 2Authority websitesIndustry associations & eventsProfessional bloggersTier 3Niche websitesHobby bloggersForums & communitiesSocial media hubs
  186. 186. #9 – Reach outCrafted  SEMINAR
  187. 187. CraftedSEMINAR
  188. 188. #10 – EvaluateCrafted  SEMINAR
  189. 189. CraftedSEMINARImage by Marco Estrella “marcoestrella” (Flickr)
  190. 190. #11 – Get readingCrafted  SEMINAR
  191. 191. Crafted  SEMINARThe Business of InfluencePhilip Sheldrake
  192. 192. Crafted  SEMINARImage by Stefany “steffypeeageayemm” (Flickr)
  193. 193. CraftedSEMINARThank you•  Slides•  Business on a bike – 4th July•  Digital Bites – October•  Newsletter•  Follow @craftedmedia•  Coffee & a chat
  194. 194. CraftedSEMINARIpswich Studio32 Fore Street,Ipswich, IP4 1JUT: +44 (0) 1473 322841E: hello@crafted.co.ukLondon OfficeClerkenwell Workshops,27/31 Clerkenwell Close,London, EC1R 0ATT: +44 (0) 20 3393 3852www.crafted.co.uk
  195. 195. CraftedSEMINARIconography from The Noun ProjectiPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon Keelean),Presentation (Joris Hoogendoorn), Coins (Mike Hince), Arrow (P.J. Onori), Earth (Francesco Paleari),Sun (Olivier Guin), Fire (Diego Naive), Gasoline (Mitchell Geere),Credits
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×