Your SlideShare is downloading. ×
0
Digital marketing tips and tricks they don’t tell you in the text books…<br />Dr Dave Chaffey, CEO Smart Insights<br />8th...
About Dave Chaffey<br />Books<br />Qualifications: <br />Cert DigM and Dip DigM<br />Best practice guides<br />Analytics <...
Smart Insights : our services<br />3<br />
1 Convert! (on & offline)<br />Sale<br />Lead – E-mail address<br />Call back<br />2 Engage audience<br />Reduce bounce ra...
5<br />Tip #2 Invest in a content strategy to achieve your goals<br />
6<br />Tip #3 BE RELENTLESS IN MOVING TOWARDS YOUR GOALS<br />
The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influence of pages in generating value ...
8<br />Tip #3 Optimize your scent<br />Example scent trails…<br />NEW CUSTOMER?<br /><CUSTOMER-CENTRIC SERVICE NAMES><br /...
9<br />Tip #4 Engage through value = OVP<br />
|  10<br />Tip #5 Sell through value = corebrand messages<br />
Tip #6 Test your value messages<br />11<br />
TV Comparison<br />TV - Off<br />TV - On<br />+2.4%<br />+6.4%<br />-1.3%<br />+14.8%<br />Source: Craig Sullivan talking ...
Value proposition testing<br />+5.3%<br />
Practical Tip – Scent Trails and Conversion Pathways<br />Consider options for providing alternative “conversion pathways”...
Segmented landing page example = DFA<br />|2009<br />|15<br />http://mortgagehelp.direct.gov.uk/<br />
16<br />Tip #8 Avoid banner blindness<br />
17<br />Tip #9 Simplify!<br />
More recent http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm<br />|18<br />
19<br />Tip #10 Integrate efficiently<br />
20<br />Tip #11 Make blogs work for you<br />Don’t let the HIPPOs win!<br />http://www.toprankblog.com/2010/01/survey-seo-...
Be social<br />21<br />Tip #12 Be social! Offer choice!Different forms of value, but…<br />Don’t believe the hype!<br />ht...
Tip: Recruit to Twitter via Email<br />Recruiting to Twitter<br />via a prize draw <br />promoted in Twitter<br />
Recruiting to encourage purchase<br />
…And exclusive Facebook Benefits<br />
3 Mind the gap!<br />Identifying problems and opportunities for growth<br />25<br />
|26<br />Should show:<br />Potential performance from keyphrase estimators<br />Your actual performance     (position, cli...
27<br />Tip #14 Segment to the max<br />
Advanced segments – some options<br />1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
Returning visitor
Registered visitor
Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
<3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
Product page
Checkout complete
Folders for large organisation</li></ul>5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br />  Convers...
Upcoming SlideShare
Loading in...5
×

Digital marketing tips and tricks : Dave Chaffey Smart Insights

5,773

Published on

Digital Marketing tips and tricks they don't tell you about in the textbooks

Published in: Business, Technology

Transcript of "Digital marketing tips and tricks : Dave Chaffey Smart Insights"

  1. 1. Digital marketing tips and tricks they don’t tell you in the text books…<br />Dr Dave Chaffey, CEO Smart Insights<br />8th July 20104th Digital Marketing Conference, Cambridge<br />www.smartinsights.com/presentations<br />
  2. 2. About Dave Chaffey<br />Books<br />Qualifications: <br />Cert DigM and Dip DigM<br />Best practice guides<br />Analytics <br />advice, software <br />& consulting <br />www.smartinsights.com/beta<br />Search &<br />conversion<br />consulting<br />www.clickthrough-marketing.com<br />Digital strategy<br />Consulting<br />www.marketing-insights.co.uk<br />2<br />
  3. 3. Smart Insights : our services<br />3<br />
  4. 4. 1 Convert! (on & offline)<br />Sale<br />Lead – E-mail address<br />Call back<br />2 Engage audience<br />Reduce bounce rate<br />Start visitor on their journey:Next step? Primary path?<br />Increase return rate<br />Increase social sharing<br />3 Answer the visitors’ questions:<br />What can you offer me?<br />Customer or prospect <br />Targeted segments<br />4 Encourage return visits and <br />showcase range of products<br />(cross-sell)<br />5 Reinforce key brand messages(many won’t convert insingle session)<br />6 Attract visitors = SEO <br />What are the main levers to pull?<br />|4<br />Tip #1 KNOW YOUR GOALS<br />
  5. 5. 5<br />Tip #2 Invest in a content strategy to achieve your goals<br />
  6. 6. 6<br />Tip #3 BE RELENTLESS IN MOVING TOWARDS YOUR GOALS<br />
  7. 7. The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.<br />2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. <br />3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.<br />Tip #2 Place a value on your goals<br />http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/<br />http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205<br />7<br />
  8. 8. 8<br />Tip #3 Optimize your scent<br />Example scent trails…<br />NEW CUSTOMER?<br /><CUSTOMER-CENTRIC SERVICE NAMES><br />WHERE / HOW TO BUY?<br />WHY CHOOSE US?<br />
  9. 9. 9<br />Tip #4 Engage through value = OVP<br />
  10. 10. | 10<br />Tip #5 Sell through value = corebrand messages<br />
  11. 11. Tip #6 Test your value messages<br />11<br />
  12. 12. TV Comparison<br />TV - Off<br />TV - On<br />+2.4%<br />+6.4%<br />-1.3%<br />+14.8%<br />Source: Craig Sullivan talking at EconsultancyMasterclass:<br />http://www.smartinsights.com/blog/digital-marketing-strategy/online-marketing-masterclass-liveblogging<br />
  13. 13. Value proposition testing<br />+5.3%<br />
  14. 14. Practical Tip – Scent Trails and Conversion Pathways<br />Consider options for providing alternative “conversion pathways” for different audiences<br />Tip #7 Use segmented landing to conversion pathways<br />Source: http://searchengineland.com/segmenting-search-respondents-with-2-step-landing-pages-15472<br />http://www.slideshare.net/sjbrinker/3-landing-page-myths-debunked<br />|14<br />
  15. 15. Segmented landing page example = DFA<br />|2009<br />|15<br />http://mortgagehelp.direct.gov.uk/<br />
  16. 16. 16<br />Tip #8 Avoid banner blindness<br />
  17. 17. 17<br />Tip #9 Simplify!<br />
  18. 18. More recent http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm<br />|18<br />
  19. 19. 19<br />Tip #10 Integrate efficiently<br />
  20. 20. 20<br />Tip #11 Make blogs work for you<br />Don’t let the HIPPOs win!<br />http://www.toprankblog.com/2010/01/survey-seo-blogging/<br />
  21. 21. Be social<br />21<br />Tip #12 Be social! Offer choice!Different forms of value, but…<br />Don’t believe the hype!<br />http://www.smartinsights.com/blog/online-pr-social-media/social-media-dont-believe-the-hype/<br />
  22. 22. Tip: Recruit to Twitter via Email<br />Recruiting to Twitter<br />via a prize draw <br />promoted in Twitter<br />
  23. 23. Recruiting to encourage purchase<br />
  24. 24. …And exclusive Facebook Benefits<br />
  25. 25. 3 Mind the gap!<br />Identifying problems and opportunities for growth<br />25<br />
  26. 26. |26<br />Should show:<br />Potential performance from keyphrase estimators<br />Your actual performance (position, clicks, conversion, sales, value):<br />Paid – absolute and relative<br />Natural – absolute and relative<br />Tip #13 Use search gap analysis<br />Integrate sourceswith scripts or<br />Excel VLOOKUP()function<br />Get a gap analysis…. http://www.clickthrough-marketing.com/resources/reports-downloads<br />
  27. 27. 27<br />Tip #14 Segment to the max<br />
  28. 28. Advanced segments – some options<br />1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  29. 29. Natural
  30. 30. Paid and natural brand and non-brand
  31. 31. By number of keywords – 2,3,4
  32. 32. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  33. 33. Returning visitor
  34. 34. Registered visitor
  35. 35. Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
  36. 36. <3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  37. 37. Product page
  38. 38. Checkout complete
  39. 39. Folders for large organisation</li></ul>5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br /> Conversion goal types and E-commerce <br />7. Segmentation by Platform (less important)<br /><ul><li>Browser
  40. 40. Screen resolution
  41. 41. Mobile platforms</li></ul>8. Segmentation by Location <br />Main markets<br /><ul><li>UK
  42. 42. US
  43. 43. FIGS
  44. 44. ROW</li></ul>| 28<br />See <br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/<br />+ By behaviour – search and browse<br />
  45. 45. | 29<br />Tip #15 Use content effectivenessgap analysis<br />Page or product popularity (views)<br />or page view variance (compared to average)<br />Conversion rate<br />Or conversion rate variance (add to basket) compared to average<br />
  46. 46. |30<br />
  47. 47. 31<br />Tip #16 Use your Google AnalyticsINTELLIGENCE<br />
  48. 48. Setting up custom alerts for segments<br />32<br />Tip: Use Custom Alerts in your system<br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/<br />
  49. 49. 33<br />
  50. 50. Tip #17 Use event triggered emails<br />aka developing an Ecommunications strategy<br />34<br />
  51. 51. Branded welcome, registration triggered e-mails<br />“Learn more through time”<br />“Watch, don’t ask”<br />
  52. 52. Tip #18 Use Behavioural re-targeting sensitively…<br />Purchase <br />Dispatched +7d<br />Recognition ofprevious purchase<br />+14d<br />+21d<br />36<br />
  53. 53. “Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />|37<br />Tip #19 Listen to your customers<br />http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/<br />iPerceptionshttp://www.4qsurvey.com/<br />
  54. 54. Gaining site and business innovation ideas through Uservoice<br />38<br />Tip #20 Crowdsource!<br />
  55. 55. Let’s Connect! Questions & discussion welcome<br />uk.linkedin.com/in/davechaffey<br />www.facebook.com/davechaffey<br />www.twitter.com/DaveChaffey<br />Blog<br />www.smartinsights.com/blog<br />Feeds<br />www.feedburner.com/smartinsights<br />Email Newsletter<br />www.smartinsights.com<br />http://www.smartinsights.com/advicetype/getting-more-from-google-analytics-guides/<br />
  1. A particular slide catching your eye?

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

×