Digital marketing tips and tricks : Dave Chaffey Smart Insights
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Digital marketing tips and tricks : Dave Chaffey Smart Insights

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

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

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    Digital marketing tips and tricks : Dave Chaffey Smart Insights Digital marketing tips and tricks : Dave Chaffey Smart Insights Presentation Transcript

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