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/