Practical Digital Marketing for SMEs


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4 themes: 1. Search Engine Marketing, 2. Analytics, 3. Landing Pages, 4. Email Marketing

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Practical Digital Marketing for SMEs

  1. 1. Effective Digital Marketing Techniques for the SME presented to: E-business 2008 Conference - The National B2B Centre 25 th September 2008 Dave Chaffey, Marketing Insights Limited
  2. 2. About Dave Chaffey guru ‘ a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and who gives advice ’ Clients include 3M, BP, CIPD, Euroffice, HSBC, IDM, Intel, Mercedes-Benz, Siebel and Tektronix. Analyst at . E-marketing consultant at . E-marketing trainer and consultant <ul><li>Cranfield School of Management E-commerce </li></ul><ul><li>Leeds University Business School </li></ul><ul><li>Warwick (E-business) 2 </li></ul><ul><li>Previously Birmingham, Derby </li></ul>Visiting lecturer at leading UK business schools <ul><li>E-marketing Excellence, Internet Marketing </li></ul><ul><li>E-business and e-commerce Mgt </li></ul><ul><li>Total E-mail Marketing </li></ul>Author of 6 best-selling business books Recognised by the CIM in 2004 as one of 50 people who have ‘shaped the future of marketing’ and by DTI in 2005 as a key contributor to the development of UK E-commerce in the last 10 years An e-marketing “guru”!
  3. 3. Your Toolbox – what really matters? Source: E-consultancy Guide to Managing Digital Channels
  4. 4. Agenda – what really matters: 16 Practical Tips Goals, Bounce rates 2. Analytics Bounce rates, inbox 4. Email Marketing OVP/Branding 3. Landing Pages SEO, AdWords 1. Search Engine Marketing Watch out for… Digital Marketing Tips
  5. 5. 1. Search Engine Marketing Search Engine Optimisation (SEO) Paid Search Marketing = Google AdWords
  6. 6. SEM = Google marketing! Tip : Check you are investing according to usage of search engines in each country But remember that less popular engines may give better ROI since lower cost per click
  7. 7. Introducing Search Engine Marketing. SEM = SEO + PPC Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO)
  8. 8. What are the ranking factors affecting position in Google? <ul><li>200 + - </li></ul><ul><li>1. On-page optimisation </li></ul><ul><ul><li>Document meta data </li></ul></ul><ul><ul><li>Keyphrases in document content </li></ul></ul><ul><ul><li>Creation of new pages </li></ul></ul><ul><li>2. Off-page optimisation </li></ul><ul><ul><li>Link-building – quantity AND quality </li></ul></ul><ul><ul><ul><li>External links </li></ul></ul></ul><ul><ul><ul><ul><li>“ Links In” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Backlinks” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Inbound links” </li></ul></ul></ul></ul><ul><ul><ul><li>AND Internal links </li></ul></ul></ul><ul><li>3. Behavioural </li></ul><ul><ul><li>Popularity of sites from toolbar </li></ul></ul><ul><li>4.Google’s search spam filters </li></ul>
  9. 9. Tip #1. Use the Google Keyword tool to perform demand-gap analysis Free search tools
  10. 10. Practice Ethical “White Hat” SEO or else… example of a link-buying penalty
  11. 11. Which SEO ranking factors should I focus on? <ul><li>Tip #2. On page: </li></ul><ul><ul><li><title> tag = 4.9/5 </li></ul></ul><ul><ul><li>Keyword frequency and density = 3.7/5 </li></ul></ul><ul><ul><li>Keyword in headings = <h1> = 3.1, <h2> = 2.8 </li></ul></ul><ul><ul><li>Keyword in document name = 2.8 </li></ul></ul><ul><ul><li>Meta name description = 2/5 </li></ul></ul><ul><ul><li>Meta name keywords = 1/5 </li></ul></ul><ul><li>Tip #3. Off-page </li></ul><ul><ul><li>More backlinks (higher PageRank)= 4/5 </li></ul></ul><ul><ul><li>Link anchor text contains keyword = 4.4/5 </li></ul></ul><ul><ul><li>Page assessed as a hub = 3.5/5 </li></ul></ul><ul><ul><li>Page assessed as an authority = 3.5/5 </li></ul></ul><ul><ul><li>Link velocity (rate at which changes) = 3.5/5 </li></ul></ul>See
  12. 12. Tip #4. Controlling your messaging in the search results page Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags Or Snippets from page Or NB Meta name=“keywords” NOT used by Google
  13. 13. Check your brand messaging Practical tip To evaluate use search syntax: + <keyphrase>
  14. 14. Tip #5 Use footer links and primary nav for SEO Current accounts page Home page Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text
  15. 15. Tip #6. Create link-bait?
  16. 16. Tip #7. Monitoring online influencers & partners: - Your own - Competitors <ul><li>Monitor by: </li></ul><ul><ul><ul><li>Yahoo! Site Explorer </li></ul></ul></ul><ul><ul><ul><ul><li>Not Google link: - it’s not comprehensive </li></ul></ul></ul></ul><ul><ul><ul><li>Googlealert service: </li></ul></ul></ul><ul><ul><ul><ul><li>Most recent updates on phrase, i.e. Brand name + product or service </li></ul></ul></ul></ul><ul><ul><ul><li>Find partners using Google related: syntax </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  17. 17. Tip #8 Use Google Webmaster tools <ul><li>Reasons for using and distributing diagnosis: </li></ul><ul><ul><li>Crawl errors </li></ul></ul><ul><ul><li>Search query performance </li></ul></ul><ul><ul><li>Internal and external link reports </li></ul></ul>Practical Tip : Essential to use: relevant anchor text for linking pages within copy
  18. 18. Tip #9. Monitor and improve drivers of Quality Score for paid search Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups Terms: CTR = Clickthrough rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term
  19. 20. How is an Ad Group Structured? What are my controls? Daily budget Where, when ads displayed Google Network Number of ad groups Triggering keywords Keyword match type Max CPC bids Copy
  20. 21. Good campaign structure leads to relevant ads leading to good quality score
  21. 22. 2. Analytics Tuning Google Analytics
  22. 24. Tip #10 Reduce your bounce rate <ul><li>“ Percentage of visitors who enter the site and who then immediately exit ” </li></ul><ul><li>Should benchmark for different: </li></ul><ul><ul><li>1. Digital channels (Search, ads, direct, email) </li></ul></ul><ul><ul><li>2. Different sites, placements or search terms </li></ul></ul><ul><ul><li>3. Creative </li></ul></ul><ul><ul><li>4. Different landing pages </li></ul></ul>20% = Great 40% = OK 60% = Spam
  23. 25. Tip #6 - tune your /analytics setup <ul><li>1. Define conversion goals (including value) & funnels </li></ul><ul><li>2. Define unique pages (e.g. remove Session IDs from URLs) </li></ul><ul><li>3. Setup filters (e.g. new visitors only, paid search, campaigns) </li></ul><ul><li>4. Put campaign tracking tags in place </li></ul> &utm_medium=banner & The search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example. utm_term The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable. utm_content Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search, utm_source Media channel (i.e. email, banner, CPC, etc). What is the ‘distribution method’ that is used to get our message out to our clients? utm_medium The name of the marketing campaign, e.g. Spring Campaign. utm_campaign Meaning Variable
  24. 26. 3. Landing pages Proving your not a dog
  25. 27. Persuasion through substantiation <ul><li>1. Presumed General assumptions in the mind of the perceiver </li></ul><ul><li>2. Surface Simple inspection or initial first-hand experience </li></ul><ul><li>3. Reputed Third party endorsements, reports or referrals </li></ul><ul><li>4. Earned First hand experience that extends over time </li></ul>
  26. 28. Tip #11. Defining your OVP <ul><li>Core brand proposition = Marketing Mix: </li></ul><ul><ul><li>Who are you? </li></ul></ul><ul><ul><li>What do you do? </li></ul></ul><ul><ul><li>Where you do it? </li></ul></ul><ul><ul><li>What makes you different? </li></ul></ul><ul><li>OVP - Online Value Proposition </li></ul><ul><ul><li>Reinforces core brand proposition and credibility, but messaging shows: </li></ul></ul><ul><ul><li>Value that a site visitor get from your online brand or campaign that… </li></ul></ul><ul><ul><ul><li>They can’t get from you offline? </li></ul></ul></ul><ul><ul><ul><li>They can’t get from competitors? </li></ul></ul></ul><ul><ul><li>Communicate message forcefully: online and offline </li></ul></ul>
  27. 29. Does your message stand out?
  28. 30. Examples of Nielsen’s tests
  29. 31. Amazon exploits top-left, top-right Source: Etre ( )
  30. 32. Tip #12 Answering visitors questions Outcomes + OVP Run-of-Site Signup Customer-centric copy Questions answered
  31. 33. Tip #13. Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition
  32. 34. Action Scent Trail Value Scent Trail Persona Scent Trail Credibility Scent Trail
  33. 35. Tailored campaign landing pages
  34. 36. 4. Email marketing Are you a spammer? Email template design
  35. 37. Tip #14. Get delivered <ul><ul><li>1. Before you send email (Content) </li></ul></ul><ul><ul><li>A. Limit use of spam keyphrases </li></ul></ul><ul><ul><li>B. Test e-mail against spam checker, use: </li></ul></ul><ul><ul><li>C. Test delivery / renderability in ISPs/Firewalls </li></ul></ul><ul><ul><li>D. Educate your list members to whitelist you </li></ul></ul><ul><ul><li>E. Setup Email server with best practice: Use subdomain: , SPF, SenderID, etc </li></ul></ul><ul><ul><li>2. After you send Email (Reputation): </li></ul></ul><ul><ul><li>A. Remove bounces after 3 times (automatic) </li></ul></ul><ul><ul><li>B. Track complaints through ‘closed-looped systems’ </li></ul></ul><ul><ul><li>C. Track Opens and Clicks across web mail companies and main corporate clients </li></ul></ul>
  36. 38. Spam Filter examples (5 or 15 points = SPAM) See See
  37. 39. Use a content diagnostic tool : Lyris E-mail Adviser See also and
  38. 40. Tip #15. Get seen! Beware image blocking
  39. 41. Using eyetracking research to inform Email design <ul><li>Heading and subhead copy critical </li></ul><ul><ul><li>First 2-3 words most important </li></ul></ul><ul><ul><li>Make hyperlinked </li></ul></ul><ul><li>Large fonts work well </li></ul><ul><li>Images often missed </li></ul><ul><ul><li>Use text link calls-to-action </li></ul></ul><ul><li>Readers scan down the left of an E-mail </li></ul><ul><li>First part of para important </li></ul><ul><ul><li>F shape eyetrack </li></ul></ul><ul><li>Email intros skipped </li></ul><ul><ul><li>Use to personalise and engage e.g. with hyperlinks </li></ul></ul>Need to deliver Scannability and Skimmability
  40. 42. What makes email recipients click?
  41. 43. Effective E-mail response example Tip #16. Build the creative and copy around the calls-to-action
  42. 44. Thank you! <ul><li>Download this presentation from: </li></ul><ul><ul><li> /presentations </li></ul></ul><ul><li>Any questions, do e-mail me: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Subscribe to my E-marketing Essentials, monthly briefing on what‘s new in E-marketing </li></ul><ul><ul><li> </li></ul></ul>