Practical Digital Marketing for SMEs

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

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

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  • 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 www.davechaffey.com/presentations www.davechaffey.com/MyBooks
  • 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 www.e-consultancy.com . E-marketing consultant at www.cScape.com . E-marketing trainer and consultant
    • Cranfield School of Management E-commerce
    • Leeds University Business School
    • Warwick (E-business) 2
    • Previously Birmingham, Derby
    Visiting lecturer at leading UK business schools
    • E-marketing Excellence, Internet Marketing
    • E-business and e-commerce Mgt
    • Total E-mail Marketing
    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”! www.davechaffey.com
  • 3. Your Toolbox – what really matters? Source: E-consultancy Guide to Managing Digital Channels
  • 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. 1. Search Engine Marketing Search Engine Optimisation (SEO) Paid Search Marketing = Google AdWords
  • 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. Introducing Search Engine Marketing. SEM = SEO + PPC Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO)
  • 8. What are the ranking factors affecting position in Google?
    • 200 + -
    • 1. On-page optimisation
      • Document meta data
      • Keyphrases in document content
      • Creation of new pages
    • 2. Off-page optimisation
      • Link-building – quantity AND quality
        • External links
          • “ Links In”
          • “ Backlinks”
          • “ Inbound links”
        • AND Internal links
    • 3. Behavioural
      • Popularity of sites from toolbar
    • 4.Google’s search spam filters
  • 9. Tip #1. Use the Google Keyword tool to perform demand-gap analysis Free search tools www.davechaffey.com/seo-keyword-tools https://adwords.google.com/select/KeywordToolExternal
  • 10. Practice Ethical “White Hat” SEO or else… example of a link-buying penalty
  • 11. Which SEO ranking factors should I focus on?
    • Tip #2. On page:
      • <title> tag = 4.9/5
      • Keyword frequency and density = 3.7/5
      • Keyword in headings = <h1> = 3.1, <h2> = 2.8
      • Keyword in document name = 2.8
      • Meta name description = 2/5
      • Meta name keywords = 1/5
    • Tip #3. Off-page
      • More backlinks (higher PageRank)= 4/5
      • Link anchor text contains keyword = 4.4/5
      • Page assessed as a hub = 3.5/5
      • Page assessed as an authority = 3.5/5
      • Link velocity (rate at which changes) = 3.5/5
    See http://www.seomoz.org/article/search-ranking-factors
  • 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 www.dmoz.org NB Meta name=“keywords” NOT used by Google
  • 13. Check your brand messaging Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>
  • 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. Tip #6. Create link-bait?
  • 16. Tip #7. Monitoring online influencers & partners: - Your own - Competitors
    • Monitor by:
        • Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/
          • Not Google link: - it’s not comprehensive
        • Googlealert service: www.googlealert.com
          • Most recent updates on phrase, i.e. Brand name + product or service
        • Find partners using Google related: syntax
        • www.davechaffey.com/online-reputation-management-tools
  • 17. Tip #8 Use Google Webmaster tools
    • Reasons for using and distributing diagnosis:
      • Crawl errors
      • Search query performance
      • Internal and external link reports
    Practical Tip : Essential to use: relevant anchor text for linking pages within copy
  • 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? https://adwords.google.com/support/bin/answer.py?answer=6106 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
  • 21. Good campaign structure leads to relevant ads leading to good quality score
  • 22. 2. Analytics Tuning Google Analytics
  • 23.  
  • 24. Tip #10 Reduce your bounce rate
    • “ Percentage of visitors who enter the site and who then immediately exit ”
    • Should benchmark for different:
      • 1. Digital channels (Search, ads, direct, email)
      • 2. Different sites, placements or search terms
      • 3. Creative
      • 4. Different landing pages
    20% = Great 40% = OK 60% = Spam
  • 25. Tip #6 - tune your www.google.com /analytics setup
    • 1. Define conversion goals (including value) & funnels
    • 2. Define unique pages (e.g. remove Session IDs from URLs)
    • 3. Setup filters (e.g. new visitors only, paid search, campaigns)
    • 4. Put campaign tracking tags in place
    http://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner &utm_source=boston.com&utm_content=text-only 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
  • 26. 3. Landing pages Proving your not a dog
  • 27. Persuasion through substantiation
    • 1. Presumed General assumptions in the mind of the perceiver
    • 2. Surface Simple inspection or initial first-hand experience
    • 3. Reputed Third party endorsements, reports or referrals
    • 4. Earned First hand experience that extends over time
    www.euroffice.co.uk
  • 28. Tip #11. Defining your OVP
    • Core brand proposition = Marketing Mix:
      • Who are you?
      • What do you do?
      • Where you do it?
      • What makes you different?
    • OVP - Online Value Proposition
      • Reinforces core brand proposition and credibility, but messaging shows:
      • Value that a site visitor get from your online brand or campaign that…
        • They can’t get from you offline?
        • They can’t get from competitors?
      • Communicate message forcefully: online and offline
  • 29. Does your message stand out? http://www.useit.com/alertbox/banner-blindness.html
  • 30. Examples of Nielsen’s tests
  • 31. Amazon exploits top-left, top-right Source: Etre ( www.etre.com )
  • 32. Tip #12 Answering visitors questions Outcomes + OVP Run-of-Site Signup Customer-centric copy Questions answered
  • 33. Tip #13. Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition
  • 34. Action Scent Trail Value Scent Trail Persona Scent Trail Credibility Scent Trail
  • 35. Tailored campaign landing pages https://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.html https://corporate.bankofscotland.co.uk/CPDA
  • 36. 4. Email marketing Are you a spammer? Email template design
  • 37. Tip #14. Get delivered
      • 1. Before you send email (Content)
      • A. Limit use of spam keyphrases
      • B. Test e-mail against spam checker, use: www.lyris.com/resources/contentchecker
      • C. Test delivery / renderability in ISPs/Firewalls
      • D. Educate your list members to whitelist you
      • E. Setup Email server with best practice: Use subdomain: http://email.domain.com , SPF, SenderID, etc
      • 2. After you send Email (Reputation):
      • A. Remove bounces after 3 times (automatic)
      • B. Track complaints through ‘closed-looped systems’
      • C. Track Opens and Clicks across web mail companies and main corporate clients
  • 38. Spam Filter examples (5 or 15 points = SPAM) See http://spamassassin.apache.org/tests.html See http://office.microsoft.com/en-gb/help/HA010450051033.aspx
  • 39. Use a content diagnostic tool : Lyris E-mail Adviser See also Sitevista.com and Browsercam.com
  • 40. Tip #15. Get seen! Beware image blocking
  • 41. Using eyetracking research to inform Email design
    • Heading and subhead copy critical
      • First 2-3 words most important
      • Make hyperlinked
    • Large fonts work well
    • Images often missed
      • Use text link calls-to-action
    • Readers scan down the left of an E-mail
    • First part of para important
      • F shape eyetrack
    • Email intros skipped
      • Use to personalise and engage e.g. with hyperlinks
    Need to deliver Scannability and Skimmability
  • 42. What makes email recipients click?
  • 43. Effective E-mail response example Tip #16. Build the creative and copy around the calls-to-action
  • 44. Thank you!
    • Download this presentation from:
      • www.davechaffey.com /presentations
    • Any questions, do e-mail me:
      • [email_address]
    • Subscribe to my E-marketing Essentials, monthly briefing on what‘s new in E-marketing
      • www.davechaffey.com