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8 Principles for Digital Marketing Success

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Eight online or digital marketing principles that have brought me success throughout my career.

Eight online or digital marketing principles that have brought me success throughout my career.

Published in: Marketing, Technology, Business

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  • 1. 8 PRINCIPLES FOR DIGITAL MARKETING SUCCESS JUNE 24, 2014 BY JIMMY SMITH
  • 2. 2 Principles for Digital Marketing Success 8 PRINCIPLES FOR DIGITAL MARKETING SUCCESS 1. ANALYTICAL 2. ORGANIZED 3. USER CENTRIC 4. MEASURED 5. AUTHENTIC 6. OPTIMIZED 7. STRATEGIC 8. HOLISTIC
  • 3. 3 Principles for Digital Marketing Success 1. ANALYTICAL • “DATA BEATS GUESSES…EVEN THE TINIEST AMOUNT OF EMPIRICAL FACTS VASTLY IMPROVES THE PROBABILITY OF MAKING CORRECT UI DESIGN DECISIONS.” • JAKOB NIELSEN, WEB USABILITY GURU
  • 4. 4 Principles for Digital Marketing Success 1. ANALYTICAL: ASKING THE RIGHT QUESTIONS • BUSINESS REQUEST: • “HOW MANY PEOPLE CLICK ON THE CAROUSEL HERO BANNER ON LDS.ORG?” • LDS.ORG = FLAGSHIP WEBSITE FOR THE LDS OR MORMON CHURCH • WHAT THEY REALLY WANTED TO KNOW: • ARE THE BENEFITS OF THE CAROUSEL HERO BANNER WORTH THE SCREEN REAL ESTATE?
  • 5. 5 Principles for Digital Marketing Success 10K Clicks 60K Clicks 20K Clicks 2K Clicks
  • 6. 6 Principles for Digital Marketing Success 1. ANALYTICAL: ASKING THE RIGHT QUESTIONS • ANALYSTS: • UNDERSTAND THE STRATEGIC QUESTIONS BEHIND THE REQUESTS • DON’T JUST PROVIDE DATA. PROVIDE ANSWERS. • BUSINESS: • SHARE THE QUESTIONS THAT KEEP YOU UP AT NIGHT • SEEK INSIGHT, NOT JUST REPORTS • BETTER QUESTIONS, LIKE: • WHICH BANNER AD IS MOST EFFECTIVE IN DRIVING CONVERSIONS? • WHAT ARE THE MOST PRODUCTIVE SOURCES OF TRAFFIC?
  • 7. 7 Principles for Digital Marketing Success 2. ORGANIZED • “ONE OF THE BIGGEST AND MOST COMMON MISTAKES MADE WHEN BUILDING WEBSITES IS WHEN GRAPHIC DESIGNERS GO STRAIGHT TO A GRAPHICS PROGRAM AND START DESIGNING. THIS IS LIKE A CONSTRUCTION COMPANY STARTING TO CONSTRUCT A BUILDING WITHOUT A BLUEPRINT…BAD INFORMATION ARCHITECTURE WILL CRIPPLE YOUR [WEBSITE].” • SHARI THUROW AND NICK MUSICA
  • 8. 8 Principles for Digital Marketing Success 2. ORGANIZED: DEVELOPING INFORMATION ARCHITECTURE • PRODUCT MANAGER OF SEMINARY.LDS.ORG AND INSTITUTE.LDS.ORG • SEMINARY AND INSTITUTE = WEEKDAY RELIGIOUS EDUCATION CLASSES • MIGRATED SITES TO A CONTENT MANAGEMENT SYSTEM (CMS) • TOOK OPPORTUNITY TO DEVELOP INFORMATION ARCHITECTURE (IA) • BETTER EMPHASIZED BUSINESS PRIORITIES • OPTIMIZED THE SITE FOR SEARCH Seminary.lds.org Institute.lds.org
  • 9. 9 Principles for Digital Marketing Success 2. ORGANIZED: IA PROCESS AND RESULTS • THOROUGH KEYWORD RESEARCH • VETTED IA WITH BUSINESS, KEEPING IN MIND OBJECTIVES • TESTED THE DESIGN THROUGH AN ITERATIVE IMPROVEMENT PROCESS • RESULT: TRAFFIC DOUBLED WITHIN A FEW MONTHS OF REVAMPED SITE LAUNCH • RESULT: TOP TWO SITES AT THE CHURCH FOR SEO SCORES Seminary.lds.org Institute.lds.org
  • 10. 10 Principles for Digital Marketing Success 3. USER CENTRIC • “TESTING IS GREAT BECAUSE YOU CAN GET THE MOST IMPORTANT PERSON’S OPINION: THE CUSTOMER’S.” • AVINASH KAUSHIK, WEB ANALYTICS GURU
  • 11. 11 Principles for Digital Marketing Success 3. USER CENTRIC: USABILITY TESTS • COLLEAGUE ASKED ME TO RUN USABILITY TESTS ON A NEW WEBSITE FOR LDS SEMINARY TEACHERS
  • 12. 12 Principles for Digital Marketing Success 3. USER CENTRIC: USABILITY TESTS METHODOLOGY • SOFTWARE • SILVERBACK (GUERRILLA USABILITY TESTING SOFTWARE) • METHODOLOGY • SAT DOWN WITH REAL USERS • GAVE THEM TASKS TO COMPLETE • ASKED THEM TO THINK OUT LOUD • TRACKED • TASK COMPLETION RATES AND TIMES • USER COMMENTS • OTHER OBSERVATIONS
  • 13. 13 Principles for Digital Marketing Success 3. USER CENTRIC: USABILITY TESTS • LEARNINGS… • BIGGEST ISSUE: FINDABILITY • MENU  SEARCH  MENU • USERS IGNORED HOME PAGE CONTENT • “HELP ME WITH” SECTION RARELY USED • ACRONYMS LIKE “CSTAR”, AND “DSS” CAUSED CONFUSION • RECOMMENDATIONS… • INFORMATION SCENT BEST PRACTICES IN CONTENT AND SERP • SIMPLIFY AND FOCUS FOR THE HOME PAGE • REMOVE “HELP ME WITH” LAYER AND MOVE CONTENT UP IN IA • DON’T ASSUME PEOPLE KNOW ACRONYMS
  • 14. 14 Principles for Digital Marketing Success 4. MEASURED • "WHEN PERFORMANCE IS MEASURED, PERFORMANCE IMPROVES. WHEN PERFORMANCE IS MEASURED AND REPORTED, THE RATE OF IMPROVEMENT ACCELERATES." • THOMAS S. MONSON, PRESIDENT OF THE CHURCH OR JESUS CHRIST OF LATTER- DAY SAINTS
  • 15. 15 Principles for Digital Marketing Success 4. MEASURED: FEDEX CULTURE: EVERY CAMPAIGN IS A TEST • SALUTE TO SMALL BUSINESS SWEEPSTAKES • MULTI-CHANNEL: WEBSITE, EMAIL, DIRECT MAIL, AND IN-STORE • $2.5 MILLION INCREMENTAL REVENUE, AND AN ROI OF 5:1 • NEW ACCOUNT FOLLOW UP (NAFU) • PHONE CALLS AND TRIGGERED EMAILS TO NEW ACCOUNT HOLDERS • HALF A MILLION $ IN INCREMENTAL REVENUE PER YEAR • CAMPAIGNS REMAINED IN “TEST” MODE FOR YEARS BEFORE BECOMING PERMANENT
  • 16. 16 Principles for Digital Marketing Success 5. AUTHENTIC • “CONTENT MARKETING THRIVES ON AUTHENTIC OPINIONS AND PERSONALITIES, WHICH IS WHY THIS ROUTE STANDS OUT FROM THE MASSES OF COMPANY BLOGS AND FEEDS. WE’RE NATURALLY ATTRACTED TO LEADERS, NOT COMPANY CONTENT PLATFORMS.” • RYAN SKINNER, ACCOUNT DIRECTOR AT VELOCITY PARTNERS
  • 17. 17 Principles for Digital Marketing Success 5. AUTHENTIC: AVOID BAIT AND SWITCH • PPC AD ON THE KEYWORD “MITT ROMNEY” DURING 2012 ELECTION • THE LINK TOOK USERS TO A PAGE THAT DIDN’T EVEN MENTION MITT • TACTICS FRUSTRATE USERS AND CAN DO MORE HARM THAN GOOD
  • 18. 18 Principles for Digital Marketing Success 6. OPTIMIZED • “BEST WAY TO SELL SOMETHING: DON’T SELL ANYTHING. EARN THE AWARENESS, RESPECT, AND TRUST OF THOSE WHO MIGHT BUY. …THOSE WHO HAVE REAL EMPATHY [AND] HAVE THE SEO SKILLS TO INFUSE THEIR WORK WITH GREAT KEYWORD TARGETING, SEARCH ACCESSIBILITY, ETC., ARE GOING TO HAVE ONGOING SUCCESS.” • RAND FISHKIN, MOZ
  • 19. 19 Principles for Digital Marketing Success 6. OPTIMIZED • MY PERSONAL WEBSITE, MORMONMISSIONPREP.COM • REAL VALUE + TECHNICALLY SOUND SEO  ONGOING SUCCESS
  • 20. 20 Principles for Digital Marketing Success ON Query Search/m o Avg. position lds missionary acceptance letter 321 1 sister missionaries 1,074 1 missionary acceptance letter 395 1 sister missionary 1,098 1 online missionary application 820 2 the race poem 1,274 2 missionary application 2,914 2 mission application 582 2 missionary online 1,132 2 provo mtc 734 2 mission papers 6,432 3 lds mission papers 19,896 3 mission papers lds 742 3 missionary online recommendation 1,913 3 lds mission call letter 477 3 online missionary recommendation 2,467 3 lds missionary papers 2,368 3 missionary online recommendation system 3,781 3 missionary recommendation online system 617 3
  • 21. 21 Principles for Digital Marketing Success 6. OPTIMIZED: CAPITALIZE ON OPPORTUNITY • OCT 2012: THE CHURCH LOWERED THE AGE FOR MISSIONARIES • MEN 18 (DOWN FROM 19) AND WOMEN 19 (DOWN FROM 21) • NATURALLY, NEWLY ELIGIBLE MISSIONARIES WENT TO GOOGLE • OFFICIAL CHURCH SITES WERE NOT RANKING WELL, BUT MMP WAS
  • 22. 22 Principles for Digital Marketing Success 7. STRATEGIC • “LOOK AT YOUR WEBSITE IN THE CONTEXT OF YOUR OVERALL BUSINESS STRATEGY …DETERMINE HOW THE BEHAVIOR OF USERS ON YOUR WEBSITE RELATES TO YOUR OVERALL BUSINESS GOALS.” • JASON BURBY AND SHANE ATCHISON
  • 23. 23 Principles for Digital Marketing Success Proclaim the Gospel and Hasten the Word Inspire members to share the gospel online Motivate and Inspire Why Share: Elder Ballard’s talk Visits, Downloads, Views, Time on Page, Bounce Rate, Search Rf Inform and provide examples Why I Share – Stories Visits, Views, Time on Page, Bounce Rate Other A/V Videos: Bounce Rate, Search Referrals Teach members how to share the gospel online Instruct How to Online In Plain English: RSS, Social Bookmarking, etc. Views, Time on Page, Bounce Rate, Provide findable and sharable content Site Search and Navigation Most Popular content and sections, site search terms, zero result searches, search conversion Push out negative results in SERPs Distribute Optimized Content Provide Optimized Image Galleries Visitors, Downloads, Search Ref, Key images Google Rank Provide Badges and Widgets for Key Landing Pages Code Grab Its, Widget and Badge Referrals, LP Google Rank Optimize LDS Share itself Blog, LDS Share Badge RSS subscribers, Comments, Badge Referrals Share It, Fav-ing and Liking-type features Search referrals, Bounce, Visitor growth, Usage stats : % of visitors liking, # of times shared User Generated Content Submit Pictures: “Temple” pictures, “Mormon” pictures, etc. # of submissions, # of good submissions Purpose Tactics / Features Objectives Goals / Strategi es KPIs Planning for “Sharing the Gospel” website
  • 24. 24 Principles for Digital Marketing Success 7. STRATEGIC: STRATEGICALLY CONGRUENT • KNOW HOW USERS ONLINE BEHAVIOR RELATES TO BUSINESS GOALS • CONGRUENCY BETWEEN GOALS, STRATEGIES, FEATURES, AND TACTICS • KPIS, THEN, TRULY BECOME INDICATORS OF GOAL PERFORMANCE Proclaim the Gospel and Reputation Manageme nt Inspire members to share the gospel online Motivate and Inspire Why Share: Elder Ballard’s talk Visits, Downloads , Views, Time on Page, Bounce Rate, Search Rf Inform and provide examples Why I Share – Stories Visits, Views, Time on Page, Bounce Rate Other A/V Videos: Bounce Rate, Search Referrals Teach members how to share the gospel online Instruct How to Online In Plain English: RSS, Social Bookmarki ng, etc. Views, Time on Page, Bounce Rate, Provide findable and sharable content Site Search and Navigation Most Popular content and sections, site search terms, zero result searches, search conversion Push out negative results in SERPs Distribute Optimized Content Provide Optimized Image Galleries Visitors, Downloads , Search Ref, Key images Google Rank Provide Badges and Widgets for Key Landing Pages Code Grab Its, Widget and Badge Referrals, LP Google RankOptimize LDS Share itself Blog, LDS Share Badge RSS subscriber s, Comments, Badge Referrals Share It, Fav-ing and Liking- type features Search referrals, Bounce, Visitor growth, Usage stats : % of visitors liking, # of times User Generated Content Submit Pictures: “Temple” pictures, “Mormon” pictures, # of submission s, # of good submission
  • 25. 25 Principles for Digital Marketing Success 8. HOLISTIC • “IN MOST PEOPLE’S VOCABULARIES, DESIGN MEANS VENEER. IT’S INTERIOR DECORATING. IT’S THE FABRIC OF THE CURTAINS AND THE SOFA. BUT TO ME, NOTHING COULD BE FURTHER FROM THE MEANING OF DESIGN. DESIGN IS THE FUNDAMENTAL SOUL OF A MAN- MADE CREATION THAT ENDS UP EXPRESSING ITSELF IN SUCCESSIVE OUTER LAYERS OF THE PRODUCT OR SERVICE.” • STEVE JOBS
  • 26. 26 Principles for Digital Marketing Success 8. HOLISTIC: BRAND EXPRESSION THRU ONLINE CHANNELS • FEDEX BRAND: SPEED AND RELIABILITY • "WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT" • PRODUCT MANAGER OF THE ONLINE SHIPPING SERVICE • REINFORCE SPEED WITH AVERAGE CHECKOUT UNDER 4 MINUTES • REINFORCE RELIABILITY WITH HIGH TECHNICAL QUALITY IN WEBSITE
  • 27. 27 Principles for Digital Marketing Success 8 PRINCIPLES FOR DIGITAL MARKETING SUCCESS 1. ANALYTICAL 2. ORGANIZED 3. USER CENTRIC 4. MEASURED 5. AUTHENTIC 6. OPTIMIZED 7. STRATEGIC 8. HOLISTIC
  • 28. 28 Principles for Digital Marketing Success THANK YOU! • THESE SLIDES ARE POSTED ON MY SLIDESHARE ACCOUNT: SLIDESHARE.NET/JRS76 • ANY QUESTIONS?

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