eMarketing: a Strategic ApproachPresentation Transcript
eMarketing, a strategic approach Rob Stokes
Something to think about
South Africa has more internet users than:
In the UK, the internet is now the biggest marketing channel in terms of spend
Zappos will sell more than $1 Billion worth of shoes online this year
Are we giving eMarketing the respect it deserves?
So what is a strategic approach?
Strategy is about the bigger picture: goals, objectives and success criteria
Ultimately strategy is about the decisive allocation of resources
Tactics are the actions we take to achieve the success of the strategy
“Without strategy, tactics are simply the noise before defeat” Sun Tzu
Understanding your customers and competitors is vital to not only guide your strategy, but also your relevant tactics
Once you’ve figured out your strategy
You need to establish which tactics are going to get you there
Here’s how they might all fit together…
But eMarketing is NOT just a list of tactics
It achieves its true potential when these tactics work together
And it’s NOT about “synergy”
The tactics need each other
They feed off each other
They are substantially less effective without each other
Currently this great site is a lonely island
Integrate with FB page and Twitter efforts
Channel the link benefit to the brand site for SEO
Integrate send to friend with email marketing efforts
Let’s get back to basics…
It all starts with a website
A hub to drive traffic to
A medium through which you can communicate and build a relationship with your audience
But it can’t just be any old website
You MUST add value to your user’s experience. Before, during and after their visit
Websites are no longer just brochures
They should be built to attract, convert and retain customers
The average website has about 10 seconds to capture a user before they get bored
Is your website THAT good?
Our web development priorities
1. Usability and conversion oriented design
Understand the goals and priorities of your site and design for your users above all else
Make sure they can find what they want quickly and easily
Drive them towards YOUR desired goals
Allow the reader to get the gist of your message in a few seconds by merely scanning the page
Pyramid style writing
Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
Have consistent Calls to Action
Don’t make them think…
Tell people to take the exact action you want them to perform in order to get the best response
Keep navigation basic, consistent and standardised
Think about persuasive architecture
Don’t distract users with Christmas trees
Using Personas for large sites
2. Search Engine Friendliness
Primary goal: Site must be fully indexable and optimised around a set of well researched key phrases
Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
Also integrate keywords into your:
Internal and inbound links
Other SEO Considerations for your site
The age of the domain
Links to the domain
Key phrases in URLs
Add regular fresh content
Text navigation is better than images
Offer RSS feeds (AND RSS to email)
Be remarkable - make your site a resource!
3. Look and Feel
Very important, BUT the least important consideration in web development
That doesn’t mean ugly sites are OK
Sites must look professional and demonstrate your credibility...
If these two goals are met, the user will be satisfied.
Remember, they are looking to achieve a goal – not look at a piece of artwork.
A quick review of a few of your sites
No attention focused on the menu or CTA Not enough text formatting
Initial Observations Place breadcrumbs higher up on the page (currently at the bottom) There is no search function on the site Meta Data is identical for every page There is no .xml sitemap Canonicalisation is not set up More content-rich, optimised pages
Logo should direct home Not enough attention drawn to menu Good attention drawn to conversion goal Move this higher up and state benefits
There is no use of Meta Data & Title tags There is no html sitemap There are no breadcrumbs in place There is no .xml sitemap Canonicalisation is not set up Needs more content-rich, optimised pages Error page not customised
Logo does not redirect home Make this conversion goal more obvious Place this higher up and state benefits
The ‘Open an account’ link appears broken… Store locator map is not interactive No Meta Data and Title tags There is no .xml sitemap Canonicalisation is not set up Needs more content-rich, optimised pages Error page not customised
Logo does not direct home ‘Sale now on’ appears to be a link but is not. State benefits of the newsletter ‘Apply’ and ‘careers’ link broken No attention placed on menu
There is no user sitemap Some images/text appear to be links but are not Meta Data is not used at all Title tags are not used There is no .xml sitemap Duplicate sites running on different subdomains
Monitoring your website’s performance
Top stats to keep an eye on
Above all else, conversion rates!
Unique users (not HITS)
Traffic Sources (and their conversion rates)
Pages per user
Time spent on site
OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?
There are many options, but the most important is…
1 Billion searches each day
Lots of volume, but why is this important?
Searchers are looking for what your are offering
They WANT to find you!
And if they don’t find you, they will find your competitor
And if they don’t find you, they will find your competitor
Some data insights…
So how do we make sure we are found?
Search Engine Marketing
SEM = SEO + PPC Organic and Paid
You don’t need to be a guru to get the basics
Firstly make sure you select the right keywords
Select keywords based on the following:
Propensity to convert
Potential value per conversion
Then decide where you want to be…
Search Engine Optimisation
Make sure your site is optimised around your keywords
Then build plenty of high quality, keyword rich links
And this isn’t easy
The best sites inevitably win
So grow links organically
Build a website that offers so much value that people talk about it and link to it naturally
Pay Per Click
But first: Why you can’t ignore SEO:
You choose how much you want to pay per click
And how much you want to spend per day
If you manage your campaign properly, you can’t lose money!
Don’t burn your budget early on: Test!
Look for long tail key phrases
Geotarget your adverts
Have a solid call to action in each advert
Don’t send your traffic to your home page, use highly targeted landing pages
Test, test and test these landing pages
The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI
Test individual pages and paths
Things to test:
Calls to action
Copy style and tone
Search marketing will bring a lot of traffic to your site, but you can’t stop there…
You should be looking to build communities around your business
Social Media can play a big part in this
But what is Social Media?
A few tips…
Be strategy lead. The medium is not the message
How will social media deliver on your business goals?
Push for critical mass quickly
Discover and target influential individuals and communities
Identify and fill content holes – don’t echo
Consider social media’s impact on your other eMarketing tactics
Write with your keyword strategy at your side
Create a social media culture internally, it will reflect externally
Remember: social media influencers are unique Short attention span: they get info served to them Selfish: ‘What will I get for sharing this?’ Affluent and urban
There is someone Twittering about you
And employee motivation
Are you making the most of it?
12 million people search for “Ryan Air”
A Ryanair employee comments on a blog…
Followed by the official response
Then the online community got hold of it
Then the newspapers got hold of it
These powerful sites often linked to this site…
And we know how important good links are…
“ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet
How is online reputation different?
It spreads faster...
… and the evidence lasts longer
Why is this important?
Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008
People are talking, are you listening?
What to track?
Names of specials/packages
Track outgoing communications (PR) by monitoring a piece of unique text
Use the data you gather to build profiles of influencer’s who you can target for future campaigns
Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?
Use it to build relationships
Not to acquire them
Successful long term customer relationships are built on mutual trust and respect
Do your email newsletters foster relationships?
Or do they treat customers like marketing targets?
Firstly, get personal!
But go beyond the name
An email newsletter should be a totally customised experience
Allow users to manage their information and subscription preferences
…and then personalise accordingly
Rather send less often with more relevant content – people will be more likely to listen
Nurture your in-house list
But make it easy to unsubscribe
Optimise your subscription touch points
2 stage process
Don’t gather too much info
Confirmation pages and emails
And make sure it actually works
The biggest challenge: Deliverability
Bottom line: Ask yourself what YOU would want from the newsletter as a reader