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eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
eMarketing: a Strategic Approach
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eMarketing: a Strategic Approach

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  • 1. eMarketing, a strategic approach<br />Rob Stokes<br />
  • 2. Something to think about<br />
  • 3. South Africa has more internet users than:<br /><ul><li>Belgium
  • 4. Ireland
  • 5. Denmark
  • 6. Sweden</li></li></ul><li>In the UK, the internet is now the biggest marketing channel in terms of spend<br />
  • 7. Zappos will sell more than $1 Billion worth of shoes online this year<br />
  • 8. Are we giving eMarketing the respect it deserves?<br />
  • 9. So what is a strategic approach?<br />
  • 10. Strategy is about the bigger picture: goals, objectives and success criteria<br />
  • 11. Ultimately strategy is about the decisive allocation of resources<br />
  • 12. Tactics are the actions we take to achieve the success of the strategy<br />
  • 13. “Without strategy, tactics are simply the noise before defeat”<br />Sun Tzu<br />
  • 14. Understanding your customers and competitors is vital to not only guide your strategy, but also your relevant tactics<br />
  • 15.
  • 16. Once you’ve figured out your strategy<br />
  • 17. You need to establish which tactics are going to get you there<br />
  • 18. Here’s how they might all fit together…<br />
  • 19.
  • 20. But eMarketing is NOT just a list of tactics<br />
  • 21. It achieves its true potential when these tactics work together<br />
  • 22. And it’s NOT about “synergy”<br />
  • 23. The tactics need each other<br />
  • 24. They feed off each other<br />
  • 25. They are substantially less effective without each other<br />
  • 26.
  • 27. Currently this great site is a lonely island<br /><ul><li>Integrate with FB page and Twitter efforts
  • 28. Channel the link benefit to the brand site for SEO
  • 29. Integrate send to friend with email marketing efforts </li></li></ul><li>Let’s get back to basics…<br />
  • 30. It all starts with a website<br />
  • 31. A hub to drive traffic to<br />
  • 32. A medium through which you can communicate and build a relationship with your audience<br />
  • 33. But it can’t just be any old website<br />
  • 34. You MUST add value to your user’s experience. Before, during and after their visit<br />
  • 35. Websites are no longer just brochures<br />
  • 36. They should be built to attract, convert and retain customers<br />
  • 37. The average website has about 10 seconds to capture a user before they get bored<br />
  • 38. Is your website THAT good?<br />
  • 39. Our web development priorities<br />
  • 40. 1. Usability and conversion oriented design<br />
  • 41. Understand the goals and priorities of your site and design for your users above all else<br />
  • 42. Make sure they can find what they want quickly and easily<br />
  • 43. Drive them towards YOUR desired goals<br />
  • 44. Copy style:<br />
  • 45. Allow the reader to get the gist of your message in a few seconds by merely scanning the page<br />
  • 46. Pyramid style writing<br />
  • 47. Break up text with bolding, bullets, highlighting, crossheads and <br />contextual interlinking<br />
  • 48. Have consistent Calls to Action<br />
  • 49. Don’t make them think…<br />
  • 50. Tell people to take the exact action you <br />want them to perform in order to get <br />the best response<br />
  • 51. Keep navigation basic, consistent and standardised<br />
  • 52. Think about persuasive architecture<br />
  • 53. Don’t distract users with Christmas trees<br /><ul><li>blinking images
  • 54. flashing lights
  • 55. automatic sound
  • 56. scrolling text
  • 57. unusual fonts</li></li></ul><li>Using Personas for large sites<br />
  • 58. 2. Search Engine Friendliness<br />
  • 59. Primary goal:<br />Site must be fully indexable and optimised around a set of well researched key phrases<br />
  • 60. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page<br />
  • 61. Also integrate keywords into your:<br /><ul><li>Meta tags
  • 62. Title tag
  • 63. Headings
  • 64. Alt tags
  • 65. Internal and inbound links</li></li></ul><li>Other SEO Considerations for your site<br /><ul><li>The age of the domain
  • 66. Links to the domain
  • 67. Key phrases in URLs
  • 68. Add regular fresh content
  • 69. Text navigation is better than images
  • 70. Offer RSS feeds (AND RSS to email)
  • 71. Well indexed
  • 72. XML sitemap</li></ul>Be remarkable - make your site a resource!<br />
  • 73. 3. Look and Feel<br />
  • 74. Very important, BUT the least important consideration in web development<br />
  • 75. That doesn’t mean ugly sites are OK<br />
  • 76. Sites must look professional and demonstrate your credibility... <br />
  • 77. If these two goals are met, the user will be satisfied.<br />
  • 78. Remember, they are looking to achieve a goal – not look at a piece of artwork.<br />
  • 79. A quick review of a few of your sites<br />
  • 80.
  • 81. No attention focused on the menu or CTA<br />Not enough text formatting<br />
  • 82. Initial Observations<br />Place breadcrumbs higher up on the page (currently at the bottom)<br />There is no search function on the site<br />Meta Data is identical for every page<br />There is no .xml sitemap<br />Canonicalisation is not set up<br />More content-rich, optimised pages<br />
  • 83.
  • 84. Logo should direct home<br />Not enough attention drawn to menu<br />Good attention drawn to conversion goal<br />Move this higher up and state benefits<br />
  • 85. There is no use of Meta Data & Title tags<br />There is no html sitemap<br />There are no breadcrumbs in place<br />There is no .xml sitemap<br />Canonicalisation is not set up<br />Needs more content-rich, optimised pages<br />Error page not customised<br />
  • 86.
  • 87. Logo does not redirect home<br />Make this conversion goal more obvious<br />Place this higher up and state benefits<br />
  • 88. The ‘Open an account’ link appears broken…<br />Store locator map is not interactive<br />No Meta Data and Title tags<br />There is no .xml sitemap<br />Canonicalisation is not set up<br />Needs more content-rich, optimised pages<br />Error page not customised<br />
  • 89.
  • 90. Logo does not direct home<br />‘Sale now on’ appears to be a link but is not.<br />State benefits of the newsletter<br />‘Apply’ and ‘careers’ link broken<br />No attention placed on menu<br />
  • 91. There is no user sitemap<br />Some images/text appear to be links but are not<br />Meta Data is not used at all<br />Title tags are not used<br />There is no .xml sitemap<br />Duplicate sites running on different subdomains<br />
  • 92. Monitoring your website’s performance<br />
  • 93.
  • 94. Top stats to keep an eye on<br />
  • 95. Above all else, conversion rates!<br />
  • 96. Unique users (not HITS)<br />
  • 97. Traffic Sources (and their conversion rates)<br />
  • 98. Engagement Metrics<br />
  • 99. Bounce rate<br />
  • 100. Repeat users<br />
  • 101. Pages per user<br />
  • 102. Time spent on site<br />
  • 103. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?<br />
  • 104. There are many options, but the most important is…<br />
  • 105. Search Engines<br />
  • 106. 1 Billion searches each day<br />
  • 107. Lots of volume, but why is this important?<br />
  • 108. Searchers are looking for what your are offering<br />
  • 109. They WANT to find you!<br />
  • 110. And if they don’t find you, they will find your competitor<br />
  • 111. And if they don’t find you, they will find your competitor<br />
  • 112. Some data insights…<br />
  • 113.
  • 114.
  • 115.
  • 116. So how do we make sure we are found?<br />
  • 117. Search Engine Marketing<br />
  • 118. SEM = SEO + PPC<br />Organic and Paid<br />
  • 119.
  • 120.
  • 121. You don’t need to be a guru to get the basics<br />
  • 122. Firstly make sure you select the right keywords<br />
  • 123. Select keywords based on the following:<br /><ul><li>Search Volume
  • 124. Competition
  • 125. Propensity to convert
  • 126. Potential value per conversion</li></li></ul><li>Then decide where you want to be…<br />
  • 127. Search Engine Optimisation<br />
  • 128.
  • 129.
  • 130. Make sure your site is optimised around your keywords<br />
  • 131. Then build plenty of high quality, keyword rich links<br />
  • 132. And this isn’t easy<br />
  • 133. The best sites inevitably win<br />
  • 134. So grow links organically<br />
  • 135. Build a website that offers so much value that people talk about it and link to it naturally<br />
  • 136. Pay Per Click<br />
  • 137. But first: Why you can’t ignore SEO:<br />
  • 138.
  • 139. www.quirk.biz<br />
  • 140. You choose how much you want to pay per click<br />
  • 141. And how much you want to spend per day<br />
  • 142. If you manage your campaign properly, you can’t lose money!<br />
  • 143. www.quirk.biz<br />
  • 144. Don’t burn your budget early on: Test!<br />
  • 145. Look for long tail key phrases<br />
  • 146. Geotarget your adverts<br />
  • 147. Have a solid call to action in each advert<br />
  • 148. Don’t send your traffic to your home page, use highly targeted landing pages<br />
  • 149. Test, test and test these landing pages<br />
  • 150. Conversion optimisation<br />
  • 151. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI<br />
  • 152.
  • 153.
  • 154. Test individual pages and paths<br />
  • 155. Things to test:<br /><ul><li>Colours
  • 156. Calls to action
  • 157. Font size
  • 158. Headings
  • 159. Text length
  • 160. Copy style and tone
  • 161. Offers
  • 162. Pricing
  • 163. Credibility items</li></li></ul><li>Search marketing will bring a lot of traffic to your site, but you can’t stop there…<br />
  • 164. You should be looking to build communities around your business<br />
  • 165. Social Media can play a big part in this<br />
  • 166. But what is Social Media?<br />
  • 167.
  • 168.
  • 169. A few tips…<br />
  • 170. Be strategy lead. <br />The medium is not the message<br />
  • 171. How will social media deliver on your business goals?<br />
  • 172. Push for critical mass quickly<br />
  • 173. Discover and target influential individuals and communities<br />
  • 174. Identify and fill content holes – don’t echo<br />
  • 175. Consider social media’s impact on your other eMarketing tactics<br />
  • 176. Write with your keyword strategy at your side<br />
  • 177. Create a social media culture internally, it will reflect externally<br />
  • 178. Remember: social media influencers are unique<br />Short attention span: they get info served to them<br />Selfish: ‘What will I get for sharing this?’<br />Affluent and urban<br />
  • 179. There is someone Twittering about you<br />
  • 180. Jokes<br />
  • 181. Rants<br />
  • 182. Customer service?<br />
  • 183. And employee motivation<br />
  • 184. Are you making the most of it?<br />
  • 185.
  • 186.
  • 187. 12 million people search for “Ryan Air”<br />
  • 188. A Ryanair employee comments on a blog…<br />
  • 189.
  • 190. Followed by the official response<br />
  • 191.
  • 192. Then the online community got hold of it<br />
  • 193.
  • 194. Then the newspapers got hold of it<br />
  • 195.
  • 196.
  • 197. These powerful sites often linked to this site…<br />
  • 198.
  • 199. And we know how important good links are…<br />
  • 200.
  • 201. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ”<br />Warren Buffet<br />
  • 202. How is online reputation different?<br />
  • 203. It spreads faster...<br />
  • 204. … and the evidence lasts longer <br />
  • 205. Why is this important?<br />
  • 206. Because peers are the most trusted source of recommendation<br />Edelman Trust Barometer 2008<br />
  • 207. People are talking, are you listening?<br />
  • 208.
  • 209.
  • 210. What to track?<br />
  • 211. Brand names<br />
  • 212. Important staff<br />
  • 213. Names of specials/packages<br />
  • 214. Track outgoing communications (PR) by monitoring a piece of unique text<br />
  • 215. Use the data you gather to build profiles of influencer’s who you can target for future campaigns<br />
  • 216. Monitoring your online reputation helps you…<br />… avoid a reputation crisis by informing you quickly<br />… discover quick and effective new marketing opportunities<br />… improve customer service through engagement <br />… understand your customers’ needs and wants better <br />… identify powerful influencers to target with WOM campaigns<br />
  • 217. 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?<br />
  • 218. Email Marketing<br />
  • 219. Use it to build relationships<br />
  • 220. Not to acquire them<br />
  • 221. Successful long term customer relationships are built on mutual trust and respect<br />
  • 222. Do your email newsletters foster relationships?<br />
  • 223. Or do they treat customers like marketing targets?<br />
  • 224. Firstly, get personal!<br />
  • 225. But go beyond the name<br />
  • 226. An email newsletter should be a totally customised experience<br />
  • 227. Allow users to manage their information and subscription preferences<br />
  • 228. …and then personalise accordingly<br />
  • 229. Rather send less often with more relevant content – people will be more likely to listen<br />
  • 230. Nurture your in-house list<br />
  • 231. But make it easy to unsubscribe<br />
  • 232. Optimise your subscription touch points<br /><ul><li>Benefit statements
  • 233. 2 stage process
  • 234. Don’t gather too much info
  • 235. Confirmation pages and emails</li></li></ul><li>And make sure it actually works <br />
  • 236.
  • 237. The biggest challenge: Deliverability<br />
  • 238. Bottom line:<br />Ask yourself what YOU would want from the newsletter as a reader<br />
  • 239. Does it speak to you?<br />
  • 240. Or does it speak AT you?<br />
  • 241. In conclusion: eMarketing fundamentals<br /><ul><li>Get your website right, make it remarkable!
  • 242. Drive qualified traffic to it.
  • 243. Optimise the conversion of that traffic.
  • 244. Build a relationship with your audience.
  • 245. Test, test, test.</li></li></ul><li>Thank You<br />www.quirk.biz/foschinigroup<br />

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