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Digital Discoveries: Strategies to End 2013 with Online Business Success

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On September 20, 2013, tbk Creative led an educational workshop for the London Chamber of Commerce (London ON). The presenters from tbk Creative were Andrew Schiestel and Shockley Au. This is a copy …

On September 20, 2013, tbk Creative led an educational workshop for the London Chamber of Commerce (London ON). The presenters from tbk Creative were Andrew Schiestel and Shockley Au. This is a copy of the Power Point presentation.

Published in: Technology, Business

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Transcript

  • 1. #DD2013
  • 2. • Radio • TV • Newspaper / Magazine • Direct Mail • Outdoor • Tradeshows • Sales booklet • Sales Outreach
  • 3. • Radio • TV • Newspaper / Magazine • Direct Mail • Outdoor • Tradeshows • Sales Brochures • Sales Outreach • CRMs • ERPs • CMS • E-Commerce • YouTube • Facebook • Twitter • Instagram • Pinterest • LinkedIn • Mobile websites • Mobile apps • Your Website • Other Websites • Google (search engines) • News websites • Mobile • Tablet
  • 4. FRAGMENTATION
  • 5. Demand (high) vs. Supply (low)
  • 6. PROGRESS
  • 7. SET A GOAL
  • 8. Table of Contents • The Power of Web • Improving website success • Content marketing • Search engine optimization (SEO) • Search engine marketing (SEM) • Canadian privacy laws • Email marketing • AODA • Website Development tips (8) • Social media (fast tips)
  • 9. THE POWER o f WEB
  • 10. Retail = +3X
  • 11. Non-Retail = +10X
  • 12. Year-over-year growth in overall web traffic averages around 73%.
  • 13. Year-over-year growth in mobile web traffic averages around 134%.
  • 14. Number of leads Close rate Average sale
  • 15. Number of leads - 16 Close rate - 25% Average sale - $10,000 $480,000 per year in revenue
  • 16. INCREASE WEB QUALITY (web changes)
  • 17. INCREASE WEB QUANTITY (web traffic)
  • 18. A) WEB MODIFICATIONS (quality)
  • 19. Speed
  • 20. Brand Promises
  • 21. Offers
  • 22. Credibility
  • 23. Contact Us
  • 24. Unique Value Propositions
  • 25. Storytelling
  • 26. B) GO AFTER THE NON-BUYERS
  • 27. E-GUIDES
  • 28. WEBINARS
  • 29. RESULTS
  • 30. Scholar’s Choice 500+ registrations per webinar
  • 31. Fertility Ontario • Old website – 1.2% • New website without content marketing – 2.1% (75%+) • New website w/ content marketing – 8.4% lead conversion (300%+) • 600% overall increase in leads
  • 32. SEARCH ENGINE OPTIMIZATION (SEO)
  • 33. Why Organic Search?
  • 34. Traffic Volume • 70% of clicks are on organic listings • 30% of clicks are on paid listings
  • 35. Trust • Non-paid • Strong algorithm yielding relevant results • On the flip side, you get relevant, (Google-qualified) potential customers
  • 36. Purchase Cycle
  • 37. STEP 1 – KEYWORD RESEARCH
  • 38. Finding the right keywords to optimize your site for.
  • 39. Two main factors: 1. Relevance 2. Search volume
  • 40. Free Tool: Google AdWords Keyword Planner (write this down) • Provides search volume data for specified keywords in specified geo-locations
  • 41. STEP 2 – ON-PAGE SEO
  • 42. Main elements include: • Titles • URL structure • H1/H2/H3 headings • Textual content URL Structure H1/H2/H3 heading Textual content Title
  • 43. Pitfalls to avoid: • Keyword stuffing • Hidden text • Thin/duplicate content (Panda, 2011)
  • 44. Google local • About half (48%) of the non- marcomm attendees don’t have their G+ page set up. • Create G+ local page • Optimize page (complete page, text, images, reviews, verify listing)
  • 45. STEP 3 – OFF-PAGE SEO (Link Building)
  • 46. 60% - 80% of search ranking comes from links pointed to your website
  • 47. Two main factors: Quantity • # of raw links to your site • # of unique referring domains Quality • High authority sites • Relevant sites/pages
  • 48. 6 Action items: 1. Reach out to business partners and directories for a link 2. Develop good content (link bait) • Canada's Most Vulgar Cities: Ontario Tops List (INFOGRAPHIC)
  • 49. 4. Guest blog 5. News write-ups on your company (politely ask the editor/journalist) 3. Enable and encourage social sharing • Free Tools: ShareThis, AddThis 6 Action items:
  • 50. 6. Competitive analysis • Tool Tip: Use Moz.com (formerly SEOmoz.org) 6 Action items:
  • 51. The Pitfalls • Unnatural link profile • Spammy links (Penguin, 2012) • Over-optimized anchor text • Link velocity
  • 52. Summary • Develop good quality content • Tougher penalties, choose SEO vendor that prescribes to best practices long-term
  • 53. Paid Media (Search & Display)
  • 54. Why Paid Search?
  • 55. 30% of clicks are on paid listings
  • 56. Greater control • Control costs with maximum cost-per-click (CPC) • Better visibility (placement + extensions) • Instantly turn on/off • Messaging aligns with query • Target locations, devices, time of day / day of week
  • 57. Purchase Cycle • Evaluation, Purchase/Conversion
  • 58. Google Display Network
  • 59. Why Google Display Network (GDN)? • GDN reaches over 83% of unique Internet users around the world • 4% of online time is spent on search
  • 60. Targeting options • Locations • Keyword contextual • Topics (of sites) • Interest (of users) • Managed placements (targeting specific sites on GDN) • Remarketing (think: purchase cycle!)
  • 61. Control costs • Auction based, set max CPC or CPM bids • $1 - $3 CPM • No minimums
  • 62. Rich media options • Text • Static images • Animated images • Video
  • 63. FACEBOOK ADS
  • 64. Why Facebook Ads? • Market penetration (50%+ across all ages/genders) • Where consumers spend time • Unique targeting options • Affordable • CPMs range from $0.15 to $3.00 • CPCs range from $0.50 to $1.00
  • 65. LINKEDIN ADS
  • 66. Why LinkedIn Ads? • Corporate-centric • Where professionals spend time • Unique targeting options
  • 67. Last tip: Conversion Tracking
  • 68. PRIVACY LAWSPrivacy Law section supported by and courtesy of Harrison Pensa LLP This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  • 69. We currently fall under PIPEDA This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  • 70. • Attain consent for email marketing • Use information for purposes in which it was collected • Add a Privacy Policy to your website • Promotion-type emails (vs. service-type) are technically to have an unsubscribe • Control opt-out better with a Manage Subscription page Some privacy tips and things to know (current): This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  • 71. • Likely coming into effect in 2014 • CRTC requiring proactive opt-in • 2 year implied rule on customers • May or may not grandfather (up on the air) • Opens the door for civil or class action ligitation Upcoming privacy law – Canadian Anti-Spam Law (CASL) This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  • 72. EMAIL MARKETING
  • 73. TOP QUICK TIPS
  • 74. • Final Reminder • An Invite to Connect • Tomorrow's Social Event Don’t use more than 4 words in your subject line. Examples could be:
  • 75. • Can lead to lower open rate • Can get caught in more junk folders Avoid characters like exclamation marks and CAPITALS LIKE THIS…!!!
  • 76. Don’t forget your Call to Actions
  • 77. Get rid of your PDFs. Go with third-party mail tools (i.e., MailChimp)
  • 78. Personalize when possible • Recipient name • Sender name • (MailChimp does this)
  • 79. Keep your email list current
  • 80. Brand & Beautify (if resources permit)
  • 81. Monitor your unsubscribes (most brands don’t send enough emails)
  • 82. AODA • Affects Ontario-based, private sector, 50+ employee companies • Enforced as of Jan. 1, 2014 • Affects all web content (and websites) published since Jan. 1 2012 • Websites must comply with WCAG 2.0 level A
  • 83. • Background and font colour not contrasting • Missing alt tags • Poor navigation (i.e. using tab button) • Language must be programmatically determined • Missing labels and form instructions EXAMPLES OF COMMON ERRORS
  • 84. YOUR WEBISTE IS LIKELY NOT IN COMPLIANCE
  • 85. Complimentary AODA website audit – andrew@tbkCreative.com
  • 86. DEVELOPING YOUR WEBSITE. 8 TIPS FOR SUCCESS.
  • 87. 29% OF WEB PROJECTS FAIL 57% OF WEB PROJECTS CHALLENGING . . .
  • 88. • Open source CMS (recommended) • Assess vendor expertise • Themed template or custom? • Define the browsers and devices (sample list http://tbkcreative.com/support/browser-device- policy/) • Remember a warranty period • Budget an extra 10% • Increase discovery stage www.tbkCreative.com/support/browser-device-policy
  • 89. SOCIAL MEDIA • Use Facebook Insights • Simpler Facebook Contests • Use LinkedIn more • Image with a link based FB post • Promote to Friends (for better or worse) • Get unborified
  • 90. Use Facebook Insights
  • 91. Demographics
  • 92. Time of Day
  • 93. Engagement
  • 94. Simpler Facebook Contests
  • 95. Use LinkedIn more
  • 96. Image with a link based FB Post
  • 97. Promote to Friends
  • 98. GET UNBORIFIED