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NIPA Breakfast Network Meeting Presentation

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NIPA Breakfast Network Meeting Presentation 21st August 2014

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NIPA Breakfast Network Meeting Presentation

  1. 1. Using Web and Social Media Traffic to Drive New Business Lisa Kelland GlowMetrics 21st August 2014
  2. 2. Agenda What You Should Avoid How To Attract Business Online What Can Analytics Tell You About Your Customer? The Digital Landscape Introduction
  3. 3. Who are we? • Digital agency specializing in analytics • Offices in both Belfast and Dublin • Almost 20 years of cumulative experience in the digital industry • Focus on providing a service which helps businesses build out digital strategies that are underpinned by strong digital data analysis • Work with a range of international and local clients spanning various sectors and sizes
  4. 4. What do we do?
  5. 5. Digital landscape in the UK http://www.ons.gov.uk/ons/dcp171778_353031.pdf
  6. 6. The way we buy things has changed over the years
  7. 7. Ecommerce businesses aren’t the only ones susceptible
  8. 8. BUT DID YOU KNOW…
  9. 9. People are searching for a business like yours Keyword UK Monthly Searches Compression moulding 720 Plastic moulding 480 Plastic manufacturers 390 Plastic manufacturing companies 390 Plastic suppliers 390 Plastic sheet suppliers 320 Injection moulding companies 320 Plastic manufacturers UK 260
  10. 10. They’re also talking about you on social media
  11. 11. ANALYTICS CAN HELP YOU...
  12. 12. Learn more about your customers Where are they from? What device are they using? How long did they take to come back to you?
  13. 13. Find out what people do on your website Google Analytics Behaviour Flow Report
  14. 14. Determine the outcome of their visit
  15. 15. Events Action • Video clicks • Outbound clicks • PDF clicks • Flash-driven menus • Clicks to view telephone numbers • Fulfillment of contact form • Fulfillment of newsletter form And its value to your business
  16. 16. HOW CAN YOU USE THIS INFORMATION?
  17. 17. Lure people back to your website
  18. 18. What is remarketing? Remarketing is a means of enticing previous visitors back to your website by displaying ads on external websites Previously visited website External website Enticing offer
  19. 19. Taken right back to where I left off
  20. 20. You can also use social media for remarketing
  21. 21. SO THERE’S NO EXCUSE FOR ANY OF THESE…
  22. 22. Ignoring data • Make sure tracking is implemented – NO DATA = NO INSIGHTS! • Identify what information is relevant to you and use it! • Avoid measuring vanity metrics – it’s as important to know what you’re doing wrong, as what you’re doing right
  23. 23. Email spam Emails must not be: - unsolicited - bulk Top tips • Don’t buy lists • Segment your database • Have a clear call to action • Measure and analyse results
  24. 24. Neglecting social media • Use analytics to find out which networks are driving traffic to your website • Invest time into creating relevant, engaging content • Think about what your customers want to hear, not what you want them to hear Don’t sound like a robot!
  25. 25. To recap • Almost 90% of the UK population are online • The internet has changed the way we make purchase decisions – means that businesses need to take digital seriously • People are looking for and talking about your business online • Businesses can find out more about these people using analytics • And use this information to their advantage with tactics such as remarketing • Also means businesses have no excuse to ignore data, spam people with emails or avoid social media
  26. 26. Thanks for listening! Website: www.glowmetrics.com Email: lisa@glowmetrics.com Twitter: @glowmetrics Questions?

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