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Emakina Perform - Open Doors October 2013

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Presentation I gave on the Open Doors days in Geneva.

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Emakina Perform - Open Doors October 2013

  1. 1. A LITTLE FACT
  2. 2. 90 % of all internet sessions begin with a simple search source
  3. 3. Things that will be discussed today Introduction Emakina Perform Advanced remarketing Increasing Site Authority using Social Enhanced campaigns for Local SEA Expanding reach of offline using SEA Strategic SEO for Global Players 7 concrete examples / tips
  4. 4. EMAKINA / PERFORM
  5. 5. Competence centers within Emakina Group Autonomous entities Across the Emakina Network  Emakina/Strategy  Emakina/Architects  Emakina/Media  Emakina/Social  Emakina/Motion  Emakina/Perform  Emakina/Direct  Emakina/Mobile  Emakina/Operations
  6. 6. What is the Emakina/Perform Team? Center of Excellence of Emakina Group dedicated to analytics, search engine marketing, social media & conversion optimization. Team of specialist consultants, trained and certified in their area of expertise working groupwide on Emakina Clients. Certified Implementation Partner Previously Omniture Certified Solution Provider Certified Partner Certified Partner Previously Nedstat
  7. 7. Emakina Perform Partners Google (Google Search, Google Display, Product Listing Ads, … ) Facebook (Advertising) Criteo (Advanced Remarketing on Google, Microsoft, Facebook, …) Media Forta (Preferred multilingual partner for native copy in Campaigns & SEO) Blue Lines (Back-up multilingual partner) Adobe (Analytics and Marketing Cloud)
  8. 8. SOME EXAMPLES …
  9. 9. Search Engine Optimization Technical Optimization Social Media Off the page SEO SEO Site Authority On the page SEO Content Optimization
  10. 10. SEO – Keyword Research What? • • • What is your target audience looking for? What are their needs, worries and concerns? Is/was that content available on your website? How? • • • • Define keyword clusters on product & category level ± One main keyword & three longtail keywords per Cluster One cluster per page e.g. www.example.com/en/example-product Map keywords vs site structure Selection of keywords based on: • • • Search volume Existing dataset Focuspoints of sales & marketing plan
  11. 11. SEO – Onpage Optimization
  12. 12. SEO – Site Authority
  13. 13. Search Engine Advertising … Different goals require different strategies … Pull Marketing Push Marketing Remarketing
  14. 14. Search Engine Advertising – Pull Marketing
  15. 15. Search Engine Advertising – Push Marketing
  16. 16. Google Display Network – Examples
  17. 17. Search Engine Advertising – Remarketing
  18. 18. Advanced Remarketing with Criteo
  19. 19. CASES
  20. 20. Case 1 – National B2C Search Engine Optimization What we’re doing: 7 days / month – (BE-NL & BE-FR) Keyword Research Content Optimization Internal Linking Multidomain Interlinking Content Marketing Linkbuilding (Execution) What the KPI’s are: Increase Organic Revenue Generate Product & Brand awareness
  21. 21. Case 1 – National B2C Search Engine Optimization
  22. 22. Case 1 – National B2C Search Engine Optimization
  23. 23. Case 2 – Global B2C Search Engine Advertising What we’re doing: PPC Advertising– 8 days / month – 22’000 CHF Media Google Search Google Display Facebook Advertising Remarketing What the KPI’s are: Increase number of paid Sales Leads Max. Cost per Acquisition of 100 CHF For 5 Platforms / Brands
  24. 24. Case 2 – Global B2C Search Engine Advertising
  25. 25. Case 3 – A/B Testing & Conversion Optimization What we’re doing: In order to achieve better results with our landingpages for SEO & SEA, We perform A/B testing on a continuous basis for all of our clients What the KPI’s are: Increase Conversionrate
  26. 26. Case 3 – A/B Testing & Conversion Optimization
  27. 27. Case 3 – A/B Testing & Conversion Optimization
  28. 28. Case 4 – Supporting Offline Campaigns What we did: Youtube & Google Display Advertising with Video What the KPI’s are: Increase the reach of the campaigns running offline and drive traffic to the platform online
  29. 29. Case 4 – Supporting Offline Campaigns
  30. 30. 7 CONCRETE EXAMPLES
  31. 31. 7 Concrete Examples (1/7) 1. Airlines should define their strategy in terms of .com or .local domains. Do they want to expand further in a lot of countries and become a global player or they do want to be the best in a few select countries?
  32. 32. 7 Concrete Examples (2/7) 2. Private banking institutions need to focus on their content strategy. Not for the investors, but for the specialized media and ambassadors within the Private Banking industry. How shareable is your content and how can it function as a source? Who is writing about your competitors, but not about you?
  33. 33. 7 Concrete Examples (3/7) 3. Luxury goods are difficult to sell through an e-commerce environment due to their price ranges. Know your target audience and know where you can find them online by Social Media Monitoring. Give extra benefits for online buyers and write about this in your content strategy, afterwards put a link to this article on the communities and advertize around the benefits through the Google Display Network with banner material.
  34. 34. 7 Concrete Examples (4/7) 4. For FMCG in food, there are a million ways to use Search Engine Marketing. People are more and more looking for the advantages of the ingredients in their day to day products. Implement a Frequently Asked Questions section on your product websites to generate traffic and make your target audience trust your products.
  35. 35. 7 Concrete Examples (5/7) 5. For FMCG in general, use the Google Display Network & Youtube advertising to support your offline investments. Let your TV Ads run on Youtube for two weeks and measure the succes of each campaign through digital (impressions, views, clicks, …)
  36. 36. 7 Concrete Examples (6/7) 6. For all e-commerce players … Use remarketing to inform your clients of new product categories or new special deals on your website through the Google Display Network. Use remarketing to push upsell opportunities e.g. ink catridges 3 months after somebody has purchased a printer.
  37. 37. 7 Concrete Examples (7/7) 7. If you have the budget, build your digital marketing strategy around an ecosystem of platforms about a certain product / theme / target audience. Have many entrance points driving traffic to your mother platform.
  38. 38. Extra: (Not Provided) The way of doing SEO doesn’t change, the way of reporting does. Instead of reporting by keywords, you will have to start reporting by landingpage. Based on the keyword cluster that landingpage is optimized for, you will be able to measure your SEO efforts through the evolution in the KPI’s.
  39. 39. Mathieu Van de Velde Business Development Manager Emakina / Perform mvandevelde@emakina.com +32 (0)499 23 37 39 Q&A

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