Increase your sales and profits online
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Josh Whiten presents at Digital in Kent free digital workshop on 11th February 2016.
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Increase your sales and profits online
- 2. the agency. › based in London & Ashford, Kent › team of 22 › turnover £1.2+m › creative, technical and strategy @SagittariusMktg @joshwhiten
- 3. growth acceleration programs. digital marketing that drives traffic and creates raving fans. ecommerce websites and apps that convert more sales. @SagittariusMktg @joshwhiten
- 4. @SagittariusMktg @joshwhiten seo paid search social strategy content strategy email marketing website design & build mobile u/x and optimisation global ecommerce digital transformation growth acceleration programs.
- 6. endorsement. Best Website User Experience Best Tour Operator Website Best Sports Travel & Tourism Website 12th Elite Agency Southern Marketing Business of the Year Best Travel & Holidays Ecommerce @SagittariusMktg @joshwhiten Healthcare & Pharmaceutical Category
- 7. how to get huge improvements in website revenue and profits? @SagittariusMktg @joshwhiten
- 11. how do we double £200k to £400k? @SagittariusMktg @joshwhiten
- 15. in reality, it’s a combination. @SagittariusMktg @joshwhiten
- 18. @SagittariusMktg @joshwhiten Engage Capture and identify Retain and return Feed the Funnel Acquisition and awareness Convert Reduce the friction the funnel.
- 19. 1. feed the funnel? › Organic / SEO › PPC › Social PPC › Social Media › Email › Referral › Offline › Direct @SagittariusMktg @joshwhiten
- 20. it’s a journey. @SagittariusMktg @joshwhiten
- 21. . first and last click attribution model. @SagittariusMktg @joshwhiten
- 24. @SagittariusMktg @joshwhiten Engage Capture and identify Retain and return Feed the Funnel Acquisition and awareness Convert Reduce the friction the funnel.
- 25. 2. reduce the friction? › CRO › User Experience (UX) › Personalisation › A/B Testing › Mobile › Remarketing › Reviews › Reassurance @SagittariusMktg @joshwhiten
- 26. 22%less bounce rate 7%more holiday searches 32%more hotel page views 107 % increase in facebook likes 120 % increase in customer feedback 55%more conversions to booking process personalisation. @SagittariusMktg @joshwhiten
- 27. 3. increase value? › Highest Value Segments › Cross Sell and Up Sell › Repeat Purchase › Lifetime Value @SagittariusMktg @joshwhiten
- 28. data is the key. @SagittariusMktg @joshwhiten
- 29. google analytics. @SagittariusMktg @joshwhiten what we use what’s available
- 30. what to look for. › Conversions > Multi Channel Funnels > Assisted Conversions › Conversions > Goals > Funnel Visualisation › Behaviour > Experiments @SagittariusMktg @joshwhiten
- 31. . recap. @SagittariusMktg @joshwhiten • CR, AOV and Sessions • Feed the Funnel • Reduce the Friction • Maximise Value
- 34. what is remarketing? a revolutionary new low cost marketing technique. remarketing provides a second chance to gain conversions. @SagittariusMktg @joshwhiten
- 35. @SagittariusMktg @joshwhiten John Wanamaker, 1838-1922 a challenge for over 100 years... “halfmy advertisingis wasted,Ijustdon’t knowwhichhalf.”
- 36. with digital it’s even worse. @SagittariusMktg @joshwhiten
- 37. @SagittariusMktg @joshwhiten typical website conversion rates of 0.5%-10%.
- 38. up to 99.5% of visits are wasted. @SagittariusMktg @joshwhiten
- 39. @SagittariusMktg @joshwhiten 70% of people abandon their shopping cart.
- 40. @SagittariusMktg @joshwhiten but remarketing can help!
- 41. 1. add a tag from an ad platform throughout your site. @SagittariusMktg @joshwhiten
- 42. @SagittariusMktg @joshwhiten 2. ad platform identifies visitors via cookies and builds an audience.
- 43. @SagittariusMktg @joshwhiten 3. ad platform lets you advertise to audience members elsewhere and afterwards.
- 44. this means you can: › Continue the conversation › Bring users back into your conversion funnel › Increase your online conversions @SagittariusMktg @joshwhiten
- 45. you can do remarketing on: › Google AdWords Search › Google Display Network › Facebook Ads › Twitter Ads @SagittariusMktg @joshwhiten
- 47. @SagittariusMktg @joshwhiten BUT there’s good and bad remarketing.
- 49. @SagittariusMktg @joshwhiten ‘Buy This Handbag’
- 50. @SagittariusMktg @joshwhiten ‘Buy This Handbag’
- 52. @SagittariusMktg @joshwhiten instead, offer some value.
- 54. more clever uses: › Target visitors who viewed certain pages. › Target visitors who did not complete an action. › Target visitors who have completed an action. @SagittariusMktg @joshwhiten
- 55. even more clever uses: › Remarket to your own email list online. › Build a remarketing list from YouTube viewers. › Buy in cheap traffic, then retarget visitors. @SagittariusMktg @joshwhiten
- 56. a bonus use: › Analyse your website audience › Collect data using Facebook remarketing tag › Analyse data using Facebook tool @SagittariusMktg @joshwhiten
- 57. in summary, use remarketing: › If you want more of any type of conversion. › If you’re paying for traffic. › If your users compare or research online. @SagittariusMktg @joshwhiten
Editor's Notes
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- Also Richard’s nomination and our rating as a Drum Elite Agency <number>
- What is personalisation and why should I care? Really! We’re all here to talk about personalisation! Now the real reason is it can improve our all important sales figures <number>
- The whole journey Travel is a brilliant sector for digital marketing. Its something that people kind of like to take their time over and this gives you so many opportunities to sell and add value Too much focus on the initial ‘pull’ or awareness <number>
- SkiWeekends Stats 1% = 100% 2 main issues Too many people falling out of the funnel Never enough ‘selling’ to convert more interest in to ‘desire’ To often once we’ve got their money we stop selling. <number>
- What is personalisation and why should I care? Really! We’re all here to talk about personalisation! Now the real reason is it can improve our all important sales figures <number>
- What is personalisation and why should I care? Really! We’re all here to talk about personalisation! Now the real reason is it can improve our all important sales figures <number>
- SkiWeekends Stats 1% = 100% 2 main issues Too many people falling out of the funnel Never enough ‘selling’ to convert more interest in to ‘desire’ To often once we’ve got their money we stop selling. <number>
- SkiWeekends Stats 1% = 100% 2 main issues Too many people falling out of the funnel Never enough ‘selling’ to convert more interest in to ‘desire’ To often once we’ve got their money we stop selling. <number>
- SkiWeekends Stats 1% = 100% 2 main issues Too many people falling out of the funnel Never enough ‘selling’ to convert more interest in to ‘desire’ To often once we’ve got their money we stop selling. <number>
- What is personalisation and why should I care? Really! We’re all here to talk about personalisation! Now the real reason is it can improve our all important sales figures <number>
- SkiWeekends Stats 1% = 100% 2 main issues Too many people falling out of the funnel Never enough ‘selling’ to convert more interest in to ‘desire’ To often once we’ve got their money we stop selling. <number>
- But personalise what? Analytics are the key Before you put lots of effort in you need to know where to put the effort Typically our clients are very similar to Skiweekends and initial acquisition is not the problem. Its getting them through the funnel. <number>
- <number>
- Use all the channels We all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers. How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that aren’t creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly. Are you remarketing to people based on their on-site activity How could you be using direct mail to make customers feel good about you after they’ve just spent x thousand with you. <number>
- What is marketing? Marketing is the process of getting someone to pay more for your product (not less) So we’re trying to ‘sell’ not give it away Do it right and you create a level of ‘desire’ where customer will pay a premium <number>
- Maybe digital isn’t just part of your marketing strategy but part of your proposition Concrete company with an app Start talking about Headspace <number>
- <number>
- Use all the channels We all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers. How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that aren’t creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly. Are you remarketing to people based on their on-site activity How could you be using direct mail to make customers feel good about you after they’ve just spent x thousand with you. <number>
- Ski Case Study The stats speak for themselves – and so do the awards improve product improve marketing improve customer experience create raving fans What I hope you all lean from today is how important it is and how it needs to be central to your business strategy <number>
- Use all the channels We all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers. How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that aren’t creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly. Are you remarketing to people based on their on-site activity How could you be using direct mail to make customers feel good about you after they’ve just spent x thousand with you. <number>
- Data is the key to everything This is the Big Data hall at CeBit last year Customer Data Website Analytics Commerce Data - CRM / Res System Social Data <number>
- Data builds over time Explicit – their email, the device Implicit – what they looked at, what campaign they triggered, search facets, number of visits, their social interests – the list goes on <number>
- Use all the channels We all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers. How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that aren’t creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly. Are you remarketing to people based on their on-site activity How could you be using direct mail to make customers feel good about you after they’ve just spent x thousand with you. <number>
- Use all the channels We all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers. How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that aren’t creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly. Are you remarketing to people based on their on-site activity How could you be using direct mail to make customers feel good about you after they’ve just spent x thousand with you. <number>
- <number>
- <number>
- <number>
- <number>
- <number>
- Maybe digital isn’t just part of your marketing strategy but part of your proposition Concrete company with an app Start talking about Headspace <number>
- <number>
- <number>
- Maybe digital isn’t just part of your marketing strategy but part of your proposition Concrete company with an app Start talking about Headspace <number>
- <number>
- <number>
- <number>
- <number>
- <number>
- Maybe digital isn’t just part of your marketing strategy but part of your proposition Concrete company with an app Start talking about Headspace <number>
- <number>
- <number>
- <number>
- <number>
- Use all the channels We all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers. How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that aren’t creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly. Are you remarketing to people based on their on-site activity How could you be using direct mail to make customers feel good about you after they’ve just spent x thousand with you. <number>