15. Digital Marketing with The Human Tutch
Technology and the Human Tutch
3 Things to take away from today
1) Get the basics right make sure your communications are
easy to consume across devices.
2) Really understand who your customers are
- And why they buy!
3) As this is about 2016 here is a prediction for you.
35. No Such Thing as Bad PR
"How dare you refer to my beautiful
children as 'synthetic'. And shame on
you for wagging your judgemental little
fingers at IVF - a miracle that has
allowed legions of loving people, both
straight and gay, to fulfil their dream of
having children
83. Content & Conversions: SEO in 2016 and Beyond
Content & Conversions: SEO in 2016 and Beyond
Tom Shurville -
Managing Director of Distinctly
SEO agency in Rickmansworth,
Hertfordshire
Proven track record of using SEO to
deliver business growth across a
broad spectrum of sectors
84. Content & Conversions: SEO in 2016 and Beyond
Content & Conversions: SEO in 2016 and Beyond
What we are going to cover:
Myth busting – what SEO isn’t
Review of the last 3 or 4 years of
Google and its algorithms
What does that mean to your
business?
86. Content & Conversions: SEO in 2016 and Beyond
Myth busting – SEO is a ‘dark art’
RESEARCH
Identification
of keywords
Content
strategy
Competitor
landscape
AUDITS
LINK
BUILDING /
CONTENT
MARKETING
91. Content & Conversions: SEO in 2016 and Beyond
The ‘Panda’ update
• First released in Feb 2011
• Content focused. Hit sites with:
• Duplicate content
• Lots of advertising
• Now updates monthly
92. Content & Conversions: SEO in 2016 and Beyond
The ‘Penguin’ update
• First released in Apr 2012
• Focused on poor quality external
links e.g.
• Link schemes
• Paid links
• Links from irrelevant sites
• Spam links
• Manually updated. Updated twice
in the last year
93. Content & Conversions: SEO in 2016 and Beyond
The ‘Hummingbird’ update
• Impacted on 30th August 2013
• First major overhaul of algorithm
since 2001
• Focused on understanding what
people are searching and why
• The result of years of data into
user actions
95. Content & Conversions: SEO in 2016 and Beyond
Mobilegeddon
• Released 9 days ago (21st April)
• Specific mobile algorithm
• Focused on understanding what
people are searching and why
• The result of years of data into
user actions
96. Content & Conversions: SEO in 2016 and Beyond
Pro Tip - http://feinternational.com/website-penalty-
indicator/
106. Content & Conversions: SEO in 2016 and Beyond
Content is King
Produce content that……..
• Is better than anything else out
there
• Offers real value to users
• Makes users want to share it
• Is easily accessible
107. Content & Conversions: SEO in 2016 and Beyond
Don’t produce content .…
• For the sake of it!
• That is short
• Is the same that your
competitors are producing
• Of the ‘5 tips to’ ilk!
Content is King
111. Content & Conversions: SEO in 2016 and Beyond
Conversions are everything
A conversion can be many things:
• A sale
• A phone call
• Form submissions
• PDF download
• Length of time on your site
• Number of pages visited
112. Content & Conversions: SEO in 2016 and Beyond
Conversions are everything
Track everything, benchmark and
improve your website for your visitors
130. Marketing online: a legal handbook
Soft Opt-in
• Individual has enquired about your services
• The marketing material you are sending is about services
that are similar
• They are given the option of unsubscribing
• They are given the option of opting-out in every subsequent
email to them
142. Marketing online: a legal handbook
The truth about twitter
(in less than 140 characters)
143. Marketing online: a legal handbook
“Opinions are also those of my
employers. They just don’t
know it yet.”
(@AngrySubEditor)
144. Marketing online: a legal handbook
Suggested staff
Twitter policy
(in less than 140 characters)
145. Marketing online: a legal handbook
David Hughes @CanopyLaw
Be positive, be open, be professional.
Your views are our views.
#OpenSourceCulture
146. Marketing online: a legal handbook
What to do next?
1. Ask permission from database contacts
2. Encourage and educate your employees
(there’s no legal remedy for going viral)
3. Don’t tie your employees up in small print
(they’re your greatest social media asset)
153. Team Building Success
Completing Tasks
• Once in a task is unlocked, tap it to activate the question/challenge.
• Follow the onscreen instructions to complete.
• You may need to scroll down to see the whole question
155. Using Awards to Create Competitive Advantage
What it’s like to win!
156. Using Awards to Create Competitive Advantage
What it’s like to win!
157. Using Awards to Create Competitive Advantage
What it’s like to win!
158. Using Awards to Create Competitive Advantage
What it’s like to win!
159. Using Awards to Create Competitive Advantage
Why listen to me?
• business insight
• Business improvement
• Bottom line
• External validation
• COMPETITIVE ADVANTAGE
96% of over 60 clients finalists
61% winners
county, regional, national and international
awards
160. Using Awards to Create Competitive Advantage
Business impact
• Business insight
• Business improvement
• Bottom line
• External validation
• Reflect on achievements
• Credibility
• PR
• New business
• Clients
• Staff morale
• Stakeholders
COMPETITIVE ADVANTAGE
161. Using Awards to Create Competitive Advantage
Awards schemes and categories
• Service Excellence
• Technology
• Enterprising Business
• Excellence in People
• Best New Business
• Entrepreneur of the Year
• County
• Regional
• National
• International
• Trade / Sector
COMPETITIVE ADVANTAGE
163. Using Awards to Create Competitive Advantage
Getting started
Where are you getting your clients?
Who are the most profitable?
How many clients can you surprise and delight?
What is your CLV?
What are your conversion rates?
SAC / SRC ?
How much are you prepared to pay?
What are your KPIs and how do you perform?
What is your competitive advantage?
164. Using Awards to Create Competitive Advantage
Key performance indicators
1. business plan – past 3 years and next 3 years
• turnover
• revenue
• number of clients
• profit
• cash flow
• staff retention
• product development
• % changes
• YOY trends
165. Using Awards to Create Competitive Advantage
Key performance indicators
2. marketing and branding
• differentiated branding from your competitors
• website – Google Analytics
• customer feedback forms
• market research
• mystery shopping
166. Using Awards to Create Competitive Advantage
Key performance indicators
3. your customers
• rate of acquisition
• retention
• customer service and care strategies
• quality standards
• how do you measure performance against
objectives?
• recommendations, referrals and sources
• process to gain feedback? regular feedback
(formal or informal)
• complaints procedure and %
167. Using Awards to Create Competitive Advantage
Key performance indicators
4. professional memberships
• accreditations
• memberships
• qualifications
• service standards / codes of conduct and
performance against them
168. Using Awards to Create Competitive Advantage
Key performance indicators
5. what really makes you different?
Any great examples of going the extra mile?
WOW factor!
Capture the imagination
171. Using Awards to Create Competitive Advantage
Surprise and delight…
172. Using Awards to Create Competitive Advantage
Competitive Advantage?
Top 5 global viral ads 2013
235 countries and 41m views (goal was 0.5m)
42MM Twitter impressions
3.2MM Facebook impressions
MROI
100% in site traffic
77% increase in bookings
86% increase in revenue
Good Morning everyone, thanks for attending, I’m sure we’re going to have a fantastic morning… As I got the kick off 1st support slot, I get the job of getting you all on your feet singing and dancing ready for the remaining sessions are we ready…..? only joking )
But Seriously what I’d like to share with you are some thoughts on making our communications more human in an ever more digital focussed world…
I’d like to talk about a couple of things this morning but i’d like to explore What role emotions play in our relationships with our customers?
When think of Tutch we think physical touch, and physical touch is important but actually emotional Tutch is much more emotive.
So much of marketing is cold generic messaging…. with data we are getting better at personalising mass messages, but I believe if we to capture people emotionally they can become loyal customers for life.
Many things affect how we respond to brands, emotions can be triggered by something as simple as responsive websites making life easier/better can evoke an emotional response - relief, or not frustration stats on mobile devises. Which could explain why your bounce rate is so high…. Or it may be a video clip of something funny or sad….
Now lets look at 2 films I made.
Short film we made a couple of years ago for a charity, to get a serious message across….
So, I didn't show you that to lower the vibe in the room, (although clearly its difficult to not let it affect us) but I guess that is the point. I wanted to demonstrate that something as simple as some quotes (real quotes) and emotive music, can drive people to take action! We worked with this charity and increased new annual subscribers by 400% in one activation with them… Purely driven by emotion.
So, you may argue its easy to get people to take action for a charity (its not its really competitive) but now lets take a quick look at a positive emotion - Reward!
Reward is associated with action and demonstrating Will Power, The interesting thing is that when we look at “will power” and how emotion impacts customers ability to control themselves we find things aren't so straight forward.
We have something called the pre-frontal cortex which controlled what you do but it has evolved controlling what you pay attention to, what you think about, even how you feel. It's a beautiful day, with bright sun and a gentle breeze. The birds in the trees are singing John Lennon’s “Imagine,” when all of a sudden-BAM! In a bakery display case, there sits the most delectable strawberry cheesecake you have ever seen. A radiant red glaze glistens over its smooth, creamy surface. A few carefully placed strawberry slices bring to mind the taste of childhood summers. Before you can say, “Oh, wait, I’m on a diet,” your feet are moving toward the door, your hand is pulling the handle, and bells chime your tongue-hanging, mouth-drooling arrival.
What’s going on in the brain and body now
First, your brain is temporarily taken over by the promise of reward.
and reward has a really strong impact on our actions…. When we complete and activity, say a run then we are far more likely to allow ourselves a treat based on doing that activity, so how many times have we been on a run or completed a gym session or had a good day on a diet, and when faced with the choice to have that chocolate biscuit or Latte with extra shot of caramel and cream we think ,well I did my workout so I deserve the treat! But would you believe that the healthy items on the menu actually make you more likely to order the cheeseburger and fries?
Well McDonalds Marketeers were amazed when they discovered when Mcsalads went on the menu, Big Mac sales in those stores actually increased… So their teams of market researchers went into action and discovered that when dealing with Will Power, people would actually tell themselves that the fact that they could have a salad tomorrow, meant they could reward themselves with a Big Mac today!! So point one, if we can tap into the emotion of “reward” we have a really powerful motivator to purchase.
This is the conclusion of several studies by marketing researchers at Baruch College, City University of New York. The researchers were intrigued by reports that when McDonald s added healthier items to its menu, sales of Big Macs skyrocketed. To find out why, the researchers designed their own fast-food menus and set up a mock restaurant. Diners were given a menu and asked to select one item. All the menus had a range of standard fast-food fare, such as french fries, chicken nuggets, and a baked potato with fixings. Half the participants were given a special menu that also included a healthy salad. When the salad was an option, the percentage of participants choosing the least healthy and most fattening item on the menu increased. The researchers found the same effect for vending machine choices. When a reduced- calorie package of cookies was added to a set of standard junk-food options, participants were more likely to choose the least healthy snack (which, in this case, happened to be chocolate-covered Oreos).
How can this be? Sometimes the mind gets so excited about the opportunity to act on a goal, it mistakes that opportunity with the satisfaction of having actually accomplished the goal. And with the goal to make a healthy choice out of the way, the unmet goal—immediate pleasure - takes priority. You feel less pressure to actually order the healthy item, and you feel a stronger desire for the indulgent item. Add this up, and although it makes no rational sense, you give yourself permission to order the most artery-clogging, waist-expanding, and life-span-shortening thing on the menu.
So point one, if we can tap into the emotion of “reward” we have a really powerful motivator to purchase.
Point 2 Passion - When passions surge the emotional side holds the rational side captive dominating the decision-making process - how often do we want something then justify why we should have it? That new iPhone 6+ my iPhone 5s just doesn’t have the same functionality as the new one (despite the fact the IOS update gives you 90% of the functionality of the new version.
So, the answer to the Marketing question “How do we create a compelling differentiated value proposition?” lies in the understanding consumers highest level needs and employing an emotion to drive behaviour.
1000 years from now little will be the same but the emotions that connect us all will scarcely have changed.Decisions influenced by emotion are deeper and longer lasting than those based on rational thought alone.
Recommendation and the role of emotions.
Emotional marketing isn’t rocket science, if you make customers feel valued and cared for, they’ll go out of their way to be loyal and recommend your product or service. Everyone like to back a winner!!
People only share what they've bought into emotionally, both negatively and positively!
Brands that trade on Emotion:
Thinks of brands that do this, Harley Davidson, innocent, but in the digital age if we don’t interact with a client we need to find ways or creating that emotional connection through a digital experience Carphone Warehouse, and Doc Martins both ran online campaigns that leveraged digital sharing.
Red Bull - Stratosphere
Volvo - Safety - LifePaint latest thing
Nike - Success
But Service industry can get in on this as well….
Google Gmail/Services
Intel Inside
Microsoft Windows
Saleforce
Banking
FedEx
IBM
Speaking on online sharing experiences, before we think anyone can do it, warning posting a few blasé blogs on the corporate website just isn’t going to cut it. You’re going to need something that cuts through the clutter, and first you need to understand you customer and play to their higher emotions.
There are more people on Facebook today than were alive on the earth 200 years ago.
With 5.3 trillion display ads shown online each year
4Billion Google Searches a day
400 million tweets sent daily
144,000 hours of YouTube video uploaded daily
4.75 billion pieces of content shared on Facebook every day
Be selfish (create content you care about)
Be focused (create tailored content for each element of your audience)
Be accommodating (content in the formats they want)
Be shockingly creative (not rude, but really standout)
Tell a story (it’s what we are hardwired to retain and engage with)
Make it easy to share (share buttons, calls to action)
And while were looking at emotions I thought it’s be interesting to share this with you, Psychology suggests that people buy according to how they feel… In 1980 Robert Plutchik created Plutchik’s wheel… to show emotions and how they are related.
And we have taken 3 of these emotions and broken them down to suggest how they affect peoples purchasing decisions online.
Key emotional factors that influence purchase decisions:
Thinking - Make the precess easy for them, narrow the choices
Risk - Position your product as safe rather than new?
First Impression - Make it memorable
Social Validity - This is the Amazon era… show them proof people are buying people follow the crowd!
Don't let customers get frustrated with your experience across devices - must be mobile friendly! As part of research for this event I looked at the St Albans and Herts top 300 business and from the 231 websites we looked at 153 did not have a responsive site! Thats nearly 67% of the top business in the region who are not delivering a slick experience, but more importantly are going to be dropped by Googles new mobile search algorithm
Really get to know their motivations for buying your product or service. What connects with them emotionally and if it's different for different segments of your audience then decide what it is for each and find and emotional motivator.
Originally I wanted to speak about some brands are doing at the front end of mobile comms but didn't have time. So as users become more used to using smartphone apps, and mobile responsive sites we will see desktop sites become more app like. A traditional site has the menu etc across the top, why would we continue to use this valuable visual real estate with menus that we only need for a small percentage of time…. and so site navigation will be much more natural and led by experience.
Lets finish with a clip that explains emotions better than me. Apparently there are new emotions that have been discovered…
So there we go, try not to make customers fearfully surprised, but do make them happily surprised, avoid disgustingly surprised and sadly surprised but do go for Joyfully Mistaken as at least they will leave with a smile on their faces!
Thank you!