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www.mediavisioninteractive.com 
DIGITAL GROWTH DAY 
DIGITAL 1 GROWTH DAY - SEPTEMBER 2014 
September 2014
www.mediavisioninteractive.com 
DIGITAL 2 GROWTH DAY - SEPTEMBER 2014 
If you build it 
they will come…. 
Or not?
www.mediavisioninteractive.com 
Build What 
exactly? 
DIGITAL 3 GROWTH DAY - SEPTEMBER 2014 
Building a perfectly optimise...
www.mediavisioninteractive.com 
Thomas Schonenberger, 
Founding Director 
Thomas is one of the founding directors of 
Medi...
www.mediavisioninteractive.com 
Who are you? 
DIGITAL 5 GROWTH DAY - SEPTEMBER 2014
www.mediavisioninteractive.com 
DIGITAL 6 GROWTH DAY - SEPTEMBER 2014
www.mediavisioninteractive.com 
A couple of thoughts… 
Websites serve different purposes: 
• Informational, Brand or Corpo...
Why is this important? 
• You’re talking to people, treat them with respect! 
• It steers your integrated campaigns. Every...
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html 
www.mediavisioninteractive.com 
DIGITAL 9 GROWTH DAY - ...
www.mediavisioninteractive.com 
DIGITAL 10 GROWTH DAY - SEPTEMBER 2014
Customer journey to online purchase 
http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html 
www.me...
www.mediavisioninteractive.com 
DIGITAL 12 GROWTH DAY - SEPTEMBER 2014 
Target your content
www.mediavisioninteractive.com 
Traffic drivers 
What you really 
want is diversity, 
traffic from 
multiple sources 
and ...
Good distribution 
in analytics Organic Search 
www.mediavisioninteractive.com 
The proof! 
11,4% 
DIGITAL 14 GROWTH DAY -...
www.mediavisioninteractive.com 
Build the 
DIGITAL 15 GROWTH DAY - SEPTEMBER 2014
www.mediavisioninteractive.com 
Next steps – Where to start? 
Some considerations: 
Timescales Complexity 
DIGITAL 16 GROW...
www.mediavisioninteractive.com 
Consider the options 
Organic – 
Long Haul, 
but cost 
effective in 
the end 
DIGITAL 17 G...
www.mediavisioninteractive.com 
DIGITAL 18 GROWTH DAY - SEPTEMBER 2014 
Design a 
strategy
• Have an Integrated approach. Know which channels you can target. 
• How does your marketing calendar look, what else do ...
Next steps – Don’t forget the basics – On-site SEO 
The importance of Organic search cannot be disputed. Get the basics ri...
Now that your website foundation is strong, you have a clear plan 
on all the channels that you are going to use and how.....
www.mediavisioninteractive.com 
Next steps – Benchmark & plan to measure 
DIGITAL 22 GROWTH DAY - SEPTEMBER 2014 
Have you...
Make sure that this is built into your plan so that you can Build, Measure, Learn, 
Rinse, Repeat 
www.mediavisioninteract...
www.mediavisioninteractive.com 
What does Google say? 
DIGITAL 24 GROWTH DAY - SEPTEMBER 2014
www.mediavisioninteractive.com 
Here’s 
what Google used to say 
about how to improve 
rankings in their search 
engine re...
Does your website actually have the answer the visitor is looking 
for? (content) 
Have other people found this content us...
More relevant Well-cited 
www.mediavisioninteractive.com 
A simple set of rules to follow... 
DIGITAL 27 GROWTH DAY - SEPT...
www.mediavisioninteractive.com 
A simple set of rules to follow... 
DIGITAL 28 GROWTH DAY - SEPTEMBER 2014 
Whitepaper: 
S...
www.mediavisioninteractive.com 
So how do we get digital growth? 
DIGITAL 29 GROWTH DAY - SEPTEMBER 2014 
Promote the 
fac...
You need Social Media You need Digital PR 
www.mediavisioninteractive.com 
If you build it they won’t just come 
That will...
If visitors like what they see, Google will know! 
If Google’s users like it, then Google will send 
www.mediavisionintera...
www.mediavisioninteractive.com 
DIGITAL 32 GROWTH DAY - SEPTEMBER 2014 
Over to you… 
Thomas Schonenberger 
thomas@mediavi...
www.mediavisioninteractive.com 
Some of our favourites… 
DIGITAL 33 GROWTH DAY - SEPTEMBER 2014
If you build it, they will come... or not? - MediaVision at Digital Growth Day
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If you build it, they will come... or not? - MediaVision at Digital Growth Day

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Digital Growth Day: September 18, 2014

IF YOU BUILD IT, THEY WILL COME... OR NOT?
Building a perfectly optimised website is not a one-off affair. It needs to integrate into the broader marketing plan. Without continuous enhancement and promotion, it simply won't fly.

Tom Schonenberger, Founding Director, MediaVision

Katia Pereira, Head of Client Services & Senior Digital Strategist, MediaVision

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If you build it, they will come... or not? - MediaVision at Digital Growth Day

  1. 1. www.mediavisioninteractive.com DIGITAL GROWTH DAY DIGITAL 1 GROWTH DAY - SEPTEMBER 2014 September 2014
  2. 2. www.mediavisioninteractive.com DIGITAL 2 GROWTH DAY - SEPTEMBER 2014 If you build it they will come…. Or not?
  3. 3. www.mediavisioninteractive.com Build What exactly? DIGITAL 3 GROWTH DAY - SEPTEMBER 2014 Building a perfectly optimised website is not a one-off affair. It needs to integrate into the broader marketing plan. Without continuous enhancement and promotion, it simply won't fly. If you build it they will come…. Or not?
  4. 4. www.mediavisioninteractive.com Thomas Schonenberger, Founding Director Thomas is one of the founding directors of MediaVision. Senior Digital Strategist working on key accounts, also involved with the day-to-day running of the agency, specifically Partner Development and managing the Sales Team. @schonenberger DIGITAL 4 GROWTH DAY - SEPTEMBER 2014 Katia Pereira, Head of Client Services 8 years experience in building client relationships, planning and managing cross-digital campaigns with a strong focus on SEO. Heads up Client Services at MediaVision and is a Senior Strategist working across key accounts. Previous roles in key client service management and digital strategy at eBay advertising and Digitas Lbi. @katiapereira
  5. 5. www.mediavisioninteractive.com Who are you? DIGITAL 5 GROWTH DAY - SEPTEMBER 2014
  6. 6. www.mediavisioninteractive.com DIGITAL 6 GROWTH DAY - SEPTEMBER 2014
  7. 7. www.mediavisioninteractive.com A couple of thoughts… Websites serve different purposes: • Informational, Brand or Corporate sites • E-commerce / Lead generation Targets • You haven’t set any!? • What does success look like? Question: What do you think will be the most important considerations in driving traffic to your site? DIGITAL 7 GROWTH DAY - SEPTEMBER 2014
  8. 8. Why is this important? • You’re talking to people, treat them with respect! • It steers your integrated campaigns. Every piece of content you release needs www.mediavisioninteractive.com Take a step back - Know your audience • Have you defined personas? • What are your competitors doing? to be properly targeted. DIGITAL 8 GROWTH DAY - SEPTEMBER 2014
  9. 9. http://www.thinkwithgoogle.com/collections/zero-moment-truth.html www.mediavisioninteractive.com DIGITAL 9 GROWTH DAY - SEPTEMBER 2014
  10. 10. www.mediavisioninteractive.com DIGITAL 10 GROWTH DAY - SEPTEMBER 2014
  11. 11. Customer journey to online purchase http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html www.mediavisioninteractive.com DIGITAL 11 GROWTH DAY - SEPTEMBER 2014
  12. 12. www.mediavisioninteractive.com DIGITAL 12 GROWTH DAY - SEPTEMBER 2014 Target your content
  13. 13. www.mediavisioninteractive.com Traffic drivers What you really want is diversity, traffic from multiple sources and activities: Online Videos Forums Social Bookmark-ing DIGITAL 13 GROWTH DAY - SEPTEMBER 2014 News/ Media/ PR SEO INBOUND MARKETING (Find your Audience Organically on the Web) Email Research/ White Papers Infogra-phics Social Networks Webinars Docum-ent Sharing Word of mouth Prodcasts Q&A Sites Type-in Traffic Direct/Ref erring Links Comment Marketing Blogs + Blogging
  14. 14. Good distribution in analytics Organic Search www.mediavisioninteractive.com The proof! 11,4% DIGITAL 14 GROWTH DAY - SEPTEMBER 2014 Paid Serach Direct Referral Email Social (Other) Display 41,2% 29,4% 11,9%
  15. 15. www.mediavisioninteractive.com Build the DIGITAL 15 GROWTH DAY - SEPTEMBER 2014
  16. 16. www.mediavisioninteractive.com Next steps – Where to start? Some considerations: Timescales Complexity DIGITAL 16 GROWTH DAY - SEPTEMBER 2014 vs Reward Resources & Roles Process & Budget workflow
  17. 17. www.mediavisioninteractive.com Consider the options Organic – Long Haul, but cost effective in the end DIGITAL 17 GROWTH DAY - SEPTEMBER 2014 E-mail – Tried and trusted, high conversion Social – Very little (measurable) conversion Referral – Your reputation – It’s going to need work! Paid – Quick turnaround, high cost
  18. 18. www.mediavisioninteractive.com DIGITAL 18 GROWTH DAY - SEPTEMBER 2014 Design a strategy
  19. 19. • Have an Integrated approach. Know which channels you can target. • How does your marketing calendar look, what else do you have planned for the year? How are you planning to promote those key events, campaigns. • How are you going to measure the success of your strategy, KPIs? www.mediavisioninteractive.com Next steps – Design a strategy • Build up your “editorial calendar” – What’s that? • What channels are you forgetting? • Build the Brand! DIGITAL 19 GROWTH DAY - SEPTEMBER 2014
  20. 20. Next steps – Don’t forget the basics – On-site SEO The importance of Organic search cannot be disputed. Get the basics right! On-site SEO. Get a checklist and make sure you have a clear plan: • Do you know which keywords are relevant? Be specific, not broad. Search • Do you have a Content Plan that maps the keywords to pages & sections? • Meta Data! • Rich snippets / structured data markup. • Is the site technically fit? Sitemap, robots.txt, Ajax, Javascript, • Site architecture - Do a crawl (ScreamingFrog) – Are you making it difficult for www.mediavisioninteractive.com Volume is key. canonicalisation, cross links, etc. the engines to crawl all your pages? • Check Webmaster tools! DIGITAL 20 GROWTH DAY - SEPTEMBER 2014
  21. 21. Now that your website foundation is strong, you have a clear plan on all the channels that you are going to use and how... www.mediavisioninteractive.com This alone won’t get you traffic, but is essential to laying foundations. DIGITAL 21 GROWTH DAY - SEPTEMBER 2014 …Now what?
  22. 22. www.mediavisioninteractive.com Next steps – Benchmark & plan to measure DIGITAL 22 GROWTH DAY - SEPTEMBER 2014 Have you set up your analytics in GA? Do you have access to Webmaster Tools? How are you monitoring your rankings? Social listening? customers & consumers Define KPI’s and objectives Benchmark based on the above!
  23. 23. Make sure that this is built into your plan so that you can Build, Measure, Learn, Rinse, Repeat www.mediavisioninteractive.com Learn Build DIGITAL 23 GROWTH DAY - SEPTEMBER 2014 Measure
  24. 24. www.mediavisioninteractive.com What does Google say? DIGITAL 24 GROWTH DAY - SEPTEMBER 2014
  25. 25. www.mediavisioninteractive.com Here’s what Google used to say about how to improve rankings in their search engine results : “In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.” DIGITAL 25 GROWTH DAY - SEPTEMBER 2014 Here’s what they say today... “In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.” What does Google say? Read between the lines: Google needs to keep their “clients” happy by ensuring the quality of their search results. The best ones win!
  26. 26. Does your website actually have the answer the visitor is looking for? (content) Have other people found this content useful? (links, social signals, time on site, bounce rate, etc.) How trusted is your website compared to the other websites? (Do high profile sites like you?) www.mediavisioninteractive.com How does Google know your site is relevant? So you really need to ask yourself some questions! 1 2 3 DIGITAL 26 GROWTH DAY - SEPTEMBER 2014
  27. 27. More relevant Well-cited www.mediavisioninteractive.com A simple set of rules to follow... DIGITAL 27 GROWTH DAY - SEPTEMBER 2014 Higher quality Has enticing search result snippets(CTR) More accessible Make the brand more recognisable and engaging! Make sure your site and each part of it is:
  28. 28. www.mediavisioninteractive.com A simple set of rules to follow... DIGITAL 28 GROWTH DAY - SEPTEMBER 2014 Whitepaper: Searchmetrics-ranking-factor-study-2014 Refer to your print out
  29. 29. www.mediavisioninteractive.com So how do we get digital growth? DIGITAL 29 GROWTH DAY - SEPTEMBER 2014 Promote the fact that you have it on all channels Build your brand! Provide information to your audience that is really useful. MEASURE! Stop, look, think. Is what you are doing actually working? Do so in a structured way Rinse and repeat that which works. See previous slide! Do those points well. How do you stand out? What makes you unique? Find the angle to sell in. Incorporate that into the editorial calendar.
  30. 30. You need Social Media You need Digital PR www.mediavisioninteractive.com If you build it they won’t just come That will drive the links DIGITAL 30 GROWTH DAY - SEPTEMBER 2014
  31. 31. If visitors like what they see, Google will know! If Google’s users like it, then Google will send www.mediavisioninteractive.com (they know everything!) more your way! Simple! Think “People”, not “Visits” DIGITAL 31 GROWTH DAY - SEPTEMBER 2014
  32. 32. www.mediavisioninteractive.com DIGITAL 32 GROWTH DAY - SEPTEMBER 2014 Over to you… Thomas Schonenberger thomas@mediavisioninteractive.com Katia Pereira katia@mediavisioninteractive.com @mediavision www.mediavisioninteractive.com
  33. 33. www.mediavisioninteractive.com Some of our favourites… DIGITAL 33 GROWTH DAY - SEPTEMBER 2014

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