eMarketing: a Strategic Approach

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eMarketing: a Strategic Approach

  1. 1. eMarketing:a strategic approach<br />Rob Stokes<br />
  2. 2. Something to think about<br />
  3. 3. South Africa has more internet users than:<br /><ul><li>Belgium
  4. 4. Ireland
  5. 5. Denmark
  6. 6. Sweden</li></li></ul><li>In the UK, the internet is now the biggest marketing channel in terms of spend<br />
  7. 7. Zappos will sell more than $1 Billion worth of shoes online this year<br />
  8. 8. Are we giving eMarketing the respect it deserves?<br />
  9. 9. So what is a strategic approach?<br />
  10. 10. Strategy is about the bigger picture: <br />Goals, objectives and success criteria - what we need to achieve?<br />
  11. 11. Ultimately strategy is about the decisive allocation of resources<br />
  12. 12. Tactics are the actions we take to achieve the strategy<br />
  13. 13. To be succesful, you can’t have the one without the other<br />
  14. 14. “Without strategy, tactics are simply the noise before defeat”<br />Sun Tzu<br />
  15. 15. Understanding your customers and competitors is vital to not only guide your strategy, but also your relevant tactics<br />
  16. 16.
  17. 17. Once you’ve figured out your strategy<br />
  18. 18. You need to establish which tactics are going to get you there<br />
  19. 19. Here’s how they might all fit together…<br />
  20. 20.
  21. 21. But eMarketing is NOT just a list of tactics<br />
  22. 22. It achieves its true potential when these tactics work together<br />
  23. 23. The tactics need each other<br />
  24. 24. They feed off each other<br />
  25. 25. They are substantially less effective without each other<br />
  26. 26. Let’s get back to basics…<br />
  27. 27. It all starts with a website<br />
  28. 28. A hub to drive traffic to<br />
  29. 29. A medium through which you can communicate and build a relationship with your audience<br />
  30. 30. But it can’t just be any old website<br />
  31. 31. You MUST add value to your user’s experience. Before, during and after their visit<br />
  32. 32. Websites are no longer just brochures<br />
  33. 33. They should be built to attract, convert and retain customers<br />
  34. 34. The average website has about 10 seconds to capture a user before they get bored<br />
  35. 35. Is your website THAT good?<br />
  36. 36. Our web development priorities<br />
  37. 37. 1. Usability and conversion oriented design<br />
  38. 38. Understand the goals and priorities of your site and design for your users above all else<br />
  39. 39. Make sure they can find what they want quickly and easily<br />
  40. 40. Drive them towards YOUR desired goals<br />
  41. 41. Copy style:<br />
  42. 42. Allow the reader to get the gist of your message in a few seconds by merely scanning the page<br />
  43. 43. Pyramid style writing<br />
  44. 44. Break up text with bolding, bullets, highlighting, crossheads and <br />contextual interlinking<br />
  45. 45. Have consistent Calls to Action<br />
  46. 46. Don’t make them think…<br />
  47. 47. Tell people to take the exact actionyou want them to perform in order to get the best response<br />
  48. 48. Keep navigation basic, consistent and standardised<br />
  49. 49. Think about persuasive architecture:<br />How is your page persuading them to convert?<br />
  50. 50. Don’t distract users with Christmas trees<br /><ul><li>blinking images
  51. 51. flashing lights
  52. 52. automatic sound
  53. 53. scrolling text
  54. 54. unusual fonts</li></li></ul><li>Using Personas for large sites<br />
  55. 55. 2. Search Engine Friendliness<br />
  56. 56. Primary goal:<br />Site must be fully indexable and optimised around a set of well researched key phrases<br />
  57. 57. Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page<br />
  58. 58. Also integrate keywords into your:<br /><ul><li>Meta tags
  59. 59. Title tag
  60. 60. Headings
  61. 61. Alt tags
  62. 62. Internal and inbound links</li></li></ul><li>Other SEO Considerations for your site<br /><ul><li>The age of the domain
  63. 63. Links to the domain
  64. 64. Key phrases in URLs
  65. 65. Add regular fresh content
  66. 66. Text navigation is better than images
  67. 67. Offer RSS feeds (AND RSS to email)
  68. 68. Well indexed
  69. 69. XML sitemap</li></ul>Be remarkable - make your site a resource!<br />
  70. 70. 3. Look and Feel<br />
  71. 71. Very important, BUT the least important consideration in web development<br />
  72. 72. That doesn’t mean ugly sites are OK<br />
  73. 73. Sites must look professional and demonstrate your credibility... <br />
  74. 74. If these two goals are met, the user will be satisfied.<br />
  75. 75. Remember, they are looking to achieve a goal – not look at a piece of artwork.<br />
  76. 76. A quick review of a few of your sites<br />
  77. 77. www.is.co.za<br />
  78. 78. 5<br />7<br />6<br />9<br />SiteID should link to HOME<br />Use of non-standard icon (sitemap), icons are not easy to see, congested area of page.<br />Menu issues: “Contact Us” should be a menu item - users look for this clue.<br />News scrolls fast; “IS News” should be linked.<br />Home page<br />1<br />1<br />3<br />2<br />2<br />4<br />4<br />8<br />
  79. 79. Opens in new window; consider tooltip<br />It is not clear what these items are for. Include heading.<br />Opens a mailto link; only clear on last iteration. Link to page on site first.<br />Read more link opens new window (without navigation).<br />There is no call to action on this page - what do you want users to do?<br />Home page<br />1<br />3<br />2<br />5<br />4<br />7<br />6<br />9<br />8<br />
  80. 80. It is not clear what these refer to - add relevant heading.<br />Print and email functions are too far from the content to be useful. It is also not clear if this refers to the page you are on, or to the site as a whole. The email icon is also used top of page for contacting IS labs - confusing!<br />Copyright 2007?<br />Home page - bottom<br />1<br />2<br />3<br />
  81. 81. Home page - Feng-gui<br />1<br />3<br />2<br />Feng-gui suggests that SiteID and Main navigation are ignored.<br />Links which send users to new websites receive attention.<br />Note that this is affected by the iteration of the animation.<br />No Call To Action to grab attention<br />
  82. 82. There is no change to the menu to indicate selection.<br />Submenu is removed from navigation and content.<br />Promotional header pushes content down the page.<br />Content page<br />1<br />3<br />2<br />
  83. 83. No indication of search term used.<br />No heading to the page<br />No ranking of search results.<br /> It is good practice to highlight the search term used in the results.<br />Search results<br />2<br />1<br />3<br />
  84. 84. Search results - no results<br />No useful, friendly message or suggestion! Tell users what they should do next: try a different search term, navigate to products, or contact IS.<br />1<br />
  85. 85. Contact Us<br />1<br />2<br />3<br />NB: should be a main menu navigation item!<br />Link to open contact form is superfluous.<br />There is no indication of required fields. <br />Integrate with Google Maps - users have the option of directions. Map opens in new window<br />
  86. 86. 404<br />404 pages are an opportunity to inject some personality into your website, and to be really useful to a confused user.<br />You’ve got some useful links in here, but it can be better presented.<br />
  87. 87. Be humorous <br />
  88. 88. Be useful: search and navigation options <br />
  89. 89. Other Considerations<br />Meta description and keywords are only used on homepage. Page titles are not sufficiently descriptive.<br />The site has canonicalisation issues: http://is.co.za gives an error page, while http://www.is.co.za gives the website (Lame Ass Syndrome).<br />Favicon is not used consistently. <br />Limited colour palette means the site is not exciting - there is no “speaking with light” with this site.<br />
  90. 90. IS Labshttp://labs.is.co.za<br />
  91. 91. SiteID should link to HOME - not the blog<br />Menu item is IDEAS, but you are on homepage. On first glance it looks like IDEAS is a different section or site (the reason for the nav change is not clear).<br />Call to Action is not very strong, visually or copy.<br />In general, there is no consistent communication of links.<br />Home page<br />2<br />1<br />3<br />4<br />4<br />
  92. 92. Home page - right hand side, scroll down<br />Who are these people? Friends I should invite? People who are signed up? Include a header, as you have done with other items in the right hand side.<br />1<br />
  93. 93. Home page - Feng-gui<br />3<br />1<br />2<br />4<br />Feng-gui demonstrates that the “ideas” menu change can distract attention.<br />Layout does draw eye to key areas - this is good.<br />But, login is ignored - how important is this?<br />Info graphic is ignored - how important is this?<br />
  94. 94. Layout is not consistent with “recent ideas” (the home page is part of the ideas section).<br />No menu change to indicate where you are in the site - again inconsistent with the home page.<br />There is no link to “home” (there is no “home”!).<br />Content - Popular ideas<br />2<br />1<br />
  95. 95. Search term is indicateddd.<br />Search term is highlighted.<br />Consider ranking or filtering results - you already have the data (idea, blog post, date, author, etc).<br />Search results<br />1<br />2<br />3<br />
  96. 96. Search results - no results<br />Useful alternatives for users.<br />1<br />
  97. 97. What is “Home” doing here? There is no home, and this is not consistent to all content pages (e.g. ideas).<br />Include benefit statement with signup form.<br />Remove other calls to action - the user has already selected to join or submit an idea, don’t distract him now.<br />Sign up page (submit idea)<br />1<br />2<br />3<br />
  98. 98. Sign up - step 2<br />So, what should a user do now? Include instructions. Many users might expect to be signed in already, albeit temporarily. Remember what the user’s original purpose was - submit an idea - indicate when he can do that.<br />1<br />
  99. 99. Logged in - first time<br />What is “block” - be careful of using internal terms which are unclear to users<br />1<br />
  100. 100. 404<br />The page is styled, but there is no useful message.<br />We’re big fans of the friendly 404 - you should give it a go!<br />
  101. 101. Other Considerations<br />It is not clear on landing page what this site is about. What campaigns send traffic here?<br />Perhaps include recent comments as a side bar item indicating site activity.<br />Again, while this project is inspiring, the project’s online hub is not. Consider how a broader colour palette could bring more life to this initiative.<br />
  102. 102. Monitoring your website’s performance<br />
  103. 103.
  104. 104. Top stats to keep an eye on<br />
  105. 105. Above all else, conversion rates!<br />
  106. 106. Unique users (not HITS)<br />
  107. 107. Traffic Sources (and their conversion rates)<br />
  108. 108. Engagement Metrics:<br />
  109. 109. Bounce rate<br />
  110. 110. Repeat users<br />
  111. 111. Pages per user<br />
  112. 112. Time spent on site<br />
  113. 113. OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?<br />
  114. 114. There are many options, but the most important is…<br />
  115. 115. Search Engines<br />
  116. 116. 1 Billion searches each day<br />
  117. 117. Lots of volume, but why is this important?<br />
  118. 118. Searchers are looking for what you are offering<br />
  119. 119. They WANT to find you!<br />
  120. 120. And if they don’t find you, they will find your competitor. Fact.<br />
  121. 121. Some data insights around your current search phrases…<br />
  122. 122.
  123. 123. So how do we make sure we are found?<br />
  124. 124. Search Engine Marketing<br />
  125. 125. SEM = SEO + PPC<br />Organic and Paid Search<br />
  126. 126.
  127. 127.
  128. 128. You don’t need to be a guru to get the basics<br />
  129. 129. Firstly make sure you select the right keywords<br />
  130. 130. Select keywords based on the following:<br /><ul><li>Search Volume Trends
  131. 131. Competition
  132. 132. Propensity to convert
  133. 133. Potential value per conversion</li></li></ul><li>Then decide where you want to be…<br />
  134. 134. Search Engine Optimisation<br />
  135. 135.
  136. 136.
  137. 137. Make sure your site is optimised around your keywords<br />
  138. 138. Then build plenty of high quality, keyword rich links<br />
  139. 139. And this isn’t easy<br />
  140. 140. The best sites inevitably win<br />
  141. 141. So grow links organically<br />
  142. 142. Build a website that offers so much value that people talk about it and link to it naturally<br />
  143. 143. Pay Per Click<br />
  144. 144. But first: why you can’t ignore SEO:<br />
  145. 145.
  146. 146. www.quirk.biz<br />
  147. 147. You choose how much you want to pay per click<br />
  148. 148. And how much you want to spend per day<br />
  149. 149. If you manage your campaign properly, you can’t lose money!<br />
  150. 150.
  151. 151. Don’t burn your budget early on: Test!<br />
  152. 152. Look for long tail key phrases<br />
  153. 153. Geotarget your adverts<br />
  154. 154. Have a solid call to action in each advert<br />
  155. 155. Don’t send your traffic to your home page, use highly targeted landing pages<br />
  156. 156. Test, test and test these landing pages<br />
  157. 157. Conversion optimisation<br />
  158. 158. The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI<br />
  159. 159.
  160. 160.
  161. 161. Test individual pages and paths<br />
  162. 162. Things to test:<br /><ul><li>Colours
  163. 163. Calls to action
  164. 164. Font size
  165. 165. Headings
  166. 166. Text length
  167. 167. Copy style and tone
  168. 168. Offers
  169. 169. Pricing
  170. 170. Credibility items</li></li></ul><li>Search marketing will bring a lot of traffic to your site, but you can’t stop there…<br />
  171. 171. You should be looking to build communities around your business<br />
  172. 172. Social Media can play a big part in this<br />
  173. 173. But what is Social Media?<br />
  174. 174.
  175. 175.
  176. 176. Let’s look at a few specific examples…<br />
  177. 177. Online Video: YouTube<br />Second largest search engine!<br />60% market share<br />100+ million viewers a night<br />‘The overnight success’ thing<br />
  178. 178.
  179. 179. How about a video tour of your data center?<br />
  180. 180.
  181. 181. 350+ Million active users<br />
  182. 182. 2.5 million of which are South African<br />
  183. 183. And many ways to communicate with them:<br /><ul><li>Groups and Pages
  184. 184. Applications
  185. 185. Ads
  186. 186. Connect</li></li></ul><li>Above all when it comes to any social network<br />
  187. 187. If your customers are there, you must engage<br />
  188. 188. A few tips…<br />
  189. 189. Be strategy lead. <br />The medium is not the message<br />
  190. 190. How will social media deliver on your business goals?<br />
  191. 191. What is going to keep users interested and engaging in the long run?<br />
  192. 192. What are you going to do with those engaged users?<br />
  193. 193. Push for critical mass quickly<br />
  194. 194. Discover and target influential individuals and communities<br />
  195. 195. Identify and fill content holes – don’t echo<br />
  196. 196. Consider the impact of social media on your other eMarketing tactics<br />
  197. 197. Write with your keyword strategy at your side<br />
  198. 198. Create a social media culture internally, it will reflect externally<br />
  199. 199. People are blogging about you…<br />
  200. 200. People are blogging about you…<br />
  201. 201. People are Twittering about you<br />
  202. 202.
  203. 203.
  204. 204. Are you making the most of the opportunitiesand minimising therisks?<br />
  205. 205.
  206. 206.
  207. 207. 12 million people search for “Ryan Air”<br />
  208. 208. A Ryanair employee comments on a blog…<br />
  209. 209.
  210. 210. Followed by the official response<br />
  211. 211.
  212. 212. Then the online community got hold of it<br />
  213. 213.
  214. 214. Then the newspapers got hold of it<br />
  215. 215.
  216. 216.
  217. 217. These powerful sites often linked to this site…<br />
  218. 218.
  219. 219. And we know how important good links are…<br />
  220. 220.
  221. 221. “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ”<br />Warren Buffet<br />
  222. 222. How is online reputation different?<br />
  223. 223. It spreads faster...<br />
  224. 224. … and the evidence lasts longer <br />
  225. 225. Why is this important?<br />
  226. 226. Because peers are the most trusted source of recommendation<br />Edelman Trust Barometer 2008<br />
  227. 227. People are talking, are you listening?<br />
  228. 228.
  229. 229.
  230. 230. What to track?<br />
  231. 231. Brand names<br />
  232. 232. Important staff<br />
  233. 233. Names of specials/packages<br />
  234. 234. Track outgoing communications (PR) by monitoring unique text<br />
  235. 235. Use the data you gather to build profiles of influencer’s who you can target for future campaigns<br />
  236. 236. Monitoring your online reputation helps you…<br />… avoid a reputation crisis by informing you quickly<br />… discover quick and effective new marketing opportunities<br />… improve customer service through engagement <br />… understand your customers’ needs and wants better <br />… identify powerful influencers to target with WOM campaigns<br />
  237. 237. OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?<br />
  238. 238. Email Marketing<br />
  239. 239. Use it to build relationships<br />
  240. 240. Not to acquire them<br />
  241. 241. Successful long term customer relationships are built on mutual trust and respect<br />
  242. 242. Do your email newsletters foster relationships?<br />
  243. 243. Or do they treat customers like marketing targets?<br />
  244. 244. Firstly, get personal!<br />
  245. 245. But go beyond the name<br />
  246. 246. An email newsletter should be a totally customised experience<br />
  247. 247. Allow users to manage their information and subscription preferences<br />
  248. 248. …and then personalise accordingly<br />
  249. 249. Rather send less often with more relevant content – people will be more likely to listen<br />
  250. 250. Nurture your in-house list<br />
  251. 251. But make it easy to unsubscribe<br />
  252. 252. Optimise your subscription touch points<br /><ul><li>Benefit statements
  253. 253. 2 stage process
  254. 254. Don’t gather too much info
  255. 255. Confirmation pages and emails</li></li></ul><li>The biggest challenge: Deliverability<br />
  256. 256. Bottom line:<br />Ask yourself what YOU would want from the newsletter as a reader<br />
  257. 257. Does it speak to you?<br />
  258. 258. Or does it speak AT you?<br />
  259. 259. In conclusion: eMarketing fundamentals<br /><ul><li>Get your website right, make it remarkable!
  260. 260. Drive qualified traffic to it.
  261. 261. Optimise the conversion of that traffic.
  262. 262. Build a relationship with your audience.
  263. 263. Test, test, test.</li></li></ul><li>Thank You<br />www.quirk.biz/IS<br />
  264. 264. Putting this into practice<br />
  265. 265. IS: who are your 5 target personas?<br />
  266. 266. <ul><li>Name
  267. 267. Age
  268. 268. Job Title
  269. 269. Company Type
  270. 270. Top 3 characteristics of their personality</li></li></ul><li>Social Media: <br />Where are they and what do they want?<br />
  271. 271. How is giving this to them going to achieve your business goals?<br />
  272. 272. Email Marketing: <br />What is going to make them read your newsletter?<br />
  273. 273. How is giving this to them going to achieve your business goals?<br />

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