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Data-based brand building: practical tips and best practices
- 1. Basics of digital marketing Anna Németh anna@datasense.me
- 2. Program Introduction Marketing personas Data based brand-building in a digital space: best pratices from SEO E-mail marketing, and Social media
- 3. Bemutatkozás
- 4. Online shopping in Hungary in 2016 2.8M online buyers 310b HUF spent 77% of all orders ship COD 30M orders ATV = 10500HUF 60% of shoppers over age of 40 M/F 50/50 37% have ordered from abroad before Source: http://www.gkidigital.hu/ 2017/10/17/online-kisker eskedelem-infografika-2 017/
- 5. personas Whom are you building your brand for?
- 6. Who are your customers?
- 8. Persona creation Previous experience Problems Motivations “Ancient” motivation
- 9. Persona creation Previous experience Problems Motivations “Ancient” motivation DreamJo.bs Daniel - Just out of school, never had an interview before - Has no idea where to start looking, how to negotiate, what salary to expect - His parents want him to grow up - And he wants to compete with his friends. → keywords & content: how to write CV, how to find a trusty workplace, base salaries for juniors
- 10. How to get data on whether your persona exists (and can pay) If we have an audience: - Facebook custom audience based on email addresses - Analytics If we don’t have one yet: - SimilarWeb - Facebook - Linkedin
- 11. Facebook 50-60% of e-mail addresses will be the same (B2C)
- 12. Analytics Segmenting the audience in Analytics
- 13. How to get data? If we don’t have data, it is always worth checking other’s data and strategy out: Similarweb.com
- 14. How to get data? If we don’t have data, it is always worth checking other’s data and strategy out: semrush.com
- 15. Facebook The most precise demographic data on Hungary today. Before fixing messages, it is worth checking out how many are actually interested. Beware: mobile only users abound.
- 16. Facebook
- 17. Linkedin
- 18. Linkedin
- 19. SEO Data based brand creation in a digital sphere
- 21. On page (content) Technical (schemas) Off page (links, referrals) SEO
- 22. ● Visitors from organic search OR ● Income growth from organic search OR ● Organic impressions Goals
- 23. ● Main keyword ○ Etc: job ● Secondary and related keywords ○ CV, salary, workplace ● Synonyms ○ Resume, wage ● Medium and long tail keywords ● Find out search volume On page SEO
- 24. Keyword planning (a personal preference) Google Analytics SEMRUSH Search Console Ubersuggest Keywordtool.io iSpionage
- 25. Find keywords based on topics: have the answer for ALL the questions. Find running themes Scrape competitor site Get search volume
- 26. Off-page SEO
- 27. Technical SEO: schema.org to rule them all
- 28. + 2 tups Always be youtubing (the highest ranked keyword placement) Get rid of unworthy content
- 29. E-mail marketing Data based brand creation in a digital sphere
- 30. Témák ● CTA + Emotional engagement ● Which domain? ● What time? ● Segmentation ● Abandoned cart ● Post-purchase emails
- 31. CTA + Emotional engagement “Random” seeming but brand supporting content they want to know about Content you get profit from
- 32. Domain Verboten: noreply@domain.hu A slight change in opening rate might happen if they get it from a different domain. Won’t make enough difference to make up for resources for most.
- 33. Timing Most popular days to send marketing emails in in Hungary: M T W Th F Sa Sun Source: https://medium.com/mito/mito-ecommerce-edm-hi rlevel-kutatas-927a5fbb847d
- 34. Number of senders VS number of emails sent per hour Source: https://medium.com/mito/mito-ecommerce-edm-hi rlevel-kutatas-927a5fbb847d
- 37. Segment ALL the things (but save your resources) Geography ● Location ● Urban/rural ● Region (weather-specific e-mails!) Historic data - delivery associated with user Demographics ● Age ● Sex (only if they chose pronouns) ● Profession ● Socio-economic situation Sign up form + previously ordered products + sites visited Behavioral ● Opening rate ● Buying rate ● Loyalty ● Shopping readiness Opens - never buys Never opens - buys Opens - buys Never opens - never buys Refill Flash sales behavior Psychographics ● Personality ● Lifestyle ● Behavior Post-purchase questionnaires Abandoned cart questionnaires Types of products bought
- 38. Abandoned cart
- 39. Post-purchase e-mail Questionnaire Product satisfaction Reminder about guarantee / return expiry
- 40. Facebook Data based brand creation in a digital sphere
- 41. Témák ● Community building ● Audience set up ● Content that moves ● B2B strategies ● Importance of ad strategy ● Remarketing
- 43. Audience targeting: email list lookalike
- 45. Time Spent on Site
- 46. Audience based on engagement
- 47. Product category based audience
- 48. Content that moves you ● Divisive (NEVER offensive) Worked for us: These are the jobs everyone told you you will need nepotism for. ● Experience What worked for us: When were your last proud of your work? ● Face Worked for evolution (you stop easier seeing a face) ● Hashtag Facebook really wants you to use them
- 49. B2B strategies - Adwords/Facebook? ● Do you need to educate them? Promote your material ● Do you need to find out if your SEO strategy will actually work? Try with PPC ● Long sales cycle? Remarketing.
- 50. Ad strategy
- 51. Facebook dynamic remarketing ● Facebook pixel ● Catalog (Add product feed - recurring uploads) ● Objective: catalog sales ● carousel/single item
- 52. Instagram Data based brand creation in a digital sphere
- 53. Topics ● Insights ● Video ● Choose micro-influncers ● Mindset - for B2B, employer branding purposes
- 54. Insights
- 55. Videó
- 56. Mindset