Get up to speed getting the most out of online marketing weston super mare
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This document discusses strategies for getting the most out of online marketing. It recommends optimizing reach through search engine optimization, ensuring websites are mobile responsive, using email newsletters to build loyalty and drive sales, engaging on social media, implementing a customer relationship management system to track customer journeys, and gaining customer insights from data analytics. The key strategies covered include content creation and distribution across owned channels, listening to customers and influencers, measuring engagement and ROI for different tactics, and aligning all marketing efforts with the brand.
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Get up to speed getting the most out of online marketing weston super mare
- 1. Getting the most out of your online marketing Lizzie Whitchurch @Cosmic_uk
- 4. The world has changed • Instantaneous response • Accessibility • Transparency • Accountability • Higher Expectations
- 8. • SEO basics video
- 10. How many pages do you have? • 47% of site visits from organic source • High levels of content • Broad phrase approach
- 11. Search Engine Optimisation • Get the basics right – MOBILE RESPONSIVE – Good quality relevent content – Good Quality Link building – Deep Linking – Sitemap – At least 200 words per page – Content, titles. Paragraph titles – Image titles, Page titles – Images – Update your site regularly – Does your Domain include Keywords? – Use Google Adwords for Keyword searches
- 12. Useful SEO checker – www.seositecheckup.com
- 13. 2. Think Mobile
- 14. Mobile
- 16. Mobile marketing • Check in… • Facebook – Check-in to your business – Appears in friend’s feeds • And advertise alongside check-in – Voucher discounts and deals • Foursquare – Check-in – Vouchers and deals
- 17. • http://www.wikitude.com/tour/wikitude-world-browser Use your camera as a browser….
- 18. Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
- 19. Aurasma • http://blippar.com • Create your own…and … tap-to-buy
- 20. Think mobile.. Is your marketing mobile friendly? • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals
- 21. 3. The Power Of E-News
- 22. E-newsletter conversion rates B2B Conversion to Website
- 23. E-newsletters • Currently - 50,000 subscribers • Has taken 5yrs to build • Segmented – Equine – Shooting – Farming
- 24. E-news is measurable • 168,000 email subscribers • Biweekly • Current open rate ± 28% • ROI on each email activity is ± £10,000 for products in the email
- 26. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website Builds loyalty and advocacy Creates 7 touch points for new sales
- 27. E-newsletters • Segment for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
- 28. 4. Be Social
- 29. Social Media – Trends for 2015 • Vlogging will continue to grow • Social wallets • Social Platforms more interest based • Ability to humanise your brand - This will be the single-most important factor in social media success in 2015
- 30. Listen Google Alerts Twitter Google Reader Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder – Don’t be afraid to go back to basics Less time More time
- 31. Listen
- 32. Listen • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
- 33. Hashtag ideas • Sector specific • #windpower • #climatechange • Geographic specific • #somersethour • #glastonbury • Campaign specific • #greenenergy • Media specific • #journorequest • #prrequest
- 35. #journorequest
- 37. How do you find influencers?
- 39. Share
- 40. Who are the influencers in your industry
- 41. Create
- 42. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos Create Once Post Everywhere
- 43. Embedded content - Addition of video Marks & Spencer • In one year, 3m minutes of video content viewed • M&S Consumers who watch the videos stay 2x longer on the site as those who do not watch them. • Boosted Basket Size 25%
- 44. What about video? • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials • Becoming significant in Search Results • Pre sales – research • Post sales - support
- 47. What Content? • Facts & figures = Infographics • Showcase your staff • Showcase businesses/customers you work with • Photos and video • Blog posts • Instructional, learning content for your community – scientists, procurement specialists
- 48. • Become a storyteller • Re-use many times • If you get the emotions right the product doesn’t have to feature! Content
- 49. How does it make you feel?…. Where is the product?....
- 51. 6 week content planner w/c --------- --- 1 2 3 4 5 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
- 53. • Schedule posts for most popular times of the day • If you schedule – don’t forget to be available for responses • Work with your planned business activities • Think about seasonal opportunities • Create your own opportunities!
- 54. Align Your Brand
- 55. Mulberry – ‘hand crafted in Britain’ brand Commissioned a series of focusses on similar brands • Wedgewood • Aston Martin • Mackintosh Saying – ‘we are like these brands’ #mulberryteacup
- 60. Think before you post!!!
- 61. • Always Respond Online • Acknowledge all of their opinions • Explain what you are doing to change things • Always try to respond to all customers
- 62. 5. CRM – Measure Your Customer Journey5. CRM Measure your Customer Journey
- 63. Why use a CRM? • A CRM can connect every area of business that touches the customer – – Marketing – Sales – After sales support • And areas which the customer may not see – Finance – Accounting integration CRM moves the company from a product centric focus to a customer driven focus.
- 65. What can a CRM system do? Collate customer information • Enquiries received • Telephone calls made/received • Meeting notes • Business cards received • Leads Generated • Letters/Emails sent & Received • Attendees to Seminars • Website hits • Project plans
- 66. Inputs from many sources
- 67. CRM Journey Outputs Customer Data Analytics Project Management Reporting
- 68. Customer relationship management systems
- 69. Map your CRM to your customer journey
- 70. 6. Gain Customer Insights 6. Gain Customer Insights
- 71. • We are creating 2.5 billlion GB of data every day • In the last 2 years we have created 90% of the data on the planet
- 73. The Internet of things
- 74. Understanding analytics • Who are your visitors • How do they get to your site • What do they do once they are there
- 75. Predictive Analytics Want to predict who your customers will be? Predictive analytics can help do that…. • Tesco– can predict the exact day customers will return and the amount they will spend within £10 for around 20% of their customers • issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times. • Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel • HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings