RedSwan5 Digital Workshop for Marketing TeamsKim Donlan
If you aren't marketing from the customer's perspective, you are not doing as well as you could be. To help, we are sharing the core of our digital workshop for B2B marketing teams who need to creating a richer user and brand experience. This is for brands that have most of the pieces but perhaps in the wrong sequence, place or media type. This workshop is customized for clients who need to transition to a richer brand experience and stronger digital strategy. Contact Kim Donlan Kdonlan@RedSwan5.com
RedSwan5 Digital Workshop for Marketing TeamsKim Donlan
If you aren't marketing from the customer's perspective, you are not doing as well as you could be. To help, we are sharing the core of our digital workshop for B2B marketing teams who need to creating a richer user and brand experience. This is for brands that have most of the pieces but perhaps in the wrong sequence, place or media type. This workshop is customized for clients who need to transition to a richer brand experience and stronger digital strategy. Contact Kim Donlan Kdonlan@RedSwan5.com
Drive More Revenue — Be everywhere your customers are…all the time! – Will Sc...B2B Marketing Forum
The way we communicate is moving—literally. Successful marketers know they need to go where their customers are, and today that means being in several places at the same time, multiple times every day. As the world goes “mocial”—the convergence of mobile, social, local, and email—marketers must change the way they interact with customers and prospects to accelerate revenue growth. Join us to learn how to drive more revenue by meeting your customers whenever and wherever they are.
This presentation looks at how branding has changed over the last 30 years, and what the next era of branding will bring. It looks at how Web 2.0 will affect destination branding, using Croatia tourism as a hypothetical example, complete with suggested strategies and tactices
With the shift to Social Media Marketing, brands and the agencies that work with them are changing the way they communicate.
The singular "big idea" created for TV-first campaigns is being replaced by longer term storytelling strategies and MICRO-GRAPHICS.
Micro-graphics include pictures, infographics and videos, are being used to create far more detailed connections between brands and audiences ...being used in response to niche audiences, events, trends.
This was a 90 minute talk on the principles of innovation in the Social Economy, best symbolized by the 1.2 billion people connected worldwide. It looks at how to see around corners, looks at innovation hotspots like the renowned Building 20 at MIT and talks about ways to encourage innovation. It also briefly covered current innovative trends in education, including the "flipped classroom." There's also a plug for the Institute of Social Business Innovation, which is researching best practices for businesses in the Social Economy. Let me know your feedback at wredensignup(a)gmail.com
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
An online community is a group of people with common interests who use the Internet (web sites, email, instant messaging, etc.) to communicate, work together and pursue their interests over time.” Jul 7, 2003, Commoncraft.com
Corporate Social Media Marketing (SMM) Course Detailed OutlineAsif Anwar
Bangladesh Internet Marketing Professionals' Association (BIMPA) is offering Social Media Marketing (SMM) course for Bangladeshi online marketers, corporate employees, consultant, businesses, and entrepreneurs. This presentation is about the detailed outline of the Corporate SMM course. Initially hosted by Creative IT.
The course covers:
Class-1: Introduction to Social Media
- Social Media Marketing Basics
- Social Media Marketing Glossary
- Setting up Social Media Profiles and Pages
- Social Media Marketing Insights
- Defining social media goals and building strategy
- Some SMM Case Studies
Class-2: Social Medial Marketing (SMM) Research
- Understanding EdgeRank
- Measuring Social Media KPIs
- Klout and Social Media Influence
- Facebook Insights & Consumer Research (Analyze and research on your existing audience)
- Social Media Consumer Behavior
Class-3: Content Idea Generation & Development
- Keyword Research for SMM
- Social Media Listening Strategy
- Content Repurposing
Class-4: Social Networking and Target Marketing
- Datamining for Target Market
- Social Media Community Building & Management
- Understanding Graph Search
- B2B Lead Generation in Social Media
- Finding Social Media Influencers
- Using Owned Contacts in Social Media
Class-5: Social Media Advertising
- Social Media Advertising Options
- Determine Social Media Advertising Strategies
- Introducing ad dashboards in Facebook and LinkedIn
- Tips and Tricks in Social Media Advertising
- Social Media Advertising Case Studies
Class 6 & 7: Online Branding with SMM
- Social CRM & Social PR
- Best practices in SMM
- Location Based Branding (Marketing in specific geographic area)
- Personal Branding in Social Media
- B2B Branding with LinkedIn
- Social Media Event Management
- Subliminal Branding in Social Media
- Video Marketing (Gain more views and subscriptions for your videos)
Class-8: Social Media Optimization (SMO)
- Open Graph & Facebook Optimization
- Social Media Optimization or SMO (Optimizing Website for Social Media)
- Integrating Others Channels for Social Media
- Content Marketing Fundamentals
- Viral Content Strategies
- Increase Social Media Engagements
- Increase Audience (Increase Likes, Fans, Followers, Subscribers)
- Social Media Task Scheduling & Automation
- Tools for Monitoring Social Media (Listen & monitor competitive performance)
- Online Reputation Management
- Measuring Performance & KPIs
- Social Media Marketing (SMM) Tools
- SMM Resources and Followup (Ways to get help and learn more about SMM)
Enhancing Your Digital Marketing for Cyber MondayIndaba Group
Learn how to improve your digital marketing efforts to drive more visibility, engagement and sales this online holiday shopping season. Angie Pascale, Indaba Group's Director of Marketing, shares tips on leveraging and integrating owned, earned and paid media campaigns. Tips include creating a deals page, running smart, segmented email campaigns, developing valuable content, leveraging advanced Pinterest features, responding to reviews, running retargeting campaigns and much more.
Check out more useful info and tips on digital marketing, ecommerce and web development at Indaba Group's blog: http://www.indabagroup.com/blog.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Drive More Revenue — Be everywhere your customers are…all the time! – Will Sc...B2B Marketing Forum
The way we communicate is moving—literally. Successful marketers know they need to go where their customers are, and today that means being in several places at the same time, multiple times every day. As the world goes “mocial”—the convergence of mobile, social, local, and email—marketers must change the way they interact with customers and prospects to accelerate revenue growth. Join us to learn how to drive more revenue by meeting your customers whenever and wherever they are.
This presentation looks at how branding has changed over the last 30 years, and what the next era of branding will bring. It looks at how Web 2.0 will affect destination branding, using Croatia tourism as a hypothetical example, complete with suggested strategies and tactices
With the shift to Social Media Marketing, brands and the agencies that work with them are changing the way they communicate.
The singular "big idea" created for TV-first campaigns is being replaced by longer term storytelling strategies and MICRO-GRAPHICS.
Micro-graphics include pictures, infographics and videos, are being used to create far more detailed connections between brands and audiences ...being used in response to niche audiences, events, trends.
This was a 90 minute talk on the principles of innovation in the Social Economy, best symbolized by the 1.2 billion people connected worldwide. It looks at how to see around corners, looks at innovation hotspots like the renowned Building 20 at MIT and talks about ways to encourage innovation. It also briefly covered current innovative trends in education, including the "flipped classroom." There's also a plug for the Institute of Social Business Innovation, which is researching best practices for businesses in the Social Economy. Let me know your feedback at wredensignup(a)gmail.com
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
An online community is a group of people with common interests who use the Internet (web sites, email, instant messaging, etc.) to communicate, work together and pursue their interests over time.” Jul 7, 2003, Commoncraft.com
Corporate Social Media Marketing (SMM) Course Detailed OutlineAsif Anwar
Bangladesh Internet Marketing Professionals' Association (BIMPA) is offering Social Media Marketing (SMM) course for Bangladeshi online marketers, corporate employees, consultant, businesses, and entrepreneurs. This presentation is about the detailed outline of the Corporate SMM course. Initially hosted by Creative IT.
The course covers:
Class-1: Introduction to Social Media
- Social Media Marketing Basics
- Social Media Marketing Glossary
- Setting up Social Media Profiles and Pages
- Social Media Marketing Insights
- Defining social media goals and building strategy
- Some SMM Case Studies
Class-2: Social Medial Marketing (SMM) Research
- Understanding EdgeRank
- Measuring Social Media KPIs
- Klout and Social Media Influence
- Facebook Insights & Consumer Research (Analyze and research on your existing audience)
- Social Media Consumer Behavior
Class-3: Content Idea Generation & Development
- Keyword Research for SMM
- Social Media Listening Strategy
- Content Repurposing
Class-4: Social Networking and Target Marketing
- Datamining for Target Market
- Social Media Community Building & Management
- Understanding Graph Search
- B2B Lead Generation in Social Media
- Finding Social Media Influencers
- Using Owned Contacts in Social Media
Class-5: Social Media Advertising
- Social Media Advertising Options
- Determine Social Media Advertising Strategies
- Introducing ad dashboards in Facebook and LinkedIn
- Tips and Tricks in Social Media Advertising
- Social Media Advertising Case Studies
Class 6 & 7: Online Branding with SMM
- Social CRM & Social PR
- Best practices in SMM
- Location Based Branding (Marketing in specific geographic area)
- Personal Branding in Social Media
- B2B Branding with LinkedIn
- Social Media Event Management
- Subliminal Branding in Social Media
- Video Marketing (Gain more views and subscriptions for your videos)
Class-8: Social Media Optimization (SMO)
- Open Graph & Facebook Optimization
- Social Media Optimization or SMO (Optimizing Website for Social Media)
- Integrating Others Channels for Social Media
- Content Marketing Fundamentals
- Viral Content Strategies
- Increase Social Media Engagements
- Increase Audience (Increase Likes, Fans, Followers, Subscribers)
- Social Media Task Scheduling & Automation
- Tools for Monitoring Social Media (Listen & monitor competitive performance)
- Online Reputation Management
- Measuring Performance & KPIs
- Social Media Marketing (SMM) Tools
- SMM Resources and Followup (Ways to get help and learn more about SMM)
Enhancing Your Digital Marketing for Cyber MondayIndaba Group
Learn how to improve your digital marketing efforts to drive more visibility, engagement and sales this online holiday shopping season. Angie Pascale, Indaba Group's Director of Marketing, shares tips on leveraging and integrating owned, earned and paid media campaigns. Tips include creating a deals page, running smart, segmented email campaigns, developing valuable content, leveraging advanced Pinterest features, responding to reviews, running retargeting campaigns and much more.
Check out more useful info and tips on digital marketing, ecommerce and web development at Indaba Group's blog: http://www.indabagroup.com/blog.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
Your Rock Solid Digital Approach to Attract More Industry AttentionAtlas Integrated
Learn how to identify which digital tools attract attention from companies, how to incorporate industry attraction into your digital media strategy, how to digitally target entrepreneurs within an industry, and how to digitally target site selectors and business location decision makers.
Presentation social media marketing for Real Estate Er Sandeep Pandey
Social mediamarketing have dominated the ATL marketing tactics now a days . Most business were cautious at first, however, the majority of successful business now have social media strategies and are leveraging the popularity of social media as an integral part of their marketing efforts. Social media can be used for much more than just marketing, including customer support, research and development, public relations, just to name a few.
To summarize, social media has attracted such large audiences that you cannot ignore joining them and adopt social media strategies as a significant part of your overall marketing plan. The benefits are numerous:
1. Increase exposure
2. Increase operational efficiencies
3. Decrease marketing expenses
4. Communicate better – better engagement
5. Build better relationships with your prospects and
customers.
Our take on marketing, branding and how the power shift has tipped in favour of the consumer. Looking at the various marketing channels, how the interelate, how search and new technology will change this forever.
Trends in B2B Marketing: Customer-Centric Websites: Successful Strategies to ...Hannah Flynn
Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.
Do you call yourself a web designer, developer or simply a pixel pusher? Think you can’t be replaced? You’re dead wrong. With the advent of DIY design tools and drag and drop themes, it’s easier than ever for businesses to get online. What are you doing now to make yourself indispensable to your clients? What else are you bringing to the table? Tired of hustling from one project to the next? Stop calling yourself a pixel pusher. Focus on how your work brings increased value to your clients. It’s not just design. It’s not just making it work. It’s making digital strategy matter to you and your clients. In this presentation, we’ll review techniques for building (and maintaining) long-term client relationships, different compensation strategies and how to reframe your offerings to build sustainable, profitable businesses.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Making the most of your website
1. Making the Most of your Website
Workshop
Welcome!
General Information
Agenda
Introductions
LMU Team
About me
Expectations
Anderson Lima BA MSc
Pt Lecturer & Business Consultant
2. The Workshop
•
•
•
•
The Theme - a web paradox;
Idea - Online branding focus replacing Web Designing focus;
Power of Network Effects - Collective intelligence;
The strands: Theory building, Science of Search, Customers
Centricity Paradigm, Practical Knowledge and application,
Future Developments for a sustainable competitive
advantage.
• Here we go...
3. "Branding is Marketing" Al Ries
"What is the most resilient
parasite? Bacteria? A virus? An
intestinal worm? An idea.
Resilient... highly contagious. Once
an idea has taken hold of the
brain it's almost impossible to
eradicate. An idea that is fully
formed - fully understood - that
sticks; right in there somewhere."
Agent Cobb - Inception
4. From Web Design to Online Branding
1st session
...Costumers want to experience,
they want to participate, share...
...Digital consumers are on the driving sit of the
new Social Economy, which is also driven by sharing e
is not about B2C, or B2B, It is about P2P,
is all about relationships...
5. The website...
is a part of your Digital Marketing activity that enables
online communication to be developed, optimized and
aligned to overall marketing strategy in order to increase
consumer engagement, value creation, sales growth,
brand equity and profitability in a sustainable manner
in order to achieve overall business strategy
6.
7.
8.
9. My Website - Value Creation and UX
• How I see it...
• How customers see it...
• How Google sees it...
• How should it look
like...
11. Online Value Creation - Taking UX to a
higher level - CX (Costumer Experiencing)
The Trichotomy of User Experience (UX)
UX
CX
lity
na
tio
nc
Fu
Content Marketing,
Blogging,Thought
Leadership, Social
Media Marketing,
Buzz Monitoring,
Reviews, Forums...
Br
an
di n
g
Visual Communication (Aesthetics)
Design Imagery,
Pictures, Frames,
Logos, Colour, Action
Buttons, Usability,
Navigations...
SEM, SEO, PPC,
Link Building, Landing
Pages, New
Technologies,
Internet of Things,
Wearables...
Search Science
& Social Innovation
Social engagement
Conversion
Lima (2013)
12. The importance of customer focus in
effective online planning
Why do we need to focus on the customer?
Basically... because they are not focusing on you!
Digital Consumers suffer from
"Short Attention Span"
rage general attention
span of a literate adult:
10 – 12 minutes
Pete (2009)
13. Online Value Proposition (OVP)
• Closely tied to your brand positioning;
• Reasons why customers will click on; return, register or buy from
your site; and ideally share their experience (key in an age where
the customer increasingly defines the brand);
• Intrinsic benefits a visitor will get from the the site, content, web
service or functionality – and how that ties to your overall product
or service;
• Why OVP - a strong online value proposition hooks, distinguishes a
web site from that of its competitors, helps provide a focus to
marketing efforts, can be used for PR and word-of-mouth
recommendations;
• Turn visitors into customers, customers into loyal followers,
followers into brand evangelist.
14. 7 Steps to start and refine your OVP
• Review potential OVPs. Unique value propositions are created in two phases: Phase 1 is where you internally
(yourself, or within your senior management team) decide on the unique benefits of your web site or service, and Phase 2 is crafting that
uniqueness into an outbound message to your market – a confident, assured benefit statement to your market.
• Select your target audience. Garner research if you don’t have it already to inform you who are they are. Build
simple personas if you don’t have them (pen portraits that are specific to the site usage) that really dig into what the site must deliver –
find the common needs of the relevant personas you must engage online
• Research your audience. Ask your market, those personas, what they need and want. Building your unique
differentiation in your market is far more likely when you become involved and understand your customers, tune-in to their triggers –
obtain feedback on early concepts and ideas and have a good understanding of how competitors are positioning themselves in your
market.
• Benchmark OVPs. Look outside of your industry. Study successful companies of all types. Seek to understand their online
value proposition. How are they different in the market?
• Define your OVP. Select a strap line and more detailed value messages you may see listing features or on an about page.
But remember that your online value proposition is more than text – think about images (large, small, masthead or a whole wall-paper
backdrop), also video or animation to help engage and entertain. A well designed navigation can define the OVP too.
• Communicate OVPs. Which messages and channels will you use to communicate OVPs. OVPs can be communicated in
the search results, in catalogue and in print ads. Messaging should engage by keying into the customer’s experience, and emotions the
intangibles can be powerful Being the best in price, selection or shipping time is often not enough to separate you from your competition.
What can you do with your idea, knowledge of your market to really improve their lives, health, financial situation, status, prestige, etc…?
• Deliver, review and improve. Make sure you are in a good position to deliver on your unique value proposition.
It’s not enough to create the best UVP statement only to give way to someone else who could execute better. Know your strengths and
build your UVP out from there. The “Online Value Proposition” or OVP should reinforce the core brand proposition, and also shows what
can a visitor get from your online services that they can’t get from you offline or from competitors.
15. Stages in online adoption
• Level 0 – No web site or presence on web - thinks offline is OK
• Level 1 – Basic web presence – domain name or Directory
(Yell) listing;
• Level 2 – Static informational site – often transfer brochure
online;
• Level 3 – Simple interactive site email form – rely on
traditional methods to sell;
• Level 4 – Interactive site supporting transactions and FAQ’s often online buying and interactive helpdesk;
• Level 5 – fully interactive site supporting whole buying
process – full integration of eBusiness. Offer relationship
marketing with clients;
16. The Internet Commandments
1. Know your mission on the Internet;
2. Be Everything for someone, not something for everyone;
3. Give the users something to take home;
4. Solution based on Strategy;
5. Utilise the possibilities of the Internet;
6. Build intellectual know-how and leadership on the Net;
7. Involve the user in the designing process;
8. Test your solution;
9. Give the users power and control;
10. Be prepared to change and start all over!
19. Online Marketing Objectives - Brand
Development
• Provision of Company Information;
• Corporate Image promotion;
• Product information over and above that available in
other media;
• Public Relations;
• Human Resources information;
• Promotional Campaigns and Integrated
communication - cross-channel.
Gay et al.
20. Online Marketing Objectives - Revenue
Generation
• Sales either by payments at the time of purchase or
order generated online;
• Prospect Generations; used as advertising stream for
company/product, of as medium for other sites;
• Direct Marketing; following traditional DM using as a
medium for communication
Gay et al.
21. Online Marketing Objectives - Customer
Service/Support
• Pre-sales information; simply promotional text
helping buyers to buy, FAQ pages;
• Post-sales information; comprehensive fitting
instructions, usage advise like recipes, supplements,
etc...;
• e-CRM; using technology to develop and manage
relationships;
• Personalisation; customisations and 1-2-1 approach.
Gay et al.
22. Website Integration
• Environmental Analysis, stakeholders,
Differentiations Variables, Positioning Strategy;
• Aligned with Overall Business Strategy: Design the
offer, value, distribution, communication,
partnerships and management;
• Key objectives of the new site;
• Web hosting and capabilities;
• Re-branding/Redesign;
• Integrations with other marketing channels
Gay et al.
23. Web Design - What to look for...
•
•
•
•
•
•
Navigation
Structure – wire-framing
Usability
Interaction
Content and copy
Brand and credibility… image
24. Test for Effective Web Performance:
1. How many mouses clicks to a phone number
when starting at a home page?
2. Feedbacks/pose questions?
3. Animations used? Does it slow down the site?
is it gimmicky or useful?
4. Does it use fussy backgrounds distracting visitors
from text of the site?
5. Typos and spelling mistakes?
6. Broken or dead links?
7. Misleading Links?
8. Orphan pages or returning a '404' message?
9. Download time?
10. Use of pop-up windows? Really necessary?
11. Freemiums?
12. Use of action colour and action buttons?
13. Testimonials?
14. Has is been optimised for search engines?
15. Internal Search and site map?
16. Mobile rendering and Optimisations?
25. Test for Effective Web Performance:
17. Has a Favicon?
18. 404 Error Page?
19. Print-Friendly CSS?
20. Conversion Forms?
21. Language Declared and Detected?
22. Microformats?
23. Dublin Core?
24. Spam Block ?
25. e-mail privacy? (plain text)
26. Directory Browsing? (can it be accessed directly?)
27. Server Signature off?
28. Mobile rendering and Optimisations?
29. Google Analytics? (or equivalent)
30. W3C Validity?
31. Doctype Declared?
32. Enconding Language?
26.
27.
28. velop a
de
plan
1
who are your customers?
2
who are the consumer generated
media creators and critics ?
3
start monitoring key areas, brands, new
products, service encounters...
4
draw on experience and skills internally,
outsource if need be
5
have a skilled and dedicated ‘interpreter’
Kelley, N (2012)
30. Search Engines
• #1 Google: shows results at any Google-owned
website such as Google.com or Google Image Search;
• #2 Yahoo!: shows searches at any Yahoo!-owned
website including Alta Vista, and AlltheWeb;
• #3BING: Shows searches at any BING-operated
website such as BING Search;
• Yahoo! search engine results are currently driven by
BING search algorithm;
• Most popular Search Engines - (Link)
Fleischner, M H (2013)
31. How Search Engines Work
•
•
•
•
•
•
PageRank Algorithm (1998);
How Search Engines Work:
Organic x Paid Results;
Personalisation;
Anatomy of a Search Engine Result;
Beyond Web pages: Images, Videos, Geolocation.
Fox (2012)
32. Search Acquisition Strategy Process
• Have all business and product goals aligned and using
search data as key part of tour market research;
• Identify target audience;
• Determine queries that fit your business needs, what is
your target audience searching in volume?;
• Build content to perform well and have relevance;
("serganging")
• Offer a call to action that attracts searcher deeper and
deeper into the conversion funnel;
• Get you metrics right providing actionable insights into
effective strategy;
Fox (2012)
33. Steps in the Process - 1
1. Identify your business goals:
What is the business's purpose?
What is the website's purpose?
2. Assess the market opportunity:
Based on Keyword research, what searches are relevant to your business?
What's the overall volume?
3. Assess the Conversion Potential:
What queries will drive conversion (based on your business goals?)
Who is the target audience?
What's the competitive landscape?
Fox (2012)
34. Steps in the Process - 2
4. Create a tactical plan;
5. Develop Search Personas;
6. Develop Search Conversion workflows:
Build a content strategy based on the searcher personas and search
conversion workflows;
7. Execute on-page and off-page SEO ;
8. Monitor progress;
9. Identify actionable metrics;
10. Create rollout and adjustment strategies.
Fox (2012)
40. On-Page Optimisation - Making the
Hummingbird happy
•
•
•
•
•
•
•
•
Keyword Architecture - Research, Plan, Build, Implement and Monitor;
Meta Tags - labels given to a web page;
Title - this tag is the page title, no more that seven words and less than sixty
characters;
Description - provides a description of the website or web page, use main
keyword twice for more impact (no stuffing);
Keywords Tag - should include the mains keywords chosen as the mains
focus of your website; (avoid stuffing)
Meta Author - optionals, if there are others it helps to identify content;
Robots - simplest but important, signal to Googlebo, Google's search engine
spider, to crawl your entire website;
Formatting - Content First, Clean Code (W3C), heading tags (<h1>, <h2> and
<h3>) all tags, proper keyword placement, no Flash and JavaScript
Fleishcner (2013)
41. On-Page Optimisation - Cont.
• Alt Tags - use to describe images or graphics, small impact
helps; (no stuffing)
• Proper Keyword Placement:
Place in the Title tag, description tag, keyword tag and alt
tags,
Place in an <h1>, <h2>, and/or <h3> tag,
Place in the first 25 words of your page,
Place in the last 25 words of your page,
Bold keyword(s) at least once on your page,
Italicize or underline keyword(s) at least once on your page.
• Avoid Flash and use JavaScript External;
• (XML) Sitemaps;
• Internal Links.
Fleishcner (2013)
42. On-Page Optimisation - Cont.
• For an improved Keyword Architecture and Placement
research your competitors;
• Google Page Rank (a.k.a. PR), and old dated friend but still
important; can indicate level of competitive strength among
competitors sites;
• Website Load Speed - Very important factor in ranking, you
can use Google Webmaster Tools or some other type of free
online tools to help determine the speed of your site;
(Remember User Experience);
• Inbound Links - off-page optimization
Fleischner (2013)
43. On-Page Optimisation - Keyword
Architecture
Keyword Research and
Planner
to build your Keyword
architecture
46. Off Page Optimisation
• It represents over 70% of your efforts;
• Get high qualified links to your sites - ≥ PR, similar
content, use related meta tag, come from diverse
sources, Larger number of sites linked to them; (Ex:
link: www.chrisbrogan.com)
• Link types: One way, Reciprocal and Three-way links;
• Identify which sites to link and authority sites: use
google search, Alexa and any online SEO tool;
ex. http://moz.com/tools
47. Off Page Optimisation
• Anchor text - natural link profile;
• Google looks for natural inbound link profile (branded and
keyword);
• Link Juice - careful with bad links;
• Review your links and remove untrustworthy inbound links (manually or using Google Disavow Links Tool);
(Google addurl, Google, DMOZ, Yelp, Articles
• Good directories;
Directories, etc...)
• Blogging;
• Social bookmarks - Digg, Redit, Stumbleupon, etc;
• RSS, Forum Marketing, etc
51. Work Task 1 - Answer the Questions
below having your online brand in mind
• Customers Positioning: ‘Why am I here?’, ‘How does
this help me?‘ or ‘Does this site give me what I
need?’
• Business Brand Positioning: "Who we are, what we
offer, which markets do we serve, what makes us
different?"
• Site: "Why am I driving people to my site?"
• Start Marketing Audit
52. Social Engagement – building your hub
3rd Session
•
•
•
•
•
•
•
•
Personas
Conversions
Link Building
Inbound Marketing
Social Media and Search
Content Marketing
Landing pages
e-CRM and Social CRM
• Analytics
53. Search Personas
• "Highly detailed description of an individual who
embodies key goals and behaviour of an important
group of target customers";
• Created through research, surveys, and interviews of
your target audience - use qualitative and
quantitative data;
• See in the following slide how to build and present
personas:
Fox (2012)
54. Inser
t
nam your com
e,
p
mon as well a any
th
s
the g and yea the
r
ra
slide y text on in
.
this
Company ABC
Buyer Persona Overview
Month, Year
54
55. Persona Name
BACKGROUND:
•Basic details about persona’s role
•Key information about the persona’s
company
is
•Relevant background info, like education
d th
fin y
e
or hobbies
can tion b onlin
a
Yo u
ng
rm eri
r
info inist f you .
e
adm veys o dienc
sur et au
g
tar
DEMOGRAPHICS:
•Gender
•Age Range
•HH Income (Consider a spouse’s income,
if relevant)
•Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
•Buzz words
•Mannerisms
55
56. Persona Name
GOALS:
•Persona’s primary goal
•Persona’s secondary goal
Conduct in
terviews
with your
target
audience
to learn
about the
ir goals
and challe
CHALLENGES:
nges in
more deta
il.
•Primary challenge to persona’s success
•Secondary challenge to persona’s
success
HOW WE HELP:
•How you solve your persona’s
challenges
•How you help your persona achieve
goals
56
57. Persona Name
REAL QUOTES:
•Include a few real quotes – taken
during your interviews – that
represent your persona well. This
will make it easier for employees
to relate to and understand your
persona.
COMMON OBJECTIONS:
•Identify the most common
objections your persona will raise
during the sales process.
Identifying common
objections will help
your sales team be
better prepared
during their
conversations.
58. Persona Name
MARKETING MESSAGING:
•How should you describe
your solution to your
persona?
ELEVATOR PITCH:
•Make describing your
solution simple and consistent
across everyone in your
company.
Esta
bl
mess ishing yo
u
a
your ging pre r
pa r e
e
s
orga ntire
nizat
io
c on v
ey th n to
e
mess
age. same
eal
g a r reative
di n
Inclu from C
o
phot ons or elps
m
Com photo h sion
i
ck
iSto one env on.
s
y
ever me per
a
the s
60. 7 Steps to Increase Conversion
Engagement
• Applying Relevancy
• 1. Identify Conversion Goals & KPIs
• 2. Define & Acquire Target Profiles—Apply
40/40/20 Rule
• 3. Organize and Optimize Site Structure
• 4. Develop a Compelling Message
• 5. Place Effective Calls to Action
• 6. Enhance Shopping Cart / Lead Capture
Process
• 7. Test, Measure, and Refine
61.
62.
63.
64. Link Building Strategy
•
•
•
•
•
•
•
•
•
•
•
•
Develop an article or any other original content;
Create, Spin, and distribute - monthly;
Submit to high PR web directories;
Do follow blog submissions;
Do follow blog comments;
Forum submissions;
Profile Submissions;
Press Release Submission;
Social Media Post and links;
Video Submissions - YouTube, Vimeo and Viddler;
Social bookmarking;
Business profiles;
67. Social Media & Search
• Social Media Optimisation;
• Discussion sites, Content-sharing
sites, Social Networks, Review
sites;
• Online Reputations
Management;
69. Landing pages
• a standalone web page distinct from your main website;
• limit the options available to your visitors, helping to
guide them toward your intended conversion goal;
• Click Through Landing Pages;
• Lead Generation Landing Pages;
73. Site Analysis
• old - http://www.corecomconsulting.co.uk/
• new (under development) http://corecom.frankdev.co.uk
74. Work Task 2 - SWOT
Perform a SWOT Analysis of your own site;
Define: Who is your audience? Where is your audience?
What your audience wants?
Build Two personas for your site;
Define the main Keywords for your site;
Create a OVP;
75. Where do we go from here?
SMEs online opportunities
Last Session
•
•
•
•
•
Less is more - More is... (knowledge, time, finances);
Mobile Marketing;
Innovation and Thought Leadership;
Collaboration;
Social Technologies: Augments Reality, The Internet of
Things, Gamification, Social Search, Wearables, 3D
printing...
• SMEs;
86. SMEs
• Traditionally known as a "laggard" and slow in adoption of
Technology;
• Falling cost of web investment and innovations;
• User-friendly tools and softwares;
• Increasing but potential still not being fulfilled;
• Move from Institutional to Relational; ("sergaging")
• Faster, cheaper and efficient sales and costumer services
structure;
• Competing side by side with giants;
87. Wrapping it all up!
•
•
•
•
Summary...
Action planning!
Questions?
Well done :)
91. References
•
•
•
•
•
•
•
•
•
•
•
•
Tapscott, D Ticoll, D Lowy, A (2000). Digital Capital Harnessing the Power of Business Webs. London: Nicholas Brealey.
Fleischner, M H (2013). SEO Made Simple: Strategies for Dominating the World's Largest Search Engine. 3rd ed. USA: Michael Fleischner.
Fox, V (2012). Marketing in the Age of Google. 2nd ed. New Jersey: John Wiley & Sons.
Gay, R Charlesworth, A Esen, R (2007). Online Marketing a customer-led approach. New York: Oxford University Press.
Pete. (2009). How to appeal to web users with a shorter attention span than a goldfish Available:
http://www.sitemost.com.au/blog/2009/04/01/how-to-appeal-to-web-users-with-a-shorter-attention-span-than-a-goldfish/. Last accessed 08th Dec
2013.
Eubanks, N. (2013). Reduce Bounce Rate: 20 Things to Consider. Available: http://searchenginewatch.com/article/2237250/Reduce-BounceRate-20-Things-to-Consider. Last accessed 08th Dec 2013.
Thong, H. (2012). 100 SEO Tips - Turn Your Blog Into The Top of Google. Available: https://exploreb2b.com/articles/100-seo-tips-turn-yourblog-into-the-top-of-google. Last accessed 08th Dec 2013.
Bosomworth, D. (2010). Creating an online value proposition (OVP) for your site. Available: http://www.smartinsights.com/digital-marketingstrategy/online-value-proposition/online-value-proposition/. Last accessed 8th Dec 2013.
Hird, J . (2009). 20 Free Buzz Monitoring Tools. Available: http://econsultancy.com/uk/blog/3890-20-free-buzz-monitoring-tools. Last accessed
08th Dec 2013.
Chaffey, D. (2011). 8 Online revenue model options for Internet businesses. Available: http://www.smartinsights.com/digital-marketingstrategy/online-business-revenue-models/online-revenue-model-options-internet-business/. Last accessed 08th Dec 2013.
Chaffey, D. (2012). Digital marketing best practice. Available: http://www.smartinsights.com/digital-marketing-best-practice/. Last accessed
08th Dec 2013.
IMDB. (2010). Inception Quotes. Available: http://www.imdb.com/title/tt1375666/quotes. Last accessed 08th Dec 2013.
92. THANK YOU ALL FOR COMING!
Also to:
• Neil Kelley and the LMU marketing team;
• Christine Robinson and Sian Walkington from Leeds
Met Enterprises Services
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