Digital Discoveries: Strategies to End 2013 with Online Business Success

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On September 20, 2013, tbk Creative led an educational workshop for the London Chamber of Commerce (London ON). The presenters from tbk Creative were Andrew Schiestel and Shockley Au. This is a copy of the Power Point presentation.

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Digital Discoveries: Strategies to End 2013 with Online Business Success

  1. 1. #DD2013
  2. 2. • Radio • TV • Newspaper / Magazine • Direct Mail • Outdoor • Tradeshows • Sales booklet • Sales Outreach
  3. 3. • Radio • TV • Newspaper / Magazine • Direct Mail • Outdoor • Tradeshows • Sales Brochures • Sales Outreach • CRMs • ERPs • CMS • E-Commerce • YouTube • Facebook • Twitter • Instagram • Pinterest • LinkedIn • Mobile websites • Mobile apps • Your Website • Other Websites • Google (search engines) • News websites • Mobile • Tablet
  4. 4. FRAGMENTATION
  5. 5. Demand (high) vs. Supply (low)
  6. 6. PROGRESS
  7. 7. SET A GOAL
  8. 8. Table of Contents • The Power of Web • Improving website success • Content marketing • Search engine optimization (SEO) • Search engine marketing (SEM) • Canadian privacy laws • Email marketing • AODA • Website Development tips (8) • Social media (fast tips)
  9. 9. THE POWER o f WEB
  10. 10. Retail = +3X
  11. 11. Non-Retail = +10X
  12. 12. Year-over-year growth in overall web traffic averages around 73%.
  13. 13. Year-over-year growth in mobile web traffic averages around 134%.
  14. 14. Number of leads Close rate Average sale
  15. 15. Number of leads - 16 Close rate - 25% Average sale - $10,000 $480,000 per year in revenue
  16. 16. INCREASE WEB QUALITY (web changes)
  17. 17. INCREASE WEB QUANTITY (web traffic)
  18. 18. A) WEB MODIFICATIONS (quality)
  19. 19. Speed
  20. 20. Brand Promises
  21. 21. Offers
  22. 22. Credibility
  23. 23. Contact Us
  24. 24. Unique Value Propositions
  25. 25. Storytelling
  26. 26. B) GO AFTER THE NON-BUYERS
  27. 27. E-GUIDES
  28. 28. WEBINARS
  29. 29. RESULTS
  30. 30. Scholar’s Choice 500+ registrations per webinar
  31. 31. Fertility Ontario • Old website – 1.2% • New website without content marketing – 2.1% (75%+) • New website w/ content marketing – 8.4% lead conversion (300%+) • 600% overall increase in leads
  32. 32. SEARCH ENGINE OPTIMIZATION (SEO)
  33. 33. Why Organic Search?
  34. 34. Traffic Volume • 70% of clicks are on organic listings • 30% of clicks are on paid listings
  35. 35. Trust • Non-paid • Strong algorithm yielding relevant results • On the flip side, you get relevant, (Google-qualified) potential customers
  36. 36. Purchase Cycle
  37. 37. STEP 1 – KEYWORD RESEARCH
  38. 38. Finding the right keywords to optimize your site for.
  39. 39. Two main factors: 1. Relevance 2. Search volume
  40. 40. Free Tool: Google AdWords Keyword Planner (write this down) • Provides search volume data for specified keywords in specified geo-locations
  41. 41. STEP 2 – ON-PAGE SEO
  42. 42. Main elements include: • Titles • URL structure • H1/H2/H3 headings • Textual content URL Structure H1/H2/H3 heading Textual content Title
  43. 43. Pitfalls to avoid: • Keyword stuffing • Hidden text • Thin/duplicate content (Panda, 2011)
  44. 44. Google local • About half (48%) of the non- marcomm attendees don’t have their G+ page set up. • Create G+ local page • Optimize page (complete page, text, images, reviews, verify listing)
  45. 45. STEP 3 – OFF-PAGE SEO (Link Building)
  46. 46. 60% - 80% of search ranking comes from links pointed to your website
  47. 47. Two main factors: Quantity • # of raw links to your site • # of unique referring domains Quality • High authority sites • Relevant sites/pages
  48. 48. 6 Action items: 1. Reach out to business partners and directories for a link 2. Develop good content (link bait) • Canada's Most Vulgar Cities: Ontario Tops List (INFOGRAPHIC)
  49. 49. 4. Guest blog 5. News write-ups on your company (politely ask the editor/journalist) 3. Enable and encourage social sharing • Free Tools: ShareThis, AddThis 6 Action items:
  50. 50. 6. Competitive analysis • Tool Tip: Use Moz.com (formerly SEOmoz.org) 6 Action items:
  51. 51. The Pitfalls • Unnatural link profile • Spammy links (Penguin, 2012) • Over-optimized anchor text • Link velocity
  52. 52. Summary • Develop good quality content • Tougher penalties, choose SEO vendor that prescribes to best practices long-term
  53. 53. Paid Media (Search & Display)
  54. 54. Why Paid Search?
  55. 55. 30% of clicks are on paid listings
  56. 56. Greater control • Control costs with maximum cost-per-click (CPC) • Better visibility (placement + extensions) • Instantly turn on/off • Messaging aligns with query • Target locations, devices, time of day / day of week
  57. 57. Purchase Cycle • Evaluation, Purchase/Conversion
  58. 58. Google Display Network
  59. 59. Why Google Display Network (GDN)? • GDN reaches over 83% of unique Internet users around the world • 4% of online time is spent on search
  60. 60. Targeting options • Locations • Keyword contextual • Topics (of sites) • Interest (of users) • Managed placements (targeting specific sites on GDN) • Remarketing (think: purchase cycle!)
  61. 61. Control costs • Auction based, set max CPC or CPM bids • $1 - $3 CPM • No minimums
  62. 62. Rich media options • Text • Static images • Animated images • Video
  63. 63. FACEBOOK ADS
  64. 64. Why Facebook Ads? • Market penetration (50%+ across all ages/genders) • Where consumers spend time • Unique targeting options • Affordable • CPMs range from $0.15 to $3.00 • CPCs range from $0.50 to $1.00
  65. 65. LINKEDIN ADS
  66. 66. Why LinkedIn Ads? • Corporate-centric • Where professionals spend time • Unique targeting options
  67. 67. Last tip: Conversion Tracking
  68. 68. PRIVACY LAWSPrivacy Law section supported by and courtesy of Harrison Pensa LLP This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  69. 69. We currently fall under PIPEDA This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  70. 70. • Attain consent for email marketing • Use information for purposes in which it was collected • Add a Privacy Policy to your website • Promotion-type emails (vs. service-type) are technically to have an unsubscribe • Control opt-out better with a Manage Subscription page Some privacy tips and things to know (current): This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  71. 71. • Likely coming into effect in 2014 • CRTC requiring proactive opt-in • 2 year implied rule on customers • May or may not grandfather (up on the air) • Opens the door for civil or class action ligitation Upcoming privacy law – Canadian Anti-Spam Law (CASL) This slide is for education purposes only. Consult a lawyer on your situation for best compliance with the law.
  72. 72. EMAIL MARKETING
  73. 73. TOP QUICK TIPS
  74. 74. • Final Reminder • An Invite to Connect • Tomorrow's Social Event Don’t use more than 4 words in your subject line. Examples could be:
  75. 75. • Can lead to lower open rate • Can get caught in more junk folders Avoid characters like exclamation marks and CAPITALS LIKE THIS…!!!
  76. 76. Don’t forget your Call to Actions
  77. 77. Get rid of your PDFs. Go with third-party mail tools (i.e., MailChimp)
  78. 78. Personalize when possible • Recipient name • Sender name • (MailChimp does this)
  79. 79. Keep your email list current
  80. 80. Brand & Beautify (if resources permit)
  81. 81. Monitor your unsubscribes (most brands don’t send enough emails)
  82. 82. AODA • Affects Ontario-based, private sector, 50+ employee companies • Enforced as of Jan. 1, 2014 • Affects all web content (and websites) published since Jan. 1 2012 • Websites must comply with WCAG 2.0 level A
  83. 83. • Background and font colour not contrasting • Missing alt tags • Poor navigation (i.e. using tab button) • Language must be programmatically determined • Missing labels and form instructions EXAMPLES OF COMMON ERRORS
  84. 84. YOUR WEBISTE IS LIKELY NOT IN COMPLIANCE
  85. 85. Complimentary AODA website audit – andrew@tbkCreative.com
  86. 86. DEVELOPING YOUR WEBSITE. 8 TIPS FOR SUCCESS.
  87. 87. 29% OF WEB PROJECTS FAIL 57% OF WEB PROJECTS CHALLENGING . . .
  88. 88. • Open source CMS (recommended) • Assess vendor expertise • Themed template or custom? • Define the browsers and devices (sample list http://tbkcreative.com/support/browser-device- policy/) • Remember a warranty period • Budget an extra 10% • Increase discovery stage www.tbkCreative.com/support/browser-device-policy
  89. 89. SOCIAL MEDIA • Use Facebook Insights • Simpler Facebook Contests • Use LinkedIn more • Image with a link based FB post • Promote to Friends (for better or worse) • Get unborified
  90. 90. Use Facebook Insights
  91. 91. Demographics
  92. 92. Time of Day
  93. 93. Engagement
  94. 94. Simpler Facebook Contests
  95. 95. Use LinkedIn more
  96. 96. Image with a link based FB Post
  97. 97. Promote to Friends
  98. 98. GET UNBORIFIED

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