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Maximize your Digital Presence

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Digital consumer trends, and online marketing tools for Canadian SMB's.

Published in: Marketing, Technology, Business
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Maximize your Digital Presence

  1. 1. Who am I? • Senior Manager, Performance Marketing • 8 years of hands-on experience.
  2. 2. 60% of mobile phones are smartphones (Canada).
  3. 3. • • • • Attention Span in 2000: 12 seconds Attention span in 2012: 8 seconds Attention span of a goldfish: 9 seconds % of people who forget their own birthday from time to time: 7% Source: Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use”.
  4. 4. People have more choice & expect brands to provide: The Information they want, When they want it, How they want to consume it.
  5. 5. NOW WE MUST BE STRATEGIC WHAT CONTEXT? • Appear at the right time WHAT CONTENT? • Offer relevant experience
  6. 6. Purposeful Design • Understand your visitor’s goals. • Help them make a decision. • Consider how visitors will arrive and interact with your site. (mobile, desktop, etc.) • Simplicity: use less to accomplish more. • “Persuasive Website Design”
  7. 7. Before: Benefits only Clutter Call to Action somewhere down here
  8. 8. After: Less Distraction Clear Path Relevant info (answered questions) Help Make Decision Result: 4 times the signup rate! 125 -> 500/month
  9. 9. Keys to Successful SEO • Good website architecture • Engaging Content • Promote content • Always be adding new content. • Claim Google + local page • Setup Google Authorship • Build citations (directories) • Links from other related websites Keys to Successful SEM • Smart keyword research • Send to a relevant webpage. • Write compelling messages. • Utilize display & remarketing opportunities. • Tracking tools (Adwords conversion pixel, Google analytics) • Test, test, test…
  10. 10. SOCIAL MEDIA Build a community of opportunities 83,2% of Canadians are FACEBOOK users 14 million Canadians visit FACEBOOK every single day comScore Inc, July 2013, Facebook statistics
  11. 11. Social Media Tips • Start with one or two platforms. • Engage users first, so you wont have to ask them to be fans. • Be consistent. • Be responsive, users need to know you are listening. • Remember, you are investing in relationships. • Do something worth talking about.
  12. 12. Responsive Design • Means one design, adjusts visuals & content to fit the screen accessing the website. • Don’t have to worry about specific device, just the dimensions. – Scaling, click vs. touch. • Google prefers Responsive design
  13. 13. Responsive Design Desktop Mobile
  14. 14. MEASURING RESULTS Ultimately, it has to add up.
  15. 15. Measuring Return on Investment • Almost all online behavior is measurable. • Take advantage: – – – – – – Google analytics (& goal setup). Google Adwords tracking (Paid ads) Call tracking Yellowpages Analytics (for current digital customers). Bing / Google webmaster tools Salesforce.com • Find a measurable KPI if your business is different.
  16. 16. Thank you! Jordan.Bones@ypg.com @j_bonesy Jordan Bones

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