Let's talk business digital marketing strategies
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Transcript of Let's talk business digital marketing strategies
Digital Marketing Strategies
Rob Hudson – National Digital Director, George Patterson Y&R
Sally Davies – Digital Capability Manager - Mobile, Sensis
Stuart McKeown – Product Director Search Marketing, Experian Hitwise
Moderated by Small Business Commentator Valerie Khoo
SOCIALMARKETING
Rob HudsonNATIONAL DIGITAL DIRECTOR
Collecta, Analytic.ly, GoogleGPY&R Pulse, Radian6, Spiral16, Trucast, Buzzmetrics,
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http:// bit.ly / bovMOi
THANKS
Digital Marketing Strategies
Rob Hudson – National Digital Director, George Patterson Y&R
Sally Davies – Digital Capability Manager - Mobile, Sally Davies – Digital Capability Manager - Mobile, Sensis Sensis
Stuart McKeown – Product Director Search Marketing, Experian Hitwise
Moderated by Small Business Commentator Valerie Khoo
Go Mobile
Sally Davies
Digital Capability Manager – Mobile
Sensis Pty Ltd
Mobile is:
Always connected
Personal With you all the time – go to bed with it Part of your identity, it has become an accessory 38% of Americans say their mobile is more
important than their wallet Know who they are
Social Facebook is the most used mobile site in Australia
Localizable One of the best direct marketing tools available to you
Source: Telsyte
Some interesting mobile stats
There are now more mobile devices than televisions and computers combined (*1)
Mobile phone penetration is now at 110% (*1)
Over 1.7 billion SMS are sent a month (*2)
45% of Telstra Next G customers now use the mobile internet every month (*2)
Mobile marketing spend is growing at over 15% (*3)
Source: *1 Telsyte, *2 Telstra Annual report *3 AIMIA
The mobile consumer is:
A Hunter
PC is a browser
Yellow Pages can help provide some insight:
‘Restaurants’ ranks 1st in searches and calls to advertisers
‘Floor Sanding and Polishing’ & ‘Trophies’ have the highest
ratio of search to call delivering 98% conversion
6 in 10 people who search for a ‘Florist’ make a call as do
those searching for ‘Tyres’, it’s 8 in 10 for ‘Locksmiths’
Saturday lunchtime is our peak hour
The most popular location is Melbourne followed by
Brisbane and then Sydney
* Source: Omniture Reporting
Mobile Advertising is:
Display/ banner ads APP banner ads
Ticketin
g
Mobile codes Mobile
payments
Bluetoot
h
complex
Text 2 Vote
Send2Mobile
SMS
Broadcast
Text 2 Win
Example Mobile Sites
SMS “DEMO” to 0415 268 766 or alternatively, scan the Telstra Mobile Code.
From impressions to engagement
Case Study: Camera Action
It’s all about a call to action
Print ad with SMS keyword and mobile
code
Text Message with link to mobile site
Advertiser mobile page
And keeping it simple…
Fast loading
Relevant – to mobile and your customers
Simple to browse
Quick to consume
Olives Tree
How do I Go Mobile?
1. Is your business right for mobile?
2. Who are you customers?
3. How can you get them to engage with you? Choose your call to action
4. Choose your level of investment
5. Integrate with the rest of your business
6. Measure success
You don’t have to be cutting edge
2000: High TechA concept product from Panasonic combines a game machine with a detachable hand unit which serves as a mobile phone and game control device.
But you do have to be on target
Digital Marketing Strategies
Rob Hudson – National Digital Director, George Patterson Y&R
Sally Davies – Digital Capability Manager - Mobile, Sensis
Stuart McKeown – Product Director Search Marketing,Stuart McKeown – Product Director Search Marketing,Experian Hitwise Experian Hitwise
Moderated by Small Business Commentator Valerie Khoo
© 2010 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.
Let’s Talk Business
Search Engine Optimisation (SEO) for SMEs
Stuart McKeown
Product Director, Search Marketing
34 © 2010 Experian Limited. All rights reserved.
SEO - Many contributing factors.
Potential.
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Outsource vs In-House SEO
Run a cost analysis on the Return on Investment (ROI) you need from SEO, remember it pays back over multiple years not just one. Calculate your budget from this.
It makes no sense to allocate $10k to SEO and expect a $200k return. Be realistic.
SME’s benefit the most from outsourcing due to lack of internal resources to complete a project.
Agencies often approach projects from an impartial viewpoint.
In both cases you must remember to allocate the resources to implement changes (whether you have an in-house team or outsourced web development).
Be careful of Web Development agencies that ‘throw in’ SEO - are they experts?
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The SME Challenge - Achieving Organic Growth.
Whilst Growing Conversion Rates.
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Store A – Focuses on Traffic33% Revenue Increase.
Unique Visits / Month
Conversion Rate
Average Order Value
Revenue
60,000 4% $32.40 $77,760
62,000 4% $32.40 $80,352
64,000 4% $32.40 $82,944
65,000 4% $32.40 $84,240
70,000 4% $32.40 $90,720
75,000 4% $32.40 $97,200
80,000 4% $32.40 $103,680
39 © 2010 Experian Limited. All rights reserved.
Store B – Focuses on Traffic and Conversions360% Revenue Increase.
Unique Visits / Month
Conversion Rate
Average Order Value
Revenue
60,000 4% $32.40 $77,760
62,000 4% $32.40 $80,352
64,000 5% $32.40 $103,680
65,000 6% $40 $156,000
70,000 6.5% $42 $191,100
75,000 6.75% $45 $227,812
80,000 7% $50 $280,000
Myths.
41 © 2010 Experian Limited. All rights reserved.
5 things you NEED TO KNOW about SEO….
You should optimise your content and <title> tags for what people are searching for. (i.e. Dentist Circular Quay Sydney).
Search engines use backlinks (this is when someone links to your website) to determine the authority of your website.
New websites that lack authority take longer to rank than older websites.
Search engines like good URL structures (i.e. yoursite.com/about-us/) - avoid long meaningless URL’s.
Changing URL structures without ‘301 redirecting; can cause catastrophic loss in rankings.
Search engines look at the ‘anchor text’ of a link to help understand what the website is about.
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Anchor Text Example - Adobe
No mention of the word ‘click here’ in titles or anywhere on the page.
How can a website rank without on page optimisation?
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Common SEO Myths….
•It’s FREE Traffic.
•Once i’m in Position 1, I can relax and reap the rewards.
•This company is promising me Page 1 Rankings in a few days.
•We’re already Page Rank 4, we don’t need SEO.
This statement is partially true, however many SME spend significant money on SEO efforts. The ROI on this spend is high.
Position 1 is just the beginning, never underestimate that your competitors are ‘not’ doing SEO.
SEO is a slow moving dinosaur, it takes time to get rankings. Be wary of companies offering to get you overnight ranking results.
Page rank does not directly correlate with SEO Rankings. However, if your website is optimised for the right keywords, your Page Rank is likely to increase.
44 © 2010 Experian Limited. All rights reserved.
Real SEO Results.
Provide a high ROI on investment over time (2-3 years).
Grow your returning customer base organically over time.
Increase brand awareness with searchers.
Allow you to target the right customers with the right keywords.
SEO will not….Generate sales if your website does not convert users.
Make or break your business.
SEO will….
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What should you expect….
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Break Things Down - Understand how each channel performs.
Segment based on behaviour.•Logged in vs Logged out*
•Members vs Non-Members*
*Can be achieved using _set CustomVar() and Advanced Segments in
Tactics.
Tactical Structural PromotionalSub Domains vs Sub Folders
Meta Data
Keyword Focus
URL Structure
Navigation Structure
Accessibility
Sitewide Optimisation
Internal Linking Focus
Competitive Analysis
Keyword Research
Keyword Gaps
Content Gaps
User Generated Content
Segmenting Content
Social Media
Video Syndication
Press Releases
Social Bookmarking
Directory Submissions
Article Submissions
49 © 2010 Experian Limited. All rights reserved.
Use Yahoo Site Explorer to look at your competitors backlinks (Remember Adobe example – backlinks are important). How many of these links can you potentially ask for?
Tactical - the research behind your decisions.
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There are over 100 factors and red flags that Search Engines look for when analysing a website.
Ensure you have clear concise URL’s – http://www.yourwebsite.com/about-us/
Ensure that the ‘non-www’ version of your website redirects to a ‘www’ version.
Avoid duplicate content.
Use descriptive words when linking between pages, avoid ‘click here’ or ‘more info’ type language.
Have a static sitemap that links to all internal pages of your website.
Avoid using Javascript to display menus and navigation.
Structural - Identifying and fixing red flags
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Onsite SEO makes up 40% of activity - up to 60% of activity occurs offsite with promotions and link building.
Contact all your potential partners to ask for a link – if a partner links to two or more competitors this may indicate a directory.
Provide the best quality content in your industry to attract authoritative links.
Create tools or applications to help others in your industry.
Sponsor events in your industry and ask them to link back to you.
Syndicate all your PR online linking back to your website.
Create a blog and hire a content writer to write 2-3 times a week.
Write guest blog posts and contact bloggers to publish (link back to your website).
Submit your website to relevant local or international business directories.
Promotional - Marketing and promoting your business
Case Study.
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Client A – Laser Eye Surgery
Local Sydney Business
Core Search Term – Laser Eye Surgery
Campaign Goal – Increased Booking Numbers
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Client A – The Process
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Client A – The Research
Highly location specific search volume for laser eye surgery terms.
Client only has practices in Sydney.
Customers initially in research phase before looking for location terms.
Customers extremely cost aware, searching for prices.
56 © 2010 Experian Limited. All rights reserved.
You can run tests quicker on new products and offers – SEO could take months to run a test.
You can run different messages in parallel.
You know your top converting terms. You know the copy that works best. You know which landing pages convert
best. SEO compliments your Paid results by
reinforcing your position. PPC Cost can reduce over time as the
campaign becomes optimised.
Leveraging SEO through PPC Know what works in days.
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Run a PPC Campaign targeting researched terms.
Optimise the site for keywords that are converting in the PPC Campaign.
Set up Google Local Business for 2 locations.
Refine the landing page and reduce number of fields a lead needs to complete.
Set up a Facebook campaign targeting target demographic in Sydney.
Capture email addresses to remarket special offers.
Client A – The StrategyLeveraging multiple traffic sources.
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Client A – The Results
Largest quick win - Google Local Business (Maps), we optimised for 2 locations.
2 Locations, now showing 2 results for ‘Laser Eye Surgery Sydney’.
Focused on local search terms on the homepage (i.e. Laser Eye Surgery Sydney)
Ranking #3 for core converting term – using a mixture of onsite optimisation and submitting to local directories.
Client also has PPC presence for these terms.
Client has a presence on the page for the top converting search term 4 times.
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Client A – The Results
600% Traffic Increase
300% Increase in Lead Volume
Beyond SEO.
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Where to next - Proof that A/B Testing works anywhere. Meet Keith.
Data Source:
How can Keith make more money?
Board is hard to read.
Cup is hidden from view.
No incentive to donate.
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Proof that A/B Testing works anywhere.Meet the new and improved Keith.
Data Source:
How can Keith make more money?
100% Increase in Earnings
Easy to read board
Cup is visible with a call to action!
Incentive to donate – Free hand sanitizer.
63 © 2010 Experian Limited. All rights reserved. © 2010 Experian Limited. All rights reserved.
Digital Marketing Strategies
Rob Hudson – National Digital Director, George Patterson Y&R
Sally Davies – Digital Capability Manager - Mobile, Sensis
Stuart McKeown – Product Director Search Marketing, Experian Hitwise
Moderated by Small Business Commentator Valerie Khoo