Acquisition: challenges and opportunities in 2018

Global Digital Marketing Summit 2017

Paolo Margari

Paolo Margari

Core expertise: ▫  Search Marketing

(Google Partner)

▫  Social Media Marketing

▫  Web Analytics

▫  UX design (nn/G certified)

▫  Lead Generation/CRM

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PhD Economic Geography. Working experience in Italy, UK, Belgium. Previous roles: ▫  Digital Marketing

Manager EU at British Council

▫  Head of Digital in equity crowdfunding

▫  Consultant at ManpowerGroup

Current: Digital entrepreneur, consultant and trainer with Oltre.Digital.

paolo@oltredigital.com or LinkedIn

Today’s programme

1.   SEO in 2018: dead or alive? 2.   Social Media Marketing for

the hesitants 3.  What should be in your

digital marketing toolbox 4.   Outsourcing or not

outsourcing? 5.   Pricing issues on a global

market

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“ The consumer is not a

moron; she is your wife*.

David Ogilvy

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SEO in 2018: dead or alive? For years some experts claim that SEO is dead,

but the industry is growing as usual.

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Dead Keyword-based SEO Over optimisation Low-quality link-building

SEO in 2018

Alive AI More mature audiences More mature spyders More mature competitors

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▫  Speed: Google penalizes slow websites ▫  Mobile: are we still questioning it? ▫  Relevance: topics and intentions rather than

keywords. RankBrain is the 3rd most important ranking factor.

▫  Voice search: half internet users use it and it’s growing.

▫  Authority: mentions rather than backlinks + quality

▫  Structured data: extra information ▫  Rich snippets: more informative results ▫  Content: long form, original, trusted, proven

SEO ranking factors in 2018

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Is SEO still relevant? YES!

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Social Media for the hesitants Some businesses (still) don’t believe that social media can be an

effective selling tool. Sometimes they are right.

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Shall I invest in social media?

YES ▫  Everyone is there ▫  Competitors are doing so ▫  I want to give it a try

NO ▫  My clients don’t use it ▫  I don’t look serious ▫  I don’t know how to do it

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Shall I invest in social media?

YES ▫  Everyone is there ▫  Competitors are doing so ▫  I want to give it a try

NO ▫  My clients don’t use it ▫  I don’t look serious ▫  I don’t know how to do it

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�  Are you sure? �  Look at some best practices � Outsource!

Social networks can be crucial acquisition & retention channels for everyone, but… ●  Don’t open a channel if you can’t control it ●  Don’t expect a conversation one-to-many, rather engage with your

audience ●  Don’t assume that results are fast, be patient, test, analyze ●  Don’t improvise: either internalise our outsource (well) ●  Don’t ignore what’s going on, but listen to it

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What should be in your digital marketing toolbox?

An non-exhaustive list of essential tools

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Your digital marketing toolbox

SEM (SEO/SEA)

Social Analytics

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UX

Five big families

Email/Apps

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SEM (SEO & SEA) ●  Google Search

Console ●  SEMRush ●  GTMetrix ●  Screaming Frog ●  Adwords

Keyword Tool ●  ...

UX ●  HotJar ●  MouseFlow ●  Google Optimize ●  ...

Analytics ●  Google Analytics ●  Yandex Analytics ●  ... Social

●  FanPageKarma ●  FollowerWonk ●  FB Insights ●  Klout ●  Social Mention ●  Hootsuite ●  ...

Your (minimum viable) digital marketing toolbox *

* Free or freemium tools

+Marketplaces ●  Fiverr ●  Upwork ●  ...

Email ●  Mailchimp ●  ...

+Others ●  Integrations (Zapier, etc) ●  Reporting/Dashboards ●  Google Tag Manager ●  CRM ●  ...

Outsourcing or not outsourcing?

A classic dilemma that you will face at some point

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●  Digital is a side project, a test, a temp project

●  I want to test one/more new channel(s)

●  I want to add extra traffic, not fundamental

●  I am not in a rush ●  I do not have staff

●  Digital is crucial (eg. only ecommerce)

●  I need to work on my most popular channel

●  I desperately need traffic ●  I am in a rush ●  I have staff that can work on

it, also after some training

Outsourcing ? YES NO

Pricing on a global market One pricing model fits all?

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One price fits all?

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Probably not.

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●  Strong brand (eg Apple) ●  Cheap product (fits all

markets) ●  Standardised product ●  Monolingual website ●  Single presence (website/

social) ●  In-house (fixed costs to

cover)

●  Weak brand, focus on the product/features (eg new brand, not relevant)

●  Expensive product, there’s margin in pricing (eg service)

●  Taylor-made product (eg service)

●  Multilingual presence (website/social)

●  Outsource (more flexibility on costs)

Pricing on a global scale ONE PRICE PRICE DISCRIMINATION

Let’s review some concepts

Search Be visible, relevant, updated, useful.

Social Be present, talkative, friendly, assertive, consistent and identify your tone of voice.

Outsource Do it when not in a rush (eg a side project). Avoid when digital is understaffed, urgent, crucial. Keep planning and strategy internally.

Pricing In a global market, diversify your offer to maximise your profit.

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Questions?

Find me at @paolomargari paolo@oltredigital.com or Linkedin

Thanks!