Transcript
How to bake the perfect���online marketing strategy
Jeremy Spiller
n Twitter.com/jeremyspiller
0044 1273 704771
talktome@whitehatmedia.com
“If you can’t explain it simply you don’t understand it well enough”
#cimcake
A bullet point list
n Change
n What does this mean to you?
n Building a joined up strategy
n Demand generation
n Lead nurture
n Next steps
Your website
You cannot win a Grand Prix with one of these
Digital Marketing – Search Engine Marketing |
The right highly tuned ‘vehicle’ is needed
Change
Mobile search
!Mobile
Is your site optimised for mobile?
Responsive design, free guide
www.whitehatmedia.com
Is your Business Mobile-Ready? Free Guide
Change in sales and marketing
1 • Collateral
2 • Telemarketing
3 • Events
Change in sales and marketing
1
2
3
8
7
6
5
4
Collateral
Telemarketing
Events
Email SEO
PPC
Social Media
Content
The right highly tuned ‘vehicle’ is needed
Audit and Recommendations
• Search engine optimisation
• Social media presence • Content • Technology • Site structure • Conversion quality 50 plus factors
checked
Audit and analysis Have the best site you can have
More than 70 Microso/ Partners’ sites audited in the last five months
‘After our site was audited and recommendations by White Hat Media our traffic and enquiries quadrupled’ Comment made in public at a Microsoft event in Berlin to 60+ Partners by Sander Schoneveld, General Manager, K3.
A plan for success
Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
Who are your leads today?
People who complete your enquiry forms?
• Read your blogs? • Respond to your email? • Download your eBooks? • Attend your webinars? • Watch your videos? • Visit your website?
Who are your leads today?
Fairly standard view
Useful
Very useful
The Balanced Scorecard
n By Robert S.Kaplan and David P Norton (1996)
n “A Landmark Achiement” Michael Hammer
The digital marketing balanced scorecard
Audit Plan Action Measure Results
SEO
PPC
Content
Social
More resources
New strategy
Measurement
What this means to you
Larger teams are needed, more specialists
You can outsource
Channels
Demand generation channels
Let’s look at channels
Gather and nurture quality data
n Content campaigns
n Social media off-ramping
n Webinar registration
n Events
n Traditional
Segment your data
Type of contact
Profile
Interest
The most impactful change; the subject line. What do you think of the following?
‘Net Results Newsletter’
Campaigns we’ve been working on?
‘78% of SAPs customers are SME’
‘How to Build an All-Star Social Media Team’
Why people unsubscribe
Know and trust the sender: 59.2%
Subject Line: 41.1% Previously opened and thought valuable: 30.1%
(source: ReturnPath)
Routes to ROI – get yourself seen
Top 3 factors that affect opening rates
All based on good content
Plan your content calendar
Frequency? To who, and segment? What content?
Track success with analytics
What is paid search?
Rapid results
Can be costly
Must be measured well
Easy to use, difficult to master
Cost paid x Quality Score: CTR x Quality Score: other
The price you pay for each click (often be less than the price you bid)
The % of people who click on your ad
Wording of your ad
Text on your landing page
Age of your account
CTR of your account
c. 70% c. 20% c. 10%
Bid price and Quality Score
Use Day Parting
Change bid prices depending on the time of day
Offer value
Search Engine Optimisation (SEO) Factors
Competitors
On-page
Off-page
• Title tags • Descriptions • H1, H2, H3 • Link text • Alt image text • URLs
On-page can be easily fixed
Audit and Recommendations
• Search engine optimisation
• Social media presence • Content • Technology • Site structure • Conversion quality 50 plus factors
checked
On-page can be easily fixed
Importance of off page
Off page is continuous
Major Google updates now more frequent
2
31
2012 2006
And with strange names
Panda Penguin Venice
Mostly about improving content
Link and off-ramp directly from social media
And encourage others to do so through share, re-tweet
Lead nurture
Only 3% of your site visitors are ready to purchase on the first visit
Conversion
People decide over a time span
Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
Thus the need for nurture
Content
Content has become centre stage
Personalise
Progressively profile
Learn more
Measure and monitor
Automa=cally track ac=vity
‘Downloaded; Best Practices for Creating a Content Marketing Strategy’
Automate and score
TOFU MOFU BOFU
Time
Ready To Buy
Building Readiness to Buy
The perfect Balanced Scorecard
Audit Plan Action Measure Results
SEO 10 10 10 10 10
UX 10 10 10 10 10
Content 10 10 10 10 10
Social 10 10 10 10 10
PPC 10 10 10 10 10
Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
Maybe help and support
The very best website you can have A strong plan Demand generation through channels Lead Nurture Great content Automated marketing Measure and monitor Help and support, maybe
If you want help or to know more
talktome@whitehatmedia.com
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