Acquisition (talk) at Hyper Island

Acquision & Business Optimisation

Hello Hyper Island and future Digital Data Strategists

Questions? @per_p over at Twitter

This is work

Some days we work with this

And some days with this

Unless Rufus tells us otherwise

You want us to tell you how to reach people and increase conversions.

We’re here to tell youneither search or social are quick solutions.

Acquisition: search

Acquisition: search, we’re...

● Looking for products● Compairing prizes● Reading reviews● Digging for coupons● It is personal● It is local● And we’re bombarded with ads, everywhere

Local listings

Local listings

Ads, ads, adsAds, ads, ads

Acquisition: social

Acquisition: social, we’re...

● Discussing with friends● Asking the opinions of strangers● Expecting response from brands● And we’re bombarded with ads, everywhere

Acquisition: where to put your efforts

Search

● For ads you need money● For local listings you need some

time and focus● For regular content, like web

pages, you need time, focus and preparation which in the end means money

Social

● For ads you need money● For regular discussions and

engagement, you need time, focus and preparation which in the end means money

So your business optimisationis more a question ofbudget and time.

Let’s do the no budget

and no time version

(google this)

Google Keyword Planner (google it)

● Tells us what people are searching for● Tells us how much people are searching for it● Tells us how much people are willing to pay

for ads on the topic

Do we search for hyper

island or berghs?

Google Keyword Planner (how to)

● Target on location and language● Don’t choose keywords no one is using● Look for seasonal changes in the data● Are you facing tough competition - pay to be

on top with ads

You’ve got your keyword

Let’s do some online business optimisation.

Important page elements

● Title● Description● Headline● Content (text, images, videos)● Internal links and structure

This is a search result

<title>URL

<meta name=”description”>

This is a search result

<title>URL

<meta name=”description”>

Important page elements

● Title● Description● Headline● Content (text, images, videos)● Internal links and structure

Important page elements

● Title● Description● Headline● Content (text, images, videos)● Internal links and structure

This is not rocket science.

Questions? @per_p over at Twitter