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Effective Digital Marketing Techniques for the SME presented to: E-business 2008 Conference - The National B2B Centre 25 th September 2008 Dave Chaffey, Marketing Insights Limited www.davechaffey.com/presentations www.davechaffey.com/MyBooks. About Dave Chaffey.

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Effective Digital Marketing Techniquesfor the SMEpresented to: E-business 2008 Conference - The National B2B Centre25th September 2008Dave Chaffey, Marketing Insights Limitedwww.davechaffey.com/presentationswww.davechaffey.com/MyBooks


About Dave Chaffey

guru ‘a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and who gives advice’


Your Toolbox – what really matters?

Source: E-consultancy Guide to Managing Digital Channels


Agenda – what really matters:16 Practical Tips


1. Search Engine Marketing

Search Engine Optimisation (SEO)

Paid Search Marketing = Google AdWords


SEM = Google marketing!

Tip: Check you are investing according to usage of search engines in each country

But remember that less popular engines may give better ROI since lower cost per click


Introducing Search Engine Marketing. SEM = SEO + PPC

Paid listings -

Pay Per Click (PPC)

Natural or organic listings -

Search engine optimisation (SEO)


200+ -

1. On-page optimisation

Document meta data

Keyphrases in document content

Creation of new pages

2. Off-page optimisation

Link-building – quantity AND quality

External links

“Links In”

“Backlinks”

“Inbound links”

AND Internal links

3. Behavioural

Popularity of sites from toolbar

4.Google’s search spam filters

What are the ranking factors affecting positionin Google?


Tip #1. Use the Google Keyword tool to performdemand-gap analysis

https://adwords.google.com/select/KeywordToolExternal

Free search tools www.davechaffey.com/seo-keyword-tools


Practice Ethical “White Hat” SEO or else… example of a link-buying penalty


Tip #2. On page:

<title> tag = 4.9/5

Keyword frequency and density = 3.7/5

Keyword in headings = <h1> = 3.1, <h2> = 2.8

Keyword in document name = 2.8

Meta name description = 2/5

Meta name keywords = 1/5

Tip #3. Off-page

More backlinks (higher PageRank)= 4/5

Link anchor text contains keyword = 4.4/5

Page assessed as a hub = 3.5/5

Page assessed as an authority = 3.5/5

Link velocity (rate at which changes) = 3.5/5

Which SEO ranking factors should I focus on?

See http://www.seomoz.org/article/search-ranking-factors


Tip #4. Controlling your messaging in the search results page

Paid listings -

Pay Per Click (PPC)

Natural or organic listings -

Search engine optimisation (SEO)

<meta name=“description = > tags

Or Snippets from page

Or www.dmoz.org

<title> </title> tags

NB Meta name=“keywords” NOT used by Google


Check your brand messaging

Practical tip

To evaluate use search syntax:

site:domain.com + <keyphrase>


Tip #5 Use footer links and primary nav for SEO

Home page

Tip: Ensure primary and secondary

Navigation labels include keyphrases within anchor text

Current accounts page


Tip #6. Create link-bait?


Tip #7.Monitoringonlineinfluencers & partners:- Your own- Competitors

  • Monitor by:

    • Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/

      • Not Google link: - it’s not comprehensive

    • Googlealert service: www.googlealert.com

      • Most recent updates on phrase, i.e. Brand name + product or service

    • Find partners using Google related: syntax

    • www.davechaffey.com/online-reputation-management-tools


Reasons for using and distributing diagnosis:

Crawl errors

Search query performance

Internal and external link reports

Tip #8 Use Google Webmaster tools

Practical Tip:

Essential to use:relevant anchor text for linking pageswithin copy


Tip #9. Monitor and improve drivers of Quality Score for paid search

Terms:

CTR = Clickthrough rateAd text relevance = Match of headline and description to search term

Keyword relevance = Match of triggering keyword to search term

Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups


How is an Ad Group Structured?

What are my controls?

Daily budget

Where, when ads displayed

Google Network

Number of ad groups

Triggering keywords

Keyword match type

Max CPC bids

Copy

https://adwords.google.com/support/bin/answer.py?answer=6106


Good campaign structure leads to relevant ads leading to good quality score


2. Analytics

Tuning Google Analytics


“Percentage of visitors who enter the site and who then immediately exit”

Should benchmark for different:

1. Digital channels (Search, ads, direct, email)

2. Different sites, placements or search terms

3. Creative

4. Different landing pages

Tip #10 Reduce your bounce rate

20% = Great

40% = OK

60% = Spam


Tip #6 - tune your www.google.com/analytics setup

  • 1. Define conversion goals (including value) & funnels

  • 2. Define unique pages (e.g. remove Session IDs from URLs)

  • 3. Setup filters (e.g. new visitors only, paid search, campaigns)

  • 4. Put campaign tracking tags in place

http://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner

&utm_source=boston.com&utm_content=text-only


3. Landing pages

Proving your not a dog


Persuasion through substantiation

  • 1. PresumedGeneral assumptions in the mind of the perceiver

  • 2. Surface Simple inspection or initial first-hand experience

  • 3. Reputed Third party endorsements, reports or referrals

  • 4. EarnedFirst hand experience that extends over time

www.euroffice.co.uk


Tip #11. Defining your OVP

  • Core brand proposition = Marketing Mix:

    • Who are you?

    • What do you do?

    • Where you do it?

    • What makes you different?

  • OVP - Online Value Proposition

    • Reinforces core brand proposition and credibility, but messaging shows:

    • Value that a site visitor get from your online brand or campaign that…

      • They can’t get from you offline?

      • They can’t get from competitors?

    • Communicate message forcefully: online and offline


Does your message stand out?

http://www.useit.com/alertbox/banner-blindness.html


Examples of Nielsen’s tests


Amazon exploits top-left, top-right

Source: Etre (www.etre.com)


Run-of-Site

Signup

Customer-centric copy

Questions answered

Outcomes

+

OVP

Tip #12 Answering visitors questions


Tip #13. Use run-of-site Sign-up and OVP messages

OVP = Online Value Proposition


Credibility

Scent

Trail

Value

Scent

Trail

Persona

Scent

Trail

Action

Scent

Trail


Tailored campaign landing pages

https://corporate.bankofscotland.co.uk/CPDA

https://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.html


4. Email marketing

Are you a spammer?

Email template design


Tip #14. Get delivered

1. Before you send email (Content)

A. Limit use of spam keyphrases

B. Test e-mail against spam checker, use: www.lyris.com/resources/contentchecker

C. Test delivery / renderability in ISPs/Firewalls

D. Educate your list members to whitelist you

E. Setup Email server with best practice: Use subdomain: http://email.domain.com, SPF, SenderID, etc

2. After you send Email (Reputation):

A. Remove bounces after 3 times (automatic)

B. Track complaints through ‘closed-looped systems’

C. Track Opens and Clicks across web mail companies and main corporate clients


Spam Filter examples (5 or 15 points = SPAM)

See http://spamassassin.apache.org/tests.html

See http://office.microsoft.com/en-gb/help/HA010450051033.aspx


Use a content diagnostic tool : Lyris E-mail Adviser

See also Sitevista.com and Browsercam.com


Tip #15. Get seen! Beware image blocking


Heading and subhead copy critical

First 2-3 words most important

Make hyperlinked

Large fonts work well

Images often missed

Use text link calls-to-action

Readers scan down the left of an E-mail

First part of para important

F shape eyetrack

Email intros skipped

Use to personalise and engagee.g. with hyperlinks

Using eyetracking research to inform Email design

Need to deliver

Scannability and Skimmability


What makes email recipients click?


Effective E-mail response example

Tip #16. Build the creative and copy around the calls-to-action


Thank you!

  • Download this presentation from:

    • www.davechaffey.com/presentations

  • Any questions, do e-mail me:

    • dave.chaffey@marketing-insights.co.uk

  • Subscribe to my E-marketing Essentials, monthly briefing on what‘s new in E-marketing

    • www.davechaffey.com


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