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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 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

about dave chaffey
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
Your Toolbox – what really matters?

Source: E-consultancy Guide to Managing Digital Channels

1 search engine marketing

1. Search Engine Marketing

Search Engine Optimisation (SEO)

Paid Search Marketing = Google AdWords

sem google marketing
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
Introducing Search Engine Marketing. SEM = SEO + PPC

Paid listings -

Pay Per Click (PPC)

Natural or organic listings -

Search engine optimisation (SEO)

what are the ranking factors affecting position in google
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”


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

Free search tools

which seo ranking factors should i focus on
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?


tip 4 controlling your messaging in the search results page
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


<title> </title> tags

NB Meta name=“keywords” NOT used by Google

check your brand messaging
Check your brand messaging

Practical tip

To evaluate use search syntax: + <keyphrase>

tip 5 use footer links and primary nav for seo
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 7 monitoring online influencers partners your own competitors
Tip #7.Monitoringonlineinfluencers & partners:- Your own- Competitors
  • Monitor by:
      • Yahoo! Site Explorer
        • Not Google link: - it’s not comprehensive
      • Googlealert service:
        • Most recent updates on phrase, i.e. Brand name + product or service
      • Find partners using Google related: syntax
tip 8 use google webmaster 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
Tip #9. Monitor and improve drivers of Quality Score for paid search


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
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


2 analytics

2. Analytics

Tuning Google Analytics

tip 10 reduce your bounce rate
“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
Tip #6 - tune your 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 &utm_medium=banner


3 landing pages

3. Landing pages

Proving your not a dog

persuasion through substantiation
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

tip 11 defining your ovp
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
Does your message stand out?

amazon exploits top left top right
Amazon exploits top-left, top-right

Source: Etre (

tip 12 answering visitors questions



Customer-centric copy

Questions answered




Tip #12 Answering visitors questions













tailored campaign landing pages
Tailored campaign landing pages

4 email marketing

4. Email marketing

Are you a spammer?

Email template design

tip 14 get delivered
Tip #14. Get delivered

1. Before you send email (Content)

A. Limit use of spam keyphrases

B. Test e-mail against spam checker, use:

C. Test delivery / renderability in ISPs/Firewalls

D. Educate your list members to whitelist you

E. Setup Email server with best practice: Use subdomain:, 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
Spam Filter examples (5 or 15 points = SPAM)



use a content diagnostic tool lyris e mail adviser
Use a content diagnostic tool : Lyris E-mail Adviser

See also and

using eyetracking research to inform email design
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

effective e mail response example
Effective E-mail response example

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

thank you
Thank you!
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