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Digital marketing tips and tricks they don’t tell you in the text books…,[object Object],Dr Dave Chaffey, CEO Smart Insights,[object Object],8th July 20104th Digital Marketing Conference, Cambridge,[object Object],www.smartinsights.com/presentations,[object Object]
About Dave Chaffey,[object Object],Books,[object Object],Qualifications: ,[object Object],Cert DigM and Dip DigM,[object Object],Best practice guides,[object Object],Analytics ,[object Object],advice, software ,[object Object],& consulting ,[object Object],www.smartinsights.com/beta,[object Object],Search &,[object Object],conversion,[object Object],consulting,[object Object],www.clickthrough-marketing.com,[object Object],Digital strategy,[object Object],Consulting,[object Object],www.marketing-insights.co.uk,[object Object],2,[object Object]
Smart Insights : our services,[object Object],3,[object Object]
1 Convert! (on & offline),[object Object],Sale,[object Object],Lead – E-mail address,[object Object],Call back,[object Object],2 Engage audience,[object Object],Reduce bounce rate,[object Object],Start visitor on their journey:Next step? Primary path?,[object Object],Increase return rate,[object Object],Increase social sharing,[object Object],3 Answer the visitors’ questions:,[object Object],What can you offer me?,[object Object],Customer or prospect ,[object Object],Targeted segments,[object Object],4 Encourage return visits and ,[object Object],showcase range of products,[object Object],(cross-sell),[object Object],5 Reinforce key brand messages(many won’t convert insingle session),[object Object],6 Attract visitors = SEO   ,[object Object],What are the main levers to pull?,[object Object],|4,[object Object],Tip #1 KNOW YOUR GOALS,[object Object]
5,[object Object],Tip #2 Invest in a content strategy to achieve your goals,[object Object]
6,[object Object],Tip #3 BE RELENTLESS IN MOVING TOWARDS YOUR GOALS,[object Object]
The 3 key value measures in GA:,[object Object],1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.,[object Object],2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab)  Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. ,[object Object],3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.,[object Object],Tip #2 Place a value on your goals,[object Object],http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/,[object Object],http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205,[object Object],7,[object Object]
8,[object Object],Tip #3 Optimize your scent,[object Object],Example scent trails…,[object Object],NEW CUSTOMER?,[object Object],<CUSTOMER-CENTRIC SERVICE NAMES>,[object Object],WHERE / HOW TO BUY?,[object Object],WHY CHOOSE US?,[object Object]
9,[object Object],Tip #4 Engage through value = OVP,[object Object]
|  10,[object Object],Tip #5 Sell through value = corebrand messages,[object Object]
Tip #6 Test your value messages,[object Object],11,[object Object]
TV Comparison,[object Object],TV - Off,[object Object],TV - On,[object Object],+2.4%,[object Object],+6.4%,[object Object],-1.3%,[object Object],+14.8%,[object Object],Source: Craig Sullivan talking at EconsultancyMasterclass:,[object Object],http://www.smartinsights.com/blog/digital-marketing-strategy/online-marketing-masterclass-liveblogging,[object Object]
Value proposition testing,[object Object],+5.3%,[object Object]
Practical Tip – Scent Trails and Conversion Pathways,[object Object],Consider options for providing alternative “conversion pathways”  for different audiences,[object Object],Tip #7 Use segmented landing to conversion pathways,[object Object],Source: http://searchengineland.com/segmenting-search-respondents-with-2-step-landing-pages-15472,[object Object],http://www.slideshare.net/sjbrinker/3-landing-page-myths-debunked,[object Object],|14,[object Object]
Segmented landing page example = DFA,[object Object],|2009,[object Object],|15,[object Object],http://mortgagehelp.direct.gov.uk/,[object Object]
16,[object Object],Tip #8 Avoid banner blindness,[object Object]
17,[object Object],Tip #9 Simplify!,[object Object]
More recent http://www.cxpartners.co.uk/thoughts/the_myth_of_the_page_fold_evidence_from_user_testing.htm,[object Object],|18,[object Object]
19,[object Object],Tip #10 Integrate efficiently,[object Object]
20,[object Object],Tip #11 Make blogs work for you,[object Object],Don’t let the HIPPOs win!,[object Object],http://www.toprankblog.com/2010/01/survey-seo-blogging/,[object Object]
Be social,[object Object],21,[object Object],Tip #12 Be social! Offer choice!Different forms of value, but…,[object Object],Don’t believe the hype!,[object Object],http://www.smartinsights.com/blog/online-pr-social-media/social-media-dont-believe-the-hype/,[object Object]
Tip: Recruit to Twitter via Email,[object Object],Recruiting to Twitter,[object Object],via a prize draw ,[object Object],promoted in Twitter,[object Object]
Recruiting to encourage purchase,[object Object]
…And exclusive Facebook Benefits,[object Object]
3 Mind the gap!,[object Object],Identifying problems and opportunities for growth,[object Object],25,[object Object]
|26,[object Object],Should show:,[object Object],Potential performance from keyphrase estimators,[object Object],Your actual performance     (position, clicks, conversion, sales, value):,[object Object],Paid – absolute and relative,[object Object],Natural – absolute and relative,[object Object],Tip #13 Use search gap analysis,[object Object],Integrate sourceswith scripts or,[object Object],Excel VLOOKUP()function,[object Object],Get a gap analysis….  http://www.clickthrough-marketing.com/resources/reports-downloads,[object Object]
27,[object Object],Tip #14 Segment to the max,[object Object]
Advanced segments – some options,[object Object],1. Segmentation by Referrer / Traffic source:,[object Object],[object Object]
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media ,[object Object],2. Segmentation by Visitor Type,[object Object],[object Object]
Returning visitor
Registered visitor
Customer3. Segmentation by Engagement,[object Object],[object Object]
<3 pages4. Segmentation by Content Viewed ,[object Object],[object Object]
Product page
Checkout complete
Folders for large organisation5. Segmentation by Landing Page Type,[object Object],6. Segmentation by Event:,[object Object],  Conversion goal types and  E-commerce ,[object Object],7. Segmentation by Platform (less important),[object Object],[object Object]

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