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Attracting quality traffic - Dave Chaffey Smart Insights 2011

Ideas for customer acqusition - 8 questions to ask for 2012

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“Attracting more with less”
8 questions to review your strategy for 2012


       Dr Dave Chaffey, CEO, Smart Insights
         Presented at Fusion Marketing Experience:

                  Antwerp, 2nd Dec 2011
                 Download presentation from:
                SmartInsights.com/presentations




                            1
2
3
Driving traffic? That’s the old
               way
                          Search
                         marketing




           Email           Your           Affiliate
          marketing       website        marketing




                         Offline and
                          Display
                         advertising


   Source: Updated from an idea by the great David Hughes
                           4
The beating heart pushing content out...
     and encouraging interaction
                                               Newsletter
                                    Email      Alerts
                                               Updates




  Competitions        Social
                     Network         Your
                                                              Authors
    Discussion        brand          site
                                                   Blogs      Staff
   Connection         pages                                   Readers



                                               News
                                  RSS feeds    Alerts
                                               Updates

                 Source: Updated from an idea by the great David Hughes
                                     5
Key acquisition questions?
Big questions
Q1. Does your brand have personality + OVP?

Q2. Mix = are you investing your time/money wisely?

Q3. Is our publishing process effective?
Q4. How do we make online campaigns more
engaging?
Q5. Is your business “social by design?
Q6. Are your practicing “deep SEO”?
Q7. Are we siloed or multichannel?
Q8. Are you “competing through analytics?”

                            6

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Attracting quality traffic - Dave Chaffey Smart Insights 2011

  • 1. “Attracting more with less” 8 questions to review your strategy for 2012 Dr Dave Chaffey, CEO, Smart Insights Presented at Fusion Marketing Experience: Antwerp, 2nd Dec 2011 Download presentation from: SmartInsights.com/presentations 1
  • 2. 2
  • 3. 3
  • 4. Driving traffic? That’s the old way Search marketing Email Your Affiliate marketing website marketing Offline and Display advertising Source: Updated from an idea by the great David Hughes 4
  • 5. The beating heart pushing content out... and encouraging interaction Newsletter Email Alerts Updates Competitions Social Network Your Authors Discussion brand site Blogs Staff Connection pages Readers News RSS feeds Alerts Updates Source: Updated from an idea by the great David Hughes 5
  • 6. Key acquisition questions? Big questions Q1. Does your brand have personality + OVP? Q2. Mix = are you investing your time/money wisely? Q3. Is our publishing process effective? Q4. How do we make online campaigns more engaging? Q5. Is your business “social by design? Q6. Are your practicing “deep SEO”? Q7. Are we siloed or multichannel? Q8. Are you “competing through analytics?” 6
  • 7. Q1 Digital Marketing is simple: It's .... One Brand + Tribe vs Another 7
  • 8. Acquisition is simple = brand strength • Which is the strongest brand in your sector? • What gives them strength? • What does "strongest" online? • Most engaging • Most discussed • Most shareable = Links still matter • Most loved = Folks only share what they love because these want to be loved • Most visible = Media8 investment still matters
  • 9. Reasons content (inbound) marketing matters Supports customers Supports acquisition • Copy converts • SEO • UGC, ratings • + AdWords convert • + Email marketing • Comparison tools • + PR convert • + Social media • On-site search content 9
  • 10. What is your brand • personality? Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. • Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source: 10
  • 11. Developing your OVP Key Point • Core brand proposition = Marketing Mix: • 1 Who you are? • 2 What you do? • 3 Where you do it? • 4 What makes you different? • 5 How can our digital presence help you decide? The OVP… • OVP - Online Value Proposition • What can your provide to help/inform/entertain me online? • Reinforces core brand proposition and credibility, but messaging shows… • Different OVPs for different markets and audiences • 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? • Develop content strategy to deliver OVPs • Communicate message forcefully: online and offline http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/ 11
  • 12. Key brand messages defined through the customer journey 12
  • 13. 13
  • 14. Are you using your Q2 time/money wisely? ADVER ING TIS Paid search Display ads Affiliate marketing Digital signage Atomisation Paid of content Paid into ads media placements DIGITAL PROPER TIES Website(s) P TNER NETWORKS AR Publisher editorial Blogs Owned Earned Influencer outreach Mobile apps Social presence media media Word-of-mouth Social networks Atomisation of conversations through through shared APIs and social widgets 14
  • 15. How is your mix? 15
  • 16. How do you compare? 16
  • 17. The latest benchmarks • Mobile sales growth • 11% of visits 2011, 4% 2010 • 6.6% of sales 2011, 2.3% in 2010 • Social media • Facebook 0.8% of visits 2011, 0.73% 2010 • Twitter 0.02% of visits, 0.07% 2010 • But 9.2% conversion cf 5.7% average http://www.smartinsights.com/digital-marketing-strategy-alerts/what-drives-conversion/ 17
  • 18. Q3 “Every business is a multi- channel publisher now” 18
  • 19. GETTING THE BALANCE RIGHT: SELL : INFORM : ENTERTAIN http://www.ruderfinn.com/rfrelate/intent/intent-index.html 19
  • 20. SOCIAL MEDIA OPTIMISATION (SMO) “A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications” 20
  • 21. What is SMO? • Two views: • Narrow: Using social activities to support SEO • Broad: Improving effectiveness of all social media marketing • Optimising this process – from central hub: 21 http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
  • 22. 22
  • 23. 23
  • 25. Key E-campaign ingredient 1? Q4 NOT "corporate communications" BUT "Buzz Agents" 25
  • 26. Buzz = Engaging + Participative • Example engagement devices: • Search boxes • Questions • Quizzes • Polls • Calculators • Interactive Q&A • Viral games 26
  • 28. www.tourismirelandtaxichallenge.com Tip. Give your campaign momentum, inertia! 28
  • 30. Remailing to opening-non converters Response increases by 25% for campaign First Campaign, Second Campaign, Open rate, 8 to Open rate, 50 to 10% 75% CCR = 0.2% CCR = 0.2% Tip. Repeat E-mailings where possible 30 30 Source: E-consultancy Masterclass 2005 - BCA
  • 31. Multi-message example Email campaign 2 Remailing with urgency Response increases by 40% for campaign First Campaign, Second Campaign, CCR = 0.2% CCR = 0.2% Tip. Use time-limited offers 31 Source: E-consultancy Masterclass 2005 - BCA
  • 32. Multi-message example - Email campaign 3 Response increases, 100% for direct mail piece. Teaser e-mail. No online response Direct Mail Combined response from e-mail and direct mail is 125% better than no e- mail. Pre-mail, with online response Direct Mail 32 Source: E-consultancy Masterclass 2005 - BCA
  • 33. There’s life in Email (RE)Marketing • 1. Generic branded follow-up email : +10% conversion rate. • 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. • 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours:33 +200% conversion rate. Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/
  • 35. Outreach - reaching prospects and customers through your web or network 35
  • 36. Creating advocate communities 36
  • 37. Is your digital marketing Q5 “social by design” Daily fan page "likes" has doubled in the past year to 100 million "Facebook shouldn't be the only thing marketers do online, or in marketing. It should just be part of everything they do" "Mostly,Facebook does not deliver brand engagement, it delivers frivolous impressions" Joel Rubenstein 37
  • 40. 40
  • 41. 41
  • 42. Twitter 42
  • 43. Not forgetting LinkedIn http://www.smartinsights.com/social-media-marketing-alerts/driving-traffic-and-generating-sales-via-linkedin-adve http://www.smartinsights.com/emarketing-excellence-interviews/linked-in-business-marketing/ 43
  • 44. “Deep SEO” Q6 http://www.smartinsights.com/search-marketing-alerts/simple-seo-techniques/ 44
  • 45. 2011 SEOmoz factors Page level links Brand- metrics Social Domain authority signals Domain-level keyword usage Page-level keyword usage 45
  • 46. What is deep SEO? • Improving SEO that is non home page related. Most important for retailers… Reminder that • Multiple home pages matter (category/subcat) • Deeplinks matter • Duplicate content matters • Link equity flow through internal links matter • SMO matters • Example… 46
  • 47. How good is your key phrase-level reporting? •Should show: • Potential demand from key phrase estimators • Your actual performance (position, clicks, conversion, sales, value): • Paid – absolute and relative • Natural – absolute and relative Use “Google Keyword tool” to identify categories/volume of searches: http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/ 47
  • 49. Get into attribution! Q7 Source: http://www.slideshare.net/TagMeet/oliver-elliott-boden-using-tagman-path-to-conversion-data-to-drive-customer-acquisition 49
  • 50. Multichannel attribution – who gets the credit for sale? It's Date complicated... Event Campaign Detail Onsite activity Landing Content 14/01 Click SEO “Sun Holiday” Confirm Purchase 15/01 View MSN banner “Winter sun” 23/01 Click PPC “Hotels in Kos” 24/01 Click Tradedoubler Partner X 3/02 View Email “Special Offer” 4/02 Direct www.thomascook.com 5/02 Click SEO “Thomas Cook” Source: 50
  • 54. Measuring multichannel social ROI Source: www.twitter.com/pemadden 54
  • 57. What are the goals for this site? What is a successful visit? 57
  • 58. Example goals pages • Brochure • This is funnel top • Value assigned: • E.G £10 • Other goals pages: • Call back page • Taster page • Email signup 58 |
  • 59. Measure Reach Encourage Convert Engage customers Audience Action incl lead To sale to retain and grow generation Tracking  Unique visitors  Online opportunity  Online sales  Email list quality metrics  New visitors (lead) volume volume  Email  Visits  Offline opportunity  Offline sales engagement  Conversation (lead) volume volume quality volume generated from generated from  Transactions online online Performance  Share of audience  Page engagement  Conversion rate  Active customers drivers  Share of search rate (Bounce rate, to sale % (site and email (diagnostics)  Brand/direct visits duration)  Channel active)  Lead conversion rate conversion rates  Active social by engagement tool  Category followers conversion rates  Repeat conversion rate Customer-  Cost per click and  Cost per lead  Average order  Lifetime value centric KPIs cost per sale  Customer satisfaction value  Customer loyalty  Brand awareness  Cost per sale index  Conversation  Customer  Customer polarity satisfaction advocacy (sentiment)  Products per customer Business  Audience share  Goal value per visit  Revenue per visit  Retained sales value KPIs (owned media) or  Online lead  Online-originated growth and  Share of voice contribution contribution to volume (earned media) (n,£, % of total) sales, revenue  Revenue per 59 and product channel and category
  • 61. Are you "Always On"? 61 61
  • 62. Let’s Connect! Questions & discussion welcome • Blog uk.linkedin.com/in/davechaffey www.smartinsights.com www.facebook.com/davechaffey • Twitter / Feed www.twitter.com/smartinsights www.twitter.com/DaveChaffey • Email Newsletter www.smartinsights.com 62

Hinweis der Redaktion

  1. Mix? Client-side vs agency side?
  2. The Telegraph's hub-and-spokes newsroom has drawn the attention of newspapers worldwide.Department heads sit in the middle of the open floor newsroom. Each of the news sections (business, sports, international…) is lined up on a different ‘spoke’. Adjacent spokes are actually positioned in ‘curves’ of people in charge of either content, or design, production... “Those curves are quite important to us, they kind of work as internal triangles,” said Rhidian Wynn-Davies, consulting editor of the Telegraph. To the sides of the open floor are all the content-producing teams (supplements, magazines, featury content) that are less dependent on news, but also production rooms for video and audio. Upstairs, set apart, sit all commercial and corporate operations.
  3. or to put it another way....
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