Practical Digital Marketing for SMEs
•Als PPT, PDF herunterladen•
11 gefällt mir•3,215 views
4 themes: 1. Search Engine Marketing, 2. Analytics, 3. Landing Pages, 4. Email Marketing
![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 ’ Clients include 3M, BP, CIPD, Euroffice, HSBC, IDM, Intel, Mercedes-Benz, Siebel and Tektronix. Analyst at www.e-consultancy.com . E-marketing consultant at www.cScape.com . E-marketing trainer and consultant ,[object Object],[object Object],[object Object],[object Object],Visiting lecturer at leading UK business schools ,[object Object],[object Object],[object Object],Author of 6 best-selling business books Recognised by the CIM in 2004 as one of 50 people who have ‘shaped the future of marketing’ and by DTI in 2005 as a key contributor to the development of UK E-commerce in the last 10 years An e-marketing “guru”! www.davechaffey.com](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie Practical Digital Marketing for SMEs
Ähnlich wie Practical Digital Marketing for SMEs (20)
Mehr von Dave Chaffey
Mehr von Dave Chaffey (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Practical Digital Marketing for SMEs
- 1. 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
- 3. Your Toolbox – what really matters? Source: E-consultancy Guide to Managing Digital Channels
- 4. Agenda – what really matters: 16 Practical Tips Goals, Bounce rates 2. Analytics Bounce rates, inbox 4. Email Marketing OVP/Branding 3. Landing Pages SEO, AdWords 1. Search Engine Marketing Watch out for… Digital Marketing Tips
- 5. 1. Search Engine Marketing Search Engine Optimisation (SEO) Paid Search Marketing = Google AdWords
- 6. 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
- 7. Introducing Search Engine Marketing. SEM = SEO + PPC Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO)
- 9. Tip #1. Use the Google Keyword tool to perform demand-gap analysis Free search tools www.davechaffey.com/seo-keyword-tools https://adwords.google.com/select/KeywordToolExternal
- 10. Practice Ethical “White Hat” SEO or else… example of a link-buying penalty
- 12. Tip #4. Controlling your messaging in the search results page Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <title> </title> tags <meta name=“description = > tags Or Snippets from page Or www.dmoz.org NB Meta name=“keywords” NOT used by Google
- 13. Check your brand messaging Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>
- 14. Tip #5 Use footer links and primary nav for SEO Current accounts page Home page Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text
- 15. Tip #6. Create link-bait?
- 18. Tip #9. Monitor and improve drivers of Quality Score for paid search Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups Terms: CTR = Clickthrough rate Ad text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term
- 20. How is an Ad Group Structured? https://adwords.google.com/support/bin/answer.py?answer=6106 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
- 21. Good campaign structure leads to relevant ads leading to good quality score
- 22. 2. Analytics Tuning Google Analytics
- 26. 3. Landing pages Proving your not a dog
- 29. Does your message stand out? http://www.useit.com/alertbox/banner-blindness.html
- 30. Examples of Nielsen’s tests
- 31. Amazon exploits top-left, top-right Source: Etre ( www.etre.com )
- 32. Tip #12 Answering visitors questions Outcomes + OVP Run-of-Site Signup Customer-centric copy Questions answered
- 33. Tip #13. Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition
- 34. Action Scent Trail Value Scent Trail Persona Scent Trail Credibility Scent Trail
- 35. Tailored campaign landing pages https://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.html https://corporate.bankofscotland.co.uk/CPDA
- 36. 4. Email marketing Are you a spammer? Email template design
- 38. 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
- 39. Use a content diagnostic tool : Lyris E-mail Adviser See also Sitevista.com and Browsercam.com
- 40. Tip #15. Get seen! Beware image blocking
- 42. What makes email recipients click?
- 43. Effective E-mail response example Tip #16. Build the creative and copy around the calls-to-action