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Decoding Digital Week 3: Launching and Marketing the Business

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In week 3 we looked specifically at SEO, content marketing and social media for your business.

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Decoding Digital Week 3: Launching and Marketing the Business

  1. 1. Decoding Digital Week Three: Launching and marketing the business 1www.symphony3.com
  2. 2. How to engage with us by webinar We want you to get the most out of the program by asking questions, giving your feedback, telling us your stories and participating in opinion polls. • Question box • Polls • Twitter – We will be answering questions during the session on Twitter. Contact us directly at @Symphony3Think and/or use the hashtag #DigitalVic www.symphony3.com 2
  3. 3. Webinar Schedule Week 1: Developing a digital strategy (Tuesday 3rd February) Week 2: Design & implementation (Tuesday 10th February) Week 3: Launching and marketing the business (Tuesday 17th February) Hangout this Thursday 12:30pm – Hands on with Twitter! Week 4: Evaluation and continuous improvement (Tuesday 24th February) www.symphony3.com 3
  4. 4. Last Week • We looked at the process of building an online eCommerce website • Developed a website brief • Learned how to choose an agency and a CMS • Looked at design requirements and trends • Looked at the front and back-end of Business Catalyst www.symphony3.com 4
  5. 5. Our focus today • Search Engine Optimisation (SEO) – How do you get yourself found by customers on Google? • Content Marketing – How do we create online content that will build our brand awareness, engage and support audiences and help convert sales? • Social Media – How do we use social media to amplify our content? – How do we use social media to support and engage existing stakeholders? All of these activities are interrelated – remember we need an overall digital strategy www.symphony3.com 5
  6. 6. Taking processes online
  7. 7. Cloud services to consider • XERO accounting or Saasu.com • Google Apps – email, calendar, hangouts, documents • Customer Relationship Management System – Salesforce, SugarCRM • Evernote • Dropbox or Box.com or Basecamp • Gotomeeting.com or Skype.com or Viber (overseas) • Shoebox • Workflowmax, • Paypal – for online payments • Content Management Systems www.symphony3.com 7
  8. 8. Sources of website traffic • Organic – Traffic from search engines (e.g. Google, Bing, Yahoo etc) • Paid – Traffic that comes from paid online advertising (e.g. Google AdWords) • Referral – Traffic that is linked to the website from other online sites (e.g. a link to our product from a blog) • Social – Traffic that comes from social media sources (e.g. Facebook, Pinterest, Twitter etc) • Direct – Traffic that comes directly to the site without a referrer (e.g. type URL into search bar, click on site in browser bookmarks, copy and paste URL etc) • Email – Traffic derived from a link in an email client (e.g. email newsletter, email referral) www.symphony3.com 8
  9. 9. The customer journey is not linear www.symphony3.com 9 https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html Different channels will contribute to different parts of the customer journey at different times
  10. 10. Organic - What is SEO? • SEO = Search Engine Optimisation • SEO is the process of improving a websites’ or web pages’ visibility on search engines like Google. • Ranking higher in organic (or “natural”) search results makes your website more visible to potential customers and searchers looking for your products, brand or service. www.symphony3.com 10
  11. 11. Positioning is important!! Above the red fold – 100 % viewed. Drops to 50% - 20% below the fold. Positioning is important!! Appear on Page 1 – More traffic = More leads! Appear on Page 2 – Less traffic = Less or no leads! Why high ranking matters 11
  12. 12. SEO Factors There are a number of factors that affect your rankings on search Engines like Google. However, these can be classified into three broad areas: 1. Content Layout & Optimisation 2. Crawlability (Can Google’s spider access my website?) 3. Backlinks (Social Media Shares, Links from high quality sites etc.) www.symphony3.com 12
  13. 13. SEO process: Content Ensure you focus on a topic and the quality of the content. While keywords are still important, use a set of keyword variations as opposed to just 1 or 2. Choose a topic that showcases your expertise and ensure your website’s product, service or blog page caters to that. • Why does the Apple fruit not show up when I search for “Apple” on Google? or Why does the skin care brand Dove show up when I search for Dove. www.symphony3.com 13
  14. 14. SEO process: Content Creating the right type of content is important for SEO performance Use Google’s keyword planner tool to get ideas for keywords phrases and topics to target. Remember – you need to have an account with Google. - https://adwords.google.com/KeywordPlanner More information - https://support.google.com/adwords/answer/2999770?hl=en-AU www.symphony3.com 14 Don’t forget to choose “show only closely related ideas”.
  15. 15. OzCrafters: Content www.symphony3.com 15
  16. 16. SEO process: Content www.symphony3.com 16 Page content tips • Include keywords • Include meta tags • Have a clear page heading • Add clear sub-headings • Break up content in bullet points or numbers • Use images • Use video • Make it shareable (share icons) • Answer the questions that matter to your customers!
  17. 17. SEO process: Content Include Meta tags on all pages of your website. There are major meta tags on a page: – Title tags – Description tags • They are important because it is the first things users see. They also help Google understand what the page is about. www.symphony3.com 17 Title Tag Description Tag
  18. 18. SEO process: Crawlability Below are some key steps to ensure your website is search engine friendly and you have the best chances of being found on Google 1. Add Google Webmasters tools to see how your website appears to Google. It should take no more than 5 minutes and can show you if your site is accessible to Google or not! More information here - https://support.google.com/webmasters/answer/34592?hl=en www.symphony3.com 18
  19. 19. SEO process: Crawlability Make sure your website has a clean URL structure. Most new websites have this enabled by default. However, if your on an old website consider upgrading or ask your developer to clear up the URL Structure. www.symphony3.com 19 SOURCE: ENVATO STUDIO
  20. 20. SEO process: Crawlability Create an XML sitemap for your website and submit it to Google. – A sitemap is a directory of the pages on your website. – This allows Google to go through your whole site and not miss out on any pages. – Visit http://www.xml-sitemaps.com/ www.symphony3.com 20
  21. 21. SEO Process: Crawlability Submit your site to Google to ensure that all your website pages are found. Re- submit your site here - https://www.google.com/webmasters/tools/submit-url – Note: Only submit your site when there are major changes to the site and you want Google to know about it fast. Adding a new web page, updating content is not considered as major updates. If your website is already on Google then you do not need to do this – just add webmaster tools. www.symphony3.com 21
  22. 22. • Backlinks are hyperlinks created on another site or social media that links back to a page on your website. • Google’s algorithm will find your website page more important if a number of high quality websites are referencing (or linking back to) your website. • For example, if you got a link from Sydney Morning Herald or an article in The Age linking back to you site talking about your services. www.symphony3.com 22 SEO Process: Backlinks
  23. 23. www.symphony3.com 23 How: Open Site Explorer Visit http://www.opensiteexplorer.org/
  24. 24. Backlinks Dos and Don’ts DO • Have a plan from where you can link back. For example, upcoming conferences, industry associations. • Add links back to your website on social media posts • Optimise your hyperlink text & avoid click here and read more • Create content that is people want to share or link to e.g. infographics • Include keywords in your links and URLs. www.symphony3.com 24 DON’T • Buy links • Link from your website back to your website – Yes. People do this! • Participate in link schemes (I will link to you if you link to me). • Avoid outsourcing backlinks – focus on creating quality content.
  25. 25. Five biggest changes to SEO • Mobile – A mobile ranking algorithm is near launch that will penalise websites with critical mobile issues. (Even the text mobile-friendly shows next to a site when you search Google on your mobile). • Google My Business – This adaption of Google Places will affect the way your physical location shows up on Google • SSL Security – Using https:// instead of http:// on your website domain indicates your site is secure. • Local Search – Google will emphasise local results on all searches. • Video – Google will assign more weighting to on-page videos www.symphony3.com 25
  26. 26. What is a content marketing? • Textbook: “Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.” • Essentially we are: – Building trust and credibility – Adding value to customers and potential customers – Attracting traffic back to our website – Building social credibility • Content can cater to different parts of the customer journey • Content is a vital component of SEO www.symphony3.com 26
  27. 27. Content Example Joe wants to know which timbers are enviro friendly for Australian-made furniture to inform a potential purchase decision He Googles: “eco-friendly furniture timbers australia” He comes across OzCrafters’ blog – “top 3 eco-friendly australian timbers” Joe clicks through to OzCrafters’ product listing and browses Dining Tables He calls the workshop to talk about a custom maple table with Frank Joe shares the article with his friend Liz on Facebook www.symphony3.com 27
  28. 28. What makes good content? Source: www.vantagemarketing.com.au www.symphony3.com 28
  29. 29. The top 5 question test One way to start with your content is to ask yourself: What are the top 5 things my customers want to know? i.e. What are the top 5 things I’m asked by customers? TELL THEM • There are no secrets on the internet – if you don’t tell them, someone else will. • Good content builds credibility and trust with the customer and helps you get found when they are searching for a solution. • Providing useful and relevant information to your customer will help: – Reduce perceived risks – Build trust – Bring more traffic and enquiries from your website www.symphony3.com 29
  30. 30. Content Research • Buzzsumo helps you research – Which content has been successful around given topics – Who are the key influencers around a given topic • Use this information to provide an indication of what people find useful in your field www.buzzsumo.com www.symphony3.com 30
  31. 31. Content Research www.symphony3.com 31
  32. 32. Storytelling http://blog.hubspot.com/blog/tabid/6307/bid/34274/7-Lessons-From-the-World-s-Most-Captivating-Presenters-SlideShare.aspx www.symphony3.com 32
  33. 33. Imagery & Video www.symphony3.com 33
  34. 34. Evergreen Content www.symphony3.com 34
  35. 35. OzCrafters: Content Plan • Studies have shown that simply documenting a content plan increases its effectiveness • Set due dates, and ensure there is a proofing process (even if it is a third party objective opinion) • Stick to your deadlines • Start with a realistic frequency goal e.g. once a fortnight www.symphony3.com 35
  36. 36. How to approach social media? www.symphony3.com 36
  37. 37. Choosing social media tools • Your customer personas and customer journey will guide your social media choices • Think about where your customers are and how they interact with social media • Focus your energy on your target market • Your content strategy and interaction with stakeholders will form the basis of your social activity www.symphony3.com 37
  38. 38. OzCrafters: Revisiting Claire Smith Claire: • Browses Pinterest and uses hashtags to find home and garden ideas • Follows her favourite retailers on Instagram • Stays in touch with friends on Facebook – occasionally shares information and ideas OzCrafters: • Upload finished products and home ideas to Pinterest with researched hashtags • Regularly post content to Instagram • Share blog content and respond to customers on Facebook www.symphony3.com 38
  39. 39. Yammer (Internal) www.symphony3.com 39
  40. 40. Twitter (Listen) www.symphony3.com 40
  41. 41. Facebook (Talk) • Provide more personal, detailed information about products • Create a story www.symphony3.com 41
  42. 42. YouTube (Support) www.symphony3.com 42
  43. 43. Pinterest (Engage) www.symphony3.com 43
  44. 44. Hangout this Thursday – Twitter • This Thursday, 12:30pm • Hands on with Twitter • Send us your questions – LinkedIn Group – Twitter (#DigitalVic) – Facebook (facebook.com/symphony3) www.symphony3.com 44
  45. 45. Summary • SEO is an important process that will involve – Your site’s structure and content – An effective content strategy – Crawlability – Backlinks and effective use of social media • Social media should flow on from your customer journey • Social media is not a one-way dialogue • Social media should help you – Communicate internally – Listen – Talk – Support – Engage and Energise www.symphony3.com 45