Digital strategy Insurance E-Broking Scotland
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Slidedeck from my presentation at the e-Broking Insurance exhibition in Scotland on the 21st November on the 4 pillars for Digital strategy and what they need to do win online. Includes info on Google Hummingbird, SEO, Socials Media, Content Marketing, CRO, Experience
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Digital strategy Insurance E-Broking Scotland
- 1. FUTURE PROOFING YOUR DIGITAL STRATEGY #ebscotland Glasgow 21st November 2013 @googledave @phcreative #ebscotland
- 19. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #ebscotland
- 21. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #ebscotland
- 23. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area @googledave @phcreative #ebscotland
- 24. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ @googledave @phcreative #ebscotland
- 28. CONVERGANCE OF DIGITAL MARKETING @googledave @phcreative #ebscotland
- 29. But what does it really mean…? @googledave @phcreative #ebscotland
- 58. Don’t ignore Second largest search engine Third largest social channel @googledave @phcreative #ebscotland
- 59. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google @googledave @phcreative #ebscotland
- 60. IF CARLSBERG DID SOCIAL NETWORKING @googledave @phcreative #ebscotland
- 61. WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? @googledave @phcreative #ebscotland
- 62. PROBABLY THE BEST SOCIAL NETWORKING ADVICE! • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ @googledave @phcreative #ebscotland
- 73. Once you know what they look like Do your homework and find your influencers and their communities Follow me @googledave to receive this free guide @googledave @phcreative #ebscotland
- 74. GOOGLE + SOCIAL AND IDENTITY ENGINE @googledave @phcreative #ebscotland
- 89. INBOUND MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #ebscotland
- 97. Pages Content Landing pages Copy / Message Traffic Device Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural @googledave @phcreative #ebscotland
- 103. PEOPLE CAN FORGET WHAT YOU SAID OR DID… @googledave @phcreative #ebscotland
- 109. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 @googledave @phcreative #ebscotland
Hinweis der Redaktion
- Interflora example90 day penanlty
- Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
- Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
- Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
- Sir Richard…. Would you mind
- DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
- DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
- Nationwide LinkedIn Story