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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
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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
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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
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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?”
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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
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:
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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/
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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
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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/
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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”
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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:
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http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/
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
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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
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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
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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/
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
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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…
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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/
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49. Get into attribution! Q7
Source: http://www.slideshare.net/TagMeet/oliver-elliott-boden-using-tagman-path-to-conversion-data-to-drive-customer-acquisition
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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:
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57. What are the goals for this site?
What is a successful visit?
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58. Example goals pages
• Brochure
• This is funnel top
• Value assigned:
• E.G £10
• Other goals
pages:
• Call back page
• Taster page
• Email signup
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|
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
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and product channel and
category
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.
or to put it another way....
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