Practical Digital Marketing for SMEs

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

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

Your Toolbox – what really matters? Source: E-consultancy Guide to Managing Digital Channels

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

1. Search Engine Marketing Search Engine Optimisation (SEO) Paid Search Marketing = Google AdWords

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

Introducing Search Engine Marketing. SEM = SEO + PPC Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO)

What are the ranking factors affecting position in Google? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

Practice Ethical “White Hat” SEO or else… example of a link-buying penalty

Which SEO ranking factors should I focus on? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],See http://www.seomoz.org/article/search-ranking-factors

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

Check your brand messaging Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>

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

Tip #7. Monitoring online influencers & partners: - Your own - Competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tip #8 Use Google Webmaster tools ,[object Object],[object Object],[object Object],[object Object],Practical Tip : Essential to use: relevant anchor text for linking pages within copy

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

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

Good campaign structure leads to relevant ads leading to good quality score

2. Analytics Tuning Google Analytics

Tip #10 Reduce your bounce rate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],20% = Great 40% = OK 60% = Spam

Tip #6 - tune your www.google.com /analytics setup ,[object Object],[object Object],[object Object],[object Object],http://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner &utm_source=boston.com&utm_content=text-only The search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example. utm_term The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable. utm_content Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search, utm_source Media channel (i.e. email, banner, CPC, etc). What is the ‘distribution method’ that is used to get our message out to our clients? utm_medium The name of the marketing campaign, e.g. Spring Campaign. utm_campaign Meaning Variable

3. Landing pages Proving your not a dog

Persuasion through substantiation ,[object Object],[object Object],[object Object],[object Object],www.euroffice.co.uk

Tip #11. Defining your OVP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Does your message stand out? http://www.useit.com/alertbox/banner-blindness.html

Amazon exploits top-left, top-right Source: Etre ( www.etre.com )

Tip #12 Answering visitors questions Outcomes + OVP Run-of-Site Signup Customer-centric copy Questions answered

Tip #13. Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition

Action Scent Trail Value Scent Trail Persona Scent Trail Credibility Scent Trail

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

4. Email marketing Are you a spammer? Email template design

Tip #14. Get delivered ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

Use a content diagnostic tool : Lyris E-mail Adviser See also Sitevista.com and Browsercam.com

Tip #15. Get seen! Beware image blocking

Using eyetracking research to inform Email design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Need to deliver Scannability and Skimmability

What makes email recipients click?

Effective E-mail response example Tip #16. Build the creative and copy around the calls-to-action

Thank you! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Practical Digital Marketing for SMEs

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