13. Search Engine Optimization – Organic
Embrace content!
Use content for FAQ’s as entry pages
Use content of Reviews
Use content marketing
• blog about tips & tricks
Foresee content on Product pages
... And on Category pages
OPTIMIZE EVERY PAGE!
Use microformats! (www.schema.org)
27. Affiliate Marketing – Affiliate
Use product feeds in .XML
Set up attractive campaigns
Give your affiliates the adequate sales material
Performance Based ... What are you waiting for?
“Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each visitor or customer brought by the affiliate's
own marketing efforts.” -Wikipedia
29. Loyalty
“According to Bain and Co., a 5% increase in customer retention can
increase a company’s profitability by 75%. And if those numbers don’t
impress you, Gartner Group statistics tell us that 80% of your company’s
future revenue will come from just 20% of your existing customers.
Pre-
ordering
People not only want to receive the product they like, they want
to be the first who receive it. So it’s highly desirable to equip your
website with a pre-order option.
Pre-order option, personalization and provision of unique
experience to customers will help you to win leading positions.
“
30. Segmentation of your Target Audience!
Personalization!
Define conversion paths & flows …
Automation!
Customer Intimacy!
31. Remarketing
“With remarketing, you can reach
customers who have shown an
interest in your product or service
by visiting your site, and show
them relevant ads across the
Google Display Network. It's a
powerful way to match the right
people with the right message.”
-Google
35. CRM – Customer Intimacy + Cross- & Upsell
Adult Internet users surveyed chose recommendations from friends as the one type
of promotion they consider most worthwhile. (grabstats)
Consumers trust friends above experts when it comes to product recommendations
(65% trust friends, 27% trust experts, 8% trust celebrities) (grabstats)
Offering multiple product views and alternate images leads to 58% more web sales
The sale of the additional product will also increase the average gross profit per
order. (TynerBlain)
Amazon reported 35% of their revenue in 2006 came from cross-sells
37. CRM – Customer Intimacy + Cross- & Upsell
Transactional mails
• Thank you for your purchase
• Your payment has been succesfully received
• Your (your product) has been shipped and will arrive tomorrow!
=> Customer Intimacy
39. CRM – Customer Intimacy + Cross- & Upsell
Ask for product reviews in exchange for loyalty points
• Did you enjoy your holiday?
Fill in surveys in exchange for loyalty points
• How are you liking feature x of (your product)?
41. CRM – Customer Intimacy + Cross- & Upsell
Ask for birthdays & other events
• Make your audience feel that you care
• Happy mother’s day! Because you work so hard as a mom, have a 10 euro coupon
to spend on our shop on mother’s day.
=> Segmentation & Personalization
44. Social Media - CRM
Use it to:
• Bond with the Consumer
• Provide Customer Care
• Boost Brand advocacy
• Inspire
• Recruit
45.
46. CRM – Customer Experience
89 percent of consumers began doing business with a competitor following
a poor customer experience. On the flip side, 86 percent said they were
willing to pay more for a better customer experience. McKinsey Insights
“
50. A/B Testing to increase Conversion Rates
Constantly test your pages & checkout process
• Add testimonials to checkout process
• Make registration forms more transparant
• Test variations of call to actions
• Play around with product & category pages
Visual Website Optimizer
• http://visualwebsiteoptimizer.com/
Optimizely
• https://www.optimizely.com/
53. Multi Channel Attribution
Attribution is the process of identifying a set of user actions (“events”) that
contribute in some manner to a desired outcome, and then assigning a value to
each of these events. Marketing attribution provides a level of understanding of
what combination of events influence individuals to engage in a desired
behavior, typically referred to as a conversion. - Wikipedia
“
60. Some suggestions …
When I get back to the office
When I get back to the office I’ll start testing with new channels
When I get back to the office I am going to start with CRM
When I get back to the office I will play around with Google Shopping
When I get back to the office I’m going to think about segmentation
When I get back to the office I’ll download the E-commerce Dashboard
When I get back to the office I will start A/B testing right away
When I get back to the office I’ll consider Social Media for customer care
When I get back to the office I’m going to tell my boss about this event
When I get back to the office I will call The Reference for some advice
64. Limoges
Ghent
Antwerp
Amsterdam & Rotterdam
Paris
Brussels
Belgium
The Reference, Ghent
Emakina Belgium, Brussels
Design is Dead, Antwerp
Netherlands
Emakina.NL, Rotterdam, Amsterdam
France
Emakina.FR, Paris, Limoges
UK
Emakina.UK, London
Switzerland
Emakina.CH, Genève, Lausanne
The Reference, part of Emakina Group
London
Geneva & Lausanne
69. Certified Solution Provider
What is the Perform Team?
Center of Excellence of The Reference & Emakina Group dedicated to analytics, search engine marketing,
social media & conversion optimization.
Team of specialist consultants, trained and certified in their area of expertise working groupwide on The
Reference and Emakina Clients.
Certified Implementation Partner
Previously Omniture
Certified Partner
Previously Nedstat
Certified Partner
72. Our USP’s
Our geographic proximity of our offices in Ghent, Belgium
Our previous experience & knowledge gained on multiple projects
We are a full service digital agency with a vast network of resources. Not just an SEO &
SEA agency
Not a traditional strategy but a web traffic approach through content strategy, partially
steered by social analytics & insights
Open and transparant communication on every level. We’re not a bakery, we do not
sugarcoat our product.
Highly qualified and trained staff with incentivized Senior profiles.
73. Our Partners
For our Digital Marketing Strategies & Executions we take advantage of a few Strategic Partnerships:
• Google Dublin & Belgium
• (Google Search, Google Display, Product Listing Ads, … )
• Facebook
• (Advertising)
• Visual Website Optimizer
• (A/B Testing)
• Media Forta
• (Preferred multilingual partner for native copy in Campaigns & SEO)
• Adobe
• (Analytics / Omniture, Marketing Cloud, Experience Manager, …)
• Selligent
• (Interactive marketing & E-mailmarketing)