Get up to speed getting the most out of online marketing weston super mare
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Get up to speed getting the most out of online marketing weston super mare
- 1. Getting the most out of your online marketing Lizzie Whitchurch @Cosmic_uk
- 4. The world has changed • Instantaneous response • Accessibility • Transparency • Accountability • Higher Expectations
- 8. • SEO basics video
- 10. How many pages do you have? • 47% of site visits from organic source • High levels of content • Broad phrase approach
- 11. Search Engine Optimisation • Get the basics right – MOBILE RESPONSIVE – Good quality relevent content – Good Quality Link building – Deep Linking – Sitemap – At least 200 words per page – Content, titles. Paragraph titles – Image titles, Page titles – Images – Update your site regularly – Does your Domain include Keywords? – Use Google Adwords for Keyword searches
- 12. Useful SEO checker – www.seositecheckup.com
- 13. 2. Think Mobile
- 14. Mobile
- 16. Mobile marketing • Check in… • Facebook – Check-in to your business – Appears in friend’s feeds • And advertise alongside check-in – Voucher discounts and deals • Foursquare – Check-in – Vouchers and deals
- 17. • http://www.wikitude.com/tour/wikitude-world-browser Use your camera as a browser….
- 18. Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
- 19. Aurasma • http://blippar.com • Create your own…and … tap-to-buy
- 20. Think mobile.. Is your marketing mobile friendly? • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals
- 21. 3. The Power Of E-News
- 22. E-newsletter conversion rates B2B Conversion to Website
- 23. E-newsletters • Currently - 50,000 subscribers • Has taken 5yrs to build • Segmented – Equine – Shooting – Farming
- 24. E-news is measurable • 168,000 email subscribers • Biweekly • Current open rate ± 28% • ROI on each email activity is ± £10,000 for products in the email
- 26. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website Builds loyalty and advocacy Creates 7 touch points for new sales
- 27. E-newsletters • Segment for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
- 28. 4. Be Social
- 29. Social Media – Trends for 2015 • Vlogging will continue to grow • Social wallets • Social Platforms more interest based • Ability to humanise your brand - This will be the single-most important factor in social media success in 2015
- 30. Listen Google Alerts Twitter Google Reader Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder – Don’t be afraid to go back to basics Less time More time
- 31. Listen
- 32. Listen • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
- 33. Hashtag ideas • Sector specific • #windpower • #climatechange • Geographic specific • #somersethour • #glastonbury • Campaign specific • #greenenergy • Media specific • #journorequest • #prrequest
- 35. #journorequest
- 37. How do you find influencers?
- 39. Share
- 40. Who are the influencers in your industry
- 41. Create
- 42. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos Create Once Post Everywhere
- 43. Embedded content - Addition of video Marks & Spencer • In one year, 3m minutes of video content viewed • M&S Consumers who watch the videos stay 2x longer on the site as those who do not watch them. • Boosted Basket Size 25%
- 44. What about video? • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials • Becoming significant in Search Results • Pre sales – research • Post sales - support
- 47. What Content? • Facts & figures = Infographics • Showcase your staff • Showcase businesses/customers you work with • Photos and video • Blog posts • Instructional, learning content for your community – scientists, procurement specialists
- 48. • Become a storyteller • Re-use many times • If you get the emotions right the product doesn’t have to feature! Content
- 49. How does it make you feel?…. Where is the product?....
- 51. 6 week content planner w/c --------- --- 1 2 3 4 5 Planned events/seas onal fixtures Video Photos Blog Facebook Twitter Pinterest
- 53. • Schedule posts for most popular times of the day • If you schedule – don’t forget to be available for responses • Work with your planned business activities • Think about seasonal opportunities • Create your own opportunities!
- 54. Align Your Brand
- 55. Mulberry – ‘hand crafted in Britain’ brand Commissioned a series of focusses on similar brands • Wedgewood • Aston Martin • Mackintosh Saying – ‘we are like these brands’ #mulberryteacup
- 60. Think before you post!!!
- 61. • Always Respond Online • Acknowledge all of their opinions • Explain what you are doing to change things • Always try to respond to all customers
- 62. 5. CRM – Measure Your Customer Journey5. CRM Measure your Customer Journey
- 63. Why use a CRM? • A CRM can connect every area of business that touches the customer – – Marketing – Sales – After sales support • And areas which the customer may not see – Finance – Accounting integration CRM moves the company from a product centric focus to a customer driven focus.
- 65. What can a CRM system do? Collate customer information • Enquiries received • Telephone calls made/received • Meeting notes • Business cards received • Leads Generated • Letters/Emails sent & Received • Attendees to Seminars • Website hits • Project plans
- 66. Inputs from many sources
- 67. CRM Journey Outputs Customer Data Analytics Project Management Reporting
- 68. Customer relationship management systems
- 69. Map your CRM to your customer journey
- 70. 6. Gain Customer Insights 6. Gain Customer Insights
- 71. • We are creating 2.5 billlion GB of data every day • In the last 2 years we have created 90% of the data on the planet
- 73. The Internet of things
- 74. Understanding analytics • Who are your visitors • How do they get to your site • What do they do once they are there
- 75. Predictive Analytics Want to predict who your customers will be? Predictive analytics can help do that…. • Tesco– can predict the exact day customers will return and the amount they will spend within £10 for around 20% of their customers • issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times. • Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel • HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings