View
401
Download
0
Category
Preview:
Citation preview
“SEO is een besmettelijke ziekte.”
“SHARING IS CARING”
Less Leads – More Sales
• Once upon a time…
• The customer’s mindset in 2016
• The battlefield for the customer
• A framework for success
• Measuring, evaluating, measuring, evaluating, …
A framework for success
Youraudience
Content+SEO
E-mail: leadnurturing
SEA/SMA
Remarketing
Measuring
Content: the challenge
2014 © ContentU Group
• No budget à ‘Sorry, we cannot afford to spend money on content’
• No people à ‘sorry, we do not have the people tocreate content’
• No “need” à ‘Sorry, we have our customers, they are happy. We don’t need content marketing’
The lean approach to success
2014 © ContentU Group
• Content creation à Dig up existing content – reformatit
• Content creation à Create new content (internal –external): customer cases, white papers, ebooks, testimonials, …
• Content curation à If you can’t create it, curate it!
Serve breakfast: SEO
• SEO: Search Engine Optimization – The art of gettingyour website on SERP 1 – 3 (nobody cares about page 4 – 4.000.000
• Search Term analysis à Google Adwords Keyword planner: 20 – 30 search terms - popularity
• Delight Search Engines: Technical Optimization of yourwebsite: titles, meta descriptions, Alt tags, …
Measuring: KPI’s for success
2014 © ContentU Group
• SEO: Google Analytics
• SMC: Social Media Content à Facebook for Business tools
• SMA: Social Media Ads à Idem
• SEA: Google Adwords Analytics
Useful KPI’s
2014 © ContentU Group
• SEO: Viewers, Unique page visitors, bounce rate, traffic sources, conversion tracking, Search term popularity, …
• SMC: Reach + interactions
• SMA: Reach, interactions à CPC (Cost per Conversion / Click)
• SEA: Impressions, Clicks, CTR (Clicktrough rate), CPC (Cost per Click)
Recommended