SME Internet Marketing

8/12/2019 SME Internet Marketing

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Effective Digital Marketing Techniques

for the SME

presented to:

E-business 2008 Conference - The National B2B Centre

25thSeptember 2008

Dave Chaffey, Marketing Insights Limited

www.davechaffey.com/presentations

www.davechaffey.com/MyBooks
http://www.davechaffey.com/presentationshttp://www.davechaffey.com/MyBookshttp://www.davechaffey.com/MyBookshttp://www.davechaffey.com/presentations


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guru a religious leader or teacher in the Hindu orSikh religion or, more generally, a person who isrespected for their knowledge of a particular subjectand who gives advice

About Dave ChaffeyAn e-marketing guru!

www.davechaffey.com

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 10years

Author of 6 best-selling

business books

E-marketing Excellence, Internet Marketing

E-business and e-commerce Mgt

Total E-mail Marketing

E-marketing trainer and

consultant

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.

Visiting lecturer at leadingUK business schools

Cranfield School of Management E-commerce

Leeds University Business School

Warwick (E-business)2

Previously Birmingham, Derby
http://www.davechaffey.com/http://www.e-consultancy.com/http://www.cscape.com/http://www.cscape.com/http://www.e-consultancy.com/http://www.e-consultancy.com/http://www.e-consultancy.com/http://www.davechaffey.com/


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Your Toolboxwhat really matters?

Source: E-consultancy Guide to Managing Digital Channels


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Agendawhat really matters:

16 Practical Tips

Digital Marketing Tips Watch out for1. Search Engine Marketing SEO, AdWords

2. Analytics Goals, Bounce rates

3. Landing Pages OVP/Branding

4. Email Marketing Bounce rates, inbox


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1. Search Engine Marketing

Search Engine Optimisation (SEO)

Paid Search Marketing = Google AdWords


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Introducing Search Engine Marketing.

SEM = SEO + PPC

Paid listings -Pay Per Click (PPC)

Natural or organic listings -Search engine optimisation (SEO)


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What are the ranking factors affecting position

in Google?

200

+ -

1. On-page optimisation

Document meta data Keyphrases in document content

Creation of new pages

2. Off-page optimisation

Link-buildingquantity AND quality External links

Links In

Backlinks

Inbound links

AND Internal links

3. Behavioural

Popularity of sites from toolbar

4.Googles search spam filters


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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
http://www.davechaffey.com/seo-keyword-toolshttps://adwords.google.com/select/KeywordToolExternalhttps://adwords.google.com/select/KeywordToolExternalhttp://www.davechaffey.com/seo-keyword-toolshttp://www.davechaffey.com/seo-keyword-toolshttp://www.davechaffey.com/seo-keyword-toolshttp://www.davechaffey.com/seo-keyword-toolshttp://www.davechaffey.com/seo-keyword-tools


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Practice Ethical White Hat SEO or else

example of a link-buying penalty


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Which SEO ranking factors should I focus on?

Tip #2. On page:

tag = 4.9/5

Keyword frequency and density = 3.7/5 Keyword in headings = = 3.1, = 2.8

Keyword in document name = 2.8

Meta name description = 2/5

Meta name keywords = 1/5

Tip #3. Off-page

More backlinks (higher PageRank)= 4/5

Link anchor text contains keyword = 4.4/5

Page assessed as a hub = 3.5/5

Page assessed as an authority = 3.5/5

Link velocity (rate at which changes) = 3.5/5

See http://www.seomoz.org/article/search-ranking-factors
http://www.seomoz.org/article/search-ranking-factorshttp://www.seomoz.org/article/search-ranking-factorshttp://www.seomoz.org/article/search-ranking-factorshttp://www.seomoz.org/article/search-ranking-factorshttp://www.seomoz.org/article/search-ranking-factorshttp://www.seomoz.org/article/search-ranking-factors


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Tip #4. Controlling your messaging in the

search results page

Paid listings -

Pay Per Click (PPC)

Natural or organic listings -Search engine optimisation (SEO)

tags tags

Or Snippets from pageOr www.dmoz.org

NBMeta name=keywords NOT used by Google
http://www.dmoz.org/http://www.dmoz.org/


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Check your brand messaging

Practical tipTo evaluate use search syntax:

site:domain.com +


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Tip #5 Use footer links and

primary nav for SEO

Current accounts page

Home page

Tip: Ensure primary and secondary

Navigation labels include keyphraseswithin anchor text


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Tip #6. Create link-bait?


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Monitor by:

Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/ Not Google link: - its not comprehensive

Googlealert service: www.googlealert.com Most recent updates on phrase, i.e. Brand name + product or service

Find partners using Google related:syntax

www.davechaffey.com/online-reputation-management-tools

Tip #7.

Monitoringonline

influencers

& partners:

- Your own- Competitors
http://siteexplorer.search.yahoo.com/http://www.googlealert.com/http://www.davechaffey.com/online-reputation-management-toolshttp://www.davechaffey.com/online-reputation-management-toolshttp://www.davechaffey.com/online-reputation-management-toolshttp://www.davechaffey.com/online-reputation-management-toolshttp://www.davechaffey.com/online-reputation-management-toolshttp://www.davechaffey.com/online-reputation-management-toolshttp://www.davechaffey.com/online-reputation-management-toolshttp://www.davechaffey.com/online-reputation-management-toolshttp://www.googlealert.com/http://siteexplorer.search.yahoo.com/


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Tip #8 Use Google Webmaster tools

Reasons for using and distributing diagnosis:

Crawl errors

Search query performance

Internal and external link reports

Practical Tip:

Essential to use:

relevant anchor text for linking

pages

within copy


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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


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Ad Text Relevance

A good match between search

term and ad text

Clickthrough rate

A good match between search

term and Ad Headline

Clickthrough rate

Inclusion of brand name can

improve CTR and increase

awareness

Clickthrough rate

Value proposition inclusion

of competitive price and free

pack increases CTR

www.optimax.co.uk/Default.aspx?page=0&adcode=googleppc&OrgAdCode=googleppc&WT.srch=1

Adtext relevance

Triggering search term in

account matches

search term


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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
https://adwords.google.com/support/bin/answer.py?answer=6106https://adwords.google.com/support/bin/answer.py?answer=6106


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Good campaign structure leads to relevant ads

leading to good quality score


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2. Analytics

Tuning Google Analytics


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Tip #10 Reduce your bounce rate

Percentage of vis i tors who enter the site and

who then imm ediately exi t

Should benchmark for different:

1. Digital channels (Search, ads, direct, email)

2. Different sites, placements or search terms

3. Creative

4. Different landing pages

20% = Great

40% = OK

60% = Spam

#


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Tip #6 - tune your

www.google.com/analyticssetup

1. Define conversion goals(including value) & funnels

2. Define unique pages (e.g. remove Session IDs from URLs)

3. Setup filters (e.g. new visitors only, paid search, campaigns)

4. Put campaign tracking tags in placehttp://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner

&utm_source=boston.com&utm_content=text-only

Variable Meaning

utm_campaign The name of the marketing campaign, e.g. Spring Campaign.

utm_mediumMedia channel (i.e. email, banner, CPC, etc).

What is the distribution method that is used to get our message out to our clients?

utm_source Who are you partnering with to push your message. A publisher, or for paid search Google,Yahoo, Live Search,

utm_contentThe version of the ad (used for A/B testing). You can identify two versions of the same ad using

this variable.

utm_termThe search term purchased (if youre buying keywords).

This is not always used and is NOT included in the above example.
http://www.google.com/analyticshttp://www.google.com/analytics


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3. Landing pages

Proving your not a dog


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Persuasion through substantiation

1. PresumedGeneral assumptions inthe mind of the perceiver

2. SurfaceSimple inspection or initial

first-hand experience

3. ReputedThird party endorsements,reports or referrals

4. EarnedFirst hand experience thatextends over time

www.euroffice.co.uk
http://www.euroffice.co.uk/http://www.euroffice.co.uk/


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Tip #11. Defining your OVP

Core brand proposition= Marketing Mix:

Who are you?What do you do?

Where you do it?

What makes you different?

OVP - Online Value PropositionReinforces core brand proposition and credibility, but

messaging shows:

Value that a site visitor get from your online brand orcampaign that

They cant get from you offline?

They cant get from competitors?

Communicate message forcefully:online and offline


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Does your message stand out?

http://www.useit.com/alertbox/banner-blindness.html

f
http://www.useit.com/alertbox/banner-blindness.htmlhttp://www.useit.com/alertbox/banner-blindness.htmlhttp://www.useit.com/alertbox/banner-blindness.htmlhttp://www.useit.com/alertbox/banner-blindness.html


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Examples of Nielsens tests

A l i l f i h


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Amazon exploits top-left, top-right

Source: Etre (www.etre.com)
http://www.etre.com/http://www.etre.com/


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Tip #12 Answering visitors questions

Outcomes

+

OVP

Run-of-Site

Signup

Customer-centric copy

Questions answered

Ti #13 U f it Si d OVP


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Tip #13. Use run-of-site Sign-up and OVP

messages

OVP = Online Value Proposition


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Action

Scent

Trail

Value

Scent

Trail

PersonaScent

Trail

Credibility

Scent

Trail

T il d i l di


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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
https://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://corporate.bankofscotland.co.uk/CPDAhttps://corporate.bankofscotland.co.uk/CPDAhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.htmlhttps://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.html


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4. Email marketing

Are you a spammer?

Email template design

Tip #14 Get delivered


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Tip #14. Get delivered

1. Before you send email (Content)

A. Limit use of spam keyphrases

B. Test e-mail against spam checker, use:www.lyris.com/resources/contentchecker

C. Test delivery / renderability in ISPs/Firewalls

D. Educate your list members to whitelist you

E. Setup Email server with best practice:Use subdomain: http://email.domain.com, SPF,SenderID, etc

2. After you send Email (Reputation):

A. Remove bounces after 3 times (automatic)

B. Track complaints through closed-looped systems

C. Track Opens and Clicks across web mail companiesand main corporate clients
http://www.lyris.com/resources/contentcheckerhttp://email.domain.com/http://email.domain.com/http://www.lyris.com/resources/contentchecker


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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

U t t di ti t l
http://spamassassin.apache.org/tests.htmlhttp://office.microsoft.com/en-gb/help/HA010450051033.aspxhttp://office.microsoft.com/en-gb/help/HA010450051033.aspxhttp://office.microsoft.com/en-gb/help/HA010450051033.aspxhttp://office.microsoft.com/en-gb/help/HA010450051033.aspxhttp://spamassassin.apache.org/tests.html


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Use a content diagnostic tool :

Lyris E-mail Adviser

See also Sitevista.com and Browsercam.com


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Tip #15. Get seen!

Beware image blocking

Using eyetracking research


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Using eyetracking research

to inform Email design

1. Heading and subhead

copy critical

First 2-3 words most important

Make hyperlinked

2. Large fonts work well

3. Images often missed Use text link calls-to-action

4. Readers scan down

the left of an E-mail

5. First part of para important

F shape eyetrack6. Email intros skipped

Use to personalise and engage

e.g. with hyperlinks

eed to deliverScannability and Skimmability


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Effective E mail response example


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Effective E-mail response example

Tip #16. Build the creative and copy around the calls-to-action

Thank you!


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Thank you!

Download this presentation from:

www.davechaffey.com/presentations

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[email protected]

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SME Internet Marketing