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Als beginnend ondernemer is het belangrijk jezelf en vooral je startup in de spotlight te zetten. Maar hoe doe je dit? Iedereen weet tegenwoordig dat een 'deftige' website hebben een belangrijk gegeven is en dat aanwezig zijn op social media praktisch een 'sociale verplichting' geworden is. Maar hoe pak je dit allemaal aan op de juiste manier? Hoe zorg je er voor dat je een groot bereik hebt en belangrijker: dat je het juiste verhaal vertelt aan de juiste mensen? Hoe zorg je dat je digitaal aanwezig bent met je startup op een langere termijn? Hoe zorg je er voor dat deze inspanningen daadwerkelijk een positieve invloed hebben op de sales van je startup? Velen onder jullie voelen al aan dat er op deze vragen duizend mogelijke juiste antwoorden zijn. Aan vele antwoorden hangt echter een prijskaartje vast. Deze sessie is speciaal voor jonge ondernemers en startups die een sterke digital presence willen hebben op een low-cost manier.
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Digital channelsAerey
Good evening. My name is Bart.
This is my daughter Merel (I have 3 kids).
I’m passionate about coffee.
I’m passionate about I live and work in Ghent.
I work at digital agency Wijs.
You can find me on Twitter: @netlash
http://slideshare.net/netlash
Digital ChannelsAerey 28/10
A storm is coming…
‣ how do potential buyers know about you?
‣ how do they select their longlist & shortlist?
‣ what influences their decision?
Awareness & decision
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
Source: Think Finance with Google, April 2011
A Wijs-example: paths to conversion
When the winds of change blow some people build walls and other build windmills.
‣ online (in all its forms) is often the start of the decision process
‣ face-to-face is still important!
‣ be where your target audience is
Decision process
What are your windmills?
‣ SEO: search engine optimization
‣ SEA: search engine advertising
‣ social advertising
‣ social media
‣ combine
‣ conversion optimization
‣ analytics
Windmills
‣ search engine optimization
‣ search engine = Google
‣ difference with SEA
‣ „organic search”
1. SEO
SEA
SEO
‣ Technical factors‣ Content‣ Link building‣ Social
Organic search
‣ Technical factors- code- information architecture: URL, breadcrumbs, inner linking, pagerank sculpting...- attention for meta tags & other specific tags
Organic search
‣ Content
- text, text, text!
Organic search
‣ Long tail‣ spelling, dialect etc.‣ aim high in the customer journey‣ pains & solutions
Keyword Research
‣ Link building
- value of PageRank?
- domain authority
- link baiting
Organic search
‣ Social
- importance of social signals for search
- personalized results
- networks?
Organic search
‣ „black hat”
- Google Bowling
- keyword spamming- buying links- …
Organic search
‣ goal: bring more visitors to the website
‣ without spending advertising budget (focus on SEO)
‣ non-branded traffic: not on brand name, with generic keywords
A case
Search engine optimization
Search engine optimization
Search engine optimization
5 months of data, compared with same period last year.
Search engine optimization
Search engine optimization
from 3.858 to 18.935 visitors
Search engine optimization
= 390% more visitors
from 3.858 to 18.935 visitors
‣ keyword research
‣ writing webcopy & metadata
‣ develop landing pages based on keyword research
‣ optimise content rest of website
‣ coordinate technical adaptations site with webbuilder
‣ strategic linkbuilding
‣ using Google Analytics
‣ local SEO by creating and optimizing Google Places
What we did
‣ analysis of competitors
‣ optimize existing backlinks
‣ optimize internal links
‣ content creation external websites
‣ SEO optimization of press releases
‣ using existing vacancies for linkbuilding
Strategic linkbuilding
‣ setup conversion funnels and tracking
‣ using Google Analytics to benchmark and follow up
‣ finding long tail searchwords in GA
Google Analytics
Search engine optimization
from 100 to 1.500 daily visitors
‣ advertising in Google
‣ search network vs. content network
‣ understand the dynamics!
2. SEA
‣ CPC
‣ bid system
‣ quality score
2. SEA
Why SEA?
Search engine advertising
Search engine advertising
Every visitor costs €0,23.
Search engine advertising
Every visitor costs €0,23.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 in 10 visitors buys something.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Is margin on average sale higher than €2,3?
Search engine advertising
Conversion rate (SEA visitors only) is 10%.
Every visitor costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors buys something.
Is margin on average sale higher than €2,3?
If yes: start with SEA!
‣ YouTube
‣ …
Where is your audience? What is your goal?
3. Social advertising
Paid
Owned
Earned
‣ Earned / Paid / Owned
‣ social = let others generate traffic
‣ „be interesting”
‣ what is their trigger? WIIFM?
4. Social media
‣ Content circles‣ ‘curation sweet spot’‣ Editorial agenda‣ Form vs. target audience
Content marketing
5. Combine
‣ SEO vs. SEA
‣ e-mail & Facebook
‣ LinkedIn & Retargeting
5. Combine
‣ optimize your website
‣ get people from A to B
‣ remove friction
‣ add velocity
6. Conversion optimization
Double instrument
‣ every doubt‣ every uncertainty‣ every hesitation
... makes people leave.
Remove friction
‣ navigation‣ logo, subnavigation, search,
language...‣ text: SEO vs. conversion
Remove friction
‣ user centered‣ faceted navigation & filters‣ action based navigation vs. target
Navigation
?
4 kinds of surfers
‣ hierarchical‣ search‣ chaos‣ social
4 kinds of surfers
‣ shopping cart‣ shipping costs‣ payments‣ product pages (2-tier)‣ logins vs. CRM‣ …
Other usability rules
Add velocity
‣ trust‣ psychology‣ ‘goesting’
... gets people moving.
Velocity
‣ logos‣ link to privacy‣ telephone number, real-world contact‣ testimonials‣ neuromarketing
Velocity
‣ sector & quality organisations‣ fake?‣ adds trust!
Logos
‣ next to info-request‣ adds trust‣ (never gets clicked...)
Privacy
‣ next to info-request‣ adds trust‣ “If it all goes wrong, someone will
help me.”
Telephone number
‣ security‣ adds trust‣ “It’s not 2 youth delinquents in a
garage.”
Real-world contact
‣ don’t fake it!‣ pictures: make them ugly...‣ social reviews?
Testimonials
Neuromarketing
‣ collecting, reciprocity, social validation,
commitment, discovery, concession, scarcity,
fear of loss, the endowment effect, choice,
Hawthorne effect, clustering illusion, availability
The power of the brain
‣ optimize your website
‣ a/b testing
‣ data
‣ funnels
7. Analytics
Recap
‣ SEO: search engine optimization
‣ SEA: search engine advertising
‣ social advertising
‣ social media
‣ combine
‣ conversion optimization
‣ analytics
Windmills
‣ link to your business goals
‣ offline is still important
‣ make strategic decisions
Close the loop
There will be only 2 types of companies left.
There will be only 2 types of companies left.
The quick and the dead.
Questions?
Wijs bvba
Voorhavenlaan 31/3 9000 GENT
09 335 22 80 09 330 09 83
http://wijs.be [email protected]
BE 0473.071.275