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Effective Digital Marketing Techniquesfor the SME
presented to:
E-business 2008 Conference - The National B2B Centre25th September 2008
Dave Chaffey, Marketing Insights Limited
www.davechaffey.com/presentations
www.davechaffey.com/MyBooks
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guru ‘a religious leader or teacher in the Hindu or Sikh religion or, more generally, a person who is respected for their knowledge of a particular subject and 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 10 years
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 leading UK business schools
► Cranfield School of Management E-commerce► Leeds University Business School► Warwick (E-business)2
► Previously Birmingham, Derby
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Your Toolbox – what really matters?
Source: E-consultancy Guide to Managing Digital Channels
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Agenda – what really matters:16 Practical Tips
Digital Marketing Tips Watch out for…
1. Search Engine Marketing SEO, AdWords
2. Analytics Goals, Bounce rates
3. Landing Pages OVP/Branding
4. Email Marketing Bounce rates, inbox
1. Search Engine Marketing
Search Engine Optimisation (SEO)
Paid Search Marketing = Google AdWords
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Tip: Check you are investing according to usage of search engines in each country
But remember that less popular engines may give better ROI since lower cost per click
SEM = Google marketing!
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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 positionin Google?
200+ -
► 1. On-page optimisation► Document meta data► Keyphrases in document content► Creation of new pages
► 2. Off-page optimisation► Link-building – quantity AND quality
► External links ► “Links In”► “Backlinks”► “Inbound links”
► AND Internal links
► 3. Behavioural► Popularity of sites from toolbar
► 4.Google’s search spam filters
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Tip #1. Use the Google Keyword tool to performdemand-gap analysis
Free search tools www.davechaffey.com/seo-keyword-tools
https://adwords.google.com/select/KeywordToolExternal
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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:
► <title> tag = 4.9/5► Keyword frequency and density = 3.7/5► Keyword in headings = <h1> = 3.1, <h2> = 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
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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)
<title> </title> tags<meta name=“description = > tags
Or Snippets from pageOr www.dmoz.org
NB Meta name=“keywords” NOT used by Google
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Check your brand messaging
Practical tipTo evaluate use search syntax:
site:domain.com + <keyphrase>
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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 keyphrases
within 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: - it’s 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.
Monitoringonlineinfluencers & partners:- Your own- Competitors
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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 RelevanceA good match between search
term and ad text
Clickthrough rateA good match between search
term and Ad Headline
Clickthrough rateInclusion of brand name can improve CTR and increase
awareness
Clickthrough rateValue 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 relevanceTriggering 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 groupsTriggering keywordsKeyword match type
Max CPC bidsCopy
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Good campaign structure leads to relevant ads leading to good quality score
2. Analytics
Tuning Google Analytics
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Tip #10 Reduce your bounce rate
► “Percentage of visitors who enter the site and who then immediately exit”
► 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/analytics setup► 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 place
http://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_sourceWho 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 you’re buying keywords). This is not always used and is NOT included in the above example.
3. Landing pages
Proving your not a dog
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Persuasion through substantiation
► 1. Presumed General assumptions in the mind of the perceiver
► 2. Surface Simple inspection or initial first-hand experience
► 3. Reputed Third party endorsements, reports or referrals
► 4. Earned First hand experience that extends over time 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 Proposition ► Reinforces core brand proposition and credibility, but
messaging shows:► Value that a site visitor get from your online brand or
campaign that…► They can’t get from you offline?► They can’t 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
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Examples of Nielsen’s tests
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Tip #12 Answering visitors questions
Outcomes+
OVP
Run-of-SiteSignup
Customer-centric copyQuestions answered
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Tip #13. Use run-of-site Sign-up and OVP messages
OVP = Online Value Proposition
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ActionScentTrail
ValueScentTrail
PersonaScentTrail
CredibilityScentTrail
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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
4. Email marketing
Are you a spammer?
Email template design
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Tip #14. Get delivered
1. Before you send email (Content)A. Limit use of spam keyphrasesB. Test e-mail against spam checker, use: www.lyris.com/resources/contentchecker
C. Test delivery / renderability in ISPs/FirewallsD. Educate your list members to whitelist youE. 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 companies and main corporate clients
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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
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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
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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 eyetrack
6. Email intros skipped • Use to personalise and engage
e.g. with hyperlinks
Need to deliverScannability and Skimmability
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What makes email recipients click?
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Effective E-mail response example
Tip #16. Build the creative and copy around the calls-to-action
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Thank you!
►Download this presentation from:►www.davechaffey.com/presentations
►Any questions, do e-mail me:►[email protected]
►Subscribe to my E-marketing Essentials, monthly briefing on what‘s new in E-marketing ►www.davechaffey.com
