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About Dave Chaffey

Effective Digital Marketing Techniques for the SME presented to: E-business 2008 Conference - The National B2B Centre 25 th September 2008 Dave Chaffey, Marketing Insights Limited www.davechaffey.com/presentations www.davechaffey.com/MyBooks. About Dave Chaffey.

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About Dave Chaffey

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  1. Effective Digital Marketing Techniquesfor the SMEpresented to: E-business 2008 Conference - The National B2B Centre25th September 2008Dave Chaffey, Marketing Insights Limitedwww.davechaffey.com/presentationswww.davechaffey.com/MyBooks

  2. About Dave Chaffey 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’

  3. Your Toolbox – what really matters? Source: E-consultancy Guide to Managing Digital Channels

  4. Agenda – what really matters:16 Practical Tips

  5. 1. Search Engine Marketing Search Engine Optimisation (SEO) Paid Search Marketing = Google AdWords

  6. SEM = Google marketing! 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

  7. Introducing Search Engine Marketing. SEM = SEO + PPC Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO)

  8. 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 What are the ranking factors affecting positionin Google?

  9. Tip #1. Use the Google Keyword tool to performdemand-gap analysis https://adwords.google.com/select/KeywordToolExternal Free search tools www.davechaffey.com/seo-keyword-tools

  10. Practice Ethical “White Hat” SEO or else… example of a link-buying penalty

  11. 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 Which SEO ranking factors should I focus on? See http://www.seomoz.org/article/search-ranking-factors

  12. Tip #4. Controlling your messaging in the search results page Paid listings - Pay Per Click (PPC) Natural or organic listings - Search engine optimisation (SEO) <meta name=“description = > tags Or Snippets from page Or www.dmoz.org <title> </title> tags NB Meta name=“keywords” NOT used by Google

  13. Check your brand messaging Practical tip To evaluate use search syntax: site:domain.com + <keyphrase>

  14. Tip #5 Use footer links and primary nav for SEO Home page Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text Current accounts page

  15. Tip #6. Create link-bait?

  16. Tip #7.Monitoringonlineinfluencers & partners:- Your own- Competitors • 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

  17. Reasons for using and distributing diagnosis: Crawl errors Search query performance Internal and external link reports Tip #8 Use Google Webmaster tools Practical Tip: Essential to use:relevant anchor text for linking pageswithin copy

  18. Tip #9. Monitor and improve drivers of Quality Score for paid search Terms: CTR = Clickthrough rateAd text relevance = Match of headline and description to search term Keyword relevance = Match of triggering keyword to search term Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups

  19. How is an Ad Group Structured? 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=6106

  20. Good campaign structure leads to relevant ads leading to good quality score

  21. 2. Analytics Tuning Google Analytics

  22. “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 Tip #10 Reduce your bounce rate 20% = Great 40% = OK 60% = Spam

  23. 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

  24. 3. Landing pages Proving your not a dog

  25. Persuasion through substantiation • 1. PresumedGeneral 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. EarnedFirst hand experience that extends over time www.euroffice.co.uk

  26. 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

  27. Does your message stand out? http://www.useit.com/alertbox/banner-blindness.html

  28. Examples of Nielsen’s tests

  29. Amazon exploits top-left, top-right Source: Etre (www.etre.com)

  30. Run-of-Site Signup Customer-centric copy Questions answered Outcomes + OVP Tip #12 Answering visitors questions

  31. Tip #13. Use run-of-site Sign-up and OVP messages OVP = Online Value Proposition

  32. Credibility Scent Trail Value Scent Trail Persona Scent Trail Action Scent Trail

  33. Tailored campaign landing pages https://corporate.bankofscotland.co.uk/CPDA https://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.html

  34. 4. Email marketing Are you a spammer? Email template design

  35. 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 companies and main corporate clients

  36. 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

  37. Use a content diagnostic tool : Lyris E-mail Adviser See also Sitevista.com and Browsercam.com

  38. Tip #15. Get seen! Beware image blocking

  39. Heading and subhead copy critical First 2-3 words most important Make hyperlinked Large fonts work well Images often missed Use text link calls-to-action Readers scan down the left of an E-mail First part of para important F shape eyetrack Email intros skipped Use to personalise and engagee.g. with hyperlinks Using eyetracking research to inform Email design Need to deliver Scannability and Skimmability

  40. What makes email recipients click?

  41. Effective E-mail response example Tip #16. Build the creative and copy around the calls-to-action

  42. Thank you! • Download this presentation from: • www.davechaffey.com/presentations • Any questions, do e-mail me: • dave.chaffey@marketing-insights.co.uk • Subscribe to my E-marketing Essentials, monthly briefing on what‘s new in E-marketing • www.davechaffey.com

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