igital Hampshire 2017 - Generate Growth & Outsmart the Competition Online

2. Strategies TO Fill the Marketing Funnel …with the right kind of leads @NicholaStott

3. 89% Online Purchases start with search @NicholaStott

4. Online Discovery Generation Z is driving the mobile revolution, with 78% preferring smartphones to any other screen. @NicholaStott

5. 53% of people will leave a page if it takes more than 3 seconds to load. DoubleClick2016

6. SEO IN 2017 …easy to find, mobile-first and fast. How can we use SEO to be front of mind with our site? @NicholaStott

7. Winning Strategies

8. 
 
 Organic Search & the purchase Journey 
 
 @NicholaStott

9. @NicholaStott

10. @NicholaStott

11. @NicholaStott

12. @NicholaStott ThinkwithGoogle

13. Search Fill your marketing funnel using SEO strategies that help grow audience, brand- awareness, advocates and customers. @NicholaStott

14. Types of search and The Classic Funnel @NicholaStott

15. “I want to go skiing in Austria this December” @NicholaStott

20. Query Funnel Stage Query Type RESEARCH Best ski resorts Informational Consider Informational Alpine centre reviews Informational/ Transactional Evaluate Transactional/ Navigational Book alpine centre… Decide Act TripAdvisor Navigational

21. Create a strategy to attract those with broad, open, informational needs… Be helpful, expert and useful. @NicholaStott

22. 
 WHAT ARE THESE NEEDS? 
 @NicholaStott

23. Step 1 Use Keyword Planner, product research and offline knowledge to brainstorm a short seed list of terms… @NicholaStott

24. Step 2 Use advanced query operators in Google, to restrict your search to a suitable forum… @NicholaStott

26. Results From Quora.com about “employee gym”, but not the gym at Facebook, Amazon, IBM or Google…

28. Results From Mumsnet.com about “Productivity tip”, but not the Marketplace section of the site.

29. Step 3 Build a custom scraper or use DataMiner (chrome extension) to extract top 100 per SERP. @NicholaStott

30. So this… @NicholaStott

31. Becomes this… @NicholaStott

33. Step 4 Use Excel to analyse your scraped data, categorising topics and themes and using filters and formulae to identify most popular… @NicholaStott

34. Has anyone used pizzaz productivity app? How do you manage productivity? Are there any tools? How can I use my phone to improve my work productivity? @NicholaStott

35. Step 5 Get creative… Brainstorm ideas around the common problems and questions identified from the research process. @NicholaStott

37. tt Thanks for listening @NicholaStott

39. How to create user-focused, results driven digital experiences

40. Clear Business Goals + Great User-Focused Experience = Guaranteed Better Results

41. What makes a great user-focussed experience? Meet and exceed your users expectations

42. What makes a great user-focussed experience? Meet and exceed your users expectations Result is a memorable, highly sharable… moment of delight

43. Getting it wrong

44. Overly Complex

45. Irrelevent Vs

46. Harder than it should be

47. Poorly Conceived

48. Confusing & Ambiguous

49. Great UX gives you… Increased user engagement Greater numbers of repeat visitors More recommendations & positive feedback Increased purchases, visitor numbers, reputation Increased brand loyalty “On average, every $2 spent on UX returns around $100.” Source: Forresters

50. Fix it before it’s broken 50% of a developer time is spent doing rework