Fully Qualified Marketing Company

Transcription

1 Fully Qualified Marketing Company Helping our clients succeed online Visit for free advice & details

2 Grow Your Business Online Topics covered importance of a focused on-line presence Understanding your consumers on-line behaviour Creating an effective digital marketing strategy Benefits of a well designed website & landing page Tactics to improve its success Kpi s & ROI Social Media, SEO & PPC Introduction

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4 Importance of a focused online presence: (Results you should be getting) Determine quality leads which can be delivered to your inbox Lead generation Improve conversion for your inbound marketing (SEO/PPC / /SM) to find prospects who are actively searching for services/products. Collect valuable information (using Analytics) to determine what people like Automate some processes such as selling products, downloads etc Collect s and contact details for your database marketing Work along side your other marketing activities to add value to your campaigns

5 Stages to success 1. Design customer focused website for conversion 2. Create digital strategy to choose correct activities 3. Use KPI s to review ROI and adapt strategy

6 Understand how consumers use the Internet Interact with friends & brands Find out information & news Search for products or service Play on-line games & view shows

7 Digital Marketing Strategy What is it? Digital strategy is about adapting your organisation to succeed online Measurements KPI s (Key performance Indicators) Analyse your analytics. Learn what brings your readers to your site. Monitor sales results & sources Prevents wasting budget

8 Strategy Steps 1. You - Review organisation departments for digital and provide Clear communication 2. Create digital presence with customer (ownership) 3. Innovate offering & experience for big results 4. People - who does what - Responsible? 5. Adapt and resolve strategy issues fast

9 1. Understand your offering Describe your company in 20 words Why should people buy from you?(value proposition) Competitor /Market analysis Develop your story Clear concise communication What are the benefits of your products/services customer focused

10 2. Customer Involvement Segment your customers Find out what they want & engage with them on services What influences their decision Where do they hang out? What products/services can you upsell to loyal customers How can I find out? Primary research Ask existing customers surveys, Talk to sales team & create profiles Secondary research Search online, blogs, Existing studies

11 2. Customer Involvement Understand YOUR Why (Story/Brand) & Customers Why! Become the authoritative figure in your industry Research to become your customers hero How will you build, engage and succeed? Choose your marketing activities via ROI data

12 3. Innovate Offering Traditional competitors not same as on-line competition

13 4. Leadership - People Strategy needs to be delivered from top down Plan Design - Web SEO PPC - Social

14 5. Adapt & Resolve Issues Understand the data & be decisive

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16 Next Step Online Presence How to generate business when investing in a new website

17 Why Invest Don t be left behind

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19 Stages to success 1. Design customer focused website for conversion 2. Create digital strategy to choose correct activities 3. Use KPI s to review ROI and adapt strategy

20 Before you build

21 Ask plenty of questions Research & Plan Why do I want a site? What are my targets/goals? (Make clear sales and task objectives Who is my target audience and their online behaviour? What are the products/services you are selling? Why should people buy from you online? What are your successful competitors doing? What type of conversion pages do you need? Have you planned the site/business for growth and expansion

22 Prevent Headaches Will cause problems later if not thought of now Web partner Choose your developer wisely Wrong advice (no strategy) Research & ask for references if choosing DM, developers CMS Platform to meet needs & plan for growth - ecommerce (Magento, OpenCart) - Story focused (Joomla, Wordpress) Domain ownership - com Vs Country based domains -.ie,.co.uk (.uk), Hosting Ensure it meets your platform requirements and digital marketing Mobile Responsive or Mobile adaptive

23 Prevent Headaches Will cause problems later if not thought of now Payment Gateway & SSL Certs PayPal and/or Stripe or Realex, Worldpay, Sage Website structure, design and navigation - Key for UX (User experience) Content - your responsibility customer focused content, graphics, quality images Integration & Reporting Shipping costs for operations Generating business Now what!!! Digital marketing and treat it like a proper business On-going strategy, SEO, PPC, Database marketing, Display advertising, Sales strategy

24 Landing page layout Important for conversion rates Provide clear information for your audience Provide clear Call to actions Make it easy to collect leads Create visitor interaction when possible

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26 Case study: Company offering services to dairy industry

27 Web Brief Created As well as a detailed digital marketing strategy a web brief which includes 6-8 page document and cornerstone category layout for structure was provided.

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32 Search Engine Optimisation Why bother? Basically, if someone wanted to find us online, they couldn t we didn t exist as far as online was concerned,

33 SEO Search Engine Optimisation Optimise your website/blog to get found at the top of search engine results when your target market types in key phrases. Get found ahead of competition regardless of size Target your landing pages for different customers Allow new audience to find your services/products Tools Keyword planner, Google webmaster

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35 Main Player

36 How Search Works

37 How Search Works Robots/Crawlers Page Index Ranking Factors Relevancy - Is content relevant? Authority Do you control the content - leader On-site - Building or re-building your website so that it will place higher in search rankings Off-site Build strong links with quality sites

38 SEO Before Build

39 Pay Per Click (Benefits) 1. Advertise to those looking for you right now 2. Advertise to an exact geography 3. Measurable at every level

40 Google Adword Campaign

41 Advanced Measuring - Google Adwords Special Phone Numbers Special Landing Pages or Sub-sites Conversion Tracking Negative Keywords

42 Social media Note: Called Social Media Not Sales Media LinkedIn B2B, Professional Facebook - B2C Target consumers & building brands Twitter Communicate with peers & gossip Blogging Influence your peers and market YouTube Used to showcase products/services

43 Social Media Strategy Define your customer Define your objectives Design/Create Content Create a Messaging Calendar Define your Measurements Execute your Plan (Strategy link to site)

44 Social media

45 Track & Measure Success 1. Google Analytics & ROI Data Visitor numbers, conversion rates, time on site, bounce rate, exit pages 2. Google Webmaster Tool for your digital marketer, web team to view Google bots reports, errors 3. Reports Sales reports Marketing ROI Other KPI s 4, Weekly and monthly meetings Projections Vs Actual

46 Key Metrics REAL TIME TRAFFIC You can see visitors who are on your website in real time. This is very useful if your business is shown on television and who can see how it is performing as people are watching the advertisement or programme. AUDIENCE This section of the tool allows you to see the amount of visitors that visit on your website, their locations, what browsers they use, mobile Vs desktop information and their behaviour on--line. TRAFFIC SOURCES: This will help you in choosing your inbound marketing activities as the data can tell you where your visitors arrive on the site from. This is useful if you have your website link on a 3rd party website and you need to see how successful the campaign is. This section will also tell you how successful your organic (SEO) results are performing, adword, campaigns and how important if at all are your social media platforms in driving traffic to your website. CONTENT: The content section tells you what your most visited web pages are, including your landing pages for the website and a visitor flow map to discover how your visitors view your website. This is excellent for planning what webpages to edit or add content for as well as improving your call to actions.

47 Google Analytics AVERAGE TIME ON YOUR SITE: If you can get this figure up to 4 minutes it will greatly improve your conversion rates. To achieve this, use the data above to improve content, navigation flow and provide information your target audience are looking for and/or cannot get elsewhere. BOUNCE RATE: This can be confusing for a lot of businesses but the easiest way to explain it is if someone goes into a retail store and leaves straight away as it was not the shop for them, the bounce rate will be close to 100% (bad). However if a person goes into the store, browses and purchases a product the bounce rate is 100% (excellent). You should try to keep the bounce rate to about 30% and work on your site to keep this figure. CALL TO ACTION VIEWS: Keep a record of the number of people who go to your call to action pages either checking figures in the content section or add conversion goals. This way you know how many people visit the contact us page, purchase page, location map etc and if you increase this figure, sale leads will increase.

48 Results Focused Increase conversion rate Marketing Activities Marketing Campaign January Leads January Sales Conversion Rate ROI SEO Google Adwords Printed advert Tradeshow etc

49 Results Focused Key Performance Indicators (KPI s) Month Website Visitors No. of Transaction Amount of Sales Conversion rate June , % July

50 Results Focused Increase conversion rate Month Website Visitors No. of Transaction Amount of Sales June , % Conversion rate July , %

51 Campaign Playground Example Brief: Increase enquiries for customers looking for playground grants Strategy Research customer and market needs Create optimised content on website pages/blog Build database of crèches and schools Optimise pages and site for playground grants and track KPI s

52 Campaign rchitects - Builder Example Brief: Target potential customers Strategy Research customer and market needs Create optimised content on website pages/blog Optimise pages and site for Builders in Cork Building contractors Add projects images on Facebook and share among network Create Free Build Checklist content and download function Collect s and follow up soft friendly communication Review ROI

53 Campaign - Architects Brief: Ensure McCabe Architects is top of Google.ie in Donegal & Sligo Base: They were on page 5 originally Strategy Research customer and market needs Make list for site update and development changes Optimise for Architects Donegal Result Number one after 6 weeks Review ROI (Results proven after 8 weeks)

54 Example Company that supplies catering equipment Stainless steel oven Company & Product - Customer benefits Customer segments Catering companies Manager Lowest cost stainless steel cooker available with warranty Spread message Trade shows, SEO, PPC, newsletters, LinkedIn Hotels- Head chefs Less that 90 seconds to clean Viral video cleaning office quicker than a Ferrari lap- etc Article on cleaning benefits for trade mag/blog and flyers. Spread links with LinkedIn, Reddit, Online-PR Twitter ask names of head chefs to target

55 Questions

56 Thank You Any Questions For more details visit