Drive the Right Traffic with Savvy Acquisition. Joakim Holmquist Director of Digital Marketing

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1 Drive the Right Traffic with Savvy Acquisition Joakim Holmquist Director of Digital Marketing

2 ACQUISITION What are we doing to attract traffic to our website? ENGAGEMENT What happens after they land on our website? GOALS What was the impact on our business (online and offline)? Focus on the complete journey

3 Drive the Right Traffic with Savvy Acquisition Established tactics Organic search (SE0) & newsletters Paid search (Adwords & Bing) Display advertising Referral marketing Organic social (Facebook, Twitter, LinkedIn, Pinterest) Newer tactics Facebook targeted ads Promoted tweets Remarketing Mobile marketing LinkedIn paid marketing In-app marketing

4 Drive the Right Traffic with Savvy Acquisition A digital acquisition strategy defines the best mix of channels to gain new customers by targeting them online. Paid Social 5% Paid search 7% Organic Social 9% 4% Direct 18% Display 11% Referral 11% Organic search 39%

5 The first ever banner ad premiered on HotWired in Hotwired 1994 CTR: 78% Display 2015 CTR: 0.05%

6 The true scarce commodity is increasingly human attention Satya Nadella, CEO, Microsoft

7 Two fantastic opportunities to up your acquisition game in Hyper-targeted social advertising. 2. SEO for the modern content marketer.

8 #1 Hyper targeted social advertising

9 Example: How to setup a campaign to drive hypertargeted traffic from Facebook in less than 5 minutes.

10 Example on how to effectively drive traffic to a A cooking course In Stockholm For singles Aged around 40 Classic tactics New tactics Sponsored newsletters Paid search Banner ads Referral marketing Facebook targeted ads. Promoted tweets. Remarketing. In-app marketing

11 Decide on your micro & macro goals Decide on a goal Choose a landing page. Use campaign parameters.

12 Segment the audience Make a geographical selection Narrow down the segmentation with age Select only those with an explicit interest in cooking. Focus on the singles!

13 Decide on a budget Set a budget per day. Make sure your ads are getting sufficient reach.

14 Create your ad Decide on a header and ad copy Choose a CTA

15 BOOM!

16 Best practices for hyper-targeted social advertising Focus on useful content and on making people better versions of themselves. Always use campaign parameters. Increase your share of mobile marketing! Bottom line: Tremendous first mover advantage. Especially in B2B.

17 #2 SEO for the modern content marketer

18 SEO used to be relatively straightforward

19 Google figured out your intent

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21 Google started looking at language, not just keywords

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23 Google obsessed about removing friction

24 So what does Google getting smarter mean for SEO?

25 You still need to worry about classic SEO: Page titles On-page keywords Internal link structure Anchor texts URLs External links

26 What does Google consider great content?

27 Better at giving your visitors what they REALLY want. Not just what they searched for.

28 Potential unexpressed interest for: The Bellagio Las Vegas Strip Caesars Palace Las Vegas Boulevard Luxur Las Vegas The Cosmopolitan.

29 SEO tip #1 for the modern content marketer Optimize for task completion Work on trying to fulfill both what they search for and what they unconsciously want. If the searcher goes back and makes a similar search you have failed at completing the task.

30 Page title contains Facebook URL contains Facebook Description contains Facebook

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32 SEO tip #2 for the modern content marketer Think content themes rather than keywords Perpetual publishing on themes builds authority & comprehensiveness. Use automatic landing pages that lists all the content on a particular theme.

33 SEO tip #3 for the modern content marketer Obsess about engagement 31% CTR Higher CTR in search results Stickier and more addictive experience More & amplification & loyalty 14% CTR 7% CTR 9% CTR 5% CTR

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35 Example of great sticky content

36 Paid search 7% Paid Social 5% 4% Direct 18% Short term: Turn on to immediately drive relevant traffic to your site. Organic Social 9% Display 11% Long term: Ongoing effort over time to reap full effect. Referral 11% Organic search 39%

37 Bonus time: Combining channels for awesome results

38 Two powerful combinations Hyper-targeted social advertising -> Follow up with paid search. Paid search -> Follow up with hyper-targeted social advertising.

39 Hyper-targeted social advertising -> Follow up with paid search Hyper-targeted ads for CFOs with upper-funnel content. 4 months later someone who came to your site from this targeting makes the query best online accounting software

40 Paid search -> Follow up with hyper-targeted social advertising $ per click Super expensive keywords targeting all searchers. Apply filtered retargeting on social networks to isolate the target group that you care about.

41 Thank * Feel free to message me in the app for questions or further discussions.