Integrating your website into your business marketing strategy€¦ · Our Background Qualified...
Transcript of Integrating your website into your business marketing strategy€¦ · Our Background Qualified...
www.finnmedia.ie
Integrating your website into your business marketing strategy
Twitter: @finnmediamkt
@denispfinnegan
Facebook: /finnmediamarketing
Web: www.finnmedia.ie
Email: [email protected]
Our Background
Qualified Digital Marketing company
Building online authority for our clients
•Digital Strategies – Creation & Implementation
•Inbound Marketing - Google Adwords - SEO - Email
•SalesBoost Service – Monthly programme to generate phone calls
Visit www.finnmedia for your free review
1: Your Digital Strategy Activity Plan
Integrating your website into your business marketing strategy
(Part of your team – 24 Sales & Marketing Department)
Aim of the Workshop 1
importance of a focused on-line presence
Understanding on-line behaviour
Creating well designed website & landing page
Creating your digital marketing strategy
, SEO, PPC & Google Analytics . (Social Media at 8pm)
Tactics to improve its success KPI’s & ROI
How people use the Internet
Interact with friends & brands
Find out information & news
Search for products or service
Play on-line games & view shows
Activities to Increase Web Traffic
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Remember a website can:
•Determine quality leads which can be delivered to your inbox – Lead
generation
•Use SEO/PPC 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 emails and contact details for your database marketing
•Work along side your other marketing activities to add value to your
campaigns
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
Before you build
Research
Ask plenty of questions:
Why do I want a site ?
What are my targets/goals?
Who is my target audience?
What is the online behaviour of my target audience?
What devices do they use?
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?
What is the structure for my SEO strategy
Have you planned the site for growth and expansion?
Case study – Legal firm with global appeal
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Header
The workshop will cover:
•In
Digital Marketing Strategy
What is it?
Digital strategy is about finding that place
where the Consumer, Technology and your
Brand meet.
Measurements
KPI’s (Key performance Indicators)
Understand your offering
Describe your company in 20 words
Why should people buy from you (USP) ?
What is your current online presence?
What marketing is working/not working?
What are the benefits of your products/services – customer focused
Know your customer
Segment your customer Find out what they want
What influences their decision
Where do they hang out? What products/services do your customers use that are
associated with your products
How can I find out?
Primary research Ask existing customers – surveys,
Talk to sales team & create profiles
Secondary research Search online, blogs, Existing studies
Targeted steps
Create content that appeals to your market
2. Direct that information using channels
Facebook, Twitter, LinkedIn, Pinterest, (Social)
Emails, Bulk text, Newsletters (Database
Marketing)
SEO with quality content (blogs & articles)
PPC (Google Adwords)
Offline channels
3. Track results using KPI Charts
Marketing Activities January Leads
January Sales
Conversion Rate ROI
Email Marketing Campaign
SEO
Google Adwords
Printed advert
Tradeshow
etc
Results Focused
Increase conversion rate
Marketing Activities January Leads
January Sales
Conversion Rate ROI
Email Marketing Campaign
SEO
Google Adwords
Printed advert
Tradeshow
etc
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,”
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
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
Onsite content & structure Keywords are important as large part of what Google uses to determine your
page’s relevancy.
Tools to Use:
• Google Adwords Keyword Tool
• Google• LSI Keyword Tool
• Google Trends
What to Consider:
• Relevancy to Content
• Traffic
• Competition
• Long-Tail vs. Short Tail
For now, just pick a keyword or phrase that you feel would be relevant and
well-trafficked.
Research
Use Google Adwords keyword tool to build a list of 5
keywords that are relevant to your content and would
drive real traffic to your blog.
Google’s Keyword Planner
Get search volume for a list of keywords in your target market
Onsite audit - Focus on your content
1. Visual vs. Text
• Header Tags
• Strong/Emphasis
• Image Alt Tags
• Internal Linking
• External Linking
2. URL/Permalinks
3. Meta Data
• Self-Hosted
• 2. Title
• 3. Description
• 4. No Keywords
4. SE Readability
• Java/ Flash3./index issues/etc
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Offsite Search Optimisation Building your website’s authority and relevance as perceived by Google.
Authority
•Pagerank
•Domain Authority
•Trust/Antitrust
Relevance
•Anchor Text
•Context
•Co-Citation
•DoFollow/NoFollow
Building links to your site
•High Page Ranking Sites – Quality (Age, Natural, Relevant)
•Local SEO Links
•Sharable content
•Anchor Text
•Context
Pay Per Click (Benefits)
1. Advertise to those looking for you right now
2. Advertise to an exact geography
3. Measurable at every level
Google Adwords - Settings
Google Adword Campaign
Advanced Measuring - Google Adwords
•Special Phone Numbers
•Special Landing Pages or Sub-sites
• Conversion Tracking
•Negative Keywords
Google Analytics
The workshop will cover:
•Introduction to Google Analytics
•Its Benefits
•Measurement type explanation
•Important measurements to improve performance
•Goals to measure conversion
•Adding filters & linking accounts
•Answering questions / How to’s
IIIIIIIIIIIIIIII !!!!!!!!!!!!!!
Google Analytics
WHAT IS GOOGLE ANALYTICS?
Google Analytics is a service offered by Google that generates
detailed statistics about a website's traffic and traffic sources and
measures conversions and sales.
The product is aimed at marketers and website owners who want to review
the data that can assist with their website objectives.
Google Analytics
WHAT DOES IT COST?
The basic service is completely free of charge and is suitable for most businesses.
There is a paid version available also.
Google Analytics
HOW TO ADD GOOGLE ANALYTICS TO YOUR WEBSITE?
Once you create an account, you will receive a snippet of code that needs to be
added to every page on your website above or below the </body> code. Your website
developer should assist you but ensure you create the account on your gmail/Google
apps account so you have ownership on your analytics and not your web
developer/digital marketer.
Set Up
Set Up
Set Up
WHAT IT CAN TRACK:
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 , email 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.
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.
1.Goals - Easy to set up to measure an activity
• Length of time spent
• Reaching a specific page
• Visiting a certain number of pages
• Thank you page (CTA) after someone has placed an order or signed up
•To set up a goal, simply select which goal group you want to use, name your goal,
and then define the goal type.
Tip: Set up goals for the last page in your conversion process or sales funnel.
2. E-commerce conversions require inserting code on your actual site.
Conversions
KPI’s Table
Conversion Goals
Filters & Linking accounts Demo
2. Social Media
1. Social Media Platforms Explained
2. Strategy
3. Facebook
4. LinkedIn
5. Database marketing
6. Mailchimp
7. Dropbox
Examples of social media platforms
dddd
Source your leads
Source October
Lead October Sales
November Leads
November Sales
Facebook 1 1
Twitter 0 0
LinkedIn 2 1
Local paper advert 3 3
Sales person 20 19
Search Engines 10 9
Golden pages 6 5
Total 42 38
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)
Facebook Benefits
•Get found by people interested in your products/services
•Connect & engage with current and potential customers
•Create a community around your business
•Promote other content you create, including blogs,
articles, events
•Generate leads for your business
Facebook Questions
•Is Facebook suitable for my business
•Is my audience on Facebook?
•What incentive is there for people to like my page?
•Who will manage it all
Facebook Benefits
How do I engage with Facebook?
•Tips for your audience
•Industry news & insights
•Trends
•Special events and opportunities
•Inside information
•Your work
•80% contribution 20% promotion
Facebook Objectives
Get more fans on your Facebook Page
Increase conversion rate
Increase more interactions per post on your Facebook
Page (Likes, Comments)
Sell directly from Facebook
Send more traffic to your website – Lead generator
Increasing Facebook Likes
•Ask your friends to like you
•Use your email list to send an invitation
•Facebook badge on your website
•Check-ins
•Facebook ads
•Like box widget
•Keep your updates in your fans feeds - subscribe
Facebook Best Practices
Be interactive, fun and helpful.
2. Embed videos on your Facebook page.
3. Create a connection between Facebook and the outside world.
4. Create contests on Facebook.
5. Integrate traditional advertising with Facebook.
6. Use Facebook to grow your email list, and vice versa.
7. Introduce new products on Facebook first.
8. Welcome new page visitors.
.
9. Integrate social content on your Facebook Page.
.
10. 'Like' other businesses’ Facebook Pages. Remember that social media is, well, social.
Source: HubSpot.com
dddd
•LinkedIn is a social media platform used mainly for
professional networking
•Essential tool if you are involved with B2B
companies (Use to find names)
•Personal Profile
•Company Profile
Improve your LinkedIn profile
•Build up your connections
•Ask for recommendations
•Add your blog feed to your profile
•Join groups
•Answer industry related questions under the more tab
Target Database Marketing
1. Create fields on excel with segments
2. Collect details (site, comment cards, shows, 3rd party
websites
3. Segment list & create targeted content
4. Monitor results & engage using CTA
5. Review success of different segments
Mailchimp
Mailchimp
Mailchimp is an easy-to-use email marketing service that allows you to
design, schedule and deliver email newsletters to your customers
MailChimp Features
•Build and Manage Your List
•Design HTML Email Campaigns
•Send with Confidence
•Email Campaign Tracking
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”
•Email and track KPI’s
Campaign - 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 emails and follow up – soft friendly communication
•Review ROI
Example
Company that supplies catering equipment – Stainless steel oven
Company & Product - Customer benefits
Customer segments
1. Catering companies – Manager
Lowest cost stainless steel cooker available with warranty
Spread message – Trade shows, SEO, PPC, newsletters, LinkedIn
2. 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
Finn Media - What works
•LinkedIn – B2B, Professional
•Twitter – Communicate with peers & gossip
•Blogging – Influence your peers and market
•Newsletter – Target specific markets
Summary
Facebook – B2C
Works well for products to share & promote
Show off and impress
Customer service – point of contact
Rules can be daunting
Twitter – target press, peer groups
LinkedIn – B2B
Blogs – Answer online questions.
YouTube – Videos less than 90 seconds
Dropbox
Questions
Thank You
Any
Questions
For more details visit
www.finnmedia.ie
What is Twitter
A micro blogging tool/communication tool
• One to many communication
Twitter Strategy
•Follow industry experts and thought leaders
•Answer industry related questions