Search Marketing and Social Media Introduction

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Social Media Marketing Social Media Marketing David Liem, Senior Web Marketer

Transcript of Search Marketing and Social Media Introduction

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Social Media Marketing

David Liem, Senior Web Marketer

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Our Clients

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David’s Profile

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IDK

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LOL

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OTOT

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FTW

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BF

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BFF

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What is Social Media?

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http://www.hitwise.com/

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The World is Changing Rapidly

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Receive information as it’s happening

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It’s shaping politics

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Movements in the Middle East

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Information is now impossible to control

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Singapore General Election 2011• Unrestricted / uncensored• Alternative Views

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Engaged a new generation

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It allows you show entertain & engage.

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http://www.blendtec.com/willitblend/

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Results• 158 million video views• Sales increased 700% after videos

launched• 375,000 subscribers on YouTube• Plenty of PR: National TV, radio, internet

coverage, Social media marketers awed.

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It allows you to share your story.

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It makes you more ‘human’

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It gives you a chance to stand out of the crowd.

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The results• 76% jump in traffic• Outperformed all of its competitors• 770,000 facebook fans• 45,000 Twitter followers• Alexander has his own

plush toy

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It gives you a chance connect to your customer in a meaningful way.

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Pepsi Refresh Project

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Integrated Marketing

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Factors for Social Media Success

1. Have clear objectives2. Drive Action / Engagement

– Email stimulates action

3. ID & manage active users, communities4. Go where fishes are, social comm.5. Be relevant

– Listen to what’s being said, and where– Engage and add value to existing conversations

6. Combine Offline & Online– Act offline, share online

Reference:http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010

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The

Social Media Landscape

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Your Website

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Emerging Web Design Trends• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text

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Socialize Your Website• Add social media buttons to your home page

• Add a Facebook Like box to your website

• Portal for your social media channels

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Strengths & WeaknessesStrengths• Effective for branding, sparking excitement

with product announcements, information gathering from official source

Weaknesses• May appear ‘one-sided’, glossed over, fake• Info may not be as ‘cutting edge’ as 3rd

party sites

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Company Blog• Company voice or individuals?• Comments enabled?

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A platform for feedback?

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Thought Leadership

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Collaborating with Popular Bloggers

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Strengths & WeaknessesStrengths• More content, perspectives for loyal

customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback

Weaknesses• Time commitment

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Email

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Strengths & WeaknessesStrengths• Direct to your inbox• Fast, repetitive• Time consumingWeaknesses• Easy to ignore• Not personalized• Repetitive, ‘spammy’

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Web / News Portals

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Topic Specific Portals

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Product Specific

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Strengths & WeaknessesStrengths• Source of ‘alternative’ views, comments

= transparency, better understanding• Product reviews / testimonials are

powerful to shape customer sentiment• Great for PRWeaknesses• Lots of clutter / overload of information• No control over user sentiment

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• B2C

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Facebook on your Website

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Strengths & WeaknessesStrengths• It’s where the fishes are• Repeat visitors, convenient channel to

communicate• Great for branding, short term engagementWeaknesses• Hard to find direction/purpose, takes time• Not strong for conversions without

significant incentives

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• 131 million users, 55 million on mobile• 31 million visit at least once a month

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Social Networking in China• 221 million people have blogs, largely in

a diary-style• 176 million Chinese connect via social

networking system• 117 million connect anonymously via

bulletin board system • Word of mouth is especially influential,

since the media is not open.

http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/

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Social Media Metrics

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Company Website & Blogs Metrics • Number of posts, comments • Audience growth—unique and repeat visits • Number of conversions – Adwords, site goals• Conversion rate • Subscribers • Incoming links • Technorati, Alltop and other directory listings • SEO improvements, keyword rankings, and #

ranked words

The Definitive Guide to B2B Social Media, by Marketo

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Social Media Networking MetricsQuantitative • Fans, followers, page views• Authority• Velocity• Channel performance• Conversions• Comments/posts• Pages ranking on search engines• ROI on Money and Time spent

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Social Media Networking MetricsQualitative• Influencer sharing behavior • Quality of conversation• Enhancement of relationships with key

audiences• Enhancement of company reputation• Identification & value of Influencers• Fan likelihood to promote or offline

event etc

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Online Reputation Tools

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Why it’s so important• Monitor, repair, and manage the status

of the business• Stay in tune / connect with the customer,

real time• Develop marketing ideas• Learn from the feedback it brings backs

to you, whether positive or negative• Reformat your promotional materials to

minimize the effects of a possible reputation threat

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Social Media Monitoring

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Keyword monitoring

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Keyword Popularity Research

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Twitter Search

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Competitor Analysis

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10 Social Media Metrics You Should Be Monitoring

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1. & 2. Visitors & Traffic Sources• Comparison on quantity and quality of

traffic to your website• Web Analytics (Google Analytics,

Omniture)

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3. Community Size (Fans, Friends, Followers)

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4. Membership Increase & active members

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5. Leads / Conversions • Subscriptions• Sales (direct or affiliate)• Application use• Downloads• Contact forms

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5. Leads / Conversions

• Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”

• Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…”

New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn)New Clients: 4 (3 from Twitter/1 from LinkedIn).

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6. Brand Mentions

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7. Mentions by Media Type

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8. Sentiment• And the shift in sentiment over time

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9. Comments• Through Blog, Facebook, Twitter, Social

Voting

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10. Money Spent (ROI)

• ROI = (revenue - investment) + X / investment * 100

• What is your goal?– Change in Revenue– Number of leads– Employee Retention or Productivity, cost of

training– Customer engagement, idea generation– Social Good

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Facebook Marketing Tactics

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Goals

1.Increase Community Size

2.Increase Interactions

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Like Blocks• Good for fan

acquisition• May have high

(50% drop off rate)

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Give Away’s

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Photo or Video Contests• Varying levels of

success• Women more active

with photo-sharing than men (*Pixable study)

• Running a photo or video contest outside of an app : violation of Facebook's Terms

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Sweepstakes

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Create a Facebook Game• Can be highly

engaging and creative way to boost reputation

• May be costly, and low quality

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http://www.facebook.com/AirAsia

Customer Service

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How to build your Facebook community

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Shortcut: Buy your community

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Facebook Insights

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Facebook Insights

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Facebook Insights

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Integrating Facebook with your site

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Video Marketing

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Why Rich Media Rules• It genuinely ENGAGES your audience• Opportunity to present your brand’s

personality• (Quality) Content is King• Highly likely to be shared (Viral)

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http://www.youtube.com/watch?v=s2XLZsiCBsA&feature=related
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Success on YouTube1. Focus on content, not on viewers

2. A consistent audience requires consistent content.

3. There is only one rule for content……and that is “What do you genuinely enjoy making?”

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YouTube Video Statistics

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Twitter

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Interact with followers

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Customer Service

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Run Contests

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Find people

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Tweet

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Reply, Retweet

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Search

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Social Media Management

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Your Digital Marketing Plan

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Social Media Marketing Game Plan

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Social Media Game Plan

1.Business Objectives2.Target Audience3.Social Media Strategies

& Tools

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Business Objectives• “I would like to have 500 fans on my

facebook page and 150 followers on my twitter account.”

• “I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.”

• “I would like to capture 300 new leads using my “free offer” on my website.”

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Target Audience, NeedsTarget• Adults 18-35 • Teachers• Parents• Teens 13-18• Exectives• Tech Savvy Users• Tourists

Needs• Fashion tips/advice• Promotions/Deals• Product Reviews• Funky phone

accessories• The latest gadgets• Unique

sightseeing / shopping ideas

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How will you build a community of trust?

• Offer regular investment tips, online chat support (through facebook groups)

• Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s

• Produce gadget reviews from everyday users, off the street, random people

• Provide exclusive content for sightseeing events published on facebook page

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Social Media Strategies & Tools• Design a Facebook Fan/Group Page, Add

a Fan Page widget on the blog.• Add a poll function to my Facebook

page/website• Set up a twitter account, gather exclusive

content to share• Create a contest & promote it to your

Facebook, Twitter, website community• Build community through Facebook Ads• Publish content on slideshare, youtube

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Thank YouDavid Liem, Senior Web Marketer

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Social + Search + Web + Analytics

Rachit DayalLead Consultant, Happy [email protected] - @rachitdayal

mailto:[email protected]
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Rachit’s Story

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Rachit’s Profile

• 7 years of Search Marketing Experience

• Singapore’s first Google certified Marketer in Jan 2005

• Dozens of Search Marketing

Clients & Success Stories• Over $500,000 of ad spend

and $5 million of online sales managed

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Our Clients

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Social Reputation

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Measurement Tools

Website Online Reputation

Insights (Integrated)

Insight (Integrated)

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Activity Metrics• Pageviews• Unique visitors• Members• Posts (ideas/threads)• Number of groups

(networks/forums)• Comments & Trackbacks• Tags/Ratings/Rankings• Time spent on site• Contributors• Active contributors• Word count

• Referrals• Completed profiles• Connections (between

members)• Ratios: Member to

contributor; Posts to comments; Completed profiles to posts

• Periods: By day, week, month, year

• Frequency: of visits, posts, comments

http://www.thesocialorganization.com/social-media-metrics.html

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Social Media Networking MetricsQuantitative • Fans, followers, page views• Channel performance• Conversions• Comments/posts• Pages ranking on search engines• ROI on Money and Time spent

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Social Media Networking MetricsQualitative• Influencer sharing behavior • Quality of conversation• Enhancement of relationships with key

audiences• Enhancement of company reputation• Identification & value of Influencers• Fan likelihood to promote or offline

event etc

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ROI Measurement: Marketing/Sales• Cost per number of

engaged prospects (community vs. other initiatives)

• Number of leads/period

• Number of qualified leads/period

• Ratio of qualified to non-qualified leads

• Cost of lead

• Time to qualified lead

• Lead conversion• Number of pre-

sales reference calls (to other customers)

• Average new revenue per customer

• Lifetime value of customers

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Customer Support• Customer satisfaction• Number of initiated support tickets per

customer per period• Support cost per customer in community

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Product Development• Number of new product ideas• % of ideas from

customers/prospects/community• Idea to development initiation cycle time• Revenue/Adoption rate of new products

from community vs. traditional sources

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HR• Retention/Employee turn over• Time to hire• Prospect identification cost• Prospect to hire conversion rate• Hiring cost• Training cost• Time to acclimation for new employees

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Online Reputation Tools

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Alexa

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Day 2 – Search Marketing

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Your Customers Love Search Engines

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Search Marketing is Cost Effective

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3 Simple Things …

1. What Is Search Marketing2. The Most Important Thing About It3. How To Sell Search Marketing To Your

Boss

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What Is Search Marketing?

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What Is Search Marketing?

Driving prospects from search engines to your website

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What’s In the Search Results Page?

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Natural Search Results

• 10 Relevant Results / Links– Websites– Videos– Images– News– Shopping

• Based on quality of content, can’t be bought

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Sponsored Links

• 6-11 Ads on the Top/Side

• Known as Search Advertising

• Advertisers bid on different keywords

• Only pay when someone clicks (PPC)

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What Is Search Marketing?

Get Better Rankings(SEO)

Show More

Targeted Ads(SEM)

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The Most Important Thing About Search Marketing

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Picking The Right Keywords

• The keywords you select, define– Your costs– Your competition– Your results– Your ROI– Your brand value– Your success on search engines

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Case Study: HeadSprout!

• Good Keywords– Hair loss treatments– Hair loss serum– Baldness– Baldness solutions– Hair growth cosmetics

• Bad Keywords– Hair– Treatment– Shampoo– Serums– Beta carotine

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What Make Good Keywords

• Problems your customers face• Solutions your customers are looking

for• Buzz words & industry specific words• Popular (enough searches)

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What Makes Bad Keywords• Generic, broad phrases (e.g. health tips)• Most single word phrases (e.g. hair or

bald)• Too few searches• Words that aren’t in the customer’s

dictionary• Anything with a celebrity’s name in it

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Your Must Have Keywords• Your company name• Your brand names• Your management team• Your proprietary IP

It’s not optional to market to these keywords!

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Selling Search Marketing To Your Boss

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Everybody Has a Boss

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Selling Search Marketing …

Bring out your …

PJMAS

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5 Ways To Sell It Internally

• Pride – Paint a picture of #1• Jealousy – Show competitors• Money – Cheaper than offline• Awe – Show ‘em other experts• Statistics – Real search statistics

PJMAS

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Statistics – Most Powerful• https://adwords.google.com/select/

KeywordToolExternal

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3 Simple Things … Recap

1. What Is Search Marketing– Getting relevant traffic from search

engines

2. The Most Important Thing About It– Picking good keywords, avoiding bad

3. How To Sell Search Marketing To Your Boss

– Bring out your PJAMS, back up with statistics

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Google Analytics

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If a tree falls in a forest …And no one is there to hear it …Does it make a sound?

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The Need for Web AnalyticsIf you have a lot of

activities dedicated to sending traffic to your site …

But you can’t accurately measure the results of those activities …

Did that effort just go to waste??

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“If you can’t measure it, you can’t manage it.”

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What is Google Analytics?

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Provides Answers to Difficult Questions

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Powerful Features in a Simple UI• Map Overlay• Goal Tracking• AdWords Integration• Internal Site Search• Benchmarking• Funnel Visualization

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How Google Analytics Works

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Web Analytics Principles

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Visitor (or Absolute Unique Visitor)• A visitor is uniquely identified by a

Google Analytics visitor cookie

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Visit

• A visit (or session) is a period of interaction between a browser and website.

• Closing the browser or staying inactive for 30 minutes ends the session.

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Pageview

• A pageview is counted every time a page on your website loads

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Pageviews, Visits & Visitors

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New vs Returning Visitors• New Visitors have visited for the first

time• Repeat Visitors have previously visited

the site

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Bounce Rate• A bounce occurs when a visitor only

views one page• The bounce rate is the percentage of

visitors who left after viewing just one page.

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Time on Site

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Google Analytics Tracking Code (GATC)

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Traffic Report – Measure SEM, SEO & SMO

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What is a Goal?• In Google Analytics, a goal represents a

website objective, such as:– A page viewed by the visitor once they have

completed a desired action– A specified amount of time spent by the

visitor on the website– A specified number of pages viewed by the

visitor on the website

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Examples of Goals

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Possible Goals• Ecommerce Sales• Software Download• Account Signup• Contact Form• White Paper Downloads• Flash Events (Audio/Video plays)

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Goals in Reports

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Funnels – Why Define Them?

• A series of pages through which a visitor must pass before reaching the goal

• A funnel allows you to:– Examine where visitors enter

and exit the conversion process– Eliminate bottlenecks in your

process– Identify which site paths lead to

most goal completions– Use your findings to test changes

on the site

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Search Engine OptimizationKarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses

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Your Customers Love Search Engines

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SEO – Trusted So Much More!

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What is Search Engine Optimization?• Search Engine Optimization is the

process of creating or updating a website to – improve the site’s ranking in organic search

results, – with the objective of increasing the volume

of quality traffic.

• This must be done – on-page (site architecture, link structure,

content, keywords, title tags, etc.) and – off page (link building.)

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Recap – SEO vs SEM

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Why SEO?1. Free visitors2. Qualified traffic3. Proven for conversions4. More leads5. More exposure6. Add value to users7. More targeted 8. Less invasive, more receptive9. Reduce marketing expenses10. Stay competitive11. Measurable

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Free Traffic

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Qualified Traffic

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Proven for conversions

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More leads

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More exposure

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Add value to users

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More targeted

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Less invasive, more receptive

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Reduce marketing expenses

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Stay competitive

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Measurable

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Social Media Marketing

KarateSEO© - The Six Factors1. Keywords

– Picking the Right Keywords to Market to

2. Architecture– Planning a site architecture rich with content &

keywords

3. Relevant Content – Optimizing specific pages for the right keywords

4. Authority & External Links– Having the right sites link to you, and using the right

keywords

5. Trouble Signs– Avoid these common problems & mistakes

6. Experience on Site– Making sure users are satisfied with their

experience with your site

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The Original PageRank Algorithm

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Social Media Marketing

Protecting your brand on search engines• Protecting your brand keywords on

search engines• Rank #1 vs the other 8 results

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Optimizing your website for higher rankings

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Social Media Marketing

SEO: Location, location, location

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Social Media Marketing

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Social Media Marketing

Search Engine Marketing

Online AdvertisingTrends& Stats

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Search – Largest share• Growth Of Search:

Marketers Voting With Their Dollars

• Search most dominant form of web advertising

• 3X growth every year since 2001

• 45 searches per month, per user

40%

20%

17%

9%

8%

6%

0%

20%

40%

60%

80%

100%

Type of Online Media

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Search – Most Cost Effective

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What is Google AdWords

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Social Media Marketing

Why use AdWords?

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Social Media Marketing

Highly Targeted• Only shows on relevant searches or

content

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Social Media Marketing

Vast Reach & Audience• Reach billions of people, across the world

– with just one advertising platform

“Google is arguably the most global commercial Web site ever built.”

– John Yunker, Chief Analyst, Byte Level Research

Your customerssearch Google in their

own language

#1 search engine in 17 out of 20 countries

measured

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Social Media Marketing

Affordable & Cost Control• No minimum spend• You decide the daily budget• Choose how much to pay for each

keyword• Only pay when users click your ad• More cost effective than Banner ads,

Direct mail, Offline advertising• Completely trackable – Shows how

profitable each keyword is

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Fast & Flexible• Start advertising within 15 minutes• Start & Stop whenever you want• Unlimited changes, no charges• Target ads by location, language & topic• Ability to test multiple ads at once

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SEM

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Social Media Marketing

Sample Ads on Google Search

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Social Media Marketing

… And The Google Content Network

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Social Media Marketing

Sample Ads on Content Network

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Social Media Marketing

The Sweet Spot for Keywords

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Social Media Marketing

AdWords Terminologies

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Social Media Marketing

A Typical Text Ad

Display URL (35 character limit)

Ad Text (35 character limit)

Ad Title (25 character limit)

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Social Media Marketing

Google Adwords Tool: Priceless!https://adwords.google.com/select/KeywordToolExternal

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How to set your SEM Budget

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Social Media Marketing

Calculating your SEM budget:

No. of

Sales No. of

Visitors Bud

get

Cost Per Click ($)

Conversion

Rate (%)

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Social Media Marketing

Calculating your SEM budget: An Example• Your marketing goal is to sell 100

Creative Sounds Systems globally every month

• CPC for “Creative Sound Systems” = $1.16

• Your website converts2%of its visitors• Each sale would cost $58 or 1 sale per 50

visitors• 100 systems sold would cost you $5800/

month

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Social Media Marketing

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Social Media Marketing

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Google Analytics

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What is Google Analytics?

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Social Media Marketing

But Wouldn’t You Like To Know …• How visitors are finding your site?• How they navigate through it?• What are they looking at?• How long are they staying there?• Are they coming back?• Are they local?• …..• …..

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Google Analytics Tracking Code (GATC)

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Ways to Read Reports• Online Interface

– Profiles– Giving Access to Members

• Downloadable– PDFs– XLS files

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Answers for• What browsers are they

using?• Do they use Flash? What

about Javascript?

• Which campaigns are bringing sales?

• What keywords are good for business?

• What’s the ROI on my marketing investment?

• Where do people drop out of our sales funnel?

marketer

s

designer

s

manage

ment

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Installing Google Analytics

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Create a New Account

Sign up for an account at google.com/analytics or via the Analytics tab in your AdWords account

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Google Analytics Tracking Code (GATC)

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Finding Your Tracking Code

• Go the “Analytics Settings”

• Click on “Edit” for the appropriate profile

• Click the “Check Status” in the top right corner

• Your tracking code and instructions for how to add it to your site will be displayed

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Understanding the Tracking Code

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Custom Website Setups• Basic tracking code works with most site

setups• However, some situations will require

small changes to your tracking code• Common examples:

– Track multiple domains in one profile– Track more than one subdomain in one

profile– Track multiple domain aliases

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Installing the JavaScript

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Checking Reports for Data

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Social Media Marketing

Checking Source Code

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Social Media Marketing

Checking Source Code

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Making Sure Each Page Has The Tracking Code

• SiteScan is a free tool at www.SiteScanGA.com

• Checks each page on your site for the code

• Created by third party developer EpikOne

http://www.sitescanga.com/
http://www.sitescanga.com/
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Installing GA Tracking Code• In this lesson, you will learn:

– how to create a new account– where to place the Google Analytics Tracking

Code– about website setups that require

customization– how to verify installation

• Video– http://services.google.com/analytics/breeze

/en/installing_ga_code/index.html

http://services.google.com/analytics/breeze/en/installing_ga_code/index.html
http://services.google.com/analytics/breeze/en/installing_ga_code/index.html
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Code Suggestion Tool

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Tracking Sites Documentation• http://code.google.com/apis/analytics/d

ocs/tracking/gaTrackingOverview.html

http://code.google.com/apis/analytics/docs/tracking/gaTrackingOverview.html
http://code.google.com/apis/analytics/docs/tracking/gaTrackingOverview.html
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Group Breakout• Is the code currently installed on …

– Home page?– Major pages?– Support pages?– Island Landing pages?

• What processes should be put into place to ensure all new pages have the GA code embedded in them?

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Analytics Interface

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Initial Screen

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Analytics Settings

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Report Interface

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Report Structure

• Visitors• Traffic Sources• Content• Goals• Ecommerce (if enabled)

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Setting The Active Date Range

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Setting a Comparison Date Range

You can use either the Calendar or Timeline to select a comparison date range

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Graphing by Day, Week and Month

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Social Media Marketing

Multi-Line Graphs

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Social Media Marketing

Graph Roll-Overs

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Social Media Marketing

Exporting Report Data

Export into:• PDF• XML• CSV• Tab-Separated

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Email Reports

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Social Media Marketing

Curriculum LinksSome reports contain additional links for reports (in

some cases these reports are not shown in the main navigation)

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Title and Breadcrumbs

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Narratives and Scorecards

• The narrative summarizes the traffic that’s included in the report

• The scorecard provides metric aggregates and averages

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Quick Segmentation

• Use the Dimension menu to segment table data by Source, City, Campaign, etc.

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Visitor Profile

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Traffic Sources

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Content Performance

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Social Media Marketing

Content Reports

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Social Media Marketing

Top Content, Content by Title, Content Drilldown

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Navigation Summary

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Social Media Marketing

Navigation Metrics

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Social Media Marketing

Traffic Sources

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Social Media Marketing

What Makes A Good Source of Traffic?

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Social Media Marketing

What Makes A Good Source of Traffic?

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Revenue & Conversion Drivers

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Keywords Report

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Social Media Marketing

Traffic Sources Explained

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Campaign Attribution

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Social Media Marketing

Why Are “Previous” and “Next” pages the Same?

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Campaign Tagging

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1. Campaign Name• Name – Strategic Title for Campaign

– Chinese New Year promotion (cny)– Christmas promotion (christmas)– Autoresponderfollowup sequence

(autoresponder)– Winter Olympics (winterolympics)– Be Connected (beconnected)

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2. Campaign Medium• Medium – Online Source of Traffic

– Banner Ads (banner)– Email Blasts (email)– Search Advertising (cpc)– Television Commercials (tvc)– Direct Mail (directmail)– Social Media (socialmedia)

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3. Campaign Source• Source – Name of specific referrer

– Google (google)– Yahoo (yahoo)– Facebook (facebook)– StreetDirectory Banners (streetdirectory)– April Newsletter (newsletter4)

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4. Term & 5. Content (both optional)• Term – Identify paid keywords

• Content – Used to Differentiate Ads– Ad with Child (childad)– Ad with Computer (computerad)– Ad with Guarantee (guaranteead)

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Google Analytics URL Builder• Google Has a Free URL builder tool to track

campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
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Tagging the URL Builder (Step 1)

• Source – Publication sending traffic (Twitter, Yelp, Facebook)

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Tagging the URL Builder (Step 2)

• Source – Publication sending traffic (Twitter, Yelp, Facebook)

• Medium – Type of traffic (CPC, Social Media, Email)

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Tagging the URL Builder (Step 3)

• Source – Publication sending traffic (Twitter, Yelp, Facebook)

• Medium – Type of traffic (CPC, Social Media, Email)

• Campaign Name – Title of campaign or initative (Christmas)

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What does it finally look like?

http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten

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Exercise - What Are Your Campaigns ?• For every campaign, list out …

– Source *– Medium *– Name *– Term– Content

• Break into your department teams & take 10 minutes!

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Setting Up Goals

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Videos To Explain Goals & Funnels• http://services.google.com/analytics/bre

eze/en/goals/index.html

• http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html

http://services.google.com/analytics/breeze/en/goals/index.html
http://services.google.com/analytics/breeze/en/goals/index.html
http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html
http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html
http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html
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What is a Goal?• In Google Analytics, a goal represents a

website objective, such as:– A page viewed by the visitor once they have

completed a desired action– A specified amount of time spent by the

visitor on the website– A specified number of pages viewed by the

visitor on the website

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Examples of Goals

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Possible Goals• Ecommerce Sales• Software Download• Account Signup• Contact Form• White Paper Downloads• Flash Events (Audio/Video plays)

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Goals – Three Types1. A URL Destination goal triggers a

conversion when a visitor views the page you specified

2. A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you set.

3. A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified

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Funnels – Why Define Them?

• A series of pages through which a visitor must pass before reaching the goal

• A funnel allows you to:– Examine where visitors enter and

exit the conversion process– Eliminate bottlenecks in your

process– Identify which site paths lead to

most goal completions– Use your findings to test changes

on the site

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Goals in Reports

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Exercise – What are your Goals?• Come up with 10-15 goals to track for

your dept

• For each goal …– Is it a page view or download goal?– Is it a time spent on site goal?– Is it a pages/visit goal?

• If it’s a Page View / Download goal …– Define the funnel that leads to the goal

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Internal Site Search

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Video Explanation• In this lesson, you will learn:

– how to set up internal site search– why internal site search is important– how to find site search information in your reports– how to interpret the Site Search Usage, Terms, Start Pages,

and Destination Pages reports– how to use Search Refinement and Search Navigation

options with the Search Terms report– how to set up and analyze Site Search Categories– how to find Site Search Trending– how Site Search metrics differ from the metrics in other

reports

• http://services.google.com/analytics/breeze/en/internal_site_search/index.html

http://services.google.com/analytics/breeze/en/internal_site_search/index.html
http://services.google.com/analytics/breeze/en/internal_site_search/index.html
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Advanced Segments

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Social Media Marketing

Video Explanation• In this lesson, you will learn:

– Why you need to segment your audience– how Advanced Segments differ from filtered

profiles– to apply an Advanced Segment to your

reports– how to create and modify an Advanced

Segment

• http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html

http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html
http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html
http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html
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Summary – Important Advanced Segments• Bounced visits• Visits that dropped out of the funnel• Brand keyword visits• Brand keyword (organic) visits• Brand keyword (paid) visits• Non-brand keyword visits• Non-brand (organic) visits• Non-brand (paid) visits• First-time buy visits• Return visit buys

http://bit.ly/gaasbv
http://bit.ly/gaasvdof
http://bit.ly/gaasbkws
http://bit.ly/gaasbokws
http://bit.ly/gaasbpkws
http://bit.ly/gaasnbkws
http://bit.ly/gaasnbkwos
http://bit.ly/gaasnbkwps
http://bit.ly/gaasfbv
http://bit.ly/gaasrvb
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Custom Reports

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Social Media Marketing

Video Explanation• In this lesson, you will learn:

– how to create, save, and edit a custom report

– Why different people might need different reports

• http://services.google.com/analytics/breeze/en/custom_reporting/index.html

http://services.google.com/analytics/breeze/en/custom_reporting/index.html
http://services.google.com/analytics/breeze/en/custom_reporting/index.html
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Group Breakout• What do you need to see in your report?

– Which dimensions?– Which metrics?– Who else needs to see this report?– What analysis do you read from it?– What actions can you take from it?

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Tools To Use

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Getting Listed with Google Webmaster Tools

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There was no way to peek in Google’s head …• No way to know

– If you were getting banned– If your site had structural problems– See what searches you show up for– Tell google the difference between regular &

mobile search

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Google Webmaster Tools• http://www.google.com/webmasters/

tools/

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Step 1 – Add Your Site

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Step 2 – Verify Your Site

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Step 3 – Create an XML Sitemap• http://www.xml-sitemaps.com/

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Step 4 – Tell Google where the Sitemap is• Upload the XML sitemap to your site• Log into Webmaster Tools

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Perform Diagnostics & Fix Problems

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Google Alerts

How to keep track of news & competitors

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Social Media Marketing

The Biggest Handicap Online …• Is working blind – without knowledge

of your industry or competition• Enter Google Alert – it can help notify

you of any changes on the Internet

• Use it to track– Industry News– Blogs & other websites– Competition’s moves

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http://www.google.com/alerts

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Recommended Alerts• Daily Alerts/Feeds

– Your brand name– Your competition brand names

• Weekly Alerts/Feeds– Your primary adverting keywords– Authority news sources in your industry

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Google Insights

The official story on Phrase popularity & stats

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http://www.google.com/insights/search• Web search

popularity• Related news• Regional interest• Related search

terms• Rising searches &

market trends

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Competition Analysis

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Every keyword is its own market …• Different set of competitors• Different philosophy behind search• Different search volumes• Different kind of search results• Very different markets!

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Keyword Analysis – From A User’s Eyes• Intent – Is the user trying to research? Or

make a decision?• Competition – Who are the other top

results? What are they offering on their landing pages?

• Category – What type of information shows up? Editorial? Promotional? Corporate-speak?

• How can youroffer best match the expectations from this keyword?

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Search Engine OptimizationKarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses

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KarateSEO© - The Six Factors1. Keywords

– Picking the Right Keywords to Market to

2. Architecture– Planning a site architecture rich of content &

keywords

3. Relevant Content – Optimizing specific pages for the right keywords

4. Authority & External Links– Having the right sites link to you, and using the right

keywords

5. Trouble Signs– Avoid these common problems & mistakes

6. Experience on Site– Making sure users are satisfied with their

experience with your site

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1. Keywords

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Start with your Seed List of Keywords• Travel• Hotels• Air Tickets• Holiday• Travel Deals• Vacation

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http://www.keywordeye.co.uk/

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http://kwmap.com/

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Google Wonder Wheel

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Expand by adding more Modifiers• More specific keywords• Location• Language• Changing Columns• Using Site-based Suggestions

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https://adwords.google.com/select/KeywordToolExternal

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Select Keywords by …• Subjective relevance

– Would I want this keyword associated with my brand?

• Estimated conversion– Will it lead to a sale? Or will it attract just

surfers?

• Past Data Trends– Actual conversion data from

Analytics/AdWords

• Amount of competition– Is your budget big enough to fight for this

keyword?

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2. Architecture

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Site Architecture / Sitemap is Critical• The GoogleBot’s Life

– Your sitemap & links are the language it understands

– If it’s not content rich, it won’t rank you

• Focused content – You need one optimized page per keyword– Should have content, relevant media & links

• Rich in Content– More Pages = More Authority– All pages should be interlinked with

navigation &subnav

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Excel Sitemap-Keyword Mapping

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Architecture– Links & Calls to Action• HTML links to other sites, or other pages

increase the weight of a landing page

• Link to other relevant articles• Relevant products

• Avoid paid links

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E.g. Copyblogger

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Architecture – Internal Links• Internal linking should be clear

• Avoid flash navigation• Avoid image navigation• Clear, text navigation is best

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3. Relevant Content

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Content– Title Tags• First, most prominent piece of text for

any page on your site– First function, search engine visibility– Second function, call to action

• Unique, descriptive title of 5 to 10 words (69 to 75 characters)– First three words – keyword– Ensure it’s a phrase people can read

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Content – Heading Tags• <h1> and <h2> tags tell Google what’s

important• Avoid using images, HTML formatting &

flash for headlines. Use CSS formatting instead.

• Write multiple headlines relating to the topic

• Focus on conversion – lead user to an end result

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Content – Body Text• Google also measures

– keyword proximity and – Keyword density

• In each landing page, let the main keyword appear 3 to 10 times

• Keep the body of the text between 400 and 900 words

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4. Authority & External Links

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The Original PageRank Algorithm

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Link Popularity - Directories• Directory Submissions

– Outsource to an external company– http://www.submitinme.com/default.aspx

• Almost extinct, don’t spend too much effort

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Link Popularity - Blogs• A blog is a natural link magnet• People are encouraged to cross-link, comment

• Start a blog on your topic• Write articles relating to your major keywords

• Submit blog to major RSS feed directories• Find other blogs and manually leave

comments, build friendship for cross-links

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Link Popularity – Press Releases & Articles• Articles

– Less relevant, more of a numbers game– Rarely lead to conversions, but great for

PageRank

• Press Releases– Harder to craft, more exclusive, more

expensive– Can lead to spurt of traffic & sales– Must have a newsworthy element to it

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5. Trouble Signs

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Flash Websites

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Sites with Frames

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Social Media Marketing

URLs / Page Titles that don’t change

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Social Media Marketing

Types of Spam (Page 1)• Reciprocal Link Trading• Cloaking• Promoting Keywords not related to your

Web Site• Keyword Stacking• Keyword Stuffing• Hidden Text• Tiny Text• Hidden Links

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Types of Spam (Page 2)• Artificial Link Farms• Redirects• Mirror or Duplicate Pages• Doorway Pages, Gateway Pages or

Hallway Pages• Domain spam & Mirror Sites• Typo spam and Cybersquatting• Automated Blog Spam

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6. Experience on Site

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Usability – Speed of Loading• Major factor in Landing page quality

score for both SEO and PPC

• Slow pages = bad user experience• Shoot for less than 100 kb

• Optimize by lowering image quality, less graphics and cleaning up code

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Usability – Clear Branding• Have a clear logo on top right, contact

information on top left

• Headline– Large font– 4-8 words– Clearly spell out what’s on the page– Have a benefit for the reader– Probably contains keywords

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Usability – Ease of Reading• Text

– Use common fonts (Arial, Verdana, Sans Serif)

– Use bold dark colors on white background– Have headlines and short paragraphs

• Images & Videos– Have an explanatory image or video – Keep the good stuff above the fold

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Social Media Marketing

Usability – Time Spent on Site• Google can track how many people click

the “back” button• People can also move pages up or down

in rankings

• Watch your web analytics– Keep the bounce rate down– Increase the time spent on site

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Social Media Marketing

SEO & Social Media – Friends Forever!

Content + Links = SEO Success!

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Social Media Marketing

99% starts with search but…• 18% searches start with Social Media

(Wikipedia, Social Media Networks, Blogs)

• Gradually overtaking informational websites

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Social Media Marketing

Content + Links = Search Engine Success!• Share articles, press releases, PPT slides

presentations, photos, PDF files• Helps with link authority (PageRank)• Links = Website link on your profile page,

share articles on social networks• More Links = More Exposure• URL Shorteners (bit.ly) help with

PageRank

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Social Media Marketing

Social Networks You Must Be OnArticles • Facebook• Twitter• Digg• Delicious• Reddit• StumbleUpon

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Social Media Marketing

Social Networks You Must Be OnProfiles• LinkedInPFD’s• SlideShare• ScribdMedia• YouTube• Flickr

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Social Media Marketing

And so many more…

Be visible where your audience is.

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Social Media Marketing

Optimizing Your Social Media Links• Be consistent with your keywords• Use the Google Keyword Tool for ideas• Title – contains keywords• Description – attractive & accurate

summary of your content, contains more keywords

• Tagging – don’t forget

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Social Media Marketing

Search Engine Marketing

Online AdvertisingTrends& Stats

Page 404: Search Marketing and Social Media Introduction

Social Media Marketing

Adwords Flavors

Everything a marketer needs to know about adwords distribution & ads

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Social Media Marketing

Ad Distribution:Customer’s perspective

406

The Google Network reaches 75%of Internet

Users worldwide*

network

Other25%

75%

Search partners,including:

Content publishers,including:

Google properties,including:

http://www.aol.com/
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Social Media Marketing

Keyword Campaigns• Target by relevant

keywords. Ad appears on – Google.com

(text ads)– Google’s Search Partners

(text ads)– Relevant pages on Google’s

content network (text ads, expanded text ads, image ads, video ads)

• You pay only when someone CLICKS your ad

Text Ads

Expanded Text Ads

Image Ads

Video Ads

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Social Media Marketing

Keywords areTraditional• Everyone knows keywords• Google’s flagship product• Developed for six years

• Strong analytics & transparency– Conversion tracking– Display statistics – Click metrics

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Social Media Marketing

Site Targeted Campaigns• Target by choosing sites. Ad

only appears on the sites you choose.

• Only shows expanded text ads, image ads, video ads

• You pay only when someone SEES your ad

• You bid CPM – – The amount you’re willing to pay

for 1000 visitors to see your ad– Typical CPM rates start from $2 /

1000 visitors

Expanded Text Ads

Image Ads

Video Ads

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Social Media Marketing

Keyword Campaigns

Site Targeted Campaigns

Text Ads

Expanded Text Ads

Image Ads

Video Ads

Expanded Text Ads

Image Ads

Video Ads

Ad Distribution:An Advertiser’s Perspective

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Social Media Marketing

AdWords Terminologies

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Social Media Marketing

A Typical Text Ad

Display URL (35 character limit)

Ad Text (35 character limit)

Ad Title (25 character limit)

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Social Media Marketing

Clicks

• People who click on your advertisements• Cost you $$$, everytime somebody clicks

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Social Media Marketing

Impressions

• Number of times you ad shows– On Google Search– Content Partners (Gmail, NY Times,

About.com etc)– Popular keywords: 1000s of impressions/day– Rare keywords: <100 impressions/month

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Social Media Marketing

CTR – Click Through Rate

• For every 100 people that see your ad• How many click it?• Example

– 1000 impressions– 34 clicks– 3.4% CTR

Page 415: Search Marketing and Social Media Introduction

Social Media Marketing

CPC – Cost Per Click

• When somebody clicks on your ad• You pay

– Between SGD .02 and SGD 20 (every time)– Different CPC for search, content

&placement

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Social Media Marketing

Conversions – the Magic Juice

• Conversion– An action by your website visitor that makes you

money (E.g. Sale or Email opt-in)

• Conversion Rate– For every 100 visitors, how many conversions

• Cost Per Conversion– How many $$$ does it cost per conversion?

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Social Media Marketing

Google Adwords Tool: Priceless!https://adwords.google.com/select/KeywordToolExternal

Page 418: Search Marketing and Social Media Introduction

Social Media Marketing

Conversion Marketing vs Branding Marketing

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Social Media Marketing

Two Types of Search Engine Marketing1. Conversion & Sales

– Less than 5 keywords– Intense focus on ad & landing page

testing/optimization– Costs less, but harder work

2. Branding & Visibility– 20 to 20,000 keywords– 5 to 100 content properties– Costs more, but less work

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Social Media Marketing

Conversion & Sales• Focused Reach

– Few keywords, each keyword is a market on its own

– Focused, targeted reach

• Effort is Targeted– On keyword pruning and finding negative

keywords– On creating text ad variations– On creating landing pages & testing them

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Social Media Marketing

Sales Focused – Keyword Selection

• Pick your favorite 5 keywords

• The top 50 popular traffic keywords

• Very relevant

• Have a landing page in mind for each keyword

Page 422: Search Marketing and Social Media Introduction

Social Media Marketing

Sales Focused – Campaign Setup1. Set up a new keyword campaign

“Popular Keywords”

2. Set up an individual ad group for each keyword selected

3. Select only “exact match” and “phrase match”, not “broad”

4. Select the most relevant landing page

Page 423: Search Marketing and Social Media Introduction

Social Media Marketing

Your Campaign Setup

Campaign # 1

Popular Keywords

Ad Group # 1

“acne”

Ad Group # 2

“acne scars”

Ad Group # 3

“acne cure”

Other Campaigns

“acne” (exact match)“acne” (phrase match)

“acne scars” (exact match)“acne scars” (phrase match)

“acne cure” (exact match)“acne cure”

(phrase match)

Your AdWords Account

Page 424: Search Marketing and Social Media Introduction

Social Media Marketing

The Sales Funnel• Ads need to connect to customer needs

• Test often to find the right message

Ad Group # 2“acne scars”

Google ad 1 acne scars

Landing Page 1

Google ad 2 acne scars

Landing Page 2

Page 425: Search Marketing and Social Media Introduction

Social Media Marketing

Branding & Visibility• Send me traffic!

– Huge reach, lots of keywords & site placements

– Broad, more generic reach

• Effort is spread out– On create text, image, video ads– Expanding list of keywords & site

placements– On creating landing pages & testing them

Page 426: Search Marketing and Social Media Introduction

Social Media Marketing

Branding & Visibility– Keyword Selection• Highly relevant keywords

– Give them their own ad groups of 2-3 keywords

– Bid to reach position 3-5 in search

• Medium relevance keywords– Group them into ad groups of 10-25

keywords– Bid to reach position 7-10

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Social Media Marketing

Visibility – Ad Placement Selection• Search & Content Network:

Where do you want your ads to show up?

• Eliminate irrelevant (Content Network) sites if needed

• Organize sites into themed ad groups & campaigns

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Social Media Marketing

Visibility – Ad Variety• Image, video, placement and text ads• Image and videos are more engaging

(higher conversions)

Page 429: Search Marketing and Social Media Introduction

Social Media Marketing

Visibility – Sales FunnelGet traffic from everywhere!

keyword, content &site-themed campaigns

Show a variety to your target market using

text, image and video ads

Success! More traffic!

http://www.aol.com/
Page 430: Search Marketing and Social Media Introduction

Social Media Marketing

Effective Websites

Seven ways to convert visitors into buyers

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Social Media Marketing

1. Make The Home Page Useful

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Social Media Marketing

Reaffirm your brand and site purpose

Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points.

Avoid long introductions as customers will seek this information in the ‘about us’ section.

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Social Media Marketing

Find the optimal page layout

Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.

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Social Media Marketing

Test product promotions

Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals.

Popular or seasonal products that are profitable for you should be visible on the homepage.

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Social Media Marketing

Make it easy to navigate further

You want visitors to proceed beyond your homepage. With so many potential routes a visitor could take, make sure

they don’t get lost. Options on where to navigate next should be clear and

simple e.g. using site search, top/side navigation, and/or product links.

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Social Media Marketing

1. Top Tips for Home Pages1. Reaffirm your brand and site purpose:

– Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points. Avoid long introductions as customers will seek this information in the ‘about us’ section.

2. Find the optimal page layout: – Show visitors a clean and easy to understand homepage which

isn’t cluttered and has all relevant information available on the top of the page.

3. Test product promotions: – Mirror any offers promoted in your offline advertising, and let

customers know of any compelling deals. Popular or seasonal products that are profitable for you should be visible on the homepage.

4. Make it easy to navigate further: – You want visitors to proceed beyond your homepage. With so

many potential routes a visitor could take, make sure they don’t get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.

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Social Media Marketing

2. Bring Me To The Right Page

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Social Media Marketing

Link ads to the right page

Product-specific ads and keywords should link to product specific pages;

More general ads about a product or service category should link to more general pages.

Avoid directing visitors to search results pages.

Page 439: Search Marketing and Social Media Introduction

Social Media Marketing

Mirror your ad title

Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.

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Social Media Marketing

Ensure selling points are visible

If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.

Make sure selling points from your ad are clearly visible on your landing page.

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Social Media Marketing

2. Top Tips for Landing Pages1. Link ads to the right page:

– Product-specific ads and keywords should link to specific pages;

– More general ads about a product or service category should link to more general pages.

2. Mirror your ad title: – Try mirroring the headline or title of your ad on your

landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.

3. Ensure selling points are visible: – If you include compelling prices, special offers or

delivery options in your ad text, a customer will expect to see these on your site.

– Ensure selling points from your ad are visible on your landing page.

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Social Media Marketing

3. Help Me Navigate

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Social Media Marketing

Make product/service categories visible

People need to see how to navigate in order to do so. Use clear labels/titles to show what products and services you

offer. Build a navigation structure that is intuitive and not too complex.

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Social Media Marketing

Use easy-to-understand terms

When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing.

Avoid jargon where possible.

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Social Media Marketing

Highlight where to go next

Help the user understand how they can get from A to B in the easiest possible way.

Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.

Page 446: Search Marketing and Social Media Introduction

Social Media Marketing

3. Top Tips for Navigation1. Make product/service categories visible:

– People need to see how to navigate in order to do so. – Use clear labels/titles that show what product and service

categories you offer. – Build a navigation structure that is intuitive and not too

complex.

2. Use easy-to-understand terms: – When labeling the product/service categories you offer,

make sure you use terms that your customers will understand and find appealing. Avoid jargon where possible.

3. Highlight where to go next: – Help the user understand how they can get from A to B in

the easiest possible way. – Experiment with call to action buttons, or click-able links

and images to find out what works best to direct the customer onwards.

Page 447: Search Marketing and Social Media Introduction

Social Media Marketing

4. Give Me The Right Search Results

Page 448: Search Marketing and Social Media Introduction

Social Media Marketing

Check quality of results

Is your site’s search function working well? Ensure visitors are getting relevant results,

even when they search on synonyms or misspellings.

Page 449: Search Marketing and Social Media Introduction

Social Media Marketing

Make site search visible

Visitors to your site should be able to see, at a glance, where to search.

Consider enlarging your search box or making it more prominent.

Ideally 27 characters wide.

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Social Media Marketing

Allow customers to sort results

• People like to be able to sort through search results. • Allow visitors to order what they see by anything

from price or popularity to colour, style etc.

Page 451: Search Marketing and Social Media Introduction

Social Media Marketing

Lay out search results clearly

Ensure visitors can glance through search results and compare listings easily to decide where to click next.

Page 452: Search Marketing and Social Media Introduction

Social Media Marketing

4. Top Tips for Site Search1. Check quality of results:

– Is your site’s search function working well? Ensure visitors are getting relevant results, even when they search on synonyms or misspellings.

2. Make site search visible: – Visitors to your site should be able to see, at a glance,

where to search. Consider enlarging your search box or making it more prominent.

3. Allow customers to sort results: – People like to be able to sort through search results. Allow

visitors to order what they see by anything from price or popularity to colour, style etc.

4. Lay out search results clearly: – Ensure visitors can glance through search results and

compare listings easily to decide where to click next.

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Social Media Marketing

5. Make Registration Optional

Page 454: Search Marketing and Social Media Introduction

Social Media Marketing

Allow purchase without registration

Let customers buy from you without creating an account. You can still capture details like their email address in your

payment details form; You can also offer them the opportunity to register post-

sale.

Page 455: Search Marketing and Social Media Introduction

Social Media Marketing

Make registration easy

Try to reduce the amount of information required to register.

Stick to the details you really need.

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Social Media Marketing

Highlight the benefits

If you want to encourage customers to register, let them know how this will benefit them.

Page 457: Search Marketing and Social Media Introduction

Social Media Marketing

5. Top Tips for Registration1. Allow purchase without registration:

– Let customers buy from you without creating an account. You can still capture details like their email address in your payment details form; you can also offer them the opportunity to register post-sale.

2. Make registration easy: – Try to reduce the amount of information

required to register. Stick to the details you really need.

3. Highlight the benefits: – If you want to encourage customers to

register, let them know how this will benefit them.

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Social Media Marketing

6. Make It Easy To Enquire

Page 459: Search Marketing and Social Media Introduction

Social Media Marketing

Don’t ask for unnecessary details

Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.

Page 460: Search Marketing and Social Media Introduction

Social Media Marketing

Show transparent steps

Use a status bar to show what stage a customer is at in the checkout process.

This sets expectations and makes the process seem manageable.

Page 461: Search Marketing and Social Media Introduction

Social Media Marketing

Expedite the process

Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.

Page 462: Search Marketing and Social Media Introduction

Social Media Marketing

Avoid distractions

You may want to remove advertising and unnecessary navigation bars from your checkout process.

Minimize distractions that might lead a customer to move elsewhere.

Page 463: Search Marketing and Social Media Introduction

Social Media Marketing

6. Top Tips for Enquiries1. Don’t ask for unnecessary details:

– Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.

2. Show transparent steps: – Use a status bar to show what stage a customer is at in

the checkout process. This sets expectations and makes the process seem manageable.

3. Expedite the process: – Help the customer to complete forms by auto-populating

fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.

4. Avoid distractions: – You may want to remove advertising and unnecessary

navigation bars from your checkout process. Minimize distractions that might lead a customer to move elsewhere.

Page 464: Search Marketing and Social Media Introduction

Social Media Marketing

7. Reassure Me

Page 465: Search Marketing and Social Media Introduction

Social Media Marketing

Offer transparency on risks & price

Be transparent about total costs and inform customers early on about any extra charges.

It can also be beneficial in the checkout process to offer downloadable information.

Page 466: Search Marketing and Social Media Introduction

Social Media Marketing

Clarify what happens after purchase

Make sure a customer knows how long the next step will take.

You should have immediate online email confirmation, and set expectations for an offline reply.

Page 467: Search Marketing and Social Media Introduction

Social Media Marketing

Offer security

Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol.

Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.

Page 468: Search Marketing and Social Media Introduction

Social Media Marketing

7. Top Tips To Reassure

1. Offer transparency on risks & price: – Be transparent about total costs and inform customers

early on about any extra charges. It can also be beneficial in the checkout process to offer downloadable information.

2. Clarify what happens after purchase: – Make sure a customer knows how long the next step will

take. You should have immediate online email confirmation, and set expectations for an offline reply.

3. Offer security: – Make sure your pages are secure, and include known

symbols to indicate this e.g. padlock symbol. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.

Page 469: Search Marketing and Social Media Introduction

Social Media Marketing

Website Principles

1. Home page2. Landing Page3. Navigation 4. Site Search5. Registration6. Enquiry Forms7. Trust

Page 470: Search Marketing and Social Media Introduction

Social Media Marketing

There’s More HelpWalking out of this room with an action plan of critical tasks

Page 471: Search Marketing and Social Media Introduction

Social Media Marketing

Training ProgramsThink Tank for Senior Managers & Leaders

– Half a day– Strategic view of

company, competitors– Senior leaders from

sales, marketing, IT– Plugging the biggest

implementation leaks– Prioritizing New

Media Goals

Boot Campsfor Mid-level IT/Marketing Staff

– 1-2 days– Implementation

processes in web, search & social media

– Relevant execution folks from marketing & IT

– Learning how to manage agencies & web staff

– Beating practical challenges

Page 472: Search Marketing and Social Media Introduction

Social Media Marketing

Thanks.That’s all for this workshop!

Find Us!Web: www.HappyMarketer.comEmail: [email protected]: @hmarketerFacebook: www.Facebook.com/HappyMarketer

http://www.happymarketer.com/
mailto:[email protected]
http://www.facebook.com/HappyMarketer

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SearchCongress Valencia Search Media Javier Arias Blog Marketing

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