leaseplan network digital marketing session 2016
Post on 11-Feb-2017
396 Views
Preview:
TRANSCRIPT
WWW.SEOTRAININGLONDON.ORG
IT’S HARD TO GET RELIABLE ADVICE
NUMBER ONE ON GOOGLE YOU SAY?
NO PROBLEMO PARDNER
~20% of broker’s websites have been penalised by Google
WWW.SEOTRAININGLONDON.ORG
MOST LEASING BUSINESS IS NOW DONE ONLINE
however, many brokers are still doing print advertising… on the web
WWW.SEOTRAININGLONDON.ORG
OFFLINE: 71% OF BRITISH ADULTS PREFERRED TO BUY FROM A SMALL BUSINESS
71%
29%
Small Business Big Business
“Small business provide a more
personal service”
Source: YouGov Survey 2015
WWW.SEOTRAININGLONDON.ORG
ONLINE: 59% OF BRITISH ADULTS PREFERRED TO BUY FROM A BIG BUSINESS
41%
59%
Small Business Big Business
“Big businesses are more trustworthy”
Source: YouGov Survey 2015
WWW.SEOTRAININGLONDON.ORG
GENERIC SITES MAKE IT DIFFICULT FOR VISITORS TO DIFFERENTIATE BROKERS
… forcing them to compare on price only
WWW.SEOTRAININGLONDON.ORG
IF YOU DON’T HAVE THE RESOURCES TO BUILD A RECOGNISABLE BRAND
… try to replicate a personal service online
What model or type of car are you looking for?
Find me a great deal!
“Great service,
friendly advice
and no hard-sell!”
- David and Sally Briggs | Manchester
WWW.SEOTRAININGLONDON.ORG
33% 67%
FROM WHICH OF THESE WEBSITES WOULD YOU PREFER TO LEASE A CAR?
Respondents choosing A took 6 seconds longer to decide
Source: Usability Hub 2016 based on 1,000 respondents
WWW.SEOTRAININGLONDON.ORG
REDUCING YOUR BOUNCE RATE ACHIEVES MORE WITH LESS
Broker BBroker A
Conversion Rate = 3.5%Conversion Rate = 3.5%
= 700 Enquiries= 593 Enquiries
… and with a considerably lower Cost per Acquisition
WWW.SEOTRAININGLONDON.ORG
MOUSEFLOW.COM
Watch how your visitors use your website – Free for <100 visitors pm
WWW.SEOTRAININGLONDON.ORG
GOOGLE ANALYTICS > EXPERIMENTS
create alternative versions of a landing page
WWW.SEOTRAININGLONDON.ORG
THE 6 MAIN DIGITAL CHANNELS
Search Engine Optimisation (SEO)
Content Marketing (Blogging)
Pay per Click Advertising (PPC)
Email Marketing
Remarketing
Social Media
WWW.SEOTRAININGLONDON.ORG
CONVERSIONS RARELY OCCUR ON A SINGLE VISIT
Google Analytics - Assisted Conversions Report
WWW.SEOTRAININGLONDON.ORG
YOUR DOMAIN AUTHORITIES
No. Sites
DA
0
5
10
15
20
25
1 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 38 39 42 48
DA needed for a Top 10 Google
Ranking
WWW.SEOTRAININGLONDON.ORG
DUPLICATE CONTENT ANALYSIS
Website A – Unique Content Website B – Duplicate Content
Domain Authority: 33 Domain Authority: 33
Top 10 model/derivative keywords: 1,800 Top 10 model/derivative keywords: 0
Test replicated on 25 similar sites
WWW.SEOTRAININGLONDON.ORG
Not relevant
Not relevant
Not relevant
Not relevant
YOU ARE AT A DISADVANTAGE IF YOU DON’T HAVE FULL CONTROL OF YOUR SITE
1,000 searches pa on Google
Not relevant
Not relevant
• Hatchback lease deals
• MPV lease deals
• Convertible lease deals
• Estate car lease deals
• Family car lease deals
• Small car lease deals
• Medium car lease deals
• Large car lease deals
• Hybrid car lease deals
• Luxury car lease deals
• Sports car lease deals
WWW.SEOTRAININGLONDON.ORG
USE BUZZSUMO TO FIND CONTENT IDEAS AND INFLUENCERS
then target them on twitter
WWW.SEOTRAININGLONDON.ORG
AVERAGE DOMAIN AUTHORITY OF ALL BROKERS’ SITES
Based on 325 BVRLA Leasing Broker members
Check yours with free Moz toolbar
WWW.SEOTRAININGLONDON.ORG
AVERAGE VISITOR BOUNCE RATE OF BROKERS’ WEBSITES
Based on 325 BVRLA Leasing Broker members
Check yours with Google Analytics
WWW.SEOTRAININGLONDON.ORG
AVERAGE ENGAGEMENT TIME OF BROKER’S WEBSITES
4’45minutes
Based on 325 BVRLA Leasing Broker members
Check yours with Google Analytics
WWW.SEOTRAININGLONDON.ORG
AVERAGE PAGE VIEWS PER VISITOR
5.73pages
Based on 325 BVRLA Leasing Broker members
Check yours with Google Analytics
WWW.SEOTRAININGLONDON.ORG
AVERAGE BROKERS’ TRAFFIC BY SOURCE
54.24%
21.69%
20.24%
1.58%
0.34%
0.32%
Organic Search
Direct
Referrals
Social
Online Ads
Based on 325 BVRLA Leasing Broker members
Check yours with Google Analytics
WWW.SEOTRAININGLONDON.ORG
AVERAGE BROKERS’ SOCIAL MEDIA TRAFFIC BY SOURCE
62%
27.78%
20.41%
10.42%
YouTube
Based on 325 BVRLA Leasing Broker members
Check yours with Google Analytics
WWW.SEOTRAININGLONDON.ORG
AVERAGE BROKERS’ ONLINE ENQUIRY CONVERSION RATE
3.47%
Based on 25 BVRLA Leasing Broker members
Check yours with Google Analytics
WWW.SEOTRAININGLONDON.ORG
DEFINE YOUR MARKETING GOALS
• Gain 27 qualified leads by 5th December
• Rank on page 1 of Google for 5 target keywords by December 12th
• Get 200 email newsletter sign-ups by February 18th
• Get 20 more links to our website by November 23rd
SMART Goals = Specific, Measurable, Achievable, Results-based & Time-bound
WWW.SEOTRAININGLONDON.ORG
NETWORK TRAINING – DIGITAL MARKETING WORKSHOPS 2016
Contact: Christina Paget at training@network-training-academy.co.uk
Topics covered:-
How to create landing pages that sell
How to improve your conversion rate
How to get your site ranking higher on Google
How to use Social Media effectively
How to use Email Marketing
How to get a ROI from PPC advertising
How to plan an effective Digital Marketing strategy
Workshop Dates:
Manchester – 7th April 2016
Solihull – 27th April 2016
Gatwick – 26th May 2016
WWW.SEOTRAININGLONDON.ORG
DANNY RICHMAN
• Email: danny@richmanseo.co.uk
• Tel: 020 8341 1223
• Follow: @DannyRichman
• Download Slides, Tools and Free Website Checklist:www.bit.ly/LN2016
Grab a handout for details
top related