online power cycle - 80s themed digital marketing strategy
TRANSCRIPT
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The Online Power Cycle:
Eighties themed digital strategy
Rich Kirk | Online Marketing [email protected]
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Simple, effective digital strategy? I’ll drink to that!
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WEBSITE
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WEBSITEANALYTICS
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WEBSITEANALYTICS
CHANNELS
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WEBSITE
CHANNELSANALYTICS
The Power Cycle
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WEBSITE
CHANNELSANALYTICS
The Power Cycle
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CHANNELSANALYTICS
The Power Cycle
WEBSITE
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CHANNELSANALYTICS
The Power Cycle
WEBSITE
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You can do more, go further, and perform better
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CHANNELSANALYTICS
GOALS
WEBSITE
The Power Cycle
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CHANNELSANALYTICS
GOALS
WEBSITE
The Power Cycle
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CHANNELSANALYTICS
GOALS
The Power Cycle
WEBSITE
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WEBSITE
CHANNELSANALYTICS
GOALS
The Power Cycle
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WEBSITE
The Power Cycle
Quantative Rolling optimisation Evolution > Revolution Low tech resource
CHANNELSANALYTICS
GOALS
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Goals / KPIs
Measurable Analytics update
Goals x 20 Goals not just pageviews
Relevant to success Shallow goals Tangible goals
GOALS
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Channels
CHANNELS
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New channels are out there to discover… but they don’t come easy!
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WEBSITE
CHANNELSANALYTICS
GOALS
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Uncovering New Channels
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Uncovering New Channels
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Uncovering New Channels
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New Channels: Keyword Research
Based in current performance Easy to implement
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New Channels: Keyword Research
New Features!
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New Channels: Keyword Research
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New Channels: Keyword Research
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New Channels: Keyword Research
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CHANNELS or
KEYWORDSANALYTICS
GOALS
WEB RESEARCH
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Channels
CHANNEL
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Channel tagging
http://www.chameleonnet.co.uk/publishers?utm_source=cham_marketing&utm_medium=email&utm_campaign=april_news&utm_content=publishers_sem_spr09
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Channel tagging
http://www.chameleonnet.co.uk/publishers?utm_source=cham_marketing&utm_medium=email&utm_campaign=april_news&utm_content=publishers_sem_spr09
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Channel tagging
http://www.chameleonnet.co.uk/publishers?utm_source=cham_marketing&utm_medium=email&utm_campaign=april_news&utm_content=publishers_sem_spr09
Utm_keyword = search query
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WEBSITE
ANALYTICS
GOALS
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Working channels / keywords
WEBSITE
ANALYTICS
GOALS
Rejectedchannels / keywords
Newchannels / keywords from web tools
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Revenue by keyword
Revenue vs ad spend Regularly clear out and experiment with new terms
Haiti Earthquake donationEarthquake charity
Help earthquake victimsHaiti earthquake appeal
Earthquake victims
Earthquake appeal
Haiti appeal
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Revenue by keyword
Tsunami donation
Tsunami charity
Help tsunami victims
Tidal Wave Sri Lanka Appeal
Tsunami victims
Tsunami appeal
Sri Lanka appeal
Haiti Earthquake donationEarthquake charity
Help earthquake victimsHaiti earthquake appeal
Earthquake victims
Earthquake appeal
Haiti appeal
Revenue vs ad spend Regularly clear out and experiment with new terms
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Revenue by keyword
Tsunami donation
Tsunami charity
Help tsunami victims
Tidal Wave Sri Lanka Appeal
Tsunami victims
Tsunami appeal
Sri Lanka appeal
Haiti Earthquake donationEarthquake charity
Help earthquake victimsHaiti earthquake appeal
Earthquake victims
Earthquake appeal
Haiti appeal
Revenue vs ad spend Regularly clear out and experiment with new terms
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PPC Optimisation
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Even your Social Media strategy can benefit from adopting the power circle
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Social Media Optimisation
Increase traffic Maximise spend Target based on current audience
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Social Media Optimisation
Small Niches Tagged Symbiotic with existing user data
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Measuring MoneyTalks 2010
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WEBSITE
ANALYTICS
GOALSWorking channels / keywords
Rejectedchannels / keywords
Newchannels / keywords from web tools
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Your website is a machine. Ongoing modification will boost
performance
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Website
Landing Pages Funnels Conversion Points
Land Goal
WEBSITE
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Lowering Landing Page Bounce Rate
History Dept
The Middle AgesLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et MEDIEVAL magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. CASTLES aute irure dolor in reprehenderit in voluptate velit esse cillum dolore SOCIAL HISTORY nulla pariatur. Excepteur sint occaecat cupidatat non MEDICINE, sunt in culpa qui officia deserunt mollit anim id est laborum
Entrance Keyword Visits BR
Medieval History 100 60%
History of Middle Ages 90 22%
Medieval Castles 86 73%
Middle Ages Course 72 25%
Medieval Medicine 54 82%
Apply now
RICK NEILAN MIKE
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Lowering Landing Page Bounce Rate
Entrance Keyword
Medieval History
History of Middle Ages
Medieval Castles
Middle Ages Course
Medieval Medicine
History Dept
Medieval HistoryCharting the Middle Ages this course covers:• Medieval Castles• Medicine in the Medieval Period• Society and politics in the middle ages
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et Magna aliqua. Ut enim ad minim veniam, quis nostrud
Apply now
RICK NEILAN MIKE
Download A Prospectus
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Site Optimisation thru A/B Testing
A
B
Goal
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Funnel Plugging
Distractions Unanswered questions Form length / errors
Form error rate – important!Use URLs to discover problems
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Site Optimisation thru A/B Testing
A
Goal
B
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Site improvement = a great business case
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WEBSITE
CHANNELSANALYTICS
GOALS
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WEBSITE
CHANNELSANALYTICS
GOALS
TESTING
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Google Analytics: clever, but you need to learn to live with it
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Living with GA
Code Ecommerce Normal Mobile
Aggregation Search Funnels NEW Analytics =
Users Behaviour Outcomes
ANALYTICS
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Conclusions
Montage approach to marketing Web = data Stop making decisions
Even Rocky has a montage…
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WEBSITE
ANALYTICS
GOALS
Rejectedchannels / keywords
Newchannels / Keywords from web tools
CHANNELS
TESTING
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Thanks!
Thanks for listening!
Q&A coming up soon…