profit, online @optimisedhq chris middleton. covering push vs. pull analytics: –what can analytics...
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![Page 1: Profit, online @optimisedhq Chris Middleton. Covering Push Vs. Pull Analytics: –What can analytics provide us with? –How can we use this information to](https://reader035.vdocument.in/reader035/viewer/2022081603/56649da95503460f94a973ef/html5/thumbnails/1.jpg)
Profit, online
@optimisedhq
Chris Middleton
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Covering• Push Vs. Pull• Analytics:
– What can analytics provide us with?– How can we use this information to design a marketing
campaign?• How we do it:
– Persuasive marketing– Generate traffic– Content sharing
• Integrate• Stand out from the crowd
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Push Vs. Pull
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Push Marketing
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Pull Marketing
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Analytics
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What Can Analytics Provide Me With?
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Keywords
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Location
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Devices and Browser Type
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New vs. Returning Visits
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Conversions
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Email Analytics
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Email: Test Content
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Email: Test Databases
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Email: Test Times and Days of the Week
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Social Analytics
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How Can We Use Analytics To Design Our Marketing Activities?
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Keywords That Provide Visitors
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Keywords That Convert
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How Do We Find These Keywords?
• Brainstorm • Ask Customers• Google Keyword Planner• Test in Google Adwords
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How Do We Know These Keywords Are Converting?
• Custom tracking – goals & events• AdWords & Webmaster Tools• Enquiry entry forms• Keyword telephone tracking• Record data in CRM system
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Structure a Website that Converts
The quickest way to achieve more business is to improve conversions by 100% not to increase visitors by 100%.
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Structure A Website That Converts
• A website should convert as close to 100% of visitors as it can
• Design, structure and content is key• Create landing pages• Test landing pages
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Remember Your Websites’ Goal
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Evaluate
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Salesperson That Never Sleeps™
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We Talk Less to Real Sales People
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Provide the Right Content
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The Website Needs To Answer All The Questions A Salesperson Would
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Buying Process
http://www.inboundsales.net/blog/bid/49600/A-Guide-to-Understanding-the-B2B-Buying-Process
Awareness Evaluation Decision
Status Quo Priority Shift Research Options Validation Choice
Forrester Research reports that 65% of sellers that create the buying vision during these early states get the deal.
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Buying Process
Marketing Sales
Status Quo
Priority Shift
Research OptionsStep Backs
Validation Choice
Content Gap
Past Now
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The website has to provide information to satisfy different
personality types and for different stages in the buying process.
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Advertising
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PPC Advertising
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Paid Search
Paid SearchPaid Search
Organic Search
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Display Ads
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Remarketing
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Social Networking Advertising
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YouTube
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Landing Pages
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Increase CTRWith Search Ad Campaigns
Clicks
Impressions= CTR
(click-through rate)
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Test Multiple Adverts
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Test Times and Days of the Week
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Adwords and Organic Listings: Double Up!
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Adwords Rating Extensions
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Adwords: Local Extensions
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Adwords: Call Extensions
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Adwords: Targeting Mobile
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Adwords Relevancy Score
Reduce Cost Per Click & Increase Ad Position
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Who Clicks on PPC?
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Google Vs. Bing
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Organic Search Engine Optimisation (SEO)
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Panda and Penguin
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Panda
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Penguin
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Warning
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SEO Tips
1. Build a technically sound website2. Host on fast servers – in the same
country to your audience3. Format the text correctly on the
website: titles, subtitles and body copy4. Add title tags to non-text items, such as
images, headings, animations and videos
5. Use friendly URL’s6. Add quality content to your website and
keep it updated: videos, FAQ’s, testimonials, PDF’s, news stories, blog posts etc.
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Organic Click-through RatesGoogle Result Page Average Traffic Share
1 32.5%
2 17.6%
3 11.4%
4 8.1%
5 6.1%
6 4.4%
7 3.5%
8 3.1%
9 2.6%
10 2.4%
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Paid Vs. Organic Click Distribution
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SEO: Highest Click-through Rates
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Try PPC First
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Social Media Marketing
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People Having Conversations Online
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Listen First
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The Three Era’s of Sales
1.Show up and ‘Throw up’
2.Consultative3.Research
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Research EraTraditional Buy a
carSpeak to a salesperson again with follow up questions
Read through a brochure
Visit a showroom and speak to a salesperson
Find your local dealership in a hard copy local directory
Vs.Online
Read opinions and comments on a range of cars. Ask friends and friends of friends
Visit specialist blogs for reviews on cars
Watch walk around tours, video reviews and full specifications of vehicles
Google search a showroom locally that has the vehicle and provides quality content of its own
Buy a car
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Other Uses for Social Media
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Customer Retention – Rewarding Loyal Customers
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Customer Retention – Customer Care
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Does Social Influence SEO?
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Social Signals
• Not a direct SEO ranking factor• Greater audience and awareness• Shares and retweets by influential users• Build trust and drive traffic
“Social has an indirect but powerful impact on search rankings. It’s not the actual social activity that matters, but what happens as a result of that activity.” ~ from “Social Signals and SEO” by AJ Kohn
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Creating Content
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Content is King
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Create Content
1. Enhance brand perception 2. Enhance SEO and social media
marketing 3. Engage with target audience in a way
that they ‘like’ and share content with others which ultimately leads to:
4. Increased sales
Create quality content that is useful for your target audience, put on your ‘customers’ hat’ and consider what they would want as content from you.
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One Piece of Content Just Won’t Do
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Your Website Needs to Provide Straight Forward Answers
• FAQs• Graphical guides• Video overview• Reviews• Price• Awards• Contact details
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And Detailed Complicated Answers
• Technical download sheets• White papers• Product / service video demonstrations
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One Piece of Content? Convert it into Multiple Formats
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The website has to provide information to satisfy different
personality types and for different stages in the buying process.
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Case Study
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Create Content For Target Audience
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Publish Content On Your Website
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Share Online
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Integrate Pull / Push Marketing
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It’s Noisy Out There
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Think big?Think different.
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Don’t Be A Carbon Copy
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Copies Have No Distinguishing Features
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Above the Aircon it says “not that Kulula planes need it… they’re already cool”.
Overhead cabins – “VIP seating for your hand luggage”.
“Black box which is actually orange”
Fuel tanks – “the go-go juice”.
The captain is described as “The Big Cheese”
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"Ladies and gentlemen, we've reached cruising altitude and will be turning down the cabin lights. This is for your comfort and to enhance the appearance of your flight attendants."
"Ladies and gentlemen, we have landed in Cape Town . Please take all your possessions. Anything left behind will be shared equally between staff. Please note we do not accept unwanted mothers-in-law or children."
"Welcome to Johannesburg, if this is not where you were intending to go then you have a bit of a problem."
“Have you heard the latest Cabin Crew lingo? BOB (Best-On-Board)if you are a BOB – you are the best looking man/woman onboard” – facebook comment
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Give Your Audience A Reason To Talk About You And Connect
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dollarshaveclub.com
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To Finish• Analyse • Measure• Improve / delete campaigns• Create the best online salesperson• Provide relevant engaging content• Share content• Integrate online and offline marketing• Stand out from the crowd