seminar b2 c give your marketing a boost 2011 05 v04
DESCRIPTION
B2C Advanced Digital Marketing WorkshopTRANSCRIPT
Give your marketing a boostTaking your online marketing to the next level
The agenda 12:30 – 13:15 – The Essentials –Taking them to the next level
Phil PettiferB2C Account Manager– LexisClick
13:15 – 13:30 – Refreshment Break
13:30 – 14:45 – The latest developments in retail marketing
Stephen BavisterMD - LexisClick
14:45 – 15:30 – Networking
Give your marketing a boost
Taking your online marketing to the next level
What should you get from this seminar?
An overview of some of the latest developments in online marketing
An action plan of your priority areas to address
Give your marketing a boost
Taking your online marketing to the next level
What would we like from you?
Feedback for future seminars
How can we help you?
Give your marketing a boost
Taking your online marketing to the next level
Retail Online Marketing EssentialsTaking them to the next level
Quick survey When searching online who uses?
• Bing
• Yahoo
• Another search engine
Give your marketing a boostGive your marketing a boost
Taking your online marketing to the next level
Google’s UK domination
UK Search Engine Market Share - April 2011
Source: Hitwise
Give your marketing a boost
Taking your online marketing to the next level
If you are marketing internationally Don’t discount the other players
US Search Engine Market Share - April 2011
Source: Comscore
Give your marketing a boost
Taking your online marketing to the next level
So how important is SEO really???
Give your marketing a boost
Taking your online marketing to the next level
Natural results drive more clicks than advertising...
On average LexisClick’sclients get 64% of their website traffic from organic search...
Source: LexisClick client base average of traffic source
visits April 2011
Give your marketing a boost
% of visits from organic search
Taking your online marketing to the next level
And 60% of their online sales or enquiries through organic search...
Source: LexisClick client base average of traffic source
conversions April 2011
Give your marketing a boost
% of conversions from organic search
Taking your online marketing to the next level
Quick survey When using a search engine how far will you go before refining your search?
• First page
• Second page
• Third page
Give your marketing a boostGive your marketing a boost
Taking your online marketing to the next level
On average 95% of non brand search traffic comes from the first page of results...
Source: iCrossing “The Importance of Page-one Visibility”
February 2010
Give your marketing a boost
% of non brand search visits from the first page of results
Taking your online marketing to the next level
The highest rankings get most clicksNot surprising really...
Source: SEOMad May 2011
Give your marketing a boost
Taking your online marketing to the next level
Organic search – Average CTR By Search Ranking
Generate more first page coverage with product search...
Give your marketing a boost
Taking your online marketing to the next level
Product searchShopping results
Getting well ranked in Google product search...
Complete information upload
Regular updates e.g. Price changes
Frequent and good reviews
Optimised content (but not over optimised)
Google checkout – Can help
Give your marketing a boost
Taking your B2B online marketing to the next level
Zapposgenerated a 400% increase in relevant traffic through Google product search...
Give your marketing a boost
Taking your online marketing to the next level
Quick survey If you are looking for a specific company online, what do you usually do?
• Do you know their url and type it in the address bar?
• Do you search on their company name in Google?
Give your marketing a boostGive your marketing a boost
Taking your online marketing to the next level
People will search for you by name...
Source: LexisClick client base average of organic brand
searches April 2011
Give your marketing a boost
% of searches – brand vs non brand
Taking your online marketing to the next level
Things to consider...
How often do you search on your company name?
• Check common variations of your brand terms used in search and what the search results return
• Make sure all the top 30 results for your most common brand terms contain good listings that link back to your site
Give your marketing a boost
Taking your online marketing to the next level
In an ever changing landscape...
Here’s a few things you should be aware of...
Give your marketing a boostGive your marketing a boost
Taking your online marketing to the next level
Site linksYou can keep them current in Google Webmaster Tools...
Give your marketing a boost
Site Links
Taking your online marketing to the next level
Google InstantSearch results and suggestions to keep an eye on...
Give your marketing a boost
Taking your online marketing to the next level
Search previewFirst impressions count...
Give your marketing a boost
Taking your online marketing to the next level
ReviewsStay positive...
Give your marketing a boost
Taking your online marketing to the next level
NewsAll news is good news...
Give your marketing a boost
Taking your online marketing to the next level
Social media inclusionTwitter and more...
Give your marketing a boost
Dell Related Tweets
Taking your online marketing to the next level
Google Panda / Farmer UpdateIt might be time to update your SEO strategy...
Give your marketing a boost
Taking your online marketing to the next level
Quick survey How many of you use Google Adwords or other paid search advertising?
Give your marketing a boostGive your marketing a boost
Taking your online marketing to the next level
Give your marketing a boost
SEO + PPCIncrease your search power – 1+1=3...
Taking your online marketing to the next level
The combined power of attraction...
Source: iCrossing “Search Synergy Report” 2007
Give your marketing a boost
SEO + PPC – The combined effect
Taking your online marketing to the next level
Get even more power ...
Organic rankings through SEO
Google Adwords
Product/Shopping search listings
Reviews
Google Checkout
Adwords Site Links
Give your marketing a boost
Taking your B2B online marketing to the next level
Google Adwords Site LinksYou can keep them current in Google Webmaster Tools...
Give your marketing a boost
AdwordsSite Links
Taking your online marketing to the next level
Heads or tails...you win
Give your marketing a boost
The different types of search terms
Head key phrases – General search termsHigher volume
Tail key phrases – Specific search termsLower volume
Taking your online marketing to the next level
Strategies
Give your marketing a boost
Getting results from PPC
Head phrases – can be very competitive – if your margins are strong, its a good place for instant results
If your margins are weak it can be very expensive with better returns from SEO
Tail can be expensive to cover via SEO
Inexpensive to generate large key phrase portfolio via PPC
Taking your online marketing to the next level
With immediate effect...
Give your marketing a boost
Improve your results with testing
Test advert creative on click throughs (CTR) and conversions
Test landing pages to improve conversion rates
Use what you’ve learnt in your SEO
e.g. Page titles, Meta descriptions,Landing pages
Taking your online marketing to the next level
It’s time to get creative...
Go on have some fun
• Ad extensions–Site links
–Phone
–Location
–Product
• Mobile ads
• Platform targeting
• Seller ratings
• Adwords remarketing (content network)
• Comparison ads
• Click to download ads
Give your marketing a boostGive your marketing a boost
Taking your online marketing to the next level
Quick survey • How many people here use email marketing?
• How many use bought in data lists?
Give your marketing a boost
Taking your B2B online marketing to the next level
Give your marketing a boost
Taking your B2B online marketing to the next level
Should all your contacts receive the same message?
Give your marketing a boost
Segment your emails by?
• Stage in the buying process
• What they last purchased
• When they last purchased
• Age
• Gender
Taking your online marketing to the next level
Get personal...
Give your marketing a boost
Increase your conversion rates
• Go beyond Dear ...
• Personalise by your segmentation data
• Save time – only personalise the information you need to
Taking your online marketing to the next level
Test, test ,test...
Give your marketing a boost
Are you testing your emails?
• Subject line
• Time of day
• Day of week
• Offers
• Content
• Layout
• Calls to action
• Landing pages
Taking your online marketing to the next level
And there is plenty more...
Give your marketing a boost
• Bought in data lists and email campaigns
• Triggered campaigns
• Calls to action and sign-ups
• Encouraging sign-ups
Taking your online marketing to the next level
How are you doing?
Give your marketing a boost
• Assess
• Score
• Prioritise
• Action
Taking your online marketing to the next level