seminar b2 c - give your marketing a boost - 2011-05 - v04

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



What would we like from you?

Feedback for future seminars

How can we help you?



Retail Online Marketing EssentialsTaking them to the next level

Quick survey When searching online who uses?

• Google

• Bing

• Yahoo

• Another search engine

Give your marketing a boostGive your marketing a boost


Google’s UK domination

UK Search Engine Market Share - April 2011

Source: Hitwise



If you are marketing internationally Don’t discount the other players

US Search Engine Market Share - April 2011

Source: Comscore



So how important is SEO really???



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


% of visits from organic search


And 60% of their online sales or enquiries through organic search...

Source: LexisClick client base average of traffic source

conversions April 2011


% of conversions from organic search


Quick survey When using a search engine how far will you go before refining your search?

• First page

• Second page

• Third page



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


% of non brand search visits from the first page of results


The highest rankings get most clicksNot surprising really...

Source: SEOMad May 2011



Organic search – Average CTR By Search Ranking

Generate more first page coverage with product search...



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


Taking your B2B online marketing to the next level

Zapposgenerated a 400% increase in relevant traffic through Google product search...



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?



People will search for you by name...

Source: LexisClick client base average of organic brand

searches April 2011


% of searches – brand vs non brand


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



In an ever changing landscape...

Here’s a few things you should be aware of...



Site linksYou can keep them current in Google Webmaster Tools...


Site Links


Google InstantSearch results and suggestions to keep an eye on...



Search previewFirst impressions count...



ReviewsStay positive...



NewsAll news is good news...



Social media inclusionTwitter and more...


Dell Related Tweets


Google Panda / Farmer UpdateIt might be time to update your SEO strategy...



Quick survey How many of you use Google Adwords or other paid search advertising?




SEO + PPCIncrease your search power – 1+1=3...


The combined power of attraction...

Source: iCrossing “Search Synergy Report” 2007


SEO + PPC – The combined effect


Get even more power ...

Organic rankings through SEO

Google Adwords

Product/Shopping search listings

Reviews

Google Checkout

Adwords Site Links



Google Adwords Site LinksYou can keep them current in Google Webmaster Tools...


AdwordsSite Links


Heads or tails...you win


The different types of search terms

Head key phrases – General search termsHigher volume

Tail key phrases – Specific search termsLower volume


Strategies


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


With immediate effect...


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


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



Quick survey • How many people here use email marketing?

• How many use bought in data lists?





Should all your contacts receive the same message?


Segment your emails by?

• Stage in the buying process

• What they last purchased

• When they last purchased

• Age

• Gender


Get personal...


Increase your conversion rates

• Go beyond Dear ...

• Personalise by your segmentation data

• Save time – only personalise the information you need to


Test, test ,test...


Are you testing your emails?

• Subject line

• Time of day

• Day of week

• Offers

• Content

• Layout

• Calls to action

• Landing pages


And there is plenty more...


• Bought in data lists and email campaigns

• Triggered campaigns

• Calls to action and sign-ups

• Encouraging sign-ups


How are you doing?


• Assess

• Score

• Prioritise

• Action


seminar b2 c - give your marketing a boost - 2011-05 - v04

Business