Turning on the Tap: Harnessing the Digital Revolution to Transform

Your Business

Senior Consultant smumford@thewebshowroom.com.au

Stephen MumfordThe Web Showroom

1. We’re a specialist lead generation digital agency2. Assuming a varied level of digital experience & knowledge3. Q&A at the end 4. Slide deck available5. 12 Tactics – You Need One Strategy6. We have a lot to cover…

Introduction

#1The Mobile Revolution

Mobile Dominates

Media Consumer Survey 2015Australian media and digitalpreferences – 4th edition

Optimise for mobile

Source: http://conversionxl.com/testing-hamburger-icon-revenue/

Which Device Matters?

#2Marketing Software

“By 2017 the Chief Marketing Officer will

spend more on IT than the Chief Information Officer”

- Gartner 2012

2011: 100 companies

2012: 350 companies

2014: 947 companies

2015: 1,876 companies

Marketing Technology Landscape

2016: 3,874 companies

Marketing Automation Software

Marketing Automation

• Scheduled and triggered emails• Landing page for signups• Call lists in the CRM

• Nurturing with great content and automation

#3Build Buyer Personas

Who are the best people to attract and influence?

Create Buyer Personas For Your Business

GoalsMotivations

Objections

Challenges

JobAge

Location

Gender

http://www.thewebshowroom.com.au/?utm_source=PDF&utm_medium=Document&utm_campaign=LegalSeminarAugust2015

#4Google AdWords

http://www.thewebshowroom.com.au/?utm_source=PDF&utm_medium=Document&utm_campaign=LegalSeminarAugust2015

Cost per Click: Increasing

Complexity: Increasing

Competition: Increasing

Extensions

Mobile Ads Are Different

And often, so are the intentions of mobile users.

Squeeze Pages: Better ROI

#5Remarketing

Basic Remarketing / Retargeting

Advanced Remarketing / Retargeting

Source: AdRoll

Source: Marin Software

Source: AdRoll

Cross Device Remarketing

Remarketing Lists for Search Ads

#6SEO In 2016

SEO in 2016• Keywords – yes, but no longer one to one.

• Links – earned not bought, built or collected.

• Content – expertise, thought leadership.

• Relevance, quality, trust, personalised.

• Fundamentals still apply – strong foundations

Micro Moments I want-to-know…I want-to-go…I want-to-do…

I want-to-buy…https://www.thinkwithgoogle.com/collections/micromoments.html

2016: Result Pages

#7Custom Audiences &

Customer Match

Custom Audiences

Customer Match

#8Making Content Work in 2016

Persona =

The Facts

89% of B2B researchers use the internet during the B2B research process.

Source: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

Buyers go through about 57% of the purchasing process before ever talking to sales

Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

Promote

Re-Use

Re-Use Promote

Promote

Re-Use

Hub & Spoke

Content Offer

Website CTA’s

SlideShare

Email

Social Media

Blog Articles

YouTube

Seminar

Webinar

#9Strategic Email Marketing

Channels by ROI

Source: Econsultancy

Segmentation Is Key

#10Improve Your Conversion Rate

The Visitor Journey

How you imagined it.

How it actually is.

Don’t Make Me Think!

Effective Calls to Action

#11Video

Video Engages and Influences

#12Authenticity

Social Proof Picture of lemmings

Source: Moz.com

Social Proof is Powerful

There are Lots of Ways to Build Trust

Use of Stock Imagery

Thank You

Senior Consultant smumford@thewebshowroom.com.au

Stephen Mumford