do something digital in 2014 - digital bites february 2014
DESCRIPTION
Tom Gillman, Head of Sales and Marketing at bespoke digital agency Crafted, looks at the evidence for embracing digital marketing to drive your business forward. Whether you are just starting out or looking to improve your digital strategy, Tom suggests ways that you can step up to the challenge in 2014, offering tips and advice covering the most popular digital channels. Tom's presentation is from Digital Bites February 2014. You can see more at http://www.digital-bites.co.ukTRANSCRIPT
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Digital Bites Do Something Digital in 2014
Do something digital in 2014
Tom Gillman – Head of Sales and Marketing at Crafted
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From willowgardeners on Flickr
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What?
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Why?
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How?
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Sound familiar?
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“We probably should be doing more digital,
but we’re not.”
Image from purple-lover on Flickr
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“It’s finding the time” Image from northcharleston on Flickr
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“Well we’ve always done it this way and it seems to work” Image from farnsie on Flickr
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“Someone else looks after the marketing – not my problem”
Image from tomsaint on Flickr
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“We tried it, but it didn’t really work” Image from nesster on Flickr
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Social media
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What Pick a channel, any channel…
Image from The Drum
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33% use social media to discover new brands, products and services
emarketer
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60% of LinkedIn users have clicked on an ad on the site
lab42
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100% of business decision-makers use social media for work purposes
Forrester Research
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47% share photos or videos they find online
Pew
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Pinterest drives twice the website referral traffic of Twitter, LinkedIn and
Google combined Shareaholic
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Novice • Claim your brand!
• Set-up a Twitter account
• Start networking on LinkedIn
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Advocate • Define your style • Build a following
• Time your tweets
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Hero • Create a viral contest page • Connect your blog to Facebook
• Conversion is your goal
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What?
• Use email to - Build long term relationships
- Promote your products/services
- Add value!
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77% prefer to receive permission-based marketing communications through email
Exact Target
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44% of email recipients made at least one purchase last year based on a promotional email
Convince and Convert
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40% of B2B marketers rated the leads generated by email marketing as high quality
Software Advice Survey
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Novice • Choose an email marketing provider
• Create a branded email template
• Define customer journey –
where does email fit in?
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Advocate • How’s your database? • Create campaigns –
acquire / educate / retain
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Hero • Segment and create lists • A/B test
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Content
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What?
• Create engaging, relevant and interesting content for your business
From ualucky on Flickr
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Interesting content is a top 3 reason people follow brands on social media
Content+
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78% think organisations providing custom content are interested in building good relationships
TMG Custom Media
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58% of consumers trust editorial content
Nielsen
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50% of companies have content marketing strategies
WebDAM
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Novice • Start a blog
• Create a content calendar
• Implement social sharing
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Advocate • Submit content (social hubs) • Bookmark your content (Delicious)
• Write to build a relationship
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Hero • Write an eBook • Write guest posts
• Create an infographic
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Online marketing
organic
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What?
• Is your website a well-kept secret?
From losangelespersonaltrainer on Flickr
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100000000000000 searches on Google per month
Search Engine Land
That’s 100 billion
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89% of consumers use search engines for purchase decisions
Brafton
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70% of users click on organic search results
Search Engine Journal
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75% of users never click past the first page
Hubspot
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Novice • Establish your search objectives
• Research your keywords
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Advocate • Set-up Google Webmaster Tools
• Blog for search
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Hero • Get more links – write/talk/network
• See ‘Content’ above
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paid Online marketing
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What?
• PPC
• Google AdWords
• Social advertising
• Remarketing
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41%
of clicks
Wordstream
The top three paid ad spots get
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2/3 of clicks for high commercial intent keywords
TMG Custom Media
Google ads account for
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TMG Custom Media
20% of total search spending worldwide
Mobile represents
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Novice • Create a Google AdWords account
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Advocate • Send traffic to landing pages
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Hero • Improve message match
and improve quality score
• Get a PPC expert £
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Insight
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What?
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Why?
• It’s free!
• Because assumptions don’t inform improvement
• Because you want to measure success across your
- Website
- Social channels
- Ecommerce
- Online advertising
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Novice • Set-up a Google Analytics account
• Consider some training
• Identify underperforming areas
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Advocate • Make a note of important events
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Hero • Set-up goal tracking
• Create custom reports
and dashboards
• Assign values
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Conversion
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“Start testing and stop arguing”
- Jon Correll (Founder of Conversion Voodoo)
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CRO is…
1. Finding out why visitors aren’t converting
2. Fixing it
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Companies that use CRO are twice as likely to see an increase in conversion
Econsultancy
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44% of clicks for B2B companies are directed to a home page, not a landing page
Marketing Sherpa
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Novice • Take a 5-second test
• CTA
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Advocate • A/B test
• Rate yourself
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Hero • Gather user insight
• Segment inbound traffic
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Thank you
• Next Digital Bites – Tuesday 8th April
• Subscribe to the Crafted Edition newsletter at www.crafted.co.uk
• Follow @craftedmedia and @digital_bites on Twitter
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Thank you…
www.crafted.co.uk | [email protected]
Ipswich Studio: 32 Fore Street, Ipswich IP4 1JU. Tel. +44 (0) 1473 213222
London Office: Clerkenwell Workshops, 27/31 Clerkenwell Close. London EC1R 0AT. Tel. +44 (0) 20 3393 3852