emarketing: a strategic approach
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eMarketing, a strategic approachRob Stokes
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Something to think about
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South Africa has more internet users than:• Belgium• Ireland• Denmark• Sweden
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In the UK, the internet is now the biggest marketing channel in terms of spend
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Zappos will sell more than $1 Billion worth of shoes online this year
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Are we giving eMarketing the respect it deserves?
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So what is a strategic approach?
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Strategy is about the bigger picture: goals, objectives and success criteria
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Ultimately strategy is about the decisive allocation of resources
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Tactics are the actions we take to achieve the success of the strategy
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“Without strategy, tactics are simply the noise before defeat”
Sun Tzu
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Understanding your customers and competitors is vital to not only guide your strategy, but also your relevant tactics
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Once you’ve figured out your strategy
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You need to establish which tactics are going to get you there
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Here’s how they might all fit together…
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But eMarketing is NOT just a list of tactics
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It achieves its true potential when these tactics work together
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And it’s NOT about “synergy”
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The tactics need each other
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They feed off each other
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They are substantially less effective without each other
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Currently this great site is a lonely island
• Integrate with FB page and Twitter efforts
• Channel the link benefit to the brand site for SEO
• Integrate send to friend with email marketing efforts
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Let’s get back to basics…
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It all starts with a website
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A hub to drive traffic to
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A medium through which you can communicate and build a relationship with your audience
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But it can’t just be any old website
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You MUST add value to your user’s experience. Before, during and after their visit
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Websites are no longer just brochures
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They should be built to attract, convert and retain customers
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The average website has about 10 seconds to capture a user before they get bored
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Is your website THAT good?
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Our web development priorities
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1. Usability and conversion oriented design
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Understand the goals and priorities of your site and design for your users above all else
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Make sure they can find what they want quickly and easily
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Drive them towards YOUR desired goals
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Copy style:
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Allow the reader to get the gist of your message in a few seconds by merely scanning the page
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Pyramid style writing
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Break up text with bolding, bullets, highlighting, crossheads and contextual interlinking
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Have consistent Calls to Action
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Don’t make them think…
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Tell people to take the exact action you want them to perform in order to get the best response
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Keep navigation basic, consistent and standardised
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Think about persuasive architecture
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Don’t distract users with Christmas trees
• blinking images • flashing lights • automatic sound • scrolling text • unusual fonts
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Using Personas for large sites
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2. Search Engine Friendliness
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Primary goal:Site must be fully indexable and optimised around a set of well researched key phrases
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Blend 2 or 3 carefully chosen key phrases into a minimum of 250 words on each page
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Also integrate keywords into your:• Meta tags• Title tag• Headings• Alt tags• Internal and inbound links
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Other SEO Considerations for your site• The age of the domain
• Links to the domain
• Key phrases in URLs
• Add regular fresh content
• Text navigation is better than images
• Offer RSS feeds (AND RSS to email)
• Well indexed
• XML sitemap
Be remarkable - make your site a resource!
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3. Look and Feel
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Very important, BUT the least important consideration in web development
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That doesn’t mean ugly sites are OK
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Sites must look professional and demonstrate your credibility...
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If these two goals are met, the user will be satisfied.
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Remember, they are looking to achieve a goal – not look at a piece of artwork.
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A quick review of a few of your sites
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No attention focused on the menu or CTA
Not enough text formatting
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Initial Observations• Place breadcrumbs higher up on the page
(currently at the bottom)
• There is no search function on the site
• Meta Data is identical for every page
• There is no .xml sitemap
• Canonicalisation is not set up
• More content-rich, optimised pages
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Good attention drawn to conversion goal
Not enough attention drawn to menu
Move this higher up and state benefits
Logo should direct home
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• There is no use of Meta Data & Title tags
• There is no html sitemap
• There are no breadcrumbs in place
• There is no .xml sitemap
• Canonicalisation is not set up
• Needs more content-rich, optimised pages
• Error page not customised
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Make this conversion goal more obvious
Logo does not redirect home
Place this higher up and state benefits
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• The ‘Open an account’ link appears broken…
• Store locator map is not interactive
• No Meta Data and Title tags
• There is no .xml sitemap
• Canonicalisation is not set up
• Needs more content-rich, optimised pages
• Error page not customised
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No attention placed on menu
‘Sale now on’ appears to be a link but is not.
Logo does not direct home
‘Apply’ and ‘careers’ link broken
State benefits of the newsletter
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• There is no user sitemap
• Some images/text appear to be links but are not
• Meta Data is not used at all
• Title tags are not used
• There is no .xml sitemap
• Duplicate sites running on different subdomains
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Monitoring your website’s performance
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Top stats to keep an eye on
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Above all else, conversion rates!
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Unique users (not HITS)
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Traffic Sources (and their conversion rates)
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Engagement Metrics
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Bounce rate
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Repeat users
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Pages per user
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Time spent on site
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OK, now we have a site that looks good and hopefully converts its visitors, but how do we get these visitors?
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There are many options, but the most important is…
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Search Engines
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1 Billion searches each day
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Lots of volume, but why is this important?
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Searchers are looking for what your are offering
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They WANT to find you!
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And if they don’t find you, they will find your competitor
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And if they don’t find you, they will find your competitor
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Some data insights…
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So how do we make sure we are found?
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Search Engine Marketing
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SEM = SEO + PPC
Organic and Paid
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You don’t need to be a guru to get the basics
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Firstly make sure you select the right keywords
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Select keywords based on the following:
• Search Volume
• Competition
• Propensity to convert
• Potential value per conversion
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Then decide where you want to be…
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Search Engine Optimisation
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Make sure your site is optimised around your keywords
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Then build plenty of high quality, keyword rich links
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And this isn’t easy
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The best sites inevitably win
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So grow links organically
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Build a website that offers so much value that people talk about it and link to it naturally
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Pay Per Click
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But first: Why you can’t ignore SEO:
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www.quirk.biz
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You choose how much you want to pay per click
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And how much you want to spend per day
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If you manage your campaign properly, you can’t lose money!
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www.quirk.biz
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Don’t burn your budget early on: Test!
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Look for long tail key phrases
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Geotarget your adverts
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Have a solid call to action in each advert
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Don’t send your traffic to your home page, use highly targeted landing pages
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Test, test and test these landing pages
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Conversion optimisation
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The process of making your website and eMarketing activities as efficient and effective as possible resulting in a direct increase to your ROI
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Test individual pages and paths
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Things to test:
• Colours• Calls to action• Font size• Headings• Text length• Copy style and tone• Offers• Pricing• Credibility items
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Search marketing will bring a lot of traffic to your site, but you can’t stop there…
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You should be looking to build communities around your business
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Social Media can play a big part in this
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But what is Social Media?
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A few tips…
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Be strategy lead.
The medium is not the message
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How will social media deliver on your business goals?
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Push for critical mass quickly
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Discover and target influential individuals and communities
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Identify and fill content holes – don’t echo
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Consider social media’s impact on your other eMarketing tactics
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Write with your keyword strategy at your side
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Create a social media culture internally, it will reflect externally
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Remember: social media influencers are unique
• Short attention span: they get info served to them
• Selfish: ‘What will I get for sharing this?’• Affluent and urban
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There is someone Twittering about you
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Jokes
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Rants
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Customer service?
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And employee motivation
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Are you making the most of it?
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12 million people search for “Ryan Air”
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A Ryanair employee comments on a blog…
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Followed by the official response
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Then the online community got hold of it
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Then the newspapers got hold of it
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These powerful sites often linked to this site…
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And we know how important good links are…
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“ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ”
Warren Buffet
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How is online reputation different?
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It spreads faster...
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… and the evidence lasts longer
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Why is this important?
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Because peers are the most trusted source of recommendation
Edelman Trust Barometer 2008
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People are talking, are you listening?
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What to track?
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Brand names
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Important staff
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Names of specials/packages
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Track outgoing communications (PR) by monitoring a piece of unique text
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Use the data you gather to build profiles of influencer’s who you can target for future campaigns
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Monitoring your online reputation helps you…
… avoid a reputation crisis by informing you quickly… discover quick and effective new marketing opportunities… improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
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OK so you’ve got a good site with lots of traffic and a thriving online community. What’s the most effective way to build long term relationships with these people?
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Email Marketing
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Use it to build relationships
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Not to acquire them
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Successful long term customer relationships are built on mutual trust and respect
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Do your email newsletters foster relationships?
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Or do they treat customers like marketing targets?
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Firstly, get personal!
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But go beyond the name
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An email newsletter should be a totally customised experience
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Allow users to manage their information and subscription preferences
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…and then personalise accordingly
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Rather send less often with more relevant content – people will be more likely to listen
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Nurture your in-house list
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But make it easy to unsubscribe
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Optimise your subscription touch points
• Benefit statements
• 2 stage process
• Don’t gather too much info
• Confirmation pages and emails
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And make sure it actually works
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The biggest challenge: Deliverability
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Bottom line:
Ask yourself what YOU would want from the newsletter as a reader
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Does it speak to you?
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Or does it speak AT you?
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In conclusion: eMarketing fundamentals
• Get your website right, make it remarkable!
• Drive qualified traffic to it.
• Optimise the conversion of that traffic.
• Build a relationship with your audience.
• Test, test, test.
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Thank Youwww.quirk.biz/foschinigroup