ncet tech wed | noble studios | jan 2018

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NCET Tech Wednesday

Hosted by Noble Studios

January 10, 2018

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We’re a digital original. Pleased to meet you.Hello

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Noble Studios

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Our Philosophy

Data-Informed Digital

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OWNERSHIP

Our Values

INTEGRITY

COMMITMENT

EMPOWERMENT

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About Our Agency

15Years inBusiness

90%Client

Retention

ManyName Brands

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Agency Recognition

INC 50005x Fastest-Growing Private

Companies In America

Top Design FirmsTop 20 Design Firm

Premier Google PartnerSearch, Mobile Ads, Shopping

200+ Industry AwardsSEO

Certified ProfessionalsA/B TestingCertified Agency

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Dedicated Team

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Our Approach

Discovery

Research & Insights

Strategy & Planning

THINK

Website Design

Content Marketing & Creation

Development & Consulting

MARKET

Analytics

Optimization

Social Media Management

MEASURE

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Select Clients

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What are the forces driving Digital Marketing in 2018?

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What’s your brand’s voice under an SEO lens?

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“93% of online experiences begin with a search engine.”

Source: Forrester

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What is a SERPKeyword

SERP Results

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Search is Volatile

• Frequent algorithm updates

• New competitors and innovations

• Ongoing SERPs changes

• Increasingly complex buyer’s journey

• Multiple devices

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SEO and SEM Work Better Together

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Develop an integrated strategy

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OPTIMIZE Uncover above-the-fold opportunities to improve for fast wins

DEFENDKnow where you’re performing well and need to monitor

CREATEIdentify organic-friendly opportunities that need content

COLLABORATEFind below-the-fold opportunities to team-up with paid search

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Branding is more than people identifying with your logo or trademarks. Help them to discover and connect with you.

61% of marketers say improving SEO is their top inbound priority

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• Understand SEO/SEM basics

• Check and monitor listings regularly

• Create useful content

• Reputation is critical to online brand impression

Purchase a voice enabled device for home and start experimenting to unlock consumer trends

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Personalization

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What is Personalization?

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Netflix

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What is Personalization?

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• Audience is unique and identifiable.

• Can you technically identify the thing that makes a visitor part of a specific audience?

• Who is the visitor? Where are they coming from? New vs returning?

• Audience is valuable.

• Is the audience important from a strategic or volume standpoint?

• Audience has a unique need to solve.

• Use personalization to help user achieve their goal or understand your company.

Know Your Audience

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Tahoe South

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A/B Testing

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What is A/B testing?

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CTA Button Color, Styles

Headlines & Content

Images

Layouts

Multi-variate Testing

A/B Testing Possibilities

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That’s great, but why A/B test?

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• Data vs. opinion

• Customer voice vs.internal speculation

• Maximize ROI

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Up to 90% better conversion rates when using 1st person POV

Write the most clickable copy

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Use Active Verbs

✓ Download ✓ Start Trial

✓ Get Started ✓ RSVP

Be Specific

✓ Get My Travel Guide

✕ Click Here

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Keep it Short

✓ Should be easily read and understood at a glance.

Create a Sense of Urgency

✓ Simply adding “Now” canboost conversions

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Focus on Mobile Audiences✓ Apple recommends a CTA

at be least 44 x 44 pixels

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Make it the Star of the Show

✓ CTA’s should never compete; Use plenty of negative space.

Images & Placement Matter

✓ Be sure eyes are pointedtoward CTA’s

✓ CTA’s should be above the fold

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A B

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Winner: Version B

Out of 6,000 emails sent, the karate-themed header image kicked butt, increasing course registrations by 136%.

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B

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Ready to Start your Own A/B Testing?

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Google Optimize

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Social Influencers

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A McKinsey study found that Word-of-mouth influence doubles the sales of paid advertising and boosts the customer retention rate by 37%

Why Influencer Marketing? CONTENT.

Yosemite.com

VisitRenoTahoe.com

Organic Keywords

• Builds a strong and diverse link profile by generating better and natural backlinks for your website

• Provides intriguing and unique content that is captivating and shareable

• Adds credibility to your content and increases your content reach

How does Influencer Content Impact your Website?

Influencer Reach

Organic Keywords

• Treat the influencer like a contractor – they are professional content creators and like to be considered as so.

• Allow the influencer to have some level of creative freedom in the content they create, however ensure that they have a clear direction for the type of content you are looking for them to produce.

• Not all influencers are right for all brands. Make sure the influencers audience and brand matches your businesses audience and brand.

• REACH. Be sure that the influencers you contract have a large following to help increase your brands reach.

• DO YOUR RESEARCH. Chose an experienced influencer professional who’s values and brand align with yours.

Tips for Influencer Marketing

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Create once, publish everywhere

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Taking it to the next level

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Content

Create blog postDevelop landing page

Upload and optimize on YouTube

Create 5-10 tweets Create 5 – 10 posts

Create 5 – 10 posts

Send out email

Create 2 postsUpload 5 – 10 stories

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Pro Tip: Outline Your Approach Before Creating

1 Video=

+ 15 Pieces of Content

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• Make sure your Google Analytics is installed

• Social Channels – make sure all your channels have a consistent brand/voice

• Don’t rely on vanity methods – look at actual conversions vs. passive/vanity metrics

• Content calendar – with frequencies and goals, ex: 5 blogs a month, 10 social posts a week and make sure to stick to that calendar

• Blogs – best way to show your readers you’re not interested? – not updating your blogs

• Consider videos for the future knowing it’s becoming the #1 medium (74% of all internet traffic was video in 2017 – create a YouTube channel and use tags to lead people back to your channel

Quick Pro Tips

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Q & A