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“Attracting more with less”

8 questions to review your strategy for 2012

Dr Dave Chaffey, CEO, Smart Insights

Presented at Fusion Marketing Experience:

Antwerp, 2nd Dec 2011

Download presentation from: SmartInsights.com/presentations

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Driving traffic? That’s the old way

Source: Updated from an idea by the great David Hughes

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The beating heart pushing content out...

and encouraging interaction

AuthorsStaffReaders

NewsAlertsUpdates

CompetitionsDiscussion

Connection

NewsletterAlertsUpdates

Source: Updated from an idea by the great David Hughes

Yoursite

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Big questions

Q1. Does your brand have personality + OVP?

Q2. Mix = are you investing your time/money wisely?

Q3. Is our publishing process effective?

Q4. How do we make online campaigns more engaging?

Q5. Is your business “social by design?

Q6. Are your practicing “deep SEO”?

Q7. Are we siloed or multichannel?

Q8. Are you “competing through analytics?”

Key acquisition questions?

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Digital Marketing is simple:

It's ....

One Brand + Tribe

vs

Another

Q1

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Acquisition is simple = brand strength

• Which is the strongest brand in your sector?

• What gives them strength?

• What does "strongest" online?

• Most engaging

• Most discussed

• Most shareable = Links still matter

• Most loved = Folks only share what they love because these want to be loved

• Most visible = Media investment still matters

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Reasons content (inbound)marketing matters

Supports customers

• Copy converts

• UGC, ratings convert

• Comparison tools convert

• On-site search content

Supports acquisition

• SEO

• + AdWords

• + Email marketing

• + PR

• + Social media

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What is your brand personality?• Personality is the unique, authentic, and

talkable soul of your brand that people can get passionate about.

• Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.

Source:

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Developing your OVP• Core brand proposition = Marketing Mix:

•1 Who you are?•2 What you do?•3 Where you do it?•4 What makes you different?•5 How can our digital presence help you decide?

The OVP…

• OVP - Online Value Proposition • What can your provide to help/inform/entertain me

online? •Reinforces core brand proposition and credibility,

but messaging shows…•Different OVPs for different markets and audiences•Value that a site visitor get from your online brand

or campaign that…• They can’t get from you offline?• They can’t get from competitors?

•Develop content strategy to deliver OVPs•Communicate message forcefully: online and

offline

KeyPoint

http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/

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Key brand messages definedthrough the customer journey

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Are you using yourtime/money wisely? Q2

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How is your mix?

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How do you compare?

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The latest benchmarks• Mobile sales growth

• 11% of visits 2011, 4% 2010

• 6.6% of sales 2011, 2.3% in 2010

• Social media

• Facebook 0.8% of visits 2011, 0.73% 2010

• Twitter 0.02% of visits, 0.07% 2010

• But 9.2% conversion cf 5.7% average

http://www.smartinsights.com/digital-marketing-strategy-alerts/what-drives-conversion/

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“Every business is a multi-channel publisher

now”

Q3

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http://www.ruderfinn.com/rfrelate/intent/intent-index.html

GETTING THE BALANCE RIGHT:SELL : INFORM : ENTERTAIN

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SOCIAL MEDIA OPTIMISATION (SMO)“A systematic approach to improving the business contribution of social media marketing and related activities including PR, SEO, content marketing and display advertising integrated across all company online presences and offline communications”

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What is SMO?• Two views:

• Narrow: Using social activities to support SEO

• Broad: Improving effectiveness of all social media marketing

• Optimising this process – from central hub:

http://www.smartinsights.com/social-media-marketing-alerts/what-is-social-media-optimisation-smo/

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24http://www.smartinsights.com/social-media-marketing-alerts/email-facebook-copywriting/

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Key E-campaign ingredient 1?

NOT "corporate communications" BUT "Buzz Agents"

Q4

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Buzz = Engaging + Participative

• Example engagement devices:

• Search boxes

• Questions

• Quizzes

• Polls

• Calculators

• Interactive Q&A

• Viral games

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Key E-campaign ingredient 2?

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Tip. Give your campaign momentum, inertia!

www.tourismirelandtaxichallenge.com

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Key E-campaign ingredient 3?

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Response increases by 25% for campaign

First Campaign,

Open rate, 8 to 10%

CCR = 0.2%

Second Campaign,

Open rate, 50 to 75%

CCR = 0.2%

Source: E-consultancy Masterclass 2005 - BCA

Remailing to opening-non converters

Tip. Repeat E-mailings where possible

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Response increases by 40% for campaign

First Campaign,

CCR = 0.2%

Second Campaign,

CCR = 0.2%

Multi-message example Email campaign 2

Source: E-consultancy Masterclass 2005 - BCA

Tip. Use time-limited offers

Remailing with urgency

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Combined response from e-mail and direct mail is 125% better than no e-mail.

Pre-mail, with online response

Response increases, 100% for direct mail piece.

Teaser e-mail. No online response Direct Mail

Direct Mail

Multi-message example - Email campaign 3

Source: E-consultancy Masterclass 2005 - BCA

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There’s life in Email (RE)Marketing

• 1. Generic branded follow-up email : +10% conversion rate.

• 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

• 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

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Key E-campaign ingredient 4?

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Outreach - reaching prospects and customers through your web or network

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Creating advocate communities

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Is your digital marketing “social by design”

"Facebook shouldn't be the only thing

marketers do online, or in marketing. It should

just be part of everything they do"

Daily fan page "likes" has doubled in the past year to 100 million daily

"Mostly, Facebook does not deliver brand engagement, it delivers frivolous impressions" Joel Rubenstein

Q5

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Integratedcam

paign example

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More like it…

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Twitt

er

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Not forgetting LinkedIn

http://www.smartinsights.com/social-media-marketing-alerts/driving-traffic-and-generating-sales-via-linkedin-advertising/

http://www.smartinsights.com/emarketing-excellence-interviews/linked-in-business-marketing/

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“Deep SEO”

http://www.smartinsights.com/search-marketing-alerts/simple-seo-techniques/

Q6

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2011 SEOmoz factors

Page level links

Domain authority

Page-levelkeyword usage

Domain-levelkeyword usage

Social signals

Brand-metrics

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What is deep SEO?• Improving SEO that is non home

page related. Most important for retailers… Reminder that

• Multiple home pages matter (category/subcat)

• Deeplinks matter

• Duplicate content matters

• Link equity flow through internal links matter

• SMO matters

• Example…

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How good is your key phrase-level reporting?

•Should show:

•Potential demand from key phrase estimators

•Your actual performance (position, clicks, conversion, sales, value):

•Paid – absolute and relative

•Natural – absolute and relative

Use “Google Keyword tool” to identify categories/volume of searches:http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/

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Deep SEO example

http://www.smartinsights.com/search-marketing-alerts/beat-the-panda/

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Get into attribution!

Source: http://www.slideshare.net/TagMeet/oliver-elliott-boden-using-tagman-path-to-conversion-data-to-drive-customer-acquisition

Q7

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Multichannel attribution – who getsthe credit for sale? It's complicated...

Click SEO “Sun Holiday”

View MSN banner “Winter sun”

Click PPC “Hotels in Kos”

Click Tradedoubler Partner X

View Email “Special Offer”

Direct www.thomascook.com

14/01

15/01

23/01

24/01

3/02

4/02

Click SEO “Thomas Cook”5/02

Event Campaign DetailDate Onsite activity Landing

Content

Confirm

Purchase

Source:

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http://www.comscore.com/Press_Events/Presentations_Whitepapers/2010/When_Money_Moves_to_Digital_Where_Should_It_Go

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Multichannel attribution

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Multichannel analysis

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/multichannel-customer-journeys-ropo/

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Measuring multichannel social ROI

Source: www.twitter.com/pemadden

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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/conversion-rate-optimisation-adoption/

Q8

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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

Competing on analytics

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What are the goals for this site?

What is a successful visit?

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Example goals pages• Brochure

• This is funnel top

• Value assigned:

• E.G £10

• Other goals pages:

• Call back page

• Taster page

• Email signup| 58

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Measure ReachAudience

EncourageAction incl lead generation

ConvertTo sale

Engage customers to retain and grow

Tracking metrics

Unique visitors New visitors Visits Conversation

volume

Online opportunity (lead) volume

Offline opportunity (lead) volume generated from online

Online sales volume

Offline sales volume generated from online

Email list quality Email

engagement quality

Transactions

Performance drivers (diagnostics)

Share of audience Share of search Brand/direct visits

Page engagement rate (Bounce rate, duration)

Lead conversion rate by engagement tool

Conversion rate to sale

Channel conversion rates

Category conversion rates

Active customers % (site and email active)

Active social followers

Repeat conversion rate

Customer-centric KPIs

Cost per click and cost per sale

Brand awareness Conversation

polarity (sentiment)

Cost per lead Customer satisfaction

Average order value

Cost per sale Customer

satisfaction

Lifetime value Customer loyalty

index Customer

advocacy Products per

customer

Business value KPIs

Audience share (owned media) or

Share of voice (earned media)

Goal value per visit Online lead

contribution(n,£, % of total)

Revenue per visit Online-originated

contribution to sales, revenue and product

Retained sales growth and volume

Revenue per channel and category

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RACE performance framework

6161

Are you "Always On"?

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Let’s Connect! Questions & discussion welcome

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