digital strategies for small business - marin media...

Big Solutions for Small Business www.MarinMediaSuite.com

Digital Strategies for Small Business February 11, 2014


How to make sure your website is open for business…

Bridget Gieseke presents


First Impressions Are Critical!

• 75% of users admit to making judgments about a company’s credibility based on their website design (Stanford Web Credibility Research)

• Websites that are perceived as great looking are also perceived as usable and trustworthy (Harvard 2013).

• 89% of customers search the web before making a purchasing decision(Digital Influence Index 2012)


It’s a Thing of Beauty! Components of Great Web Design

• Colors: The site’s colors should convey your company’s personality or brand. Colors have a big emotional factor so it’s important to choose colors your audience will love.

• Fonts: The site’s fonts should also be based on the company’s brand and the feeling you want to convey to customers. The fonts need to be easy to read.

• Pictures & Graphics: Choose pictures and graphics that display your company and products in the best light possible. Hire a professional photographer if possible. Images speak volumes about your company and play a key role in your website’s look and feel.

• Complexity: Strive for simplicity in your design. Keep it simple, yet not so simple that it lacks appeal.

• Usability: Make sure the website’s design is user-friendly. The navigation needs to be straightforward and the design needs to be created based on how users will interact with the site.

• Resolution: Make sure all images and graphics are the proper size and screen resolution.

• Consistency: Keep the design of the site (colors, fonts, button styles, heading sizes, etc.) consistent throughout the site.


It’s All About the User Experience

• User Flow

• Speed

• Responsive Design

• Content Management System

• What action do you want the user to take?

• To e-commerce or not to e-commerce?


Make Your Site Search Friendly Make sure you have the following components

for proper on page SEO:

• Domain redirection

• Site Map

• Local phone

• Address on Home Page

• Maps & Directions

• Title Tag Compliance

• Location in Title

• Unique Title

• Leave the “FLASHbacks” behind…….


What Does Google See??

We see a thing of beauty Google Sees

XXYYYZZZKKKLLLMTTTTRRRSSFWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWRRRRRRRRRRRRRRRRRRRRRRRRRQQQQQQQQQQQQQQQQQQQQQQQQQQQQ


Conversions

• What is a conversion?

• To e-commerce or not to e-commerce?

• How can I improve my conversions rate? – Identify the primary focus

– Utilize a clear call to action strategy

– Make it easy for the user to take the desired action

– Improve your offer


What’s Your Screen Strategy?

• Desktop, tablet and mobile viewing

• Responsive design

• Do I need an app for that?


Before


After


Before


After


Before


After


If I build it…will they come??

If you are not driving traffic to your site, it’s like having a billboard in the desert.

It does not matter how awesome your site is if consumers can’t find it.


Soooo…What Next???

• Now that your site is beautiful, functional and ready to make you money…

• You need to start marketing your site….

• The first step of which is to determine your audience….who exactly are you trying to reach?


Defining and reaching your target audience online…

Brian Kroll Presents


Agenda • Defining your target audience • What is data segmentation and

where does the info come from?

• How do you reach these audience segments online?


Defining Your Target Audience

The principles of marketing still apply online, just slightly modified:

• Target Geography – Where do your customers predominantly live or work?

• Target Demographics – Age, Gender, Career, Family Status, etc

• Target Psychographics – Interests

• Target Behaviors – Past Purchasers, Probable Intent

What does your website data tell you?

• Google Analytics is a gold-mine of data on your customers (visitor location patterns, peak traffic days/times, frequency of visits, etc)


Cookies & Data Segmentation


Cookies & Data Segmentation

What is data segmentation?

• Two main types of data: First Party and Third Party

• First Party = Your Website Data

• Third Party = Data from Data Management Platforms (DMP’s)

• First Party Data Examples:

• Past Purchasers (e-commerce), Subscribers (to an email list), Past Website Visitors, Keyword Data, etc

• Valuable because we know these users are specifically interested in your business


Cookies & Data Segmentation Third Party Data:

• Provided by Data Management Platforms (DMP’s) such as eXelate, BlueKai, etc.

• DMP’s have vast networks of partners that collect non-PII (Personally Identifiable Information) data from consumer interaction online and then analyze that data to form data segments.

• These data segments can then be used to target advertising messages to users while they are online.

• Primarily used for Display and Video advertising.


Cookies & Data Segmentation Samples of Data Segments:

Type of Segment How Data is Collected/Utilized

Demographic: i.e. Age & Gender

Self-reported demographic information from top social networks and sites that collect registration data. Found at top U.S. social networks and dating sites.

Intent: i.e. Automotive Purchase

Search-level data provided by leading automotive shopping sites. Found at leading auto research and auto dealers lead generation sites.

Intent: i.e. Shopping CPG - Beverages - Beer and Wine

Based on loyalty card purchases at leading grocery retailers

Interest: i.e. Entertainment

Consumers viewing music, movies, TV, gaming or celebrity content. Found at top U.S. entertainment portals and gossip blog networks action.

Branded Data: i.e. Mastercard Advisor Segments

Audiences based on the likelihood of individuals spending in a specific category within a specific time period. Individuals that are twice as likely to purchase a within the next 30 days


The Data Mining Process


Audience Targeted Using Real Time Bidding

Source: OpenX Whitepaper, 2010


Audience Specific Targeting

Ad Taxi’s Audience

Segmentation Engine

automatically delivers your message to your target audience wherever

they are on the internet across over 4

million different websites.

*sites shown are examples

Your Ad Message

Big Solutions for Small Business www.MarinMediaSuite.com 28

Access to over 1 trillion impressions per month

Right Media

(Yahoo!)

Google AppNexus/AdECN

AdMeld

Rubicon

OpenX

Pubmatic

ContextWeb Other

We can target your core audience segments as they visit more than 4 million websites

These publishers are available through the ad exchanges at left

This represents 90%+ of all internet users

AdTaxi Offers Scale + Technology


Campaign Development & Optimization…

Peter Hottenstein presents


First things first…. Before you can develop your campaign,

you must define your target online audience.

Please refer to your Audience Worksheet Handout


Audience-Focused Approach The Process

Initial Consultation

Custom Audience Development

Audience Refinement

Data Collection & Analysis

Campaign Optimization

Strategic questions

result in clear understanding

of needs, reveal key

success- metrics & set

campaign goals.

Based on initial consultation we develop custom

audience-segments

designed to deliver messaging

to only those who need to be

reached.

Putting data-analysis into action, we

modify each campaign by emphasizing

areas of highest return and

eliminating areas of lowest return.

Campaign performance-data reveals trends and

areas of greatest

performance.

A collaborative process

through which we present &

discuss several targeting &

pricing options.


“A goal without a plan is just a wish.” Antoine de Saint-Exupery French Writer (1900-1944)

Data Capture & Tracking?

Drive Qualified Website Traffic?

E-Commerce Sales?

Improving Existing Search Programs?

Lead Generation?

Increase Brand Awareness &

Consideration?

Research

Strategy

Targeting Measure

Optimize


What combination makes the most sense?


Campaign Summary • Impressions • Clicks • Click Rate • eCPM • eCPC • View-Through Conversions • Site Visitation Rate

Detailed Reporting • Desktop • Mobile • CPC • Tablet

• Social • Search • Video • Email


Campaign Optimization

•Set up campaign to provide data points you need to make good decisions later on. •Compare performance of creative units, geographic zones, ad placements and audience segments. •Look for areas-of-execution reporting the highest CTR’s & VTR’s. Look for evidence of alignment between target audience & reaction-to-message.

• Optimize Towards High Key Performance Indicators (KPI’s)

o Reach o Click Through Rate (CTR) o View-Through Rate (VTR) o Effective CPM/CPC o Conversions

• Keep key marketing objectives in mind when making changes to existing campaigns.


Questions?


Stick around for a quick overview of


What is it? • A free service offered by Google that generates detailed statistics about a website’s traffic and it’s traffic sources.

Features: • Advertising Campaign Performance • Analysis & Testing • Audience Characteristics & Behavior • Cross-Device & Cross-Platform Measurement • Product Integration

• AdWords • Google Display Network • Google +

• Sales and Conversions


• Analyze sources of site traffic o Track performance of social engagement o Measure impact of mobile browsing

• Monitor how traffic flows through the site

o Analyze content performance

• Provides information about site visitors o Delivers insight on popularity of specific pages

• Provides breakdown of keywords • It’s Free!

Benefits


Acquisition Reports • Understand different traffic sources to your site • Find and analyze your marketing campaigns • Compare marketing channels • Determine highest quality traffic generators • Make decisions about advertising strategy


Bridget Gieseke

Advertising Director Marin Independent Journal

Digital First Media

Direct: 415.382.7246 [email protected]

Thank you very much for your time today!

Peter Hottenstein Digital Specialist

Digital First Media

Direct: 415.382-7327 [email protected]

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