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NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Your Digital
Marketing Toolkit Incorporating Online Platforms into
your Marketing Strategy M A R T I N M C D O N A L D
Find the most effective digital
strategies for your business
Best practice and common
mistakes to avoid
Equip your business to leverage
these strategies R I S S Y S U T H E R L A N D
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
W E D O N ’ T G O O N L I N E .
We live online.
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Shop
onlineView
banner ad
Watch
tutorial
Purchase
through
call center
blog
Compare/
shop online
Post
reviews
Purchase
via mobile View
YouTube ad
Like on
Read
Reviews
Purchase
in store
Watch
YouTube
ad
Download
app
Watch video
on mobile
View
print ad
Traditional Customer Lifecycle Digital Customer Lifecycle
The Customer Journey has Changed
Discover
Buy
ExploreEngage
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
I-want-to-watch-moments
I-want-to-do-moments
I-want-to-go-moments
I-want-to-know-moments
I-want-to-buy-moments
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
15% (500 Million) searches performed each day
are brand new, never seen by Google prior
They switch regularly
between devices.
They read reviews, compare
styles, and research pricing.
93% of buyers research online
before purchasing..
On average, 10.4 information
sources influence an online
buying decision.
Buyers are
unpredictable
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Average time spent per day by US adults shifts to digital
TV Radio Print Digital Other
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
2011
2015
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Immediacy
of action
High
expectations
Unscripted
decisions
62% of smartphone
users are more likely
to take action right
away because of
smartphones
77% of those who
encounter a mobile
site that wasn't
optimized don’t
continue to view
the site
Mobile users are 20%
more likely to make an
impulse purchase
Mobile has changed how we act and react in life
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Female
• Age 34 – 45
• Working mother
of three
• 80k – 100k
Annual Income
Persona
Think motivators
• High income but
majority spent
on child
expenses
• Looking for
simplicity
Personal
Move from Persona to PERSONAL
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Consider your
demographic
Example:
Looking for a
trustworthy, reliable
and affordable
mechanic? Call us
today!
Personal
Think motivators
Let that Guide your Messaging
• High income but
majority spent
on child
expenses
• Looking for
simplicity
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Consider your
demographic
Example:
Looking for a
trustworthy, reliable
and affordable
mechanic? Call us
today!
Personal
Looking for
simplicity
Think motivators
Let that Guide your Messaging
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Understand your Product Solution
Timeliness Involvement
Do you have repeat
customers and how
often do they return
to your business?
How much research
would a prospect need
to do and how many
competitors will they
encounter before they
choose you?
$ behind your USP
What makes you
bigger and better
than the competitor
and what does it
mean to your
customer?
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Micro-Moments: Moments That Truly Matter
What are my consumer’s
moments?
What moments matter to
my brand?
What content, tools and
features do my consumers
want to consume while in their
moment?
Intent
Context Immediacy
MICRO-
MOMENTS
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Social
• Social is the new
word of mouth
• Reviews & Referrals
• Loyalty & Lead
Nurturing
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Social Advertising
• Audience Issues
• Targeting Non-Fans
• Boring Ad Copy
• Boring Images
• No Landing Page
• No Tracking
• Campaign Mis-Mgmt
Common Mistakes
Social Advertising is incredibly important yet it can be dangerous to your bottom line if you don’t have a plan.
So how do you win at Social Advertising?
Let’s explore these 7 common mistakes
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Search Ads
• Used to find local businesses and local
offers
• Used to find brands
and their website
addresses
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Not Using ETA
• Inconsistent Site Links
• Match Type
• Quality vs. Quantity
• Ad Copy Blues
• Negative Nelly’s KW’s
• Not Knowing your LTV
Common Mistakes
PPC is a dominate digital component that can help or hurt you. Have you defined your goals? Have you decided what you want to get out of PPC?
So how do you win at PPC?
Let’s explore these 7 common mistakes
Search Advertising
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Organic & Content
• Used to complete
research (answering our
questions)
• Used to find local
businesses
• Used to find business
listings & reviews
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Local Listings
• Communicates vital
business information
– Reviews
– Hours of Operation
– Address & Phone
– Current offers & More
• Used to find local
businesses ‘near me’
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Reputation & Reviews
• Reviews & Reputation can
make or break the buying
decision of a customer
• Not only are reviews
important from a customer
perspective, but it is the
least known ranking factor
of search engines
Reputation
Management
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Focus on KW Type
• Not Recognizing Semantic SEO
• Not Using Analytics to Understand Conversion
• Relying on On Page
• Ignoring Off Page
• Not Aggressive with Reputation & Listings
• Focus on Link Quantity vs. Link Quality
Common Mistakes
SEO is a colossal jigsaw puzzle that many people can’t figure out. So how do you? The new shift is to Semantic Search….WTH does that mean?
So how do you win at SEO?
Let’s explore these 7 common mistakes
SEO
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Retargeting
Site Retargeting produces your “2nd chance” opportunity as the consumer continues their purchasing journey
Search Retargeting helps target people who are unaware of your business, but are in research mode
Both require smart segmenting:
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Underwhelming Creative
• Annoying Your Prospect/Customer
• Using a Small Fishing Net
• Static Ads/Static Bidding
• Using Multiple Vendors
• Not Using Search & Site
Common Mistakes
Retargeting is a great opportunity to “shoulder-tap” your potential clients about your brand through site-based efforts or search intent strategies.
So how do you win at Retargeting?
Let’s explore these 6 common mistakes
Retargeting
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
• Consumers move seamlessly
across many devices en
route to conversion
• You don’t have mobile or
desktop customers, you just
have customers
Connecting the dots
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Focus on YOUR customer’s purchase journey
It will look different than other businesses.
agree that the quality, timing, or relevance of a
company's message influences their perception of
a brand.**Google, 2015
69%
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Think Gateways not just Tools or Platforms
when she is sharing pictures of her children on Facebook vs. getting her news on twitter?
at the exact moment she needs to find an open urgent care?
when she is looking for the closest open nail salon?
reading reviews on the newest restaurant to try with her friends?
if she hasn’t made up her mind on the purchase?
How does your message look
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
Putting It All Together
Build Awareness• Website
• Brand Building• LOCAL LISTING
• ORGANIC
• CONTENT
• Email Marketing
• Local & E.R. Display
• Search Retargeting
• Traditional
Influence Consideration
• Site Retargeting
• Paid Search
• Social Media
• Brand Building• REPUTATION MGMT
• CONTENT
Drive Sales/Leads
• Paid Search
• Site Retargeting
• Social Ads
• Contextual &
Geo-Fence Display
NOVEMBER 16-18, 2016
JW MARRIOT NEW ORLEANS
NEW ORLEANS, LA
The Missing Piece
See Results
Expert Team
• Who is staying up-to-date on changes?
• Will you be reactive or proactive?
• Are you optimizing techniques to business
goals?
Reporting
• Are you measuring the right metrics?
• Are you interpreting the data correctly?
• What are the next steps?