Digital Traffic Drivers
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A digital marketing agency provides digital strategy and marketing services including developing digital strategies, defining business objectives, search engine optimization, paid advertising, email marketing, and building relationships. Digital strategies involve understanding the audience, developing a content strategy, optimizing websites for search engines, and promoting content. Key factors for success include quality content, research on target audiences and keywords, and building trust and links from other websites and social media. Measurement of strategies includes metrics like click-through and conversion rates.
Digital Traffic Drivers
- 2. A DIGITAL MARKETING AGENCY DELIVERING GREAT RESULTS +353 (1) 53 11 611 | adam@encendo.co | encendo.coWHAT WE DO
- 3. A digital strategy is a plan to accomplish something with the benefit of digital tools.
- 4. Plans require a why, who, what, when, where, and how. a plan
- 5. An objective has to be measureable and actionable. accomplish something
- 6. What is digital and what are the benefits? benefit of digital tools
- 7. SOURCE : SIMON SINEK PEOPLE DON’T BUY WHAT YOU DO THEY BUY WHY YOU DO IT DIGITAL STRATEGY
- 8. KNOW YOUR AUDIENCE DEVELOP A CONTENT STRATEGY OPTIMISE AND PROMOTE BUILD A RELATIONSHIP DEFINE THE BUSINESS OBJECTIVES DIGITAL STRATEGY
- 10. Website Search Engine Optimisation Online PR / Social Email Marketing / CRM Paid Advertising Convert
- 11. SEO
- 12. 1. A Search Engine Spider crawls the web. 2. Builds an index of the words it finds and their location 3. When a user searches, they are searching that index 4. The Search Engine presents the most relevant results of the search from the index. Mechanics
- 13. ON-THE-PAGE SEO OFF-THE-PAGE SEO No single SEO factor will guarantee search engine rankings CONTENT HTML ARCHITECTURE LINKS TRUST SOCIAL PERSONAL Success Factors
- 14. CONTENT HTML ARCHITECTURE Quality Research Words Engage Fresh Thin Ads Titles Description Headers Structure Stuffing Hidden Crawl Duplicate Speed URLs Mobile Cloaking On Site SEO Success Factors
- 15. Quality : Are pages well written & have substantial quality content? Research : Have you researched the keywords people may use to find your content? Words : Do pages use words & phrases you hope they’ll be found for? Engage : Do visitors spend time reading or “bounce” away quickly? Fresh : Are pages fresh & about “hot” topics? Thin : Is content “thin” or “shallow” & lacking substance? Ads : Is your content ad-heavy especially “above the fold?” On-Site Success Factors - Content
- 16. On-Site Success Factors - HTML Titles : Do HTML title tags contain keywords relevant to page topics? Description : Do meta description tags describe what pages are about? Headers : Do headlines & subheads use header tags with relevant keywords? Structure : Do pages use structured data to enhance listings? Stuffing : Do you excessively use words you want pages to be found for? Hidden : Do colours or design “hide” words you want pages to be found for?
- 17. On-Site Success Factors - Architecture Crawl : Can search engines easily “crawl” pages on site? Duplicate : Does site manage duplicate content issues well? Speed : Does site load quickly? URLS : Are URLs short & contain meaningful keywords to page topics? Mobile : Does your site work well for mobile visitors, on smartphones and tablets? Cloaking : Do you show search engines different pages than humans?
- 18. LINKS TRUST Quality Text Numbers Paid Spam Authority History Identity Piracy SOCIAL PERSONAL Reputation Shares Country Locality History Social Off-Site Success Factors
- 19. Off-Site Inbound Links • Uninformative link : Click here • URL link: www.vidalsasson.com • Topic link: hair care • Keyword link: hair styling with Vidal Sassoon (and ensure variety of keywords.)
- 20. • “Natural” editorial links • Manual “Outreach” Link Building • Self-created, non-editorial • Get your customers to link to you • Build a company blog. Make it valuable, informative and entertaining • Create content that inspires viral sharing and natural linking • Be newsworthy Off-Site Inbound Links
- 21. Off-Site Inbound Links Quality : Are links from trusted, quality or respected web sites? Text : Do links pointing at pages use words you hope they’ll be found for? Number : Do many links point at your web pages? Paid : Have you purchased links in hopes of better rankings Spam : Have you created many links by spamming blogs, forums or other places?
- 22. Useful Tools
- 23. ADWORDS
- 24. What is it? - User Adwords will show in: • Desktop • Mobile • Tablets Adwords can appear on the: • Left • Right • Top
- 25. What is it? - User Relevant search terms trigger relevant ads Digital Marketing
- 26. What is it? - Advertiser user searches Device Competitors Copy Intent Design Usability Copy Calls to action Funnel Attribution search term triggers ad user clicks on ad lands on your landing page converts to a sale or lead
- 27. Adwords is good • TRANSPARENT ROI, CPA, CTR, CVR and so on • TARGETTED • COST EFECTIVE • INFLUENCE BUYER BEHAVIOUR • AGILE • IMMEDIATE • LARGE RELEVANT AUDIENCE
- 28. Adwords is good … BUT … • BE METHODOLOGICAL • MONITOR CONSTANTLY • KNOW YOUR VALUE PROPOSITION • TEST • WRITE GOOD COPY • KNOW YOUR BUDGET • KNOW WHAT YOUR END GOAL IS THINK USER !!!
- 29. Structure CAMPAIGNS ADGROUPS ADS KWS
- 30. Campaigns • DEPARTMENTS • THINK CAMPAIGN SETTINGS AND TYPE • Type, devices, location + options, languages, bid strategy, advanced settings • BE CLEAR • DAILY BUDGETS • ADWORDS EDITOR
- 31. Keywords • BE RELEVANT • THINK USER • COMPETITIVENESS • MATCH TYPES exact, phrase, broad (modifier) • VARIATIONS • MOUNTPLEASANT- MOUNTPLEASANT • NEGATIVE
- 32. AdGroups • PLAN YOUR WAREHOUSE • THEME KEYWORDS TOGETHER • THINK CAMPAIGN SETTINGS • THINK USER INTENT • THINK DEVICE • THINK CALL TO ACTION
- 33. Ads • THINK VALUE PROPOSITION • THINK CALL TO ACTION • THINK END GOAL • THINK DEVICE • THINK KEYWORD • THINK CHARACTERS • THINK FULL STOP
- 34. Boost Your AdWords SITELINK EXTENSIONS LOCATION EXTENSIONS CALL EXTENSIONS APP EXTENSIONS REVIEW EXTENSIONS CALLOUT EXTENSIONS
- 35. Relevance • AdGroup Keywords • Ad Keywords • Clickthrough Rates • Landing Page Keywords • Landing Page Bouncerate? QUALITY SCORE
- 36. SETTING IT ALL UP
- 37. FACEBOOK
- 38. 0.37% FACEBOOK CONTENT TYPICAL ENGAGEMENT RATES 0.27% 0.15%0.31%
- 39. FACEBOOK RETARGETING right sidebar ads Best for : Dynamic product ads driving direct response news feed ads Best for : Content marketing and promotions taking advantage of its social components
- 40. FACEBOOK RETARGETING 65% ADVERTISING IN NEWS FEEDS 197% INCREASE IN ROI COMPARED TO RHS 21% CTR HIGHER THAN WEB RETARGETING 49% THAN RHS
- 41. SETTING IT ALL UP
- 42. LINKEDIN
- 43. ESTABLISH YOUR PRESENCE ATTRACT FOLLOWERS ENGAGE FOLLOWERS AMPLIFY THROUGH THE NETWORK ANALYZE AND REFINE CONTENT MARKETING
- 44. ESTABLISH YOUR PRESENCE ATTRACT FOLLOWERS ENGAGE FOLLOWERS AMPLIFY THROUGH THE NETWORK ANALYZE AND REFINE COMPANY PAGES SHOWCASE PAGES CONTENT MARKETING
- 45. ENGAGE YOUR COLLEAGUES MULTI-CHANNEL APPROACH FOLLOW BUTTON FOLLOW COMPANY ADS ESTABLISH YOUR PRESENCE ATTRACT FOLLOWERS ENGAGE FOLLOWERS AMPLIFY THROUGH THE NETWORK ANALYZE AND REFINE CONTENT MARKETING
- 46. COMPANY UPDATES INTRODUCTIONS AND HEADLINES IMAGE OR RICH MEDIA SNACKABLE AND VALUABLE CONSISTENT AND AGILE ENGAGE THROUGH COMMENTS ESTABLISH YOUR PRESENCE ATTRACT FOLLOWERS ENGAGE FOLLOWERS AMPLIFY THROUGH THE NETWORK ANALYZE AND REFINE CONTENT MARKETING
- 47. SPONSORED UPDATES SLIDESHARE CONTENT ADS LINKEDIN GROUPS SPONSORED INMAIL DISPLAY ADS ESTABLISH YOUR PRESENCE ATTRACT FOLLOWERS ENGAGE FOLLOWERS AMPLIFY THROUGH THE NETWORK ANALYZE AND REFINE CONTENT MARKETING
- 48. CONTENT MARKETING SCORE TRENDING SCORE ESTABLISH YOUR PRESENCE ATTRACT FOLLOWERS ENGAGE FOLLOWERS AMPLIFY THROUGH THE NETWORK ANALYZE AND REFINE CONTENT MARKETING
- 49. EMAIL
- 50. Why email is still hot • People are used to it - use it every day • Adaptable to all stages in lifecycle • Cuts costs – direct mail, telemarketing • Offers short time to market • Short test to roll cycles • Infinitely personalisable • Delivers best Return on Investment…
- 51. Email is not easy
- 52. Concentrate on 3 things : • Deliverability, measurement and monitoring! • Good old fashioned marketing. • If it gets delivered your half way home. • If you’re measuring you’ll see trends and patterns • If you’re monitoring you’ll know when to change tact
- 53. What do you want me to do as a customer? • Go to the website or other medium? • Register? • Buy stuff? • Turn up again soon? • Give you some feedback? • Keep the relationship alive? • Keep coming back? • Recommend you?
- 54. Source: Email Marketing Best Practice Guide: Econsultancy.com
- 55. Local personalisation • Registration Data • Transactional Data • Click-stream data • Do more analysis!
- 56. The Bigger Picture - measure • Segmentation size! • Open rate • Click-through rate • Conversion Rate • Average Order Value!