Digital  Bites  Do  Something  Digital  in  2014  

Do something digital in 2014

Tom Gillman – Head of Sales and Marketing at Crafted

From willowgardeners on Flickr

What?

Why?

How?

Sound familiar?

“We probably should be doing more digital,

but we’re not.”

Image from purple-lover on Flickr

“It’s finding the time” Image from northcharleston on Flickr

“Well we’ve always done it this way and it seems to work” Image from farnsie on Flickr

“Someone else looks after the marketing – not my problem”

Image from tomsaint on Flickr

“We tried it, but it didn’t really work” Image from nesster on Flickr

Social media

What Pick a channel, any channel…

Image from The Drum

33% use social media to discover new brands, products and services

emarketer

60% of LinkedIn users have clicked on an ad on the site

lab42

100% of business decision-makers use social media for work purposes

Forrester Research

47% share photos or videos they find online

Pew

Pinterest drives twice the website referral traffic of Twitter, LinkedIn and

Google combined Shareaholic

Novice •  Claim your brand!

•  Set-up a Twitter account

•  Start networking on LinkedIn

Advocate •  Define your style •  Build a following

•  Time your tweets

Hero •  Create a viral contest page •  Connect your blog to Facebook

•  Conversion is your goal

Email

What?  

•  Use email to - Build long term relationships

- Promote your products/services

- Add value!

77% prefer to receive permission-based marketing communications through email

Exact Target

44% of email recipients made at least one purchase last year based on a promotional email

Convince and Convert

40% of B2B marketers rated the leads generated by email marketing as high quality

Software Advice Survey

Novice •  Choose an email marketing provider

•  Create a branded email template

•  Define customer journey –

where does email fit in?

Advocate •  How’s your database? •  Create campaigns –

acquire / educate / retain

Hero •  Segment and create lists •  A/B test

Content

What?  

•  Create engaging, relevant and interesting content for your business

From ualucky on Flickr

Interesting content is a top 3 reason people follow brands on social media

Content+

78% think organisations providing custom content are interested in building good relationships

TMG Custom Media

58% of consumers trust editorial content

Nielsen

50% of companies have content marketing strategies

WebDAM

Novice •  Start a blog

•  Create a content calendar

•  Implement social sharing

Advocate •  Submit content (social hubs) •  Bookmark your content (Delicious)

•  Write to build a relationship

Hero •  Write an eBook •  Write guest posts

•  Create an infographic

Online marketing

organic

What?  

•  Is your website a well-kept secret?

From losangelespersonaltrainer on Flickr

100000000000000 searches on Google per month

Search Engine Land

That’s 100 billion

89% of consumers use search engines for purchase decisions

Brafton

70% of users click on organic search results

Search Engine Journal

75% of users never click past the first page

Hubspot

Novice •  Establish your search objectives

•  Research your keywords

Advocate •  Set-up Google Webmaster Tools

•  Blog for search

Hero •  Get more links – write/talk/network

•  See ‘Content’ above

paid Online marketing

What?

•  PPC

•  Google AdWords

•  Social advertising

•  Remarketing

41%

of clicks

Wordstream

The top three paid ad spots get

2/3 of clicks for high commercial intent keywords

TMG Custom Media

Google ads account for

TMG Custom Media

20% of total search spending worldwide

Mobile represents

Novice •  Create a Google AdWords account

Advocate •  Send traffic to landing pages

Hero •  Improve message match

and improve quality score

•  Get a PPC expert £

Insight

What?

Why?  

•  It’s free!

•  Because assumptions don’t inform improvement

•  Because you want to measure success across your

- Website

- Social channels

- Ecommerce

- Online advertising

Novice •  Set-up a Google Analytics account

•  Consider some training

•  Identify underperforming areas

Advocate •  Make a note of important events

Hero •  Set-up goal tracking

•  Create custom reports

and dashboards

•  Assign values

Conversion

“Start testing and stop arguing”

- Jon Correll (Founder of Conversion Voodoo)

CRO is…

1.  Finding out why visitors aren’t converting

2.  Fixing it

Companies that use CRO are twice as likely to see an increase in conversion

Econsultancy

44% of clicks for B2B companies are directed to a home page, not a landing page

Marketing Sherpa

Novice •  Take a 5-second test

•  CTA

Advocate •  A/B test

•  Rate yourself

Hero •  Gather user insight

•  Segment inbound traffic

Thank you

•  Next Digital Bites – Tuesday 8th April

•  Subscribe to the Crafted Edition newsletter at www.crafted.co.uk

•  Follow @craftedmedia and @digital_bites on Twitter

Thank you…

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