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
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…
www.crafted.co.uk | [email protected]
Ipswich Studio: 32 Fore Street, Ipswich IP4 1JU. Tel. +44 (0) 1473 213222
London Office: Clerkenwell Workshops, 27/31 Clerkenwell Close. London EC1R 0AT. Tel. +44 (0) 20 3393 3852
