Is your website generating leads for your business? By Denis Finnegan Finn Media Ltd Sales Focused Digital Marketing Twitter : @finnmediamkt @denispfinnegan For event : #DEW Web: www.finnmedia.ie Facebook: /finnmediamarketing Email: hello@finnmedia.ie
Our Background Qualified Marketing company Digital Marketing Building online authority for our clients Twitter : @finnmediamkt @denispfinnegan For event : #DEW Web: www.finnmedia.ie Facebook: /finnmediamarketing Email: hello@finnmedia.ie
Aim of workshop importance of a focused on-line presence Understanding on-line behaviour Creating well designed website & landing page Creating your digital marketing strategy , SEO, PPC &Social Media Introduction Tactics to improve its success KPI’s & ROI
How people use the Internet Interact with friends & brands Find out information & news Search for products or service Play on-line games & view shows
Activities to Increase Web Traffic
Remember a website can: • Determine quality leads which can be delivered to your inbox – Lead generation • Use SEO/PPC to find prospects who are actively searching for services/products • Collect valuable information (using Analytics) to determine what people like • Automate some processes such as selling products, downloads etc • Collect emails and contact details for your database marketing • Work along side your other marketing activities to add value to your campaigns
Stages to success 1. Design customer focused website for conversion 2. Create digital strategy to choose correct activities 3. Use KPI’s to review ROI and adapt strategy
Before you build
Research Ask plenty of questions: Why do I want a site ? What are my targets/goals? Who is my target audience? What is the online behaviour of my target audience? What devices do they use? What are the products/services you are selling? Why should people buy from you online? What are your successful competitors doing? What type of conversion pages do you need? What is the structure for my SEO strategy Have you planned the site for growth and expansion?
3 click rule Important Click 1 : Home page (Handshake page) Click 2 : Service /Product page (selling page) Click 3 : Call to action (Busy office)
Case study – Legal firm with global appeal
3 click rule
3 click rule
Case study: Company offering services to dairy industry
Digital Marketing Strategy What is it ? Digital strategy is about finding that place where the Consumer, Technology and your Brand meet. Measurements KPI’s (Key performance Indicators) Analyse your analytics. Learn what brings your readers to your site. Monitor sales results & sources – Prevents wasting budget
Understand your offering Describe your company in 20 words Why should people buy from you (USP) ? What is your current online presence? What marketing is working/not working? What are the benefits of your products/services – customer focused
Know your customer Segment your customer Find out what they want What influences their decision Where do they hang out? What products/services do your customers use that are associated with your products How can I find out? Primary research Ask existing customers – surveys, Talk to sales team & create profiles Secondary research Search online, blogs, Existing studies
Targeted Steps 1. Create content that appeals to your market 2. Direct that information using channels Facebook, Twitter, LinkedIn, Pinterest, Vine (Social) Emails, Bulk text, Newsletters (Database Marketing) SEO with quality content (blogs & articles) PPC (Google Adwords) Offline channels 3. Track results using KPI Charts
Targeted Steps 1. Create content that appeals to your market 2. Direct that information using channels Facebook, Twitter, LinkedIn, Pinterest, Vine (Social) Emails, Bulk text, Newsletters (Database Marketing) SEO with quality content (blogs & articles) PPC (Google Adwords) Offline channels 3. Track results using KPI Charts
Results Focused • Increase conversion rate Marketing Activities January January Conversion Rate ROI Leads Sales • Email Marketing Campaign SEO Google Adwords Printed advert Tradeshow etc
Search Engine Optimisation Why bother? “Basically, if someone wanted to find us online, they couldn’t – we didn’t exist as far as online was concerned,”
SEO – Search Engine Optimisation Optimise your website/blog to get found at the top of search engine results when your target market types in key phrases. Get found ahead of competition regardless of size Target your landing pages for different customers Allow new audience to find your services/products Tools – Keyword planner, SEOMoz, , Open site explorer
Pay Per Click (Benefits) 1. Advertise to those looking for you right now 2. Advertise to an exact geography 3. Measurable at every level
Advanced Measuring - Google Adwords • Special Phone Numbers • Special Landing Pages or Sub-sites • Conversion Tracking • Negative Keywords
Social media Note: Called Social Media – Not Sales Media LinkedIn – B2B, Professional Facebook - B2C – Target consumers & building brands Twitter – Communicate with peers & gossip Blogging – Influence your peers and market YouTube – Used to showcase products/services
Social media
Your Secret Weapon
Google Analytics WHAT IS GOOGLE ANALYTICS? • Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. The product is aimed at marketers and website owners who want to review the data that can assist with their website objectives. WHAT DOES IT COST? • The basic service is completely free of charge and is suitable for most businesses. There is a paid version available also. HOW TO ADD GOOGLE ANALYTICS TO YOUR WEBSITE? • Once you create an account, you will receive a snippet of code that needs to be added to every page on your website above or below the </body> code. Your website developer should assist you but ensure you create the account on your gmail/google apps account so you have ownership on your analytics and not your web developer/digital marketer. WHAT CAN IT TRACK? • It is an impressive tool as it can provide a lot of data which companies can use in their marketing campaign. These include:
Google Analytics REAL TIME TRAFFIC • You can see visitors who are on your website in real time. AUDIENCE • This section of the tool allows you to see the amount of visitors that visit on your website, their locations, what browsers they use, mobile Vs desktop information and their behaviour on--line. TRAFFIC SOURCES: • This will help you in choosing your inbound marketing activities as the data can tell you where your visitors arrive on the site from. This is useful if you have your website link on a 3rd party website and you need to see how successful the campaign is. This section will also tell you how successful your organic (SEO) results are performing , adwords, email campaigns and how important if at all are your social media platforms in driving traffic to your website. CONTENT: • The content section tells you what your most visited web pages are, including your landing pages for the website and a visitor flow map to discover how your visitors view your website. This is excellent for planning what webpages to edit or add content for as well as improving your call to actions. AVERAGE TIME ON YOUR SITE: • If you can get this figure up to 4 minutes it will greatly improve your conversion rates. To achieve this, use the data above to improve content, navigation flow and provide information your target audience are looking for and/or cannot get elsewhere. BOUNCE RATE: It represents the percentage of visitors who enter the site and "bounce" (leave the site) rather than continue viewing other pages within the same site. CALL TO ACTION VIEWS: • Keep a record of the number of people who go to your call to action pages either checking figures in the content section or add conversion goals. This way you know how many people visit the contact us page, purchase page, location map etc and if you increase this figure, sale leads will increase.
Results Focused
Task Priorities
Results Focused • Key Performance Indicators (KPI’s) Month Website No. of Amount of Conversion rate Visitors Transaction Sales • June 6000 100 9,000 1.6% July
Results Focused • Increase conversion rate Month Website No. of Amount of Conversion rate Visitors Transaction Sales • June 6000 100 9,000 1.6% July 6000 140 12,600 2.3%
Landing page layout Important for conversion rates Provide clear information for your audience Provide clear Call to actions Make it easy to collect leads Create visitor interaction when possible
Case study
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