Effective Digital Marketing Techniques

for the SME

presented to:

E-business 2008 Conference - The National B2B Centre
25
th
September 2008

Dave Chaffey, Marketing Insights Limited

www.davechaffey.com/presentations
www.davechaffey.com/MyBooks

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guru a religious leader or teacher in the Hindu or
Sikh religion or, more generally, a person who is
respected for their knowledge of a particular subject
and who gives advice
About Dave Chaffey
An e-marketing guru!
www.davechaffey.com

Recognised by the CIM in 2004 as one of 50
people who have shaped the future of marketing
and by DTI in 2005 as a key contributor to the
development of UK E-commerce in the last 10
years
Author of 6 best-selling
business books
E-marketing Excellence, Internet Marketing
E-business and e-commerce Mgt
Total E-mail Marketing
E-marketing trainer and
consultant
Clients include 3M, BP, CIPD, Euroffice, HSBC,
IDM, Intel, Mercedes-Benz, Siebel and Tektronix.
Analyst at www.e-consultancy.com.
E-marketing consultant at www.cScape.com.
Visiting lecturer at leading
UK business schools

Cranfield School of Management E-commerce
Leeds University Business School
Warwick (E-business)
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Previously Birmingham, Derby
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Your Toolbox what really matters?
Source: E-consultancy Guide to Managing Digital Channels
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Agenda what really matters:
16 Practical Tips
Digital Marketing Tips Watch out for
1. Search Engine Marketing SEO, AdWords
2. Analytics Goals, Bounce rates
3. Landing Pages OVP/Branding
4. Email Marketing Bounce rates, inbox
1. Search Engine Marketing
Search Engine Optimisation (SEO)
Paid Search Marketing = Google AdWords
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Tip: Check you are investing according to usage of search engines in each country
But remember that less popular engines may give better ROI since lower cost per click
SEM = Google marketing!
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Introducing Search Engine Marketing.
SEM = SEO + PPC
Paid listings -
Pay Per Click (PPC)
Natural or organic listings -
Search engine optimisation (SEO)
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What are the ranking factors affecting position
in Google?
200
+ -
1. On-page optimisation
Document meta data
Keyphrases in document content
Creation of new pages

2. Off-page optimisation
Link-building quantity AND quality
External links
Links In
Backlinks
Inbound links
AND Internal links

3. Behavioural
Popularity of sites from toolbar

4.Googles search spam filters
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Tip #1. Use the Google Keyword tool to perform
demand-gap analysis
Free search tools www.davechaffey.com/seo-keyword-tools
https://adwords.google.com/select/KeywordToolExternal
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Practice Ethical White Hat SEO or else
example of a link-buying penalty
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Which SEO ranking factors should I focus on?
Tip #2. On page:
<title> tag = 4.9/5
Keyword frequency and density = 3.7/5
Keyword in headings = <h1> = 3.1, <h2> = 2.8

Keyword in document name = 2.8
Meta name description = 2/5
Meta name keywords = 1/5

Tip #3. Off-page
More backlinks (higher PageRank)= 4/5
Link anchor text contains keyword = 4.4/5

Page assessed as a hub = 3.5/5
Page assessed as an authority = 3.5/5
Link velocity (rate at which changes) = 3.5/5



See http://www.seomoz.org/article/search-ranking-factors

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Tip #4. Controlling your messaging in the
search results page
Paid listings -
Pay Per Click (PPC)
Natural or organic listings -
Search engine optimisation (SEO)
<title> </title> tags
<meta name=description = > tags
Or Snippets from page
Or www.dmoz.org
NB Meta name=keywords NOT used by Google
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Check your brand messaging

Practical tip
To evaluate use search syntax:

site:domain.com + <keyphrase>

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Tip #5 Use footer links and
primary nav for SEO
Current accounts page
Home page
Tip: Ensure primary and secondary
Navigation labels include keyphrases
within anchor text
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Tip #6. Create link-bait?
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Monitor by:
Yahoo! Site Explorer http://siteexplorer.search.yahoo.com/
Not Google link: - its not comprehensive
Googlealert service: www.googlealert.com
Most recent updates on phrase, i.e. Brand name + product or service
Find partners using Google related: syntax
www.davechaffey.com/online-reputation-management-tools



Tip #7.

Monitoring
online
influencers
& partners:
- Your own
- Competitors
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Tip #8 Use Google Webmaster tools
Reasons for using and distributing diagnosis:
Crawl errors
Search query performance
Internal and external link reports
Practical Tip:
Essential to use:
relevant anchor text for linking
pages
within copy
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Tip #9. Monitor and improve drivers of
Quality Score for paid search
Tip: Check a selection of your Quality scores and relevance for keywords within AdWords Ad Groups
Terms:
CTR = Clickthrough rate
Ad text relevance = Match of headline and description to search term
Keyword relevance = Match of triggering keyword to search term

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Ad Text Relevance
A good match between search
term and ad text
Clickthrough rate
A good match between search
term and Ad Headline
Clickthrough rate
Inclusion of brand name can
improve CTR and increase
awareness
Clickthrough rate
Value proposition inclusion
of competitive price and free
pack increases CTR
www.optimax.co.uk/Default.aspx?page=0&adcode=googleppc&OrgAdCode=googleppc&WT.srch=1
Adtext relevance
Triggering search term in
account matches
search term
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How is an Ad Group Structured?
https://adwords.google.com/support/bin/answer.py?answer=6106
What are my controls?
Daily budget

Where, when ads displayed

Google Network
Number of ad groups
Triggering keywords
Keyword match type
Max CPC bids
Copy

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Good campaign structure leads to relevant ads
leading to good quality score
2. Analytics
Tuning Google Analytics
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Tip #10 Reduce your bounce rate
Percentage of visitors who enter the site and
who then immediately exit
Should benchmark for different:
1. Digital channels (Search, ads, direct, email)
2. Different sites, placements or search terms
3. Creative
4. Different landing pages
20% = Great
40% = OK
60% = Spam
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Tip #6 - tune your
www.google.com/analytics setup
1. Define conversion goals (including value) & funnels
2. Define unique pages (e.g. remove Session IDs from URLs)
3. Setup filters (e.g. new visitors only, paid search, campaigns)
4. Put campaign tracking tags in place
http://www.epikone.com/landing_page.php?utm_campaign=fall-sale &utm_medium=banner
&utm_source=boston.com&utm_content=text-only
Variable Meaning
utm_campaign The name of the marketing campaign, e.g. Spring Campaign.
utm_medium
Media channel (i.e. email, banner, CPC, etc).
What is the distribution method that is used to get our message out to our clients?
utm_source
Who are you partnering with to push your message. A publisher, or for paid search Google,
Yahoo, Live Search,
utm_content
The version of the ad (used for A/B testing). You can identify two versions of the same ad using
this variable.
utm_term
The search term purchased (if youre buying keywords).
This is not always used and is NOT included in the above example.
3. Landing pages
Proving your not a dog
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Persuasion through substantiation
1. Presumed
General assumptions in
the mind of the perceiver

2. Surface
Simple inspection or initial
first-hand experience

3. Reputed
Third party endorsements,
reports or referrals


4. Earned
First hand experience that
extends over time

www.euroffice.co.uk
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Tip #11. Defining your OVP
Core brand proposition = Marketing Mix:
Who are you?
What do you do?
Where you do it?
What makes you different?
OVP - Online Value Proposition
Reinforces core brand proposition and credibility, but
messaging shows:
Value that a site visitor get from your online brand or
campaign that
They cant get from you offline?
They cant get from competitors?
Communicate message forcefully:
online and offline
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Does your message stand out?
http://www.useit.com/alertbox/banner-blindness.html
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Examples of Nielsens tests
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Amazon exploits top-left, top-right
Source: Etre (www.etre.com)
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Tip #12 Answering visitors questions
Outcomes
+
OVP
Run-of-Site
Signup
Customer-centric copy
Questions answered
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Tip #13. Use run-of-site Sign-up and OVP
messages
OVP = Online Value Proposition
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Action
Scent
Trail
Value
Scent
Trail
Persona
Scent
Trail
Credibility
Scent
Trail
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Tailored campaign landing pages
https://www.bankofscotland.co.uk/corporate/day-to-day-banking/accounts/corporate-premium-deposit-account/index.html
https://corporate.bankofscotland.co.uk/CPDA
4. Email marketing
Are you a spammer?
Email template design
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Tip #14. Get delivered
1. Before you send email (Content)
A. Limit use of spam keyphrases
B. Test e-mail against spam checker, use:
www.lyris.com/resources/contentchecker
C. Test delivery / renderability in ISPs/Firewalls
D. Educate your list members to whitelist you
E. Setup Email server with best practice:
Use subdomain: http://email.domain.com, SPF,
SenderID, etc

2. After you send Email (Reputation):
A. Remove bounces after 3 times (automatic)
B. Track complaints through closed-looped systems
C. Track Opens and Clicks across web mail companies
and main corporate clients
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Spam Filter examples (5 or 15 points = SPAM)
See http://spamassassin.apache.org/tests.html
See http://office.microsoft.com/en-gb/help/HA010450051033.aspx
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Use a content diagnostic tool :
Lyris E-mail Adviser
See also Sitevista.com and Browsercam.com
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Tip #15. Get seen!
Beware image blocking
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Using eyetracking research
to inform Email design
1. Heading and subhead
copy critical
First 2-3 words most important
Make hyperlinked
2. Large fonts work well
3. Images often missed
Use text link calls-to-action
4. Readers scan down
the left of an E-mail
5. First part of para important
F shape eyetrack
6. Email intros skipped
Use to personalise and engage
e.g. with hyperlinks



Need to deliver
Scannability and Skimmability
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What makes email recipients click?
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Effective E-mail response example
Tip #16. Build the creative and copy around the calls-to-action
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Thank you!
Download this presentation from:
www.davechaffey.com/presentations
Any questions, do e-mail me:
dave.chaffey@marketing-insights.co.uk
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