1 Digital Marketing Success for Websites FERDINAND WEPS SHHARED, APR 23, 2015
2 Ferdinand Weps Creative Director, Heaven & Weps Managing Partner, TrainingAid
3 What We ll Talk About Today CUSTOMER JOURNEY GROUP DISCUSSION THE FUNNEL INCREASE TRAFFIC Q & A INCREASE CONVERSIONS SEO FACTORS
4 CUSTOMER JOURNEY
5 Skift.com Precedent.com
7 Digital Interactions That Influence Purchase Decisions Social Media: Social media is a great way to be where travelers hang out and to be part of their conversations. Organic Search: With great content, you increase the chance of being found by the right audience online. , when done well, can be an effective tool to engage and persuade customers.
8 1. Find a group. 2. Pick a topic. 3. Discuss within group. 4. Share! SHARE YOUR EXAMPLES
9 Group Topics and Questions Topics: Social Media Organic Search Questions: 1. From your experience with [GROUP TOPIC], what has worked well for your company? 2. What is the biggest challenge your company is facing with [GROUP TOPIC] marketing? 3. Who in travel and tourism do you think is doing [GROUP TOPIC] marketing well?
10 THE FUNNEL
11 Content Marketing TRAFFIC Link Subscribe Search Social Analytics Follow AWARENESS Visits CONSIDERATION Leads KEEP THE CYCLE FLOWING! ACTION LEADS / CUSTOMERS Conversions
12 Key to Your Digital Marketing Success 1. Increasing Traffic AWARENESS CONSIDERATION ACTION Create and promote great content focused on topics that are relevant to your target audience. 2. Increasing Conversion Rate Encourage site users to make purchase decisions by boosting motivation and by reducing friction.
13 How To Measure Traffic Acquisition > All Traffic > Channels Sources
14 How To Measure Conversion Rates Set Goals in Google Analytics to track your conversion goals (e.g. newsletter sign ups, online purchases). Analyze conversion rates by displaying data on Goal Completions on Google Analytics reports (e.g. Acquisition reports).
15 INCREASE TRAFFIC
16 Clarify Your USP Why should travelers choose you over others? What makes your travel brand unique? What s the main benefit you offer that your competitors do not? sumak-travel.org theculturetrip.com
17 Make a Great First Impression With Great Design Navigation Flat Architecture Visuals
19 Great websites have a huge impact on conversion rates
22 Quality Content: Best Way to Build Trust & Authority Content marketing is not just a buzz. If you have high-quality content, it helps you build and maintain relationships with your customers. Ø A big part of your digital marketing success depends on identifying the right content for the right context. Ø Knowing what works starts with tracking and measuring your performance.
23 What content are people interested in? Keyword Research Steps 1. Gather ideas. 2. Experiment with modifiers. 3. Refine keyword themes. 4. Determine competition. 5. Select & apply.
24 What content are people interested in? Gather Ideas - Google Instant Search - Google AdWords - Quora - Your Own Staff - Q&A - Listen to Your Clients - Your Website Search Google Instant Search
25 What content are people interested in? Gather Ideas - Google Instant Search - Google AdWords - Quora - Your Own Staff - Q&A - Listen to Your Clients - Your Website Search Keywordtool.io
26 What content are people interested in? Gather Ideas - Google Instant Search - Google AdWords - Quora - Your Own Staff - Q&A - Listen to Your Clients - Your Website Search Google AdWords
27 What content are people interested in? Gather Ideas - Google Instant Search - Google AdWords - Quora - Your Own Staff - Q&A - Listen to Your Clients - Your Website Search Your Website Search
28 Find Low-Hanging Fruits 1. Find existing content with the potential for higher search ranking.
29 Find Low-Hanging Fruits Acquisition > Search Engine Optimization > Queries
30 Find Low-Hanging Fruits Advanced Filtering
31 Find Low-Hanging Fruits Acquisition > Search Engine Optimization > Queries Phrases Page 2
32 Find Low-Hanging Fruits 1. Find existing content with the potential for higher search ranking. 2. Confirm with a search. 2. Optimize those pages.
33 On Page Optimization On page optimization = indicating the relevance of your content in all the right places.
34 On Page Optimization Title Meta- DescripOon
35 On Page Optimization On page optimization = indicating the relevance of your content in all the right places.
36 Social Media Make It Shareable Increase social sharing by focusing on the types of content your audience wants to share, and by making your content easily shareable.
37 You want to be on page one of Google Search What Determines Search Ranking?
38 SEO FACTORS
39 SEO Increase Your Chance of Being Found Help search engines read and understand your content better. Prioritize your search performance goals by focusing on key SEO ranking factors.
40 Click Through Rates Click Through Rate (CTR): the ratio of clicks to impressions i.e. How many times does a page appear on the search result page, and out of those impressions how many result in visits to that page? Impressions/Clicks
41 Click Through Rates
42 Bounce Rates Bounce Rate: The percentage of visitors who enter the site and "bounce" (leave the site) without viewing other pages on the site. Bounce rates are key to SEO as they serve as an indicator of user satisfaction. Google Analytics Report (Acquisition > All Traffic > Channels)
43 New vs. Returning Visitors New vs. Returning Visitors: Google Analytics report comparing the behavior of those who have been to your site before and those who are new to the site. New vs. return visits are also an important indicator of your website performance. New vs. Returning Visitor Report (Audience > Behavior)
44 Social Signals as SEO Factors In addition to the general size and authority of your social presence, the quality and relevance of your content shared on social media is also a SEO ranking factor.
45 Social Media Reports To make the most of your social media marketing efforts, don t forget to track and measure your social performance. *Don t just focus on likes, views and clicks. Focus on the quality of social engagement (comments, shares, positive sentiment). Google Analytics Report on Social Traffic (Acquisition > Social > Network Referrals)
46 Facebook Organic Reach Techcrunch.com
47 Google Panda 4.0 Rollout May 2014 The Panda algorithm is designed to prevent sites with less relevant content from working their way into Google s top search results. tripadvisor.com expedia.com Booking.com
48 INCREASE CONVERSIONS
49 Turn Visits to Leads: Calls to Action Is your CTA button or link prominent? Does the flow make sense for the site visitor? Is it clear what will happen when you click on the CTA link? travelsofadam.com BrianGardner.com
50 Newsletter CTA Example 1
51 Newsletter CTA Example 2 ü What s this about? ü What can you do if you re interested? ü What will happen when you click on the CTA button? African Wildlife Foundation
52 Social Proof Reviews and Testimonials When you say it, it s marketing. When your customer says it, it s social proof. intrepidtravel.com
53 Social Proof Endorsements and Seals of Approval nathab.com
54 Social Media Leakage Avoid leakage before users converted
55 Boost Pages with High Conversion Rates 1. Find pages with high numbers of conversion goal completions. Conversions > Goals > Reverse Goal Path
56 Boost Pages with High Conversion Rates 1. Find pages with high numbers of conversion goal completions. > Advance filter for /blog or /news Conversions > Goals > Reverse Goal Path
57 Boost Pages with High Conversion Rates 2. Find pageviews of those pages.
58 Boost Pages with High Conversion Rates 3. Calculate conversion rates for those pages.
59 Boost Pages with High Conversion Rates 3. Promote those pages with high conversion rates. ü Promote them through regular marketing channels: social media, , etc. ü Boost traffic through advertising (e.g. AdWords, Facebook). ü Boost visibility (e.g. add to homepage, share with influencers). ü Write guest posts on other blogs with back links to your highperforming pages. ü Repurpose popular content in other formats (e.g. ebook, infographic, video).
60 Q & A
61 Thank You! linkedin.com/in/ferdinandweps