1 Digital Strategies for Small Business February 11, 2014
2 Bridget Gieseke presents How to make sure your website is open for business
3 First Impressions Are Critical! 89% of customers search the web before making a purchasing decision(digital Influence Index 2012) 75% of users admit to making judgments about a company s credibility based on their website design (Stanford Web Credibility Research) Websites that are perceived as great looking are also perceived as usable and trustworthy (Harvard 2013).
4 It s a Thing of Beauty! Components of Great Web Design Colors: The site s colors should convey your company s personality or brand. Colors have a big emotional factor so it s important to choose colors your audience will love. Fonts: The site s fonts should also be based on the company s brand and the feeling you want to convey to customers. The fonts need to be easy to read. Pictures & Graphics: Choose pictures and graphics that display your company and products in the best light possible. Hire a professional photographer if possible. Images speak volumes about your company and play a key role in your website s look and feel. Complexity: Strive for simplicity in your design. Keep it simple, yet not so simple that it lacks appeal. Usability: Make sure the website s design is user-friendly. The navigation needs to be straightforward and the design needs to be created based on how users will interact with the site. Resolution: Make sure all images and graphics are the proper size and screen resolution. Consistency: Keep the design of the site (colors, fonts, button styles, heading sizes, etc.) consistent throughout the site.
5 It s All About the User Experience User Flow Speed Responsive Design Content Management System What action do you want the user to take? To e-commerce or not to e-commerce?
6 Make Your Site Search Friendly Make sure you have the following components for proper on page SEO: Domain redirection Site Map Local phone Address on Home Page Maps & Directions Title Tag Compliance Location in Title Unique Title Leave the FLASHbacks behind.
7 What Does Google See?? We see a thing of beauty Google Sees XXYYYZZZKKKLLLMTTTTR RRSSFWWWWWWWWW WWWWWWWWWWWWW WWWWWWWWWWWWW WWWWWWWWWWWWW WWWWWWWWWWWWR RRRRRRRRRRRRRRRRRRR RRRRRQQQQQQQQQQQQ QQQQQQQQQQQQQQQQ
8 Conversions What is a conversion? To e-commerce or not to e-commerce? How can I improve my conversions rate? Identify the primary focus Utilize a clear call to action strategy Make it easy for the user to take the desired action Improve your offer
9 What s Your Screen Strategy? Desktop, tablet and mobile viewing Responsive design Do I need an app for that?
16 If I build it will they come?? If you are not driving traffic to your site, it s like having a billboard in the desert. It does not matter how awesome your site is if consumers can t find it.
17 Soooo What Next??? Now that your site is beautiful, functional and ready to make you money You need to start marketing your site. The first step of which is to determine your audience.who exactly are you trying to reach?
18 Brian Kroll Presents Defining and reaching your target audience online
19 Agenda Defining your target audience What is data segmentation and where does the info come from? How do you reach these audience segments online?
20 Defining Your Target Audience The principles of marketing still apply online, just slightly modified: Target Geography Where do your customers predominantly live or work? Target Demographics Age, Gender, Career, Family Status, etc Target Psychographics Interests Target Behaviors Past Purchasers, Probable Intent What does your website data tell you? Google Analytics is a gold-mine of data on your customers (visitor location patterns, peak traffic days/times, frequency of visits, etc)
21 Cookies & Data Segmentation
22 Cookies & Data Segmentation What is data segmentation? Two main types of data: First Party and Third Party First Party = Your Website Data Third Party = Data from Data Management Platforms (DMP s) First Party Data Examples: Past Purchasers (e-commerce), Subscribers (to an list), Past Website Visitors, Keyword Data, etc Valuable because we know these users are specifically interested in your business
23 Cookies & Data Segmentation Third Party Data: Provided by Data Management Platforms (DMP s) such as exelate, BlueKai, etc. DMP s have vast networks of partners that collect non-pii (Personally Identifiable Information) data from consumer interaction online and then analyze that data to form data segments. These data segments can then be used to target advertising messages to users while they are online. Primarily used for Display and Video advertising.
24 Cookies & Data Segmentation Samples of Data Segments: Type of Segment Demographic: i.e. Age & Gender Intent: i.e. Automotive Purchase Intent: i.e. Shopping CPG - Beverages - Beer and Wine Interest: i.e. Entertainment Branded Data: i.e. Mastercard Advisor Segments How Data is Collected/Utilized Self-reported demographic information from top social networks and sites that collect registration data. Found at top U.S. social networks and dating sites. Search-level data provided by leading automotive shopping sites. Found at leading auto research and auto dealers lead generation sites. Based on loyalty card purchases at leading grocery retailers Consumers viewing music, movies, TV, gaming or celebrity content. Found at top U.S. entertainment portals and gossip blog networks action. Audiences based on the likelihood of individuals spending in a specific category within a specific time period. Individuals that are twice as likely to purchase a within the next 30 days
25 The Data Mining Process
26 Audience Targeted Using Real Time Bidding Source: OpenX Whitepaper, 2010
27 Audience Specific Targeting Your Ad Message Ad Taxi s Audience Segmentation Engine automatically delivers your message to your target audience wherever they are on the internet across over 4 million different websites. *sites shown are examples
28 AdTaxi Offers Scale + Technology Rubicon AdMeld ContextWeb Other Pubmatic OpenX AppNexus/ AdECN Google Right Media (Yahoo!) We can target your core audience segments as they visit more than 4 million websites These publishers are available through the ad exchanges at left This represents 90%+ of all internet users Access to over 1 trillion impressions per month 28
29 Peter Hottenstein presents Campaign Development & Optimization
30 First things first. Before you can develop your campaign, you must define your target online audience. Please refer to your Audience Worksheet Handout
31 Audience-Focused Approach The Process Initial Consultation Custom Audience Development Audience Refinement Data Collection & Analysis Campaign Optimization Strategic questions result in clear understanding of needs, reveal key successmetrics & set campaign goals. Based on initial consultation we develop custom audiencesegments designed to deliver messaging to only those who need to be reached. A collaborative process through which we present & discuss several targeting & pricing options. Campaign performancedata reveals trends and areas of greatest performance. Putting dataanalysis into action, we modify each campaign by emphasizing areas of highest return and eliminating areas of lowest return.
32 A goal without a plan is just a wish. Antoine de Saint-Exupery French Writer ( ) E-Commerce Sales? Drive Qualified Website Traffic? Optimize Research Strategy Data Capture & Tracking? Lead Generation? Measure Targeting Increase Brand Awareness & Consideration? Improving Existing Search Programs?
33 What combination makes the most sense?
34 Campaign Summary Impressions Clicks Click Rate ecpm ecpc View-Through Conversions Site Visitation Rate Detailed Reporting Desktop Social Mobile Search CPC Video Tablet
35 Campaign Optimization Set up campaign to provide data points you need to make good decisions later on. Compare performance of creative units, geographic zones, ad placements and audience segments. Look for areas-of-execution reporting the highest CTR s & VTR s. Look for evidence of alignment between target audience & reaction-to-message. Optimize Towards High Key Performance Indicators (KPI s) o Reach o Click Through Rate (CTR) o View-Through Rate (VTR) o Effective CPM/CPC o Conversions Keep key marketing objectives in mind when making changes to existing campaigns.
37 Stick around for a quick overview of
38 What is it? A free service offered by Google that generates detailed statistics about a website s traffic and it s traffic sources. Features: Advertising Campaign Performance Analysis & Testing Audience Characteristics & Behavior Cross-Device & Cross-Platform Measurement Product Integration AdWords Google Display Network Google + Sales and Conversions
39 Benefits Analyze sources of site traffic o Track performance of social engagement o Measure impact of mobile browsing Monitor how traffic flows through the site o Analyze content performance Provides information about site visitors o Delivers insight on popularity of specific pages Provides breakdown of keywords It s Free!
40 Acquisition Reports Understand different traffic sources to your site Find and analyze your marketing campaigns Compare marketing channels Determine highest quality traffic generators Make decisions about advertising strategy
41 Thank you very much for your time today! Bridget Gieseke Advertising Director Marin Independent Journal Digital First Media Direct: Peter Hottenstein Digital Specialist Digital First Media Direct:
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