An updated, shorter version of the Manchester Business school deck presented to an IDM Network evening in September 2012

1. Using best
practices in
digital marketing
to increase leads
and sales
IDM Knowledge and
Networking Evening
London, 27th September
Dave Chaffey
SmartInsights.com/idm2012
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2. About Dave Chaffey
 Books  Online advice and consulting
www.smartinsights.com
 Qualifications and training
www.theidm.com
 Insights Director
www.clickthrough-marketing.com
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3. Ling’s Cars
Ling’s Cars 3

4. Mobile optimised!
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5. This month (Feb 2012) so far, I have sold 18 Merc C-
Class (to chose a significant car). That is a £30k car.
Payments will typically be more than £12,000 of payment
commitment over 3-years. Try converting and getting an
order for £12,000 from a website! Therefore I have to try
harder than most websites...
Yes, many people will take one look, or make one visit
and leave, never to come back. Many people complain
about retina burn etc. But, so what?
I *HAVE* to polarise visitors, and get them to choose
to stay or go. It's no good being average, no one would
commit to £12k of payments over 3 years if I was
average. So the argument that I get drop-off is very valid.
Source: Ling’s cars and the art of persuading visitors to buy
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6. What is “best practice”
for digital marketing?
 A process?
 A technique?
 A mindset?
Need?
 A framework
 Capability review
 The right people
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7. Where does “best practice”
originate?
 Opinion
 Beware the gurus!
 Experience
 Relevant case studies
 Testing
 Using analytics
 Research
 What sample
size/frame, sector?
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8. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
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9. Use Google Analytics MCF
to understand true value
Measuring Assists in Google Analytics
Google’s new social reports
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10. 10

11.  PLAN:
 Insight
 Journey
analysis
 OVP
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12. Harnessing insight
http://bit.ly/smartbenchmarking
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13. Creating digital personas
B2B Marketing Best Practice Guide
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14. Understanding
multichannel journeys
Smart Insights: ROPO summary of Google case
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15. OVP backed by research
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16. Consistent OVP through customer journeys
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17.  REACH
 Mix
 SEO
 Viral
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18. 18

19. Is ethical SEO “best practice”?
 Dark Inky Black Hat SEO: So evil he’s a typosquatter installing spyware. Plain illegal, too.
 Charcoal Hat SEO: Optimizes really unrelated pages for all kinds of queries, but within the bounds of
legality.
 Dark Gray Hat SEO: This SEO is e.g. a splogger stealing content from other sites. (What, that’s better than
charcoal?)
 Slate Gray Hat SEO: An SEO creating link farms and such.
 Gray Hat SEO: An SEO who actually reads the search engine’s webmaster guidelines, but then tries as
much “evil” as she can get away with.
 Light Gray Hat SEO: This SEO creates original content (lots of it), but the content is still only aimed at
search engines.
 Off-White Hat SEO: This guy not only ensures the site is indexable – he’ll also make sure to get lots of
backlinks from friends.
 White Hat SEO: This person puts up the content that people are actually searching for, and prepares the
site to make it very accessible. White Hat SEOs only optimize those of their pages they deem worthy to be
ranking top in search engines.
 Luminescent Pearly White Hat SEO: Not only does this SEO do everything the White Hat SEO does, the
LPW Hat SEO also makes sure pages will not show up for irrelevant queries.
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20. A case in point…
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21. Google+ matters (to SEO)
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22. Source: Digital Buzz Blog
Dollar Shave 22

23.  ACT
 Content
marketing
 UX
myths
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24. Investing in content and using
effective “engagement devices”?
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25. 25

26. TEFL Taster example
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Smart Insights Explainer example

27. Persistent UX myth 1:
3 click rule
Source: UIE
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28. Persistent UX myth 2:
Make the home page scrollable
Source: CX Partners
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29. Source: CX Partners
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30. Persistent UX myth 3:
The home page is most important
to get right / optimise
In 2003, 39 percent of the page views for a large research website
were for the homepage. By 2009, it was down to 19 percent. In
one month in 2008, of the 70,000 page views a technology site
received, 22,000 were for the homepage. For the same month in
2010, of the 120,000 page views the site received, only 2,500
were for the homepage.
Another technology website had roughly 10 percent of page views
for the homepage in 2008, and by 2010 it was down to 5 percent.
One of the largest websites in the world had 25 percent of visitors
come to the homepage in 2005, but in 2010 only has 10 percent.
Gerry McGovern: The Decline of the homepage
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31.  CONVERT
 CRO
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32. Mobile and social are sexy, and important for the future. But today
98% of your revenue comes from Email, Affiliate, Display, Search.
At least 50% of your attention / love / obsession should be to
continuously get good at 98% of your revenue.
You'll likely survive longer. : )
Will you get the balance right?
Investment in CRO?
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33. 33

34. Ask “Why” as well as “what” - use feedback tools Key
Point
iPerceptions http://www.4qsurvey.com
“Bad web site. Difficult to
find item as no search box
provided for short cut”
“I can't find any prices on
your website”
“Would like to see where I
can buy products from” .
Satisfaction : Intent tools
http://bit.ly/smartfeedback
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35. www.whatusersdo.com 35

36. Gaining site and business innovation
ideas through Uservoice
Tools: http://bit.ly/smartfeedback
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37. 37

38. Source: Craig Sullivan (Belron/Autoglass)38

39. A glimpse of the future
Rue La La (Flash Sales)
April 14th 2012
53% mobile
(Apps and Site)
30% mobile
Weekends
40% mobile
Weekdays
Source: InternetRetailer.com 39

40.  ENGAGE
 Customer
comms
 Big data
 Social
media
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41. Your email marketing capability?
Presented by Grant Baillie of Argos at 2008 Email marketing conference, with permission
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42. 42

43. Social media best practices?
3 Social media gaffes 43

44. Conclusions?
 You can run an online business by best practice
alone, but… to make the most of opportunities you
need…
 A digital marketing strategy
 To analyse and test, test, test what works in your sector
 Be relentless!
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45. Let’s Connect!
Questions & discussion welcome
SmartInsights.com/idm2012
uk.linkedin.com/in/davechaffey  Blog
www.smartinsights.com/blog
 Feed
http://gplus.to/dchaffey
www.feedburner.com/smartinsights
www.facebook.com/davechaffey
 Email Newsletter
www.smartinsights.com
www.twitter.com/DaveChaffey
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