Digital Marketing Strategies for Customer Acquisition and Engagement
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Learn the basics of Digital Strategy, SEO, and CRO. Guest lecture for Assistant Professor of Marketing, Brian Spaid, Ph.D. for March 2016
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Digital Marketing Strategies for Customer Acquisition and Engagement
- 1. SEO & CRO Acquiring and Engaging Customers Through Digital Marketing Renee Girard and Amanda Bobel http://bit.ly/SEO-CRO
- 2. Hello, I’m Renee! • Senior Organic Search Strategist • 2011 UW-Milwaukee Graduate • 4+ years digital marketing and SEO experience • DMEF 2011 Collegiate ECHO Marketing Challenge Participant • Google Analytics and Google Tag Manager Certified • WordCamp MKE Speaker @renee_girard linkedin.com/in/reneegirard
- 3. Hi, I’m Amanda! • Conversion Specialist • Master’s in Digital Marketing – University of Southampton, England • Google Analytics and Optimizely Platform Certified • Previously a Jr. Media Planner/Buyer - Phoenix, AZ • Future Business Leaders of America - Phi Beta Lambda Professional Member @AmandaBobel linkedin.com/in/amandabobel
- 4. Overview Buying Behaviors Digital Strategy Acquisition and SEO Engagement and CRO Closing Thoughts Questions 01 02 03 04 05 06
- 5. The Shift in Buying Behaviors Internet Takeover
- 6. Source: http://www.adweek.com/socialtimes/e-commerce-is-the-new-retail-storefront-infographic/616879
- 7. Source: http://www.adweek.com/socialtimes/e-commerce-is-the-new-retail-storefront-infographic/616879
- 10. Digital Strategy How to get a piece of the digital pie
- 11. Digital Marketing Digital Strategy & Business Alignment
- 12. Digital Marketing Digital Strategy & Business Alignment
- 14. RetainEngageAcquire Digital Strategy Fundamentals • Product variety, fast/free shipping, low prices • Top logistics team around • Traditional and digital advertising • Drive people directly to domain
- 15. Digital Strategy Fundamentals • Extreme amounts of up-selling and cross-selling • Constantly testing • Evolving their navigation, search results, category pages and more RetainEngageAcquire
- 16. Digital Strategy Fundamentals • Amazon Prime • Loyalty Programs • Email Marketing • Banner ads (Remarketing) • Subscriptions (Pantry, subscribe, and save, etc.) RetainEngageAcquire
- 18. How many of you use Google? About 75%
- 20. How does Google work? Crawl > Index > Rank > Test Pre-Search Post-Search
- 21. Google’s Index = Library Googlebot = Librarian Webpages = Books Google’s result pages = Stack of books from librarian Title tag = Book title Meta description = Back of book description 1. You go to the library and ask the librarian a question. 2. The librarian searches through the bookcases, finds the most relevant books, and brings them back to you in a stack. 3. You read the titles and the back of the books to get a better idea of what they’re about and eventually check one book out. 4. Eventually, the librarian may ask you and others how helpful the books were. It’s Metaphor Time!
- 22. Web crawlers or spiders or bots crawls over 60 trillion pages by following links Hyperlink structures serve as the glue How Google Works Crawl1 Index2 Each word has a list of pages it appears on Over 100m GB of data Rank3 Retrieve the pages Then score them based over 200 ranking factors Takes about half a second to produce the results Test4 Over 7K live traffic experiments Over 40K Human rater experiments are run per year Over 500 changes are made to the core algo per year https://www.youtube.com/watch?v=J5RZOU6vK4Q https://www.youtube.com/watch?v=BNHR6IQJGZs
- 24. What is SEO? Search Engine Optimization
- 25. The process of improving website visibility by maximizing the number of qualified visitors from organic search engine results. Search Engine Optimization (SEO)
- 26. The process of improving website visibility by maximizing the number of qualified visitors from organic search engine results. We do this by understanding our users’ needs, developing search-engine friendly pages, and optimizing those pages based on ranking factors that make up the core algorithm. Search Engine Optimization (SEO)
- 27. 200+ Google Organic Ranking Factors ON- PAGE OFF- PAGE UX OPTIMIZE QUANTITY OF LINKS MOBILE FRIENDLY QUALITY OF LINKS Although no one knows 100%, user experience, on- page, and off-page factors are thought to make up a significant portion of the signals. CONTENT META DATA SPEED *DISCLAIMER: None of these signals matter if your pages aren’t search engine-friendly and adhering to technical best practices.
- 28. Top On-Page Ranking Factors Things you can do on your website to help users and search engines understand each page’s relevancy. CONTENT META DATA
- 29. Top On-Page Ranking Factors The title tag is the #1 on-page ranking factor that describes the topic of the page. Like the title of a book. Meta descriptions are an indirect ranking factor that summarizes the page’s content and impacts click-through- rate (CTR). Like the back description of a book.
- 30. Header tags (h1 – h6) are small on-page ranking factors that represent different sections or headings of the page. Like newspaper headlines. Top On-Page Ranking Factors Page content makes up the largest percentage of on-page ranking factors and must be uniquely valuable, helpful, readable, and relevant. Write for your users, but also keep search engines in mind.
- 31. Top Off-Page Ranking Factors Things you can do off your website to help users and search engines understand each page’s relevancy. QUANTITY OF LINKS QUALITY OF LINKS
- 32. A backlink is a link you get from another site. Think of it like a vote. Website A Website B Top Off-Page Ranking Factors Search engines look at both the number of backlinks and their quality for each page. Quality is judged based on relevance, popularity, and trust.
- 34. 3 links from 3 different websites is better than 3 links from the same website Where You Earn Links From Matters
- 35. It’s Myth Busting Time!
- 36. Content is king True or False?
- 37. Content alone is not king. Quality content is the king, queen, prince, and princess. If it was easy, everyone would succeed! Quality = E.A.T. or Expertise, Authoritativeness, and Trustworthiness False.
- 38. If we build it, they will come. True or False?
- 39. The funniest, most helpful, most entertaining content doesn’t mean anything if no one sees it. Effective content discovery requires optimization, content promotion and search-engine friendliness. False. 1. TECHNICAL 2. CREATE 3. OPTIMIZE 4. PROMOTE 5. DISTRIBUTE
- 40. Social shares help you rank better in Google. True or False?
- 41. The short answer is no. SOCIAL SHARES = LINKS = BETTER RANKINGS SOCIAL SHARES = FASTER DISCOVERY There is no direct impact of social sharing and higher Google rankings at this time, but… Mostly False.
- 42. Google & Twitter, Back Together Google now has full access to over 9,000 Twitter tweets per second (AKA the “firehose”) AND Public tweets are instantly crawled and added to Google’s index
- 43. Key Stages of Search Engine Optimization SEO is not a one-time thing…
- 44. Future of Search What’s here to stay? • Search engines • Algorithms • Links • Content • Technical • Human Rater Experiments/Testing What’s going to change? • Artificial Intelligence (AI) and RankBrain • Knowledge Graph • Quick Answers/Featured Snippets • Diminishing organic real estate From search engine to answer engine to personal assistant
- 46. What is a Conversion?
- 47. A Conversion is… For amazon.com, it’s when they sell a product For marquette.edu, it’s when a student requests more information For redcross.org, it’s to when someone makes a donation For espn.com, it’s when their articles is viewed For travelwisconsin.com, it’s when someone downloads a map or guide
- 48. So Conversion Optimization is... …the process of turning potential customers into customers, and then those customers into repeat customers We work to increase conversions by testing
- 49. What is A/B Testing? A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better You compare two web pages by showing the two variants (let's call them A and B) to similar visitors at the same time The one that produces a higher conversion rate, wins! - Visual Website Optimizer
- 50. Let’s Look at an Example Source: https://blog.optimizely.com/2013/06/14/ea_simcity_optimizely_casestudy/
- 52. What do you think happened?
- 53. • The variant drove 43% more purchases than the original • This saved EA time money, especially on what they would have offered as a promotional discount • “Best Practices” aren’t always the best course of action The Results Variation = Winner Source: https://blog.optimizely.com/2013/06/14/ea_simcity_optimizely_casestudy/
- 54. So, how do you grow conversions?
- 55. Growing Conversions • Test, retest and test some more – the cycle never ends as there’s always something that needs improving • Work with other departments (SEO and PPC) • Dive deep into the data (qualitative and quantitative) • We look for: - Increases or decreases in data points -Trends during different time periods - New anomalies
- 56. Types of Analytics Software
- 57. Qualitative Analysis – Funnel Analysis 57
- 58. Qualitative Analysis - Heatmaps
- 59. Qualitative Analysis – User Playbacks
- 60. Client Example - Original
- 61. Client Example - Variation
- 62. Client Example - Results Variation won • 92% statistically significance • 22% Improvement in Add to Cart clicks
- 63. Client Example - Results
- 64. Closing Thoughts
- 65. Closing Thoughts • Google is like a library, web crawlers are librarians, webpages are books… • Ranking factors are largely unconfirmed, but correlation studies point towards what you can do on-page, off-page, and from a UX-perspective • Search engines are moving towards answer engines and personal assistants • CRO is a newer, “shiny object”, that more companies are investing in • A/B testing provides a cost-efficient solution to improving conversion • SEO and CRO never stops – ongoing and evolving