Als beginnend ondernemer is het belangrijk jezelf en vooral je startup in de spotlight te zetten. Maar hoe doe je dit? Iedereen weet tegenwoordig dat een 'deftige' website hebben een belangrijk gegeven is en dat aanwezig zijn op social media praktisch een 'sociale verplichting' geworden is. Maar hoe pak je dit allemaal aan op de juiste manier? Hoe zorg je er voor dat je een groot bereik hebt en belangrijker: dat je het juiste verhaal vertelt aan de juiste mensen? Hoe zorg je dat je digitaal aanwezig bent met je startup op een langere termijn? Hoe zorg je er voor dat deze inspanningen daadwerkelijk een positieve invloed hebben op de sales van je startup? Velen onder jullie voelen al aan dat er op deze vragen duizend mogelijke juiste antwoorden zijn. Aan vele antwoorden hangt echter een prijskaartje vast. Deze sessie is speciaal voor jonge ondernemers en startups die een sterke digital presence willen hebben op een low-cost manier.

1. Digital channels
Aerey

2. Good evening.
My name is Bart.

3. This is my daughter
Merel (I have 3 kids).

4. I’m passionate
about coffee.

5. I live and work
in Ghent.
I’m passionate about

6. I work at digital agency Wijs.

7. You can find me on
Twitter: @netlash

8. http://slideshare.net/netlash

9. Digital Channels
Aerey 28/10

10. A storm is coming…

11. Awareness & decision
‣ how do potential buyers know about you?
‣ how do they select their longlist & shortlist?
‣ what influences their decision?

12. Source: Think Finance with Google, April 2011

13. Source: Think Finance with Google, April 2011

14. Source: Think Finance with Google, April 2011

15. A Wijs-example: paths to conversion

16. When the winds of change
blow some people build walls
and other build windmills.

17. Decision process
‣ online (in all its forms) is often the start of the
decision process
‣ face-to-face is still important!
‣ be where your target audience is

18. What are your windmills?

19. Windmills
‣ SEO: search engine optimization
‣ SEA: search engine advertising
‣ social advertising
‣ social media
‣ combine
‣ conversion optimization
‣ analytics

20. 1. SEO
‣ search engine optimization
‣ search engine = Google
‣ difference with SEA
‣ „organic search”

21. SEA
SEO

22. Organic search
‣ Technical factors
‣ Content
‣ Link building
‣ Social

23. Organic search
‣ Technical factors
- code
- information architecture: URL, breadcrumbs, inner
linking, pagerank sculpting...
- attention for meta tags & other specific tags

24. Organic search
‣ Content
- text, text, text!

25. Keyword Research
‣ Long tail
‣ spelling, dialect etc.
‣ aim high in the customer journey
‣ pains & solutions

26. Organic search
‣ Link building
- value of PageRank?
- domain authority
- link baiting

27. Organic search
‣ Social
- importance of social signals for search
- personalized results
- networks?

28. Organic search
‣ „black hat”
- Google Bowling
- keyword spamming
- buying links
- …

29. A case
‣ goal: bring more visitors to the website
‣ without spending advertising budget (focus on SEO)
‣ non-branded traffic: not on brand name, with generic keywords

30. Search engine optimization

31. Search engine optimization

32. Search engine optimization
5 months of data,
compared with same
period last year.

33. Search engine optimization

34. Search engine optimization
from 3.858 to
18.935 visitors

35. Search engine optimization
= 390% more visitors
from 3.858 to
18.935 visitors

36. What we did
‣ keyword research
‣ writing webcopy & metadata
‣ develop landing pages based on keyword research
‣ optimise content rest of website
‣ coordinate technical adaptations site with webbuilder
‣ strategic linkbuilding
‣ using Google Analytics
‣ local SEO by creating and optimizing Google Places

37. Strategic linkbuilding
‣ analysis of competitors
‣ optimize existing backlinks
‣ optimize internal links
‣ content creation external websites
‣ SEO optimization of press releases
‣ using existing vacancies for linkbuilding

38. Google Analytics
‣ setup conversion funnels and tracking
‣ using Google Analytics to benchmark and follow up
‣ finding long tail searchwords in GA

39. Search engine optimization
from 100 to 1.500
daily visitors

40. 2. SEA
‣ advertising in Google
‣ search network vs. content network
‣ understand the dynamics!

41. 2. SEA
‣ CPC
‣ bid system
‣ quality score

42. Why SEA?

43. Search engine advertising

44. Search engine advertising
Every visitor
costs €0,23.

45. Search engine advertising
Every visitor
costs €0,23.

46. Search engine advertising
Conversion rate (SEA
visitors only) is 10%.
Every visitor
costs €0,23.

47. Search engine advertising
Conversion rate (SEA
visitors only) is 10%.
Every visitor
costs €0,23.
1 in 10 visitors
buys something.

48. Search engine advertising
Conversion rate (SEA
visitors only) is 10%.
Every visitor
costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors
buys something.

49. Search engine advertising
Conversion rate (SEA
visitors only) is 10%.
Every visitor
costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors
buys something.

50. Search engine advertising
Conversion rate (SEA
visitors only) is 10%.
Every visitor
costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors
buys something.
Is margin on average
sale higher than €2,3?

51. Search engine advertising
Conversion rate (SEA
visitors only) is 10%.
Every visitor
costs €0,23.
1 buyer costs €2,3.
1 in 10 visitors
buys something.
Is margin on average
sale higher than €2,3?
If yes: start
with SEA!

52. 3. Social advertising
‣ Facebook
‣ LinkedIn
‣ Twitter
‣ Pinterest
‣ YouTube
‣ …
Where is your audience? What is your goal?

53. Paid
Owned
Earned

54. 4. Social media
‣ Earned / Paid / Owned
‣ social = let others generate traffic
‣ „be interesting”
‣ what is their trigger? WIIFM?

56. Content marketing
‣ Content circles
‣ ‘curation sweet spot’
‣ Editorial agenda
‣ Form vs. target audience

57. 5. Combine

59. 5. Combine
‣ SEO vs. SEA
‣ e-mail & Facebook
‣ LinkedIn & Retargeting

60. 6. Conversion optimization
‣ optimize your website
‣ get people from A to B
‣ remove friction
‣ add velocity

61. Double instrument

62. Remove friction
‣ every doubt
‣ every uncertainty
‣ every hesitation
... makes people leave.

63. Remove friction
‣ navigation
‣ logo, subnavigation, search,
language...
‣ text: SEO vs. conversion

64. Navigation
‣ user centered
‣ faceted navigation & filters
‣ action based navigation vs. target

68. ?

69. 4 kinds of surfers

70. 4 kinds of surfers
‣ hierarchical
‣ search
‣ chaos
‣ social

71. Other usability rules
‣ shopping cart
‣ shipping costs
‣ payments
‣ product pages (2-tier)
‣ logins vs. CRM
‣ …

72. Add velocity

73. Velocity
‣ trust
‣ psychology
‣ ‘goesting’
... gets people moving.

74. Velocity
‣ logos
‣ link to privacy
‣ telephone number, real-world contact
‣ testimonials
‣ neuromarketing

75. Logos
‣ sector & quality organisations
‣ fake?
‣ adds trust!

76. Privacy
‣ next to info-request
‣ adds trust
‣ (never gets clicked...)

77. Telephone number
‣ next to info-request
‣ adds trust
‣ “If it all goes wrong, someone will
help me.”

78. Real-world contact
‣ security
‣ adds trust
‣ “It’s not 2 youth delinquents in a
garage.”

79. Testimonials
‣ don’t fake it!
‣ pictures: make them ugly...
‣ social reviews?

80. Neuromarketing

81. The power of the brain
‣ collecting, reciprocity, social validation,
commitment, discovery, concession, scarcity,
fear of loss, the endowment effect, choice,
Hawthorne effect, clustering illusion, availability

82. 7. Analytics
‣ optimize your website
‣ a/b testing
‣ data
‣ funnels

83. Recap

84. Windmills
‣ SEO: search engine optimization
‣ SEA: search engine advertising
‣ social advertising
‣ social media
‣ combine
‣ conversion optimization
‣ analytics

85. Close the loop
‣ link to your business goals
‣ offline is still important
‣ make strategic decisions

87. There will be
only 2 types of
companies left.

88. There will be
only 2 types of
companies left.
The quick and
the dead.

89. Questions?

90. Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275