Internet Marketing.

1. INTERNET MARKETING

2. Hello! My name is Bart.

3. This is my daughter Merel.

4. I’m passionate about coffee.

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

6. I work at digital agency Netlash-bSeen.

7. @netlash

9. http://slideshare.net/netlash

10. INTERNET MARKETING
KMO Excellence, 7/02/2012

11. Swift and many changes.

14. The online customer cycle
‣ The cycle, and how to use it
‣ Generate traffic
‣ Convert visitors to buyers
‣ Optimize
‣ Word of Mouth

15. 1. The Online Customer Cycle

16. traffic
visitor
word of returning
mouth visitor
buyer

17. traffic
visitor
word of returning
mouth visitor
buyer

18. traffic
visitor
word of returning
mouth visitor
buyer

19. The online customer cycle
‣ Multiple entry points
‣ Multiple exit points
‣ Multi-channel
‣ Measure & attribute
‣ Integrated approach

21. Not a funnel!

22. Different smaller funnels, with micro-conversions.
Not a funnel!

24. 2. Generate traffic

25. Generate traffic
‣ Traditional marketing (offline) ‣ P2P marketing
‣ Search ‣ Content marketing
‣ Paid search & social ‣ Affiliates & API’s
‣ Social ‣ Mobile

26. Offline marketing
‣ Get your URL’s right!
‣ Attribution
‣ Flip from offline to online
‣ QR codes?

27. Search
‣ Organic search
‣ Still biggest traffic driver
‣ Attention! Pygmalion effect!
‣ Dynamic rankings
‣ Black-hat vs. white-hat

28. Organic search
‣ On page optimization
‣ Link building
‣ Social

29. Organic search
‣ On page optimization
- text, text, text!
- information architecture: URL, breadcrumbs, inner
linking, pagerank sculpting...
- code
- attention for meta tags

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

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

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

33. Paid search
‣ Google: search network vs. display network
‣ Long tail
‣ Specific vs. broad keywords: buying stage
‣ Retargeting/remarketing

34. Paid search
‣ Social networks = Facebook
‣ Targeting
‣ Facebook-in or Facebook-out?
‣ Traffic vs. engagement

35. Social
‣ Let others generate traffic
‣ ‘be interesting’
‣ Built-in social
‣ Cfr. customer cycle

37. Social
‣ P2P marketing...

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

41. Let others generate traffic
‣ affiliates
‣ arbitrage
‣ API’s

42. Mobile
‣ it’s not a device
‣ “on the go”
‣ responsive!

45. 3. Conversion

46. Conversion
‣ Get people from A to B
‣ Remove friction
‣ Add velocity

47. Double instrument

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

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

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

51. 4 kinds of surfers

52. 4 kinds of surfers
‣ hierarchical
‣ search
‣ chaos
‣ social

53. Add velocity

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

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

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

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

58. Telephone number
‣ next to info-request
‣ adds trust
‣ “If it all goes wrong, someone will help me.”
‣ Cfr. customer cycle!

59. Real-world contact
‣ security
‣ adds trust
‣ “It’s not 2 youth delinquents in a garage.”
‣ Pictures of owner, building etc.

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

61. Neuromarketing

62. 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 cascade, authority bias, competition,
zero-risk bias...

63. 4. Optimize

65. Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY

66. Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY

67. Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY

68. Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY

69. Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY

70. Web Analytics User Experience
behavioral attitudinal
quantitative qualitative
high fidelity artificial
high volume high quality
This data is about WHAT This data is about WHY

71. Google Analytics?
‣ vs. other packages
‣ free vs. paid
‣ GA Premium (ownership, privacy, real-time)

73. Sources
‣ tag everything!
‣ channels
‣ offline & online!
‣ (offline: url-shorteners)

75. medium?
source?
link?
message?
format?
colour?
A/B test!

76. Measuring the conversion funnel
‣ combine visit behaviour and e-shop data
‣ optimize campaigns & actions based on €€€
‣ drive your website content to the best sellers
‣ get info on where to invest for traffic

78. Goals & funnels
‣ make the interaction measurable
‣ goals = quality
‣ investigate the drop-outs
‣ look for site entries with the highest conversion%

79. entering the leaving the
funnel funnel
defined Goal

84. The way of the web
‣ cfr. Google
‣ launch fast, fail fast
‣ incremental

88. Social media monitoring
‣ buying intentions
‣ trends
‣ couponing & actions
‣ customer service

89. A/B & multivariate
‣ not just for optimizing
‣ automate!
‣ buying cycle vs. content
‣ triggers vs. content

90. Lost buyers
‣ e-mail automation
‣ remarketing & retargeting in SEA

91. 5. Word of Mouth

92. traffic
visitor
word of returning
mouth visitor
buyer

93. Word of mouth
‣ advertising = not just awareness
‣ leverage your fans/customers/visitors

95. Word of mouth
‣ build social into your website
‣ micro-conversions: maybe a non-sale is better than
a sale?

96. ORGANISATIES
Bedrijf Overheid Vereniging
COMMUNICATIE
STAKEHOLDERS
Pers Prospect Klant Medewerker Opinion Leader

97. ORGANISATIES
MASSAMEDIA
STAKEHOLDERS

98. ORGANISATIES
DIGITAAL
STAKEHOLDERS

99. ORGANISATIES ORGANISATIES
MASSAMEDIA DIGITAAL
STAKEHOLDERS STAKEHOLDERS

100. Different properties
‣ funnel -> parallel
‣ one-way -> multi-directional
‣ control -> bottom-up

102. Move from tactics to strategy.

105. Start with strategy.
Think integrated.

107. Remember 1 thing.

108. It’s not a tsunami.

109. Surf’s up!

110. Conversation

111. Questions?

112. twitter.com/netlash
bart@netlash-bseen.be
www.netlash-bseen.be