Online Marketing

Online marketing checklist for 2014

Online marketing checklist for 2014 Lloyd

What do you need to have in place to ensure that 2014 meets or exceeds your marketing goals?

The tools available to marketers and executives are in constant change. New technologies are creating new opportunities and providing more effective and efficient delivery of marketing communications.

Keeping up with the change in pace can be challenging. How do you know if your marketing is antiquated?

Here’s a marketing checklist to get you on your way. And if you have a question about the content below, leave a comment and let’s discuss.

Your online marketing checklist

Have your game plan in a document
At the very least have an elevator pitch. By having a plan you are able to keep all the team on the same page, working towards the same goals.

  1. If you have a sales team a plan will show where your tactical elements are, and what they can look forward and contribute to.
  2. Technology makes any member of an organisation a potential representative of your brand. Arm them with your core values and game plan.

Have a lead generator
Leverage marketing automation so your sales and business development team have qualified leads to work on. No more cold calling.

  1. Get phone numbers by starting with the collection of email addresses.
  2. Send emails with useful information consistently.
  3. Provide a great resource and with the earned trust from a lot of step 2, ask for a phone number in exchange for the resource.
  4. Refine and repeat.

These email marketing services have plenty of tools and guides that even those without any developer skills  can start using.

Know your ROI
How much does your marketing return to the business once cost is removed? Online marketing allows you to track your activity from start to end.

  1. Over time this will help you identify areas where costs can be reduced and performance improvements made.
  2. Track customers too and define your most profitable customer demographic in the market. Focus more marketing activity on them.

Understand and care about SEO, Inbound Marketing and Social Media
Your customers are looking for products and services just like yours online. SEO, Inbound Marketing and Social Media are vital in getting you found, trusted and referred.

  1. Get the perfect beginners guide to seo from Moz.
  2. Let HubSpot teach you about inbound marketing.
  3. Read about best practice from Social Media Examiner.

Retention, retention, retention. 
It’s easier to sell to people who already know you and have purchased from you previously. Keep these people happy to make it easy to sell to them in the future and stop them from going to your competitors.

Happiness tactics:

  1. Personalise communications. At the very least know all of your customers name and email address
  2. Label customers. As VIP’s, Gold Members, Star Customers and let them in on news before anyone else
  3. Surprise them. Give them treats when they least expect it.

 

Does your marketing plan cover the points in this checklist? What would you add or remove from the list?

(not provided), secure search and what it means for your business

(not provided), secure search and what it means for your business Lloyd

Once upon a time, you could open Google Analytics and see what search terms were generating traffic for your website. It was great feedback. But, last week there was and still is a big reaction on the web with the news that Google had shifted most of it’s organic keyword data to [not provided] as a result of secure search.

Huh? Secure search means no more keyword data in Google Analytics. We only see a small fraction of the keyword data now, and soon it will be all gone.

This move to remove search data had been going on for some time, but the ruckus is from the sudden ramp up. For a full timeline view of how this has rolled out, visit notprovidedcount.com to see a very dramatic line graph. The snapshot below shows the rate at which keyword data is being removed, and it is clear that it will soon be completely removed.

 keyword-data-from-google-has-been-removed-at-a-dramatic-increased-rate

Jennifer Slegg from searchenginewatch.com has a great summary of the move by Google:

When a user goes to Google to search, they are automatically redirected to the https:// version of their Google domain of choice.

When someone conducts a search on Google, it is now always done as an SSL encrypted search, so all search queries are now encrypted. It routes the click to the website through a redirect so that the website a user lands on has no idea what actual keywords the searcher found the website under, and what keywords were used that brought the person there.

This is great from a privacy perspective, and is why Google is making the change. However, only natural search clicks are affected; Google AdWords advertisers still have full access to the keywords on every ad click made on their ads.

What is (not provided)

When in Google Analytics and looking at keyword data in the search results, you will be confronted with something that looks like the below. And (not provided) will likely comprise 80% or more of your data as of October 2013. Before (not provided) you would see all the terms that visitors used in Google before landing on your site.

Getting found online when keywords are (not provided)

How do I find out what keywords are working for my business?

Not all is lost, but it will take more work to get intelligence back on how your business performs for particular search phrases. Here are two tactics you can employ to get data back.

Use Google AdWords

Buy a few, very broad keywords in your industry, send them to a relevant landing page(s) on your site. The goal isn’t conversions, but rather to learn by watching the keyword terms and phrases for which you get impressions. As a basic rule of thumb produce more pages and content on impressions that are important to you but low in impression count.

Use SEO and filters in Google Analytics

The goal here is to find out how much (not provided) traffic went to key pages on your site. Doing will help to reveal the type of search that was conducted in order to land on that page.

  1. Take your key content pages and optimise them around a keyword. Using a capable and experienced search marketer is vital.
  2. Create filters for (not provided) traffic so that it shows you the landing page for each of the (not provided) referrals.

Now you will see how well each page, and once optimised each keyword performs compared to your other content pages. You’ll have visibility on your strengths and weaknesses.

Is getting found online important for your business? What metrics are you using to identify search terms that work?

Our pins of the week 21:09:13

Our pins of the week 21:09:13 Lloyd

Our favourite pins of the week for online marketing, and why we like them.

GREAT WEB DESIGN

At first glance we didn’t even notice the Latin placeholder text as our eyes went straight to the product. Never underestimate the value in making your products look their very best!

Amazing product presentation

FACEBOOK HASHTAGS

Are you using hashtags on Facebook? No idea what they are or how you should use them? This graphic shows what they are and how you can start using them.

Facebook hastags

Get more traffic for your website

Get more traffic for your website Lloyd

If you have a website then you already know the importance of web traffic. It is the lifeblood of your online marketing. Visitors are as important to online marketing as location is to real estate. Without visitors your internet marketing won’t be able to help your bottom line.

The steps below will take resources to set up, but dollar for dollar a well executed content and email plan can match any other marketing medium for return on investment.

KEEP YOUR VISITORS COMING BACK

Use a sign-up form to ask your visitors to subscribe to your content. Provide a benefit for doing so e.g. “Sign up to our mailing list to be first in line for special offers and freebies”. Email is an incredibly affordable medium so use it to drive people back to your site.

Test test test. Put the sign-up form in a variety of places on your site. Test different copy and colours for the form so you can find out what works, then refine, refine, refine

LEVERAGE AUTOMATION

Create a welcome email to all the new list subscribers. Mailchimp, Constant Contact and iContact have guides that let even the non-technical achieve this. Thank visitors for signing up, then give them something that makes them feel valued and special. Making a good impression here is setting your brand up for success.

In the welcome email encourage people to connect on social as well. Saying “Like us on Facebook” is ok. Saying “Like us on Facebook so you always get first dibs on specials” is better.

MAKE DATA WORK FOR YOU

Test different offers in the welcome email and work out what gets from the inbox to your cash register. Use analytic data on your website and see where your traffic comes from and where it goes on your site. Make sure you have sign-up forms and offers on the most visited pages. Successes can be recorded and used for planning future campaigns.

CREATE CONTENT

What are your frequently asked customer questions? Create a destination that answers your customers key questions. Don’t promote your products directly but invite your visitors to explore your solutions via case studies and testimonials. If your content is great and customer centric your conversions will be too.

Whoa – why aren’t we trying hard to sell products and services?? Because we are getting aspirational and solving the issues and problems people have with a story. People love stories, more than they do products. Do you want the plumber who has seals guaranteed for 20 years, or the Plumber who saved Susan $30 every month on her water bill?

SHARE YOUR CONTENT AND CREATE CUSTOMERS

Let your email list know about your new content and engage them. Ask them for their opinion and input.

So that is an overview of what we do. What does your traffic generation plan look like? Let us know in the comments.