Data-driven marketing and marketing metrics start with the principle of keeping score for all major marketing activities.
Marketing budget falls into:
- Demand generation marketing
- Branding and awareness
- Customer relationship
- Shaping markets
- Low performers invest 4% less than average on marketing
- High performers invest 20% more than average; more on customer relationship, branding and infrastructure
- High performers increase their budget in recessions
- Know Yourself: Strategic Objectives
- Know Your customers: Database & Analysis
- Segment your Customers: Selection & Targeting
- Data-Driven Marketing: Campaigns
- Build Trust: Privacy Issues
- Keep Score: Metrics
How to start?
- Why should your customer care about data collection?
- Start small: Walgreens started with a regional store op VP and found savings of $5m
- Contential: start with focus groups and find data with high ROI
- Contential: found out that people don’t like their airline, because luggage misses, flights are delayed – started to sent out apology letters within 12h to these customers
- B2B market: What is in for your partner? Try to connect directly to the end customer
My point is that if you can measure something, you can control it. In this case, the measurement was the calories consumed and the exercise calories burned. The result was clarity in decision making for what I eat, which meant I lost the weight and ultimately completely changed my diet.
- Design – Objectives, Scope, Metrics, etc
- Diagnosis – Balance, Risk, Returns: Insights
- Opportunities – for action: quick hits, adjustment
- Process – recurring reviews, etc.
So I asked in my survey research, “Do you outsource the creative component of your marketing?” The answer was that 72 percent of firms surveyed outsource the creative. Insight: The vast majority of marketing organizations are not in the creative content business, but instead manage the process of marketing.
Brand awareness = Ability to recall a product or service
- Often brand awareness surveys
- Social media activity
- Billboards with vanity urls / phone numbers
- Branded search words
Test-drive = Customer pretest of a product or service prior to purchase
Churn = Percentage of existing customers who stop purchasing your products or services, often measured in a year
Customer Satisfaction (CSAT)
- Would you recommend this product or service to a friend or colleague?
- 10 point scale, 9/10 points only count as loyal customers
- NPS: detractors (0-6) subtracted from promoters
- You can ask “would you recommend” and “are you satisfied”
- “How much did you spend in different stores in the last x months?” “How much are you probably going to spend in different stores in the next x months?”
- “What product or services would you not recommend to a friend?”
Take rate = Percentage of customers accepting a marketing offer (CTR * Transactions CR)
I realized that in marketing it is better to be approximately right than exactly wrong, and I started to appreciate the value of qualitative data.
- NPV (Net Present Value)
- IRR (Internal Rate of Return)
- Payback period
- Business Discovery: Understand business and impact of marketing
- Base Case
- ROMI impact
- Sensitivity Analysis
- Start small and segment
- Segment customers based on CLTV
- Compare short term and longterm customer value
WOM = 1 + Number of clicks from recommendations/Number of direct clicks
- iterate fast
- near real-time data, iterate / measure at least 10 in the campaign period
- propensity modeling -> what wants the customer next
- market basket analysis -> what do customers also buy
- decision trees -> easy to understand
Marketing Campaign Management
- Selection of campaigns (scorecards)
- Portfolio view
- Adaptive learning
- Lack of top management support
- Lack of respect
- Lack of cross-functional alignment
- Lack of employee skill
Data-Driven Marketing is a pretty robust book. The first 50 pages are a short version of the rest of the book. The rest of the book is filled with case studies and anecdotes. It is written very causally which is pleasant. I think that it is a very valuable book if you are new to the idea of using data or want an overview on data-driven marketing.
Content Marketing: an other view
- UX is important
- Make it easier for your visitors / customers to solve their problems
- Let users create content
- Sponsor events
- Think about adjacent fields
100 Lessons Learned from 10 Years of SEO
- Don’t link-build too fast
- Meta descriptions help your CTR
- Work on a good product
- Stay creative and don’t obsess with algorithmic details
- Big brands are slow – you can beat them
- Keyword research is the basis of all your activites(!)
- Learn about internet marketing / CRO(!!)
- You need to work together with other teams
- Don’t try to screw your competition over – try to learn from them
- Don’t build links, build customers – your ingenious tactics will probably be destroyed by google anyway
- Talk about your what you’ve learned
- Have a strategy
- Profit should be your top goal
Importance of Determining SERP Competition
- How many organic links are on the site? What are the other elements?
- Check for synonyms, singular/plural, etc.
- Use Google Ads, Insights to find attractive keywords
- Look for verticals
- Identify your 5 – 10 core set of keywords
- Use Google’s Contextual Targeting tool (adwords) to find ideas and group them in 3 different buckets based on volume
- Start with the lowest bucket and work up
- Higher domain authority, harder competition
- Start scraping the SERP: URL, Domain Authority, Page Authority, #indexed links, #linking root domains
- What types are the backlinks? Import backlinks into Link Detective
- Broken Links? Do some broken link building
- Lots of low level backlinks? Easier competition
- Link Diversity (#Links / #Root domains) low or high?
- Check root domains for same IP / C-Blocks
HQ Link Building Tactics
- How can your service help universities / students? Create a unique landing page and get links
- Local charity events
- College logos on your product
- Offer useful tools for businesses which help them for free
- Organize a (local) event
- Egobait & Infographics
- Sponsor your product for an event
Anchor Text Optimisation Best Practices
- Variation: synonyms, plural/singular, adjectives, combine keywords, natural language,
- Branded keywords
- Natural links: click here, go, link, url
- Onsite: self-explanatory title tag, URL, h1 tag
Ultimate Guide to Increasing Ecommerce CR
- Great product presentation: HQ images, copy, videos, customazation
- Free shipping(!)
- Clear sales and special offers
- Make it easy to buy: no registration required, fast support, etc.
- Persistent shopping cart
- Offer live chat / support
- Process indicators: 3 easy steps, for example
- Offer multiple payment options
- Improve your search(!!)
- Create better filters
- Product reviews
- Test: UX, A/B, MVT
Ecommerce SEO in 2012
- Content creation became very important
- G+ is become more important thanks to rich SERPs
- Schemas, XML Sitemaps and Site speed
- Product can be content: esp. customization, product hacks, APIs, UGC, etc.
On-Page Optimization of Ecommerce Websites
- Customer reviews: collect them, negative reviews are great
- Q&A content
- Incentivize social sharing; think about affiliates in an other way
- Breadcrumb navigation
- Phone number as trust and support signal
Noob Guide to Link Building
- Your highest anchor text distribution should be branded
- Use share of voice to calculate possible financial impact of higher ranking
- Special content
- Egobait: crowd sourcing, best of, interviews, awards
- Data viz, e.g. infographics, videographic – precontact influencers
- Ebook and guest post
- Blog contest
- Throw an event: meetup, conference, party, dinner
- Learn about your audience: social listening, Facebook, prospecting
- Quick wins
- Ask for links
- Profile links
- Local organizations: BBB, Chamber of Commerce, etc.
- Joining the conversation: boards, blog commenting, Q&A
How to perform a great SEO Audit
- Start crawling the website as bot (no css, cookies, JS)
- Robots: .txt, meta tags
- XML Sitemap
- Flash / JS
- Site performance
- site:example.org vs. actual counts
- Are you ranking well for branded searches?
- Penalized? Check first, if the page is really penalized
- On Page Factors
- URLs: short (<115chars), relevant keywords, subfolders, use hyphens instead of underscores
- Check for duplicate content (parameters in URLs)
- Content: at least 300 words, it is valuable?, keywords?, easily readable?, indexiable?
- HTML: Markup, titles, meta-description, h1, frames, canonical?
- Images: alt tag and file name
- Outlinks: trustworthy sites, relevant, anchor text, links broken?
- Off Page Factors
- Popularity: gaining traffic, compare to others and backlinks
- Trustworthyness: Google’s safe browsing, siteadvisor, hidden keywords
- Backlinks: how many unique root domains? What percentage if nofollow? Natural anchor text distribution? Relevant backlinks? How popular/trustworthy/authoritative are the backlinks?
- Social Engagement: retweets, +1s, fb likes, etc.
- CI (see next section)
Guide to Competitive Research
- What is their link building strategy?
- How do they use social media?
- SWOT their strategy
- How do these elements work together, i.e. digital strategy
- Top Backlinks: What can are they?
- General Backlinks: Content marketing, guest blogs, etc?
- Anchor text: distribution, coupled terms, branded?
- Link Building
- Press releases
- Directory submissions
- Blogger outreach
- Content marketing
- Social bookmarks
- Local influences
- Social Media
- Where are they active?
- How do they promote their estate?
- Observe continuously: google alerts, twitter search, etc.
Guide to Link Building with Local Events
- Event page on your website: info about the event, etc.
- Find event directories for your city
- Look out for event data providers
- Always do CI
- Search for local blogs / groups who could be interested in your event
- Advanced: 2nd tier linking the event site, citation building with your local address, schemas, search for external speakers
- Build a email list, create wrap-ups, ask for links
- My tip: encourage attendants to blog and twitter about the event
Complete list of link building strategies
This is just insane – tons of different strategies and you can even filter them!
The New SEO Process
- Opportunity Discovery: What opportunities arise with regard to:
- Business Objectives – what’s the goal?
- Market research, keyword research, site audit, etc.
- Content Strategy
- Technical Development
- Social Strategy
- Link strategy
- Contests, Events, Social Media
Link Building resources
an other insane list
Quick Queries For Link Wins
- Do you have sponsored something but didn’t get backlinks?
- Find sponsorships under $100, that give you a backlink
- Find interviews you did
- Do the same for your competition!
Broken Link Building Guide: From Noob to Novice
- Pointing out dead links on an other site and recommending others
- Find broken links: look for high authority sites and high authority pages
- Contact owner but without any urls in the initial mail if possible
- Get Link!
- 301 Redirect Broken Link: If a 301 exists that points to an other location
Buying Links is Shallow, Short-Term Thinking. Buying Blogs? Now that’s a Strategy.
- Look for blogs in your niche (which may covered you)
- Propose a monthly payment and a lump-sum at the end of a 3 year period
- The blog will then move to your domain – but you won’t influence the writings
- You will help to boost the traffic, improve the UX and design
Findings about how graphics affect conversions
- Images can reduce readership
- Try to put the image above the fold
- Headlines below an image are 10% more read than above the image
- 80% of people read headlines
- Captions are read 300% more than body -> try to catch attention and bring the reader back into the text
- Don’t break the left margin
- Images without clear relevance are useless
- Avoid obvious stock photos, poor quality images and oversized faces
Link Building Tools We Use at Distilled
Distilled is one of the finest online agencies and Will Critchlow lists some great tools they use.
Incorporating video into your link building strategy
- You can start for about $1000 producing videos
- Look for students or graduates from film schools
- Video in content almost triples the avg. number of links
- Video is a form not a content – if a video is better than text, make a video
- If your videos don’t provide value, then they are useless
- Film in high quality – high quality audio is the most important
- Create (if feasible) indexable transcripts
- Make sure that you include a link to your site in the embed code
- Create Movie schemas and video sitemaps for better indexing
- Reputation as a content creator – could influence the SERPs
- Different Ranks for different topics
- Google+ as a identify platform and rel=author as your signature
- AuthorRank could be influenced by shares, time, comments, etc.
How Sitelinks are quietly costing you conversions
- Under certain circumstances google may swaps your website for a sitelink
- Monitor analytics and webmaster tools frequently to avoid some problems
Google Places Ranking Factors
- Places math broader categories if available; e.g. pizza => restaurant
- Business name is matched: “Alfonso’s pizza” works better than “Alfonso’s Restaurant” for “pizza”
- 5+ reviews help
- Category term in reviews helps
- The physical address is not extremely important but influences the results
- Average review score matters: score of 1 penalizes heavily
How to Uncover 100s of New Longtail Keywords in Minutes
- ubersuggest uses google suggest to get new keywords
- Use these keywords to get even more longtail keywords
- Now you can add search volume, competition, etc. and work with them
How to rank product pages for SEO
- Limit global navs -> exploit categories
- Clear anchor texts
- Canonical links
- Similar pages should be interconnected
- Minimize cross-category links
- Related products work well: 5 – 10 max
- Short urls
- Keep product categories alive
Using a Glossary to Rank and Build Links
- Helps providing internal keywords
- Can get you inbound links
- Enter public resource lists
- People maybe going to quote you
- My tip: Find people how search for definitions and prove it
SEO Experts discuss link building for affiliates
- Interesting, unique product pages: videos, copy, images, comments
- Guest blogging on vertical and horizontal reach
- Create a good about us page
- Ask the product provider if they use your review as a testimonial
- Create infographics / widgets
- Ego bait, interviews and crowdsourcing can help you to produce more content
- Get active in your product’s community
- Create useful press releases
- Blog commenting
- Compare your product with competitors
- Be as unbiased as possible
Editorial Calendar for Content Marketing
Incredible extensive post about creating a editorial calendar – take a look and be amazed!