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Digital Marketing Trends and Success Tips 2017
The document outlines the digital marketing trends and success strategies presented by Vic Morgan, Managing Director of Venture Stream. It covers personal experiences, digital marketing evolution, success factors such as analytics, website design, social media strategies, and search engine optimization techniques. The importance of measuring customer engagement and adapting to complex customer journeys is emphasized, along with tools to enhance digital marketing efforts.
Digital Marketing Trends and Success Tips 2017
- 1. Digital Marketing Trends and Success Tips VicMorgan Managing Director, Venture Stream [email protected] www.venturestream.co.uk
- 2. Overview • Personal Background •Digital Market Trends • Success Factors, Tools and Tips • Questions
- 3. My Pre-digital Life PersonalBackground
- 4. Personal Background Digital Inception:Apprenticeship with IBM
- 5. Personal Background Technology andGlobal Change: Live Aid
- 6. Personal Background Education –Crossroads of WWW
- 7. Digital Startup #1:oneNest.com 1999 Personal Background
- 8. Digital Startup #1:oneNest.com 1999 Personal Background
- 9. Office: Ground ZeroNew York City Personal Background
- 10. Digital Startup #2:Ethicalsuperstore.com 2005 Personal Background
- 11. Social Business Ecommerce PersonalBackground
- 12. VENTURE STREAM: ABOUTUS OUR CLIENTS Add in Edinburgh Bikes Alphagraphics, Orchard Systems & Lilly Ella Digital Startup #3 Personal Background
- 13. VENTURE STREAM DIGITALCONSULTING SERVICES DIGITAL MARKETING •Search Engine Optimisation •Paid Search Management •Conversion Rate Optimisation •Email Marketing •Affiliate Marketing •Social Media Marketing •Content Production & Management Management INNOVATION & DESIGN •Ecommerce Website & Application Application Design & Development Development •Supplier Configuration •Proof of Concept & MVP Consulting Consulting •User Experience Design •Prototyping & Testing •Market & Customer Research STRATEGY & LEADERSHIP •Full Outsourcing of Ecommerce Development •Full outsourcing of Digital Marketing & Marketing & Business Management Management •Venture Partnerships •Board Leadership •Management, Development & Support Support •Business & Financial Planning & Budgeting Personal Background
- 14.
- 15. Hardest / most confusingpart of “Digital”?
- 16.
- 17. Back in TheDay – A Website Digital Market Trends
- 18. Now – Blogs,Social Pages, Apps Digital Market Trends
- 19. Future – 3DPrinters, Drones, Wearables Digital Market Trends
- 20. Evolution of Digital DigitalMarket Trends
- 21. Digital Becoming MoreAligned with Old School Management Principles Digital Market Trends
- 22. Digital as Enablerof Better Management R&D Manufacturing & Service Delivery Marketing and Sales Customer Service Administration Digital Market Trends
- 23. Digital Market Trends IncreasinglyComplex Customer Journeys
- 24. Customer Journeys –JustGiving Example Success Factors, Tools and Tips
- 25.
- 26. Success Factors, Toolsand Tips Digital Marketing Myth: Magicians
- 27. Success Factors, Toolsand Tips Digital Marketing Reality: Architects and Accountants
- 28. Success Factors, Toolsand Tips Digital Marketing: Measurable Results Focus • Join • Buy • Donate • Campaign • Volunteer
- 29. Success Factors, Toolsand Tips Digital Success Mindset: Obsess about Details
- 30. Customer Results Funnel Audience Audienceengagement Visits Leads Engaged / Qualified Leads Customers / Returning Customers Impressions, followers, list size Likes, follows, comments, shares time on post, time on site New, returning, top pages Online forms, emails, phone calls Enquiries, orders in progress Stage Measures Customer value & profit Success Factors, Tools and Tips
- 31. Success Factors, Toolsand Tips Google Analytics
- 32. • How arepeople reaching our site? • What are people doing on our site? • Which pages are being looked at? • Which pages are being ignored? • How long are people staying on our site? • How are people navigating around our site? • Are people doing what we want them to do? Google Analytics - Objectives Success Factors, Tools and Tips
- 33. Success Factors, Toolsand Tips Websites: Responsive Design
- 34. Website Goals andObjectives BUY / DONATE SIGN UP FOR SOMETHING DOWNLOAD SOMETHING ARRANGE A CALLBACK CALL US EMAIL US FILL IN A FORM CREATE AN ACCOUNT CONSUME CONTENT SHARE CONTENT WATCH A VIDEO SUBSCRIBE Success Factors, Tools and Tips
- 35. Websites: Goal Tracking SuccessFactors, Tools and Tips
- 36. Website Design: UserExperience and Testing Success Factors, Tools and Tips
- 37. Email Marketing: SubjectLine Testing Success Factors, Tools and Tips
- 38. Social Media Networks SuccessFactors, Tools and Tips
- 39. Success Factors, Toolsand Tips Social Media Content Myth
- 40. Success Factors, Toolsand Tips Social: Facebook
- 41. Success Factors, Toolsand Tips Social: Facebook
- 42. Success Factors, Toolsand Tips Social: Facebook
- 43. Success Factors, Toolsand Tips Social Content: LinkedIn
- 44. Social Media: Winover Novice Users Success Factors, Tools and Tips
- 45. Success Factors, Toolsand Tips Social Media: The Power of Words
- 46. Social Media Calendar SuccessFactors, Tools and Tips
- 47. Social Media Management SuccessFactors, Tools and Tips
- 48. Social Media Management:Tools Success Factors, Tools and Tips Twitter Facebook LinkedIn, Google+, InstagramTwitter, Facebook, Instagram
- 49. Search Engine Optimisation(SEO) Success Factors, Tools and Tips
- 50. Local SEO Success Factors,Tools and Tips
- 51. Local SEO Tool:Google My Business Success Factors, Tools and Tips
- 52. SEO Content -Reputation Management – Be Honest Success Factors, Tools and Tips
- 53. Local SEO: ReputationManagement Success Factors, Tools and Tips
- 54. Reputation Management: Employeeratings Success Factors, Tools and Tips
- 55. Search Engine Optimisation(SEO): Content Success Factors, Tools and Tips
- 56. Tools: Google SERPSnippet Optimisation Tool Success Factors, Tools and Tips
- 57. Page Elements (Meta) URL Page Title Meta Descriptions PageContent (Body) H1 Heading Body Content User Generated Content Search Engine Optimisation (SEO): Content Success Factors, Tools and Tips
- 58. Page Elements (Meta) URL Page Title Meta Description SearchEngine Optimisation (SEO): Content Success Factors, Tools and Tips
- 59. Page Elements (Meta) Page Title YourPage Title should be unique to that page and reflect the key themes of it. Keyword research should be undertaken to optimise Page Titles as they are a key ranking factor. Each one should be around 65 characters in length. Search Engine Optimisation (SEO): Content Success Factors, Tools and Tips
- 60. Page Elements (Meta) URL This includesyour domain name and page name. It should reflect the content of the page accurately, and be search-engine friendly. Search Engine Optimisation (SEO): Content Success Factors, Tools and Tips
- 61. Page Elements (Meta) META DESCRIPTION Althoughnot a ranking factor, a meta description has the potential to encourage users to click on your site via a well-written, unique, conversion- optimised description. It should be fewer than 150 characters, include your USPs and a clear call to action, where appropriate. Search Engine Optimisation (SEO): Content Success Factors, Tools and Tips
- 62. Page Content (Body) H1 Heading BodyContent User Generated Content H1 HEADING One of the most important on-page SEO ranking factors Should be a single, unique, well-optimised H1 Heading per page Keyword research should help to inform the wording of the H1 Heading BODY CONTENT Each page should have an appropriate amount of well-written, informative body content in order to answer user questions and encourage them to find out more. SEO should be your secondary concern, with user experience and conversion optimisation your primary USER GENERATED CONTENT Search engines (and users) value user generated content as it provides freshness to pages in the language of site users. Examples of UGC include: Reviews, FAQ’s, Comments, Images wtc,. Search Engine Optimisation (SEO): Content Success Factors, Tools and Tips
- 63. SEO Content –Think “Free” Content Services Success Factors, Tools and Tips
- 64. Google PPC AdvertisingFor Charities Success Factors, Tools and Tips
- 65. Google Foundation AdGrants Success Factors, Tools and Tips
- 66. PPC: Local Advertising SuccessFactors, Tools and Tips
- 67. Success Factors, Toolsand Tips PPC Tools: Google Keyword Planner
- 68. Success Factors, Toolsand Tips PPC Advertising
- 69. Success Factors, Toolsand Tips PPC Tools: Advertising Preview
- 70. PPC: Precision ofWords Success Factors, Tools and Tips
- 71. PPC Advertising: GoogleRemarketing Success Factors, Tools and Tips
- 72. Tools: Go WithOpen Source / Widely Supported Success Factors, Tools and Tips
- 73. People: Philosophy Success Factors,Tools and Tips
- 74. People: Skills vs.Experience Success Factors, Tools and Tips
- 75. People: Apprentices Success Factors,Tools and Tips
- 76. People: Agencies Success Factors,Tools and Tips
- 77.
- 78. Digital Marketing Trends and Success Tips VicMorgan Managing Director, Venture Stream [email protected] www.venturestream.co.uk
Editor's Notes
- #2 Thanks for the introduction Aimi. Good morning all.
- #3 I’ve been running digital businesses for a long time and love what I do - not to be too jargon but I’ve tried to download as many topics from my experience into this presentation as I could - you fire any questions at any point or at me at the end. First a little about my experience....
- #4 Don’t know if it makes me more or less credible but I once used one of these before I had computers in my life! This is what I used to write papers with – Smith Corona.
- #5 And one of these in the same year - 1984! Freshman in university apprenticeship with IBM when computers were still green.
- #6 At an early age I was particularly influenced by how technology and digital media could be used for social good. Remember Live Aid in 1985. 2 billion people watching. Satellites beaming down. First time I had awareness of poverty in developing countries.
- #7 After a couple years work experience enrolled at Harvard. There a psychological career assessment indicated I was best suited to be a Park Ranger – seemed too late to turn back! Did road trip focused on telecommuting the information superhighway.
- #8 Having become best friends with two Bangladeshis, first startup was inspired by the work of Grameen Bank and Future Nobel Peace Prize winner Mohammed Yunus who became an Advisor.
- #9 oneNest.com sold Fair Trade products from over 40 countries most products made by women's groups.
- #10 Great idea in an but untimely location. Shortly after 9/11, business sold to National Geographic.
- #11 Loved using technology to make a difference. Moved to UK and started ESS. Grew to position of market leadership. Sold to a national fulfillment business in 2011.
- #12 Work with environmental and human rights charities to help them sell online and grow their digital audiences. 20 year anniversary of Live Aid, Make Poverty History campaign. Lead efforts using digital to sell millions online.
- #13 I started Venture Stream 5 years ago as a pure consulting businesses working with private and public sector organizations. Work with some great clients. Offices in Newcastle and Nottingham.
- #14 Venture Stream provides a complete range of digital services from marketing, to building websites to helping organisations with their overall digital strategies. Some of the tips and learnings I want to share in a bit relate to the work of Venture Stream and more widely across my career.
- #15 Across my career, the definition of "digital" has changed a lot.
- #16 Audience question
- #17 I’ve been doing it for 20 years and it still blows my mind!
- #18 In the 90s, advice was simple. You need a website. This is Apple Computer’s in 1995. I used to design sites that looked like this.
- #19 Digital has become more complex. Not just about what you do with your website.
- #20 And the technology itself is getting even more complex and varied - a 3d printer, a drone, and a digital watch or Fitbit. Does your Twitter feed read correctly on your Fitbit?!
- #21 A change is the air, in some ways digital is coming full circle (not actual time travel though that would be cool!).
- #22 Did you see the news that Amazon has bought Wholefoods Market the largest retailer of organic food in US, smaller in UK? 15 years ago no-one would have put WholeFoods Market on same page as Amazon in terms of e-commerce. When I was raising VC they would mock you if you said you wanted a store. Now a convenience to have stores.
- #23 When I speak to business about digital more than ever talking about traditional foundations of management and business.... Digital is an enabler of better business using new tools. For a long time digital / online was a separate thing.
- #24 The commercial side is getting back to basics, customer journeys are getting more complex. Before someone buys a product or makes a donation, a customer might receive an email, go to your FB page, click on an advertisement before taking action. Can’t manage in isolation.
- #25 For example, Justgiving is market share leader as Events based donation platform but the vast majority of people who make a donation never visit the website of the benefiting charity. So how do you engage with that person directly?
- #26 Want to take some time to share some more specific insights from my experience. I work with clients ranging from startups to multinationals including some public sector work. Basic for some advanced for others - hopefully something for everyone. Focus of ideas is on growing the impact of your organisation. Will fly through and can field questions at the end.
- #27 On the topic of marketing. Perception we are magicians or tricksters.
- #28 We’re more like accountants and architects. So sorry about that the next few slides are very left-brain!
- #29 With Digital a world where everything can be measure there’s no excuse not to have a results orientation.
- #30 At the core is this mindset.
- #31 It’s important whatever your product or service you understand the path to landing a customer. Not just the stage but having measures in place. It used to be all about getting people to your website but with the development of social media there’s increasing opportunities to focus on audience engagement especially if you’re a charity.
- #32 Best tool for obsessing about the detail is GA. It's Free. Setup and use it. Consistently. Get training on how to use it. Export spreadsheets so others can see.
- #33 Google Analytics can help answer some important questions about your website audience.
- #34 On your website itself, as most of us can relate, most traffic is on mobile or tablets. Best practice for websites is responsive or 1-size fits all. If you don’t have one or looking to change, consider Wordpress, Shopify and Magento which have great off the shelf themes.
- #35 When designing and managing your website, always keep your management objectives in mind. Be it something further down the funnel like buying or donating. Or could be something basic like filing in a form.
- #36 Example from one of our clients a school in Shropshire who asked us to help with PPC marketing. Sending traffic to a basic form which was designed well enough. If you’re going to report on ROI you need to track returns. Track leads and contacts - ask your techies to add a simple code so you can track. So when you look at GA you can see the marketing source leading to the goal.
- #37 Don’t just rely on experts but also get input from real users. Great service available called What users Do for User testing. Developing your website or an application, get real users on videos going through testing scenarios. Powerful insights
- #38 Email marketing is still the most profitable form of digital marketing. More than 80% of people don’t open your emails. Test subject lines.
- #39 Not just where you are but how you manage your presence. Great environment for audience development and engagement and increasingly with achiveing direct results.
- #40 Not all about out crazy virals. Puddlewatch.
- #41 Think more in terms of Social media Foundations. Some examples of charities I’ve worked with: Traidcraft international development charity. Treat your social pages like an alternative website home page. A lot of your supporters are probably already visiting that more than your website. Call to action button Shop Now.
- #42 Did a lot of work for Big Brothers Big Sisters of America. Call to action button – Donate.
- #43 Save The Children is another good example
- #44 Making a parallel investment on LinkedIn. LinkedIn is growing in prominence as a social network. Evidence of it being used effectively to grow volunteer networks.
- #45 Easy to think about core supporters on social media but important to effectively communicate with novice users. So easy even a child can understand. Working for Organic baby clothes business. Social networking project on Pinterest So easy your Mum could understand. She never touched a computer. You get paid for that?
- #46 Growing popularity of videos in social media. Impact videos in charities huge opportunity. However most people watch without sound off so if you’ve been itching for a big budget to do a great video you might better engagement on less budget by doing a slideshow with subtitles. If you are featuring video try if at all possible to incorporate subtitles.
- #47 Have the discipline to have one.
- #48 Have the discipline to have one.
- #49 Tools we use for scheduling social media content and reporting.
- #50 In Search Engine Optimization – How to rank high on Google, perhaps the least understood digital marketing channel overtime. Content is has long been King.
- #51 The old notion think global act local definitely applies to SEO. Local SEO – basic building block – what Google knows and shows about your organisation. Example of Venture Stream's block.
- #52 Tool to setup.
- #53 In a world of increasing transparency, managing your reputation online is critical part of digital success. Many of our clients view their customer ratings as a KPI. Be honest encourage reviews but don't fake.
- #54 Example in Nottingham – “Dog Shelter Nottingham”. A number or results as you’d expect for RSPCA but what caught my eye was Avalon Guinea Pig Rescue due to their 5 star rating. According to their website they don’t operate as a dog shelter but through their rating they might find themselves a new support or two. Ask supporter to write ratings. Don't be shy.
- #55 As previously discussed regarding reputation management, it’s an increasingly transparent world. There’s even a website called Glassdoor where you can view organisation ratings from current and past employees - some interesting reading!
- #56 A little bit more about Google Search results fundamentals. Example is Women's Charities Newcastle.
- #57 SEO content setup can be quite specialist but there are free tools to help. Google Search Engine Results Page Snippet Optimisation Tools – allows you to see what your pages will look like on Google.
- #58 Have an included a few slides for anyone who wants more insight into SEO content setup on your website - I’m not going to present as I’ve never seen them presented in a setting like this without confusing the room! I can forward these slides to you and if you can contact me if you have any questions about them.
- #64 Don’t view website just as a brochure. Add value - if it's good for users Google will reward you. White papers. Tips. Infographics.
- #65 A Venture Stream client – a charity with an AirBnB service but where variable % of proceeds go to different charities.
- #66 We helped the charity secure grant from Google. $10,000 per month free advertising on Google. All you need to do is manage or have someone like Venture Stream manage.
- #67 Entry level PPC campaigns for local businesses and charities is to use Google to target advertising locally.
- #68 Tools in Google to gauge how many people are searching on keywords and what the estimated costs would be. Example of a client Transmit Startup which offer loans to startup businesses.
- #69 Example of Venture Stream house ad.
- #70 Similarly to SEO tools, DIY tool to see how your ad will appear.
- #71 Google made navigating the web all about searching for keywords. Be careful in the detail – Eco vs. Green Kettle.
- #72 We have clients with million £ Google Advertising budgets. Many small organisations ask me if they should be advertising. Ads on your own brands and Retargeting: 95%+ visitors don’t take an action. Very low cost.
- #73 Mentioned a number of tools. In general, don’t reinvent the wheel go for widely supported or open source solutions. They general offer better ROI and easier to switch internal or external support resource.
- #74 In terms of who delivers digital for you. As general management theme I believe in Branson mantra - Put your people first they will look after clients.
- #75 Appreciate some of you are the ones doing the Digital Marketing doing in your organizations. Prefer hiring experience AND skills. However not always possible. First ever specialist digital marketeer, I hired an experience sales pro who was a gamer to be my first digital marketing manager.
- #76 I have benefited from programmes. I was one and still employ them. Embrace these programmes, may have exposure to new ideas but don’t expect them to run all your digital activities.
- #77 Agencies, have seen the good, the bad and the ugly, I try to be one of the good. If seeking to hire one, check out ratings and recommendations and discuss your business with them, good ones will audit you business first, don’t just get pitched on their service.
- #78 Appreciate that was a very fast discussion but wanted to cover a lot of bases. Are there any questions you'd like to bounce off me?