I was a media partner for the first ever Search Elite. It was a fantastic event and took pace on May 9th at Old Street.
Bas van den Beld and Danny Rötting started the first session of the day.
How to make Digital Marketing work in your organisation. A case study revealing a unique approach to marketing !
- Relevance is very important in marketing. Marketers need to change but they haven’t.
- Bas said that what they are doing when talking to clients is they are telling them tactics. Not making them change.
- People resist change if they do not know what the outcome is.
- It is important to combine different people’s ideas together. Get them interested in the change and involved in it.
Many people in marketing do old fashioned tactics, they just try and modify it. But this does not work.
Bas outlines what others are doing wrong:
1) Creating a cool start up – People sometimes change their behavior for the short term, but that does not give you the inspiration.
Content is King – Having a content calendar, doesn’t do anything. They feel they have something they can focus on. It doesn’t change things.
Most people are going round in circles, they are trying to do stuff, but going no where.
2) You need to connect the dots.
- You need to get the people creating the content we need. They therefore have to know the plan and the route of where you are going before they create the content.
- They them to understand an bring them in.
- Creating the circle, the knowledge and behavior – how they can act on it.
- These two circles are the circle of life. Bring these together.
- How do we do that?
- Bas and then Daniel shared their tips:
5 Key Elements
1. The Organisation
Bas often sees people running around like crazy at work, they are always going from one meeting to another. In the end they are not delivering anything. There is a lot of big talks, lots of walking around, but not delivering.
- Rise above and ask what are you doing?
- Another aspect of the organization want to address is the senses of the purpose, the WHY? Align sense of purpose of a company with sense of purpose of a team.
2. Knowledge
3. People
- People feel obliged to stick to the system, eg not talking in a conference.
- You need to change the mindset.
4. Leadership
- Highly underestimated. Need to lead by example.
- So you as a leader need to lear and make mistakes.
- Need to have “Clarity in control”
- Need to have a clear place to play in order to be creative and encourage people to be creative.
5. Connecting the Dots
- Understand you have all people there.
- Make sure before you start, you see all the dots for you and your organization.
- You never start from 0 and you do not have to start from 0.
- This means you cannot wipe out the work the employees/staff you are working with. You don’t want them to be scared or feel their work before you came on board was useless.
- It is so important to create a good team.
- It is crucial to have good leadership too
- If you do not see a leader, then you have to become one yourself.
- Then Experience leads to surprise results.
- Don’t tell a client, make them feel it
Fantastic presentation, here are the slides for future reference:
How to make Digital Marketing work in your organisation from Bas
David Iwanow –Automate or Die
David shared some great tips on how to be more efficient when comes to SEO. For example SEOs should do automation for identifying issues with your site, monitoring site traffic, keeping an eye on your competitors and much more. Fantastic presentation, I could not keep up with all the great tips. Here are just a few:
1) Be More Efficient
Automation gets more out of your day. Things will break so crawling your website should be done automatically using tools such as Deep Crawl. To monitor images, David recommended TinEye. It is also important to set up Analytics alerts in GA.
- Where is your logo showing up?
- Tin Eye – you can use this.Good to have in the back ground.
- If have certain images that don’t want available, this is also useful
2) Old behaviors must change.
- The old way is that it takes weeks or days to notice issues. This is too long.
- You don’t always know when someone has fixed something, so set up alerts.
- Malware might pop up at times so use Google Safe Browsing API to constantly check site. This is especially important if the site is serving banner ads.
David showed the audience some good tips on Automation.
Deep Crawl
- Conduct regular crawling and monitoring using DeepCrawl
- With DeepCrawl you can schedule and forget and have this running the background. David suggest looking at this outside of peak times, eg over weekend or towards end of week so you have insights to report on for Monday.
- Track changes with Deep Crawl.
AWR Cloud – this can be used for monitoring.
SEM Rush
- SEM Rush as well you can use to crawl, are there problems across your platform.
- SEM Rush – backlink audit email.
These platforms are good for top level analysis. You can set this information in Trello
RAGE – How can you help.
One piece of advice is
- Regular crawling
- Looking for constant bugs and issues.
Create a ticket in Trello and then it is picked up in SEO team.
Also Tracking Changes
Track changes in Deep crawl.
Track Code Changes
Track HTML Changes with Change Correction.com
Majestic
Also use Majestic backlink dashboards. This helps identify competitors and you can track all the trust and citation flow.
Google Analytics
Do you have time to check this? There is a feature people do not use in GA called intelligence event alerts. For example set up alerts eg if see a drop in traffic by 25%.
Set it up once and never have to do again.
What About Domains?
- Monitor for changes to DNS, domain registration monitoring, automated brand monitoring and domain monitoring (you want to have email alerts if the domain registration changes or then becomes available).
- And what pages should you monitor?
- Prioritise – for example the ecom check out pages, the login pages should always work.
- Set up conditional alerts such as if a page size is less than certain size, send an alert because the page might be broken
- Use Search Console – export the information into sheets weekly so you can look at the data. GSC only keeps this data for 90 days.
- Tableau this is a great platform to use to visualize search data from Google Search Console. You can see the organic vs paid
- Google Data Studio is good.
Sam Noble spoke about Using paid media insights to uncover who your audience really is
Sam gave a great presentation about how to use paid media platforms such as Facebook, Linkedin and Pinterest for more insights about your Audience. And yes you can do this even if you are not doing paid media campaigns.
Sam had a key message, remember your UMP – Unique Marketing Point. Competitors cannot copy that.
The average conversion rate is 1 – 2%. Brands seem to happy with that? But why? They have a big annual marketing budget and get a lot of traffic to the site so they should be converting more. We should be working harder to increase volume and conversions, we should b working on this other 98% of conversions.
UMP
- How do we uncover our audience?
- You need to get pixels for every channel added to your website.
- Get pixels added and start collecting data
- Use cookies and update your privacy policy.
- Once you have the pixels in place, what should look at? Build your look alike audience.
Insights
- Analytics insight – Enable Google Analytics Demographics
- Go into the audience tab, enable demographics and interest reports.
- Eg age and gender
- Can see the type of content they browse.
- Other types of products and services
- You can then start to build up a persona.
- In Google analytics can see segments.
- Can see who the same data broken down differences in terms they like.
- Can see also what type of content they like to browse in more detail.Can see so much information .
Facebook also allows us to create customer segments lists by set criteria.
So you can see who bought for you. What do they look like?
Your Customer Audience
- Instead of looking at website audience, you can look at your actual customers.
- Take your CRM database and upload it to different platforms such as Twitter, instagram.Adwords, Linkdedin You need at least 1000 matched email addresses.
- You can also use Wifi sin in data like e-receipts if you have it.
- You cannot market to these people but you can see how they are behaving.
- These platforms like Pinterest, Facebook, Instagram and Google Adwords. (look at photos).
- It allows you to tap into a new market that has not been previously exposed
CREATING audience personas
- So when have this data what do you do? Create persona.
- 56% of companies that are using personas are seeing a higher level of leads.
- EgZazzle Media Persona
- Xtensio is another one
- HubSpot’s Persona data
APPLIYING INSIGHT to multi channels.
- Can take the data and see how the customer are
- Eg content marketing – the audience are female and like cooking.
- Or most of the audience focuses on mobile, so adhere to that.
- Direct Mail – this is not dead, just needs to be targeted better.
You should use all the insights together
- Remember your UMP
- Get pixels added now
Fantastic Day at Search Elite – I learnt so much and can’t wait until Conversion Elite.
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