Inhoud
1
2
3
4
5
6
The basics........................................................................................................................................ 2
1.1
The digital revolution .............................................................................................................. 2
1.2
The digital marketing mix ....................................................................................................... 3
1.3
The customer journey ............................................................................................................. 6
User friendly websites .................................................................................................................... 7
2.1
User experience (UX) .............................................................................................................. 7
2.2
User Interface (UI) ................................................................................................................ 11
2.3
To measure is to know, tracking software ............................................................................ 14
2.4
How to build a website ......................................................................................................... 14
Content marketing ........................................................................................................................ 15
3.1
What is content marketing ................................................................................................... 16
3.2
How to start? (Step-by-step guidance) ................................................................................. 17
3.3
Which content? 3H model .................................................................................................... 18
SEO fundamentals......................................................................................................................... 21
4.1
Intro ...................................................................................................................................... 21
4.2
Why SEO ............................................................................................................................... 22
4.3
Trends (to keep in mind) ....................................................................................................... 22
4.4
How does a search engine work ........................................................................................... 25
4.5
SEO principals ....................................................................................................................... 25
4.6
Content – keywords .............................................................................................................. 28
4.7
Content – Meta Data ............................................................................................................ 29
4.8
Content – integrate keywords .............................................................................................. 30
Social media marketing................................................................................................................. 30
5.1
Why social media marketing? ............................................................................................... 30
5.2
How to start with social media marketing ............................................................................ 32
5.3
Discoverability – how will people find me ............................................................................ 35
5.4
To measure is to know – KPI Dashboard............................................................................... 36
5.5
Conversation management – how to handle........................................................................ 36
5.6
Wrap up of social media marketing ...................................................................................... 38
Paid Search Advertising (SEA) ....................................................................................................... 39
6.1
Intro SEA ............................................................................................................................... 39
6.2
SEA in the customer journey................................................................................................. 40
6.3
GOOGLE ADS structure ......................................................................................................... 42
6.4
Quality score and ad rank ..................................................................................................... 46
6.5
Conclusion............................................................................................................................. 47
Pagina 1 van 52
1
The basics
“Instead of one-way interruption, Web marketing is about delivering useful content at just the right
moment that a buyer needs it.” —David Meerman Scott
David Meerman Scott is an American online marketing strategist and author of several books on marketing, including The New Rules of Marketing and PR.
1.1 The digital revolution
Example pizza hut
1995: pizza hut opent restaurants.
2000: je kan online pizza bestellen via het internet
2019: je kan online je eigen pizza gaan samenstellen en bestellen
Web 1.0 – Syntactic Web
à World Wide Web = Gigantic library
-
Static information
-
‘Read only’: consult and download
-
1-way communication
Pagina 2 van 52
Web 2.0 – Social Web
à Connect people
-
Arrival of blogs, social media and streaming
-
‘Read-Write’
-
Interaction and user empowerment
Example: Facebook
Web 3.0 – Semantic Web
à Driven by technological changes
-
‘Read-Write-Execute’
-
Connects media, profiles, content and databases
Web 4.0 – Meta Web
à Internet of Things (IoT)
-
Adapted to a mobile environment
-
Connects all data and devices in the ‘real’
and virtual world in real-time
-
Communication becomes very fast and relevant
-
The web becomes your personal assistent
Web 5.0 – Emotional Web
à = the ‘next’ Web
-
Interaction between humans and computers
-
Recognizes feelings and emotions of the user
1.2 The digital marketing mix
PESO model
Pagina 3 van 52
Four generations of customers
1.
2.
3.
4.
Generation Z: 1997 – 2015
Millennials: 1980 – 1996
Generation X: 1965 – 1979
Baby boomers: 1947 – 1964
Pagina 4 van 52
Character traits
Generation Z:
Millennials:
-
More tolerant of others
-
Values experiences over things
-
Entrepreneurial mindset
-
Innovative, likes change
-
Technology-dependent
-
Work smarter, not harder
-
Hight ethnic diversity
-
Social-cause driven
-
Sceptical, less trusting
-
Multi taskers
-
Social cause driven
-
Tech-savvy
Generation X:
Baby boomers:
-
Values flexible work arrangements
-
Believers in the “American dream”
-
Has a “big picture” perspective
-
Less influenced by peer pressure
-
Sceptical/cynical
-
Has a “big picture” perspective
-
Independent
-
Financially stable
-
Self-reliant
-
Loyal to brands
-
Tech-savvy
-
optimistic
Pagina 5 van 52
1.3 The customer journey
Micro moments by google
Google coined the term Micro Moment to respond to what they saw as a growing trend. You already
know that most consumers in the US are tethered to their smart phones 24 hours a day. But they’re
more intensely engaged at some moments than at others.
A Micro Moment is a moment when a consumer is intent on finding something. They want a quick
answer or solution.
In other words, a Micro Moment is a moment when a consumer is ripe to learn, experience, and buy
things. It’s the ideal time to capture a new customer because they’re already in the right mindset to
engage with your content.
Pagina 6 van 52
Zero moment of truth (ZMOT)
Whether we're shopping for corn flakes, concert
tickets or a honeymoon in Paris, the Internet has
changed how we decide what to buy. At Google, we
call this online decision-making moment the Zero
Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the buying process when the
consumer researches a product prior to purchase.
2
User friendly websites
“In the world of Internet Customer Service, it’s important to remember your competitor is only one
mouse click away” —Doug Warner
David Meerman Scott is an American online marketing strategist and author of several books on marketing, including The New Rules of Marketing and PR.
2.1 User experience (UX)
Your website minimum requires
Think about how people browse the web when they're looking for a product or service. They're looking
for information that helps them compare their options and make a decision.
Product attributes
Company attributes
-
Price
-
Trustworthy
-
Dimensions
-
Easy to contact
-
Instructions
-
guarantee
-
Accessories
à This is the important information that people who are researching products or services online need
to know.
Autoplaying welcome videos, stock photography images, and fluffy text with no real facts and figures
are all likely to frustrate your visitors and make them go elsewhere. Failing to provide relevant information or hiding it in long marketing messages will frustrate people.
à It's fine to let your brand personality show through on the site and, in fact, that can really help
distinguish you from your competitors. But anything you do to entertain people should be secondary
to the information they've come to find.
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Your website it’s all about trust
Just like in the real world, people won't do business with you online if they don't feel they can trust
you.
The most important attribute on your website is accurate information, with any claims backed up by
links to unbiased references. After that, people want to see that there's a real organization behind
your site, staffed by honest and trustworthy people, who have expertise in the area. It has to be easy
to contact you, and the site design must look professional and be easy to use. That means up-to-date
content, little, if any, promotional or advertising content, and absolutely no errors.
Your website Information-rich sites win!
Search engines look for the best, most accurate, and most up-to-date content from trusted sites.
The search engines want to provide searches with the best, most accurate, and most up-to-date content from trusted sites. The easiest way to be at the top of the list is to be the site that has the best,
most accurate, and most up-to-date content in your domain. So much so that the other sites trust it
and link to it.
Homepage keep it simple
Just provide the most important details on your homepage and then create a layout, an information
architecture, which makes it easy for people to find where they need to go on the rest of your site to
get the answers they want.
An uncluttered homepage is another way of meeting the trust goals I mentioned earlier. Rather than
trying to cram all sorts of content onto the page, just display the high level information that helps show
you are a real organization with good expertise, that you have informative online content, and are easy
to contact.
Pagina 8 van 52
Homepage Answer customers’ questions
-
What do you do or sell?
-
What is your differentiator?
-
Where are you based?
-
When are you open?
-
How can you be contacted?
à start your homepage always with a persona.
Homepage Provide YOUR latest news
A news page is very important! à It shows that you're a real
organization with good expertise it can help to demonstrate
that you're honest and trustworthy and it shows that you
have up to date information.
The worst thing you can do is turn your news section into a
list of PR style press releases. That type of content is all about
you, not all about your customers. Customers will care a lot
more about things that impact them rather than about things
that are only really important to you.
Homepage Think wise about navigation
Once you start building out your site you'll
need to decide how you'll help customers
move between the pages. That means having some kind of navigation menu. It should
be the same on the home page and on all the
other pages of your site, so that customers
always have a consistent way of moving
around within your pages. à your site navigation structure should be as simple as possible.
It's important to give people a clear path to the information they need. That means sorting your products and services into the types of categories that your customers expect to find, rather than the designations that you might use inside your business. It means having clear locations for contact information and company details, and it means showing the links to this information in a way that visitors
will expect to see.
Navigation menus and page content need to use words that your customers would use and understand.
Homepage
You have also always on the homepage the header, footer, search bar, breadcrum and a filter. (see
PowerPoint chapter 2)
We have also links on the homepage.
-
Internal links
-
Anchor links
(see PowerPoint chapter 2)
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About you, help visitors trust you
The website of the company need to have/to be
-
Real organization
-
Expertise
-
Trustworthiness
-
Easy to contact
Many customers will want to see some pictures that help them to verify you're a real business. Use
always your own pictures. à No stock photos
Location images build customer trust. Visitors like the confidence of seeing that you have a real office
building or retail location or getting a peek into your production facilities or workshop.
About you, Qualifications & Testimonials
-
Trade and industry groups
-
Better business bureau
-
Product warranty or guarantee
-
Testimonials
Show that you're a member of trade or industry groups. Certain groups have membership requirements which prove that you have a particular level of competence. Others are advocates for your industry and conduct marketing and awareness campaigns on your behalf that your site visitors may well
have heard of. Listing your affiliations can help you demonstrate your credibility. If you offer a product
warranty or guarantee, describe it here. If a customer will be buying from you remotely, they'll want
to know that they have options if the product doesn't work how they expected. Showing them that
you have the confidence to back up what you sell with a guarantee will help with this. You might also
want to add a couple of testimonials from people praising your company or products and services, but
be careful. Visitors realize that you could easily make these up so make sure you name the individual
or client who provided the comment and, if possible, link back to the reviewer's site to show that the
words they wrote exist somewhere other than on your pages.
Products & Services
Use a product classification which is relevant for your customer.
Clear descriptions of the products are also very important!
-
Your visitors are looking for factual descriptions
-
Marketing speak isn’t helpful
Important to show the price also.
Products & Services , What do customers need to know?
Product photos:
-
Show detail in high resolution
-
Show size and scale
-
Demonstrate a concept and show example layouts
-
Show output items or the outcome of using a process
-
Show intended uses for a product
-
Give visual instructions for setup or use
-
Show part diagrams
Pagina 10 van 52
Products & Services, Don’t forget existing customers
Supporting your customers:
-
Parts and accessories
-
Product support
-
Manuals
-
Updates
There are plenty of things you can do online to encourage loyalty and repeat visits. First, make it easy
to place repeat orders. All you have to do is make it simple for people to find parts and accessories for
the items you sell. This can be a link from your product pages, or a separate section on your site depending upon how much content you expect to have there. The same is true for product support. Is
there a way for people to find manuals and other materials online? Can they get updates to your software? Can they contact you with questions about your products or services? What's interesting is that
often, people will return to the product page in order to find this type of information. So it really makes
sense to provide links to this content from each relevant product page.
Show your expertise, You know your business!
It is also always important to demonstrate your own knowledge on the website. For example, you can
write articles or blogs in which you show your knowledge.
2.2 User Interface (UI)
User experience vs user interface
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General ‘dangerous’ zones
Banner ‘blindness’
The ‘fold’
Pagina 12 van 52
Web tekst
Het uitlijnen van teksten op de website:
The psychology of colours
Tips for a good design
Make it SCANNABLE
-
Keep your header as small as possible
-
Use words rather than symbols
-
Use titels and paragraphs
-
Use bullet points
-
Repeat your CTA at the bottom of the page
Pagina 13 van 52
2.3 To measure is to know, tracking software
Heat map
Dit is een heat map dat aantoont wat de bezoekers in het oog springt en wat minder in het oog springt
bij het openen van de website.
Google analytics
Google Analytics is a Google service for collecting website statistics and displaying them in detail. The
purpose of this service is to provide the website operator with a clear picture of visitor flows, traffic
sources and page views, among other things.
2.4 How to build a website
Step 1
Make a sitemap
Pagina 14 van 52
Step 2
Make Wireframes
Step 3
Create the Mock up
Some conventions
-
Your visitors are looking for factual descriptions
-
Logo at the top left
-
Links are strikethrough and have a different text colour
-
Links already clicked, have a different text colour
-
Search at the top right
-
Every button needs to have a function
3
Content marketing
“Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second
date.” – David Meerman Scott
David Meerman Scott is an American online marketing strategist and author of several books on marketing, including The New Rules of Marketing and PR.
Pagina 15 van 52
3.1 What is content marketing
Some examples of content marketing
One of the first examples of content marketing: the bible
-
After reading the bible, one could be triggered to attend church
-
When going to church, one can get into contact with like-minded believers (= influencers!)
-
One could decide to start believing as well
Another example: Michelin = tyre company
-
In 1900: 3,000 cars on the roads of France
-
In order to increase the number of cars (and thus the number of tyres needed): guide michelin!
Hotel & restaurant tips for drivers (red book)
-
Later: also green book (things to visit)
-
People triggered to fancy food / nature / history / culture were triggered to travel as well => but
they needed a car
What is content marketing
Content marketing is the creation and distribution of relevant content.
-
Focus is NOT on selling
-
DO attract attention and interact with your target audience
Waarom doe je het? De reden om aan content marketing te gaan doen is altijd om een bepaald
marketing- of communicatie-objectief te bereiken (wat dat ook moge zijn) à moet rechtstreeks of
onrechtstreeks bijdragen aan je sales à anders heb je alleen maar content (en geen content
marketing)
Why content marketing
Content Marketing gives customers the opportunity to voluntarily and actively engage with your product, rather than involuntarily and passively being interrupted by it. Marketing ceases to be invasive,
intrusive, and annoying, and becomes something you're grateful for. This allows customers to conceptualise your product in a positive and proactive way.
Today:
-
Information overload
-
Marketing = fighting for attention
Content marketing:
-
Offering content that interests the consumer / is relevant
-
Attracting attention and building relationships
GOAL: To connect customers and build long-term relationships
Pagina 16 van 52
The inbound marketer vs the outbound marketer
3.2 How to start? (Step-by-step guidance)
But how to start with content marketing?
In order to reach your customers, you first need to explore a few essential elements:
-
Know your public: (buyer) persona
-
Channels on your customer's way
à Based on your customer journey à we need to identify Touchpoints
(buyer) persona
(buyer) persona = research-based, modeled representations of your consumer:
-
Who are they?
-
Where can you reach them?
-
What are their main concerns, needs, frustrations
and interests?
-
What information are they looking for?
The customer journey
Analyze the customer journey!
Pagina 17 van 52
Various channels for content marketing
There are a lot of different channels for content marketing:
-
Company website
-
Email campaigns
-
Public relations
-
Social media
-
…
4 types of content marketing
-
Offline advertising
-
Website
-
Social media
-
Email
3.3 Which content? 3H model
Which content? The principles
-
Look for what concerns your (potential) customers, you want to inspire your target audience
-
Language = tone of voice, formal/informal, never sloppy, no language errors, spelling mistakes, ...
-
Interaction!
Make sure your content is customized to your channel AND device.
Tips & tricks
Don’t re-invent the hot water:
-
Dare to recycle and repeat content
-
Say the same in a different format
-
Optimize 'old' content
Cut longer content into short, manageable content
User generated content à Constant visibility
Pagina 18 van 52
3H model of Google
Hero: large scale, tent-pole or big moments designed to raise broad awareness
Hub: regularly scheduled push content designed for your prime prospect
Hygiene: always-on pull content designed for your core audience
Hero content
Hero: Content about the company, aimed at a specific ACTION (selling) regarding the company or its
products, services or promotions, .. à e.g. 10% discount in our webshop
-
Represents 10% of the content.
-
Brand awareness
-
Push content
-
Directly linked to your company, product or service
Het is de content waarmee je uitpakt om op korte tijd extra publiek (en bezoekers) aan te trekken.
Zorgt voor de bezoekers, mensen die kennis maken met jouw merk en met jouw producten. à Vooral
in de SEE en DO fase
De metrics die je eraan hangt om je content te beoordelen, te adverteren en af te rekenen, zijn brand
awareness, local awareness, reach en ad recall.
Hub content
Hub: Broader context: about the company but not aimed at selling – you want your cutomer to get to
know and APPRECIATE your company à e.g. video tutorials ..
-
Represents 30% of the content
-
Appreciation
-
Show what and how you do something as a company
-
Directly linked to your company, product or service
Hub-content is eigenlijk niets meer dan terugkerende content. Je kent ze wel: de dilemma-dinsdagen
of FunFridays. Het gaat om content die voor consumenten herkenbaar en leuk is.
Deze content zorgt ervoor dat mensen je merk of bedrijf herkennen en in overweging nemen als zij op
zoek zijn naar een soortgelijk(e) product of dienst.
De metrics? à Traffic, engagement, app installs, video views en leads.
Voornamelijk in de Think & care fase
Pagina 19 van 52
Hygiene content
Hygiene: Content about the topic related to your company, but not about the company itself à latest
designer trends
-
Represents 60% of the content
-
Helping content
-
Pull content
-
SEO!
-
Not necessarily linked to your company, product or service
Met hygiene content of help content beantwoord je de basisvragen van je doelgroep. Het is de content
waarin je veel keywords verwerkt en waarmee je dus scoort op SEO-vlak. Je bent natuurlijk niet de
enige die deze informatieve content aanbiedt. Je concurrenten doen waarschijnlijk krek hetzelfde.
Om je te onderscheiden onderzoek je dus niet alleen waar je doelgroep op zoek naar is, maar analyseer
je ook de content van je concurrenten. En doe vervolgens net iets anders waarmee je boven het
korenveld uitkomt. Al is het maar omdat je je content lanceert op het juiste moment. Vergeet ook niet
om af en toe je hygiene content te updaten en een tweede leven te geven op je sociale media. Je scoort
bij je doelgroep, én bij Google.
‘how to-materiaal’, ‘user-generated content’, inspiratie, of juist tips & tricks– bijvoorbeeld over op
welke dagen je het best je vliegtickets kunt boeken of hoe je een bepaald product het best
schoonmaakt. – content voor elke dag en waarop je online via Google en YouTube gevonden kunt
worden.
Metrics die hierbij horen zijn conversions, product cataloog sales en store visits – wat niet alleen
productverkoop of dienstafname hoeft te zijn, maar ook bijvoorbeeld een klik naar je website of het
downloaden van een whitepaper op je website.
Vooral in de THINK, DO & CARE-fase
Ensure continuity
Make a content plan!
Pagina 20 van 52
4
SEO fundamentals
4.1 Intro
Zero moment of truth (ZMOT)
ZMOT = Het moment waarop je klanten gaan zoeken en research gaan doen naar je product, en je dus
vindbaar moet zijn op Google
What is SEO?
= Search engine optimisation
SEO is the process of taking steps to help a website or piece of content
rank higher on Google
Search Engine Marketing (SEM)
SEARCH ENGINGE MARKETING = combination of SEO, SEA and SMO
SEA = search engine advertising
SMO = Social media optimisation à social media zijn in se ook
zoekmachines (cf. zoekfunctie op youtube, zoekbalk op facebook, etc…)
SEO vs SEA
SEO is een langetermijninvestering
Voor kortetermijninitiatieven is SEA meestal beter, zoals bv. een wedstrijd
Pagina 21 van 52
4.2 Why SEO
You want to be as high as possible in Google, without paying. à 90% look no further than the first
results page à If you're not mentioned there, you don't exist.
Golden Triangle à
SEO = higher ranking = more visitors = more traffic = possible more conversion
4.3 Trends (to keep in mind)
-
Web 4.0
-
Featured snippets
-
People also ask
-
Carrousel
-
Video snippets
Web 4.0
Web 4.0 is a new evolution of the Web paradigm based on multiple models, technologies and social
relationships.
à Voice search wordt steeds populairder (oa Siri, Google assistant) en met devices zoals Alexa en
Google Home wordt het nog belangrijker om zowel organisch als paid op nummer 1 te staan.
Pagina 22 van 52
No-click Results – featured snippets
No-click resultaten zijn zoekmachine
gebruikers die na het invoeren van een
query geen klik generen naar een
website maar toch een bepaalde
behoefte,
probleem,
intentie
vervullen.
Featured snippets worden ook wel
“positie-0” genoemd, want ze geven al
een antwoord op je vragen en je hoeft
in principe ook niet meer door te
klikken.
Deze zijn ook meestal diegene die voorgelezen worden door de Google assistant en Siri.
Hoe kun je dit bereiken? Leg een termendatabank, FAQ, woordenboek… aan op je website met
specifieke termen die interessant zijn voor jouw doelgroep. Zorg dus vooral voor goed landingspagina’s
waaruit paragrafen overgenomen kunnen worden.
No-click Resultaten – Google Business
No-click resultaten zijn zoekmachine gebruikers die na het invoeren van een query geen klik generen
naar een website maar toch een bepaalde behoefte, probleem, intentie vervullen.
Pagina 23 van 52
No-click resultaten – PEOPLE ALSO ASK
No-click resultaten zijn zoekmachine gebruikers die na het invoeren van een query geen klik generen
naar een website maar toch een bepaalde behoefte, probleem, intentie vervullen.
Google carrousel
A carousel is a list-like rich result that people can swipe through on mobile devices. It displays multiple
cards from the same site (also known as a host carousel).
Video Snippets
à Hou dus voor SEO ook rekening met YouTube – na Google de grootse zoekmachine
Pagina 24 van 52
4.4 How does a search engine work
Google search
Google Zoeken, ook wel Google Search of gewoon Google genoemd, is een zoekmachine van Google
LLC voor documenten op het wereldwijde web.
-
follow links = crawling
-
stores HTML version of web pages in a database = indexing
-
search results are ranked by relevance from the index = rankings
Google crawling
crawler = ‘spider’ of ‘(ro)bot’
Relatively simple computer program that does nothing but follow links and store the HTML version of
the web page in a database, the index.
Can only follow the links on web pages that already have a site map ⟹ Without a link to a web page,
a web page can never be found!
With new or not frequently visited websites or web pages, it can take weeks for a search engine to find
the website
Indexing in Google
Index = database
-
The crawler or spider stores the found HTML version of a web page in a giant database, the index.
-
Primarily, only the text on a web page is stored in the index, but the search engines are going to
store more and more information.
-
The index "knows" which words are on which page.
Ranking in Google
Ranking = algorithm, formula
-
The search engine algorithm determines the order in which the search results are arranged (from
the index)
-
Deliver search results as relevant as possible based on a search
-
Algorithm = SECRET ⟹ success of a search engine depends on the relevance of search results
4.5 SEO principals
Technique
1.
2.
3.
4.
5.
6.
https://
Speed
Sitemap.xml
Robot.txt
Friendly URL’s
Error 404
Https://
= Hypertext Transfer Protocol Secure
Https:// is a safe variation to HTTP://
à Important ranking factor for SEO
Https:// is recognizable by the ‘lock’ next to the URL
Pagina 25 van 52
Speed
The faster, the better!
Since 2018: only mobile page speed still relevant
Sitemap .XML
Zorgt er voor dat Google je website heel gemakkelijk kan crawlen => je website wordt de eerst keer
top-down gecrawled, dus werk met een vooropgestelde sitemaps met niveaus
Wanneer Google een tweede keer dus binnenkomt op je website, moet het direct duidelijk zijn op welk
niveau hij zit
Sitemap .XML Footer:
Pagina 26 van 52
Sitemap .XML - Page:
Robots.TXT
à The very first file crawled by Googlebot
Which pages may or may not be indexed:
-
Allow
-
Disallow
Friendly URL’s
URL structure that reflects the structure of the website
à Ideal for visitors and search engines
Is my URL structure Google ‘proof’? à Check if Google generates sitelinks itself
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Error 404
à Pages with error messages
Are to googlebot a signal that your website isn't working properly. à Make sure your visitor can still
go further!
When there is an error on your page, try to make it interesting / funny.
4.6 Content – keywords
Keywords are watch searchers type into a search engine, search engines like Google and Bing will go
out and fetch the most relevant results for your search query based on everything they know about
you and all the content on the entire internet.
Keywords are:
-
Words which are searched often
-
Words you would like to be found upon
How?
-
Determine keywords
-
Analyse search volumes
-
Integrate keywords in relevant web pages
à Google understands the link between search terms and the content your offer
Formal keyword research is the foundational piece in SEO, that will help you understand what people
are typing in the search engines. The intent of those keywords, as the search engines understand it,
how frequently they do it, how relevant those terms are to your business objectives, and how competitive those terms will be to try to rank for.
Be as comprehensive as possible and list out as many keywords and phrases as you can. But make sure
that you do it from the customers perspective.
Keywords types
-
-
-
Head tail keywords
o
1 word and high search volume
o
E.g. sneakers
Mid tail keywords
o
more than 1 keyword
o
mainly used in landing pages or summary pages
o
E.g. buy sneakers
Long tail keywords
o
more than 2 keywords
o
especially for product pages or blog posts
o
E.g. Buy Addidas sneakers Antwerp
Keywords research
Step 1 = determine keywords
Corporate strategy: keywords relevant to your product/service/company
Tools to search: Google suggest, Google Trends, Google Keyword Planner
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Tips for relevant keywords
1.
2.
3.
4.
5.
6.
Be specific à glasses – which one? ski goggles, sunglasses, glasses on strength
Synonyms à mobile phone – cell phone – smartphone
Variants à wooden toys, toys made of wood
Brands à Rayban sunglasses, Dior sunglasses
Location à eyewear shop Ghent
Know your audience à blad,steen,schaar / schaar,steen,papier
4.7 Content – Meta Data
Process your keywords correctly in your website
1.
2.
3.
4.
Title tag
Meta description
H1 tag
Alt tag
Meta data – title tag
Not visible on your website, only on SERP
Meta data – meta description
Description of your web page à use keywords
Meta data – H1 tag
controleer je website via rechtermuisklik ‘inspecteren’
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Meta data – Alt tag
Google can't read images (yet), only 'alt tags'
4.8 Content – integrate keywords
4 locations:
1.
2.
3.
4.
SERP à Title tag / metadescription / url
Copy à Homepage / Product Page/ FAQ / Landing Page...
Images à Alt tag
Navigation ⟹ breadcrumb / url
Links
Create backlinks:
-
Through interesting marketing stunts, organising events ...
-
By sending out press releases à Take care of content that is picked up by the (online) press!!
-
By working with bloggers, etc.
5
Social media marketing
5.1 Why social media marketing?
Some facts
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76% of all Belgians actively use social media
ON average, Belgians spend 1h45 daily on social media (<> worldwide 2h25)
Social media % share per age group:
75% of all Belgians purchased a product online.
Biggest growth online: food & personal care, digital music & video games à impact from COVID-19
Trends
-
TikTok is here to stay
-
Creative content à Creativiteit crucial voor het success van je merk
-
Focus from companies to stories à Al bij privé, maar nu ook voor bedrijven
-
Private is the new default à dat de toekomst van social media veel meer gesloten en private zal
zijn dan voorheen. Gedreven door de recente schandalen, die ook in 2020 uiteraard weer kunnen
ontstaan, wordt deze trend versneld.
-
Social media platforms as publishers à Sociale netwerken zien zichzelf meer en meer als publisher
van unieke content, als aanvulling op user generated content. Denk daarbij aan sportcontent, maar
ook aan programma’s, series en films. De ene na de andere mediadeal wordt gesloten,
bijvoorbeeld recent nog door TikTok en YouTube.
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-
Great influencers in the corner à De geloofwaardigheid van veel grote topinfluencers staat onder
druk
-
Location of content and campaigns à Context is dan cruciaal. En die context, is vaak jouw lokale
omgeving. Vandaar dat we een duidelijke ontwikkeling zien in de inzet van socialmediamarketing
richting lokalisering. Uiteraard gaat dit met name op voor retailmerken, die ook nog eens lokale
fysieke aanwezigheid hebben. Advertenties met store traffic als doelstelling, zoals de Facebooks
winkelbezoek-ads, worden daarom steeds vaker toegepast. Daarnaast is ook al eerder in dit artikel
benoemd dat Facebook zelf keihard inzet op lokaal nieuws.
Why social media
-
Creating awareness
-
Traffic to website / webshop creation
-
Improving your image
-
Increase visit to your physical store
-
More communication with your customers
-
Create an online appointment
-
Inform your customers
-
Announce promotions/ actions
-
Show expertise
-
Reach your customers' network
-
Reviews
-
Improve SEO ranking
-
Building customer relationships (long term)
-
Crisis control
5.2 How to start with social media marketing
Social Media in the customer journey
2 key questions
1. Which platform(s) are my customers on?
o Wide channels that appeal to a lot of people and don't focus on one specific application? (eg
Facebook)
o Networks with a very specific function? (eg Waze)
2. What content (on which platform)?
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Facebook
Facebook is still the most popular social medium
Interactions for post types on FB:
Facebook is a business and wants your advertising budget. If you're going to increase your reach on
Facebook, you need to pay for it, which is why the algorithm prioritizes content from non-business
pages, including groups.
Facebook will prioritize content that keeps users on Facebook and penalize brands that try to drive
users elsewhere, such as your YouTube channel.
Instagram
One of the key benefits to using Instagram is that your content doesn't disappear. So it can be found
organically by users who type in the hashtags you're using. Plus you can link to your website on your
profile.
Instagram is all about telling a story through visuals, therefore, you should strive to create visually
appealing, eye caching content which someone will be compelled to engage with as they scroll through
their newsfeed.
Post often enough to keep your followers engaged. If you don't post on your page daily, use stories as
an alternative.
Tag also locations on your posts or stories.
LinkedIn
Strong tool for B2B marketing and personal branding.
Being discovered on LinkedIn and growing your brand as a thought leader within your industry begins
with having the right combination of keywords within sections of your profile.
YouTube
Strong tool for storytelling.
The science behind being seen on YouTube is less about quality content and more about having the
right mix of searchable keywords and titles in your video description, otherwise known as YouTube
SEO.
Before publishing a video on YouTube, run a quick Google search for the topic of your video.
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Pinterest
Strong tool for visual branding.
TikTok
Strong tool to reach your (niche) audience.
Twitter
-
Realtime info
-
Customer service platform
-
Livestream video
The secret to getting the most out of Twitter is in identifying who's speaking about topics that are
relevant to you and your profession as well as jumping into these conversations by having a voice of
your own. Twitter allows you to run searches throughout their entire platform using keywords. Tap
into search results to find real-time posts made by Twitter users, and then engage them through dialog.
Twitter chats are a fun and easy way to meet fellow industry colleagues and grow your thought leadership as an industry expert. Twitter chats vary by day and topic.
WhatsApp
Strong tool related to customer service.
-
Most frequently opened app on smartphones
-
Increasingly used as a customer service channel
-
Market Research
-
Types of chat: 1to1, broadcast (1tomany), group (manytomany)
Waze
Strong tool for local & impulse conversions.
Google wil in Waze aan “op bestemming gebaseerde marketing” gaan doen. De
app weet waar je heen gaat en adverteerders kunnen advertenties op basis van
de bestemming kopen. Ben je op weg naar huis en is het al laat? Thuisbezorgd!
Onderweg naar een elektronicawinkel? Reken op een korting bon voor een
extra accessoire in beeld. En zo zijn er nog talloze andere voorbeelden te
bedenken.
How you should post on social media
Social media never sleeps. It's always on 24/7 365 years out of the year. To remain relevant and top-of-mind to your followers, you can't post once per day
and walk away. Your content simply won't perform favorably and get the engagement that you're seeking without checking in regularly. Because the algorithms vary by channel and how users consume content varies, as well, it's critical that you develop a
posting strategy by channel. For example, Twitter content is displayed chronologically in real time,
whereas posts on Facebook and Instagram appear based on relevance and engagement. Assume that
each post has a limited shelf life with a quick expiration date. The lifeline of your posts is dependent
on whether others are commenting or engaging with your content. Because of this reality, every post
should be treated as a mini-marketing campaign. To keep your community engaged in between posts,
leverage tools like Instagram Stories, Facebook Stories, and Twitter Chats to stay front and center without relying on posting fresh content every hour.
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5.3 Discoverability – how will people find me
Micro influencers
A micro influencer is someone who has less than 15 000 followers (< 15 000). They are known for the
particular area of interest and have very high rates of engagement from their audiences.
Micro influencers for deeper messaging.
Medium influencers
A medium influencer is someone who has between 15 000 and 50 000 followers. Often these influencers have built their following online, instead of being a celebrity outside of being an influencer.
Medium influencers for brand awareness.
Macro influencers
A macro influencer is someone who has more than 50 000 followers. They have good engagement
rates and a large audience that makes them ideal for brand endorsement or collaboration.
Macro influencers for superficial eyeballs.
Niche influencers
A niche influencer is an influencer who is a total expert in their niche. The influencer's followers will
look to them for recommendations and product reviews, and they have a lot of faith in what the influencer says.
Niche influencers for expertise.
Influencers
Een influencer is iemand die een groot aantal volgers heeft online (YouTube, Instagram, blog, etc.). Dit
publiek luistert naar wat hij of zij zegt en neemt vaak over wat die persoon doet. Influencers gebruiken
producten en diensten, waar hun volgers ook graag gebruik van willen maken.
Content creators
Content Creator responsibilities include producing marketing copy to advertise our products, writing
blog posts about industry-related topics and promoting our content on social media. To be successful
in this role, you should have experience with digital publishing and generating traffic and leads for new
business.
What is an example of a content creator? à Bloggers, online publishers, newsletter authors, podcasters, YouTubers, course creators, video game streamers, and social media influencers all fall in the "content creator" bucket.
Types of collaboration
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The cost
Hashtags
Step 1: pick a relevant # for your brand
Step 2: spot an anomaly (something that deviates from what is standard, normal, or expected)
Step 3: steal with your eyes!
Hashtags gaan controleren à Google Trends is een dienst van Google die door middel van grafieken
inzicht geeft wanneer en hoe vaak op een bepaald woord is gezocht met de zoekmachine van Google.
5.4 To measure is to know – KPI Dashboard
How to measure social media?
-
Statistics from the social media platforms à Different for each media platform
o
-
Indirect information à Own website: Google Analytics, explore where your visitors come from
o
-
Statistics from Facebook insights
Socials Analysis via Google Analytics
Public conversations à Conversations followed eg clarabridge.com à Analyzing positive/neutral/negative sentiment
o
Social Listening via Awario
Relevant KPIs for social media
Start from the customer journey and determine your social media goals.
Measure the following:
1. Has the consumer seen our message?
2. Did he or she somehow do something with it?
§ Did they click through?
§ Did he or she bother to pass on our message?
5.5 Conversation management – how to handle
8 principles for your conversation
1. Listen
Focus your attention on the consumer.
Consumers can reach you through different channels.
Listen sincerely, even on negative issues.
2. Ask questions
Show them you're genuinely interested.
Don't go on the attack.
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Ask open questions:
-
“What do you mean?"
-
"Can you give an example?"
-
"How do you see it for yourself?"
3. Take an open attitude
4. Be honest
Consumers know immediately when you are lying!
Is there a problem with your product?
openly and as clearly as possible
Communicate as quickly as possible and communicate as
5. Be personal
Consumer wants to talk to someone from the brand
Use your own name!
6. Engage yourself
Reactie van Coolblue: maandag als eerste levering + een
gevulde koelkast met heel wat lekkers.
7. Thank you!
8. Be positive
Conversation patterns
Different relationship of consumer compared to company
1. Fans
Fans = give them content
How to recognize them?
-
Everything you do is genius
-
Little negativity
How to react?
-
Give them enough content to share
-
Thank them for their enthusiasm
2. Positive
Positive set = involve them
How to recognize them?
-
Positive about your company
-
Share updates and success stories
-
Give feedback on things that can be improved = critical
How to react?
à Involve them to work structurally ⟹ new products and content
3. Neutrals
Neutrals = activate them
How to recognize them?
Pagina 37 van 52
-
They don't lie awake from your business
-
they will only share content if it contains sufficient news value and relevance
How to react?
à Activate them to interact eg. reply to a private message
4. Negativists
Negativists = enter into dialogue
How to recognize them?
à They often spread negative messages
How to react?
-
Engage in a dialogue and listen to their feedback
-
Neutralize them in an empathetic and positive way
5. Trolls
Trolls = neglect
How te recognize them?
-
Lost trust in your company
-
Everything you say or do is wrong
How to react?
-
Do not react => only oil on the fire
-
Leave comments
-
Find out what prompts this extreme behavior
5.6 Wrap up of social media marketing
Social media, like the internet itself, is something that comes into every aspect of your communication.
Partly because of the development of social media, your customer's voice becomes increasingly important.
Choose your channels with care. The main players are Facebook, Twitter, LinkedIn, Instagram, Pinterest... but also look at channels that are specific to your business or brand.
A social media plan always starts with listening, then you start meeting people online, only to play
actively with them afterwards.
Choose KPIs that you can compare to other digital media.
Pagina 38 van 52
6
Paid Search Advertising (SEA)
6.1 Intro SEA
SEM (Search engine management)
SEM: Describes all efforts that encourage exposure and
traffic to your website via search engines – including both
paid and organic initiatives.
-
SEA
-
SEO
-
SMO à social media zijn in se ook zoekmachines (cf.
zoekfunctie op youtube, zoekbalk op facebook, etc…)
SEO = search engine OPTIMIZATION = free = organic results
à This involves pushing your website higher up the results
list, therefore increasing the number of visitors it attracts
and, when applied correctly, it can be an immensely effective technique in increasing your website’s
visibility.
ADVANTAGE: natural search marketing: these results are more trusted among Internet users. Websites
with a natural search marketing get a significantly larger share of clicks, compared to SEA.
DISADVANTAGE: very difficult to obtain the highest search rankings, especially if you are a small business in a competitive field trying to optimize in multiple languages.
SEA = search engine ADVERTISING = paid for is a paid marketing model
ADVANTAGE: you have complete control over your online campaign in real time; making it very easy
to change or alter. You are able to quick fix to different languages; it takes less time to translate an ad
than it does a website.
It’s important to remember that SEO and SEA are not exclusive from each other — SEO techniques can
(and should) be used in SEA campaigns.
The fold
What you see on your screen before you scroll.
Almost only sponsored results in case of commercial search.
A landing page
When you click on the link you come on the landing page (not the home page often).
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SEA is…
PAID!
paid
earned
owned
SEA = Performance marketing
Met digitale marketing kun je instant feedback krijgen op je campagnes en kun je het gedrag van je
doelgroep nauwkeurig bekijken.
Je kunt onmiddellijk een slecht presterende campagne optimaliseren, meer informatie krijgen over
het type mensen dat je website bezoekt (= target audience) en 1 op 1 antwoorden op vragen van uw
klanten via sociale kanalen.
In sum, SEA is …
Being seen by users at the very moment that they’re searching on Google for the things you offer...
And only pay when they click to visit your website or click to call you.
6.2 SEA in the customer journey
Tegenwoordig staan niet de zoekwoorden maar de doelgroepen centraal in SEA. Google AdWords stelt
je steeds meer in staat om je advertenties te targeten op doelgroepen. Doordat er veel informatie
beschikbaar is over deze doelgroepen, kun je je zoekmachine advertenties perfect inrichten op de
customer journey, ongeacht welk keyword er wordt gebruikt.
SEE
THINK
DO
CARE
Pagina 40 van 52
Example: ordering pizza
-
stimilus: television ad
-
ZMOT: compare pizza deliverers
online
-
First moment of truth: order pizza
-
Second moment of truth: eat pizza
Where can you show your google ads?
Score on moments that matter
-
Target the right audience. Create brand awareness through interesting
content.
-
Provide information that fits the context.
-
Make the right offer at the right moment, at the right place. Make the checkout process as easy as possible.
-
Make existing clients re-engage and create loyalty. Help your customers advocate your brand.
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Customer journey
Waar zou SEA relevant zijn in de customer journey?
-
SEE: nee, want de consument beseft nog niet dat hij/zij behoefte heeft aan jouw service/product
à daar bestaan betere marketing tools voor
-
THINK: JA!!!
-
Do: JA!!!
-
CARE: JA! Remarketing & Google reviews
Relevante KPIs in THINK & DO fase:
-
Clicks
-
CTR
-
Conversies (MICRO mailinglijst, wishlist, winkelmandje, MACRO aankoop, of indien fysieke winkel
-> bezoek! …)
-
Conversion rate
Main goals of SEA
Conversion:
-
-
SEA aims to convert:
o
Searchers into visitors
o
Visitors into customers
So: in which stage of the customer journey? à Think and Do
à SEA = type of performance marketing
The aim of SEA
Google aims to:
-
Bring relevant ad campaigns to consumers.
-
Bring interested consumers to the advertisers.
à Relevance is rewarded by Google.
6.3 GOOGLE ADS structure
4 layers
1.
2.
3.
4.
Account
Campaign
Ad group
Keywords, ads, landing page
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Structure:
Account
Unique email address
Password
Billing information
Campaign
Campaign
Daily budget
Daily budget
Language targeting
Language targeting
Location targeting
Location targeting
Ad distribution preference
Ad distribution preference
Start & end dates
Start & end dates
Ad group
Ad group
Ad group
Ad group
One set of keywords
One set of keywords
One set of keywords
One set of keywords
One or more ads
One or more ads
One or more ads
One or more ads
Example:
Building the campaign
Build campaigns bottom up!
Frow keywords to add groups.
Long tail principle
Important to chose the right keywords
High volume keywords, costs a lot.
Pagina 43 van 52
How can you find the right keywords?
-
Look at the website
-
Talk to customers
-
Google trends
-
Keyword planner
Keywords
Finding the keyword planner on google adds
Ad groups – typical trap
Generic adds:
-
One Ad Group with keywords such as candy, chocolate bars,
lollipops, truffles, gumdrops, taffy and one generic ad about
both candy and chocolate
Group relevant keywords into separate ad groups:
-
Ad Group #1: Novelty Candy
o
-
Keywords: gumdrops, taffy, jawbreakers, lollipops
Ad Group #2: Chocolate
o
Keywords: truffles, dark chocolate, gourmet chocolate,
chocolate bars
Ad groups
Best practice is to make: as many as possible and different ads per ad group.
à test what works.
Text ads
Text ads on the Search Network have three parts:
1. headline text
2. a display URL
3. a description text
Every text ad has a headline, which is a great opportunity to grab your customer’s attention. Then
there’s the web address that shows with your ad, called the display URL, followed by 2 description
lines, which you can use to make your ad stand out and let your customers know exactly what they’ll
find on your site.
Highlight what makes you unique. à When coming up with your headline, think of what makes you
stand out from the competition.
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Use a call-to-action à Use your ad’s description lines to tell your customers what they can do on your
site once they click your ad.
Include sale terms à If you have something special to offer, make sure your customers see it.
Match your ad to your keywords à Try thinking like your customers and imagine what they might
search for when seeking your product or services. Include those search terms as keywords in your ad
text so that your ad can show when people search for exactly what you offer.
Match your ad to your landing page à When someone clicks on the link in your ad they should be
taken to a landing page where they can do what your ad promises.
Each part has length limits:
Text ads, some don’ts:
-
never use ‘click here’
-
never use non-verifiable superlatives (the best, #1)
-
don’t use more than 1 exclamation mark in the description lines
-
don’t use unofficial abbreviations
-
don’t use trademarks
-
don’t use all caps
-
don’t use special characters or symbols
Ads extensions
Description of the services.
Why? à Extensions provide users with useful and relevant information.
Additional advantages:
-
Increased visibility
o
-
The ad covers a larger part of the search results
Offer clear navigation
Pagina 45 van 52
o
-
The user can click directly on the option that best fits
Provide additional information
o
Will result in a higher CTR
Campaigns
Daily budget for a campaign:
-
Specify how much, on average, you'd like to spend each day
-
Google Ads will aim to show your ads as much as possible for that budget
-
Budget is reached à your ads will stop showing for that day
Successful SEA campaign
Good match between supply and demand. à In other words: ads are shown to those consumers specifically looking for your products or services, resulting in a higher conversion rate.
6.4 Quality score and ad rank
Quality score
Estimated quality of your keywords
à A score from 1-10 (ten being the highest) it’s for each keyword separately
The higher the quality score: the better the position and the less you pay per click
Components:
Google Quality Score:
-
a high score influences your position in the search results positively
-
is being calculated for each different search that is performed
-
a certain “standard” score is been taking into account whenever it’s being calculated
-
takes a lot of different points into account:
o
o
o
o
the existing click ratio for a specific keyword
the existing click ratio for a visible url
the total performance of your Google AdWords account
the quality of your landing page
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o
o
o
o
the match between the keyword and the ad
the geographical performance of your ad
the general performance of the ad on the device that is being used for the search
…
Ad position
Ad rank define our position.
How is it determined:
Main metrics for the ad position
-
CPC (cost per click) / CPM (cost per thousand) / CPL (cost per lead) / CPA (cost per action) / CPS
(cost per sale)
-
Impressions
-
CTR (Clickthrough rate) à CTR is the number of clicks that your ad receives divided by the number
of times your ad is shown.
-
Conversion
-
Conversion rate
Cost-per-click (CPC) bidding means that you pay for each click on your ads. For CPC bidding campaigns,
you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're
willing to pay for a click on your ad.
Cost per thousand (CPM), also called cost per mille, is a marketing term used to denote the price of
1,000 advertisement impressions on one web page. If a website publisher charges $2.00 CPM, that
means an advertiser must pay $2.00 for every 1,000 impressions of its ad.
Cost per lead (CPL), often abbreviated as CPL, is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser's offer.
CPA in marketing stands for cost per acquisition or action and is a type of conversion rate marketing.
Cost per acquisition refers to the fee a company will pay for an advertisement that results in a sale.
The cost per sale (CPS), also known as the pay per sale, is a metric used by advertising teams to determine the amount of money paid for every sale generated by a specific advertisement.
Tips and tricks for the ad position
Don’t:
-
Show ads which are outdated, wrong timing, etc.
-
Simply connect SEA to homepage without a clear goal
-
Use brand names too often
-
Focus too broad
-
Focus only on SEA and forget about SEO => combine
6.5 Conclusion
Why use SEA?
-
Short-term action / promotion
-
Just-launched website
-
Increase conversions
Pagina 47 van 52
-
SEO competition is too high among top positions
Relevance: search results are all about relevance, or at least they should be. When someone does a
search, they should only get the most relevant results for what they searched for. Google, having the
most advanced algorithms to detect relevancy, do a fantastic job of delivering relevant results to users.
Testing: one of the most overlooked advantages of paid search marketing is the ability to test online
marketing campaigns through the vast amount of features and data that the available platforms provide to marketers.
7
E-mail marketing
Companies often think:
-
"Our list will be different.”
“People will actually look forward to getting our newsletter."
“It will be easy to put together."
Reality: lots of e-mail newsletters flop.
So, is e-mail marketing history? NO!
E-mail marketing remains very important tool withing marketing mix (often even most important) and
e-mail marketing budgets keep rising.
Marketers are challenged to stay creative to keep the high effectiveness of e-mail marketing.
7.1 Advantages of e-mail marketing
-
Much cheaper than other forms of communication
Large reach
Versatile
Easy to personalize (based on CRM data)
Offers a lot of space for content
Often proven interest (by subscribing)
Easy to track / measure
Proven to be very successful for those who do it right
Drives conversions:
o
Click-through rate e-mail campaign: +/- 3%
o
4.24% visitors from e-mail marketing buy something à vs. 2.49% search engine visitors &
0.59% from social media
Drives conversions: average click-through rate of an email campaign is around 3% (of total recipients)
your email subscribers have told you they want to hear from you – and this isn’t typically the case with
social. 4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from
search engines and 0.59% from social media.
For every $1 spend, email marketing generates $40.56 in ROI. Email marketing is the best for business
growth.
Lets deliver your message to the people (instead of having people come to your message).
Let’s compare:
-
90% of email gets delivered to intended recipient’s inbox.
-
Only 2% of your Facebook fans see your post (News feed).
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7.2 Steps in e-mail marketing
Step 1: Define
Get a clear picture of:
-
Your goal
The type of e-mail marketing you will use
Your target audience
Your goal: Understand the problems that you solve / products that you offer / services you bring to
the market. Once you have a good idea what these are, you can start to work out who is most likely to
suffer from these problems / who needs your products & services.
Define your goal:
-
Inform periodically
Generate leads
Stimulate sales
Create customer loyalty
Acquire new customers or prospects (tell a friend)
Each phase in the model has a different goal and a different target audience, resulting in a different
type of e-mail marketing you will use
Step 2: Build
Design and build a successful campaign:
1. Get attention
o Catchy subject
2. Provide the right content
o Focus on what your audience is interested in
o Tell the story from their point of view
o Try to inform, not to sell
3. Pick one primary call-to-action
4. Keep design and copy minimal
Provide the right content: It is crucial to have information on your customers. The more you know
about them, the more your offers can respond to their demands and needs.
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Try to get information from your customers; try them to give you information about there selves:
-
With the help of surveys, click-throughs they make on certain links, or images,….
Let them make a “wishlist” with products they would like to have, on your website – all of this can
give you information on who your customers are.
Each customer wants to be approached personally à adapt your communication to this.
Eg.: someone who will always hunt for sales – will be interested in how much discount he / she will
get.
The content in your e-mail newsletter should be relevant for and tailored to fit the audience.
Segment your e-mail database! By:
- Lifecycle stages (subscriber, lead, customer)
- Demographics (gender, age, location, ..)
- Behavior
- Buying frequency (purchase your products monthly, quarterly, or yearly?)
- Interest groups (checkboxes)
Step 3: Tests
A/B tests:
What? Run your email campaign with two different email versions simultaneously to see which one
performs better.
Goal: Conversion Rate Optimization.
How? Most email campaign software has built-in tools for A/B testing (see MailChimp).
What to test:
-
Sender’s name
Call to action (“Buy Now!” vs. “See Plans & Pricing”)
Subject line (“Product XYZ on Sale” vs. “Discounts on Product XYZ”)
Testimonials not / to include
Layout of the message (single column vs. two column, different placement for different elements)
Personalization (“Hello Mr. Smith” vs. “Hello Joe”)
Body text
Closing text
Images
Colours
Moment of sending (day of the week, point of time, ..)
Specific offer (Example: “Save 20%” vs. “Get free shipping”)
TESTIMONIAL: Written recommendation from a celebrity or satisfied customer affirming the performance, quality, and/or value of a product or service. Testimonials are one of the most potent tools of
marketing.
Test one change at a time à pinpoint exactly which change had an effect on the visitor’s behavior.
Combine the effect of multiple “winning changes” from experiments.
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Step 4: Send
Get your e-mail delivered to the right people. à No bugs/virus, correct e-mail address and not in the
spam folder.
Get your e-mail delivered to the right people & customer delete emails without opening:
-
Sending follow up emails that have nothing valuable for the reader.
Focus on your emails being so valuable your potential customers read them, share them and are
excited to use more of your product and pay you money.
PERMISSION: You have to legally obtain the email addresses and people have to give their permission
to you for sending emails.
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Permission in Belgium:
In the past: the opt-in law:
-
Sending electronic mail (including e-mail and SMS) for advertising purposes is only allowed in case
of prior consent
Message must be clearly recognizable as advertising
People must be given the option to unsubscribe (opt out)
2 exceptions on the law:
-
Own customers: When someone is a member / buyer at your (online / offline) store.
Corporations: Sending out email to corporations; you don’t need permission for.
GDPR:
GDPR = The General Data Protection Regulation à since May 2018
Goal: to strengthen and unify data protection for all individuals within the EU à to give control back
to citizens and residents over their personal data.
Step 5: Report
Measuring results
Keep your eye on the following metrics:
-
Delivery rate (vs. bounce rate): The percentage of emails that were actually delivered to recipients’
inboxes.
-
Open rate
Clickthrough rate: the ratio of people who clicked on one or more of your links to the total number
of people who opened your email
Conversion rate: The percentage of recipients who clicked on a link within an email and completed
a desired action, such as filling out a lead generation form or purchasing a product.
Unsubscribes & abuse reports: Number of recipients that reported your email as spam. Subscribers
that report a campaign as spam are automatically unsubscribed from your list.
List growth rate: A measurement of how fast your email list is growing.
Overall ROI: Basically, how much email marketing costs you and how much you get out of it.
-
7.3 Email automation
Email automation = Email automation is the ability to automatically send time or action triggered
emails to the right person at the right time with the right information.
What do you need:
-
A trigger
A campaign flow (or workflow)
Client or prospect information
Content for the campaign
Trigger examples
-
Cart abandoned
Order being placed
Order update
Newsletter signup
X amount of money being spent
Engagement-related (customer hasn’t made a purchase in X weeks)
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