digital marketing, past, present and future
TRANSCRIPT
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WEBSITE MARKETINGGrow your online audience and market your business
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OUR DIGITAL JOURNEY
Started back in 2005
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DIGITAL LANDSCAPE IN 2005
➤ Keyword stuffing was the thing to do, hidden keywords
➤ Link networks Twitter wasn’t around
➤ Facebook was in its infancy
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FOLLOW GOOD PRACTISES
➤ Semantic code
➤ Optimised websites for low bandwidth users
➤ Accessible content
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OBSESSED WITH SPEED
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RANKED 1 FOR “WEB DEVELOPMENT ADELAIDE”
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BUYING BEHAVIOUREDUCATED DECISION MAKERS
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NO NEED FOR A SALES
PERSONJust transaction enablers
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EDUCATED BUYERS
➤ Internet provides all the information they need
➤ Higher cost of the goods, the more research one does
➤ Customer enters store ready to purchase
➤ Re-engages online post purchase
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WHAT ABOUT YOUR WEBSITE
➤ Does your website provide all the information the customer needs?
➤ Would a customer leave your website ready to make a decision to purchase or engage with your services?
➤ Perhaps you can automate some on boarding processes
➤ Can the customer re-engage afterwards post sale or service?
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RISE OF SOCIAL MEDIACUSTOMERS HAVE A VOICE
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ENGAGE WITH USERS WHERE THEY
INTERACTEngage their social channels
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TWITTER MARKETING
➤ Listen to people
➤ Engage with then
➤ Let them engage with you
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FACEBOOK ADVERTISING
➤ Allows for targeted marketing
➤ Retarget and stalk your followers
➤ cost effective with a big reach with potential viral social effects
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CUSTOMERS NOW HAVE AN ONLINE
VOICEThey can praise or rant
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SOCIAL MEDIA MARKETING
➤ Engage with your customers in their space
➤ Advertise in a cost effective area
➤ Take advantage of public comments, recommendations and complaints
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CONTENT MARKETINGAKA INBOUND MARKETING
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LOOKS AT FLOWING
USERS THROUGH
by using useful content
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INBOUND / CONTENT MARKETING
➤ Been around for a long time
➤ Still very new in Australia
➤ Casting a wide net
➤ Capturing data from a user, e.g email for a small piece of information
➤ Automate flow of educating a user, and moving them along through the decision making process to make a sale
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USER EXPERIENCEUSER EXPERIENCE, CUSTOMER CENTRIC DESIGN
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CREATING A POSITIVE USER EXPERIENCE
➤ UX Design - the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product
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FIND OUT WHAT YOUR
USERS WANTAnd give it to them!
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HOW DO WE ACHIEVE THIS?
➤ What do they care about?
➤ Who are they? (Personas)
➤ What are their motivations?
➤ What are their needs?
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CREATING PERSONAS
People profiles & Archetypes
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USER STORIES
Once upon a website…
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USER AWARE CONTENT
Stalking…but not…
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EXAMPLES OF POSITIVE UX
➤ Fast loading time
➤ Easy to find content and contact details
➤ Engaging - blog, videos, good images, good copy
➤ User aware content
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CASE STUDIES & EXAMPLES
➤ LCA website
➤ Austroads
➤ Slater and Gordon
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HOW TO CREATE AN AWESOME
WEBSITEThat your users will love
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ASK QUESTIONS
➤ What are the top 5 things the user should know (our services, our difference)
➤ What are we asking the user to do?
➤ What are our call to action points?
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THE PROCESS & STRATEGY
➤ Card sorting exercise
➤ User Personas
➤ Wireframes
➤ Design
➤ Development
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THE FUTURECONTENT QUALITY RATING
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NEW GUIDELINES FOR CONTENT
➤ November 2015, Google announced, in a leaked guide document some new changes to their search ranking factors in 2016 and these all fall under the category of search quality.
➤ https://moz.com/blog/google-search-quality-raters-guidelines
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YOUR MONEY OR YOUR
LIFEor just YMYL
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CONTENTS EFFECT ON USER
➤ Does the content effect my money?
➤ Will this content effect my life?
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WEBSITE CATEGORIES AFFECTED
ShoppingFinancial
MedicalLife changing
Legal
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EXPERTISE,AUTHORITY,
TRUSTEAT
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EAT OR ELSE
➤ Does your website showcase your expertise?
➤ Is the website an authoritative website where it is the go to place for this information?
➤ Do users trust the information that they are reading?
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HOW TO EAT WELL
➤ Expertise: Manage your own online profile, LinkedIn and Social media platforms
➤ Authoritative: Provide lots of related, useful content and information to show you are a leader in the space.
➤ Trustworthiness: Use social recommendations, reviews, forum profiles to build on this.
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USEFUL CONTENT
Supplementary content for the reader
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ADDING MORE VALUE
➤ Related content
➤ Tips and hints
➤ You may also like…
➤ More articles by this author
➤ User behaviour aware websites, websites that adapt and change to the users behaviour
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PAGE DESIGNGood design, good experience
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FOLLOW GOOD STANDARDS
➤ Colour Schemes
➤ Readable content
➤ Non distracting designs or advertising
➤ All about the content
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F PATTERN
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HEAT MAP CLICK TRACKING
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REPUTATION IS A FACTOR
Could be good or bad
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DO YOU HAVE A GOOD REPUTATION?
➤ What do other websites say about you?
➤ How do your recommendations and social proof look?
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GOOGLE YOURSELF
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REVIEWS WILL BOOST PLACES RESULTS
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KNOW & KNOW
SIMPLE QUERIES
I just want an answer
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TAKE ADVANTAGE
➤ Snippet information
➤ How do your recommendations and social proof look?
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SNIPPETS LOOK LIKE THIS
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UPDATED CONTENT
When did I last update?
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UPDATE YOUR CONTENT!
➤ Review your content regularly
➤ Modify the last modified dates
➤ Make sure its all relevant and old content is purged
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LOTS MORE SMALLER
TECHNICAL ASPECTS
We can talk about those later
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OVERVIEW OF THE
FUTURETake note…!
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LIST OF THINGS TO CONSIDER
➤ Make your website mobile friendly if it isn’t already
➤ Answer questions that people have
➤ Supplement your content and make it useful
➤ Build your reputation, show off your expertise and become an authoritative source
➤ Focus on awesome content for your users
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LIST OF THINGS TO CONSIDER
➤ Understand who your user is
➤ Ensure you’re catering for your personas
➤ Flow your users through their user journeys
➤ Optimise your website for speed
➤ Make sure your website is accessible