Harness the Power of Marketing Campaign Orchestration

This presentation is from Timo Kohlberg and Doan Than. You will learn here how to harness the power of marketing campaign orchestration by:

  • creating orchestrated experiences with great content
  • driving hyper-personalisation across touchpoints
  • leveraging real-time insights along the entire customer journey.

Harness the Power of Marketing Campaign Orchestration

Hi, my name is Timo Kohlberg. I would like to get you thinking about your favourite coffee shop brand. Why do you go there? Is it about the product itself?

Well, of course, the product needs to be good. But it’s really more about other factors like the atmosphere in the coffee shop. How do I pay? How to order? For example, here in the USA at Starbucks, you can order your coffee and pay right away with an app. Then you can pick it up without waiting in line. Today, it’s more about the experience than the product.

Harness the Power of Marketing Campaign Orchestration

We, at Adobe, identified 5 key pillars for customer experiences.

5 pillars of customer experience management

Content Velocity: Content creation is crucial in a world of so many devices and channels.

There is actually the role of Adobe campaign within Adobe Experience Cloud, being the orchestration engine sitting right in the middle.

Adobe Experience Platform

Adobe Experience Platform lets you handle about everything from:

  • advertising
  • customer acquisition
  • converting customers into turning them into context on your website with analytics cloud
  • to personalising each and every experience you have with them within the magento commerce cloud.

Again, Adobe sits right in the middle as orchestration and personalisation engine.

3 key pillars to achieve cross-channel orchestration success

3 key pillars to achieve cross-channel orchestration success

1. Orchestrated Experiences

First of all, experiences need to be consistent and optimised for each device and each channel. It’s not enough to deliver stand-out email or mobile experiences, while have other experiences falling short on other touchpoints and channels.

2. Hyper-Personalisation

Think about customer data on the steroids. Obviously, brands and accounts need to add transactional data to that. Think about the buyer behaviour on your website and then integrate other data sources like a propensity score for example.

3. Real-Time Insights and Journeys

More and more real-time insights, journeys and information identify where customers are in their journeys, powered by the context you can deliver.

 

1. Orchestrated experiences start with great content

Marketers should not only think in the context of beautiful images, channel optimisation, but also about the content process.

I like to call it the content supply chain. From creating beautiful content to managing that content, optimising and delivering that content.

a) Content is fuel of orchestrated experiences

Content is fuel of orchestrated experiences

  • Take a look at sourcing and creating the best possible content. You should obviously have beautiful brand content from your agencies or internal designers. However, think also about integrating music generated content into your communications.
  • Streamlining the content management process with digital assets management. Use a content creation platform, where you can manage, optimise and deliver that content through solutions like Adobe Target and Adobe Campaign.
  • Optimisation here is crucial. So, optimise delivery for all the important channels for you and your customers. Everything that relates to digital like website, mobile apps and any other interactions you have with your customers. If you are a retailer, you have a point-of-sale or a commerce/web shop you want to integrate. Basically, everything really should go towards one-to-one interactions through personalisation of content across channels like email, mobile, offline and even the Internet of Things.

I’m going to show you a quick example on how our customers transformed the way they deliver their content.

b) A Content Transformation from single interactions

So, here is an example of Virgin Holidays, a well-known UK travel company.

A Content Transformation from single interactions

So, above you see how they communicated with customers before choosing Adobe and Adobe Campaign.

This is a representation of journey from someone booking a travel. You can see how the situation was before (from a booking, a payment reminder to an online checking). All those information from a data perspective were stored in different solutions, siloed and not really available to all of the marketers.

From a visual perspective, there were also different systems delivering those messages and emails.

So, what I want to show you now, is the situation of the first campaign they ran.

C) To beautiful and consistent conversations

To beautiful and consistent conversations

So, they had a content transformation to beautiful and consistent conversations with their customers by personalising content. Sometimes it’s as easy as including a booking code in all these information to reduce calls into the call centre, for example. Besides, it is something that affects the bottom line.

2. Hyper-Personalisation is powered by data

Hyper-Personalisation is powered by data

Now, it’s time to talk about the usage of that data, its relevancy through hyper-personalisation, together with the content we just talked about.

a) Hyper-personalisation with the integrated customer profile

Hyper-personalisation with the integrated customer profile

Obviously, think about the data you have in-house over the course of an individual customer journey.

You can actually build that single accessible view by combining information from channel preferences with online and offline channels. Then, bring that into a consistent campaign history. We will actually see that in the live demo, how it looks.

Here is an example from one of our retail customers.

b) Integrated Customer Profile – DNA for Campaign Management

Integrated Customer Profile – DNA for Campaign Management

We have two main data dimensions:

  • Enterprise data: it is still the predominant data source from most of our customers (80 %).
  • Digital Interactions which encounter for 20 % of data coming from those digital interactions and campaign data.

Above, you see different metrics you can track and combine in the integrated customer profile.

It’s really much more than just standard demographic data. Try to use all the customer data in-house as well as captured data based on what you actually do and what they prefer.

c) When Data meets Content

Again, in this section, I want to show you two examples of our customers.

  • Travelocity, US travel brand, part of Expedia – Hyper-personalisation at scale.

When Data meets Content

In this case, it means they use all the information they have to create and send their newsletter.

For example, at the top, you see the mobile information they have on someone. If they know that a segment or a specific contact in their database hasn’t yet downloaded the app, they would push automatically that as the first content in the email.

Travelocity sends billions of emails to their customers. So, it’s very clear they couldn’t handle that manually anymore. They need a solution like Adobe Campaign, which can automate that personalisation process.

d) User Preferences and Customer Feedback

Secondly, in terms of data acquisition, the third dimension underestimated by many brands, is ‘preferences’ from your customers.

User Preferences and Customer Feedback

So, in this instance, Travelocity has what they call a ‘travel profile’. In the preferences’ section, customers can choose what kind of deals they want to receive.

Based on this information, all the personalisation done through email and website is tailored to the needs and preferences of their customers.

3. Real-Time Insights and Journeys are driven by Content and Artificial Intelligence (AI)

Real-Time Insights and Journeys are driven by Content and Artificial Intelligence

For the last section, it’s crucial to integrate real-time information (behaviour). Marketers must know as well the context where the customers actually are in terms of their buying journey phase. More and more of that is powered by Artificial Intelligence (AI).

So, again, 3 other examples to provide you with.

a) Connecting email to web

Connecting email to web

What you see above is a contextualised content and offer based on the search history of someone on the website.

So, someone just searched for holidays in the Bahamas. On the next day, they would receive a tailored deal based on their search history and how they interacted on the website. If they don’t want to book right away, they had the option to save it to their deal allots to get more information about the destination and offers in the future.

On average, they have a much higher open rate and click-through rate.

b) Content needs to BE contextual and orchestrated

Second example from one of our travel brands in Europe in Heathrow airport.

Content needs to contextual and orchestrated

On the left-hand site, you see how they use and contextualise all the information from the integrated profile.

I am just highlighting 3 things here:

  • Product based on previous transactions:

You see at the top, it’s actually offers pushed based on previous transactions. In this case, someone has already parked at Heathrow airport; Consequently, they can actually push an offer for parking for the next flight.

  • Exclude known users:

It’s important to incorporate mobile information not just in a mobile message, but also in other channels like email. So, exclude known users from offers, like downloading the app.

  • Tailored brands/offers to segment:

If you are at the airport, they want to drive you to specific shops and brands. They are the right ones for the specific segment.

Think about going into the terminal area for the security check at the airport. If you have downloaded the app ‘Heathrow airport’, you may receive personalised push notifications for discounts or loyalty points in restaurants.

It’s working really well and they can tailor those messages and offers based on where you are in a specific terminal. But they also use more and more beacon technology to send you messages when you walk by a restaurant. This is a great example of orchestrated experiences with digital as well as also at the physical location (airport).

c) Email experiences powered by AI/ML

As a last example for this section, I want to show you an example of Adobe Sensei, our AI machine learning framework.

Email experiences powered by AI/ML

We have a feature here called ‘predictive subject line optimisation’, where you can test your subject line before you send out your newsletter.

So, think about the case you have to send out a newsletter on Thursday and do not have time to do an A/B test for your subject line. With this feature, you will be able to test your subject line based on previous sent-out. It will actually predict open rates for that subject line. It will give you the feeling of whether it’s too long or too short and also find some optimisation with different categories.

d) An orchestrated Omni-Channel Experience

An orchestrated Omni-Channel Experience

To sum up, the integrated customer profile consists of enterprise data, but also more and more digital interactions.

Then, bring that together with Content through the Content Supply Chain, to manage and deliver across different optimised channels.

Through this representation of a customer journey across many channels, we can learn more about the customer based on the data. So, you might start with the channel that activates customers to download the app, by sending a push notification.

In some instances, you might want to:

  • send a direct mail or a catalogue
  • integrate the call centre into the website
  • send a re-marketing email like we’ve seen with Velocity.

This strategy is focused on all relevant and meaningful experiences.

Perfect, so, I want to hand over to Doan to take a live look at a demo of Adobe Campaign.

4. Adobe Campaign Live

Adobe Campaign Live

Let’s start the demonstration by having a look at the data powering the Adobe Campaign Platform that is giving you an internal 360° view of the customer.

Adobe Campaign Platform

Here, we can view a profile as I kept within the Adobe Campaign.

Adobe Campaign Profile View

Adobe Campaign has an internally customisable relational database, which can be extended and modified for your specific business needs. We’ll have a look at what a profile looks like in Adobe Campaign.

Adobe Campaign relational database

Above it is Kevin Blake and we can store all marketing data related to Kevin such as:

  • name
  • location
  • aggregate scoring inside the platform, which can be used to trigger and power message sets from Adobe Campaign.

Please note that no two databases inside Adobe Campaign are the same. They are tailored and customised towards your business requirements.

Adobe Campaign business tabs

On the top, we have all relevant business tabs related to Kevin as well as tracking logs.

Adobe Campaign tracking logs

These tracking logs:

  • keep track of all messages you send out
  • show you how customers interact with them.

On orders’ tab, you can keep track of orders that came in:

Adobe Campaign orders' tab

Data can be used to trigger personal communications as required by your business.

This is not only linked to orders, this could be mortgages. Just depends on what your business needs are in terms of campaign management.

Adobe Campaign Orders' Tab

If we move to the workflow end, we’ll have a look at Adobe Campaign powerful and customisable workflow engine.

Adobe Campaign Workflow Engine

So, here on your right (see below screenshot), we have a canvas, where you can drag and drop different parts of your customer journey.

This customer journey can be digitalised on this canvas. You can see where your customers are in each step of the customer journey that they are on with your brand.

On the left (see below screenshot), we have ‘Union’, which we can drag and drop on the canvas to query for and deliver many channel’s messages to your contacts.

One particular note, we have many channels, which you can set up with Adobe Campaign, it’s not just email.

Adobe Campaign Cross-Channels

You can set up (as shown below):

  • push notifications
  • direct mail
  • in-app messages
  • SMS.

Adobe Campaign Cross-Channels

This will allow your users to create a schedule in multiple different ways. You can send it through these multiple mediums. It will be based on your customer journey phase, their experiences and preferences.

You can also do some basic data management notes (see below), where you can:

  • enrich customer journey
  • update data or save data into different tables or platforms.

Adobe Campaign Data Management

All these below notes combined to create rich contextual customer experience for your contacts, as they go on your brand journey.

Adobe Campaign Notes

Let’s have a look how we can create a relevant and personalised email within Adobe Campaign.

So, inside the Adobe Campaign, there is an in-built drag and drop HTML render. This allows you to easily and seamlessly create professional and customisable emails, that can be delivered under the built I showed you earlier.

Adobe Campaign In-Built HTML Render

The fragments can be dragged on the email canvas, adaptable without a single amount of code.

Adobe Campaign comes from Adobe Sensei, which is an AI machine learning engine. It enables to use Adobe Sensei to make better sense of the data and create predictive sales analytics.

So, here we have a subject line optimisation:

Abode Campain Subject Line Optimisation

We can see below how customers in the past have interacted with email. We also receive different suggestions on how to make this subject line better. Adobe Campaign Sensei will give you a better view of how these emails might perform in terms of ‘opened’.

So, Adobe Campaign is not just about creating a workflow and laying a run-out. It runs a report and continues to be innovative on these features.

Adobe Campaign Report

With Adobe Campaign, it’s easy, flexible and customisable with data points collected in real-time. Preview report will show you the value to quickly get a sense of different views. This allows you to get a better understanding of your marketing performance. Furthermore, it gives you a better idea on how attractive you are as a business.

Metrics such as ‘dimensions’ can be dragged and drop to points. Points are accessible, interactive and all interconnected to devices.

Adobe Campaign Dimensions

Adobe Campaign Dimensions Table

Visualisation is simple, responsive and re-sizeable.

Adobe Campaign Data Visualisation Adobe Campaign Data Visualisation Adobe Campaign Data Visualisation

With Adobe Campaign, you can set dates and apply different metrics depending on these dates.

Adobe Campaign Calendar

These reports will automatically update to see what you are doing and tracking the past 6 days. On the left (below screenshot), you can drag different devices and see how your email campaign is doing in this regard.

Adobe Campaign Data Tracking

Finally, we want to make sure that our customers actually make the most of their investments with the Adobe Experience Cloud, called ‘Experience League’.

Adobe Experience League

At last, we also recommend you these two free whitepapers downloadable from our site:

  • Mobile for the win
  • Get out of your email marketing rut.

Adobe Downloadable Whitepapers

 

 

 

 

Business Tips on how to use Video and Networking

I listened to two business tips’ presentations at the Local Enterprise Dublin City Women in Business Network on:

  • ‘How to use Video in Digital Marketing’ with Niamh Guckian from Go Motion Academy
  • ‘How to network’ with Melissa Curley from Social Bee

Gaining the edge in business: Tips for using Video and Networking

FirSt OF ALL, Let me start with Niamh Guckian’s presentation about developing a video strategy that works.

1. Videos create engagement

When doing an email campaign, research shows that an email with a video has a 96% increase in Click-Through Rate. Furthermore, videos up to 2 minutes get the most engagement. Additionally, 92% of mobile video viewers share videos with others.

2. Other considerations to think about with video marketing

However, when you plan your video marketing campaign, you must remember to start in the funnel by following the customer journey. Next, you need to drill down with video content and think about which type of video content would suit your business most. Do not ever do videos for the sake of it!

3. The customer journey

Indeed, when doing video marketing, take into consideration the different stages of the customer journey:

  • Awareness – your product/service is unknown to your targeted audience
  • Consideration – your audience has found your product/service
  • Conversion – your audience is ready to buy your product/service. It’s the sale stage
  • Retention – your audience is ready/open to come back and buy your product/service again.

4. Who is your audience?

This is the key question you need to ask yourself.

  • Where are your potential customers?

Insider Business Tips: Statistics show that 88% of Business-to-Business (B2B) videos are viewed on a desktop. Consider as well if Social Media would a good platform for your video. Note that YouTube is very competitive.

  • What do they want?
  • And you, what do you want from them?
  • What are the others doing in the business?
  • Do you need a disposable content (punctual events) or an evergreen content (tutorials/explainers)?
  • Is your content relatable (not over-emotional)?
  • What is the story (curve)?
  • Is your content useful/educational?

5. Choose a video genre

Once you have identified your audience and what content to go for, choose a genre:

Gaining the edge in business: Tips for using Video and Networking

  • Ask Me Anything – responding to questions, providing an engaging expertise
  • Vlog
  • Video tour
  • Event highlights
  • Review
  • Tutorial
  • Explainer
  • Demo
  • Interview
  • Live Streaming

At the end of your video, remember to add a strong Call-to-Action by asking your audience to do something. Your call-to-action must be specific (not just ‘subscribe’) and get people talking/guessing.

6. Video genre and the customer journey

Gaining the edge in business: Tips for using Video and Networking
Incontestably, each video genre corresponds to a specific stage in the customer journey.

  • Awareness stage: A video tour or a vlog
  • Consideration stage: Ask Me Anything, demo or explainer video
  • Conversion stage: Event highlights or tutorial video
  • Retention stage: Review, interview or live streaming video.

7. Video marketing campaign CALENDAR

In that regard, you need to know if your video will be episodic (occasional events) or if you want to stay in your audience’s mind (evergreen content).

Consequently, if you want your audience to follow you through, you will need to create between 6 and 12 videos. In other terms, you must remain consistent in your posting and sharing of videos. If you are short with time, you can start your campaign by sharing one video a week.

8. Other BUSINESS tips

Finally, if you are going for an explainer video, you must ensure it is animated and engaging enough. Other genres can be used for a more personal and authentic delivery.

Budgetwise, if you want to hire an agency to do it for you on an episodic basis, forecast a budget between 800 and 2000 Euros for several videos.

Otherwise, you can make your own videos with the following sites:

Then, let’s move on to the second and last presentation of the evening by Melissa Curley about small talk for big gains.

Gaining the edge in business: Tips for using Video and Networking

1. Why is networking a key marketing tool for business growth and success?

Foremost, we need to be interested in and curious about one another.

Why? What matters about networking?

  • The creation of Like/Trust/Respect
  • The importance of conversation.

In other words, networking allows you to grow your social capital before you ever need them. It’s like a social currency. To be good at it, try to have fun at it!

2. What is a conversation about?

Most importantly, a conversation is a two-way listening and talking. Therefore, you need to focus on listening to understand, not just on saying something. So, to be a good networker, you need to understand emotions and feelings about words.

3. Tips to improve your listening

Undeniably, listening means:

  • Receiving
  • Appreciating
  • Summarising
  • Asking.

4. Preparation for a networking event

Still, if you are introvert and uncomfortable with networking, don’t worry.  Remember this!  Extroverts don’t always make the best networkers, as they aren’t always good at listening and connecting with the others.

Business Tips: before you go to a networking event, ask for the attendees’ list. This way, you can organise, who you want to connect with. This will make you more focused and efficient.

5. 10 pointers to a better conversation

Now, let me share with you a few tips on how to be a better conversationalist.

Gaining the edge in business: Tips for using Video and Networking

  • Be present
  • Enter every conversation assuming you have something to learn
  • Ask open-ended questions
  • Go with the flow
  • Have courage
  • Avoid engaging in conversational narcissism
  • Refrain from repeating yourself
  • Don’t get tangled up in small details
  • Listen
  • Be succinct.

6. Networking budget

On the other hand, 50 -60% of your budget should go into your networking. Likewise, concentrate on building mutually beneficial relationships.

Gaining the edge in business: Tips for using Video and Networking

7. What networking is and isn’t

Thus, it’s good to be aware of behaviours to avoid or adopt when networking.

Gaining the edge in business: Tips for using Video and Networking

AS A MATTER OF FACT, Networking isn’t:
  • Salesy/Pushy
  • Fake/Insincere
  • About shameless self-promotion
  • Only extroverts are good at it.
CONTRARILY, Networking is ABOUT:
  • Making connections
  • Gaining knowledge
  • Adding value before you extract it.

8. How to create an effective network

IN summary, follow these last business tips:

  • Do research about people’s businesses and follow-up
  • Keep in touch, nurture contacts through social media and face-to-face meetings.

Gaining the edge in business: Tips for using Video and Networking

All in all, did you find this blog post helpful? Do you have further business tips or tricks to share?

 

 

Personalised customer experience through Artificial Intelligence

LET’S START WITH THE FIRST Presentation by Paul Sweeny from Webio, An ARTIFICIAL INTELLIGENCE VOICE BOT APP company

Artificial Intelligence

1. Conversational Interfaces have started to shift

  • First of all, people live inside their Messaging Apps. Can you prove it? I surely can!
    • 2 billion messages a month are exchanged between customers and businesses
    • 60 billion businesses are on Facebook Messenger
    • Children are on: Snapchat, Kik, Telegram, Instagram
    • And Apple Business Chat just launched!

Yet, why is the Artificial Intelligence getting so popular?

That’s because Artificial Intelligence picks up customers/users’ moods. Some places like Melbourne, Australia have already developed a strong Chatbot community.

However, can you provide me with a relevant example of Artificial Intelligence use and success?

Moreover, Artifical Intelligence tools (AI) such as Alexa, the smart speaker, enable companies to increase their sales.

Indeed, in the USA alone, 57% of the population has ordered an item through their Smart Speaker.

Additionally, 37% say that they spend more money on Amazon and Google since getting their Smart Speaker.

On top of that, it also creates opportunities for technology-driven services such as Alexa programmes designed for children costing $2 a month that can be embedded into the TV.

2. SO, WHAT ARE The top 3 categories of items ordered most through Alexa?

They are:

  • Smart Home
  • Games, Trivia and Accessories
  • Music and Audio.

3. THEN, The REcepTionist/Triage Bot will determine if the issue can be processed by the bot or BY HUMAN BEING

The bot will follow these 3 stages:

  1. HLP (Help) = What is the intent of the sentence?
  2. Triage = Who/what division is it for?
  3. Rules = Best Route… Human, Bot or both.

Besides Alexa, are there any other current applications of bots?

Of course! Some other examples of Bot usage are:

  • the ‘Uber’ taxi app linking drivers directly with customers
  • hotel booking sites allowing smarter offers for customers searching for accommodation on the sites…

4. CONSEQUENTLY, WHAT MUST A Today’s Check-out DO?

It must:

  • understand and manage customer intents
  • hold context
  • reinvent a new dynamic when it comes to SEO, Words, Sentences’ choices
  • create continuous conversations without interruptions
  • enable direct digital conversations. Why not have platforms for these?
  • Finally, it must cater for markets and conversations. Indeed, markets are conversations and conversations are about markets.

NOW, LET’S MOVE ON TO THE SECOND Presentation by Niamh Parkless (on the right) from Shopless.ie, AN ARTIFICIAL INTELLIGENCE SHOPPING AND DELIVERY APP company

Artificial Intelligence

1. FIRST OF ALL, WHAT IS Shopless.ie? IT is A new commitment personal shopping and delivery app DESIGNED for:

  • Fashion
  • Health and Beauty
  • Groceries

Secondly, what is the aim of this app?

Its goal is to attract local brands to deliver within 2-3 hours to your home. If you are a non-local brand, the aim is to reduce the shopping and delivery times. In other terms, it is a one-stop personalised application working with Artificial Intelligence to assist you with your shopping needs.

But, why do you think it will help my brand/business?

2. ARTIFICIAL INTELLIGENCE and Personalisation

  • According to a recent report from Accenture, 75% of consumers are more likely to buy from a retailer that:
    • recognises them by name
    • recommends options based on past purchases
    • or knows their preferences.
  • Research suggests that brands with strong omnichannel engagement have an average retention rate of 89% versus 33% for brands with weak engagement.

However, what are your recommendations for a successful implementation of Artificial Intelligence?

3. THERE ARE TO FOLLOW THESE Five Easy Steps for Better Personalisation via Artificial intelligence:

  1. Don’t involve third-party software, just start small. Just amend a small part of your site to show customers’ location
  2. Personalise your shoppers’ mass marketing campaigns as your customers’ questions. You can ask simple questions like age, gender and brand interest
  3. Use on-site development to automate personalisation
  4. Real-Time marketing personalisation. This involves customising ad content based on individual users
  5. Last but not least, focus on achieving a seamless personalisation across web and marketing channels. That is to say that your Marketing messages must be created for your clients based on what you already know about the person’s integrations with your company.

4. Finally, how is it going to meet my business goals?

  • Well, when it comes down to it, personalisation comes back to improving the customer journey and their experience
  • In conclusion, it’s a way for stores to:
    • differentiate their service,
    • reward loyal customers
    • build a more sustainable business.

FINALLY, LET’S FINISH UP WITH THE THIRD Presentation BY Emma Boylan from outside the box

At last, Emma talked about branding and personal branding to market yourself effectively. For this purpose, I will refer you to this previous article for more information.

 

WordPress – Search Engine Optimisation beyond Yoast plug-in

I recently joined a friendly and interesting networking meetup group in Dublin. It was organised by Marcin Kilarski, Rodolfo Melogli and Amit Wadhwa. They talked about WordPress Search Engine Optimisation beyond Yoast plug-in.

The presentation was given by Peter Lawless, sales and marketing expert, coach, mentor, trainer, TV & Radio presenter and published author. He is also a business founder.

It was followed by a Q & A by a panel of WordPress Search Engine Optimisation experts with:

  • Amit Wadhwa (Founder, Lead developer at xava.ie)
  • Rodolfo Melogli (WooCommerce expert at businessbloomer.com)
  • Peter Lawless (Search Engine Optimisation and Marketer at 3r.ie).

IMG_3235

In summary, the meetup topics were as follow:

• Is WordPress without SEO like a Shop in the middle of a Forest?

• Is an SEO Plugin, such as Yoast the answer to all your problems?

• How to Set SEO Titles in Just Two Steps

• The 3 Cardinal Sins of Black Hat SEO

• 5 SEO DIY Tips beyond Yoast

• “If you had just 15 minutes to SEO a website, how would you spend them?”

• The Financial Case to Hiring an SEO expert – (Our Secret SEO ROI Calculator).

Please find the slideshow presentation below as well as additional information from the Q&A :

 

This slideshow requires JavaScript.

 ‘

‘Think like a customer’ means that you should use simple everyday language to write/talk to people.

He gave an example of the ‘Green eggs and ham’ children book written by Dr Seuss, which is using 50 words or less. In other terms, do not use over-complicated and sophisticated terms such as ‘refrain from..’.

What are ‘meta tags’?

Meta tags are used in HTML and XHTML documents to provide structured metadata about a Web page. Meta elements can be used to specify page description, keywords and any other metadata. For more information on how meta tags can impact SEO, have a read of this article:

http://www.wordstream.com/meta-tags

Choose wisely your categories in your articles to reflect the content of your posts.

Regarding the 5 Search Engine Optimisation (SEO) DIY tips, keep in mind that you have to give something of value to people. It can be free information to get them interested in our products or services.

For those who work as event organisers, you need to act as a go-to-place like Trip Advisor by helping people looking for your service.

When it comes to the call to action, make sure it’s available on every page. The call to action displayed on the home page shouldn’t be a sales one. Instead, it should be a form to fill in and provide contact information. Ensure you clearly explain to your customers what you want them to do and why.

As you start writing, podcasting, filming, focus mostly on content first and SEO second.

Be aware of cultural differences in terms of languages (eg different slangs in the UK, US and IE). Thinking about the customer language helps to get people to convert more easily. You can also link your .com website to your other sites. Before you start, ask yourself the following questions (find your niche):

What is the main goal for my blog? What kind of information do people look for? Which parts of my service do you like most? 

Then, follow these steps:

  1. Create content suitable for your audience (long for Business to Business and short for Business to Customer. Complex topics generally require longer content)
  2. Ask customers if they want to buy
  3. Collect addresses.

Pay attention to the design of your site by UX testing.

For example, avoid heavy high-resolution pictures. Too detailed pictures do not tell the story and add loading time to your website. When designing your website, visualise the customer journey through the following stages: excitement, knowledge and learning.

You also have the option to use advertising to boost the visibility of your blog or website. Keep this option as a cheap and short-time solution.

If you go down that route, you can kick off an Adword campaign for 3-6 months. It will drive more traffic. Remember to do some split tests for your meta description/title. The most clicked ads should become your headlines. Do not ever pay someone to be linked to someone else’s website/blog!

Another better option is affiliate marketing as it’s far more valuable than advertising.

Nonetheless, SEO is your best bet for a more long-term strategy.

For a better SEO optimisation, use a long-tail description with minimum 3-4 words. You can also boost your visibility through a joint press release for example.

When you set up your Google Business account and blog/site, make sure your contact details are consistent with all 3rd party websites: name, address, phone number.

Add a picture that Google will link to google map. You must have as well a table of content  (map.xml) with no duplicated content. Make sure to add appropriate tags to the sitemap. Otherwise, you’ll have to have a good navigation menu.

When you monitor your traffic, you can monitor your clicks. You can also check your Google ranking with:

Finally, you can calculate how much your SEO is worth with this tool:

http://www.3r.ie/website-success-calculator/

Do you have any questions? Any tips you’d like to add to this? Let me know by leaving a comment below!