Marc Enners - A digital marketing guru from Agent 6 gave a brilliant “bbg knowledge share” at our Eastern Suburbs forum last week .
When Google first started, a Google guy showed Marc what digital marketing could do - and predicted that half of the Adscene would go through google .... did he call it or what!!
Marc focuses on helping clients develop strategies and building blocks on how to get into googles brain.
It’s an outsourced world - and he works with a whole bunch of people around the world to help his clients who are in a range of industries and professions
Seo is the free bit
google makes information from the world accessible freely using organic search - Google rewards you for writing and sharing great content. There are a bunch of strategies to “optimise your company being searched “SEO””
SEM - is paid ads
This where google makes its money!
The increasing use of mobile is making SEO disappear - as only SEM is appearing! You “pay per word” or “pay per click” using “AdWords”.... and you pay!
Google has become “a money sucking machine” - you want to be on google on mobile - you pay!
The key is to know your numbers, and work out your ROI.
The secret is not to worry how much you spend, but how much revenue you can generate from those campaigns.
The beauty about the campaigns is that they can be targeted, specific and measurable. You can work out exactly what campaigns work and what doesn’t !
Some AdWords can get very expensive - for example “life insurance” and “mortgages” are auctioned for $100 per click - highly competitive .
The larger companies will spend bucketloads with key AdWords that will drown you ..... but you can beat them by being very niche and specific and “have a long tail” up to “8 word phrase”- so when people search something specific - your search comes first.
Marc shared with us how when he was working with Webjet (which was a start up with limited funding at the time ) they were beating Flightcentre at every turn.
As a small travel agent - you can’t compete against a webjet or flight centre - but you
can go niche - there are specific opportunities. You need to find those little niches.
Digital Marketing is Like Poker - where you squeeze people out!!
SMM - Social Media marketing
Facebook advertising is the bomb!
Facebook is free - because “we are the product” We’ve given up our privacy through - terms and conditions - we’ve give up our contacts and Privacy is gone -
Facebook ads are very powerful and very easy to create.
You can granualise your ad and be very specific!
Eg - target people in Woollahra 50-55 , earning 50-80k per annum and have one leg “ - Facebook will find those people and share your ad through triangulating big data.
Facebook may have a problem (Cambridge Analytica) with privacy issues but they have a pile of money - and can acquire or buy themselves out of problems.
EDM - Email Marketing
Is highly profitable compared to others - and you are marketing to customers and lists you already have
Your Roi can potentially be $40-1 or higher!
Your Website
A key start in your digital marketing strategy is to build a great website that
- Is Search Engine optimised,
- Has local content
- Has clean code
- Site speed fast and responsive - on a local server
- Https
- You need to have great landing pages which have specific call to actions.
Your website needs to have “remarketing” widgets working
Other Gems gleaned from the knowledge share
- LinkedIn’s Machine learning is being built by Microsoft
- Facebook and google - target exactly
- Messaging is key - the way you put your message out
- Organic traffic hard
- Bot to burn competitions budget - google have ways to pick up false advertising
- Be the long tail - longer and more specific search queries - 8 word queries Eg Cheap flights for rosebay - think local and think longer
- Build website - on your blog and pages - answer questions that are local issues
- Get your architecture and indexing right . If you are in Insurance and risk - define your industries on your site at the top
- Google reads left to right and top to bottom
- Indexing your site is key
- Insurance and risk
- Industry
- Organise information architecture
- Put your details on all pages and ensure you have privacy policies on your website
- Competitors doing bad reviews - can be an issue
- Make it load fast
- People who are pissed off with you and Assasinate your reputation - respond - call person in and fix the problem. Turn the lemon into lemonade!! Outstanding Customer service is key (Virgin’s Richard Branson is brilliant at this)
- No spelling mistakes
- Make sure your website is bolted down and secure
Know the jargon
In summary
- Know your niche
- Use the Long tail
- Build your list and Emarket
- Use all 4 mediums
- Fast and Current Will beat old and lazy every day of the week
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