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45 Tips From Day 3 Of SES London 2014 #SESLON

Tara West

by Tara West on 13th February 2014

SES LondonFollowing the brilliant talks from Day 1 and Day 2 of SES London, Day 3 is set to be another fantastic opportunity to pick up tips from leading industry experts.

Once again we will be providing a recap of each session, as and when they finish, keeping you updated throughout the day.

Session 1

Joining the Dots: Maximising Marketing Returns in a Socially Connected World

Speaker: Nick Burcher, Head of Social Media, EMEA, MediaCom

  • The world has changed from people just watching TV and being passive to people sharing content and commenting on it, as well as creating their own content
  • Broadcasters and media are not competing with each other anymore, they are competing with their audiences too.
  • Everything is connected and social is the glue.
  • People share things to define themselves to others: ‘I share therefore I am’ is the new ‘I think therefore I am’.
  • People also share to get the word out about causes or brands they had an experience with, and to bring valuable entertainment to others.

Session 2

Ad Optimisation in Multi-Channel Digital Advertising

Speaker: Sam Fenton-Elstone, Head of Media, iCrossing UK

  • 75 percent of Brits who watch TV use a second device at the same time
  • Think audience not channel
  • Centralise your buying platform so you can have a single source of truth when you buy your media. If your ad spend is less than 1 million you should consider providers such as AdWords
  • Have a segmentation strategy
  • Your organisation needs to be set up to keep your ecommerce and marketing teams together, so marketing is at the heart and everyone understands the audience

Speaker: Jon Myers, SES Advisory Board; VP & Managing Director EMEA, Marin Software

  • Although desktop is still taking the majority of clickshare, other devices are increasing their clickshare
  • Consider the Yahoo Bing network because in the UK you can get about another 9 percent market share, which tends to convert well
  • Use offline tracking such as call tracking, you really need it to understand conversions
  • Think about the real lifetime value of the customer by using all your external data with your AdWords data
  • Audience and context are big players in the future of search: audiences are the new keywords

Session 3

Breathing New Life into Your Email Campaign

Speaker: Kelvin Newman, Managing Director, Brighton SEO

  • The sweet spot of an email is when it aligns what customers want and what you want them to do
  • A real person is often better than a company, so try to send it from a personal name and email address if possible. People buy from people!
  • If it doesn’t work in plain text, the email doesn’t work: if your email is so reliant on visual communication then the chances are they won’t work as most people wont see your images
  • If your competitor can send the same email, you’ve failed
  • Talk about benefits not features: it’s not about what you’re doing, it’s about what your offering allows your audience to do

Speaker: Philip Storey, Global Head of Strategic Services, Lyris

  • Use email marketing for things like basket drop out, welcome emails or registration but not purchases
  • Try sending discount vouchers for people’s birthdays in email marketing
  • Automation in email marketing is a big opportunity and it takes a small level of resources to create
  • Automation emails should be a series of email touch points not just a one off message
  • Listen to your customers with data such as open rates and clicks and take action as a result

Session 4

Spy vs Spy: Competitive Analysis

Speaker: Mark Mitchell, Director of Client Services, EMEA, BrightEdge

  • There is a cultural shift in SEO:¬†now your SEO tactics are in the public domain and competitors are¬†exposing each other for blackhat techniques
  • When a big company gets an organic search penalty it can even effect their share prices
  • Discover your competitors in search and know that your competitors offline aren’t your competitors online
  • Look at universal rank (not just rank one to ten) so you appreciate when your competitors appear eg in local results, news results etc
  • Consider your mobile visability and your competitors visibility on mobile (and tablets)

Speaker: Jacob Hagemann, Founder, Hoosh Technology

  • Be aware, analyse and then action
  • Look at search, social media, display, affiliate, website, links, newsletters, display
  • Visability score is a mathematical algorithm that translates any given position in the search engine into an estimated CTR based on the context of the position
  • They see that often around 60 percent of traffic for a query goes to paid search
  • You must have a holistic view when doing competitive analysis, otherwise you wil never truly see what is going on

Session 5

Landing Page Optimisation: Test, Analyse, Execute

Speaker: Stephen Pavlovich, CEO, Conversion Factory

  • Map out your sales funnel to see where the weaknesses is: it could be your checkout page rather than the landing page itself
  • Survey your customers to ask them why they are leaving the website (tools like Qualaroo allow you to do this, or use email surveys to ask people why they purchased not just why they didn’t purchase)
  • Usertesting.com allows you to test your website in a low cost way
  • Landing page optimisation doesn’t just start with the landing page, it starts with what they saw before it eg what they searched for and if the PPC ad fits with the landing page
  • Don’t have too many elements competing for the users attention, just have one focus and ask them to do only one thing

Speaker: Russell Sutton, Managing Director, Webexpectations and ConversionWorks

  • Test everything before you apply it because there can be unforeseen negative consequences even if you think you’re improving the page
  • Make sure you’re PPC account is sending mobile traffic to your mobile site
  • Define success and your business objectives (quantifiable business success metrics) before you start any landing page optimisation
  • Use weighted sort on bounce rate within Google Analytics and prioritise those pages
  • Sometimes the smallest changes have the biggest impact eg having form instructions in the box where the user enters data or above the box

There we have it! Another great conference with plenty to take away, think about and implement. We hope you enjoyed our round up of #SESLON, and do let us know of any additional tips you picked up if you were there with us.

Tara West

Tara West

Tara West is an experienced SEO and PPC specialist at Koozai, with particular expertise within AdWords PPC and Remarketing. She has worked on a wide variety of verticals, from plumbing and travel to fashion and beauty.

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