tres internet - workshop online strategie
DESCRIPTION
TRES Internet - Workshop online strategieTRANSCRIPT
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Strategie, de sleutel tot succes
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Strategie
Chris van der VoornManaging partner & internet strateeg - TRES internet
@cvandervoorn [email protected]
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Iedere organisatie moet
een online strategie hebben!
Iedere organisatie moet
een online strategie hebben!
Strategie < Strategie <
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Strategie is een planStrategie is een plan
Strategie < Strategie <
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Voorwaarde voor succesVoorwaarde voor succes
Strategie < Strategie <
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Bevat alle ingrediënten om online succesvol te kunnen zijnBevat alle ingrediënten om online succesvol te kunnen zijn
Strategie < Strategie <
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70% van alle online initiatieven mislukt70% van alle online initiatieven mislukt
Strategie < Strategie <
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Waarom mislukken de meeste initiatieven?Waarom mislukken de meeste initiatieven?
Strategie < Strategie <
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Geen of geen goede strategieGeen of geen goede strategie
Strategie < Strategie <
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Gaat veel fout in analyseGaat veel fout in analyse
Strategie < Strategie <
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Wel budget voor ontwikkeling
Niet voor ‘vermarkting’
Wel budget voor ontwikkeling
Niet voor ‘vermarkting’
Strategie < Strategie <
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Aanbodgericht denken
(ipv behoeftegericht)
Aanbodgericht denken
(ipv behoeftegericht)
Strategie < Strategie <
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Verkeerde adviseursVerkeerde adviseurs
Strategie < Strategie <
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Doel:
zorg dat u bij de andere 30% hoort
Doel:
zorg dat u bij de andere 30% hoort
Strategie < Strategie <
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Online strategie opstellen:Online strategie opstellen:
Strategie < Strategie <
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Start met analyseStart met analyse
Strategie < Strategie <
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Interne analyseInterne analyse
Strategie < Strategie <
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Bedrijfsdoelstellingen
Behoeftes
Kansen
Knelpunten
Bedrijfsdoelstellingen
Behoeftes
Kansen
Knelpunten
Strategie < Strategie <
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Externe analyseExterne analyse
Strategie < Strategie <
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Markt
Trends
Kanalen
Best practices
Concurrentie
Markt
Trends
Kanalen
Best practices
Concurrentie
Strategie < Strategie <
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Ontwikkel visieOntwikkel visie
Strategie < Strategie <
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Spreek ambitie en verwachtingen uitSpreek ambitie en verwachtingen uit
Strategie < Strategie <
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Bepaal online strategie
•Formuleer doelstellingen (SMART)
•Bepaal doelgroep
•Bepaal middelen
•Bepaal vermarkting
•Bepaal budget
Bepaal online strategie
•Formuleer doelstellingen (SMART)
•Bepaal doelgroep
•Bepaal middelen
•Bepaal vermarkting
•Bepaal budget
Strategie < Strategie <
✦ Specifiek
✦ Meetbaar
✦ Acceptabel
✦ Realistisch
✦ Tijdgebonden
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Praktische tipsPraktische tips
Strategie < Strategie <
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Omzet verhogend
Kosten verlagend
Omzet verhogend
Kosten verlagend
Strategie < Strategie <
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Branding <> ActivatieBranding <> Activatie
Strategie < Strategie <
• Merkwaarde (top of mind, loyaliteit, identiteit)
• Resultaat op lange termijn• Ten dienste van activatie
• Sale, aanvraag, interesse, etc.• Resultaat op korte termijn• Door o.a. traffic & conversie
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Succesformule:
OS = T x C
Succesformule:
OS = T x C
Strategie < Strategie <
Online succes = Traffic x Conversie
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Conversie < Conversie <
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Generieke factoren <
Generieke factoren <
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Specifieke factoren <
Specifieke factoren <
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Specifieke factoren <
Specifieke factoren <
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Specifieke factoren <
Specifieke factoren <
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Herkomst generieke factoren <
Herkomst generieke factoren <
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Typische generieke factoren <
Typische generieke factoren <
snelheid
richting
efficiency
relevant
bevestiging
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Call to action < Call to action <
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Call to action <
Call to action <
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Tagline < Tagline <
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Tagline < Tagline <
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USP’s of UBR’s <
USP’s of UBR’s <
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USP’s of UBR’s <
USP’s of UBR’s <
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Ontwerpconventies <
Ontwerpconventies <
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Ontwerpconventies <
Ontwerpconventies <
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Sociale bewijslast < Sociale bewijslast <
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Sociale bewijslast <
Sociale bewijslast <
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Sociale bewijslast < Sociale bewijslast <
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Specifieke factoren <
Specifieke factoren <
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Onderzoeken < Onderzoeken <
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Statistiek < Statistiek <
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Optimaliseren < Optimaliseren <
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Complexiteit < Complexiteit <
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Keurmerken < Keurmerken <
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Keurmerken < Keurmerken <
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Schaarste <
Schaarste <
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Schaarste <
Schaarste <
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Schaarste < Schaarste <
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Taal en toonzetting < Taal en toonzetting <
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Taal en toonzetting < Taal en toonzetting <
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Taal en toonzetting < Taal en toonzetting <
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Social proofing <
Social proofing <
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Social proofing <
Social proofing <
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Social proofing <
Social proofing <
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Social proofing <
Social proofing <
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Tips < Tips <
• generieke conversiefactoren zijn bekend, pas ze toe
• specifieke conversie is ingewikkeld, leer je doelgroep kennen
• alles meten want statistiek ontrafelt jouw salesproces
• conversies van 30% zijn haalbaar
• creëer een happy ending
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Hoe krijgt u relevant bezoek op uw website?
Traffic < Traffic <
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Vele middelen <
Vele middelen <
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Zoekmachine marketing
•Hoogste ROI•Veel traffic•Breed inzetbaar
Social Media advertising
•Populair/nieuw•Voordelig•Veel vragen•Targeting•Breed inzetbaar
Vandaag < Vandaag <
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Effectief < Effectief <
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1. Zoekmachineoptimalisatie
2. Google Adwords
Zoekmachine marketing <
Zoekmachine marketing <
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36,4%
12,5%
9,5%
10%
2,5%SEO
SEA
Wat is het? <
Wat is het? <
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•Zeer gericht•Timing•Meetbaar•Gratis bezoek
Zoekmachine optimalisatie <
Zoekmachine optimalisatie <
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Relevantie gebaseerd op circa
150 factoren
Hoe werkt Google? <
Hoe werkt Google? <
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1 onderwerp <
1 onderwerp <
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Onderwerp site <
Onderwerp site <
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Titel < Titel <
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Meta description < Meta description <
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URL < URL <
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Titel < Titel <
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Tussenkopjes <
Tussenkopjes <
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• Inleiding•Midden•Slotalinea
Artikel < Artikel <
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Links < Links <
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Tekst externe links <
Tekst externe links <
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Relevantie/autoriteit <
Relevantie/autoriteit <
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Gedrag (be)zoeker <
Gedrag (be)zoeker <
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Waarom zou Google u op 1 moeten zetten?
Wat heeft u te bieden?
Centrale vraag <
Centrale vraag <
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Geen trucjes <
Geen trucjes <
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Zoekmachine marketing <
Zoekmachine marketing <
1. Zoekmachine optimalisatie
2. Google AdWords
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Waarom?
Google AdWords <
Google AdWords <
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Timing < Timing <
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Flexibel < Flexibel <
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•Per click•Per dag•Per conversie
Controle over de kosten <
Controle over de kosten <
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Regionaal targeten <
Regionaal targeten <
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Meetbaar < Meetbaar <
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Koppelen Google AdWords - Google Analytics
Conversiecode
Tip 1: Meten < Tip 1: Meten <
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Tip 2: Werp een drempel op <
Tip 2: Werp een drempel op <
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Gebruik uitsluitingszoekwoorden
Tip 3: Uitsluiten <
Tip 3: Uitsluiten <
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Maak advertenties zo relevant mogelijk
Tip 4: Relevantie <
Tip 4: Relevantie <
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Evt. uitschakelen
Clickbedrag
Tip 5: Mobiele netwerk <
Tip 5: Mobiele netwerk <
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Evt. uitschakelen
Clickbedrag aanpassen
Fine-tunen
Tip 6: Inhoudsnetwerk <
Tip 6: Inhoudsnetwerk <
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Tip 7: Meerdere advertenties <
Tip 7: Meerdere advertenties <
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Stuur op conversie
Tip 8: Conversieoptimalisatie <
Tip 8: Conversieoptimalisatie <
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Tip 9: Remarketing < Tip 9: Remarketing <
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Spelcomputer
PS3 of Xbox 360
PS3
PS3 kopen
Tip 10: Onderscheid clickbedrag <
Tip 10: Onderscheid clickbedrag <
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Laat landingspagina aansluiten bij zoekterm en advertentie
Tip 11: Geschikte landingspagina <
Tip 11: Geschikte landingspagina <
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Social Media advertising < Social Media advertising <
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Lage gemiddelde clickratio
Kenmerk <
Kenmerk <
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Test advertenties
Tip 1: Meerdere advertenties <
Tip 1: Meerdere advertenties <
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Verschillende doelgroepen
Tip 2: Aanpassen per doelgroep <
Tip 2: Aanpassen per doelgroep <
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Werp drempels op
Tip 3: Drempels < Tip 3: Drempels <
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