Getting More Results With Customer-Focused SEO And Ads
Is there anything that I can help you answer at this stage in regards to what we covered? Yes?
– [Balding Man] How many keywords? You said not too many.
– But look–
– Optimally, we can–
– If you really, really wanna be in specific, five.
– [Male Presenter] Conventionally. Throw a target at you, five, throw a target at you.
– [Male Presenter] ‘Cause, just with one, just let me, complementary flywheel and funnel. I think they complement each other because if you go back to the flywheel page,
– I don’t have a flywheel page.
– We actually do take a flywheel approach when it comes to systematically creating strategies that actually work. So, you know, for instance, the way this runs in our flywheel, all the way down to Shopping, people are ready to make one decision. So the other day, you know, they’re in successful business plans, one that you actually… implement, measure, change, implement, measure, change. All right, it’s that cycle. It’s the same cycle we follow. It’s madness that we just think you gotta implement the same strategy that you implemented making for instances. It’s constantly measuring, changing, compromising until you get the winning combination. So this user behavior, is always gonna be the way that users actually shop online. It’s the case of how do you actually make sure that you’re implementing the right strategy. Aaron, would you agree with that?
– [Aaron] I guess I concur.
– [Male Presenter] Beautiful.
– So, yes, I just wanted to clarify that ’cause of the confusion around is the funnel dead? It’s not really dead. It’s just that how do you actually plan each one of these steps? And I think we’re on the same page when it comes to planning and making sure that we are actually learning, for empathy, behavioral target for weeks. So which, I mean, how many of you guys actually take this approach? Yeah, so only what? So only one person in the room takes the flywheel approach or the actual flywheel approach? Is that right? So how many of you guys actually have quite extensive experience in digital marketing?
– [Male Attendee] In what marketing?
– In digital marketing, and how many of you actually spend majority of your marketing, spend on traditional marketing, such as billboards, printing, bus advertising, all that kind of stuff? So the only question is around, what we’ve discussed today, around SEO, SEM, hotspot, Google,
– Yeah, Aaron, Aaron,
– is there anything you’re
– Matt, do you wanna
– unsure about?
– come up here
– Oh, you wanna come up
– in front?
– here in front of us?
– Like, we’re–
– Come here in front of us.
– [Aaron] I don’t want to crash this party. I don’t want to–
– You’re safe.
– [Aaron] So I work for him, that’s not me. I figure that’s a company here in Hong Kong?
– And generally, from, from my experience, this kind of model, regards to the flywheel and funnel, probably is more relevant for products that you’re selling online rather than short-lived events.
– So the events we run, probably only last a week at the most. Our campaigns run for about three months, so implementing a SEM strategy probably isn’t the best way to convert customers.
– Well, let’s say you have to build awareness leading up to the event, and that helps to generate interest. So you do need a bit of an approach when it comes to SEM anyway. PPC will be your main draw-in. You need a display aspect to your digital marketing strategy. You know, it’s build interest first, and what we do is, you know, for instance, Lars, can you give us an insight on our strategy, on how you built interest and how you got everyone involved.
– Well. When it comes to generating interest across events, I actually just talked to Charles about this earlier, because it’s short-lived, it’s a lot more difficult to kind of hone in on your target market because you don’t have enough time to collect data, right? See, so at the core of everything you do, you need to think about the bigger picture of what you represent as a drama company, for example. So what is the common theme across all of your plays? How would someone go about finding you in that event space? See, so you basically need to take a step back and think about the customer’s search journey rather than the, I like to call it the banana salesman who’s on the street shouting at everyone that he has bananas. You need to step back and actually see if people want the bananas, that maybe there’s a better way of selling them. No, Matt, do you have any other points to add from an SEM strategy?
– I just want to, to dive deeper into, into the businesses you’re running right now. You said it’s like a short-lived event, and you feel like SME, er, SEM is, might not be the right approach, but at the moment, what is the best acquisitions treasure that you think is working the best for you guys?
– [Charles] Right now, with the general demographic of younger families, we do a lot of Facebook and Google advertising which is driving people to our website.
– Right, right, so, so it’s the same thing. Like, when you advertise through Google, it’s pretty much like SEM, right? So when you say, this path, like funnelling, or like flywheel, like this path doesn’t work for you, like what is the thing that you feel like is missing the connection with you or your customers? What’s that part?
– [Charles] I think, well, judging from all these talks, where it’s clear to me is that we’re having one approach to reaching all of the audiences, so regardless if you’re a 30-year-old male with no kids or you’re a 50-year-old family man, we’re using essentially one strategy to reach all these people.
– So from a segmentation process, do you put them all into one bucket, or do you have various ads that approach your different segments, because–
– One bucket.
– Oh, okay.
– This is probably why the disconnect is there.
– See, so, if you do want higher results, it’s all about targeting because, the idea of relevance is so important, you know? Someone who sees an ad for, I don’t, just an example, I saw Disney on Ice like all the time. So that is something I can relate to because I have a little kid that loves Minnie Mouse, so do I want to potentially go this event? No, but she wants to, and I’ll do everything she likes. So I’m that target market. It works for me from a mass market approach. Now from an online marketing approach, I wouldn’t fit your single man like, wants to watch whatever play. I would fit the family category.
– You know, so I do think that adding a little bit of focus in regards to maybe splitting your segments into at least, I like segmenting by male-female first, you know? See if there’s a disconnect between the services you provide or how they’re interpreted over your website because, I mean, different people will connect differently towards your content. The second element is age brackets. You know, look into different age brackets. You said you’re pretty varied, right? So what would you say is the youngest individual that would put money down? Would someone that’s 16 put their pocket money down to watch one of your shows?
– [Charles] Probably not, so I guess the youngest
– [Charles] would be 20, 21?
– 21, okay, see, so we start with 21, and then, we’ll have a young group. We’ll have an intermediary group, and then, we have a wiser group, and then, we have a, and then, we’ll have a, one that basically has the entire range. So you can basically see where your returns are the best, and then, I mean, especially on, when you’re on Facebook, you have Interests, right? So when you’re looking at Interests, I mean, again, this is a longer discussion, but really sit down with your team, nail down every single interest. Might vary from play to play, right? Because you’re going through maybe romantic tragedies. Others are comedies. Other are purely just horror. I don’t know, you know, so that would again be kind of a segment you’d be looking into testing, but the one bucket approach, yes. That might be the reason why you’re generating a lot of traffic, and that’s what you usually see. If you don’t add focus to any of your campaigns, you’ll see a lot of traffic, but you will not see the conversions, and your bounce rates are gonna be high. So I always look into bounce. Traffic doesn’t mean a lot anymore these days. It’s all about conversions. So if I’m seeing that I’m driving 1,000 to 3,000 people in a new campaign, my initial feelings are to obviously get excited because the more people come in, the more people are likely to convert, but then, if I let the ad run for a good two weeks, and I see that the conversion rate is less than 2.5%, which is really the minimum of what you would expect from even a retail component, then you know you’re doing something wrong.
– You know, and that’s where the adjustment needs to take place, but I hope that helps.
– [Male Presenter] Essentially, one point, one thing of that is you, like he said, segmentation’s really important, but you also need to give yourself the ability to mirror, to mirror the buy designer. So it’s like a pixelene holding up a mirror against its face and saying this is you, and this is what, maybe we can help you with that. So you want to create a connection. It’s called personalization. Personalization’s a huge thing in these markets. A lot of people are experiencing a lot of bad winders. Have you ever noticed that you don’t even pay attention to the ads anymore? Do you place them in Feed ’cause there’s so many of them? See there, that’s bad winders, so what you wanna do is you wanna create a connection with your audience, winder and everything. So when you reach someone for the first time, you try and find some sort of commonality with that person, like breaking the ice, so it’s like, what kind of interests does this person have? So as soon as you find an interest, then you can, then you have some topic to talk about, and you get to forming a conversation with that person. You effectively do, having the same effect online. So you want to facilitate touch points at least online, to correlate with each other. That way, you’re smiling constantly with your marketing messaging, so you wanna make sure that you’ve got the message consistent, but it needs to be very specific to the point. Otherwise, it’s gonna get lost.
– [Attendee] Again, just to add to that, as a frenal event Concept company, I mean, you guys are the experts, so we expect it to be done well, but for, in our experiences, events are usually more a luxury experience. It’s more people don’t need it. So what we do on content-wise is very important in creating a demand to your event. People were rounding to such hate, let you go for, I’d do a sport, I do sports events, so I do a buyer’s and spy race to the people who are rounding and saying hey I would join that. So what around the marketing is our very number one priority when it comes to digital strategy? So how do we make people want new content? Videos is what we focus on. And then based on the ways that were built through our content, we then do optimization and conversion on that. Our challenges is we don’t know how to get these content, uh, content out to a larger population that we think could be interested.
– So what are the tactics you use to actually get the word of mouth? To make it more viral, what sort of courses of action do you have? How do you draw the activity?
– [Attendee] Share. A lot of our content through social media is sharing and we use personal stories. So we did a lot of interviews with blocks on past twist bits. Keep appearing readers to one of our very big drives.
– Beautiful. So you really want social credibility around your advance. Show that it has a lot of value to you. Absolutely.
– Stefan do you want to add?
– [Attendee] Yeah, we have increase, but we also value wins.
– [Attendee] And I actually, I don’t find it’s significant to actually arouse interest and to find the right people who will sign up. So it’s you can easily sign a hundred parents. But then very often the difference is that maybe only 10, 20, percent actually show up.
– Show up. Yeah. So what’s your follow-up though, for the events.
– [Attendee] How do you actually know for sure that these people will show up? I should point to say we have plenty of registrations.
– I think… I mean… Well actually, well, what I’ve found is that yes, if an event is frayed, the flake-rates are higher, because there’s nothing to really hold anyone accountable to that. And Hong Kong isn’t getting anyone together in a group of six or more, you know someone’s going to, like, bounce. It’s almost 100%. So really what I look into is the follow-up prior to an event. You guys all received an email that we were essentially at full house, y’know, so out of an event of 35 people, we had 31 show up. That’s actually pretty impressive. Don’t you guys think? So that was through a mix of personally reaching out to individuals that signed up for the event, that’s a mix to basically letting everyone know how the participation rate is going that we’re excited to see you. Like, I mean, you need to genuinely get people involved in the process that will bring value to them Like, obviously when it comes to signup, you have someone like Charles who’re pushing the event like Spartan Races, y’know, it is extremely physically challenging, y’know? You can’t just on the fly say yeah, I’ll join this. Whereas like, if you’re hosting an event for your kids, yes, there’s already a psychological influence that if you don’t go to an event that will be good for your child,