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Posted by on 十月 13, 2015 in SEO, 社群行銷, 網路行銷, 網頁設計, 關鍵字廣告 | 5 comments

全方位數位行銷人員如何養成?這八種能力一個都不能少!

全方位數位行銷人員如何養成?這八種能力一個都不能少!

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隨著數位行銷手法日新月異,行銷人員處於戰場最前線,必須熟知各種行銷應用技巧才能一舉攻破消費者心防。然而只擁有單一能力的行銷人員已經無法在嚴苛的市場中生存,全方位數位行銷人員不僅需要擁有網站經營、內容企劃、搜尋引擎優化 (SEO)、關鍵字廣告、社群行銷、數據分析等跨界能力,還必須懂得利用數位工具提升自己的工作效率,這也是為什麼全方位數位行銷人員這麼受老闆歡迎的原因之一。本文歸納八種數位行銷能力以及實務應用技巧,一起來建立不被輕易取代的價值吧!

1. 搜尋引擎優化 (SEO)

數據洞察:93% 消費者的網路經驗來自搜尋;70% 使用者會選擇自然搜尋排名網站。

應用技巧:提供有價值的資訊且與網站關聯度高的內容能有效提升 SEO 效果,並著手優化標題、域名、以及內容描述 (Meta Description),嘗試建立部落格文章,因為每一則部落格文章若都能被搜尋引擎收錄,企業品牌曝光的機會也大幅提升!而行銷人員嫻熟 SEO 原理及操作經驗,也就能有效提高行銷成效。

2. 點擊付費廣告 (PPC)

數據洞察:版位前三名的付費廣告平均能獲得 41% 點擊;根據研究,45% 網友無法辨識欄位沒有分割清楚的關鍵字廣告

應用技巧:利用 Google 關鍵字規劃工具搜尋高強度、低競爭可能被大量搜尋的關鍵字,利用後台檢視各種廣告活動數據並持續調整優化,以最大化投資報酬率為目標。因此,具備點擊付費廣告操作經驗的行銷人員,不僅能有效協助企業控制預算,更能透過數據分析,找出精準客群。

3. 客服與顧客關係建立 (Customer Communications)

數據洞察:在美國,69% 消費者認為有良好的顧客經驗,願意將產品服務推薦給其他人;忠誠顧客所帶來的價值平均為第一次消費的 10 倍。

應用技巧:主動詢問顧客消費經驗,藉由顧客建議持續優化產品服務機能;除此之外,妥善回應所有顧客的抱怨(社群平台 / 電話 / 網站留言板)也是行銷人員必須具備危機處理的能力之一!

4. 郵件行銷 (Email Marketing)

數據洞察:91% 網友每天確認自己的信件;調查指出,Email Marketing 的平均投資報酬率為 1:44.25。

應用技巧:執行 Email Marketing 應避免機關槍式的盲目觸及,鎖定少數的潛在客群並經營良好關係,從陌生客戶變成購買者再變成忠誠客戶,慢慢建立口碑!除此之外,Gmail Ads 郵件廣告也是很好的選擇,不僅能製作充滿創意、互動性的廣告,透過精準定位將廣告訊息投放給目標族群,協助廣告主建立品牌知名度、忠誠度與黏著度。如果行銷人員具備郵件行銷的 Know-How,靈活搭配行銷工具就能輕鬆讓績效翻倍!

5. 蒐集有效名單 (Inbound Lead Nurturing)

數據洞察:79% 行銷名單從未轉換成功,最主要的原因在於缺乏持續蒐集名單,或是開發的名單品質不佳;根據調查,從名單到銷售轉換成功,平均需要 10 次接觸。

應用技巧:企業應利用多重管道同步行銷才能讓名單開發更快速、簡單,重點應把握內容而非過度干擾的行銷資訊推播,並利用數據分析瞭解行銷名單的消費習慣,在對的時間投放對的廣告訊息,才是成功蒐集有效名單的不二法則!具備蒐集名單經驗的行銷人員,能夠節省開發名單的成本,協助企業以最有效方式建立高品質、高價值的名單。

6. 社群行銷 (Social Marketing)

數據洞察: B2B 行銷人員比較活耀的社群媒體依序為 Linkedin (91%); Twitter (85%); Facebook (81%); YouTube (73%)。

應用技巧:清楚設定每個社群平台的定位,並考量時段、貼文數量、議題、內容等重要因素去驅動行銷成效;除了自己執行內容企劃,也可以透過轉載合作媒體的文章豐富社群平台的議題多元性,例如 WIS 目前的合作媒體包含了數位時代、SmartM、Inside 網摘,以及別人都在看的電子報。從社群平台的數據分析 (Facebook Insight)、留言、網友互動中慢慢瞭解目標族群的偏好,吸引更多網友關注品牌,持續提升品牌知名度。因此瞭解社群行銷的行銷人員,能夠協助企業發展多元議題,觸及更多網友關注粉絲團分享的知識性內容以及產品服務資訊,提升網友對於品牌的好感度。

7. 內容行銷 (Content Marketing)

數據洞察:63% 行銷人員同意內容行銷能提升投資報酬率;77% 行銷人員利用內容行銷的比例逐年增加 (2015 VS. 2014)。

應用技巧:豐富內容策展的方式,例如:資訊圖表、影片、電子書等等,每種方式都有不同的操作、企劃與設計技巧,重要的是應該留意那種方式才是吸引目標族群的最佳方法。我們必須記得,每一次的內容產出都代表企業發言,因此內容的觀點、邏輯、細節應在發佈前確認再確認,以免遭受網友無情的砲轟,降低品牌形象!具備內容行銷能力的行銷人員,能協助企業發佈更多具有參考價值的內容,加深網友對於品牌的印象,有相關需求時會立即與該品牌產生連結。

8. 網站企劃 (Website Planning)

數據洞察:當網站載入時間超過 3 秒,有 40% 網友會選擇跳出;48% 網友透過瀏覽手機版企業網站是否能夠順暢運作,做為品牌價值的參考依據。

應用技巧:第一步應該先投資網站的使用者體驗,提升網友對企業網站的好感度;也可以利用影片的方式介紹產品服務資訊,讓造訪網站的網友能夠迅速理解企業品牌定位以及提供的服務。隨著多螢時代來臨,愈來愈多人同步使用智慧型手機、平板追蹤社群動態、遊戲、網拍等活動,所以網站應利用響應式設計 (RWD) 以提供最佳的視覺體驗!因此,嫻熟網站企劃的行銷人員,能時時換位思考,站在網友的角度提供吸睛的視覺與文案,提供最棒的用戶使用經驗。

資料來源:Developing A 360-Degree Digital Marketing Strategy – #infographic1
圖片來源:Unsplash / 4902 images

Neal Liou

對於網路行銷充滿好奇心,喜歡出外走跳,動靜皆宜。

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