Beyond held its 6th study session, "Attract new customers through the web! Fun facts about web marketing - High cost performance! The future of web marketing."

I'm Ito, an infrastructure engineer and member of the web marketing team.
As we announced in our company announcements, we held the 6th Beyond study session!
Announcement: [6th] Beyond Study Session to be held! | Beyond Co., Ltd.

Doorkeeper: [Attract new customers through the web!] Fun facts about web marketing ~ High cost performance! The future of web marketing ~ Beyond Study Group #6 - Beyond Study Group | Doorkeeper

This time, we delivered the following three sessions:

I would like to share the details with you!

How to use SNS properly: "Attracting new customers"

I was surprised to hear that Owari-san, the CEO of OWASYS, is the creator
"Twisuke," a cloud-based multi-functional Twitter management service It is a service for managing Twitter.

There are many different services and applications out there, but the apps listed on the App Store and Google Apps are only a small part of them.
Not many people search thoroughly.

Even if there is potential need, if the target users don't find the service, it's pointless...
so you have to sell it yourself.

So, you need a strategy for deciding which social media platforms to use and how to market to them.
However, you won't be able to market effectively unless you have an accurate understanding of the characteristics of each social media platform,
and this session was about those characteristics.

Characteristics of each SNS

Social networking sites such as Facebook, Twitter, and LINE have two main characteristics

[Facebook, LINE]

• Register your real name and connect with friends and acquaintances with one account per person
• Give an update

[Twitter]

• You can have multiple accounts and connect with others based on your hobbies
• Internet search

It is divided like this

Different uses

Twitter's anonymity allows people to quickly share (retweet) anything that catches their eye.
If people find something they share interesting, more people will follow you, and it's easy to connect with people who have similar interests.

On the other hand, Facebook's "real name, friends, and acquaintances" requirement can be a hindrance.
Even if you find content that you think is interesting,
you might hesitate to share it if you're connected to your boss on Facebook.

For this reason, it seems like it would be best to use it like this:

1. Promote on Twitter to reach potential customers and build a following
2. Approaching repeat customers on Facebook and LINE

This flow is the soil for "customer development."
They become interested, buy, and become fans.

If you're a celebrity, you can gain a large number of followers just by saying, "I've started using Twitter," but
that's not the case for ordinary people, so steady effort is required.

What is a landing page that attracts customers?

"Landing pages are like salespeople on the web," says Nitta.
Landing pages promote your company's services 24 hours a day, 365 days a year, without you having to do anything.
If your landing page is "effective at attracting customers," it can also generate profits.

We were introduced to several key points for landing pages that are highly effective at attracting customers, and we would like to introduce one of them here

Repeat the test

It may seem obvious, but it is very important to repeat tests and create landing pages that attract a high number of visitors.
Therefore, KPIs should not be vague, such as "how is the design?", but should instead focus on "numbers."

Of course, the elements that increase effectiveness will differ depending on the service, so conduct various tests to improve results

It seems that it is best to run a test using a listing ad.
Run two different ads with different keywords and incorporate the one that works best, and you will eventually be able to create an "effective landing page."

7 Beyond-style inbound sales methods - "Success stories" and "Failure stories"

Our company has been focusing on web marketing since last year, and has implemented various measures to "sell to inbound tourists."
We spoke quite candidly about our successes and failures, including figures.

• PPC strategically withdrawn from too niche keywords
• A study group full of fakes, but with a 100% conversion rate
• Corporate website saw 65 times more hits than before the renewal
• Press release published in Nikkei MJ
• Tokyo Game Show 2016 was amazing
• PR first, AD second

There are many more, but our company has only been doing online marketing for a year.
While there are many areas for improvement, I have shared with you what has been a success and what has not.

Rather than a presentation, it was more of a "marketing strategy and report."
We will be reporting again next year, so please come!

summary

There is no end to web marketing, and I don't think there is a surefire way to succeed.
However, the key to success was mentioned in every session, and
I believe this is definitely something that is necessary when doing web marketing.

Web marketing brings profits to a company, so if you continue to take measures to achieve this,
I think you will see subtle results, even if they are not immediate!

Once again, thank you to Mr. Owari of OWASYS Co., Ltd. and Mr. Nitta of Medial Co., Ltd.!!