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."

This is Ito from the Infrastructure Engineer and Web Marketing Team.
As we announced in our company notice, we held the 6th Beyond Study Session!
Notice:[6th] Beyond Study Session to be held! | Beyond Co., Ltd.

Doorkeeper:[New Customer Acquisition via the Web!] Unbeatable Web Marketing Stories ~ High Cost-Effectiveness! 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 Mr. Owari, the representative of OWASYS, is"Twisuke," a cloud-based, multi-functional Twitter management servicethe person who created
It's a service for managing Twitter.

There are many different services and applications out there, and the apps listed on the "App Store" and "Google Apps" represent only a small fraction of them.
Few people would bother to search through them all.

If there's a potential need, but the target users don't find the service, it's meaningless...
which means you need to actively market it yourself.

Therefore, a strategy is needed regarding "which social media platform to use" and "how to market."
However, you cannot market effectively without accurately understanding the characteristics of each social media platform,
and this session explained 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 makes it easy to quickly share (retweet) things that catch your attention.
If people find what you've shared interesting, they'll likely follow you, and it's easier to connect with people who share similar interests.

Conversely, on Facebook, the "real name, friends, and acquaintances" aspect can sometimes be a hindrance.
Even if you find content that looks 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 process creates fertile ground for customers to grow.
They become interested, make a purchase, and become fans.

While celebrities can gain a large number of followers simply by announcing "I've started using Twitter,"
this isn't the case for ordinary people, so consistent effort is required.

What is a landing page that attracts customers?

"A landing page is a salesperson on the web," says Nitta.
A landing page will sell your company's services 24/7, 365 days a year, without any effort on your part.
If the landing page is highly effective at attracting customers, it will 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's crucial to repeatedly test and retain landing pages that attract the most visitors.
And instead of vague KPIs like "how the design is," let's focus on "numbers."

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

It's said that the best way to conduct tests is by running listing ads.
By running two ads with different keywords and incorporating the one that performs well, you should eventually be able to create a "landing page that works."

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

Our company started focusing on web marketing last year, and we implemented various measures with the goal of "inbound sales." I
've shared some of our successes and failures, along with some very candid data.

• 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's so much more to tell, but our company has only been doing web marketing for a year.
While there are still many areas for improvement, I wanted to share our successes and failures.

It was less of a presentation and more of a "report on marketing strategies."
We'll be giving another report next year, so please come!

summary

There's no end to web marketing, and I don't think there's a guaranteed way to succeed.
However, "persistence" was emphasized in every session, so
I believe this is definitely something necessary when doing web marketing.

Web marketing brings profits to a company, so if you keep implementing strategies for it and "continue" doing so,
you'll see gradual but noticeable results, even if they're not immediate!

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