Traffic...

Picture from Thewallpapers.com

...is not about anonymous numbers.

Picture from Meagcom-mc.com

...is about curious peopleIt’s about curious people...

Picture from Style.com

...stopping by...

...to fulfill a need.Picture from Therussianeducation.com

Bjornalberts.com – Best marketing blog in Sweden

Search

Offsite

Onsite

The Website

Convert!

Success events

Traffic funnels

Commercial traffic Non-commercial traffic

X

Commercial traffic Non-commercial traffic

Have a strategy for both

X

Picture from sz-solutions.com

Keywords

Stakeholder need

Business objectives

Bild lånad från interactcreative.blogspot.com

Address both sides

Remarkable

Innovative

Useful

Fun

Picture from Blindfiveyearold.com. Follow that blog!

Social signals

Make people react

Make people react

Social signals will increase your search ranking&

Expose your brand to your users friends

130 friends in average

536 Likes

70 000

Källa: http://developers.facebook.com/connect.php

Traffic is only about digital marketing

Traffic is only about digital marketingnot

TVC drives traffic

TVC drives trafficsear

ch

Plan for it or #fail

Plan + be reactive with SEM

Diagram is borrowed from Linda Hellqvist, Google. I have translated it and changed some colors.

Picture from 10den.com

”80 percent of searchers click on a natural result and 20 percent click on a paid listing”Stuart Small, Google at Great B2B Marketing Debate 2007

Source Technologyweekly.mad.co.uk 18th December 2007

Sökbart Distribuerat

Delbart Inlänkat Länkbart

Differ

Distribuerat

Delbart Inlänkat Länkbart

Differ Searchable

Delbart Inlänkat Länkbart

Differ Searchable Distributed

Inlänkat Länkbart

Differ Searchable Distributed

Shareable

Länkbart

Differ Searchable Distributed

Shareable Back-linked

Differ Searchable Distributed

Shareable Back-linked Linkable

Picture from Liquorsnob.com

Picture from Blindfiveyearold.com. Follow that blog!

Social signals

Brand. Will you show up?

Picture from Time.com

Social tools

Increase traffic

Källa: http://developers.facebook.com/connect.php

Egen fanpage

Hey, don’t forget your friends...

Egen fanpage

Egen fanpage

...and your business contacts

Picture from weareloremandipsum.com

A Twitter wave

Bilderna från Brago via Newsdesk.se

Spread

Search Engine Result Pages

RSS

Monitor

Other digital resources

Video Channels

Podcasts

Flickr

Delicious Digg

Twitter

Facebook

GetSatisfaction

WikiPedia

Blog + Website

Other blogs

The digital brand sphere

Dominant

Newsletter

Social Newsroom

Our Blogs

Our RSS

LinkedIn Group

Other Blogs

Wikipedia

Related articles within keyword cluster

Objectcore

keyword

Search friendly permalinks

Trackbacks

Relevant share options

RSS

RSS

RSS

Notifications

Notifications

PR Services

Off site estatesOn sitePromotion

RSS

Images

Movies

Presentations

Documents

Podcasts

Applications

Dominant

Newsletter

Social Newsroom

Our Blogs

Our RSS

LinkedIn Group

Other Blogs

Wikipedia

Related articles within keyword cluster

Objectcore

keyword

Search friendly permalinks

Trackbacks

Relevant share options

RSS

RSS

RSS

Notifications

Notifications

PR Services

Off site estatesOn sitePromotion

RSS

Images

Movies

Presentations

Documents

Podcasts

Applications

Dominant

Newsletter

Social Newsroom

Our Blogs

Our RSS

LinkedIn Group

Other Blogs

Wikipedia

Related articles within keyword cluster

Objectcore

keyword

Search friendly permalinks

Trackbacks

Relevant share options

RSS

RSS

RSS

Notifications

Notifications

PR Services

Off site estatesOn sitePromotion

RSS

Images

Movies

Presentations

Documents

Podcasts

Applications

Dominant

Newsletter

Social Newsroom

Our Blogs

Our RSS

LinkedIn Group

Other Blogs

Wikipedia

Related articles within keyword cluster

Objectcore

keyword

Search friendly permalinks

Trackbacks

Relevant share options

RSS

RSS

RSS

Notifications

Notifications

PR Services

Off site estatesOn sitePromotion

RSS

Images

Movies

Presentations

Documents

Podcasts

Applications

Digital plan arrangement

E-mail

Incentives

Commercial traffic

You as aTraffic source

Where she look - You look

Non commercial traffic. How to catch?

bjornalberts.com

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video

•Text or HTML•Message, link•Fanpage or message

•Message in Tweet•Link ((bit.ly) What•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Text or HTML•Message, link•Fanpage or message

•Test and learn

•Message in Tweet•Link ((bit.ly)

•Small A/B-test•Go big with winner

•Test and learn TestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Small A/B-test•Go big with winner

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.

•Test and learn

KPITestWhat•Write about it

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

Virality

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!

•Test and learn

KPITestWhat•Write about it

Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.

Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?

Creative• Message?• Copy?• Ad formats? • Design?

On site Twitter Facebook E-mailBlog Other?

Landing Page

Conversion completed Confirmation e-mail Ev. e-mail reminder

•Ev. IP-targeting•Text, graphic or video

•Small A/B-test•Go big with winner

•Impressions•Click through

•Text or HTML

•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through

•No. of sent mails•Bounce•Opened•Click through

•Message, link•Fanpage or message

•Test and learn

•Messages sent•No. of fans•Click through•Likes•(Credits)

•Message in Tweet•Link ((bit.ly)

Virality

•ReTweets•No. of followers•Link performance •Click through

•Traffic by source•Bounce rate•Click through

•Dynamic referring to traffic source•Disposition

•Small A/B-test•Go big with winner

Per traffic source:•Conversion success

•Confirmation you’re still with the campaign

Per traffic source:•Sent•Bounce•Opened•Click through

Per traffic source:•Sent•Bounce•Opened•Click through

•Confirmation you’re still with the campaign

•Small A/B-test•Go big with winner

•Offer•Buying bullets

•Call to action•More information

•Confidence•Design

•A friendly reminder

Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!

•Test and learn

KPITestWhat•Write about it

Checklist for traffic driving in free channels

Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.

AID

A

AIDA

Source Mashable.com/2011/03/16/facebook-like-worth/

Source Mashable.com/2011/03/16/facebook-like-worth/

Practice

Passion & hard work

Google:”björn alberts”