Online marketing

workshop

Presented by Sam shetty Nov 2012

Agenda

■ The Digital landscape

■ Online marketing, Which one is right for me ?

■ Planning your SEO implementation

■ SEO process

■ PPC

■ Social media

■ Mobile websites

■ Q & A

Expected online spend in Australia

$21.7 billion Forecast of total online spend by Australians by 2015

• In 2011 expected online shopping expenditure in Australia to reach $13.6 billion

• Expected $6 billion spent by Australians on overseas websites

* PricewaterhouseCoopers Digital Media Research report July 25th 2011

The Traditional Shopping Process is…

Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive

Linear, predictable, analog, brand-controlled

EC

The New Purchase Journey is…

Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive

Non-Linear, multi-channel, digital, consumer-controlled

EC

“Website traffic is

meaningless unless it converts into leads”

Website Traffic

Timing is important

The digital world

Critical questions …

For answers we need to understand lifecycle

Every customer goes through steps

The customer lifecycle

Let’s say Susan comes to your site

She discovers you via a Facebook post

Next time she uses an organic search

Who gets the credit ?

Measurement issues ?

So - what are my options?

■ SEO - Search Engine Optimisation

■ SEA - Search Engine Advertising

■ SMM - Social Media Marketing

What is search engine optimisation?

Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results.

Wikipedia

How do search spiders crawl the web?

How do I influence Google to crawl my site ?

Avoiding the 5 second ‘bounce’

Make sure they stay! Tell them… ■ Who you are? ■ What you do? ■ Why is it important to them? ■ What to do next?

5 seconds …before a potential customer hits the ‘Back’ button

The life of a Google query

■ The life span of a Google query normally lasts less than half a second, yet involves a number of different steps that must be completed before results can be delivered to a person seeking information.

SEO setup

• Google Analytics

• Google webmaster tools

• Google Insights

• XML sitemap generator

• Google + local

• Social media setup

Google Analytics

Google webmaster tools

Google Insights

XML Sitemap

Google + local

Social media setup

Search Engine Optimisation

■ Indexing your website ■ Google analytics ■ Keyword research (Keyword research report) ■ Competition analysis ■ Setup web ranking report ■ Site structure ■ Sitemap ■ Google + ■ Local business results ■ On-page optimisation ■ Image optimisation ■ Directory submission ■ Article submission ■ Link building ■ Social media setup ■ Blog

Keyword optimisation

Long tail keywords

Keyword optimisation

How many keywords per page ?

Keyword strategy

Keyword research

• Free tools : Google External keyword tool

• Paid tools : Word tracker, Semrush, Keyword discovery

• Target Long tail keywords and generic keywords

• Target 2 to 3 keywords per page

• Use Google adwords to test your keyword selection

How do I get more links ?

Exact match domain names dying slowly

Need for speed

Don’t just aim for ranking go for CTR

Link building is almost dead ???

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html While there was some significant contention about issues like paid links and ads vs. content, the voters nearly all agreed that social signals and perceived user value signals have bright futures.

What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future?

You tube & Video optimisation

• You tube accounts for about 28 % of all Google search results

• You tube appears often on Google SERP results • Create a branded you tube channel for your business • Each video on your site should have its own page,

indexable by search engines • Write descriptive keyword rich keyword titles for your

videos on You tube • Provide video description for context, share video

features • Cross promote your videos on other social channels

SEO limitations

■ Takes longer to get near the top

■ Google is always one step ahead

■ Flash websites are much harder to optimise

■ High competition for the best keywords

■ Difficult to rank high for generic keywords

Is there something else I can use to get around these problems?

What is search engine advertising/ PPC

…a form of Internet marketing that seeks to promote

websites by increasing their visibility in search engine

result pages (SERPs) through the use of paid

placement, contextual advertising, and paid inclusion.

Wikipedia

Why should you consider?

What will drive my traffic ?

*Via Forrester’s

Interactive Marketing

2012 Report

Where should I advertise ?

The process

Traffic

• A well executed PPC

campaign sends targeted

traffic to your site.

• Plus, sites that rank both high

in Paid and Organic results

receive more clicks.

24/7 Advertising

Paid search ads start running

immediately and continue to run

24/7.Potential buyers or customers

will always be able to find you.

Precision

• PPC advertising has advanced controls:

• Day-parting: You can choose to have your ads run only

at certain times during the day.

• Geolocation: You can target your ads to run in certain

locations only.

Calculating your target CPA

1. Determine Your Conversion Rate

2. Calculate Your Gross Profit

3. Calculate Your Target CPA

4. Calculate Your Net Profit

5. Determine Maximum CPC

Figure out your conversion rate

• Conversions / Site Visits = Conversion Rate

• If a site received 4,000 site visits in a month, and

generated 80 conversions, the conversion rate would be

2%.

• 80 / 4,000 = .02

How is Quality score calculated ?

What does quality score influence ?

Getting on top of paid listing

3 Types of Landing Pages

Tips on improving ROI

• Run a negative keyword campaign

• Spread media across Google, Yahoo & Facebook

• Focus on Display ads , remarketing campaigns

• Location, Location , Location

• Make an offer they can’t refuse

• Utilize long tail keywords

• Timing is everything

• Home page is not a landing page

• Quality score is key

• Monitor it regularly ( Keep on testing …)

Is PPC right for me ?

• Does your business have a unique selling point ?

• Do you stock products ?

• Do you need to feed your sales team with leads ?

• Low cost of lead acquisition

• Do you need to measure ROI ?

• Ability to focus on specific locations , time zone

• Ability to change your marketing message daily

• Better conversions

What is social media marketing?

Social media marketing is a term that describes use of

social networks, online communities, blogs, wikis or any

other online collaborative media for marketing, sales,

public relations and customer service.

Wikipedia

What is social media

How is social media used ?

Australian social media users

Time spent on each channel

Pain points in social media

But, we know what we want

Measuring success

Linkedin coverage

What matters?

Why is so important ?

What to share ?

Your online profile ?

What can I get from linked in ?

What can I get from linked in ?

Most people do this …

Social media setup

• Create a Plan

• Own Your Name

• Set Up Your Microhouses

• Enable Social Sharing

• Create Rules For Engagement

• Engage

• Set up a Process To Watch The Action

Budgeting for social media

Key factors about social media

• Attraction: How to draw people to you

• Retention: How to keep people coming back

• Conversion: Moving from liker to buyer

• Measurement: Making wise decisions

Is your business ready for social media

• What goals do you hope to achieve from a social media

marketing effort?

• What measures of success will be used to evaluate a

social media marketing program?

• Do you employ a full-time community manager?

• Have you identified and engaged and/or networked with

influential's in your target industry on social web sites?

• Is there a user generated content component of your

web site? Profiles, comments, reviews, content sharing:

text, image, video or audio?

Conversion rates

What is conversion rate?

• The percentage of your visitors who end up reaching a given goal.

• Typical goals include, making a purchase, submitting an inquiry form, and signing up for a free newsletter.

What’s your conversion rate ?

2 %, 5% or 10 % ?

To double your conversion rate , you need to

increase conversion rates of your

• Ads by 25 %

• Homepage by 25 %

• Product page by 25 %

• Shopping cart by 25 %

Ways to improve conversions

• A/B split tests

• Google Adwords

• Web analytics

• Usability testing

• Test your headlines

• Test different offers

• Test different calls-to-action

• Remove clutter

• Test different images

• Don’t ask for too much information

Paid Search: proven fastest method

for getting site visits and leads

Organic Search: together with paid

search increases purchase likelihood 73%1

Display Advertising: builds brand awareness

& lifts conversion 22% over search alone2

Social: 50% increase in CTR when consumers

exposed to social media & paid search3, also factors into organic search rank

Reputation: 90% of consumers believe

online reviews4, which impacts conversions, also factors into organic search rank

Sources: 1. comScore/iProspect, 2. Microsoft Atlas Institute, 3. MarketingSherpa, GroupM, 4. Kudzu

Performance of Each Medium

Mobile > PC

PC > Mobile

Mobile search

Mobile trends

• Mobile growth and device adoption

• The word “ mobile” is getting outdated

• Tablets will replace majority of desktop users

• HTML5 and responsive design will continue to grow

• Mobile E commerce is growing

Impact of mobile on your business

Optimise for mobile

Mobile shopping trends

Mobile –first generation

Mobile websites

Mobile site optimisation

The mobile rule of thumb

“ If it cannot be done by the thumb, it cannot be done”

• Buttons should be big

• Buttons should be isolated

• Buttons should be reachable

• Buttons Should be Prioritised

• Buttons Should Use Descriptive Text

59% expect “total cost” before checkout -OneUpWeb

23% of shoppers will abandon checkout if forced to Register –Forrester Research

“For whatever reason, a free shipping offer that

saves a customer $6.99 is more appealing to

many than a discount that cuts the purchase

price by $10.”

--David Bell, Wharton

School of Business

Cart abandonment spikes when cart total is low and when shipping charges are close to the cart total

It also spikes near the $100, possibly

due to the “triple digit” mark

Conclusion

• Q&A

• Request a free Consultation for your website

• Thank you !!!

• Sam Shetty sam.shetty@netregistry.com.au