Achieve Business Growth With Online Marketing
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Transcript of Achieve Business Growth With Online Marketing
Improve Business Results With
Agenda
¤ What Is Online Marketing?
¤ Why its important?
¤ What People Do Online
¤ The Tools
¤ The Process ¤ Website ¤ Traffic ¤ Testing
So What Is Online Marketing?
Online marketing, also known as web marketing, internet marketing, webvertising, or e-marketing, is referred to as the marketing (generally the promotion) of products or services over the Internet.
It not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.
Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.
Source: Wikipedia
My Definition
¤ Online Marketing is an activity & a process that offers value for customers and helps a business reach it’s goals via web based technology.
The online tool kit
Email Marketing & CRM
Digital & Display Advertising
Search Engine Marketing & SEO
Social Media
Mobile Marketing
Affiliate Marketing
Coupons & Offers
Inbound Content inc Video
Acquisition
Acquisition & Retention / Engagement Retention / Engagement
Web Analytics & CRO
Just Having A Website Is Not Enough
You Need:
¤ Traffic
¤ Systems for capturing names
¤ Systems to build relationships
¤ To measure results
¤ To be where your customers are every day
¤ Online and on their phone
¤ Multiple touchpoints
One Possible Strategy
How Does It Work?
Why It’s Important?
Question: What Do people Do Online?
What People Do Online
What People Do Online
Try & Solve Their Problems
And Find Solutions Anonymously
92% Reach
Compare This to Traditional Advertising
Lots of Waste
Why is Search Different
Why Search?
¤ Reach: ¤ 24 x 7 x 365 days a week ¤ Reaches 90% of Australia
¤ Relevance ¤ Target based on search intent
¤ ROI ¤ Measureable, in near real time
Lets look at a Google Search
Paid
Advertising
Organic
Listings
Organic Search (SEO)
Organic
Listings
Organic Search: Some Stats 36.4% click on position 1
12.5% = 2
9.5% = 3
7.9% = 4
6.1% = 5
4.1% = 6
3.8% = 7
3.5% = 8
Lets Look at Hairdresser Malvern
Local business are the first to be shown in the directory listings
Lets look at Melbourne Printers
This area is paid advertising
All of these are local businesses
Organic Search: Some Key Facts
¤ 93% of consumers worldwide use search engines to locate web sites. (Source: Forrester Research)
¤ The top 3 positions get nearly 60% of the clicks
¤ 75% of search engine traffic never scroll past the first page of results. (Source: Market Share Hits Link)
¤ 89% of the links users click on are organic, not paid
¤ BUT….. Paid Advertising is a great way to test what works before you invest in SEO ¤ The 2 result in incremental sales
Paid Search: Pay Per Click
Paid
Advertising
The Return On Investment
Per Month
Budget $1,000
Ave. Cost Per Click $8.00
Expected Conversion Rate
4.0%
Value Per Conversion $500.00
Total Expected Return $2,500
Management Fees $595
Total Return $1,905.00
ROI 150% Return
Cost
CPC: Based on search term Bookkeeping Services Melbourne
Key Focus
Some Results
¤ Spent $160 in advertising & generated $1,000 in revenue
¤ One client has moved from doing the work to quoting for the work (& hiring people to do the work!)
¤ Another client had its best sales month ever! ¤ 1st time it received warm leads instead of doing cold calls
¤ We are generating more higher value leads
Why Measuring Websites Matter
Base 1% + Visitors 1% + Opt-In 1% Convert
No. of Visitors 801 809 801 801
Opt-In Rate 18% 18% 19% 18%
Conversion Rate 14% 14% 14% 15%
Average Sale $100 $100 $100 $100
=Net Revenue 2018.52 2038.70 2130.66 2162.70
¤ Conversion increase of 1% has most impact $144.18
¤ Results are amplified with higher % increases
¤ Test what works!
What Is Split Testing?
Summary
¤ Often what we think will work is wrong
¤ Having a online strategy is critical
¤ We don’t advocate one service over another
¤ Depends on your business, your goals, where you are at & what you have done so far
¤ Often its good to start with Paid Advertising ¤ Fast & you can test what works
¤ SEO changes constantly ¤ Be wary of SEO cowboys & just buying links