Cairo Day2 Part5 Driving Traffic Pub
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Internet Marketing Seminar 10:30-13:00 |Part 5 |Driving traffic to your website: How to find customers online?
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Transcript of Cairo Day2 Part5 Driving Traffic Pub
Internet Marketing Seminar 10:30-13:00 |Part 5 |Driving
traffic to your website:
How to find customers online?
The funnel
Exposure
Activation
Interest / Desire
Relationship / Permission
Purchase
Repeat purchase
What do you want your targets to do?
How much are you willing to pay?
Branding/
Awareness Email
signupProfiled
Signup Trial
signup Trial
buy Purchase
CPO
= £$€ ?
Banner
Video
Blogs
• Measure conversions
• Monitor successes
CPI/CPL
= £$€ ?
Affiliates
Consider payment models
InvestmentsFixed price for placement?
Investment + price to seed/drive traffic?
Performance based payment?Pay per click (PPC), per for exposure (PPM)
Pay per lead, pay per order?
Pay to acquire X number of leads?
SEXY? NON SEXY?
SEXY? NON SEXY?
Get busy checking the motor
Focus on your target group and its need
Work actively with your content
Align your sales process with the presumed/documented buying process
Experiment to learn and improve
ROMI must be central
Use flowcharts. ALWAYS
Online/offline in combination
Offer/message first, then copy, then ”creative”
Test, test, test – if possible
Differentiate your messages
Be creative to achieve results –not to win fancy awards or the admiration of your peers
Your CEO doesn’t know
Do not leave anythingto chance
Media instrumentation and course of interaction:
How to attract customers online
Focus on your flow
Traffic drivers
Landing page
Dialogueprocess
Confirm page
Action confirming
choice
More media investments
than you can imagine are wasted due to a
poor acquisition conversion process,
rather than poor media planning
The Moment
of Truth
Sellprocess
Limit your MWR’s
(c) Michael
Leander
12
Offer choices
In this case both
membership types
were offered free
of charge!
Your online media mixSearch
Adds
•Banners
•Text links
•Etc.
Social media
•Blogs
•Social networks
•Video
Online PR
• Traditionalmedia
• Social media
Web-properties
Push DM/IM
•Email marketing
•Mobile marketing
•DM Twitter
•DM Social networks
Advertising on sites
• Place banners, links on
general interest sites
• Place banners, links, advertorials
on niche sites
Affiliate marketingBring your message to potentially
thousands of websites
Pay based on performance only
Bad bad banner
More than 500.000 banner
impressions in targeted emails
returned 2 signups each
valued at € 200.
Search engines
Pros/Cons SEO- Everybody can and
should participate
-Few are able to achieve
critical mass
- Irrelevant traffic
Pros/Cons SEM- Long tail keyword may
benefit, but volume may
be a problem
- Few are able to achieve
critical Mass
- In some industries
AdWords and similar is
VERY competitive
Organic search produced one
order at € 30.000
Work with these elements
Rather than: http://www.bankofcyprus.com/main/main.aspx?id=82 – use bankofcyprus.com/creditcard
Page titles
Keywords
Meta descriptions
1. Top left is by far most valuable area of search resultpage
(c) Michael
Leander
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AdWords
Overall viewing behavior search
What information in the abstract is most useful?
Title: 30%
Snippet: 43%
Category: 0.3%
URL: 21%
Other: 5% (includes, cached,
similar pages, description)
Percentage of time spent viewing each part of abstract
Other: 5.3%
Title: 30.5%
Category: 0.3%Snippet: 42.8%
URL: 21.1%Other: 5.3%
Title: 30.5%
Category: 0.3%
URL: 21.1%
Pay Per Click Advertising –Creating Ads
Managing Google Adwords
Tips SEO / SEM
List of keywords
Test different adds and how they convert
Start with Google Adwords, get experience –move onto other platforms
Optimize your website for search engines (besure your CMS is optimized for SE)
Permission Email marketing
Permission based email marketing should be at the heart of your online marketing mix
Works for all industries, in all markets
Thought to be inexpensive ….
Challenging, fun to work with, easy to test creative/offers/messages etc.
(c) Michael
Leander
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Pull email
RSS feeders
Permission emails(push)
Email is evolving
Online PR
Online PR- Powerful if your message is
relevant
- Particularly powerful if you have
access to a network of bloggers
Blogging
Inexpensive andeffective
Seeding and timeto achieve criticalmass is an issue
Surprising things happen
Must integrate blog to website
The new black
NEWS FLASHSocial networkingand social mediahere to stay
How are you goingto tap into thesenew channels?
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Cost effective?
Advertising on social networkcommunity platforms
LinkedinTargeted advertising
Quite expensive
FacebookTargeted advertising
Volume issues in many
countries
Facebook test campaign
316.000 impressions
234 clicks
X sales
ROMI
USD Y
USD Z/each
Targeted college graduates
25-49 years of age in
Cyprus & Egypt
Compare that to an add in a commercial email newsletter
18.000 recipients
75 clicks (0,42%)
2 sales
USD 600
USD 8
USD 300/each
Engage through group or fan pages
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- Value creation
- Content
- Frequency
- Engagement tactics
Engage through your own custom made application
(c) Michael
Leander
40
Ooops !
Building your own groups onsocial networking platforms
• Build it
• Test it
• Publish content
and attract content
• SEED-SEED
• Engage
• Expand or close
What about Twitter?
- Twitter can drive trafic
- Twitter can sell stuff
- But Tweet super frequency
essential
- Large # of RELEVANT
followers crucial
Blog post: Is this the best TV commercial…
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Case study Using video on You Tube to drive traffic
(c) Michael
Leander
46
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Link to
blog
Organic search placement
48
# 1 and # 5 on Google for
”fleggaard commercial”
REMEMBER
- placement on external sites
may influence your search
ranking and how people
experience you for the first
time
Blog
YouTube
Full circle
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Top 10 search terms that week
Video tools
A decent camera or Flip Video
Tubemogul.com – upload to manysites + stats
Blip.tv – your own player + stats
Editing software – CyperlinkPowerdirector (less than € 100)
Tips for getting your video out here
Send me an email [email protected] to get the valuable 2 page DIY mini-guide in January 2010
More information
Free marketing trends report and newsletter here:http://www.fokusintegrated.com/meemoo2/
Follow on Twitter here
http://www.twitter.com/michaelleander
Contact Michael Leander, connect on LinkedIn, Facebook, Xing etc:
+45 27 28 29 53
