Go fish internet marketing - 2014
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Transcript of Go fish internet marketing - 2014
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Internet MarketingBy Peter
Fish24th July 2014
gofishcc
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12 years
Multi-channel
Technical
Google PartnerSA Moderator
Google Partner Academy – Regional Speaker
ROI-driven
Wide variety of clients Front Runner, Afrihost, Cape Union Mart,
Thornybush, Cellini, CUM Books
Go Fish Client Catchers
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What do you want to achieve?
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How do you achieve growth?
Strangers
• Attract Visitors
• Convert Clients
• DelightPromote
rs
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3 main channelsSearchDisplayCommunities
How do you generate traffic?
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What are you selling and who are you selling to?
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Search engine marketing
Quality
Two types:Free (Organic)Paid (CPC / PPC)
Search
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Search Results
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How does Google decide?On-site (SEO)Off-siteQuality
Free Rankings
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Content types: news, general articles, blogs, product reviews etc.
Link bait
Browsing bait
Content Strategy
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Google AdWords Search NetworkCPC: R2 – R200CTR: 0.5% to 10%ComplexQuality score ImmediateEffective
Paid Rankings
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Keyword researchVolumeCompetitionQuality
Keyword Targeting
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How long is the avg. search term?
1 2 3 4 5 6 7 8 9
Search Term Length
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How long is the avg. search term?
1 Word5%
2 Words22% 3 Words
25%
4+ Words48%
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20% are unique
17% are searched only twice in 90 days
8% are searched only three times in 90 days
55%45%
Searches per Month
More than onceOnce or less
Keywords
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chainsaw stihl chainsaw
stihl ms 170 chainsaw online shop cape town
Buying Cycle & The Long Tail
PurchaseResearchInterest
0 50
25
75
100
LEAST likely to
buy
MOST likely to
buy
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Display Advertising
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YouTube Advertising
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AdWords Engagement Ads
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Remarketing
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Remarketing
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Can you segment your target market?
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Others
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Build a Community
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Interaction-driven
Social bookmark sharing (Online word of mouth)
Social Traffic
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Multi-Channel?
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Conversion optimisation– Clear offer & selling point– Trust building elements– Call-to-actions
Upselling “buy a cover with that?”
Cross-selling “people who bought that also bought these…”
Remarketing follow-up marketing: promotions, new products
Revenue Generation
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Conversion Funnel
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Traffic
3072 to 9517210%
Conversion Rate
2.27% to 3.4%49%
Revenue
70 to 324364%
The Effect
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Mark Twain:
“There are three kinds of lies: lies, damned lies, and statistics.”
Analyse traffic Focus future plans Trial-and-error results A/B testing
Web Analytics
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Who brings you the most value?
18-24 25-34 35-44 45-54 55-64 65+ R-
R1.00
R2.00
R3.00
R4.00
R5.00
R6.00
R7.00
R8.00
R9.00
R10.00
R4.68
R3.80
R8.61
R5.23 R5.07
R6.45
New Visitor Returning Visitor
R3.05
R7.88
male female
R4.83
R6.24
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What value do your channels bring?
R-
R2.00
R4.00
R6.00
R8.00
R10.00
R12.00
R14.00 R13.02
R9.25
R6.91 R6.50
R5.61
R4.45 R4.04
R3.04
R0.38 R0.30 R- R- R- R-
Per Visit Value by Channel