Welcome toUnderstanding online marketing

Sam Shetty sam@nettschool.com.au

Agenda

■Why you need to act NOW!■ Search engine optimisation■ Search engine advertising■ Social media marketing■Q & A

Do you know any shopping centre that can reach over 20 million people and is open 24 hours a day?

Go where the people are.

Show me the money!

• 57% of total ecommerce spend was domestic**• In 2012, Aussies are predicted to spend $32 billion online!*• Nearly 80% of internet users have made a purchase online***

■ * Source: Forrester research - B and T Magazine August 2009. ■ ** Source: APCA – B and T Magazine August 2009■ *** Source: Neilsen Rating study - reported in Marketing Charts, November 2008

$23 billion Spent by Australians on online goods in 2008*.

Average online spend in Australia

Average online spend in the past 12 months*:

■ Singapore US$3480■ Japan US$3175■ South Korea US$3027■ India US$2147■ Hong Kong US$1698

* Visa e-Commerce Tracking Survey Nov 2008

US$4160 Australians are the biggest online spenders in Asia-Pacific region.

Research process

The last step

Better conversions

Common problems and concerns

Is your website not generating enough traffic & revenue?

Too far down the search engine results?

Not getting enough online enquiries?

Unsure about keyword strategy?

Confused by link strategy?

Is your website hard to find?

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

Sales conversions

>55% More than 55% of online purchases come from a search engine.

How many sites will they visit?

■ 36% visit 3-5 sites for research■ Only 12 % visit 6 or more sites!

* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09

52% of consumers visit only 1 or 2 sites when researching a product*

Avoiding the 15 second ‘bounce’

Make sure they stay!

Tell them…■ Who you are? ■ What you do?■ Why is it important to them?■ What to do next?

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

Send converting traffic

People don’t buy products!■ Customers don’t buy products – they buy the means of

achieving a personal goal, need or desire

■ For example: there are ten times more searches for ‘recipe’ or ‘diet’ than there are for ‘pasta’ or ‘herbs’

■ Identify what your target customers may be trying to achieve rather than what you are trying to sell

■ Then research the keywords they use to reach those goals

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.

Search Engine Optimisation

■ Indexing your website ■ Google analytics ■ Keyword research (Keyword research report)■ Competition analysis■ Site structure■ Sitemap■ Local business results■ On-page optimisation■ Directory submission ■ Article submission■ Link building ■ Industry specific optimisation

Crawlability /Link Architecture

Tag Length recommendations

Duplicate Content

Manual link submission request

Competitive link research /Acquisition

Links via embedded content

Links via Viral Campaigns

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?

Where should I advertise ?

Natural vs sponsored results

The process

Above the fold !!

Google adwords

Why AdWords ….

Setting up a PPC campaign

■ Easy to setup ■Decide on a daily budget ■ Set your maximum cost per click (CPC)■ Create a keyword list ■Write an ad which attracts customers ■Decide on a ‘call to action’■ Track, monitor, modify and improve■ Landing pages

Case study

■ Exclusively bridesmaids ■ Landing page

Common SEA problems

■ “My daily budget gets blown quickly!”

■ “The ads don’t appear like they’re supposed to”

■ “My company can afford more”

■ “It’s too expensive”

■ “‘Tyre-kickers’ waste my money”

■ “My ads have a high bounce rate”

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

Search marketing vs social media marketing

■ Search marketing: Bringing customers to your site

■ Social media marketing: Going where your customers are!

You might think social media is this

These are just tools – snow shovels

Deciding to use a tool is a TACTIC

I want to use a snow shovel to benefit my business

Using them to reach goals is a STRATEGY

Clearing my driveway helps more customers get where they’re going

Knowing the customer goal may reveal better tools

Wow! Cleanest driveway in the street!

The entire web is social – with many tools

Replying to an email is a social activity…

Writing on a blog is a social activity…

Interacting with a website is a social activity…

The web is a two way conversation!

Businesses often ask the wrong question

How can my business sell more by using social media?

There is a better question

How can I use the social web to help consumers achieve their goals?

“Social Media Marketing:Enables Others to Advocate for Your Business

Through Compelling Content”

Image credit: Ian Sane

“Social Media is Like a Cocktail Party:

Listen Then Respond”

How does your audience behave?

■ 69% of Aussie users read blogs

■ 83% have viewed video online

■ 39% subscribe to RSS feeds

Source * Universal McCann International social media research, wave 3

73% …of purchases are first researched online

Where do my customers hang out?

• 29% of time spent online in Australia is on Facebook!

• Twitter grew 1067% in Australia in the first half of 2009!

*Neilsen Company Jan 2010

9.9 million Australians used social media in Dec 2009!

Social media is ‘word of mouth’ marketing

• 90% of consumers value recommendations from friends higher than any other marketing!

Word of mouth marketing

Facebook overtook Google in March 2010

*courtesy Hitwise Australia, March 2010 (Hitwise.com.au)

“Twitter is like a Text Message witha BCC: To The World”

Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive

Website Traffic.

“Links are the Currency of the Social Web”

“Facebook is a social network that

connects people personally and professionally

through connections, messages, photos, &

videos.”

Photo Credit: Marvin Kuo

“Company Blogs are Digital Publications that Allow Public Responses”

Photo Credit kevindooley

To Blog or not to Blog ?

■ Blogs are search engine magnets that can drive traffic to key areas of your company website.

■ Blogs can gather sales leads.■ Blogs are a means of establishing leadership or expertise in

your industry.■ Blogs are a means of building relationships with customers

and prospects and improving customer interaction.■ Blogs offer the ability to communicate quickly on fast-

breaking news, issues, or events.■ Blogs help build brand awareness and help define your brand.■ Blogs are a low-cost marketing channel.

Social Media Can Drive Leads and Customers

Photo Credit: PhotoDu.de

Social media is for B2B & B2C

Let’s look at just one tool

Twitter – evolved with user behaviour

What is Twitter?

A “microblogging” platform

Allows people to create posts (“tweets”) of 140 characters or less

Users can “follow” others that interest them

Starting out as a ‘broadcast’ medium…

One way messaging

Followers couldn’t reply to tweets

Difficult to create conversations

...it evolved into an 'engagement' medium

Users created the ‘@’ reply

Began using # to tag conversations

Twitter adopted and built these behaviours into the application

Users transformed how Twitter worked

Turned it into a true communications network

Extremely rapid spread of ideas, content and comments

Twitter is entirely about people talking to each other – word of mouth

Will someone recommend your product?

Will someone recommend your shop?

Wow! Now this is word of mouth!

a

Brand awareness / customer engagement

Customer service & support

Should we care what one person thinks?

Trib has over 4,000 followers. I’d care!

How many followers may share this with their followers? And so on…

Do you know what people are saying about your business?

But then, so is this!

a

Twitter marketing strategies

Nearly there…

Conclusion

■Q&A

■ THANK YOU

■ Sam Shetty sam@nettschool.com.au