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 [email protected]
