Online marketing workshop melbourne nov 13

Launching a successful online

business

Presented by Sam Shetty

Who is Netregistry?

• Netregistry is Australia’s largest domain name & web hosting

provider. We are a one-stop-shop to help businesses get and grow

online.

• Netregistry also offers email, web design, website security and

online marketing solutions

• Since launching in 1997, Netregistry has helped over 500,000

Australian business of all sizes grow online. With 1 in 3 Australian

domain names are registered with Netregistry.

• Netregistry aims to educate business owners through a range of

online resources, eBooks and workshops.

About Sam - Me

• Career started in IT and then started consulting for startup

businesses

• My belief has always been how technology and people can bridge

together for business, with a focus on innovative software to create

a better customer experience.

• Working with Netregistry for the past 8 years. Advising and helping

clients with their online strategies.

• An active speaker in the small business industry – trade shows,

government events and workshops

Events & Workshops

Your Online journey ….

“If you don’t know where you are going, you

might not get there ”

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

Buyers complete 60% of their buying cycle before they contact

your organization.

CEB 2012

What will drive my traffic ?

*Via Forrester’s

Interactive Marketing

2012 Report

The selling process

Which one is right for me ?

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

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

SEO setup

• Google Analytics

• Google webmaster tools

• XML sitemap

• Google +

• Google Alerts

• Social media setup

SEO checklist for new sites

• Accessibility ( Google webmaster tools)

• Keyword targeting (search volume/low difficulty/relevance)

• Content quality & value

• Design quality & usability

• Social media setup ( Claim your name )

• Link building strategy

Google Analytics

Your visitors

Google Analytics measurement

Goal funnel visualization

Measuring Drop outs

Keyword research

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

Search Engine Optimisation

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

SEO tools

• Google analytics (www.google.com/analytics)

• Google webmaster tools (www.google.com/webmastertools)

• Search Monitoring ( www.dashfolio.com)

• Keyword research (www.semrush.com)

• Image search (www.tineye.com)

• Back links checker ( www.ahrefs.com)

• SEO browser (http://www.browseo.net/)

• Google updates (www.moz.com/google-algorithm-change)

• Google penalty checker (www.fruition.net/sem/user/login)

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?

Website Usability

• Simple & Easy to use

• Design pages for scanning and not for reading

• Good, visible, site navigation

• Talk the same language like your users

• Prioritize the key information( users look for) above the fold

• Trust & Creditability need to be reinforced

SEO Process

Don’t allow 404 errors on your sitemap

SEO 2013

(SEO) Search Engine Optimisation now is …

“Social Engagement Optimisation ( SEO) ”

Combine search & social

How does Google decide ?

SEO of the past

SEO of the future

SEO Table

Ranking is not a business goal

• Being #1 is great, but

if it doesn’t drive

qualified traffic that

doesn’t convert for

business objectives,

then you haven’t

done anything.

Website speed

• Test site speed all the way through your

funnel, not just the homepage.

My hosting. Why should I bother?

• Direct impact on your revenue

• Customer experience

• Repeat customers

• Mobile users

Why does Google + matter

“ Within search results, information tied to verified online

profiles will be ranked higher than content without such

verification, which will result in most users naturally clicking on

the top (verified) results. The true cost of remaining

anonymous, then, might be irrelevance."

– Eric Schmidt

SEO chases the algorithm

Keeping up with Google

Hummingbird

In SEO, the Rich Get Richer

Should I outsource SEO ?

• Do you have multiple sites ?

• Do you have web design skills ?

• Are you able to track results ?

• Do you time to write articles ?

• Are you able to acquire links for your website ?

• Can you afford to spend 20 hours a month?

What is 20 hours of your time worth ..???

The SEO pyramid

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 ?

The process

CPC & Quality score

CPA & Quality score

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

3 Types of Landing Pages

Before creating a landing page….

• Business objectives

• Know your audience

• Visitor action

• Entry points

• Technical limitation of your target audience

• Check domain name availability

• Competitive analysis

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

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

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

You already have the skills

Social media setup

• Claim your social profile

• Setup up for business page for Social media sites

• Make your website social

• Embed your social feeds to your website

• Setup social media monitoring ( hootsuite)

• Setup a list of keywords to follow

• Plan a strategy to motivate customers to share your

business on their social circle

Questions to get you started ...

1. Why are people interested in your organization or

cause?

2. What content creates conversation?

3. What content could create community?

4. What can the community create for your content?

(Collaborate and empower)

5. What content or ideas can you open up?

6. What added value can your content offer?

7. What does the medium dictate?

Success on social media

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 is for B2B & B2C

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 users are different from desktop users

Load time for websites

Load time for Mobile users

Conversion rate optimisation

What is conversion rate ?

What’s your conversation rate ?

CRO factors ?

Methods used for conversion tracking

Website usability tools

• www.crazyegg.com

• www.clicktale.com

• www.kissmetrics.com

• www.ghostrec.com

• www.visualwebsiteoptimizer.com

Usability issues

Usability issues

Video works !!

Videos help you sell more

Is your website secure?

• 90% of businesses suffered some sort of

computer hack over the last 12 months

• More than 6,600 websites get added daily

to the Google malware blacklist

• 30% of all hacked websites is due to stolen

credentials such as FTP

• It takes 10 mins to crack a lowercase

password that is 6 characters long

My website has been hacked

• Blacklisted by Google

• Account suspended by hosting provider

• Drop in search engine ranking

• Bad user experience

• Effect existing campaigns

• Loss of business

Conclusion

• Request a consultation

• Upcoming workshops

Thank you !!