Online marketing workshop april13

Online marketing

workshop

Presented by Sam shetty April 2013

Agenda

■ The Online space

■ Online marketing, Which one is right for me ?

■ Understanding SEO

■ Google Analytics

■ SEO process

■ SEO Myths

■ PPC

■ Social media

■ Mobile websites

■ Conversion rate optimisation

■ 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

Your Online journey ….

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

might not get there ”

Buyers complete 60% of their buying cycle before they contact

your organization.

CEB 2012

What’s the Root Cause?

We’re too focused on what we want them to know about us. • Gracious welcome

• Overview of company

• Wonderful product line

• Extraordinary services

• Unique differentiators

What are their goals & objectives?

What issues & challenges do they face that you can help with?

The selling process

The digital world

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

Conversion trinity

Steps to success

Google Analytics

Your visitors

New vs Returning visitors

Sources of new visitors

Google Analytics

Google Analytics measurement

Goal funnel visualization

Measuring Drop outs

GA other Analysis

Solution priorities

Not provided Data in Google Analytics

Key findings

Recognized keywords drop by 50%

All websites need landing pages

3 keys to a successful website

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

Keyword strategy

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

Google Algorithm updates.....

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?

Make your Site Search-Engine Friendly

Manual link submission request

Competitive link research /Acquisition

Links via embedded content

Links via Viral Campaigns

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

SEO Table

Ranking is not a business goal

Ranking # 1 does not matter any more

SEO chases the algorithm

Questions you should be asking ?

• What is the purpose of the website ?

• What are you trying to get your users to do once they

arrive on your website ?

• Who is your target audience ?

• How are you going to measure success ?

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

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

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

Future: Shift from “doing social”

to “being social”

EXTERNALLY: SOCIAL BRAND • Actively listen & respond • Demonstrate social behaviour – compelling,

authentic, transparent. • Community driven.

INTERNALLY: SOCIAL BUSINESS • The expertise of company is available to people • Training & development internally for employees &

business units to become ‘digital citizens’ • Social turns inward as teams collaborate internally

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 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

Mobile users are different from desktop

users

Load time for websites

Load time for Mobile users

Conversion on mobile sites

Mobile user friendly

Uniform message across devices

Scaling /Tilts

User friendly .. Less fields

Conversion rate optimisation

What is conversion rate ?

What’s your conversation rate ?

Conversion Rate Optimisation ( CRO)

CRO Process

CRO factors ?

Methods used for conversion tracking

Websitetestingtools.com

Website usability tools

• www.crazyegg.com

• www.clicktale.com

• www.kissmetrics.com

• www.ghostrec.com

• www.visualwebsiteoptimizer.com

Increasing Abandonment rates ...

Usability issues

Usability issues

Video works !!

Videos help you sell more

Testimonials... Building trust

Converting trials

A “carrot” shows the dollar amount remaining before

free shipping. Placing it proximal to the

cart total may make it more noticeable

Saving cart contents save sales. Use your web analytics days to purchase

report for ideal cookie length.

This call to action reinforces urgency

Urgency

Clear error handling (not this)

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

• Upcoming workshops

• http://www.netregistry.com.au/resources/workshops/

• Thank you !!!

• Sam Shetty [email protected]