Online Marketing workshop : Feb 2013

Online marketing

workshop

Presented by Sam shetty Feb 2013

Agenda

■ The Online space

■ Online marketing, Which one is right for me ?

■ Understanding SEO

■ SEO process

■ SEO Myths

■ PPC

■ Social media

■ Mobile websites

■ Q & A

Mobile > PC

PC > Mobile

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?

Clicks are People !

For you to achieve your goals, your visitor must achieve their goal first. “Visitors are only concerned with how they want to buy and what is relevant to them”

Watch your data not just results!!

“Successful marketers know

their goals, and they watch

data everyday and constantly

analyse not only the results,

but what data matters.”

“Website traffic is

meaningless unless it converts into leads”

Website Traffic

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

Sales conversions

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

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

How do search spiders crawl the web?

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

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

Don’t just aim for ranking go for CTR

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

Google Penguin vs Panda Update

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

What will drive my traffic ?

*Via Forrester’s

Interactive Marketing

2012 Report

Is PPC right for your company?

• Two basic ways people end

up making money with their

websites.

• They sell something or they

get a lead who eventually

they can sell something to.

E-commerce

• When people search for a product your selling, having a PPC ad will

ensure buyers find you.

• E-commerce sites are the most frequent users of search engine

marketing.

• Ingredients for Success:

– Need a comprehensive keyword list for each product

– Implement conversion tracking

– Need proper landing pages

– Manage inventory against ads running

– Offer guarantees or special offers

Lead generation

• Using paid search for lead generation helps you find sales

prospects who are interested in your service or product.

• Ingredients for Success:

– Need a comprehensive keyword list for each product or

service

– Implement conversion tracking

– Need proper landing pages

– Strong lead generation form

– Offer an incentive

– Make it easy to contact you

Branding

• Branding campaigns are for people

looking for traffic without a specific call

to action for visitors to take. It’s lacks

the measurability of lead generation

and e-commerce.

• Ingredients for Success:

– Use local targeting if applicable

– Bid on your company and brand

names

– Create landing pages where

appropriate

Branding

Measurable

• Paid search is measurable from start to finish.

• Advertisers can track what keywords are being searched, clicks and if a buyer purchased a product from the click.

• Impressions: Each time the ad is viewed.

• Cost-Per-Click: The cost for each click generated.

• CPA: The cost per action – how much does it cost to get someone to take an action

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.

Above the fold !!

Google adwords

How is Quality score calculated ?

What does quality score influence ?

The “Brakes” in PPC

What to do when your campaign isn’t

working:

1. Keep an Eye on Costs

2. Not All Clicks Are Equal

3. Know When to Stop Spending

4. A/B Test

Watch your Google Quality Score

• The historical CTR of the keyword and the matched ad

• CTR of all the ads and keywords in your account

• The historical CTR of the display URLs in the ad group

• The quality of the landing page

• The relevance of the keyword to the ads in its ad group

• The relevance of the keyword and the matched ad to the search query

• Your account's performance in the geographical region where the ad will be shown

• The higher your Quality Score, the lower your costs and the better your ad position.

Investigate Long-Tail Keywords

• Long-tail keywords are three or more

words.

• Traffic from long-tail keywords convert at a

higher rate, and have a lower CPC, since

demand for the keyword is lower.

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

Optimising your landing CTA

• Make your CTA(s) clear and unambiguous

• The bait and switch

• Amazing! Awesome! Kick-Ass!!!!

• Breathing room

• Keep it where it can be seen

• Personalize/localize the call to action

• Reduce the available options

• Be audience appropriate

How to make it work ?

• Quality Score ( 0 – 10 )

# Max CPC ( maximum cost per click)

# CTR ( Click through rate )

# Quality of Ads

# Load time ( Time it takes for Google to load your website)

• Better Landing pages

• Good call to action

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

Time spent on each channel

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 is social media used ?

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

Pain points in social media

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

• 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

Tip #1 Shows you are legitimate and there are real people at the end of the line.

Helps those uncomfortable with online transactions, but who like your offer.

Show a phone number

Tip #2 Ensure content

and creative is

consistent

throughout.

From banner, to

landing page to

emails.

Provide a consistent experience

Tip #3 Avoid adding

unnecessary

content.

When dealing

with online

prospects, get

right to the

point.

“Don’t Bore Us... Get to the Chorus” (Roxette)

Tip #4 Focus the users

attention with a clear,

noticeable headline. A clear and concise headline

Tip #5 To create buzz with

a landing page, add

sharable links with

the common social

networks – popular

is Twitter.

Enable sharing on your viral landing pages

Tip #6 Two options:

1. Different landing pages for different segment.

1. Geo-targeting – if available, you can create a single page with changing content based on visitor.

User Segmentation

Tip #7 Remember that ad campaign that had a single button proclaiming "Don't click me"? Nobody could resist that.

Look back at your landing page and see what is vying for your attention.

Remove the clutter

Tip #8

Ensure visitors get a

chance to read your

most important copy.

If it’s buried amongst

5 paragraphs of text,

it’ll be missed.

Keep reading to a minimum

Tip #9

If it’s not critical

to the information

or product being

requested, then

don’t risk scaring

people away.

Don’t ask for information you don’t really need

Tip #10 Try to write all the important stuff in layman’s terms. Separate content to make it easier to read.

Make it entertaining. T&C’s for real people, and T&C’s for lawyers.

Easy to understand Terms and Conditions

Tip #11 Try and match content and keywords on landing page to AdWords campaign.

Increases relevancy and Google attributes your intentions resulting in lower costs.

Reduce your Pay-Per-Click costs

Tip #12

For example, if the desired action is for the customer to call a phone number, ensure that they don’t have to do any extra work.

Personalise the call to action

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]