Taking Your Business Online

GETTING THE MOST FROM YOUR WEB BUSINESS

www.traffika.com.au

THE WORLD HAS ALREADY CHANGED

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ABOUT ME

Matt Forman (@mattforman)

• Founder & Managing Director @traffika

• Oversee digital strategies & campaigns from clients including retail, property, banking, publishing, retail and education.

• Previously CEO at one of Australia’s fastest growing niche social networks

• 13 years digital marketing experience including senior online leadership

• Google Certified Adwords & Analytics

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BRAND EXPERIENCE

www.traffika.com.au

WHO IS TRAFFIKA• Fast growing online marketing agency

• Offices in Brisbane & Sunshine Coast – team of 15

• Exist to help our clients become more successful by integrating online more effectively into marketing mix

• 4 brand pillars: results, service, quality, passionate people

• Search Engines, Social Media, Online Media Planning & Buying, Analytics & Optimisation

• Clients include education, retail, property, banking, mining, publishing & professional services

www.traffika.com.au

PHASE 1

Phase 1: Connecting computers

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PHASE 2

Phase 1: Connecting computers

Phase 2: Connecting content

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PHASE 3

Phase 1: Connecting computers

Phase 2: Connecting content

Phase 3: Connecting people

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PHASE 4

Phase 1: Connecting computers

Phase 2: Connecting

content

Phase 3: Connecting people

Phase 4: Connecting data

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YOU SHOULD BE ONLINE BECAUSE:

• That’s where your customers are• It’s cost effective• It’s measurable & highly accountable• It’s real time • Your competitors will be

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ONLINE STRATEGY IS BUSINESS STRATEGY

• What is your business strategy?• How does your strategy translate to business

objectives? • How can online deliver these objectives? • Website design comes last • Do you even need a website?

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AREAS WE’LL COVER TODAY

Search Engines Social Media

ConversionsMeasurement

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SEARCH ENGINES

Organic Search

Paid Search

Local Search

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ORGANIC SEARCH

SERP: Search Engine Results

Page

Organic Search results

72% of searchers use organic results

Onsite: Relevant,

fresh, unique & quality content

Offsite: links from other

websites (back links) count as

votes

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ORGANIC SEARCH RESULT

Title tag: -Keyword rich- Grab attention- 64 characters- Write like ad headline

Meta Description: -Keyword rich- Sell the click- 157 characters- Write like ad body

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WAR WAGED KEYWORD BY KEYWORD

• SEO starts and ends with the RIGHT keywords• Do your research:– Volume– Intent – Competition

• Tools to help:– Google Keyword Tool https://adwords.google.com/select/

KeywordToolExternal

– Market Samurai www.marketsamurai.com – Wordtracker www.wordtracker.com

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5 TIPS FOR SEO COPYWRITING

1. Write for people not Search Engines2. Use the keyword in the H1 tag3. Use the keyword in your body copy 4. Link between pages on your site using

keywords as the anchor text5. Where it makes sense keep to 1 keyword

theme per page

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PAID SEARCH

Instant traffic: pay-per-click

auction

Just 95 characters to tell your story

Combination of price &

quality determines

where your ad ranks

28% of searches click on paid ads

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PAID SEARCH AD

Headline: - 25 characters- Create awareness & interest- Relevant to search intent

Body Copy: - 2 lines x 35 characters each- Create desire to click- Strong call to action- Relevant to search intent

Display URL: - 35 characters - Same as the domain its going to- Relevant to search intent

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PAID SEARCH BEST PRACTICE

• Know your objectives first:– What are you measuring?– Brand v’s direct response

• Keep your keyword themes tight:– Segment then segment your segments – Group keywords by intent – Write ads that are highly relevant to keyword– Landing page must match keyword intent

• Always be testing:– Test, measure, optimise, repeat

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5 TIPS FOR WRITING PAID SEARCH ADS

1. Highlight key differentiating points2. Use capitalisation to your advantage3. Pre-qualify the click4. Use the keyword in the body copy5. End with a strong call to action

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LOCAL SEARCH

Top results on page 1

20% of all search has local intent

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GOOGLE PLACES LISTING

Reviews

Photos & Video

Contact details

Profile

Map

Content matters. Use

the right keywords

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OWN THE 3 SEARCH ENGINES

Paid

Local

Organic

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SOCIAL MEDIA STRATEGY

• Having a Facebook page or a Twitter profile IS NOT a social media strategy

• Social IS a powerful communication platform, treat it like you do your business phone

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SOCIAL LANDSCAPE

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SOCIAL MEDIA IN AUSTRALIA

*Source: Neilson Online Social Media Report March 2010

Windows Live Spaces

LinkedIn

Bebo

Blogger / Blogspot

Photobucket

Yahoo Groups

Whirlpool Forums

Flikr

Twitter

Friends Reunited

Yahoo Answers

Wikepedia

YouTube

Facebook

0% 10% 20% 30% 40% 50% 60% 70% 80%

18%

22%

23%

24%

28%

33%

33%

34%

35%

37%

48%

65%

70%

75%

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10 ESSENTIAL SOCAL MEDIA ELEMENTS1. Goals

2. Objectives

3. People

4. Measurement

5. Content

6. Listening

7. Conversation & Engagement

8. Community

9. Tools

10. Policies

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FACEBOOK EXAMPLE

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FACEBOOK EXAMPLE

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TWITTER EXAMPLE

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YOUTUBE EXAMPLE

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LINKEDIN EXAMPLE

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SLIDESHARE EXAMPLE

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5 SOCIAL MEDIA TIPS

1. Start by listening2. Be authentic – give value to get value3. Only do what you can effectively manage –

who will answer your social media phone?4. Use the right tools to connect everything5. Keep your branding consistent

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THE MOST POWERFUL ONLINE MARKETING SECRET

• Optimising your web page for conversions is the smartest marketing investment you can make

• Dramatically increase your sales without spending a single cent more on advertising

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ONLY 2 THINGS MATTER

WIIFM• What’s In It For Me?

HDIGI• How Do I Get It?

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PART ART, PART SCIENCE

• Page layout

• Design

• Copy

• Calls to action

• Forms

• Navigation

• Tools to measure - A/B Split & Multivariate experiments

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DOES SIZE MATTER?

• Our experience has found:– Short form works better for:• Competition entries• Downloads (whitepapers / info packs)• Email database generation

– Long form works better for:• Considered purchases • Information products (where trust needs to be built)

– Multi-step funnels work better for:• eCommerce • Detailed information products

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BEFORE OPTIMISATION

Control page

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1st OPTIMISATION

Moved navigation to bottom

Testimonial for credibility

Product shot to create emotion

Simple & clear benefit

statement

3rd party endorsement to build trust & credibility

Very clear what happens

next

Strong & obvious call to action

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FOLLOW-UP OPTIMISATION

Removed navigation –

no exit strategy

Moved call to action to

bottom right

Emphasised FREE

Exclusive offer for email

member ‘never before

published recipe

Moved testimonial

(picture / copy rotates)

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GOOGLE ANALYTICS

• Free tool for measuring online performance

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TOP 7 TAKE AWAYS

1. Consumer behaviour has changed forever – how are you adapting?

2. Ensure your websites are SEO and Social Media friendly out of the box

3. Own the keywords that define your business on all 3 search engines

4. Write online copy for people but include your keywords5. Who will answer your social media phone – only do what you

can manage6. Continually test and optimise your web pages for conversion –

it’s the smartest investment you can make7. Use Google Analytics to measure and monitor your

performance over time

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CONNECT

facebook.com/traffika

twitter.com/traffika

slideshare.net/traffika

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