E-marketing Class 3: Traffic

E-marketingClass 3: Traffic

José J. Cabrera y Charro MscOffice 2.94 (sporadically)jose.cabrera@hu.nl06 5395 2422

http://nl.linkedin.com/in/josejaviercabreraycharrohttp://www.compassonlinemarketing.nl/blog

LinkedIn group: IMM eMarketing

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Online marketing: TCEI-model

TRAFFICTRAFFIC CONVERSIONCONVERSION EXCELLENCEEXCELLENCE INNOVATIONINNOVATION

Remember conversion rate?

Most important thing of all?

Nope…

No traffic, no conversion…

Today: Traffic

What is traffic? What are the main sources?

How to get traffic? Is it free? What can you pay for traffic?

Some handy tools for your projects!

Analytics & Traffic

How to get traffic?Direct traffic

Referring sites

Search engines

Direct traffic

Good URL Brand recognition & preference Word-of-mouth (tell-a-friend) Offline advertising Promotions PR

Repeat visitors E-mailings Satisfied customers

Is direct traffic free?

Referring sites

Incomming links Own sites External sites

Free Paid Trade PR

Banners Affiliates

Paying for referral traffic

CPM - 1000 views (€ 0,50 - € 25,00) CPC - click (€ 0,10 - € 10,00) CPL - lead (€ 1,00 - € 250,00) CPA - conversion (€ 5,00 - € 500,00)

Revenue share (5% - 50%)

Search engines

Being nr 1….

How to be up there?

SEO - Organic Search engine optimization Free Is it? Takes time to build How to do it?

On site optimization Choose KeyWords to

target Write tekst with KW Get incomming links Link label

Optimize title/description

SEA - Paid Search engine advertising Costs money Does it? Start inmediately How to do it?

Optimize landing page conversion

Choose keywords Write great ads Manage and optimize

actively Optimize title/description

Organic vs Paid

Title/description: get the click!

How much to pay for a visitor?

How much potential traffic?

Google insight: http://www.google.com/insights/search/ Compare volume Seasonality

Google Adwords http://adwords.google.com Volume per Keyword Cost per click Check the long tail

Important questions to answer! How much traffic is there? How will you get traffic? What’s your plan?

Direct visitors Repeat visitors

Referral Search engines

SEO SEA

What will traffic cost you? How will you make money on your traffic?

Course structure

1. Introduction 2. Conversion 3. Traffic 4. Excellence 5. Innovation 6. Statistics

7. Your presentations!

Required reading this week

Video: http://www.compassonlinemarketing.nl/blog/excellence/hoe-een-start-up-winstgevend-werd-door-slimmer-werken/

Diagram: http://www.compassonlinemarketing.nl/wp-content/uploads/Schermafbeelding-2011-07-25-om-08.35.03.png

Contact me

José J. Cabrera y Charro

jose.cabrera@hu.nl

Office 2.94 (sporadically)

06 5395 2422

http://nl.linkedin.com/in/josejaviercabreraycharro

http://www.compassonlinemarketing.nl/blog