Cairo Day2 Part5 Driving Traffic Pub

Internet Marketing Seminar 10:30-13:00 |Part 5 |Driving

traffic to your website:

How to find customers online?

The funnel

Exposure

Activation

Interest / Desire

Relationship / Permission

Purchase

Repeat purchase

What do you want your targets to do?

How much are you willing to pay?

Branding/

Awareness Email

signupProfiled

Signup Trial

signup Trial

buy Purchase

CPO

= £$€ ?

Banner

Video

Blogs

Email

• Measure conversions

• Monitor successes

CPI/CPL

= £$€ ?

Affiliates

Consider payment models

InvestmentsFixed price for placement?

Investment + price to seed/drive traffic?

Performance based payment?Pay per click (PPC), per for exposure (PPM)

Pay per lead, pay per order?

Pay to acquire X number of leads?

SEXY? NON SEXY?

SEXY? NON SEXY?

Get busy checking the motor

Focus on your target group and its need

Work actively with your content

Align your sales process with the presumed/documented buying process

Experiment to learn and improve

ROMI must be central

Use flowcharts. ALWAYS

Online/offline in combination

Offer/message first, then copy, then ”creative”

Test, test, test – if possible

Differentiate your messages

Be creative to achieve results –not to win fancy awards or the admiration of your peers

Your CEO doesn’t know

Do not leave anythingto chance

Media instrumentation and course of interaction:

How to attract customers online

Focus on your flow

Traffic drivers

Landing page

Dialogueprocess

Confirm page

Action confirming

choice

More media investments

than you can imagine are wasted due to a

poor acquisition conversion process,

rather than poor media planning

The Moment

of Truth

Sellprocess

Capture data

Limit your MWR’s

(c) Michael

Leander

12

Offer choices

In this case both

membership types

were offered free

of charge!

Your online media mixSearch

Adds

•Banners

•Text links

•Etc.

Social media

•Blogs

•Social networks

•Video

Online PR

• Traditionalmedia

• Social media

Web-properties

Push DM/IM

•Email marketing

•Mobile marketing

•DM Twitter

•DM Social networks

Advertising on sites

• Place banners, links on

general interest sites

• Place banners, links, advertorials

on niche sites

Affiliate marketingBring your message to potentially

thousands of websites

Pay based on performance only

Engage me – surprise me

Innovate and disrupt

Bad bad banner

More than 500.000 banner

impressions in targeted emails

returned 2 signups each

valued at € 200.

Search engines

Pros/Cons SEO- Everybody can and

should participate

-Few are able to achieve

critical mass

- Irrelevant traffic

Pros/Cons SEM- Long tail keyword may

benefit, but volume may

be a problem

- Few are able to achieve

critical Mass

- In some industries

AdWords and similar is

VERY competitive

Organic search produced one

order at € 30.000

Work with these elements

Rather than: http://www.bankofcyprus.com/main/main.aspx?id=82 – use bankofcyprus.com/creditcard

Page titles

Keywords

Meta descriptions

1. Top left is by far most valuable area of search resultpage

(c) Michael

Leander

22

AdWords

Overall viewing behavior search

What information in the abstract is most useful?

Title: 30%

Snippet: 43%

Category: 0.3%

URL: 21%

Other: 5% (includes, cached,

similar pages, description)

Percentage of time spent viewing each part of abstract

Other: 5.3%

Title: 30.5%

Category: 0.3%Snippet: 42.8%

URL: 21.1%Other: 5.3%

Title: 30.5%

Category: 0.3%

URL: 21.1%

Pay Per Click Advertising –Creating Ads

Managing Google Adwords

Tips SEO / SEM

List of keywords

Test different adds and how they convert

Start with Google Adwords, get experience –move onto other platforms

Optimize your website for search engines (besure your CMS is optimized for SE)

Permission Email marketing

Permission based email marketing should be at the heart of your online marketing mix

Works for all industries, in all markets

Thought to be inexpensive ….

Challenging, fun to work with, easy to test creative/offers/messages etc.

(c) Michael

Leander

29

Pull email

RSS feeders

Permission emails(push)

Email is evolving

Online PR

Online PR- Powerful if your message is

relevant

- Particularly powerful if you have

access to a network of bloggers

Blogging

Inexpensive andeffective

Seeding and timeto achieve criticalmass is an issue

Surprising things happen

Must integrate blog to website

The new black

NEWS FLASHSocial networkingand social mediahere to stay

How are you goingto tap into thesenew channels?

33

Cost effective?

Advertising on social networkcommunity platforms

LinkedinTargeted advertising

Quite expensive

FacebookTargeted advertising

Volume issues in many

countries

Facebook test campaign

316.000 impressions

234 clicks

X sales

ROMI

USD Y

USD Z/each

Targeted college graduates

25-49 years of age in

Cyprus & Egypt

Compare that to an add in a commercial email newsletter

18.000 recipients

75 clicks (0,42%)

2 sales

USD 600

USD 8

USD 300/each

Engage through group or fan pages

39

- Value creation

- Content

- Frequency

- Engagement tactics

Engage through your own custom made application

(c) Michael

Leander

40

Ooops !

Building your own groups onsocial networking platforms

• Build it

• Test it

• Publish content

and attract content

• SEED-SEED

• Engage

• Expand or close

What about Twitter?

- Twitter can drive trafic

- Twitter can sell stuff

- But Tweet super frequency

essential

- Large # of RELEVANT

followers crucial

Blog post: Is this the best TV commercial…

45

Case study Using video on You Tube to drive traffic

(c) Michael

Leander

46

47

Link to

blog

Organic search placement

48

# 1 and # 5 on Google for

”fleggaard commercial”

REMEMBER

- placement on external sites

may influence your search

ranking and how people

experience you for the first

time

Blog

YouTube

Full circle

49

Top 10 search terms that week

Your own video

Video tools

A decent camera or Flip Video

Tubemogul.com – upload to manysites + stats

Blip.tv – your own player + stats

Editing software – CyperlinkPowerdirector (less than € 100)

Tips for getting your video out here

Send me an email mln@fokusintegrated.com to get the valuable 2 page DIY mini-guide in January 2010

More information

Free marketing trends report and newsletter here:http://www.fokusintegrated.com/meemoo2/

Follow on Twitter here

http://www.twitter.com/michaelleander

Contact Michael Leander, connect on LinkedIn, Facebook, Xing etc:

mln@fokusintegrated.com

+45 27 28 29 53