Online marketing workshop melbourne

Online marketing

workshop

Presented by Sam shetty Aug 2012

Agenda

■ The Digital landscape

■ Online marketing, Which one is right for me ?

■ Planning your SEO implementation

■ SEO process

■ Should I outsource my SEO ?

■ PPC

■ Social media

■ Conversion rate optimisation

■ 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

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.

How many sites will they visit?

■ 36% visit 3-5 sites for research

■ Only 12 % visit 6 or more sites!

* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09

52% of consumers visit only 1 or 2 sites when researching a product*

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

Send converting traffic

Conversion rates

The life of a Google query

■ The life span of a Google query normally lasts less than half a second, yet involves a number of different steps that must be completed before results can be delivered to a person seeking information.

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

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

Target Keywords

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

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html NOTE: We surveyed SEOs about more on-page optimization features, but I didn’t include them all on this chart as it would make the labels very tiny and hard to read

Most Important On-Page, Keyword-Use Factors (as voted on by 132 SEOs)

My guess: Some voters didn’t fully understand the internal/external link anchors choice

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

Duplicate Content

Good, Unique Content is NOT ENOUGH

You tube & Video optimisation

• You tube accounts for about 28 % of all Google search results

• You tube appears often on Google SERP results • Create a branded you tube channel for your business • Each video on your site should have its own page,

indexable by search engines • Write descriptive keyword rich keyword titles for your

videos on You tube • Provide video description for context, share video

features • Cross promote your videos on other social channels

Manual link submission request

Competitive link research /Acquisition

Links via embedded content

Links via Viral Campaigns

You Probably Won’t Convert Well

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

Above the fold !!

Google adwords

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

Setting up a PPC campaign

■ Easy to setup

■ Decide on a daily budget

■ Set your maximum cost per click (CPC)

■ Create a keyword list

■ Write an ad which attracts customers

■ Decide on a ‘call to action’

■ Track, monitor, modify and improve

■ Landing pages

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

These are just tools – snow shovels

Deciding to use a tool is a TACTIC

I want to use a snow shovel to benefit my business

Using them to reach goals is a STRATEGY

Clearing my driveway helps more customers get where they’re going

The web is a two way conversation!

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

“Social Media is Like a Cocktail Party:

Listen Then Respond”

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

How To Get Started

“Twitter is like a Text Message with a BCC: To The World”

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

“Facebook is a social network that connects people personally and professionally through

connections, messages, photos, & videos.”

Photo Credit: Marvin Kuo

“Company Blogs are Digital Publications that Allow Public Responses”

Photo Credit kevindooley

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

What is important ?

What is conversion rate?

• The percentage of your visitors who end up reaching a given goal.

• Typical goals include, making a purchase, submitting an inquiry form, and signing up for a free newsletter.

What’s your conversion rate ?

2 %, 5% or 10 % ?

To double your conversion rate , you need to

increase conversion rates of your

• Ads by 25 %

• Homepage by 25 %

• Product page by 25 %

• Shopping cart by 25 %

Ways to improve conversions

• A/B split tests

• Google Adwords

• Web analytics

• Usability testing

• Test your headlines

• Test different offers

• Test different calls-to-action

• Remove clutter

• Test different images

• Don’t ask for too much information

Paid Search: proven fastest method

for getting site visits and leads

Organic Search: together with paid

search increases purchase likelihood 73%1

Display Advertising: builds brand awareness

& lifts conversion 22% over search alone2

Social: 50% increase in CTR when consumers

exposed to social media & paid search3, also factors into organic search rank

Reputation: 90% of consumers believe

online reviews4, which impacts conversions, also factors into organic search rank

Sources: 1. comScore/iProspect, 2. Microsoft Atlas Institute, 3. MarketingSherpa, GroupM, 4. Kudzu

Performance of Each Medium

Targeting Everyone

Don’t Target everyone !!

Narrow your Target

audience or segment your

messaging – to speak

directly to your customer.

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

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

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

• Thank you !!!

• Sam Shetty sam.shetty@netregistry.com.au