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E-marketing Class 3: Traffic. José J. Cabrera y Charro Msc Office 2.94 (sporadically) [email protected] 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog. LinkedIn group : IMM eMarketing. Did you register? Activity - PowerPoint PPT Presentation
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E-marketingClass 3: Traffic
José J. Cabrera y Charro MscOffice 2.94 (sporadically)[email protected] 5395 2422
http://nl.linkedin.com/in/josejaviercabreraycharrohttp://www.compassonlinemarketing.nl/blog
LinkedIn group: IMM eMarketing
Did you register? Activity Finding inspiration
Continue!
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
Office 2.94 (sporadically)
06 5395 2422
http://nl.linkedin.com/in/josejaviercabreraycharro
http://www.compassonlinemarketing.nl/blog
