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Top Secrets To E- Top Secrets To E- Marketing Success Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

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Page 1: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Top Secrets To E-Marketing SuccessTop Secrets To E-Marketing Success

Joseph A. MohayOnline Sales Manager – GlobalDirectories.com

Page 2: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

AgendaAgenda• Who We Are

• Internet Usage In The Caribbean

• Types of Online Advertising

• Creating An Effective Website

• Search Engine MarketingPaid Search (PPC)Search Engine Optimization (SEO)

• Measurability and Reporting

Page 3: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Global Directories – Global Directories – 40 Years In Local Search40 Years In Local Search1. Approx: 2 million phonebook directories distributed in 16 countries in the Caribbean.2. Leading Internet Yellow Pages Sites – Driving Hundred’s Of Thousands Local

Searches to our Advertisers (JamaicaYP.com, BarbadosYP.com, etc)3. Robust Local Content, Highly Authoritative, Highly Visible on Major Search Engines

Page 4: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Caribbean Internet Usage Today11,394,978 internet users 5,903,520 Facebook users

Page 5: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Mobile Market Opportunity

• Caribbean has one of the highest levels of mobile phone penetration in the world.

• Mobile phone penetration in Latin America and the Caribbean reached an estimated 80% in early 2009. The world average is approx 58%.

• Together, Latin America and The Caribbean accounts for a total of 12% of the world's 3.97 billion mobile subscribers.

Rise of the Caribbean Mobile Market Feb 14, 2011 10:09 AM PDT

Page 6: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

More Than 100 Billion Searches / MonthMore Than 100 Billion Searches / Month

6Over 95% Start At A Search Engine: Google, Yahoo, Bing.com

Page 7: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

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Types of Online MediaTypes

• Display• SEM Search Engine Marketing *• SEO Search Engine Optimization *• Email Marketing • Newsletters• Video• Viral Marketing (Word of Mouth) *• Classifieds• Affiliate Marketing *• Desktop or Software • Product Placement • Pop Ups or Pop Unders• Landing Pages• Lead Gen

•* Not really sold by Publishers

Technologies

•Behavior Targeting•Contextual Targeting•IP or Geo Targeting•Rich Media•Rich Internet Applications (AJAX)•Keyword Targeting / Adwords•Video Scanning•Social Media Targeting / Influencers

Display 24%

Search 41%

Classifieds 16%

Other 9% Rich 10%

Display Search Classifieds Other Rich / Video

Est. Spending By CategoryEst. Spending By Category

Page 8: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Online Advertising Spend ProjectionsOnline Advertising Spend Projections

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• Online Media Spend Will Double within 3 Years

Page 9: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Effective Marketing Effective Marketing Today…Today…

Page 10: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Effective WebsitesEffective Websites

Page 11: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Business Websites Inform Online UsersBusiness Websites Inform Online Users

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Page 12: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Consumers Want InformationConsumers Want Information

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Contact / More Info?

Why?

What?When?How?

Page 13: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Searchers Like OptionsSearchers Like Options

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Page 14: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Coupons are opportunities

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Page 15: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Good Experience = Sales ConversionsTen Tips For An Effective E-Commerce WebsiteTen Tips For An Effective E-Commerce Website

1. Make sure your site loads in 3-4 seconds or less2. Provide clear, easy-to-find contact information. On every page of your

site3. Make stuff easy to find. From “Nice Site” to “I am Ready To Buy” Clear

product links, sensible categories and a good site search on your site will all help

4. Group information in a logical way. Put the pricing info, the quantity and any product options all right near the 'buy now' button . Put the product description, selling points and name together as well.

5. Send an e-mail to customers when: They place an order; their order is confirmed; their order ships out (include shipment tracking information

Page 16: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Good Experience = Sales ConversionsTen Tips For An Effective E-Commerce Website Cont.Ten Tips For An Effective E-Commerce Website Cont.

6. Give your customers all the pricing information up-front.7. Save their work if they leave a form field blank, show them the same

page again, with all their data still in the form.8. Offer ways to stay connected. Sign up for an e-mail newsletter, follow us

on Facebook, Twitter subscribe to a latest news feed 9 Write unique content with relevant keywords use bullets and call to

action (not just paragraphs)10 Teach. Help your clients and customers make a good buying decision. If

they don’t buy they'll remember and they'll be back. Blogs are also great for educating clients and putting fresh content on the Search Engines. Google love its!

Page 17: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Recommend Using PayPal – Get PaidPayPal.comCurrently PayPal.com operates at some level in more than 190 countries; the services available for merchants vary from country to country.

There are 3 basic services you can use on PayPal

1. Send money – Money can be sent from one Paypal account to another from and to on any country. 2. Receive Money – This applies to merchants that need payment methods on their websites. They can charge for credit cards for their products3. Withdraw Money – This is the tricky part, once you sold something, you need that money in your bank account. This can be done to a bank account, to a Visa Credit card, with a check from PayPal. This options are not available for all countries. You can check the available services by country on PayPal’s Website.

• For example, in Barbados you can only withdraw using one of this options:

oTo your Visa card issued in Barbados.oTo your US bank account.

Page 18: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Will Your Site Be Found?Will Your Site Be Found?

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Page 19: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Be Found in the Golden TriangleBe Found in the Golden Triangle

The key area for top sponsored ads were looked at by the

participants 100% of the time..

Eye-Tracking verifies the importance of page position and rank in both Organic and PPC search results for visibility and click through.

Page 20: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Search Engine MarketingSearch Engine Marketing

Page 21: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

SEM is an acronym for "Search Engine Marketing.” SEM is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs).

The primary SEM methods include: – Search engine optimization (SEO)– Pay-per-click advertising (PPC)

Search Engine Marketing DefinedSearch Engine Marketing Defined

Page 22: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Organic Natural Results

Website must be deemed important In Google’ Eyes Relevant, Authoritative, Popular. May Get To 1st Page But Google Decides

SERPs – Search Engine Results Page SERPs – Search Engine Results Page

Paid / Sponsored Ads Connect With Searchers That Are Looking For What You Sell. Pay Only When They Click On Your Ad And Go To Your Website. Get on The 1st Page Of Google Immediately

Page 23: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

What is SEO?What is SEO?• SEO is the process of editing a web

site’s content and code in order to improve visibility within one or more search engines. This is commonly referred to as on-site optimization.

• SEO also involves cultivating link popularity; a key factor in achieving organic rankings in Google and other search engines. This is commonly referred to as off-site optimization.

Page 24: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Search Engines Look For 3 Things:Search Engines Look For 3 Things:• Relevancy: Is their rich, relevant content on

your web pages and does the content on your web page inform and deliver value to the searcher. Content Is King!

• Popularity: High number of natural-occurring inbound links.

• Authority: Quality links deliver authority because they are viewed as trusted sources of content by Google. Internet Yellow Pages sites like BarbadosYP.com, JamaicaYP.com, etc.

Page 25: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Title TagTitle Tag

Relevant Content + Keywords Relevant Content + Keywords

Local Address On Each PageLocal Address On Each Page

Site Map – Outline of SiteSite Map – Outline of Site

Keyword Rich Keyword Rich Anchor TextAnchor Text

Steps To Optimize PageSteps To Optimize Page

Page 26: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

• Paid Authoritative Directories (Yahoo Directory, DMOZ, BOTW.org, Business.com, Internet Yellow Pages Sites)

• Local business organizations (Chamber Of Commerce, Design Caribbean)

• Make a list of the top sites in your Industry sector Hint: To find sites in your industry by searching on industry name + add url

• Issue press releases whenever you have relevant information to share. (PRWeb, PRLeap)

• See if retailers or other business partners might be willing to link to your site. Can you offer to do something for them like write an article in return for a link

• Develop business relationships with non-competing businesses in the same field ask if they will link to you and vice versa.

• Are there ways you can get involved in the community that would lead to reporters writing a story about you?

• Local newspapers and news sites are always on the lookout for local content.

• Find links to your competitors Use Yahoo Site Explorer

Basics Of Link BuildingBasics Of Link Building

Page 27: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

What is Paid Search Marketing (PPC)?What is Paid Search Marketing (PPC)?• Pay Per Click advertising (PPC) is an

auction. • You decide how much you are willing to

pay to appear when a keyword is searched on and which ad you want to appear when that happens.

• Your ad only appears to searchers looking for relevant products and services.

• You only pay when a searcher clicks on your ad.

• Originally the person who was willing to pay the most got the best position on the page.

Page 28: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Why Choose You?Why Choose You?

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Contact / More Info?

Why?

What?When?How?

Page 29: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Why Invest in PPC ?Why Invest in PPC ?1. Effective way to reach customers at the moment they

are ready to buy and at every other point in the sales/transaction funnel.

2. Your ad is only presented to consumers interested in your products and services and you only pay when they click on your ad.

3. Easy to measure & consistently delivers higher relative ROI. (Hint: Few advertisers now, lots of searchers are looking for you)

1. Offline Sales Occurs upwards of 50% of the time. (phone call, walk-in)

4. Your control where and when your ads show.1. Targeting 1 or multiple countries with a click of a button2. Dial it up and dial it down. Great for seasonal business

Page 30: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

PPC: The Importance of Quality ScorePPC: The Importance of Quality ScoreNowadays it depends both on how much you are willing to pay and on your Quality Score.

Your Quality Score varies for every keyword you bid on and is based on the following: • The click through rate of that keyword • The relevancy of your ad text to the keyword it appears for • The relevance of the landing page to the ad text• The relevance of the landing page to the keyword • The historical performance of your Adwords campaigns • How your Adwords campaign is structured

Page 31: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

- Google

Why You Should Care about Quality Score?How do Ads Rank?How do Ads Rank?

Page 32: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Ad Structure ExampleAd Structure ExampleBusiness name – Acme Real Estate

Ad Group Theme 1 Selling a Home

Ad Group Theme 2 Buying a Home

Ad Group 3Property Mgmt

Ad Group 4 Commercial Real Estate

Selling a homeFinding a RealtorSell your home____________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Affordable homesQuality homesHomes for sale____________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Property ManagementGroupsRenting my Home___________________________________________________________________________________________________________________________________________________________________________________________

Finding CommercialPropertyAffordable CommercialProperty________________________________________________________________________________________________________________________________________________________________________________

Page 33: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Campaign Targeting: Campaign Targeting:

Page 34: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

SEM Report - Sample Driving Customers To Take Action!!

Relevant & Effective Ads = High CTR2% or above is ideal!

Allows For Multiple Target Markets-To Reach Wider Audience

Testing Multiple AdsAnd Having A Targeted Message Is Key To Successful Campaigns!

Page 35: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

SEM Report Sample

Turning It Up When Needed!!

Focusing On All Of Your Ideal Customers!

Page 36: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com
Page 37: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Search Engine Marketing Recap – SEO and PPCSearch Engine Marketing Recap – SEO and PPC

These are 2 very different methods of achieving search engine success that should be run in parallel so that the results of each can be used to improve the other. The key differences are outlined below:

SEO PPC

Pro’s

“Free” (you don’t pay for every single click) Work done impacts on all search engines Some consumers prefer it

Very versatile Very scientific Great Control Quick turnaround (results in days) You can bid on any keyword you like and as many as you like You only pay when someone clicks on your ad

Con’s

Less control Less scientific More difficult to analyze Have to focus on limited keywords Usually 3-12 months before impact is seen

Optimization and campaign management are resource intensive & can be quite complex You have to manage each search engine separately

Page 38: Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – GlobalDirectories.com

Questions?Questions?

Joseph A. Mohay – Online Sales ManagerGlobal Directories – Miami / Cayman Islands

[email protected]: jmohay