E marketing day 2

E-MarketingMarketing your business online

Alexandria, Egypt - Nov 2012

E-Marketing - Overview

Day 1 Bringing your businesses online● Setting up a website for your business

● Social media crash course

● Managing your web presence

Day 2 Driving online traffic● SEO & backlink building 101

● Online marketing tactics

● Running a Google Adwords campaign

● Running a Facebook campaign

Day 3 Driving online traffic & getting sales● Running a Google Adwords campaign

● Converting visitors to customers

● Google Analytics – monitoring & optimizing your website

● Small Business Problems / Questions

Alexandria - November 2012

Driving Online Traffic

The big 8 Channels for driving traffic● Search Engines● Paid Advertising● Referral Traffic● Social Media● Affiliate Marketing● Email Marketing● Video Marketing● Offline Marketing


Driving Online Traffic Search Engines

SEO 101 (Search Engine Optimization)

● SEO = Getting ranked on google

● Importance of SEO○ Seo leads - 15% close rate○ Paid search leads - 7% close rate○ Email marketing - 2% close rate



Search Engine Usage (Worldwide)● Google - 86% of search traffic● Bing - 7.3% of search traffic● Yahoo - 3.1% of search traffic

Focus SEO efforts on Google● Google is by far biggest● Google continues to gain market share



ADT Home Security Case Study - SEO value

● company that sells home alarm systems

● Contribution margin $300 per sale

● For every 50 website visitors we got 1 sale

● $300/50 = $6 value per website visitor



ADT Home Security Case Study - SEO value

Running large scale SEO campaign ● resulted in 4,000 additional visitors per day

● 4,000 * $6 = $24,000/day value

● search engine visitors converted at 1/25 (twice the rate)

● SEO campaign valued at $48,000/day



Basics of SEO - The SEO blueprint

● On page ranking factors (10%)○ Domain name ○ File name○ Page Title○ Header tags○ Keyword density throughout the content ○ Site speed

● Off page ranking factors (90%)○ Backlinks





Estimating search traffic

● "Modern Furniture" = 8,100 searches (egypt)● Click Distribution

○ Position #1: 45.46% of all clicks





● Estimates Traffic from "Modern Furniture" ○ 8,100 * .15 = 1,200 visitors per month○ Potential traffic = 8,100 * .45 = 3,645 visitors per month


http://www.agent-seo.com/seo/click-distribution-percentages-by-serp-rank/#






On page SEO tips

● Create a unique page for each keyword you are trying to target.

● Use keyword in the url of the website, in the page title, and in a header tag.

● Use keyword a few times in the page content.

● Ensure that your website loads fast.


Driving Online Traffic Search Engines/Backlink Building

● Backlink Building○ Serves two channels

■ Referral Traffic Channel■ Search Engines Channel

○ All backlinks are not Equal■ Page Rank■ Higher page rank = higher on google


Driving Online Traffic Search Engines/Backlink Building

● Backlink Building - Tactics○ Copy your competition○ Social Media Links○ Customer approach (forums)○ Network and ask people you know for links○ Web Directories○ Press Releases○ Article/ RSS/Video/PDF/Podcast Submissions○ Blogging


Driving Online Traffic Search Engine/ Localized Content

● Localized Marketing○ power of local marketing

○ Get on Local Maps *■ google maps■ bing maps■ yahoo map


Driving Online Traffic Search Engine/ Localized Content

Localized Keyword Targetingexample: target seo efforts on "Alexandria Modern Furniture" rather than "Modern Furniture"

● Much less SEO effort● More likely to rank first on google● Narrows traffic to customers who can buy your product

ADT Home Security - 70% of search traffic (3,000/day) through this tactic



● Small business SEO


Driving Online Traffic Affiliate Marketing

Affiliate Marketinghaving other online marketers sell your product

● Do your Homework

● Develop a policy for affiliate sellers

● Advertise your affiliate program

Google & Amazon offer affiliate networks.


Driving Online Traffic Email Marketing

Creating a NewsletterBuilding an audience● Provide link on website● offer promotions to subscribe● promote on paid networks & social media● no more than 1/week, no less that 1/month


Driving Online Traffic Video Marketing

Video Marketing Advantages● People like videos● Relational● Higher Conversion

Video Marketing Opportunities● Youtube● SEO benefits


Driving Online Traffic Social Media / Promotions

Contents Promotions & Giveaways

Facebook Promotions

Common Promotional Ideas● Competitions● Online Quizzes● Coupons● Sweepstake● Giveaways


Driving Online Traffic Offline Marketing

Offline Marketing Ideas

● merchandising ● business cards● local business directories (phone book)● QR codes


Driving Online Traffic Paid Channels

Paid Online Marketing

● Search Advertisements

● Display Advertisements

Payment Structures ● pay per click

● pay per view



Google Adwords (Hands On Campaign Setup)



Facebook (Hands On Campaign Setup)


Technology

E marketing day 2