14 August 2012Geelong, Victoria

Karl Morris

Websites Vs Yellow Pages

Websites that work for your business

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VS

@www

Intent Based Marketing Models

“A model best exemplified by the Yellow Pages or classified section of local newspapers.”

John Battelle- The Search

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Intent Based Marketing Models

Brand awareness and influencing purchase

decision.

Content Based Marketing Models

Content Based Marketing Models

A brief history

Old

New

Intent Content

Paid inclusion

Free & performance based

How many people are online?

Nielsen Netview March 2012

How many people are online?

Nielsen Netview March 2012

Name Unique Audience(000)

Active Reach (%)

Brand Rank by Audience

Total Sessions

Google 14,056 86.97 1 443,831

Facebook 10,962 67.93 2 317,089

You Tube 8,890 55.01 4 75,914

Nielsen Netview March 2012

How many people are online?

Directories

Nielsen Netview March 2012

How many people are online?

Directories Name Unique

Audience(000)

Active Reach (%)

Brand Rank by Audience

Total Sessions

Google 14,056 86.97 1 443,831

Facebook 10,962 67.93 2 317,089

You Tube 8,890 55.01 4 75,914

Blogger 4,185 25.90 11 18,031

Yellow Pages 2,318 14.34 26 5,280

Over 4.4 million make over

12.5 millionSearches usingYellow Pages® a week²*

4.5 millionSearches a weekAre made withyellowpages.com.au²

8 millionSearches a weekAre made withYellow Pages® Book²

Over 254,000Searches a week² are madeWith Yellow Pages® MobileAnd the number is growing

Yellow Pages, Geelong Print Directory, Pge 779, 2012/12 Edition2. Roy Morgan Single Source Australia, last 7 days average, 14 years and above, July 2008 – June 2010. * Yellow Pages® including Yellow Pages ® Book, online and mobile products

How Many People are using Yellow Pages?

2. Roy Morgan Single Source Australia, last 7 days average, 14 years and above,

July 2008 – June 2010. * Yellow Pages® including Yellow Pages ® Book, online and mobile products

Not all your customers come from marketing?

What percentage of your sales is from repeat customers and direct word of mouth versus your marketing efforts?

How Many People find you with Yellow Pages?

Product Price  $50 $50 $50Gross Margin (Assumed)  $15.00  $15.00  $15.00Margin Percentage   30%  30%  30%

Yellow Pages Ad Cost (Assumed)  $6,000.00 $10,000.00 $15,000.00

Margin Per Item   $15.00 $15.00 $15.00Unit Sales Required / New Customers   400 667 1,000

Total Sales Required (new customers only) - just to break even

 $20,000 $33,333 $50,000

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Yellow Pages.Advertising Medium or Marketing

Business“If you can’t beat ‘em join ‘em.”

Yellow Pages used to sell ad space in their mediums.

Do they profess to do marketing on your behalf?

Is this a conflict of interest? They should either: • sell advertising to a client or• buy / do your marketing

They can’t do both.

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Transition for SMEs?

What is the transition for SMEs from traditional intent based advertising models to today’s online options?

Secrets of a Good Website?

1. Key words (via analysis, not guessing)

2. Site Design for Google (not for your ego)

3. Google Analytics

4. Make your site accountableA. Google Rankings (monitor)B. Google Analytics (they are free)C. Consider mobile friendly website

5. Ongoing tweaking

6. BLOGGING

Ask a simple question:“What do you want to achieve with your website?”…Keep that in mind and you can’t fail.

Getting a Website?

Things to be wary of:

1. Is your web developer a graphic artist in disguise?

2. Always ask a potential web developer for samples of clients on the home page of Google.

3. ‘Welcome to’ on the home page of your website is NOT ACCEPTABLE.

4. Typing your business name into Google does not qualify as ranking on Google.

5. What is the ongoing support structure and turn around times?

SOCIAL NETWORK

SHARE

DISCUSSPUBLISH

MICROBLOG

Social Media Checklist

wwwSocial MediaTRAFFIC

Your digital strategy

Ask a simple question:“What do you want to achieve with your

website & Social Media?”…Keep that in mind and you can’t fail.

1. Get a website (Google friendly and with Google analytics)

2. Start Blogging on YOUR website (not on other blogging tools)

3. Start using e-newsletters (where applicable)

4. Social Media

P.S. Performance based advertising (PPC)

Thank you