“Blackglass and Digicon – Bridging the Gap Between Marketing and Technology”
Blackglass Who We Are / What We Do Blackglass is the lead Interactive Communications Agency specialising in Targeted Online Marketing and Implementation for the IPMG Group of Companies. IPMG is one of Australia’s largest Print & Digital marketing services groups consisting of 29 companies which: Employs 250+ passionate digital specialists in locations spanning Sydney, Melbourne, Queensland and Europe, Servicing over 1,500 clients across a multitude of markets, categories and industries. Blackglass provides interactive solutions to assist organisations to optimise their online presence and to drive this medium to its full potential. Blackglass focuses on “localised and targeted marketing”. Blackglass provides fully online integrated campaigns including but not limited too: Search Engine Marketing and Optimisation Strategies Social Marketing Dedicated and Targeted Email Campaigns Viral and Word of Mouth Strategies Its all about results and measurement and ongoing analysis and optimisation which ultimately drives success.
Definition of Search Marketing Search Marketing is broken down into 2 categories: Search Engine Marketing, - (SEM, PPC (Pay per Click) or Paid traffic). Advertisers are paying for each click they receive from their ad. Search Engine Optimisation, - (SEO, Organic and Unpaid traffic). Those are the results in the grey section of the screenshot on the right hand side. There is no way for websites to buy their way into this section. Performance is based on how a search engine such as Google chooses to rank them based on their Content, Architecture and Links. A balanced approach to marketing on search engines will include both paid traffic (PPC) and organic traffic (SEO) campaigns. The key to any search engine marketing strategy is continual optimisation.
Insert conversion tracking codes to understand which keywords result in a lead, enquiry, sale etc
Link Google Analytics to further understand how visitors to the landing page interact with the website
Pay Per Click (PPC) tools – Google Adwords Google Adwords and Yahoo! Search Marketing: Strongly keyword based Capture an actively targeted audience – target people as they are actively searching Extend reach via Google Display Network Google Adwords
Search spiders will find internal pages by following HTML links
Keep links keyword rich and relevant to the page they are referring to
Off Page SEO – Definition on Page Rank Page Rank is the measure of importance of a page based on the incoming links. i.e. the more relevant your web page is, the more links you will get, the higher the page rank allocation and the higher your rankings in Google!
On Page SEO – Link Building Focus on indentifying high quality websites that will link back to your website
Page rank of 4 or higher
Websites that offer relevant content (if you sell tennis shoes, a link from a car dealership is not relevant)
Focus on quality vs. quantity Where possible use keywords to link back
Use your primary keywords instead of linking back with www.websitename.com . Keywords pass on more relevancy
Link Building Ideas
Provide quality, interesting content on your website that people will naturally link to
Aim to become an ‘authority’ or expert in your field
Create ‘Link Bait’ – anything interesting that will get other websites excited (and link back)
Localised SEO – Google Places Reach new customers on Google Maps and Google.com.au Local customers are already searching for the products and services you offer. Make it easy for them to find you on Google search and on Google Maps? Works great for businesses of any size. Whether you run a single dentist's office or dozens of coffee shops, manage all your listings from a single account. Update your listing at any time
Localised SEO – Google Places (Case Study) We created and uploaded a data feed in mid August 2010 for all Curves Gyms in Australia for Google Places
Localised SEO – Google Places (Case Study) Traffic and Impressions jumped for highly relevant converting keywords Localized traffic increased organic traffic by 370%
Progress reports for your site and competitor sites
Web Analysis – Conversion Optimisation The key to any successful campaign is measuring / analysing and optimising. Apart from the reporting tools for each channel discussed previously Web Analytics is another important tool. Web Analytics allows you to measure on site analytics to evaluate: The success of your online and offline advertising efforts. Uncover trends and patterns Almost everything is measurable! Easy to implement Reports are simply created A/B Split Testing Multi-Variate Testing Increase conversion rates
Direct Connect Australia's Number 1 Connection Service Company assisting people moving homes Services
Manage Pay Per Click (PPC) account
Manage Search Engine Optimisation (SEO): audit and ongoing recommendations
Organic traffic increased by 84% and is continuing to grow month by month.
Direct connect has secured top 10 positions for main traffic driving terms (focusing on gas and electricity connections).
Direct Connect appointed Blackglass as Online Marketing Manager for another of their websites: movingtracker.com.au
Services Since Jan 2010 manage all online marketing strategy and implementation for the Australian and New Zealand markets. Manage England & Wales since July 2010. Over 500 clubs in total. The purpose of these campaigns is to capture new leads online. Fully integrated campaign: PPC, SEO, Social Media, Email Marketing, Affiliate… Key Outcomes Within a few months Blackglass managed to reduce the CPL from $64 to $10 and is consistently decreasing. Feedback from franchisees has been extremely positive, both in terms of the quantity and quality of leads coming through. Created and curated Curves’ Facebook Community with over 2,000 Fans.www.facebook.com/Curves.Australia Key Case Studies — Curves [World’s leader in women’s fitness]