Online Marketing: Increase Traffic to Your Website

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Australians spend on average 23 hours online each week but over 45% of Australian businesses are not online or don’t have websites. For those that do – keeping up with the latest trends and programs and then knowing how it all works can be very confusing. This workshop provided participants with up to date information on the best tools to use to market their business or community organisation online. What are the tools that provide value for money and which ones don’t?

Topics included creating an online marketing plan, understanding digital customer, finding and following digital footprint, and using google tools.

This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au

This workshop was presented by Threesides Marketing www.threesides.com.au

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Online Marketing: Increase Traffic to Your Website

  1. 1. Capital Region Online Marketing: Increase traffic to your website Presented by: Todd Wright Threesides Marketing
  2. 2. Housekeeping
  3. 3. Our Mission To provide energised leadership, share innovative solutions, broker positive relationships and deliver valued projects to the region. Regional Priorities • • • • • • Regional Development Planning Education, Employment & Investment Transport – Infrastructure & Services Regional Food Digital Economy Transition Living & Working Sustainably
  4. 4. Key Initiatives • • • • South East Region of Renewable Energy Excellence Regional Sponsored Migration Scheme Southern NSW Harvest Association Capital Region Digital Enterprise Program How We Can Help • • • • • You Access to government programs Advice and training Sourcing skilled labour Grants - support and data Networks and contacts
  5. 5. Find out More Richard Everson Project Officer Mob. 0427 27 27 54 richard@rdasi.org.au www.rdasi.org.au
  6. 6. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides
  7. 7. We help these businesses with their online marketing: Old Bus Depot Markets National Parks NSW Retail 360 Lantern Apartments Thredbo Sportsmans Warehouse DDCS family Lawyers RGT Training Trev’s café Dickson (and more…)
  8. 8. Your name, business, and the one thing that motivated you to come today?
  9. 9. Learning outcomes 1. Create a basic online marketing plan 2. Reflect on who your digital customer is 3. Know how to discover your digital footprint 4. Identify Google tools to use in your business
  10. 10. YOUR ONLINE MARKETING PLAN
  11. 11. ONLINE MARKETING PLAN+ TACTICS Establish your existing Digital WEBSITE & Content LOCAL SOCIAL Media + Review Sites Listings + directories Footprint Define your customer DIRECT: Email marketing Develop your plan + Tactics Set your budget and define resources Digital Tactics SALES & Distribution: e-conmerce connections ADVERTISING: Adwords + Facebook EVALUATION: Analytics + Webmaster tools Evaluate LINKS SEARCH SEO / Content
  12. 12. UNDERSTAND YOUR DIGITAL CUSTOMER
  13. 13. 2003 2013 Aussies now spend on average 23.3 hours online each week, 3.5 times more than the 6.7 hours we were spending online in 2003 25 20 15 10 5 0 Hours online each week
  14. 14. Your Digital Customer • What is the value of a digital sales lead • Are they lookers or buyers? • What is their lifetime value? • What are the digital pathways to your door Develop a digital persona
  15. 15. Buyer persona Buyer persona: a clear understanding of a target customer that exists in the mind of you and your staff / team.
  16. 16. A picture of your customer Traits + demographics + behaviour • Phil • Late 50’s • Likes music • Prefers to shop online • Open minded and creative • Time poor • Well educated
  17. 17. IDENTIFY YOUR DIGITAL FOOTPRINT
  18. 18. Your business Digital Footprint 1. What does your business look like online right now? 2. Where can I find you? 3. Where can’t I find you? 4. What do I find when I get there? 5. How accurate is your Digital pitch?
  19. 19. GOOGLE SEARCH
  20. 20. SEARCH ENGINES
  21. 21. Australian Search Engine Use 8% 92%
  22. 22.       Search Google alerts Google places for business Adwords + keyword tool Analytics Webmaster tools www.google.com.au/intl/en/about/products/
  23. 23. SEARCH TOOLS Google Maps / Places ADS FREE LISTINGS ADS Google Places
  24. 24. Search engines – how they work: Free Listings Keywords + Content 1 2 3 4 153, 127, 85, 14, 2
  25. 25. KEYWORDS
  26. 26. SEARCH ENGINE OPTIMISATION (SEO)
  27. 27. 200 different ingredients in their ‘secret recipe’
  28. 28. What is an Awesome site for search? 1. Easy to use, navigate, and understand 2. Provide direct, actionable information relevant to the search query 3. Professionally designed and accessible to modern browsers 4. Deliver high quality, legitimate, credible content
  29. 29. Search engine optimisation Create Search Engine Friendly Content Know your keywords Build valuable Links Create titles and labels Create Social Media links Develop a Google Site Map (xml) Have a clean menu structure Optimise for people first!
  30. 30. GOOGLE KEYWORD PLANNER
  31. 31. Keyword Planner http://adwords.google.com.au
  32. 32. GOOGLE ALERTS
  33. 33. Monitor the web with Google Alerts www.google.com/alerts
  34. 34. GOOGLE PLACES FOR BUSINESS
  35. 35. www.google.com/places
  36. 36. GOOGLE PLACES
  37. 37. SEARCH ENGINE MARKETING - SEM
  38. 38. SEACRH ENGINE MARKETING (SEM) GOOGLE ADWORDS
  39. 39. PPC PPC
  40. 40. Pay Per Click Advertising (PPC)  Pay for individual keywords and appear in the paid / sponsored listings  Each word has a different cost from $0.30c $2.00+  The more competition for a word the higher the cost  You put credit $$ on your account (or get billed)  You only pay for clicks – not impressions
  41. 41. http://adwords.google.com
  42. 42. Adwords questions  Won’t my competitors click my ad and send me broke?  How much should I spend?  How do I know it worked?  Why does the price keep changing?  Who can help me?
  43. 43. Google Adwords certified professional
  44. 44. Adwords Golden Rule Adwords will get them there but your website has to convert them.
  45. 45. GOOGLE ANALYTICS
  46. 46. www.analytics.google.com
  47. 47. Online Evaluation and Tracking Tracking: • • • • • • • • Unique Visitors Returning Visitors Visitation growth Page Views Sales conversions Pay per click visitors Popular pages Referring sites
  48. 48. GOOGLE WEBMASTER TOOLS
  49. 49. https://www.google.com/webmasters/
  50. 50. Use for: Identifying links, keywords, search health, errors, site maps
  51. 51. Workshops and Consultations Workshops • Series of 17 workshop topics (59 workshops) over the next 12 months • Free sessions – subsidised by federal government – in Queanbeyan and across the region Digital Consultations • 4 hour digital business consultations • Identify 3 get started now actions • Help you start in the right digital direction
  52. 52. Workshop feedback https://forms.communications.gov.au/ enterprisegroupfeedback Verification word: summer
  53. 53. Stay in touch Website: www.crde.com.au Call the office: 62970933 Stay on our email list Tell a friend!

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