Online Marketing For Profit

Online Marketing for Profit

Speaker Intro
Hannah Smith
11 years in marketing
5 years in retail – POS, sales promotion, staff incentives
3 years in direct response – national press, magazines, direct mail, sponsorship
3 years in online – SEO, PPC, social media, conversion rate optimisation, email

What I’ll be Covering…
Web Design
SEO v PPC
Social Media
Integrating the marketing mix

Web Design

‘Good’ Web Design
Before sending traffic to a website it’s important to consider how well the site will convert visitors into customers
When it comes to design everyone has an opinion(!) to avoid scuffles around ‘good’ and ‘bad’ design today we’ll be focussing on:
Clarity of message
Trust indicators
Navigation
Optimising for conversion

Clarity of Message
This encompasses both the copy on your website, and the way in which it is presented
Don’t succumb to ‘management-speak’
Communicate features & benefits clearly & concisely

Trust Indicators
Customer testimonials
Awards
Reviews
Professional affiliations

Navigation/Menus
Keep it simple!
Name navigation/menu options sensibly
Offer a search box

Optimising for Conversion
Offer multiple routes to conversion
Email
Online form
Telephone
Make sure there is an easy route to convert on every page of your site

Online Forms
The fewer the fields required the higher the conversion rate
Make the form easy to complete
Offer help / explanations etc

Any Questions?

SEO v PPC

What is PPC?
PPC stands for pay per click. It’s advertising. It refers to the sponsored results which appear on the results pages of search engines:
PPC Advertising

How does PPC work?
All paid search ads are charged on a pay per click (PPC) basis
As the name suggests, with PPC you are only charged when someone clicks on your ad
This means that unlike in traditional print advertising, or online display advertising you are not paying for your ad simply to appear

How do you calculate ROI for PPC?
Decide what a ‘conversion’ is
Decide what a ‘conversion’ is worth to you
For this you’ll either need some data; or you’ll need to make some reasonable assumptions e.g.
Average order value or contract value or lifetime value
% of that sum which is profit
£100 (av. order) @ 20% profit = £20 per conversion

Calculating PPC ROI Cont.
Once you know what a conversion is worth, you then need to decide how much you’re willing to pay
E.G. if every conversion is worth £20, you’d probably be happy to pay around £5
On this basis, for every £1 you spend, you’ll be getting £4 back

Calculating PPC ROI Cont.
Now you know how much you can afford to pay per conversion, you’ll need to figure out how much to pay per click
Again, you’ll need data, or you’ll need to make some assumptions
e.g. 2% of visitors convert
£5 x 2% = 10p
So you can afford to pay 10p per click

PPC ROI Cheat Sheet
1) Calculate how much a conversion is worth to you
Average order value or contract value or lifetime value
% of that sum which is profit
£100 (av. order) @ 20% profit = £20 per conversion
2) Decide how much you’re willing to pay per conversion
EG if a conversion is worth £20, you might be happy to pay £5 for it
3) From this calculate how much you can spend per click
Price per conversion x Conversion rate
£5 x 2% = 10p

Any Questions?

What is SEO?
Stands for search engine optimisation – affects the natural search results
Natural Search Results

How Does SEO Work?
SEO is the process of optimising a site so that it appears for relevant search queries in the search engine results pages (SERPs)
3 Key Areas
Technical (or Code): ensuring your site can be properly indexed by search engines
On-Page (or Content): site content
Links: links to your website (this is the differentiating factor – links = ‘votes’)
You are not charged when a user clicks on a natural search result – so you’re paying for the optimisation process, not the clicks

Which Search Terms Should you Target?
Which terms do people use to find your products & services?
‘Broad’ terms deliver traffic volume
‘Tightly targeted’ terms are more likely to deliver qualified leads & sales

Broad or ‘Head’ Terms
High volume
Competitive
Generic
Possibly less ‘targeted’ – may not completely describe your business offering
Examples
Insurance
Restaurants
Books

Tightly Targeted Terms
Lower volume
Normally less competitive
Specific
Examples
Renault Clio Insurance
Italian Restaurants in Richmond
Buy Roald Dahl childrens books

Keyword Research
How do you find out the search volume of various terms?
You’ll need to do some keyword research: https://adwords.google.co.uk/select/KeywordTool

Keyword Research

Keyword Research
To get accurate search volume data make sure you select ‘exact’ match

Keyword Research
Keyword Monthly Search Volume
Landlord Insurance 14,800
Cheap Landlord Insurance 1,600
Landlord Insurance UK 1,000
Landlord Insurance Quote 880
Clearly here Landlord Insurance is the ‘money’ term; however you’ll see that there is
still some volume for the other terms.

What Do the SERPs Look Like?

ROI for SEO
Calculating ROI for SEO is harder than for PPC…
It will probably be 3-6 months before you see results
It’s about assessing the scale of the opportunity
Less competitive keywords are easier to rank for, but will deliver less leads
Highly competitive keywords require a lot of investment (time & money) to rank for, but will deliver far more leads
As with our PPC example, you’ll also need to decide what a conversion is worth to you & make some assumptions about the percentage of visitors which will convert

What is No. 1 Likely to Bring You?
Ordinarily you could reasonably expect to receive 30-40% of the clicks
So a no. 1 ranking for Landlord Insurance is likely to bring around 5,920 visits per month
Assume 40% will get a quote = 2368 leads
Assume 25% will buy = 592 sales
Assume £50 profit from each sale = £29,600

ROI Calculation – Year One
Estimated Income
Months 1-6 £0
Months 7-9 £16,650
Months 10 & 11 £22,200
Month 12 £29,600
Total £68,450
Less SEO fees (£36,000)
Total £32,450
Assumptions: An SEO agency would charge £3000 per month to
optimise for the term & it would take around 6 months to hit the first
page; and a further 6 to hit number 1.

SEO ROI Cheat Sheet
Check monthly search volume for the term(s) targeted
Search Volume x Click Share = Visitors
(No. 1 = 30-40%, but lower positions will garner a lower click share)
Visitors x Conversion Rate x Conversion Value = Income
Income – SEO Spend = Profit
Remember rankings will take time to improve, it may
be best to forecast over 12 months.

An Analogy…
“PPC is like renting, SEO is like taking the plunge and
buying a property…”
… and similarly there are pros and cons to both
approaches!

SEO Will Not Always Stack Up…
Keyword Monthly Search Volume
Restaurants 1,000,000
Italian Restaurants 40,500
Italian Restaurants in London 1,000
Richmond Restaurants 1,300
Italian Restaurants Richmond <10
For a restaurant like this one I’d suggest a keyword like Richmond
Restaurants might be a reasonable target, as it offers a balance
of volume versus the potential to deliver bookings.

So What Do the SERPs Look Like?

Ouch!
It’s crowded no?
You’ll be competing against the local box, review/directory sites, etc
It may be worth looking to optimise your local listing so that you’re included in the local box

What is No. 1 Likely to Bring You?
Ordinarily you could reasonably expect to receive 30-40% of the clicks
But given the nature of the SERPs and the somewhat generic nature of the search term you’re targeting (i.e. you don’t know if people are actually seeking an Italian restaurant) you could reasonably expect far less…
In this instance I’d suggest another route to market, perhaps PPC…

Any Questions?

SEO v PPC

SEO v PPC
Which approach is right for my business?
Depends on a number of factors:
Whether you are location dependent
PPC is easy to location target
With SEO you’ll need location targeted keywords (lower volume)
How competitive your search terms are
Some terms may be too competitive to rank for
Your budget
How quickly do you need to generate a return?
A combination of the two may work best for you!

Don’t Forget Tracking!
Whether you elect to go with PPC, SEO or a combination; make sure you are tracking whatever you’re doing:
Web analytics solutions / conversion tracking
Use separate phone numbers
Have procedures in place internally: ‘Can I ask where you heard about us?’
Monitor your activity – whether you’ve based your ROI on historic data or assumptions – you may have reforecast and amend your strategy accordingly.

Any Questions?

Social Media… Beyond the Buzz

“The purpose of a business is to create and keep a customer”
Peter Drucker

“The purpose of a business is to create and keep a customer who creates customers”
Shiv Singh

Social Media
Social Media is about
Conversation and interaction between individuals
Share & share alike
Social Media is not
Broadcast advertising

A Facebook Page is not a Social Media Strategy…
And neither is a Twitter Profile ;)

Strategy
Take a step back & think about what it is you want to achieve:
A better understanding of who your customers are?
A chance to monitor the conversation?
A new way for people to contact you?
To find people to review / trial your product or service?
A way to communicate with existing customers?
A way to find new customers?
To drive traffic to your website / company blog?
Create a strategy to fulfil those objectives

Go Where Your Customers Are
Blogs
Forums / niche communities / Q & A sites
Review sites
Social networks – Facebook / Twitter / LinkedIn / niche networks appropriate to your field

Be Appropriate
If you’re a chiropodist you may not have all that many ‘fans’ on Facebook

Understand the Community
There’s etiquette online too
Observe the community first
Offer value to encourage others to promote for you
Money off
Exclusive offers / events
Competitions
Make sure you’re giving back to the community
Interact, engage & be human

Why Should People Promote You?
Is your product/service/messaging
Interesting?
Unusual?
Useful?
Funny?
Valuable?
Desirable?
If not, you might need to get a little creative if you want your message to spread

Commit to It!
Social media is not ‘free’
It will take up time and resource
Make sure you’ve agreed how long you’re going to spend in each day / week
Don’t forget you’ll need to monitor & moderate on some social networks
Review your progress/performance regularly and amend your strategy if necessary

Who Rocks at Social?

Any Questions?

Integrating Online into the Mix

How Does it All Fit Together?
SEO
PPC
Social
Press/Radio/TV
Direct Mail
Email
An integrated campaign will perform exponentially
better than a single channel campaign.

Play to Each Channel’s Strengths
Press/Radio/TV/Exhibitions etc are all great for raising brand awareness, plus they will generate responses in their own right
Likewise, direct mail campaigns may generate web traffic
However, if you do great work offline, but are invisible online you’re missing a trick…

Influences
Offline activity will influence online behaviour –one of our clients saw significant increases in branded search during a local radio campaign
Brand recognition will also influence the number of people clicking on your paid and natural search listings

Sky – Case Study
Brand searches and website visits are at their
highest with integrated media campaigns.
When Sky’s media campaign included both online
and offline advertising (in September-November of
2005) searches for the Sky brand increased by
+20% and searches for the Sky URL more than
doubled.
- Source IAB.

Integrating Online into the Mix
Any collateral you produce should also promote your online properties:
Website
Social profiles
Blog
Leverage offline activity online:
Sponsorship
Press releases
Speaking engagements
Charitable work

Get your Ducks in a Row…
Integrated campaigns can be tricky to manage internally
If you are running a variety of offers via various channels then make sure all members of staff are kept up to date & know how to process them
Also have agreed processes in place if things should go wrong – e.g. if someone received an offer via email, but has forgotten to print the voucher how do you deal with it?

Any Questions?
Hannah Smith
hannah@gravytrain.co.uk
http://www.gravytrain.co.uk/

http://www.gravytrain.co.uk	82
http://www.slideshare.net	22
http://www.lmodules.com	1

Online Marketing For Profit

by Hannah Smith on May 13, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 105

Statistics

Online Marketing For Profit — Presentation Transcript