Dr. Peter Fish from Gofish shares insights into making internet marketing work for your online shopping site

1. Internet Marketing
By Peter Fish
22nd May 2014
gofishcc

2. 12 years
Multi-channel
Technical
Google Partner
SA Moderator
Google Partner Academy – Regional Speaker
ROI-driven
Wide variety of clients
Front Runner, Afrihost, Cape Union Mart,
Thornybush, Cellini, CUM Books
Go Fish Client Catchers

3. What do you want to achieve?

4. How do you achieve growth?
Strangers
• Attract Visitors
• Convert Clients
• Delight Promoters

5. 3 main channels
Search
Display
Communities
How do you generate traffic?

6. What are you selling and who are
you selling to?

7. Search engine marketing
Quality
Two types:
Free (Organic)
Paid (CPC / PPC)
Search

8. Search Results

9. How does Google decide?
On-site (SEO)
Off-site
Quality
Free Rankings

10. Content types: news,
general articles, blogs,
product reviews etc.
Link bait
Browsing bait
Content Strategy

11. Google AdWords Search Network
CPC: R2 – R200
CTR: 0.5% to 10%
Complex
Quality score
Immediate
Effective
Paid Rankings

12. Keyword research
Volume
Competition
Quality
Keyword Targeting

13. How long is the avg. search term?
1 2 3 4 5 6 7 8 9
Search Term Length

14. How long is the avg. search term?
1 Word
5%
2 Words
22% 3 Words
25%
4+ Words
48%

15. 20% are unique
17% are searched only twice in 90 days
8% are searched only three times in 90 days
55%
45%
Searches per Month
More than once
Once or less
Keywords

16. chainsaw stihl chainsaw stihl ms 170 chainsaw
online shop cape town
Buying Cycle & The Long Tail
PurchaseResearchInterest
0 5025 75 100
LEAST likely
to buy
MOST likely
to buy

17. Display Advertising

18. YouTube Advertising

19. AdWords Engagement Ads

20. Remarketing

21. Remarketing

22. Can you segment your target
market?

23. Others

24. Build a Community

25. Interaction-driven
Social bookmark sharing
 (Online word of mouth)
Social Traffic

26. Multi-Channel?

27. Conversion optimisation
– Clear offer & selling point
– Trust building elements
– Call-to-actions
Upselling  “buy a cover with that?”
Cross-selling  “people who bought that also bought
these…”
Remarketing  follow-up marketing: promotions, new
products
Revenue Generation

28. Conversion Funnel

29. Traffic
3072 to 9517
210%
Conversion Rate
2.27% to 3.4%
49%
Revenue
70 to 324
364%
The Effect

30. Mark Twain:
“There are three kinds of lies: lies,
damned lies, and statistics.”
 Analyse traffic
 Focus future plans
 Trial-and-error results  A/B testing
Web Analytics

31. Who brings you the most value?
R4.68
R3.80
R8.61
R5.23
R5.07
R6.45
R-
R1.00
R2.00
R3.00
R4.00
R5.00
R6.00
R7.00
R8.00
R9.00
R10.00
18-24 25-34 35-44 45-54 55-64 65+
R3.05
R7.88
New Visitor Returning Visitor
R4.83
R6.24
male female

32. What value do your channels
bring?
R13.02
R9.25
R6.91
R6.50
R5.61
R4.45
R4.04
R3.04
R0.38 R0.30
R- R- R- R-
R-
R2.00
R4.00
R6.00
R8.00
R10.00
R12.00
R14.00
Per Visit Value by Channel

33. www.GoFishClientCatchers.com
011 612 7460
peter@gofishcc.com
gofishcc
Thank You!