Digital Marketing trends, SEO, Digital Marketing investment and ROI

9,472 views
9,192 views

Published on

Presentation made in partnership with Sydney based accounting firm, Accru Felzer. A good sport as I managed to cover SEO, Investment, accounting without putting people to sleep on an early morning session in a cold winter day :P Big thanks to Sue and Rebecca (co-presenter) from Accru and Tina from the German-Australian chamber of commerce for their help and making this presentation happen.

Published in: Business, Technology
2 Comments
60 Likes
Statistics
Notes
No Downloads
Views
Total views
9,472
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
0
Comments
2
Likes
60
Embeds 0
No embeds

No notes for slide
  • We also track enquiries and new business coming via google searches andit does generate business for us
  • Alfords Point Medical Practice (Dr Peter gilkes) – Greg – Tax & Accounting
  • Pippa Kranz (via Vanessa) - working very hard over the last month in Bec’s absence, we have had many new clients and she has dealt with the extra work conscientiously. She’s often stayed back to keep on top of things. She has been a huge help! Iris Cai (via Kath) – taking over and effectively managing of Jeannette’s half finished jobs and has just run with them, chased queries, hassled Greg/Glenda/clients and just run the jobs by herself to get them finalised. Has been doing a great job the last 2 months or so. Vincent Lee (via Steve Z) – voluntary contribution to cadet evening, exceptional member of audit team and well regarded by ACATG
  • Pippa Kranz (via Vanessa) - working very hard over the last month in Bec’s absence, we have had many new clients and she has dealt with the extra work conscientiously. She’s often stayed back to keep on top of things. She has been a huge help! Iris Cai (via Kath) – taking over and effectively managing of Jeannette’s half finished jobs and has just run with them, chased queries, hassled Greg/Glenda/clients and just run the jobs by herself to get them finalised. Has been doing a great job the last 2 months or so. Vincent Lee (via Steve Z) – voluntary contribution to cadet evening, exceptional member of audit team and well regarded by ACATG
  • Digital Marketing trends, SEO, Digital Marketing investment and ROI

    1. 1. Digital Marketing Breakfast Seminar
    2. 2. Welcome Tina Vissem Manager, Membership & Events Rebecca Zizzo Partner, Accru Felsers
    3. 3. + In a world of rapid digital change, empowered customer and information overload, digital marketing continues to gain momentum but how do we monitor and measure this? + The industry as a whole is currently experiencing huge growth, with almost 50% of Deloittes Fast 50 Technology companies coming from the sector. + So many new entrants to the market – important to ensure that you have the right partner for your business! Digital marketing growth
    4. 4. Accru‘s experience to date Website visits and average time spent on the site have doubled in three years since starting SEO.
    5. 5. Accru‘s experience to date We monitor target key word rankings and aim continuous improvement Number of searches in a month Our rank
    6. 6. + SEO is not a set and forget strategy, with Google analytics continuing evolving you cannot rest on your laurels. + Strategy cannot be set for more than twelve months periods and should be reviewed quarterly. + Trends in 2013 show us: • Mobile marketing: generates 13% of global internet traffic • Social media: 87% of marketers are using social media to distribute contact, compared to 74% in 2012 • Author rank: based on engagement factors of their content – Creating content most important! + We track enquires and new business generated by our website and feel we get a good return on our SEO investment. Learnings thus far
    7. 7. Welcome Frederic Chanut Managing Director, In Marketing We Trust
    8. 8. The web is now old and established Creation Date: Digital Mktg channel 1994 – Amazon Ecommerce 1995 – Yahoo! ePR – SEO 1996 – Hotmail Email Bac’n 1998 – Google created Pay-Per-Click (Adwords) 2000 – Gumtree created Classified 2001 – Wikipedia created Online Reputation Management 2003 – Wordpress created Blogging 2004 – Facebook created Social Media Marketing 2005 – Youtube created Video Marketing 2006 – Telstra uncapped its ADSL Display Advertising 2007 – Xhamster created [All of the above] Digital marketing is now a mature market with specialisation such as SEO
    9. 9. DIGITAL MARKETING LANDSCAPE
    10. 10. Digital Marketing Trends
    11. 11. Mobile Marketing
    12. 12. Mobile Marketing
    13. 13. Google Glasses
    14. 14. Content Marketing Source
    15. 15. New Media + Traditional Campaign Mentality = Landfill Marketing Content Marketing
    16. 16. Landfill Marketing
    17. 17. Social Media Advertising  < 0.5% of Facebook fans engage with brands they are fans of. Only 30% of social media fans' feedback receives a response 20% of Facebook users have purchased something because of ads or comments they saw there 91% of online adults use social media regularly Triggered messages have a 119% higher success rate than “Business as Usual” ones.
    18. 18. Big Data “We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people” Pierre Omidyar - eBay founder
    19. 19. Big Data Insights
    20. 20. Don Draper is on his way out "15-25% of ad budget is wasted" Martin Sorrell, CEO of WPP World biggest ad agency
    21. 21. Marketing Channel ROI Interruption model is becoming too expensive
    22. 22. Marketing Channel ROI 61% Lower cost per Lead on average for Inbound marketing channels Source: 2012 State of Inbound Marketing report by Hubspot
    23. 23. Investment vs spend Main Factors +Time +Resources available +Current position + Email list + SEO Authority + Net Promoter Score (NPS) + Content/Assets + Social media following +Change acceptance / Processes
    24. 24. Investment vs spend Inbound Marketing Focus: Authority, Long term Format: Ongoing Work + Cheapest Cust Acquisition Cost + Integrated model + Better targeting + Includes user feedback - Takes time & human resources -Complex -Need to stay on-top of changes -More exposed to critics -Slower update -Deal with marketing folks…. Outbound Marketing Focus: Reach, Speed, Short-term Format: Campaign Based + Fast execution & results + Greater focus on conversion + Great reach/ market coverage + Works for big, established brands -Generally Costly -Does not pass trust* -Small budgets (<5k per Mth) => You don’t exist in Aus -Top down plan and communication -Deal with media folks…
    25. 25. SEO in context of digital marketing
    26. 26. SEO fundamentals SEO Success
    27. 27. SEO & inbound marketing BEST FOR + Long Term Goals + Build Authority + Expensive keywords + Can Cover all part of the sales funnel
    28. 28. SEO takes time And we are still far away from the industry leader (chart on log scale) SEOMoz Campaign tracking Seek.com.au
    29. 29. SEO fundamentals New Brand (no visibility) Success factor: Presence Marketing Develop presence in the industry Clean slate Develop base content Create industry connections Industry recognition Timeline 9-12 Mths Small Brand (limited visibility) Success factor: Branding Create brand awareness ‣Technical audit ‣Content development ‣Top shelf industry content ‣Become a voice in industry ‣Timeline 6-9 Mths Established brand (Offline clout) Success factor: Paradigm Shift Move company online Technical & Content audit Content repurposing Expand beyond industry Become thought leadership is online Timeline 3-6 Mths 3 TYPICAL SCENARIOS
    30. 30. SEO a Moving channel RANKING FACTORS IMPORTANCE VARIATION Google Algorithm evolution forces SEOs and Digital marketers to review their strategy regularly. What worked 2 years ago is probably dangerous now.
    31. 31. SEO a Moving channel GOOGLE DISPLAY CHANGES CONSTANTLY Source
    32. 32. SEO risk management New SEO equation: L. Term Risk > S. Term Gain Content spam Link spam
    33. 33. Would you trust these Guys?
    34. 34. SEO risk management + % of SEO in your marketing mix + Sharp rise or fall in Organic traffic + Sharp rise or fall in the number of pages receiving traffic + Webmaster Tool unnatural link email (it’s probably too late by that time) METRICS TO TRACK
    35. 35. Impact on Cashflow Investment related to developing online assets and brand presence SEO IS AN INVESTMENT
    36. 36. Impact on cashflow SEO is quite dynamic, do regular reviews. A common timeline is generally 6 months NO MORE THAN 6 MONTHS PLAN
    37. 37. Recommendation Search volume is not the only factor Put your money where your mouth is PICK THE RIGHT KEYWORD Keyword Adwords Competition Aus. Search Volume (Broad) Aus. Search Volume (exact) CPC exact SEO Competition ranking accounting firms 59% 14,800 390 4.84$ 50% 500 accountant sydney 77% 9,900 390 6.67$ 43% 40 accounting xero 41% 3,600 - 1.01$ 43% 3 accounting blog 15% 210 22 9.65$ 55% 500 sydney accounting 77% 12,100 91 6.54$ 43% 26 accounting sydney 77% 12,100 110 5.97$ 43% 16 accounting in sydney 77% 12,100 36 4.20$ 43% 16 sydney accountant 77% 9,900 170 5.71$ 41% 20 accountant in sydney 77% 9,900 46 5.75$ 38% 63 sydney accountants 77% 6,600 260 7.01$ 39% 107 accountants in sydney 77% 6,600 140 5.81$ 41% 135 accountants sydney 77% 6,600 590 7.29$ 41% 30
    38. 38. Recommendation + Learn the basics – Moz.com, Google Channel on Youtube, Feedthebot + Choose the right keywords + Find an SEO in your network - Ask questions, we don’t bite (or rarely) + Find the right agency but don’t trust them + Get involved + Do regular health checks SEO IS NOT A SET AND FORGET MARKETING STRATEGY
    39. 39. Q & A
    40. 40. THANKS Slides available online Twitter: @InMkgWeTrust Slideshare: InMkgWeTrust Frederic@inmarketingwetrust.com.au

    ×