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Session 5 & 6    Matt  Forman
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Session 5 & 6 Matt Forman



Driving, Capturing & Converting Traffic:...

Driving, Capturing & Converting Traffic:
Matt Forman, Traffika, covers driving and converting traffic, including SEO, SEM, Local Search, Performance Marketing, Social Media, Facebook, Twitter and conversion optimisation.



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Session 5 & 6    Matt  Forman Session 5 & 6 Matt Forman Presentation Transcript

  • Goals for today
    • Internet marketing – why should you care?
    • Understand Google’s 3 search engines and how to use them
    • How to use the web for big business branding on a small business budget
    • Learn about using Social Media for business
    • Best practice for converting clicks into customers
    • In Practice: develop an online marketing plan
  • About Me
    • Matt Forman (@mattforman)
    • Founder & Managing Director @traffika
    • Oversee digital strategies & campaigns from clients including property, banking, publishing, retail and education.
    • Previously CEO at one of Australia’s fastest growing niche social networks
    • 12 years digital marketing experience including senior online leadership positions at The Perfume Connection and FuelWatch
    • Google Qualified Adwords Individual
  • Media consumption has changed
  • Internet has taken over from TV? *Source: Nielsen Online Internet and Technology Report March 2009
  • Ad $ keep flowing online
  • Big businesses have fallen asleep at the wheel
  • Spending big BUT not where the audience is
    • Opportunity knocks for nimble SME’s
  • Fishing where the fish are
  • Where we spend our time *Source: Hitwise Top Websites report 13/07/09
  • What are we looking for *Source: Hitwise Top Search Terms report 13/07/09
  • Organic – Free Traffic 72% of searchers use organic results
    • Fresh, unique & quality content
    • Back links are like votes from other websites
  • Paid – Google Adwords
    • Instant traffic – pay per click
    • 100% control of keywords & landing pages
    Just 95 characters to tell your story
  • Local – Maps & Local Business Top 10 results on page 1. 20% of all search has a local intent
  • GUS – Blended Search News Video Maps Text Sponsored
  • Performance Media Pay only when your marketing objective has been achieved
  • Premium placements – only pay for the action High reach and frequency without the high price
  • Social Media
  • What is Social Media Marketing “ The act of using social influencers, social media platforms and online communities for marketing, publication relations and customer service…” Wikipedia Social Media Marketing definition
  • Search Engines & Social Networks Images from Flickr & used under Creative Commons license: http://www.flickr.com/photos/andrewhuth/803693899 & http://www.flickr.com/photos/diyanakamaruza/3279036914
    • Well optimised content distributed through social networks turbo charges your SEO
    • Search Engines are not the only sites capable of driving large volumes of traffic anymore
    • Same rules apply – CONTENT IS STILL KING
  • Social Platforms We’ll Cover Over 5.3 million adult Australian members* Over 750,000 Australian members** *Source: Facebook Advertising13/07/09 **Source: Nielsen Netview, May 2009
    • “ Es” of Social Media
    Educate Engage Entertain
  • Facebook
    • More than 250 million active users
    • More than 100 million users log on to Facebook at least once each day
    • The fastest growing demographic is those 35 years and older
    • More than 4 billion minutes are spent on Facebook each day
    • More than 6 million users become fans of Pages each day
  • Would be the world’s 4 th largest country
  • QLD – The Social State Source: kristi-barrow.com and Facebook Advertising, Estimates taken on 19th of December 2008
  • Twitter
    • More than 25 million users
    • More than 2 million ‘tweets’per day
    • 55% Twitter users female / 45% male
  • Twitter bandwagon gains momentum Source: Nielsen Netview, March 2009
  • The most successful Twitter campaigns use 1, 2 or all 3 of the three E’s
  • Elements of a Successful Social Media Campaign
  • Blogging / SMO / RSS
    • Regular quality articles
    • Giving away value creates value
    • RSS syndication of content to Twitter, Facebook + 12 other social platforms
    • Regular social bookmarking with Digg, Delicious & Stumbleupon
  • SEO Boost 19 of top 20 Google results
  • Converting More
  • Bridging the Gap
    • Landing pages are the bridge between your ad and a conversion
    • The first impression a potential customer has of your business – MAKE IT COUNT.
    • Starts (and potentially ends) the sales process
  • Smarter Marketing
    • Smartest marketing investment you can make
    • Dramatically increase your sales without spending a single cent more on advertising
  • Only 2 Things Matter
  • Part Art – Part Science
    • Page layout
    • Design
    • Copy
    • Calls to action
    • Forms
    • Navigation
    • Tools to measure - A/B Split & Multivariate experiments
  • Before Optimisation
  • After Optimisation
    • Articulates value proposition
    • Creates sense of urgency
    • Builds credibility and trust
    • Keeps everything above the fold (no scrolling)
    • Made it VERY clear what to do next
    • Multiple points of conversion
  • In Practice
  • Take Aways
    • The audience has shifted online – how can you take advantage?
    • Search is the foundation of any long term internet marketing effort – get optimised for organic, paid, local and GUS
    • Consider performance media for both direct response and cost effective branding
    • Social Media isn’t a fad for teenagers. Get involved. Start contributing to the conversations. Ask questions. Add value. Don’t forget the 3 Es.
    • Getting the traffic is only 50% of the equation. Create landing pages that make it easy for clicks to convert into customers.
  • Connect With Us
  • More Info
    • Tweet Stream #DigitalFutures (search.twitter.com)
    • Video available from facebook.traffika.com.au
    • Presentation available from slideshare.net/mattforman
    • Tweet me @ twitter.com/mattforman
    • Email me [email_address]