Your SlideShare is downloading. ×
Session 5 & 6    Matt  Forman
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Session 5 & 6 Matt Forman

541
views

Published on

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.

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
541
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. DRIVING AND CONVERTING TRAFFIC
  • 2. 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
  • 3. 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
  • 4. Media consumption has changed
  • 5. Internet has taken over from TV? *Source: Nielsen Online Internet and Technology Report March 2009
  • 6. Ad $ keep flowing online
  • 7.  
  • 8. Big businesses have fallen asleep at the wheel
  • 9. Spending big BUT not where the audience is
    • Opportunity knocks for nimble SME’s
  • 10. Fishing where the fish are
  • 11. Where we spend our time *Source: Hitwise Top Websites report 13/07/09
  • 12. What are we looking for *Source: Hitwise Top Search Terms report 13/07/09
  • 13.  
  • 14. Organic – Free Traffic 72% of searchers use organic results
    • Fresh, unique & quality content
    • Back links are like votes from other websites
  • 15.  
  • 16. Paid – Google Adwords
    • Instant traffic – pay per click
    • 100% control of keywords & landing pages
    Just 95 characters to tell your story
  • 17. Local – Maps & Local Business Top 10 results on page 1. 20% of all search has a local intent
  • 18.  
  • 19. GUS – Blended Search News Video Maps Text Sponsored
  • 20. Performance Media Pay only when your marketing objective has been achieved
  • 21.  
  • 22. Premium placements – only pay for the action High reach and frequency without the high price
  • 23. Social Media
  • 24. 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
  • 25. 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
  • 26.  
  • 27. 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
  • 28.
    • “ Es” of Social Media
    Educate Engage Entertain
  • 29. 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
  • 30. Would be the world’s 4 th largest country
  • 31.  
  • 32.  
  • 33. QLD – The Social State Source: kristi-barrow.com and Facebook Advertising, Estimates taken on 19th of December 2008
  • 34.  
  • 35. Twitter
    • More than 25 million users
    • More than 2 million ‘tweets’per day
    • 55% Twitter users female / 45% male
  • 36.  
  • 37.  
  • 38. Twitter bandwagon gains momentum Source: Nielsen Netview, March 2009
  • 39. The most successful Twitter campaigns use 1, 2 or all 3 of the three E’s
  • 40. Elements of a Successful Social Media Campaign
  • 41. 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
  • 42. SEO Boost 19 of top 20 Google results
  • 43. Converting More
  • 44. 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
  • 45. Smarter Marketing
    • Smartest marketing investment you can make
    • Dramatically increase your sales without spending a single cent more on advertising
  • 46. Only 2 Things Matter
  • 47. Part Art – Part Science
    • Page layout
    • Design
    • Copy
    • Calls to action
    • Forms
    • Navigation
    • Tools to measure - A/B Split & Multivariate experiments
  • 48. Before Optimisation
  • 49. 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
  • 50. In Practice
  • 51. 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.
  • 52. Connect With Us
  • 53. 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]

×