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

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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

    • DRIVING AND CONVERTING TRAFFIC
    • 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]