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Online Marketing Optimisation Webinar
 

Online Marketing Optimisation Webinar

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Online Marketing Optimisation...

Online Marketing Optimisation
Internet trends and effective web solutions for your business.

Consumer behaviour is changing. What used to work online no longer works. New trends, including SEO and SMO give you new opportunities to optimise your online effectiveness.

In a new SPECIAL EVENT sponsored by TrueLocal.com.au, the Australian Businesswomen's Network is proud to present the Online Marketing Optimisation webinar on 4 May 2010.

This session will look at:

The changes in consumer behaviour and the impact these changes have on your marketing
How Google works and the workings of Search Engine Optimisation and Search Engine marketing
Search engine optimisation tips
Online advertising solutions that suit small businesses
Reviews - the myths about them and how to make them work for your business
And lots more


Your speakers are both associated with True Local:

Karen Adamedes is the general manager of sales at TrueLocal.com.au, the online directory division of News Digital Media. An experienced speaker, Karen has recently presented at IBM, News Digital Media, various networking organisations and was a panellist on a CareerOne Women's forum along with federal MP, Bronwyn Bishop and journalist, Tracey Spicer.

Jacqui Turner is the Queensland State Manager for TrueLocal.com.au, the online directory division of News Digital Media. She is responsible for a team of Digital Media Executives accountable for Online Advertising in the Sunshine State.

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  • Introduction Thanks Phil and Neil Asked to present on HOW we USE social media. How other small businesses may use it We are: National, Small business, Distance is an issue, SOHO clients - lack of resources especially time. Been online for a long time.
  • Is NOT a MARKETING Tool IS a way of doing business How do I be useful? How do I dazzle my customers? How do I help my customers get their goals? NOT What is the ROI? - “What is the ROI for customer service?” What can I sell them? Can I get xxxx people on my followers so that I can pitch them
  • Interaction - with us and with each other Engagement - not an easy one to achieve but possible Participation - in the creation of your products and services Feedback - people are willing to talk
  • Since 2002, there has been a 48% increase in the number of people in Sydney who now use the Yellow Pages Print directory less often than monthly or not at all. Other usage types, in particular every 2-4 weeks, are also declining rapidly.
  • Sample size: Internet n=5156, discussing in person n=3467, printed publications n=3430
  • From SEOMOZ: “ A common misconception about Search Engines is that when you perform a search, they go out and quickly search the Internet bringing back the results. This is not the case. A search engine sends out what are known as ‘spiders’, ‘robots’ or ‘crawlers’ to search, bring back and deposit that information into the search engine databases. So when you search, you’re actually searching a database that has collected and stored information on the Internet.”
  • Interaction - with us and with each other Engagement - not an easy one to achieve but possible Participation - in the creation of your products and services Feedback - people are willing to talk

Online Marketing Optimisation Webinar Online Marketing Optimisation Webinar Presentation Transcript

  • Internet trends and effective web solutions for your business Online Marketing Optimisation
  • Suzi Dafnis Australian Businesswomen’s Network
  • Sponsored by TrueLocal is the one place where you can search for a business in your local area and be sure to get the results that are the most relevant to you. What’s more, TrueLocal is updated weekly to ensure their listings are current and accurate.
  • Karen Adamedes TrueLocal.com.au
  • Jacqui Turner TrueLocal.com.au
  • Hot topics
    • Consumer behaviour is changing
    • The Australian media landscape
    • Who and how are consumers using online
    • How Google works
    • Search engine marketing & search engine optimisation
  • Consumer behaviour is changing
  • Top 10 Web Marketing Trends for 2010
  • The Australian media landscape Nielsen Online 2009
  • Roy Morgan Single Source Australia: January to March 2002 to 2009. What was working –Yellow Pages Print Directory Use less than monthly or not at all
  • Australian Internet users
  • Customers consume online media when searching for local businesses Source: Nielsen ‘your voice’ panel 2009 Proportion spending more than 30 minutes during their active research (All Categories; Australia; July 09)
  • How do consumers use the internet
    • Product Research
    • Discovery of Suitable Providers
    • Researching Providers
    • Locating Providers
    Source: Google Australia 2009
  • Online is the #1 method for Australian consumers to find local businesses Media Choice by Funnel Step (All Categories; Australia; July 09) Source: Nielsen ‘your voice’ panel 2009
  • Depth of information and transparency helps customers decide which local business to favour Q: When researching and comparing local businesses, what information do you look for? Information Needs when Researching Providers (All Categories; Australia; July 09) Source: Nielsen ‘your voice’ panel 2009
  • Consumers are searching for as many opinions and as much information as they can find about local businesses 45% consider consumer reviews and ratings before contacting you Source: Nielsen ‘your voice’ panel 2009
  • Online social media is already a significant resource for discovering and finding out more about local businesses Have used social networking sites, blogs, message boards or review websites 15% Source: Nielsen ‘your voice’ panel 2009
  • http://www.youtube.com/watch?v=5YGc4zOqozo United Breaks Guitars – Over 8,457,130 views
  • Most customers transact offline. Online must support this behavioural preference Q: Once you have decided on a business, or shortlisted a number of businesses, what is your next step in relation to local businesses? Choice of Transaction Channel (All Categories; Australia; July 09) Source: Nielsen ‘your voice’ panel 2009
  • Search Engine Marketing & Search Engine Optimisation
    • You first select a range of keywords to bid on
    • You set the maximum bid you are willing to pay for that keyword
    • When people type in keywords that you’re bidding on in Google, your ad appears
    • You only pay when your advertisement is clicked on
    How Search Engine Marketing works
  • Strengths & weaknesses of Search Engine Marketing
    • Pay only when someone clicks on the listing
    • You can set a price per click and budget
    • Accountable
    Strengths Weaknesses Tips
    • Auction based system – you need to outbid your competitor to be above them, they can then outbid you and the last person standing wins
    • Need to continually optimise your account
    • Reliant on having a good website that has all the information a user is looking for
    • Be on the first page of results
    • Top three ads will generate around 50% more clicks than the next three ads on right hand side
    • Google spiders trawl through
    • sites looking for:
    • Unique content
    • Links to this site (must be credible if other sites link to it)
    • Relevant, structured content that is easy to follow
    • Content that has been around for some time
    • Content that has been viewed (must be popular)
    How Search Engine Optimisation works
  • Search Engine Optimisation tips
      • Things you should ask your website provider
    • Will search engines like Google be able to crawl my content?
    • Is my company name, address, phone number & key information on the first
    • page?
    • Is my content easy to follow and contain the facts my customers need?
    • Have I included content that is unique v’s my competitors?
    • Is there a written description with all my images, video & attachments?
    • (Google can’t read photos/images/attachments)
    • AVOID USING FLASH AND IFRAMES –
    • GOOGLE DOESN’T LIKE THEM AND IT WONT HELP
    • WITH YOUR SEARCH ENGINE OPTIMISATION
  • Online overtakes TV & other media consumption News Limited launched truelocal.com.au in 2006 after identifying that consumer behaviour was rapidly changing .
  • Word of Mouth Jacqui Turner
  • 78% of consumers trust peer reviews
  • Word of mouth
    • Use ratings and reviews to attract more customers to your business
    • Information valued by search engines
    • Engage personally with your customers
    • Feature your favourite customer review on
    • the search results page
  • Rate & Review
  • Word of mouth Happy customer Unhappy customer
  • d of mouth Happy customer Unhappy customer l Wor
  • Maximise review opportunity
    • Respond
    • Encourage customers to review
    • Use positive reviews in your marketing
      • Print and display
      • Post on your website
      • Link to TrueLocal
  • Optimise Your Business
  • News Limited family
  • TrueLocal.com.au
    • 2 million unique browser’s per month*
    • Over 8.7 million network searches per month**
    • Unique advertising solution
    *Unica March 2010 **TrueLocal Search Tracker: Average number of searches on TrueLocal.com.au and partner sites March 10.
  • TrueLocal.com.au home page
  • Search results page
  • Business details page
  • TrueLocal network
  • Yahoo!7 Local search
  • Realestate.com.au
  • TrueLocal network – Mobile, MySpace, Facebook & Twitter
  • TrueLocal partner sites
  • Advertising solutions
  • In Summary
    • The consumption of media is changing dramatically
    • Lunch time is the new prime time
    • Potential customers are looking for your business online
    • Customers want to engage
    • Web marketing trends include social
    • networking, coupons, search engine optimisation,
    • mobile marketing and online video
    • TrueLocal has expertise in online
    • marketing to help your business
    *TrueLocal Search Tracker: Average number of searches on truelocal.com.au and partner sites March 2010.
  • Question Time
  • TrueLocal is the one place where you can search for a business in your local area and be sure to get the results that are the most relevant to you. What’s more, TrueLocal is updated weekly to ensure their listings are current and accurate. Sponsored by
  • THANK YOU