Improve Business Results With
Agenda
¤  What Is Online Marketing?
¤  Why its important?
¤  What People Do Online
¤  The Tools
¤  The Process
¤  We...
So What Is Online Marketing?
Online marketing, also known as web marketing, internet
marketing, webvertising, or e-marketi...
My Definition
¤  Online Marketing is an activity & a process that offers
value for customers and helps a business reach i...
The online tool kit
Email
Marketing &
CRM
Digital & Display
Advertising
Search Engine
Marketing
& SEO
Social Media
Mobile
...
Just Having A Website Is Not Enough
You Need:
¤  Traffic
¤  Systems for capturing names
¤  Systems to build relationshi...
One Possible Strategy
How Does It Work?
Why It’s Important?
Question:
What Do people Do Online?
What People Do Online
What People Do Online
Try & Solve Their Problems
And Find Solutions Anonymously
92%
Reach
Compare This to Traditional
Advertising
Lots of Waste
Why is Search Different
Why Search?
¤  Reach:
¤  24 x 7 x 365 days a week
¤  Reaches 90% of Australia
¤  Relevance
¤  Target based on search ...
Lets look at a Google Search
Paid
Advertising
Organic
Listings
Organic Search (SEO)
Organic
Listings
Organic Search: Some Stats
36.4% click on position 1
12.5% = 2
9.5% = 3
7.9% = 4
6.1% = 5
4.1% = 6
3.8% = 7
3.5% = 8
Lets Look at Hairdresser Malvern
Local business are the
first to be shown in the
directory listings
Lets look at Melbourne Printers
This area is paid
advertising
All of these are
local businesses
Organic Search: Some Key Facts
¤  93% of consumers worldwide use search engines to
locate web sites. (Source: Forrester R...
Paid Search: Pay Per Click
Paid
Advertising
The Return On Investment
Per Month
Budget $1,000
Ave. Cost Per Click $8.00
Expected Conversion
Rate
4.0%
Value Per Convers...
Some Results
¤  Spent $160 in advertising & generated $1,000 in revenue
¤  One client has moved from doing the work to q...
Why Measuring Websites Matter
Base 1% + Visitors 1% + Opt-In 1% Convert
No. of Visitors 801 809 801 801
Opt-In Rate 18% 18...
What Is Split Testing?
Summary
¤  Often what we think will work is wrong
¤  Having a online strategy is critical
¤  We don’t advocate one serv...
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Achieve Business Growth With Online Marketing

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Attaining business growth is not just about getting traffic to your website. It's achieved through sending relevant traffic and systematically testing your messages and offer.

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Achieve Business Growth With Online Marketing

  1. 1. Improve Business Results With
  2. 2. Agenda ¤  What Is Online Marketing? ¤  Why its important? ¤  What People Do Online ¤  The Tools ¤  The Process ¤  Website ¤  Traffic ¤  Testing
  3. 3. So What Is Online Marketing? Online marketing, also known as web marketing, internet marketing, webvertising, or e-marketing, is referred to as the marketing (generally the promotion) of products or services over the Internet. It not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. Source: Wikipedia
  4. 4. My Definition ¤  Online Marketing is an activity & a process that offers value for customers and helps a business reach it’s goals via web based technology.
  5. 5. The online tool kit Email Marketing & CRM Digital & Display Advertising Search Engine Marketing & SEO Social Media Mobile Marketing Affiliate Marketing Coupons & Offers Inbound Content inc Video Acquisition Acquisition & Retention / Engagement Retention / Engagement Web Analytics & CRO
  6. 6. Just Having A Website Is Not Enough You Need: ¤  Traffic ¤  Systems for capturing names ¤  Systems to build relationships ¤  To measure results ¤  To be where your customers are every day ¤  Online and on their phone ¤  Multiple touchpoints
  7. 7. One Possible Strategy
  8. 8. How Does It Work?
  9. 9. Why It’s Important? Question: What Do people Do Online?
  10. 10. What People Do Online
  11. 11. What People Do Online
  12. 12. Try & Solve Their Problems
  13. 13. And Find Solutions Anonymously 92% Reach
  14. 14. Compare This to Traditional Advertising
  15. 15. Lots of Waste
  16. 16. Why is Search Different
  17. 17. Why Search? ¤  Reach: ¤  24 x 7 x 365 days a week ¤  Reaches 90% of Australia ¤  Relevance ¤  Target based on search intent ¤  ROI ¤  Measureable, in near real time
  18. 18. Lets look at a Google Search Paid Advertising Organic Listings
  19. 19. Organic Search (SEO) Organic Listings
  20. 20. Organic Search: Some Stats 36.4% click on position 1 12.5% = 2 9.5% = 3 7.9% = 4 6.1% = 5 4.1% = 6 3.8% = 7 3.5% = 8
  21. 21. Lets Look at Hairdresser Malvern Local business are the first to be shown in the directory listings
  22. 22. Lets look at Melbourne Printers This area is paid advertising All of these are local businesses
  23. 23. Organic Search: Some Key Facts ¤  93% of consumers worldwide use search engines to locate web sites. (Source: Forrester Research) ¤  The top 3 positions get nearly 60% of the clicks ¤  75% of search engine traffic never scroll past the first page of results. (Source: Market Share Hits Link) ¤  89% of the links users click on are organic, not paid ¤  BUT….. Paid Advertising is a great way to test what works before you invest in SEO ¤  The 2 result in incremental sales
  24. 24. Paid Search: Pay Per Click Paid Advertising
  25. 25. The Return On Investment Per Month Budget $1,000 Ave. Cost Per Click $8.00 Expected Conversion Rate 4.0% Value Per Conversion $500.00 Total Expected Return $2,500 Management Fees $595 Total Return $1,905.00 ROI 150% Return Cost CPC: Based on search term Bookkeeping Services Melbourne Key Focus
  26. 26. Some Results ¤  Spent $160 in advertising & generated $1,000 in revenue ¤  One client has moved from doing the work to quoting for the work (& hiring people to do the work!) ¤  Another client had its best sales month ever! ¤  1st time it received warm leads instead of doing cold calls ¤  We are generating more higher value leads
  27. 27. Why Measuring Websites Matter Base 1% + Visitors 1% + Opt-In 1% Convert No. of Visitors 801 809 801 801 Opt-In Rate 18% 18% 19% 18% Conversion Rate 14% 14% 14% 15% Average Sale $100 $100 $100 $100 =Net Revenue 2018.52 2038.70 2130.66 2162.70 ¤  Conversion increase of 1% has most impact $144.18 ¤  Results are amplified with higher % increases ¤  Test what works!
  28. 28. What Is Split Testing?
  29. 29. Summary ¤  Often what we think will work is wrong ¤  Having a online strategy is critical ¤  We don’t advocate one service over another ¤  Depends on your business, your goals, where you are at & what you have done so far ¤  Often its good to start with Paid Advertising ¤  Fast & you can test what works ¤  SEO changes constantly ¤  Be wary of SEO cowboys & just buying links
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