E-MarketingMarketing your business online                         Alexandria, Egypt - Nov 2012
E-Marketing - Overview  Day 1 Bringing your businesses online    ●     Setting up a website for your business    ●     Soc...
Driving Online Traffic The big 8 Channels for driving traffic  ●      Search Engines  ●      Paid Advertising  ●      Refe...
Driving Online TrafficSearch Engines SEO 101 (Search Engine Optimization)   ●     SEO = Getting ranked on google   ●     I...
Driving Online TrafficSearch Engines Search Engine Usage (Worldwide)  ● Google - 86% of search traffic  ● Bing - 7.3% of s...
Driving Online TrafficSearch Engines ADT Home Security Case Study - SEO value   ●     company that sells home alarm system...
Driving Online TrafficSearch Engines ADT Home Security Case Study - SEO value Running large scale SEO campaign   ●     res...
Driving Online TrafficSearch Engines Basics of SEO - The SEO blueprint   ●     On page ranking factors (10%)           ○  ...
Driving Online TrafficSearch EnginesAlexandria - November 2012
Driving Online TrafficSearch Engines Estimating search traffic   ●     "Modern Furniture" = 8,100 searches (egypt)   ●    ...
Driving Online TrafficSearch Engines On page SEO tips   ●     Create a unique page for each keyword you are trying to targ...
Driving Online TrafficSearch Engines/Backlink Building   ●     Backlink Building           ○     Serves two channels      ...
Driving Online TrafficSearch Engines/Backlink Building   ●     Backlink Building - Tactics           ○     Copy your compe...
Driving Online TrafficSearch Engine/ Localized Content   ●     Localized Marketing           ○     power of local marketin...
Driving Online TrafficSearch Engine/ Localized Content Localized Keyword Targeting example: target seo efforts on "Alexand...
Driving Online TrafficSearch Engines   ●     Small business SEOAlexandria - November 2012
Driving Online TrafficAffiliate Marketing Affiliate Marketing having other online marketers sell your product   ●     Do y...
Driving Online TrafficEmail Marketing Creating a Newsletter         Building an audience         ● Provide link on website...
Driving Online TrafficVideo Marketing         Video Marketing Advantages          ● People like videos           ●Relation...
Driving Online TrafficSocial Media / Promotions Contents Promotions & Giveaways         Facebook Promotions         Common...
Driving Online TrafficOffline Marketing Offline Marketing Ideas  ●      merchandising  ●      business cards  ●      local...
Driving Online TrafficPaid Channels Paid Online Marketing   ●     Search Advertisements   ●     Display Advertisements  Pa...
Driving Online TrafficPaid Channels Google Adwords (Hands On Campaign Setup)Alexandria - November 2012
Driving Online TrafficPaid Channels Facebook (Hands On Campaign Setup)Alexandria - November 2012
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E marketing day 2

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Small business Marking seminar.
Day 2 - Taylor discusses strategies for driving traffic.

Published in: Technology, Business
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E marketing day 2

  1. 1. E-MarketingMarketing your business online Alexandria, Egypt - Nov 2012
  2. 2. E-Marketing - Overview Day 1 Bringing your businesses online ● Setting up a website for your business ● Social media crash course ● Managing your web presence Day 2 Driving online traffic ● SEO & backlink building 101 ● Online marketing tactics ● Running a Google Adwords campaign ● Running a Facebook campaign Day 3 Driving online traffic & getting sales ● Running a Google Adwords campaign ● Converting visitors to customers ● Google Analytics – monitoring & optimizing your website ● Small Business Problems / QuestionsAlexandria - November 2012
  3. 3. Driving Online Traffic The big 8 Channels for driving traffic ● Search Engines ● Paid Advertising ● Referral Traffic ● Social Media ● Affiliate Marketing ● Email Marketing ● Video Marketing ● Offline MarketingAlexandria - November 2012
  4. 4. Driving Online TrafficSearch Engines SEO 101 (Search Engine Optimization) ● SEO = Getting ranked on google ● Importance of SEO ○ Seo leads - 15% close rate ○ Paid search leads - 7% close rate ○ Email marketing - 2% close rateAlexandria - November 2012
  5. 5. Driving Online TrafficSearch Engines Search Engine Usage (Worldwide) ● Google - 86% of search traffic ● Bing - 7.3% of search traffic ● Yahoo - 3.1% of search traffic Focus SEO efforts on Google ● Google is by far biggest ● Google continues to gain market shareAlexandria - November 2012
  6. 6. Driving Online TrafficSearch Engines ADT Home Security Case Study - SEO value ● company that sells home alarm systems ● Contribution margin $300 per sale ● For every 50 website visitors we got 1 sale ● $300/50 = $6 value per website visitorAlexandria - November 2012
  7. 7. Driving Online TrafficSearch Engines ADT Home Security Case Study - SEO value Running large scale SEO campaign ● resulted in 4,000 additional visitors per day ● 4,000 * $6 = $24,000/day value ● search engine visitors converted at 1/25 (twice the rate) ● SEO campaign valued at $48,000/dayAlexandria - November 2012
  8. 8. Driving Online TrafficSearch Engines Basics of SEO - The SEO blueprint ● On page ranking factors (10%) ○ Domain name ○ File name ○ Page Title ○ Header tags ○ Keyword density throughout the content ○ Site speed ● Off page ranking factors (90%) ○ BacklinksAlexandria - November 2012
  9. 9. Driving Online TrafficSearch EnginesAlexandria - November 2012
  10. 10. Driving Online TrafficSearch Engines Estimating search traffic ● "Modern Furniture" = 8,100 searches (egypt) ● Click Distribution ○ Position #1: 45.46% of all clicks ○ Position #2: 15.69% of all clicks ○ Position #3: 10.09% of all clicks ○ Position #4: 5.49% of all clicks ○ Position #5: 5.00% of all clicks ● Estimates Traffic from "Modern Furniture" ○ 8,100 * .15 = 1,200 visitors per month ○ Potential traffic = 8,100 * .45 = 3,645 visitors per monthAlexandria - November 2012
  11. 11. Driving Online TrafficSearch Engines On page SEO tips ● Create a unique page for each keyword you are trying to target. ● Use keyword in the url of the website, in the page title, and in a header tag. ● Use keyword a few times in the page content. ● Ensure that your website loads fast.Alexandria - November 2012
  12. 12. Driving Online TrafficSearch Engines/Backlink Building ● Backlink Building ○ Serves two channels ■ Referral Traffic Channel ■ Search Engines Channel ○ All backlinks are not Equal ■ Page Rank ■ Higher page rank = higher on googleAlexandria - November 2012
  13. 13. Driving Online TrafficSearch Engines/Backlink Building ● Backlink Building - Tactics ○ Copy your competition ○ Social Media Links ○ Customer approach (forums) ○ Network and ask people you know for links ○ Web Directories ○ Press Releases ○ Article/ RSS/Video/PDF/Podcast Submissions ○ BloggingAlexandria - November 2012
  14. 14. Driving Online TrafficSearch Engine/ Localized Content ● Localized Marketing ○ power of local marketing ○ Get on Local Maps * ■ google maps ■ bing maps ■ yahoo mapAlexandria - November 2012
  15. 15. Driving Online TrafficSearch Engine/ Localized Content Localized Keyword Targeting example: target seo efforts on "Alexandria Modern Furniture" rather than "Modern Furniture" ● Much less SEO effort ● More likely to rank first on google ● Narrows traffic to customers who can buy your product ADT Home Security - 70% of search traffic (3,000/day) through this tacticAlexandria - November 2012
  16. 16. Driving Online TrafficSearch Engines ● Small business SEOAlexandria - November 2012
  17. 17. Driving Online TrafficAffiliate Marketing Affiliate Marketing having other online marketers sell your product ● Do your Homework ● Develop a policy for affiliate sellers ● Advertise your affiliate program Google & Amazon offer affiliate networks.Alexandria - November 2012
  18. 18. Driving Online TrafficEmail Marketing Creating a Newsletter Building an audience ● Provide link on website ● offer promotions to subscribe ● promote on paid networks & social media ● no more than 1/week, no less that 1/monthAlexandria - November 2012
  19. 19. Driving Online TrafficVideo Marketing Video Marketing Advantages ● People like videos ●Relational ● Higher Conversion Video Marketing Opportunities ● Youtube ● SEO benefitsAlexandria - November 2012
  20. 20. Driving Online TrafficSocial Media / Promotions Contents Promotions & Giveaways Facebook Promotions Common Promotional Ideas ● Competitions ● Online Quizzes ● Coupons ● Sweepstake ● GiveawaysAlexandria - November 2012
  21. 21. Driving Online TrafficOffline Marketing Offline Marketing Ideas ● merchandising ● business cards ● local business directories (phone book) ● QR codesAlexandria - November 2012
  22. 22. Driving Online TrafficPaid Channels Paid Online Marketing ● Search Advertisements ● Display Advertisements Payment Structures ● pay per click ● pay per viewAlexandria - November 2012
  23. 23. Driving Online TrafficPaid Channels Google Adwords (Hands On Campaign Setup)Alexandria - November 2012
  24. 24. Driving Online TrafficPaid Channels Facebook (Hands On Campaign Setup)Alexandria - November 2012
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