The document provides an extensive overview of digital marketing strategies aimed at increasing website traffic and customer engagement. It outlines key principles such as quality service, customer-centric marketing, and effective use of social media and content marketing. Various tips include optimizing for mobile, improving SEO, and utilizing analytics to measure success and adapt strategies.

1. DIGITAL PLATFORM:
Ways to Flood your Website with Traffic
and Get Noticed in a Noisy World
Rico BURAGA
eMarketing Specialist
eMarketingConsult.com
@RicoBuraga
Digital Marketing Strategy Seminar
Asian Institute of Management
123 Paseo de Roxas, Makati City 1260, Philippines

2. About Rico BURAGA
An eMarketing Specialist eMarketingConsult.com
A full service digital marketing agency. Get fresh
customers, not just leads. eMarketingConsult.com is
the easiest way for global and locally focused
businesses to reach new customers online.
My philosophy: 1. make marketing people love
2. create content people want
3. always stay current
Educational Background: Undergraduate- Economics (Specialization: Marketing
and Price Analysis), U.P. Los Baños
guru „a religious leader or teacher in the Hindu or Sikh Los Baños
Graduate- Management, U.P. religion or,
more generally, a person who International Development, GSID- Nagoya University
is respected for their knowledge of a
particular subject and who gives advice‟
E-marketing trainer and - 7 years relevant digital marketing experience. Majority
consultant self-proclaimed guru clients are SMB‟s in United States, Canada, U.K. and
I’m not a
of
but a Marketing Enthusiast. For
China (jewelry, webhosting, automobile parts, self-help
learning is never cumulative, it is a movement of knowing which has
tools, consumer electronics, non-profit , political
no beginning and no end.
campaign, retail and financial products).
- UN Online Volunteer

3. The basics of promoting any business, whether it
is web-based or brick and mortar, are pretty
standard:
a. Provide a quality product or service that will result in happy
customers. Happy customers increase word-of-mouth advertising
for you, and also result in repeat business.
b. Remember the old adage, “the customer comes first.” While
there are some people who you will never be able to satisfy no
matter what you do, you can save yourself from negative feedback
and thread posts by offering timely, responsive customer service,
and making things that go wrong (because they do) right to the
best of your ability.
c. Offer added value or bonuses, where you can – things that your
customers cannot get from your competition. One of the best is
referral bonuses – when one of your customers sends another
customer to you, reward them in some way.

4. How long do you have to engage
a site visitor?
► 50 milliseconds
► 2 seconds?
► 7 seconds?
Source: www.clickdensity.com

5. 2013: Top 28 digital marketing tips
Tips Watch out for…
1. Strategy OVP
2. Analytics GA, Bounce rates
3. Findability AB, MVT
4. Persuasion Cialdini, GCO
5. SEO GWT, SEOMoz, GT
6. Automation Aweber, MailChimp, Office
Autopilot & etc.

6. Case study -
Online ► One of the UK‟s leading nationwide laser eye
adverts surgery clinics treating over 100,000 UK patients
► One of the biggest advertisers on the UK Internet
Email
Consultation
Web site booking
Database
Consultation
Awareness Maintain share of voice
Treatment
Brand Drive purchase intent
favourability
Engage with brand
Purchase personality
consideration
Product reassurance

7. 1. Strategy

8. Tip #1 Create website mobile and tablet
version (responsive design)
 2 major problems we face in a multi-screen world
 5 strategic approaches to deal with these big-picture trends
 mobile web design best practices that dig deep into the details
of execution

10. Don’t believe it? Here are 6 reasons m-dot websites are a
dead end:
a. Hurts your search engine optimization (SEO)
b. Slows your website performance with DNS lookups and
redirects
c. Results in subdomain spaghetti and heightens the device
diversity problem
d. Erodes social media sharing because of misdirection
e. Undermines email sharing between devices
f. Clashes with the philosophy of the web

11. How do you measure website marketing success?
Chaffey et al., Internet Marketing, 3rd Edition © Pearson Education Limited 2007

12. Tip #2 - Defining your OVP
► Core brand proposition = eMarketing Mix:
► Who you are?
► What you do?
► Where you doit?
► What makes you different?
► OVP - Online Value Proposition
► Reinforces core brand proposition and credibility,
but messaging shows:
► Value that a site visitor get from your online brand
or campaign that…
► They can‟t get from you offline?
► They can‟t get from competitors?
► Communicate message forcefully:
online and offline

13. Does your message stand out?
http://www.useit.com/alertbox/banner-blindness.html

14. Examples of Nielsen’s tests

15. What do you notice?
Source: Etre (www.etre.com)

16. Amazon exploits top-left, top-right
Source: Etre (www.etre.com)

17. Tip #3 Web usability
Myths:
a. Usability testing is pointless because we won‟t make changes
anyway
b. It will just get overruled through „design by committee‟
c. It takes too long
d. It costs too much
e. It‟s impossible to convince management to run tests

18. f. My site is perfect, there is no need to test
g. It‟s impossible to show the value of testing
h. Users don‟t care about usability
i. You need an Human Computer Interaction degree to
understand usability
j. Designers already know what they are doing, they don‟t need
to run usability tests

19. k. I‟ve already tested my website in the past, there is no need to
test again
l. It‟s too difficult to get started

20. Usability Testing Tools
A Paper and Pencil Mechanical Turk
Concept Feedback Morae
Chalkmark Open Hallway
Clickheat Silverback
ClickTale Simple Mouse Tracking
Clixpy Usabilla
Crazy Egg UserFly
Ethnio UserTesting.com
Feng-GUI UserVue
Five Second Test Google Analytics
Feedback Army Google Website Optimizer
Loop11 Website Grader

21. Ultralase home page
Run-of-Site
Customer-centric copy
Signup
Questions answered
Outcomes
+
OVP

22. Tip #4 answer the visitors questions
Ad Standard landing page
Interstitial landing page

23. Conversion Rate Optimisation (CRO)
most e-marketing professional have design or PPC background but in
CRO this is where rocket scientist meets the internet marketer
a. Determine the rules of the game and how to win it
b. Understanding existing traffic sources
c. Understand your visitors
d. Study your market place
e. Expose the hidden wealth of your business

24. f. Create your experimental strategy
g. Design your experimental web pages
h. Carry your experiments in your website
i. Transfer your winning campaign in other media

25. Tip #5 Content marketing
Advance Blogging Tips:
a. Start with pillar articles for each category on your blog
b. Create “specialty articles” for each tip within your “pillar
articles”
c. Strategically interlink your pillar articles and specialty articles
d. Point pillar article to a “squeeze page”
e. Implement this strategy for each pillar article in each category

26. Tip #6 Use social media (Branded niche or vertical
communities)
Social Networking Tips for 2013:
a. Make sure your social profiles are complete and up to date.
b. Cross promote your social profiles.
c. Check your email contacts for new people to connect with on
social networks, and do this periodically.
d. Stop buying followers and fans.
e. Use Google Analytics to measure your social media efforts.

27. Facebook Tips:
a. Use the official Facebook buttons on your website.
b. Take advantage of custom tabs on your Facebook page.
c. Experiment with Promoted Posts, Sponsored Stories, and
regular advertising.
d. Go beyond Facebook Insights
e. Get alerted when your favorite fan pages have updates.
Twitter Tips:
a. Make sure your profile is updated to the new look – and is still
legible.
b. Manage your Twitter relationships in less time.

28. c. Start promoting your accounts and tweets with Twitter
advertising.
d. Land great clients by tweeting with them.
e. Keep track of your follower trends.
Google+ Tips:
a. If you‟re a local business, encourage reviews on your Google+
local page.
b. Share most updates publicly. And share the most important
ones publicly and add specific circles

29. c. Take advantage of Google+ authorship.
d. Use the official Google+ badge on your website.
e. Add the +1 button to your website and its content.
LinkedIn Tips:
a. Take advantage of the new company page design.
b. Post updates to your company page.
c. Encourage people to endorse you based on your skills.

30. d. Add additional details to your LinkedIn profile.
e. Try highly targeted LinkedIn advertising.
Pinterest Tips:
a. Thank those who pin images from your website.
b. Make sure no one is using your images without giving you a
link back.
c. Schedule your pins.
d. Use the Pin It button next to shareable images on your
website.
e. Localize your Pinterest page.

31. YouTube Tips:
a. Set up Playlists.
b. Play with the Annotation feature.
c. Use the Bulletin feature – carefully.
d. Share each video you upload to your other social outlets.
e. Name your video file with relevant keywords before you upload to
YouTube.

32. f. Title your movie with catchy keywords AND BE SURE TO DO YOUR
RESEARCH.
g. Fill out the video description with at least 2 - 3 paragraphs of text.
h. Put all the keywords from the title and description in the "tags"
section.
i. Share your video with all your friends - quickly!
j. Make a video response to an already popular video on YouTube.
k. Encourage sharing, allow comments, video responses and embedding
of your video.

33. l. Embed your new video prominently on your website to create 2 way
traffic.
m. Have your fellow bloggers reference or embed the video on their
site as well.

34. Tip #7 If you have a campaign fund,
consider online advertising
a. Affiliate Advertising (e.g. Linkshare.com, Commission Junction,
ShareASale)
b. Cost-per-Click (CPC)/Pay-per-Click (PPC)- (e.g. Google
Adwords)
c. Cost-per-Mil (CPM)/Cost-per-Impression (CPI) (e.g.
Chitika.com)
d. Pay-for-Performance (P4P)- (e.g. MediaTrust.com)
e. Sponsorship- (e.g. sponsor a blog)

35. f. Search Retargeting
i. Start with long windows, refine to shorter windows
ii. Analyze recency by vertical and campaign
iii. Analyze recency by keyword type
iv. Adjust based on your goals

36. Tip # 8 Developing your local marketing
strategy
Take some time to think about your local area and the people and
businesses within it.
You need to identify where the majority of your target market is; think
about the type of people and businesses that are most likely to buy your
products. Pinpoint those regions and focus your local marketing efforts
on those regions.
Breakdown your target market into distinct groups and develop
campaigns to target each group. Consider the general public, local
businesses, key stakeholders in the community, events and fairs, and
community groups. How will you reach each group? Create a timeline for
rolling out your strategies.

37. Tip #9 Use run-of-site Sign-up and OVP
messages
OVP = Online Value Proposition

38. Tip #10 – Target using personas
For each persona, assess preferences for:
 Platforms
(web, email, mobile)
 Platform usage (hours)
 Content consumption:
General site types &
category-specific
 Social media - content
creation & participation
 Search behaviour
 Trusted brands

39. 2. Analytics

41. Tip #11. Reduce your bounce rate
20% = Great
40% = OK
60% = Spam
► “Percentage of visitors who enter the site and
who then immediately exit”
► Should benchmark for different:
► 1. Digital channels (Search, ads, direct, email)
► 2. Different sites, placements or search terms
► 3. Creative
► 4. Different landing pages

42. Tip #12 - Tune your
www.google.com/analytics/
► 1. Define conversion goals (including value) & funnels
► 2. Define unique pages (e.g. remove Session IDs from
URLs)
► 3. Setup filters (e.g. new visitors only, paid search,
campaigns)
► 4. Put campaign tracking tags in place
Variable Meaning
utm_campaign The name of the marketing campaign, e.g. Spring Campaign.
Media channel (i.e. email, banner, CPC, etc).
utm_medium
What is the „distribution method‟ that is used to get our message out to our clients?
Who are you partnering with to push your message. A publisher, or for paid search Google,
utm_source
Yahoo, Live Search,
The version of the ad (used for A/B testing). You can identify two versions of the same ad using
utm_content
this variable.
The search term purchased (if you‟re buying keywords).
utm_term
This is not always used and is NOT included in the above example.

43. 3. Findability

44. Tip #13 - Use Scent trails
Do you have the right scent?
Tip: Use customer-centric language, Especially in nav labels and page headings

45. Tip #14 AB Test
Which is best? - „Clean‟ or „Cluttered‟

46. Tip #15 Use Multivariate testing?

47. Tip #16 TIMITI = Flexible web layouts

48. Tip #17 Use secondary navigation to
highlight next steps

49. 4. Persuasion
Persuasion
Credibility +
6 “weapons of influence”
• Reciprocity
• Commitment and
consistency
• Consensus
• Affinity
(Liking & credibility)
• Authority
• Scarcity See: http://en.wikipedia.org/wiki/Robert_Cialdini

50. Persuasion principle 1: Credibility
► 1. Presumed
General assumptions in
the mind of the perceiver
► 2. Surface
Simple inspection or
initial first-hand
experience
► 3. Reputed
Third party
endorsements, reports or
referrals
► 4. Earned
First hand experience
that extends over time
www.euroffice.co.uk

51. 2. Reciprocity
Tip #18
Offer valuable,
exclusive
content or
offers and your
audience will
remember you
and be
indebted to
you.

52. 3. Commitment and consistency
“Get
initial commitment”
“Set their alarm clock”:
Tip #19
Provide reasons
to
Regularly
Return
Q. How can you highlight reasons to return to the site (which labels)?

53. Apply RF(M) analysis
Recency
(Date of Last Visit)
88% of
“Fresh” “Loyal Stars”
(Been in last 3 weeks) Use the forum
“Stale”
(3 weeks – 3 months)
“Rotten”
(> 3 months old)
“Tried It” “Regulars” “Loyal”
Proportion using (Once or Twice) (2-5 times) (More than 5 visits) Loyalty
community tools (Number of Visits)

54. 4. Consensus and social proof
Tip #20
Use independent
accreditation
Your audience
will believe
others
more than they
believe
you!

55. Social media can help
with conversion and SEO
www.addthis.com

56. 5. Affinity (liking)
People
are
persuaded
by
other
people
they
like.
Anne Hathaway

57. Persuasion
means to
win others
over, not
to defeat
them.
Scarlett Johansson

58. Does SEX still sells?

60. 6. Authority
Show off
your
Authority,
Expertise
and
Status

64. 7. Scarcity Loss is
more
powerful
than gain
Show
site
visitors
what they
could
miss

65. Tip #21 Webify your copy
The most common online copywriting mistakes
► Copy not customer-centric (Use the “You Test”)
► Not appealing to diverse audiences
► Not highlighting your unique benefits
► Making copy too long
► Not chunking copy
► Not engaging at start of para
► Not using sub-heads
► Not highlighting related content
► Not integrating hyperlinks
► Hyperlinks at start, middle and end

66. 5. Search Engine Optimisation
(SEO)

67. Tip #22 Search engine optimization…white-
hat
a. Find the best keywords for the product or service you offer by
considering how relevant they are to site content and how likely
folks are to use them while searching for products similar to yours.
You can get some help with this from a couple of different tools
that do this for you: (1) WordTracker; and (2) Keyword Research ,
both of which offer free trials before you buy.
b. Ensure that your page titles start with targeted keywords, and
that your permanent body copy is keyword rich. Repeating
keywords throughout your copy may lessen the quality of your
writing style (most of us who write tend to shy away from
redundancy), but will ultimately pull in business, so there is a
small trade-off here.

68. c. When using graphics and pictures, make sure that you include
captions and that your captions are keyword rich.
d. Include a site index which is formatted so that each index entry
acts as a link back to a page on your site.
e. Make sure that your website‟s filenames and directories are
named with keywords.

69. Tip #23 Controlling your messaging in
the search results page
Paid listings -
Pay Per Click (PPC)
Natural or organic listings -
Search engine optimisation (SEO)
<meta name=“description = > tags
<title> </title> tags Or Snippets from page
Or www.dmoz.org

70. Controlling messaging through document meta
data
Google
<title> tag
SERPS
<meta name> description tag + snippet
.HTML
Source 1
“View 2
Source”
3
Visible 5 - <h1><h2>
page
4

71. Practical tip
To evaluate use search syntax:
site:domain.com + <keyphrase>

72. Tip #24 Analyse target keyphrases
Tip: Use the Google keyword tool to inform copywriting:
https://adwords.google.com/select/KeywordToolExternal
Source: OneStat.com

73. Which SEO ranking factors should I
focus on?
► On page:
► 1. <title> tag = 4.9/5
► 2. Meta name description = 2/5
► 3. Meta name keywords = 1/5
► 4. Keyword frequency and density = 3.7/5
► 5. Keyword in headings = <h1> = 3.1, <h2> = 2.8
► 6. Keyword in document name = 2.8
► Off-page
► More backlinks (higher PageRank)= 4/5
► Page assessed as a hub = 3.5/5
► Page assessed as an authority = 3.5/5
► Link anchor text contains keyword = 4.4/5
► Link velocity (rate at which changes) = 3.5/5
See http://www.seomoz.org/article/search-ranking-factors

74. Tip #25 Use footer links and
primary nav for SEO
Home page
Tip: Ensure primary and secondary
Navigation labels include keyphrases
within anchor text Current accounts page

75. Tip #26 Create link-bait?

76. Tip #27 Automate some e-marketing
processes
Increased adoption is made possible through
low-cost email systems like Aweber, MailChimp
and Office Autopilot.

79. Are you using Google Webmaster tools?
► Reasons for using and distributing diagnosis:
► Crawl errors
Practical Tip:
► Search query performance Essential to use:
relevant anchor text for linking
► Internal and external link reports pages
within copy

80. So… is your site successful?
Tip #28 – Answer the 4 key customer
questions
Can you locate Is the content what
Are you answering these questions through Psyma?
what you are you want?  
looking for? 
 How satisfied are my visitors?
 What are my visitors at my website to do?
 Are they completing what they set out to do?
 If not, why not?
 If yes, what did they like best about the online experience?
Can you interact
as you want?  
Are your
needs anticipated 
Will you make
repeat visits? 

81. Thank you and Good Luck!
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►@RicoBuraga
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► Subscribe
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updates on what„s new in E-marketing
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► Myvirtual business card at:
http://rico.emarketingconsult.com

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85. References:
Chaffey, Dave. (2012). Digital Marketing: Strategy, Implementation
and Practice, 5th Revised edition. Pearson Education.
Kaushik, Avinash. (2009). Web Analytics 2.0: The Art of Online
Accountability and Science of Customer Centricity. Sybex.
Mooiji de, Marieke. (2010). Consumer Behavior and Culture:
Consequences for Global Marketing and Advertising, Second
Edition. SAGE Publications, Inc.
Strauss, Judy. 2011. E-Marketing, 6th Edition. Prentice Hall.