Digital Futures Presentation Sept 09

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
Just 95 characters
to tell your story
Instant traffic – pay per click
100% control of keywords & landing pages

Local – Maps & Local Business
Top 10 results on page 1.
20% of all search has a local intent

GUS – Blended Search
News
Text
Sponsored
Video
Maps

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
Search Engines are not the only sites capable of driving large volumes of traffic anymore
Same rules apply – CONTENT IS STILL KING
Well optimised content distributed through social networks turbo charges your SEO
Images from Flickr & used under Creative Commons license: http://www.flickr.com/photos/andrewhuth/803693899 & http://www.flickr.com/photos/diyanakamaruza/3279036914

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 4th 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 matt@traffika.com.au

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Digital Futures Presentation Sept 09

by Matt Forman on Sep 04, 2009

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Digital Futures Presentation Sept 09 — Presentation Transcript