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

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 MeMatt 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

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 isOpportunity knocks for nimble SME’s

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 resultsFresh, unique & quality contentBack links are like votes from other websites

Fresh, unique & quality content

Back links are like votes from other websites

Paid – Google AdwordsJust 95 characters to tell your storyInstant traffic – pay per click100% control of keywords & landing pages

Instant traffic – pay per click

100% control of keywords & landing pages

Local – Maps & Local BusinessTop 10 results on page 1.20% of all search has a local intent

GUS – Blended Search NewsTextSponsoredVideoMaps

Performance MediaPay only when your marketing objective has been achieved

Premium placements – only pay for the actionHigh 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 SEOImages from Flickr & used under Creative Commons license: http://www.flickr.com/photos/andrewhuth/803693899 & http://www.flickr.com/photos/diyanakamaruza/3279036914

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

Social Platforms We’ll CoverOver 5.3 million adult Australian members*Over 750,000 Australian members***Source: Facebook Advertising13/07/09**Source: Nielsen Netview, May 2009

“Es” of Social MediaEducateEngageEntertain

FacebookMore than 250 million active usersMore than 100 million users log on to Facebook at least once each dayThe fastest growing demographic is those 35 years and olderMore than 4 billion minutes are spent on Facebook each dayMore than 6 million users become fans of Pages each day

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 StateSource: kristi-barrow.com and Facebook Advertising, Estimates taken on 19th of December 2008

TwitterMore than 25 million usersMore than 2 million ‘tweets’per day55% Twitter users female / 45% male

More than 25 million users

More than 2 million ‘tweets’per day

55% Twitter users female / 45% male

Twitter bandwagon gains momentumSource: 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 /RSSRegular quality articlesGiving away value creates valueRSS syndication of content to Twitter, Facebook + 12 other social platformsRegular social bookmarking with Digg, Delicious & Stumbleupon

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

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

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

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

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 AwaysThe 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 GUSConsider performance media for both direct response and cost effective brandingSocial 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 InfoTweet stream #DigitalFutures (search.twitter.com) Video available from facebook.traffika.com.auPresentation available from slideshare.net/mattformanTweet me @ twitter.com/mattformanEmail me matt@traffika.com.au

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