Online Marketing 2013
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Online Marketing 2013

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Online Marketing Seminar held March 6th 2013. Looking at 4 elements of Online Marketing - Paid Advertising, Organic Search, Social Media and Analytics.

Online Marketing Seminar held March 6th 2013. Looking at 4 elements of Online Marketing - Paid Advertising, Organic Search, Social Media and Analytics.

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Online Marketing 2013 Online Marketing 2013 Presentation Transcript

  • Online MarketingSeminarQuentin Weber and Adam Crouchley
  • Some Stats That Will Blow Your Mind!20% of Daily Google Searches Have Never Been Searched Before (1) Facebook Users in New Zealand 2,270,480 (2) And Counting... 86.0 % of New Zealanders are Online (3) The Average New Zealander Spends 19.4 hours Online (4)
  • Quality over Quantity- Build on good qualitytraffic- Repair poor qualitytraffic- Improve Return onInvestment
  • Introduction
  • Measurementand Analytics
  • Quality over QuantityBounce RateArrives at site, views only 1 page, leaves within 30 secondsPages / VisitAverage amount of pages visitedAvg. Visit DurationAverage time spent onsite per visit
  • Overview
  • Compare ResultsPick dates
  • AudienceSeeing how visitors view your website
  • Audience
  • Demographics
  • Demographics
  • AudienceMobile
  • SourcesHow do they find your website?
  • Sources
  • Sources www.dorimedia.co.nz/urlbuilder http://dorimedia.co.nz/?utm_source=Newsletter&utm_medium=March&utm_campaign=March%2BNewsletter
  • Online and Offline CampaignsOnline - Tag Your Sources http://socialmediaseminars.co.nz/?utm_source=Facebook&utm_medium=CPC&utm_content=Ad1&utm_campaign =Online%2BMarketing%2BSeminar
  • Yo uDo Wo Th uld is! nt !! Measuring Offline
  • Thats Better
  • Content
  • ContentUnderstand what pages draw the most traffic toyour website and whyWhich pages dont bring so much traffic to thesite?
  • Conversions
  • ConversionsGoalsEcommerceMulti-Channel Funnels
  • ContentTake note of the bounce rate and Avg. Time onPage
  • In-Page Analytics
  • Event Tracking
  • Organic Search
  • Main Organic SEO points to cover● Choosing Keywords● Content is king● Keywords across page title, url, description, within content● How social is effecting SEO and the changes that google is making this year
  • What Google Sees AlgorithmEach year, Google changes its search algorithm up to 500 – 600 times. Whilemost of these changes are minor, every few months Google rolls out a “major” algorithmic update that affect search results in significant ways.Google’s mission is to organize the world’s information and make it universally accessible and useful.
  • How People Search - Solving A Problem
  • Short Tail vs. Long Tail Keywords
  • Whats Content Got To Do With It...Content Is King!● Focus Keyword - Dont tryand do them all on One Page!● 300 word minimum● Keyword density 1-4%● Headings and titles● Image Alt tags
  • Example - A CafeKeywords:- Stonegrill Hamilton- Catering Hamilton- Cafe HamiltonThrough the site we will refer to these things,but there will be individual pages for each majortopic/keyword.
  • Other On-Page Factors● Page URLwww.dorimedia.co.nz/?p=123 vs. www.dorimedia.co.nz/online-marketing● Outbound Links● Page Title● Meta Descriptions and Meta Keywords● Sitemap● Categories● Good Page Structure ○ Breadcrumbs
  • PageRankHistoryBacklinksPage Authority
  • BacklinksGet listed on industry specific websites;- Your suppliers- Customers- AssociationsAdd keyword rich alt tags to these links if theyare images.
  • How Social Effects Search
  • OnlineAdvertising
  • Main Online Advertising Points ToCoverChoosing a platform● Google AdWords● Facebook Ads● LinkedIn Ads● Twitter Sponsored Tweets● Bing Ads● Individual site advertising eg TradeMe etc.● YouTube video Ads● Google TV Ads
  • Online vs Offline● Changes In Time Spent With Media● More Effective Ways To Target Customers● Easier To Measure
  • Google Adwords Google knows almost everything about everyone.Identify where your customers are surfing the internet and how to approach them.
  • Google AdWordsSearch NetworkFind people that are alreadylooking for your product orservice100 billion Google searchesper month
  • Choosing KeywordsGoogle Keyword Tool
  • Writing an Ad
  • AdWords ExtensionsLocation Extensions
  • AdWords ExtensionsPhone ExtensionsSite Extensions
  • Display NetworkDisplay NetworkTradeMe YouTube
  • What ad sizes are available toadvertisers?
  • Remarketing
  • Optimising Your Ads
  • Facebook Ads
  • Facebook Ads - Different TypesPage Post Ad Page post like sponsored storyPage like sponsored story
  • Anatomy of a Facebook Ad
  • Facebook - Sponsored Posts
  • Facebook - Mobile Advertising
  • LinkedIn Ads● Location – required field● Company ○ Company Name ○ Industry ○ Company Size● Job Title ○ Specific Job Title ○ Job Function ○ Seniority● Schools● Skills (Example: HTML or Project Management)● LinkedIn Groups● Gender● Age
  • Social Media
  • Understand Social MediaGenerally no one wants to see a businessadvertising within social mediaTreat social media like a cocktail party...- Be social- Have fun- Stay professional- Make new connections- Chat with people and build relationships
  • Choosing The Right PlatformThe platform you use is not important, as longas you use it the right way!
  • Blogging and Content MarketingWhen blogging, aim to write content that will beshared a lot.Write content that will help people or reallyentertain them.Share your blog posts with influential people.
  • Analytics
  • Coming UpThe Twitter Revolution 2013April 3rd, 2013.Blogging and Content MarketingMay 1st, 2013.LinkedIn for NetworkingJune 5th, 2013.
  • Q&A
  • 1. http://www.youtube.com/watch?v=QUCfFcchw1w&feature=player_embedded2. http://www.zoomsphere.com/charts/facebook/countries/australia-oceania/3. http://www.internetworldstats.com/sp/nz.htm4. https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_New_Zealand