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Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
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Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
Online Marketing 2013
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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Transcript

  • 1. Online MarketingSeminarQuentin Weber and Adam Crouchley
  • 2. 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)
  • 3. Quality over Quantity- Build on good qualitytraffic- Repair poor qualitytraffic- Improve Return onInvestment
  • 4. Introduction
  • 5. Measurementand Analytics
  • 6. 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
  • 7. Overview
  • 8. Compare ResultsPick dates
  • 9. AudienceSeeing how visitors view your website
  • 10. Audience
  • 11. Demographics
  • 12. Demographics
  • 13. AudienceMobile
  • 14. SourcesHow do they find your website?
  • 15. Sources
  • 16. Sources www.dorimedia.co.nz/urlbuilder http://dorimedia.co.nz/?utm_source=Newsletter&utm_medium=March&utm_campaign=March%2BNewsletter
  • 17. 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
  • 18. Yo uDo Wo Th uld is! nt !! Measuring Offline
  • 19. Thats Better
  • 20. Content
  • 21. ContentUnderstand what pages draw the most traffic toyour website and whyWhich pages dont bring so much traffic to thesite?
  • 22. Conversions
  • 23. ConversionsGoalsEcommerceMulti-Channel Funnels
  • 24. ContentTake note of the bounce rate and Avg. Time onPage
  • 25. In-Page Analytics
  • 26. Event Tracking
  • 27. Organic Search
  • 28. 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
  • 29. 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.
  • 30. How People Search - Solving A Problem
  • 31. Short Tail vs. Long Tail Keywords
  • 32. 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
  • 33. 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.
  • 34. 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
  • 35. PageRankHistoryBacklinksPage Authority
  • 36. BacklinksGet listed on industry specific websites;- Your suppliers- Customers- AssociationsAdd keyword rich alt tags to these links if theyare images.
  • 37. How Social Effects Search
  • 38. OnlineAdvertising
  • 39. 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
  • 40. Online vs Offline● Changes In Time Spent With Media● More Effective Ways To Target Customers● Easier To Measure
  • 41. Google Adwords Google knows almost everything about everyone.Identify where your customers are surfing the internet and how to approach them.
  • 42. Google AdWordsSearch NetworkFind people that are alreadylooking for your product orservice100 billion Google searchesper month
  • 43. Choosing KeywordsGoogle Keyword Tool
  • 44. Writing an Ad
  • 45. AdWords ExtensionsLocation Extensions
  • 46. AdWords ExtensionsPhone ExtensionsSite Extensions
  • 47. Display NetworkDisplay NetworkTradeMe YouTube
  • 48. What ad sizes are available toadvertisers?
  • 49. Remarketing
  • 50. Optimising Your Ads
  • 51. Facebook Ads
  • 52. Facebook Ads - Different TypesPage Post Ad Page post like sponsored storyPage like sponsored story
  • 53. Anatomy of a Facebook Ad
  • 54. Facebook - Sponsored Posts
  • 55. Facebook - Mobile Advertising
  • 56. 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
  • 57. Social Media
  • 58. 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
  • 59. Choosing The Right PlatformThe platform you use is not important, as longas you use it the right way!
  • 60. 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.
  • 61. Analytics
  • 62. Coming UpThe Twitter Revolution 2013April 3rd, 2013.Blogging and Content MarketingMay 1st, 2013.LinkedIn for NetworkingJune 5th, 2013.
  • 63. Q&A
  • 64. 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

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