Presented by Sam shetty Nov 2012Online marketingworkshop
Agenda■ The Digital landscape■ Online marketing, Which one is right for me ?■ Planning your SEO implementation■ SEO process■ PPC■ Social media■ Mobile websites■ Q&A
Expected online spend in Australia$21.7 billion Forecast of total online spend by Australians by 2015• In 2011 expected online shopping expenditure in Australia to reach $13.6 billion• Expected $6 billion spent by Australians on overseas websites* PricewaterhouseCoopers Digital Media Research report July 25th 2011
The Traditional Shopping Process is… Linear, predictable, analog, brand-controlledSource: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlledSource : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
Website Traffic “Website traffic ismeaningless unless itconverts into leads”
So - what are my options?■ SEO - Search Engine Optimisation■ SEA - Search Engine Advertising■ SMM - Social Media Marketing
What is search engine optimisation? Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. Wikipedia
Avoiding the 5 second ‘bounce’ 5 seconds …before a potential customer hits the ‘Back’ buttonMake sure they stay!Tell them…■ Who you are?■ What you do?■ Why is it important to them?■ What to do next?
The life of a Google query■ The life span of a Google query normally lasts less than half a second, yet involves a number of different steps that must be completed before results can be delivered to a person seeking information.
SEO setup• Google Analytics• Google webmaster tools• Google Insights• XML sitemap generator• Google + local• Social media setup
Search Engine Optimisation■ Indexing your website■ Google analytics■ Keyword research (Keyword research report)■ Competition analysis■ Setup web ranking report■ Site structure■ Sitemap■ Google +■ Local business results■ On-page optimisation■ Image optimisation■ Directory submission■ Article submission■ Link building■ Social media setup■ Blog
Keyword research• Free tools : Google External keyword tool• Paid tools : Word tracker, Semrush, Keyword discovery• Target Long tail keywords and generic keywords• Target 2 to 3 keywords per page• Use Google adwords to test your keyword selection
What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future?While there was some significant contention about issues like paid links and ads vs. content, the http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlvoters nearly all agreed that social signals and perceived user value signals have bright futures.
You tube & Video optimisation• You tube accounts for about 28 % of all Google search results• You tube appears often on Google SERP results• Create a branded you tube channel for your business• Each video on your site should have its own page, indexable by search engines• Write descriptive keyword rich keyword titles for your videos on You tube• Provide video description for context, share video features• Cross promote your videos on other social channels
SEO limitations■ Takes longer to get near the top■ Google is always one step ahead■ Flash websites are much harder to optimise■ High competition for the best keywords■ Difficult to rank high for generic keywordsIs there something else I can use to get around these problems?
What is search engine advertising/ PPC …a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.Wikipedia
Traffic• A well executed PPC campaign sends targeted traffic to your site.• Plus, sites that rank both high in Paid and Organic results receive more clicks.
24/7 AdvertisingPaid search ads start runningimmediately and continue to run24/7.Potential buyers or customerswill always be able to find you.
Precision• PPC advertising has advanced controls:• Day-parting: You can choose to have your ads run only at certain times during the day.• Geolocation: You can target your ads to run in certain locations only.
Calculating your target CPA1. Determine Your Conversion Rate2. Calculate Your Gross Profit3. Calculate Your Target CPA4. Calculate Your Net Profit5. Determine Maximum CPC
Figure out your conversion rate• Conversions / Site Visits = Conversion Rate• If a site received 4,000 site visits in a month, and generated 80 conversions, the conversion rate would be 2%.• 80 / 4,000 = .02
Tips on improving ROI• Run a negative keyword campaign• Spread media across Google, Yahoo & Facebook• Focus on Display ads , remarketing campaigns• Location, Location , Location• Make an offer they can’t refuse• Utilize long tail keywords• Timing is everything• Home page is not a landing page• Quality score is key• Monitor it regularly ( Keep on testing …)
Is PPC right for me ?• Does your business have a unique selling point ?• Do you stock products ?• Do you need to feed your sales team with leads ?• Low cost of lead acquisition• Do you need to measure ROI ?• Ability to focus on specific locations , time zone• Ability to change your marketing message daily• Better conversions
What is social media marketing? Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Wikipedia
Key factors about social media• Attraction: How to draw people to you• Retention: How to keep people coming back• Conversion: Moving from liker to buyer• Measurement: Making wise decisions
Is your business ready for social media• What goals do you hope to achieve from a social media marketing effort?• What measures of success will be used to evaluate a social media marketing program?• Do you employ a full-time community manager?• Have you identified and engaged and/or networked with influentials in your target industry on social web sites?• Is there a user generated content component of your web site? Profiles, comments, reviews, content sharing: text, image, video or audio?
What is conversion rate?• The percentage of your visitors who end up reaching a given goal.• Typical goals include, making a purchase, submitting an inquiry form, and signing up for a free newsletter.
What’s your conversion rate ?2 %, 5% or 10 % ?To double your conversion rate , you need toincrease conversion rates of your• Ads by 25 %• Homepage by 25 %• Product page by 25 %• Shopping cart by 25 %
Ways to improve conversions• A/B split tests• Google Adwords• Web analytics• Usability testing• Test your headlines• Test different offers• Test different calls-to-action• Remove clutter• Test different images• Don’t ask for too much information
Performance of Each Medium Reputation: 90% of consumers believe online reviews4, which impacts conversions, also factors into organic search rank Social: 50% increase in CTR when consumers exposed to social media & paid search3, also factors into organic search rank Display Advertising: builds brand awareness & lifts conversion 22% over search alone2 Organic Search: together with paid search increases purchase likelihood 73%1 Paid Search: proven fastest method for getting site visits and leadsSources: 1. comScore/iProspect, 2. Microsoft Atlas Institute, 3. MarketingSherpa, GroupM, 4. Kudzu
Mobile trends• Mobile growth and device adoption• The word “ mobile” is getting outdated• Tablets will replace majority of desktop users• HTML5 and responsive design will continue to grow• Mobile E commerce is growing
Mobile site optimisationThe mobile rule of thumb“ If it cannot be done by the thumb, it cannot be done”• Buttons should be big• Buttons should be isolated• Buttons should be reachable• Buttons Should be Prioritised• Buttons Should Use Descriptive Text
59% expect “total cost” before checkout -OneUpWeb
23% of shoppers will abandon checkout if forced toRegister –Forrester Research
“For whatever reason, a free shipping offer that saves a customer $6.99 is more appealing to many than a discount that cuts the purchase price by $10.”--David Bell, WhartonSchool of Business
Cart abandonment spikes when cart total is low and when shipping charges are close to the cart totalIt also spikes near the $100, possibly due to the “triple digit” mark
Conclusion• Q&A• Request a free Consultation for your website• Thank you !!!• Sam Shetty firstname.lastname@example.org