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Online marketingworkshopPresented by Sam shetty April 2013
Agenda■ The Online space■ Online marketing, Which one is right for me ?■ Understanding SEO■ Google Analytics■ SEO process■ SEO Myths■ PPC■ Social media■ Mobile websites■ Conversion rate optimisation■ Q & A
Expected online spend in Australia$21.7 billion Forecast of total online spend byAustralians by 2015• In 2011 expected online shoppingexpenditure in Australia to reach $13.6billion• Expected $6 billion spent by Australianson overseas websites* PricewaterhouseCoopers Digital Media Research report July 25th 2011
The Traditional Shopping Process is…Source: The OPEN Brand: Digital Trends for 2011 by Resource InteractiveLinear, predictable, analog, brand-controlledEC
The New Purchase Journey is…Source : The OPEN Brand: Digital Trends for 2011 by Resource InteractiveNon-Linear, multi-channel, digital, consumer-controlledEC
Your Online journey ….“If you don’t know where you are going, youmight not get there ”
Buyers complete 60% of theirbuying cycle before they contactyour organization.CEB 2012
What’s the Root Cause?We’re too focused on what wewant them to know about us.• Gracious welcome• Overview of company• Wonderful product line• Extraordinary services• Unique differentiators
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 ofimproving the volume or quality of traffic to a website from search engines via “natural” (“organic” or“algorithmic”) search results.Wikipedia
Avoiding the 5 second ‘bounce’Make sure they stay!Tell them…■ Who you are?■ What you do?■ Why is it important to them?■ What to do next?5 seconds…before a potential customer hitsthe ‘Back’ button
SEO setup• Google Analytics• Google webmaster tools• XML sitemap• Google +• Google Alerts• Social media setup
SEO checklist for new sites• Accessibility ( Google webmaster tools)• Keyword targeting (search volume/low difficulty/relevance)• Content quality & value• Design quality & usability• Social media setup ( Claim your name )• Link building strategy
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
Search Engine Optimisation■ Indexing your website■ Google analytics■ Keyword research (Keyword research report)■ Competition analysis■ Site structure■ Sitemap■ Local business results■ On-page optimisation■ Image optimisation■ Directory submission■ Article submission■ Link building■ Social media setup■ Blog
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlWhile there was some significant contention about issues like paid links and ads vs. content, thevoters nearly all agreed that social signals and perceived user value signals have bright futures.What Do SEOs Believe Will Happen w/ Google’s Use ofRanking Features in the Future?
Website Usability• Simple & Easy to use• Design pages for scanning and not for reading• Good, visible, site navigation• Talk the same language like your users• Prioritize the key information( users look for) above the fold• Trust & Creditability need to be reinforced
Questions you should be asking ?• What is the purpose of the website ?• What are you trying to get your users to do once theyarrive on your website ?• Who is your target audience ?• How are you going to measure success ?
Should I outsource SEO ?• Do you have multiple sites ?• Do you have web design skills ?• Are you able to track results ?• Do you time to write articles ?• Are you able to acquire links for your website ?• Can you afford to spend 20 hours a month?What is 20 hours of your time worth ..???
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 theseproblems?
What is search engine advertising/ PPC…a form of Internet marketing that seeks topromote websites by increasing their visibilityin search engine result pages (SERPs)through the use of paid placement, contextualadvertising, and paid inclusion.Wikipedia
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
Before creating a landing page….• Business objectives• Know your audience• Visitor action• Entry points• Technical limitation of your target audience• Check domain name availability• Competitive analysis
Common SEA problems■ “My daily budget gets blown quickly!”■ “The ads don’t appear like they’re supposed to”■ “My company can afford more”■ “It’s too expensive”■ “‘Tyre-kickers’ waste my money”■ “My ads have a high bounce rate”
What is social media marketing?Social media marketing is a term thatdescribes use of social networks, onlinecommunities, blogs, wikis or any other onlinecollaborative media for marketing, sales,public relations and customer service.Wikipedia
Search marketing vs. social media marketing■ Search marketing:Bringing customers toyour site■ Social media marketing:Going where yourcustomers are!
Businesses often ask the wrong questionHow can my business sell more by usingsocial media?
There is a better questionHow can I use the social web to help consumersachieve their goals?
“Social Media Marketing:Enables Others to Advocate for Your Business ThroughCompelling Content”Image credit: Ian Sane
How does your audience behave?■ 69% of Aussie users read blogs■ 83% have viewed video online■ 39% subscribe to RSS feedsSource * Universal McCann International social media research,wave 373% …of purchases are first researchedonline
Social media setup• Claim your social profile• Setup up for business page for Social media sites• Make your website social• Embed your social feeds to your website• Setup social media monitoring ( hootsuite)• Setup a list of keywords to follow• Plan a strategy to motivate customers to share yourbusiness on their social circle
Questions to get you started ...1. Why are people interested in your organization orcause?2. What content creates conversation?3. What content could create community?4. What can the community create for your content?(Collaborate and empower)5. What content or ideas can you open up?6. What added value can your content offer?7. What does the medium dictate?
Future: Shift from “doing social”to “being social”EXTERNALLY: SOCIAL BRAND• Actively listen & respond• Demonstrate social behaviour – compelling,authentic, transparent.• Community driven.INTERNALLY: SOCIAL BUSINESS• The expertise of company is available to people• Training & development internally for employees &business units to become ‘digital citizens’• Social turns inward as teams collaborate internally
To Blog or not to Blog ?• Blogs are search engine magnets that can drive traffic tokey areas of your company website.• Blogs can gather sales leads.• Blogs are a means of establishing leadership or expertisein your industry.• Blogs are a means of building relationships with customersand prospects and improving customer interaction.• Blogs offer the ability to communicate quickly on fast-breaking news, issues, or events.• Blogs help build brand awareness and help define yourbrand.• Blogs are a low-cost marketing channel.
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