Presented by Sam shetty Aug 2012Online marketingworkshop
Agenda■ The Digital landscape■ Online marketing, Which one is right for me ?■ Planning your SEO implementation■ SEO process■ Should I outsource my SEO ?■ PPC■ Social media■ Conversion rate optimisation■ Q&A
Mobile > PC
PC > Mobile
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
Clicks are People !For you to achieve your goals, your visitormust achieve their goal first.“Visitors are only concerned with how theywant to buy and what is relevant to them”
Watch your data not just results!!“Successful marketers knowtheir goals, and they watchdata everyday and constantlyanalyse not only the results,but what data matters.”
Website Traffic “Website traffic ismeaningless unless itconverts into leads”
The digital world
Which one is right for me ?
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
Sales conversions>55% More than 55% of online purchases come from a search engine.
How many sites will they visit?52% of consumers visit only 1 or 2 sites when researching a product*■ 36% visit 3-5 sites for research■ Only 12 % visit 6 or more sites!* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09
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?
Send converting traffic
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• 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
Most Important On-Page, Keyword-Use Factors (as voted on by 132 SEOs) My guess: Some voters didn’t fully understand the internal/external link anchors choiceNOTE: We surveyed SEOs about more on-page optimization features, but I didn’t include them all http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlon this chart as it would make the labels very tiny and hard to read
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.
Make your Site Search-Engine Friendly
Good, Unique Content is NOT ENOUGH
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
Manual link submission request
Competitive link research /Acquisition
Links via embedded content
Links via Viral Campaigns
You Probably Won’t Convert Well
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
Why should you consider?
Where should I advertise ?
Above the fold !!
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
3 Types of Landing Pages
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
Optimising your landing CTA• Make your CTA(s) clear and unambiguous• The bait and switch• Amazing! Awesome! Kick-Ass!!!!• Breathing room• Keep it where it can be seen• Personalize/localize the call to action• Reduce the available options• Be audience appropriate
Setting up a PPC campaign■ Easy to setup■ Decide on a daily budget■ Set your maximum cost per click (CPC)■ Create a keyword list■ Write an ad which attracts customers■ Decide on a ‘call to action’■ Track, monitor, modify and improve■ Landing pages
How to make it work ?• Quality Score ( 0 – 10 ) # Max CPC ( maximum cost per click) # CTR ( Click through rate ) # Quality of Ads # Load time ( Time it takes for Google to load your website)• Better Landing pages• Good call to action
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 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
Search marketing vs. social media marketing■ Search marketing: Bringing customers to your site■ Social media marketing: Going where your customers are!
You might think social media is this
These are just tools – snow shovels
Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business
Using them to reach goals is a STRATEGY Clearing my driveway helps more customers get where they’re going
The web is a two way conversation!
Businesses often ask the wrong question How can my business sell more by using social media?
There is a better question How can I use the social web to help consumers achieve their goals?
“Social Media Marketing:Enables Others to Advocate for Your Business Through Compelling Content”Image credit: Ian Sane
“Social Media is Like a Cocktail Party: Listen Then Respond”
How does your audience behave? 73% …of purchases are first researched online■ 69% of Aussie users read blogs■ 83% have viewed video online■ 39% subscribe to RSS feedsSource * Universal McCann International social media research,wave 3
You already have the skills
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 your business on their social circle
How To Get Started
“Twitter is like a Text Message with a BCC: To The World”
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
“Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos.”Photo Credit: Marvin Kuo
“Company Blogs are Digital Publications that Allow Public Responses”Photo Credit kevindooley
To Blog or not to Blog ?• Blogs are search engine magnets that can drive traffic to key areas of your company website.• Blogs can gather sales leads.• Blogs are a means of establishing leadership or expertise in your industry.• Blogs are a means of building relationships with customers and 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 your brand.• Blogs are a low-cost marketing channel.
Social media is for B2B & B2C
What is important ?
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
Targeting EveryoneDon’t Target everyone !!Narrow your Targetaudience or segment yourmessaging – to speakdirectly to your customer.
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
A “carrot” shows the dollar amount remaining before free shipping. Placing it proximal to thecart total may make it more noticeable
Saving cart contents save sales. Useyour web analytics days to purchase report for ideal cookie length.
This call to actionreinforces urgency
Clear errorhandling (notthis)
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
Tip #1 Shows you areShow a legitimate and there are real people atphone the end of the line.number Helps those uncomfortable with online transactions, but who like your offer.
Tip #2 Ensure content and creative isProvide a consistentconsistent throughout.experience From banner, to landing page to emails.
Tip #3 Avoid adding“Don’t Bore Us... unnecessaryGet to the content.Chorus” When dealing with online(Roxette) prospects, get right to the point.
Tip #4 Focus the users attention with a clear,A clear and noticeable headline.conciseheadline
Tip #5 To create buzz with a landing page, add sharable links withEnable sharing the common socialon your viral networks – popular is Twitter.landing pages
Tip #6 Two options: 1. Different landingUser pages for different segment.Segmentation 1. Geo-targeting – if available, you can create a single page with changing content based on visitor.
Tip #7 Remember that ad campaign that had a single button proclaiming "DontRemove the click me"? Nobodyclutter could resist that. Look back at your landing page and see what is vying for your attention.
Tip #8 Ensure visitors get aKeep reading chance to read yourto a minimum most important copy. If it’s buried amongst 5 paragraphs of text, it’ll be missed.
Tip #9Don’t ask for If it’s not critical to the informationinformation or product beingyou don’t requested, then don’t risk scaringreally need people away.
Tip #10 Try to write all the important stuff inEasy to layman’s terms. Separate content tounderstand make it easier to read.Terms andConditions Make it entertaining. T&C’s for real people, and T&C’s for lawyers.
Tip #11 Try and match content andReduce your keywords on landing page to AdWordsPay-Per-Click campaign.costs Increases relevancy and Google attributes your intentions resulting in lower costs.
Tip #12 For example, ifPersonalise the desiredthe call to action is for the customer to callaction a phone number, ensure that they don’t have to do any extra work.
Conclusion• Q&A• Request a free Consultation for your website• Thank you !!!• Sam Shetty email@example.com