Welcome toUnderstanding online marketing<br />Sam Shettysam@nettschool.com.au<br />
Agenda<br /><ul><li>Why you need to act NOW!
Search engine optimisation
Search engine advertising
Social media marketing
Q & A</li></li></ul><li>Go where the people are.<br /><ul><li>Do you know any shopping centre that can reach over 20 milli...
  In 2012, Aussies are predicted to spend $32 billion online!*
  Nearly 80% of internet users have made a purchase online***
*  Source: Forrester research - B and T Magazine August 2009.
**  Source: APCA – B and T Magazine August 2009
*** Source: Neilsen Rating study - reported in Marketing Charts, November 2008</li></li></ul><li>Average online spend in A...
Japan			US$3175
South Korea		US$3027
India			US$2147
Hong Kong		US$1698</li></ul>* Visa e-Commerce Tracking Survey Nov 2008   <br />
Research process <br />
The last step <br />
Better conversions<br />
Common problems and concerns<br /><ul><li>Is your website not generating enough traffic & revenue?
Too far down the search engine results?
Not getting enough online enquiries?
Unsure about keyword strategy?
Confused by link strategy?
Is your website hard to find?</li></li></ul><li>So - what are my options?<br /><ul><li>SEO - Search Engine Optimisation
SEA - Search Engine Advertising
SMM - Social Media Marketing</li></li></ul><li>What is search engine optimisation?<br />Search engine optimisation (SEO) i...
Sales conversions<br />>55%<br />More than 55% of online purchases come from a search engine.<br />
How many sites will they visit?<br />52%<br />of consumers visit only 1 or 2 sites when researching a product*<br /><ul><l...
Only 12 % visit 6 or more sites!</li></ul>* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09  <br />
Avoiding the 15 second ‘bounce’<br />15 seconds<br />…before a potential customer hits the ‘Back’ button<br />Make sure th...
What you do?
Why is it important to them?
What to do next?	</li></li></ul><li>
Send converting traffic <br />
People don’t buy products!<br /><ul><li>Customers don’t buy products – they buy the means of achieving a personal goal, ne...
For example: there are ten times more searches for ‘recipe’ or ‘diet’ than there are for ‘pasta’ or ‘herbs’
Identify what your target customers may be trying to achieve rather than what you are trying to sell
Then research the keywords they use to reach those goals</li></li></ul><li>The life of a Google query<br /><ul><li>The lif...
Google analytics
Keyword research(Keyword research report)
Competition analysis
Site structure
Sitemap
Local business results
On-page optimisation
Directory submission
Article submission
Link building
Industry specific optimisation</li></li></ul><li>Crawlability /Link Architecture <br />
Tag Length recommendations<br />
Duplicate Content <br />
Manual link submission request <br />
Competitive link research /Acquisition<br />
Links via embedded content <br />
Links via Viral Campaigns<br />
SEO limitations<br /><ul><li>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 keywords </li></ul>Is there something else I can use to get around these problems?<br />
What is search engine advertising/ PPC<br />…a form of Internet marketing that seeks to promote websites by increasing the...
Why should you consider?<br />
Where should I advertise ?<br />
Natural vs sponsored results<br />
The process<br />
Above the fold !!<br />
Google adwords<br />
Why AdWords ….<br />
Setting up a PPC campaign<br /><ul><li>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  </li></li></ul><li>Case study <br /><ul><li>Exclusively bridesmaids
Landing page</li></li></ul><li>Common SEA problems<br /><ul><li>“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”</li></li></ul><li>What is social media marketing? <br />Social media marketing is a term ...
Search marketing vs social media marketing<br /><ul><li>Search marketing: 	Bringing customers to your site
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Understanding Online Marketing Sep

  1. 1. Welcome toUnderstanding online marketing<br />Sam Shettysam@nettschool.com.au<br />
  2. 2. Agenda<br /><ul><li>Why you need to act NOW!
  3. 3. Search engine optimisation
  4. 4. Search engine advertising
  5. 5. Social media marketing
  6. 6. Q & A</li></li></ul><li>Go where the people are.<br /><ul><li>Do you know any shopping centre that can reach over 20 million people and is open 24 hours a day?</li></li></ul><li>Show me the money!<br />$23 billion<br />Spent by Australians on online goods in 2008*.<br /><ul><li> 57% of total ecommerce spend was domestic**
  7. 7. In 2012, Aussies are predicted to spend $32 billion online!*
  8. 8. Nearly 80% of internet users have made a purchase online***
  9. 9. * Source: Forrester research - B and T Magazine August 2009.
  10. 10. ** Source: APCA – B and T Magazine August 2009
  11. 11. *** Source: Neilsen Rating study - reported in Marketing Charts, November 2008</li></li></ul><li>Average online spend in Australia<br />US$4160<br />Australians are the biggest online spenders in Asia-Pacific region.<br />Average online spend in the past 12 months*:<br /><ul><li>Singapore US$3480
  12. 12. Japan US$3175
  13. 13. South Korea US$3027
  14. 14. India US$2147
  15. 15. Hong Kong US$1698</li></ul>* Visa e-Commerce Tracking Survey Nov 2008   <br />
  16. 16. Research process <br />
  17. 17. The last step <br />
  18. 18.
  19. 19. Better conversions<br />
  20. 20. Common problems and concerns<br /><ul><li>Is your website not generating enough traffic & revenue?
  21. 21. Too far down the search engine results?
  22. 22. Not getting enough online enquiries?
  23. 23. Unsure about keyword strategy?
  24. 24. Confused by link strategy?
  25. 25. Is your website hard to find?</li></li></ul><li>So - what are my options?<br /><ul><li>SEO - Search Engine Optimisation
  26. 26. SEA - Search Engine Advertising
  27. 27. SMM - Social Media Marketing</li></li></ul><li>What is search engine optimisation?<br />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.<br />Wikipedia<br />
  28. 28. Sales conversions<br />>55%<br />More than 55% of online purchases come from a search engine.<br />
  29. 29. How many sites will they visit?<br />52%<br />of consumers visit only 1 or 2 sites when researching a product*<br /><ul><li>36% visit 3-5 sites for research
  30. 30. Only 12 % visit 6 or more sites!</li></ul>* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09  <br />
  31. 31. Avoiding the 15 second ‘bounce’<br />15 seconds<br />…before a potential customer hits the ‘Back’ button<br />Make sure they stay!<br />Tell them…<br /><ul><li>Who you are?
  32. 32. What you do?
  33. 33. Why is it important to them?
  34. 34. What to do next? </li></li></ul><li>
  35. 35. Send converting traffic <br />
  36. 36. People don’t buy products!<br /><ul><li>Customers don’t buy products – they buy the means of achieving a personal goal, need or desire
  37. 37. For example: there are ten times more searches for ‘recipe’ or ‘diet’ than there are for ‘pasta’ or ‘herbs’
  38. 38. Identify what your target customers may be trying to achieve rather than what you are trying to sell
  39. 39. Then research the keywords they use to reach those goals</li></li></ul><li>The life of a Google query<br /><ul><li>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.</li></li></ul><li>Search Engine Optimisation<br /><ul><li>Indexing your website
  40. 40. Google analytics
  41. 41. Keyword research(Keyword research report)
  42. 42. Competition analysis
  43. 43. Site structure
  44. 44. Sitemap
  45. 45. Local business results
  46. 46. On-page optimisation
  47. 47. Directory submission
  48. 48. Article submission
  49. 49. Link building
  50. 50. Industry specific optimisation</li></li></ul><li>Crawlability /Link Architecture <br />
  51. 51. Tag Length recommendations<br />
  52. 52. Duplicate Content <br />
  53. 53.
  54. 54. Manual link submission request <br />
  55. 55. Competitive link research /Acquisition<br />
  56. 56. Links via embedded content <br />
  57. 57. Links via Viral Campaigns<br />
  58. 58.
  59. 59. SEO limitations<br /><ul><li>Takes longer to get near the top
  60. 60. Google is always one step ahead
  61. 61. Flash websites are much harder to optimise
  62. 62. High competition for the best keywords
  63. 63. Difficult to rank high for generic keywords </li></ul>Is there something else I can use to get around these problems?<br />
  64. 64. What is search engine advertising/ PPC<br />…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.<br />Wikipedia<br />
  65. 65. Why should you consider?<br />
  66. 66. Where should I advertise ?<br />
  67. 67. Natural vs sponsored results<br />
  68. 68. The process<br />
  69. 69. Above the fold !!<br />
  70. 70. Google adwords<br />
  71. 71. Why AdWords ….<br />
  72. 72. Setting up a PPC campaign<br /><ul><li>Easy to setup
  73. 73. Decide on a daily budget
  74. 74. Set your maximum cost per click (CPC)
  75. 75. Create a keyword list
  76. 76. Write an ad which attracts customers
  77. 77. Decide on a ‘call to action’
  78. 78. Track, monitor, modify and improve
  79. 79. Landing pages </li></li></ul><li>Case study <br /><ul><li>Exclusively bridesmaids
  80. 80. Landing page</li></li></ul><li>Common SEA problems<br /><ul><li>“My daily budget gets blown quickly!”
  81. 81. “The ads don’t appear like they’re supposed to”
  82. 82. “My company can afford more”
  83. 83. “It’s too expensive”
  84. 84. “‘Tyre-kickers’ waste my money”
  85. 85. “My ads have a high bounce rate”</li></li></ul><li>What is social media marketing? <br />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. <br />Wikipedia<br />
  86. 86. Search marketing vs social media marketing<br /><ul><li>Search marketing: Bringing customers to your site
  87. 87. Social media marketing: Going where your customers are!</li></li></ul><li> You might think social media is this<br />
  88. 88. These are just tools – snow shovels<br />
  89. 89. Deciding to use a tool is a TACTIC<br /> I want to use a snow shovel to benefit my business<br />
  90. 90. Using them to reach goals is a STRATEGY<br /> Clearing my driveway helps more customers get where they’re going<br />
  91. 91. Knowing the customer goal may reveal better tools<br /> Wow! Cleanest driveway in the street!<br />
  92. 92. The entire web is social – with many tools<br />
  93. 93. Replying to an email is a social activity…<br />
  94. 94. Writing on a blog is a social activity…<br />
  95. 95. Interacting with a website is a social activity…<br />
  96. 96. The web is a two way conversation!<br />
  97. 97. Businesses often ask thewrong question<br />How can my business sell more by using social media?<br />
  98. 98. There is a better question<br />How can I use the social web to help consumers achieve their goals?<br />
  99. 99. “Social Media Marketing:<br />Enables Others to Advocate for Your Business Through Compelling Content”<br />Image credit: Ian Sane<br />
  100. 100. “Social Media is Like a Cocktail Party:<br />Listen Then Respond”<br />
  101. 101. How does your audience behave?<br />73%<br />…of purchases are first researched online<br /><ul><li>69% of Aussie users read blogs
  102. 102. 83% have viewed video online
  103. 103. 39% subscribe to RSS feeds</li></ul>Source * Universal McCann International social media research, <br />wave 3<br />   <br />
  104. 104. Where do my customers hang out?<br />9.9 million<br />Australians used social media in Dec 2009!<br /><ul><li>29% of time spent online in Australia is on Facebook!
  105. 105. Twitter grew 1067% in Australia in the first half of 2009!</li></ul>*Neilsen Company Jan 2010<br />   <br />
  106. 106. Social media is ‘word of mouth’ marketing<br /><ul><li>90% of consumers value recommendations from friends higher than any other marketing!</li></li></ul><li>Word of mouth marketing<br />
  107. 107. Facebook overtook Google in March 2010<br />*courtesy Hitwise Australia, <br />March 2010 (Hitwise.com.au)<br />
  108. 108. “Twitter is like a Text Message with<br />a BCC: To The World”<br />
  109. 109. Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive Website Traffic.<br />
  110. 110. “Links are the Currency of the Social Web”<br />
  111. 111. “Facebook is a social network that connects people personally and professionally through connections, messages, photos, & videos.”<br />Photo Credit: Marvin Kuo<br />
  112. 112. “Company Blogs are Digital Publications <br />that Allow Public Responses”<br />Photo Credit kevindooley<br />
  113. 113. To Blog or not to Blog ?<br />Blogs are search engine magnets that can drive traffic to key areas of your company website.<br />Blogs can gather sales leads.<br />Blogs are a means of establishing leadership or expertise in your industry.<br />Blogs are a means of building relationships with customers and prospects and improving customer interaction.<br />Blogs offer the ability to communicate quickly on fast-breaking news, issues, or events.<br />Blogs help build brand awareness and help define your brand.<br />Blogs are a low-cost marketing channel.<br />
  114. 114. Social Media Can Drive <br />Leads and Customers<br />Photo Credit: PhotoDu.de<br />
  115. 115. Social media is for B2B & B2C<br />
  116. 116. Let’s look at just one tool<br />
  117. 117. Twitter – evolved with user behaviour<br />
  118. 118. What is Twitter?<br /><ul><li>A “microblogging” platform
  119. 119. Allows people to create posts (“tweets”) of 140 characters or less
  120. 120. Users can “follow” others that interest them</li></li></ul><li>Starting out as a ‘broadcast’ medium…<br /><ul><li>One way messaging
  121. 121. Followers couldn’t reply to tweets
  122. 122. Difficult to create conversations</li></li></ul><li>...it evolved into an 'engagement' medium<br /><ul><li>Users created the ‘@’ reply
  123. 123. Began using # to tag conversations
  124. 124. Twitter adopted and built these behaviours into the application</li></li></ul><li>Users transformed how Twitter worked<br /><ul><li>Turned it into a true communications network
  125. 125. Extremely rapid spread of ideas, content and comments
  126. 126. Twitter is entirely about people talking to each other – word of mouth</li></li></ul><li>Will someone recommend your product?<br />
  127. 127. Will someone recommend your shop?<br />
  128. 128. Wow! Now this is word of mouth!<br />a<br />
  129. 129. Brand awareness / customer engagement<br />
  130. 130. Customer service & support<br />
  131. 131. Should we care what one person thinks?<br /><ul><li>Trib has over 4,000 followers. I’d care!
  132. 132. How many followers may share this with their followers? And so on…
  133. 133. Do you know what people are saying about your business?</li></li></ul><li>But then, so is this! <br />a<br />
  134. 134. Twitter marketing strategies<br />
  135. 135. Nearly there…<br />CONCLUSION<br />
  136. 136. Conclusion<br />Q&A<br />THANK YOU<br />Sam Shettysam@nettschool.com.au<br />

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