Online Marketing & Social Media Training Day - Alchemy Network


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Online Marketing & Social Media training day for the Alchemy Network by Matt Forman from Traffika

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Online Marketing & Social Media Training Day - Alchemy Network

  3. 3. GOALS FOR TODAY• Why you should be online• How to plan your online marketing strategy• Understand Opportunities with Search Engines• How to get BIG business branding on a small business budget• What’s Social Media about?• How to get more online sales without spending a cent more on advertising• Email marketing• Understand Google
  4. 4. ABOUT ME Matt Forman (@mattforman) • Founder & Managing Director @traffika • Oversee digital strategies & campaigns from clients including retail, property, banking, publishing, retail and education. • Previously CEO at one of Australia’s fastest growing niche social networks • 13 years digital marketing experience including senior online leadership • Google Certified Adwords &
  5. 5. WHO I’VE
  6. 6. WHO IS TRAFFIKA • Fast growing online marketing agency • Offices in Brisbane & Sunshine Coast – team of 10 • Exist to help our clients become more successful by using online marketing more effectively • 4 brand pillars: results, service, quality, passionate people • Search Engines, Social Media, Online Media Planning & Buying, Analytics &
  7. 7. PHASE 1Phase 1: Connecting computers
  8. 8. PHASE 2Phase 1: Connecting Phase 2: Connecting computers content
  9. 9. PHASE 3Phase 1: Connecting Phase 2: Connecting Phase 3: Connecting computers content people
  10. 10. PHASE 4 Phase 1: Phase 2: Phase 3: Phase 4:Connecting Connecting Connecting people Connecting datacomputers content
  11. 11. YOU SHOULD BE ONLINE BECAUSE:• That’s where your customers are• It’s cost effective• It’s measurable & highly accountable• It’s real time• Your competitors will
  13. 13. ONLINE HAS OVERTAKEN TV 20 15 Hours / Week 10 17.6 13.4 5 9.3 5.8 2.5 0 Online TV Radio Mobile Newspaper *Source: Nielsen Online Internet and Technology Report March
  14. 14. MARKETERS STILL CATCHING UP Subscription TV, 2.2% Cinema, 0.7% Outdoor, 3.2% Magazines, 5.4% Newspapers Free TV Radio, 7.2% Newspapers, 30.3% Online Radio Magazines Online, 11.9% Outdoor Subscription TV Cinema Free TV,
  15. 15. COSNUMERS TURN TO WEB FOR ANSWERS Top 5 Australian Websites Audience Share ninemsn, 2.3% YouTube, 2.1% Windows Live Mail, 2.7% Google Australia, 9.7% Google Australia Facebook Windows Live Mail ninemsn Facebook, 8.1% YouTube *Source: Hitwise Top Websites report 12/06/
  16. 16. ONLINE STRATEGY IS BUSINESS STRATEGY• What is your business strategy?• How does your strategy translate to business objectives translate?• How can online deliver these objectives?• Website design comes last• Do you even need a website?
  17. 17. PLANNING YOUR WEBSITE• What are the primary and secondary goals? – Information – Connection – Lead generation – Sales• What is the budget?• How will you measure ROI?• Build v’s buy your technology?
  18. 18. CHOOSING A CMS• Easy to use – update & add content• SEO & Social Media friendly out of the box• Scalable licensing as your business grows• Consider: – WordPress – SNAPP CMS – Interspire
  19. 19. CASE STUDY: YOUI Easy toClear imagery connect with with obvious real personbrand promise Strong benefit Functional statement withbenefit clearly tangible proof explained Multiple Headline conversion contains funnels benefit Simple & uncluttered navigation.Body copy is to Keyword rich the point – linksbenefit heavy.Keyword used Missing social 11 times on connections & homepage spreadability
  20. 20. CASE STUDY: YOUI Simple Prominent Navigation sales funnels Easy search Clean function uncluttered content Video for richKeywords used engagement in copy –hyperlinked forSEO relevance Social Media spreadable
  21. 21. CASE STUDY: YOUI Regular and Easy to fresh content subscribe to that adds blogvalue to clients Links to social media outposts
  22. 22. MORNING
  23. 23. SEARCH ENGINES Organic Search Local Paid Search
  24. 24. ORGANIC SEARCH SERP: SearchEngine Results PageOrganic Search results Onsite: Relevant, fresh , unique & 72% of qualitysearchers use contentorganic results Offsite: links from other websites (back links) count as votes
  25. 25. ORGANIC SEARCH RESULT Title tag: -Keyword rich - Grab attention - 64 characters - Write like ad headline Meta Description: -Keyword rich - Sell the click - 157 characters - Write like ad
  26. 26. SEO HTML TAGS Title tag Meta
  27. 27. WAR WAGED KEYWORD BY KEYWORD• SEO starts and ends with the RIGHT keywords• Do your research: – Volume – Intent – Competition• Tools to help: – Google Keyword Tool – Market Samurai – Wordtracker
  29. 29. CHOOSE YOUR
  30. 30. 5 TIPS FOR SEO COPYWRITING1. Write for people not Search Engines2. Use the keyword in the H1 tag3. Use the keyword in your body copy4. Link between pages on your site using keywords as the anchor text5. Where it makes sense keep to 1 keyword theme per
  31. 31. PAID SEARCH Instant traffic: pay-per-click auction Combination of price & quality determines where your ad Just 95 ranks characters to tell your story 28% of searches click on paid
  32. 32. PAID SEARCH AD Headline: - 25 characters - Create awareness & interest - Relevant to search intentBody Copy:- 2 lines x 35 characters each- Create desire to click- Strong call to action- Relevant to search intent Display URL: - 35 characters - Same as the domain its going to - Relevant to search intent
  33. 33. PAID SEARCH BEST PRACTICE• Know your objectives first: – What are you measuring? – Brand v’s direct response• Keep your keyword themes tight: – Segment then segment your segments – Group keywords by intent – Write ads that are highly relevant to keyword – Landing page must match keyword intent• Always be testing: – Test, measure, optimise,
  34. 34. 5 TIPS FOR WRITING PAID SEARCH ADS1. Highlight key differentiating points2. Use capitalisation to your advantage3. Pre-qualify the click4. Use the keyword in the body copy5. End with a strong call to
  35. 35. LOCAL SEARCHTop results on page 1 20% of all search has local
  36. 36. GOOGLE PLACES LISTING Profile Map Contact details Content matters. Use the rightPhotos & Video keywords Reviews
  37. 37. OWN THE 3 SEARCH ENGINES Paid Local
  39. 39.
  40. 40. SOCIAL
  41. 41. SOCIAL MEDIA STRATEGY• Having a Facebook page or a Twitter profile IS NOT a social media strategy• Social IS a powerful communication platform, treat it like you do your business
  42. 42. SOCIAL
  43. 43. SOCIAL MEDIA IN AUSTRALIA Facebook 75% YouTube 70% Wikepedia 65% Yahoo Answers 48% Friends Reunited 37% Twitter 35% Flikr 34% Whirlpool Forums 33% Yahoo Groups 33% Photobucket 28% Blogger / Blogspot 24% Bebo 23% LinkedIn 22% Windows Live Spaces 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% *Source: Neilson Online Social Media Report March
  44. 44. FACEBOOK USAGE Canberra 67% Brisbane 51% Sydney 41% Perth 40% Melbourne 40% Adelaide 34% Hobart 20% Darwin 5% 0% 10% 20% 30% 40% 50% 60% 70% Source: Facebook Advertising and Wikipedia, Estimates taken on 26th of April
  45. 45. 10 ESSENTIAL SOCAL MEDIAELEMENTS1. Goals2. Objectives3. People4. Measurement5. Content6. Listening7. Conversation & Engagement8. Community9. Tools10.
  46. 46. 1. SOCIAL MEDIA GOALS• Specific and realistic goals• Provide direction and context for conversations and engagement• Align with your overall business strategy• May include: – increasing brand awareness – growing the size of your online community – improving customer service – maximising buzz around your
  47. 47. 2. SOCIAL MEDA OBJECTIVES• Give meaning to your goals and make them tangible.• SMART: Specific, Measurable, Achievable, Realistic and have Timeframes• Need to remain flexible to adapt• Examples include: – Increase your Facebook fan base to <insert target> people by <insert date>. – Increase the number of interactions around your brand by <insert target> by <insert date>. – Reduce the number of email support requests received by <insert target> by <insert date>. – Increase the number of social media mentions (buzz) to <insert target> by <insert date>. – Generate an <insert target> increase in website traffic from social media sources by <insert date>
  48. 48. 3. PEOPLE• Most important aspect of your social media strategy• 4 types of people that need to be considered 1. Influencers…. popular and powerful people within your brands social sphere. 2. Advocates…. people who have favorable perceptions of your brand and will talk positively about you to their friends. 3. Contributors….. people that contribute content to your social initiatives and come from both official and unofficial sources. 4. Consumers…. people that passively consume your information and represent about 90% of your social media
  49. 49. 4. MEASUREMENT• What you don’t measure, you can’t manage.• How will the data be gathered• Where will it be stored• How it will be reported on• Who will use the
  50. 50. MEASURMENT
  51. 51. 5. CONTENT• Content is extremely important• Combining with context and timely distribution gives content meaning, relevance and create value for your audience.• Develop a content plan around the needs, wants and desires of your audience.• Content comes in many forms: – Blog posts – Status updates – Videos – Pictures – Presentations –
  52. 52. FREQUENCY MATTERS• Blog frequency attributed to customer acquisition Multiple Times / Day 100% Daily 90% 2-3 Times / Week 69% Weekly 58% Monthly 38% Less than Monthly 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% *Source: Hubspot State of Inbound Marketing
  53. 53. 6. LISTENING• Equates to research and intelligence gathering.• Establish automated monitoring of conversations using free tools like Google Alerts & Hootsuite• Enables you to engage effectively• Establish who are the key influencers and advocates for both you and your
  54. 54. 7. CONVERSATIONS & ENGAGEMENT• For conversations to be effective they must provide value.• Stick to the 3 ‘E’s – Educating your audience – Entertaining your audience – Engaging your
  55. 55. THE 3 E’s Educate Engage Entertain*Courtesy Jay Berkowitz
  56. 56. 8. COMMUNITY• Engage within the communities your customers dwell• Communities range from the mainstream (eg Facebook or Youtube)• To niche communities bringing people together around a single cause or topic like• How you represent yourself within these communities, including your branding are important strategic
  57. 57. 9. TOOLS• Help you become more productive• Monitoring tools: – Google Alerts – Hootsuite – Radian6• Engagement tools: – Hootsuite – Seesmic• Distribution tools: – Hootsuite –
  58. 58. 10. POLICIES• What is acceptable use of social media by your employees when representing the brand.• Can be as tight or as loose as your brand dictates• Cover elements including: – language and tone – copyright and intellectual property guidelines – protection of proprietary and confidential information – privacy
  59. 59. FACEBOOK
  60. 60. FACEBOOK
  61. 61. TWITTER
  62. 62. TWITTER
  63. 63. YOUTUBE
  64. 64. LINKEDIN
  65. 65. SLIDESHARE
  66. 66. 5 SOCIAL MEDIA TIPS1. Start by listening2. Be authentic – give value to get value3. Only do what you can effectively manage – who will answer your social media phone?4. Use the right tools to connect everything5. Keep your branding
  67. 67. AFTERNOON
  68. 68. PERFORMANCE MARKETINGPay only when your marketing objective is achieved CPC • Cost per click CPL • Cost per lead CPA • Cost per acquisition CPS • Cost per sale CPW • Cost per whatever!
  69. 69. WIN / WIN MARKETING• Publisher’s have ads they can’t sell• You offer to buy the ads on a performance basis major publishers / online affiliate networks ad
  70. 70. BIG BUSINESS BRANDING ON A SMALL BUSINESS BUDGETPremiumplacements –only pay forthe actionHigh reach andfrequencywithout thehigh price
  71. 71. THE MOST POWERFUL ONLINE MARKETINGSECRET• Optimising your web page for conversions is the smartest marketing investment you can make• Dramatically increase your sales without spending a single cent more on
  72. 72. BRIDGING THE GAP • Landing pages are the bridge between your ad and a conversion • The first impression a potential customer has of your business – MAKE IT COUNT. • Starts (and potentially ends) the sales
  73. 73. ONLY 2 THINGS MATTER WIIFM HDIGI • What’s In It For Me? • How Do I Get It?
  74. 74. PART ART, PART SCIENCE • Page layout • Design • Copy • Calls to action • Forms • Navigation • Tools to measure - A/B Split & Multivariate
  75. 75. DOES SIZE MATTER?• Our experience has found: – Short form works better for: • Competition entries • Downloads (whitepapers / info packs) • Email database generation – Long form works better for: • Considered purchases • Information products (where trust needs to be built) – Multi-step funnels work better for: • eCommerce • Detailed information
  76. 76. GOOGLE ANALYTICS• Free tool for measuring online
  77. 77. TOP 8 TAKE AWAYS1. Consumer behaviour has changed forever – how are you adapting?2. Ensure your websites are SEO and Social Media friendly out of the box3. Own the keywords that define your business on all 3 search engines4. Write online copy for people but include your keywords5. Who will answer your social media phone – only do what you can manage6. Use performance marketing to lower your marketing risk7. Optimising your web page for conversion is the smartest marketing investment you can make8. Use Google Analytics to measure and monitor your performance over
  78. 78. CONNECT