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Session 5 & 6 Matt Forman


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Driving, Capturing & Converting Traffic:
Matt Forman, Traffika, covers driving and converting traffic, including SEO, SEM, Local Search, Performance Marketing, Social Media, Facebook, Twitter and conversion optimisation.

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Session 5 & 6 Matt Forman

  2. 2. Goals for today <ul><li>Internet marketing – why should you care? </li></ul><ul><li>Understand Google’s 3 search engines and how to use them </li></ul><ul><li>How to use the web for big business branding on a small business budget </li></ul><ul><li>Learn about using Social Media for business </li></ul><ul><li>Best practice for converting clicks into customers </li></ul><ul><li>In Practice: develop an online marketing plan </li></ul>
  3. 3. About Me <ul><li>Matt Forman (@mattforman) </li></ul><ul><li>Founder & Managing Director @traffika </li></ul><ul><li>Oversee digital strategies & campaigns from clients including property, banking, publishing, retail and education. </li></ul><ul><li>Previously CEO at one of Australia’s fastest growing niche social networks </li></ul><ul><li>12 years digital marketing experience including senior online leadership positions at The Perfume Connection and FuelWatch </li></ul><ul><li>Google Qualified Adwords Individual </li></ul>
  4. 4. Media consumption has changed
  5. 5. Internet has taken over from TV? *Source: Nielsen Online Internet and Technology Report March 2009
  6. 6. Ad $ keep flowing online
  7. 8. Big businesses have fallen asleep at the wheel
  8. 9. Spending big BUT not where the audience is <ul><li>Opportunity knocks for nimble SME’s </li></ul>
  9. 10. Fishing where the fish are
  10. 11. Where we spend our time *Source: Hitwise Top Websites report 13/07/09
  11. 12. What are we looking for *Source: Hitwise Top Search Terms report 13/07/09
  12. 14. Organic – Free Traffic 72% of searchers use organic results <ul><li>Fresh, unique & quality content </li></ul><ul><li>Back links are like votes from other websites </li></ul>
  13. 16. Paid – Google Adwords <ul><li>Instant traffic – pay per click </li></ul><ul><li>100% control of keywords & landing pages </li></ul>Just 95 characters to tell your story
  14. 17. Local – Maps & Local Business Top 10 results on page 1. 20% of all search has a local intent
  15. 19. GUS – Blended Search News Video Maps Text Sponsored
  16. 20. Performance Media Pay only when your marketing objective has been achieved
  17. 22. Premium placements – only pay for the action High reach and frequency without the high price
  18. 23. Social Media
  19. 24. What is Social Media Marketing “ The act of using social influencers, social media platforms and online communities for marketing, publication relations and customer service…” Wikipedia Social Media Marketing definition
  20. 25. Search Engines & Social Networks Images from Flickr & used under Creative Commons license: & <ul><li>Well optimised content distributed through social networks turbo charges your SEO </li></ul><ul><li>Search Engines are not the only sites capable of driving large volumes of traffic anymore </li></ul><ul><li>Same rules apply – CONTENT IS STILL KING </li></ul>
  21. 27. Social Platforms We’ll Cover Over 5.3 million adult Australian members* Over 750,000 Australian members** *Source: Facebook Advertising13/07/09 **Source: Nielsen Netview, May 2009
  22. 28. <ul><li>“ Es” of Social Media </li></ul>Educate Engage Entertain
  23. 29. Facebook <ul><li>More than 250 million active users </li></ul><ul><li>More than 100 million users log on to Facebook at least once each day </li></ul><ul><li>The fastest growing demographic is those 35 years and older </li></ul><ul><li>More than 4 billion minutes are spent on Facebook each day </li></ul><ul><li>More than 6 million users become fans of Pages each day </li></ul>
  24. 30. Would be the world’s 4 th largest country
  25. 33. QLD – The Social State Source: and Facebook Advertising, Estimates taken on 19th of December 2008
  26. 35. Twitter <ul><li>More than 25 million users </li></ul><ul><li>More than 2 million ‘tweets’per day </li></ul><ul><li>55% Twitter users female / 45% male </li></ul>
  27. 38. Twitter bandwagon gains momentum Source: Nielsen Netview, March 2009
  28. 39. The most successful Twitter campaigns use 1, 2 or all 3 of the three E’s
  29. 40. Elements of a Successful Social Media Campaign
  30. 41. Blogging / SMO / RSS <ul><li>Regular quality articles </li></ul><ul><li>Giving away value creates value </li></ul><ul><li>RSS syndication of content to Twitter, Facebook + 12 other social platforms </li></ul><ul><li>Regular social bookmarking with Digg, Delicious & Stumbleupon </li></ul>
  31. 42. SEO Boost 19 of top 20 Google results
  32. 43. Converting More
  33. 44. Bridging the Gap <ul><li>Landing pages are the bridge between your ad and a conversion </li></ul><ul><li>The first impression a potential customer has of your business – MAKE IT COUNT. </li></ul><ul><li>Starts (and potentially ends) the sales process </li></ul>
  34. 45. Smarter Marketing <ul><li>Smartest marketing investment you can make </li></ul><ul><li>Dramatically increase your sales without spending a single cent more on advertising </li></ul>
  35. 46. Only 2 Things Matter
  36. 47. Part Art – Part Science <ul><li>Page layout </li></ul><ul><li>Design </li></ul><ul><li>Copy </li></ul><ul><li>Calls to action </li></ul><ul><li>Forms </li></ul><ul><li>Navigation </li></ul><ul><li>Tools to measure - A/B Split & Multivariate experiments </li></ul>
  37. 48. Before Optimisation
  38. 49. After Optimisation <ul><li>Articulates value proposition </li></ul><ul><li>Creates sense of urgency </li></ul><ul><li>Builds credibility and trust </li></ul><ul><li>Keeps everything above the fold (no scrolling) </li></ul><ul><li>Made it VERY clear what to do next </li></ul><ul><li>Multiple points of conversion </li></ul>
  39. 50. In Practice
  40. 51. Take Aways <ul><li>The audience has shifted online – how can you take advantage? </li></ul><ul><li>Search is the foundation of any long term internet marketing effort – get optimised for organic, paid, local and GUS </li></ul><ul><li>Consider performance media for both direct response and cost effective branding </li></ul><ul><li>Social Media isn’t a fad for teenagers. Get involved. Start contributing to the conversations. Ask questions. Add value. Don’t forget the 3 Es. </li></ul><ul><li>Getting the traffic is only 50% of the equation. Create landing pages that make it easy for clicks to convert into customers. </li></ul>
  41. 52. Connect With Us
  42. 53. More Info <ul><li>Tweet Stream #DigitalFutures ( </li></ul><ul><li>Video available from </li></ul><ul><li>Presentation available from </li></ul><ul><li>Tweet me @ </li></ul><ul><li>Email me [email_address] </li></ul>