Small business Marking seminar. Day 2 - Taylor discusses strategies for driving traffic.

1. E-Marketing
Marketing your business online
Alexandria, Egypt - Nov 2012

2. E-Marketing - Overview
Day 1 Bringing your businesses online
● Setting up a website for your business
● Social media crash course
● Managing your web presence
Day 2 Driving online traffic
● SEO & backlink building 101
● Online marketing tactics
● Running a Google Adwords campaign
● Running a Facebook campaign
Day 3 Driving online traffic & getting sales
● Running a Google Adwords campaign
● Converting visitors to customers
● Google Analytics – monitoring & optimizing your website
● Small Business Problems / Questions
Alexandria - November 2012

3. Driving Online Traffic
The big 8 Channels for driving traffic
● Search Engines
● Paid Advertising
● Referral Traffic
● Social Media
● Affiliate Marketing
● Email Marketing
● Video Marketing
● Offline Marketing
Alexandria - November 2012

4. Driving Online Traffic
Search Engines
SEO 101 (Search Engine Optimization)
● SEO = Getting ranked on google
● Importance of SEO
○ Seo leads - 15% close rate
○ Paid search leads - 7% close rate
○ Email marketing - 2% close rate
Alexandria - November 2012

5. Driving Online Traffic
Search Engines
Search Engine Usage (Worldwide)
● Google - 86% of search traffic
● Bing - 7.3% of search traffic
● Yahoo - 3.1% of search traffic
Focus SEO efforts on Google
● Google is by far biggest
● Google continues to gain market share
Alexandria - November 2012

6. Driving Online Traffic
Search Engines
ADT Home Security Case Study - SEO value
● company that sells home alarm systems
● Contribution margin $300 per sale
● For every 50 website visitors we got 1 sale
● $300/50 = $6 value per website visitor
Alexandria - November 2012

7. Driving Online Traffic
Search Engines
ADT Home Security Case Study - SEO value
Running large scale SEO campaign
● resulted in 4,000 additional visitors per day
● 4,000 * $6 = $24,000/day value
● search engine visitors converted at 1/25 (twice the rate)
● SEO campaign valued at $48,000/day
Alexandria - November 2012

8. Driving Online Traffic
Search Engines
Basics of SEO - The SEO blueprint
● On page ranking factors (10%)
○ Domain name
○ File name
○ Page Title
○ Header tags
○ Keyword density throughout the content
○ Site speed
● Off page ranking factors (90%)
○ Backlinks
Alexandria - November 2012

9. Driving Online Traffic
Search Engines
Alexandria - November 2012

10. Driving Online Traffic
Search Engines
Estimating search traffic
● "Modern Furniture" = 8,100 searches (egypt)
● Click Distribution
○ Position #1: 45.46% of all clicks
○ Position #2: 15.69% of all clicks
○ Position #3: 10.09% of all clicks
○ Position #4: 5.49% of all clicks
○ Position #5: 5.00% of all clicks
● Estimates Traffic from "Modern Furniture"
○ 8,100 * .15 = 1,200 visitors per month
○ Potential traffic = 8,100 * .45 = 3,645 visitors per month
Alexandria - November 2012

11. Driving Online Traffic
Search Engines
On page SEO tips
● Create a unique page for each keyword you are trying to target.
● Use keyword in the url of the website, in the page title, and in a
header tag.
● Use keyword a few times in the page content.
● Ensure that your website loads fast.
Alexandria - November 2012

12. Driving Online Traffic
Search Engines/Backlink Building
● Backlink Building
○ Serves two channels
■ Referral Traffic Channel
■ Search Engines Channel
○ All backlinks are not Equal
■ Page Rank
■ Higher page rank = higher on google
Alexandria - November 2012

13. Driving Online Traffic
Search Engines/Backlink Building
● Backlink Building - Tactics
○ Copy your competition
○ Social Media Links
○ Customer approach (forums)
○ Network and ask people you know for links
○ Web Directories
○ Press Releases
○ Article/ RSS/Video/PDF/Podcast Submissions
○ Blogging
Alexandria - November 2012

14. Driving Online Traffic
Search Engine/ Localized Content
● Localized Marketing
○ power of local marketing
○ Get on Local Maps *
■ google maps
■ bing maps
■ yahoo map
Alexandria - November 2012

15. Driving Online Traffic
Search Engine/ Localized Content
Localized Keyword Targeting
example: target seo efforts on "Alexandria Modern
Furniture" rather than "Modern Furniture"
● Much less SEO effort
● More likely to rank first on google
● Narrows traffic to customers who can buy your product
ADT Home Security - 70% of search traffic (3,000/day) through this
tactic
Alexandria - November 2012

16. Driving Online Traffic
Search Engines
● Small business SEO
Alexandria - November 2012

17. Driving Online Traffic
Affiliate Marketing
Affiliate Marketing
having other online marketers sell your product
● Do your Homework
● Develop a policy for affiliate sellers
● Advertise your affiliate program
Google & Amazon offer affiliate networks.
Alexandria - November 2012

18. Driving Online Traffic
Email Marketing
Creating a Newsletter
Building an audience
● Provide link on website
● offer promotions to subscribe
● promote on paid networks & social media
● no more than 1/week, no less that 1/month
Alexandria - November 2012

19. Driving Online Traffic
Video Marketing
Video Marketing Advantages
● People like videos
●Relational
● Higher Conversion
Video Marketing Opportunities
● Youtube
● SEO benefits
Alexandria - November 2012

20. Driving Online Traffic
Social Media / Promotions
Contents Promotions & Giveaways
Facebook Promotions
Common Promotional Ideas
● Competitions
● Online Quizzes
● Coupons
● Sweepstake
● Giveaways
Alexandria - November 2012

21. Driving Online Traffic
Offline Marketing
Offline Marketing Ideas
● merchandising
● business cards
● local business directories (phone book)
● QR codes
Alexandria - November 2012

22. Driving Online Traffic
Paid Channels
Paid Online Marketing
● Search Advertisements
● Display Advertisements
Payment Structures
● pay per click
● pay per view
Alexandria - November 2012

23. Driving Online Traffic
Paid Channels
Google Adwords (Hands On Campaign Setup)
Alexandria - November 2012

24. Driving Online Traffic
Paid Channels
Facebook (Hands On Campaign Setup)
Alexandria - November 2012