Logic traffic generation – short revised version

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A presentation about the logic behind traffic generation.

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Logic traffic generation – short revised version

  1. 1. Traffic...Picture from Thewallpapers.com
  2. 2. ...is not about anonymous numbers.Picture from Meagcom-mc.com
  3. 3. It’s about ...is about curious people... peoplePicture from Style.com
  4. 4. ...stopping by...
  5. 5. ...to fulfill a need.Picture from Therussianeducation.com
  6. 6. Bjornalberts.com – Best marketing blog in Sweden
  7. 7. Traffic funnels Search OffsiteSuccess events Onsite The Website Convert!
  8. 8. XCommercial traffic Non-commercial traffic
  9. 9. Have a strategy for both X Commercial traffic Non-commercial traffic
  10. 10. Picture from sz-solutions.com
  11. 11. Keywords
  12. 12. Stakeholder need
  13. 13. Business objectives
  14. 14. Address both sidesBild lånad från interactcreative.blogspot.com
  15. 15. Remarkable
  16. 16. Innovative
  17. 17. Useful
  18. 18. Fun
  19. 19. Social signalsPicture from Blindfiveyearold.com. Follow that blog!
  20. 20. Make people react
  21. 21. Make people react
  22. 22. Social signals will increase your search ranking & Expose your brand to your users friends
  23. 23. 130 friends in average
  24. 24. 536 Likes
  25. 25. 70 000
  26. 26. Källa: http://developers.facebook.com/connect.php
  27. 27. Traffic is only about digital marketing
  28. 28. t noTraffic is only about digital marketing
  29. 29. TVC drives traffic
  30. 30. chTVC drives traffic ar se
  31. 31. Plan for it or #fail
  32. 32. Plan + be reactive with SEM Diagram is borrowed from Linda Hellqvist, Google. I have translated it and changed some colors.
  33. 33. Picture from 10den.com
  34. 34. ”80 percent of searchers click on a natural result and 20 percent click on a paid listing” Stuart Small, Google at Great B2B Marketing Debate 2007Source Technologyweekly.mad.co.uk 18th December 2007
  35. 35. Differ Sökbart DistribueratDelbart Inlänkat Länkbart
  36. 36. Differ Searchable DistribueratDelbart Inlänkat Länkbart
  37. 37. Differ Searchable DistributedDelbart Inlänkat Länkbart
  38. 38. Differ Searchable DistributedShareable Inlänkat Länkbart
  39. 39. Differ Searchable DistributedShareable Back-linked Länkbart
  40. 40. Differ Searchable DistributedShareable Back-linked Linkable
  41. 41. Picture from Liquorsnob.com
  42. 42. Social signalsPicture from Blindfiveyearold.com. Follow that blog!
  43. 43. Brand. Will you show up?
  44. 44. Social toolsPicture from Time.com
  45. 45. Increase traffic
  46. 46. Källa: http://developers.facebook.com/connect.php
  47. 47. Egen fanpage Hey, don’t forget your friends...
  48. 48. Egen fanpage
  49. 49. Egen fanpage ...and your business contacts
  50. 50. Picture from weareloremandipsum.com
  51. 51. A Twitter wave
  52. 52. Bilderna från Brago via Newsdesk.se
  53. 53. Spread
  54. 54. The digital brand sphere Other digital resourcesMonitor Other blogs RSS Delicious Digg Video Channels Twitter Podcasts Facebook Blog + Website Flickr GetSatisfaction WikiPedia Search Engine Result Pages
  55. 55. Promotion On site Off site estates Newsletter Images Relevant share optionsRSS Object Social Newsroom Movies corePR Services keyword RSSRSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS DocumentsNotifications LinkedIn Group Podcasts Related articles within keyword clusterRSS Other Blogs Applications Wikipedia Dominant
  56. 56. Promotion On site Off site estates Newsletter Images Relevant share optionsRSS Object Social Newsroom Movies corePR Services keyword RSSRSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS DocumentsNotifications LinkedIn Group Podcasts Related articles within keyword clusterRSS Other Blogs Applications Wikipedia Dominant
  57. 57. Promotion On site Off site estates Newsletter Images Relevant share optionsRSS Object Social Newsroom core MoviesPR Services keyword RSSRSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS DocumentsNotifications LinkedIn Group Podcasts Related articles within keyword clusterRSS Other Blogs Applications Wikipedia Dominant
  58. 58. Digital plan arrangement Promotion On site Off site estates Newsletter Images Relevant share optionsRSS Object Social Newsroom core MoviesPR Services keyword RSSRSS Our Blogs Search friendly permalinks Presentations Notifications Trackbacks Our RSS DocumentsNotifications LinkedIn Group Podcasts Related articles within keyword clusterRSS Other Blogs Applications Wikipedia Dominant
  59. 59. E-mail
  60. 60. Incentives
  61. 61. Commercial traffic
  62. 62. You as aTraffic source
  63. 63. Where she look - You look
  64. 64. Non commercialtraffic. How to catch?
  65. 65. bjornalberts.com
  66. 66. Input Creative• Target group? • Message?• Campaign languages? • Copy?• The unique offer? • Ad formats?• Special terms? • Design?• 3 buying (sign up) bullets?• Campaign channels?
  67. 67. Input Creative• Target group? • Message?• Campaign languages? • Copy?• The unique offer? • Ad formats?• Special terms? • Design?• 3 buying (sign up) bullets?• Campaign channels? On site Blog Twitter Facebook E-mail Other?
  68. 68. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What
  69. 69. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What•Small A/B-test •Test and learn •Test and learn •Small A/B-test•Go big with winner •Go big with winner Test
  70. 70. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What•Small A/B-test •Test and learn •Test and learn •Small A/B-test•Go big with winner •Go big with winner Test•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails•Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits)
  71. 71. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What•Small A/B-test •Test and learn •Test and learn •Small A/B-test•Go big with winner •Go big with winner Test•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails•Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page•Dynamic referring to traffic source •Offer •Call to action •Confidence•Disposition •Buying bullets •More information •Design•Small A/B-test•Go big with winner•Traffic by source•Bounce rate•Click through
  72. 72. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What•Small A/B-test •Test and learn •Test and learn •Small A/B-test•Go big with winner •Go big with winner Test•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails•Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page•Dynamic referring to traffic source •Offer •Call to action •Confidence•Disposition •Buying bullets •More information •Design•Small A/B-test•Go big with winner•Traffic by source•Bounce rate•Click throughConversion completed Confirmation e-mail Ev. e-mail reminder•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminderPer traffic source: Per traffic source: Per traffic source:•Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  73. 73. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? • Special terms? • Design? • 3 buying (sign up) bullets? • Campaign channels? On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What•Small A/B-test •Test and learn •Test and learn •Small A/B-test•Go big with winner •Go big with winner Test•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails•Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page Continuos work•Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a•Disposition •Buying bullets •More information •Design campaign starts when it’s launched. Then you should start monitor the•Small A/B-test performance and do frequent follow•Go big with winner ups and analysis. Based on conclusions•Traffic by source decide and implement changes and add•Bounce rate actions while the campaign is running.•Click throughConversion completed Confirmation e-mail Ev. e-mail reminder•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminderPer traffic source: Per traffic source: Per traffic source:•Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  74. 74. Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? Virality • Special terms? • Design? • 3 buying (sign up) bullets? Exclusive offers ”not supposed to be spread” can sometimes • Campaign channels? get viral. Let them fly! On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What•Small A/B-test •Test and learn •Test and learn •Small A/B-test•Go big with winner •Go big with winner Test•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails•Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page Continuos work•Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a•Disposition •Buying bullets •More information •Design campaign starts when it’s launched. Then you should start monitor the•Small A/B-test performance and do frequent follow•Go big with winner ups and analysis. Based on conclusions•Traffic by source decide and implement changes and add•Bounce rate actions while the campaign is running.•Click throughConversion completed Confirmation e-mail Ev. e-mail reminder•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminderPer traffic source: Per traffic source: Per traffic source:•Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  75. 75. Checklist for traffic driving in free channels Input Creative • Target group? • Message? • Campaign languages? • Copy? • The unique offer? • Ad formats? Virality • Special terms? • Design? • 3 buying (sign up) bullets? Exclusive offers ”not supposed to be spread” can sometimes • Campaign channels? get viral. Let them fly! On site Blog Twitter Facebook E-mail Other?•Ev. IP-targeting •Write about it •Message in Tweet •Message, link •Text or HTML•Text, graphic or video •Link ((bit.ly) •Fanpage or message What•Small A/B-test •Test and learn •Test and learn •Small A/B-test•Go big with winner •Go big with winner Test•Impressions •ReTweets •ReTweets •Messages sent •No. of sent mails•Click through •Comments •No. of followers •No. of fans •Bounce KPI •Unique visits •Link performance •Click through •Opened •RSS-subscriptions •Click through •Likes •Click through •Click through •(Credits) Landing Page Continuos work•Dynamic referring to traffic source •Offer •Call to action •Confidence The most important work with a•Disposition •Buying bullets •More information •Design campaign starts when it’s launched. Then you should start monitor the•Small A/B-test performance and do frequent follow•Go big with winner ups and analysis. Based on conclusions•Traffic by source decide and implement changes and add•Bounce rate actions while the campaign is running.•Click throughConversion completed Confirmation e-mail Ev. e-mail reminder•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminderPer traffic source: Per traffic source: Per traffic source:•Conversion success •Sent •Sent •Bounce •Bounce •Opened •Opened •Click through •Click through
  76. 76. AIDAAIDA
  77. 77. Source Mashable.com/2011/03/16/facebook-like-worth/
  78. 78. Source Mashable.com/2011/03/16/facebook-like-worth/
  79. 79. Practice
  80. 80. Passion & hard work
  81. 81. Google:”björn alberts”

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