A presentation about the logic behind traffic generation.

1. Traffic...
Picture from Thewallpapers.com

2. ...is not about
anonymous numbers.
Picture from Meagcom-mc.com

3. It’s about
...is about
curious people...
people
Picture from Style.com

4. ...stopping by...

5. ...to fulfill a need.
Picture from Therussianeducation.com

6. Bjornalberts.com – Best marketing blog in Sweden

8. Traffic funnels
Search
Offsite
Success events
Onsite
The Website
Convert!

9. X
Commercial traffic Non-commercial traffic

10. Have a strategy for both
X
Commercial traffic Non-commercial traffic

11. Picture from sz-solutions.com

12. Keywords

13. Stakeholder need

14. Business objectives

15. Address both sides
Bild lånad från interactcreative.blogspot.com

16. Remarkable

17. Innovative

18. Useful

19. Fun

21. Social signals
Picture from Blindfiveyearold.com. Follow that blog!

22. Make people react

23. Make people react

24. Social signals will increase your search ranking
&
Expose your brand to your users friends

29. 130 friends in average

30. 536 Likes

31. 70 000

32. Källa: http://developers.facebook.com/connect.php

33. Traffic is only about digital marketing

34. t
no
Traffic is only about digital marketing

35. TVC drives traffic

38. ch
TVC drives traffic
ar
se

39. Plan for it or #fail

40. Plan + be reactive with SEM
Diagram is borrowed from Linda Hellqvist, Google.
I have translated it and changed some colors.

41. Picture from 10den.com

42. ”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 2007
Source Technologyweekly.mad.co.uk 18th December 2007

43. Differ Sökbart Distribuerat
Delbart Inlänkat Länkbart

44. Differ Searchable Distribuerat
Delbart Inlänkat Länkbart

45. Differ Searchable Distributed
Delbart Inlänkat Länkbart

46. Differ Searchable Distributed
Shareable Inlänkat Länkbart

47. Differ Searchable Distributed
Shareable Back-linked Länkbart

48. Differ Searchable Distributed
Shareable Back-linked Linkable

50. Picture from Liquorsnob.com

51. Social signals
Picture from Blindfiveyearold.com. Follow that blog!

52. Brand. Will you show up?

53. Social tools
Picture from Time.com

54. Increase traffic

56. Källa: http://developers.facebook.com/connect.php

57. Egen fanpage
Hey, don’t forget your friends...

58. Egen fanpage

59. Egen fanpage
...and your business contacts

63. Picture from weareloremandipsum.com

64. A Twitter wave

66. Bilderna från Brago via Newsdesk.se

67. Spread

68. The digital brand sphere
Other digital resources
Monitor
Other blogs RSS
Delicious Digg
Video Channels Twitter
Podcasts Facebook
Blog + Website
Flickr GetSatisfaction
WikiPedia
Search Engine Result Pages

69. Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom Movies
core
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia
Dominant

70. Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom Movies
core
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia
Dominant

71. Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom core Movies
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia Dominant

72. Digital plan arrangement
Promotion On site Off site estates
Newsletter Images
Relevant share options
RSS
Object
Social Newsroom core Movies
PR Services keyword
RSS
RSS Our Blogs Search friendly permalinks Presentations
Notifications
Trackbacks
Our RSS
Documents
Notifications LinkedIn Group
Podcasts
Related articles within
keyword cluster
RSS Other Blogs
Applications
Wikipedia Dominant

75. E-mail

76. Incentives

77. Commercial
traffic

78. You as a
Traffic source

79. Where she look
- You look

80. Non commercial
traffic. How to catch?

81. bjornalberts.com

82. Input Creative
• Target group? • Message?
• Campaign languages? • Copy?
• The unique offer? • Ad formats?
• Special terms? • Design?
• 3 buying (sign up) bullets?
• Campaign channels?

83. 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?

84. 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

85. 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

86. 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)

87. 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

88. 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
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

89. 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 through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

90. 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 through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

91. 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 through
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Confirmation you’re still with the campaign •Confirmation you’re still with the campaign •A friendly reminder
Per traffic source: Per traffic source: Per traffic source:
•Conversion success •Sent •Sent
•Bounce •Bounce
•Opened •Opened
•Click through •Click through

92. A
I
D
A
A
I
D
A

94. Source Mashable.com/2011/03/16/facebook-like-worth/

95. Source Mashable.com/2011/03/16/facebook-like-worth/

96. Practice

97. Passion & hard work

98. Google:
”björn alberts”