5. How your brain
filters
Your reticular activating system
filters what you should pay
attention to.
It filters between your conscious
mind and your subconscious
mind.
It draws our attention to things
that are familiar, unusual,
problematic or potentially
threatening.
7. How does this apply to
online advertising
Unless you are Familiar, solve a problem or have an
unusual message, people won’t pay attention to
you.
There is 2 types of advertising
Push & Pull
9. Push Marketing
Push marketing is presented to people it pushes
advertising messages to consumers.
Only 4% of people are going to want your product
at any one time.
Unless your product or service is familiar, solves a
problem they are not going to be interested.
10. Social Media
Social proof
Stay in contact with people who already
engaged
Go viral
Targeting
16. AdWords tips
KNOW YOUR TARGET AUDIENCE. If your ad
isn’t relevant to them their RAS will not bring
their attention to it.
Have ads targeted at people who want what you
are selling.
Have ads that are relevant to where you are
sending them once they click
17. Search Engine
Optimisation
SEO is the “likeability” of your website to Google.
SEO is Authority
It is the organic ranking on google
The more consumer friendly your website is, the higher it will rank for relevant
key words.
It isn’t voodoo, it is being the woman in the red dress when the hot single
bachelor walks in the room.
People are already looking for what you have to offer, if you’re not there
someone else will be.
18. SEO tips
- It’s about authority. If you are just as good as someone else
they are going to look at who you are linking too. Make sure
your title tag and your description tags are relevant and
accurate.
- Make sure you have no broken URLS
- Have a domain name that relates to your business
- Link your social media accounts
- Have fresh content
- Register for free directories
21. How does SEO get me
more clients
Tell the person next to you what your main product or service is.
What’s your target client
Get them to write down 5 things they would put into google to search for
you
Take one of those phrases and go to the following link.
adwords.google.com/keywordtool
Type in that phrase and see how much traffic is searching for you EVERY
MONTH.
Make sure you have it set to Australia and under match type you put exact
22.
23.
24. Sample
Hairdresser Sydney has 320 people searching
for it.
If you are the top result, you will get about 156
people clicking on you every month
If you convert just 10% of those people into
clients you have 16 new clients. From ONE
keyword.
25. 1. Now you understand how the brain receives the
message, only send your message to those who are
going to convert.
2. You don’t have to be the best, you just have to be
the top 3 in Google.
3. People are searching for you, if you aren’t there,
someone else will be.
4. Know your target audience. TARGET THEM.
5. The more relevant you are the more of their
attention you will get
Editor's Notes
My name is Grace.I grew up in Albury, finished highschool and then shipped off to New YorkI wanted to be in Broadway. So I worked part time at a digital media company in new york and fell in love with it. After being taught to tap dance by a clown on the subway and becoming a certified drama queen it became more and more apparent that marketing was in my future. I become more involved in the business and became manager of operations. I assisted in the launch of multiple businesses and successfully ran ecommerce companies over a variety of industries. I was part of the creative team that formed CBS Real Estate and the television show “home” and also ran a NYC real estate brokerage for some time.I recently moved back to Sydney and am working with Think Big Online
You see roughly 30,000 ads per day. Do you recognize and process them all?. You don’t need to reach everyone, you only want to reach the people who want your product at the moment…But how do you do that? We are going to talk about how you receive advertising messages, and keeping that in mind how to reach people with your advertising messages.
Out of self defence human brains are physiologically prevented fro paying attention to things that don't directly apply to them. And truthfully, most of what they see doesn't apply. Which is great news because if we paid attention to everything we would go into complete overload and just spontaneously combust. Without this defence mechanism we would be aware of every sound, feeling, smell and taste so lucky it’s there
Your sensesprocesess 400 billion bits of information per secondYour Reticular Activating System processes that information and gets it down to 2000 bits per second. You can only conciously process 7
It is part of your unconscious mind.Every piece of information received goes through your RAS where it decides if the information received is important to you or not. It will only pass on the information to your concious mind only if it deems it “relevent” Familiar is only one of the conditions the reticular system watches for. It is also ready to draw our attention to unusual, problematic, or threatening conditions. Any of these which appear to be important .So this is why when you buy a new mercades, sudenly you see all the other mercades on the road.
Imagine that you're walking through a busy noise airport passenger terminal.Think of all the noise - hundreds of people talking, music, announcements, luggage carriers.How much of this noise is brought to your attention? Not a lot.True, you can hear a general background noise, but not many of us bother to listen to each individual sound.But then a new announcement comes over the public address system - saying your name or maybe your flight.Suddenly your attention is full on.
Your brain only pays attention to things that are familiar, solve a problem or have an unusual message. If you aren’t any of those things, people will not pay attention.Two types of advertising push and pull-
An idea doesn’t become a belief unless it has references.
Push marketing is very hard to target as it usually covers such a broad audience.You have to constantly be running a campaign as roughly only 4% of your audience is going to want your product or service at any one time so you have to be constantly in front of them to capture them. If they don’t currently have a problem that needs solving or they are not familiar with your product, it is unlikely that you are going to grasp their attention. Push marketing is effective when you are trying to increase brand awareness. You are taking a multipronged marketing approach and making your brand familiar with peoples RAS therefore bringing their attention to it. An idea doesn’t become a belief unless it has references. Pretend an idea is a seed… and the roots are the references.. The more references you have the stronger the belief. It is the same with advertising. If you are trying to increase brand awareness, running a campaign over and over again will make it familiar in their minds therefore making it relevent, therefor bringing your attention to it
More and more people are looking to their peers for what is in and what to “like”Remember the idea being the seed and the roots being the references. Social media gives people references. Social media gives you the ability to build a community around your product or service and push information to them and give them the ability to be allowed in on the discussion. Social profiling- You can gather a lot of information about your target demographic from social media. What kind of people like you, what do they react to, what do the like most. Target example. Social media is essentially free. Why not utilize it to the best of your abilityIf you have a message to get out, use your networks! Do you have an event, a product a new service? Send it viral. If you think that viral marketing doesn’t work take a look at KONY 2012. 17 million hits in only a week.
Facebook PPC is very similar to AdWords. You create ads and target them according to your target audience.Yourads are being displayed according to their interests You can target down to who they work for, if they like a competitor, their relationship status. Having such targeted ads increases you return on investment. You can target right down to a 35 year old women, who is single, likes Mercades and lives on the north shore. If you know your ad is only going to be seen by that demographic imagine how effective you can be!IPeople are going to click on what feels natural. If the ad says are you 31 single and live in sydney you go yes! I am.. Yay you’re relevant. A lot of people talk about facebook privacy and how they don’t like having their information. Do you want to be looking at a bunch of ads about chainsaws and new face shaving cream or the 40% off sale at armani or the new audi that is coming out in november..
So who has picked up a yellow pages in the last 24 hoursWho has looked up something on google. Good lets stick with whats relevant then the effect of advertising is greatest closest to the purchase. And if you think about it, that makes sense. Remember, a purchaser only buys when she feels the gap between what she has and what she wants. If she has an empty box of cornflakes, she'll want more corn flakes. Once she's become aware of her need for more flakes (by pouring the last of the old flakes from the box) she will also become more aware of corn flake advertising. What a great time to present your message. Advertise your brand on television, or send her a letter, or show her a point of purchase display. Give her a compelling reason to choose your brand while her reticular system is most likely to bring your message to her conscious attention.
When is the last time that picked up the yellow pages.
AdWords is the paid results that you see on Google.It is the search results that come up on the top and the side of Google when you type in a specific phrase so in this example I have used shoes. People have bid on the keyword “shoes” for their ad’sto display and write ads targeted at people searching for shoes. There are two types- Search and Displayknow what you can commit to and work out how to make that workWrite headlines for people who need what you sellDon’t write headlines to sell to people who don’t want what you haveStructure ads- Don’t negative ads. You never know what ads are going to run best. This is why you have to continuously montior and test. Test ad 1 to landing page A then Ad 1 to landing page B. Test ad 2 to landing page A then ad 2 to landing page B. What Ad gets the best response? What Landing page works best with that Ad? Then do it all again until you have the best possible combination.
SEO is comprised of a lot of different elements
In a study done by corenell and AOL- the average % of people clicking on the first link is 49%.
In a study done by corenell and AOL- the average % of people clicking on the first link is 49%. Tell the person next to you what your main product or service is. Get them to write down 5 things they would put into google to search for youTake one of those phrases and go to the following link. adwords.google.com/keywordtoolType in that phrase and see how much traffic is searching for you EVERY MONTH. Make sure you have it set to Australia and under match type you put exact
