1.
Online marketing
workshop
Presented by Sam shetty April 2013

2.
Agenda
■ The Online space
■ Online marketing, Which one is right for me ?
■ Understanding SEO
■ Google Analytics
■ SEO process
■ SEO Myths
■ PPC
■ Social media
■ Mobile websites
■ Conversion rate optimisation
■ Q & A

3.
Expected online spend in Australia
$21.7 billion Forecast of total online spend by
Australians by 2015
• In 2011 expected online shopping
expenditure in Australia to reach $13.6
billion
• Expected $6 billion spent by Australians
on overseas websites
* PricewaterhouseCoopers Digital Media Research report July 25th 2011

4.
The Traditional Shopping Process is…
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Linear, predictable, analog, brand-controlled
EC

5.
The New Purchase Journey is…
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Non-Linear, multi-channel, digital, consumer-controlled
EC

6.
Your Online journey ….
“If you don’t know where you are going, you
might not get there ”

7.
Buyers complete 60% of their
buying cycle before they contact
your organization.
CEB 2012

8.
What’s the Root Cause?
We’re too focused on what we
want them to know about us.
• Gracious welcome
• Overview of company
• Wonderful product line
• Extraordinary services
• Unique differentiators

9.
What are their goals & objectives?

10.
What issues &
challenges do they
face that you can
help with?

11.
The selling process

12.
The digital world

13.
Which one is right for me ?

14.
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing

15.
What is search engine optimisation?
Search engine optimisation (SEO) is the process of
improving the volume or quality of traffic to a web
site from search engines via “natural” (“organic” or
“algorithmic”) search results.
Wikipedia

16.
Avoiding the 5 second ‘bounce’
Make sure they stay!
Tell them…
■ Who you are?
■ What you do?
■ Why is it important to them?
■ What to do next?
5 seconds
…before a potential customer hits
the ‘Back’ button

17.
SEO setup
• Google Analytics
• Google webmaster tools
• XML sitemap
• Google +
• Google Alerts
• Social media setup

18.
SEO checklist for new sites
• Accessibility ( Google webmaster tools)
• Keyword targeting (search volume/low difficulty/relevance)
• Content quality & value
• Design quality & usability
• Social media setup ( Claim your name )
• Link building strategy

19.
Conversion trinity

20.
Steps to success

21.
Google Analytics

22.
Your visitors

23.
New vs Returning visitors

24.
Sources of new visitors

25.
Google Analytics

26.
Google Analytics measurement

27.
Goal funnel visualization

28.
Measuring Drop outs

29.
GA other Analysis

30.
Solution priorities

31.
Not provided Data in Google Analytics

32.
Key findings

33.
Recognized keywords drop by 50%

34.
All websites need landing pages

35.
3 keys to a successful website

36.
Keyword research
• Free tools : Google External keyword tool
• Paid tools : Word tracker, Semrush, Keyword discovery
• Target Long tail keywords and generic keywords
• Target 2 to 3 keywords per page
• Use Google adwords to test your keyword selection

37.
Keyword strategy

38.
Search Engine Optimisation
■ Indexing your website
■ Google analytics
■ Keyword research (Keyword research report)
■ Competition analysis
■ Site structure
■ Sitemap
■ Local business results
■ On-page optimisation
■ Image optimisation
■ Directory submission
■ Article submission
■ Link building
■ Social media setup
■ Blog

39.
Google Algorithm updates.....

40.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
While there was some significant contention about issues like paid links and ads vs. content, the
voters nearly all agreed that social signals and perceived user value signals have bright futures.
What Do SEOs Believe Will Happen w/ Google’s Use of
Ranking Features in the Future?

41.
Make your Site Search-Engine Friendly

42.
Manual link submission request

43.
Competitive link research /Acquisition

44.
Links via embedded content

45.
Links via Viral Campaigns

46.
Website Usability
• Simple & Easy to use
• Design pages for scanning and not for reading
• Good, visible, site navigation
• Talk the same language like your users
• Prioritize the key information( users look for) above the fold
• Trust & Creditability need to be reinforced

47.
SEO Process

48.
SEO Table

49.
Ranking is not a business goal

50.
Ranking # 1 does not matter any more

51.
SEO chases the algorithm

52.
Questions you should be asking ?
• What is the purpose of the website ?
• What are you trying to get your users to do once they
arrive on your website ?
• Who is your target audience ?
• How are you going to measure success ?

53.
Should I outsource SEO ?
• Do you have multiple sites ?
• Do you have web design skills ?
• Are you able to track results ?
• Do you time to write articles ?
• Are you able to acquire links for your website ?
• Can you afford to spend 20 hours a month?
What is 20 hours of your time worth ..???

54.
The SEO pyramid

55.
SEO limitations
■ Takes longer to get near the top
■ Google is always one step ahead
■ Flash websites are much harder to optimise
■ High competition for the best keywords
■ Difficult to rank high for generic keywords
Is there something else I can use to get around these
problems?

56.
What is search engine advertising/ PPC
…a form of Internet marketing that seeks to
promote websites by increasing their visibility
in search engine result pages (SERPs)
through the use of paid placement, contextual
advertising, and paid inclusion.
Wikipedia

57.
Why should you consider?

58.
Where should I advertise ?

59.
The process

60.
CPC & Quality score

61.
CPA & Quality score

62.
Is PPC right for me ?
• Does your business have a unique selling point ?
• Do you stock products ?
• Do you need to feed your sales team with leads ?
• Low cost of lead acquisition
• Do you need to measure ROI ?
• Ability to focus on specific locations , time zone
• Ability to change your marketing message daily
• Better conversions

63.
3 Types of Landing Pages

64.
Before creating a landing page….
• Business objectives
• Know your audience
• Visitor action
• Entry points
• Technical limitation of your target audience
• Check domain name availability
• Competitive analysis

65.
Common SEA problems
■ “My daily budget gets blown quickly!”
■ “The ads don’t appear like they’re supposed to”
■ “My company can afford more”
■ “It’s too expensive”
■ “‘Tyre-kickers’ waste my money”
■ “My ads have a high bounce rate”

66.
What is social media marketing?
Social media marketing is a term that
describes use of social networks, online
communities, blogs, wikis or any other online
collaborative media for marketing, sales,
public relations and customer service.
Wikipedia

67.
Search marketing vs. social media marketing
■ Search marketing:
Bringing customers to
your site
■ Social media marketing:
Going where your
customers are!

68.
You might think social media is this

69.
Businesses often ask the wrong question
How can my business sell more by using
social media?

70.
There is a better question
How can I use the social web to help consumers
achieve their goals?

71.
“Social Media Marketing:
Enables Others to Advocate for Your Business Through
Compelling Content”
Image credit: Ian Sane

72.
How does your audience behave?
■ 69% of Aussie users read blogs
■ 83% have viewed video online
■ 39% subscribe to RSS feeds
Source * Universal McCann International social media research,
wave 3
73% …of purchases are first researched
online

73.
You already have the skills

74.
Social media setup
• Claim your social profile
• Setup up for business page for Social media sites
• Make your website social
• Embed your social feeds to your website
• Setup social media monitoring ( hootsuite)
• Setup a list of keywords to follow
• Plan a strategy to motivate customers to share your
business on their social circle

75.
Questions to get you started ...
1. Why are people interested in your organization or
cause?
2. What content creates conversation?
3. What content could create community?
4. What can the community create for your content?
(Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?

76.
Success on social media

77.
Future: Shift from “doing social”
to “being social”
EXTERNALLY: SOCIAL BRAND
• Actively listen & respond
• Demonstrate social behaviour – compelling,
authentic, transparent.
• Community driven.
INTERNALLY: SOCIAL BUSINESS
• The expertise of company is available to people
• Training & development internally for employees &
business units to become ‘digital citizens’
• Social turns inward as teams collaborate internally

78.
To Blog or not to Blog ?
• Blogs are search engine magnets that can drive traffic to
key areas of your company website.
• Blogs can gather sales leads.
• Blogs are a means of establishing leadership or expertise
in your industry.
• Blogs are a means of building relationships with customers
and prospects and improving customer interaction.
• Blogs offer the ability to communicate quickly on fast-
breaking news, issues, or events.
• Blogs help build brand awareness and help define your
brand.
• Blogs are a low-cost marketing channel.

79.
Social media is for B2B & B2C

80.
Mobile search

81.
Mobile trends
• Mobile growth and device adoption
• The word “ mobile” is getting outdated
• Tablets will replace majority of desktop users
• HTML5 and responsive design will continue to grow
• Mobile E commerce is growing

82.
Impact of mobile on your business

83.
Optimise for mobile

84.
Mobile site optimisation
The mobile rule of thumb
“ If it cannot be done by the thumb, it cannot be done”
• Buttons should be big
• Buttons should be isolated
• Buttons should be reachable
• Buttons Should be Prioritised
• Buttons Should Use Descriptive Text

85.
Mobile users are different from desktop
users

86.
Load time for websites

87.
Load time for Mobile users

88.
Conversion on mobile sites

89.
Mobile user friendly

90.
Uniform message across devices

91.
Scaling /Tilts

92.
User friendly .. Less fields

93.
Conversion rate optimisation

94.
What is conversion rate ?

95.
What’s your conversation rate ?

96.
Conversion Rate Optimisation ( CRO)

97.
CRO Process

98.
CRO factors ?

99.
Methods used for conversion tracking

100.
Websitetestingtools.com

101.
Website usability tools
• www.crazyegg.com
• www.clicktale.com
• www.kissmetrics.com
• www.ghostrec.com
• www.visualwebsiteoptimizer.com

102.
Increasing Abandonment rates ...

103.
Usability issues

104.
Usability issues

105.
Video works !!

106.
Videos help you sell more

107.
Testimonials... Building trust

108.
Converting trials

109.
A “carrot” shows the dollar
amount remaining before
free shipping.
Placing it proximal to the
cart total may make it more
noticeable

110.
Saving cart contents save sales. Use
your web analytics days to purchase
report for ideal cookie length.

111.
This call to action
reinforces urgency

112.
Urgency

113.
Clear error
handling (not
this)

114.
59% expect “total cost” before checkout -OneUpWeb

115.
23% of shoppers will abandon checkout if forced to
Register –Forrester Research

116.
“For whatever reason, a free shipping offer that
saves a customer $6.99 is more appealing to
many than a discount that cuts the purchase
price by $10.”
--David Bell, Wharton
School of Business

117.
Cart abandonment spikes when
cart total is low and when shipping
charges are close to the cart total
It also spikes near the $100, possibly
due to the “triple digit” mark

118.
Conclusion
• Q&A
• Request a free Consultation for your website
• Upcoming workshops
• http://www.netregistry.com.au/resources/workshops/
• Thank you !!!
• Sam Shetty sam.shetty@netregistry.com.au