This document summarizes an internet marketing seminar on driving traffic to websites. It discusses various online marketing channels like search engine optimization, pay-per-click advertising, email marketing, social media, blogs, video, and more. For each channel, it provides tips on how to effectively use the channel to find and engage customers online. The overall focus is on testing different tactics, measuring their performance, and optimizing the approach over time based on what works best.

1. Internet Marketing Seminar
10:30-13:00 |Part 5 |Driving
traffic to your website:
How to find customers online?

2. The funnel
Exposure
Activation
Interest / Desire
Relationship /
Permission
Purchase
Repeat
purchase

3. What do you want your targets to do?
How much are you willing to pay?
Branding/
Awareness Email
signup Profiled
Signup Trial
Banner signup Trial
buy Purchase
Video
Blogs CPO
= £$€ ?
Affiliates
Email CPI/CPL
= £$€ ? • Measure conversions
• Monitor successes

4. Consider payment models
 Investments
Fixed price for placement?
Investment + price to seed/drive traffic?
 Performance based payment?
Pay per click (PPC), per for exposure (PPM)
Pay per lead, pay per order?
Pay to acquire X number of leads?

5. SEXY? NON SEXY?

6. SEXY? NON SEXY?

7. Get busy checking the motor
 Focus on your target group and
its need
 Work actively with your content
 Align your sales process with
the presumed/documented
buying process
 Experiment to learn and improve  Offer/message first, then copy,
 ROMI must be central then ”creative”
 Use flowcharts. ALWAYS  Test, test, test – if possible
 Online/offline in combination  Differentiate your messages
 Be creative to achieve results –
not to win fancy awards or the
admiration of your peers
 Your CEO doesn’t know
Do not leave anything
to chance

8. Media instrumentation and
course of interaction:
How to attract customers
online

9. Focus on your flow
Sell
process
Traffic Landing Dialogue
drivers page process
The Moment
of Truth
More media
investments Action
than you can imagine Confirm
confirming
page
are wasted due to a choice
poor acquisition
conversion process,
rather than poor
media planning

10. Capture data

11. Limit your MWR’s

12. (c) Michael 12

13. Offer choices
In this case both
membership types
were offered free
of charge!

14. Your online media mix
Search
•Banners
Adds •Text links
•Etc.
•Blogs
Social •Social
media networks
•Video
• Traditional
Online PR media
• Social media
Web-
properties
•Email marketing
•Mobile marketing
Push
•DM Twitter
DM/IM
•DM Social
networks

15. Advertising on sites
• Place banners, links on
general interest sites
• Place banners, links, advertorials
on niche sites
Affiliate marketing
Bring your message to potentially
thousands of websites
Pay based on performance only

16. Engage me – surprise me

17. Innovate and disrupt

18. Bad bad banner
More than 500.000 banner
impressions in targeted emails
returned 2 signups each
valued at € 200.

19. Search engines
Pros/Cons SEO
- Everybody can and
should participate
-Few are able to achieve
Organic search critical mass
produced one - Irrelevant traffic
order at € 30.000
Pros/Cons SEM
- Long tail keyword may
benefit, but volume may
be a problem
- Few are able to achieve
critical Mass
- In some industries
AdWords and similar is
VERY competitive

20. Work with these elements
 Rather than:
http://www.bankofcyprus.com/main/main.a
spx?id=82 – use
bankofcyprus.com/creditcard
 Page titles
 Keywords
 Meta descriptions

21. 1. Top left is by far most
valuable area of search result
page
(c) Michael 22

22. AdWords

23. Overall viewing behavior
search
What information in the abstract is most useful?
Percentage of time spent viewing each part of abstract
Title: 30%
Snippet: 43%
Category: 0.3%
URL: 21%
Other: 5% (includes, cached, URL: 21.1% Other: 5.3%
similar pages, description)
Title: 30.5%
Category: 0.3%
Snippet: 42.8%

24. Pay Per Click Advertising –
Creating Ads

25. Managing Google Adwords

26. Tips SEO / SEM
 List of keywords
 Test different adds and how they convert
 Start with Google Adwords, get experience –
move onto other platforms
 Optimize your website for search engines (be
sure your CMS is optimized for SE)

27. Permission Email marketing
 Permission based email marketing
should be at the heart of your online
marketing mix
Works for all industries, in all markets
Thought to be inexpensive ….
Challenging, fun to work with, easy to
test creative/offers/messages etc.

28. Email is evolving
Pull email
RSS feeders
Permission emails
(push)
(c) Michael 29

29. Online PR
Online PR
- Powerful if your message is
relevant
- Particularly powerful if you have
access to a network of bloggers

30. Blogging
 Inexpensive and
effective
 Seeding and time
to achieve critical
mass is an issue
 Surprising things
happen
 Must integrate
blog to website

31. The new black

32. NEWS FLASH
Social networking
and social media
here to stay
How are you going
to tap into these
new channels?
33

33. Cost effective?

34. Advertising on social network
community platforms
Facebook
Targeted advertising
Volume issues in many
countries
Linkedin
Targeted advertising
Quite expensive

35. Facebook test campaign
Targeted college graduates
25-49 years of age in
Cyprus & Egypt
316.000 impressions ROMI
234 clicks USD Y
X sales USD Z/each

36. Compare that to an add in a
commercial email newsletter
18.000 recipients USD 600
75 clicks (0,42%) USD 8
2 sales USD 300/each

37. Engage through group or fan
pages
- Value creation
- Content
- Frequency
- Engagement tactics
39

38. Engage through your own
custom made application
Ooops !
(c) Michael 40

39. Building your own groups on
social networking platforms

40. • Build it
• Test it
• Publish content
and attract content
• SEED-SEED
• Engage
• Expand or close

41. What about Twitter?
- Twitter can drive trafic
- Twitter can sell stuff
- But Tweet super frequency
essential
- Large # of RELEVANT
followers crucial

42. Blog post: Is this the best TV
commercial…
45

43. Case study
Using video on You Tube to
drive traffic
(c) Michael 46

44. Link to
blog
47

45. Organic search placement
YouTube
# 1 and # 5 on Google for
”fleggaard commercial”
REMEMBER
- placement on external sites
may influence your search
ranking and how people
experience you for the first
time
Blog
48

46. Top 10 search terms that week
Full circle
49

47. Your own video

48. Video tools
 A decent camera or Flip Video
 Tubemogul.com – upload to many
sites + stats
 Blip.tv – your own player + stats
 Editing software – Cyperlink
Powerdirector (less than € 100)

49. Tips for getting your video out
here
 Send me an email
mln@fokusintegrated.com to get the
valuable 2 page DIY mini-guide in
January 2010

50. More information
 Free marketing trends report and
newsletter here:
http://www.fokusintegrated.com/meemoo2/
 Follow on Twitter here
http://www.twitter.com/michaelleander
 Contact Michael Leander, connect on
LinkedIn, Facebook, Xing etc:
mln@fokusintegrated.com
+45 27 28 29 53