Presentation given at UNSW Kensington Campus September 17th 2014 to "Masters of Marketing" students. Covers the below topics: - Digital Strategy & Planning - Search Engine Optimisation (SEO) - Google AdWords/Pay-per Click - Electronic Direct Mail (Email Marketing) - Content Marketing

1. Driving Web Traffic
@MatthewForzan
ewebmarketing.com.au
UNSW Kensington “Masters of Marketing”

2. CAUTION
The following presentation may contain coarse language.
Parental supervision is advised.

4. @MatthewForzan
ewebmarketing.com.au
ewebmarketing.com.au

6. Driving Web Traffic
@MatthewForzan
ewebmarketing.com.au
UNSW Kensington “Masters of Marketing”

7. @MatthewForzan
ewebmarketing.com.au
1.
2.
3.
4.
5
.
Digital Direction
1. Impressions
2. Clicks
3. Engagement
4. Conversion
5. $

8. @MatthewForzan
ewebmarketing.com.au
Campaign Workflow

9. Setting the Strategy
@MatthewForzan
ewebmarketing.com.au
Selecting channels

11. Common Channels
● Search
o Organic
o Paid
● Social
● Referral
● Email
@MatthewForzan
ewebmarketing.com.au

12. @MatthewForzan
ewebmarketing.com.au

13. Organic Search (SEO)
@MatthewForzan
ewebmarketing.com.au
Search Engine Optimisation

14. Search (Organic)
@MatthewForzan
ewebmarketing.com.au

22. C.L.A.P
4 Key Principles of SEO

23. Content
Links
Age
Pages
@MatthewForzan
ewebmarketing.com.au

24. Content

25. Links

26. Age

27. Pages

29. Email Marketing (EDM)
@MatthewForzan
ewebmarketing.com.au
Electronic Direct Mail

30. Common Misconceptions
@MatthewForzan
ewebmarketing.com.au
of Electronic Direct Mail...

31. 1. Who reads emails
anymore?
@MatthewForzan
ewebmarketing.com.au

32. 71% of Australian consumers check email at the
beginning of the day…
.... while only 17% check Facebook
Source: pira.com.au
@MatthewForzan
ewebmarketing.com.au

33. @MatthewForzan
ewebmarketing.com.au
2. SPAM! SPAM!
SPAMSPAMSPAMSPAM

34. 77% of people prefer to receive marketing messages
via Email
Source: marketingland.com
@MatthewForzan
ewebmarketing.com.au

35. 3.Quantity > Quality
@MatthewForzan
ewebmarketing.com.au

36. @MatthewForzan
ewebmarketing.com.au
Quantity Quality

37. 4. If I give out my email address,
I’ll get spammed!
@MatthewForzan
ewebmarketing.com.au

38. 5. Who clicks these emails
anyway?
@MatthewForzan
ewebmarketing.com.au

39. Nigerian Prince Needs Your Help!
@MatthewForzan
ewebmarketing.com.au

40. 1 out of 12,500,000 spam emails will get a response
Source: econsultancy.com
@MatthewForzan
ewebmarketing.com.au

41. Researchers estimate that with a large list,
spammers can earn up to $3.5mil / year
Source: techrada.com
@MatthewForzan
ewebmarketing.com.au

42. Average Open Rate: 20%
Average Click Through Rate: 5.5%
@MatthewForzan
ewebmarketing.com.au

43. How Does Email Marketing Work?
@MatthewForzan
ewebmarketing.com.au

44. Campaign
Hi (firstname),
We’re having 20% off all our items!
Come and check out our sale. You’ve
been a loyal customer of ours so use
this coupon code [lolfreestuff] to get
free shipping too! WOW!
Linktowebsite
@MatthewForzan
ewebmarketing.com.au
Database
bob@gmail.com
jane@hotmail.com
t-mart@yahoo.co.uk
bing@gmail.com
lee@domainname.com.au
bobby@gmail.com
janeness@hotmail.com
t-martattack@yahoo.co.uk
bingers@gmail.com
robinhood@live.com

45. A Good Email Campaign Will...
@MatthewForzan
ewebmarketing.com.au

46. Have Strong Calls to Action
@MatthewForzan
ewebmarketing.com.au

47. Be Relevant & Engaging
@MatthewForzan
ewebmarketing.com.au

48. Arouse Curiosity
@MatthewForzan
ewebmarketing.com.au

49. Be Highly Targeted
@MatthewForzan
ewebmarketing.com.au

50. Examples
jetstar.com.au - buy one, get one free.
bookdepository.co.uk - 10% off next order.

51. Content Marketing
@MatthewForzan
ewebmarketing.com.au

53. Content is Married to SEO & Social
@MatthewForzan
ewebmarketing.com.au

54. Infographics
@MatthewForzan
ewebmarketing.com.au

55. Case Study
dollarshaveclub.com
@MatthewForzan
ewebmarketing.com.au

57. Case Study - dollarshaveclub.com
● Invested $4,500
● 5,000 Signups on the FIRST DAY
● ~6.4 million views
● 2nd page of Google for “mens razors”
● Still being used in case studies :P
@MatthewForzan
ewebmarketing.com.au

58. Another Example
mingle2.com
@MatthewForzan
ewebmarketing.com.au

59. Another Example
howfastisthenbn.com.au
@MatthewForzan
ewebmarketing.com.au

60. Content Marketing Summary
● Creativity is more important than the amount of marketing $$ you have to
spend
● Create the best content that you possibly can and everything else will
come
o Rankings from links
o Traffic from rankings
o Sales from traffic
● Create content that web-savvy people want share
@MatthewForzan
ewebmarketing.com.au

71. Cheers! Keep in touch :)
@MatthewForzan
ewebmarketing.com.au
@MatthewForzan
ewebmarketing.com.au