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Online marketing
workshop
Presented by Sam shetty April 2013
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
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
The Traditional Shopping Process is…
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Linear, predictable, analog, brand-controlled
EC
The New Purchase Journey is…
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Non-Linear, multi-channel, digital, consumer-controlled
EC
Your Online journey ….
“If you don’t know where you are going, you
might not get there ”
Buyers complete 60% of their
buying cycle before they contact
your organization.
CEB 2012
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
What are their goals & objectives?
What issues &
challenges do they
face that you can
help with?
The selling process
The digital world
Which one is right for me ?
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing
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
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
SEO setup
• Google Analytics
• Google webmaster tools
• XML sitemap
• Google +
• Google Alerts
• Social media setup
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
Conversion trinity
Steps to success
Google Analytics
Your visitors
New vs Returning visitors
Sources of new visitors
Google Analytics
Google Analytics measurement
Goal funnel visualization
Measuring Drop outs
GA other Analysis
Solution priorities
Not provided Data in Google Analytics
Key findings
Recognized keywords drop by 50%
All websites need landing pages
3 keys to a successful website
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
Keyword strategy
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
Google Algorithm updates.....
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?
Make your Site Search-Engine Friendly
Manual link submission request
Competitive link research /Acquisition
Links via embedded content
Links via Viral Campaigns
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
SEO Process
SEO Table
Ranking is not a business goal
Ranking # 1 does not matter any more
SEO chases the algorithm
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 ?
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 ..???
The SEO pyramid
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?
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
Why should you consider?
Where should I advertise ?
The process
CPC & Quality score
CPA & Quality score
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
3 Types of Landing Pages
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
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”
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
Search marketing vs. social media marketing
■ Search marketing:
Bringing customers to
your site
■ Social media marketing:
Going where your
customers are!
You might think social media is this
Businesses often ask the wrong question
How can my business sell more by using
social media?
There is a better question
How can I use the social web to help consumers
achieve their goals?
“Social Media Marketing:
Enables Others to Advocate for Your Business Through
Compelling Content”
Image credit: Ian Sane
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
You already have the skills
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
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?
Success on social media
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
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.
Social media is for B2B & B2C
Mobile search
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
Impact of mobile on your business
Optimise for mobile
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
Mobile users are different from desktop
users
Load time for websites
Load time for Mobile users
Conversion on mobile sites
Mobile user friendly
Uniform message across devices
Scaling /Tilts
User friendly .. Less fields
Conversion rate optimisation
What is conversion rate ?
What’s your conversation rate ?
Conversion Rate Optimisation ( CRO)
CRO Process
CRO factors ?
Methods used for conversion tracking
Websitetestingtools.com
Website usability tools
• www.crazyegg.com
• www.clicktale.com
• www.kissmetrics.com
• www.ghostrec.com
• www.visualwebsiteoptimizer.com
Increasing Abandonment rates ...
Usability issues
Usability issues
Video works !!
Videos help you sell more
Testimonials... Building trust
Converting trials
A “carrot” shows the dollar
amount remaining before
free shipping.
Placing it proximal to the
cart total may make it more
noticeable
Saving cart contents save sales. Use
your web analytics days to purchase
report for ideal cookie length.
This call to action
reinforces urgency
Urgency
Clear error
handling (not
this)
59% expect “total cost” before checkout -OneUpWeb
23% of shoppers will abandon checkout if forced to
Register –Forrester Research
“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
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
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

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Online marketing workshop april13

  • 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.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. 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
  • 14. The Traditional Shopping Process is… Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive Linear, predictable, analog, brand-controlled EC
  • 15. The New Purchase Journey is… Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive Non-Linear, multi-channel, digital, consumer-controlled EC
  • 16. Your Online journey …. “If you don’t know where you are going, you might not get there ”
  • 17. Buyers complete 60% of their buying cycle before they contact your organization. CEB 2012
  • 18. 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
  • 19. What are their goals & objectives?
  • 20. What issues & challenges do they face that you can help with?
  • 21.
  • 24. Which one is right for me ?
  • 25. So - what are my options? ■ SEO - Search Engine Optimisation ■ SEA - Search Engine Advertising ■ SMM - Social Media Marketing
  • 26. 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
  • 27. 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
  • 28. SEO setup • Google Analytics • Google webmaster tools • XML sitemap • Google + • Google Alerts • Social media setup
  • 29. 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
  • 34. New vs Returning visitors
  • 35. Sources of new visitors
  • 42. Not provided Data in Google Analytics
  • 45. All websites need landing pages
  • 46. 3 keys to a successful website
  • 47.
  • 48. 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
  • 50. 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
  • 52. 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?
  • 53. Make your Site Search-Engine Friendly
  • 57. Links via Viral Campaigns
  • 58.
  • 59. 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
  • 62. Ranking is not a business goal
  • 63. Ranking # 1 does not matter any more
  • 64. SEO chases the algorithm
  • 65. 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 ?
  • 66.
  • 67.
  • 68.
  • 69.
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.
  • 77.
  • 78.
  • 79.
  • 80. 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 ..???
  • 82. 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?
  • 83. 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
  • 84. Why should you consider?
  • 85. Where should I advertise ?
  • 87.
  • 88.
  • 89.
  • 90.
  • 91. CPC & Quality score
  • 92. CPA & Quality score
  • 93. 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
  • 94. 3 Types of Landing Pages
  • 95. 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
  • 96. 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”
  • 97. 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
  • 98. Search marketing vs. social media marketing ■ Search marketing: Bringing customers to your site ■ Social media marketing: Going where your customers are!
  • 99. You might think social media is this
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  • 112. Businesses often ask the wrong question How can my business sell more by using social media?
  • 113. There is a better question How can I use the social web to help consumers achieve their goals?
  • 114. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  • 115. 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
  • 116. You already have the skills
  • 117. 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
  • 118. 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?
  • 120. 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
  • 121. 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.
  • 122. Social media is for B2B & B2C
  • 124. 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
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  • 128. Impact of mobile on your business
  • 130. 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
  • 131. Mobile users are different from desktop users
  • 132. Load time for websites
  • 133. Load time for Mobile users
  • 138. User friendly .. Less fields
  • 145. Methods used for conversion tracking
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  • 148. Website usability tools • www.crazyegg.com • www.clicktale.com • www.kissmetrics.com • www.ghostrec.com • www.visualwebsiteoptimizer.com
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  • 154. Videos help you sell more
  • 157. A “carrot” shows the dollar amount remaining before free shipping. Placing it proximal to the cart total may make it more noticeable
  • 158. Saving cart contents save sales. Use your web analytics days to purchase report for ideal cookie length.
  • 159. This call to action reinforces urgency
  • 162. 59% expect “total cost” before checkout -OneUpWeb
  • 163. 23% of shoppers will abandon checkout if forced to Register –Forrester Research
  • 164. “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
  • 165. 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
  • 166. 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