SlideShare a Scribd company logo
1 of 158
Download to read offline
Presented by Sam shetty   Feb 2013




Online marketing
workshop
Agenda

■   The Online space
■   Online marketing, Which one is right for me ?
■   Understanding SEO
■   SEO process
■   SEO Myths
■   PPC
■   Social media
■   Mobile websites
■   Q&A
Mobile > PC
PC > Mobile
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…




                                        Linear, predictable, analog, brand-controlled


Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive                 EC
The New Purchase Journey is…




                                Non-Linear, multi-channel, digital, consumer-controlled


Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive                  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?
Clicks are People !

For you to achieve your goals, your visitor
must achieve their goal first.




“Visitors are only concerned with how they
want to buy and what is relevant to them”
Watch your data not just results!!

“Successful marketers know
their goals, and they watch
data everyday and constantly
analyse not only the results,
but what data matters.”
Website Traffic

 “Website traffic is
meaningless unless it
converts into leads”
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
Sales conversions


>55%         More than 55% of online purchases come
             from a search engine.
Avoiding the 5 second ‘bounce’


 5 seconds                   …before a potential customer hits
                             the ‘Back’ button

Make sure they stay!

Tell them…
■ Who you are?
■ What you do?
■ Why is it important to them?
■ What to do next?
How do search spiders crawl the web?
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
Google Analytics
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.....
What Do SEOs Believe Will Happen w/ Google’s Use of
           Ranking Features in the Future?




While there was some significant contention about issues like paid links and ads vs. content, the
   http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
voters nearly all agreed that social signals and perceived user value signals have bright futures.
Make your Site Search-Engine Friendly
Don’t just aim for ranking go for CTR
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
Google Penguin vs Panda Update
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
What will drive my traffic ?




                                     *Via Forrester’s
                               Interactive Marketing
                                         2012 Report
Is PPC right for your company?

• Two basic ways people end
  up making money with their
  websites.
• They sell something or they
  get a lead who eventually
  they can sell something to.
E-commerce

• When people search for a product your selling, having a PPC ad will
  ensure buyers find you.
• E-commerce sites are the most frequent users of search engine
  marketing.

• Ingredients for Success:
   – Need a comprehensive keyword list for each product
   – Implement conversion tracking
   – Need proper landing pages
   – Manage inventory against ads running
   – Offer guarantees or special offers
Lead generation

• Using paid search for lead generation helps you find sales
  prospects who are interested in your service or product.

• Ingredients for Success:
   – Need a comprehensive keyword list for each product or
     service
   – Implement conversion tracking
   – Need proper landing pages
   – Strong lead generation form
   – Offer an incentive
   – Make it easy to contact you
Branding                       Branding
• Branding campaigns are for people
  looking for traffic without a specific call
  to action for visitors to take. It’s lacks
  the measurability of lead generation
  and e-commerce.

• Ingredients for Success:
   – Use local targeting if applicable
   – Bid on your company and brand
     names
   – Create landing pages where
     appropriate
Measurable

• Paid search is measurable from start
  to finish.
• Advertisers can track what keywords
  are being searched, clicks and if a
  buyer purchased a product from the
  click.

• Impressions: Each time the ad is
  viewed.

• Cost-Per-Click: The cost for each
  click generated.

• CPA: The cost per action – how much
  does it cost to get someone to take an
  action
Traffic

• A well executed PPC
  campaign sends targeted
  traffic to your site.

• Plus, sites that rank both
  high in Paid and Organic
  results receive more
  clicks.
Above the fold !!
Google adwords
How is Quality score calculated ?
What does quality score influence ?
The “Brakes” in PPC

What to do when your campaign isn’t
  working:

1.   Keep an Eye on Costs
2.   Not All Clicks Are Equal
3.   Know When to Stop Spending
4.   A/B Test
Watch your Google Quality Score

• The historical CTR of the keyword and the matched ad
• CTR of all the ads and keywords in your account
• The historical CTR of the display URLs in the ad group
• The quality of the landing page
• The relevance of the keyword to the ads in its ad group
• The relevance of the keyword and the matched ad to the
  search query
• Your account's performance in the geographical region where
  the ad will be shown

• The higher your Quality Score, the lower your costs and
  the better your ad position.
Investigate Long-Tail Keywords

• Long-tail keywords are three or more
  words.

• Traffic from long-tail keywords convert at a
  higher rate, and have a lower CPC, since
  demand for the keyword is lower.
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
Optimising your landing CTA

•   Make your CTA(s) clear and unambiguous
•   The bait and switch
•   Amazing! Awesome! Kick-Ass!!!!
•   Breathing room
•   Keep it where it can be seen
•   Personalize/localize the call to action
•   Reduce the available options
•   Be audience appropriate
How to make it work ?

• Quality Score ( 0 – 10 )
   # Max CPC ( maximum cost per click)
  # CTR ( Click through rate )
  # Quality of Ads
  # Load time ( Time it takes for Google to load your website)

• Better Landing pages
• Good call to action
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
Time spent on each channel
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 is social media used ?
How does your audience behave?


       73%                                      …of purchases are first researched
                                                online


■ 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
You already have the skills
Pain points in social media
Linkedin coverage
What matters?
Why is so important ?
What to share ?
Your online profile ?
What can I get from linked in ?
What can I get from linked in ?
Most people do this …
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
Tip #1
         Shows you are
Show a   legitimate and there
         are real people at
phone    the end of the line.

number   Helps those
         uncomfortable with
         online transactions,
         but who like your
         offer.
Tip #2
             Ensure content
             and creative is
Provide a    consistent
consistent   throughout.
experience
             From banner, to
             landing page to
             emails.
Tip #3
                    Avoid adding
“Don’t Bore Us...   unnecessary
Get to the          content.
Chorus”
                    When dealing
                    with online
(Roxette)           prospects, get
                    right to the
                    point.
Tip #4
              Focus the users
              attention with a clear,
A clear and   noticeable headline.
concise
headline
Tip #5           To create buzz with
                 a landing page, add
                 sharable links with
Enable sharing   the common social
on your viral    networks – popular
                 is Twitter.
landing pages
Tip #6         Two options:

               1. Different landing
User              pages for
                  different segment.
Segmentation
               1. Geo-targeting – if
                  available, you can
                  create a single
                  page with
                  changing content
                  based on visitor.
Tip #7       Remember that ad
             campaign that had
             a single button
             proclaiming "Don't
Remove the   click me"? Nobody
clutter      could resist that.

             Look back at your
             landing page and
             see what is vying
             for your attention.
Tip #8
               Ensure visitors get a
Keep reading   chance to read your
to a minimum   most important copy.

               If it’s buried amongst
               5 paragraphs of text,
               it’ll be missed.
Tip #9
Don’t ask for   If it’s not critical
                to the information
information     or product being
you don’t       requested, then
                don’t risk scaring
really need     people away.
Tip #10
             Try to write all the
             important stuff in
Easy to      layman’s terms.
             Separate content to
understand   make it easier to
             read.
Terms and
Conditions   Make it entertaining.
             T&C’s for real
             people, and T&C’s
             for lawyers.
Tip #11
                Try and match
                content and
Reduce your     keywords on landing
                page to AdWords
Pay-Per-Click   campaign.
costs
                Increases relevancy
                and Google
                attributes your
                intentions resulting in
                lower costs.
Tip #12
              For example, if
Personalise   the desired
the call to   action is for the
              customer to call
action        a phone
              number, ensure
              that they don’t
              have to do any
              extra work.
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

More Related Content

What's hot

Beyond digital to grow your building products brand
Beyond digital to grow your building products brandBeyond digital to grow your building products brand
Beyond digital to grow your building products brandLeigh Simpson
 
Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...
Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...
Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...Nosto
 
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...Insurance Technologies Corporation (ITC)
 
Rexton - Digital Marketing Presentation - 1.27.2014
Rexton - Digital Marketing Presentation - 1.27.2014Rexton - Digital Marketing Presentation - 1.27.2014
Rexton - Digital Marketing Presentation - 1.27.2014Stephen Lella
 
Increase_Website_Traffic_Adaptive_Eddie-Prentice
Increase_Website_Traffic_Adaptive_Eddie-PrenticeIncrease_Website_Traffic_Adaptive_Eddie-Prentice
Increase_Website_Traffic_Adaptive_Eddie-PrenticeAdaptive Consultancy
 
Social Media Advertising With Google Wildfire and Polk Data
Social Media Advertising With Google Wildfire and Polk Data Social Media Advertising With Google Wildfire and Polk Data
Social Media Advertising With Google Wildfire and Polk Data Brian Pasch
 
50 Landing Page Best Practices
50 Landing Page Best Practices50 Landing Page Best Practices
50 Landing Page Best Practicesion interactive
 
Personalization Everywhere! Create a Personalization Strategy
Personalization Everywhere! Create a Personalization StrategyPersonalization Everywhere! Create a Personalization Strategy
Personalization Everywhere! Create a Personalization StrategyHull
 
Improving the Success of Your Website - Mid Am January 2013
Improving the Success of Your Website - Mid Am January 2013Improving the Success of Your Website - Mid Am January 2013
Improving the Success of Your Website - Mid Am January 2013Top Floor Technologies
 
Digital Marketing Course Week 4: Digital Analytics
Digital Marketing Course Week 4: Digital AnalyticsDigital Marketing Course Week 4: Digital Analytics
Digital Marketing Course Week 4: Digital AnalyticsAyca Turhan
 
Digital marketing 101 v1.0
Digital marketing 101 v1.0Digital marketing 101 v1.0
Digital marketing 101 v1.0Agencyonnet.com
 
Landing page presentation final ppt
Landing page presentation final pptLanding page presentation final ppt
Landing page presentation final ppthughjgarrett
 
State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1EAG
 
Using SEO to Grow Your Small Business | MACH Digital
Using SEO to Grow Your Small Business | MACH DigitalUsing SEO to Grow Your Small Business | MACH Digital
Using SEO to Grow Your Small Business | MACH DigitalMark Wilson
 
State of Internet Marketing 2012 – Session 3
State of Internet Marketing 2012 – Session 3State of Internet Marketing 2012 – Session 3
State of Internet Marketing 2012 – Session 3EAG
 
New Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & PerformanceNew Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & PerformanceOptimizely
 
UID 2015 Presentation - Online Marketing - Where's it going? How to win.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.UID 2015 Presentation - Online Marketing - Where's it going? How to win.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
 

What's hot (19)

Beyond digital to grow your building products brand
Beyond digital to grow your building products brandBeyond digital to grow your building products brand
Beyond digital to grow your building products brand
 
Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...
Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...
Acquisition, Conversion and Retention – Getting the Most Out of Your Magento ...
 
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
How to Use Google Analytics to Make Your Website Better - Dylan Brooks and Ph...
 
Rexton - Digital Marketing Presentation - 1.27.2014
Rexton - Digital Marketing Presentation - 1.27.2014Rexton - Digital Marketing Presentation - 1.27.2014
Rexton - Digital Marketing Presentation - 1.27.2014
 
Increase_Website_Traffic_Adaptive_Eddie-Prentice
Increase_Website_Traffic_Adaptive_Eddie-PrenticeIncrease_Website_Traffic_Adaptive_Eddie-Prentice
Increase_Website_Traffic_Adaptive_Eddie-Prentice
 
Social Media Advertising With Google Wildfire and Polk Data
Social Media Advertising With Google Wildfire and Polk Data Social Media Advertising With Google Wildfire and Polk Data
Social Media Advertising With Google Wildfire and Polk Data
 
50 Landing Page Best Practices
50 Landing Page Best Practices50 Landing Page Best Practices
50 Landing Page Best Practices
 
Personalization Everywhere! Create a Personalization Strategy
Personalization Everywhere! Create a Personalization StrategyPersonalization Everywhere! Create a Personalization Strategy
Personalization Everywhere! Create a Personalization Strategy
 
Improving the Success of Your Website - Mid Am January 2013
Improving the Success of Your Website - Mid Am January 2013Improving the Success of Your Website - Mid Am January 2013
Improving the Success of Your Website - Mid Am January 2013
 
Digital Marketing Course Week 4: Digital Analytics
Digital Marketing Course Week 4: Digital AnalyticsDigital Marketing Course Week 4: Digital Analytics
Digital Marketing Course Week 4: Digital Analytics
 
Digital marketing 101 v1.0
Digital marketing 101 v1.0Digital marketing 101 v1.0
Digital marketing 101 v1.0
 
Landing page presentation final ppt
Landing page presentation final pptLanding page presentation final ppt
Landing page presentation final ppt
 
DIGITAL MARKETING
DIGITAL MARKETINGDIGITAL MARKETING
DIGITAL MARKETING
 
State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1State of Internet Marketing 2012 - Session 1
State of Internet Marketing 2012 - Session 1
 
Using SEO to Grow Your Small Business | MACH Digital
Using SEO to Grow Your Small Business | MACH DigitalUsing SEO to Grow Your Small Business | MACH Digital
Using SEO to Grow Your Small Business | MACH Digital
 
State of Internet Marketing 2012 – Session 3
State of Internet Marketing 2012 – Session 3State of Internet Marketing 2012 – Session 3
State of Internet Marketing 2012 – Session 3
 
New Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & PerformanceNew Rules for B2B Website Personalization & Performance
New Rules for B2B Website Personalization & Performance
 
iContent
iContentiContent
iContent
 
UID 2015 Presentation - Online Marketing - Where's it going? How to win.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.UID 2015 Presentation - Online Marketing - Where's it going? How to win.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.
 

Similar to Online Marketing workshop : Feb 2013

Online marketing workshop melbourne
Online marketing workshop melbourneOnline marketing workshop melbourne
Online marketing workshop melbourneSam shetty
 
Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13Sam shetty
 
Online marketing workshop melbourne nov 13
Online marketing workshop   melbourne nov 13Online marketing workshop   melbourne nov 13
Online marketing workshop melbourne nov 13Sam shetty
 
Running successful business_online-aug14
Running successful business_online-aug14Running successful business_online-aug14
Running successful business_online-aug14Parul Choudhary
 
TAB SEO|PPC|Remarketing Presentation
TAB SEO|PPC|Remarketing PresentationTAB SEO|PPC|Remarketing Presentation
TAB SEO|PPC|Remarketing PresentationOpenMoves
 
Discover Your Searchability Factor by SEO King
Discover Your Searchability Factor by SEO KingDiscover Your Searchability Factor by SEO King
Discover Your Searchability Factor by SEO KingIMSeoKing.com
 
SEO for microbusinesses
SEO  for microbusinessesSEO  for microbusinesses
SEO for microbusinessesSam shetty
 
SEO and Conversion Optimization
SEO and Conversion OptimizationSEO and Conversion Optimization
SEO and Conversion OptimizationRenee Girard
 
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
 
Best Content Writing and digital marketing Services-iContent
Best Content Writing and digital marketing Services-iContent Best Content Writing and digital marketing Services-iContent
Best Content Writing and digital marketing Services-iContent Apeksha Shah
 
Google Analytics Fundamentals
Google Analytics FundamentalsGoogle Analytics Fundamentals
Google Analytics FundamentalsJun Baranggan
 
Best Digital Marketing Agency .pptx
Best Digital Marketing Agency .pptxBest Digital Marketing Agency .pptx
Best Digital Marketing Agency .pptxekaashatechnologies5
 
Content writing and digital marketing services
Content writing and digital marketing servicesContent writing and digital marketing services
Content writing and digital marketing servicesicontentsmo
 

Similar to Online Marketing workshop : Feb 2013 (20)

Online marketing workshop melbourne
Online marketing workshop melbourneOnline marketing workshop melbourne
Online marketing workshop melbourne
 
Online marketing workshop april13
Online marketing workshop april13Online marketing workshop april13
Online marketing workshop april13
 
Online marketing workshop melbourne nov 13
Online marketing workshop   melbourne nov 13Online marketing workshop   melbourne nov 13
Online marketing workshop melbourne nov 13
 
Running successful business_online-aug14
Running successful business_online-aug14Running successful business_online-aug14
Running successful business_online-aug14
 
Click2serere
Click2serereClick2serere
Click2serere
 
TAB SEO|PPC|Remarketing Presentation
TAB SEO|PPC|Remarketing PresentationTAB SEO|PPC|Remarketing Presentation
TAB SEO|PPC|Remarketing Presentation
 
Discover Your Searchability Factor by SEO King
Discover Your Searchability Factor by SEO KingDiscover Your Searchability Factor by SEO King
Discover Your Searchability Factor by SEO King
 
Febwebinar
FebwebinarFebwebinar
Febwebinar
 
SEO for microbusinesses
SEO  for microbusinessesSEO  for microbusinesses
SEO for microbusinesses
 
Web Analytics Training Course
Web Analytics Training CourseWeb Analytics Training Course
Web Analytics Training Course
 
SEO and Conversion Optimization
SEO and Conversion OptimizationSEO and Conversion Optimization
SEO and Conversion Optimization
 
Web Analytics Training for Business Link
Web Analytics Training for Business LinkWeb Analytics Training for Business Link
Web Analytics Training for Business Link
 
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
 
Best Content Writing and digital marketing Services-iContent
Best Content Writing and digital marketing Services-iContent Best Content Writing and digital marketing Services-iContent
Best Content Writing and digital marketing Services-iContent
 
Google Analytics Fundamentals
Google Analytics FundamentalsGoogle Analytics Fundamentals
Google Analytics Fundamentals
 
Website Optimization Using Google Analytics
Website Optimization Using Google AnalyticsWebsite Optimization Using Google Analytics
Website Optimization Using Google Analytics
 
Best Digital Marketing Agency .pptx
Best Digital Marketing Agency .pptxBest Digital Marketing Agency .pptx
Best Digital Marketing Agency .pptx
 
How To Build a Website That Converts Traffic into Qualified Leads
How To Build a Website That Converts Traffic into Qualified LeadsHow To Build a Website That Converts Traffic into Qualified Leads
How To Build a Website That Converts Traffic into Qualified Leads
 
3 dm.ppt
3 dm.ppt3 dm.ppt
3 dm.ppt
 
Content writing and digital marketing services
Content writing and digital marketing servicesContent writing and digital marketing services
Content writing and digital marketing services
 

Recently uploaded

Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxLoriGlavin3
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsPixlogix Infotech
 
Gen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfGen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfAddepto
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPathCommunity
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr BaganFwdays
 
What is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdfWhat is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdfMounikaPolabathina
 
DSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningDSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningLars Bell
 
Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Commit University
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024Stephanie Beckett
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity PlanDatabarracks
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsSergiu Bodiu
 
[Webinar] SpiraTest - Setting New Standards in Quality Assurance
[Webinar] SpiraTest - Setting New Standards in Quality Assurance[Webinar] SpiraTest - Setting New Standards in Quality Assurance
[Webinar] SpiraTest - Setting New Standards in Quality AssuranceInflectra
 
The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptx
The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptxThe Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptx
The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptxLoriGlavin3
 
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptxUse of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptxLoriGlavin3
 
Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...
Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...
Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...Scott Andery
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsNathaniel Shimoni
 
Visualising and forecasting stocks using Dash
Visualising and forecasting stocks using DashVisualising and forecasting stocks using Dash
Visualising and forecasting stocks using Dashnarutouzumaki53779
 
Anypoint Exchange: It’s Not Just a Repo!
Anypoint Exchange: It’s Not Just a Repo!Anypoint Exchange: It’s Not Just a Repo!
Anypoint Exchange: It’s Not Just a Repo!Manik S Magar
 
SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024Lorenzo Miniero
 

Recently uploaded (20)

Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and Cons
 
Gen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdfGen AI in Business - Global Trends Report 2024.pdf
Gen AI in Business - Global Trends Report 2024.pdf
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to Hero
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan
 
What is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdfWhat is DBT - The Ultimate Data Build Tool.pdf
What is DBT - The Ultimate Data Build Tool.pdf
 
DSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningDSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine Tuning
 
Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity Plan
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platforms
 
[Webinar] SpiraTest - Setting New Standards in Quality Assurance
[Webinar] SpiraTest - Setting New Standards in Quality Assurance[Webinar] SpiraTest - Setting New Standards in Quality Assurance
[Webinar] SpiraTest - Setting New Standards in Quality Assurance
 
The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptx
The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptxThe Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptx
The Role of FIDO in a Cyber Secure Netherlands: FIDO Paris Seminar.pptx
 
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptxUse of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
 
Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...
Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...
Enhancing User Experience - Exploring the Latest Features of Tallyman Axis Lo...
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directions
 
Visualising and forecasting stocks using Dash
Visualising and forecasting stocks using DashVisualising and forecasting stocks using Dash
Visualising and forecasting stocks using Dash
 
Anypoint Exchange: It’s Not Just a Repo!
Anypoint Exchange: It’s Not Just a Repo!Anypoint Exchange: It’s Not Just a Repo!
Anypoint Exchange: It’s Not Just a Repo!
 
SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024
 

Online Marketing workshop : Feb 2013

  • 1. Presented by Sam shetty Feb 2013 Online marketing workshop
  • 2. Agenda ■ The Online space ■ Online marketing, Which one is right for me ? ■ Understanding SEO ■ SEO process ■ SEO Myths ■ PPC ■ Social media ■ Mobile websites ■ Q&A
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 12. 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
  • 13. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 14. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 15. Your Online journey …. “If you don’t know where you are going, you might not get there ”
  • 16. Buyers complete 60% of their buying cycle before they contact your organization. CEB 2012
  • 17. 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
  • 18. What are their goals & objectives?
  • 19. What issues & challenges do they face that you can help with?
  • 20. Clicks are People ! For you to achieve your goals, your visitor must achieve their goal first. “Visitors are only concerned with how they want to buy and what is relevant to them”
  • 21. Watch your data not just results!! “Successful marketers know their goals, and they watch data everyday and constantly analyse not only the results, but what data matters.”
  • 22. Website Traffic “Website traffic is meaningless unless it converts into leads”
  • 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.
  • 27.
  • 28.
  • 29. 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
  • 30. Sales conversions >55% More than 55% of online purchases come from a search engine.
  • 31. Avoiding the 5 second ‘bounce’ 5 seconds …before a potential customer hits the ‘Back’ button Make sure they stay! Tell them… ■ Who you are? ■ What you do? ■ Why is it important to them? ■ What to do next?
  • 32. How do search spiders crawl the web?
  • 33. SEO setup • Google Analytics • Google webmaster tools • XML sitemap • Google + • Google Alerts • Social media setup
  • 34. 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
  • 36. All websites need landing pages
  • 37. 3 keys to a successful website
  • 38.
  • 39. 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
  • 41. 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
  • 43. What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future? While there was some significant contention about issues like paid links and ads vs. content, the http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html voters nearly all agreed that social signals and perceived user value signals have bright futures.
  • 44. Make your Site Search-Engine Friendly
  • 45. Don’t just aim for ranking go for CTR
  • 49. Links via Viral Campaigns
  • 50.
  • 51. 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
  • 52. Google Penguin vs Panda Update
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66.
  • 67.
  • 68.
  • 69.
  • 70. 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 ..???
  • 72. 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?
  • 73. 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
  • 74. Why should you consider?
  • 75. Where should I advertise ?
  • 77. What will drive my traffic ? *Via Forrester’s Interactive Marketing 2012 Report
  • 78.
  • 79. Is PPC right for your company? • Two basic ways people end up making money with their websites. • They sell something or they get a lead who eventually they can sell something to.
  • 80. E-commerce • When people search for a product your selling, having a PPC ad will ensure buyers find you. • E-commerce sites are the most frequent users of search engine marketing. • Ingredients for Success: – Need a comprehensive keyword list for each product – Implement conversion tracking – Need proper landing pages – Manage inventory against ads running – Offer guarantees or special offers
  • 81. Lead generation • Using paid search for lead generation helps you find sales prospects who are interested in your service or product. • Ingredients for Success: – Need a comprehensive keyword list for each product or service – Implement conversion tracking – Need proper landing pages – Strong lead generation form – Offer an incentive – Make it easy to contact you
  • 82. Branding Branding • Branding campaigns are for people looking for traffic without a specific call to action for visitors to take. It’s lacks the measurability of lead generation and e-commerce. • Ingredients for Success: – Use local targeting if applicable – Bid on your company and brand names – Create landing pages where appropriate
  • 83. Measurable • Paid search is measurable from start to finish. • Advertisers can track what keywords are being searched, clicks and if a buyer purchased a product from the click. • Impressions: Each time the ad is viewed. • Cost-Per-Click: The cost for each click generated. • CPA: The cost per action – how much does it cost to get someone to take an action
  • 84. Traffic • A well executed PPC campaign sends targeted traffic to your site. • Plus, sites that rank both high in Paid and Organic results receive more clicks.
  • 87.
  • 88. How is Quality score calculated ?
  • 89. What does quality score influence ?
  • 90. The “Brakes” in PPC What to do when your campaign isn’t working: 1. Keep an Eye on Costs 2. Not All Clicks Are Equal 3. Know When to Stop Spending 4. A/B Test
  • 91. Watch your Google Quality Score • The historical CTR of the keyword and the matched ad • CTR of all the ads and keywords in your account • The historical CTR of the display URLs in the ad group • The quality of the landing page • The relevance of the keyword to the ads in its ad group • The relevance of the keyword and the matched ad to the search query • Your account's performance in the geographical region where the ad will be shown • The higher your Quality Score, the lower your costs and the better your ad position.
  • 92. Investigate Long-Tail Keywords • Long-tail keywords are three or more words. • Traffic from long-tail keywords convert at a higher rate, and have a lower CPC, since demand for the keyword is lower.
  • 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. Optimising your landing CTA • Make your CTA(s) clear and unambiguous • The bait and switch • Amazing! Awesome! Kick-Ass!!!! • Breathing room • Keep it where it can be seen • Personalize/localize the call to action • Reduce the available options • Be audience appropriate
  • 97. How to make it work ? • Quality Score ( 0 – 10 ) # Max CPC ( maximum cost per click) # CTR ( Click through rate ) # Quality of Ads # Load time ( Time it takes for Google to load your website) • Better Landing pages • Good call to action
  • 98. 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”
  • 99. 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
  • 100. Search marketing vs. social media marketing ■ Search marketing: Bringing customers to your site ■ Social media marketing: Going where your customers are!
  • 101. You might think social media is this
  • 102.
  • 103.
  • 104.
  • 105.
  • 106.
  • 107.
  • 108.
  • 109.
  • 110.
  • 111.
  • 112.
  • 113. Time spent on each channel
  • 114. Businesses often ask the wrong question How can my business sell more by using social media?
  • 115. There is a better question How can I use the social web to help consumers achieve their goals?
  • 116. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  • 117. How is social media used ?
  • 118. How does your audience behave? 73% …of purchases are first researched online ■ 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
  • 119. You already have the skills
  • 120.
  • 121.
  • 122.
  • 123. Pain points in social media
  • 126. Why is so important ?
  • 129. What can I get from linked in ?
  • 130. What can I get from linked in ?
  • 131. Most people do this …
  • 132. 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
  • 133. 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?
  • 135. 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
  • 136. 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.
  • 137. Social media is for B2B & B2C
  • 139. 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
  • 140.
  • 141.
  • 142.
  • 143. Impact of mobile on your business
  • 145. 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
  • 146. Tip #1 Shows you are Show a legitimate and there are real people at phone the end of the line. number Helps those uncomfortable with online transactions, but who like your offer.
  • 147. Tip #2 Ensure content and creative is Provide a consistent consistent throughout. experience From banner, to landing page to emails.
  • 148. Tip #3 Avoid adding “Don’t Bore Us... unnecessary Get to the content. Chorus” When dealing with online (Roxette) prospects, get right to the point.
  • 149. Tip #4 Focus the users attention with a clear, A clear and noticeable headline. concise headline
  • 150. Tip #5 To create buzz with a landing page, add sharable links with Enable sharing the common social on your viral networks – popular is Twitter. landing pages
  • 151. Tip #6 Two options: 1. Different landing User pages for different segment. Segmentation 1. Geo-targeting – if available, you can create a single page with changing content based on visitor.
  • 152. Tip #7 Remember that ad campaign that had a single button proclaiming "Don't Remove the click me"? Nobody clutter could resist that. Look back at your landing page and see what is vying for your attention.
  • 153. Tip #8 Ensure visitors get a Keep reading chance to read your to a minimum most important copy. If it’s buried amongst 5 paragraphs of text, it’ll be missed.
  • 154. Tip #9 Don’t ask for If it’s not critical to the information information or product being you don’t requested, then don’t risk scaring really need people away.
  • 155. Tip #10 Try to write all the important stuff in Easy to layman’s terms. Separate content to understand make it easier to read. Terms and Conditions Make it entertaining. T&C’s for real people, and T&C’s for lawyers.
  • 156. Tip #11 Try and match content and Reduce your keywords on landing page to AdWords Pay-Per-Click campaign. costs Increases relevancy and Google attributes your intentions resulting in lower costs.
  • 157. Tip #12 For example, if Personalise the desired the call to action is for the customer to call action a phone number, ensure that they don’t have to do any extra work.
  • 158. 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