This document summarizes an online marketing workshop presented by Sam Shetty in August 2012. The workshop covered various online marketing topics including the digital landscape, search engine optimization, pay-per-click advertising, social media, and conversion rate optimization. It provided an overview of each topic and key considerations and best practices related to implementation. The document also included various statistics, diagrams, and tips to help attendees understand online marketing strategies and how to improve results.

1. Presented by Sam shetty Aug 2012
Online marketing
workshop

2. Agenda
■ The Digital landscape
■ Online marketing, Which one is right for me ?
■ Planning your SEO implementation
■ SEO process
■ Should I outsource my SEO ?
■ PPC
■ Social media
■ Conversion rate optimisation
■ Q&A

12. Mobile > PC

13. PC > Mobile

15. 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

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

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

18. 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”

19. 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.”

20. Website Traffic
“Website traffic is
meaningless unless it
converts into leads”

21. The digital world

22. Which one is right for me ?

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

24. 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

25. Sales conversions
>55% More than 55% of online purchases come
from a search engine.

26. How many sites will they visit?
52% of consumers visit only 1 or 2 sites when
researching a product*
■ 36% visit 3-5 sites for research
■ Only 12 % visit 6 or more sites!
* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09

27. 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?

28. Send converting traffic

29. Conversion rates

30. The life of a Google query
■ The life span of a Google
query normally lasts less
than half a second, yet
involves a number of
different steps that must
be completed before
results can be delivered to
a person seeking
information.

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

32. 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

33. 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

34. Keyword strategy

35. Target Keywords

36. 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

38. Most Important On-Page, Keyword-Use Factors
(as voted on by 132 SEOs)
My guess: Some voters
didn’t fully understand
the internal/external
link anchors choice
NOTE: We surveyed SEOs about more on-page optimization features, but I didn’t include them all
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
on this chart as it would make the labels very tiny and hard to read 

39. 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.

40. Make your Site Search-Engine Friendly

41. Duplicate Content

42. Good, Unique Content is NOT ENOUGH

43. You tube & Video optimisation
• You tube accounts for about 28 % of all Google search
results
• You tube appears often on Google SERP results
• Create a branded you tube channel for your business
• Each video on your site should have its own page,
indexable by search engines
• Write descriptive keyword rich keyword titles for your
videos on You tube
• Provide video description for context, share video
features
• Cross promote your videos on other social channels

44. Manual link submission request

45. Competitive link research /Acquisition

46. Links via embedded content

47. Links via Viral Campaigns

49. You Probably Won’t Convert Well

50. 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?

51. 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

52. Why should you consider?

53. Where should I advertise ?

54. The process

55. Above the fold !!

56. Google adwords

58. 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

59. 3 Types of Landing Pages

60. 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

61. 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

62. Setting up a PPC campaign
■ Easy to setup
■ Decide on a daily budget
■ Set your maximum cost per click (CPC)
■ Create a keyword list
■ Write an ad which attracts customers
■ Decide on a ‘call to action’
■ Track, monitor, modify and improve
■ Landing pages

63. 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

64. 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”

65. 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

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

67. You might think social media is this

68. These are just tools – snow shovels

69. Deciding to use a tool is a TACTIC
I want to use a snow shovel
to benefit my business

70. Using them to reach goals is a STRATEGY
Clearing my driveway helps
more customers get where
they’re going

73. The web is a two way conversation!

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

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

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

77. “Social Media is Like a Cocktail Party:
Listen Then Respond”

78. 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

79. You already have the skills

80. 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

81. How To Get Started

82. “Twitter is like a Text Message with
a BCC: To The World”

83. 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

84. “Facebook is a social
network that connects
people personally and
professionally through
connections, messages,
photos, & videos.”
Photo Credit: Marvin Kuo

85. “Company Blogs are Digital Publications
that Allow Public Responses”
Photo Credit kevindooley

86. 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.

87. Social media is for B2B & B2C

88. What is important ?

90. What is conversion rate?
• The percentage of your
visitors who end up
reaching a given goal.
• Typical goals include,
making a purchase,
submitting an inquiry
form, and signing up for
a free newsletter.

91. What’s your conversion rate ?
2 %, 5% or 10 % ?
To double your conversion rate , you need to
increase conversion rates of your
• Ads by 25 %
• Homepage by 25 %
• Product page by 25 %
• Shopping cart by 25 %

92. Ways to improve conversions
• A/B split tests
• Google Adwords
• Web analytics
• Usability testing
• Test your headlines
• Test different offers
• Test different calls-to-action
• Remove clutter
• Test different images
• Don’t ask for too much information

93. Performance of Each Medium
Reputation: 90% of consumers believe
online reviews4, which impacts conversions,
also factors into organic search rank
Social: 50% increase in CTR when consumers
exposed to social media & paid search3, also
factors into organic search rank
Display Advertising: builds brand awareness
& lifts conversion 22% over search alone2
Organic Search: together with paid
search increases purchase likelihood 73%1
Paid Search: proven fastest method
for getting site visits and leads
Sources: 1. comScore/iProspect, 2. Microsoft Atlas Institute, 3. MarketingSherpa, GroupM, 4. Kudzu

94. Targeting Everyone
Don’t Target everyone !!
Narrow your Target
audience or segment your
messaging – to speak
directly to your customer.

95. 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

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

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

98. This call to action
reinforces urgency

99. Urgency

100. Clear error
handling (not
this)

101. 59% expect “total cost” before checkout -OneUpWeb

102. 23% of shoppers will abandon checkout if forced to
Register –Forrester Research

103. “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

104. 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

105. 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.

106. Tip #2
Ensure content
and creative is
Provide a consistent
consistent throughout.
experience
From banner, to
landing page to
emails.

107. 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.

108. Tip #4
Focus the users
attention with a clear,
A clear and noticeable headline.
concise
headline

109. 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

110. 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.

111. 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.

112. 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.

113. 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.

114. 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.

115. 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.

116. 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.

117. Conclusion
• Q&A
• Request a free Consultation for your website
• Thank you !!!
• Sam Shetty sam.shetty@netregistry.com.au