2. E-Marketing - Overview
Day 1 Bringing your businesses online
● Setting up a website for your business
● Social media crash course
● Managing your web presence
Day 2 Driving online traffic
● SEO & backlink building 101
● Online marketing tactics
● Running a Google Adwords campaign
● Running a Facebook campaign
Day 3 Driving online traffic & getting sales
● Running a Google Adwords campaign
● Converting visitors to customers
● Google Analytics – monitoring & optimizing your website
● Group Discussion/Activities
Alexandria - November 2012
3. Driving Online Traffic
Paid Channels
Paid Online Marketing
● Search Advertisements
● Display Advertisements
Payment Structures
● pay per click
● pay per view
Alexandria - November 2012
5. Driving & Converting Traffic
From Visitor to Customer
● Conversion Optimization
○ Goal Setting
○ On Page analysis - Kaizen method
○ Channel Analysis
Alexandria - November 2012
6. Driving & Converting Traffic
From Visitor to Customer
● Goal Setting
○ Defining your goal
○ Common Goals:
■ Sale of item
■ Contact from website
■ Newsletter signup
■ Time on site goals
Alexandria - November 2012
8. Driving & Converting Traffic
From Visitor to Customer
LIFT Model
Alexandria - November 2012
9. Driving & Converting Traffic
From Visitor to Customer
Hypothesis Formulating
○ Elements that don't follow LIFT?
○ How is my value proposition?
○ How is my call to action?
Alexandria - November 2012
10. Driving & Converting Traffic
From Visitor to Customer
A/B testing (Split testing)
● Dont's
○ test at different times
○ end early
○ test recurring traffic
● Do's
○ test new traffic
○ show repeat visitors same variation
Alexandria - November 2012
11. Driving & Converting Traffic
From Visitor to Customer
Case Study - HYUNDAI
Alexandria - November 2012
12. Driving & Converting Traffic
From Visitor to Customer
Case Study - HYUNDAI - Hypothesis
Alexandria - November 2012
13. Driving & Converting Traffic
From Visitor to Customer
Case Study - HYUNDAI - Result
- each individual change increased conversions
- all changes together was best combination
62% increase in conversions
Alexandria - November 2012
14. Driving & Converting Traffic
From Visitor to Customer
Channel Analysis
What channels are working?
● Shift channel strategies
Alexandria - November 2012
15. Driving & Converting Traffic
From Visitor to Customer
Google Analytics (Monitoring Your Website)
■ analyzing traffic
■ visitor flow
■ channel analysis
Alexandria - November 2012
16. Driving & Converting Traffic
From Visitor to Customer
Google Analytics (Hands On Workshop)
Alexandria - November 2012
17. Driving & Converting Traffic
From Visitor to Customer
What marketing problems does your business have ?
Alexandria - November 2012
18. Driving & Converting Traffic
From Visitor to Customer
Questions?
Alexandria - November 2012
19. Driving & Converting Traffic
Advanced SEO tactics
Running an advanced SEO Campaign
low to medium keyword (4000 monthly searches)
● Blueprint to rank top in google - The Professionals Method
Alexandria - November 2012