This document provides an overview of internet marketing strategies. It discusses generating traffic through search engine optimization, paid search advertising, display advertising, and communities. It also covers tracking metrics like conversion rates and revenue to optimize campaigns. The goal is to attract visitors, convert them to clients, and delight them as promoters through quality content and multi-channel approaches.

1. Internet Marketing
By Peter Fish
27th Feb 2014
gofishcc

2. Who we are?
12 years
Multi-channel
Technical
Google Partner
SA Moderator
ROI-driven
Wide variety of clients
Front Runner, Afrihost, Samtrac, Thornybush, Cape
Union Mart, Cellini, CUM Books

3. What do you want to achieve?

4. How do you achieve growth?
Strangers
• Attract
Visitors
• Convert
Clients
• Delight
Promoters

5. How do you generate traffic?
3 main channels
Search
Display
Communities

6. What are you selling and who are
you selling to?

7. Search
Search engine marketing
Quality
Two types:
Free (Organic)
Paid (CPC / PPC)

8. Search Results

9. Free Rankings
How does Google decide?
On-site (SEO)
Off-site
Quality

10. Content Strategy
Content types: news,
general articles, blogs,
new product reviews etc.
Link bait

11. Paid Rankings
Google AdWords Search Network
 CPC
 Complex
 Quality score
 Immediate
 Effective

12. Keyword Targeting
Keyword research
 Volume
 Competition
 Quality

13. How long is the avg. search term?
1
2
3
4
5
6
Search Term Length
7
8
9

14. How long is the avg. search term?
2 Words
22%
1 Word
5%
4+ Words
48%
3 Words
25%

15. Keywords
20% are unique
17% are searched only twice in 90 days
8% are searched only three times in 90 days
Searches per Month
More than once
Once or less
55%
45%

16. Buying Cycle & The Long Tail
chainsaw
stihl chainsaw
Interest
0
LEAST likely
to buy
stihl ms 170 chainsaw
online shop cape town
Research
25
50
Purchase
75
100
MOST likely
to buy

17. Display Advertising

18. AdWords Engagement Ads

19. Remarketing

20. Remarketing

21. Can you segment your target
market?

22. Others

23. Build a Community

24. Social Traffic
• Interaction-driven
• Social bookmark sharing
(Online word of mouth)

25. Multi-Channel?

26. Revenue generation
Conversion optimisation
– Clear offer & selling point
– Trust building elements
– Call-to-actions
Upselling  “buy a cover with that?”
Cross-selling  “people who bought that also bought
these…”
Remarketing 
products
follow-up marketing: promotions, new

27. Conversion Funnel

28. The effect
Traffic
Conversion Rate
Revenue
3072 to 9517
210%
2.27% to 3.4%
49%
70 to 324
364%

29. Web Analytics
Mark Twain:
“There are three kinds of lies:
lies, damned lies, and statistics.”
 Analyse traffic
 Focus future plans
 Trial-and-error results  A/B testing

30. Who brings you the most value?
R10.00
R9.00
R8.61
R7.88
R8.00
R7.00
R6.45
R6.24
R6.00
R5.23
R5.00
R5.07
R4.83
R4.68
R3.80
R4.00
R3.05
R3.00
R2.00
R1.00
R18-24
25-34
35-44
45-54
55-64
65+
male
female
New Visitor
Returning Visitor

31. What value do your channels
bring?
Per Visit Value by Channel
R14.00
R13.02
R12.00
R10.00
R9.25
R8.00
R6.91
R6.00
R6.50
R5.61
R4.45
R4.00
R4.04
R3.04
R2.00
R0.38 R0.30
R-
R-
R-
R-
R-

32. Thank You!
www.GoFishClientCatchers.com
011 612 7460
peter@gofishcc.com
gofishcc