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Where to Focus your Marketing Effort
If you’re
smart…
WHAT ARE THE OPTIONS
ANYWAY?
Internet Marketing
• Search Engine Marketing
• Content Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Sa...
WE SAY IT’S
SEARCH ENGINE MARKETING
SEO (Organic)
PPC (Paid Search)
… the data
backs this up
ALMOST EVERYTHING IS
MEASURABLE ONLINE
So no need for guessing…
Introductory Note
We looked at over 3.2 million* visits to Irish
websites over the first half of 2012.
88% of the traffic ...
SEARCH TRAFFIC
Meat and Potatoes
Who’s looking?
64%
of total website traffic
63%
Average per site
ORGANIC SEARCH
They come to you from Google
without you paying for it…
82%
of total search traffic
(53% of total traffic)
76%
average per site
Still organic though…
Well Actually…
PAID SEARCH
Google Adwords and other PPC
programs.
Who are you paying for?
18%
of total search traffic
-average per site is the
same.
DIRECT TRAFFIC
But direct from where?
Direct Traffic: is it from space?
• The problem with direct
traffic is that we don’t really
know where it comes from or
wh...
How many space visitors?
23%
of total website traffic
19%
average per site
REFERRAL TRAFFIC
Who sends people your way?
Referral: Who sent who?
11%
Total website traffic
18%
Avg per site
3.3%
of Referral
0.4%
of all traffic
1.3%
of Referral
0...
More Aliens?
Nope…
On average 17%
of total referral traffic came from
non social sources. Industry specific
search and lis...
BOUNCE RATES…
73%
60%
66%
43%
Twitter
Facebook
Other Referral
LinkedIn
Who bounces
the most?
38%
Search
MOBILE OR PC?
We’re still
87%
of the Market
and smug
We’re just
13%
For now…
And you’re
both PCs by
the way…
#justsayin
Anyone seen
BB?
...
FIRST OF ALL
You have to be ON the internet
THE PROBLEM
With Internet Marketing
How it often happens
• Buy a domain and
hosting.
• Build a lovely looking
website.
• Why aren’t the
customers here?
• Inte...
WEBSITE IS NOT INTERNET
MARKETING
Website is only your store…
…sort of
Lovely shop front but 80% never see it
They might see the shelf
Most likely
they’ll arrive
on the thing
they were
looking for…
…and then
leave straight
away.
INTENTION DRIVEN MARKETING
People are looking to have their
problem solved
Do you have the answer?
• It’s not about displaying your wares.
– People don’t care about your product
– Only that it solv...
CONTENT MAY BE KING
Context is Queen
Site Structure & Conent
• Must reflect what people are looking for?
– For Paid and Organic Search
• Use the Keyword Tool t...
Blogging – Article writing
• Not about your lunch…
• Solving problems of interest to your target
market
• NOT just about y...
Other Forms of Marketing
• Email
– Dependent on having a list
– Use it to drive people to website
• Affiliate Marketing
• ...
THE RISE OF SOCIAL MEDIA
Referral: Who sent who?
11%
Total website traffic
18%
Avg per site
3.3%
of Referral
0.4%
of all traffic
1.3%
of Referral
0...
Social Media
• Not as simple as it seems
• Publisher model
• Content Quality is vital
• Earn the right to advertise/pitch
Social Media
• Facebook
– Consumer
• Linkedin
– Professional
• Twitter
– Both – Engagement is difficult
FOCUS ON THE GREATEST GAINS
Getting Started
• Focus on SEM – Greatest benefit
• Do your research
• Get your site structure and content right
• Write q...
BE PREPARED TO INVEST
Time, Energy & Resources
In your Digital Marketing
David & Anton
David founded Primary Position in 2004
after running one of Ireland’s largest
software development houses fo...
WE DO THIS STUFF
Digital Marketing Agency
What Primary Position Does
• Digital Strategy
• Search Engine Optimisation (SEO)
• Pay per click Advertising Management (P...
Well, get in touch then…
www.primaryposition.com
Info@primaryposition.com
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Where to focus your Digital Marketing if you're smart. (2013)

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Ever wondered what you should be focusing on with limited marketing funds? Here's an answer.

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Where to focus your Digital Marketing if you're smart. (2013)

  1. 1. Where to Focus your Marketing Effort If you’re smart…
  2. 2. WHAT ARE THE OPTIONS ANYWAY?
  3. 3. Internet Marketing • Search Engine Marketing • Content Marketing • Email Marketing • Social Media Marketing • Affiliate Sales • Display Advertising
  4. 4. WE SAY IT’S SEARCH ENGINE MARKETING SEO (Organic) PPC (Paid Search) … the data backs this up
  5. 5. ALMOST EVERYTHING IS MEASURABLE ONLINE So no need for guessing…
  6. 6. Introductory Note We looked at over 3.2 million* visits to Irish websites over the first half of 2012. 88% of the traffic is Irish based and this is a cumulative measure of unique monthly visitors. *a U.S. equivalent would be approx 280m (Ireland is small)
  7. 7. SEARCH TRAFFIC Meat and Potatoes
  8. 8. Who’s looking? 64% of total website traffic 63% Average per site
  9. 9. ORGANIC SEARCH They come to you from Google without you paying for it…
  10. 10. 82% of total search traffic (53% of total traffic) 76% average per site Still organic though… Well Actually…
  11. 11. PAID SEARCH Google Adwords and other PPC programs.
  12. 12. Who are you paying for? 18% of total search traffic -average per site is the same.
  13. 13. DIRECT TRAFFIC But direct from where?
  14. 14. Direct Traffic: is it from space? • The problem with direct traffic is that we don’t really know where it comes from or what affects it. • A large percentage of it is company employees. • We attribute the rest to Extra Terrestrials
  15. 15. How many space visitors? 23% of total website traffic 19% average per site
  16. 16. REFERRAL TRAFFIC Who sends people your way?
  17. 17. Referral: Who sent who? 11% Total website traffic 18% Avg per site 3.3% of Referral 0.4% of all traffic 1.3% of Referral 0.2% of all visits 0.01% of Referral 0.001% of Total Total visits = 3 1.8% avg per site
  18. 18. More Aliens? Nope… On average 17% of total referral traffic came from non social sources. Industry specific search and listings accounted for a good portion also.
  19. 19. BOUNCE RATES…
  20. 20. 73% 60% 66% 43% Twitter Facebook Other Referral LinkedIn Who bounces the most? 38% Search
  21. 21. MOBILE OR PC?
  22. 22. We’re still 87% of the Market and smug We’re just 13% For now… And you’re both PCs by the way… #justsayin Anyone seen BB? PCs Still Dominate
  23. 23. FIRST OF ALL You have to be ON the internet
  24. 24. THE PROBLEM With Internet Marketing
  25. 25. How it often happens • Buy a domain and hosting. • Build a lovely looking website. • Why aren’t the customers here? • Internet marketing doesn’t work??
  26. 26. WEBSITE IS NOT INTERNET MARKETING Website is only your store… …sort of
  27. 27. Lovely shop front but 80% never see it
  28. 28. They might see the shelf
  29. 29. Most likely they’ll arrive on the thing they were looking for… …and then leave straight away.
  30. 30. INTENTION DRIVEN MARKETING People are looking to have their problem solved
  31. 31. Do you have the answer? • It’s not about displaying your wares. – People don’t care about your product – Only that it solves there problem • What are people searching for that you could be a solution to? • Use that as your guide for internet marketing
  32. 32. CONTENT MAY BE KING Context is Queen
  33. 33. Site Structure & Conent • Must reflect what people are looking for? – For Paid and Organic Search • Use the Keyword Tool to see real searches around your industry • Check the search volumes
  34. 34. Blogging – Article writing • Not about your lunch… • Solving problems of interest to your target market • NOT just about you. If you work in Disaster Recovery solutions. – Hurricane Sandy is of interest – Changes in Cloud Computing are of interest too
  35. 35. Other Forms of Marketing • Email – Dependent on having a list – Use it to drive people to website • Affiliate Marketing • Display Advertising – CPM – Same principle as Print
  36. 36. THE RISE OF SOCIAL MEDIA
  37. 37. Referral: Who sent who? 11% Total website traffic 18% Avg per site 3.3% of Referral 0.4% of all traffic 1.3% of Referral 0.2% of all visits 0.01% of Referral 0.001% of Total Total visits = 3 1.8% avg per site
  38. 38. Social Media • Not as simple as it seems • Publisher model • Content Quality is vital • Earn the right to advertise/pitch
  39. 39. Social Media • Facebook – Consumer • Linkedin – Professional • Twitter – Both – Engagement is difficult
  40. 40. FOCUS ON THE GREATEST GAINS
  41. 41. Getting Started • Focus on SEM – Greatest benefit • Do your research • Get your site structure and content right • Write quality targeted content – Supports SEM, Social and everything else
  42. 42. BE PREPARED TO INVEST Time, Energy & Resources In your Digital Marketing
  43. 43. David & Anton David founded Primary Position in 2004 after running one of Ireland’s largest software development houses for several years having previously worked for DELL. David is recognised as one of one of the foremost Search Marketers in Ireland Anton joined Primary Position in 2011 as a partner, having previously launched and grown several tech startups an international events business and a local newspaper.Anton brings considerable strategic experience to the team.
  44. 44. WE DO THIS STUFF Digital Marketing Agency
  45. 45. What Primary Position Does • Digital Strategy • Search Engine Optimisation (SEO) • Pay per click Advertising Management (PPC) • Content Marketing • Online Branding, PR and Reputation Management • Social Media Strategy + Management
  46. 46. Well, get in touch then… www.primaryposition.com Info@primaryposition.com

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