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Online Marketing workshop : Feb 2013

  1. 1. Presented by Sam shetty Feb 2013 Online marketing workshop
  2. 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. 3. Mobile > PC
  4. 4. PC > Mobile
  5. 5. 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
  6. 6. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  7. 7. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  8. 8. Your Online journey …. “If you don’t know where you are going, you might not get there ”
  9. 9. Buyers complete 60% of their buying cycle before they contact your organization. CEB 2012
  10. 10. 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
  11. 11. What are their goals & objectives?
  12. 12. What issues & challenges do they face that you can help with?
  13. 13. 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”
  14. 14. 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.”
  15. 15. Website Traffic “Website traffic is meaningless unless it converts into leads”
  16. 16. The digital world
  17. 17. Which one is right for me ?
  18. 18. So - what are my options? ■ SEO - Search Engine Optimisation ■ SEA - Search Engine Advertising ■ SMM - Social Media Marketing
  19. 19. 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
  20. 20. Sales conversions >55% More than 55% of online purchases come from a search engine.
  21. 21. 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?
  22. 22. How do search spiders crawl the web?
  23. 23. SEO setup • Google Analytics • Google webmaster tools • XML sitemap • Google + • Google Alerts • Social media setup
  24. 24. 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
  25. 25. Google Analytics
  26. 26. All websites need landing pages
  27. 27. 3 keys to a successful website
  28. 28. 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
  29. 29. Keyword strategy
  30. 30. 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
  31. 31. Google Algorithm updates.....
  32. 32. 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:/ voters nearly all agreed that social signals and perceived user value signals have bright futures.
  33. 33. Make your Site Search-Engine Friendly
  34. 34. Don’t just aim for ranking go for CTR
  35. 35. Manual link submission request
  36. 36. Competitive link research /Acquisition
  37. 37. Links via embedded content
  38. 38. Links via Viral Campaigns
  39. 39. 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
  40. 40. Google Penguin vs Panda Update
  41. 41. 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 ..???
  42. 42. The SEO pyramid
  43. 43. 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?
  44. 44. 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
  45. 45. Why should you consider?
  46. 46. Where should I advertise ?
  47. 47. The process
  48. 48. What will drive my traffic ? *Via Forrester’s Interactive Marketing 2012 Report
  49. 49. 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.
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. 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.
  55. 55. Above the fold !!
  56. 56. Google adwords
  57. 57. How is Quality score calculated ?
  58. 58. What does quality score influence ?
  59. 59. 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
  60. 60. 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.
  61. 61. 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.
  62. 62. 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
  63. 63. 3 Types of Landing Pages
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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”
  68. 68. 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
  69. 69. Search marketing vs. social media marketing ■ Search marketing: Bringing customers to your site ■ Social media marketing: Going where your customers are!
  70. 70. You might think social media is this
  71. 71. Time spent on each channel
  72. 72. Businesses often ask the wrong question How can my business sell more by using social media?
  73. 73. There is a better question How can I use the social web to help consumers achieve their goals?
  74. 74. “Social Media Marketing: Enables Others to Advocate for Your Business Through Compelling Content” Image credit: Ian Sane
  75. 75. How is social media used ?
  76. 76. 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
  77. 77. You already have the skills
  78. 78. Pain points in social media
  79. 79. Linkedin coverage
  80. 80. What matters?
  81. 81. Why is so important ?
  82. 82. What to share ?
  83. 83. Your online profile ?
  84. 84. What can I get from linked in ?
  85. 85. What can I get from linked in ?
  86. 86. Most people do this …
  87. 87. 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
  88. 88. 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?
  89. 89. Success on social media
  90. 90. 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
  91. 91. 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.
  92. 92. Social media is for B2B & B2C
  93. 93. Mobile search
  94. 94. 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
  95. 95. Impact of mobile on your business
  96. 96. Optimise for mobile
  97. 97. 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
  98. 98. 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.
  99. 99. Tip #2 Ensure content and creative is Provide a consistent consistent throughout. experience From banner, to landing page to emails.
  100. 100. 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.
  101. 101. Tip #4 Focus the users attention with a clear, A clear and noticeable headline. concise headline
  102. 102. 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
  103. 103. 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.
  104. 104. 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.
  105. 105. 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.
  106. 106. 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.
  107. 107. 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.
  108. 108. 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.
  109. 109. 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.
  110. 110. Conclusion • Q&A • Request a free Consultation for your website • Upcoming workshops • • Thank you !!! • Sam Shetty