Presentation made in partnership with Sydney based accounting firm, Accru Felzer. A good sport as I managed to cover SEO, Investment, accounting without putting people to sleep on an early morning session in a cold winter day :P Big thanks to Sue and Rebecca (co-presenter) from Accru and Tina from the German-Australian chamber of commerce for their help and making this presentation happen.

1. Digital Marketing
Breakfast Seminar

2. Welcome
Tina Vissem
Manager, Membership & Events
Rebecca Zizzo
Partner, Accru Felsers

3. + In a world of rapid digital change, empowered customer and information
overload, digital marketing continues to gain momentum but how do we
monitor and measure this?
+ The industry as a whole is currently experiencing huge growth, with almost
50% of Deloittes Fast 50 Technology companies coming from the sector.
+ So many new entrants to the market – important to ensure that you have the
right partner for your business!
Digital marketing growth

4. Accru‘s experience to date
Website visits and average
time spent on the site have
doubled in three years since
starting SEO.

5. Accru‘s experience to date
We monitor target key word rankings and aim continuous improvement
Number of
searches in a
month
Our rank

6. + SEO is not a set and forget strategy, with Google analytics continuing
evolving you cannot rest on your laurels.
+ Strategy cannot be set for more than twelve months periods and should
be reviewed quarterly.
+ Trends in 2013 show us:
• Mobile marketing: generates 13% of global internet traffic
• Social media: 87% of marketers are using social media to distribute
contact, compared to 74% in 2012
• Author rank: based on engagement factors of their content – Creating
content most important!
+ We track enquires and new business generated by our website and feel we
get a good return on our SEO investment.
Learnings thus far

7. Welcome
Frederic Chanut
Managing Director, In Marketing We Trust

8. The web is now old and established
Creation Date: Digital Mktg channel
1994 – Amazon Ecommerce
1995 – Yahoo! ePR – SEO
1996 – Hotmail Email Bac’n
1998 – Google created Pay-Per-Click (Adwords)
2000 – Gumtree created Classified
2001 – Wikipedia created Online Reputation Management
2003 – Wordpress created Blogging
2004 – Facebook created Social Media Marketing
2005 – Youtube created Video Marketing
2006 – Telstra uncapped its ADSL Display Advertising
2007 – Xhamster created [All of the above]
Digital marketing is now a mature market with specialisation such as SEO

9. DIGITAL MARKETING LANDSCAPE

10. Digital Marketing Trends

11. Mobile Marketing

12. Mobile Marketing

13. Google Glasses

14. Content Marketing
Source

15. New Media
+ Traditional Campaign Mentality
= Landfill Marketing
Content Marketing

16. Landfill Marketing

17. Social Media Advertising
< 0.5% of Facebook fans engage with brands they are fans of.
Only 30% of social media fans' feedback receives a response
20% of Facebook users have purchased something because of ads or
comments they saw there
91% of online adults use social media regularly
Triggered messages have a 119% higher success rate than “Business as
Usual” ones.

18. Big Data
“We have technology, finally, that for the first
time in human history allows people to really
maintain rich connections with much larger
numbers of people”
Pierre Omidyar - eBay founder

19. Big Data Insights

20. Don Draper is on his way out
"15-25% of ad budget is wasted"
Martin Sorrell, CEO of WPP
World biggest ad agency

21. Marketing Channel ROI
Interruption model is becoming too expensive

22. Marketing Channel ROI
61% Lower cost per Lead on average
for Inbound marketing channels
Source: 2012 State of Inbound Marketing report by Hubspot

23. Investment vs spend
Main Factors
+Time
+Resources available
+Current position
+ Email list
+ SEO Authority
+ Net Promoter Score (NPS)
+ Content/Assets
+ Social media following
+Change acceptance / Processes

24. Investment vs spend
Inbound Marketing
Focus: Authority, Long term
Format: Ongoing Work
+ Cheapest Cust Acquisition Cost
+ Integrated model
+ Better targeting
+ Includes user feedback
- Takes time & human resources
-Complex
-Need to stay on-top of changes
-More exposed to critics
-Slower update
-Deal with marketing folks….
Outbound Marketing
Focus: Reach, Speed, Short-term
Format: Campaign Based
+ Fast execution & results
+ Greater focus on conversion
+ Great reach/ market coverage
+ Works for big, established brands
-Generally Costly
-Does not pass trust*
-Small budgets (<5k per Mth) => You
don’t exist in Aus
-Top down plan and communication
-Deal with media folks…

25. SEO in context of digital marketing

26. SEO fundamentals
SEO Success

27. SEO & inbound marketing
BEST FOR
+ Long Term Goals
+ Build Authority
+ Expensive keywords
+ Can Cover all part of the sales funnel

28. SEO takes time
And we are still far away from the industry leader (chart on log scale)
SEOMoz Campaign tracking
Seek.com.au

29. SEO fundamentals
New Brand
(no visibility)
Success factor:
Presence Marketing
Develop presence in the industry
Clean slate
Develop base content
Create industry connections
Industry recognition
Timeline 9-12 Mths
Small Brand
(limited visibility)
Success factor:
Branding
Create brand awareness
‣Technical audit
‣Content development
‣Top shelf industry content
‣Become a voice in industry
‣Timeline 6-9 Mths
Established brand
(Offline clout)
Success factor:
Paradigm Shift
Move company online
Technical & Content audit
Content repurposing
Expand beyond industry
Become thought leadership is
online
Timeline 3-6 Mths
3 TYPICAL SCENARIOS

30. SEO a Moving channel
RANKING FACTORS IMPORTANCE VARIATION
Google Algorithm evolution forces SEOs and Digital marketers to review their
strategy regularly.
What worked 2 years ago is probably dangerous now.

31. SEO a Moving channel
GOOGLE DISPLAY CHANGES CONSTANTLY
Source

32. SEO risk management
New SEO equation:
L. Term Risk > S. Term Gain
Content spam Link spam

33. Would you trust these Guys?

34. SEO risk management
+ % of SEO in your marketing mix
+ Sharp rise or fall in Organic traffic
+ Sharp rise or fall in the number of pages receiving traffic
+ Webmaster Tool unnatural link email (it’s probably too late by that time)
METRICS TO TRACK

35. Impact on Cashflow
Investment related to developing online assets and brand presence
SEO IS AN INVESTMENT

36. Impact on cashflow
SEO is quite dynamic, do regular reviews.
A common timeline is generally 6 months
NO MORE THAN 6 MONTHS PLAN

37. Recommendation
Search volume is not the only factor
Put your money where your mouth is
PICK THE RIGHT KEYWORD
Keyword
Adwords
Competition
Aus. Search
Volume
(Broad)
Aus. Search
Volume
(exact) CPC exact
SEO
Competition ranking
accounting firms 59% 14,800 390 4.84$ 50% 500
accountant sydney 77% 9,900 390 6.67$ 43% 40
accounting xero 41% 3,600 - 1.01$ 43% 3
accounting blog 15% 210 22 9.65$ 55% 500
sydney accounting 77% 12,100 91 6.54$ 43% 26
accounting sydney 77% 12,100 110 5.97$ 43% 16
accounting in sydney 77% 12,100 36 4.20$ 43% 16
sydney accountant 77% 9,900 170 5.71$ 41% 20
accountant in sydney 77% 9,900 46 5.75$ 38% 63
sydney accountants 77% 6,600 260 7.01$ 39% 107
accountants in sydney 77% 6,600 140 5.81$ 41% 135
accountants sydney 77% 6,600 590 7.29$ 41% 30

38. Recommendation
+ Learn the basics – Moz.com, Google Channel on Youtube, Feedthebot
+ Choose the right keywords
+ Find an SEO in your network - Ask questions, we don’t bite (or rarely)
+ Find the right agency but don’t trust them
+ Get involved
+ Do regular health checks
SEO IS NOT A SET AND FORGET
MARKETING STRATEGY

39. Q & A

40. THANKS
Slides available online
Twitter: @InMkgWeTrust
Slideshare: InMkgWeTrust
Frederic@inmarketingwetrust.com.au