Attaining business growth is not just about getting traffic to your website. It's achieved through sending relevant traffic and systematically testing your messages and offer.

1. Improve Business Results With

2. Agenda
¤ What Is Online Marketing?
¤ Why its important?
¤ What People Do Online
¤ The Tools
¤ The Process
¤ Website
¤ Traffic
¤ Testing

3. So What Is Online Marketing?
Online marketing, also known as web marketing, internet
marketing, webvertising, or e-marketing, is referred to as the
marketing (generally the promotion) of products or services
over the Internet.
It not only refers to marketing on the Internet, but also
includes marketing done via e-mail and wireless media.
Digital customer data and electronic customer relationship
management (ECRM) systems are also often grouped
together under internet marketing.
Source: Wikipedia

4. My Definition
¤ Online Marketing is an activity & a process that offers
value for customers and helps a business reach it’s goals
via web based technology.

5. The online tool kit
Email
Marketing &
CRM
Digital & Display
Advertising
Search Engine
Marketing
& SEO
Social Media
Mobile
Marketing
Affiliate
Marketing
Coupons & Offers
Inbound
Content
inc Video
Acquisition
Acquisition & Retention /
Engagement
Retention / Engagement
Web Analytics
& CRO

6. Just Having A Website Is Not Enough
You Need:
¤ Traffic
¤ Systems for capturing names
¤ Systems to build relationships
¤ To measure results
¤ To be where your customers are
every day
¤ Online and on their phone
¤ Multiple touchpoints

7. One Possible Strategy

8. How Does It Work?

9. Why It’s Important?
Question:
What Do people Do Online?

10. What People Do Online

11. What People Do Online

12. Try & Solve Their Problems

13. And Find Solutions Anonymously
92%
Reach

14. Compare This to Traditional
Advertising

15. Lots of Waste

16. Why is Search Different

17. Why Search?
¤ Reach:
¤ 24 x 7 x 365 days a week
¤ Reaches 90% of Australia
¤ Relevance
¤ Target based on search intent
¤ ROI
¤ Measureable, in near real time

18. Lets look at a Google Search
Paid
Advertising
Organic
Listings

19. Organic Search (SEO)
Organic
Listings

20. Organic Search: Some Stats
36.4% click on position 1
12.5% = 2
9.5% = 3
7.9% = 4
6.1% = 5
4.1% = 6
3.8% = 7
3.5% = 8

21. Lets Look at Hairdresser Malvern
Local business are the
first to be shown in the
directory listings

22. Lets look at Melbourne Printers
This area is paid
advertising
All of these are
local businesses

23. Organic Search: Some Key Facts
¤ 93% of consumers worldwide use search engines to
locate web sites. (Source: Forrester Research)
¤ The top 3 positions get nearly 60% of the clicks
¤ 75% of search engine traffic never scroll past the first
page of results. (Source: Market Share Hits Link)
¤ 89% of the links users click on are organic, not paid
¤ BUT….. Paid Advertising is a great way to test what works
before you invest in SEO
¤ The 2 result in incremental sales

24. Paid Search: Pay Per Click
Paid
Advertising

25. The Return On Investment
Per Month
Budget $1,000
Ave. Cost Per Click $8.00
Expected Conversion
Rate
4.0%
Value Per Conversion $500.00
Total Expected Return $2,500
Management Fees $595
Total Return $1,905.00
ROI 150%
Return
Cost
CPC: Based on search term Bookkeeping Services Melbourne
Key
Focus

26. Some Results
¤ Spent $160 in advertising & generated $1,000 in revenue
¤ One client has moved from doing the work to quoting for
the work (& hiring people to do the work!)
¤ Another client had its best sales month ever!
¤ 1st time it received warm leads instead of doing cold calls
¤ We are generating more higher value leads

27. Why Measuring Websites Matter
Base 1% + Visitors 1% + Opt-In 1% Convert
No. of Visitors 801 809 801 801
Opt-In Rate 18% 18% 19% 18%
Conversion Rate 14% 14% 14% 15%
Average Sale $100 $100 $100 $100
=Net Revenue 2018.52 2038.70 2130.66 2162.70
¤ Conversion increase of 1% has most impact $144.18
¤ Results are amplified with higher % increases
¤ Test what works!

28. What Is Split Testing?

29. Summary
¤ Often what we think will work is wrong
¤ Having a online strategy is critical
¤ We don’t advocate one service over another
¤ Depends on your business, your goals, where you are at &
what you have done so far
¤ Often its good to start with Paid Advertising
¤ Fast & you can test what works
¤ SEO changes constantly
¤ Be wary of SEO cowboys & just buying links