1. Presented by Sam shetty Feb 2013
Online marketing
workshop

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

10. Mobile > PC

11. PC > Mobile

12. 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

13. The Traditional Shopping Process is…
Linear, predictable, analog, brand-controlled
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC

14. The New Purchase Journey is…
Non-Linear, multi-channel, digital, consumer-controlled
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC

15. Your Online journey ….
“If you don’t know where you are going, you
might not get there ”

16. Buyers complete 60% of their
buying cycle before they contact
your organization.
CEB 2012

17. 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

18. What are their goals & objectives?

19. What issues &
challenges do they
face that you can
help with?

20. 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”

21. 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.”

22. Website Traffic
“Website traffic is
meaningless unless it
converts into leads”

23. The digital world

24. Which one is right for me ?

25. So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing

29. 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

30. Sales conversions
>55% More than 55% of online purchases come
from a search engine.

31. 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?

32. How do search spiders crawl the web?

33. SEO setup
• Google Analytics
• Google webmaster tools
• XML sitemap
• Google +
• Google Alerts
• Social media setup

34. 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

35. Google Analytics

36. All websites need landing pages

37. 3 keys to a successful website

39. 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

40. Keyword strategy

41. 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

42. Google Algorithm updates.....

43. 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:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
voters nearly all agreed that social signals and perceived user value signals have bright futures.

44. Make your Site Search-Engine Friendly

45. Don’t just aim for ranking go for CTR

46. Manual link submission request

47. Competitive link research /Acquisition

48. Links via embedded content

49. Links via Viral Campaigns

51. 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

52. Google Penguin vs Panda Update

70. 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 ..???

71. The SEO pyramid

72. 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?

73. 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

74. Why should you consider?

75. Where should I advertise ?

76. The process

77. What will drive my traffic ?
*Via Forrester’s
Interactive Marketing
2012 Report

79. 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.

80. 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

81. 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

82. 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

83. 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

84. 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.

85. Above the fold !!

86. Google adwords

88. How is Quality score calculated ?

89. What does quality score influence ?

90. 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

91. 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.

92. 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.

93. 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

94. 3 Types of Landing Pages

95. 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

96. 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

97. 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

98. 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”

99. 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

100. Search marketing vs. social media marketing
■ Search marketing:
Bringing customers to
your site
■ Social media marketing:
Going where your
customers are!

101. You might think social media is this

113. Time spent on each channel

114. Businesses often ask the wrong question
How can my business sell more by using
social media?

115. There is a better question
How can I use the social web to help consumers
achieve their goals?

116. “Social Media Marketing:
Enables Others to Advocate for Your Business Through
Compelling Content”
Image credit: Ian Sane

117. How is social media used ?

118. 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

119. You already have the skills

123. Pain points in social media

124. Linkedin coverage

125. What matters?

126. Why is so important ?

127. What to share ?

128. Your online profile ?

129. What can I get from linked in ?

130. What can I get from linked in ?

131. Most people do this …

132. 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

133. 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?

134. Success on social media

135. 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

136. 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.

137. Social media is for B2B & B2C

138. Mobile search

139. 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

143. Impact of mobile on your business

144. Optimise for mobile

145. 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

146. 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.

147. Tip #2
Ensure content
and creative is
Provide a consistent
consistent throughout.
experience
From banner, to
landing page to
emails.

148. 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.

149. Tip #4
Focus the users
attention with a clear,
A clear and noticeable headline.
concise
headline

150. 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

151. 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.

152. 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.

153. 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.

154. 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.

155. 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.

156. 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.

157. 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.

158. Conclusion
• Q&A
• Request a free Consultation for your website
• Upcoming workshops
• http://www.netregistry.com.au/resources/workshops/
• Thank you !!!
• Sam Shetty sam.shetty@netregistry.com.au