let's talk business digital marketing strategies

Digital Marketing Strategies

Rob Hudson – National Digital Director, George Patterson Y&R

Sally Davies – Digital Capability Manager - Mobile, Sensis

Stuart McKeown – Product Director Search Marketing, Experian Hitwise

Moderated by Small Business Commentator Valerie Khoo

SOCIALMARKETING

Rob HudsonNATIONAL DIGITAL DIRECTOR

Collecta, Analytic.ly, GoogleGPY&R Pulse, Radian6, Spiral16, Trucast, Buzzmetrics,

http:// bit.ly / bovMOi

THANKS

Sally Davies – Digital Capability Manager - Mobile, Sally Davies – Digital Capability Manager - Mobile, Sensis Sensis

Go Mobile

Sally Davies

Digital Capability Manager – Mobile

Sensis Pty Ltd

Mobile is:

Always connected

Personal With you all the time – go to bed with it Part of your identity, it has become an accessory 38% of Americans say their mobile is more

important than their wallet Know who they are

Social Facebook is the most used mobile site in Australia

Localizable One of the best direct marketing tools available to you

Source: Telsyte

Some interesting mobile stats

There are now more mobile devices than televisions and computers combined (*1)

Mobile phone penetration is now at 110% (*1)

Over 1.7 billion SMS are sent a month (*2)

45% of Telstra Next G customers now use the mobile internet every month (*2)

Mobile marketing spend is growing at over 15% (*3)

Source: *1 Telsyte, *2 Telstra Annual report *3 AIMIA

The mobile consumer is:

A Hunter

PC is a browser

Yellow Pages can help provide some insight:

‘Restaurants’ ranks 1st in searches and calls to advertisers

‘Floor Sanding and Polishing’ & ‘Trophies’ have the highest

ratio of search to call delivering 98% conversion

6 in 10 people who search for a ‘Florist’ make a call as do

those searching for ‘Tyres’, it’s 8 in 10 for ‘Locksmiths’

Saturday lunchtime is our peak hour

The most popular location is Melbourne followed by

Brisbane and then Sydney

* Source: Omniture Reporting

Mobile Advertising is:

Display/ banner ads APP banner ads

Ticketin

Mobile codes Mobile

payments

Bluetoot

complex

Text 2 Vote

Send2Mobile

Broadcast

Text 2 Win

Example Mobile Sites

SMS “DEMO” to 0415 268 766 or alternatively, scan the Telstra Mobile Code.

From impressions to engagement

Case Study: Camera Action

It’s all about a call to action

Print ad with SMS keyword and mobile

Text Message with link to mobile site

Advertiser mobile page

And keeping it simple…

Fast loading

Relevant – to mobile and your customers

Simple to browse

Quick to consume

Olives Tree

How do I Go Mobile?

1. Is your business right for mobile?

2. Who are you customers?

3. How can you get them to engage with you? Choose your call to action

4. Choose your level of investment

5. Integrate with the rest of your business

6. Measure success

You don’t have to be cutting edge

2000: High TechA concept product from Panasonic combines a game machine with a detachable hand unit which serves as a mobile phone and game control device.

But you do have to be on target

Stuart McKeown – Product Director Search Marketing,Stuart McKeown – Product Director Search Marketing,Experian Hitwise Experian Hitwise

© 2010 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.

Let’s Talk Business

Search Engine Optimisation (SEO) for SMEs

Stuart McKeown

Product Director, Search Marketing

SEO - Many contributing factors.

Potential.

Outsource vs In-House SEO

Run a cost analysis on the Return on Investment (ROI) you need from SEO, remember it pays back over multiple years not just one. Calculate your budget from this.

It makes no sense to allocate $10k to SEO and expect a $200k return. Be realistic.

SME’s benefit the most from outsourcing due to lack of internal resources to complete a project.

Agencies often approach projects from an impartial viewpoint.

In both cases you must remember to allocate the resources to implement changes (whether you have an in-house team or outsourced web development).

Be careful of Web Development agencies that ‘throw in’ SEO - are they experts?

The SME Challenge - Achieving Organic Growth.

Whilst Growing Conversion Rates.

Store A – Focuses on Traffic33% Revenue Increase.

Unique Visits / Month

Conversion Rate

Average Order Value

Revenue

60,000 4% $32.40 $77,760

62,000 4% $32.40 $80,352

64,000 4% $32.40 $82,944

65,000 4% $32.40 $84,240

70,000 4% $32.40 $90,720

75,000 4% $32.40 $97,200

80,000 4% $32.40 $103,680

Store B – Focuses on Traffic and Conversions360% Revenue Increase.

Unique Visits / Month

Conversion Rate

Average Order Value

Revenue

60,000 4% $32.40 $77,760

62,000 4% $32.40 $80,352

64,000 5% $32.40 $103,680

65,000 6% $40 $156,000

70,000 6.5% $42 $191,100

75,000 6.75% $45 $227,812

80,000 7% $50 $280,000

Myths.

5 things you NEED TO KNOW about SEO….

You should optimise your content and <title> tags for what people are searching for. (i.e. Dentist Circular Quay Sydney).

Search engines use backlinks (this is when someone links to your website) to determine the authority of your website.

New websites that lack authority take longer to rank than older websites.

Search engines like good URL structures (i.e. yoursite.com/about-us/) - avoid long meaningless URL’s.

Changing URL structures without ‘301 redirecting; can cause catastrophic loss in rankings.

Search engines look at the ‘anchor text’ of a link to help understand what the website is about.

Anchor Text Example - Adobe

No mention of the word ‘click here’ in titles or anywhere on the page.

How can a website rank without on page optimisation?

Common SEO Myths….

•It’s FREE Traffic.

•Once i’m in Position 1, I can relax and reap the rewards.

•This company is promising me Page 1 Rankings in a few days.

•We’re already Page Rank 4, we don’t need SEO.

This statement is partially true, however many SME spend significant money on SEO efforts. The ROI on this spend is high.

Position 1 is just the beginning, never underestimate that your competitors are ‘not’ doing SEO.

SEO is a slow moving dinosaur, it takes time to get rankings. Be wary of companies offering to get you overnight ranking results.

Page rank does not directly correlate with SEO Rankings. However, if your website is optimised for the right keywords, your Page Rank is likely to increase.

Real SEO Results.

Provide a high ROI on investment over time (2-3 years).

Grow your returning customer base organically over time.

Increase brand awareness with searchers.

Allow you to target the right customers with the right keywords.

SEO will not….Generate sales if your website does not convert users.

Make or break your business.

SEO will….

What should you expect….

Break Things Down - Understand how each channel performs.

Segment based on behaviour.•Logged in vs Logged out*

•Members vs Non-Members*

*Can be achieved using _set CustomVar() and Advanced Segments in

Tactics.

Tactical Structural PromotionalSub Domains vs Sub Folders

Meta Data

Keyword Focus

URL Structure

Navigation Structure

Accessibility

Sitewide Optimisation

Internal Linking Focus

Competitive Analysis

Keyword Research

Keyword Gaps

Content Gaps

User Generated Content

Segmenting Content

Social Media

Video Syndication

Press Releases

Social Bookmarking

Directory Submissions

Article Submissions

Use Yahoo Site Explorer to look at your competitors backlinks (Remember Adobe example – backlinks are important). How many of these links can you potentially ask for?

Tactical - the research behind your decisions.

There are over 100 factors and red flags that Search Engines look for when analysing a website.

Ensure you have clear concise URL’s – http://www.yourwebsite.com/about-us/

Ensure that the ‘non-www’ version of your website redirects to a ‘www’ version.

Avoid duplicate content.

Use descriptive words when linking between pages, avoid ‘click here’ or ‘more info’ type language.

Have a static sitemap that links to all internal pages of your website.

Avoid using Javascript to display menus and navigation.

Structural - Identifying and fixing red flags

Onsite SEO makes up 40% of activity - up to 60% of activity occurs offsite with promotions and link building.

Contact all your potential partners to ask for a link – if a partner links to two or more competitors this may indicate a directory.

Provide the best quality content in your industry to attract authoritative links.

Create tools or applications to help others in your industry.

Sponsor events in your industry and ask them to link back to you.

Syndicate all your PR online linking back to your website.

Create a blog and hire a content writer to write 2-3 times a week.

Write guest blog posts and contact bloggers to publish (link back to your website).

Submit your website to relevant local or international business directories.

Promotional - Marketing and promoting your business

Case Study.

Client A – Laser Eye Surgery

Local Sydney Business

Core Search Term – Laser Eye Surgery

Campaign Goal – Increased Booking Numbers

Client A – The Process

Client A – The Research

Highly location specific search volume for laser eye surgery terms.

Client only has practices in Sydney.

Customers initially in research phase before looking for location terms.

Customers extremely cost aware, searching for prices.

You can run tests quicker on new products and offers – SEO could take months to run a test.

You can run different messages in parallel.

You know your top converting terms. You know the copy that works best. You know which landing pages convert

best. SEO compliments your Paid results by

reinforcing your position. PPC Cost can reduce over time as the

campaign becomes optimised.

Leveraging SEO through PPC Know what works in days.

Run a PPC Campaign targeting researched terms.

Optimise the site for keywords that are converting in the PPC Campaign.

Set up Google Local Business for 2 locations.

Refine the landing page and reduce number of fields a lead needs to complete.

Set up a Facebook campaign targeting target demographic in Sydney.

Capture email addresses to remarket special offers.

Client A – The StrategyLeveraging multiple traffic sources.

Client A – The Results

Largest quick win - Google Local Business (Maps), we optimised for 2 locations.

2 Locations, now showing 2 results for ‘Laser Eye Surgery Sydney’.

Focused on local search terms on the homepage (i.e. Laser Eye Surgery Sydney)

Ranking #3 for core converting term – using a mixture of onsite optimisation and submitting to local directories.

Client also has PPC presence for these terms.

Client has a presence on the page for the top converting search term 4 times.

Client A – The Results

600% Traffic Increase

300% Increase in Lead Volume

Beyond SEO.

Where to next - Proof that A/B Testing works anywhere. Meet Keith.

Data Source:

How can Keith make more money?

Board is hard to read.

Cup is hidden from view.

No incentive to donate.

Proof that A/B Testing works anywhere.Meet the new and improved Keith.

Data Source:

How can Keith make more money?

100% Increase in Earnings

Easy to read board

Cup is visible with a call to action!

Incentive to donate – Free hand sanitizer.

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