Finding more customers through online marketing strategiesBy Michelle HensonOperite Marketing www.operite.com.au

22 years in Marketing, MBA

3 Countries

Lead Generation

Owner of multiple businesses

Large range of industries –majority small business from 2-50 employees

SMMW18

Operite – what we do

SALES

81% of shoppers conduct online research before making big purchases. 72% of consumers who did a local search visited a store within 8km. 30% of mobile searches are related to a location. 28% of searches for something nearby result in a purchase. Local searches lead 50% of mobile visitors to visit stores within one day. 78% of local-mobile searches result in offline purchases. 71% of B2B researchers start their research with a generic search. B2B researchers do 12 searches on average prior to engaging on a specific brand's site. 72% of marketers say relevant content creation was the most effective SEO tactic. Important for when you are not ranking

(Source: https://www.hubspot.com/marketing-statistics)

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.

Search Engine Optimisation (SEO) - The process of optimising your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.

Content Marketing - The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.

Inbound Marketing - Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.

Social Media Marketing - The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

Native Advertising - refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ -- for example, Facebook advertising and Instagram advertising.

Pay-Per-Click (PPC) - A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.

Marketing Automation - software that exists with the goal of automating marketing actions. Email Marketing - Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website.

Online PR – The practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.

MEASURING YOUR SITE PERFORMANCE No point in marketing if you have low scores

Open on Desktop

Open on Mobile

https://gtmetrix.com/

https://developers.google.com/speed/pagespeed/insights/

https://tools.pingdom.com/

https://seositecheckup.com/

Use these tools to measure Mobile vs Desktop and identify key issues

There are no diet pills

Be wary of SEO firms and web consultants or agencies that send you email out of the blue.

No one can guarantee a #1 ranking on Google.

Do your own analysis & research

Factor costs vs time & knowledge. From $200 pw

Technical SEO vs Content

Check Google Guidelines

Adwords help is legit to a point

Good to have an understanding of SEO yourself as no one knows your business or industry like you do

Every 1% makes a difference Claim your listing on Google & Bing (verify) Page Speed Relevance of content Backlinks – Local Search, Yellow Pages, Clients, Articles, Blogs, Social, Industry Directories Mobile Responsiveness Search Console & Sitemaps Alt Tag images (Yoast seo) Optimise images Meta Tags & Site Descriptions REVIEWS Keywords in text, pages, Meta, images Structured Data – products, opening times, location

Important for; Search Ranking Website Ads Content Getting the right visitors

Answer the public

Google Keyword Planner

kwfinder.com

SEMrush

Every persona has a different need or want for your product

Generic advertising does not appeal to all and leads to lower CTR and higher Bounce

Personas lead to better targeting of ads & content

More cost effective

Proper Keyword targeting

Improve results and ROI

1. Facebook – 15,000,000 Monthly Active Australian Users (steady)2. YouTube – 15,000,000 Unique Australian Visitors per month (UAVs)3. Instagram – 9,000,000 Monthly Active Australian Users (FB/ Instagram data)4. WordPress.com – 5,700,0005. WhatsApp – 5,000,000 Active Australian Users6. LinkedIn – 4,200,000 Monthly Active Australian Users approx7. Snapchat – 4,000,000 DAILY Active Australian Users (Snapchat data)8. Tumblr – 3,800,0009. Twitter – 3,000,000 Monthly Active Australian Users approx10. Tinder – 3,000,000 Australian users (my estimation)11. TripAdvisor – 2,800,00012. WeChat - 2,750,000 Monthly Active Australian Users approx13. Yelp – 1,500,00014. Blogspot- 1,300,00015. Flickr – 480,00016. Pinterest – 290,00017. Reddit – 110,00018. MySpace – 75,00019. RenRen – 70,000 Monthly Active Australian Users approx20. Google Plus – 55,000 Monthly active Australian users approx21. StumbleUpon – 39,00022.Weibo – 30,000 Monthly Active Australian Users approx23. Foursquare/Swarm – 10,00024. Digg – 10,00025 P i 9 000

Organic vs PAID

Engagement

Quality vs Quantity of followers

Organic & Boosted vs Ads

Facebook Business Insights

Pixel

Can go straight to Insta

Audience Selection

Video

Headline 230 Characters

Headline 130 Characters

Description80 Characters

SitelinksNo guarantee of what will showGoogle chooses

Call outsNo guarantee of what will showGoogle chooses

Text path2 x 15 Characters

INSTAGRAM STORIES & HIGHLIGHTS All-hashtag

#darwin #darwinnt #darwinlife#darwinning #darwinwaterfront#darwinstyle #darwinfood#darwinharbour #darwinfoodies#darwincity #darwinwedding#darwinfestival #darwinfashion#darwinmums #darwinfoodie#darwinfitness #darwincup#darwinonthetrail #darwintours#eatshopdarwin #tourismtopend

Hootsuite – manage up to 3 social channels for free

Linktr.ee – multiple links from BIO in Instagram

Mailchimp – free email marketing up to 2,000 subscribers

Canva – design your own graphics easily without design skills

Planoly – Instagram Planner

CRM system or Database Mailchimp, Infusion Soft, Constant Contact, Autopilot, Hubspot

Diligence in entering manual leads

Automate capture/FB/Web integrations

Follow NPP – Privacy Statement

SPAM ACT

Frequency

Relevancy

Customize the “From” line.

Write clear subject lines.

Address your reader by name.

Brand your company.

Personalize your content.

Deliver a strong call to action. Send HTML and plain text emails.

Make it easy to unsubscribe.

How is this set-up on your site

Google Console

Google Tag Manager

Adwords tracking

Bounce Rate

Traffic Sources

Entry Page

Marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

“If you’re not content marketing, you're not marketing"

LinkedIn Articles

Blog Articles

Ebooks, Reports, Infographics

Videos, how-to, storytelling, experience

Outbrain

Increase your entry pages

Provide Value

Build Trust

Position yourself as the leader/expert

Need skill or supplier with writing (ghostblogging)

Keywords

Topics

Placements

5% to maintain level of business GR

10% for growth

Can include; Marketing Personnel/Consultants Social Media Marketing Online Marketing, Adwords, Retargetting Apps & Subscriptions Website Collateral ATL Advertising CRM

Grants available for Marketing from NTG - $5,000

MARKETING PLANNING SESSIONS Can be hard to do all on your own SEO OneonOne Consulting Specific Projects Marketing planning workshop with

likeminded business owners Identify your target audience personas Build 6 month Marketing Plan Create Content Calendar Set-up social automation Choose the best Social Platforms Adwords written

Email me for further information michelle@operite.com.au

Action! Do something day to get your marketing in motion

Presentation available at www.operite.com.au/tools

Adwords character excel tool