Internet Marketing Newsletter

Edition 11 , September 2011

The Google Issue Being in the online marketing industry, there is no doubt that Google is one of the core influencers for our clients and for Eminent Online Marketing. Sure, Google is neither the only search engine, nor the only influential tech company. But what makes Google different is that they continually innovate. They innovate by creating new products. They innovate by creating diversity. They innovate by creating open dialogue. In Australia, the open dialogue is about including businesses and online agencies. It’s about working together to allow Australian SMEs to take advantage of the opportunities that are presented online. This aligns perfectly with our mission at Eminent Online Marketing, and so we are pleased to bring you “The Google Issue” of our monthly Internet Marketing Newsletter. In this issue we’re sharing some of Google’s latest research, and what secrets I learnt when I went to visit Google in Sydney last month. As always, if you have feedback, suggestions for future articles, or want to send us any other comments, simply email info@eminentonlinemarketing.com.au Until next month,

Janna Jungclaus And the Eminent Online Marketing Team

News Eminent Online Marketing is now part of Google Engage -a program for online marketing agencies. Google Engage helps to create an open dialogue between SMEs, agencies and Google itself. What does that mean for you? Through us, you can now get in touch with contacts at Google to solve your problems. Podcast Series We’re planning a series of podcasts shortly. Our list of topics so far includes:

• SEO • Social Media for

Business • PPC Advertising • Google Apps for

Business If you have any other topics you’d like to hear about, just let us know.

The Connected Continent A recent press release announcing the join research report “The Connected Continent” by Deloitte Access Economics and Google Australia estimated that the Internet contributed $50 billion, or 3.6% of Australia’s Gross Domestic Product in 2010 and that contribution was primed to grow by around 7% a year to reach $70 billion by 2016. The release equaled the value of the Internet to Australian GDP to the value of iron-ore exports. The Connected Continent is a research report commissioned by Google Australia to measure the

value of the digital economy in Australia. The report was researched and written independently by Deloitte Access Economics. Here we have summarized the main points that are of interest for Australian businesses:

Survey Of SMEs A survey of 150 SMEs commissioned as part of the Connected Continent Report states that almost every Australian business is an Internet business. The Internet does not only provide increased efficiency and productivity in supply management, finance, email and communications, it also allows businesses to reach out to consumers via new channels. One of the main benefits for SMEs was the reduced cost and improved effectiveness of reaching customers and prospects, as well as managing the relationship with existing customers. One of the main areas SMEs reported the Internet provided benefits is sales, marketing and advertising.

• The majority of businesses surveyed expected that the Internet would increase their access to local and Australian markets over the next two years, while only a minority expected that access to markets overseas would change.

“Every Australian Business is an Internet

business.”

The Connected Continent: How the internet is transforming the

Australian economy, Deloitte Access Economics, August 2011

• Across all industries, primary industries – defined as agriculture and mining – reported

greatest sales, marketing and advertising benefits from using the internet, with an average 70% of these businesses reporting benefits.

• The manufacturing industries found the lowest benefits from the internet in the sales, marketing and advertising categories, with only around one-third of businesses reporting benefits.

Increase In Online Searches According to the report, the number of searches undertaken on the Internet has grown rapidly in the past years, increasing at an annual rate of around 30%. The topics searched for online are broad, but particular growth has been recorded for banking, retail and travel related searches. The report states that: “Consumers have been increasingly turning to the Internet to seek information and purchase goods and services, and the current trend suggests that the importance of the Internet for consumers will continue to expand.” This is great news for businesses that are seeking to connect with customers and prospects through the Internet as a cost-effective of marketing. With the importance of the Internet set to grow continuously the effectiveness of online marketing will grow exponentially, as the target audience online is growing as well.

Increased Internet Activity An increase in Internet activity is great news for businesses that are implementing online marketing strategies to reach their customers. Internet activity in Australia has doubled in the past 4 years, measured by increased access, use and expenditure. Internet access across Australia has dramatically increased through high-speed Internet connections, the expansion of Internet access in rural areas, as well as mobile Internet connections through smart phones. Similarly, the use of the Internet has also increased. This is evident by the increased number of searches (as discussed above), as well as the number of businesses that have a website and sell online products or services. Another important measure of online activity is expenditure. According to the report, online expenditure has increased for both businesses and households, whereby business expenditure is measured by increased online advertising spend, and household expenditure is measured by growing e-commerce purchases by consumers.

In summary, as the use of the Internet continues to grow, it provides a catalyst for further innovation in the way we use it. It also provides access to even more markets and information, for both businesses and consumers. Opportunities The report details a very positive outlook for the growth of the Internet for Australian businesses. The report found that throughout the Organization for Economic Co-operation and Development (OECD) region, the Internet sector is

expected to grow faster than GDP in the medium term. This expectation is based on the fact that businesses, governments and households continue to embrace new online opportunities. Improved Internet access in developing countries is also expected to produce network effects that increase the value of the Internet globally. In Australia, the Government’s investment in broadband infrastructure is set to increase use of the Internet, which will create quick growth as it allows Australians to catch up to comparable countries. For example, e-commerce and online advertising is still smaller in Australia than in countries like the US and UK, suggesting that growth in the Index will continue to outpace growth in aggregate economic activity.

3 Steps To Effective Local Places Marketing With all that dry information about internet statics, here is a short, 3 step article so that you have the chance to implement something new after reading the newsletter this month. Local places listings are an easy and effective way to get your online marketing started – and the best thing is that this is something you can do yourself. The combination of setting up local places listings and optimising them is a great way to get on the first page of Google and get started with your online marketing. First Step: Local Places Listings The first step is to create a list of directories or websites where you'd like to be listed.

Here are some websites that you should include: • Google Places • Yellow Pages/ White Pages online directory – you can choose between a free or paid

listing. When you decide, make sure you know what your marketing budget is and what your ideal cost-per-lead amount is. There is no point in paying for listings that won’t bring you results.

• Local Directory websites, including: o Truelocal.com.au o Aussieweb.com.au o Hotfrog.com.au o Nationwide.com.au o Dlook.com.au

• Also consider some of the bigger, international directories o Yahoo Directory o Dmoz.org

• Industry specific websites o Restaurant review websites o Travel websites o Handyman websites o Review websites for financial products o Etc.

Second Step: Your Details The second step to getting the most of your local places listings is to prepare the details of what you want to post. This should at least include the main keyword for your business, your business address and phone number, and a short description. Here are some other tips of content you can include to improve your listings:

• Using categories and tags when uploading to the directory • Uploading pictures and videos • Offering a coupon or voucher as a local places marketing incentive where it’s available (for

example Google Places has a section where you can offer a coupon to your prospects) Third Step: Get Reviews Most local directories include a review functionality these days. It is not only powerful to create a “social proof” element to your listing, it also creates greater credibility for your business, and often results in better rankings within a directory.

Be aware, that some of these listings draw on reviews that were posted on other websites. For example, your Google Places listing will automatically syndicate with any other online listing that it identifies as dealing with the same business. The main factor for this combination is the business name, address and phone number. That’s why a Google Places listing may display a review from

Truelocal.com.au or Eatability.com.au A great way to increase the number of reviews is to ask your past and current clients, strategic partners and acquaintances to start posting. Simply write an email with a link to your main places listing (for example the Google Places listing) and ask them to post a review.

Case Study

We are proud to be able to showcase many happy clients who have received great results from their SEO campaigns with us.

We recently worked on a project with Cavalletti Communications, a communications agency based in Sydney. The website was for a client who specializes in training semi-professional and amateur athletes, particularly cyclists and triathletes. Having brought out a unique training device from Italy, the first in Australia of its kind, the business wanted to gain greater exposure online.

The results were encouraging and are continuing to bring new leads to the client. Main Keyword Current ranking No of Search Results Trainer cycling 3 20 million Cycling trainer 6 20,6 million Cycling coach 6 69,6 million Cycling program 6 96,6 million Cycling Exercise 7 64,7 million Cycling training 17 65,2 million

What’s next? Eminent Online Marketing is continuing to evolve. Shortly we’ll be doing a feature on our team members, and we’re also planning a series of podcasts to discuss all things online marketing. In the meantime, stay in touch with us through Twitter http://www.twitter.com/EminentOnlineMk, check out our blog at www.eminentonlinemarketing.com.au and our Facebook page http://on.fb.me/dUWCJO where we share industry news, interesting articles and success stories. Yours, Janna Jungclaus Eminent Online Marketing http://www.eminentonlinemarketing.com.au janna@eminentonlinemarketing.com.au Ph: 02 8580 4836 Join Us on Facebook http://on.fb.me/dUWCJO