local chambers networking event
TRANSCRIPT
SEO has moved on, have YOU?Charles Ryder | 9th September 14
Business After Hours
Networking Event 5th March
5 Ways to Increase Online Sales
Business After Hours - 5 Ways to Increase Online Sales
• Established in 2000 by CEO, Charles Ryder
• One of the first dedicated Internet Marketing companies in WA
• Grown into Perth's leading specialist online marketing agency
• Small team of local SEO professionals specialists
• Specialise in SEO & Paid Search Advertising
• Our Values (Sharing, Caring, Authentic, Outstanding, Rewarding)
Welcome to White Chalk Road
Business After Hours - 5 Ways to Increase Online Sales
1. Change your marketing mix according to where the audience is
2. Employ Content Marketing (SEO redefined)
3. Employ Conversion Rate Optimisation
4. Employ Remarketing Strategies (Online Banners)
5. Use Integrated Marketing Communications
5 Ways to Increase Your Online Sales
Business After Hours - 5 Ways to Increase Online Sales
• Consumers buying behaviors change
• Physical and mental changes to consider
• Annual report outlines shift from traditional to digital
• Marketers need to adjust and move budgets around
• Search Engine Marketing has become fastest growing area
1. Change your marketing mix according to where the audience is
Business After Hours - 5 Ways to Increase Online Sales
Review the basics:
• What are the main goals you are looking to achieve?
• What marketing channels can help you to achieve your goals?
• How can the channels work/integrate together?
• What type of people do you need to get involved?
1. Change your marketing mix according to where the audience is
• What can you manage internally vs. using external expertise?
Business After Hours - 5 Ways to Increase Online Sales
2. Employ Content Marketing (SEO redefined)
“Content marketing is the marketing and
business process for creating and
distributing relevant and valuable content
to attract, acquire, and engage a clearly
defined and understood target audience –
with the objective of driving profitable
customer action.”
• SEO has evolved into Content Marketing
Business After Hours - 5 Ways to Increase Online Sales
2. Employ Content Marketing (SEO redefined)
Business After Hours - 5 Ways to Increase Online Sales
Web traffic alone is not enough to generate sales on your website!
Why is it so important? Example:
1% conversion rate on 1000 unique victors = 10 sales
2% conversion rate on 1000 unique victors = 20 sales (100% increase)
Some Methods we use:
• Click-Path Analysis
• Conversion Funnel Analysis
• Heat-maps
• Customer Experience Videos
• Site Usability Testing
3. Employ Conversion Rate Optimisation
Business After Hours - 5 Ways to Increase Online Sales
Some practical tips:
• Create well organised copy
• Target the right audience &
focus on high performing keywords
• Tell your customers why they need your product/service
• Why are better than your competitors
• Use clear and effective site navigation
• Use trust and credibility logos
• Clear call to action
3. Employ Conversion Rate Optimisation
Business After Hours - 5 Ways to Increase Online Sales
• Advertisements (banners or text) are shown to internet
users who have already visited your website
• Leverages your current advertising dollars
• Brings potential buyers back to your site
4. Employ Remarketing Strategies (Online Banners)
Business After Hours - 5 Ways to Increase Online Sales
5. Use Integrated Marketing Communications (IMC)
• Coordinate your marketing efforts across multiple channels
• Create a seamless experience for consumers
• Core image and messaging are reinforced
• Create plan
Business After Hours - 5 Ways to Increase Online Sales
1. Change your marketing mix to focus a little more on where the
audience is, e.g. the Internet and smart phones
2. Provide real value to your consumer by providing expert and
valued content, e.g. linking great editorial or blog articles to
great relevant resources on your corporate website
3. Better convert the visitors that you ‘earn’ through Conversion
Rate Optimisation
4. Re-engage with your potential leads through a remarketing
campaign
5. Align all of your marketing channels and leverage each
5 Ways to Increase Your Online Sales - Summary
Business After Hours - 5 Ways to Increase Online Sales
Any questions?
Final Questions
Business After Hours - 5 Ways to Increase Online Sales
Thank You &
Enjoy the
rest of the
night