Online Marketing SeminarQuentin Weber and Adam Crouchley

Some Stats That Will Blow Your Mind!

20% of Daily Google Searches Have Never Been Searched Before(1)

Facebook Users in New Zealand 2,270,480(2)

And Counting...

86.0 % of New Zealanders are Online(3)

The Average New Zealander Spends 19.4 hours Online(4)

Quality over Quantity

- Build on good quality traffic

- Repair poor quality traffic

- Improve Return on Investment

Introduction

Measurement and Analytics

http://www.youtube.com/watch?v=N5WurXNec7E

Quality over Quantity

Bounce RateArrives at site, views only 1 page, leaves within 30 seconds

Pages / VisitAverage amount of pages visited

Avg. Visit DurationAverage time spent onsite per visit

Overview

Compare Results

Pick dates

AudienceSeeing how visitors view your website

Audience

Demographics

Demographics

Audience

Mobile

SourcesHow do they find your website?

Sources

Sourceswww.dorimedia.co.nz/urlbuilder

http://dorimedia.co.nz/?utm_source=Newsletter&utm_medium=March&utm_campaign=March%2BNewsletter

Online and Offline Campaigns

Online - Tag Your Sourceshttp://socialmediaseminars.co.nz/?

utm_source=Facebook&utm_medium=CPC&utm_content=Ad1&utm_campaign=Online%2BMarketing%2BSeminar

Measuring OfflineYou

Wou

ldn't

Do This

!!!

That's Better

Content

Content

Understand what pages draw the most traffic to your website and why

Which pages don't bring so much traffic to the site?

Conversions

Conversions

Goals

Ecommerce

Multi-Channel Funnels

Content

Take note of the bounce rate and Avg. Time on Page

In-Page Analytics

Event Tracking

http://www.youtube.com/watch?v=cbtf1oyNg-8

Organic Search

Main Organic SEO points to cover

● Choosing Keywords● Content is king● Keywords across page

title, url, description, within content

● How social is effecting SEO and the changes that google is making this year

What Google Sees

Each year, Google changes its search algorithm up to 500 – 600 times. While most of these changes are minor, every few months Google rolls out a “major”

algorithmic update that affect search results in significant ways.

Google’s mission is to organize the world’s information and make it universally accessible and useful.

Algorithm

How People Search - Solving A Problem

Short Tail vs. Long Tail Keywords

What's 'Content' Got To Do With It...

Content Is King!● Focus Keyword - Don't try and do them all on One Page!● 300 word minimum● Keyword density 1-4%● Headings and titles● Image Alt tags

Example - A Cafe

Keywords:- Stonegrill Hamilton- Catering Hamilton- Cafe Hamilton

Through the site we will refer to these things, but there will be individual pages for each major topic/keyword.

Other On-Page Factors

● Page URL www.dorimedia.co.nz/?p=123 vs. www.dorimedia.co.nz/online-marketing

● Outbound Links● Page Title● Meta Descriptions and Meta Keywords● Sitemap● Categories● Good Page Structure

○ Breadcrumbs

PageRank

History BacklinksPage Authority

Backlinks

Get listed on industry specific websites; - Your suppliers- Customers- Associations

Add keyword rich alt tags to these links if they are images.

How Social Effects Search

Online Advertising

Main Online Advertising Points To Cover

Choosing a platform● Google AdWords● Facebook Ads● LinkedIn Ads● Twitter Sponsored Tweets● Bing Ads● Individual site advertising eg TradeMe etc.● YouTube video Ads● Google TV Ads

Online vs Offline

● Changes In Time Spent With Media● More Effective Ways To Target Customers● Easier To Measure

Google Adwords

Google knows almost everything about everyone.

Identify where your customers are surfing the internet and how to approach them.

Google AdWords

Search Network

Find people that are already looking for your product or service

100 billion Google searches per month

Choosing Keywords

Google Keyword Tool

Writing an Ad

AdWords Extensions

Location Extensions

AdWords Extensions

Phone Extensions

Site Extensions

Display Network

Display NetworkTradeMe YouTube

What ad sizes are available to advertisers?

Remarketing

Optimising Your Ads

Facebook Ads

Facebook Ads - Different TypesPage Post Ad

Page like sponsored story

Page post like sponsored story

Anatomy of a Facebook Ad

Facebook - Sponsored Posts

Facebook - Mobile Advertising

LinkedIn Ads● Location – required field● Company

○ Company Name○ Industry○ Company Size

● Job Title○ Specific Job Title○ Job Function○ Seniority

● Schools● Skills (Example: HTML or Project

Management)● LinkedIn Groups● Gender● Age

Social Media

Understand Social Media

Generally no one wants to see a business advertising within social media

Treat social media like a cocktail party...- Be social- Have fun- Stay professional- Make new connections- Chat with people and build relationships

Choosing The Right Platform

The platform you use is not important, as long as you use it the right way!

Blogging and Content Marketing

When blogging, aim to write content that will be shared a lot.

Write content that will help people or really entertain them.

Share your blog posts with influential people.

Analytics

Coming Up

The Twitter Revolution 2013April 3rd, 2013.

Blogging and Content MarketingMay 1st, 2013.

LinkedIn for NetworkingJune 5th, 2013.

Q & A

1. http://www.youtube.com/watch?v=QUCfFcchw1w&feature=player_embedded2. http://www.zoomsphere.com/charts/facebook/countries/australia-oceania/3. http://www.internetworldstats.com/sp/nz.htm4. https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_New_Zealand