online marketing: increase traffic to your website

Download Online Marketing: Increase Traffic to Your Website

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Australians spend on average 23 hours online each week but over 45% of Australian businesses are not online or don’t have websites. For those that do – keeping up with the latest trends and programs and then knowing how it all works can be very confusing. This workshop provided participants with up to date information on the best tools to use to market their business or community organisation online. What are the tools that provide value for money and which ones don’t? Topics included creating an online marketing plan, understanding digital customer, finding and following digital footprint, and using google tools. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.au

TRANSCRIPT

Slide 1

Capital Region

Online Marketing: Increase

traffic to your website

Presented by: Todd Wright

Threesides Marketing

Housekeeping

Our Mission To provide energised leadership, share innovative solutions, broker

positive relationships and deliver valued projects to the region.

Regional Priorities Regional Development Planning Education, Employment & Investment Transport Infrastructure & Services Regional Food Digital Economy Transition Living & Working Sustainably

Key Initiatives South East Region of Renewable Energy Excellence Regional Sponsored Migration Scheme Southern NSW Harvest Association Capital Region Digital Enterprise Program

How We Can Help You Access to government programs Advice and training Sourcing skilled labour Grants - support and data Networks and contacts

Find out More

Richard Everson

Project Officer

Mob. 0427 27 27 54

richard@rdasi.org.au

www.rdasi.org.au

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

We help these businesses with their online marketing:

Old Bus Depot Markets National Parks NSW

Retail 360 Lantern Apartments Thredbo

Sportsmans Warehouse DDCS family Lawyers

RGT Training Trevs caf Dickson

(and more)

Your name,

business, and

the one thing

that motivated

you to come

today?

Learning outcomes

1. Create a basic online marketing plan

2. Reflect on who your digital customer is

3. Know how to discover your digital footprint

4. Identify Google tools to use in your business

YOUR ONLINE MARKETING PLAN

ONLINE

MARKETING

PLAN+ TACTICS

Digital Tactics

WEBSITE & Content

LOCAL

Listings + directories

LINKS

connections

ADVERTISING: Adwords + Facebook

SEARCH SEO / Content

EVALUATION: Analytics +

Webmaster tools

SALES & Distribution: e-conmerce

DIRECT: Email marketing

SOCIAL Media + Review Sites

Establish your existing Digital

Footprint

Define your customer

Develop your plan + Tactics

Set your budget and define resources

Evaluate

UNDERSTAND YOUR DIGITAL CUSTOMER

Aussies now

spend on average

23.3 hours online

each week, 3.5

times more than

the 6.7 hours we

were spending

online in 2003 0

5

10

15

20

25

Hours online each week

2003 2013

Your Digital Customer

What is the value of a digital sales lead

Are they lookers or buyers?

What is their lifetime value?

What are the digital pathways to your door

Develop a digital persona

Buyer persona

Buyer persona: a clear understanding of a target customer that exists in the mind of you and your staff / team.

A picture of your customer

Traits + demographics + behaviour

Phil

Late 50s

Likes music

Prefers to shop online

Open minded and creative

Time poor

Well educated

IDENTIFY YOUR DIGITAL FOOTPRINT

Your business Digital Footprint

1. What does your business look like online right now?

2. Where can I find you?

3. Where cant I find you?

4. What do I find when I get there?

5. How accurate is your Digital pitch?

GOOGLE SEARCH

SEARCH ENGINES

92%

8%

Australian

Search

Engine Use

Search

Google alerts

Google places for business

Adwords + keyword tool

Analytics

Webmaster tools

www.google.com.au/intl/en/about/products/

SEARCH TOOLS

ADS

ADS FREE LISTINGS

Google Maps /

Places

Google Places

153, 127, 85, 14, 2

1 2 3 4

Search engines how they work: Free Listings

Keywords + Content

KEYWORDS

SEARCH ENGINE OPTIMISATION (SEO)

200 different ingredients in their secret recipe

What is an Awesome site for search?

1. Easy to use, navigate, and understand

2. Provide direct, actionable information relevant to the search query

3. Professionally designed and accessible to modern browsers

4. Deliver high quality, legitimate, credible content

Search engine optimisation

Create Search Engine Friendly Content

Know your keywords

Build valuable Links

Create titles and labels

Create Social Media links

Develop a Google Site Map (xml)

Have a clean menu structure

Optimise for people first!

GOOGLE KEYWORD PLANNER

http://adwords.google.com.au

Keyword Planner

GOOGLE ALERTS

Monitor the web with Google Alerts

www.google.com/alerts

GOOGLE PLACES FOR BUSINESS

www.google.com/places

GOOGLE PLACES

SEARCH ENGINE MARKETING - SEM

SEACRH ENGINE MARKETING (SEM) - GOOGLE ADWORDS

PPC

PPC

Pay Per Click Advertising (PPC)

Pay for individual keywords and appear in the paid / sponsored listings

Each word has a different cost from $0.30c - $2.00+

The more competition for a word the higher the cost

You put credit $$ on your account (or get billed)

You only pay for clicks not impressions

http://adwords.google.com

Adwords questions

Wont my competitors click my ad and send me broke?

How much should I spend?

How do I know it worked?

Why does the price keep changing?

Who can help me?

Google Adwords certified professional

Adwords will get

them there but

your website has

to convert them.

Adwords Golden Rule

GOOGLE ANALYTICS

www.analytics.google.com

Online Evaluation and Tracking Tracking:

Unique Visitors

Returning Visitors

Visitation growth

Page Views

Sales conversions

Pay per click visitors

Popular pages

Referring sites

GOOGLE WEBMASTER TOOLS

https://www.google.com/webmasters/

Use for: Identifying links, keywords,

search health, errors, site maps

Workshops and Consultations

Workshops

Series of 17 workshop topics (59 workshops) over the next 12 months

Free sessions subsidised by federal government in Queanbeyan and across the region

Digital Consultations

4 hour digital business consultations

Identify 3 get started now actions

Help you start in the right digital direction

Workshop feedback

https://forms.communications.gov.au/ enterprisegroupfeedback

Verification word: summer

Stay in touch

Website:

www.crde.com.au

Call the office:

62970933

Stay on our email list

Tell a friend!