Online Marketing: Increase Traffic to Your Website

Download Online Marketing: Increase Traffic to Your Website

Post on 19-Oct-2014

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Australians spend on average 23 hours online each week but over 45% of Australian businesses are not online or dont 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 dont? 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

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<p>Slide 1</p> <p>Capital Region </p> <p>Online Marketing: Increase </p> <p>traffic to your website </p> <p>Presented by: Todd Wright </p> <p>Threesides Marketing </p> <p>Housekeeping </p> <p>Our Mission To provide energised leadership, share innovative solutions, broker </p> <p>positive relationships and deliver valued projects to the region. </p> <p>Regional Priorities Regional Development Planning Education, Employment &amp; Investment Transport Infrastructure &amp; Services Regional Food Digital Economy Transition Living &amp; Working Sustainably </p> <p>Key Initiatives South East Region of Renewable Energy Excellence Regional Sponsored Migration Scheme Southern NSW Harvest Association Capital Region Digital Enterprise Program </p> <p>How We Can Help You Access to government programs Advice and training Sourcing skilled labour Grants - support and data Networks and contacts </p> <p>Find out More </p> <p>Richard Everson </p> <p>Project Officer </p> <p>Mob. 0427 27 27 54 </p> <p>richard@rdasi.org.au </p> <p>www.rdasi.org.au </p> <p>www.threesides.com.au </p> <p>www.Facebook.com/threesides </p> <p>www.Twitter.com/threesides </p> <p>www.slideshare.net/threesides </p> <p>We help these businesses with their online marketing: </p> <p>Old Bus Depot Markets National Parks NSW </p> <p>Retail 360 Lantern Apartments Thredbo </p> <p>Sportsmans Warehouse DDCS family Lawyers </p> <p>RGT Training Trevs caf Dickson </p> <p>(and more) </p> <p>Your name, </p> <p>business, and </p> <p>the one thing </p> <p>that motivated </p> <p>you to come </p> <p>today? </p> <p>Learning outcomes </p> <p>1. Create a basic online marketing plan </p> <p>2. Reflect on who your digital customer is </p> <p>3. Know how to discover your digital footprint </p> <p>4. Identify Google tools to use in your business </p> <p>YOUR ONLINE MARKETING PLAN </p> <p>ONLINE </p> <p>MARKETING </p> <p>PLAN+ TACTICS </p> <p>Digital Tactics </p> <p>WEBSITE &amp; Content </p> <p>LOCAL </p> <p>Listings + directories </p> <p>LINKS </p> <p>connections </p> <p>ADVERTISING: Adwords + Facebook </p> <p>SEARCH SEO / Content </p> <p>EVALUATION: Analytics + </p> <p>Webmaster tools </p> <p>SALES &amp; Distribution: e-conmerce </p> <p>DIRECT: Email marketing </p> <p>SOCIAL Media + Review Sites </p> <p>Establish your existing Digital </p> <p>Footprint </p> <p>Define your customer </p> <p>Develop your plan + Tactics </p> <p>Set your budget and define resources </p> <p>Evaluate </p> <p>UNDERSTAND YOUR DIGITAL CUSTOMER </p> <p>Aussies now </p> <p>spend on average </p> <p>23.3 hours online </p> <p>each week, 3.5 </p> <p>times more than </p> <p>the 6.7 hours we </p> <p>were spending </p> <p>online in 2003 0 </p> <p>5 </p> <p>10 </p> <p>15 </p> <p>20 </p> <p>25 </p> <p>Hours online each week </p> <p>2003 2013 </p> <p>Your Digital Customer </p> <p> What is the value of a digital sales lead </p> <p> Are they lookers or buyers? </p> <p> What is their lifetime value? </p> <p> What are the digital pathways to your door </p> <p>Develop a digital persona </p> <p>Buyer persona </p> <p>Buyer persona: a clear understanding of a target customer that exists in the mind of you and your staff / team. </p> <p>A picture of your customer </p> <p>Traits + demographics + behaviour </p> <p> Phil </p> <p> Late 50s </p> <p> Likes music </p> <p> Prefers to shop online </p> <p> Open minded and creative </p> <p> Time poor </p> <p> Well educated </p> <p>IDENTIFY YOUR DIGITAL FOOTPRINT </p> <p>Your business Digital Footprint </p> <p>1. What does your business look like online right now? </p> <p>2. Where can I find you? </p> <p>3. Where cant I find you? </p> <p>4. What do I find when I get there? </p> <p>5. How accurate is your Digital pitch? </p> <p>GOOGLE SEARCH </p> <p>SEARCH ENGINES </p> <p>92% </p> <p>8% </p> <p>Australian </p> <p>Search </p> <p>Engine Use </p> <p> Search </p> <p> Google alerts </p> <p> Google places for business </p> <p> Adwords + keyword tool </p> <p> Analytics </p> <p> Webmaster tools </p> <p>www.google.com.au/intl/en/about/products/ </p> <p>SEARCH TOOLS </p> <p>ADS </p> <p>ADS FREE LISTINGS </p> <p>Google Maps / </p> <p>Places </p> <p>Google Places </p> <p>153, 127, 85, 14, 2 </p> <p>1 2 3 4 </p> <p>Search engines how they work: Free Listings </p> <p>Keywords + Content </p> <p>KEYWORDS </p> <p>SEARCH ENGINE OPTIMISATION (SEO) </p> <p>200 different ingredients in their secret recipe </p> <p>What is an Awesome site for search? </p> <p>1. Easy to use, navigate, and understand </p> <p>2. Provide direct, actionable information relevant to the search query </p> <p>3. Professionally designed and accessible to modern browsers </p> <p>4. Deliver high quality, legitimate, credible content </p> <p>Search engine optimisation </p> <p>Create Search Engine Friendly Content </p> <p>Know your keywords </p> <p>Build valuable Links </p> <p>Create titles and labels </p> <p>Create Social Media links </p> <p>Develop a Google Site Map (xml) </p> <p>Have a clean menu structure </p> <p>Optimise for people first! </p> <p>GOOGLE KEYWORD PLANNER </p> <p>http://adwords.google.com.au </p> <p>Keyword Planner </p> <p>GOOGLE ALERTS </p> <p>Monitor the web with Google Alerts </p> <p>www.google.com/alerts </p> <p>GOOGLE PLACES FOR BUSINESS </p> <p>www.google.com/places </p> <p>GOOGLE PLACES </p> <p>SEARCH ENGINE MARKETING - SEM </p> <p>SEACRH ENGINE MARKETING (SEM) - GOOGLE ADWORDS </p> <p>PPC </p> <p>PPC </p> <p>Pay Per Click Advertising (PPC) </p> <p> Pay for individual keywords and appear in the paid / sponsored listings </p> <p> Each word has a different cost from $0.30c - $2.00+ </p> <p> The more competition for a word the higher the cost </p> <p> You put credit $$ on your account (or get billed) </p> <p> You only pay for clicks not impressions </p> <p>http://adwords.google.com </p> <p>Adwords questions </p> <p> Wont my competitors click my ad and send me broke? </p> <p> How much should I spend? </p> <p> How do I know it worked? </p> <p> Why does the price keep changing? </p> <p> Who can help me? </p> <p>Google Adwords certified professional </p> <p>Adwords will get </p> <p>them there but </p> <p>your website has </p> <p>to convert them. </p> <p>Adwords Golden Rule </p> <p>GOOGLE ANALYTICS </p> <p>www.analytics.google.com </p> <p>Online Evaluation and Tracking Tracking: </p> <p> Unique Visitors </p> <p> Returning Visitors </p> <p> Visitation growth </p> <p> Page Views </p> <p> Sales conversions </p> <p> Pay per click visitors </p> <p> Popular pages </p> <p> Referring sites </p> <p>GOOGLE WEBMASTER TOOLS </p> <p>https://www.google.com/webmasters/ </p> <p>Use for: Identifying links, keywords, </p> <p>search health, errors, site maps </p> <p>Workshops and Consultations </p> <p>Workshops </p> <p> Series of 17 workshop topics (59 workshops) over the next 12 months </p> <p> Free sessions subsidised by federal government in Queanbeyan and across the region </p> <p>Digital Consultations </p> <p> 4 hour digital business consultations </p> <p> Identify 3 get started now actions </p> <p> Help you start in the right digital direction </p> <p>Workshop feedback </p> <p>https://forms.communications.gov.au/ enterprisegroupfeedback </p> <p>Verification word: summer </p> <p>Stay in touch </p> <p>Website: </p> <p>www.crde.com.au </p> <p>Call the office: </p> <p>62970933 </p> <p>Stay on our email list </p> <p>Tell a friend! </p>